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KCES’s
Institute of Management & Research,
Jalgaon.

STUDY NOTES
MBA Sem I 107 Communication Skills

! Now Success is in yours Hands…..

Compiled By
Prof. Anilkumar Marthi

Institute disowns any responsibility for copy right infringement.

Notes not for sale. Only for private use.

 Kavayitri Bahinabai Chaudhari North Maharashtra University, Jalgaon
(NAAC Reaccredited ‘A’ Grade University)
FACULTY OF COMMERCE & MANAGEMENT
New Syllabus: M.B.A. w.e.f. AY 2021-22
SEMESTER: I
Paper: 107: Communication skill
60 + 40 Pattern: External Marks 60 +Internal Marks 40 = Maximum Total Marks: 100
Required Lectures: 48 hours
Course Description:

budding
Managers and the emerging trends in modern communication.
Course Objectives:
 -verbal, Spoken Communication and interpersonal
Skills
of Management students.
 negotiation skills.
Course Outcomes: On successful completion of the course, the students will be able to:
1. Define Communication skills, describe the types of communication and barriers of communication
(Remember)
2. Explain Communication process and essentials of soft skill (Understand)
3. Demonstrate the conceptual understanding of formal and informal writings, preparing reports,
business letters, memorandum, notices, agenda, minutes of the meeting etc. into everyday practice.
(Apply)
4. Illustrate the difference between the media of digital communication and conventional
communication (Analyse)
5. Assess the result of social media communication channels (Evaluate)
6. Describe new trends in digital communication (Understand)
7. Demonstrate the ability to communicate effectively both orally and in writing (Apply)

Unit – I Introduction to Communication

1.1 Definition and Processes

1.2 Forms of Communication (verbal, nonverbal, paralanguage, iconic, semiotic etc.)
1.3 Levels of Communication (interpersonal, intrapersonal, group, public, mass com)
Communication as Subversion (silence, satire, subterfuge)

Unit – II Types of Communication:

2.1. Verbal-Non-Verbal Communication – Body language, its elements and importance, paralanguage
and its importance
2.2. Written-Oral Communication
2.3. Internal-External Communication
2.4. Vertical-Horizontal Communication
2.5. Formal-Informal Communication
Unit – III Business Communication

3.1 Preparing Agenda and Minutes for Meetings

3.2 Writing Notices and Memos
3.3 Drafting an E-mail, Press Release
3.4 Application of writing skills - Letter writing based on practical aspects of business such as trade
enquiry, customer’s complaint, non-receipt of payments etc.
3.5 Business Proposal: Components & Format of proposal
3.6 Key elements of winning business proposal
3.7Correspondence with Govt./Authorities, Office Orders, Enquiries and Replies

Unit – IV Communication as a Presentation Skills

4.1 Greeting and introducing

4.2 Preparing a PowerPoint Presentation
4.3 Group Discussions
4.4 Application of oral communication skills -Conduct of group discussion amongst groups of students
and mock interview
4.5 Preparing for and Facing an Interview- Types of interviews Conducting effective job interviews,
Preparing for interview

Unit – V Building Careers & employment messages

5.1 Career building and setting a career goal.

5.2 Writing Resumes/CV: Resumes formats/CV
5.3 Traditional, electronic, and video Resumes.
5.4 Job Description;
5.5 Letter of Acceptance,
5.6 Letter of Resignation and Promotion,
5.7 Testimonials and References.

Unit – VI Emerging Digital channels for communication

6.1 Web. Web sites including social media and video sharing sites.
6.2 Search. Search engine results.
6.3 Communication. Communication tools such as email or messaging apps.
6.4 Apps. Mobile apps including apps launched by brands or ecommerce sites to drive sales.
6.5 Online Events
6.6 Digital Media
REFERENCE BOOKS:

1. Business Communication and Personality Development by Biswajit Das & Ipseeti Satpathy, The Encel
Publications, 1st Edition
2. Managerial Communication – Strategies and Applications by Hynes; The McGraw Hill
Company, 4 th Edition
3. Effective Business Communication by Murphy; The McGraw Hill Company, 7th Edition
4. Winning at Interviews by Edger Thorpe, Showik Thorpe; Pearson Publications, 1st Edition
5. Professional Communication by Aruna Koneru; The McGraw Hill Company
6. Developing Soft Skills by Robert M. Sherfield, Rhonda J., Patricia J. Moodi; Cornerstone
Publications
7. Lesikar, R.V. &Flatley, M.E, Basic Business Communication Skills for Empowering the
Internet Generation. Tata McGraw Hill Publishing Company Ltd
8. Ludlow, R. & Panton, F, The Essence of Effective Communications. Prentice Hall of India Pvt. Ltd
9. Chaturvedi P. D, &Mukesh Chaturvedi, Business Communication: Concepts, Cases And Applications
–
2/e, Pearson Education
10. Murphy, Effective Business Communication, McGraw-Hill
Unit – I Introduction to Communication

1.1 Definition and Processes

1.2 Forms of Communication (verbal, nonverbal, paralanguage,
iconic, semiotic etc.)
1.3 Levels of Communication (interpersonal, intrapersonal,
group, public, mass com) Communication as Subversion
(silence, satire, subterfuge)
1.1 Definition and Processes

Definition: The Communication is a two-way process wherein the message in the form of ideas,
thoughts, feelings, opinions is transmitted between two or more persons with the intent of creating
a shared understanding.

Simply, an act of conveying intended information and understanding from one person to another
is called as communication. The term communication is derived from the Latin word
“Communis” which means to share. Effective communication is when the message conveyed by
the sender is understood by the receiver in exactly the same way as it was intended.

The process of communication refers to the transmission or passage of information or

message from the sender through a selected channel to the receiver overcoming barriers that affect
its pace. The process of communication is a cyclic one as it begins with the sender and ends with
the sender in the form of feedback. It takes place upward, downward and laterally throughout the
organization. The process of communication as such must be a continuous and dynamic
interaction, both affecting and being affected by many variables. Communication process consists
of certain steps where each step constitutes the essential of an effective communication.

The following is a brief analysis of the important steps of the process of communication.

The Different Elements in The Process of Communication

We will now learn about the different elements in the process of communication.
Sender
The very foundation of communication process is laid by the person who transmits or sends the
message. He is the sender of the message which may be a thought, idea, a picture, symbol, report
or an order and postures and gestures, even a momentary smile. The sender is therefore the initiator
of the message that need to be transmitted. After having generated the idea, information etc. the
sender encodes it in such a manner that can be well-understood by the receiver.
Message
Message is referred to as the information conveyed by words as in speech and write-ups, signs,
pictures or symbols depending upon the situation and the nature and importance of information
desired to be sent. Message is the heart of communication. It is the content the sender wants to
covey to the receiver. It can be verbal both written and spoken; or non-verbal i.e. pictorial or
symbolic, etc.
Encoding
Encoding is putting the targeted message into appropriate medium which may be verbal or non-
verbal depending upon the situation, time, space and nature of the message to be sent. The sender
puts the message into a series of symbols, pictures or words which will be communicated to the
intended receiver. Encoding is an important step in the communication process as wrong and
inappropriate encoding may defeat the true intent of the communication process.
Channel
Channel(s) refers to the way or mode the message flows or is transmitted through. The message is
transmitted over a channel that links the sender with the receiver. The message may be oral or
written and it may be transmitted through a memorandum, a computer, telephone, cell phone, apps
or televisions.

Since each channel has its advantages and disadvantages, the choice of proper selection of the
channel is paramount for effective communication.
Receiver
Receiver is the person or group who the message is meant for. He may be a listener, a reader or a
viewer. Any negligence on the part of the receiver may make the communication ineffective. The
receiver needs to comprehend the message sent in the best possible manner such that the true intent
of the communication is attained. The extent to which the receiver decodes the message depends
on his/her knowledge of the subject matter of the message, experience, trust and relationship with
the sender.
The receiver is as significant a factor in communication process as the sender is. It is the other end
of the process. The receiver should be in fit condition to receive the message, that is, he/she should
have channel of communication active and should not be preoccupied with other thoughts that
might cause him/her to pay insufficient attention to the message.
Decoding
Decoding refers to interpreting or converting the sent message into intelligible language. It simply
means comprehending the message. The receiver after receiving the message interprets it and tries
to understand it in the best possible manner.
Feedback
Feedback is the ultimate aspect of communication process. It refers to the response of the receiver
as to the message sent to him/her by the sender. Feedback is necessary to ensure that the message
has been effectively encoded, sent, decoded and comprehended.
It is the final step of the communication process and establishes that the receiver has received the
message in its letter and spirit. In other words, the receiver has correctly interpreted the message
as it was intended by the sender. It is instrumental to make communication effective and
purposeful.
Consider the following points related to the feedback involved in the process of communication −
 It enhances the effectiveness of the communication as it permits the sender to know the
efficacy of his message.
 It enables the sender to know if his/her message has been properly comprehended.
 The analysis of feedbacks helps improve future messages. Feedback, like the message, can
be verbal or nonverbal and transmitted through carefully chosen channel of
communication.
 We can represent the above steps in a model as the model of communication process.
Types of Feedback
Kevin Eujeberry, the world famous leadership exponent mentioned the four types of feedback. The
types are as follows −
 Negative Feedback or corrective comments about past behavior
 Positive Feedback or affirming comments about future behavior
 Negative feedforward or corrective comments about future behavior
 Positive feedforward or affirming comments about future behavior
The Model of Communication Process
Let us now see the model of communication process −
The process of communication, however, is not as smooth or barrier-free as it seems. From its
transmission to receipt, the message may get interfered or disturbed with at any stage by many
factors which are known as barriers to effective communication. One of the factors is poor choice
of communication method. In addition to a poor choice of communication method, other barriers
to effective communication include noise and other physical distractions, language problems, and
failure to recognize nonverbal signals. We will discuss these barriers of communication in a
subsequent chapter.

1.2 Forms of Communication (verbal, nonverbal, paralanguage,

iconic, semiotic etc.)
Communication ranges from non-verbal, such as a glance and raised eyebrows, to verbal, such as
a change in pitch and tone. Let’s take an in-depth look at all the ways that we communicate with
each other.
1. Non-verbal communication

It is interesting to note that non-verbal communication is used both intentionally and

unintentionally. Most people do not have perfect control over their facial expressions - we all have
heard an unprofessional comment and raised our eyebrows in response, regardless of whether or
not it was wise to do so.

By learning more about how we use non-verbal communication, you will be better able to master
yours and ensure that you are conveying your message exactly the way you wish to.
Facial expressions
We often use facial expressions as a way to communicate that we are listening and engaged with
the person speaking. A smile, furrowed eyebrows, or a quizzical expression all convey information
to the speaker about how you are responding to their conversation. They work to help grease the
conversation, keeping it going without having to interject verbally to confirm your continued
interest. If you have ever spoken to a stone-faced person, you will know how important facial
expressions are in a conversation.

Posture

How you position yourself during a conversation is important. If you angle yourself towards the
person, with a relaxed and open posture, you invite them to engage with you more fully. Leaning
back, crossing arms, or turning away from the speaker conveys a very different message - and not
a positive one. Just as no one wants to have a conversation with the back of someone’s head,
talking to someone with an extremely closed posture creates a more difficult and unpleasant
conversation.

Gestures and physical touch

Depending on the person, and their country of origin, they may use gestures and physical touch a
lot, or almost never. However, there is a lot of information conveyed in these actions. A gentle
touch on the arm can signal encouragement, while an overly strong handshake can be an act of
dominance. Someone fidgeting with their hands while talking to you about a problem can signal
guilt or avoidance and using many grand gestures while presenting an idea could convey
excitement or confidence.

Eye contact

We all know the importance of eye contact. When someone is unable to maintain eye contact, we
take this to mean that they are being untruthful, shifty, or not paying attention. Being able to
maintain eye contact while listening will ensure that the speaker knows that you are present and
engaged. While speaking, it shows that you are connecting with the listener, and in cases where
you are delivering unpleasant news, is doubly important. Being able to tell someone an unpleasant
message while looking them directly in the eye shows that you respect them and are an honest and
sincere person.

2. Verbal communication

When we speak, we are communicating much more than just the content of our words. We are also
using pitch and tone, as well as the level of formality we use to convey important subtext to the
person we are speaking with. By carefully choosing how we use each of these aspects, we can be
sure that our message is received exactly as intended.From greeting coworkers to leading a client
pitch meeting to present in front of the entire company, verbal communication factors into our
work lives in a massive way.

Pitch

When speaking, our emotions can often come into play. If we are angry, upset, or frustrated, our
pitch might raise, conveying to the listener that we are experiencing a strong emotion.
This is not necessarily a bad thing, but being able to control it allows you to make sure that you
are effectively communicating.

Tone

We all encounter situations that are frustrating or upsetting. Allowing that to change our tone from
calm and professional to curt, short, or rude is always a mistake. Tone conveys a lot of information
to the listener about how the speaker views them. To build positive interpersonal relationships in
an office environment, we should all endeavour to speak in a professional and respectful tone.
Content

Of course, content is the most important part of verbal communication. What we say, and the
words we choose to use, are crucial. While most office communications tend to be more formal
than, for example, meeting a friend for coffee, we should make sure that we leave space for
personal chats and relationship building. Think also about how technical your content is. If you
are talking with developers about specific aspects of code, you should use different terms than
when talking to the marketing team about new developments within the app.

3. Written communication

Effective communication by writing is a massively important skill, especially as more people are
working remotely and keep in touch throughout the workday through Skype, Slack, or other digital
mediums. From a Slack message to an email to a customer to a new employee’s training guide, we
write every day and it is crucial that we understand how to do so effectively.
In fact, as we increasingly rely on written communication, we are all faced with just how easy it
is to create misunderstandings when using this medium. Unclear messages, the information gone
missing, or an incorrect understanding of tone or content are all problems that happen with written
communication every day. Sometimes the reader will misread the tone of a message because they
are having a bad day, or just had a run-in with an unpleasant person.

No matter what, one important skill to have when relying on written communication is knowing
when you need to stop using it. A simple call, in almost all cases, can solve these communication
problems. If you sense that there is a miscommunication happening, or just starting, nip it in the
bud with a quick verbal chat and you’ll save a lot of time and frustration for all parties.

Structure

When writing, it is important to think about how you are presenting the information. Using
paragraphs and line breaks are necessary. Creating an impenetrable wall of text will disengage the
reader - understanding and applying a proper structure will let the reader take in the information
in digestible chunks. Present your argument or thesis, take the time to back it up with clear proof,
add in the relevant information to make sure that the reader understands the point fully, then close
with a conclusion.

Clarity

It is a hard balance to strike between over or under explaining concepts. If you are writing
instructions for a new employee, how detailed should you be? Of course, this depends on the
person, but over-explaining a little bit is much better than leaving the reader clueless.
Be thoughtful about your audience, what will they know and what do you need to explain in more
detail?

Content

Written content tends to be a bit more formal than verbal. Leave out the slang, use proper
punctuation and spelling, and remember that anything written - especially in the digital age - will
remain, even if you delete it. Err on the side of professionalism every time you write something.
Messages on Slack, for example, do not need to be written as formally as a cover letter, but they
should be polite, professional, and well-written. Be aware that written jokes can fall flat without
the added context of tone or facial expressions.

4. Visual communication

Visual has become the most used type of communication, driven by social media, YouTube, and
other platforms of the digital era. As more and more people and organisations use these channels
of communication, the more we are used to, and even dependent upon, using visual communication
to stand out in a crowded platform. Understanding that your visual communication must be in line
with your brand and marketing, and knowing that there must be a developed and cohesive strategy
for that, is crucial. We rely heavily on visual communication.

There are many ways that visual communication, like charts, photographs, sketches, video, graphs,
and even emojis and GIFs, can help improve the understanding of your message. Think about how
charts can bring data to life, making it much easier to understand than presenting a long stream of
numbers, or how a sketch of a new UX is much more effective than a text description.

We rely on visuals to elevate our understanding of complex ideas.

Content

While it is tempting to include visuals to add a bit of diversity and interest, you should consider
what they bring to the table.

Are they helpful?

Are they necessary?
Do they add to the overall message?

Not all communications need to have visuals added, and in some cases, they might detract from
what you are trying to communicate. You should endeavor to make sure that you are not adding
fluff to your message, but rather strengthening your audience’s understanding of it.

Tone

As with all communications, make sure that you are meeting your audience where they are. If you
are presenting complex data, include the relevant descriptions, at the right technical level, so that
your audience can follow.

Don’t use images that are graphic or could be upsetting, and remember the same rule applies to
visual communication as does to writing: don’t create anything that you wouldn’t want to have
associated with you in the future.

Paralanguage

Paralanguage is the exception to the definition of nonverbal communication. You may recall that
nonverbal communication was defined as “not involving words” but paralanguage is a unique form
of nonverbal communication that exists when we are speaking, using words. Paralanguage
involves tone and nonverbal aspects of speech that influence meaning, including how loudly or
softly you are speaking, intensity, pausing, and even silence.
Perhaps you’ve also heard of a pregnant pause, a silence between verbal messages that is full of
meaning. The meaning itself may be hard to understand or decipher, but it is there nonetheless.
For example, your coworker Jan comes back from a sales meeting speechless. You may ask if the
meeting went all right. “Well, ahh…” may be the only response you get. The pause speaks
volumes. Something happened, though you may not know what.

Silence or vocal pauses can communicate hesitation, indicate the need to gather thought, or serve
as a sign of respect. Sometimes we learn just as much, or even more, from what a person does not
say as what they do say.

Semiotics is the study of

1. Meaning making
2. Sign processing
3. Meaningful communication

In the semiotic tradition communication is seen as a process of sharing meaning through signs.
It includes the study of verbal and non-verbal signs that can stand for something else and how this
interpretation impacts society.
1.3 Levels of Communication (interpersonal, intrapersonal,
group, public, mass com) Communication as Subversion
(silence, satire, subterfuge)

Intra-personal Communication
Intrapersonal communication takes place within a single person, often for the purpose of
clarifying an idea or analyzing a situation. Interpersonal communication is undertaken in order to
reflect upon or appreciate something.
Three aspects of interpersonal communication
Self-concept/awareness- how a person sees her/himself based on BELIEFS, VALUES, &
ATTITUDE (these 3 together influence one’s behaviour)
Perception- how a person sees the outside world

Interpersonal communication
In Interpersonal Communication, an interaction takes place between two persons. Both act as the
sender and the receiver of messages immediate feedback is its important feature. Communicators
can modify the message according to the feedback one can persuade, motivate, encourage, and
coordinate effectively.

Group Communication
Group Communication is an extension of interpersonal communication where more than two
persons are involved in communication. Participants here are usually HOMOGENEOUS
Participants have a common interest. Classroom lectures, Group discussion, Conferences,
Meetings etc are the examples of Group Communication.

Public speaking
Public speaking, also called oratory or oration, has traditionally meant the act of speaking face
to face to a live audience. Today it includes any form of speaking (formally and informally) to an
audience, including pre-recorded speech delivered over great distance by means of technology.

Mass Communication

Mass communication is the process of imparting and exchanging information through mass media
to large segments of the population. It is usually understood for relating to various forms of media,
as its technologies are used for the dissemination of information, of which journalism and
advertising are part. Mass communication differs from other forms of communication, such as
interpersonal communication and organizational communication, because it focuses on particular
resources transmitting information to numerous receivers.

Through mass communication, information can be transmitted quickly to many people who
generally stay far away from the sources of information. Mass communication is practiced multiple
mediums, such as radio, television, social networking, billboards, newspapers, magazines, books,
film, and the Internet.
 Unit – II Types of Communication:

2.1. Verbal-Non-Verbal Communication – Body language, its elements and importance,

paralanguage and its importance

When people ponder the word communication, they often think about the act of talking. We rely
on verbal communication to exchange messages with one another and develop as individuals. The
term verbal communication often evokes the idea of spoken communication, but written
communication is also part of verbal communication. Reading this book you are decoding the
authors’ written verbal communication in order to learn more about communication. Let’s explore
the various components of our definition of verbal communication and examine how it functions
in our lives.
Verbal communication is about language, both written and spoken. In general, verbal
communication refers to our use of words while nonverbal communication refers to
communication that occurs through means other than words, such as body language, gestures, and
silence. Both verbal and nonverbal communication can be spoken and written. Many people
mistakenly assume that verbal communication refers only to spoken communication. However,
you will learn that this is not the case. Let’s say you tell a friend a joke and he or she laughs in
response. Is the laughter verbal or nonverbal communication? Why? As laughter is not a word we
would consider this vocal act as a form of nonverbal communication. For simplification, the box
below highlights the kinds of communication that fall into the various categories. You can find
many definitions of verbal communication in our literature, but for this text, we define Verbal
Communication as an agreed-upon and rule-governed system of symbols used to share meaning.
Let’s examine each component of this definition in detail.

Verbal Communication Nonverbal Communication

Oral Spoken Language Laughing, Crying, Coughing, etc.
Non Oral Written Language/Sign Language Gestures, Body Language, etc.

Nonverbal Communication

We’ve already employed a little bit of nonverbal communication with the active listening skills
we’ve previously discussed: nodding, facial expressions, leaning toward the speaker to show
interest—all of those are forms of nonverbal communication. Body language can reinforce your
spoken message or it can contradict it entirely.
There’s a myth that says that when you speak, only 35 percent of your communication is verbal
and 65 percent of it is nonverbal. That’s not entirely true because so much depends on the context
and situation. It is, however, absolutely true that nonverbal communication can make or break your
message.
Here are some types of nonverbal communication and the effects they can have on the success of
your communication:
 Facial expressions: Your teenage cousin we referred to at the beginning of this section
might have told you he was happy, but his apathetic facial expression may have
communicated different information. Facial expressions—happy, sad, angry—help you
convey your message. Be aware of your facial expression when you talk and particularly
when you listen, which is when it’s easy to forget.
 Gestures: When you speak, a gesture can make your message stronger. Pointing out
something you want your listener to look at more closely is an example of nonverbal
communication that makes your message understood. Motioning warmly toward a
coworker who deserves special recognition, making a fist to show frustration or anger, such
gestures help further engage your audience when you speak.
 Proximity: How close you are to your audience when you speak sends a nonverbal
message. If your size is imposing and you leave a very small distance between you and
your listener, it’s likely your nonverbal communication will be a bit threatening. On the
other hand, giving someone too much space is an awkward nonverbal communication that
might confuse your listener.
 Touch: Shaking an audience member’s hand, putting your hand on his shoulder: these are
nonverbal cues that can affect the success of your message. Touch communicates affection,
but it also communicates power. In fact, when women touch a listener, it’s often assumed
that they’re being affectionate or conveying empathy, but when a man touches a listener,
it can be taken as a sign of communicating power or even dominance.
 Eye contact: Making and maintaining eye contact with an audience when you’re verbally
communicating or listening communicates to the other party that you’re interested and
engaged in the conversation. Good eye contact often conveys the trait of honesty to the
other party.
 Appearance: Your clothing, hair, and jewelry are also a part of nonverbal communication.
If you put a dachshund pin on your lapel each morning (because you have a pet dachshund),
that says something about you as a person. Similarly, the quality and condition of your
clothing, how it fits, if it’s appropriate for the season—all of these things speak nonverbally
about you as a communicator.
Nonverbal communication reveals a lot about you as a communicator and how you relate to other
people. It pays to be aware of the elements of your nonverbal communication so you can maximize
the impact of your message.
2.2. Written-Oral Communication

Oral Communication is the oldest means of communication, which is most commonly used as a
medium for the exchange of information. It involves gathering or disseminating information
through spoken words.

Written Communication, on the other hand, is a formal means of communication, wherein

message is carefully drafted and formulated in written form. It is kept as a source of reference or
legal record. In this article, we’ve presented all the important differences between oral and
written communication in tabular form.

Basis for
Oral Communication Written Communication
Communication
Interchange of message, opinions
Exchange of ideas, information
and information in written or
Meaning and message through spoken
printed form is Written
words is Oral Communication.
Communication.
Communication with the help of Communication with the help of
What is it?
words of mouth. text.
Literacy Not required at all. Necessary for communication.
Transmission of
Speedy Slow
message
No record of communication is Proper records of communication
Proof
there. are present.
Immediate feedback can be
Feedback Feedback takes time.
given
Revision before
delivering the Not possible Possible
message?
Receipt of nonverbal
Yes No
cues
Probability of
Very high Quite less
misunderstanding

2.3. Internal-External Communication

Internal Communication

Internal communication is a regular aspect of any organization, it occurs when the members of an
organization exchange information with each other. This is mainly related to colleagues,
coworkers, anyone who is directly a member of the organization or business.

Internal communication is very much important for any firm to grow inside out. It’s always
preferred that good communication between the members make the firm much standard and
stronger from roots. Proper communication can help to solve various problems and adversities.
This mode of communication mostly takes place face to face and through E-mails. The daily
operation of any business or organization mostly depends on effective internal communication and
a good amount of it happens through E-mails. Most of the information is completely internal and
it’s not revealed to any other people.

It is highly used to sort out conflicts and issues of the organization. Well managed and monitored
internal communication can help to set a high vision and great goals. Using it effectively will
ultimately take the organization to set goals, in time. Good internal communication helps any
organization to works smoothly as the lubricant helps a machine to work.

External Communication

External Communication is the transfer of information between an organization and other parties,
out of the organization. This mode of communication is basically observed between organizations
and clients or customers. The internal members of the organization have the access to this
information, but it’s majorly for the external members like customers & clients.

It is highly important because ultimately good external communication will give good profits to
any business or organization. Many times improper information or wrong information may lead to
various jeopardized situations. The standard and most successful entities have a highly monitored
and well managed external communication system.

External Communication is mostly used for marketing strategies and branding a certain business.
Some of the examples of external communication are; Advertisements, Public meetings, client
meetings, Interaction of sales department, social media posts, Newspaper and print media posts,
and some online websites or e-stores.

Effective communication helps in upgrading the business, similarly external communication

mostly helps the customers or audience to be up to date and grab the latest opportunities available.
So today’s most of the business world invests a good amount of income to develop external
communication and expand the business as much as possible.
 Parameters Internal Communication External Communication
Exchange of information b/w Exchange of information b/w the
Objective
members of the company company & the outside world.
E-Mails, meetings, presentations,
Advertisements, social media
Mode of workshops, training, and
posts, client meetings, and press
communication announcements (in some industrial
releases.
sectors).
Form Both formal & informal Mostly formal
It occurs regularly, mostly on an It occurs less frequently as
Frequency everyday basis to perform the compared to internal
operations of the company. communication.
Customers, shareholders,
Participants Employees & Management investors, clients, general public,
suppliers, creditors, etc.
To make the branding of the
To understand and solve internal
Purpose company and grab the attention
conflicts and plan new strategies.
of customers and clients
Types Vertical, Horizontal and diagonal No classification
Its coverage is limited to only Its coverage is broad, to the
Coverage/Flow
organization whole business environment.

2.4. Vertical-Horizontal Communication

Businesses thrive on communication for efficiency, productivity and accomplishment. When the
right information is passed from the right designation in the organization, it promotes positivity
and clarity. Formal channels of communication, the officially assigned paths for information flow,
exchange messages like letters, instructions, reports, training programs, interviews and more
among the employees.

These channels are planned, disciplined and regulated by the organization and are associated with
the organization structure. Information may flow from top to bottom level when announcements
and decisions need to be shared or from bottom to top to communicate complaints and feedback
to the management.

Depending on how the information flows within the organization, there are several different types
of internal communication methods. In this guide, we take a closer look at the different directions
and channels of communication that we can generally find in any establishment.

All the communication taking place within an organization is categorized as vertical, horizontal
and diagonal. Vertical communication is the flow of information between the managers and lower-
level employees to help them exercise control over the company and improve co-ordination. It
allows management to decide what information flows throughout the organization.

Horizontal communication, on the other hand, is when the flow of information is between
employees on the same level in the organization. This type of communication helps share
information and ideas between colleagues. It also helps ensure co-ordination among departments
and promotes a sense of understanding.
While these two forms of communication are unidirectional, diagonal communication is a multi-
directional communication that involves the use of several methods including horizontal, upward
and downward. It is healthier for the company as it allows the employees to provide complete
expertise and knowledge as compared to single directional communication that limits the potential.

2.5. Formal-Informal Communication

Formal communication is one that passes through predefined channels of communication

throughout the organization. On the contrary, Informal communication refers to the form of
communication which flows in every direction, i.e. it moves freely in the organization.

Definition of Formal Communication

The communication in which the flow of information is already defined is termed as Formal
Communication. The communication follows a hierarchical chain of command which is
established by the organisation itself. In general, this type of communication is used exclusively
in the workplace, and the employees are bound to follow it while performing their duties.

The formal communication is of four types:

 Upward or Bottom-up: The communication in which the flow of information goes from
subordinate to superior authority.

 Downward or Top-down: The communication in which the flow of information goes

from superior to subordinate.

 Horizontal or Lateral: The communication between two employees of different

departments working at the same level.
  Crosswise or Diagonal: The communication between the employees of two different
departments working at different levels.

Definition of Informal Communication

The communication which does not follow any pre-defined channel for the transmission of
information is known as informal communication. This type of communication moves freely in all
directions, and thus, it is very quick and rapid. In any organization, this type of communication is
very natural as people interact with each other about their professional life, personal life, and other
matter.

Example: Sharing of feelings, casual discussion, gossips, etc.

The informal communication is of four types:

 Single Strand Chain: The communication in which one person tell something to another,
who again says something to some other person and the process goes on.

Single Strand Chain

 Cluster Chain: The communication in which one person tells something to some of its
most trusted people, and then they tells them to their trustworthy friends and the
communication continues.

Cluster Chain
 Probability Chain: The communication happens when a person randomly chooses some
persons to pass on the information which is of little interest but not important.

Probability Chain

 Gossip Chain: The communication starts when a person tells something to a group of
people, and then they pass on the information to some more people and in this way the
information is passed on to everyone.

Gossip Chain
Unit – III Business Communication

3.1 Preparing Agenda and Minutes for Meetings

3.2 Writing Notices and Memos
3.3 Drafting an E-mail, Press Release
3.4 Application of writing skills - Letter writing based on practical aspects of business such as trade
enquiry, customer’s complaint, non-receipt of payments etc.
3.5 Business Proposal: Components & Format of proposal
3.6 Key elements of winning business proposal
3.7Correspondence with Govt./Authorities, Office Orders, Enquiries and Replies
3.1 Preparing Agenda and Minutes for Meetings

What is a meeting agenda?

A meeting agenda is a list of topics or activities that you want to cover during the meeting. The
primary aim of the agenda is to provide attendees with a clear picture of what will happen during
the meeting, who will lead each task and how long each step may take. Having this knowledge
before and during the meeting can support an effective discussion.

Some of the most important items you can include in your meeting agenda include:

 Meeting schedule: Include the meeting time, date and venue and add the names of anybody
who will attend the meeting.

 Title: The titles are crucial in any agenda because they help the participants identify the
topics.

 Objective: The objective of the meeting can also be stated in the agenda to remind attendees
what the meeting is about and what it intends to accomplish.

 Overview: Include a list of all subjects or activities that need to be discussed during the
meeting. Every topic or activity can have a time limit to ensure you can discuss all
important topics.

 Housekeeping: This section contains a welcome note, introductions and any absent
apologies if applicable.

 Informational items: This includes any new information you would like to share with the
group.

 Items to do: This is a list of actions that your group should do during or after the meeting.

 Topics for discussion: These are the issues on which you would like your team's input.

 Call to action: You may include a call to action that marks the beginning and end of the
meeting on the agenda.
Meeting agenda sample
You can use the following sample meeting schedule when crafting your own agenda:

Meeting Agenda
Date: July 4, 2021
Time: 1:00 PM IST
Location: Conference Room

Agenda details

Goals: Examine last year's marketing efforts, identify seasonal slumps in product demand, plan
methods to raise demand during these slumps and make sure we are ready for the next marketing
campaign.

1. Examine last year's marketing initiatives

Time: 15 minutes
Purpose: Share information
Leader: Raj Mehra

a. Showcase previous year's marketing initiatives

b. After each marketing campaign, review the sales figures
c. Determine which campaigns had the greatest impact

2. How can we effectively handle our product's evolving needs?

Time: 45 minutes
Purpose: Discussion
Leader: Bhanu Saxena

a. Examine sales figures from the previous four quarters

b. Recognise any patterns in the sales figures
c. Discuss ways to increase sales

3. Getting ready for the next marketing campaign

Time: 20 minutes
Purpose: Decision
Leader: Riya Gupta

a. How should we prepare for the upcoming marketing campaign?

i. Review the marketing campaign materials that are attached
ii. Assign duties to each member of the team
b. How will we measure the campaign's effectiveness?
c. Review the campaign's sales targets
The format of meeting minutes

Well-presented minutes make it easy for users to locate items of interest and identify the results of
deliberations. Minutes should be consistently formatted with clear item headings, regular spacing,
and highlighted decisions. The table of contents to the minutes is an important component of the
records management system of the local government. Every item considered at a meeting should
have a subject heading and a file reference with the detail included in the table of contents. Where
committee reports are part of the business of a council meeting, each item of business in those
reports should be listed in the table of contents for the council meeting minutes.

1 Basic content required by the Administration Regulations

entry or departure in the chronological sequence of the business of the meeting (regulation 11(b));

Recording details of those present

The regulatory requirement for recording the names of those present at a council or committee
meeting is that the names of all elected members present at any time during the course of the
meeting, and the times at which they enter or leave, and return to the meeting place, must be
recorded in the minutes in correct chronological sequence.

It is recommended that the minutes should also include:

 the names and official titles of staff members who are present; and

 the times when staff members enter and leave meetings.

Recording movers and seconders

The recommended practice is that the names of the mover and seconder of each motion should be
recorded in the form:

‘Moved _______________ Seconded _______________ That the names of the mover and
seconder of this motion be properly recorded in the minutes.’

Recording disclosures of interests

It may be noted that the requirements of regulation 11 of the Administration Regulations for
disclosures of interests refer only to the need for recording the extent of a disclosed interest, when
the extent has in fact been disclosed.
2 Recording changes to the order of business

Standing Orders may prescribe an order of business different to that recommended in this guide,
or indeed different to an order that a council or committee prefers. In such instances, it may be
necessary to amend Standing Orders, or to pass a resolution at the beginning of each meeting
(following public question time) that changes the order of business for that meeting.

3 Recording suspensions of proceedings

It is essential that any changes in the attendance at a council or committee meeting following a
suspension of proceedings (an adjournment) be clearly recorded. The names of members who
arrived or departed during the adjournment must be shown, and the names of employees who
arrived or departed during this period should also be recorded.

4 Recording decisions

The statutory requirement in Administration Regulation 11(c) in terms of recording decisions is to

show:

 the detail of each motion;

 the name of the person who moved it; and

 the outcome of the motion.

3.2 Writing Notices and Memos

A memo (or memorandum, meaning “reminder”) is normally used for communicating policies,
procedures, or related official business within an organization. It is often written from a one-to-all
perspective (like mass communication), broadcasting a message to an audience, rather than a one-
on-one, interpersonal communication. It may also be used to update a team on activities for a given
project, or to inform a specific group within a company of an event, action, or observance.

Memo Purpose

A memo’s purpose is often to inform, but it occasionally includes an element of persuasion or a

call to action. All organizations have informal and formal communication networks.

Memo Format
A memo has a header that clearly indicates who sent it and who the intended recipients are. Pay
particular attention to the title of the individual(s) in this section. Date and subject lines are also
present, followed by a message that contains a declaration, a discussion, and a summary.
In a standard writing format, we might expect to see an introduction, a body, and a conclusion. All
these are present in a memo, and each part has a clear purpose. The declaration in the opening uses
a declarative sentence to announce the main topic. The discussion elaborates or lists major points
associated with the topic, and the conclusion serves as a summary.
Example of Memo

Notices:

Notice
Notices are a means of formal communication targeted at a particular person or a group of persons.
It is like a news item informing such person or persons of some important event. This can be an
invitation to a meeting, an announcement of any event, to issue certain instructions, make appeals
etc. It is generally written and then displayed at a public place, where it is accessible to all. They
can be pasted on notice boards. If it is meant for a wider audience it can even be published in a
newspaper. The government when it issues notices must publish it in national and local papers.
Format
Since notices are a formal document it should follow a structure or a format. Keep in mind there
is no one correct rigid format. Different formats used by different people/organizations can show
some variations. But it is ideal to follow a somewhat similar format for ease of understanding and
uniformity. Let us look at the most used format of notices.
1. Name of Issuing Organization/Authority: Right at the very top, you print the name of the
person or company that is issuing the said notices. This will help the reader identify the
notices as important or unimportant to him.
2. Title: When writing notices we mention a title “NOTICE” at the top. This helps draw
attention to the document. Notices are generally posted at a public place or published in
newspapers. It is important that they do not get lost in a sea of information. So a bold title
clearly mentioned helps draw the attention.
3. Date: After the tile to the left-hand side we print the date on which the notices have been
published. Since this is a formal document date is an important aspect of it since these
documents stay on record.
4. Heading: Then we move on to an appropriate heading to the notices. This heading should
make abundantly clear the purpose of the notices.
5. Body: After the heading, we write the brief and to the point body of the notice. The main
content of the notice features in the body.
6. Writer’s Name: At the end of the notices we write the name and designation of the notice-
writer. The notices have to also be signed by the same person to lend it authority and
validity.
Content
Notices should cover some important points that are to be communicated to the readers. Let us
summarize the five points that the content of the notice will cover, the five W’s
1. What: What is the notice about? The notice should be clear about what is going to happen
(event), or what has already happened (occasion). This is the crux of the message and
should be written clearly. There should not be any ambiguity.
2. Where: If the notice is about an event, then the location of such an event must be written
clearly. The venue or the location are important details, so make sure to include this in the
notice.
3. When: This is the time and the date of the event or meeting. If possible the duration of the
event should also be mentioned to people can schedule their time accordingly.
4. Who: This will be who the notice is addressed to. Who all are supposed to adhere to the
notice should be clearly mentioned to avoid confusion.
5. Whom: And final detail should be whom to contact or get in touch with. This mentions
who the appropriate authority is to contact.
 3.3 Drafting an E-mail, Press Release
A press release is an official announcement (written or recorded) that an organization issues to the
news media and beyond. Whether we call it a "press release," a "press statement," a "news release,"
or a "media release," we're always talking about the same basic thing.

While the heading should contain action verbs, the first paragraph should answer the "who,"
"what," "why," and "where." The press release should also contain understandable language and a
quote.

Press releases live in the public domain, which means your customers and prospective customers
can see them. So instead of thinking of a press release solely as a ticket to earning news coverage,
you should also think of it as a valuable piece of marketing content.

While there's no cut-and-dried formula for what a press release should include, here are a few types
of occasions to help you carve out a focus for your press release and determine what content would
help you broadcast your news in the best way:

Types of Press Releases

New Product Launches

Mergers and Acquisitions
Product Updates
Events
Grand Openings
New Partnerships
Rebranding
Executive Promotions/Hiring
Awards

Drafting an E-mail

We rely heavily on email to communicate with colleagues, clients, vendors, etc. Some emails are
far too long, stringing paragraph after paragraph together, while others are too brusque, while some
are way too formal, or entirely too informal, and still others might even put the company in legal
jeopardy.
Since we rely so heavily on email, every email we send should be well-written, and serve the
intended purpose to disseminate information, while also being collegial. Effective emails, not only
share information in a clear and concise manner, they save time and effort for both the reader and
the recipient, which in the long run, impacts the bottom line.
Employ the following 12 tips to craft an effective email.
1. Subject Lines are Important
It drives me crazy when I get an email from someone and the subject line is a tease or does not
relate to the content of the email. Again, this will add time to my day, when I’m trying to search
through my emails for specific content, but the subject line doesn’t match that content.
2. Use Bullet Points and Highlight Call to Action
Bullet points make it much easier for the recipient to read the email quickly and effectively. It
also helps the reader identify the main points of the email. If the recipient is expected to do
something after receiving the email, highlight the call to action.
3. Keep it Short
No one has the time to read a 10-paragraph email, so don’t sent it. If you have 10-paragraphs, or
even four-paragraphs, then you’re likely including unrelated content.
4. Don’t Muddle Content
Stick to one content area per email. If you are sending a follow-up email to a colleague after a
meeting, then it is unnecessary to add in something about a different client or information about
the company picnic, etc. When you muddle content, it makes it much harder for the recipient to
find the email in a search because the content they are looking for won’t match the subject line.
5. Be Collegial
Always open your email with a pleasantry. I often craft my email, then go back and add in the “I
hope you had a great vacation” or “Have a great weekend – enjoy the Fall weather.”
6. Watch Your Tone
The tone of an email is difficult to assess, but more often than not, the reader will assign a tone,
even when one was not intended, so be careful not to craft the email with tone by watching the
use of exclamation marks, using inflammatory words, etc.
7. Avoid Too Many Exclamation Marks and No Emojis
I find I use too many exclamation marks in my emails, usually to sound excited, but one could
also read the exclamation marks as being angry, frustrated, etc. And NEVER use emojis in a
work email, to anyone other than a close friend.
8. Avoid Quotes That Could be Offensive to Others
More and more you see quotes at the bottom of emails. Some are benign inspirational quotes,
such as “Be the best you can be every day,” these are fine; however, avoid quotes with religious
meaning, quotes that could be viewed as excluding others, etc. could offend a co-worker, a
client, or a vendor, which could result in the loss of productivity and business.
9. Always Proofread Your Emails
Sending out an email with typos, misspelled words, etc., makes you look bad. Take the extra
minute to proofread the email.
10. Never send an email when angry of frustrated
If you need to write the email, do so in a word document, where it is impossible to hit the send
button by accident.
11. Email Chains
Email chains can be effective, but sometimes it is more effective to pick up the telephone and
have a conversation in five minutes versus four hours of back and forth emails. Also, be careful
not to change content areas without changing the subject line.
 12. Legal Ramifications
Remember, your email, your colleague’s email, even the vendor’s email is subject to a warrant
should illegal activity occur or a lawsuit be filed. Furthermore, emails sent to and from your
work email address, are the property of your employer. Thus, NEVER put anything in an email
that could compromise you or the company from a legal perspective (or from a professional
perspective).

3.4 Application of writing skills - Letter writing based on practical aspects

of business such as trade enquiry, customer’s complaint, non-receipt of
payments etc.
Enquiry Letter: It is a letter written to enquiry the information related to something. It can be
written if a person wants to buy an item or wants to go on a trip, etc. The objective of the Enquiry
Letter is to make a request to the recipient. In other words, it is written to get the response from
the recipient with the action that satisfies the enquiry. The action benefits either the sender or the
recipient and sometimes both the parties.
The scope of the letter must include enough information to help the recipient to decide the best
response. The sender must mention what is inquiring and which type of favor he/she wants from
the recipient in response to the request.
Customer’s Complaint letter:

When writing a complaint letter you should:

 Describe your problem and the outcome you want
 Include key dates, such as when you purchased the goods or services and when the problem
occurred
 Identify what action you’ve already taken to fix the problem and what you will do if you
and the seller cannot resolve the problem
 Ask for a response within a reasonable time
 Attach a copy of any supporting relevant documentation such as a receipt or invoice.

Below is an example of a complaint letter:

Dear Manager

RE: COMPLAINT ABOUT FAULTY TELEVISION CABINET PURCHASED AT CABINET

WORLD ON 15 DECEMBER 2016

I am unhappy with the quality of a television cabinet I bought at 5 Street on 15 December and
I am writing to seek a replacement.
The cabinet doors do not open and shut properly and the stain on the cabinet is uneven, with
one half darker than the other. The cabinet was delivered on 30 December and I noticed this
problem as soon as I unpacked it from the box.
The cabinet is not of acceptable quality and does not match the sample cabinet I was shown in
store. I would like you to replace it with one of the same quality and finish as the sample and
arrange for return of the faulty cabinet at no cost.
I have attached a photocopy of my receipt as proof of purchase.
I would like to have this problem fixed quickly please. If I do not hear from you within 10 days,
I will lodge a formal complaint with Consumer Affairs in my state.
You can contact me on 1234 5678 during working hours or after hours on 123 456 789 to
discuss this matter further.

Yours sincerely,
Kirtan Patil
Non-receipt of payments
Inform a current customer that your company has not yet received the outstanding payment for
certain services or products that was recently due with this Free Non-receipt of Payment Letter
template. Download now and hopefully, the due payment will be sent soon.

Dear Jacob Peter,

Good day!

We would like to remind you about your outstanding balance of $3000 as payment for your
purchase. As of last week, the company has not yet received your payment due for the
month.

Ignore this letter if this amount has already been paid. Otherwise, please forward us the
amount owed in full by November 20th, 2027. The company begins charging 5% interest after
30 days for any outstanding amount.

We appreciate your cooperation in this matter. Thank you in advance.

Regards,

Bob Dylan
HR Executive, Viva Corp

3.5 Business Proposal: Components & Format of proposal

A business proposal is a written document sent to a prospective client in order to obtain a specific
job. Proposals may be solicited or unsolicited. A client may simply request a proposal on a project
in the course of a sales call by saying: "You know, that sounds interesting. Why don't you send me
a proposal on that." In other cases the proposal may be a formal solicitation, usually called an RFP
(request for proposal). RFPs are almost always documents, too. They specify the product or service
to be provided, the qualifications sought, and the deadline for submission. Solicited proposals,
obviously, mean that the client has already decided to make a purchase. Only the selection of a
vendor remains to be done. An unsolicited proposal, by contrast, is often a sales presentation
dressed in another cloak—but the proposal is specifically aimed at a well-defined and limited
activity. An example of an unsolicited proposal is the submission of the outline of a book to a
publisher arguing the popularity of the subject, the novelty of the approach, and the merits of the
author.
Business proposals must be distinguished from estimates. In many fields where small business is
active, estimates serve the same purpose as a proposal. They are the document that clinches the
sale of a roofing or a paving job or a monthly house-cleaning service. But where estimates are
used, the qualifications of the seller and his or her method of accomplishing the job are also
established, but by other means—typically by an interview or sales call. Sometimes the seller is
assumed to fit the job because the business already enjoys a good reputation. Proposals, on the
other hand, usually involve complex or unusual one-time services like landscaping a park,
surveying a market, or building a refinery. In these cases the approach to the job, the design, the
implementation, the schedule, and even the aesthetics require more than simply a dollar estimate.
Many service businesses operate entirely on the basis of proposal. In other cases a proposal is
sometimes required, sometimes not. In highly technical fields, the proposal may be filled with dry
listings of engineering specifications and/or process details. But it is vital to remember that
proposals are always first and foremost sales documents.

The proposal document usually has the following structure:

 Title Page. This part typically includes your name and the name of your company, the
name of the person or company to whom the proposal is submitted, and the date of
submission.
 Table of Contents. While usually not necessary for shorter proposals, these are sometimes
used for complex formal proposals. In cases where different departments of the client will
separately review parts of the document, the table of contents is a helpful means of rapidly
guiding the reader to such topics as Electrical, Structural, Heating & Cooling (in a building
project) '¦ or Food Services, Music, Entertainment, Transportation Services (in a project to
organize a festival).
 Executive Summary. A summary may be included here or may be conveyed in the cover
letter.
 Statement of the Problem/Issue/Job. This section repeats, in a rephrased manner, the
client's objectives and goals as interpreted by the bidder. Including this restatement of the
issue is valuable in showing the client that the bidder understands the issue correctly.
 Approach. In this section the bidder summarizes his or her proposed approach to solving
the client's problem or carrying out the necessary task. The proposed approach is often the
key to winning the job—if the price is right—because it shows unique means, modes of
thought, or techniques, why they will solve the problem, and why they are superior to
alternatives. The section need not be detailed. Details are left to the Methodology. But it
presents the strategic elements of the proposal and argues in their favor.
 Methodology. This section develops in some detail how the Approach will be carried out.
Level of detail should be just sufficient to convey to the client convincingly what will
happen without becoming entangled in minutiae.
  Bidder's Qualifications. The section presents documentation why this bidder should be
chosen on the basis of qualifications, past history, and successful accomplishment of
similar jobs in the past.
 Schedule and Benchmarks. Major elements of the job are here displayed against a time
line. If necessary, specific benchmarks are identified to indicate successful
accomplishment of intermediate objectives.
 Cost Proposal, Payment Schedules, and Legal Matters. The bidder concludes by
presenting the price in as much detail as required in the RFP. It is always wise to
specifically pin-point when the bidder expects to obtain partial payments as the work
proceeds. If legal matters are involved, they can be placed here. If they are lengthy, they
may merit a section of their own.

Key elements of winning business proposal

ELEMENTS OF THE BUSINESS PROPOSAL

In most industries proposals have a well-defined format specific to the field. Examples might be
providing electrical wiring services to a major high-rise or pouring foundations for a suburban
development. In such cases the bidder should first obtain old proposals and follow the structure
typically used by his trade in that market. In professions such as architecture and landscaping a
visual presentation, sometimes even a model, is central to the sale. The same holds for an
advertising proposal. In these three areas—there are others as well—the actual presentation is
usually a meeting. Any document is supplemental and tends to summarize the presentation with
additional so-called "boiler plate," i.e., administrative details.

What follows here is a discussion of more general proposals, usually associated with studies,
surveys, or service activities (e.g., protective services for a warehouse complex). In such proposals
the following general structure applies.

All proposals have at least two distinct pieces: a cover letter and the proposal document itself. In
addition, sometimes, one or more appendices may be provided with charts, graphs, photographs,
maps, and so on. Brief proposals, also sometimes known as "letter proposals," combine the first
two pieces into a single submission usually of a maximum of six to eight pages.
The cover letter serves as a transmittal document. Many bidders also use the cover letter to provide
the essence of the proposal in very abbreviated form, highlight the bidder's qualifications, name
the price, and ask for the order.
3.7 Correspondence with Govt./Authorities, Office Orders, Enquiries and Replies

Letter to the Government

A letter to the government is a type of formal letter.

1. It is written to inform the government (specifically to a government official) about a

particular situation or

2. make a request

3. or any other official purpose

Letter to the government is important

Helps the public to reach out to the government

Helps the public to avail public services

Helps the public to provide suggestions

Bridges the gap between the government and the public

Letter to the Government Format

Sender’s Address
Date
Receiver’s Address
Subject Heading
Salutation
Body of the letter
Complimentary Close

Office Order:

Meaning of office order is an order issued by the employer or the authority or senior employees.
Office order can be issued on any information like a shift in working hours or promotions or details
of employee designation in projects. Officer order is a downward communication which carries a
stamp of the company.
Essentials of office order:

1. The order should be very accurate.

2. It should be written in very simple words.

3. The order should be written in an unverified language.

4. It should be clearly specified who they are for.

5. It should be right and down to the point.

6. It should attract the attention of the respected person who has to comply with the order of
the office.

7. It should have specific instructions or instructions for compliance.

8. It should be authenticated and duly signed by a competent authority.

Enquiries and Replies

When a person or buyer wishes to get some information about any product, price, quantity or
availability etc. from the seller then seeking information is called enquiry. It can be done through
writing a letter or verbal communication. The most common letters in business are buyer's
enquiries about goods and services and sellers' replies giving information and quotations It is
used so that they have a document and a record. To ask for information, you can directly begin
with a question or request or an indication of the need.

TYPES OF ENQUIRY:

Solicited enquiry
Unsolicited enquiry
Enquiry for some favor
Routine Enquiry

Any letter of enquiry to an organization should be responded to / replied promptly. A prompt reply
is the basic etiquette that an organization should follow. Promptness should be assessed from the
view point of sender of the enquiry. The reply to an enquiry should have the courteous thanking
feature, thanking the sender for his interest. The reply to an enquiry should be so prompt and
correct that it should change a routine enquiry into a firm order. The reply should provide all the
answers to the questions in the enquiry letter. It should even answer implied questions and unasked
questions. The tone should be cheerful and the information complete. Details of dates, price,
quality and quantity etc., should be exact and correct. In short, the reply to an enquiry letter should
not give scope for the enquirer to ask for more clarifications and further details. The reply should
have a clinching effect.
 UNIT-4
Unit – IV Communication as a Presentation Skills
4.1 Greeting and introducing
4.2 Preparing a PowerPoint Presentation
4.3 Group Discussions
4.4 Application of oral communication skills -Conduct of group discussion
amongst groups of students and mock interview.
4.5 Preparing for and Facing an Interview- Types of interviews Conducting
effective job interviews, Preparing for interview
Unit – IV Communication as a Presentation Skills

4.1 Greeting and introducing

Greetings and introductions in English is one of the most important topics when you are learning
a language. We use greetings and introductions in our first-time interaction with people. It is
important that we don’t forget that some greetings apply only to formal situations and other greetings
are more suited to informal situations
Learning how to introduce ourselves and how to show interest by asking personal information
questions is also a goal to reach since most conversations tend to go beyond a simple greeting and
introduction.

Greetings

(= ways of saying hello to someone when you meet them)

 Introductions

(Self-introduction – when you introduce yourself

Introduction – when someone else introduces you to another person)

4.2 Preparing a PowerPoint Presentation:

Slideshows are quick to produce, easy to update and an effective way to inject visual interest into
almost any presentation.
However, slideshows can also spell disaster even for experienced presenters. The key to success
is to make certain your slideshow is a visual aid and not a visual distraction.

Tips for Making Effective PowerPoint Presentations

 Use the slide master feature to create a consistent and simple design template. It is fine to vary
the content presentation (bulleted list, two-column text, text and image, etc.), but be consistent
with other elements such as font, colors and background.
 Simplify and limit the number of words on each screen. Use key phrases and include only
essential information.
 Limit punctuation and avoid putting words in all-capital letters. Empty space on the slide will
enhance readability.
 Use contrasting colors for text and background. Light text on a dark background is best.
Patterned backgrounds can reduce readability.
 Avoid the use of flashy transitions such as text fly-ins. These features may seem impressive at
first but are distracting and get old quickly.
 Overuse of special effects such as animation and sounds may make your presentation “cutesy”
and could negatively affect your credibility.
 Use good-quality images that reinforce and complement your message. Ensure that your image
maintains its impact and resolution when projected on a larger screen.
 If you use builds (lines of text appearing each time you click the mouse), have content appear
on the screen in a consistent, simple manner; from the top or left is best. Use the feature only
when necessary to make your point, because builds can slow your presentation.
 Limit the number of slides. Presenters who constantly “flip” to the next slide are likely to lose
their audience. A good rule of thumb is one slide per minute.
 Learn to navigate your presentation in a nonlinear fashion. PowerPoint allows the presenter to
jump ahead or back without having to page through all the interim slides.
 Know how to and practice moving forward and backward within your presentation. Audiences
often ask to see a previous screen again.
 If possible, view your slides on the screen you’ll be using for your presentation. Make sure the
slides are readable from the back row seats. Text and graphic images should be large enough
to read but not so large as to appear “loud.”
 Have a Plan B in the event of technical difficulties. Remember that transparencies and handouts
will not show animation or other special effects.
 Practice with someone who has never seen your presentation. Ask them for honest feedback
about colors, content and any effects or graphic images you’ve included.
 Do not read from your slides. The content of your slides is for the audience, not for the
presenter.
 Do not speak to your slides. Many presenters face their presentation onscreen rather than their
audience.
 Do not apologize for anything in your presentation. If you believe something will be hard to
read or understand, don’t use it.

4.3 Group Discussions:

"Discussion is an exchange of knowledge; argument an exchange of ignorance." - Robert

Quillen

Group Discussion (GD) normally comprises 10 to 15 participants at a time. The Group Discussion
process commences by the declaration of the topic to the group, which is followed by giving
preparation time of 3 to 5 minutes to everyone. Sometimes, more than 5 minutes’ preparation time
may be given only in the case that the topic is based on a case-study and requires longer statements.
As the preparation time comes to an end, the selection panel indicates the group to start off the
discussion, and from then on plays the role of a silent observer, which means that they will not
moderate or mediate the discussion. The group members have the liberty to discuss the topic as
they view appropriate without any kind of suggestion from the panel. The panel does not specify
the number of speakers and anybody can start or end the discussion. Even the time limit can be
flouted.

The average duration of most Group Discussions is about 15 minutes (minus the preparation time).
In some special cases (such as IIFT), the Group Discussion may continue for more than 30 to 45
minutes.

Please Note: The longer the Group Discussion (GD) gets on, the extra seriously the panel looks
at the quality of the content of the candidate.

The panel typically is of 3 or 4 panelists, who will monitor numerous facets of the participants’
content and delivery. Note that the panelists have the liberty to end the Group Discussion if they
want to or can extend it for as much as they feel like. It is not the participant’s job to keep time or
worry about the Group Discussion ending in 15 minutes. The Group Discussion can end in either
of the two ways:
 First, the panel may abruptly end the Group Discussion
 Second, they may ask a participant (or more than one participant) to summarize the Group
Discussion.

If a participant is asked to summarize the Group Discussion, they need to be aware of what
summary means. Summary cannot be outside the Group Discussion and they will have to stick to
the points discussed. It is also common that the quietest participant is given a chance to summarize
the Group Discussion so that he/she may present their views as well. The summarization, however,
must be impartial.

4.4 Application of oral communication skills -Conduct of group discussion

amongst groups of students and mock interview:

Conducting the right Group Discussion for students success

The group discussions can be valuable for the students if they are held with a purpose. The teachers
shall consider the goal they want to achieve with the discussion. The teachers shall make sure the
goal of the discussion is consistent with the curriculum. Once the goal is decided, it is easy to form
a stimulating discussion question and the strategy for rightly engaging the students.

After deciding the goal, the teacher shall consider, how to achieve the goal. To accomplish the
discussion goal, it is essential to strategies it rightly. This will include, how to spark the discussion,
how-to guide students through the discussion, how to make students participate actively in the
discussion? How to connect the ideas discussed in the group? How to correct the facts in the
discussion?

For the discussion to be productive, ethical questions are essential. At each and every level of
discussion, the question asked shall be able to prove a more in-depth analysis of the topic. There
are different types of questions that can be initiated during the discussion, such as

• Exploratory Question –
These questions are taken up in the discussion to probe the fact and basic knowledge
• Challenge Question-
These question helps to interrogate the assumption considered in the concept. It also helps to derive
the conclusion.
• Relational Question –
As the name suggests, it is to find out the different relation between, themes, ideas, and issues.
• Action Question –
The questions that call for some conclusion or action are regarded as Action question
• Cause and effect question –
These are the casual question that develops cause and effect relation of the concept
• Extension Question -
These are the occasional question asked during the discussion to unfold the concept
• Hypothetical question –
These questions can cause the change in the facts of the concept;
• Priority Question –
These are being raised to arrive at the solution on priority bases

• Summary Question –
These are the one that leads to elicit synthesis if the concept

Once the questions have been developed, they need to be synthesized. The teacher shall drive the
discussion from easy questions to more complex questions. If the teacher does not initiate the right
structure of the questions, the group discussion can go flat.

Also, while initiating the group discussion in the classroom, the instructor shall set the rules or
guidelines to ensure the harmonious environment throughout the discussion. The rules can be such
as avoiding, use of put-downs, and disrupting the flow of discussion. The students shall be
informed about respectfully conducting the conversation with each other during the discussion.

The right classroom set-up is also essential for group discussion. The discussion can be held either
in a circular form or a U-shaped formation. In case the goal of the discussion is to enter into the
dialogue with each other than the conventional seating arrangement is not a good option. The
additional seating arrangement Socratic can be adopted if the discussion has to be carried where
the instructor asks the question and the students indulge in answering.

Apart from the classroom set-up, the teacher also shall look into the format of Group Discussion.
If, as an instructor, you are strategizing a brainstorming session for the students and during the
session plan to use the board, make sure you make students sit where they can see the board clearly.

If the discussion involves small student groups, chairs, and tables shall be positioned such that the
instructor can walk through each group. If the teacher organizes discussion as a group assignment
that involves hands-on manipulation and articulation about the subject, the sitting arrangement
shall be doe accordingly.

Reasons for unsuccessful Group Discussion

The group discussion can go wrong, if too many questions are being asked or if the self-question
and answer carry the discussion. Also, if the answers fail to probe or explore the concept, the
discussion will not achieve the required purpose. The unrelated questions or too many yes/no
questions can also deviate the discussion away from the goal that will make it lose the purpose of
carrying the discussion.

The discussion is most fruitful when carried with the focus. The appropriate conclusion and
maintaining the right track throughout the discussion is the best group discussion for the students
to learn from. If the instructor finds some lulls during the discussion, the instructor can intervene
and introduce the new question, to keep moving the discussion on the right track.

Before, concluding the discussion, the instructor shall have a summarizing session. The instructor
can either assign the task to the individual student or ask individually to each student to write down
the summary or important ‘take-away’ points.

Mock interview refers to a training practice which utilizes simulation of an actual job interview
in order to prepare the candidate for the real thing.

Mock interview definition

Mock interview refers to a training practice which utilizes simulation of an actual job interview in
order to prepare the candidate for the real thing.

This practice is operated by a professional person in a particular form of the profession who
performs an interview with the candidate for the purpose of providing experience. He/she then
provides feedback and points to things the candidate should work on.

Benefits of mock interview

- Helps the candidate to understand what is expected in a real job interview
- Helps the candidate improve his/her self-presentation
- Provide the candidate with valuable feedback
- Helps a candidate to gain confidence for real interviews
- Provides the candidate with important skills to handle an upcoming interview
4.5 Preparing for and Facing an Interview- Types of interviews conducting
effective job interviews, Preparing for interview

When you think of a job interview, you probably imagine sitting across the table from a hiring
manager, answering a series of all-too-familiar questions. While this is certainly the norm,
employers increasingly use different types of interviews to screen candidates in unique ways.

Likewise, from a candidate’s perspective, each type of interview requires a different strategy. What
works in one setting, may backfire in another. To succeed, it is absolutely essential that you:

A. Know the kind of interview you are walking into, and;

B. Have the right plan-of-attack for that type of interview.

Here are the six most common types of interviews that you can expect from an a prospective
employer:

Phone Interviews
Many organizations use a 15-20 minute telephone interview to screen candidates, prior to inviting
them in for an in-person meeting. Face-to-face interviews take a lot of time, so employers want to
make sure they are only meeting with the most-qualified candidates.

If you are invited for a telephone interview, the employer has seen something they like in your
application. The phone screening is a way to ensure that you are as good in reality as you are on
paper.

 To confirm your interest in and availability for the job

 To make sure you are reasonably intelligent and well-spoken
 To identify your salary requirements
 To establish your basic qualifications for the job and clear up any questions about your
resume
 To see if you’ll say anything that would disqualify you for the job

Often the person conducting the phone interview isn’t the hiring manager; instead, you’ll be called
by a human resources representative or the hiring managers’ support staff. Accordingly, many of
the questions you’ll get in a phone interview will relate directly to job requirements and
responsibilities as they are listed in the job description. Make sure you’ve thoroughly reviewed the
announcement and understand the job-at-hand before the call.
Group Interviews
Increasingly, organizations use group interviews to quickly find the right candidate. In a group
interview, multiple applicants are interviewed simultaneously. The size of group will vary, but
employers typically limit the number of interviewees to less than ten at a time.

Sometimes questions are presented to each candidate, but more often these interviews are
structured as a group conversation, facilitated by the employer.

From the employer’s perspective, group interviews are a good way to identify team-oriented
candidates. They get to see how you interact with others, particularly in stressful situations.

From the job seeker’s perspective, group interviews can feel like a cattle call–impersonal,
superficial, and highly competitive. Certainly it is a challenge to stand out when you’re sharing
the room with a handful of other hungry applicants.

The key to thriving in a group interview is to be a good team player. Given the format, you won’t
have the chance to review all your qualifications and credentials. So don’t try to force it! Speak up
when you have the opportunity, but don’t dominate the conversation. Instead, listen attentively to
other candidates, learn their names and, to the extent you can, get them involved in the
conversation. Facilitating this kind of group conversation is leadership in action, and will almost
alway create a positive impression with the employer.

One-on-one Interviews
These are the kinds of interviews you are most probably familiar with—a 30 to 60 minute
conversation with the hiring manager or a representative from human resources. This is, by far,
the most common interview type.

If you’re offered an interview, the employer probably already believes that you have the technical
skills for the job at-hand. You’ll have to back-up this assumption in the interview but, more
importantly, you need to show that you’ll be a good fit in the existing organizational culture. Be
prepared to answer more behavioral questions, rather than technical queries.

Given the importance of culture fit in an interview, creating a connection with the interviewer is
critical. The better your rapport, the easier it will be for him or her to envision working with you.
As such, you should do research on your interviewer before you meet in-person. Review their
LinkedIn and social media profiles, learn their professional biography, and look for shared interests
and connections. The more touch-points you can identify with your interviewer, the better!
Panel Interviews
Some organizations like to involve multiple staff members in the candidate-selection process. To
facilitate this, they conduct panel interviews, where a single candidate is questioned by several
people at the same time.

Panel interviews are often the norm in organizations with rigid, highly-structured hiring processes
(like government agencies) and for positions where the employer is using a search committee to
make a hire.

The prospect of being grilled by multiple interviewers, simultaneously, can be daunting to many
job seekers. The best strategy for surviving this “firing squad” is to give each interviewer
individualized attention, while simultaneously facilitating more broad conversation with the full
panel.

Everyone in the panel comes to the table with a different priority—a unique challenge or concern
that they hope to resolve with the new hire. The more you identify and speak to these sometimes-
divergent interests, the better off you’ll do in the interview.

You’ll quickly learn where each panelist’s interest lies by the direction of their questions, but you
can also infer this information by doing research before the interview. Like in a one-on-one
interview, you should do your homework on each interviewer, ahead of the meeting. Learn what
they do in the organization and try to empathize with their situation and challenges.

When answering a question, always address your response directly to the person who asked the
question. Remember, they are asking things that are particularly important to them and their job;
show that you are responsive to their individual concerns by looking them in the eye and repeating
their name when your respond.

At the same time, you want to expand the conversation and get all the panelists involved in a larger
dialog. After you directly answer a question posed by a panelist, try to elaborate on your response
by addressing the priorities, challenges, and perspectives of other panelists. Doing this well will
show that you understand the multiple demands of the job. It also transforms the interview from a
stream of quick-fire questions to a more engaging conversation.

Project or Case Interviews

Some employers believe the that only way to know whether you can do the job is to test you with
a real life project. These organizations assign time-limited technical tasks and base the their hiring
decision on which applicant performs the task best. In some cases, this test represents almost the
entirety of the formal screening process. As the Harvard Business Review notes: “projects are the
new interviews.”
To do well in a project interview you need to know your stuff and you need to perform under
pressure. It’s also important to remember that the more stressful the project–in terms of demands
and restrictions–the less you need to worry about absolute perfection. The employer may well be
giving you an outlandishly hard task to see how you manage stress and perform in extreme
circumstances. Showing a well-thought out process will get you a long way. And delivering a well-
conceived—if not perfectly executed—product may well meet the interviewer’s expectations.

Meal Interviews
The complete opposite of a project interview is a meal interview. In the prior, the employer is
almost exclusively analyzing your technical capacity; in the latter, they are primarily exploring
your personality, and culture fit.

Taking a candidate out for a meal can be a useful way to learn how they act outside of the office.
The relaxed, informal atmosphere befits a more casual conversation and interview. However, at
least in some cases, employers use these out-of-the-office interviews to test candidates in
unconventional ways.

The key to success in a meal interview is to remember that, even in this more casual setting, the
employer has an agenda. They have questions (and maybe some doubts) about you. Your job is to
answer these questions over the course of your meal. That may require you to creatively probe
your host about their challenges, needs, and the goals for the new hire. Then, in a conversational
way, relate how you are uniquely able to help them with these issues.

Preparing for interview:

From researching the company to handling certain key interview questions, make sure you make
a great impression and ace your next job interview by following these 20 tips.

1. Research the industry and company.

An interviewer may ask how you perceive his company's position in its industry, who the firm's
competitors are, what its competitive advantages are, and how it should best go forward. For this
reason, avoid trying to thoroughly research a dozen different industries. Focus your job search on
just a few industries instead.

2. Clarify your "selling points" and the reasons you want the job.
Prepare to go into every interview with three to five key selling points in mind, such as what
makes you the best candidate for the position. Have an example of each selling point prepared ("I
have good communication skills. For example, I persuaded an entire group to ..."). And be
prepared to tell the interviewer why you want that job – including what interests you about it,
what rewards it offers that you find valuable, and what abilities it requires that you possess. If an
interviewer doesn't think you're really, really interested in the job, he or she won't give you an
offer – no matter how good you are!
3. Anticipate the interviewer's concerns and reservations.
There are always more candidates for positions than there are openings. So interviewers look for
ways to screen people out. Put yourself in their shoes and ask yourself why they might not want
to hire you (“I don't have this,” “I'm not that,” etc.). Then prepare your defense: “I know you
may be thinking that I might not be the best fit for this position because [their reservation]. But
you should know that [reason the interviewer shouldn't be overly concerned]."

4. Prepare for common interview questions.

Every "how to interview" book has a list of a hundred or more "common interview questions."
(You might wonder just how long those interviews are if there are that many common
questions!) So how do you prepare? Pick any list and think about which questions you're most
likely to encounter, given your age and status (about to graduate, looking for a summer
internship). Then prepare your answers so you won't have to fumble for them during the actual
interview.

5. Line up your questions for the interviewer.

Come to the interview with some intelligent questions for the interviewer that demonstrate your
knowledge of the company as well as your serious intent. Interviewers always ask if you have
any questions, and no matter what, you should have one or two ready. If you say, "No, not
really," he or she may conclude that you're not all that interested in the job or the company. A
good all-purpose question is, "If you could design the ideal candidate for this position from the
ground up, what would he or she be like?"

If you're having a series of interviews with the same company, you can use some of your
prepared questions with each person you meet (for example, "What do you think is the best thing
about working here?" and "What kind of person would you most like to see fill this position?")
Then, try to think of one or two others during each interview itself.

6. Practice, practice, practice.

It's one thing to come prepared with a mental answer to a question like, "Why should we hire
you?" It's another challenge entirely to say it out loud in a confident and convincing way. The
first time you try it, you'll sound garbled and confused, no matter how clear your thoughts are in
your own mind! Do it another 10 times, and you'll sound a lot smoother and more articulate.

But you shouldn't do your practicing when you're "on stage" with a recruiter; rehearse before you
go to the interview. The best way to rehearse? Get two friends and practice interviewing each
other in a "round robin": one person acts as the observer and the "interviewee" gets feedback
from both the observer and the "interviewer." Go for four or five rounds, switching roles as you
go. Another idea (but definitely second-best) is to tape record your answer and then play it back
to see where you need to improve. Whatever you do, make sure your practice consists of
speaking aloud. Rehearsing your answer in your mind won't cut it.

7. Score a success in the first five minutes.

Some studies indicate that interviewers make up their minds about candidates in the first five
minutes of the interview – and then spend the rest of the interview looking for things to confirm
that decision! So what can you do in those five minutes to get through the gate? Come in with
energy and enthusiasm, and express your appreciation for the interviewer's time. (Remember:
She may be seeing a lot of other candidates that day and may be tired from the flight in. So bring
in that energy!)

Also, start off with a positive comment about the company – something like, "I've really been
looking forward to this meeting [not "interview"]. I think [the company] is doing great work in [a
particular field or project], and I'm really excited by the prospect of being able to contribute."

8. Get on the same side as the interviewer.

Many interviewers view job interviews as adversarial: Candidates are going to try to pry an offer
out of the interviewer, and the interviewer's job is to hold onto it. Your job is to transform this
"tug of war" into a relationship in which you're both on the same side. You could say something
as simple as, "I'm happy to have the chance to learn more about your company and to let you
learn more about me, so we can see if this is going to be a good match or not. I always think that
the worst thing that can happen is to be hired into a job that's wrong for you – then nobody's
happy!"

9. Be assertive and take responsibility for the interview.

Perhaps out of the effort to be polite, some usually assertive candidates become overly passive
during job interviews. But politeness doesn't equal passivity. An interview is like any other
conversation – it’s a dance in which you and a partner move together, both responding to the
other. Don't make the mistake of just sitting there waiting for the interviewer to ask you about
that Nobel Prize you won. It's your responsibility to make sure he walks away knowing your key
selling points.

10. Be ready to handle illegal and inappropriate questions.

Interview questions about your race, age, gender, religion, marital status, and sexual orientation
are inappropriate and in many areas illegal. Nevertheless, you may get one or more of them. If
you do, you have a couple of options. You can simply answer with a question ("I'm not sure how
that's relevant to my application"), or you can try to answer "the question behind the question": "I
don't know whether I'll decide to have children in the near future, but if you're wondering if I'll
be leaving my job for an extended period of time, I can say that I'm very committed to my career
and frankly can't imagine giving it up."

11. Make your selling points clear.

If a tree falls in the forest and no one is there to hear it, did it make a sound? More important, if
you communicate your selling points during a job interview and the interviewer doesn't get it,
did you score? On this question, the answer is clear: No! So don't bury your selling points in
long-winded stories. Instead, tell the interviewer what your selling point is first, then give the
example.

12. Think positive.

No one likes a complainer, so don't dwell on negative experiences during an interview. Even if
the interviewer asks you point blank, "What courses have you liked least?" or "What did you like
least about that previous job?" don't answer the question. Or more specifically, don't answer it as
it's been asked. Instead, say something like, "Well, actually I've found something about all of my
classes that I've liked. For example, although I found [class] to be very tough, I liked the fact that
[positive point about the class]" or "I liked [a previous job] quite a bit, although now I know that
I really want to [new job]."
13. Close on a positive note.
If a salesman came to you and demonstrated his product, then thanked you for your time and
walked out the door, what did he do wrong? He didn't ask you to buy it! If you get to the end of
an interview and think you'd really like that job, ask for it! Tell the interviewer that you'd really,
really like the job – that you were excited about it before the interview and are even more excited
now, and that you're convinced you'd like to work there. If there are two equally good candidates
at the end of the search – you and someone else – the interviewer will think you're more likely to
accept the offer, and thus may be more inclined to make an offer to you.

14. Bring a copy of your resume to every interview.

Have a copy of your resume with you when you go to every interview. If the interviewer has
misplaced his or her copy, you'll save a lot of time (and embarrassment on the interviewer's part)
if you can just pull your extra copy out and hand it over.

15. Don't worry about sounding "canned".

Some people are concerned that if they rehearse their answers, they'll sound "canned" (or overly
polished or glib) during the interview. Don't worry. If you're well prepared, you'll sound smooth
and articulate, not canned. And if you're not so well prepared, the anxiety of the situation will
eliminate any "canned" quality.

16. Make the most of the "Tell me about yourself" question.

Many interviewers begin interviews with this question. So how should you respond? You can go
into a story about where you were born, what your parents do, how many brothers and sisters and
dogs and cats you have, and that's okay. But would you rather have the interviewer writing down
what kind of dog you have – or why the company should hire you?

Consider responding to this question with something like: "Well, obviously I could tell you about
lots of things, and if I'm missing what you want, please let me know. But the three things I think
are most important for you to know about me are [your selling points]. I can expand on those a
little if you'd like." Interviewers will always say, "Sure, go ahead." Then you say, "Well,
regarding the first point, [give your example]. And when I was working for [company], I
[example of another selling point]." Etc. This strategy enables you to focus the first 10-15
minutes of the interview on all of your key selling points. The "Tell me about yourself" question
is a golden opportunity. Don't miss it!

17. Speak the right body language.

Dress appropriately, make eye contact, give a firm handshake, have good posture, speak clearly,
and don't wear perfume or cologne! Sometimes interview locations are small rooms that may
lack good air circulation. You want the interviewer paying attention to your job qualifications --
not passing out because you've come in wearing Chanel No. 5 and the candidate before you was
doused with Brut, and the two have mixed to form a poisonous gas that results in you not getting
an offer!

18. Be ready for "behavior-based" interviews".

One of the most common interview styles today is to ask people to describe experiences they
have had that demonstrate behaviors that the company thinks are important for a particular
position. You might be asked to talk about a time when you made an unpopular decision,
displayed a high level of persistence, or made a decision under time pressure and with limited
information, for example.

Step 1 is to anticipate the behaviors this hiring manager is likely to be looking for.

Step 2 is to identify at least one example of when you demonstrated each behavior.

Step 3 is to prepare a story for each example. Many people recommend using SAR (Situation-
Action-Result) as a model for the story.

Step 4 is to practice telling the story. Also, make sure to review your resume before the
interview with this kind of format in mind; this can help you to remember examples of behaviors
you may not have anticipated in advance.

19. Send thank-you notes.

Write a thank-you note after every interview. Type each note on paper or send them by email,
depending on the interviewers' preferences. Customize your notes by referring specifically to
what you and the interviewer discussed; for example, "I was particularly excited about [or
interested by, or glad to hear] what you said about ..." Handwritten notes might be better if you're
thanking a personal contact for helping you in your job search, or if the company you're
interviewing with is based in Europe. Whatever method you choose, notes should be sent within
48 hours of the interview.

To write a good thank-you note, you'll need to take time after each interview to jot down a few
things about what the interviewer said. Also, write down what you could have done better in the
interview, and make adjustments before you head off for your next interview.

20. Don't give up!

If you've had a bad interview for a job that you truly think would be a great fit for you (not just
something you want badly), don't give up! Write a note, send an email, or call the interviewer to
let him or her know that you think you did a poor job of communicating why you think this job
would be a good match. Reiterate what you have to offer the company, and say that you'd like an
opportunity to contribute. Whether this strategy will get you a job offer depends on the company
and on you. But one thing's for sure: If you don't try, your chances are exactly zero. We've seen
this approach work on numerous occasions, and we encourage you to give it that last shot.

If you follow the above 20 strategies, you'll be as prepared as any candidate an interviewer has
ever seen.
Unit – V Building Careers & employment messages

5.1 Career building and setting a career goal.

5.2 Writing Resumes/CV: Resumes formats/CV
5.3 Traditional, electronic, and video Resumes.
5.4 Job Description;
5.5 Letter of Acceptance,
5.6 Letter of Resignation and Promotion,
5.7 Testimonials and References.
5.1 Career building and setting a career goal.
What is a Career Goal?

A career goal is a well-defined statement explaining the profession that an individual intends to
pursue throughout his career. It is important for every employee or job seeker to define their career
goals clearly. It helps them to come up with effective action plans.

Setting unrealistic goals can lead to disappointment. But that does not mean that one should
avoid formulating career goals altogether. Creating resolutions is the easiest way to keep oneself
motivated to achieve your dreams.

Breaking Down Career Goals

Setting career goals is an incredibly easy process. All one needs to do is to set targets.
To illustrate the concept, consider a 17-year old who wants to become the CEO of a large
engineering company in the future. He must go through several stages, the first being passing his
12th-grade exams. After passing, the teenager will then enroll in a four-year engineering course
before moving to work in, for example, a multinational company for at least two years. Next, he
may enroll in a management course from a reputable school. Advancing his studies is a good idea
to boost his chances of getting the CEO position.

Short-term vs. Long-term Career Goals

As shown in the illustration above, there are short-term and long-term goals. The teenager’s
primary objective is to become the manager of a company. In order to get there, he needs to achieve
his short-term goals, which include passing his high school and college exams, gaining experience
by working for a related company, and boosting his experience and skills through further studies.
Short-term goals are those that can be achieved within six months to three years. It may take three
to five years or more to achieve long-term goals.

How to Set Career Goals

Defining career goals is just half the battle. An individual must set their mind on accomplishing
the goals he or she has set. However, if one doesn’t develop or map out their goals properly, it will
be harder to achieve them. When setting career goals, an individual should ensure that they meet
the following criteria:

1. Specific

When setting goals, an individual shouldn’t just focus on being successful. Instead, he or she
should define what success means to them. The ultimate success for one person may just be a
milestone to achieving bigger goals for a different person. For one individual, success may be
becoming the Chief Executive Officer for a company. For another, success can be attaining
financial freedom.
2. Measurable
As one sets his or her career goals, they should ensure that they also come up with a way to measure
their outcome. This can be done by setting a timeframe, such as “complete MBA degree within
three years”. Once the individual is able to attain the short-term goals within the timeframe he or
she sets, then they’re on the right path to achieving their ultimate goal.

3. Avoid negativity
A goal must be something that an individual wants rather than a factor he or she wants to avoid.
So, instead of focusing on leaving a particular job or position within the next five years, the
employee should aim at where they want to be and think about what they can do to move toward
getting there.

4. Realistic
More than anything, an individual’s career goals must be realistic. It wouldn’t make sense for an
individual to set a goal of winning a Grammy award if they’ve never performed or played an
instrument.

On the other hand, the individual setting goals shouldn’t keep things too simple. A career
roadmap should be a challenge, not a walk in the park. If the individual’s goals don’t make them
a little bit uncomfortable, then they should probably set higher limits.

5. Tie actions to each goal

For each set goal, a person needs to take certain measures to achieve it. Listing the different
activities that are needed to achieve a goal makes the whole process easier.

How to Achieve Career Goals

1. Write them down

It may seem like an old-school technique, but it’s actually very effective. Based on several studies,
individuals who write down their career goals see a higher likelihood of achieving them compared
to those who don’t.There are several benefits to writing down one’s goals. For one, an individual
is forced to think critically on how to achieve each goal.

2. Share the plan

Another perk of writing down career goals is that it makes it easy to share them with friends,
colleagues, or even a manager. When an individual discloses their short and long-term career goals
to other people, they feel more challenged to follow them through to the end.

3. Visualize success
One thing that high achievers do is to visualize their success. Sports psychologists often ask their
top athletes to envision themselves crossing that finish line or kicking the field goal. It’s the same
concept with career goals. One should think about all the steps they need to reach their goal and
plan for the setbacks that they may encounter.

The Bottom Line

A career goal is all about setting short-term and long-term objectives related to one’s career
path. Setting career goals is important, as it helps propel individuals to accomplish them. This is
particularly so when the person shares their plans with a third party.
5.2 Writing Resumes /CV: Resumes formats / CV

What is a CV or Résumé?

In simple terms, your CV or resume sets out your skills and experience.
Your CV should demonstrate to any potential employer why they should hire you above any of
the other skilled candidates who have presented themselves for employment.

Technically a CV (Curriculum Vitae) is a detailed document outlining all of your life

achievements, qualifications, associations, awards and skills. Curriculum Vitae means ‘course of
life’ in Latin.

A resume (spelt résumé, with accents, in its technical form), is a more concise document; an
abbreviated version of your CV that focuses on specific skills and achievements, usually in relation
and relevant to an employment opportunity.

In the UK and Ireland, job applicants are usually required to produce a CV whereas in the US and
Canada the word resume is more frequently used.

In India, Australia and other English speaking counties either term may be used – for the purpose
of applying for a job CVs and resumes are the same thing, it just depends on where the job is!

Things You Should Do When Writing a CV

Include your contact details at the top

Start with your name, address, phone number and email address. If your CV runs to more than one
page, then make sure you include an identifier on every page, probably as a header or footer, and
page numbers.

Decide whether you want to start with a personal statement

This is optional, although many CV-writing companies recommend it. If you decide to include
one, it needs to say something real about you, and not just be an anodyne statement that could
apply to anyone. Try to avoid jargon such as ‘forward-thinking’ or ‘strategic’ and use this to
showcase your strengths, if possible focused on action.

Include sections on Key Skills, Knowledge and Achievements, Work Experience, and
Education
Precisely how much to include in each section depends on the sector to which you are applying.
Try to get some advice from someone in the sector if you don’t already work there. Start with the
most recent achievement, experience or training, and work backwards in each section.

When discussing achievements, focus on what you’ve actually done and the end result
achieved

Your statements should be in the form “In situation x, I did this, and the end result was that”.

For example:
In an unexpected funding crisis, I organized and carried out a cross-departmental review with
colleagues, and managed to find savings which addressed all our funding concerns and gave us
Rs XXXX to put towards contingencies.
or
As president of the climbing club at university, I sought out a commercial sponsor from contacts
made during work experience and successfully obtained funding for new equipment.
or
As chair of the college fundraising committee, I successfully organised an event which more than
200 people attend, and which raised Rs XXX. It has gone on to be a regular part of the social
calendar.
Concentrate on your personal actions, the precise outcome, and how you knew the action was a
success.

Include everything relevant in ‘Work Experience’ and ‘Education’

Once you’ve got plenty of work experience, it’s OK not to include the paper round you had when
you were 16 and the summer jobs you had as a student, but you don’t want any gaps once you’ve
started work.

If you’ve taken a career break for some reason, or had a period out of work after redundancy, say
so. Otherwise you’ll be asked about it, if they don’t just assume you were in prison and bin your
CV.

Don’t include every last course you’ve ever done, but do include everything that’s relevant to the
job. If you’re going for a job as a forklift driver, they won’t want to know about your catering
qualification, but your Health and Safety certificate might be relevant.
Check the essential requirements for the job, and make sure you’ve included anything that’s
mentioned.

Make sure that your spelling and grammar are all correct

Many employers bin any CVs with spelling or grammatical errors.

Look at our pages on Grammar and Spelling, use your computer’s spell-check function, proof-
read it yourself, and get someone else with good spelling and grammar to have another look before
you send it.

Resumes formats:

The 3 main resume formats are:

1. Reverse-chronological - This one’s the most common and practical resume format. A
reverse-chronological resume lists your work experiences and skills in reverse-
chronological order.
2. Functional - The functional resume is also known as the skills-based resume. What
differentiates this format from the other two is that it focuses more on your skills rather
than your work experience.
3. Combination (or, hybrid) - As you probably already guessed, this one’s a combination
of the other two formats. It focuses on both skills and experiences
Resume Format #1 - Reverse-Chronological
And here’s what you’d include in a reverse-chronological resume:

1. Contact Information - Your name, phone number, location, and email address. In some
cases, you can include useful links, such as a LinkedIn or GitHub profile.

2. Resume Summary or Objective - A brief 2-4 sentence summary of your work experience,
or your objective for applying for a given position.

3. Professional Title - Your title. This should mirror the exact position you’re applying for.

4. Work Experience - Your work experience in reverse-chronological order. When possible,

talk about achievements over responsibilities.

5. Skills Section - Skills relevant for the position you’re applying for.

6. Education - Your educational history. Pro tip - if you have a B.A., feel free to skip on your
high school education.

7. Optional Sections - Sections like volunteering, projects, portfolio, hobbies, etc. While
they’re not a game-changer, they can help fill up some space on your resume.
Resume Format #2 - Functional
As the name suggests, a functional resume focuses more on skills rather than work experience.

It’s mainly useful for recent graduates or career changers since your work experience is not the
main focus of the resume.

What to include a functional resume:

1. Contact Information
2. Resume Summary or Objective
3. Professional Title
4. Skills Summary
5. Additional Skills
6. Work Experience
7. Education

As you can see, the main difference from a reverse-chronological resume is that the focus of the
functional resume is the Skill Summary (or Areas of Strengths in the example above) section.
Resume Format #3 - Combination (Or, Hybrid)
The typical sections you’d find on a combination resume are the same as that of a functional
resume, the main difference being the focus on work experience.

What to include in a combination resume:

1. Contact Information
2. Skill Summary
3. Additional Skills
4. Work Experience
5. Education

A functional resume can have zero or minimal work history, while a combination resume puts
equal emphasis on both.

Usually, the combination resume is for candidates with extensive work experience, who need a
way to emphasize more work experience and skills with less space.

5.3 Traditional, electronic, and video Resumes.

If you are looking for a job, you know you need a great resume. A good professional resume is the
key to your dream job and can set you apart from the rest of the candidates. The first impression
is everything to an employer when going through dozens of application, hence put your best foot
forward with the top-notch resume.

Recently the employment industry has witnessed the revolution in video resumes. Currently, a hot
favorite amongst the job-seekers and employers, the video resume is slowly taking over the
traditional resume. But what is the difference between a video resume and a traditional resume?

The Traditional Resume

The traditional paper resume is ideally one or two pages long document that consists of your
educational and professional history. It also contains your personal information, contact details,
career highlights, personal interests, and references. It is the same age-old format in which nothing
is interesting to attract the employers.

The benefits of a traditional resume lie in its ability to impart quick information for the hiring
managers. The downside of the text resume is that many job seekers look better on paper than they
do in the workplace and similarly, many candidates’ passion and ambition just doesn’t come
through on one page. Unfortunately, the traditional resumes do not give a comprehensive picture
of the potential candidate which may lead to the loss of the best candidate in the initial screening.

The Video Resume

Video resume puts your ‘face’ on your resume. The video resume is a short 60-90 seconds video
clip giving details about your qualification, skills and experience. The video resume is a smart and
unique way to express your skills, communication efficiency and attitude which is not possible
with the text resume.
The main aim of the video resume is to make you stand out from the rest of the applicants. It
demonstrates your creativity to the employer and gives you complete liberty to project your skills
the way you want to.

Video resumes give the hiring managers a more personal feel for the candidate even before the
actual interview. They get to see the verbal communication efficiency, body language and
confidence of the candidate that can never be incorporated in the traditional paper resume.

5.4 Job Description;

Job description is an informative documentation of the scope, duties, tasks, responsibilities and
working conditions related to the job listing in the organization through the process of job
analysis. Job description also details the skills and qualifications that an individual applying for
the job needs to possess. It basically gives all the details which might be good for both the
company and the applicant so that both parties are on the same page regarding the job
posting. Basically, job analysis is bifurcated into two components namely job description and job
specification.

The job description is used in the recruitment process to inform the applicants of the job profile
and requirements, and used at the performance management process to evaluate the employee’s
performance against the description.

Importance of Job Description

Job description is the most important thing which a candidate gets about a job listing. It gives all
the relevant and necessary details about a job. The details which can help one decide whether the
job is relevant or not. Qualifications, roles, responsibilities etc are included in the job description
document which paints a clear picture of what is expected from the particular role. It gives an
opportunity for a candidate to prepare well for a job interview. It also helps companies identify
all skills required by a right candidate.
Job Description Components

A Job description will include the following components:

- Roles and responsibilities of the job.

- Goals of the organization as well the goals to be achieved as a part of the profile
are mentioned in the job description.
- Qualifications in terms of education and work experience required have to be
clearly mentioned.
- Skill sets like leadership, team management, time management, communication
management etc required to fulfill the job
- Salary range of the job are mentioned in the job description

5.5 Letter of Acceptance,

An acceptance letter is written when you are accepting a job offer or a business deal. In these
letters, you convey the decision you have taken and establish a contractual relationship between
you and the employer.

An acceptance letter should communicate your decision regarding a job. Along with accepting
the job offer, you should share the outline of the job.
A letter of acceptance should be sent by email or post. The letter should be well-written, to the
point and simple. It is a simple letter where you are communicating that you are accepting a job
offer.

Job Offer Acceptance Letter

Dear (recipient),

responsibilities and my qualifications.

Please record this letter as my official letter of acceptance for the job. The
confidence that you have in my abilities to perform the duties that will be
expected of me.

My years of experience and judgment, which I have gained over the past years,
will enable me to perform these duties. I hope to achieve all the tasks successfully
and wholeheartedly.

I look forward to working with you.

Sincerely,

(Your name).

5.6 Letter of Resignation and Promotion,

It happens often enough, particularly early in someone's career. You take your first entry-level
job with the intention of working your way up the corporate ladder. This first job is certainly not
a position in which you want to spend the rest of your life — that's understood.

Then, a year or so into the job, it happens. A new door opens — exactly what you've been waiting
for and working toward. Congratulations! Now, of course, you're faced with resigning from your
current job with integrity. After all, that job is going to be there on your resume as you continue to
advance in your career. You don't want to burn any bridges.

Of course, it's possible that you've been promoted within your own company and this takes a lot
of the awkwardness out of the situation. Otherwise, this example of a resignation letter example
can help you notify your employer that you're resigning to pursue a job that is a promotion to a
higher position.

Tips for Writing a Resignation Letter for a Promotion

 Give appropriate notice. Generally, that means at least two weeks. This allows your
employer to cover your projects and start the process of finding your replacement.
 Use business letter format. Create your letter as you would any other business letter. This
means setting it up professionally with the right information, in the right order. Don’t fall
into the trap of being overly casual in your resignation letter, even if you’re on friendly
terms with your soon-to-be former boss. While you don’t need to take a stilted, overly
formal tone in your writing, you do need to get your message across clearly and graciously.
 Include all relevant information. When will your last day be? Are you available to help
with the transition? When and how will you follow up with details? These are the most
important things to convey in your resignation letter.
 Be grateful. It’s also essential to convey your thanks for the opportunity — even if the job
didn’t work out the way you planned. Be sincere in your thanks: even the worst jobs have
something to teach us. Perhaps you made connections that you hope to keep for a lifetime
or learned some aspect of the business that will help you in your career going forward.
 Avoid the negative. Now’s not the time to vent your frustrations about the job, your boss,
or your coworkers. Emphasize the positive and move on.
 Proofread, proofread, and proofread. As in all business correspondence, accuracy is
important. Check and double-check for errors before you send.
 Resignation Letter for a Promotion Example
Jane Smith
3 Main Street, Apartment 2R
Center City, Iowa 52240
555-123-4567
jane.smith@email.com

January 3, 2019

Ben Garcia
Senior Sales Manager
Noonan & Company
14 Office Park Way
Center City, Iowa 52240

Dear Ben:

I will be resigning from my job next month as Sales Manager at Noonan & Company in order to take on a new
position. I was recently offered a position as V.P. of Sales for another company, and unfortunately, it's an offer that I
cannot decline. The new job is the ideal next step in my professional development.

It has been a been a pleasure working with you, and I am deeply grateful for all your assistance during my time at
Noonan & Company. I learned a lot and I appreciate the time and effort you spent orienting me to a new job at a new
company.

Please do not hesitate to reach out to me if there's anything at all I can do for you, either during the remainder of my
time here or in the months after. I would be happy to assist you in hiring a replacement or in selecting another
employee for a promotion to my position. I will be available this month to meet with you at any time, or you can
contact me at either 555-123-4567 or jane.smith@email.com.

Thanks so much for your understanding, and I hope that we can remain in touch as professionals in the future.

Sincerely,

Signature (hard copy letter)

Jane Smith
5.7 Testimonials and References

When people apply for jobs, their applications can be greatly benefited by having a few well-
written recommendations from their references. These are usually referred to as letters of
reference, testimonials or letters of recommendation. They are usually written by former
employers, former teachers or even coworkers of a high standing.

In these letters, the reference will commonly write about the qualities of the particular person,
noting how they are well-suited for the job they are applying for and listed this person’s various
skill sets. While it is not common, some prospecting employers actually require their applicants to
draft their own letters of recommendation and then get them signed by a reference. The purpose
of this practice is to make possible employees objectively describe their skill sets and qualifications
for the job in which they are interested.

In a business context, testimonials can have a different meaning from letters of reference. They are
similar, though, in that a former client will recommend someone that gave them business.
Testimonials could also refer to certain products or services, where the reference cites how they
were satisfied with the product or service and subsequently recommend it.

A good reference letter should include your academic abilities, commitment including your
positive attributes and interest towards the course. A well-written testimonial should be provided
by someone who knows you well. It is ideal to have it customized just for you, or better, you can
provide a few points that you would like to be included in your reference letter. Here are some
tips for you:

 Upon requesting a recommendation letter, be sure to remind potential referees on how

they know you and brief them on why you need the letter (e.g. what courses you applying
for)
 Provide the referee with your most updated resume/CV highlighting examples of your
interests/ contribution on the course
 Provide the referee with info on how to submit the letter, what to include (if there are any
requirements) and when it is due.
 Ensure your referee provides their full name, email, phone number, and signature on it
 Remember to send a ‘thank you’ letter to the person after writing your letter

_
 UNIT-6
Emerging Digital channels for communication

6.1 Web. Web sites including social media and video sharing sites.

6.2 Search. Search engine results.

6.3 Communication. Communication tools such as email or messaging apps.

6.4 Apps. Mobile apps including apps launched by brands or ecommerce sites

to drive sales.

6.5 Online Events

6.6 Digital Media

6.1 Web. Web sites including social media and video sharing sites.

With faster and more dependable internet connections, online video sharing sites have become a
hit, especially with the upsurge of active participation from users. Videos easily make up for the
majority of the content we consume online content today. And with the rise of augmented and
virtual reality, the demand is likely to increase even further.

Best Video Sharing Sites and Apps (2022)

1. YouTube

Owned by Google parent Alphabet, YouTube makes the best use of machine learning for indexing
and compiling suggestions for users and has support for up to 8K as well as HDR content that
can be uploaded in any of the popular video formats. It means that there are many possibilities for
creators to make money via YouTube.

2. Vimeo

While YouTube is undoubtedly the most popular video-sharing platform, Vimeo remains
probably the best alternative to Google‘s offering. Unlike YouTube, Vimeo doesn’t feature
advertisements either at the beginning or in-between the videos, which is great from the audience’s
point of view.

3. TikTok
TikTok may not be available in India anymore, but its popularity around the world is at a record
high. Lip-syncing videos have become a craze today, and you should give credit to TikTok for
playing a significant role. This video-sharing platform has kind of become a go-to destination for
folks who love to watch short videos of all kinds, including gaming, DIY, sports, comedy, and
more.

4. Facebook Watch

Facebook, the largest social media platform, is also the home of one of the most diverse catalogs
of video content generated by both users themselves, brand pages, and creators. And to compete
with offerings from YouTube, Facebook Watch comes with several notable features, including
the ability to watch any video with friends. Here you can explore the latest videos uploaded by
creators and your favorite Facebook pages in a scrollable format with a highly personalized feed.
5. Twitch

If you are a gaming geek who would love to stream their gaming videos on the web, Twitch is a
great platform to do so. Twitch is a video game streaming service on the web. This network allows
users to stream their games with a maximum bitrate of 3500. For those advanced gamers looking
forward to cashing in on the revenue sharing model of Twitch, it is one of the best networks to
stream your games.

6. Dailymotion

Dailymotion is another popular video sharing site on the web. The site allows users to view, upload
and share videos through the network. With a file size limit of 2GB and a video length limit of
60 minutes per video, Dailymotion is a widely popular video sharing service on the web. Also,
using the Dailymotion Publishing Partner program, content creators can earn a share of the revenue
from their monetized videos.

7. IGTV by Instagram

Integrated with Instagram, IGTV serves the class of users looking for short-form video content
in portrait (vertical) format. This is targeted at smartphone users and its easy scroll and tap
gestures feed you a platter of easily consumable content. You can either use IGTV directly using
its standalone app or from within the Instagram app.

6.2 Search. Search engine results:

A search engine is a web-based tool that enables users to locate information on the World Wide
Web. Popular examples of search engines are Google, Yahoo!, and MSN Search. Search engines
utilize automated software applications (referred to as robots, bots, or spiders) that travel along the
Web, following links from page to page, site to site. The information gathered by the spiders is
used to create a searchable index of the Web.

How do search engines work?

Every search engine uses different complex mathematical formulas to generate search results. The
results for a specific query are then displayed on the SERP. Search engine algorithms take the key
elements of a web page, including the page title, content and keyword density, and come up with
a ranking for where to place the results on the pages. Each search engine’s algorithm is unique, so
a top ranking on Yahoo! does not guarantee a prominent ranking on Google, and vice versa. To
make things more complicated, the algorithms used by search engines are not only closely guarded
secrets, they are also constantly undergoing modification and revision. This means that the criteria
to best optimize a site with must be surmised through observation, as well as trial and error — and
not just once, but continuously.

6.3 Communication. Communication tools such as email or messaging apps:

Communication is essential for starting and building a successful business. In this session, we
will review the basic forms of communication, tools, resources, and equipment

of Communication
 External
 Internal
Communication Tools
 Mail
 Email
 Telephones
o Landline Telephones
o Cell Phones
o Smartphones
o Internet Calling: Google Voice and Others
 SMS/Text Messaging
 Cell and Data Plans
 Video and Web Conferencing
 Social Networking Sites
 G-Suite and Microsoft 365/Office
 Online Collaboration/Productivity Tools

 Desktop
 Laptop
 Notebooks
 Tablets
 Software
 Auxiliary Products
6.4 Apps. Mobile apps including apps launched by brands or ecommerce sites

to drive sales.

For many sales professionals operating at the customer site or in the field, it is critical that they
have all the tools to get the job done. And with the modern business landscape becoming
increasingly reliant on mobile technologies, the proliferation of sales software for mobile devices
only seems a natural course. With best mobile sales software platforms, many businesses are now
capable of closing deals, improve sales performance, and send reports and entries even in real time.

Sales software are now becoming prevalent and many of them are offered in iTunes and Android
markets. This list highlights some of the best sales software solutions for mobile sales
professionals.

1. Salesforce

The big name in the game, and for good reason. Salesforce is an all-inclusive CRM (customer
relationship management) software that can be readily customized to what your sales needs are.

2. Hubspot Sales Hub

In addition to the standard sales automation and tracking you get with Salesforce, Hubspot Sales
Hub offers some other functionality (though it’s a little limited) for connecting with potential
customers directly through the app at their most affordable tier

3. Zendesk Sell

Zendesk Sell touts a clean and simple interface that allows you to see all of your prospect details
in one place, instead of constantly switching tabs. They also have a built-in database for adding
new leads, and the pricing tier you choose decides how many credits you get toward using this
database

4. Salesflare

Small B2B businesses looking for a CRM solution at a lower price point would find Salesflare as
a decent alternative. It’s easy to setup and use. It also comes with features that help automate
most of the usual data input
6.5 Online Events

A virtual event, also known as an online event, virtual conference or live stream experience, is an
event that involves people interacting in an online environment on the web, rather than meeting
in a physical location.

Popular uses of virtual events include webinars, live streams, virtual trade shows, online classes,
online tours and company events. Hybrid events have also become popular in recent years,
mixing in-person events with virtual content that can be accessed online.

"Virtual event" can also refer to online events that are held in a virtual reality (VR) or augmented
reality (AR) setting.

How do virtual events work?

Virtual events work using technology specifically designed to replicate the event experience
online. The minimum technology stack required includes an internet connected device
(computer/phone/tablet) with a camera, microphone and specialized software installed.

There are dozens of companies offering virtual event software today, each with unique features
and advantages. Common among virtual conferencing tools is the ability to connect a host with an
audience via a video link combined with application/desktop sharing, as well as interactive features
such as polls and messaging.

More advanced virtual events platforms feature virtual experiences that mimic in-person
conferences such as a virtual lobby, virtual expo halls where exhibitors can promote their products
and services, and virtual meeting rooms that provide networking opportunities for attendees.

Typically, virtual conference environments are set up beforehand with the visuals, navigation and
sessions added to the virtual events platform to create the online experience. Sessions are typically
pre-recorded in advance, although some platforms allow for live streaming keynotes and sessions
as well.

Virtual attendees register for the conference and are sent a link that they can use to attend the
virtual event experience. Because event sessions are recorded, users can often attend online
conferences after they have already taken place, and have the same experience as those attending
live, minus real-time features such as live Q&As and networking.

Benefits of virtual events

Virtual events have become more popular since the recession and more recently during COVID-
19 as a cost efficient and effective way to connect people.

Increased reach

By removing geographic barriers to event attendance, virtual events open up a much larger
audience for virtual events. For example, Saastr, a leading event for the technology industry, had
10,000 in-person attendees for their 2019 conference. In 2020, they went virtual and had 50,000+
event attendees from all around the world.

Lower cost

Production costs for physical events can be very high. Venue rental, catering, and production costs
can range from thousands to millions of dollars. By removing some of these overheads, event
organizers can save money or reallocate budget to other areas such as attracting higher profile
speakers.

Because virtual event content is pre-recorded, the same content can be re-used to run sister events
for other time zones and regions as well, leading to significant costs savings, which can then be
passed on to attendees and/or improve the event's profitability.

Time savings

There are many time saving benefits of going virtual. Attendee and organizer travel combined with
reduced production lead times and setup add up to significant time savings. These time savings
can also be factored into costs for the events.

Better data and tracking

Online events provide unique opportunities to generate first-party data through registrations and
attendee engagement in-event and via social media. Some event platforms provide granular
insights on attendee engagement and satisfaction and allow the organizers to use this information
to iterate and improve experiences.

6.6 Digital Media

Unlike traditional media, digital media is transmitted as digital data, which at its simplest involves
digital cables or satellites sending binary signals –– 0s and 1s –– to devices that translate them into
audio, video, graphics, text, and more. Anytime you use your computer, tablet, or cellphone,
opening web-based systems and apps, you’re consuming digital media. Digital media might come
in the form of videos, articles, advertisements, music, podcasts, audiobooks, virtual reality, or
digital art.

The digital age began to unfold in the second half of the 20th century, as computer technology
slowly infiltrated different industries and then moved into the public sphere. Yet analog technology
remained dominant even through the 1990s. In the years that followed, newspapers, magazines,
radio, and broadcast television were still the primary means of communication, with fax machines
and pagers becoming most people’s first casual forays into the digital world.

raditional (nondigital) media includes several types of communication technologies, some of

which have existed for hundreds of years. Newspapers, magazines, books, and other printed
materials were among the first types of traditional media. Those forms of media persist, joined in
the 19th century by the telegraph and in the 20th century by radio and television, the first
examples of mass media.

The digital era, however, meant a whole new set of media transmission methods and devices,
with more developed every year. These days, most types of digital media fit into one of these
main subgroups:

 Audio: Audio forms of digital media include digital radio stations, podcasts, and
audiobooks. Tens of millions of Americans subscribe to digital radio services such as
Apple Music, Spotify, Tidal, Pandora, and Sirius, which provide a wide range of musical
stations and allow users to listen to databases of millions of songs on demand.
 Video: Many digital media outlets are visual, from streaming movie and television services
such as Netflix to virtual reality surgical simulators used in medical institutions. One of the
biggest players in visual digital media is YouTube, which hosts billions of videos.
Launched in 2005, the website is one of the most popular destinations on the web.
 Social media: Social media includes sites such as Twitter, Facebook, Instagram, LinkedIn,
and Snapchat, which enable their users to interact with one another through text posts,
photographs, and videos, leaving “likes” and comments to create conversations around pop
culture, sports, news, politics, and the daily events of users’ lives.
 Advertising: Advertisers have made their way into the digital media landscape, taking
advantage of marketing partnerships and advertising space wherever possible. The internet
has moved away from the use of pop-up and autoplay ads, which flooded early websites
and drove away visitors. Instead, advertisers look toward native content and other methods
of keeping consumers invested without overselling their product.
 News, literature, and more: Traditionally, people consumed text via books, print
newspapers, magazines, and the like. Even though digital media has proliferated, the desire
for those kinds of reading experiences has endured. Research from the Pew Research
Center indicates that 38% of adults in the U.S. read news online. The proliferation of
literary websites, the popularity of resources like Wikipedia, and the rise of e-readers like
the Kindle all further underline the continued importance of written work in digital media.