Business Communication (1st Ed.) - Pardillo, Jonah C. (2019)

BUSINESS COMMUNICATION
BUSINESS COMMUNICATION
Jonah C. Pardillo
Publishing
www.societypublishing.com
Business Communication
Jonah C. Pardillo
Society Publishing
2010 Winston Park Drive,
2nd Floor
Oakville, ON L6H 5R7
Canada
www.societypublishing.com
Tel: 001-289-291-7705
001-905-616-2116
Fax: 001-289-291-7601
Email: orders@arclereducation.com
e-book Edition 2019

ISBN: 978-1-77361-993-4 (e-book)
This book contains information obtained from highly regarded resources. Reprinted material
sources are indicated and copyright remains with the original owners. Copyright for images and
other graphics remains with the original owners as indicated. A Wide variety of references are
listed. Reasonable efforts have been made to publish reliable data. Authors or Editors or Publish-
ers are not responsible for the accuracy of the information in the published chapters or conse-
quences of their use. The publisher assumes no responsibility for any damage or grievance to the
persons or property arising out of the use of any materials, instructions, methods or thoughts in
the book. The authors or editors and the publisher have attempted to trace the copyright holders
of all material reproduced in this publication and apologize to copyright holders if permission has
not been obtained. If any copyright holder has not been acknowledged, please write to us so we
may rectify.
Notice: Registered trademark of products or corporate names are used only for explanation and
identification without intent of infringement.
© 2019 Society Publishing

ISBN: 978-1-77361-398-7 (Hardcover)
Society Publishing publishes wide variety of books and eBooks. For more information about
Society Publishing and its products, visit our website at www.societypublishing.com.
ABOUT THE AUTHOR
Jonah is Master of Business Admisnistration from the University of the East, Manila
Philippines. She’s an Entrepreneur and hands-on with her own business for more than
10 years and has over 4 years of experience in teaching in several universities and
colleges for Economics, Financial Management, Marketing, Management, Human
Resource Management and Strategic Management.
Currently she’s a Course Content Developer and a mentor for the first Online
University in the Philippine. She has designed and developed business subjects such
as: Management Accounting (for Graduate Studies); Math of Investment, Economics,
and Marketing Management (for undergrad); Fundamentals of Accounting and
Organizational Management (for SHS).
TABLE OF CONTENTS
List of Figures...............................................................................................xiii
List of Tables................................................................................................ xvii
Preface..................................................................................................... ....xix
Chapter 1 Introduction to Business Communication.................................................. 1

Learning Objectives.................................................................................... 1
Keywords.................................................................................................... 1
1.1 Introduction.......................................................................................... 2
1.2 Scope of Communication..................................................................... 3
1.3 Types of Communication...................................................................... 7
1.4 Significance of Communication Skills................................................... 9
1.5 Model of Business Communication..................................................... 14
1.6 Ideology of Theorists........................................................................... 16
1.7 Creation of A Better Model................................................................. 17
Summary.................................................................................................. 18
Review Questions..................................................................................... 18
References................................................................................................ 19
Chapter 2 Overcoming Barriers to Communication................................................. 21

Learning Objectives.................................................................................. 21
Keywords.................................................................................................. 21
2.1 Introduction........................................................................................ 22
2.2 Types of Barriers to Communication................................................... 23
2.3 Personal Barriers to Communication................................................... 23
2.4 Group Barriers to Communications..................................................... 27
2.5 Organizational Barriers to Communication......................................... 29
Summary.................................................................................................. 36
References................................................................................................ 37
Chapter 3 Internal Communication.......................................................................... 39

Keywords.................................................................................................. 39
3.1 Introduction........................................................................................ 40
3.2 Project Teams...................................................................................... 41
3.3 Employee Communication.................................................................. 46
3.4 Business Process Documentation........................................................ 48
3.5 Business Communication Types.......................................................... 50
3.6 Functions or Purposes of Internal Communication.............................. 52
Summary.................................................................................................. 58
References................................................................................................ 60
Chapter 4 External Communication.......................................................................... 61

Keywords.................................................................................................. 61
4.1 Introduction........................................................................................ 62
4.2 Objective of External Communication................................................ 64
4.3 Key Principles of External Environmental Communications................. 73
4.4 Scope of Guidance on External Communications............................... 73
4.5 Forms of External Communication...................................................... 75
4.6 Some Techniques For External Communication................................... 75
Case Study................................................................................................ 76
Summary.................................................................................................. 79
References................................................................................................ 80
Chapter 5 Effective Business Communication........................................................... 81

Keywords.................................................................................................. 81
5.1 Introduction........................................................................................ 82
5.2 Effective Business Writing................................................................... 82
5.3 Business Communication: Achieving Results...................................... 90
5.4 Effective Business Practices................................................................. 92
viii
Case Study................................................................................................ 98
Summary................................................................................................ 101
Review Questions................................................................................... 101
References.............................................................................................. 102
Chapter 6 Oral Communication: The Power of Speech.......................................... 103

Learning Objectives................................................................................ 103
Keywords................................................................................................ 103
6.1 Power of Speech............................................................................... 105
6.2 Characteristics of Good Speech........................................................ 106
6.3 Traits of A Good Speaker................................................................... 108
6.4 Advantages of Oral Communication................................................. 109
6.5 Activity............................................................................................. 110
6.6 Styles of Oral Communication.......................................................... 110
6.7 Communication Grid........................................................................ 112
6.8 Elements of Style of Communication Behaviour................................ 113
6.9 Activity............................................................................................. 114
6.10 One is as Good as One Thinks........................................................ 115
6.11 Assertive Rights of Individuals......................................................... 115
6.12 Strategies for Assertive Style of Communication.............................. 117
6.13 Traits of Assertive Style Of Communication..................................... 119
6.14 Determining/Changing Style of Communication............................. 121
Case Study.............................................................................................. 122
Role Model............................................................................................. 125
Summary................................................................................................ 127
References.............................................................................................. 128
Chapter 7 Intrapersonal and Interpersonal Business Communication..................... 129

Keywords................................................................................................ 129
7.1 Intrapersonal Communication........................................................... 130
7.2 Self-Concept And Dimensions of Self................................................ 131
7.3 Interpersonal Needs.......................................................................... 133
7.4 Social Penetration Theory.................................................................. 136
Summary................................................................................................ 140
ix
References.............................................................................................. 142
Chapter 8 Negative News and Crisis Communication............................................ 143

Keywords................................................................................................ 143
8.1 Delivering A Negative News Message............................................... 144
8.2 Crisis Communication Plan............................................................... 150
8.3 Press Conferences............................................................................. 152
8.4 Activity............................................................................................. 154
Summary................................................................................................ 158
References.............................................................................................. 160
Chapter 9 Writing Skills.......................................................................................... 161

Keywords................................................................................................ 161
9.1 Introduction...................................................................................... 162
9.2 Distinguishing Features of Written Communication.......................... 163
9.3 Basic Principles of Written Communication...................................... 164
9.4 Three Levels Of Learning Writing Skills............................................. 165
9.5 Activity............................................................................................. 172
9.6 Role of Language/Grammar In Communication................................ 172
9.7 Words as Building Blocks of Language.............................................. 173
9.8 Power of Punctuations...................................................................... 182
9.9 Key Communication Moments at a Glance....................................... 186
9.10 Activity........................................................................................... 188
Summary................................................................................................ 188
References.............................................................................................. 190
Chapter 10 Applications of Business Communication in

Cross-Cultural Communications............................................................. 191
Keywords................................................................................................ 191
10.1 Introduction.................................................................................... 192
10.2 Importance of Business Reports...................................................... 193
10.3 Classification of Reports.................................................................. 193
10.4 Characteristics of Good Business Report......................................... 194
10.5 Advantages of Written Reports........................................................ 196
10.6 Limitations of Reports..................................................................... 196
10.7 Preparation of A Report................................................................... 197
10.8 Format of Writing A Report............................................................. 200
10.9 Central Role of Cultural Communication........................................ 200
10.10 Importance of Cross-Cultural Communication Skills..................... 201
10.11 Understanding Culture.................................................................. 202
10.12 Different Culture and Recognizing Differences............................. 203
10.13 Impact of Culture on Oral Communications................................. 206
Summary................................................................................................ 209
References.............................................................................................. 211
Index...................................................................................................... 213
xi
LIST OF FIGURES
Figure 1.1. Process of Communication

Figure 1.2. Connections of Corporate Communication
Figure 1.3. Creation of Future Value in Corporate Communication
Figure 1.4. Vertical and Horizontal Pattern of Two-Way Communication
Figure 1.5. Connection between Sender and Receiver in Business
Communication
Figure 1.6. Exchange of Strategic Ideas in Corporate Communication
Figure 1.7. Distinguishing Features of Verbal Communication
Figure 1.8. Exchange of Ideas, Signals and Gestures in Nonverbal
Communication
Figure 1.9. SMART Attributes in Internal Communication
Figure 1.10. Tactful Ideas in External Communication
Figure 1.11. Communication Process through Social Media
Figure 1.12. Salient Features of Internal and External Communication
Figure 1.13. Shannon-Weaver Model
Figure 1.14. Everett Rogers Defined Five Levels in the Process of Adopting
Innovations
Figure 1.15. Business Communication Model
Figure 2.1. Vicious Triangle of Communication Barrier
Figure 2.2. Some Features of Personal Barriers in Communication
Figure 2.3. Five Different Barriers in Effective Communication
Figure 2.4. Four Distinguishing Personal Barriers in Communication
Figure 2.5. Group Barriers in Communication
Figure 2.6. Four Salient Features of Organizational Barriers to Communication
Figure 2.7. Seven Vital Features of Communication
Figure 2.8. Four Different Forms of Communication
Figure 3.1. Planning and Projection in Business Communication
xiii
Figure 3.2. Three Classic Group Structures and Characteristics Illustrate the
Advantages of Project-Driven Collaboration
Figure 3.3. This Diagram Depicts the Interrelationships Between Project Team
Members and Departments Affected by Both the Planning and Outcomes of the
New Warranty Program.
Figure 3.4. This Chart Shows a Communication Plan for the Project Team and
Meant Only to Evoke Critical Consideration of Audiences at Each Step of Your
Process.
Figure 3.5. Channels are added to the Previous Chart to Match the Audience
with the Communication Medium.
Figure 3.6. Employing the Right Decision in an Organization
Figure 3.7. Common platform in Business Contingency Plan
Figure 3.8. Reviewing and Analyzing of a Group Project by Team Members
Figure 3.9. This figure depicts the various types of Business Communication
Figure 3.10. Seven C’s of Effective Communication
Figure 3.11. Generalization of Communication Skills and Accuracy
Figure 3.12. Planning Out the Effective Future Planning
Figure 3.13. Management Process by Project Team
Figure 3.14. Nature of Internal Communication Process
Figure 3.15. The Process of Effective Communication between Sender and
Receiver
Figure 4.1. Company X Communicates with These Audiences
Figure 4.2. The Process of External Communication between Two Parties
Figure 4.3. Various Objectives under External Communication
Figure 4.4. Connection between an Organization and its Customers
Figure 4.5. Vital Role of Corporate Features in External Communication
Figure 4.6. Company X’s Media Mix and Variables Being Measured Including
Names of Article Sites and Pay-Per-Check Channels
Figure 4.7. Bridging the Gap in Communication Process
Figure 4.8. As the Environmental Impact of a Company’s Processes Increase,
so does the Need for Community Outreach.
Figure 7.1. Five pillars of Intrapersonal Communication
Figure 7.2. Luft and Ingram’s Dimensions of Self
Figure 7.3. Interpersonal Communication
xiv
Figure 7.4. Maslow’s Hierarchy of Needs
Figure 7.5. Social Penetration Theory
Figure 7.6. The Depth and Breadth of Self-Disclosure
Figure 9.1. Writing skills: An Important Feature for Good Business
Communication
Figure 9.2. Three Levels of Effective Communication
Figure 9.3. Construction of effective and clear sentences in necessary.
Figure 9.4. Requirement for good writing skills.
Figure 9.5. Why is Grammar important in communication?
Figure 9.6. Power of Punctuation
Figure 9.7. Power of Semi-colon
Figure 9.8. Question Mark and its Importance when Framing a Sentence
Figure 10.1. Classification of Reports
Figure 10.2. Selection of Right Thoughts
Figure 10.3. Cross-Cultural Communication
Figure 10.4. Distinguishing traits of culture
Figure 10.5. Importance of Cross Culture Communication
Figure 10.6. Impact of Cultural Communications
xv
LIST OF TABLES
Table 8.1 Negative News Message Sample Script

Table 8.2 Direct and Indirect Delivery
PREFACE
Business communication serves as a comprehensive and integrated approach

towards the study and application in written and oral format to serve all the
audience. To run a successful business, excellent product, services or structuring
up of superior quality products proves to be very vital ingredients to run a
smooth business practice. However, these two alone measures do not comply
with the guaranteed success as they should be complemented with best business
practice.
In this book, each chapter is self-sustained that allows an amalgamation of all
the flexibilities and custom approaches, which are very specific in designing.
Each chapter specifically focuses upon the clear objectives and demonstrates
the skills and context that relates to the requirements of understanding the
concept and matter of business communication. The first two introductory
chapters from the foundation of the study material that introduces to the scope
of business communication, their various types and significance in the day-
to-day world. This chapter outlines the model of business communication in
practice that serves as a most influential part of business practice in today’s
world and succeeding chapter shows the measures to overcome the barriers to
business communication.
The next sequence of the chapter describes the vital role of internal and external
communication in business practice that depicts how both the sender and
receiver forms the foundation of communication in day-to-day business. The
chapter throws the light on the effective business practices in management that
entail the effective business writing and speaking skills in an organization.
Later on, the next bunch of chapters shows the perspective of interpersonal and
intrapersonal interaction in business communication along with the negative
side of business practices. The concluding chapters strategically describe the
effective communication skills in both written and oral communication and
at last, application of business communication and the effective role of cross-
cultural communication skills is explained in a detailed format that covers
the wide range of format from presenting a business report into the impact of
cultural differences in business practice.
1
CHAPTER
INTRODUCTION TO BUSINESS
COMMUNICATION
“Communication leads to community, that is, to understanding, intimacy

and mutual valuing”
—Rollo May
LEARNING OBJECTIVES
After perusing this unit, students should be able to:
• Appreciate the vast scope of communication in modern world
• Distinguish between the process of communication and exercise of power
• Understand that one-way flow of information is a part of the overall process
of communication
• Identify different types of communications
• Grasp the importance of communication skills in the life of an individual
and enterprise
KEYWORDS
• Communication: It is the process of influencing others to achieve common,
shared objectives.
• Power:–It is the process of influencing others to do something that left to
themselves they would not do.
• Oral Communications: These are the messages that come through words,
phrases and idioms from the mouth of the speaker.
• Written Communications: These messages require preparations and
can be thought out properly before committing in writing and are more
accurate.
2 Business Communication
• Non-verbal Communications or Body Language: These are the messages

that humans send out by using signs, signals, gestures, expressions, and
sounds and convey meanings provided the receiver can learn to understand
them.
Recount the dividends that accrue from acquiring effective communication

skills
1.1 INTRODUCTION
The term communication neither means the transmission of a source
information nor the information itself. It is the mutual form of understanding
that originates from the receiver. For a good business, communication needs
to be effective.
Figure 1.1. Process of Communication

Introduction to Business Communication 3
Source: https://is.muni.cz/el/1456/jaro2016/MPV_COMA/um/E-book_II_
Business-Communication.pdf
Communication contains the good essence of management. Some of the
major functions of management like planning, organizing, directing, and
controlling cannot be well appropriated without the effective communication.
Business communication consists of a continuous flow of appropriate
information. One of the most vital parts of business communication is
feedback. Nowadays organizations are very large that involves a large
number of people placed at various levels of hierarchy in a company. As
the number of levels keeps on increasing, so does the job of managing the
organization gets difficult.
Figure 1.2. Connections of Corporate Communication

Under this scenario, communication plays a very important role
in directing and controlling the people in an organization as any kind of
discrepancies and immediate feedbacks can be avoided on time. Thus, there
should be always effective communication among the people at different
levels, such as between the superiors and subordinates in any organization
for the success and growth of the industry.
1.2 SCOPE OF COMMUNICATION

As a matter of subject, communication covers a wide range of canvas which
covers different people, different research, and application in different
domains. Some of them are listed below:
• Communication can be related as a means of transportation
that takes from one place to another, such as, movement of
men, machines, and materials, and so forth, either by railways,
roadways or air, and sea transport.
Communication also serves as a means of sending and transmitting

messages, information, packages or parcels through telephone, post, telegram,
or internet. During the last few decades, these methods of communications
have undergone some revolutionary changes such as postal services have
been overtaken by courier services, telephonic conversations over landline
have been replaced by mobile phones, and mass usage of internet sources
have changed the ways of business to be done.
Figure 1.3. Creation of Future Value in Corporate Communication

In the business or management context, it is the art of communicating
and exchanging information. Communication is a way of “influencing
others” to attain the common objective of shared opinions. Communication
has evolved as a powerful personal skill that an individual must acquire to

perform their duties, so they can emerge as efficient managers and effective
leaders.
Communication power
In an enterprise, communication serves as the most useful input resource
in the form of men, money, material, machines, and motivational power.
Messaging serves as one of the most important resources in any transaction
anytime anywhere. It forms the bond that keeps companies, communities,
and nations together. Apart from messaging, there is one more process that
is widely used in communication, which is known as the use of authoritative
power that shows the influence or holds on another person. The whole
process of communication is largely dependent upon the skills of an
individual person.
Communication as a two-way process
Figure 1.4. Vertical and Horizontal Pattern of Two-Way Communication

Communication is a complete process that starts with communicating the

messages by sending and receiving of the messages by the receiver. An
individual who receives the message is a customer whose needs and wants
should be well known to the sender, which happens in the marketplace.
Communication happens between the two parties in which one is sender
who carefully chooses words, phrases, and vocabulary and the other is a
receiver who has his own methodology of learning and experiencing the
absorbed message. In this process, a good speaker has a capability to analyze
the reaction of his audience from the sounds, gestures, and expressions they
make or the way they may sit or change their posture from time to time.
Hence, it is a full process of communication that takes between two people
in a considerate complete manner.
Figure 1.5. Connection between Sender and Receiver in Business Communica-

tion
Information as a one-way process

Flow of information is another related process of business communication.
This flow of information is seen as the most important and powerful tool
for the people working at different levels in a business enterprise. The most
important thing for understanding this flow is to look at the difference
between the communication and information because communication is a
two-way process and information, on the other hand, is a one-way process.
Information being half of the process is used on a wide scale in organizations.
As the complexity in a business grows over a period of time, it becomes very
tedious to ensure the two-way process of information, as it flows either in a
downward, upward direction, or in a horizontal form along the formal lines
of command.
1.3 TYPES OF COMMUNICATION
Figure 1.6. Exchange of Strategic Ideas in Corporate Communication

Business communication can be classified into verbal and non-verbal
communication which is further divided into several components. The few
measures are shown as below:
Figure 1.7. Distinguishing Features of Verbal Communication

Verbal communication
It happens through the usage of words in which the communicator is heavily
dependent upon the language designed, developed, and curated by humans.
It also suffers from many limitations instead of the fact that some of the
languages are very well developed and used regularly. It is further divided
into two groups given below:
Oral communication
These are the messages that are delivered through words, idioms and phrases
by the speaker. The way speaker appears in the public, his body language,
mannerism, and the way in which he may influence the people can leave a
significant impact on the audience. It is the easiest form of presentation and
expression in front of the public.
Written communication
This form of communication requires the thorough preparation before
making any commitment to writing. It is usually time-consuming and
expensive, but more precise in terms of technical, legal and diplomatic
communications. With the recent developments in the size of organizations,
written communication has become the only way to communicate between
various departments through sending mails, fax messages or instant
messaging which is rapidly influencing the way people do business in the
21st century.
Nonverbal communication
Figure 1.8. Exchange of Ideas, Signals and Gestures in Nonverbal Communi-

cation
The basic communicating methods in nonverbal communication are
signs, signals, expressions, and gestures. Nonverbal communication is a form
of God made language and by the rule, it should not go through any form
of limitations except the fact that the knowledge of human understanding is
limited in these ways of communication.
Nonverbal communication is also called as the body language, which

is the richest language known in nonverbal communication. Body language
is not the man-made language as its God’s own creation, so the studies that
are used to understand these gestures or expressions are recorded such that
students can understand the meaning of this nonverbal communication.
1.4 SIGNIFICANCE OF COMMUNICATION

SKILLS
In the present scenario, communicating and corresponding with the people
is so common that people are already so much occupied in their daily routine
that they do not stop and give a thought to the advantages that business
enterprises can utilize from mastering this art of communication. Some of
the payoffs from the business enterprises are given as follows:
Communication is the Lifeline of an Organization

It is very difficult for an organization to function if there is no interaction
between the people, or they do not converse or correspond to each other. For
the working of all enterprises, human efforts are required to:
• Interact and react in all the situations
• Make correct assumptions about the future or forecast future
events
• Planning and mapping up of rough blueprint for the future
• Organizing and designing the format of searching the resources
and achieving the plan
• Gathering and recruiting of people to get them according to their
desired locations
• Leading or directing the people by devising their jobs so as to
adhere to the plan
• Exchange of appropriate information, ideas, plans, and proposals
• Measure and monitor
• Coordination and control
Thus, communication has been described as the “glue” that together
holds the process of the entire organization in the collective form as one
entity. Without the means of communication, top management level
managers and leaders will not be able to influence the people to achieve the
common objective of growth of an industry.
Internal Communication
Figure 1.9. SMART Attributes in Internal Communication

Source: https://insights.staffbase.com/blog/why-internal-communications-
is-more-important-than-ever
The growth in the business sector was small by the end of the 19th
century and it started growing rapidly from the early phase of the 20th
Century. In such conditions, business enterprises became very large at the
multinational level, as they grew more in terms of complexity with respect to
their products and services operational in different countries and continents.
Along with the liberalization of economies, competition at the global level
accelerated according to the change of market structure. So, as the business
was increasing at a high rate with more complexity and changing dynamics,
business enterprises were required to implement appropriate internal
communication so that everybody can be informed about the happenings in
large corporations.
External communication
Figure 1.10. Tactful Ideas in External Communication

In the modern society, business corporations need to interact, preach or

react to according to any happenings in the other institutions such as:
• Government bodies, statutory or regulatory agencies, municipal
corporations, and so forth.
• Distributors, dealers, and retailers
• Customers, community members and society at large scale.
Almost all the well-recognized organizations are concerned about their
public image, their goodwill, and trust among the customers. To further
enhance their well-established reputation, they participate in a number of
activities such as:
• Public speeches by senior executives
• Tactful responses to comments and criticisms in the media against
the opposite party
• Preparation and distribution of informative pamphlets about the
firm
• Marketing communications and publicity
• Production and dissemination of product catalogues, videos, and
so forth, at larger scale
Figure 1.11. Communication Process through Social Media

Source: https://www.interact-intranet.com/11-ways-perfect-internal-
communications-plan/
These activities are mostly centralized in the Public Relations and

Corporate Communications department in all the large corporations and
emerged as one of the special skills towards the well being of the company.
These activities perform several functions such as:
• Elimination of unnecessary correspondence with another

department.
• Saving of time and expense
• Building up of a good impression in front of the public
• Enhancement of reputation and goodwill
• Help to increase the profits of the company
Communication skills as a vital job requirement

It is the nature of human beings to communicate all the time. This ability
of expressing powerfully and influencing the attitude of people to enhance
their better performance in jobs has emerged as one of the top job skill
for managers at all levels of management. In this respect, employees are
expected to:
• Write good correspondence
• Be fluent in oral conversation
• Develop powerful body language
• Be able enough to sell ideas and products effectively
With the increasing rate of competition, it is believed that even specialists
like accountants, engineers, technicians, and so forth should possess good
communication skills. In the present scenario of knowledgeable society, it
is very important to acquire good communication skills to attain that one
competitive advantage against all in the market.
Communication skills essential for promotion

Nowadays, one of the most important prerequisites for promotions in the
industry is good communication skills. Communication skills are not just
required for the top managerial but managers at lower rank are also requested
to have good command over spoken and written business language. The
people who have acquired senior level positions in a short frame of time are
those who had a good command over the writing and speaking it in the form
of persuasive official letters or compilation of the reports.
Communication skills aid problem solving

For a person to become a good communicator, it is necessary for him to be clear
and think in a systematic manner. Attainment of effective communication
skills is an addition to a person’s self-esteem and confidence, which proves
to be very helpful for the managers to collect all the relevant information
and get around the people in an effortless manner.
Communication skills, ignite enthusiasm

If an individual is able to represent the viewpoint of the whole group
in a business manner, then it enthuses him because he will be chosen
automatically as a representative of a company. This upliftment leads the
person to become more spiritual and involved in the group activities on
a large scale. Such positions also attract many people around where they
progress by involving into roles that are more important.
Communication skills, enhance motivation

It is complementary in nature that people who have good command over
their oral and written communication skills usually come up as a very good
listener. Listening is also an important constituent of communication as it
is an added learning to an individual, which highly influences their attitude
and behavior towards learning. Communication skills help in reorienting
the mind-set of people towards work to increase the performance of an
individual. Over the period, these types of people become more focused
towards the objectives of the firm and accomplish them more profoundly.
Communication skills are advantageous in personal life

Concerning the private citizens, many of the individuals participating in lots
of activities like sports, club, social work, community work, and so forth In
addition, people participate in other social, cultural, and religious activities.
Thus, people who are highly active in this kind of activities come up as a
good communicator where they may get noticed quickly and appointed as
head of many such group activities. This often leads them to become a well-
known and prominent member of the community.
Communication skills, hone leadership traits

As it can be seen from the above discussion that all the big leaders in business,
industries or political arenas, have considerably better communication
skills than others. These people are very good at delivering the effective,
informative and influential speeches to the audience at large scale. Hence,
effective communication skills help these people to attain the positions of
leadership.
Dividends from effective communication skills
Figure 1.12. Salient Features of Internal and External Communication

It has been witnessed that communication skills have emerged as a most
important part of an individual upbringing and personality. The appropriate
selection of words and phrases and their distinct use can directly throw a
light on an individual’s personality. Under this present age of knowledgeable
society were necessary things like education, training and skills are taught
right from the early phase of learning, communication skills have shown up
as one of the critical importance in day-to-day life. It is said that “it is no
use having brilliant ideas if one cannot put them across properly, accurately,
and lucidly.”
1.5 MODEL OF BUSINESS COMMUNICATION

The advancement in technology and scientific understanding have led to the
formation of models that helps to envision the working of a given process.
Thus, it can be said that the model depicts both the parts and the whole process
of working at the same time. A researcher and a mathematician, Claude
Shannon developed a communication model back in 1947. He modeled the
communication process by including various features of communication
such as a source of information, a message encoder, transmitter, signaling,
channel, message decoder, receiver, and noise. Later on, Warren Weaver
added the additional information of feedback process to the model that gave
it a turn from a strictly linear programming to a circular one, such that it
closely represented the interpersonal communication as published in 1949
under the heading of Shannon-Weaver Model.
Figure 1.13. Shannon-Weaver Model

To understand the working of an interpersonal communication model
and its application in business situations, let us suppose there is one sender
who writes a business process for the upcoming position in his department.
Thereafter, at first, he starts with determining the format of the document
and later turns on to the recently accomplished business process. Thus, his
decision to use a preformed format to encode the message along with the
tone, word choice, and detailing in writing are very helpful. This is a type
of process where one took his own ideas and adapts them according to an
already accepted documented style to represent in his own ways such that the
receiver may understand it well. Now, the next decision lies in representing
the information.
There are two options to choose in between publishing the content
through the company’s net resources or to introduce it in segments under
a PowerPoint Presentation. So one has to choose the best channel, which
is suited to publish the information. Before the document being received
by the receiver, it has gone through the Human Resource Manager for an
example, so that they can fully understand the information and decode it
accordingly. There are some few drawbacks in the Shannon-Weaver model
when it was adopted in the organizational communication structure. There
was some acute lack of content in the model when it was checked in reality.
Some of the lacking features are: what are the factors that influence the
communication choices in an organization or the different types of methods
used by the employees? Does the company’s hierarchy or corporate culture
affect the communication?
1.6 IDEOLOGY OF THEORISTS

In business communication, there is one theory that works beyond the
physical state of employees to determine their behavior and hence, it is
the communication between employees within the organization. Benjamin
Schneider on his article named as “The People Make the Place” made a case
for the “Attraction-Selection-Attrition” theory in which he postulated that,
• Traits of an individual personality and interests lead to the aimed
profession.
• Organizations select only those employees who possess common
traits.
• Gradually, those people who do not fit completely into the
organization’s atmosphere leave.
• Those who leave are further replaced by the others who possess
the same common traits.
There is a situation when employees become too close to each other
were bringing up any change seems to be very difficult. Everett Rogers tells
about the innovation, which can be a new product or practice in a company,
which goes through four different stages, such as creation and invention,
communicating the invention, acceptance over time and results of adopting
or not adopting the new idea of the product. Further, Everett also identifies
the five levels of “adopters” that follows a bell curve as shown in the below
figure,
Figure 1.14. Everett Rogers Defined Five Levels in the Process of Adopting
Innovations
Under this model, it is very important to see how an individual will perform
to meet the goal, how he will design the initial stages of communication,
how often he would take follow-up, and at last how successful he would be
while responding to the concerns of those adapting to the new process.
1.7 CREATION OF A BETTER MODEL

While keeping in mind all the insights of
real-world situations and the role of business
communication in any organization, it is
required to modify the Shannon-Weaver
model. Creation of better or improved model
does not only require understanding the
context of communication, but it requires
to pay the attention to the specific type of
message or information being sent out and channel chosen.
The accurate presentation of communication model in any company
should be dynamic which can depict the switching of places between the
sender and receiver. The information to be shared should depend upon the
common experience of comprehension such as message decoding. Any
type of communication within the company like verbal or written should
be conducted on the premises of the existing structure of organization. That
specific component of the structure should include everything from existing
technology to work decorum for the better growth of the organization. In the
below figure business communication model is represented which shows the
working of communication in an organization structure.
Figure 1.15. Business Communication Model

SUMMARY
• Communication is an art that incorporates the knowledge gained
over a wide spectrum by human beings.
• Communication is a key to success for a human in every field
such as from workplace to effective classroom teaching.
• Business communication defines the working in any organization
that results in effective marketing of a company, productive
interpersonal relationships among the employees in an
organization and successful customer service resolutions.
• This chapter envisages the scope of communication, various
types of communication in a business, and significance and
implementation of good communication skills.
• It also covers the business communication model of Shannon-
Weaver and drives through the concept of ideologists towards the
better creation of a model.
REVIEW QUESTIONS
1. Explain the vast scope of communication in the modern world.
2. Explain the difference between the process of communication
and exercising of power.
3. How is the one-way flow of business information being a part of
communication process?
4. Explain different types of communication.
5. What are the insights of Shannon-Weaver model?
6. Explain the role of change agent in the process of business
communication
REFERENCES
1. Business communication. (2017). Retrieved from http://tsime.uz.ac.
zw/claroline/backends/download.php?url=L0J1c2luZXNzX0NvbW1
1bmljYXRpb25fU2VsZi1MZWFybmluZ19NYXRlcmlhbC5wZGY%
3D&cidReset=true&cidReq=MBA563
2. Moore, L. (2013). Business communication. Retrieved from https://
is.muni.cz/el/1456/jaro2016/MPV_COMA/um/E-book_II_Business-
Communication.pdf
2
CHAPTER
OVERCOMING BARRIERS TO
COMMUNICATION
“The most important thing in communication is hearing what isn’t said”

– Peter F. Drucker
LEARNING OBJECTIVES
Understanding the concept of nature of barriers to communication
• Introducing the vicious circle of communication
• Identifying the types of different barriers to communication
• Distinguishing barriers in business communication at team and group level.
• Describing 7 C’s and 4 S’s of communication skills
KEYWORDS
• Barrier: It is anything that holds apart, obstructs, or prevents going ahead.
• Personal Barrier: It is a shortcoming or a deficiency that is individual, private,
and peculiar to a person.
• Group Barrier: It is the obstacle that crops up when a number of persons are
gathered closely together because of common characteristics or community of
interests forming a recognizable unit.
• Organizational Barrier: It is the fence or wall that is created when a body of
persons is organized for some specific purpose reflecting the administrative,
personnel, and executive structure of business, club, union and society.
• Attitude: It is a manner of showing or meaning to show a mental state, emotion,
and mood. It is showing through acting, feeling, or thinking one’s disposition,
opinion, and so forth.
• Evaluation: It is to find, determine and appraise the value, worth or amount
and express them in numerical terms.
2.1 INTRODUCTION
The barriers of communication emerge from the inherent process of
sending and receiving information among the human beings. Some of the
imperfections arise from:
• Different approach of thinking of all the individuals
• Inadequacy of the language
• Imperfect mastery over the languages and expression
• Limitations of bounded rationality
There is a vicious triangle of barriers that form an integral part of every
human being, which consists of the three apexes known as thinking, saying,
and doing. These can be summarized as:
• What we think, we do not say
• What we say, we do not do
As we know that the apexes of triangle never meet, so this triangle will
not exist either. But, over the period of time, as people will get more aware
and due to their continuous efforts, it will lead to the improvement in personal
skills of an individual where the size of the triangle can be minimized but
they will not be able to meet ever as shown in the below figure.
Figure 2.1. Vicious Triangle of Communication Barrier

Source: https://www.google.com/url?hl=en&q=http://tsime.uz.ac.zw/
claroline/backends/download.php?url%3DL0J1c2luZXNzX0NvbW11
bmljYXRpb25fU2VsZi1MZWFybmluZ19NYXRlcmlhbC5wZGY%25
3D%26cidReset%3Dtrue%26cidReq%3DMBA563&source=gmail&u
Overcoming Barriers to communication 23
st=1507710877944000&usg=AFQjCNEYLPfpCvAwxUaNBqlHEeLMD
bU-EQ
2.2 TYPES OF BARRIERS TO COMMUNICATION

Capability of having a good communication is a personal trait. Some of the
barriers to effective communication take place at the following three levels:
• Personal barriers to communication
• Group barriers to communication
• Organizational barriers to communication
2.3 PERSONAL BARRIERS TO COMMUNICATION
Figure 2.2. Some Features of Personal Barriers in Communication

Source: https://www.saylor.org/site/textbooks/Business%20
Communication%20for%20Success.pdf
Personal barriers in communication can be found at the individual level,
senior level or on a subordinate level which is shown as below:
Barriers at the individual level
Figure 2.3. Five Different Barriers in Effective Communication

Communication barriers are the obstructions that are caused during the
process of transmission of messages during encoding or decoding of ideas,
words or phrases. Mostly in different forms of languages, a word can have
different meanings which, depends upon the context in which that particular
is used. Though each word has many similar meanings and interpretations
but to find the most suitable one according to the given situation is always
an issue. These communication barriers are also known as semantic barriers
that can take the following different forms:
A badly expressed message consists of

• Lack of clarity in message
• Lack of precision
• Poorly chosen words and phrases in communication
• Careless omissions in words
• Lack of coherence
• Poor organization of ideas to communicate
• Use of jargons
• Inadequate vocabulary in writing
• Awkward sentence while structuring the phrases
Assumptions not clarified

Generally, messages are based upon some assumption. If the message to
be delivered is not communicated to the receiver, then it may lead to some
incomplete process if a transmission or wrong interpretation of the message.
Faulty translation
The words or phrases used in the messages must be familiar to the receiver
such that he may understand and respond to it well, which calls for a great
mastery and adaptability of a sender to use the appropriate language. If the
correct words are not chosen or in the absence of suitable vocabulary, the
receiver may not respond to the desired response.
Use of specialist language

It is very common that each specialist uses a language that works according to
his profession. For an instance, the language used by an MBA is completely
different to that of an engineer. Similarly, a technician uses different language

that an ordinary worker. City dwellers may use different words and phrases
as compared to the village folks; so all these things act as some roadblocks
for effective communication among different people.
Barriers at the level of seniors

These could be:
Attitude of the seniors

If the attitude of the seniors is not very collaborative with the juniors either
because of the lack of awareness or due to some personal issues, then
messages will not deliver freely from one person to another and that should
happen in a well-structured organization.
Insist on proper Channel of Communication

It has been observed that many of the seniors like to stay within the defined
lines of communication according to the formal code of conduct, as they
do not prefer bypassing the lines of communication, as it would lead to the
thwarting of their authority.
Fear of challenge to their authority

It is the tendency of some seniors that they tend to hold on the difficulties
of some information, as it may disclose their weaknesses. In addition, they
think that if they do not share their information, then they would become
more important to the organization.
Lack of confidence in the subordinates

Some seniors assume that their juniors are less competent and do not prefer
the passing down of the information as it leads to higher risk of misusing
and leaking of information.
Ignoring communication
It has been observed that some seniors in the office deliberately ignore the
information from their subordinates so they could maintain their importance
this has a two-way affect because it creates the barrier in the minds of juniors
to share any information in the future.
Lack of time
Many times, it has been seen that seniors are overburdened with the
responsibilities of high work pressure, so they do not have any time to
provide information downwards, either upwards or horizontally.
Lack of awareness
Some seniors do not favour the importance and viability of conducting a
smooth flow of information within and outside of the organization, which
blocks the flow of communication in the organization.
Barriers at the level of Subordinates
Figure 2.4. Four Distinguishing Personal Barriers in Communication

The following are:
Unwillingness to Communicate
It is a rule of a company that if any employee feels embarrassed to give the
information then he would not divulge it or delay its delivery to the assigned
department. It has been seen that people often modify the information to
protect their own interests, which can be very misleading too. As wrong
information is worse than no information.
Lack of incentive
When there is a situation of up and down of information in line of command
and control, lack of motivation occurs. If any good suggestions from the
subordinates are ignored or not given appropriate attention then it will lead
to snowballing effect in the organization. By this nature, subordinates do
not feel stimulated at all and do not put any suggestions regarding product,
process or working of systems.
2.4 GROUP BARRIERS TO COMMUNICATIONS

Group barriers lead to the interpersonal barriers to communication. These
barriers occur when there is an interaction between the group of employees
and the members from different sections, department or within a team that
have different members from different functional specifications of the
organization. A few major barriers to communication are:
Figure 2.5. Group Barriers in Communication

Premature Evaluation of the Sender

Generally, this happens when the looks or the initial introduction of the
subject is not on the line and seems to be unimpressive according to the set
of standards and where the receiver is already done with the prior analysis
of the sender. This also happens when the sender’s credibility to deliver the
message is low. Such type of barriers can be overcome by:
• Developing the sense of empathy for the receivers and doing
the appropriate modification of the message to make it more
acceptable.
• Receivers can listen freely away from any prejudice and
commitment.
Inattentive listening
If the receiver is preoccupied with something else and is concerned with
other issues, he may fail to react to the message, talk, bulletin, notice,
or circular. Since the receiver is not able to give sufficient attention, the
message may fail to register in his mind.
Loss during Transmission of Message

Most of the times it happens that when a message has to pass through several
departments of an organizational structure, it tends to losses its accuracy
before reaching the target. With respect to oral transmission of messages,
it is believed that accuracy gets lost at every stage of transmission. While
with the written messages, loss generally occurs due to the differences in
interpretation, meaning, and translation of the message.
Loss of Retention
Retaining of messages for long in the memory seems to be a difficult process
as it applies to both the oral and written messages. However, if any copy of
the written message is available, then a person can refer to it again and
again. It is also said that people only remember:
• 10% of what they read
• 20% of what they hear
• 30% of what they see
• 50% of what they see and hear
• 70% of what they say
• 90% of what they say as they perform the task
Undue reliance on written words

It is often seen that senders put undue importance over the written messages.
Instead of the fact that messages are well drafted and presented, they fail to
make the necessary impact on the receiver due to lack of trust and confidence
between the two parties. Apart from messages being very good, they should
flow with the organizations “purpose and employees” own interest.
Distrust of the communicator

If the person who sends the message is very prone to cancelling and delaying
the messages, then it leads to the more delay in the responses from the
receivers. Also, they may not act with that energy and enthusiasm, because
they are already waiting for the corrections in the original document.
Failure to communicate
Sometimes even managers may fail to communicate the concerned
department or people due to some reasons. In such cases, once a missing
link gets established then even a subsequent message cannot evoke the right
response.
2.5 ORGANIZATIONAL BARRIERS TO

COMMUNICATION
The organizational structures of firms are designed to support and promote
company objectives. The objectives of any organizations define the working
systems such as a given set of policies, procedural norms of behavior, and
code of conduct to achieve the objectives of corporate. These measures are
further supported by the comprehensive and systematic performances such
as appraisals, rewards, and punishment to name a few. Some of the major
organizational barriers are:
Figure 2.6. Four Salient Features of Organizational Barriers to Communication

Source: https://www.saylor.org/site/textbooks/Business%20Communication
%20for%20Success.pdf
An organizational policy
Organizational policies help in understanding and facilitating the strategic
measures for the better working of the industry. Organizational policy
measures support the flow of information in all directions, such as external
communication and internal communication and also covering downward,
upward, and horizontal communication flow as well. If the smooth flow of
communication is not well supported by the firm’s policy, then it will lead to
inadequate and unhealthy functioning of the organization.
Organizational rules and regulations

Many times, there are certain rules and regulations of the company that
comes in between the free flow of business communication and requires the
proper communication channel. Such rules and procedures inhibit the free
flow of communication which requires the current updates to bring them in
accordance with the demands and strategies of accomplishment.
Status relationship
There has been a complementary relationship between the functions and
communications. As the difference in the level of functionaries gets greater,
so does the possibility of breaking down of communication between them
keeps getting higher. If a person frequently interacts with another senior
person then his job gradation needs urgent review.
Complexity of organization structure

Those organizations that comprise many layers of departmental structure
leads to delay in the flow of messages from one sender to another receiver
at the other end. It also increases the rate of risk as the distortion in the
message increases manifold while travelling from one end to another. In
these types of firms, generally communication done in an upward direction
suffers badly in an organization.
Organizational Facilities
Organizational facilities in any firm include measures for meeting and
conference rooms, complaints, or suggestion schemes, and so forth.
Organizational measures increase the more options for open door policies
amended by senior managers and executives. Under this limelight, companies
should also organize occasional gatherings with respect to social, cultural,
and sports activities to contribute towards the better flow of information at
both the informal and formal stages.
Gateway for Effective Communications

Developing and devising a better knowledge regarding the various barriers
to communication leads to the management of devices to overcome these
communication barriers. It is very much required for every communicator to
take specific and immediate steps to improve the conditions and vanish the
hurdles of effective communication.
The American Management Association has formulated the following

features for the effective communication:
• Clarification of ideas before communication
• Knowing the purpose of communication
• Understanding the physical and the human state of communication
• Consulting others while planning of communication
• Contents and overtones of communication
• Valuation of communication going to the receiver
• Follow up action
• Importance of communicating
• Actions congruent with the process of communication
• Good listener
Principles of Good Communication

“Communication is directly influenced by the ability to articulate issues
concisely and convey to receivers in words and phrases they are familiar
with so as to persuade them to the intended course of action.” Therefore, it is
a powerful skill to cultivate. Following text comprises of seven Cs and four
S that serve as a guideline for the managers and leaders in any organization:
Seven Cs of communication
Figure 2.7. Seven Vital Features of Communication

7 Vital Features of CommunicationCompleteness

The messages those are complete in nature achieve all the desired results
without incurring any additional time or any type of expenses to seek the
clarifications or to get the high priced replies. Once complete messages are
being sent by the sender then it helps him to build his image along with
goodwill and high credibility. This also saves lots of time and cost. Generally,
the following guidelines are used for completeness:
• Checking of five Ws, that is, (What, When, Where, Who and
Why) and H (How) of the message.
• Answering all the questions in a meticulous manner.
• Putting up some extra information rather than holding it back
Conciseness
Conciseness relates to the delivering of messages in the fewest words and
making it more understandable to the receivers. Conciseness works in the
opposite direction of wordiness or verbosity. By doing the elimination of
unwanted words, the importance of the relevant messages increases. It
should be noted that “brevity is the soul of wit.” Some of the following
guidelines should be taken care of such as:
• Omission of hackneyed expressions
• Avoiding of repetition and long winding sentences
• Inclusion of relevant facts with due courtesy
• Organizing of messages logically and effectively
Consideration
Preparation of messages should be done while keeping the receiver in mind
and senders should place themselves in the receiver’s position to visualize
their receiver’s needs and wants. Thus, it would help senders to draft the
messages that are according to the requirements of receivers. Messages
should be considered as a gift wrap in which one can convey whatever he
wants to say or write which requires a mix of attitude, empathy, and human
touch. Consideration before sending the messages also leads to better
understanding of the human nature. Some of the following directions while
considering the messages proves to be very useful:
• Focusing on “you” instead of “I” or “we”
• Highlighting the benefits of the message going to the receiver
• Emphasizing on the positive and the future aspects of messages

• Maintaining integrity of the message
Concreteness
Concreteness in a message requires specification, definition, and vivid
nature. The communicators should avoid the vagueness while making the
general statements. Some rules to follow in this context are:
• Correct choice of vivid and image building up words in the
message
• Usage of direct and action verbs
Use of specific facts and figures to maintain the integrity of the source
information.
Clarity
To maintain the clarity in a message some special efforts are required to
check that if the messages that are being delivered across the receivers
is fully understandable as they all might have different experiences,
educational background, and opinions. As there is a pattern of uniqueness
in mental filter of every individual, so does it give different meanings to the
text even though the text would remain same and in these situations some of
the following tips are very useful?
• Always short, familiar and conversational words and phrases
should be chosen to communicate.
• Lengths of sentences and paragraphs should be precise and
understandable.
• The message should be explained with the help of illustrations
and audiovisuals to leave a better impact on the receiver.
Courtesy
Courtesy comes from ones “innate desire to respect others.” It helps us in
bringing of new friends and strengthening of old friendships. But it requires
an individual to develop a “you attitude” and to be sensitive to others. Some
of the measures to be followed in this context are as follows:
• Omission of expressions that can hurt or irritate others
• Apologizing for things to work in good faith
• Answering mail regularly and properly on time
• Being appreciative, thoughtful, and honest in front of others
Correctness
The last and the most important is the correctness of messages that should be
done in a perfect way. Sometimes, the message may be correct, but it might
fail on the grammar front which may reflect the negative traits like insulting,
humiliating, and overbearing to the receivers. Correctness can be ensured by
adopting the following rules:
• Using of appropriate and correct level of language in tune with
the receivers
• Incorporation of accurate data and evidence
• Choice of right words, phrases, and sentences
• Organization of matter in a systematic way such that paragraphs
may result in appropriate size
Four S’s of communication

Besides the above seven principles of communication, there are given below
four principles of communication that have become very popular:
Figure 2.8. Four Different Forms of Communication

Shortness
Shortness refers to the “economizes” of words. It conveys that message
should be as brief as possible. Some good rules are:
• Avoidance of high sounding and bombastic words
• Using of less complex words, phrases, and ideas
• Simply using common and popular vocabulary
Simplicity
Simplicity impresses; there is a famous “KISS” principle in communication
it says that, “the message should be kept short and simple.” Few golden
rules under this are as follows:
• Choosing simple and meaningful words reflect the clarity of
sender’s thoughts
• Confused people use more confusing words that in turn leave the
reader in amaze
• Clarity in the idea germinates by using simple words and phrases
Strength
Good strength in the content of messages easily “convinces” receivers about
the adaptability of the ideas. The messages themselves should deliver the
conviction to the receiver. Some measures are:
• Do not send half-hearted messages as it adds a touch of falsehood
in the messages.
• If the sender is highly convinced and appreciates the message,
then it carries the strength in his conviction
• The strength of the message comes from the credibility of senders.
Sincerity
The last measure is the quality and sincerity in the message that “appeals”
everyone and especially the receivers of the messages. If the receiver can
sense the observation he made is just a make-believe situation, then the
entire process of communication would fall and the sender may fall in
trouble. Adopting the below given rules will give it a good direction,
• Always a sincere approach becomes more appealing to the
receivers
• Sincerity gets easily reflected in the way sender and receiver

communicates
• Sincerity adds to the credibility of the sender’s message.
SUMMARY
• The barriers in the process of communication emerge from the
embodied process of sending and receiving of messages among
human beings.
• Barriers exist in the form of gaps between individual’s thought,
speech, and course of action that forms the vicious triangle of
thinking, saying, and doing.
• This chapter explains the communication barriers at the top three
levels, that is, individual, group, and organizational level, which
results because of badly drafted messages, unclear assumptions
and faulty interpretation of messages.
• Due to some lack of facilities, the free interaction on the
professional front along with some social and cultural issues can
add barriers to communication. This chapter also throws the light
on the principles of good communication skills that covers sevens
C’s and four S’s of communication.
REVIEW QUESTIONS
1. Explain the vicious triangle in communication and measures
to reduce the gap between thought, speech, and actions in an
organizational structure.
2. Describe the personal barriers in communication and measures to
overcome it.
3. Describe the group barriers in communication and effective
strategies to overcome them.
4. Explain the organizational barriers in communication
5. Describe any five principles of communication with examples.
6. Explain the principles of correctness, concreteness, and clarity by
giving examples.
7. Describe the four S of communication.
REFERENCES
1. Business communication for success. (2017). Retrieved from https://
www.saylor.org/site/textbooks/Business%20Communication%20
for%20Success.pdf
zw/claroline/backends/download.php? url=L0J1c2luZXNzX0NvbW1
3
CHAPTER
INTERNAL COMMUNICATION
“After all, the ultimate goal of all research is not objectivity, but truth.”
–Helene Deutsch
LEARNING OBJECTIVES
• Understanding the concept of internal communication
• Exploring the factors affecting the view of group dynamics.
• Knowing the audience and choosing of appropriate audience.
• Understanding the concept of communication skills between employees
• Distinguishing various types of business communication
• Understanding the methods of internal communication and its various functions
and purposes.
KEYWORDS
• Audit: an official checkup of an organization’s accounts.
• Documentation: the written specification and instructions accompanying a
process.
• Review: a formal assessment of something with the intention of instituting
change, if necessary.
• Analysis: detailed examination of the elements or structure of something.
• Feedback: It is returning a part of the output of a process back into the input
side to revive it.
• Channels: a method or system for communication or distribution.
3.1 INTRODUCTION
Large and small organizations uses a most of interior channels to deliver
messages to their employees. Company’s internal internet or intranet may
benefit and provide an e-learning opportunity when they make alternative
changes to their features. Newsletters covering new hires, volunteer
activities, and even featuring an article about their employees who have
recently attended a conference. Project teams and other groups will also use
the available intracompany channels to reach their audience.
Formal and informal groups were formed due to many reasons. One
of the reasons may be to plan a holiday luncheon or an awards banquet.
The functionality will depend on who these members are, what they can
contribute, is the goals are achievable or not. Teams are formed to solve a
business problem or to create a method, which can address an objective.
Teams in a communication process can go through an individual’s work
together towards a defined goal.
Groupthink is an interference to an effective group process defined
by organizational communication researchers. Members are not likely to
contribute equally to their assigned project and only one or two members
will tend to dominate and makes decisions. The group, which are project
cantered will, requires its members to contribute on their core skills and are
less vulnerable to groupthink.
Internal Communication 41
Figure 3.1. Planning and Projection in Business Communication
3.2 PROJECT TEAMS

Employees having specialized skills often serve on project teams. These
teams may vary in size, the frequency of meeting, and length of projects.
Team’s size and its objective are majorly influenced by coordination,
interactions between team members. A leader may appear in starting or may
be appointed due to his job title and level of responsibility.
Understanding Group Dynamics

Communication barriers that can occur interpersonal relationships may also
occur in group communication. The performance of the group is dependent
on the structure of group, personalities of individuals, a person’s alleged
status, and group is completely cohesion to accomplish projects on time.
Individual’s behaviour is a main key to affect the entire group and its
capability to stay on task.
Factors affecting group performance are:
• Structure
• Size
• Personalities of members
• Purpose
• Status of members
• Member’s behavior
The group should be structured like a committee and considering

opinions and inputs equally from every individual member. The leader
helps to accomplish team’s goals, objectives, and move the group forwards
in discussion and project plans. Committee to reach an agreement whereas
a team leader takes rigid and controlling decision, makes the decision-
making process faster within an environment of squelches feedback, and
foments resentment is wasting time to make decisions. A group must be
structured with the best traits of each type focuses on the project along with
a designated leader and members should be encouraged to share their ideas
and contribute solutions.
Figure 3.2. Three Classic Group Structures and Characteristics Illustrate the
Advantages of Project-Driven Collaboration
What should be the size of a group? Projects having a short duration
and do not involve resources across departments should consider forming a
group of project size of three or five. It has been suggested by professional
communicators to build a team with an odd number of people to avoid
split decision situations with equal sides supporting a different position
or outcome. Project including implementation of advanced accounting
system in a medium to a large company is to be broken down into smaller
components to research and to test different small subsystems, like payroll,
AP, AR and fixed assets.
Establishing the Purpose of Group Dynamics
Establishing your purpose

Team leader’s first responsibility is to establish a group’s purpose; a leader
should be able to be defined company’s goal and objectives clearly to its
members and clear anticipated period for completion of the project. Team
members by sharing this information can see how they fit into the plan and
can decide time of meetings. The team leader must establish frequency of
meetings and should be able to communicate the purpose. The leader should
remain flexible according to the project reveals and calling meetings only
when necessary.
Criteria for determining whether to meet with everyone or meet with
members separately.
• Schedule meeting if group members will be benefited from a
meeting called to share information.
• Review group members, which you choose to invite an integral
part of the project phase currently under and everyone’s skills are
required or not.
• Assigning new tasks and coordinating individual efforts,
considering meeting with a subset of the entire group and follow-
up with e-mail s to each participant to know where the project
stands.
Go! Ready, set?

If a team functions well in a group then only enthusiasm and synergy will
be created. Members should take accountability for how their practices will
affect others outside the group. Internal communication channels should be
ready before culminating a new service for customers to be released or it
was fated to fail. The “Go! Ready, set?” experience will occur when the team
is focused on details that they neglect to cover up and rather than review
project in terms of organization structure. If the team decided to go without
being ready, the team may fail to consider all the internal “audiences” for
new services. If members do not get set, ignoring representatives for various
departments which should be included in the planning stage. Construct a
communication diagram, which serves to identify all audiences that needed
to be involved with the project at different stages.
Figure 3.3. This Diagram Depicts the Interrelationships between Project Team
Members and Departments Affected by Both the Planning and Outcomes of the
New Warranty Program
Analyzing your Audience

After creating communication diagram next step is to determine how should
be involved in separate audience and at what step communication should
start with each group. The plan should be built in a response loop so that
project team can get involved along the way. Receiving responses from
various departments that affects project can greatly improve the final project
result.
Figure 3.4. This Chart Shows a Communication Plan for the Project Team and
Meant Only to Evoke Critical Consideration of Audiences at Each Step of Your
Process.
Choosing your Channels

Some internal messages are meant to be ignored while other recipients may
get distracted who respond quickly. In many companies e-mail inboxes
get an excess of reminders, general correspondence, and updates. To keep
communication secret, it requires to keep people acquainted with projects
and programs that can have an impact on their work. Communication plan
should be augmented by the channels that chooses the most effective way to
communicate each group.
Figure 3.5. Channels are added to the Previous Chart to Match the Audience
with the Communication Medium.
Handling Updates
Make sure messages are unswerving with others while team members report
to their divisions about the project. Prepare a single presentation, which
can be slightly improved, for each audience. The leader should make sure
those team members represent from different departments, know how on
suggested content for presentation simultaneously explaining the project
benefits from starting the presentation.
Prevent flooding of too many messages to your audience, too many
e-mail s and meetings can limit communication to important areas of debate.
Respect workload and time commitments of your employees and should be
informed of your group’s progress.
Opinion Leaders in the Organization

While developing communication chart, recognize opinion leader, which
can help to carry messages to different groups in an organization. Opinion
leaders are innovators who can be an activist for change in early adoption.
Opinion leaders are “centre of interpersonal communication network.”
Figure 3.6. Employing the Right Decision in an Organization
3.3 EMPLOYEE COMMUNICATION

Managing messages regarding charges of compiling, updating, and
publishing information about department are an important step to decide
what we want to say and who we want to reach. Use of internal channels
will be the most effective way to reach an audience. Proper planning and
execution will lead to effective communication.
• General articles, updates about new employee or an event should
be kept in the company’s newsletter or on the home page of the
intranet.
• Use of Wiki or e-newsletter to inform employees of a department
about projects, accomplishments and skills needed for jobs that
can be open.
• Share point or project-oriented online sites can help to share
highly technical information and business process documentation
to a limited audience.
Communication Audit
Communication audit is a process of questioning audience, management
and employees to find out what they know (distributed information), how,
and which channel they came to know, and how will they perform upon and
contemplate about the messages. Both qualitative and quantitative results

can be drawn from well-designed communication audit. Communication
audit provides suggestions for improving the effectiveness of messages and
the efficiency with which messages to be delivered.
The communication study focuses on one or more audience, such as
organization’s employees, customers or the public. Analysis of internal
communication may be only a part of communication audit. Communication
audit is generally conducted by a third party instead of an organization’s
public relationship department as employees are more freely with experts
outside the company.
Communication goal in a management is to improve their employee’s
general knowledge, discrediting rumors and improving morale. A consultant
or expertise will analyze internal messages going out of a company’s
employees through internal media.
The consultant will look for instances of employee questionnaire
answers asked through internal media:
• Informal group gathering
• Team meetings
• Intranet
• Company meetings
• Wiki
• Departmental meetings
• Bulletin boards
• Flyers
• Posters
• Brochures
Working toward Favourable Outcomes

An audit may recommend managers, management to recognize employee
contributions and request participations for employees regarding programs,
procedures, and practices. The manager should understand how his activities,
words and tone affect an employee.
• Take the initiatives to create a believing relationship.
• Respect your employees.
• Creative approach should be encouraged.
• Creating teams that function effectively.

• Do not demand your employees to work more than usual if there
is not consistently doing the same.
3.4 BUSINESS PROCESS DOCUMENTATION

When project teams effectively implemented new practices or process,
business tasks unquestionably changes. New positions will be created when
the project in the integration phase to support innovation. Along with job
description, actual business procedures must be documented and to be kept
updated. To make documentation records of best practices should be drafted,
analyzed and revised for the position. A database administrator is assigned
to grant access and run reports and an account executive will need to know
who to contact and how to reach the administrator and answer technical
questions. Everyone with required skills should know their responsibility
for the position by following guidance listed in documentation.
Figure 3.7. Common platform in Business Contingency Plan

Standard operating procedures or best practices are known as business
process documentation in other organizations. Regardless of the name
documentation stands on peak of communication excellence. The document
must be highly detailed, extensively reviewed and analyzed, and revised
until published.
Document in Detail
How would we know that we have succeeded in documenting the tasks?
While documenting tasks, employees should follow your instructions and if
they are asking questions, then documentation is not cleared.
Business process complexity and the degree to which we know our
job that makes properly documenting each step in a given procedure
predominantly challenging. The first draft is often prevalent with blunders
and doubt.
Review and Analysis

Procuring help from people in your own department will be zero in the area
that can benefit from expanding, illuminating and writing good, concrete
instructions. Find someone who is not familiar with the procedure and
observe the questions asked and the steps you have missed.
Figure 3.8. Reviewing and Analyzing of a Group Project by Team Members

The conference call is another method for reviewing business
documentation and to go over the instructions. Use of screen sharing can
be captured and recorded for later review. Compare written instructions
while watching video after meetings. Are screen shots matching with your
documentation? Make improvements, according to feedback received and
revise until you arrive at a finished product.
3.5 BUSINESS COMMUNICATION TYPES
Figure 3.9. This figure depicts the various types of Business Communication
Upward Communication
It is known as upper communication when the flow of information in a
hierarchy of an organization from lower management to higher management,
subordinates to superiors or employees to manage. The importance of the
upward communication can be understood through the fact that if it is absent,
then the management works in a vacuum, not knowing if the messages
have been received properly, or if other problems exist in the organization.
Communication is considered to be a two-way affair. Its effectiveness
depends on the two-way organizational communication to occur, that too in
the absence of any kind of disturbance it must begin from the bottom.
Upward communication is a mean for the staff to be able to:
• Exchange information
• Offer ideas
• Express enthusiasm
• Achieve job satisfaction
• Provide feedback
Downward Communication
Similarly, it is known as downward communication when the information
is flowing from the top of the organizational management hierarchy and
guiding people of the organization that what is important (mission) and
what is valued (policies). Hence it basically provides the information
which allows a subordinate to do something. For example, instructions on
how to complete a task. Downward communication comes after upward

communications have been successfully established.
• This type of communication is needed in an organization to:

• Transmit vital information
• Give instructions
• Encourage two-way discussion
• Announce decisions
• Seek cooperation
• Provide motivation
• Boost morale
• Increase efficiency
• Obtain feedback
• Both downward and upward communications are collectively
called “vertical communication”
Horizontal/Literal Communication
Horizontal communication normally involves coordinating information, and
allows people with the same or similar rank in an organization to cooperate
or collaborate. Communication among employees at the same level is crucial
for the accomplishment of the assigned work.
Horizontal communication is essential for:
• Solving problems
• Accomplishing tasks
• Improving teamwork
• Building goodwill
• Boosting efficiency
3.6 FUNCTIONS OR PURPOSES OF INTERNAL

COMMUNICATION
Figure 3.10. Seven C’s of Effective Communication

The major objective of internal communication is to make sure the smooth
functioning of organizational activities. It performs a variety of functions to
carry out its objectives. The major functions of internal communication are
discussed below:
For the smooth functioning of the organizational activity management
needs to take a decision. Hence internal communication is important for the
management to take proper and timely decisions by providing information
in relevant areas.
Managing Coordination and Cooperation

An organization is comprised of several departments and hence the
coordination among these departments is ought to for establishing a
congenial atmosphere in the organization. Internal communication
facilitates coordination and cooperation by joining the several departments
through appropriate information. Better understanding and cooperation
ensure coordination and internal communication improves the process of
coordination by providing relevant information.
Figure 3.11. Generalization of Communication Skills and Accuracy
Initiating Inspiration
Internal communication also helps the managers create inspiration between
the employees through internal communication. The top leadership most
of the time tries to inspire the subordinates so that they can work with full
preparation to achieve organizational objectives.
The individual and collective spirit and moral condition of employees
with reference to their obedience and confidence are called as morale. It is
known that low morale makes the employees idle and frustrated. Hence, the
management should always try to lift up the morale of employees through
internal communication. This helps their employees to think that they are
important for the organization.
Figure 3.12. Planning Out the Effective Future Planning

Planning is one of the most important management functions. The

planning process gets facilitated by the internal communication by supplying
information, opinions, ideas, logistics, and so forth. These activities are from
various quarters within and outside the organization. Due to lack of proper
internal communication system, no effective plan can be made and carried
out.
Motivating
The top management needs to continuously motivate its subordinate. By
motivating the receiver to respond desirably is an important feature of every
communication. In the organizational communication, the main work of
internal communication is to motivate its subordinates to work in harmony
to achieve organizational objectives.
Exchange of Information
Management Process by Project Team

Another important function of the internal communication is the exchange
of the information between and among several parties within the company.
It basically facilitates the exchange of news, views, concept, feelings,
thoughts, emotion, and so forth, between management and employees.
Performance Evaluation
Yet another important function of communication is the efficient evaluation
of performance. Internal communication is also used as the weapon in
calculating the performance of every person or department working for
the company. If there exists any type of deviation between the set standard
and actual performance, the managers clarify the subordinates by referring
corrective actions through internal communication.
Controlling
Figure 3.13. Management Process by Project Team

The next function of management and internal communication is
controlling. Internal communication plays a vital role in this controlling
process. Internal communication helps in providing the information to the
top executives on different issues that help them to structure an efficient
controlling system in the company.
Elimination of Rumors
Different types of people exist in an organization. They might even belong
to several different backgrounds. Hence, with so many people around there
ought to be the presence of rumors that might arise or any type of fake
information may be leaked out that generates unrest among employees. With
the presence of an efficient internal communication management system can
continuously keep in touch with the employees about every change in the
company that reduces the rumor. Hence the elimination of rumors becomes
an important function of internal communication.
Methods of Internal Communication

There exist several different forms to internally communicate information,
views, news or a message to the members of the company, some of the
frequently used forms are as follows:
1. Memos
Memos are the most commonly used type of business communication that
too among several departments of the organization. A memo is basically
a format for a concise message. This provides help for the flow of the
information across and up and down in the organization. This reflects
information, makes requests and provides responses and presents informal
reports.
2. Interview
In some cases, the management and concerned people of the company resort
to an interview or conversation to discuss their views on different issues.
3. Telephone
In many places, the use of the telephone is increasing for internal
communication. Though, the use of telephone for internal communication
depends highly on the size, scope, and nature of the organization.
4. Report
Another well-known medium of internal communication is reported. A
report contains information related on investigation and is further sent to the
management concerned. This proves to be an excellent means of internal
communication.
5. Notice Board
Currently notice board is used by many organizations to deliver a common
message to the employees. Hence the notice board must be kept up-to-date
and attractive and should be placed where employees make an assembly.
6. Face to Face Discussion

Person to person discussions is known as face to face discussion. Executive
officers and subordinates are many times called upon for a discussion and
interchange views regarding the current problems. This discussion might be
regular or irregular and formal or informal depending on the situation.
Figure 3.14. Nature of Internal Communication Process
Source: https://thebusinesscommunication.com/importance-or-role-of-busi-
ness-communication/coach, b. (2015).
7. Participating in Prayers
By participating in prayers, people come close and create a relation. For
example, in a Muslim country people come together for the participation
in prayer for the change, rest, and spirituality they need in-between works.
8. Questionnaire and Survey

Questionnaires and surveys are set to gather the information about employee
attitude, morale, and relationship between management and subordinates
and so forth.
9. Fax
For large companies with their departments, branches, or units are set
up at different places. Under these circumstances, the fax is used for
communication of important information.
10. Intranet
Computers are used widely today. Due to this reason, online system has
given a new image in the area of communication. Such type of system
interconnects all the computers of the company to generate efficient,
effective, and fast communication.
11. Complaint and Suggestion Boxes

At some convenient places in the office or the factory, complaint and
suggestion boxes are kept so that employees can drop their complaints and
suggestions, if any, into the box.
Figure 3.15. The Process of Effective Communication between Sender and Re-
ceiver
Source: https://thebusinesscommunication.com/importance-or-role-of-busi-
ness-communication/coach, b. (2015).
12. Posters
Posters are put up to communicate various norms, rules, principles, and
ideas of an organization to make its employees aware and up-to-date. This is
the reason that the posters are generally very eye-catching.
SUMMARY
• One of the major perspective of business communication is
internal communication that refers to the process of exchanging
the information in between different people at different level or
within the participants at the internal level within an organization.
• It contains two types of communications that works in a vertical
and horizontal direction which occurs frequently while performing
the organizational activities.
• Both the sender and the receiver are in touch with each other
for regular updates but the coverage of communication is limited
under this.
• This chapter gives a drive through the working dynamics of
teams in internal communication, how to analyse the audience
and choosing the correct channel to deliver the message.
• It also serves to introduce the various functions and purposes
along with the methods of internal communication.
REVIEW QUESTIONS
1. Why is ongoing internal communication needed?
2. What is the difference between formal and informal knowledge
transfer?
3. What do you need to consider while choosing internal
communication channels?
4. Explain business process documentation?
5. Describe methods of internal communication
REFERENCES
Communication.pdf
zw/claroline/backends/download.php?url=L0J1c2luZXNzX0NvbW1
3. Communication, T. (2017). Importance or role of business
communication: The Business communication. Retrieved October 17,
2017 from https://thebusinesscommunication.com/importance-or-role-
of-business-communication/coach
4. The importance of communication in business: Business
communication. (2015). Retrieved 17 October 2017, from http://
bizcommunicationcoach.com/the-importance-of-communication-in-
business/
4
CHAPTER
EXTERNAL COMMUNICATION
“Before you write, think.”

–William Arthur Ward
LEARNING OBJECTIVES
• Exploring the concept of external communication
• Defining the objectives of external communication
• Exploring the principles and scope of external communication
• Different techniques of external communication and its various forms
KEYWORDS
• Community—a group of people living in the same place or having a
characteristic in common.
• Information—facts provided or learned about something or someone.
• Audiences—the people who listen to a speaker (television or radio program).
• Campaign—an organized course of action to achieve a goal.
• Outreach—an organization’s involvement with or influence in the community,
especially in the context of religion or social welfare.
• Goodwill—the well-known reputation of a business viewed as a quantifiable
asset and intended as part of its value.
4.1 INTRODUCTION
External communication means reaching audiences or the public through
organization’s marketing, governmental relations and community
involvement programs. Business communicators face some of the same
challenges by internal communication managers and team leaders in external
communication. They need to take care of what types of message sent by the
company and to be united with objective.
Figure 4.1. Company X Communicates with These Audiences

Source: http://bizcommunicationcoach.com/the-importance-of-commun-
ication-in-business/
Above diagram shows, key publics for company X. Message from
company X may plan for their regular audience may also be related to
online community. For example, if a company use solar energy to run its
manufacturing plant. Business communicators within finance and community
relations have to work together on the communication over tax advantages,
reduction in carbon footprint affecting the neighboring community.
External Communication 63
Every organization keeps a relationship with other organizations and

people with an aim to achieve their goals. Business organization exchanges
information with other business organizations and institutes, government
bodies and offices, financial institutes and banks, insurance companies,
customers, suppliers, leaders, and general people of social communities.
External communication deals with the provider, which interacts within or
outside his or her own organization.
Figure 4.2. The Process of External Communication between Two Parties

Source: http://bizcommunicationcoach.com/the-importance-of-
communication-in-business/
External communication aims to ease cooperation with groups such
as external communities, suppliers, investors and financial institutes, and
stakeholders and to present a fair image of an organization and its products
or services to their potential to loyal customers, society, and communities
at large. External communication, include face-to-face meetings, print
or broadcast media, magazines and other electronic communication
technologies such as internet, company’s websites, community portal
running through a variety of channels and legal institute.
Exchange of message, information, and conversation between an
organization and other organizations, groups or individuals outside an
organization’s formal structure is called as external communication.
4.2 OBJECTIVE OF EXTERNAL

COMMUNICATION
Figure 4.3. Various Objectives under External Communication
Source: http://bizcommunicationcoach.com/the-importance-of-communica-
tion-in-business/
Communication occurring exterior to the boundaries of a business
organization is known as external communication.
The objectives of an ideal external communication are as follows:
Community Relations
Every business organization must maintain a relation with the common people
of the society to achieve the organizational goals. External communication
helps to keep a link with the people.
Figure 4.4. Connection between an Organization and its Customers
tion-in-business/
Collection of Information
The main objective of external communication is to collect the information
from outside the organization.
Contracts with customers

Every organization needs to position its product according to the needs,
demands, taste, and preferences of its customers to increase the sale of its
products or services. Therefore, external communication is necessary to
contract with customers.
Relations with suppliers

There must be a good relationship among the firm and its suppliers. An
organization may have many suppliers, which it gathers raw material or
finished goods to run the business.
Relation with financial institutions

Most important objectives of external communication are to keep a
relationship with banks, financial institutions, and other insurance
companies. Banks and other financial institutions are considered as a life-
blood of the business. They become the effective partners in the process of
economic development and growth.
Relation with government

Every organization must obey the rules and regulations of the government
for their continuity of business inside or outside of the country. Through
external communication the organization keeps the good relation with the
government agencies.
Shareholder relation
Owners of the company are known as shareholders. The board of directors is
responsible to inform all the business financial activities to the shareholders.
External communication is necessary between shareholders and management
to run the business smoothly. Through external communication company
increase control, effectiveness, and also provide strategic and competitive
advantages.
Others
Others include relation to regulatory bodies and to keep the good images or
the reputation of the company among community and other international
environment relations, and so forth. In business communication, the
most important thing is the customer. Building a strong relationship with
customers, the company makes sure to deliver and provide according to
customers’ needs and wants. On the other hand, the company need to know
what the customers gained and likes about the products or services, marketing
promotion, and advertising campaigns. Different customers accept diverse
kinds of marketing and promotional advertisements and campaigns through
business communication channels and partners. The companies should cater
choices of a large range of people and audiences. We must do master in field
of impressing many people by various means channels and other marketing
communication medium that helps to take our business to produce a
maximum profit in terms of the financial and ethnic way.
Tempting customer by showing certain things and not fulfilling them is
not a good business. Good business means, fulfilling the expectations and
satisfy customers by creating and delivering value products and satisfying
services. Promising to the customers and delivering below the expectations
of the customer will result negative impact that affects on the operation
of the business reputation and product image. Internal communication is
important in creating excellent product and services. The people inside the
company that has creative and innovative mind should communicate each
other to create excellent product marketing communication
Figure 4.5. Vital Role of Corporate Features in External Communication

Source: http://bizcommunicationcoach.com/the-importance-of-communi-
cation-in-business/
Sales, positioning, targeting, promotion, branding, competitive

analysis, promotions, distribution, and segmentation are the responsibilities
of the marketing department and play an important role in marketing
communication. Communication audit is responsible for assessing and
evaluating marketing campaign by putting emphasis on measuring results
the marketing messages.
Action Plan
The action plan is a simple list of all tasks to attain company’s objectives.
The marketing communication plan shall be a separate segment within a
company’s overall marketing plan. Analysis of target market, product,
price, promotion, and distribution, advertising, public relations campaigns,
entrenched to work together and planned to implement the marketing strategy.
A roadmap is created, while analyzing prior campaign data collected. The
map indicates the proper mix of communication channel and messages that
will help to attain results for a product or service.
An action plan is needed to achieve the objectives. In order to meet
these objectives, the company should select the best communication channel
and what type of communication messages enables to boost the company’s
product and services offering. Using proper communication channels helps
to maximize a company’s product virtually or physically presence. For
example, to introduce new products, the company runs a contest on social
media, sales promotion by offering special discounts and the company
also offers a loyalty program. Using proper communication channels
helps to maximize a company’s product virtually or physical presence. To
introduce a new product, run a contest on social media and the company’s
website, promote sales by offering special pricing/discounts and loyalty
programs. Some marketing communication plan of the company is created
to increase public relations that might reflect organization core values and
support organizational goals and objectives. For example, supporting the
government programs for community outreach and the use of Corporate
Social Responsibility (CSR) helps to create a good reputation of the company.
To implement marketing communication plan, describe the tactics that
can reach the objectives identified in the strategy section. Take specific
steps on how much will it cost, when will the advertising or messages are
schedule to be appeared and what will be the results tracked. The more
precise implementation steps you take the better you will be able to measure
effectiveness.
Hallmarks for the actionable plan:

• Analysis
• Strategy
• Implementation
• Measurement
Coordinating messages
It is usual to have numerous professional staff members to contribute in a
marketing communication plan. Expertise form every area come together as
a project team for consistency and continuity in the final plan. Team tactics
give every member an opportunity to learn from each other and helps to
strengthen the relationship between the dissimilar messages and help to
manage them in an overall strategy.
While launching a new product line, the team could plan and coordinate
the following messages:
• Send one or more news release to trade publications online and
in print
• Create and post messages on social media channels
• Write blog articles
• E-mail campaign should be conducted.
• Advertisement on search engines, marketing, and promotional
sites
• Create product specific sheet that people visiting your website
can download
• Issue articles about the products online and in print
Getting the timing right

Timing is essential while planning multiple campaigns and marketing
team should design a period for execution. The team needs to synchronize
its plans outside the marketing project team too. For successful external
communication, effective internal communication should be conscientious
in the background. A short meeting or phone call can help teams to get the
timing correct and could save a campaign going in the wrong direction.
Timing is a major factor to decide how well team members coordinate
messages. By arranging, multiple messages among multiple channel teams
can extend their promotional reach. Good timing also helps to strengthen the
perception about new product campaign and importance of its development.
Measuring results
Communication experts continuously track performance and results of
a communication channel for a given message within the framework
of marketing communication mix, including sales, promotion, personal
selling, direct marketing, public relation, and sales promotion. Conclusion
of a campaign can be drawn easily by managers through data, which is
assembled, analyzed, and presented in a format to see performance compared
to expectations.
As recommended by Hussain Zaidi create a matrix of the communication
media mix which includes all media within each marketing function and is
used for analysis and tracking results This matrix also helps to compare
actual to budgeted performance and expense.
Figure 4.6. Company X’s Media Mix and Variables Being Measured Including
Names of Article Sites and Pay-Per-Check Channels
Source: http://bizcommunicationcoach.com/the-importance-of-
Community outreach
Figure 4.7. Bridging the Gap in Communication Process
tion-in-business/
The decision to support community programs addressed to audiences
through external communication channels can extend an organization’s
reach. Generates goodwill through blood donation camps or campaigns
to fight cancer by company’s employees will spread a message about the
importance of service and offering. A company can reinforce participation
ties with the larger community while supporting events and nonprofit
interests. A communications professional from the community relations
department may play a role of liaison between nonprofit organizations and
the company’s management. His role is to create and implement a customized
community outreach plan.
Choosing an option to complement your Business

Organization’s goals, objective, purpose, and physical location determines
advantages of one community activity to another. The type of business
conducted by a company decides community outreach. A company that poses
a perceived risk to the environment will have a completely different plan.
For example, a company produces toxic chemicals in manufacturing of its
product will develop a continuous community outreach plan that promotes
safe practices and describes precautions taken by workers at every level.
On the other hand, nonprofit organizations have goals to provide job
training for unemployed and underemployed, which depend on community
outreach for its very existence. Two main audiences must be effectively
communicated: first, those who inherent in a community and can benefit
from the help, and second, are hired from the pool of trained individuals.
The community outreach plan also functions as a marketing plan, including
many of the same elements.
Local non-profit organization participating or sponsoring preplanned
events for companies whose products and services have no direct connection
to immediate and surrounding community will get benefits. Smaller
companies choose a promoter like little league team or announce to work
with schoolchildren in poverty and providing education. Small company
conducts annual event such as fund drive for a program that will agree with
company’s core value.
Figure 4.8. As the Environmental Impact of a Company’s Processes Increase,

so does the Need for Community Outreach
tion-in-business/
Planning the campaign

Communicator inside organizations, community relations department
prepares community an outreach plan. Firstly, goals and objective for each
campaign are established and the next step is to match community activities
with respect to the objectives of an outreach campaign. Moving forward
while narrowing the list by calculating the number of participants needed for
the activity compared to the number of employees will really contribute their
time. When the activities are selected communicator will prepare a schedule
and added to the plan. The schedule includes a list of messages and channels
which communicator will use to announce the events to employees. The
final section of the plan should define and success will be measured.
Elements of a community outreach plan

• Establish goals and objectives
• List events and activities
• Define participating audience groups or public
• Schedule messages and determine communication channels
• Review and measure outcomes
Review objectively
An organization must objectively review that how efficient every campaign
obeys to the stated objectives and helped to change perceptions and attitudes
about the organization in a constructive way. The outcome of the community
event reveals involvement of the company’s employees, community member
participation, and experienced gain by members of each group. Feedback is
necessary to assist future activities while conducting a post-event survey.
Building goodwill
The goodwill generated by a company through effective community
outreach cannot be directly quantified. Goodwill towards the organization
is the result of management, which places a value to the community and
commits time and resources to make positive communication happens. An
organization creates goodwill due to their action, and then perceptions are
characterized by acceptance, involvement, and understanding. Company’s
focus on profit or services, but their individual employees get chance for
outside normal daily routines and interaction to contribute skills, talents, and
time. Community outreach activities provide a path to achieve a common
goal while having perceptual differences and attitudes among various groups
within or without an organization.
External Communication is used for:

Organization’s environmental policy, targets, as well as operational
performance, environmental condition, and management performance
indicators, are meaningfully defined by external communication and ensure
flow of information from different stakeholders in the organization. The
credibility of the organization is being promoted while ensuring the flow
from information form organization to different stakeholders.
Value management is one of the company’s most generous concerns,

not only because of its own brand representation but also because it is an
achievement factor. The most important image is the acuity image, as far as
brand formation is concerned.
In this situation, the organization establishes a collective interest in
constantly harmonizing its external image of its available products. Other
ways to disclose its image is to provide information on the company’s
relevant events and areas of intervention with the media. To establish strong
public image public relations should include ongoing activities. Public
relations activities include helping the public to understand the organization
and its products.
Designing and executing a well-designed public relations plan will
lead to an effective public relationship. The plan includes a description of
objective you want to convey to the audience through a channel, which is
responsible for various activities. Media plan describes media methods that
will be used and at what time.
4.3 KEY PRINCIPLES OF EXTERNAL

ENVIRONMENTAL COMMUNICATIONS
External communication is interactive and works in both ways.
• External communication should be dedicated to the needs of both
the organization and its stakeholders with those the organization
anticipates communicating.
• External communications should not differentiate different
audiences based on their language, technical skills, race, or other
factors.
• External communications should be unbiased; data sources must
be clear and available to its audiences (language, posters, and
presentation, etc.)
4.4 SCOPE OF GUIDANCE ON EXTERNAL

COMMUNICATIONS
There are two kinds of guidance on external communication: process-
oriented as well as product-oriented. The process-oriented guidance focuses
on the process of developing and implementing an external communication
program. Product oriented involves specific assistance on information
products, such as environmental reports, government policies. It is also

likely that both types of guidance are combined in a single document.
Process-oriented Guidance
Guidance covers the main principles and the essential elements for the
process of external communication additional to certain organization’s
activities such as:
• Recognizing objectives and audiences for external communication
program.
• Issues related to confidentiality can be identified by existing
information, which may relate to current information need.
• Identifying the types of information to be communicated (these
may be, e.g., performance indicators of different types as
appropriate to the needs of the audiences), in which form it should
be communicated (what should be the information products?).
• Responsibilities for external communication include data
collection, analysis, validation, and dissemination.
• Quality monitoring, adjusting performance, and effectiveness is
necessary for effective external communications.
• Guidance should highlight on communication strategy, including
discussion with key stakeholders, local community, government
regulators, and other intended parties.
• This guidance should also include “environmental information”
in external communications.
Product-oriented Guidance
This type of guidance covers environmental statements, environmental
reports, or internet sites content and format about particular a product. It
is possible that several types of guidance will be needed depending on
particular information products.
Essential Content and Elements of External Communication

The content of the external communications should be proper to its objectives
and fulfil needs of the projected audiences. The content should be clear
about objectives and the audience for external communications.
Key elements of external communications are following:
• External data sources and methods of extracting data should be

recognized before arriving to the conclusion.
• Use extensively recognized frameworks for assembling and
presenting the data in external communication.
• Presentation of information should be accessible to all authentic
and nontechnical audiences; layout of the communication should
be able to access data easily and quickly.
• Technical terms, abbreviations, and marks should be defined
initially and avoid unnecessarily technical or obscure language.
• Prominence and emphasis should be given to potentially
significant environmental issues.
4.5 FORMS OF EXTERNAL COMMUNICATION

External communication depends on an organization’s purpose and projected
audiences. External communications is a two-way activity.
Following forms of communication are:
• Production of special printed or electronic documents and
disseminating them to concerned audiences (or making them
publicly available, e.g., through libraries or internet sites); such
reports might be validated by a third party to increase their
credibility.
• Establish open access for existing documents and information.
• Communication is occurring more interactively while organizing
public hearings, social gatherings, public meetings, exhibitions,
“open door” events, seminars, and so forth.
• Setting up hotlines and other services for disseminating
information and collecting “stakeholders” comments; conducting
surveys for the latter purpose.
4.6 SOME TECHNIQUES FOR EXTERNAL COM-

MUNICATION
In the field of external communication, your opinion should be clearly
defined and make sure your message should not be complicated.
Important steps to be followed:

• While having external communication through phone, take care
of your voice, we do not want to create misunderstanding because
it may lead to loss of customer or client’s interest. Your voice
should not be too loud or too low. Speaking loud can irritate a
client/customer and customer can feel annoyed, speaking too low
is also irritating. Make sure to speak at moderate volume so that
it is clear to the client and try to stay away from noise.
• When we are present with the client, the difference is making
a good eye contact. Apparently, through the phone, we cannot
make good eye contact with a client, but we can make good eye
contact when we are present with the client and that proves that
we are interested in client conversation and that reveals a sign of
respect towards the client.
CASE STUDY
Badger Mining Corporation

Badger Mining Corporation (BMC), headquartered in Berlin, Wisconsin, is
a privately held, family-owned international corporation that produces silica
sand for industrial use. Plant operations are located in Fairwater and Taylor,
Wisconsin; Pahrump, Nevada; and Poland. The C. A. Chier Resource Center
is located in Berlin, Wisconsin. BMC employs 183 associates, including
advisory associates, leaders, coaches, and associates.
The company traces its history to the early 1900s. In recent years, their
work within the industry and company has been recognized with numerous
awards. In 1997 and 1999, BMC was awarded the Business Friend of the
Environment Award from the Wisconsin Environmental Working Group. In
1999, the company was also awarded the John Brogan Award for Outstanding
Environmental Achievement. In 2006, BMC received two national safety
awards: the Sentinels of Safety Program, Safety Trophy for its outstanding
safety records by the Mine Safety and Health Administration and the
National Mining Association, and the Safety Achievement Award from the
United. States. Department of Labor Mine Safety and Health Administration
and the Industrial Minerals Association—North America. In 2006, Badger
Mining Company was honored nationally as the number one “Best Small
Company to Work for in America” by the Great Place to Work® Institute.
The Culture
High-quality communication practices are part and parcel of BMC’s mission
“to become the quality leader in the industrial minerals industry with a
team of people committed to excellence and a passion for satisfying [their]
customers.” Company growth is steady and driven by the highest quality
standards.
According to Mellisa Stafford, training and staffing associate, BMC’s
culture is one of employee empowerment fostered by organizational trust.
This is exemplified by the use of self-directed work teams that identify,
evaluate, and develop opportunities for the company. BMC is committed to
environmental responsibility, safety, health, and integrity, while providing a
rewarding and enjoyable place to work. Employees share in the success of
the company through a 20% profit sharing program.
BMC uses a flat organizational structure, which fosters greater
connections between leadership and associates. According to Stafford,
employee empowerment and trust are the results of open communication and
caring within the organization. Leadership cares about employee opinions
and encourages employees to contribute to problem-solving. Leadership
gives associates the power to do their work and trusts that associates will
use their best judgment and practices. Consequently, associates know they
are valued, and they are passionate about the work they do.
Communication Strategies
Communication is key at Badger Mining Corporation. Stafford credits
employee communication that begins with an orientation and progresses
with associates throughout their careers as one of many practices that
connect associates in a meaningful way to the operations of the company.
Along with typical orientation programming that introduces associates to
company policies and procedures, BMC engages associates in numerous
evaluation and feedback opportunities, at which time associates provide
feedback about how the company is doing. Within the first 30 days of
employment, associates participate in a progress assessment, which is
just the first of many times that associates will have the opportunity to be
evaluated and—more important—will have the opportunity to evaluate the
company. According to Stafford, the company makes a point of acting on the
suggestions of associates, because they have insights into the daily operation
of the company.
Internal communication is a shared process depending on the information

being delivered. Communication within the company is the responsibility-
driven. For example, benefits information is communicated by human
resources; a team of customer relations and public relations associates
are responsible for the quarterly company newsletter, “Badger Banner”;
the safety team is responsible for communicating safety issues, and the
executive leadership is responsible for sharing financial information and
strategic direction. Face-to-face communication opportunities are critical to
internal communication success. Team meetings are held twice a year, and
every associate attends. These meetings cover everything from benefits to
safety information to financial summaries to the strategic direction of the
company.
As a mining company, safety is very important. Monthly safety meetings
are held at each location, coupled with the annual company-wide, day-long
safety refresher meeting. Safety teams keep safety in the forefront at each
location as well.
The company uses a number of print and electronic practices to reinforce
the face-to-face practices. The newsletter is distributed to associates at all
the United. States. locations. Some information regarding benefits and HR
issues is still sent to employees’ homes because this is where the decision
making about benefits takes place. Announcements are posted in the company
plants to alert associates to opportunities. Through the company intranet,
associates can access information about each plant facility as well as the
employee manual. Company e-mails are used to broadcast information to
all employees.
The company also uses an open book management approach; complete
financial information (income statements, balance sheets, etc.) is shared
with all employees monthly so they are always aware of the financial status
of the company. “The associates truly work with a common goal because
they understand the mission and values of the company. They know that the
success they have in their job translates to the success of the company.”
While BMC is only beginning to measure the impact of its internal
communication practices, they know from anecdotal qualitative data
that employee satisfaction is high. In the past, the company conducted
occasional culture surveys that supported the anecdotal data. In 2006, the
company began participating in the Great Place to Work Institute survey
and plans to continue to use the results of this survey to evaluate employee
communications and other strategic business practices.
According to Stafford, communication is something that is embedded in

the culture of BMC. It is impossible to separate it from the organization and
the people who care about the place like a family.
SUMMARY
• External communication is also a part of business communication
that refers to the informal exchange of relevant information and
message among various departments of an organization, different
people and individuals outside the frame of formal structure.
• External business communication is done to maintain the
relationships among various external parties and occurs less as
compared to the internal communication.
• In addition, both the sender and receiver maintain good distance
from each other but covers broad range of external bodies.
• This chapter focuses on the objectives of business external
communication, marketing strategies, how community outreaches
to other organizations and the key principles of this leg.
• At last, techniques and essential elements of external
communication are devised in this chapter for better understanding.
REVIEW QUESTIONS
1. What do you mean by external business communication?
2. Explain the objectives of external business communication
3. Describe the various components under the marketing
communication scheme
4. What is the process of community outreach?
5. Describe the key principles of the external business environment
6. Briefly explain the scope of process of business-oriented
communication with example
7. Explain the techniques and various forms of essential business
elements
REFERENCES
communication: The business communication. Retrieved October 17,
2017, from https://thebusinesscommunication.com/importance-or-
role-of-business-communication/
2. Coach, B. (2015). The importance of communication in business:
Business communication. Retrieved 17 October 2017, from http://
business/
5
CHAPTER
EFFECTIVE BUSINESS
COMMUNICATION
“Electronic communication will never be a substitute for the face of some-
one who with their soul encourages another person to be brave and true.”
–Charles Dickens
LEARNING OBJECTIVES
• Defining the concept of effective business management
• Describing various aspects of business writing
• Features of effective speaking skills and business practices
• Results achieved by business management practices
KEYWORDS
• Typographical format: It is the art and technique of arranging type to make
written language legible, readable, and appealing when displayed.
• Emails: These are the messages distributed by electronic means from one
computer user to one or more recipients through a network.
• Abjure obfuscation: It refers to the obscuring of the intended meaning of
communication by making the message difficult to understand, usually with
confusing and ambiguous language.
• Brevity: It refers to the concise and exact use of words in writing or speech.
• Conference call: It is a special telephone facility by which three or more people
using conventional or cellular phones can be linked up to speak to one another
• Presentations: This is from of speech or talk in which a new product, idea, or
piece of work is shown and explained to an audience.
• Vulnerability: This depicts the quality or state of being exposed to the
possibility of being attacked or harmed, either physically or emotionally.
• Ambiguity: This refers to a form of word or expression that can be understood
in two or more possible ways
5.1 INTRODUCTION
By definition, communication is a process through which information is
exchanged to achieve the common purpose of understanding. The sender
should keep the receiver in mind while creating the message, whether the
message is in verbal form or in writing. On the other hand, the receiver
must listen and read intuitively, such that he can decode the objectivity of
the message in all the possible manner. Both the sender and receiver should
remember that a word is not just a thing to describe, but it is only a symbolic
representation of an object or a person or a thing. One of the most important
fact that makes one person able to understand the language of another person
is the degree of mutual understanding that comes because of speaking the
same language.
Source: https://www.saylor.org/site/textbooks/Business%20Communica-
tion%20for%20Success.pdf
5.2 EFFECTIVE BUSINESS WRITING

Errors happen in a typographical format and almost everybody misspells
words here and there, so everybody should try to keep these typographical
Effective Business Communication 83
errors as minimum as possible. There is always a question that is raised in

business writing that if somebody has received an e-mail or report which
may contain grammatical errors, typographical errors, misspelled words or
any organizational errors, then these technical problems might affect the
attitude of the sender and his written project. The answer lies in the fact that
the person who delivers the message should take time regarding reviewing
and revising the text and the given attachments before pressing the send
button. Hence, this should be done to make sure that when the receiver goes
through the message, then it should not contain any technical difficulties
which may arise while sharing the ideas and information.
Some of the useful tips for successful writing are given as below:
• One should know the purpose of the project. Any type of business
writing ranging from simple e-mail writing to business reporting
contains a purpose and one should take some few minutes to think
about that purpose, so that he may direct his own efforts towards
the clear communication among each other.
• Abjure obfuscation: Abjure obfuscation has a literal meaning
to avoid the confusion. The presence of unnecessary and
misspelled words or phrases do not serve the correct purpose
of communication. When a report that does not proceed in a
systematic manner, then it leads to more complications and
muddies the messages. An individual should stay true towards his
reasoning while writing the message and he should not deviate
from his objective of writing.
• Brevity and clarity: It refers to the clarity in the message as one
should speak with as much few words as possible while oral or
written communication.
• Giving credit when due: It is the responsibility of a communicator
to give credit to a team or an individual person if they are putting
their ideas into the given project.
E-mails
The subject line of the e-mail should include the name of the project,
program or event to be sponsored. In case the e-mail is an update of a
previous message, then it should include the heading “Update” in the subject
line to make it easy for the reader to understand immediately regarding the
updates of the ongoing project or program. The introductory paragraph of an
e-mail should state the purpose and succeeding paragraphs should discuss
the matter of the subject line. Also, whenever possible bullet points should
be used to briefly describe the main ideas of the message to be conveyed. All
the necessary attachments should be mentioned and described in the text of
the e-mail to avoid any type of discrepancies.
Meeting minutes
Meeting minutes are related to the conference call and face-to-face
meetings to discuss a topic and the required participants that are assigned
their respective duties related to the relevant topics. Generally, the list of
all the attendees appears at the top of the minute meeting. Thereafter, the
paragraphs that are concerned with the relevant issues are discussed which
are then followed by the other topics related to the agenda that comes at
the prior to the meetings. Items that require immediate actions should be
followed by the name of every individual person and the anticipated date for
the completion of the task. At the last, it should be followed by the date, time
and location of the next scheduled meeting.
Instructions
There comes a time when a person needs to give proper instructions
to their fellow coworkers so that they can follow a proper procedure for
communication. The instructional guidelines serve no longer than one page
and one of the best way to plot down these instructions is to perform the
task and subsequently writing down of each step as they get completed from
time to time. Thus, doing the separate recording of each and every step,
the instructions in a collective manner will be comprehensive and easy to
follow.
Reports
Reports come in various formats ranging from formal and informal
composition to analytical or informational format. Sometimes, the reports
are already predefined and prepared as per the given schedule. For an
instance, any annual or quarterly report of the finance department will follow
its specific format and established timeframe which goes same of the other
department as well. Generally, the main purpose of a report is to provide
all the data and details regarding the organization, various departments,
ongoing projects and products that help to make the decisions regarding
the management of a project. Though the writer has more leverage while
structuring the informal report but they must draft the document in a logical
manner such that it may convey enough details to the decision-makers in the
fellow company to take the appropriate actions.
Presentations
The presentations themselves serve as a self-sufficient e-learning course that
is embedded with the video. In one of the simplest form, a presentation
represents an effective outline of a speaker’s topic that allows the
representation or to discuss the given topic of interest when necessary while
maintaining the flow and direction of the speech. Aligning with the same
thought of the line, the presentation should reflect a complete structure of
management so that the other members of the organization can use it as a
further reference for that given topic.
Generally, the presentation follows the same structure of communication
as it is laid down in other written, drafted projects that defines the purpose and
understanding of the topic to the audience, introduction to the given subject,
presentation of supporting data regarding main points and summarization of
the next steps in front of the audience to take the required action.
Effective speaking skills

To achieve the intended communication goals a good public speaker
should be relaxed and well prepared. Using software, such as a Microsoft
PowerPoint, Word, and Visual representation tools is a must, but do not
depend exclusively on them to deliver messages to your targeted audiences.
You will be able to speak with self-confidence and without distraction.
A speaker can connect with the audience/participants while holding their
attention from starting to the end is able to deliver messages fluently without
any hesitation. Practice and experience helps to provide significant skills for
delivering messages.
Speakers to address an audience/listener for the following purposes:
• Inform
• Persuade
• Demonstrate
• Motivate
Some speakers will need more than one type of message into a
presentation, perhaps seeking to motivate and persuade while also providing
information about the subject at hand. For illustration, a senior manager of
an organization speaking at an annual conference will generally have more
than one purpose while addressing employees. While addressing a state of the
company speech, he may inform the audience about financial performance

and target achievement and try to motivate employees to perform at their
best. For future target achievements manage could also choose to establish a
new product and encourage the audience that the product is the key to attain
future success.
Practice, practice, practice

Practice helps to improve your skills and your attention to distracting
gestures. If you are not comfortable to addresses in front of a group.
Even expert speakers can develop some bad habits, and to get rid of these
affectations practicing before a speech will help to release your nervousness.
You will also feel more relaxed and confident by working over the material
before addressing to audiences. Work on your delivery, including the pitch,
volume and accent of your way of speaking. Be prepared ahead of time,
according to number of employees are planning to attend, and make sure
using a microphone and adjust speaker’s volume while addressing a large
audience or a group in a larger room/auditorium. Visit the conference room
before your speech and adjust comfortably about the audibility and room
temperature.
Let your knowledge be your guide
Let your knowledge guide you while you are speaking about your own
work or on behalf of your project team as the speaker. While a person is
conversing a topic about which he is highly familiar, will be able to more
effectively get the opinions across and connect with the audience. A highly
knowledgeable speaker will need to put control over time and restrict the
presentation to the points outlined and does not go past within the allotted
time. While having question and answer session at the end of the speech
that is the time for the content expert to shine, and expresses on the script.
Even experts can be puzzled while having interrogation with the audience.
It is perfectly acceptable to let the questioner to ask questions and know you
will find out the answer and will get back to her. If there is someone in the
audience, whom can answer the question, possibly a member of your own
project team, allow that person to talk about the questioner?
Leading an efficient conference call
While working in a company having multiple locations, probabilities are
that most meetings can be held through conference call. Many of the rules
covered under preparing for presentations apply to these virtual meetings.
The technology involves additional planning and communication steps
for a productive and efficient conference call. If you will be presenting
and sharing a presentation, or other computer files during the call with a
program such as MS Live Meeting then assign one of the members to note
down records and send them at the time of conclusion while presenting and
sharing a presentation or other computer files during a conference call in a
company’s live meeting.
5.3 BUSINESS COMMUNICATION: ACHIEVING

RESULTS
• Putting it altogether.
• Review the purpose of the meeting and think about the support
material you will need to present. Decide how long it will take
you to pull together the presentation and documents.
• Include opinion leaders while putting together the invitation list
and remember to.
• Consider how long the meeting will take. It is better to plan an
hour and use 75% of the time than to take 30 minutes and can run
longer. Be realistic and show that presence that you value their
time.
• Setting up of meeting with a relevant time along with all the
key players that should be available on time. When you send
the e-mail announcing the meeting, clearly state the purpose and
include an agenda.
• Monitor the meeting replies. If the number of positive responses
to the invitation is not adequate, reschedule the meeting.
• Take role as the callers come on and identify who you are, unless
the meeting is with co-workers who know your voice well and
with whom you often meet.
• Wait to begin your meeting after nearly everyone whom you
expect to call in has done so. It is customary to give participants
a few extra minutes after the start time to call in, but keeps this
planned delay to no more than from 3 to 5 minutes.
• If you expect to finish before the scheduled time, let your callers
know
• As the meeting starts, make sure you are sharing the correct
screen. If you use two monitors in your daily work, as many do
today, be careful to select whichever screen you will use for the
presentation so that the participants can follow along with you.
• If you ask the participants to mute their phones, you will be able
to eliminate excessive noise and focus better on your main points.
• Allow time for questions and answers.
• After the meeting is done, the details of the meeting minutes are
e-mailed to the concerned department along with the token of
thank you for the participants for their precious time and feedback.
• If scheduling problems kept some of the important participants
from attending, reschedule time and feedback.
5.4 EFFECTIVE BUSINESS PRACTICES

A business leader is considered great when he is able to motivate their team and
follow business management best practices as well that too simultaneously.
Business management is the process in which the organization gets its
employees to deliver the greatest results. It would be even better if the
input is the least amount of effort using the resources available to them.
By attending the master degree program in business administration allows
the person to study that what would motivate its employees so that a better
result can be achieved. This would help to make the company culturally
effective too. According to the work of Patrick Lencioni, who is the best-
selling author of 10 business management books, the given eight practices
transform a struggling business into a streamlined system where employees
are motivated to generate the better work every time.
Engage workers
Lonely employees do not care about performing their jobs. They just tend
to care about getting a paycheck and improving their own interests. The
initial thing that a manager requires to do is to figure out how his employees
care about the organization’s vision and mission. Therefore, the employees
should be engaged and steps should be made for making it better. Engaged
workers work more enthusiastically and with better productivity. This also
makes them less passive. Moreover, they start taking responsibility for their
performance and attracting new talent of the organization.
Reward effort
People do not appreciate their work to go unrecognized. People feel
valued by the recognition of their effort and achievement and expect
the organization to acknowledge that equally. They look forward to the
replies like thanks for a job or well done when their work is submitted and
checked. However, it seems like an obvious point, but the management
tends to overlook them and hence tends to overlook the positive impact
of appreciation. Due to the same reason, organizations have started to
incorporate a clear appreciation process in the organization. Few managers
even feel that being too “touchy-feely” undermines their authority. On the
contrary, reward motivates employees to achieve more and helps to maintain
the organization’s loyalty.
Be vulnerable
Vulnerability is a recurring theme in Lencioni’s business management

articles. He believes that “managers need to stop being anonymous figures
in the lives of junior employees and that getting to know employees is one
of the best ways for management to engage their workers.” He even refers
“vulnerability as crucial in team dynamics; without being able to speak
openly and put one’s ideas on the spot, it is impossible for teams to build
trust.”
Stay committed
If the team members do not trust each other, they tend to give a lot of time
to avoiding conflict rather than giving their real suggestions and working to
find common ground. A state of perpetual ambiguity confirms where clear
goals and strategies fail to come out of team discussion. Lencioni labels
“this lack of commitment the third dysfunction of team dynamics.” It leads
to poor decision-making and stifle productivity. Staying committed to the
group’s initiative means forming a surrounding where conflict is welcomed,
not feared as differing perspectives help to form a clear goal.
Seek clarity
A problem with several organizations is a lack of alignment among managers.
They stop either working to complete the organization’s mission and vision
or never understood what actually the vision was. Lencioni figures out those
organizations require focusing on alignment of core principles by asking the
following six questions:
• Why do we exist?
• How do we behave?
• What do we do?
• How will we succeed?
• What is most important, right now?
• Who must do what?
Without leaders developing and sharing a better preview of the
organization’s vision, its values, its strategic goals, and its delegation of
responsibilities, the best business management education in the world will
not matter, because the organization will lack purpose and direction.
Create cultural cohesiveness

Socioeconomic status or ethnicity does not refer to the “culture” here. Rather,
it means a sense of shared values that, with the right level of engagement,
will lead to better productive efficient outcomes. It is a better business
management practice to create new hires based on an alignment with the
organization’s core ethics and its mission as well as vision, as employees
with shared ethics creates better team members. Diversity of race, gender,
and socioeconomic status is a positive thing because it increases collective
insight. However, diversity in values can lead to a company’s downfall.
Focused team effort

Most of the times managers invest most of their energy to make sure that
their team sets on the right track to host the retreats and boost the solidarity
by being attentive to the ideas as fast as they come out. It is very important
to focus on the ongoing team management skills so as to make sure that
all the members do not get distracted by the activities of individual person
that lead them off-track. The dual measures of consistent reassessment and
realignment of team goals are vital to achieve the best results.
Hold regular meetings

In the book, The Advantage, Lencioni said this regarding the importance of
meetings in a company’s success, “No action, activity, or process is more
central to creating a healthy organization than the meeting.” According to

him, in order to have a successful management one should do the following:
• Organizing of separate meetings for tactical and strategic business
planning.
• Assessing the technical agenda once the team has reviewed its
progress against goals.
• Making sure that there is enough time allocated for the clarification,
debate, and resolution of major issues.
• Conducting quarterly meetings outside the office for reviewing
what is happening around the industry, the fellow company, and
the team.
Regular meetings help to provide the organization a framework of
core values that allows the members to realign all the code of conduct and
principles that gives a perspective on the practice of business.
For the accomplishment in this competitive field like business
management as compared to the other fields, one needs to be true to himself
before he can leave a meaningful impact on the organization which he duly
represent. At last, the best practices among all are the ones that completely
focus on developing the core authentic connections among all the members
of the organization that covers junior employees, senior employees, and the
company as a whole.
CASE STUDY
Kahler slater architects inc.

Kahler Slater Architects, Inc., is a creative, interdisciplinary design firm with
clients around the world. The firm has four locations: Milwaukee, Madison
and Green Bay, Wisconsin, and Burlington, North Carolina. “We work with
our clients to create a holistic experience that encompasses all realms of
an organization perception, people, products, services, and placement.” The
company has been recognized for 3 years in a row (2004–2006) by the Great
Place to Work Institute as a Great Place to Work in the United. States.
150 employees comprise this creative community of architects, marketers,
researchers, graphic designers, branding specialists, and consultants. The
firm will celebrate 100 years of business in 2008.
The Culture
According to Kelly Gaglione, principal, director of client services and
communications strategist, Kahler Slater has a unique, creative culture
that is friendly, collaborative, nonhierarchical and driven by the passions
of the forum members. Referring to the company website, the company is
described as “a close-knit group that works hard and plays hard. Our work
inspires us, and we play invigorates us.”
The concept of collaboration and teamwork extends well past the nature
of the design work to the structure of the company itself. Three CEOs share the
executive leadership of the firm. According to Gaglione, this was a deliberate
decision on the part of the leadership when the firm was reorganized. The
CEOs—or “3EOs”—share the responsibility of company leadership. Each
has a specific portfolio of responsibilities. Communication—internal and
external—is the one facet of organizational leadership for which each of the
CEOs is responsible. Communication and leadership are inseparable.
Employees embrace the company vision. Because collaboration and
teamwork are keys to the success of design work and the company at large,
buy-in on decisions is highly valued. Employees enjoy a great deal of
autonomy in this process as evidenced by the flexible work schedules.
Communication is part of everyone’s job from the CEOs to the principals and
team leaders. In this culture, formal and informal internal communication
practices are used.
To keep employees up-to-date on company business, a number of
regular meetings are held for all staff meetings, team meetings, and principal
and owner meetings. During the monthly all-staff meeting, locations are
linked by either video or audio conferencing. These meetings are expressly
for celebrating success and project advancement, that is, progress reports
and news about the firm. The meeting agenda is driven by the employees
and the projects of the firm; special discussion topics may be suggested by
anyone in the firm. Every team holds weekly meetings to keep projects on
track and people connected to one another. Through the use of these face-
to-face meetings, information flow is cyclical and builds a community of
understanding; what is discussed in a team meeting may become the basis
of a special topic discussion at a monthly meeting. The direction articulated
at a principals meeting will be addressed in monthly meetings and further
discussed at the team level as projects progress.
The firm holds an annual staff retreat at which the leadership delivers
the “state of the firm.” This retreat provides a forum for addressing the
firm’s vision and direction, special topics and employee camaraderie. “The
3EOs go all out to make the event fun and educational. Their presentation is
themed: 1 year they came dressed as ship captains to discuss our course and
direction; another year it was mountain climbers.”
Interaction between members of the firm is also encouraged through
the physical design of the workspace at Kahler Slater. “As architects and
designers, our research and work focus on the workplace design that
contributes to employee communication and employee satisfaction. We live
that every day.” When the firm remodeled the office space, “we turned the
office inside out.” Since collaboration is key to the culture, an open office
work environment was created with lower partitions between individual
offices, the development of team collaboration spaces (TCS) conference
areas that invite interaction from the firm as a whole and open areas pinup
spaces where staff may share their work and request critiques from everyone
in the office. Even the CEOs have open offices (cubes).
Electronic communication practices are an expectation for facilitating

immediate, real time information.
The company intranet is used for formal communication like policies
and procedures typically found in an employee manual. E-mails are an
expected form of communication and are used most frequently to keep the
members at the four office locations connected on a minute by minute basis.
Traditions have been modified in the age of electronic communication.
According to Gaglione, the firm has a tradition of announcing new
commissions by the ringing of a large antique ships bell that is located in
the Milwaukee office. To share this protocol with the other three offices, an
e-mail titled “the ringing of the bell” is sent concurrently with the traditional
announcement. A teleconference call may also be set up so that the members
across the firm’s four locations can share in the celebration and hear the bell.
Print communication is used on a limited basis for official information
like OSHA regulations and confidential information like compensation
reviews.
Informal social gatherings are also encouraged on an irregular basis.
These events are sponsored and organized by the staff. Dubbed “Fridays at
Four,” these social gatherings offer an opportunity to network with other
employees and share creative ideas, snacks, and refreshments. Held on-site
in a creative café room with whiteboards and comfortable furniture, these
gatherings are a chance for staff to brainstorm and unwind.
The success of internal communication for Kahler Slater is a combination
of these methods. Daily formal communication is facilitated by e-mail,
but face-to-face meetings and interactions are best for developing greater
understanding and managing two-way universal responses. Face-to-face
communication is an expectation in a small firm. It is an unavoidable in close
spaces and in an environment where offices share projects and corporate
strategy. It is the best way to share and develop understanding of everything
from team projects with the corporate vision.
Like many small businesses, Kahler later does not formally evaluate
its internal communication programs. But as Gaglione notes, internal
communication gets evaluated through the Great Place to Work Institute
employee survey each year. Communication is the basis for developing a
culture in which employees want to work and play, a place to develop their
passions
SUMMARY
• The scope of business communication management is so wide
and it ranges from writing an email to drafting business reports
in an organization.
• The good communication requires mutual efforts of both the
sender and receiver to achieve the desired business practises in
an organization.
• This chapter envisages the concepts of effective business writing
that entails
REVIEW QUESTIONS
1. What do you mean by effective business management?
2. Explain the difference between business writing skills and
speaking skills
3. What are the measures to achieve good business communication
skills?
4. Briefly discusses the various practices of business management
with suitable examples.
5. How team commitment can lead to achieving the desired practices
of business
REFERENCES
0for%20Success.pdf
2. Business communication. Retrieved 17 October 2017, from https://
thebusinesscommunication.com/importance-or-role-of-business-
communication/coach
3. The importance of communication in business: Business
communication. (2015). Retrieved October 17, 2017, from http://
business/
communication: The business communication. Retrieved October 17,
2017, from http://bizcommunicationcoach.com/the-importance-of-
Communication.pdf
zw/claroline/backends/download.php? url=L0J1c2luZXNzX0NvbW1
3D&cidReset=true&cidReq=MBA563, chapter 1
6
CHAPTER
ORAL COMMUNICATION: THE

POWER OF SPEECH
“You only learn to be a better writer by actually writing.”
–Doris Lessing
LEARNING OBJECTIVES
• Describing the power of speech.
• Analyzing the characteristics of good speech.
• Exploring the advantages of oral communication
• Introduction to communication grid
• Different traits of assertive style.
KEYWORDS
• Oral: These are words uttered at and near the mouth using mouth resonance.
• Characteristics: These are the distinctive traits, features and peculiarities of anything.
• Traits: These are the distinguishing qualities or characteristics especially of
personality.
• Style: The manner or mode of expression in a language or the way of putting thoughts
in words in oral communication.
• Submissive: It is the tendency to yield without resistance.
• Aggressive: It is the bold and energetic pursuit of one’s ends with a ruthless desire to
dominate.
• Assertive: It is the self-confident and persistent determination to express oneself,
opinion or claim.
• Transition: It is the passing from one condition, form, stage, activity or place to
another.
• Grid: It is a framework of parallel bars, gratings, and so forth, like lead plates in a
storage battery. In management, it is used for organizing material, data, and so forth,
in set of rows and columns to enhance understanding.
Oral communication means words spoken through the mouth. It is any word
of, at or nearby the mouth, involving resonance of the mouth. It must be
distinguished from the nasal resonance—resonance through the nose. Oral
communication always conveys an idea or a feeling.
There are two forms of oral communication:
• Speaking
• Listening
Oral communication covers both forms. The famous saying, “It takes
two to tango.” It is hard to tell which one came first in the famous chicken
and egg story. It is meaningless talking if someone is not listening. One
cannot be attending unless someone speaks or talking. It is said, “The art of
conversation is the art of hearing as well as of being heard.”
• Speaking
Percentage of a normal middle-level manager speaks for around 30%
in his corporation period. The percentage goes up as one drives up in the
ordered level.
Speaking implies:
• Talking
• Conversing
• Chatting
• Addressing
• Discoursing
• Listening
A close alternative expression of listening is hearing, sound waves as
they enter the ears while sensing auditory nerves is known as hearing. 45%
of the time an average manager used to listen. The percentage goes up as
Oral Communication: The Power of Speech 105
one drives up in the ordered level. Listening is a very powerful attribute of

an influential leader.
6.1 POWER OF SPEECH

Spoken words form a powerful way for inducing people to accomplish
tasks. Sales person while selling their products gives a short speech to its
potential customers to buy his product. Travelling salespersons go to dealers
and retailers demonstrate their product offering of the company. Insurance
agents are securing firm’s protection against different kinds of losses to
life or assets like home, vehicles, health, and so forth, and they encourage
their clients to buy life and general insurance. Likewise, business managers,
entrepreneurs, and leaders made speeches at the time of events like product
launches, sales meetings and training sessions. In addition, they speak in
opening events, seminars, conference, and meeting of trade associations.
Managers and leaders are expected to deliver speeches on occasions where
people frequently socialize while playing sports and social gathering in
while associating people of their organization.
Community and political leaders outside an organization are called to
deliver speeches on diverse political issues, numerous occasions/functions.
Professional speakers and lecturers have to seek to speak on diverse subjects.
Powerful speeches can:
• Motivate listeners or make them discourage.
• Build pressure on issues or help relieve tension among the
addressees.
• Provoke people to argue/fight or make them to be friendly

• Turn aggressive audience into kind one and vice versa
• Stir people to rebel/revolt or become docile.
• Make people undertake long march or stay at home.
It is difficult to imagine what Alexander the Great must have addresses
to his soldiers when he stimulated them to take over a long journey from
Greece to India in ancient days.
Victorious over countries after countries and conquering the world to
India when there were barely
Any valuable means of communication/transportation. In modern
India, people recollect regretfully Jawaharlal Nehru’s speech at the time of
independence
Midnight on August 15th, 1947. “Tryst with destiny” and far ahead on
the death of Mahatma Gandhi, “the light has gone out.” Words of Late Dr.
S Radhakrishnan, who was the second President of India and had charmed
us with his motivational speeches. It was problematic to improve upon the
unprepared speeches of Late Swami Ranganathananda of Ramakrishna
Mission.
6.2 CHARACTERISTICS OF GOOD SPEECH

Listening to a good speech is a very interesting experience. Everyone should
put in the hard work, which is essential to gain skills in talking as it conveys
an extensive viable advantage to the person. Some important aspects are:
1. Clarity
The voice of the talker should be clear and audible while
maintaining a tone that should fluctuate according to listeners,
pitch must be pleasant. The audience can clasp easily if the ideas,
passions and opinions come from the heart. It should synchronize
with the listeners and tremble with their feelings, emotions and
thoughts.
2. Informal, personal, and conversational
A moral speech should be like a sincere discussion between two
good friends, which can be personal, informal. There should be a
relationship among the speaker and the listeners.
3. Concrete, intense and descriptions
Create a picture while delivering a speech, which will help to
visualize and make easier to understand. It should be well
understood by concrete examples that hold the thoughts of the
listeners.
4. Brevity
A listener can hold its attention very difficult for not more than 15
to 20 minutes.
A good speaker must deliver its complete message/information
on allowed period. His speech should be straight up to the point
and while giving attention to detail on the major three or four
points of concerns according to its audiences.
5. interesting, jovial and humorous
A speaker impresses his audience within the opening of two,
three minutes of his speech and will make space in the hearts of
audiences. There should be a heart to heart conversation. Lace it

like a short, entertaining comedy story along with smooth learning
and understanding stories should be short, proper, and in good
taste. Quotes, sayings and phrases should be clearly understood
by the audience.
Practiced speakers learned to master the art of narrating his
statements, taking a long pause after he has been stated to let it
descend in with the audience.
6. Listener-oriented
A good speaker should know his audience needs, wants, their
desires, and their expectations. The speaker should understand
the body language of his audience and regulate accordingly
speech to fine tune with them.
6.3 TRAITS OF A GOOD SPEAKER

Speakers must learn and acquire skills in speaking. Skills can vary
extensively from being effective in a conversation among a group of few
colleagues; it can be medium-sized group or a large audience moving upon
a public speech.
Salient traits of a good speaker are:
1. Be serious
A serious person expresses not to show off, nor does he discuss
about irrelevant topics. He remains focused on the purpose while
giving a speech.
2. Have a sense of responsibility towards the audience

Time is precious and a speaker should try to make best use of the
time as he delivers the message timely to his audience.
3. Has a sense of commitment to his subject/responsibility
Plans what need to say and do not take on more than what must
be accomplished.
4. Has a sense of responsibility towards other speakers
A good speaker does not try to dominate the occasion and does
not speak more than the time allotted to him.
5. Keeps his cool
He is not supported away by pleasure and eagerness.
Overconfidence is as bad as under confidence.
6. Has a good sense of leadership
He speaks with eye contacts with the audience in full measure;
talks with confidence, authority, and responsibility.
7. Keep balance in the approach
The speaker should remain well-adjusted in spite of aggravation
if any, and show stability to the audience.
8. Has a sense of humor
A story that is amusing, funny is welcome as it adds a zest to the
message while delivering.
9. Is focused and interested
The speaker must show that he is very interested in the topic as it
is fascinating and will be of interest to its targeted audience. His
focus on the subject should be obvious by the time he finishes his
speech.
10. Is passionate and determined
The speaker must be full of passion and adopt with lively audience
who need to be determined about the aids of the message that he
has the privilege of knowing information and delivering.
6.4 ADVANTAGES OF ORAL COMMUNICATION

Important merits are:
• It has proximity with the listeners.
• It helps instant interchange of the ideas.
• It provides instant response.

• It involves contribution of the present.
6.5 ACTIVITY
It is said that orators have mastery on their speech. They are very good at
molding opinions of their audience and veering them around to the desired
viewpoint. In elections to state assemblies and Lok Sabha, actors and
other celebrities are in great demand to address the election rallies for two
reasons. Firstly, they are able to attract more people to the public meetings
and secondly, they are able to master the long parts of their speech quickly
and deliver it in their own familiar style that appeal to the listeners. Think of
a good speaker you have listened to and write down all the aspects of speech
that appealed to you. Go back to the relevant sections above and identify
what aspects you have overlooked.
6.6 STYLES OF ORAL COMMUNICATION
To understand the meaning and importance of oral communication,

there are three styles of oral communication:
• Non-assertive (Submissive) communication style
• Aggressive communication style
Assertive communication style These are described below:
1. Non-assertive (Submissive) communication style
This style of communication or behavior happens when persons:
• Not able to stand up for their rights.
• When things are done in a manner that others can easily disrespect.
• Express opinions, feelings, and so forth, in remorseful and alert
manner.
• Fail to express your own opinions, feelings, and so forth,

altogether.
When a person sees his needs and wants are less important than the
others are, the person becomes submissive. Submissive person tends to
explain or clarify while accommodating other’s viewpoint. During the event
conflict, a person by means of submissive communication style can easily
neutralize the situation by neglecting taking a strong stand. It helps people to
escape nervousness or hostility. He avoids the feeling of being shamefaced
about making someone down. Aggressive viewpoint is not at all the best
option, as usually work suffers due to hostile.
2. Aggressive communication style
This style or behavior happens when persons:
• Stand up for their rights in a way that violates the right of others
to have their say.
• Direct own thoughts, feelings and so forth in an unsuitable way
even when they have faith in their opinions are inappropriate.
Aggressive style of communication improves speakers at the cost
of others. It puts the other person down and is based on the belief
that their opinions are more vital than others.
It is characterized by:
• Blaming others or factors that are external and outside your
control.
• Showing disrespect for others.

• Being aggressive to others.
• Attacking others verbally.
• Denigrating others.
Aggressive behavior generally succeeds in getting what he wants. It also
takes a sense of power over others. It helps the communicator to release his
mist and provides an exit for his anger and bad feelings.
3. Assertive communication style
The third style of communication known as assertive communication.
It is neither submissive nor aggressive. It is emphatic deeds while
communicating with others.
It happens when persons:
• Stand up for their rights in a way that does not disrupt other’s
rights.
• Express own point of view honestly, openly and directly while
conveying that they understand the other’s position.
6.7 COMMUNICATION GRID

Which style of communication one adopts in each situation is largely
influenced by the person’s evaluation of self-esteem. Self-esteem is the
assessment we have of ourselves. It is the judgment about own worth as
a person and reflects one’s life position in terms of one’s belief in own
competence and success.
These four options have a direct impact on individual’s thinking and
impression on his oral communication.
Assertive style
It is the best and most positive attitude of behavior. It is a positive code
of conduct when one listens to other participants ‟point of view while
expressing one’s own.” If the need arises, the person should be open to
thoughts and enthusiastic to accept a modification in the stand. At least, the
two viewpoints are created and a third viewpoint develops which is based on
joining the better features of the proposals available.
In assertive form of communication when individuals communicate,
both will pay attention to each other. Will two persons working together are
better than one; always a fourth result that was alleged off by neither of the
parties emerges.
This fourth solution has frequently been initiate to be the most
worthwhile.
Other Styles
In a simple design, the various styles are adopted in a difficult situation. In
general, responses can be:
• Facilitating (assertive)
• Surrendering (submissive)
• Argumentative (Aggressive)
• Undermining (Manipulative)
The most desirable style of communication is assertive style of
communication as it takes a respectable and positive view of not only self
but also of other members in the conversation.
6.8 ELEMENTS OF STYLE OF COMMUNICATION

BEHAVIOUR
A sensitive spectator should be able to spot the communication style of an
individual’s from the verbal cues or signals exhibited:
Non-assertive (submissive) Communication Style

The verbal signs and signs are:
• Use of sorry words
• Devaluing of self
• Disappointing to say what one means really
• Use of phrases inferring diffidence
• Beating about the bush hedging
• Loss of words
• Self-overwhelming
• Shifting responsibility to others
• Pointless and rambling expressions
• Roundabout meanings
Aggressive Communication Style

The verbal signs are:
(1) Allegations of others
(2) Acting like a dictator
(3) Use of very particular descriptions
(4) Not identifying roles of others
(5) Use of loaded words
(6) Putting others downhearted
(7) Frequent use of your messages blaming or labelling others
(8) Use of superior wordings in languages
(9) Assertive communication style
The verbal signs and signals are:
(1) Accept responsibility
(2) Make direct statements that say what they mean
(3) Express own feelings fairly
(4) Negotiate on the base of win-win condition for both parties.
(5) Use “I” messages regularly.
(6) Use object judgements
(7) Recognize other’s involvement
(8) State their “wants” undoubtedly
6.9 ACTIVITY
You are attending a meeting that has about 10 to 12 members who get
together regularly to discuss topics of interest. It could be a safety meeting
or works committee meeting. Using the above cues, identify their dominant
style of communication and classify them into the above three types.
………………………………………………………………………………
…………
Visualize that there is a contentious point being discussed where a person
with an aggressive style of communication is pitted against a person with
non-assertive styleof c ommunication and guess the winner.
………………………………………………………………………………
…………
Now reverse the roles of the two speakers representing the two viewpoints
and guess the winner.
………………………………………………………………………………
…………
Finally, visualize the same contentious issue being discussed between
two speakers having assertive styles of oral communication. What would be
the outcome?
6.10 ONE IS AS GOOD AS ONE THINKS

Shakespeare had said “Nothing is good or bad; only thinking makes it so.”
“One’s thoughts mould one’s personality.” Generally, there are two types of
thought processes:
Positive thought
These include:
• Positive self-recognition
• Identifying relationships with self and others
• Self-confidence
Negative thoughts
These are:
• Negative self-acknowledgment
• Crisis of affiliation with self and others
• Non-assertive (submissive or aggressive) behaviour
Communication skills when restrained along the measure of negative
believed, can become non-assertive in behaviour. Negative behaviours
lead to low self-esteem and lower involvements of employees, on the one
hand, it leads to low work output and low efficacy on the other. It very
important to value the potential managers/leaders to establish their style of
communication behaviour and become accustomed positive style.
6.11 ASSERTIVE RIGHTS OF INDIVIDUALS

There are two types of rights for every citizen of the world
Fundamental Rights
A country guarantees the constitutions for their respective citizens. A person
belongs to its legal system of the country.
Assertive Rights
These rights are not backed up by legal framework but in the emergent
world, these are being known as “Everyone’s Bill of Rights.” These rights
stand for freedom from oppression and signify the essence of individuals, as
they should be treated by society.
These are:
• Right of self-respect and respect for others.
It signifies confidence in self-abilities and respecting others as a
reciprocal behavior.
• Right to have and express own feelings and opinions.
It represents the innate desire in each one of us for being recognized as
a useful member of the society.
• Right to be listened to and taken seriously.
It implies the innate urge to have self-esteem as it promotes a positive
attitude.
• Right to set own priorities.
It represents individualistic approach and highlights the freedom to
change own ideas and opinions without having to explain to anyone.
• Right to say “no” without feeling embarrassed.
It means an unwillingness to accept ideas of others if they do not match with
own understanding or perception.
• Right to ask for what one wants.
It again talks of the distinctive needs, wants and requirements.
• Right to get what one pays for.
It upholds the right of consumers that has now become well-established
norm in society.
• Right to ask for information from professionals
With the right to information from government and other agencies
becoming a law in India, this right to be informed by professionals is not far
away.
• Right to make mistakes

It stands for accepting responsibility for errors and omissions by
individuals. It reinforces the age-old concept that “To err is human.” At the
same time, it implies that making mistakes is an essential part of learning
and growing.
• Right to choose not to assert oneself
It recognizes individuals’ need to renounce, resign, and abdicate.
6.12 STRATEGIES FOR ASSERTIVE STYLE OF

COMMUNICATION
Various tried out approaches are:
Creating the right first impression

The initial 2 or 3 minutes play a vital role in judging the speaker. Hence,
a speaker should have an impactful and well-rehearsed opening statement
for the presentation. If the speaker is known for its impactful speech, no
additional effort is needed to impress the audience. Even if this situation
exists, a good speaker is known for delivering the similar good openings
despite his/her image and hence things should not be taken for granted.
Clarifying and building an image of the goal

The speech should be started by focusing on the desired conclusion. The
speaker will not be mistaken by the receiver if the purpose or goal or the
finishing point is shared with them right from the beginning. This not only
helps with developing and maintaining a rapport with the audience but also
enhances the impact of the speaker. Mentioning the points to be discussed
through the session invokes a long-lasting interest and clarifies the topic
and content to the audience. One should accept and work towards the minor
deviation that may be bound to incur during the speech.
Making purposive statements

A well-defined and clear goal helps the speaker to reroute the audience to
the initial discussion point and would help the audience to link the desired
conclusion. Goals prevent derailing the line of thought of participants by
smoothening the disruptive thought process,
Using clear and lucid Language

A good control over the language and tone helps the speaker to hold in the
interest of the audience who will later bid for his impactful speech delivery.
Being assertive and direct is essential. By using clear, winning, and lucid
words embedded in phrases that the audience is aware of, will be a rewarding
point for the speaker.
Speaking with empathy

A speaker should deliver the speech by keeping himself in the shoes of the
audience. Mentioning how the content will be beneficial to the audience
rather than what is the message works well for a better connect with the
audience. Nothing better than having a good eye contact, good posture, and
better control over tone and voice modulation which plays a crucial role
in portraying the confidence and honesty in the speaker’s content. Body
movement and Kinesis are winning elements for a speaker. The confidence
and energy is infectious.
Paraphrasing
Engaging the listener by asking questions frequently will avoid the audience
from losing the interest. The speaker should mention the desired and
important part of the content from time to time to keep the listener focused
on the point.
Maintaining listeners’ interest
Nothing works better than recognition and appreciation for good
answers from the listeners. Displaying a positive and encouraging gestures
and words play in benefit when the listener has grasped the concept. The way
forward discussion points should be mentioned with a proper conclusion of
the previous point.
Collecting feedback
A good speaker is always probing the audience to provide its valuable
feedback. An active involvement and participation from the audience is
essential. The speaker should observe the body Kinesis and the actions of
the audience, which can be the sign of their positive or negative feedback.
Observe the time the audience yawns or the way they move from and back
on the seat and twitter or snap their fingers, these are the indicators of their
interest. These should be considered in addition to the statements they
mention as feedback for better evaluation of your performance and delivery
of speech.
6.13 TRAITS OF ASSERTIVE STYLE OF

COMMUNICATION
An individual should have certain traits to incur a high level of assertiveness
behaviour, these traits are as follows:
High level of listening skills

Humans can do one thing at a time, that is, the restriction that the human
mind has.
It can be changed to another idea or thought in a showy way and
sometimes, individuals think that they can do numerous things at a same
time. “When one is speaking, one cannot be listening.”
Good listening needs to listen and remain quiet while someone is
addressing. In addition, when two persons are interacting there should not
be a silence awkward moment while having conversations. If one person
remains silent for a long moment, the other person would fill the emptiness
in his voice. He can concentrate on what the other person says completely.
Initiative to make new contacts

While interacting with others, a person increases its area of influence, as he
is able to pay attention and get views of widespread range of people who
will share their knowledge or viewpoint.
Quick to respond
The ability to respond to a huge number of audiences in less time. It is
directly associated with one’s reaction time. “Response is everyone’s
response-ability.” Some peoples, by nature are more responsible with
other’s needs and requirements while another person may take time to reply.
By fast-moving covering, all his response a person can move ahead of their
competitors.
Persistence with issues
The ability of an individual to keep concerning back to the same

audiences, while there are issues that are rejected or remain unclear in the
mind of audiences with little enthusiasm.
The approach explains that if one senses strongly about issues that have
not understood by the right reply, it is time to reestablish critically about the
way it has been addressed last time and make necessary changes to make it
more exciting and interesting.
Maintaining Flexibility
Rigid stand leads to resistance. It is always better to maintain flexibility
and be open that can help one determine results that make others to find it
easy to understand. It also inspires audiences to communicate freely and
willingly. This honesty in dialogues always leads to explanations that are
more satisfying and fetching.
6.14 DETERMINING/CHANGING STYLE OF

COMMUNICATION
For potential managers and leader, it has become a matter of critical value
to recognize their style of communication and take sensible steps to change
their style of communication to the assertive style of communication.
It should start to change in the approach of the individual while changing
it from negative thought to a positive thinking. It means changing from “I
should” to “I want to” and lastly to “I will.”
The subtle alterations in these stages of transition are:
“I should”
These statements establish weakness that places the aptitude to act quite
outside the control of the speaker. These are inactive statements and
infrequent, result in accomplishment made people to act.
“I want to”
These statements include the appearance of the determined to an anticipated
level in a speaker. The listener acting, as an outcome, is possible.
“I will”
These statements are self-assured as they are entitled for the ownership of
the knowledge and present their concept to the listener in the present tense
of “here and now.” The speaker takes control of the knowledge and listeners
acts on it becomes imminent.
Example:
An individual can make a shift from the second stage and then after the third
stage. Some individuals can shift themselves straight to the stage three as
the triangle.
CASE STUDY
Back in Motion
Back in Motion is a full service, rehabilitation, disability management, and
the vocational services company in British Columbia, Canada. Back in
Motion has two primary locations (in Richmond and Surrey) and several
smaller sites that provide select services. The two primary sites each
provide state of the art gym and rehabilitation facilities, offices, physical
examination, and assessment rooms, work simulation facilities, and offices.
According to Ken Hemphill, one of the managing directors, a
multidisciplinary group of four health care professionals and an administrative
specialist started the company in 1993. The company’s ownership and
senior executive team represent the disciplines of psychology, vocational
rehabilitation, physical therapy, and finance. In 2006, the company reported
its size as 57 employees. “Great Place to Work Institute Canada” honored
Back in Motion as one of the 30 “Best Workplaces” in Canada in 2005.
The Culture
The organizational culture of Back in Motion is based on teamwork and
achieving goals through open communication and respect for staff and
clients. Staffs describe it as productive and professional, fun and friendly.
The staffs represent a number of disciplines, including physicians,
occupational therapists, psychologists, registered clinical counselors,
physical therapists, Kinesiologists and vocational rehabilitation counselors.
This team of professionals appreciates the needs of both employers and
workers as they support clients’ progress toward returning to the workforce
and independence.
Communication is a vital part of the culture. In a healthcare environment,
communication between staff and management is just as important as the
communication between staff and clients. Sensitivity to the needs and
expectations of the client and the business are paramount to reaching goals
at all levels.
The culture of openness and respect is evidenced through the company’s
use of communication to reach business goals and develop new services
to grow the business. Staffs are valued for their contributions to strategic
planning initiatives and operations plans. Communication flows two-way as
management engages staff in planning, and the staffs raise issues to improve
the operation of the company.
The management team shares the responsibility for internal or employee
communication. Marketing and business development is responsible for
external communication. The internal communication mix for Back in
Motion includes formal and informal strategies, depending on the nature of
the messages.
Human resources issues tend to be handled on a formal and planned basis.
Orientations, performance evaluations, and career development initiatives
are a few examples. It is important that all staff be provided with uniform
information in a highly regulated sector like health care. Career development
opportunities are provided for staff as a means to recognize their valuable
professional contributions and continue to improve the services that the firm
has to offer clients. Attending to staff needs for career development also
allows the firm to remain competitive and to retain employees who might
otherwise leave for opportunities at other businesses.
The most important ongoing communication practice is face-to-face
communication. Even with the multiple locations, Hemphill emphasizes
the importance of sharing information with staff and managers in person.
“When we were small, just five people, face-to-face was enough. As we
have grown in size and number of locations, communication by necessity
has become more formal. However, we still prefer to communicate face-to-
face. ”This is accomplished through monthly operational meetings and less
formal discussions with staff on a daily basis about company expectations,
the company mission and vision, and the staff’s role in reaching company
goals.
Print and electronic communications are used to supplement the face-to-

face communication opportunities. Summaries of meetings are shared with
staffs who are unable to attend. Print publications are used more for external
communication.
E-mail provides uniform messages and reaches everyone in all locations
at one time. However, the quality of communication in e-mail is shallow. In
this fast-paced environment, e-mail can easily be overlooked.
The monthly operational business meetings held at one of the two
primary sites are the best means of two-way communication, when the goal
is to share information with all employees at once. Of course, direct unit
manager communication with staff is critical to the success of the company.
Back in Motion is committed to maintaining its well-balanced
organizational culture. Orientation includes a discussion about the
organizational culture. The company conducted an internal corporate
culture survey for 2 years; in 2005 and 2006, they chose to participate in
the Great Place to Work Institute Canada “Best Workplaces” survey. This
external objective assessment of much company characteristics that define
organizational culture allows the company to benchmark its progress against
other companies, plan improvements, evaluate communication effectiveness
and celebrate successes.
Holistic internal communication practices contribute in significant ways
to the growth of the company. An open atmosphere in which people feel
free to communicate and contribute to the success of the business results in
high-quality programs and a place where employees want to be every day.
ROLE MODEL
Richard Branson: “Communication Is the Most Important

Skill Any Leader Can Possess.”
Billionaire entrepreneur Richard Branson is a student of communication.
In a blog post listing his favorite quotes on the subject, Branson calls
communication “an art.” He is right. We can use science to study, why certain
techniques are more effective than others but ultimately communication is
more art than science and like mastering any art, it takes practice to sharpen
the craft.
Quoting business author Brian Tracy, Branson writes, “Communication
is a skill that you can learn. It is like riding a bicycle or typing. If you are
willing to work at it, you can rapidly improve the quality of every part of
your life.”
Communication levels the playing field. If you can speak well, you can
outshine the competition in so many ways. Every week I receive e-mail s
and comments from our readers who have found uncommon success almost
immediately upon improving their communication skills. Among them:
A recent college graduate who landed a dream job on his third interview
after he rehearsed the company’s pitch for 8 hours. The company’s sales
manager asked to record his pitch to show the rest of the sales team how to
sell their product.
A mid-level manager who is rapidly ascending the ranks of his Fortune
500 technology firm because he is considered as one of the company’s best
presenters.
The marketing manager of a large construction company who retooled
the company’s PowerPoint presentation and landed an $875 million contract.
Each of these people has very different communication styles. There is

no template that can be easily replicated from one person to another. And
that is why communication is more “art” than science. Mastering an art
requires skill and skill is only developed through practice, regardless of the
field. I play golf and as any golfer know, if you do not practice in between
rounds you have no chance of getting better. Golf is a very difficult sport,
but it gets easier and more enjoyable when you know how to do it. It is the
same with communication and presentation skills. Very few people enjoy
giving a presentation. They are anxious about it, spend sleepless nights for
days or weeks ahead of the event, and in many cases, experience full-blown
stage fright.
About 6 years ago Tesla CEO Elon Musk was interviewed on stage for
Silicon Valley’s Churchill Club. “I’m not a naturally extroverted person. I
used to be horrendous at public speaking, and sort of shake and be unable to
speak. I’ve learned not to do that,” he admitted.
In my experience with senior leaders, I’ve found that very few people
like delivering presentations or speaking in front of groups at first. But after
enough practice, they get better at it. In many cases, they learn to enjoy it.
Great performers understand that communication is an art and takes
practice to refine. When Jay Leno was hosting The Tonight Show, he would
leave the taping on Friday and head to Las Vegas or another city for a series
of stand-up shows. Leno would do 100 to 150 acts a year even when he
had a full-time job because he had to stay sharp. When was the last time
you practiced any presentation 150 times, or even 20 times? Speaking of
The Tonight Show, Jimmy Fallon rehearses his monologue in front of a live
audience earlier in the day. He has a pen and paper in hand and makes notes
of what gets a laugh and what does not. These comedians do not rely on a
scientific algorithm to develop their jokes.
Although I’m a big believer in studying the science of persuasion, there
is no question that communication—like Branson suggests is more of an
art. Mastering any art requires time, dedication, and practice. Mastering
the art of communication, however, and a new world opens where you can
influence people, sell products, and inspire others more successfully than
you’ve ever imagined.
SUMMARY
REVIEW QUESTIONS
1. Describe various types of oral communication.
2. Explain the characteristics of a good speech.
3. Define personality traits of a good speaker.
4. Explain different styles of oral communications.
5. Explain the impact of a positive attitude on speech.
6. Describe personal traits that are required to become a good
assertive communicator.
REFERENCES
for%20Success.pdf
7
CHAPTER
INTRAPERSONAL AND
INTERPERSONAL BUSINESS
COMMUNICATION
“Identity is the essential core of who we are as individuals, the conscious experience
of the self-inside.”
–Kauffman
LEARNING OBJECTIVES
• Describing the various components of intrapersonal and interpersonal
communication skills
• Determining the different dimension of self-concept.
• Exploring the concept of needs of interpersonal communication skills
• Objectives behind the social penetration theory
KEYWORDS
• Interpersonal communication: Interpersonal communication is the
communication between two or more person, through verbal or non-verbal
messages
• Intrapersonal communication: Intrapersonal communication is one that we
have with ourselves, that is, the communication that occurs in our mind.
• Receiver: In the communication process, the receiver is the listener, reader,
or observer, that is, the individual (or the group of individuals) to whom a
message is directed. Another name for receiver is audience or decoder.
• Channel: Communication channels refer to the way this information flows
within the organization and with other organizations.
• Internal monologue: This refers to the self-talk of intrapersonal communication
• Self-Disclosure: Self-disclosure is a process of communication by which one
person reveals information about himself or herself to another.
7.1 INTRAPERSONAL COMMUNICATION

One might ask another person, “What are you doing?” what do you write?
Eating at your favorite restaurant? Working on a slow evening? Reading
your favorite book on a Kindle? Preferring the feel of paper to keyboard?
Reading by candlelight? In these circumstances, one is communicating what
he is doing, but he might not be able to communicate why is he doing so?
Or what it means to him? This type of communication can be an example
of internal communication, but is it the only an internal communication
process?
Figure 7.1. Five pillars of Intrapersonal Communication
Intrapersonal communication is defined as the communication with
one’s self. This might even include self-talk, acts of imagination and
Intrapersonal and Interpersonal Business Communication 131
visualization, and also recall and memory. According to the communications

expert Leonard Shedletsky, intrapersonal communication comprises of
eight basic components of the communication process, namely: source,
receiver, channel, feedback, environment, context, and interference. He
considers the communication process to be transactional, but all interactions
occur within the individual. From planning to problem-solving, internal
conflict resolution, and evaluations and judgments of self and others, we
communicate with ourselves through intrapersonal communication.
All this interaction takes place in the mind without any kind of
externalization, and all of it relies on previous interaction with the external
world.
7.2 SELF-CONCEPT AND DIMENSIONS OF SELF

Now again we will ponder upon the question “what are you doing?” as
one of the ways to approach self-concept. If we consider ourselves as our
actions, then what might those actions be, and are we no longer ourselves
when we no longer engage in those activities? According to the Psychologist
Steven Pinker, conscious present is defined as about 3 seconds for most of
the people. Everything apart from this is past or future.
The communication process is not static but dynamic which means that
it is always changing and does not stay the same. Physiologically the body
remains in a constant state of change as one inhale and exhale air, digest food,
and cleanse waste from each cell. Though a few aspects of one’s personality
and character remain constant on the other hand others might shift and adapt
to one’s environment and context. That complex combination contributes to
the self you call you.
Self-Concept
Self-concept is basically “what we perceive ourselves to be.” It also involves
aspects of image and esteem. This means that how one sees himself and how
he feels about his influences how they communicate with others. According
to Charles Cooley this concept is known as the looking-glass self. People
tend to look like, how others treat them, what people say and how people say
it, for the clues about how people view them to gain insight into their own
identity. Leon Festinger added to the theory that people engage in social
comparisons, evaluating themselves in relation to our peers of similar status,
similar characteristics, or similar qualities.
The most critical point of intrapersonal communication is the ability to
think about how, what, and when we think, and why. Internal monologue
means self-talk of intrapersonal communication. Running monologue is
rational and reasonable, or disorganized and illogical. It can also interfere
with listening to others, impede your ability to focus, and become a barrier
to effective communication. According to Alfred Korzybski
“The first step in becoming conscious of how we think and communicate
with ourselves was to achieve an inner quietness, in effect turning off our
internal monologue.” Learning to be quiet inside can be a challenge. People
can choose to listen to other people when they communicate through the
written or spoken word while refraining from preparing our responses before
they end their turn is important. People can even take mental note when they
jump to conclusions from only partially attending to the speaker or writer’s
message. People can choose to listen to others instead of ourselves.
Hence, being dynamic and changing is one of the principles of
communication. This can also be external. People might communicate with
one other person and engage in interpersonal communication. It is said to be
group communication when two or more individuals up to eight normally
get engaged with each other. If there are more than eight then it results in
subdivisions within the group and a reversion to smaller groups of three
to four members due to ever-increasing complexity of the communication
process. Now with every new person comes a multiplier effect on the number
of possible interactions, and moreover, for that many means there is a need
of establishing limits.
Dimensions of Self
Initially Joseph Luft and Harry Ingram gave considerable thought and
attention to these dimensions of self. The diagram is represented in Figure
7.1 “Luft and Ingram’s Dimensions of Self.” The first quadrant of the figure
depicts the information which is known to oneself and others, for example, a
person’s height or weight. The second quadrant depicts the things that other
people observe about us that a person is unaware of. For example, “ummm”
in the space of 5 minutes. The third quadrant depicts the information the
one knows, but do not reveal to others. It may involve actively hiding or
withholding information, or a social tact. For example, thanking one’s Aunt
Martha for the large purple hat she’s given that he knows he will never wear.
Finally, the fourth quadrant depicts information that is unknown to one and
one’s conversational partners. For example, a childhood experience that has
long forgotten or repressed may still motivate you. Another example, can
be that “how will you handle an emergency after you’ve received first aid
training? No one knows because it has not happened.”
Figure 7.2. Luft and Ingram’s Dimensions of Self
These dimensions of self-serve remind us to change with the ability to
reflect, anticipate, and predict lets us to improve, acquire, and adapt to our
surroundings that we are not fixed and free to change. By recognizing that
our concept of “self,” is not fixed, terms with the accountability and freedom
inherent in our latent humanity.
7.3 INTERPERSONAL NEEDS

We communicate with others to meet basic needs, and our meetings,
interactions, and interpersonal relationships help us meet those needs. We
know that all our needs cannot be met by one person, job, experience, or
situation. We must diversify our communication interactions to meet those

needs. You may be uncertain that we communicate, to meet our basic needs.
Figure 7.3. Interpersonal Communication
Two theories to see how well they predict, define, and anticipate our
propensity to interact.
The first theory is on Abraham Maslow’s hierarchy of needs represented
in figure “Maslow’s Hierarchy of Needs.”
Maslow’s hierarchy of needs consists of six levels. Resources are listed
for level according to need and one can find where he fits in that hierarchy.
First level consists of air, food, and water to survive. These are the basic
needs to sustain life economical and financial. These basic needs must be
fulfilled to move to the next level.
Second level entails for safety. We want safety for our access to air,
food, and water to be secured. A job may have this level of safety at its basic
level. Irrespective of the fact that how much satisfaction you are receiving
from a job, income ultimately denotes basic needs. Still, for others, sacrifice
is part of the job.
If the job is safe and secure, people are more likely to pursue the
company of others. People tend to form groups indeed. When basic needs
are satisfied, then comes the third level of love and belongingness. In
Business or organization people communicate and interact in distinct and
divergent ways and forms groups and communities. Conflict may arise as
a part of experience, but the people around us like mentor or coworker will
help to take us forward. You will be cultured and learn to negotiate and
avoid landmines. Fourth level, is your self-esteem and will be improvised

as you alleged a sense of belongingness and may lack courage to speak up
to your senior or coworkers. You may have learned your job tasks and the
strategies and can be considered as a reliable coworker.
Ability to make a difference is known as self-actualization, which is
the fifth level. Maslow calls this “self-actualization” a sense of control or
empowerment over their situation and atmosphere which people perceive.
Maslow identifies that beyond self-actualization our essential need is to
know what drives us to raise and learn, exploring our surroundings, having
new experiences and named as level six. Eager about moving forward
towards the goal. Level seven consists to value aesthetics that cannot be
ignored.
Figure 7.4. Maslow’s Hierarchy of Needs
Maslow’s theory of interpersonal needs is individualistic and do not
consider many principles of individual needs.
William Schutz has also put thoughts on interpersonal needs. He
considers the common aspects of our needs. Schutz states that need for
affection or appreciation is basic to all humans. We have different levels of
expectations as we recognized and feel like where we belong to meet that
need. Schutz describes three categories where people fall. Under personals:
people who seek limited interaction and opposite are people who often seek
attention and affirmation.
Over personals: people who seek a strong need to be liked by others and
constantly seek attention from others.
Personal: a person who makes a healthy balance between under and over
personals are called a personal individual.
People tend to control their needs and have the ability to inspire people
and events. Their needs may vary according to situations and wisdom of
security. They take steps to arrange their financial budget, assess their
transferable skills, and look for chances beyond their current environment.
According to Schutz your efforts to control your status quo as oppressive,
or autocratic. There may be employees who look to others as a leader and
put their effect abdicating their responsibility.
Schutz follows Maslow in his declaration that belonging is an elementary
interpersonal need and it exists within a range, where some need is high or
low for others. Under socials are those who seek collaboration, may prefer
small groups, and will generally not wants to be centrally focused.
Over socials, seek the spotlight of attention and are highly motivated
to pursue belonging. A social person maintains his devotion from being
inhibited and being the constant focus of attention.
Interpersonal needs of affection, control, and belonging are three
interdependent variables describe by Schutz. We communicate with each
other to meet our requirements, irrespective how we define our needs.
Gaining a sense of self within the group or community, conference is
learning through communication and to fill our basic needs as we grow and
learn.
7.4 SOCIAL PENETRATION THEORY

Communication lets us share knowledge and helps to know ourselves and
others better form relationships, but it needs time and effort.
Irwin Altman and Dalmas Taylor describe this advancement from
apparent to intimate levels of communication, which is frequently known
as Onion Theory. Onion theory model looks are like an onion as it involves
layers that are unpeeled away.
Figure 7.5. Social Penetration Theory
Social penetration theory observes that through conversational
interactions a stranger we fear that which we do not know; that includes
people. Strangers go from being unknown to known through conversational
interactions following series of steps that we can observe.
The outermost layer of the onion represents here that which we can
observe from outside that we can observe features about each other and can
make judgments. Example our nonverbal displays of connection with a team
uniform, badge may link somewhat about us, but we only see outer layer
when we engage in conversation orally or in written.
As we move from public to private conversation we make the change
from small talk to substantial, and eventually sociable conversations.
Figure 7.6. The Depth and Breadth of Self-Disclosure

Communication wants trust and that takes time. In the beginnings, there
can be times when expectations, characters, and ways of communicating
may not be clear and misunderstandings can occur. Knowledge and levels
of trust can be achieved while involving frequently in conversations and
interaction as well as the length and quality of discussion.
Principles of Self-Disclosure
While comparing ourselves personally and professionally there may have
points that may overlap or may describe in different roles that are distinct,
but it can be a hard to maintain. Personal and professional lives cannot
exist independently, but in many ways, can be interdependent. People know
about us will we communicate about ourselves and won’t be aware of it.
It can be verbal and nonverbal communication, internal monologue and
intrapersonal communication or a communication constantly occurring.
While intentionally communicating information to others (communicate
about yourself by the clothes (or brands) you wear, the tattoos you display)
is the process of self-disclosure, but can involve unintentional and revealing
slips.
Mark Redmond five principles of self-disclosure:

We connect information about ourselves, if we are aware of it. You cannot
not communicate. From your internal monologue and intrapersonal
communication, to verbal and nonverbal communication, communication
is constantly occurring. What do you communicate about yourself by the
clothes (or brands) you wear, the tattoos you display, or the piercing you
remove before you enter the workplace? Self-disclosure is a process by
which you intentionally communicate information to others, but can involve
unintentional, but revealing slips.
Self-Disclosure Usually Moves in Small Steps

While you were working in the organization, you must earn the trust and
reputable credibility. You must earn your place in the community and
positively received a sense of humor. But if you haven’t yet earned your
place take small steps as you come close to your colleagues, while taking
care of your position and make sure you do not speak louder. Personal
information is normally kept for people with confidence earned over time.
Self-Disclosure Is Reciprocal
We expect when we reveal something about ourselves that others will
respond this informal term is known as the dyadic effect for this process,
conversational partners are often thought to meet the need and to reduce
uncertainty about themselves. Reciprocity is expected whoever you stay
quiet or decline to answer after everyone else has taken a turn, they may be
put off at first or they may reject you or may be subtle at first. Regardless of
what option you choose, you have the freedom and responsibility within the
dyadic effect to reciprocate, but you have a degree of control. You can learn
to anticipate when your turn will come and give some thought to what you
will say before the moment arrives.
Self-Disclosure Involves Risk

Conflict can be arising due to some cleared reference or comment when
conversational partners have a prior history. At the same time, nothing
offered, nothing gained can also lead to conflicts. You can discover that the
person you work will gain the same field if you share information with them.
Risk should be involved in self-disclosure and can produce positive results.
Self-Disclosure Involves Trust

People tend to share their habits, quirks, likes and dislikes with the people
they are comfortable with. If you feel safe and relatively secure, you can
comment on their opinion and they can take it or leave it. “Trust is the ability
to place confidence in or rely on the character or truth of someone.” Trust
takes time to develop and cannot be lost instantly.
Even if you do not agree with your colleague, understand that self-
revelation communicates a measure of trust and confidence. Respect that
confidence, and respect yourself. Also, consider the nature of the information.
Some information communicated in confidence must see the light of day.
Sexual harassment, fraud, theft, and abuse are all issues in the workplace,
and if you become aware of these behaviors you will have a responsibility
to report them according to your organization’s procedures. A professional
understands that trust is built over time, and understands how valuable this
intangible commodity can be too successful.
Interpersonal Relationships
Communication between two people is defined as interpersonal
communication, but the definition fails to capture the core of a relationship.
This definition is useful when we compare it to intrapersonal communication,
or communication with ourselves, as opposed to mass communication, or
communication with a large audience, but it requires clarification.
The growing view of interpersonal communication places importance on
the relationship rather than the size of the listeners, and draws a distinction
between impersonal and personal interactions. Your relationship status
changes as you gradually grow apart, spending less time together.
SUMMARY
REVIEW QUESTIONS
1. Describe what you are doing, pretending you are another person ob-
serving yourself. Write your observations down or record them with
a voice or video recorder. Discuss the exercise with your classmates.
2. Think of a time when you have used self-talk—for example, giving
yourself “I can do this!” messages when you are striving to meet a
challenge, or “what is the use?” messages when you are discour-
aged. Had you purposely chosen to use self-talk, or did it just hap-
pen? Discuss your thoughts with classmates.

3. Take a few minutes and visualize what you would like your life to
be like a year from now, or 5 years from now. Do you think this
visualization exercise will influence your actions and decisions in
the future?
4. Review the types of individuals from Schutz’s theory described in
this section. Which types do you think fits you? Which types fit some
of your coworkers or classmates? Why? Share your opinions with
your classmates and compare your self-assessment with the types
they believe describe you.
5. Think of two or more different situations and how you might express
your personal needs differ from one situation to the other. Have you
observed similar variations in personal needs in other people from
one situation to another? Discuss your thoughts with a classmate.
6. Write down five terms that describe your personal self, and five
terms that describe your professional self. Compare your results
with a classmate.
• Think of someone you trust and who trusts you. How did you
come to have a mutually trusting relationship? Did it take effort
on both people’s parts? Discuss your thoughts with a classmate.
• How important do you think self-disclosure is in business settings?
Give some examples. Discuss your thoughts with a classmate.
REFERENCES
for%20Success.pdf
8
CHAPTER
NEGATIVE NEWS AND CRISIS

COMMUNICATION
“You don’t hear things that are bad about your company unless you ask. It
is easy to hear good tidings, But you have to scratch to get the bad news.”
–Thomas J. Watson Sr.
LEARNING OBJECTIVES
• Understanding the theory of negative news and crisis communication
• Various concepts of negative news management and its components
• Developing the crisis communication strategically planning
• Outlining the concepts of holding the press conference
KEYWORDS
• Crisis: a time of intense difficulty or danger
• Liability: the state of being legally responsible for something
• Press conferences: an interview given to journalists by a prominent person in
order to make an announcement or answer questions.
• Buffer: a person or thing that reduces a shock or that forms a barrier between
incompatible or antagonistic people or things.
• Initial assessment: Determine what has happened and collect data with facts.
8.1 DELIVERING A NEGATIVE NEWS MESSAGE

The negative news means the information that the people do not want to
hear. Hence delivering negative news is not as easy as it seems. Informing
someone that they are being laid off or providing constructive criticism on
their job performance, now how someone delivers this message influence
its response. Some people like to be told straight away, whereas on the other
hand other people like it to be a less direct approach. Now, regardless the
person uses a direct or indirect approach, his job is to deliver the news that
will be unwelcome, unwanted, and possibly dismissed.
There exist seven goals to keep in mind when delivering negative news,
in person or in written form:
• Be clear and concise in order not to require additional clarification.
• Help the receiver understand and accept the news.
Negative News and Crisis Communication 145
• Maintain trust and respect of the business or organization and for

the receiver.
• Avoid legal liability or erroneous admission of guilt or culpability.
• Maintain the relationship, even if a formal association is being
terminated.
• Reduce the anxiety associated with the negative news to increase
comprehension.
• Achieve the designated business outcome.
Let’s examine our first scenario:
You are a supervisor and have been given the task
of discussing repeated tardiness with an employee,
Chris. Chris has frequently been late for work; and the problem grew worse
over the last 2 weeks. The tardiness is impairing not only Chris’s performance,
but also that of the entire work team. Your manager has instructed you to put
an end to it. The desired result is for Chris to stop his tardiness behavior and
improve his performance.
You can
• Stop by Chris’s cubicle and simply say, “Get to work on time or
you are out”;
• Invite Chris out to a nice lunch and let him have it;
• Write Chris a stern e-mail;
• Ask Chris to come to your office and discuss the behavior with
him in private.
Now let’s first outline the four main parts of a negative news message:
• Buffer or cushion
• Explanation
• Negative news
• Redirect
The first part of a negative news message can be verbal as well as written.
It might contain neutral or positive information. This sets the tone and serves
as a buffer or cushion for the information to come. Then an explanation
discusses why there is an issue in the first place. This step might be relatively
simple, quite complex, or uncomfortable depending on the situation to
situation. But this explanation remains to be an ethical, moral environment.
Though the explanation is important, never admit or imply responsibility
without written authorization from the company cleared by legal counsel.

The third step of the negative news message is the bad news itself and the
focus here is on clarity and accuracy. In the final step, the redirect, it focuses
attention on a solution strategy, an alternative, or the subsequent actions that
will take place. Table 8.1 “Negative News Message Sample Script” provides
an example that might apply in an external communication situation.
Table 8.1 Negative News Message Sample Script.
Thank you for your order. We appreciate

Buffer or cushion
your interest in our product.
We are writing to let you know that this

product has been unexpectedly popular, with
Explanation
over 10,000 requests on the day you place
your order.
This unexpected increase in demand has re-
sulted in a temporary out-of-stock/backorder
Negative news situation. We will fulfill your order, received
at 11:59 PM. on September 9, 2009, in the
order it was received.
We anticipate that your product will ship
next Monday. While you wait, we encour-
age you to consider using the enclosed $5 off
Redirect coupon toward the purchase of any product
in our catalog. We appreciate your business
and want you to know that our highest prior-
ity is your satisfaction.
In Table 8.1 “Negative News Message Sample Script,” initially the

neutral and positive news is introduced to the overall topic. Then the
explanation provides an indication of the purpose of communication,
whereas the negative message directly addresses how it affects the customer.
The redirect gives specific actions to take place. In the above mentioned
case, it also includes a solution strategy enhanced with a soft sell message,
a subtle, low-pressure method of selling, cross-selling, or advertising a
product or service. Whether a person is delivering negative news in person
or in writing, the four main parts of a negative message can assist one to
meet all seven goals.
Now the organization delivering the negative news would want to avoid
legal problems when communicating bad news. This is said because the
organization cannot always predict how others are going to respond, but one
can prepare for and deliver the news in ways that lower the risk of litigation
in four ways such as:
• Avoid abusive language or behavior.
• Avoid contradictions and absolutes.
• Avoid confusion or misinterpretation.
• Maintain respect and privacy.
Hence, for a better and less risky outlook, a checklist has been prepared
for the negative news to be delivered.
• Negative Message Checklist Clear goal in mind
• Clear instructions from supervisor (legal counsel)
• Clear understanding of message
• Clear understanding of audience/reader

• Clear understanding of procedure and protocol
• Clear, neutral opinion
• Clear explanation without admission of guilt or culpability
• Clear statement of impact or negative news
• Clear redirect with no reminders of negative news
• Clear results with acceptance or action on negative news
Presenting Negative News in Person

Most of the people generally dislike conflict. And hence many believe in
avoiding face-to-face interaction for fear of confrontation, still it is considered
that delivering negative news in person can be quite effective, that might be
necessary in many business situations. In the case of one-on-one meetings
or large, formal conferences, the preparation and implementation of the
discussion should be considered. The first step is to have a clear goal in
mind. Stephen Covey (1989) recommends beginning with the end in mind.
A clear conceptualization of the goal allows one to foresee the possible
responses, to further, and to get your emotional “house” in order. The tone of
the complete interaction depends upon the emotional response to the news
and the audience, whether it is one person or the complete organization. The
person might get offended, angry or hurt, and by showing these emotions, it
has greater chances of making the situation worse. Emotions are known to be
contagious, and people respond to the emotional tone of the speaker. In case
if the response involves only one other person, a private, personal meeting
is the best option. Though in some cases it is not possible. Currently, a very
high number of people works and contributes to projects from a distance,
through internet, e-mail, phone, or videophone/video conferencing services.
Now, in these cases a personal meeting is impractical and hence
updates are sent through e-mail. Here written feedback becomes the only
option through e-mail. This takes comparatively more time that one-to-one
communication. It takes time to prepare, send, receive, process, and respond.
Apart from it the written document with the negative news has its drawbacks
too. It could easily lead to miscommunications and misinterpretation
between two different parties. This does not even provide the opportunity
for a constructive feedback to check meanings and clarify perceptions.
When should you use an indirect approach in delivering a negative news
message? Explain your answer to the class.
Further, the written communication can be divided into direct and
indirect delivery as:
Table 8.2 Direct and indirect delivery.
Direct Delivery Direct Example Indirect Delivery Indirect Example

Positive introduction Thank you for your request for leave
Negative news Your request for Negative news We regret to in-

message leave has been message form you that your
denied request has been
denied
When negative news is found at the beginning of the message, it is

known as the direct approach, whereas when the negative news is found
between the positive introductions, it comes under the indirect approach. It
is also called “buffer” or cushion sometimes. The rationale or reasons for the
decision can also be included in the negative message.
The direct approach is better when the audience value brevity and the
message to be delivered is concise. A positive introduction introduces the
topic, but not the outcome. An effective negative news statement limits the
possibility of misinterpretation and states the message clearly. An effective
closing statement should provide reasons, reference a policy or at least
indicate a procedure to follow for more information.
8.2 CRISIS COMMUNICATION PLAN

The stock prices are so volatile that even if the CEO of the company falls
ill, the prices fall. A rumor that the CEO is ill, pulls down the stock price. A
plant explosion kills several workers and requires evacuating residents on
several surrounding city blocks. Risk management seeks to address these
many risks, including prevention as well as liability, but emergency and crisis
situations happen nevertheless. In addition, people make errors in judgment
that can damage the public perception of a company. The mainstream media
does not lack stories involving infidelity, addiction, or abuse that requires
a clear a response from a company’s standpoint. In this chapter, we address
the basics of a crisis communication plan.
Focus on key types of information during an emergency:
• What is happening?
• Is anyone in danger?
• How big is the problem?
• Who reported the problem?
• Where is the problem?
• Has a response started?
• What resources are on-scene?
• Who is responding so far?
• Is everyone’s location known?
You will be receiving information from the moment you know a crisis
has occurred, but without a framework or communication plan to guide you;
valuable information may be ignored or lost. The questions help you quickly
focus on the basics of “who, what, and where” in the crisis.
Developing Your Crisis Communication Plan

A crisis communication plan is the set document that organizes information
into responsibilities and lines of communication before the event. In case
of an emergency, and a plan in place, every person already knows his or
her role and responsibilities from a common reference document given
beforehand. With the proper understanding of roles and responsibilities the
overall effectiveness can be improved. The plan must include four elements:
• Crisis communication team members with contact information.
• Designated spokesperson.
• Meeting place/location.
• Media plan with procedures
A crisis communication, team comprises of people who can:
• Decide what actions to take,
• Carry out those actions, and
• Offer expertise or education in the relevant areas.
This is a proactive manner under which the spokesperson is designated
before the actual emergency, and hence the team acknowledges the
inevitable need for information at any given time. People always want to
get acknowledged about what happened and also that from where to get
the further information. Lack of information give the rise to rumors, which
might even worsen the situation. Hence the designated spokesperson should
be well known about the organization and its values. He should be bold
enough to speak in front of the microphone, camera, and media lights. He
should stay calm under pressure too.
8.3 PRESS CONFERENCES

For holding a press conference preparation is the key. Otherwise, if one is
unprepared, then he might feel that he is standing in front of the firing squad,
where all journalists are armed so no one will carry the guilt of the winning
shot. It can very easily make the person nervous, scared, and reluctant to
even speak at all. The person can be taken through the fear of misquote, or a
stumble, or a misstatement replayed across the internet 1000 of times in the
next 24 hours and nobody would be able to even help. Hence calm nerves
are required for press conferences. And this can be done if the spokesperson
is confident with his material.
Hence, there feels a need for the proper formulation from the preparation
to execution. A press conference is the presentation of information in front
of the media. Generally it comprises a written statement that is read exactly
as it was written and is followed by questions and answers. Moreover the
press conference needs a seasoned representative of the organization with
established credibility and integrity. And it also requires a sense of calm
in the confidence that the speaker knows his material. He should be good
at tactfully saying that he does not know or does not want to answer this
question. He should even have a sense of humor to handle the “gotcha”
questions.
One should always have a good reason behind the notion of holding a
press conference. Wasting of time on the irrelevant issues sets up the stage
for the future challenges in the media. One should always prepare a brief
statement before presenting it in front of the audience. In today’s scenario,
messages drafted in press conferences are often crafted by people who
works in public relations or with media that are regularly reviewed by legal
counsel on a timely basis. If the task falls on a person then he should keep it
as much short and simple as possible by addressing the following questions:
• Who?
• What?
• Where?
• When?
• How?
• Why?
One needs to consider the location to address the above questions as a
follow-up of the press conference. Finally, the tools like visual aids proves
to be an excellent way to reinforce and communicate the relevant message.
They need to be big, relevant, and working.
Holding a Press Conference

To hold a press conference someone should be designated as the presence
of media. The concerned person should be ready at least 15 minutes before
the time scheduled for the event. Thereafter, each member of the media is
provided with a printed copy of the actual statement that lays down the
required details to read before or after the event. The first thing done by the
presenter is to open the press conference with a welcome note that indicates
the purpose of a press conference to remind everyone that there is a scope of
questions to be answered by the end of the press conference.
After that, moderator intuitively introduces the spokesman to read out
the statement and welcomes the instructor to the podium.
After that, the speaker will read aloud the statement and if there are any
questions to be answered, the moderator will again take over the podium
and will indicate that the relevant press kits that contains all the background
material, fact sheets, the news release, sample photos, or related materials
will be duly available. He may even simply indicate that the copies of
the press release are made available at the back of the room to meet the
requirements of other people. Also, if there were any set of questions left
unanswered, then the moderator will again take over the podium and outline
the ground rules for questions covering the subject matter in a brief session
that includes a follow-up of questions.
The main role of an instructor is to indicate which member among the
media should ask the question and then that specific person will stand and
address the speaker directly. The speaker can even take down the notes, but
this not so common. The speaker needs to be very aware as each and every
movement is being recorded and also, as they maintain regular eye contact,
they regularly demonstrate that they are listening. Each team should be ready
beforehand to address the question of the media such as visual media will
want it visual, audio will want clarity, and print media requires descriptive
quotes. It is very necessary to meet the needs of the audience as the message
gets delivered. Mostly the “gotcha” questions, or the question that catches
the eye of the speaker will be asked promptly. “We’re not ready to discuss
the matter at this time,” “When more information becomes available we will
let you know,” “Our company has no position on that issue,” or “We’re not
prepared to speculate on that issue at this time” are all common response
phrases.
The usage of phrases like “I think,” “I believe,” or “I don’t know”
comments should be avoided as they create the scope of speculation and one
should refrain from “no comment” comments as it is easily perceived that
company or the representatives of the company are “hiding something.” It is
very important to appear very professional, knowledgeable, and credible as
they are the features that represent that company or representatives are not
sneaking or hiding something behind the veil.
One should not display any type of nonverbal gesture or any indecent
facial expressions at a question, as this can be easily misinterpreted. Also,
the moderator should keep himself into a poise and balanced position at all
times. Their main role is to stop and to move towards the conclusion.
Some things should always be taken care of as microphones and cameras
are increasingly becoming very powerful as they catch all the lip movement,
and any indecent gesture very quickly. Being cool, calm, and collected is the
best policy whether you are delivering positive or negative news.
8.4 ACTIVITY
Your role as a spokesperson is to write and present a prepared statement, and
respond to no less than five questions. You will select one of the scenarios
below based on your birth month, and prepare your statement. You are
allowed to improve on facts, but should recognize that each scenario is
serious and treat the assignment with professionalism.
January—Healthcare, Inc.
hacker illegally accessed 1000s of the new digital healthcare records
on file with Healthcare, Inc. and posted them directly to the internet in
an early morning protest against invasion of privacy. The hacker has not
been identified, but local law enforcement is on the scene investigating the
incident and the offending web sites have been taken offline. Your company
has received 100s of calls concerning the incident. The federal government
required the conversion to digital records last year, and your company
complied with the order. Your company used a government approved vendor
for a no bid installation of hardware and software to secure the digital
records. You represent Healthcare, Inc.
February—Educational Services, Inc.

Half the senior class in your private, magnet high school cheated on the
graduation exam, and the rest were apparently aware of the cheating, as
were many of the parents. An employee, a secretary with several employee
passwords, allegedly gained access to the exam before its release and provided
the questions and responses to her son, who then provided it to his friends.
The employee was often provided login names and passwords to facilitate
records processing for several administrators when they were off-site, often
at conferences. Headquarters wants to minimize the publicity, but cannot in
good faith issue diplomas to students who cheated. The employee has been
dismissed for conduct, and an investigation is underway, but graduation is
next week and the evidence against the cheating seniors is clear. They won’t
be receiving their diplomas unless they pass an alternate version of the test
that won’t be ready for 60 days. You represent Educational Services, Inc.
March—Software, Inc.
Your company recently released its latest version of a popular business and
industry software program. Programs always have a few bugs or problems
upon release even after the most rigorous laboratory testing but this program
is apparently infested with bugs. Stories are popping up across the internet
about how the program does not work, or specific features do not work, and
your customer service team has been responding to customer complaints.
The software designers report it is an exaggeration to say “infested” and
point out that in all the trial tests it has worked perfectly. Your company is
working on finding and addressing the issues, and is ready to create patch
programs and issue refunds if necessary, but wants to prevent a recall and a
loss of consumer confidence. You represent Software, Inc.
April—Electric Company, Inc.

An employee was consuming alcohol on the job and failed to adjust the
voltage regulator. The voltage was increased by a considerable amount,
causing several house fires, significant loss of property (appliances), and the
death of an 11-year-old child. The local media interviewed the employee’s

spouse who stated the employee was working a double shift, that they
had called someone to relieve them, and no one came. Your company is
investigating, but has no new information. You represent Electric Company,
Inc.
May—Online Market, Inc.

An online marketplace company has been accused by law enforcement
of knowingly allowing users to sell stolen goods on their web site. Since
the company has never handled any of the goods themselves and simply
facilitates the exchange of goods between buyer and seller through the short-
term creation of a web page with text and images provided by the seller, the
company denies all responsibility. You represent Online Market, Inc.
June—ABC Engineering, Inc.

The 4.2-million-dollar, two-lane bridge recently completed were collapsed
into the local Blue River, taking with it three vehicles. The loss of life
included four men, three women, and one unborn baby. Local media have
interviewed workers, who indicated they were rushed to complete the bridge
to get a bonus for the construction firm. The construction firm indicates
that their internal investigation points to a faulty design but the architects,
engineers, and government inspectors deny the charge. You represent ABC
Engineering.
July—Package Delivery, Inc.

A class-action lawsuit has been filed in federal court against Package
Delivery, Inc. A group of employees, all female, allege sexual harassment
and discriminatory promotion practices against the company. They cite
photos and calendars of a sexual nature hung in the workplace and allege
that male colleagues with less seniority were promoted ahead of the female
workers. You represent Package Delivery, Inc.
August—Hamburgers, Inc.
Hamburgers, Inc. is pleased to announce a new menu practice where
the nutritional information and the calorie counts will be prominently
displayed, helping consumers make healthy choices from the menu.
Your supervisors have heard that there may be representatives of the Cow
Liberation Group (which advocates vegetarianism) and several nutritionists
(who perceive the company has not done enough to improve its products) at
the press conference. You represent Hamburgers, Inc.
September—Headache Pills, Inc.

A person in New York, died of cyanide poisoning, supposedly after taking a 200
mg headache pill made by your company. Your headache pills come in sealed,
tamper-resistant packaging with childproof protective caps. Some stores
are voluntarily taking your product off the market. The US Food and Drug
Administration have announced an investigation, and the family of the
person who died has threatened to sue. You represent Headache Pills, Inc.
October—Maisy Mayflower, Star Actress

You represent Maisy Mayflower as her spokesperson. She has recently
returned from Bolivia, where she adopted a 2-year-old child. She already
has three adopted children representing several countries. She is not married.
Upon her return, a man claiming to be the child’s father came forward to the
media in La Paz, Bolivia protests the adoption, and the United States. media
has picked up on it. It is all over the internet. The Bolivian government
issued a statement that while they cannot confirm the legitimacy of his
claim, the father of the child did not present himself at court during the
announced hearing, nor did he present himself in the 6 months preceding the
adoption. The child was legally declared abandoned, and legally adopted.
You represent Maisy Mayflower.
November—Fast Food Restaurants, Inc.

A customer reported finding a severed human fingertip in soup purchased
from Fast Food Restaurants, Inc. The soup and sandwich package was
purchased at a Fast Food Restaurant as a takeout order. Your company has
several quality controls in place to prevent accidents like this. Local law
enforcement is investigating. The customer has taken pictures and posted
them all over the web, and made both libelous and slanderous comments
against your company in media, interviews, and blogs. The customer has
never been an employee of Fast Food Restaurants or its affiliates. You
represent Fast Food Restaurants, Inc.
December—Congressman “Honest” Abe Johnson.

The honorable Congressman from the State of Denial was apprehended in
Ecuador for solicitation of a minor. The local media reports that a young
girl approached him when he was with his traveling group and he offered to
take a picture of her. The mother appeared, spoke to him, and slapped him in
the face. She says the Congressman offered her money for time alone with
her daughter. The congressman stated to local law enforcement, according
to a conversation with his spouse from jail, that all he did was compliment
her daughter, something like “what a fine daughter you have,” in his best
Spanish. You represent the Congressman.
SUMMARY
1. Communication is an art that incorporates the knowledge gained over
a wide spectrum by human beings.
2. Communication is a key to success for a human in every field such as
from workplace to effective classroom teaching.
3. Business communication defines the working in any organization that
results in effective marketing of a company, productive interpersonal
relationships among the employees in an organization and successful
customer service resolutions.
4. This chapter envisages the scope of communication, various types of
communication in a business, and significance and implementation of
good communication skills.
5. It also covers the business communication model of Shannon-Weaver
and drives through the concept of ideologists towards the better creation
of a model.
REVIEW QUESTIONS
1. Ask five friends which they would prefer: negative news in
a direct or indirect format? Why? Discuss your results with a
classmate.
2. Sales have decreased for two consecutive quarters at your
business. You have been instructed to inform your sales team that
their hours, and base pay, will be reduced by 20%. While you may
have a few members of your sales team that are underperforming,
you want to retain the entire team. Write a negative news message
in a direct or indirect approach informing your sales team of the

news.
3. You have observed and documented an employee being late and
taking long breaks for the past 2 weeks. Write out a brief summary
of the conversation you need to have. You may be assigned to
another classmate for a role-playing exercise. Share and compare
with your classmates.
4. Locate the crisis communication plan where you go to school or
work, or find one online. Briefly describe the overall plan and
please note at least one part, element, or point of emphasis we
have not discussed. Post and compare with classmates.
5. When people do not know what to do in a crisis situation, what
happens? How can you address probable challenges before the
crisis occurs? Discuss your ideas with classmates.
6. As a case study, research one crisis that involves your area of
training or career field. What communication issues were present
and how did they affect the response to the crisis? Compare your
results with classmates.
7. Locate a crisis communication online and review it. Share and
compare with classmates.
8. Do you always have to be on guard with members of the media?
Why or why not? Explain your answer to the class as if they were
members of the media.
REFERENCES
1. Business communication for success. (2017). Retrieved
from https://www.saylor.org/site/textbooks/Business%20
9
CHAPTER
WRITING SKILLS
“Read, read, read…just like a carpenter who works as an apprentice and
studies the master.”
–William Faulkner
LEARNING OBJECTIVES
• Exposure to different features of written communication
• Describing the basic principles of written communication
• Importance of grammar and language in communication
• Explore the power of punctuation
• Different levels of learning and writing skills
KEYWORDS
• Creative—It is something original crafted by imagination and invention.
• Delayed—It is the interference of something that causes a detainment or
postponement causing putting off to a future time.
• Cycle—It is a period of time within which a round of regularly recurring events
or phenomena is completed.
• Feedback—It is responding by returning a part of the message back to the
sender.
• Adaptation—It is making something more suitable by changing its structure,
function or form that produce a better adjustment to its environment.
• Wordsmith—It is using words in a text innovatively to give different meaning,
form or substance to the sentence and hence the message (just like goldsmiths,
silversmiths or ironsmiths who impart by hammering out different, lovely
shapes to the base metal.
9.1 INTRODUCTION
Writing as a skill is considered to be acquired. Though a lot of hard work
goes into perfecting the art of writing. A successful executive, while sharing
the reasons for his quick promotions in the first 5 years of his career admitted
that “it was largely because he could write better than others. The verbal
edge is the winning edge; a competitive edge over rivals.” There is a famous
saying, “reading makes a full man, conference a ready man, and writing an
exact man.” It must be acknowledged that whatever is written or said is the
real self of the persons doing so. A good writer feels from the heart and then
writes.
Figure 9.1. Writing skills: An Important Feature for Good Business Commu-
nication
Writing Skills 163
9.2 DISTINGUISHING FEATURES OF WRITTEN

COMMUNICATION
For the success of managers and leaders the written communication is a very
critical recipe.
Following famous statement also underpins the importance of writing
skills:
“Beneath the rule of men entirely great, the pen is mightier than the
sword!”
The unique features of written communication are:
Creativity
Written communication is the creation of a sound thought out process; It
is not an impulsive reply as is the situation with oral communication. A
message written in the form of letters (and even e-mail s) is deliberate and
creative.
Delayed response
Subsequently crafting a written communication takes some time, the reply
to the sender is not as quick as it is in the oral communication.
Limited cycles of exchange

In oral communication, whether face-to-face or otherwise, in a short span
of time, it can complete several cycles of communication and all doubts
get cleared quickly. A written communication preferably, replies must be
comprehensive and clear in the initial case but some clarification is needed;
one has to make do with one or two cycles of communication only.
Feedback from the receiver

There might be significant time interval in getting the response from the
receiver. A fax message (telex of old days), might be replied rapidly, perhaps
in a few hours. If it is a letter, the receiver might take a day before it is
delivered and replied, if at all. Similarly, a written report (counting soft
copy sent online) could be read in a few days. In numerous cases, it might
not occur at all. Absence of feedback/response can ascend from absence of
concern, vagueness, or even disrespect!
9.3 BASIC PRINCIPLES OF WRITTEN

COMMUNICATION
The fundamental standard of any communication is that of “adaptation.”
The sender must use words, phrases, signs, and signals that the receiver is
acquainted with. The sender must be very subtle and decent at imagining
the standard of audience. If it is not done, he might be speaking Greek to
someone; it is similar to using a foreign language pretty unknown to the
receiver. Subsequent two facets must be borne in mind:
• Process of adaptation
• Governing rule of adaptation
Process of adaptation
The person has to work tough to be able to express one’s thoughts precisely.
It is so hard that most persons seem to be happy with using the first word
that flashes in their mind. The procedure would begin by visualizing the
receivers—what they know, feel, or think. It often means communicating
with readers (who are customers) at levels lesser than his. Adaptation is
easier if the individual is communicating to a single person or a homogenous
group. If addressing a mixed or diverse group, one has to adjust at the last
level.
Governing rule of adaptation

An overruling rule that governs the adaptation procedure is that of simplicity.
Selection of easy words and phrases, intertwined into clear sentences and
use of simple rules of grammar can push an individual forward and fast
in his learning curve for developing effective writing skills. The “KISS”
principle is easy to learn and remember; it is a reminder to “keep it simple
and short.”
Writing Skills 165
9.4 THREE LEVELS OF LEARNING WRITING

SKILLS
Figure 9.2. Three Levels of Effective Communication
Learning how to write effective communication, can be labelled at three
levels:
• Choosing the right words
• Constructing sentences
• Designing paragraphs
Choosing the right words

A capable writer should select words such that the receiver acquires the
meaning in an exact way, without different interpretations. Subsequent
guidelines are valuable:
Searching words that the receiver understands

Adaptation is a process of simplifying; it is not as easy as it sounds because:
• Many individuals write at a more difficult level
• Writers know the subject better than the receiver
• Extensive experience supports simplification.
Using familiar words

Familiar words improve communication as they are easy to comprehend
and absorb. Human memory favors familiar words as it speeds up filing and
storage! For example, use:
• Show in place of demonstrate
• Use instead of utilize

• Try for the endeavor
Choosing short words

Short words communicate better; use:
“Quit in place of terminating”
“Agreed in lieu of accorded”
“Last year instead of previous year”
Using technical words with caution

Every area of specialization has words that have a precise sense in that area
and should be used when communicating with persons from the same area
of specialization. They do not communicate well with others and hence
should be used with caution, if at all.
Adding vigor to words

Our senses and mind do not respond equally to all words with vitality attract
better attention. Thus, one must add zing to one’s writings by using strong
words. As a rule, a word is strongest when used as a verb, followed by when
it is used as a noun. Adjectives and adverbs are comparatively weak and
should be used sparingly. A few useful tips are the following:
Selecting strong and vigorous words

The main purpose of any writing is to attract the attention and time of the
reader. We know that strong and vigorous word attracts attention from the
senses and the mind. Use:
“Tycoon in place of eminently successful businessman”
“Boom instead of period of business prosperity”
Using concrete words

Using concrete words makes writing more interesting instead of abstract
words. Use of specific words adds exactness in one’s expressions.
Writing Skills 167
Preferring active to passive verbs

Active form of expression is better than the passive form; it is stronger and
shorter. Passive form has a place only when “doer” is not important.
Avoiding camouflaged verbs

Do not camouflage verbs into nouns; they dilute expressions. For example,
• Cancel and not cancellation
• Acquire and not acquisition
Choosing words for precise communication

One must have a decent knowledge over the vocabulary. It aids in searching
for the right words and expressions that bear specific senses in a certain
condition. The writer should try to have a very good collection of idioms,
maxims, and proverbs. They prove to be very influential in conveying “one’s
thoughts in a precise manner.”
Avoiding sexist words

These are words that show male dominance, for example, manly figure or
manly habits.
Avoiding pronouns indicating sex

Do not use pronouns like he, she, him, or her. This can be done by:
• Making them plural
• Rewording the sentence
• Going in for neutral expression like one, someone, and so forth.
Avoiding words derived from masculine words

Do not use words like manpower, chairman, postman, watchman, and so
forth.
Avoiding words that are demeaning to women

Words like womanizing, prostituting, and so forth, should be left out of
writing as they offend some readers.
Constructing sentences
Figure 9.3. Construction of effective and clear sentences in necessary.
Length of the sentence is the key characteristic of constructing sentences.
In general, sentences must be modified for the readers. Lengthy sentences
are difficult to read and tougher to have a grip upon. Short sentences
improve readability. A sentence must have 16 to 18 words, on the average.
Sometimes longer or shorter sentences may be justified. Here are some good
suggestions:
Limiting content of a sentence

Limiting content of a sentence would reduce its length. However, it should
not be ruined. Too many short sentences make the reading choppy!
Economizing on words
Always look for shorter ways of saying things. A few suggestions are:
Avoiding cluttering phrases

Go in for shorter expressions like:
“If for In the event that”
“Like for along the lines of”
“To, for With a view to”
Writing Skills 169
Eliminating superfluous words

Some words do not add any meaning and a quick scrutiny can go a long way.
Avoiding roundabout ways of saying things

Round about ways of saying add words and verbosity to the sentences.
Being direct makes it simple, short, and impressive.
Avoiding repetition of words and phrases

Repeating words and phrases is very dull and should be excluded from “ones
writing.” The only exception is when the writers want to stress something.
Determining emphasis on the construction of the sentence

Short sentences stress content and lengthy sentences dilute it, although
determining emphasis in a sentence is largely a matter of judgment.
Imparting unity to a sentence

All parts of a sentence should relate to one “single thought.” This unity is
often violated in the following three ways:
Including unrelated thoughts

Unconnected thoughts vitiate unity of a sentence and can be taken care of
by:
• Using separate sentences for unrelated thought
• Making one thought subordinate to the other
• Adding words to show that the thoughts are related
Giving excessive details

Giving too many details dilutes the unity of a sentence. Avoid details or put
them in a separate sentence within parenthesis.
Constructing illogical sentences

Building illogical sentences can spoil the unity of a sentence. It results from:
Mixing active and passive forms of expressions
Going in for mixed construction of sentences.
Using correct rules of grammar for sentence clarity
Figure 9.4. Requirement for good writing skills.
Rules of grammar have emerged as a result of some customs, but mostly
because they help write logically and clearly. Students must know these
rules of grammar to acquire effective writing skills.
Learning power of punctuation

This is a group of unique signs that are used in writing and each writer
should grasp it properly. Some of the uses change like fashion over time
and writers must remain updated on them. They increase power to “one’s
expressions.”
Designing paragraphs
Paragraphs from the third link, that is, critical to acquiring effective writing
skills. Besides words and sentences, they play a major role. Paragraph
designing requires a clear thinking and a systematic mind. Design of
paragraphs has a direct impact on the layout and presentation of the writing
and contributes significantly in attracting and retaining a reader’s attention.
A few guidelines are:
Paragraphs should exhibit the unity of idea or topic

The contents of a paragraph should relate to one idea (group of thoughts) or
topic. However, unity can vary and so can the size of a paragraph. Ideally, a
good test for a paragraph is that it should be possible to reduce the contents
Writing Skills 171
of a paragraph to one sentence or one statement. If it is not possible, the

unity of the paragraph is likely to suffer.
Paragraphs should be kept short

A paragraph should consist of eight to nine lines only. Paragraphs larger
than 10 lines should be critically examined and “fat cut off”
Large paragraphs are heavy and make reading dull and difficult
Short paragraphs appear well organized and invite readers to read on
with attention
Paragraph positioning enhances layout design. Suitable system of
headings and subheadings can further improve the attractiveness of the
prose. These days’ printers use color schemes for titles, and so forth to give
“come hither” look to the readers.
Positioning topic sentence to advantage

Writers must become aware of the importance of positioning topic sentence
in the design of a paragraph. It can help in designing good paragraphs.
However, where it should be placed in a paragraph depends upon the writers’
plan:
Placing topic sentence first

It is the best option and many firms have adopted it as a policy guideline.
Placing topic sentence last

Here the beginning sentence in the paragraph serves as an introduction. The
paragraph ends with the topic statement that is the real content.
Placing topic sentence in the middle

If a topic sentence is placed in the middle of a paragraph, it dilutes the
content. It is rarely used but in specific situations, it can impart the requisite
impact.
Leaving unnecessary details out of the paragraph

This requires good visualization of the receiver. One can make the para-
graph smarter by omitting extraneous details. Much depends upon the writ-
ers’ judgment.
Paragraphs should move the text forward

Each new paragraph is the next additional step in moving towards the goal
of the message. If each paragraph represents the orderly development of the
ideas, it facilitates moving forward. Smoothness in writing style and good
proficiency in choice of words and sentences can move the idea forward
through each paragraph. Once a while, short paragraph is incorporated to
organize the transition from the previous paragraph to the next.
9.5 ACTIVITY
The students should, at this stage, undertake an exercise in sharpening their
writing skills. They should study any book on general management topics
available in most libraries and roadside bookstalls and make a long summary
in own handwriting (similar to long reviews of books that appear in some
of the business magazines available in the market). They should not resort
to word processing as it leads to plagiarism. Textbooks should be avoided.
The length of summary should not exceed 10 A-4 size pages and should
follow the pattern of giving numbers as followed in this book with suitable
headings for the sections, paragraphs, and subparagraphs. Students should
not follow the chapter wise approach and can skip topics that do not add
much to the overall theme of the book.
9.6 ROLE OF LANGUAGE/GRAMMAR IN

COMMUNICATION
Communicators must understand the role and importance of language and
use of proper grammar in enhancing their written communication skills:
Figure 9.5. Why is Grammar important in communication?

Writing Skills 173
Importance of language
A Chinese sage of the distant past was once asked by his disciples what
he would do first if he was given the power to set right the affairs of the
country. He answered, “I would certainly see that the language is used
correctly.” “Surely,” said the disciples, “This is a trivial matter. Why should
you deem it so important?” The Master replied, “If language is not used
correctly, then what is said is not what is meant, then what ought to be done
remains undone. If this remains undone, morals and art will be corrupted,
justice will go astray. If justice goes astray, the people would stand about in
helpless confusion.” Lee Iacocca, the famous former CEO of Chysler, USA
emphasized it further, “You can have brilliant ideas, but if you can’t get
them across, your ideas won’t go anywhere.” It must be remembered that
knowledge is nothing but messaging of information and communication; it
is the only factor of production that is not subject to the law of diminishing
returns.
Importance of grammar in a language

Grammar is a branch of linguistics dealing with the form and structure of
words (Morphology) and their interaction in a sentence (Syntax). The study
of grammar reveals how the language works. By mastering the rules of
grammar, one can become a better “wordsmith,” an essential ingredient for
becoming a good communicator.
9.7 WORDS AS BUILDING BLOCKS OF

LANGUAGE
Word is a fundamental building block of any language. These are used
in different parts of a sentence. Word’s part in a sentence or speech is not
inherent in the word itself; it comes from the way the word is used in the
sentence. It is thus an important part of the skill set of the communicators.
Words can be placed in any part of the sentence or speech. It is decided by
the way it is going to be used, that is, whether as a noun, a verb, an adjective,
and so forth. Important types of words have been detailed in the following
paragraphs:
Nouns
Noun is a Latin word and its literal meaning is “name”; it is the naming
ability of words. We need to name:
• A person
• A place
• A thing
An ideaTypes of nouns are:
Proper nouns
These are the names of specific persons, place, or entity. First alphabet of
these nouns has been always in capital, for example., Anil, Agra, and so
forth.
Common nouns
These are names of generic category like “boy,” “boss,” “brother,” and so
forth. Here first alphabet is not a capital. A quick test is that if a noun can
be modified quickly by adding an adjective, it must be a common noun. For
example, a good boy, a nice boss, the older brother, and so forth.
Verbs
Verb is a word used to express action or to describe a state of being. Verbs
are of two types:
Action verbs
They express action, for example,
Sheena smiled
Ruchi replied, and so forth.
Writing Skills 175
Linking verbs
They describe the subject, for example,
Food was tasty
The book became the best seller
The movie got a very good response
Tenses of verbs
All verbs have tenses. Two important aspects of tense are:
All verbs have three tense forms:

, for example, ”is”
Past, for example, “was”
Future, for example, “will/shall”
All verbs have four conjugation forms

Present Past Participle Continuous
Write Wrote Written Writing
Speak Spoke Spoken Speaking
Adjectives
Adjectives play three roles as below:
Noun modifiers
As noun modifiers, they always precede the nouns they modify, for example,
• Loud explosion
• Beautiful girl
• Sick old man
• Golden voice, and so forth.
Predicate adjectives
The predicate adjectives follow the linking or descriptive verbs and describe
the subject, for example,
• The play was terrific
• The crust turned brown
• Please keep quiet
Determiners/Modifiers
The adjectives can also be determiners or modifiers. These are a diverse
group of words that precede descriptive adjectives and can be grouped into
following subclasses:
Articles
In all there are three articles (the, a, an) in the English language and can be
categorized as:
Definite article: “the” is the only article in this category
Indefinite articles: “a” and “an” are the only two articles in this category
Their applications are discussed as follows:
Writing Skills 177
Definite article: the use of “the”

• To define, particularize or single out a noun, for example, I have
read “the” book.
• To make obvious about what we mean, for example, “The” movie
ran for 3 hours.
• To single out the superlative form of nouns, for example, “The”
best employee of “the” firm.
• To highlight the title of the dignitary, for example, “The” Chief
Justice
• To single out things that are one of its kind, for example, “the”
sky, “the” sun, “the” moon, and so forth..
• To common noun that represents a class, e.g., “The” staff should
be part of the management.
• To adjectives that indicate a class of persons, e.g., “The” rich
should help “the” poor.
• To a distributive measure, e.g., Milk is sold by “the” liter or by
“the” kilogram.
• To abstract nouns when particularized, for example, “The”
honesty of taxi driver was applauded.
• To the names of rivers, mountains, seas, scriptures, newspapers,
etc. e.g., The Ganga, The Himalayas, The Arabian Sea, The
Geeta, The Hindustan Times etc.
Indefinite article: use of “a” and “an”
Article “a” is used

• In singular nouns, e.g., a meeting, a message, a class, etc.
• With words starting with a consonant, for example, a man, a
situation, a behavior, and so forth.
• With words beginning with sound of “y” or with “o” as in one, for
example, a young-man, a 1-rupee coin
Article “an” is used:

• In singular nouns starting with a vowel, for example, an engineer,
an officer, and so forth.
• With words where first alphabet is not sounded, for example, an
honorable person, and so forth.
Demonstratives
These are—“this,” “that,” “these” and “those.” Everyone must learn to use
them properly in oral and written communication.
Number words
These have two subgroups:
• Cardinal numbers like one, two, three, and so forth.
• Ordinal numbers like the order in which things occur—first,
second, third, and so forth.
Possessives
• These are words that are used as adjectives, for example, Rita’s
friend, Anita’s puppy. We also have possessive pronouns like me,
your, his, her, its, our, their, and so forth.
• Quantifiers
These are—“one,” “many,” “several” and so forth.
Adverbs
These are words that modify verbs, adjectives and even other adverbs. Two
types are:
Writing Skills 179
Those that modify verbs, for example,

• Ruchi drives the car “carefully.”
• Rohil parked the car “there.”
• Anjana parked the car “yesterday.”
Those that modify adjectives

These are—“very,” “much,” “too,” “enough,” and so forth.
Pronouns
A conventional definition of pronoun is that it is a word used in place of
one or more nouns. It replaces or represents a noun or nouns. For example,
“Pankaj wondered where Rumi was” can be rewritten as “he wondered
where she was.”
Pronouns have four subclasses:
• Personal nouns
• Reflexive nouns
• Indefinite pronouns
• Demonstrative nouns
These are explained in the following paragraphs:
Personal pronouns
These have three further categories: Subject, Object, and Possessive and
each category has three forms; First person, Second person, and Third
person and each of them can be either singular or plural as shown below:
Singular Plural
First Person
I We
Subject
Object Me Us
Possessive Mine Ours
Second Person
You You
Subject
Object You You
Possessive Yours Yours
Third Person
He, She, It They
Subject
Object Him, Her, It Them
Possessive His, Hers, Its Theirs
Reflexive Pronouns
These are unique and easily recognizable group of pronouns that end in “–
self” in singular form or “–selves” in plural form as explained below:
Person Singular Plural

First Person Myself Ourselves
Second Person Yourself Yourselves
Third Person Himself Themselves
Indefinite pronouns
These pronouns use the same words as are used in adjectives and can,
therefore, be confusing. However, we must remember that the indefinite
pronouns stand alone by themselves, whereas adjectives always modify
nouns. For example, Sanjay would like some. Here “some” is an indefinite
pronoun.
Sanjay would like some spinach. Here some are used as “adjective” as it
precedes and modifies a noun.
Demonstrative pronouns
These are a group of four pronouns “This,” “That,” “These” and “Those.”
Similar to indefinite pronouns, the same words are also used as adjectives.
However, as explained above, pronouns always standalone; demonstrative
pronouns are no exception.
Writing Skills 181
Prepositions
These are few words: “By,” “To,” “With,” “About,” “Over” and so forth, and
are used to make prepositional phrases which consist of a preposition plus
its object that can be either a noun with or without adjective or a pronoun.
For example,
“In” the morning
“Under” the bridge
“By” Shakespeare
“To” them
Prepositions come as a part of a package. They are bound by their objects
to form prepositional phrases. These cannot be looked at in isolation!
Conjunctions
These are words used to join or conjoin words or group of words. Conjunctions
have two subclasses:
Coordinating conjunctions
These can be easily remembered by adopting an acronym of “FANBOYS.”
F - For
A - And
N - Nor
B - But
O - Or
Y - Yet
S - So
A few illustrations are:

Amit loves coconut “and” bananas.
Sanjay is poor “but” honest.
Ruchi wanted biscuit “or” chocolate
Subordinating conjunctions
They join or conjoin groups of words of unequal status and are not much in
use.
9.8 POWER OF PUNCTUATIONS

Punctuations are a set of conventions that make it easier to read any language.
In the English language the various rules are no more than conventions.
Conventions are agreed ways of separating a text so that the readers’ eyes
and brain can assimilate easily. These conventions are like table manners
that change over time.
Figure 9.6. Power of Punctuation
These are like fashions with which most writers try to experiment and
innovate. However, some rules are clear and remain unaffected and have been
explained for each of the punctuation marks in the following paragraphs:
1. Full stop (.)

It is the longest pause that a reader should observe while reading a text. The
full stop is used:
At the end of a sentence except in interrogative and exclamatory
sentences.
Writing Skills 183
After the initials or abbreviations, for example, P. Dhingra for Pankaj

Dhingra, Esq. for Esquire. These days full stop is omitted from well-known
abbreviations like UNESCO, WHO, WTO, BHEL, and so forth.
2. Comma (,)
It is the shortest pause and is used extensively. It is a troublesome punctuation
and a few tips are:
• Put comma where one would pause while reading a sentence
aloud
• To set off a noun of address, for example,“Mr. Verma, please get
this bill settled”
• To indicate omission of a word, for example, “Quality is excellent;
the appearance, attractive; the price, low.”
• To separate direct speech from the rest of the sentence, for
example, “Mr. Seth, you have been very careless in your work.”
• Commas are useful in separating one part of a sentence from
another. They also have a role in speaking; they may not suggest
a pause long enough to be noticed, but if observed properly, these
can enhance your skills in delivering a speech.
3. Semicolons (;)
Figure 9.7. Power of Semi-colon
If two sentences are closely related in meaning and it is not desirable to

separate them by a full stop, a semicolon is used. For example, “You type
the letter; I shall type the bill.”
4. Colons (:)
Colon is used to:
Introduce a list, for example, “Please arrange these items: a personal
computer with printer, a pad, a pack of envelopes, gum stick, paper pins and
paper clips.”
Introduce an explanation, for example, “The problem is this: we cannot
get trained hands at such a short notice.”
Separate two contrasts, for example, “Managers make plans: insincere
workers sabotage them.”
5. The question marks (?)
Figure 9.8. Question Mark and its Importance when Framing a Sentence
It is used after a direct question for example, “Can I help you?” it should
never be used after an indirect question. Grammatically, an indirect question
is not a question at all. For example, “The Accounts Manager asked Mr.
Malhotra why he did not put the amount in fixed deposit.”
6. The exclamation marks (!)

It is used at the end of a sentence that expresses a strong feeling. For example,
“Congratulations to all the winners!”
Writing Skills 185
7. Quotation marks or inverted commas (“”)

These are also used in the text. A few tips are:
The direct words of a speaker (the words that one actually hears)
are enclosed in inverted commas. Since these are also used to enclose
quotation ascribed to an eminent person, these inverted commas are
also known as quotation marks.
An interrupted speech is also put within inverted commas, for example,
“I would rather starve,” he said, “than accept such a job.”
Titles of books, magazines, newspapers, essays, poems, and so forth, are
also enclosed in inverted commas. For example, “City of Sorrow” has raised
a lot of interest.
8. The apostrophe (‟)

Ever since there is an emphasis on conversational English to be adopted as
the preferred style of writing, this has become very popular. A few tips are:
It is used in place of an omitted letter in a contraction, for example,
“doesn’t for does not.”
All possessive nouns contain an apostrophe. For example, A week’s
wages, Customers views, and so forth.
Apostrophe is also used to form plurals of alphabets and figures:
Dot your I’s and cross your t’s.
Let us take up the issue with a few of the MP’s.
His phone number is all 2’s.
9. Hyphens (-)
A few rules are:
It is used to join parts of a compound word, for example, maid-servant
and so forth. It is used to combine a word with its prefix, for example, Post-
dated, and so forth.
10. The dash (-)

A few useful rules are:
It is used to show a sudden change of thought, for example, the substance
of the story is us, but do you have the time to listen to me.
It is also used for explanation, for example, In this term, there are three
core subjects: Strategic Management, Project Management, and Quality
Management.
10. Parentheses ()
They serve the purpose of double dashes. They separate from the main
sentence, a phrase or a clause that does not belong to it. For example, the
scheme (see the enclosed brochure) is designed to give you the maximum
return on your money.”
11. Capital letters

It is not a part of punctuations but it is useful to understand where in a text,
capital letters are used:
First alphabet of a sentence
First alphabet of a quotation
All proper nouns
Names of religious sects, political parties
All nouns and pronouns referring to God
Pronoun “I”
Interjection “O”
All words in a heading excepting the articles, prepositions, and
conjunctions
Abbreviations of degrees, titles, and so forth.
Forms of address, for example, Dear Sir/Madam, and so forth.
9.9 KEY COMMUNICATION MOMENTS AT A

GLANCE
1. FLOTUS for POTUS: That’s What Many Were Think-

ing When Michelle Obama Dropped the Mic after her DNC
Speech, July 25, 2016
Dynamic, ambitious, eloquent and relatable to everyone, Michelle Obama
is an outstanding communicator. If you weren’t among the 25.7 million
watching her speech from the Democratic National Convention live,
Writing Skills 187
you must watch it. It will give you chills. It stirred emotion with women
and men, as she describes how difficult it is to raise great children in a
very difficult world—and she did so without preaching. She spoke with
compassion and care—to the point where you could feel it. She has a life to
which most people can’t relate, yet, she found common ground with people
across the country. Michelle Obama works so closely with her speechwriter,
Sara Hurwitz, that her speeches have an emotional core that’s authentic to
her. Michelle Obama’s ability to connect with her audience through her
authentic emotional vulnerability (spoiler alert: she’s super likable) and
powerful vocal conviction is incredible. The most memorable lines, “I wake
up every morning in a house built by slaves,” and “When they go low, we
go high.” Yes, she practiced for this key moment, and yes, it showed. Best
of all—she’s not a one-hit wonder. Time and time again, Michelle Obama is
real, listener-focused, influencing and inspiring.
So What
Even in a scripted, teleprompter experience, you can speak from the heart
by focusing on how you come across through your voice, your facial
expressions, your eye communication and your warmth. Be provocative and
do it with care and thoughtfulness.
2. The Voice that Unified the Divided: Dallas Police Chief Da-
vid Brown’s News Briefing, July 8, 2016
It’s easy to grab someone from the limelight who couldn’t handle the
pressure. This was completely the opposite. Dallas Police Chief David
Brown didn’t want the spotlight; he just wanted support, and peace. Brown
stepped up to rally and inspire a community during a time of tragedy. With
a strong voice and a steady conviction, the police chief was able to highlight
the weight of the events in Dallas, Texas while inspiring support.
His transparency, compassion and vulnerability about how he was
personally handling the grief resonated across the nation.
He graciously and humbly reminded viewers of the humanity behind the
uniform, pulling people in when unity was vital.
In a press conference, he boldly asked for help; yet because of his
conversational cadence and confident posturing, he never once victimized
himself or his colleagues amidst the tragedy. Events like this rarely manifest
the kind of leadership and greatness that we saw in David Brown, yet they
are the times when we need it the most.
So What
When we get cornered, it’s easy to get defensive and attack. Instead, use
transparency to pull people in.
9.10 ACTIVITY
• Every student should repeat the exercise of preparing summary
of at least one more popular book on any topic of management
but of general interest. Textbooks should be avoided. …………
…………………………………………………………………
……………
If it is being administered to a group of students at one site, teacher must
ensure that no two persons do the long summary of the same book.
SUMMARY
• Writing skill is an art. It can either be cultivated or acquired
although they require a lot of hard work.
• To gain a competitive edge over the rivals effective writing skills
are the key requirement.
• As there exists a famous saying that the pen is mightier than a
sword. Written communication is a delayed response and hence
more creative.
• Compared with oral communication, it permits limited cycle to
respond and lag time for feedback takes longer and in some cases,
it may not happen at all.
• Adaptation is the basic principle as writers have to work hard to
express their thoughts accurately.
• They must visualize what receivers know, feel or think and then
select the right words and phrases.
It is easier communicating with single person or homogenous groups
rather than mixed and diverse groups. However, governing rule is to keep it
simple and short (KISS).
Writing Skills 189
REVIEW QUESTIONS
1. Justify with suitable explanations, the basic principles of written
communication.
2. What are the advantages of written communications?
3. Describe the stepwise procedure of learning writing skills.
4. Describe the guidelines for choosing the right words in written
communication.
5. Explain how one can improve skills in constructing sentences in
written communications.
6. What is the importance of designing the proper paragraphs in
written communication?
7. Highlight the importance and relevance of language and its
grammar in acquiring effective communication skills.
8. What is the role of choice of words in a language?
9. Describe the different types of words used in English language.
10. Distinguish between proper nouns and common nouns.
11. Describe different types of verbs. What are tenses and the
conjugation forms of a verb?
12. Verbs signify action. Justify that action words are the most
important ones in a message.
13. What are the different roles played by adjectives?
14. What are the different types of adverbs and where are they used?
15. What are the different types of pronouns and where are they used?
16. Describe preposition and conjunction in English grammar.
17. Where are full stops and commas used? Distinguish between
their roles and uses.
18. Explain the uses of semicolons and colons in English grammar.
19. Describe the uses of question marks and exclamation marks in
English language.
20. Highlight the role of apostrophes and quotation marks in modern
English grammar.
21. Explain the uses of hyphen, dash and parentheses in English
language.
22. What is the importance of capital letters in English language?
REFERENCES
for%20Success.pdf
10
CHAPTER
APPLICATIONS OF BUSINESS
COMMUNICATION IN
CROSS-CULTURAL
COMMUNICATIONS
“You will either step forward into growth or you will step back into safety”
—Abraham Maslow
LEARNING OBJECTIVES
• Introduction to various concepts of applications of business communication
• Classification of different types of reports and characteristics of good business
report
• Advantages and limitations of writing business reports
• Central role of cultural values in business communication reports
• Importance of cross cultural communication skills
• Assessing the impact of culture
KEYWORDS
• Culture—It is the refinement of thoughts, emotions, manners, taste etc.
relating to concepts, habits, skills, arts, instruments, institutions of people in
different time periods.
• Values—These are the ideals, ethics, credo, belief, percept, tenet etc. that lathe
foundation for goals, purposes, objectives, mission and vision of individuals,
groups and enterprises.
• Explicit culture—These are those elements of culture that are visible, distinct,
definite, clear, stated and open realities and is also known as the outer layer of
culture.
• Implicit culture—These are the assumptions and characteristics that are
unexpressed, unspoken, latent, ingrained, intrinsic, inherent etc. and form the
inner layers of culture that are invisible but steadfast.
• Homogenous culture—Culture that is uniform, consistent, similar and
monolithic.
• Acceptance of outsiders—It is the approval of outsiders and considering them
to be adequate and admissible.
• Etiquettes—These are manners, customs and conventions that cover rules of
politeness, civility and propriety.
• Chronemics—It is the study of impact of time and timing on the attitude,
behavior and conduct of people.
• Proxemics—It is the study of nearness, closeness and adjacency on the attitude,
behavior, and conduct of people.
• Conscious level of culture—It is those parts of body language that people are
aware, alive and alert of and their use is deliberate, studied and intentional.
10.1 INTRODUCTION
A business report is a way to convey all the relevant information regarding
something seen or done with proper investigation. A business report is a
formal representation of a work done in a written format with complete
conclusions and relevant recommendations. It gives a glimpse of all the
background material with proper information to make the decisions and take
the actions.
It is rightly said that “reports carry information from those who have it to
those who need it.” They totally reflect the correct flow of information that
has become one of the integral part of modern management of information
to make the correct decision.
Applications of Business Communication in Cross-Cultural ... 193
10.2 IMPORTANCE OF BUSINESS REPORTS

Nowadays, reports are becoming like the basic tool for managing the rules
of decision-making. They are extremely vital for those firms that are in a
continuous state of growing in size. For a proprietor of a small enterprise, it
becomes very difficult to have a master of all the facts. While on the other
hand, reports for the larger firms are indispensable. Recently, reports have
emerged as a very good measure to ensure the participative management to
make the best decision and carry out the business at a faster pace for better
growth and expansion.
10.3 CLASSIFICATION OF REPORTS

Reports can be classified in several ways as follows:
Figure 10.1. Classification of Reports
Classification of reports
Classification on the basis of communication
• Oral reports
• Written reports
Classification based on legality
• Informal (short) reports
• Formal (long) reports
• Formal reports are further classified as:
• Statutory reports
• Non-statutory reports
Classification based on frequency of issuing reports
• Periodic reports which are also called as Routine reports

• Special reports
Classification based on functions
• Informative reports
• Interpretive reports which are also called Analytical or
Investigative reports
Classification based on the nature of the subject
• Problem determining reports
• Fact-finding reports
• Performance reports
• Technical reports
Classification on the basis of number of persons
• Reports by individuals
• Reports by team
• Reports by committee or sub-committee
10.4 CHARACTERISTICS OF GOOD BUSINESS

REPORT
Accuracy of facts
As it is well-known fact that reports are used vitally for decision-making so
making any inaccurate decisions or putting any unverified facts can lead the
way to disastrous results. It is said that, “What is worse than no information
is wrong information.”
Brevity
It is difficult to define, but sometimes it is not possible to state a specific
rule to be followed for writing down reports. Generally, good reports are
summed up in a brief context, but brevity or conciseness of a report should
not be achieved at the cost of clarity nor incompleteness in the context of the
report. Thus, reports should be brief and crisp and should include the entire
relevant thing.
Clarity
Measures such as orderly manner, systematic composition and clear
thinking from the clarity in a report. Reports should be divided into short
and clear paragraphs, appealing headings and credible signposts to attract
the attention of the audience while securing the full interest of the readers
and the customers.
Free from Grammatical Errors

Any precise piece of composition that is free of any grammatical errors and
presented in an attractive manner is a good report. If words chosen come
out as faulty or the build-up of sentences seems to be confusing and the
designing of paragraphs seems to be dull then such reports would attract
only a few readers. When reports take too much of time to sort out the data
and alterations in the meaning and before taking any proper decisions,
then such type of things will always leave a doubt inside in the mind of
a decision-maker. In addition, if the implemented decisions do not reflect
any conviction in the management, then it is very unlikely to be executed
properly in future.
Objectivity of Recommendations
Recommendations should contain two things that are objectivity and
impartiality. They are mostly based on the logical conclusions drawn out
of the investigation, pure analysis and findings. Features like self-interest
or self-centeredness among the individuals should not come in directly or
indirectly while proposing recommendations.
Unity and cohesion

If the writers are having clear and focused purpose of the main report then it
draws features like unity and cohesion in the report.
Precision
Usually, reports avoid extra issues and plot preciseness and incisiveness as
feature like precision ads value to the report.
Reader-orientation
Reader-orientation is customer orientation. Writers always keep in mind that
a person is going to read the context of his book in his own manner, whereas,
contents of reports to the laypersons will be very different from the reports
that are prepared and submitted to the general experts and specialists.
Relevance
Relevance relates to the facts and data that throw the light on the direct
bearing over the main purpose of the intended message. From a report,
neither anything is relevant should not be skipped nor any irrelevant data
should be added to make the report more confusing. Exclusion of some of
the relevant facts may lead to the incompleteness in the report, which would
likely lead to misleading facts.
Simple language
Reports that use more easy and familiar words along with the direct
construction of the sentences leads to better understanding of the subject
matter. It is only the use of deep knowledge in the context, which enables the
person to throw up the complex words and use simple words and phrases for
expressions. “Reports should be free of trite expressions, clichés and figures
of speech.”
10.5 ADVANTAGES OF WRITTEN REPORTS

Some of the advantages of written reports are as follows:
• Provision of records for both the parties, the sender and receiver
• Providing such a reference that can be distributed among all the
concerned department
• Writers take time to think and ponder before writing
• Writers have the leverage to change and alter the text several
times prior to submission
• Receivers have an advantage to go over the reports several times
• Receivers can too construct the better response just like senders
as they have plenty of time to think and discuss the issue.
10.6 LIMITATIONS OF REPORTS

• Immediate feedbacks are unavailable
• Lack of personal contact with the other reader
• Readers cannot ask the relevant questions to ask for clarification
• The text of the written reports is not as adjustable as it is possible

with the oral reports.
10.7 PREPARATION OF A REPORT

Preparation of written reports has emerged as a useful tool to make the
decisions in a large number of organizations. Some of the most important
decisions are taken for the companies to survive and grow in the competitive
environments such that the quality and reliability of the decision-making
must be world class. This all requires great care while preparing all the
written reports. Given below are some of the six important steps to prepare
a report:
• Knowing the purpose of the report
• Visualizing the readers
• Choosing of relevant ideas
• Collecting all the facts and data backing the ideas
• Organizing of ideas in one of the most effective manner.
Writing, rewriting and rewriting some of them are explained as below:
Knowing the purpose of the report

Generally, reports are investigative in nature. The management at senior
level while appointing the task force team asks them to look into the issues
that indicate the purpose of a report. It has been observed many times,
that the purpose looks vague from the start of the report and after some
exploration of the content; the real purpose of investigating the report
becomes clear. Among all the events, readers are required beforehand to
go through the full process of report writing and that they should know the
purpose of the writer. It seems very difficult to grasp the ideas of writing
the report if the purpose of the writing the report is not mentioned clearly.
Thus, above said situations highlights the true importance of drafting a good
title for the report writing. The words used in framing the title of the given
report should cover the purpose of writing a report in a very precise, concise,
and specific manner.
Visualizing the readers

Reports should be made in such a manner that they could be easily adapted
according to the mental framework of the readers. Since business, reports
have limited circulation in hand, so it becomes easier to visualize the possible

mindset of the readers and to identify both their business and professional
background. Some are classified as:
• Bosses, peers, or subordinates
• Gender—man or woman
• Age—young, middle-aged or old
• Length of service with the firm—new or old associate
If the report is meant to project the ideas for a large number of groups,
then all the associated characteristics of the due receivers must be visualized
and conceptualized in mind while writing the report. Hence, writers must
incorporate both the healthy love and respect for their fellow readers, so that
report seems to be attractive and can seek the attention.
Choosing the ideas
Figure 10.2. Selection of Right Thoughts
Once the purpose of writing is known to the sender, then the various
ideas come into the mind to be written in a succinct manner. Hence, all the
possible effort is made towards plotting down all the relevant keywords and
the ideas that flash in the mind of the writer. Once the ideas are pinned down,
then the next step is to plot them into a sequential format to make it more
logical and systematic for the readers to understand and grasp the ideas.
Collection of all the facts and data

The writers should keep in the mind that all the written report has to be formed
into a very compelling document that is well supported by the ideas of all
the superiors, peers and subordinates. Under this, writers plot down the list
of all the ideas on the first left half of the paper and the other corresponding
ideas on the other right half of the paper along with the collection of all the
data and facts that should be collected to support those ideas. This action
plan of drafting and presenting the ideas action saves both the time and the
efforts of the team who readily collect all the relevant data that is required
for the given subject.
Once all the data is collected comprising of all the relevant ideas and
data, then writers edit it in their own terms according to the most suitable
sequencing of the ideas that may influence the receivers.
For ease of understanding the data, it is not necessary to put all the data
in the main body of the report as features like detailed tables, charts, and
so forth,. can be put in the appendices by the end of the report. “Only the
summary of the data may be put in the main body to ensure the write-up
moves forward with every paragraph.”
Organizing ideas in the most effective manner

It is said that “the order in which the ideas will be presented is as important
as the ideas themselves.” The ideology of translating the thoughts into the
appropriate mold of words and organization of those thoughts and words in
a logical manner has no equal relevance as seen in the intellectual training.
This process of “wordsmithy” is very innovative and satisfactory for the
writers to do any type of communication, especially those concerning the
business reports.
Writing, rewriting and rewriting

It is a well-known secret of the industry that “good authors, journalists,
and correspondents write, rewrite and rewrite.” To be able to
make these things do work, contents have to be written and again
rewritten repeatedly with a point of view to improving them which
also requires true sense of respect and love for the fellow readers.
It is a key point to remember carefully that any draft should be revised
effectively and it should be read with the sole objective and a fresh mind to
understand from the point of view of the readers. All the writers go through
by paragraph and paragraph with a continuous check on the continuity of the
ideas. Every word, figure and image must be checked thoroughly. Wherever
and whatever possible suggestions are required, they should be considered
from knowledgeable colleagues and subordinates.
10.8 FORMAT OF WRITING A REPORT

Mainly the reports that are very popular in business writing are basically
standalone types that are prepared by the individuals and the teams which is
then circulated among all under a cover letter. Though the format of reports
is very much influenced by the concerned topic of study, but the general
form of report writing is represented as below:
1. Title page
2. Acknowledgement
3. Executive summary
4. Table of contents
5. Main body of the report
5.1 Introduction/Background
5.2 Defining the problem
5.3 Analysis of data, facts and supporting evidence
5.4 Conclusions
5.5 Recommendations
5.6 Implications for other functions in the organization
5.7 Appendices
6. Bibliography including webliography
10.9 CENTRAL ROLE OF CULTURAL COMMUNI-

CATION
Culture lives a powerful impact on individuals “way of thinking, saying, or
doing things” such as:
Thinking engulfs beliefs, assumptions, values, myths and folklores
Saying, depicts the true essence of living that determines the way of
interacting with each other surroundings such as machines, tools, natural
resources, food, clothing, shelter, and so forth. Doing signifies norms of
behavior that include own customs, laws, regulations, ceremonies, fashions,
etiquettes, and so forth.
Culture proves to provide a meaningful context under which people

gather together and think about themselves while interacting with the
surroundings. It is a point to remember that a culture is a form of rational
and logical way in which a community, thinks, though sometimes it may
appear irrational and illogical to a person who is outside from that culture.
Thus, working across culture presents “both the biggest challenge and
opportunity in a world that is shrinking in terms of time, distance and ability
to communicate.”
The managers of the modern world are required to gain and possess the
high level of skills to communicate across the diverse cultures. There has
been a rapid increase in the number of managers interacting with different
persons coming from different cultures and learning the ways they meet,
greet, and communicate with each other to build up a lasting influence that
paves down the way for the mutual benefits and leads towards the productive
cooperation to accomplish common and agreed objectives.
10.10 IMPORTANCE OF CROSS-CULTURAL

COMMUNICATION SKILLS
Figure 10.3. Cross-Cultural Communication
In today’s modern scenario of business, acquiring and sharpening of
cross-cultural communication skills plays a strategic asset as it can:
• Propel one’s career path
• Bring up one’s success in competitive environments
• Reflects the commitment of an individual to achieve quality and
excellence
• Making a person confident in the diverse settings of people from

all walks of life
• Helping others to develop an admirable code of conduct for
different groups and enterprises
10.11 UNDERSTANDING CULTURE

Understanding a culture has been just like peeling an onion. Cultural
proposition contains several layers that can be peeled off to develop a keen
insight of the culture. Broadly, cultural outline is thought of in terms of
following three layers:
Outer layer
This is what other people associate with that culture and visual all the
realities:
• Behavior
• Dress
• Food
• Language
• Habitat
This is also referred to as the “Explicit Culture.”
Middle Layer
It refers to the values and norms that the community holds which contains
all the rights and wrong and good or bad.
Inner layer
It is the last and the deepest level of understanding that forms the lead core
of understanding. It is the key to work successfully with other different
cultures. The core consists of:
Basic assumptions
• Rules
• Methods of solving or coping with problems
These rules and methods have become so embedded in the members
that they take it much like a breathing, without even stopping to think about
it once. Also, it is very difficult for the other outsiders to recognize these
measures. It is also known as the “Implicit Culture.”
10.12 DIFFERENT CULTURE AND RECOGNIZING

DIFFERENCES
As it is well known that culture leaves its viable impact on all aspects
of communication skills so it is required by everyone to develop better
understanding regarding the cultural background so as to recognize the main
concept of difference between an individual’s own culture and the one in
which they interact with other people of different culture.
Figure 10.4. Distinguishing traits of culture
People coming from the same group to contain lots of similarities in
the way they think, speak, and perform the work. A major culture may have
several subcultures too. Culture can be distinguished variably on the basis
of geographical areas, professions, hobbies, localities, and so forth. Also, the
work culture of a person coming from the background of management group
is very different than that of accountants or lawyers, but there exist some
common features between the fans of football and cricket fans. The several
distinguishing features are described as:
Stability of culture
Whether the culture is stable or it is changing rapidly.
Complexity of culture
To check whether it is easy to discern or it contains several layers that take
time to grasp.
Composition of culture
Whether it has several subcultures as in India or it is homogenous as in the
United States.
Acceptance of outsiders
Whether it is closed to outsiders or it accepts the outsiders easily.
Thus, every individual requires some form of special training before
they become comfortable with people coming from a different cultural
background.
Recognizing cultural differences

One should be aware enough to recognize the different forms of cultural
differences. In India, a person belonging to south India nods his head while
giving respect to others in a different manner than a person belonging from
north India. If people are not very much aware of this then they can easily
assume a no for yes and a yes for no. While on the other hand, in the United
States, a person cannot call a spade because in the American slang, the
word spade is used to call out for a black American. In a similar fashion, an
Australian may give a compliment to someone by saying that “he is a good
bastard” though it can easily offend an Indian. Below listed some major
aspects of culture that clearly distinguish them are:
Religion
People from north America in the United States and Canada follow their
own puritan religion that is highly influenced by the ethics of their religion,
though both of the countries contain a large number of immigrants coming
out of different parts and countries of the world. According to them,
materialistic comfort serves as a sign of superiority and they believe that
money can solve many of the problems and again there are many societies
that condemns the concept of materialism.
Values
People coming from the countries like the United States and Canada are
more goal-oriented and aspire to work in a more efficient manner. The same
is not true for the countries like India and south Asia, where the rate of
unemployment is very high. The general tendency of the managers is to
employ two persons at a time where at least one would suffice easily.
Role play
Culture plays a very important role to determine the various roles played
by the different people like what people communicate to each other and in
which manner. For example, women play a very significant role in business
decision-making while it is not so true for the women coming from the
Middle East and north African countries.
Decision-making
In most of the western countries business is highly dominated by just one
person, where it is very common that a CEO says yes or no to most of the
decisions or to make any deal which is same for the case in the United
States and in Pakistan. In countries like China and Japan, the process of
decision-making is quite laborious as any decision made is done by reaching
every individual consensus otherwise they do not feel comfortable with the
process of decision.
Social behavior and etiquettes

Cultural background leaves a very deep impact on the social behavior and
etiquettes of the people. It is seen that polite manners in one country are
considered to be rude in another country. The rules of etiquettes may be
either formal or informal where former formal rules are to be learnt and
taught, like the table manners, and so forth, and later informal rules are one
that are difficult to identify as they are learnt by observing and emulating
them. Informal rules relate to few measures such as:
• How males and females should behave
• When and how people can touch one another
• When it is appropriate to call a person by first name
• The violation of these informal rules can cause a great level of
discomfort.
Concept of time
People of the United States and Europe tend to be very particular regarding
the time as they want to “clinch deals quickly,” which is not so common in
most of the Asia, Mexico and Latin America. The Japanese are well aware of
American impatience and say, “You Americans have one terrible weakness.
If we make to wait long enough, you will agree to anything.” There is also
an emergence of one new term known as “chronomics” which refers to a
new area of interest that clearly distinguishes the attitude of people having
different culture background towards timing.
10.13 IMPACT OF CULTURE ON ORAL

COMMUNICATIONS
It seems very difficult to deal with the problems that arise from the way
people speak a language. Everybody continues to speak the foreign language
in the same manner as they speak their own mother language. The one who
has tried to learn a different form of language they know that how easy is to
write in a different language than speak it.
Figure 10.5. Importance of Cross Culture Communication
It is said that “another source that adds to the difficulty of understanding
the language is when the speakers use idiomatic expressions. These
expressions may be well understood in one country but may not make any
impression on people from another region.” Below mentioned are some
useful tips for oral communication in cross-cultural environments:
Clear pronunciation of words

Every foreigner should put their own extra effort while pronouncing the
words and pausing at every punctuation sign which eliminates the presence
of “noise” in the communication.
Look for feedback from listeners

Feedbacks serve to be an important constituent while communicating
and they can be easily checked by having an alert approach towards the
sensitivity and gestures of the expressions maintained by the audience while
making a good eye contact. In case anyone shows the signs of confusion,
one should not hesitate to check back by asking one simple and straight
question like, “Is that clear?”
Rephrase sentences
To make the audience feel more comfortable and understanding, the speaker
should rephrase the sentences in simpler language by choosing correct
words that are easily understood while communicating. A person should not
repeat the same sentence more loudly and frequently.
Avoid talking down to the audience
One should not blame the audience for the lack of comprehension. It is
more appropriate to ask, “Am I going too fast?” rather than doing another
gesture.
Allow people to finish what they want to say

If interrupted, the audience may miss something useful. Similarly, speakers
should not let others complete their sentences.
Impact of Culture on written Communications

“Written communication is the art of correspondence. Written language is
the vehicle of the cultural ethos of the country or region.” It is a very common
practice to translate a message written in a foreign language into the local
language, as a good translation requires the mastery over both the foreign
and local languages and besides that it is very important to develop a deep
understanding of the cultures and cultural differences involved. It is well
known to all that the spoken language English has emerged as one of the
most important languages of business at the international level, while other
languages like French, Spanish, Chinese, Japanese, Arabic, Hindi, Urdu, and
so forth, are becoming high in correspondence. The major challenge lies in
translating the product catalogue, literature or any type of advertisements in
other languages. Also, translations are much required for documents relating
to strategy, systems, and procedure. In our modern business scenario, people
are becoming more aware to learn foreign languages so as to bridge the
gap between the consumers and product offerings. Even problems will
still remain until and unless a good understanding of the cross cultural
issues, develops to remove the constraints or any kind of impediments in
communication across various cultures. A few guidelines are:
Using of simple and short words

Select simple, short words that do not have multiple meanings.
Figure 10.6. Impact of Cultural Communications
Relying on specific terms
Specific terms tend to improve understanding as it avoids any type of
abstractions and illustrates with examples.
Avoid using slang, jargons, and idioms

Slang, jargons, and idioms are not translated well. Even many of the
abbreviations are not understood well across different cultures, so one
should avoid using them.
Construct simple, short sentences

Usage of simple and short sentences helps to improve the better
comprehension as compared to the long sentences that one uses in the
language which is fluent in writing and speaking.
Use short passages

One should stick to the rule of one idea per passage and try to make it as
short as possible with meaningful paragraphs.
Use transitional devices to facilitate understanding train of

thought
Using of transitional words like “In addition, besides, first, second, third,
and so forth,” makes it easy for the reader and the listener to understand any
foreign language.
Use numbers and preprinted forms
Wherever possible numbers and preprinted forms are used as they are
much easier to understand.
Emphasizing on neatness in layout and presentation

The printers and publishers should use different colors for heading and
should add them together in one embellished printed format, where the
written materials attracts much attention of the readers and help to retain the
interest by inducing one to read on.
SUMMARY
• Business reports contains very useful information that is emerging
as one of the most integral part of modern communication
management tool to make the decision and take the relevant
action.
• Reports come in oral, written, formal, informal, informative and
interpretive format that are prepared at an individual, team or
committee level.
• This chapter introduces to the importance of writing business
reports, various classifications of business reports, characteristics
of good business reports, advantages and limitation of written
reports and how to prepare a report.
• This chapter gives a glimpse of the vital role played by the cross-
cultural interactions in business communications, distinguishing
features of culture and their recognition.
• At last, this chapter briefly discuss about the impact of culture in
both the oral and written communication.
REVIEW QUESTIONS
1. Explain the role of business reports in business communication.
2. What are the various ways to classify the business reports?
3. What are the characteristics of good business reports?
REFERENCES
for%20Success.pdf
INDEX
A Building goodwill 72
Bulletin boards 47
Abjure obfuscation 81, 83
Business communication 3, 6, 16,
Acceptance of outsiders 192, 204
17, 18, 66, 79, 80
Accuracy of facts 194
Business communication consists 3
Achieve job satisfaction 50
Business Communication Model
Adaptation 161, 164, 165, 188
17
Aggressive 103, 110, 111, 112, 113,
114 C
Ambiguity 81
Chatting 104
Analyzing your Audience 44
Chronemics 192
Assertive 103, 110, 112, 114, 116,
Clarity 195
117
Collecting feedback 119
Audit 39, 46
communicate 130, 131, 132, 133,
B 134, 136, 138
Communication audit 46, 47
Badger Mining Corporation (BMC)
Communication barriers 24
76
communication emerge 22, 36
Brevity 107, 194
Communication management sys-
Brochures 47
tem 55
Buffer 143, 145, 146
Communication power 5 H
Community Relations 64
Handling Updates 45
Conciseness 32
Horizontal communication 51
Consideration 32
Constructive criticism 144 I
Constructive feedback 148
Ignoring communication 25
Conversing 104
Implementation 68
Corporate Social Responsibility
Implicit culture 192
(CSR) 67
Improving teamwork 51
Create cultural cohesiveness 95
Informal group gathering 47
Crisis 143, 151
Informal internal communication
Crisis Communication Plan 150
practices 99
Cultural Communications 208
Informative reports 194
D Internal communication 29, 43, 52,
53, 54, 55
Delayed response 163
Interpersonal communication 129,
Designing paragraphs 165, 170
132, 140
Discoursing 104
Intrapersonal communication 129,
E 130
Effective communication 2, 3, 12, L
13, 14, 46
Lack of awareness 26
Effective speaking skills 87
Lack of time 26
Efficient controlling system 55
Liability 143
Elimination of Rumors 55
Listener-oriented 108
Etiquettes 192
Listening 104, 105, 106
Exchange information 50
Explicit Culture 202 M
Express enthusiasm 50
Maintaining Flexibility 121
External communication 62
Measurement 68
External communication aims 63
Miscommunication 148
F
N
Fact-finding reports 194
Non-statutory reports 193
Faulty translation 24
Nonverbal communication 8, 9,
Flyers 47
138
G
O
Group communication 41
Oral communication 8
Index 215
Oral reports 193 Shareholder relation 65

Oral transmission 28 Simplicity 35
Organizational Facilities 30 small organizations 40
Organizational structure 29 Social penetration theory 136
Outer layer 202 Solving problems 51
Speaking 104, 118, 126
P
Status relationship 30
Paraphrasing 118 Statutory reports 193
Performance Evaluation 54
T
Performance reports 194
Personal meeting 148 Talking 104
Presentations 81, 86 Team collaboration spaces (TCS)
Principles of Self-Disclosure 138 99
Problem determining reports 194 Team meetings 47
Proxemics 192 transportation 106
Typographical format 81
Q
U
Quick promotion 162
Understanding Group Dynamics 41
R
Upper communication 50
Reader-orientation 195
V
Relevance 196
Relevant information 192 Verbal communication 7
Rephrase sentences 207 Vulnerability 81, 94
S W
Seek clarity 94 Wordsmith 161
Self-Disclosure 129, 137, 138, 139 Write good correspondence 12
Self-Disclosure Involves Risk 139 Written communication 8, 161,
Self-Disclosure Involves Trust 139 163, 172, 178, 189
Written reports 193

Business Communication (1st Ed.) - Pardillo, Jonah C. (2019)

Uploaded by

Copyright:

Available Formats

Business Communication (1st Ed.) - Pardillo, Jonah C. (2019)

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Business Communication (1st Ed.) - Pardillo, Jonah C. (2019)

Uploaded by

Copyright:

Available Formats

What is the purpose of the book?

What is the purpose of the book?

What are some types of communication discussed in the book?

What are some types of communication discussed in the book?

BUSINESS COMMUNICATION

e-book Edition 2019

© 2019 Society Publishing

Chapter 1 Introduction to Business Communication.................................................. 1

Chapter 2 Overcoming Barriers to Communication................................................. 21

Chapter 3 Internal Communication.......................................................................... 39

Chapter 4 External Communication.......................................................................... 61

Chapter 5 Effective Business Communication........................................................... 81

Chapter 6 Oral Communication: The Power of Speech.......................................... 103

Chapter 7 Intrapersonal and Interpersonal Business Communication..................... 129

Chapter 8 Negative News and Crisis Communication............................................ 143

Chapter 9 Writing Skills.......................................................................................... 161

Chapter 10 Applications of Business Communication in

Figure 1.1. Process of Communication

Table 8.1 Negative News Message Sample Script

Business communication serves as a comprehensive and integrated approach

“Communication leads to community, that is, to understanding, intimacy

• Non-verbal Communications or Body Language: These are the messages

Recount the dividends that accrue from acquiring effective communication

Figure 1.1. Process of Communication

Figure 1.2. Connections of Corporate Communication

1.2 SCOPE OF COMMUNICATION

Communication also serves as a means of sending and transmitting

Figure 1.3. Creation of Future Value in Corporate Communication

has evolved as a powerful personal skill that an individual must acquire to

Communication as a two-way process

Figure 1.4. Vertical and Horizontal Pattern of Two-Way Communication

Communication is a complete process that starts with communicating the

Figure 1.5. Connection between Sender and Receiver in Business Communica-

Information as a one-way process

1.3 TYPES OF COMMUNICATION

Figure 1.6. Exchange of Strategic Ideas in Corporate Communication

Figure 1.7. Distinguishing Features of Verbal Communication

Figure 1.8. Exchange of Ideas, Signals and Gestures in Nonverbal Communi-

Nonverbal communication is also called as the body language, which

1.4 SIGNIFICANCE OF COMMUNICATION

Communication is the Lifeline of an Organization

Figure 1.9. SMART Attributes in Internal Communication

Figure 1.10. Tactful Ideas in External Communication

In the modern society, business corporations need to interact, preach or

Figure 1.11. Communication Process through Social Media

These activities are mostly centralized in the Public Relations and

• Elimination of unnecessary correspondence with another

Communication skills as a vital job requirement

Communication skills essential for promotion

Communication skills aid problem solving

Communication skills, ignite enthusiasm

Communication skills, enhance motivation

Communication skills are advantageous in personal life

Communication skills, hone leadership traits

Dividends from effective communication skills

Figure 1.12. Salient Features of Internal and External Communication

1.5 MODEL OF BUSINESS COMMUNICATION

Figure 1.13. Shannon-Weaver Model

1.6 IDEOLOGY OF THEORISTS