Business Communication for Built Environment -I

Module II
“Communication, the human connection is the key to
personal and career success”: Paul J Meyer
Standard Business Letter Format
Letter head
1. Sender’s address
(leave space between lines)
2. Date(mm/day/year)
3. Inside address/ receiver’s address
Title/position of the receiver
• Company name
• Address line 1
• Address line 2
4. Salutation: Dear Mr/ Ms………Last name
5. Subject: Title of the subject
6. Introduction… paragraph 1………………………………………………….
7. Body of the letter…….. Paragraph 2…………………………………….
8. Closing of the letter…….. Paragraph 3 …………………………………….
9. Complimentary close(sincerely)
10. Signature block
• Sender’s name
• Sender’s title/designation
• Enclosures:
Using the Three-Step Process in writing:

1. Planning Routine Messages

a. Analyse your audience, gather information, and adapt message to readers

2. Writing Routine Messages

a. Organize according to the direct approach
b. Use conversational tone
c. Use plain English

3. Completing Routine Messages

a. Proofread and allow time for revisions
AIDA model
Types of routine messages

► Neutral Message
► Positive message

► Negative message

► Persuasive message
Organize your message
Direct and Indirect style

► The direct plan presents the major idea first, followed by needed
details.

► Use an indirect plan is used when you present negative news or

anticipate reader resistance.
Direct and Indirect Style
Direct and routine messages

► Direct and Routine messages can be defined as the ones the receiver
would generally comply with, without any hesitation.
► It could be :

► A request for a catalogues or a quotation

► A memo to employees on a change of working hours

► An email asking for or providing information and acting also

constitute routine messages.

 Direct message

Dear Customer Services Team,

Subject: Technical specification required for MV313045

We are a large packers and movers group based out of Bangalore and are
looking for some information on one of the latest commercial vehicles that
you have launched, MV313045, shown on your website.

Can you please send me the technical specifications for the same?
Thanks a lot!

Regards,
John
Ineffective Example of Routine Request

Dear Mr. Gleason:

Subject: Product Information

Our account representatives are very busy people-often spending as much as half of their time
traveling to consult with various clients around the world. Obviously, they make heavy use of
their laptop computers when traveling, often tapping into our company database to prepare a
proposal for the client. Some of our representatives have requested that we provide them with a
portable printer so that they can prepare hard copies immediately before the clients. Therefore,
I would like some information on your portable printers, especially the HB-340. First, I’d like to
know if this is a laser printer. Our reps would also need a battery-operated model because they
print out legal-size forms while traveling.

If you can provide any further information about our printing needs, do not hesitate to let me
know.

Sincerely,
Effective Routine Request

Dear Mr. Gleason:

Subject: request for HB-340 Product Information
Would you provide me with information regarding your HB-340 portable printer? I’m interested
in purchasing 74 lightweight printers that our account representatives can use with their
Toshiba 1200 XE notebook computers when they travel.
Specifically, I would like you to answer to the following three questions:
1. Is the HB-340 printer a laser printer?
2. Is it battery operated? Since we wish to use the printer for travelling, such a feature is
important.
3. Will the printer accept legal-sized paper?

I would appreciate you emailing me the information as I need to make a purchase decision. I
would also appreciate receiving ordering information.
Sincerely,
Carolyn Ryerson([email protected])
Assistant Purchasing Director, Price Winston
Phone: 212-555-6103, Fax: 212-555-0327
Routine Reply
Sept ………2020
Ms. Carolyn Ryerson
……………………….
New York, NY 10019
Dear Ms. Ryerson:
Subject: Information you requested about HB-340
Yes, our popular HB-340 printer does accept legal-sized paper. Its 15- inch carriage will enable your
representatives to print out complex spreadsheets while on the road. Of course, it also adjusts to fit
standard 8.5-11 inch paper.
For quiet operation and easy portability, the HB uses ink-jet printing on plain-paper. The technology
provides nearly the same quality output as laser printer in less than half the cost.
Although many travellers use their computers on a plane or in their automobiles, they typically wait until
reaching their destination to print their documents. Thus, the HB uses AC (alternating current) power
only, thereby reducing its weight by nearly a pound. The extra 12-foot power cable will let you power-up
your printer easily no matter where the electrical outlet is hidden.
To take the HB-340 for a test drive, call your local Best Buy at 800-555-2189. They will show you how
to increase your productivity while increasing your luggage weight by only 4 pounds.
Sincerely yours,
Albert Gleason, Sales Manager
Points to Remember - Routine and Direct Messages

1. Avoid complicated questions, Never combine two or more questions into one
question.
2. Ask questions that are relevant and pertinent.
3. Rank your questions.
4. Be clear on your objectives.
5. Do not stop yourself from asking questions. Ask as many relevant questions as
possible.
Routine Requests

Writing an Order Letter

Write an order letter to Goodwill Student Book Store, Nai Sadak, Delhi – 110016 ordering for
the following books:

1) Contemporary Business Communication by Scot Ober, 2 th Edition, Publisher:

Biztantra- 10 copies
2) Essays by Addison- 15 copies
3) Shelley E.M.L Series -20 copies
Example of an order letter
To,
Goodwill Student Book Store
Nai Sadak, Delhi – 110016
Date : 04th September 2020
From....................
Dear Mr/ Ms. Last name…………………….,
Subject: Order for Books

I would like to order for the following books from your store:
1) Contemporary Business Communication by Scot Ober, 5th Edition, Publisher: Biztantra- 10 copies
2) Essays by Addison- 15 copies
3) Shelley E.M.L Series -20 copies

Request you to please send the books at the earliest. Cash payment will be made at the time of
delivery.

Thanking you.
Regards,
Signature……………………
Name……………………………
Memorandum

• A memo or memorandum is a communication note that records events

or observations on a topic.

• Memos are typically used within a business environment as an intra-

office communication tool and can serve many purposes.

• Today, emails can be considered a common type of memo.

For example, they call attention to issues that may need to be resolved,
they update colleagues on the status of active projects, and finally, they give
solutions to colleagues on issues that are related to the project being worked
on.
Memorandum
Example : Inter-Office Memo

To: All staff

From: Devendra Joshi
Date: 17th Feb 2020
Subject: Stopping the Electricity misuse

It has been observed that the staff members are not switching off the electricity
switches, fans and other air conditioners after their duty hours. This has not only
added to the amount of electricity bills of the company but also contributed
towards energy wastage.

All are hereby requested to sensibly make use of the electricity and contribute
towards the company’s campaign: “ Save Energy”.
xxxxx
( Signature of the issuing authority)
Difference between Memo and Letter

1. Letter is a short or long message that is sent by one person to another

while a memo is a short message that is sent by a person to another.
2. A letter is more formal and contains more information while a memo is
informal and is very short.
3. A memo is more concise and to the point as compared to a letter.
4. A letter is exchanged between businesses and their clients while a memo
is exchanged between individuals within an organization.
5. A memo usually has a header that states where it is from and who it is
intended for while a letter may or may not have this feature.
Difference between an Email and a Memo

1. An Email opens with a To, From, Subject Line, Carbon Copy (CC), and in some
circumstances a Bcc(blind carbon copy)
2. A Memo is quite similar to an Email. It too opens with a To, From, Subject Line
but it also has a date line and no CC or Bcc.
3. An Email opens with the receiver's name to express friendliness and to mark the
beginning of a message. A Memo gets directly to the point and provide ragged
line endings that are not justified.
4. An Email always closes with the information from whoever is sending the email.
While a Memo usually omits a closing and never uses a signature or a
complimentary close.
5. There is no salutation (Dear Mr./Mrs.) in a memo like an email.
Notice and Circulars

Notice - A message / information bringing to all to be put up in a common

place.

Circular- A message / information circulated among certain groups of people

that needs to be acknowledged.

Like memos, circulars and notices are also written forms of communication
within the organization.
Difference : Notice & Circular

The difference between a circular and a notice is that circulars are

announcements that are distributed to small or selective groups of people
within the organization, whereas notices are meant for a larger group of
people.

Example – If a manager wants to call a meeting of heads of departments, he

will pass around a circular only to the heads, requesting them to attend that
meeting.

On the other hand, notices generally contain information or announcements

that are meant for all the employees of an organization.
What is a Notice ?

A Notice is written by an individual, a group, an organization or a

body to draw the attention of the readers to a certain issue that
needs immediate attention or active participation.

► All the required information must be given in a simple, concise,

attractive manner so that people notice it.
Standard Format of a Notice

Name of the institution

………….Notice………………..
Date
……………….Heading………………….
Body/ Content
…………………………….
Name
(designation; if required)
Points to remember when writing a notice

► Content of the notice always write notice in a box.

► A headline/ title, date of issue and signatory.
► Details of the event, its time, date, venue and duration.
► The organization/individuals responsible for the notice.
► Responsible person to contact for further details, with mobile number/clear
and complete address/email address etc.
► Present information briefly, correctly and accurately.
► Do not exceed 100 – 150 words.
► The style of the language depends on the person it addresses and the objectives of
writing notice.
Purpose, Theme and Objectives

Notice covers a wide range of themes

 Cultural announcements
 Academic announcements
 Sports announcements
 Announcements of births and deaths
 Celebrations
 Commercial activities i.e. inaugurations & sales, schedules and
reschedules of transport
Examples of Notice
Examples of Notice
Sample notice for correction

RICS School of Built Environment, Noida

Inter School Cricket Match
Sept 11, 2020

It is to inform you that an Inter-school cricket match (a) is organized/is

being organized between our school and the DAV school. The match
(b) will be playing/ will be played on the 20th of Sept 2020 in our school
grounds from 5 p.m. onwards. All students (c) is requested/are
requested to assemble in the school grounds (d) to witnessed/to
witness the match and encourage the players.

Sports Secretary
Neelabh Sharma
What did we Learn?

► Notice should be eye catching, precise, concrete and attractive. It should

attract the spectator’s attention.

► If the spectators read notice, our purpose of writing notice is solved then
and there.

► Our objective should be clear enough so that it should solve our purpose
without creating confusion and chaos.
Office Circular

Office circular is a letter or memorandum addressed to a few/number people or

intended for general circulation within the organization.

It is an intra- organizational communication that seeks to bring a notice

important issues within the organization.

It is usually brief and precise.

Format of a Circular

Date:
Salutation:
Subject:

Body para………..1
Body para………..2
Complimentary close(Sincerely………..)

Signature Block
Sender’s name and designation
Enclosures if any (2)
Initials of the sender ……………………
Example of a Circular

Date: 04th May 2020

Subject: Appointment of New Branch Manager

Dear All,
I take pleasure in announcing that we have Mr. Sherry Gill as the New Branch Manager.
Mr. Gill has taken over from Mr. Sushil Rawat, who, has now been transferred to the position
of Branch Manager of our new branch which is going to be opening shortly in Delhi.
Mr. Gill will be reporting to Mr. Gangadhar Malik, the General Manager.
We hope that with your continued support and dedication, Mr. Gill will take this branch to new
heights.
We wish him all the very best.
Regards,
Xxx( Signature of the issuing authority)
Nishant Shekhar
Manager- HR
AIDA model for business emails

Trivia: Back in 1898 American advertiser Elias St. Elmo Lewis created the original AIDA funnel
to demonstrate how salespeople should guide customers through a purchase decision. Since
then, marketers have adopted the model to describe the logical four-step process of consumer
involvement with a marketing message.
Types of message

► Neutral messages
► Positive messages
► Negative messages
► Persuasive messages
Persuasive Messages

There are situations where the person who you are sending a message is not
in agreement with what you are saying or where you believe that the receiver
is going to oppose what you intend to say. In such cases, the sender of the
message would need to use persuasion.

For eg: You could be sending an internal communication to persuade your

manager for leave.
Aristotle’s Rhetorical Triangle
Persuasive Message - Example

Dear Jackie,
The sales team based out of Kolkata has almost bagged a deal, which is one of the
biggest till date. The client has also promised a long-term agreement.

However, the client is asking for an additional 2 per cent discount on bulk purchases
apart from the 5 percent that is normally permissible.

I request you to permit the additional discount as this deal would be extremely
strategic for our penetration into the eastern markets. It will also ensure a high
volume of sales for the company.

Regards,
John
Good news vs Bad news messages
Negative Messages

Negative messages are also a part of daily work at office. At some point or
the other, we must face them.

Some common cases where you may have to write a negative message :
- rejecting a candidate
- refusing to purchase a product from a person with whom you have been
dealing for a long time
- cancelling a contract
- informing the management about the fall of the sales figure
 Negative Messages

While writing a negative messages the task is two-fold:

First, we need to say ‘no’.

Next, we must make efforts to maintain the ‘goodwill’.

Keep it in mind: We may be at the end of receiving end of a negative

message! A buffer/ cushion ensures the reader’s resistance is minimized.
(The first part of a negative news message, verbal or written, is a buffer statement. It provides neutral
or positive information. ... It is important that the buffer not be overly positive because this can be
misleading or set up the reader to expect a positive news message instead.)
Negative Message - Example

Dear Marina,

Thank you for considering Raman group for the manuscript titled “ Better Managers”.
After going through the proposal, and discussing it with the editorial board, we are of
the opinion that the above-mentioned title does not fall under our current publishing
plan and therefore we would not be able to publish it.

However, this does not in any way evaluate the quality of your manuscript.

We wish you all the best in your endeavor.

Regards,
John
Positive messages

► Positive messages include messages where the audience is expected to

react in a neutral to positive manner. 

► Positive messages tend to consist of routine or good news.

These messages might be items such as congratulations,
confirmations, directions, simple credit requests, or credit approvals.
Claim Letter

► A claim letter is a persuasive letter sent by a customer to a business or

agency to identify a problem with a product or service.

► It is also known as a letter of complaint.

► Typically, a claim letter opens (and sometimes closes) with a request for

adjustment, such as a refund, replacement, or payment for damages.
Mode/Type of Claims

► Although claim letters are written for possible compensation or adjustment but the mode of
claims asked for are not always same. Depending on the nature of damage or loss, the
buyer can claim one or more of the followings:

► Partial or full refund of purchase price of the product or service.

► Future delivery of the products with correct items.
► Replacement of defective products.
► Repair of the damaged products.
► Reduction in the price.
► Credit the amount to purchase account.
► Cancellation of order or portion of order.
► Rescheduling the payment instalments.
► Correction of error in bill.
How to Draft a Claim Letter

► At the beginning of your letter, indicate that you are making a claim and
specify the type of claim you are making (e.g., an insurance claim).

► State the policy number, if applicable.

► Describe the specific circumstances or details of the claim (for example,

that a product is defective or the details of an accident). Give all relevant
facts concerning the claim.

► Indicate the rupee/ dollar amount you are claiming or what action you
would like the reader to take and the date by which you expect the action to
be taken.
How to Draft a Claim Letter

► Refer to any documents you are including with your letter, including claim forms, repair
estimates, warranty, or records or receipts. Ask if there is any other information or
documents or forms you need to send.

► If you are using some of the enclosed documents as evidence to substantiate your claim,

specifically mention the content of the documents and illustrate how they support your
claim.

► Indicate by when you would like to receive a reply to your letter and include contact
information that will allow the person to easily reach you.

► You may want to thank the reader for his/her (anticipated) help before ending your letter.
Claim Letter – Tips

► Remain courteous and respectful. Even if you feel you have been wronged,
maintain a professional, though assertive, tone at all times.

► Send your claim letter within the prescribed time period so that the claim
will be valid.

► If there are any necessary forms, etc., that you need to fill out or send,
include them with your letter for faster approval.

► Clearly state what it is that you hope to accomplish in sending your claim
letter.
Claim Letter – Example

Sample Letter 1

I am filing a claim on my auto insurance to cover the cost of repairing the

damage that the recent storm caused to my sports car. The car was parked
under a carport, where it was safe from the hail, but the wind brought the
carport roof down, causing extensive damage to the top and hood of the car.

I am enclosing three repair estimates. They range from a low of Rs 300,000/-

to Rs 4,00,000/- . My policy, #55555, has a Rs 50,000 no-claim bonus . I am
eager to have repairs completed as soon as possible.

Thank you for your assistance.

Claim Letter – Example

Sample Letter 2

My wife, Rita, fell and broke her arm while we were traveling in Delhi last
month. She was treated at the Delhi Medical Centre, where, as out-of-state
visitors, we were required to pay for her care at the time treatment was
received. The total bill came to Rs 100,000/-. I did contact our Primary Care
Physician, Doctor P S Sharma within 24 hours of the accident, as required by
the terms of our policy.

Our policy number is 12345. I have enclosed the statements and receipts
from the Delhi Medical Centre. Please reimburse me as soon as possible.
Adjustment Letter

► A written response to a claim letter sent by a customer by a business

representative or manager.

► An adjustment letter is generally written after a client of the business

makes a material claim.
 Adjustment Letter - Example

Dear Mrs. Hughes:

I have just received your March 24, 2020 letter about the damaged shipment you received through Green Tree Freight
and regret the inconvenience that it has caused you.

From your account of the problem, I am quite sure that your request for the Rs 25,000 adjustment on the damage
to the 2 crates of Crystal stemware will be granted.

A certain amount of breakage of this sort does unavoidably occur in cross-country shipping; I am sorry that it was
your company that had to be the one to suffer the delay.

I must remind you to keep the damaged crates in the same condition in which you received them until one of our
representatives can inspect them. That inspection should take place within two weeks.

If all is in order, as it sounds to be in your letter, you can expect the full reimbursement within 2 weeks after our
representative's inspection. I hope this unfortunate accident will not keep you from having merchandise shipped by
Green Tree Freight in the future.

Sincerely,
Sushil Kant, Customer Relations
Green Tree Freight Co., Inc.
Noida, UP – Pin Code-201301
Denying a Claim? Remember to:

► Open by stating your regret that the claim must be denied.

► Include the policy number, if applicable.
► Give the reasons why the claim was denied or rejected. Include any documents that
provide evidence to support this action.
► Include information about what the claimant must do or change to have the claim
approved, if desired.
► Include any important dates, such as the date by which an appeal or resubmission must
be made, if applicable.
► Include the contact information for the person to whom an appeal would be made, if
appropriate.
► Reiterate your regret that the claim must be denied and express your willingness to
discuss the matter further or work to resolve the problem, if necessary.
► Close by stating that you value the reader’s business or that you appreciate him/her as a
customer.
Exercises

• Choose five emails from day to day business correspondence. Rewrite the
email using AIDA format.
• Write a persuasive message selling an idea/service/product of your choice
use ethos, pathos and logos.
• Write a memorandum to all the employees of behalf of HR regarding work
from home during the current global pandemic.
• Draft a circular to all your colleagues informing them about a new
colleague who has just joined in the organisation.
Referencing and Bibliography

► Business Communication by Hory Shankar Mukherjee; Oxford

► Raman, Singh, 2008. Business Communication, Eighth Edition:

Oxford University Press

► Ober, Scot, 2009. Contemporary Business Communication. 5th

Edition. New Delhi: Biztantra.

Communication – the to Success!