Module I :

Professionalism :
Meaning -Definition – Characteristics - Traits and Qualities of a good
professionals - Professionalism in business - Professional Skills: important
soft skills for business success- Professionalism in Communication: Verbal
Communication: Professional Presentation -- Different Presentation Postures-
Written Communication: Email - Significance of Email in business – Email
etiquette: format - rules – dos and don’ts - Technical Documentation:
Standards – Types
Module II ; E-Learning :

 Introduction of electronic learning - benefits and drawbacks of e-

Learning - Online education - Digital age learners - Knowledge
resources on internet - E-books, Audio, Video and other means for e-
learning- Introduction to e-content development and tools - Online
libraries – MOOCs - The e-Learning as a service Industry - major
technologies used in e- learning- different approaches for e-Learning
delivery - E-learning in India
Module III : Business Data
Analysis
 Features of New Generation Computers – Concept of data analysis –
Business Data Analysis – Data Analyst – Types of analysts -
organisation and source of data, importance of data quality, dealing
with missing or incomplete data- Social Networking Analysis – Big
Data Analysis - Role of Data Scientist in Business & Society - Role of
Artificial Intelligence and Intelligent Agents in e-business - Ethical and
Legal considerations in Business Analytics
Module IV : Socio_Cyber
Informatics
 IT and society - Digital Divide – Digital natives-Cyber space- New
opportunities and threats - Cyber ethics - Cyber crimes -Types - Cyber
Laws – Organisations related with cyber laws-Cyber addictions -
Information overload - Health issues - e- waste and Green Computing
–Recent E-governance initiatives in India
Module V : Digital Marketing

 Introduction to Digital marketing Environment –meaning & Concept –

Need for digital marketing – Advantages and disadvantages of digital
marketing -Trends in digital marketing- Types of digital marketing –
Business models in digital marketing Business to Business (B2B),
Business to Customer (B2C), Customer to Customer (C2C), Business
to Employees (B2E), Business to Government (B2G) - Online
advertising - types of online advertising. Top e- commerce websites
around the world and its scenario in India. PPC (Pay Per Click)
advertising – Search engine Analytics – search engine ads – social
media channels and ads
Professionalism
Defining professionalism

 Professionalism is the way an individual conduct himself at work to

represent both himself and his company in a positive way. It includes
standards for behavior that might be required by an organization.
 Professionalism is skill or behavior that goes beyond what an ordinary
person would have or behaving in a more formal or business-like
manner.
 The conduct, aims, or qualities that characterize or mark a
profession or a professional person
 The skill, good judgment, and polite behavior that is expected from a
person who is trained to do a job well.
 According to Eric Mochancz, “Professionalism is someone’s
inherent ability to do what is expected of them and deliver
quality work because they are driven to do so”.
Importance of professionalism

 Professional workplace behavior is necessary for the long-term

success of a business.
 Employee interactions and relationships with customers are of vital
importance to ensure that company goals and objectives are met.
 A professional work place attitude and appearance allow employees
to take pride in their work and improve worker performance.
 Managers who behave professionally set an appropriate example by
encouraging their people to conduct themselves in a manner that
supports company-wide success.
Importance of professionalism

 Establishes Appropriate Boundaries- Professionalism in the work

place establishes boundaries between what is considered appropriate
office behavior and what is not.
 Encourages Personal Improvement-A business environment in
which employees dress and operate professionally is more conducive
for success.
 Promote and Maintain Accountability-Companies that interact
directly with clients are obligated to provide the best services
possible and present their company in the best possible light.
Professionalism counts when providing written information to clients.
Importance of professionalism

 Establishes Respect for Authority, and Yourself-Professionalism

in business establishes respect for authority figures, clients and co-
workers.
 Boosts Respect and Minimizes Conflict -Workers who respect
each others' boundaries and conduct themselves professionally rarely
have disagreements that cannot be resolved efficiently.
Characteristics of Professionalism

1.Specialized knowledge-
 Take a great personal commitment to develop and improve their skills
 Have academic qualification that serve as the foundation of this skill
 More imp is that they have to work in a serious, thoughtful and
sustained way to master the specialized knowledge to succeed in their
fields
2.Competency
 They get the job done
 They are reliable and so they keep their promises
 They do their best to manage unsuitable situation
 They don’t make excuses,but always focus on finding solutions
3. Commitment and confidence
 They have to interact with clients,supervisors and coworkers with
commitment to the company and job
 This commitment is based on the desire to build and maintain a
reputation as a professional
 Professionalism gives confidence in their organization,role and self
4. Responsibility and Dependability
 Taking responsibility and fair in all work
 Responsible behavior has an impact across all career fields
5. Honesty and integrity
 They keep their word, and so they can be trusted
 They never compromise their values, even during adverse situation
 They are always ready to learn from others
6. Initiative and accountability
 They show initiative by seeking new work and responsibilities
 They make use of training opportunities
 Accountability means accepting mistakes or problems, and working for a
solution
 They are always accountable for their thoughts, word, and actions
especially when they committed a mistake
7. Self regulation
 They behave as a true professional under pressure situations
 They show respect for the people around them, no matter what their
role or situation
 They exhibit a high degree of emotional intelligence
8.Image
 They try to build a good image in the organization
 They dress carefully
 They are polished,and behave appropriately to the situation
Traits and Qualities of a good
professional

 Excellence –good professional always strive for excellence in all

activities
 Organisational skill- keep his work neat and clean,well prepared
 Time management-able to manage his time well
 Good communication- most work requires working in teams,ability to
talk as well as to listen
 Soft skills- essential in achieving success,being courteous to the
subordinates,as well as to seniors
 Positive attitude-maintain an optimistic attitude,does not break up
under pressure
 Focus and hardwork-should be very clear on individual goals and
groupo goals
Traits and Qualities of a good
professional
 Ethical behaviour-act ethically in all his work,follow strict code
of ethics
 Continous learning-learning by practicing,doing research to
handle new situation
 Seeks advice- from other professionals in his field and other
fields
 Advancing in profession - try to innovate within the
profession,to provide a real service to others
 Teaches new generation- teaches younger members, pass on
the knowledge and experience
 Appearance –neat in appearance
 Demeanor –should reflect confidence,polite and well-spoken
Professionalism in business

 Professional behavior is necessary for long term success

 A professional workplace attitude allow employees to take pride in
their work and improve performance
 Professionalism help companies success in the following ways:
1. Establishes proper boundaries-Professionalism in the work place
establishes boundaries between what is considered appropriate
office behavior and what is not.
2. Encourages personal improvement-A business environment in which
employees dress and operate professionally is more conducive for
success.
3. Promote and maintain accountability-Companies that interact
directly with clients are obligated to provide the best services
possible and present their company in the best possible light.
Professionalism counts when providing written information to clients.
4. Establishes respect-Professionalism in business establishes respect
for authority figures, clients and co-workers.
5. Minimizes conflict- Workers who respect each others' boundaries and
conduct themselves professionally rarely have disagreements that
cannot be resolved efficiently.
6. Increased job satisfaction- professionalism eliminates stress to a greater
extent and that helps employees to work in a healthy atmosphere leading
to enhanced performance

7. The sense of responsibility -people who work in a professional

atmosphere can handle a task in a wider perspective of organizational
objectives, and hence are able to own their actions and take proper
decisions.

8. Personal growth- professionalism not only helpful for job enhancement,

but it also provides certain dignity and pride in one’s work and
responsibilities. People get appreciated for their good quality output that
inturn builds much confidence in them.
 Professional Skills

 There are many professional skills-which depends on job position,

education and business field.
 eg: English teacher needs excellent communication skill and
interpersonal skills. Marketing professional have to possess great
communication, decision making and analytical skills.
 There are some key and basic skills that a professional needs
irrespective of the business field and job description.
 Some of the important skills needed by professionals are given below
1. Communication skills-
 ability to communicate effectively
 exerts great influence on business and personal life
 Eg: speaking skills,listening skills,non-verbal communication skills,self
confidence,respectful attitude to others etc.
 5 components of successful communication-verbal(ability to speak
clearly),nonverbal(positive body language and facial
expression),aural(ability to listen and hear),written(skillfulness in
composing text messages,reports) and visual(abilty to relay
information using pictures) communication
2. Decison making skills-
 decision making is very difficult task
 have to make choices from various alternatives
 it’s a skill that can be learned
 making right decision in business is one of the best quality of a professional.
3. Problem solving skills
 People try to avoid problems but problems are part of any job
 It is the ability to use knowledge and to find answers and formulate workable
solutions.
4. Leadership skills
 Top quality and competency in professional skill
 Companies prefer employees who can supervise and direct other workers
 Include ability to lead,to motivate,to inspire .
5. Interpersonal skills
 People skills and include the ability to build and maintain relationships,develop
rapport,and use diplomacy.
 Ability to give and receive constructive criticism,be tolerant and respectful
regarding the opinion of others
6. Organisational skills
 Able to stay organized and focus on projects at hand
 Include general planning,coordinating resources and meeting deadlines.
7. Time management skills
 Good time management skills help to control time
 Able to manage a balance between work,personal and family lives
 It include setting goals,prioritizing goals,creating a schedule,making lists.
8. Stress management skills
 Dealing with stress is a crucial ability
 There are many ways,tools,and techniques that help to manage
stress
9. Teamwork-need to collaborate with other employees
10. Work ethic- employees are expected to be responsible and do the
job maximum, being punctual, meeting deadlines, and making sure that
work is error free.
11. Flexibility- it allows people to adapt successfully to changing
situations and environments,he has to learn to how to be more
adaptable and to develop his ability to cope effectively with change.
Important soft skills for business
success-
 “Organization and individual should develop and progress simultaneously for
their survival and attainment of mutual goals”
 When a highly sophisticated engineer, conditioned by years of engineering
training and experience, is converted into a manager of engineers, the change
can be traumatic.
 Job and requirements of managers changed for the last many years.
 Hard skills-technical knowledge,education etc.,the specific capabilities to
perform a particular job,easily taught to most through training.
 Soft skills-those skills that complement hard skills-indicate all the competencies
that are not directly connected to a specific task-they’re necessary in any
position as they mainly refer to the relationships with other people involved in
the organization
 ‘soft skills’ - transferable skills that are vital for your career development and
can be valued as much as academic qualifications themselves
 Soft skills are personal attributes,personality traits,inherent social
cues and communication abilities needed for success on the job.
 Soft skills can be defined as essentially people skills which are non
technical and intangible. It is a people specific or personality specific
skill which determines one’s strengths as a leader, negotiator and
conflict mediator.
 Soft skill can be self oriented(what the person must understand and
develop by himself) or interpersonal (relating with other people).
 Personal skill( cognitive skill like knowledge and thinking skills) and
social skills( relationships with others)
 Soft skills include
 Communication
 Coping under pressure
 Empathy and emotional intelligence
 Flexibilty,openness and the ability to change
 A growth mindset
 Professionalism in Communication

 Most important aspect of any relationship

 Personal communication happens between family and friends-face to
face conversation, a text message exchange or even personal writing- it
is casual.
 Professional communication involves interaction with those we work
with, whether we have close relationship or not.
 It includes any spoken or written interaction that is made with
coworkers or supervisors that represents workplace.
 It requires close attention to detail with regard to wording, the intended
reader’s perspective and the desired outcome of the message.
 It occurs within the culture of a particular workplace and so may reflect
the particular expectations and peculiarities of that company.
 Verbal communication-requires both a speaker to transmit the message, and
a listener to make sense of the message
 Includes the ability to speak fluently, and to communicate in a manner
appropriate to the situation.
 It’s an integral part of business world.
 Oral communication-used within in an organization includes personal
discussions, staff meetings, telephone discourse, formal and informal
communications and presentations.
 Verbal communication include interpersonal communication and public
speaking.
 Public speaking-making a formal presentation to a group of people.
 To be an effective speaker,a professional must be prepared to communicate
with a particular group of persons-the speech must fit the audience.
 Digital communication-evolving very fast and requires serious effort
by the professional to keep up with the opportunities and how to use
them effectively in their profession.
 Different forms- Social networking,emailing,blogging,texting,internet
conferencing and teleconferencing
 Every professional must learn which type of digital communication
suit him well.
Ways to improve effective
communication skills
 Wide reading
 Preparation
 Listen carefully
 Appropriate body language
 Think in terms of listener’s perspective
 Speak with confidence
 Work hard to develop communication skills.
Professional presentation

 Creating effective presentation is an important skill for professionals

 Must have a strong command of language, ability to briefly organize
and express
 Three primary skills in presentation
 Verbal communication skills-voice tone, pitch and volume: strong
grammatical knowledge, rich vocabulary, are able to express their
thoughts more logically- are more competent and proficient.
 Content- the ability to deliver the content that is logically organized
and flows logically
 Nonverbal communication-combining oral communication with visual
cues such as text ,pictures- nonverbal cues like facial expressions,
eye contact with the audience, gestures and body language.
 Organisation in presentation
 Introduction- exactly about the topic, scope and coverage, state the
purpose clearly.
 Body- material supportive to a presentation, emphasize main points.
 Summary- brief replication of the purpose of presentation,
restatement of main points.
 Visual aids- Use of PPT or graphics
 Presentation techniques
 Gather information-tell other people about the topic chosen and get feedback
 Write down main ideas-outline the main ideas
 Develop introduction and conclusion- introduction must attract audience
 Practice the speech-to gain confidence
 Delivery style- make use of dramatic examples, stories, humor
 Use of the podium
 Length of delivery-do not exceed allotted session
 Eye contact
 Voice
 Speak calmly
 Question and answer session
Different presentation postures

 Posture- the way in which someone usually holds their shoulders, neck, and
back, or a particular position in which someone stands, sits etc.
 The way he presents himself to the audience indicates his confidence level and
control.
 Good speaking posture benefits the speaker-
 helps to breathe properly
 projects his voice effectively
 Provides a good starting point from which to move the body in any direction
 Gives a feel of both alert and comfortable
 Decrease tension and nervousness
 Minimises distracting movements.
 Postures identified by successful leaders
 Standing posture- how people stand is a strong indicator of his mindset- strong and
steady position signals that he feel in control
 Hands- when not engaged in gesturing ,he can rest his hands in two places-at the
side with your fingers slightly curled. Second option is to nest one hand within the
other.
 Holding like a basketball- as if you hold a basketball between your hands-indicator
of confidence and control.
 Palms up-indicates openness and honesty
 Palms down-also a sign of strength, authority and assertiveness.
 Steeple the hands—all five fingertips of one hand touch the five fingertips on the
opposite hand-gives much confidence
 Change the position frequently-do not maintain the same position throughout the
presentation.
Written communication

 Sending of messages, orders or instructions in writing through letters,

circulars, reports, office memos, bulletins etc.
 A formal method of communication and is less flexible-a permanent
document for future reference.
 Professional who excel in written communication understand how to
use language for giving their message.
 It require different technical and literary skills.
 Examples-email ,internet websites, letters, proposals, faxes,
postcards etc.
 Letters

Minutes Memo

Written
communicatio
n

Report Notice

Circular
Forms of written communication

 Letters
 Most widely used form of written communication
 Used for external communication
 Has a complex layout which is to be carefully followed
 Sent by a mail, speed post, courier or hand delivery

 Memo( short term of memorandum)

 Informal message between members of an organization and related to
daily work.
 Usually small and short messages
 Memo forms have the name of the company printed on it
 Notice
 Used when people in the organization have to be given same information.
 Common method of mass communication in organization
 It’s short,language is simple,well spaced for easy reading.
 Put in the noticeboard.
 Circular
 Detailed document giving information, instructions or orders on a specific
matter.
 Has a number and a date of reference, and is signed by the authorized office.
 Issued by Govt departments and other official bodies like councils, universities
etc
 Sent by mail or fax.
 Report
 A document prepared by an individual or a committee entrusted with
the task of collecting information on a given subject.
 Requires careful research, collection of data and presentation of
findings, conclusions and recommendations.
 Minutes
 Written record of decisions taken at a meeting
 May be hand written or typed and pasted in a minute book,filed in a
minute file
 Minutes are legal document
Four common errors you must avoid to improve
writing competency ( Judith 1993)

Verbosity-use of too many words, it interferes with

understanding.it may irritate, confuse and bore the reader.

Confusing language-use of confusing words, ambiguous,

exaggerated or inflated words
Poor sentence structure-writing fragments instead of
complete sentences, try to keep the sentences short and
compact.
Information overload- giving too much information, causes
frustration and doubt on writer’s credibility.
Advantages of written
communication
 Permanent record- very useful for future reference, permanent record
of evidence.
 Authoritative document-the evidence is also known as authoritative
document.
 Accuracy– more accurate and precise because it is open to
verification.
 Legal document- it is acceptable as a legal document. Often oral
decisions are written down to make it legal.
 Long distance communication –suitable for long distance
communication and repetitive standing orders.
 Easy understanding- the receiver gets the opportunity to read the message
again and again till he understand it, also less possibility of losing message.
 Delegation of authority- easier to assign responsibility among the
employees through written communication
 Suitable for long messages– like annual reports or manuals of job
instruction etc.
 Less possibility of distortion since the content is written than oral
communication.
 Develops confidence as it is permanent in nature and motivates people to
work hard.
 Goodwill and image building- written documents act as a representative of
the company
Disadvantages of written
communication
 Time consuming- composing a message in writing takes much time.
 Expensive- in terms of time and money-postal charges.
 No secrecy-cannot maintain strict secrecy.
 No instant feedback – no scope for immediate clarification if not
understood properly.
 Less flexible- cannot be changed easily
 Lacks personal touch-hence difficult to motivate.
 Unsuitable for illiterate people
E-Mail

 Most widely used tool for business communication at the workplace.

 Instant form of communication
 Short for electronic mail-email address is required.
 Advantages of using email
 Fast client communication-can send attachments that contain
important document.
 Availability and portability-can keep file folders-easy to carry without
papers
 Reduces shipping and mailing costs- can send as many messages,
files, videos,documents and presentations
 Disadvantages of email
 vulnerability to loss – a simple hard drive crash can lead loss of documents.
 Accessible to others- since it is sent over networks, others could gain access to them-
can be intercepted by a hacker.
 Difficult to interpret emotions- emails does not have any voice inflection.
Significance of email in business

 Easy and fast- sent and received almost instantaneously

irrespective of the location of the recipient, useful for both internal
and external communication, also enables quick response.
 Easy retrieval- it remain as such in user’s inbox unless it is
deliberately deleted.
 Economical- cheapest way of communication.For big companies, the
cost of maintaining a dedicated email service is relatively low.
 Marketing- effectively and efficiently communicate info about their
products and services
 Privacy and confidentiality- allows professionals private,one-to-one
communication.
 Security- with the help of secure protocols, email could be seen as a
secure means of communication
 Internal communication- email became the primary means of internal
communication, used for processing more work related requests.
 Workgroups– companies can further divide internal communications
by creating multiple workgroups for separate departments
 Alternative means of physical documents- an alternative to
exchanging important physical documents.
 Email etiquette

 Refers to the principles of behavior that one should use when writing
or answering email messages
 Also known as code of conduct for email communication
 Depends on whom we are writing
 Professionals must follow email etiquette in their communication
 Bad email etiquette reflects bad image
 Good email etiquette improves public perception and personality
 It is not a difficult task to maintain good email etiquette
 A company needs to implement email etiquette rules for the
following three reasons:
 Professionalism—proper use of email language, company can
convey a professional image to the public.
 Efficiency– emails that are worded to the point are much more
effective than poorly worded emails.
 Protection from liability—employee awareness of email risks will
protect a company from costly legal proceedings.
Format, Rules,Do’s and Don’ts

FORMAT
Poorly written, unclear, misleading or ineffective emails not only cause a
loss of time and productivity, but also can harm one’s reputation by
leaving a poor impression on the reader.
 Identify the relevance--- before composing e-mail,it is better to
decide whether email is the right medium for this communication.
The first step in writing email message include:
 Identify the purpose of the message
 Focus on objective—five I’s; Inform, Inquire, Influence, Instruct and
Incite.
 Focus on content-unnecessary ideas should be avoided.
 To line -
 write recipient’s email address.
 If sending to one person, use To.
 Use To for people that the message directly affects and require action
from them
 Cc line( carbon copy)
 An email that is copied to one or more recepients
 Both the main recepient( in the To) and the Cc recipients can see all
the addresses the message was sent to
 Bcc line:blind carbon copy
 feature similar to Cc except recepients are invisible to the other recipients
 Neither the main recepient nor the BCc recepients can see the addresses
 Subject line
 Like newspaper headlines
 Convey the main point of our message
 Subject must be specific to the content of the email,don’t use more than 6 or 7
words,never use capital words.
 Salutations
 Ensure that the reader is happy and comfortable with the salutation
 Begin with a formal salutation like dear,hello,hi etc
 If to a diverse group-to whom it may concern,hello everyone etc.
 Content
 Begin with a line of thanks and put them at ease
 Always think about the content before writing
 Organise the thoughts in a logical sequence
 Message should be clear and brief
 Keep emails as short as possible without eliminating necessary information
 Tone
 Emails are reflection of professionalism
 Must have a formal tone
 Be polite and use the words wisely
 Avoid exclamation marks in messages
 Whole words written in capital letters are considered extremely rude and unprofessional
 Language
 Grammatically sound and spelt correctly
 Spelling mistakes make it incompetent
 Review the message before sending
 Writing a complaint
 State the history of the problem
 Explain the attempts made previously to solve the problem
 If possible,offer suggestions on the ways you think it can be resolved
 Attachments
 Tell the respondent what the name of the file is.
 Compress large attachments and send it only when necessary
 Use good virus scanner
 Privacy
 Email is never private, recipient can do what they want with it.
 Use coded attachments
 PDF can be used
 Check and review
 Read it carefully before sending
 Review and spellcheck email
 Response time
 Good email etiquette includes responding as soon as possible
 The closing
 signoff with the name of the sender at the end of the message, include your title
and the organization you belong.
Do’s and Don’ts of email etiquette

 Be concise and to the point

 Write in a positive tone
 Address all the questions or concerns to avoid delays
 Write about single subject
 Use proper spelling, grammar and punctuation
 Read the email message before sending
 Provide all supporting information
 Keep language gender neutral
 Use active instead of passive
 Avoid using urgent and important
 Use proper structure and layout
 Keep flaming under control
 Add disclaimers to in emails
 Check your inbox before you leave office
Don’ts….

 Do not copy a message or attachment without permission

 Do not use email to discuss confidential information
 Never respond if you are upset
 Don’t attach unnecessary files
 Don’t forget to attach documents
 Never use sarcasm or rude jokes
 Don’t send emotional emails
 Do not write in capitals
 Do not overuse REPLY TO ALL
 Do not use abbreviations
Technical documentation

 Technical document refers to any document that explains the use,

functionality, creation, or architecture of a product, processes in
business.
 Include a wide range of documents used to inform or persuade a
target audience with a specific need.
 More than just user documents.
 They present specific information and knowhow needed to develop,
produce, maintain or use a form of technology.
 It include end user documents, operation and installation manuals,
marketing communications, training materials, technical reports etc.
 Eg: user manual of a product, installation guide of a product etc
Types of technical documents

 Description document
 Provides information on the system requirements and the services
offered
 This document offer a detailed overview of the software
 The end-users should be able to decide whether this is the one they
are looking for after going through the introductory manual
 Installation guide
 Describes the steps required to install software and hardware
elements of a product that requires to be assembled
 Offer detailed info on how to operate the system
 Configuration document
 This document is meant for the system administrators or users
 Provides info on how to configure the system or the software for end-use
 Can combine this document with system installation document depending
upon the requirement
 User manual
 Technical communication document intended to give assistance to people on
how use a product
 Outline the normal functions of the system and how to use various applications
 Systems reference
 Provide information on the system facilities, how to use those facilities, list of
error messages and how to recover from errors.
Other reports in business include
 Annual reports of companies
 Tenders
 Marketing research statistics
 Feasibility study reports
 Project reports
 Staff needs forecasts
 Warranty cards
 Business plans
 Brochure and catalogues etc.
Technical writing- Standards

 Technical documentation is the process of writing technical documents in

business
 It is the process of writing, preparing and processing business documents
 The process includes determination of document standards and
preparation of documents as per the prescribed standard
 Standards are essential for producing good documentation-they provide
guidelines on what content to include, the writing style and the format of
the document.
 Standards are the principles, rules guidelines and norms to be followed
while writing technical documents.
 Standards make it easier to develop, use and maintain documentation.
Standard should help determine

 What a document should provide

 What terminology should be used
 How the documentation should be presented
The standards that apply to a documentation will vary depending on
industry, organization and even the particular project
Industry standards

 Industry standards are generally adopted by organisations to ensure

documentation they produce is of good quality
 Such standards become organizational policy,and writers, whether
internal staff or contractors, have a basis upon which to produce
documentation
Universal principles or standards of
documentation
 Quality content- complete and comprehensive
 Coherent- logical association between parts of the content
 Clarity in communication-convey the intended message
 Accuracy- provide correct and error free information
 Understand purpose- should be prepare in accordance with the
purpose of the document
 Understand user- should be drafted in accordance with the
requirement of end user
 Accessibility- attractive and accessible, documents should include
proper headers, footers,navigation tools etc.
 Simple language and proper care on grammar
 Avoid jargons
 Table of content and index
 Concise- contain only relevant information
 Consistent- maintain one style and format throughout the document