Business Communication Notes All

CHAPTER 1 Successful Negotiations
The Business Directory defines the term Negotiation as:
Bargaining (give and take) process between two or more parties (each with its own aims,
needs, and viewpoints) seeking to discover a common ground and reach an agreement to
settle a matter of mutual concern or resolve a conflict.
Putting it in simpler terms:
Negotiation can be defined as a channel of communication intended to reconcile

differences between parties and to settle conflict jointly. The parties aim at achieving a win-
win position.
Ref: http://www.businessdictionary.com/definition/neqotiation.html
- Negotiations can be called as a way of resolving disputes.
- It is considered as being synonymous to settlement, agreement, collaboration and

bargaining.
- It takes place almost in all spheres of life -be it is business, personal circumstances
(married life, parenting, etc.), legal procedures, government matters, etc. Business
Negotiations requires a lot of homework, such as asking what is the need of
negotiation, who all are involved, what are their view points, what are your aims,
what is expected from negotiation, etc.
- Negotiation involves minimum of two parties.
STAGES OF NEGOTIATIONS
The negotiation process can essentially be understood as a four-stage process. The four
stages of the negotiation process
are preparation, opening, bargaining and closure.
STAGE 1: PREPARATION
Preparation is instrumental to the success of the negotiation process. Being well- prepared
generates confidence and gives an edge to the negotiator. Preparation involves the
following activities:
(i) Gathering Informations asses each party strengths: One needs to learn as much
as one can about the problem and ascertain what information is needed from
the other side. Understanding clearly the issues involved is also needed.
Questions to be asked at this stage:
- Initial points to consider

- Should I be negotiating?
- What I need to know
- Organize information
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Assessing other party strengths at this stage is also important as there could
be several things one can do to improve one's advantage and diminish another side's
advantage.
(ii) Know your objectives: Clarity of objectives is absolutely essential. It needs to be

decided in advance how much you are willing to concede to the opponent and what your
priorities are. All arguments and justifications should be ready.
(iii) Understand the people involved: It is important to know the people with whom the
negotiation is to take place. An understanding of their objectives, roles and the issues likely
to be raised by them will facilitate better handling of the situation during the negotiation
process.
(iv) Rapport: It is helpful to establish a rapport with the opponent during the early stages,
that is, before the bargaining process begins is helpful. This was, one can determine early
on how cooperative the opponent is going to be.
(v) Type of negotiation: Anticipate the type of negotiation expected, that is, ascertain
whether it will be highly competitive, cooperative or something unusual; whether the
negotiation will be face to face, by fax, through a mediator, or in some other manner.
(vi) Plan: Decide on the negotiation approach and plan accordingly. Negotiations can be
approached in several different ways:
1) Distributive Negotiation or Win-Lose Approach:
• Is based on the premise that one person can win on the expense of
another by influencing the other in changing their beliefs through
manipulation, concealing information or forcing one to concede
2) Lose-Lose Approach:
• Both parties end up being losers in such an approach as the negotiating

partner ignore one another's needs and do everything they can to
ensure that other party needs are also not met. This brings an
undesirable outcome which does not benefit either party. Such
approaches are best avoided.
3) Compromise Approach:
• In this approach, a compromise is reached and both parties give up a

part of what they had originally sought and settle for something less
that is acceptable to both.
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4) Integrative or Win-Win Approach:
• Through cooperation, sharing information, and mutual problem-solving, value

can be created which results in both parties feeling that they are achieving
what they wanted.
STAGE 2: OPENING PHASE
- Here the two sides come face to face.
- Each party tries to make an impression on the other side and influence their thinking
at the first opportunity. Psychologically, this phase is important because it sets the
tone for the negotiation to a large extent. It involves both negotiating parties
presenting their case to each other.
STAGE 3: BARGAINING PHASE
- The bargaining phase involves coming closer to the objective you intended to
achieve when you started the negotiation.
- The basic strategy is to convince the other side of the appropriateness of your
demands and then persuading the other party to concede to those demands.
- A logical approach & clearly-thought-out and planned arguments are a prerequisite

at this stage.
STAGE 4: CLOSURE PHASE
- The closing phase of a negotiation represents the opportunity to capitalize on all of

the work done in the earlier phases.
- It involves the sealing of the agreement in which both parties formalize the
agreement in a written contract or letter of intent.
- Reviewing the negotiation post all stages teaches lessons on how to achieve a
better outcome. Therefore, one should take the time to review each element and
find out what went well and what needs to be improved.
DO'S AND DON'TS OF NEGOTIATIONS:
- Do not discuss too many issues, emphasize on the prior issues.
- Be honest and straightforward. Don't get carried away by rumours.
- Never give deadlines, it might lead to delays in deals.
- Keep away personal differences. Just focus your arguments on facts.
- Keep on giving recaps during the negotiation process.

- Avoid being rigid. Listen to the other parties view point if valid.
- Give testimonials for your argument. Support your argument with facts.
- Don't make demands which can't be accepted at all.
- Don't let emotions overwhelm you.
- Be optimistic. Don't fear losing. There are opportunities in other transactions also.
INTER- CULTURAL NEGOTIATIONS
International business deals not only cross borders, they also cross cultures. Culture
profoundly influences how people think, communicate, and behave. It also affects the kinds
of transactions they make and the way they negotiate them. The increasingly global
business environment requires managers to approach the negotiation process from the
global business person's point of view.
When doing business internationally, we need to consider (Salacuse, 1991):
- The negotiating environment
- Cultural and sub-cultural differences
- Ideological differences
- Foreign bureaucracy
- Foreign laws and governments
- Financial insecurity due to international monetary factors
- Political instability and economic changes
FACTORS INFLUENCING CROSS-CULTURAL NEGOTIATIONS:
1) Negotiation Goals: Different cultures stress different aspects of negotiation. The

goal of business negotiation may be a substantive outcome and a signed contract
(Americans) or a long-lasting relationship (Japanese. Although the written contact
expresses the relationship, the essence of the deal is the relationship itself.
2) Protocol: There are as many kinds of business etiquette as there are nations in the
world. Protocol factors that should be considered are dress codes, number of
negotiators, entertainment, degree of formality, gift giving, meeting and greeting,
etc.
3) Communications: Verbal and non-verbal communication is a key factor of

persuasion. The way we express our needs and feelings using body language and
tone of voice can determine the way the other side perceives us, and in fact
positively or negatively contributes to our credibility.

CHAPTER 2 : Cross Cultural Communication
- What is CULTURE? - is the beliefs, attitudes, values that we gather while growing up
as a part of a group/society/race/ethnicity/gender/country etc.
- All communication is more or less cross-cultural, inter or intra-cultural
- Intra-cultural: We learn through the use of non-verbal communication when we are

babies - touch of unknown or familiar, crying, happiness (communication is very
simple). We learn from family how to talk, walk, conduct. Differences in gender,
generation behaviour.
- Inter-cultural-influence of extended family, friends, school (education), society.
- As we grow, we learn the use of language, more complex, more vocabulary, more
words.
- We all come with CULTURAL BAGGAGE - our beliefs, to-do and not-to-do's, our
rule of conducts followed at home and learned through social interaction.
COMMUNICATION WITHIN A BUSINESS SETTING
- Takes a whole different level of communication
- Even more crucial now as borders are diminishing at workplace
- MNC's are not limited to a country, they are now global
- HOSPITALITY is GLOBAL
- Sensitivity to cultural differences is key in engaging with overseas counterparts
- Promotes harmonious work environments, Increases productivity & efficiency
THE MOST IMPORTANT THING ABOUT COMMUNICATION IS HEARING THAT WHICH

ISN'T SAID - PETER DRUCKER (Writer - authored over 3 DOZEN books, Management
Guru, professor)
PROBLEMS OF CULTURAL DIFFERENCES:
Two of dimensions that impact communications are the cultural differences in:
1- Body Positions and Movements.
2- Views and practices concerning various factors of human relationships (time, space,
intimacy, odors, frankness, values, emotions).
Body Positions and Movements: Body positions and movements differ among cultures and
the differences can effect communication. Some of the movements have no definite
meaning even within a culture. But some have clear meanings and they differ by culture.

COMMUNICATION WITH BODY PARTS:
FORMING A CIRCLE WITH FOREFINGER AND THUMB
1- 'OK'to a Westerner,
2- 'money' to a Japanese,
3- 'zero' to the French and
4- 'insulting' to the Turks and Brazilians.
MEN HOLDING HANDS:
If a Saudi man holds another man's hand in public it's a sign of mutual respect.
- NOT in Australia, Texas or Liverpool, England.
- An Analysis of Handshake: The handshake evolved as a way men could cement a

commercial deal with each other.
- Medieval period - hand shake till elbow.
- The Lower Arm Grasp - checking for concealed weapons - the original Roman
method of greeting.
- Now, palm shake - grasp, firm, limp-fish, bone-crusher
EYE MOVEMENTS:
The meanings that movements of our eyes convey also vary by culture. In North America
people are taught to maintain eye contact in giving formal speech. But in Indonesia, it is
considered to be disrespectful.
SMILE: In our culture, smiles are viewed positively in most situations. But in some other
cultures (notably African cultures), a smile is regarded as a sign of weakness in certain
situations.
The Building Blocks of Nonverbal Communication
To understand the differences associated with nonverbal communication, it must be known

that nonverbal communication is expressed through the following nine building blocks.
Depending on how they are used together can result in various communication outcomes.
The nonverbal communication building blocks are more of a guide rather than a set of rules
for how to communicate with another person.
1. Kinesics refers to all of our body positions, body movements, and facial expressions
(Hahn, Lippert, & Paynton, 2011, -

Body Movements - E.g: a person might use a wave their hand rather than saying
"hello", or nod his or her head in agreement, which means "yes" or "okay."
- These gestures can be very useful in the workplace because they are a quick way to
convey thoughts and feelings without needing to speak or write.
- Additionally, many such gestures are generally widely understood, although they
may carry different meanings in other cultures. For instance, although the "ok" sign
that is made through touch of the thumb and forefinger with the remaining fingers
extended is seen as a positive gesture in the U.S., in some other cultures, this is
seen as a vulgar gesture.
- Facial expressions: often indicate whether a person is open and receptive, angry,
distracted, or a number of other emotions.
- Body position: individuals who sit in a slumped position and frown are believed to be
disinterested or unhappy. Those who sit upright, smile, and have raised eyebrows,
are seen as interested and happy. Adjusting one's clothes, biting one's nails, or
fidgeting and toying with an object, indicate to others that a person is upset or
nervous, such behavior during a job interview or a meeting with a coworker may be
interpreted very negatively. A person who engages in such behavior may be seen as
preoccupied, anxious, or even as dishonest.
2) Oculesics is a subset of kinesics - dealing with movement of eyes in communication
- Eye contact indicates interest, opennesss, though aggressive eye contact--or staring--
can be interpreted as a sign of hostility.
- In addition to this, lack of eye contact also transmits a message, oftentimes that the
listener is bored and/or is not paying attention. Culture plays a role in oculesics, for the
necessity of eye contact and the civility it provides in American culture differs greatly from
an Asian culture, for example, where eye contact is often considered rude.
3) Haptics is the technical term we use to refer to our touching behaviors (Hahn et al.,
2011,
4) . Physical appearance messages are frequently the first way we form perceptions of
others when we meet them (Hahn et al., 2011, p. 4).
5) . Artifacts are personal objects that we use to indicate to others important information
about our self (Hahn et al., 2011, p. 4).
6) . Environmental factors are aspects of the context in which we communicate that

influence how we act and feel (Hahn et al., 2011, p. 4).

7) . Proxemics is the technical term for space and how we use it (Hahn et al., 2011, p. 4).
8) . Chronemics - How we use and value time is the study of (Hahn et al., 2011, p. 5).
9) . Paralanguage - Messages that we indicate with our voice, beyond the words we use,
are called (Hahn et al., 2011, p. 5).
10) . Silence - is the final type of nonverbal message (Hahn et al., 2011, p. 5).
Chronemics (Time): Views about time differ widely. Some cultures stress punctuality and
some do not. According to Edward T. Hall, Beyond Culture, Anchor Books, 1977, p. 91-131,
cultures are either HIGH-CONTEXT OR LOW CONTEXT
High context cultures -typically use a polychronic perception of time
- time is FLUID
- Punctuality, structure not that important
- Deadlines are something to aim for, not to meet at all costs
- Multitasking- switching back & forth from one to the other
- Lot of stress on non-verbal communication.
- Prefer face-to-face. Stress on social status.
- Value traditions.
- Foster long-lasting relationships.
- Rely on non-verbal signs such as tone of voice, facial expressions, body language,
and so on.
- Value group harmony.
- Have stronger boundaries, i.e. one belongs with a certain group.
- Are slow to change.
- Asian countries - Japan, China, India, + Latin America, Russia, UAE, Africa Low
context cultures use a monochronic perception.
- Time is tangible and sequential - it can be saved, spent, and so on.
- They make and adhere to strict deadlines and focus on one task at a time.
- Straight forward, to-the-point communication
- Tend to make many shallower, short-term relationships.

- Require explicit communication since they lack additional context.
- Communication is more direct and confrontational.
- Are more individualistic. Identify lies with the individual. Value individual needs.
- Require all the information in the message.
- Can change quickly.
- Easy with emails, IM's, texts, Twitter etc.
- USA, Australia, Canada, France, UK,
Proxemics (Space): Space is viewed differently by different culture. In some cultures,

people want to be far apart and in other cultures, they want to be close.
Zones of proxemics include - Intimate, Personal, Social and Public - space talks about
comfort with communicator.
ODOURS: In relation to space, some cultures view body odors as bad and others view them
as normal.
VIEWS AND PRACTICES CONCERNING FACTORS OF HUMAN RELATIONS:
Differing attitudes toward various factors of human relationships cause communication
problems. For illustrative purposes, we will review seven major factors.
FRANKNESS: Low-context cultures are more frank and explicit than high-context cultures.
INTIMACY OF RELATIONSHIPS: In many cultures, strict social classes exist and class
status determines how intimately people are addressed and treated in communication. E.g.
saying 'sir or 'madam' as against 'first name'
VALUES: Each culture has different values concerning such matters as attitude towards
work, employee-employer relations and authority.
EXPRESSION OF EMOTIONS: Social behavior varies by culture, such as practices

concerning affection, laughter, and emotion.
EFFECTS ON BUSINESS COMMUNICATION TECHINQUES: Cultural differences affect

communication. Our communication techniques are not universally acceptable. The Indians
and even the British have practices different from others. We must modify our
communications to fit the culture of our recipients.
PROBLEMS OF LANGUAGE: The people on earth use more than 6,000 languages.

Communication problems are caused by the existence of many languages.
LACK OF LANGUAGE EQUIVALENCY: Differences among languages make equivalent

translations difficult. Grammar and syntax differences add to the difficulty. The problem of
multiple word meanings .Like English, other languages have more than one meaning for
many words.
Certain of our expressions don't mean what their dictionary and grammatical structures say
they mean. Even words with the same meaning can differ in usage by culture. Overcome
such language problems by knowing languages well and by questioning. Use back
translating for important communications.
e.g. - He scored a run
he has a run in his socks
did you see him run?
What headlines do you want to run today?
Who will run for the president this year?
Please run my bath water/ please draw a bath for me (which is even more stranger)
DIFFICULTIES IN USING ENGLISH: English is the primary language of international
business. Many non-natives have problems using English. One of the most difficult
problems for non-native speakers of English is the use of two-word verbs.
Two-Word Verbs: By two-word verbs we mean a word consisting of a verb and a second
element that, combined with the verb, produces a meaning that the verb alone does not
have. Example: break away, break out, break in, etc...
COMMUNICATING ACROSS CULTURES
- AWARENESS
- is your reaction to people who are different than you.
- If you see a person from Mexico, and automatically wonder if they are an illegal
immigrant, then that is your reaction to that group of people. It's important that you're
aware of how you react. If needed, you can work on changing your thoughts and
reactions to create a more positive culture in your workplace.
- KNOWLEDGE.
- The beliefs and values that you hold regarding equality may affect your behaviors.
It's been proven that those who hold prejudices display behaviors that reveal their
prejudices. Yet, someone may be unaware they're displaying those behaviors. For
example, a manager must entrust the key to the stock room to an employee. Rather

than giving the key to the employee who accesses the stock room most often -- the
African-American -- he gives the key to another employee, who is Caucasian,
instead.
- SKILLS.
- This component requires working on, and perfecting, your cultural competence.
Communication is the most critical skill you can have in the workplace, since this is
the main way you interact with your colleagues, employees, or co-workers. It
includes verbal and non-verbal communication, and knowing how these tend to vary
from culture to culture.
- ATTITUDE
- Awareness brings a change in attitude
- Considering a certain religion 'wrong' and others right is a cultural bias that has
negative impact on working with people of those cultures.

8
580 | Technical Communication
of such technologies on the organizational environment and on individuals. In addition, it explains the criteria
that are needed to choose a technology for meeting a specific communication task. The chapter closes with
providing certain guidelines for the effective use of technology in communication.
TECHNOLOGY-BASED COMMUNICATION TOOLS

Specific tools that can be used for communication include telephones, pagers, facsimile machines, and
personal digital assistants (PDAs). The distinguishing lines between modem devices are blurring steadily. For
example, a mobile phone can now contain all the functions of a PDA and also allow access to email and the
Internet. For the discussion in this chapter, however, each device will be presented as a separate entity.
Telephone and Voicemail

There are many types of telephones available, allowing us to choose which type(s) or combinations suit us
best. Even die standard desk telephone installed in an office has several options. As die most important feature
apart from die basic functionality, a telephone should have die capability to record messages in case it is not
answered personally. A telephone can not only be used to contact those who may be difficult to reach in person,
but can even be used to get dirough to busy people who are nearby. Office hermits who barricade diemselves
behind closed doors will often drop everything when the telephone rings. A telephone conversation does lack
the visual feedback that often reveals how a message is getting across, although vocal cues—tone, pauses,
interruptions, pitch, and rate— can convey the person’s reaction to the message considerably well.
Real-time communication is not the only type of telephone communication. Voicemail is a high-tech
version of die answering machine. Many communicators are not very fond of voicemail, often with
justification. Some voicemail menus and sub-menus can take forever, and ‘clever’ greetings can be annoying.
However, voicemail does have its advantages. It allows one to leave a message at any time of the day or night.
We can be confident that the recipient will actually receive the message in our voice, just as we spoke it,
without the omissions and distortions that come when an intermediary transcribes the message.
Mobilelcellular phones
The mobile phone has become a necessity today. With a mobile phone, one can avoid missing calls. A mobile
phone also possesses unlimited features, such as email, multimedia, Internet, contacts, calendar, and interactive
games; one can select the features as per individual requirements. The basic phone connection can be obtained
bv signing up with any service provider.
There are many features that can be added to a standard as well as mobile phone, such as call waiting, call
forwarding, conferencing capabilities, and voicemail. There are also many plans one can choose from. Intense
competition in this market has created many options that bundle popular features, making them very cost
effective. One should, however, ask relevant questions about the specific needs before selecting a service
provider and plan. One of the important considerations for mobile phone connections is network coverage and
acceptable reception in the places we will use it most, such as home and workplace.
Introduction to Modern Communication Media | 581
The mobile phone has become a the world. part of everyday life for millions of people across by phone across
The ability to communicate has become so the country (and even the world) longer considered a luxury. It
common that it is no advantages. offers the following
pie blgge.t advantage of having a moblle phene b that it become, much easier to contact a person at any
Ume. Instead of being told T am sony, the person is away from the office a caller can be put straight through to the
mobile phone. Even if they ran only speak briefly, ills better titan turning a desperate caller away with no contact In
the event of a critical problem, the problem can be communicated and a decision taken without one basing to be
present personally at the place, thus saving crucial time.
Commonnr.v.v Mobile phones are now so common that they are no longer an amenity hut a necessity Especially if
the job takes one out of office for considerable amounts of time, people can still constantly be connected through
the mobile phone, and reach out immediately in case of an emergency.
Time A mobile phone gives mobility and saves time as one can communicate even on the move. An important
conversation can take place anywhere (e.g., on a train), which puts fewer restrictions on time. If we travel for three
hours every working day, then normally we would lose those three hours of communication. A mobile phone
allows one to use those hours effectively so that one can get through the necessary phone calls quicker.
Information A mobile phone allows one to confirm and check dptaik quickly. If you were on your way to an
important meeting, and realized you had forgotten a piece of vital information, then usually you would be stuck
without it However, with one call or text message on a mobile phone to a friend or an employee during the journey,
the information
could be obtained right up to the last minute without anybody else ever knowing.
Bookings and appointments Using a mobile phone has an advantage in the process of making and keeping bookings and
appointments as it allows one to quickly check appointments so that one can confirm, clarify, or alter meeting details (e.g.,
location and time) instantaneously.
Email messages It is now possible to be informed by a phone call or a text message of all (or specifically selected)
Any sufficiently advanced new emails. Some packages also allow access to all emails via the WAP (wireless
technology is indistinguishable
application protocol) and GPRS (general packet radio service) mobile Internet
from magic'
-Arthur C. Clarke connections of newer phones. Now an advanced technology, 3G, the third
generation of wireless technology, is mostly used with mobile phones and handsets
as a means to connect the phone to the Internet in order to make voice and video calls, download and upload data,
and surf the Net
Redirection and answer services A mobile phone can act as a good extension of a land phone Calls to the land
phone can be forwarded almost instantly to the mobile number if the person is not available at the time of the call.
For an extra cost, mobile phones can also
be used as pail of an existing switchboard. This allows callers to be put straight through Io us from the office
switchboard or reception without the inconvenience of dialling two numbers.
International access Most new phones are able to work in a number of countries, which means that one can be
instantly accessible even when travelling outside the country. However, the only problem with this is the huge
costs as incoming calls as well as outgoing calls get charged on roaming (i.e., being outside one s home
network).
Despite its advantages, oral communication is not a perfect medium. Possibly the greatest disadvantage of
speech is its temporary nature. The spoken word is especially prone to being forgotten or misunderstood.
Listeners quickly forget much of what they hear— half of a message almost immediately and the remaining half
two days later. Even if they remember an oral message, listeners arc likely to distort it. Some details are dropped
out with each transmittal of a message. Facts and figures change. Receivers may even invent variations of the
original fact, just to make the story more interesting or to make it fit their own idea of what ought to have
happened. The farther the message travels in space and time from its original sender, the greater the chance of
distortion.
Facsimile Machines
A facsimile (fax) machine scans a printed page, converts it into a signal, and transmits the signal over a
telephone line to a receiving fax machine, which prints out the page. Although the fax facility has been available
for many years, until recently it was slow and expensive. A fax can be used when a message containing a
handwritten component (such as a document containing a signature) must cross physical distance, when a written
record is significant, and when speed is important.
Consider the budget and space constraints before deciding whether to get a simple fax machine or whether to
get an all-in-one model that not only faxes but also prints and scans, ally, the simpler the machine, the lesser problems one
will have Some vendors can provide a fax number that works with an email . This allows
‘Technology makes it possible with it one to receive a fax as an attachment to an email, an be very handy for those
for people to gain control over
everything except over system who travel frequently and cannot be near a fax machine.
technology.’ This c
Computers always
The computer has become a very affordable tool today. The following discussion will focus on the software that
makes them work and auxiliary products, followed by the three basic models of the computer—desktop, laptop,
and personal digital assistant (PDA).
Software
Software is a collection of computer programs and related data that are used to operate a computer. It is the
interface between the computer hardware and the user. The operating system, which acts as a host for all
applications that are run on the computer, is the basic software that must be installed in any computer system.
Many software packages (for various application programs) are often bundled with the system software at the time
of purchase.
Atthe bare minimum, one should know how to work nn □

presentation software. °rk °n W°rd Process,ng> spreadsheet, and
Auxiliary Products
nere are many products (hat can be used in conjunction with a computer to enhance its functionality. These also require
software specifically designed to facilitate their usage.
Digital camera A picture taken by (his type of camera can be directly loaded onto a computer for a variety of uses.
Swmnrr When a printed copy of a text needs to be included as part of a digital document, a digital image can bo created
by scanning die printed copy with the help of a scanner. The higher die resolution of die scanner, the belter die image
produced.
Wireless transmission This feature (e.g.. Wi-Fi and Bluetooth) allows one to communicate with other devices equipped
with die same feature, without hunting for the cord and plugging it. Bluetooth is very appealing and has many
productive implications. However, its drawbacks are die data rate and security. It offers only up to 24 Mbits per second
data rate, and die greater range and radio frequency (RF) make it much more open to interception and attack.
Do not overlook the importance of making regular external backups of crucial data. Backups are commonly stored on
DVDs, CDs, or zip discs but there are also services provided on die Web to facilitate this process. Such backups help
retain a copy of the data in case the computer is affected by viruses, which can lead to a loss of the data stored in the
computer. Given below are few tips to protect the computer from a virus attack:
• Install antivirus software such as McAfee, Avast! Antivirus, BitDefender, AVG, and Norton
• Keep the computer updated on all the software installed
• Install only trusted software
• Disable autoplay when plugging in USB devices or inserting CDs and DVDs, run antivirus software on the device
drive, and then access it
• Run virus scans regularly
• Install a firewall that prevents hackers from getting access to the computer
• Delete unknown emails and never open attachments from an unknown sender; also never open attached files
with .vbs or .js extensions
• Avoid clicking on the (pop-up) advertisements on websites
We will now discuss the desktop computer, the laptop, and the PDA.
Desktop
This is the most common type of computer, one that is set up to operate in an office or an institute This computer system
should include a monitor/flat panel, central processing unit (CPU including a modem/Ethemet card, CD/DVD drive, and
USB ports), keyboard, mouse uninterrupted power supply (UPS), speakers, web camera, and a printer. Printer
S584 | Technical Communication
prices have come down considerably. When purchasing a printer, assess the long-term cost 1 Laser printers cost
more upfront, but are less expensive in the long run if one takes printing costs into account. Some type of backup
storage should also be considered, such as a zip i drive or a read/wrilable CD or DVD.
Computer systems can be purchased for a wide range of prices, depending mainly | on the amount of memory
and the processing speed. Given the rapid advances in ' technology, enabling higher memory and speed capacities,
whatever is bought today | may soon become obsolete. Fortunately, this docs not mean that a computer purchased
today will not meet die requirements for a long period of time. Basic word processing, email, accounting, and
spreadsheet work will not require a top of-the-line computer.
Loptop/notebook
A laptop computer is portable. A single unit contains a combination of the capabilities mentioned for die
desktop. It usually does not include a printer; hence, that will have to be purchased as an additional item.
Another option is a docking station that allows one to plug die laptop into a unit at office, enabling die laptop
to be used as the basic processing unit while enjoying die use of a larger monitor and a full-sized keyboard.
Laptops tend to be a bit more expensive than desktops, but serve well if one travels considerably and
needs computing capability. These days all laptops come with wireless capabilities. This allows Internet
access when within range of a wireless network connected to die Internet
Laptops are not typically as easy to upgrade as desktop computers due to the nature of their construction.
Hence, one has to ensure that all the features required are obtained when the laptop is purchased. Getting a
laptop with an extended battery is a good idea. However, this may not be an issue if access to an electrical
oudet is always available.
iPads Introduced by Apple, Inc., in January 2010, the iPad is a rectangular tablet or slate computer that weighs just
700 g and is 0.5 inches thick. It has a 9.7-inch-long touchscreen and is easy to carry anywhere. iPads can be used
for web browsing, watching movies, playing games, reading e-books, viewing emails and photos, etc. While
travelling, 3G technologybased iPads enable us to get a fast connection for surfing the Internet, downloading the
emails, or using the global positioning system on the go, even where there is no Wi-Fi (from wireless fidelity)
network.
Netbook Netbooks are small, lightweight, inexpensive, and suitable for general computing and for accessing web-
based applications; most of them do not have an optical device such as a DVD or CD drive. They are mainly
intended for accessing email, and other online documents. When they were introduced in 2007, they were called
notebooks and over the years they have evolved as mini-notebooks with less computing power and features.
However, Netbooks have changed the way of teaching and learning in educational institutions. They are fully
capable of accomplishing most school/college-related tasks such as word processing, power point presentations,
Internet access, multimedia applications, and photo management. Students can have online conversations and
complete online projects when they are working at different places or in different time zones.
personal digital assistant

A personal digital assistant (PDA) is a mobile device that manages personal information and can also be connected to
the Internet. Although palmtop computers were used as PDAs earlier, newer mobile phones are now widely being used
as PDAs by busy professionals, ê phones combine the features of a palmtop computer and an ordinary mobile phone
into a single device. They can access the Internet, intranets or extranet via Wi-Fi, and wireless wide area networks
(WWAN).
Many mobile phones or smartphones such as Blackberry, Sony Ericsson, Nokia N-series, Palm Treo, and I-mate are
seen as an extension of their users’ personal computers (PCs). Besides contacting people, we can use them for checking
or sending emails, playing music, taking videos, browsing the Web, or in other words, for a variety of purposes and also
from anvwhere. In today's busy and fast world where every minute counts, professionals find these technological
marvels a boon to manage their information in a smart and efficient manner, and have become heavily dependent on
them.
Internet
The Internet is an international computer network connecting other networks, computers, and servers, and accessible to
the public via modem links. It is a ‘network of networks’ that consists of millions of private and public, academic,
business, and government networks linked by copper wires, fibre-optic cables, wireless connections, and other
technologies. The Internet has become an indispensible tool. It can be used at a basic level for email and for research
and it can be used at a more comprehensive level as a channel for selling business products and services.
A web browser is required to gain access to the Internet. It is a software application that enables a user to display and
access information typically located on a webpage at a website. Microsoft Internet Explorer and Mozilla Firefox are the
two leading web browsers. Once a browser is installed, access to the Internet can be obtained through an Internet service
provider (ISP). The providers may differ in the features they provide, but all will allow one to send and receive emails.
As with other forms of communication, there are many plans and prices from which to choose.
Applications of the Internet

Email Electronic mail (email) is a store-and-forward method of writing, sending, receiving, and saving messages over
the Internet. Email has been discussed in detail a little further in the chapter.
Remote access The Internet allows computer users to connect to other computers and information stores easily,
wherever they may be across the world. They may do this with or without the use of security, authentication, and
encryption technologies, depending on the requirements. This is encouraging new ways of working from home,
collaboration, and information sharing in many industries.
File sharing The Internet has made it very convenient for people or organizations separated geographically to share
information in a lot of different forms. A computer file, which
• Do not assume that any information one comes across is up to date and/or accurate. Remember that new
technologies allow just about anyone to be a publisher, but not all people assume the responsibilities that
accompany publishing.
• Respect the copyright on material whenever reproducing the content. Almost every country has copyright
laws.
• If there is a problem with any form of information service, try to resolve the problem by checking locally
first Check file configurations, software setup, network connections, etc. Do this before assuming tire
problem is at the provider’s end, anchor is the provider’s fault
• When there is trouble with a site and you ask for help, be sure to provide as much information as possible
about the problem in order to help debug the problem.
• Remember that unless you are sure that security and authentication technology is in use, any information
submitted to a system is being transmitted over the Internet openly, with no protection from hackers.
• Since die Internet spans the globe, remember that information services might reflect culture and lifestyle
markedly different from one’s own community. Materials that we find offensive may originate in a
geography that finds them acceptable. Keep an open mind.
• When information is required from a popular server, be sure to use a mirror server which is an exact copy of
the data set and it is used to provide multiple copies of the same information.
• Do not use someone else’s FTP site to deposit materials you wish other people to pick up. This is called
‘dumping’ and is not generally acceptable behaviour.
• When starting up your own information service, such as a homepage, be sure to check with the local system
administrator to find what local guidelines are in effect.
• Consider spreading out the system load on popular sites by avoiding the ‘rush hour’ and logging in during
off-peak times.
Conferencing
Advances in computer technology, such as faster processors and better data compression algorithms, have
enabled the integration of audio and video data into the computing environment. The growth of network
technology, and the Internet in particular, has led to a greater awareness of the potential of conferencing systems
for teaching, collaborative work, assessment, and student support. While synchronous conferencing systems
require all the participants to be connected at the same time, asynchronous conferencing systems, such as bulletin
boards, do not require this.
Audio conferencing
Audio conferencing uses conference calls to bring together clients or colleagues at a moment’s notice, or uses
audio streaming to simultaneously reach hundreds of individuals across the globe. Regardless of where the
participants are located geographically ( an audio conference is just a local, national, or international call away
with a telephone network. Telephone conferencing, however, does not permit one to see the facial expressions of
the other participants, be it displeasure or a supportive smile or nod.
In voice conferencing, or telnet, five or six people in different locations can hold a conference call using conventional
telephone equipment. Voice conferencing saves time. One disadvantage of basic voice networks such as this, however, is that
calls must be re- established each time a meeting is held. This problem, however, can be avoided by using dedicated lines.
1
°
All telephone-conferencing networks have a time-lapse framework called stare and- forward. This feature is useful if a
conference member is unable to attend the call. This allows messages to be recorded for replay in the same way as on a
telephone answering machine. As a result, receivers can review (he message and respond when it is convenient. The
advantage of the store-and-forwai d feature lies in the freedom it offers receivers, allowing them to decide when to
communicate.
Videoconferencing
Videoconferencing is an example of a synchronous conferencing system that takes place in real time between individuals or
groups who are usually separated geographically. It allows the individuals participating in the conference to view each
other. This allows one to gauge the other person s reactions to, e.g., a proposal to expand into the health care business or to
cut back basic research for the next six months in the pharmaceutical company one owns, or whatever the call is about.
Videoconferencing can be achieved by adding software and relatively inexpensive hardware to standard desktop
computers. Such systems also have the ability to easily incorporate data from other desktop computer applications into the
conference. Videoconferencing systems can be broadly grouped into three categories:
• Room-based or ‘studio’ systems designed for use by perhaps five participants up to a lecture theatre or even a large
conference
• Roll about systems, designed to enable the system to be portable. Typically, these systems are designed to be used by
small groups
• Desktop-based systems designed for use by individuals or small groups
Video conferencing is useful whenever there is a clear communication need, and the benefits described by those using
videoconferencing systems include:
• Reduced travel costs • Better quality teaching
• Face-to-face rather than telephone meetings • Easier collaborative working
Price reductions and technological improvements are helping disseminate videoconferencing technology. First,
standards have been agreed to, which enable videoconferencing systems to ‘talk to each other’. Add to that user-friendliness
and segmentation of the systems. Most organizations benefit from a combination of desktop, group, and compact systems.
Key people use desktop systems in their offices; conference rooms have group systems for shared use; and compact systems
fill in wherever they are needed. Second, integrated services digital network (ISDN) has become more widely available.
Third, videoconferencing technologies have managed to compress the amount of bandwidth required for video and enable
acceptable quality bandwidth at lower bandwidths.
Videoconferencing cuts costs and raises productivity. It also has other applications. At this point, it would be most
appropriate to mention Cisco’s Telepresence, a videoconferencing system that enables collaboration through video meetings
and conferences. With this system,
launching a meeting is as simple as making a phone call and the participants can meet in many rooms at once-up
to 4B locations in one meeting. It is easy to schedule a meeting without information technology (IT) support and it
is also easy to integrate e existing videoconferencing systems Io integrate with Telepresence. Set up initially by
Cisco in 2006, this system mainly aims al linking two physically separate rooms in or er to make them resemble
one single conference room even though the two rooms may be on opposite sides of the world. .
The basic hardware components required to establish a videoconference include the following:
• Camera, usually attached to the top of the monitor
• Microphone
. Speakers: Even where speakers arc built into a workstation, external ones will provide better quality audio.
Alternatively, headphones may be useful, particularly in a shared office.
• Video board, to capture the signal from the camera and convert it to digital form
• Network card, usually an Ethernet card for connection to the LAN, or an ISDN card Videoconferencing has
the following applications.
Managing a global company Videoconferencing helps large multinationals operate in truly worldwide
environments; it facilitates communications between individual sites, groups, and divisions.
Facilitating new working practices Video and data conferencing enable virtual teamwork. Geographically
dispersed peer groups, such as engineers or product designers, can be brought together at short notice.
Access to remote expertise Faults in manufacturing facilities can be quickly identified and fixed.
Increased competitive advantage Videoconferencing helps achieve faster time-to-market and ‘steal a march’ on
competition.
Supply chain management It fosters effective working relationships among partner companies, suppliers, and
customers.
Web conferencing/computer conferencing

Computer conferencing (CC) usually refers to systems that allow numerous users to connect via a network, send
email messages to the conference address, and receive messages posted by other users. Computer conferencing
resembles an ongoing discussion in which people drift in and out as their schedule and interests permit.
Interactive communication takes place between networked computers in which data are shared. Data may take
the form of audio text (conference/bulletin board discussions), email, videoconferencing, etc. This type of
conferencing can happen in ‘real time', which means messages appear as they are being typed, or they can happen
asynchronously with the messages being stored for later use.
Computer conferencing has hO(. r

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videoconferencing. Types of computer conferencing include:
Bulletin boardlmessage boardlonline forumlweb forum These are used to distribute information or to have an online
discussion on topics (threads and blogs). Messages are
arranged by the thread and remain available as long as desired. Users need to log on to see
messages. Microsoft Outlook’s public folder facility is an example.
Email discussion list These are used for similar purposes, but messages are sent by email (discussed later) to all
participants. There may be an archive of messages that can be viewed, sorted by date, author, or thread.
Web conferencing is most commonly used for sales presentations, product demonstrations, training, meetings
between geographically dispersed team members, and brainstorming sessions. The following are the advantages
offered by web conferencing:
Create virtual teams No matter what the geographical distance, Web conferencing can keep the team
members linked together. Through a web conference, one can set up team meetings, brainstorming sessions,
and new product demos.
Expedite the decision-making process Like telephone conferencing but with the added demonstration
component, web conferencing is good for laying out an idea, building a quick consensus, and making a
decision.
Expedite the close Prospects can watch the live demo of a product and ask questions, all in one sitting, without
ever leaving their desk. This convenience enables the sales team to
immediately address concerns and move the sale along more quickly.
Decrease costs Web conferencing is considerably less expensive than travelling for face- to-face meetings.
A real-time communication, web or computer conferencing allows users to meet and collaborate while viewing and
sharing documents electronically. As more attention is focused on ideas than on the communicators, this channel offers
democracy. Considering the fact that people play a more important role than the messages being communicated in
organizations, computer conferencing can be a threat to the corporate culture as it emphasizes the messages over the
person who communicates them.
Web conferencing is the future of interactive technical communication. Online-enabled voice

conferencing, audio conferencing, and web conferencing are making it easier for people in different cities,
states, or even countries to communicate easily.
Instant Messaging
Instant messaging (IM) has acquired a new dimension as a tool for enhancing productivity, fostering team-
building efforts, and enabling cost-effective and speedy communication. Although the thought of striking
important business deals over IM might be a little farfetched, this channel is indeed being used to drive
complex business deals, interact with project team members, discuss project details, take project approvals,
and seek clarifications. Especially in tlie case of IT software and service companies, where projects need to be
managed and delivered across multiple locations, IM tools are gaining popularity as an informal and, more
recently, a formal communication channel.
Growing acceptance
Take the case of Newgen Software. The company uses a host of IM tools, the most prominent ones being
MSN and Yahoo Messenger, for all its formal and informal communications, ranging from discussions and
query redressal of employees and clients to fixing up the menu and venues for birthday parties and get-
togethers. The communication can be within the company or with outsiders—clients, vendors, dealers,
business associates, resellers, etc.
CSC India uses IBM’s Lotus Sametime IM tool. Kale Consultants, which has a corporate Intranet with
Microsoft NetMeeting embedded as the IM tool, encourages its employees to use it for intra-office
communications. In addition to this, a large number of the support staff interacts over publicly available tools
such as MSN and Yahoo Messenger.
Infosys has Microsoft IM based on Microsoft Exchange 2000 Server, which is used as a communication
tool within the organization to exchange short informal messages. The company, however, does not use it for
official purposes. While none of these companies has plans to replace email as the primary channel for both
formal and informal communication, the examples testify to the growing acceptability of IM within the
corporate culture.
Building collaboration
Organizations with offices at multiple locations are now leveraging IM to keep disparate teams together. In
addition to this, with projects getting more complex and demanding, IM tools are
being looked upon to provide the much-needed
collaboration to simplify process. The advantages are that it
is almost a real-time communication, which is simple and
user-friendly. It is also instantaneous, easy to use, cheap,
and helps in multitasking and collaboration as many people
can chat at the same time with one another.
Companies are trying to put these characteristic features
of IM to best use to foster better employee relationships and
accelerate teambuilding efforts. This includes posting
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other processes such as knowledge management (KM), where II is used for instant knowledge sharing and
collaboration.
IM clients
Al present, communication over IM is mostly informal in nature, as it is still in the early stages of evolution in the
professional environment to take on the status of a truly formalized communication tool. Being a form of instant chat,
IM is generally meant for informal communication.
Pidgin (formerly known as Gaim) is a multi-protocol IM client for Linux, BSD, Mac OS X, and Windows. It is
compatible with AOL’s AIM and ICQ (Oscar protocol) IM systems, MSN Messenger, Yahoo!, IRC, Jabber, Gadu-
Gadu, and ZephyT networks. Gaim supports many features of the various networks, such as file transfer, away
messages, typing notification, and MSN window-closing notification. It also goes beyond that and provides many
unique features. A few popular features are Buddy Pounces, which provide the ability to notify you, send a message,
play a sound, or run a program when a specific buddy goes away, signs online, or returns from idle; and plug-in,
consisting of text replacement, a buddy ticker, extended message notification, iconify on away, and more.
Gaim runs on a number of platforms, including Windows, Linux, and Qtopia. Gaim users can log in to multiple
accounts on multiple IM networks simultaneously. This means that one can be chatting with friends on AOL Instant
Messenger, talking to a friend on Yahoo! Messenger, and sitting in an IRC channel all at the same time.
Advantages
Instant messaging allows improved communication and enhanced productivity in the following ways:
• As it is instant and real time, the person does not have to wait for responses. It can give a response and receive
an acknowledgement from the recipient instantaneously.
• Being an n-way communication, involving many people makes collaboration possible. It also provides a
solution to most queries at the same time by mutual discussion.
. Ries can be transferred online in real time without waiting for receiving emails. . As queries are resolved quickly,
issues do not remain pending, saving precious time and improving overall productivity.
. It is a great tool for multitasking. If we are on a phone call, addressing some user, and we get an IM, we can still
respond to it.
. Peo le can see who is online, and so they do not waste time swapping emails or voice- ’ mailI with people who
are not available.
Disadvantages
Experts feel that all IM tools are good as long as they are deployed within the perimeter of the institute’s or
company’s firewall. As soon as IM is used to communicate with the outside world, there can be a number of
challenges.
Security The widespread use of public IM tools, such as AIM (AOL Instant Messenger), may well be a security
threat waiting to happen. Not only are services such as AIM, MSN Messenger, and Yahoo! Messenger entryways
for viruses, but the conversations that take place on these EM applications are also transmitted unencrypted.
Cross-platform compatibility As with any consumer IM application, enterprise IM faces the challenge of cross-
platform compatibility. Just as AIM cannot send instant messages to MSN Messenger, Lotus Sametime cannot
automatically communicate with e/pop.
Duplication A high dependency on IM without a mechanism for the parties involved to show documentary
evidence of a business transaction could result in duplicate communication, one using IM, backed up by a second
one via email.
Emails
One of the most common forms of exchanging digital messages over computer networks across the world, email
has come a long way since its emergence three decades ago. Besides being used extensively by almost all
sections of the global society for communicating routine and important informal and formal messages (refer to
Chapter 17 for formal email communication), emails are also used for marketing.
Elm ail marketing is a form of direct marketing on the Internet to communicate commercial and fund-raising
messages to an audience. The software available for email marketing enables the users to create professional
email newsletters, build and manage unlimited email lists, create and send online surveys, and enable them to
track emails. Email marketing helps companies in cutting the cost on their marketing expenditure and enables
them take their business worldwide.
Groupware
Groupware allows several people to use the same software simultaneously to create documents, keep track of
projects, route messages, and manage deadlines. It enables a supervisor to manage workflow via individual
computers instead of physically moving people from place to place or having face-to-face meetings.
Groupware is central to the current theories of team-based organizations in which hierarchies are breaking
down, allowing teams to work interactively from their individual locations. Groupware represents a basic shift in
the communication culture and can be a threat to the traditional work culture that follows norms of privacy,
hierarchy, face-to-face meetings, reports, and memos.
Lotus Notes released by IBM in 1989 is a groupware and can be used for many collaborative applications
including emails, calendaring, (personal information manager (PIM)), instant messaging, and Web browsing. The
current version of Lotus Notes is 8.5, which provides
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CD-ROM and DVD-ROM Databases

Compact disc-read-only memory (CD-ROM) and digital video (or versatile) disc-read- only memory are pre-
pressed discs that contain data accessible to but not writable by a computer. CD-ROMs and DVD-ROMs-with
memory capacities of 194 MB (8 cm) or (>50-900 MB (12 cm) and 4.7 GB (single-sided, single-layer) or 8.5-B.7
GB (single-sided, double-layer)—are used for storing huge amounts of information in a form that is easy to
access. Some kinds of information typically found in these formats are encyclopaedias, dictionaries, telephone
directories, and articles and abstracts on various subjects. They are popularly used to distribute computer
software, including games and multimedia applications.
These discs can gtore a huge amount of text as well as high-resolution photos and other graphics. Multimedia
applications, including video, audio, graphics, and text, are making CD-ROM and DVD-ROM storage of
information essential. At the time of its introduction, the CD-ROM had more capacity than computer hard drives
at the time. However, this is no longer the case, with the emergence of hard drives (main and external USB) far
exceeding CDs, DVDs, Blu-ray discs (BDs) of capacity up to 128 GB.
POSITIVE IMPACT OFTECHNOLOGY-ENABLED COMMUNICATION

We live in an increasingly interconnected world. We are more mobile than the previous generation—and that
mobility is extending to our data. Process data are routed from the factory floor to the boardroom. A technician
can access wireless sensors in remote locations to see what is happening, and an engineer in Bengaluru can
troubleshoot an automation problem in Hyderabad while sitting at his/her PC.
Technology has tremendously changed the way companies, professionals, and institutes operate. Phenomenal
advancements in computer technology have enabled small as well as huge organizations to communicate more
closely and frequently within and outside. In today’s technology-driven world, organizations that do not embrace
technology may not be able to survive.
Of course, there are many organizations in our nation that still follow the traditional way of communicating,
not because they do not realize the importance of technology but because they may not have adequate resources
to establish technology-oriented communication networks. Given the resources, every organization would wish
to own the new technologies as they have the following advantages:
• Distance is no longer a major barrier. The importance of personal contact between people has been replaced
with face-to-face communication. Communication across the country, or even around the world, has
become as easy as communication with the office down the hall.
• The organizational structure has become more streamlined as manageis ave increased direct contact with
subordinates. Since this also means fewei inter me 'dries (people who pass messages on), the organization
itself is more flattened.
• More people in an organization have access to more information. I his reduces the ‘information float’—
die rate of information flow and tends to change die traditional role of managers as primary information
sources.
• The time required to make decisions has decreased because managers have access to increased
information resources. 'Hie dine taken to consider decisions, though, has al so decreased because of
increased pressure to act quickly.
• Hie timelines and quality of information are increasingly important as more people have access to more
sources of information. The difficulty is dial more information does not necessarily mean better
information.
• The implementation of projects, particularly those depending on communication or involving strict time
schedules, has been enhanced.
• Teamwork in organizations has increased. More people, with a broader
‘Once a new technology rolls range of skills, can provide inputs on projects. In fact, many newer organizational
over you. if you're not part of charts are designed around computer links.
the steamroller, you're part of • Finally, as technology increases in scope, managers are required to learn more
the road.' about die communication process at all levels.
NEGATIVE IMPACT OFTECHNOLOGY-ENABLED COMMUNICATION

Despite the advantages of die electronic office, technology at work and in communication also creates its own
set of barriers—those specifically related to the interactions between people and machines. One such barrier
tliat we can observe in formal communication is technophobia, or the fear of new technology itself. This can be
resolved through familiarization and education. Besides technophobia, there are other, more subde, barriers that
can create a negative impact on the parties involved in organizational communication:
Information overload The acceleration of change is accompanied by an increase in the information needed to
keep up witli all these developments. This also leads to psychological,
physical, and social problems. A worldwide survey found
that two-thirds of managers suffer from increased tension
and one-third from ill health because of information
overload. Other effects of excessive information include
anxiety, poor decision-making, difficulties in memorizing
and remembering, and reduced attention span. These effects
merely add to the stress caused by the need to constantly
adapt to a changing situation.
Less time for organizational activities Because of the time

spent on checking emails and Internet
browsing, the time required for decision-making

or problem-solving is curtailed; this trend may
lead to increased problems in future.
Blurringlinesbetweenprofessionalandpersonallives Technology-enabled communication has blurred the lines

between die professional and personal lives of many people. For example, widi the increased use of mobile
phones, just as executives can be disturbed by their family members while diey are at an important meeting,
they can also be disturbed by their superiors or subordinates on a vacation widi their family.
People isolation Technology's isolating effects are easy to observe. Prior to the widespread use of the printing
press, people had to congregate and verbally interact with each other in person in order to communicate. With
die advent of media technologies, such as record players, televisions, and VCRs, people no longer have to
gather together in one place for entertainment. Innovations in telephone services such as voicemail and caller ID
make it possible for people to deliver messages widiout a personal interface at all. However, several groups of
people who do not have access to recent technologies feel isolated from the privileged lot. For example, there
are many promising men and women in India who may not be able to apply for a job advertised on die Internet.
Overcoming Negative Impact

As die advantages override the limitations, it is appropriate to find some solutions to overcome die negative
effects of technology-enabled communication. One strategy to consider “is instituting information ‘filters’. To
cope with volumes of data, email filters can be used to screen out less-than-critical messages and prevent an
overwhelming amount of data from being thrown at a person. Deleting our name from list servers may be
another way to limit the influx of email. Likewise, properly managing the usage of mobile phones can reduce
the blurring of lines between personal and professional lives.
Simply realizing the fact that computer technology is not the only means of communication would surely
enable one to resort to other means of communication, thereby achieving one’s predetermined purpose of
communication.
SELECTION OF APPROPRIATE TECHNOLOGY

As already discussed, new technologies have given people a wider range of choices for communication than
ever before, and each channel has its uses. Hence, it is important not only to decide as to which communication
channel to use but also when to use each one most effectively.
Each channel has its own advantages as weU as drawbacks. It is, therefore, important to identify some
parameters to decide the technology that would be most efficient in accomplishing a specific communication
goal. We suggest that die following criteria may be considered for selecting an appropriate communication
channel: purpose, audience, nature of message, time, cost, and presentation needs.
Purpose
Generally, the purposes for which we communicate in an organization may fall into three major categories: to
inform, to persuade, and Io collaborate. For example, as the vice-president of a company, you may like to
inform your managers about the company s new set of policies, you may like to motivate the managers for
better sales, or you may have discussions with your counterparts in other branches to implement a new
marketing strategy.
Audience
Adapting oneself or choosing a communication technology to suit the audience is vital for successful
communication. Knowing the number, status (designation), composition, possible reactions, level of
understanding, relationship, and needs of the audience before selecting a technology for communication
purposes is essential. Imagine the impatience and anxiety that can be caused by die delayed response or no
response for an email message sent by us to somebody who does not have easy access to email.
Nature
Besides the purpose of a message and the type of recipients, there is yet another parameter to be considered
for choosing the communication technology—the nature of the message. This can be ordinary, confidential,
or even striedy confidential. For example, it would be inappropriate to convey a striedy confidential and
sensitive message such as suspending the services of an employee through email.
Time
The urgency of a message is also an important factor in selecting a method of communication. For instance,
there might be important decisions that have to be quickly communicated to the individual or group
concerned. Employees would be happy to receive an email announcing a 10 per cent increase in their DA
quickly rather than transmitting the message through the formal channels of communication, such as memos
and circulars.
Cost
The cost factor has to be given due importance while deciding on a communication technology. For instance,
using conventional phone lines is not only expensive but also does not provide several benefits offered by
Internet phone (voice calls made over the Internet). There are many web servers, such as MSN, Yahoo, and
Skype, which are efficient and have made communication very affordable. Hence, it is important to consider
the cost of conveying messages.
Presentation needs
If a presentation—oral or written—contains complex data, graphs, maps, diagrams, or photographs, one has
to carefully select an appropriate technology to present them effectively. For example, visual presentations
can be made more effective through animation or colour contrasts, etc. by using any suitable presentation
software.
We may not always have the luxury of choosing a technology. However, when we do, it would serve well to
consider all the factors and select the most appropriate means. Table
23.1 presents in a nutshell the various factors that have to be considered before selecting a suitable technology
for communication.
23.1 Factors affecting the choice of technology
Nature of Speed of Type of Time to

Control Receivers’ Permanency
feCt,noio«y message establishing information receive over attention
connection conveyed feedback
composing
and
delivering
Email Formal/ Fast Brief, non Delayed/ High Low Yes
Informal. complex; not
routine, text only, no always
non- formatting immediat
More
routine Fast Words. Delayed
e High Low Yes
Fax formal numbers,
and Images
Formal/ Varied Vocal, not Immediat Moderate High Usually
Telephone e
informal visual none
Voicemail Mostly Fast Vocal, not Delayed High Low Possible
personal visual
Teleconferenci Formal/ Slow Vocal, not Immediat Moderate High Usually none
ng informal visual e
Video Formal Slow Both verbal Immediat Moderate High Possible
conferencing and non- e
verbal
messages
Computer Formal/ Moderate Text and Immediat Moderate Low Possible
conferencing informal sometimes e
visual images
EFFECTIVENESS IN TECHNOLOGY-BASED COMMUNICATION

Like any other activity, technology-based business communication also requires planning before its
implementation.
Before starting on a venture, plan for the technology that will be required. Get those extra telephone
lines, purchase and leam how to use a computer, decide how you will and will not use the Internet. Keep in
mind that monitoring employees’ use of the Internet while at work is not a violation of their rights to
privacy. Any policy should be in writing and signed by the employees. The appropriate use of technology
can make work more efficient and easy from the verv beginning. Table 23.2 lists some dos and don’ts
regarding the use of technology.
TABLE 23.2 Top ten do’s and don’ts when using technology-based communication
_________________Do’s Don’ts
1- Learn to work on word processing, spread-sheets, I. Do not begin work without a basic knowledge about and
possession of computer tools.
presentations, and email.
Do not overlook making regular external backups of
2- Consider using an accounting software program 2. suitable to
computer files.
the work.
Do not overlook the Internet as an important communication
T Consider a laptop computer if the work demands 3. mobility. tool.
4 Learn the use of digital technology including that 4. of digital Do not purchase more equipment than that required for the
pictures. next two years.
(contd)
TABLE 23.2 (contd)

Do’s Don't!
5. 5. Do not spend on a top-of-the-line computer unless it is really
Consider using a headset for cordless and cell phones. required.
Plan ongoing internal communications including awards, Do not sign up for extended time periods on any service
6. 6.
newsletters, and discussions. including fixed-line and mobile phones.
7. When tariff plans change, do not overlook to request information
7. When leaving messages, clearly and slowly repeat
your name and number. on communication plans that more closely meet the new
requirements.
Do not fail to exercise rights on return policies within allowed
8. Use a remote voicemail answering system rather 8.
time limits.
than an answering machine.
Use a separate dedicated phone line for business and fax 9. Do not think that a toll-free telephone number is important
9.
lines unless orders are received by phone.
Do not sign up for long-term plans with Internet service
10 "Develop a logo to represent oneself on stationery, 1
. 0 providers.
signs, cards, and websites.
SUMMARY j
Modern technology has created not only new tools for communication purposes are finding them very effective and efficient
communication but also new ideas about the way we communicate in saving time and conserving resources.An
with our friends, family, and colleagues. In understanding of these tools will enable us perform our
fact, it has revolutionized the process of communication. communication functions more effectively.
Organizations using modern technological tools for their
EXERCISES
1. Discuss the need for technology in communication. (a) Read any current magazine on information technology or
2. Explain the following technology-oriented means of computers, or search the Internet to identify an article on
communication: voice mail, videoconferencing, instant messaging. communication skills. Send this article electronically along
3. What is a PDA? Discuss in detail the guidelines for using any two with your comments to a friend. Ask him/her to send his/her
PDAs that you have come across or you have used. feedback on the communication.
4. What do you understand by computer conferencing? (b) Discuss in groups the extent to which technology is being used
5. Discuss the various ways in which telephones can be used as a in India for official communication.
means of communication in organizations.
(c) Identify the various technologies used in your academic
6. Elaborate on the merits of using technology in communication.
institution/organization for the transmission of information.
7. Discuss the negative effects that technology-oriented
Prepare a three-page write-up on the various technologies. Use
communication creates in organizations.
print media or Internet to obtain appropriate illustrations to be
8. Is planning necessary before selecting any particular technology for
included in your write-up.
your communication requirement? Explain why.
(d) Get prior appointment with a few executives of various small,
9. Discuss in detail the various criteria necessary to choose an
medium-size,and large organizations. Find out through
appropriate technology for a particular communication requirement.
discussions what they feel about using technology for official
10. Elaborate how information can be transmitted and interchanged
communication. After gathering information from them, share
effectively by means of technology in organizations.
and discuss with your friends.
I I. Project
CH 4. TEAM BRIEFING
INTRODUCTION
Team briefing originated in the 1960s when companies developed briefing groups which
cascaded information through the organisation. The emphasis then switched to the
department or work group, where"local" information of relevance to the immediate group
was added to organisational messages and where information was encouraged to flow in all
directions - down, up and sideways, throughout the organization.
WHY ARE TEAM BRIEFINGS IMPORTANT?
Part of managing people is getting all the widely differing individuals who work for an
organisation, to work together as a team, understanding common goals and common
difficulties.
One of the most effective methods of motivating individuals is by communicating the
aspirations, goals, successes and any forthcoming changes to the individuals within the
organisation.
Conducting regular, structured team briefings is an effective method of achieving both of
these objectives at the same time. Individuals cannot cooperate fully unless they know what
is expected of them and why it is so important!
It is important to view team briefing as part of a wider internal communication strategy which
is a process of ensuring that employees are well informed and have opportunities for
upward feedback.
BENEFITS OF TEAM BRIEFINGS
Well conducted Team briefings
- Ensure people feel well informed
- Provide opportunities for upward feedback : Individuals who feel they have a voice
are more likely to work efficiently within a system.
- Develop trust, cooperation and commitment about the organization: For any
organisation, trust, commitment and co-operation are vital. It is very difficult to
achieve either unless people understand the importance of their contribution. Team
Briefing assists people to give their best.
- Instead of waiting until annual meeting rolls around to discuss important
organizational goals, regular team briefings can help keep open lines of
communication between leadership and front-line workers. This helps keep
employees engaged, with a plan to follow for the day ahead.
- Help people to understand change: Sharing company goals, upcoming changes,
strategies, long-term plans will keep employees aware of changes and help them be
ready to adapt to change as necessary.
- Reduces misunderstandings: Explaining priorities, decisions and deadlines
enables everyone to see their significance and avoids delay through
misunderstanding.
- Disarm the 'grapevine1: As facts, plans and decisions are communicated on a
w Edit with WPS Office

regular basis, the grapevine becomes redundant. Rumours and partial truths can be
put at rest by team leaders/managers.
- Reinforces the role of the team leader.
- Serves as a two-way communication. Regular Team Briefing ensures that the team
leader is also up to date with developments and opinions within the workforce,
enabling questions to be dealt with sooner rather than later and any potential
problems to be relayed back to the management team.
DEFINITION
Team briefing is a process which involves managers and supervisors' talking to their teams
to exchange information and ideas. The basic principles are that it:
- is face-to-face
- takes place in small teams
- is led by the team leader
- happens on a regular basis
- includes both organisational and team information
- offers an opportunity to voice concerns and suggestions that are taken seriously.
CATEGORIES OF TEAM BRIEFING:

• Progress: Benchmarks of performance such as this month's achievements, how the team
is doing, new initiatives, successes and failures etc.
• Policy: Changes in systems or routines, new deadlines, holiday staffing arrangements,
pension arrangements, Health & Safety, etc.
• People. Who is coming and who is going and why, promotions, transfers, where other
departments fit in and liaison with them, special jobs etc.
Points for action - priorities for the next month for the team and the organization.
ELEMENTS OF A BRIEFING
CORE BRIEF
The written briefing details from the CEO or board which will be passed on to every
employee at every Team Briefing meeting. Also called the Core Management Brief. The
Core Brief is incorporated by team leaders into their own Local Briefings.
LOCAL BRIEF
A separate written brief prepared by each team leader, manager or supervisor, for his or her
own team, containing local issues relevant to that team. Team leaders check and agree
their Local Brief with their line manager at their own briefing session at which they receive
the core brief and a local brief from their boss.
FEEDBACK FORM

A separate document which enables the questions arising at briefings to be recorded,
answered, whether at the time or later, and that process to be monitored.
PREPARATION FOR BRIEFING
1. PREPARE NOTES:
- Prepare notes well in advance and in own words. Writing notes word for word will
tempt to read them and become stilted.
- Use headings highlighting key points.
2. ANTICIPATE QUESTIONS:
- Anticipate likely questions and prepare the answers.
- Because Team Briefing is a regular, planned activity, if the answer to a particular
question is not known, it can always be found out and discussed in the next
briefing.
3. ORGANIZE NOTES:
- Organise a file in which to keep the paperwork.
- Keep all your briefing notes so that you can refer back to them when necessary.
These notes will form a useful record of areas covered and also item which need to
be followed up. These notes may also be asked for reference while conducting any
kind of internal audit as per the policies of the organisation.
4. Get into the habit of noting down anything which is suitable for the briefing, between
briefings, eg. a good job done, quality issues, updates from items from previous briefings,
etc.
HOW TO CONDUCT A BRIEFING:
CHOOSE THE RIGHT PLACE
Choose a central point in the office where everybody can get together, where there is plenty
of space, and other teams/departments will not be disturbed. For these short, sharp
meetings, choose a place where the team members have to stand up. This is especially
relevant where people might sit at a desk all day. Hence it is important to make sure that the
'huddle' feels different to them. Avoid meeting in places where people are cleaning, setting
things up or doing anything else that could distract the team.
SET CLEAR GROUND RULES

Make sure that your team understands how important the huddle is, and set small penalties
if people get things wrong. For example, if people arrive late or if their mobile phone rings
during the meeting, consider making them pay a nominal fine into a 'penalty box'. You can
then spend the money on eatables for staff at the end of the month, but you will also send
out a clear message that this meeting is serious, (the above example does not

necessarilyindicate a rigid practice and is intended only as an example)
START WITH A BANG
The most important part of a team briefing is the first two minutes. It is during this time that
you set the mood for the rest of the huddle. Start with a bang and get everyone excited by
some good news. Congratulate the top-performing member of the team. Announce a new
staff discount. Get everyone to give your newest team member a welcoming round of
applause. It doesn't really matter what you talk about, as long as you create a buzz and lift
the energy of the group straight away.
KEEP IT SHORT AND SIMPLE
A daily huddle should never last more than 15 or 20 minutes. If the conversation starts to
drift into a level of detail, draw it to a close and arrange to discuss it at another time. If one
person starts to dominate the group, close the discussion down, and pick it up with them on
a one-to-one basis. In a daily huddle, you are looking for short, simple messages that
everyone can take on board. This is not a time for lots of detail.
ASK FOR PERFORMANCE PLEDGES
An interactive session will encourage much more engagement, and will allow the team
members to feel that they have contributed. Encourage people to set their own stretching
targets, and it's much more likely that they will meet them.
IDENTIFY AND DEAL WITH ISSUES
The daily team huddle is the perfect opportunity for everybody to raise any problems that
they are having. Whether these issues are with equipment, software, other teams or any
other kind of impediment, agree in the meeting what actions you will take to sort the
problem. If you cannot easily fix the issue, deal with it as soon as possible after the meeting.
When your team members see that you quickly resolve their problems, they will soon grow
to trust you.
HAVE FUN
A lot of team briefings and huddles are painfully dull. Inject personality into the meeting, and
make sure you run a lively agenda. Try not to take everything too seriously, and find things
for you and your team members to laugh about. Encourage people to bring sweets or treats,
and share them with the group. You could even decide to have a daily fun challenge. If you
can get your team members to interact in this setting, they are much more likely to work
better together outside the meeting.

PTER
The Art of Effective Reading
1
6 professional life
• acquire the various types of reading skills that one may employ while reading different kinds of texts
• learn the four basic steps in the process of reading
After reading this chapter, you will be able to

• understand the importance of reading in achieving success both in academic and
• get to know the basic hurdles in efficient reading and the tips to overcome them
• know the relation between speedy reading and success and also learn the ways to increase your
speed of reading
Resolve to edge in a little reading every day, if it is but a single sentence. If you gain fifteen minutes a day, it will make itself
felt at the end of the year.
-Horace Mann (1796-1859)
16.1 INTRODUCTION
Reading maketh a full man, conference a ready man, and writing an exact man— Francis Bacon, the famous essayist, has
rightly observed in his well-known essay ‘Of Studies’. It is true that of all the four skills—listening, speaking, reading and
writing—reading is probably the most crucial skill. It is so because a good reader can rise above the disadvantage of limited
opportunity received in terms of listening, speaking, and writing a language. By all means, effective reading skills are vital to
achieving success not only in one’s academic but also professional life. Usually, it is observed that only good readers are good
communicators. Therefore, it is a skill that cannot be ignored. It is advisable, therefore, to acquire efficient reading skills as
early as possible.
16.2 NEED FOR DEVELOPING EFFICIENT READING SKILLS

You definitely know how to read. But the question is whether you know how to read skilfully and artfully. Skilful reading is
reading for specific information for a better learning experience in a short span of time. Though complex, skilled read ing is not
difficult. It is an art which can be learnt easily by using a systematic approach and by undergoing formal training. This chapter
will help you in learning
356 Communication Skills
this art. You will surely be able to know how to use diverse ways so that you can enhance y effectiveness and make
your future reading experience more rewarding and enriching.
Have you ever noticed that we do not approach a novel, or a report, or a personal 1© or an email in a similar
manner? In fact, the truth is that while reading, you employ diffei reading speeds and different approaches to them.
However, it is also true that different pec have varied speeds of reading and understanding. So, as a student, who has
to read much academic pursuance, and as a future professional, there is a dire need to learn the skills techniques of
artful reading. Before we talk about these techniques and types, let us know major benefits that you may achieve by
developing the art of efficient and artful reading.
16.3 BENEFITS OF EFFECTIVE READING
Here are the benefits of effective reading:

1. Effective reading can provide you with a ‘comprehensible input’ from the book or <k ment that you read.
2. It can enhance your general ability to use other language skills such as listening, speak and writing.
3. It can enhance your vocabulary, that is, you can always learn new words, phrases.I expressions.
4. Effective reading also helps you keep your mind focused on the material and preven from unnecessary
distractions.
5. Moreover, this enables you to extract useful information much more efficiently wi±. limited time.
6. It can help you consolidate both previously learned language and knowledge.
7. It helps in building confidence as you start reading longer, and later, voluminous tern.
8. It gives you pleasure and relaxation as books are the best and most reliable friends.
9. Effective reading facilitates the development of various other skills, such as making dictions, comparing and
contrasting facts, creating samples, hypothesizing, reorgz the message as transmitted by the text, improving
your critical thinking, and hence oping a sharp acumen with passage of time.
16.4 SPEED OF READING
An average college student reads between 150 and 250 words per minute. A ‘good’ r speed is around 250 to 400
words per minute, but some people can read even 1000 woi minute or more. However, research shows that there is
difference in the rate of reading : ferent purposes (Table 16.1).
TABLE 16.1 Rates of reading
Purpose of Reading No. of Words (words per minute/wpm
• Reading for memorization • Fewer than 100

• Reading for learning • 100-200
• Reading for comprehension • 200-400
Skimming • 400-700
Understanding the role of speed in the reading process is essential. Research shows that a close relation can be
observed between reading speed and understanding. Proper reading training can help you increase your rate of reading,
accompanied by an enhancement in comprehension. It is a vital fact about reading that plodding, that is, reading word
by word, reduces understanding rather than increasing it.
Actually, most adults are able to increase their reading rate significantly and rather rapidly without lowering their
comprehension. Merely reading more rapidly, without actual improvement in the basic reading habits, however, usually
results'll! lowered comprehension. Broadly categorized, there are three main factors involved in improving reading
speed:
The Art of Effective Reading 357
• The desire to improve

• Conscious efforts in using newly acquired techniques
• A motivation to practise
With these, almost anyone can double his/her speed of reading while maintaining equal or even better
comprehension.
Table 16.2 gives the differences between an efficient and inefficient reader.
TABLE 16.2 Differences between efficient and inefficient readers
An Efficient Reader An Inefficient Reader
• Always reads for ideas or information • Tries to read words

• Reads group of words/multi-phrases • Reads word by word
• Quickly adjusts his/her speed of reading to the • Reads the text from the beginning till the end
nature of the text
• Sets the purpose of reading right in the • Reads everything and deliberately goes slow while
beginning reading
• Reads smoothly • Reads the information again and again to figure

out a clear understanding of the text
• Visualizes ideas • Vocalizes or sub-vocalizes words while reading
• Has a good vocabulary in that subject • Has limited vocabulary which hampers his/her
speed and understanding
• Continuously keeps improving his/her pace of • Rarely attempts speed reading

reading
• Properly tries to sort out the material as critical,
• Reads everything indiscriminately
interesting, analytical, etc.
FOUR BASIC STEPS TO EFFECTIVE READING
While reading a text to learn something, you need to follow the following four basic steps:
1. Figure out the purpose for reading a particidar text. You can identify suitable reading strategies and
use your background knowledge of the topic in order to anticipate the contents.
2. Spot the parts of the text relevant to the identified purpose and ignore the rest. This selectivity
enables you to focus on particular elements of information from the text. So, you are
able to sift the information, which in turn reduces the amount of information yua hold in short-term
memory.
3. Choose the appropriate reading strategy that suits your purpose. Select the strsE is suited to the reading
task in that particular context and use that strategy in an ICE manner. This will develop your understanding
as well as confidence.
4. Test or assess your comprehension during reading and also when the reading task pleted. Monitoring
comprehension helps you make out the inconsistencies and <fii cies in total comprehension of the text. At
this step, you can also learn to use aka strategies.
16.6 OVERCOMING COMMON OBSTACLES
Let us now learn the major hurdles in developing efficient reading. These problems as- cussed below.
16.6.1 Lack of Concentration
Poor concentration directly emanates from poor reading habits. If we are not used to KB often appears to be an
unpleasant task when we are forced to do it. It is in such circa: that the mind begins to drift. However, since we
know that there is no escape from rea need to cultivate an active interest in our reading assignments. Gradually,
our COKS begins to improve if we consciously start taking interest in the reading activity.
16.6.2 Eye Fixation
While reading, when one is unable to progress well beyond a thought, expression, er is regarded as eye fixation.
This is often caused because many of us are not trained 1 reading in schools. However, this really cripples our
reading efficiency. To overcome
to divide a sentence into certain thoqa and don’t fixate on a particular word or sion for long.
16.6.3 Regression
Just like eye fixation, regression too our reading habits because of lack m When we are unable to understand as
habitually go back to the part where r ■ in a passage. It clearly suggests incaagI in reading and comprehension skills. Lrta
reading habits with enthusiasm and help you overcome
this problem. F |
and artful reading, you should mai L
move over at least 2-3 words in one ar a it glide over
the text in a rhythm. Since TB is an intensive process,
if trained w eL ■ quickly moves to assimilate text.
Reading Aloud or Turning the Head from

Side to Side
We are often victims of bad habits. Some such
habits we cultivate ourselves, while others are
at times imposed on us by our elders.
Often we see mothers telling their
little tots to read aloud from their
books to them, so that they can also
finish their kitchen work while they help their
kids improve their reading skills! This,
however, sometimes leads to poor
Don't Let Your Mind Wander while Reading.
concentration while reading, as their primary
objective in such reading becomes proper
articulation of certain words and expressions. Similarly, moving the head from time to time, moving the lips while
reading, or gliding a pen, pencil, or scale through the text are also not worth imbibing, as any added activity besides
reading and comprehension tends to affect your understanding of the concept. Ideally, our eyes should see and our mind
should read the text before us.
Indiscriminate Use of the Dictionary

Some damage to reading habits is also done because of lack of guidance about the proper utilization of the dictionary.
Some of our students are even misled into cramming the dictionary they possess. So, many students keep picking some
ten or twenty words per day and cramming them most religiously! Nothing can be more farcical than that. Remember, a
dictionary' is not meant for cramming, and you don’t learn words by cramming them. For picking up more words, work
conscientiously at least on some part of your reading material everyday. Observe carefully how the words and
expressions are used in a given context. Look up the meaning of all such words in the dictionary to understand their
specific usage, and the words similar and dissimilar to them. It has to be followed by using all such words and
expressions frequently in your speaking and writing tasks.
Another misuse of the dictionary is the tendency to refer to it the moment one comes across a word one finds
difficult to understand. However, when we rush to look for the meaning of a word in the dictionary the moment we
confront it, we lose our spontaneity in reading. Moreover, most of us start with a modest vocabulary; hence, the number
of words which appear unfamiliar to us are many in number. Repeatedly looking into the dictionary for every such word
also makes us weary of the whole process of reading and we tend to give up very soon. Therefore, go through your
reading assignments without taking such breaks; encircle the words and expressions you are unable to understand. Once
you have finished the entire assignment, or a least some sizable chunk of it, turn to the dictionary to understand the
words. Even as you do so, try to scan the target word from different perspectives. Try to learn its pronunciation, identify
its class, its singular and plural forms, its different meanings and usages, and the words which are similar to it and those
that are dissimilar.
Given below are a few more obstacles that you need to overcome while reading:
1. Reading becomes a cumbersome activity when you skip the major part of the text and are in a hurry to finish it.
2. When you do not read a longer text at stretch for at least an hour to allow yourself to develop interest in it, you
cannot enjoy reading.
3. When your mind is preoccupied with other thoughts rather than the message that you are reading, the time spent is
just wasted.
4. Sometimes students have the tendency to read aloud, which is called vocalization. They do so because they feel
they should not get distracted while reading. However, this kind of reading not only mars their speed of reading
but also their comprehension of the text.
5. Reading becomes an uphill task when you have an unfriendly approach towards it.
6. Reading becomes boring when you do not select a book or text for reading according your linguistic and
cognitive level.
7. One cannot read faster in an effort to remember everything rather than to remen selectively.
16.7 TYPES
Now, for learning the art of reading, you should know the four basic types of reading skills a reader may use in any
language. These types will be discussed in this section.
16.7.1 Skimming
Skimming is used to quickly gather the most important information or ‘gist’ from the docun or novel that you read.
For this, you should make your eyes run over the text, noting impor information. You may also go through the
contents of the chapters rapidly, picking out and derstanding the key words and concepts. Thus, you can use
skimming to go through a cun business document or literary work, swiftly and rapidly. It is not essential to
understand e word when you employ skimming while reading. For example, while reading the newspaper the
morning, you quickly try to get the general news of the day or you go through magazii quickly to discover which
articles you would like to read in more detail.
16.7.2 Scanning
Scanning is used to find a particular piece of information. In this type of reading, you alii your eyes to run over the
text, looking for the specific piece of information that you need. use scanning when you go through your schedule or
meeting plans, look for specific adverti ments, or some specific information in a book, etc. This is the most effective
way of getti information from magazines—scan the table of contents or indexes and turn directly to intere ing
articles to arrive at the specific information.
16.7.3 Extensive Reading
Extensive reading is used to obtain a general understanding of a subject. It includes reading longer texts for pleasure,
and business reports to know about the general trends. In this type reading, you should not worry if you do not
understand each and every word. You can use type of reading to improve your general knowledge of business
procedures, or to know the est marketing strategy. Also, while you read a novel before going to bed, or magazine
arti< that interest you, you use your extensive reading skills.
16.7.4 Intensive Reading
Intensive reading is used on shorter texts in order to extract detailed information. It inclu very close and accurate
reading for details. You use this skill to grasp the details of a spec situation. In this case, it is important for you to
understand each word, information, or f When you read your text book for understanding the concepts or various
theories, you have read intensively. You also require to read every single detail when you want to go for an i ance
claim or want to sign a contract. Intensive reading skills help you understand and inte
me text, infer its central idea, observe the common thread that runs through it, and intuit its overall purpose and
significance (Table 16.3).
TABLE 16.3 Types of reading

Type Purpose
Skimming Used to understand the gist or main idea
Scanning Used to find a particular piece of information
Extensive reading Used for pleasure and general understanding
Intensive reading Accurate reading for comprehensive understanding
METHODS OF READING
There are several methods of reading, with differing rates, for different kinds of material and purposes.
Sub-vocalized reading It combines sight reading with internal sounding of the words as if spoken. It is a bad habit that
slows down the pace of both reading and comprehension. However, some studies show that it helps the readers better,
particularly while reading complex texts.
Speed reading It is a method for increasing reading speed without a reduction in comprehension or retention. With
effort, you can acquire a speed of as much as 1000 words per minute.
Photoreading In this method, you use speed reading techniques with an additional technique of photoreading to
increase your reading speed, comprehension, and retention.
Proofreading It is a kind of reading for detecting typographical errors in a printed text. One can learn to do it rapidly,
and professional proofreaders typically acquire the ability to do so at high rates, faster for some kinds of material than
for others. They may largely suspend comprehension while doing so, except when needed to select among several
possible words for a suspected typographical error.
Structure-Proposition-Evaluation (SPE) Mortimer Adler popularized this method in his book How to Read a Book,
mainly for non-fiction treatise, in which one reads a writing in three phases: (1) for the structure of the work, (2) for the
logical propositions or progression made, and (3) for evaluation of the merits of the arguments and conclusions. This
method demands suspended judgement of the work or its arguments until they are fully understood
Survey-Question-Read-Recite-Review (SQ3R) This method involves immaculate and perfect reading, that is, you read
so as to teach what is read or be able to explain or apply the knowledge obtained in other domains. Through this method,
the reader assimilates the information in such a way that he/she can use it later at an appropriate place or occasion. In
this method, the reader absorbs the information and uses it without having to refer to notes or the book again.
Multiple intelligences-based method This method draws upon the reader’s diverse ways of thinking and knowing to
enrich his/her appreciation of the text. Reading is fundamentally
a linguistic activity. Most readers use several intelligences, such as auditory, visual, and Iqa cal intelligence, while
reading, and making a habit of doing so in a more disciplined rsz> ner, that is, constantly or after every paragraph,
which results in more vivid and memorable experience.
16.9 DIFFERENT TYPES OF PASSAGES FOR READING COMPREHENSION
The passages that are given for reading comprehension in different examinations are dr_ - - from different subject
areas, including humanities, social sciences, life sciences, and physica. sciences. Some are considered more difficult
than others.
The passages you will encounter in any examination will most likely relate to one of the following five topics
that will be elaborated here. Each type of passage calls for a slightly different optimum test-taking strategy which
will be taken up in Chapter 17.
16.9.1 Science Passages
These passages deal with hard facts of science, and the topics are related to different branches of science such as
biology, chemistry, medicine, etc. They are objective and neutral in tone. Often, you will observe that the
terminology in such write-ups is a little complex, but tbc theme is quite tangible. You should approach these types of
passages by doing an initial speed reading/skimming of the text. Your goal in the first reading is simply to
understand how the passage is structured and to analyse its outline. This will help you focus on the main idea of the
passage.
Since science passages are mostly factual and straightforward, they probably provide the easiest questions you
will encounter in reading comprehension. Normally, you are not likely to see many inference questions drawn on a
science passage. You are much more likely to see several factual questions that can be answered directly from the
passage. Thus, science passages are likely to form the easiest reading comprehension questions you encounter.
16.9.2 Social Science Passages
Typically, these passages deal with topics such as history, politics, psychology, geography, philosophy, literature,
language, art, music, social theories, etc. In other words, social science is a broad term that includes many subject
areas under its roof. This may give a perspective or outlook on the history of something which you are not aware of,
or provide an insight into psychology or sociology. In other words, they are in contrast to the hard core science
passages and their questions deal more with inferences and less with explicit information given in the passage. They
will probably be the most enjoyable reading comprehension passages you will read. Despite this, you must read
these passages painstakingly in order to answer the many inference questions they are sure to present. While reading
such texts, you are required to not just read what is explicitly stated but also figure out what is implicitly suggested.
Such passages require you to read between the lines.
16.9.3 Business Passages
Business passages involve very difficult structures. They present questions that require you to infer information and
at times even determine the authors’ moods, views, and opinions. They
nes* to be read slowly and carefully. Many people think they understand the economics better WK mey do. Be especially
careful to answer questions based on the content in the passage (not EonyT things you have read) and be clear on the differing
opinions that the passage presents. r r e an in-depth understanding of financial twists and woes, market trends,
foreign exchange, export and import trade, etc. to be comfortable in reading passages of this type.
stKtainment Passages
Tbts usually discusses a topic related to entertainment, sports, or leisure. The passage could be a topic such as the lifestyle
of the rich and famous, the reason for the success of a Hollywood x Bollywood movie, or current dilemmas in sports, or
some trends in adventure sports.
-terary Passages/Poems
At times, you get a literary passage or a poem for reading comprehension. While reading one such piece of writing you need
to understand and appreciate the imaginative and creative use of language. So you need to develop sensitivity to the author’s
attitude or the poet’s vision while reading their works. You are supposed to understand the themes and sub-themes. Also
identify the element of style such as humour, pathos, satire, irony, etc.
APPROACHES TO EFFICIENT READING
You should know that forced acceleration may destroy confidence in one’s ability to read. The obvious solution, then, is to
increase your reading pace as a part of the total improvement of the whole reading process.
In general, decrease your speed when you experience certain difficulties (Table 16.4).
TABLE 16.4 Different suggested approaches to reading (by decreasing the speed)
Type of Difficulty Suggested Approach
Unfamiliar terminology Try to understand it in the context at that point; otherwise, read on and
return to it later.
Difficult sentence and paragraph Slow down enough to enable you to untangle them and get the accurate
structure context for the passage.
Unfamiliar or abstract concepts Look for applications or examples of your own.
Detailed, technical material This includes complicated directions, statements of difficult
principles, and materials on which you have scant background. Be patient
and approach the text critically.
Material on which you want Since you want to remember them for a longer duration, read such a
detailed retention material with intensity, observation, and painstaking effort.
Source: http://www.articlesbase.com/self-improvement-articles/how-to-develop-reading-skills-297612.
html#ixzzOsvLfTnIn, accessed on 16 October 2010.
Accelerate your pace when you come across certain difficulties, as given in Table 16.5.
TABLE 16.5 Different suggested approaches to reading (by accelerating your pace)
Type of Difficulty Suggested Approach
Simple material with few ideas which Move rapidly over the familiar ones; spend most of you-
are new to you time on the unfamiliar ideas.
Unnecessary examples and illustrations

Since these are included to clarify ideas, move over them
rapidly when they are not needed.
Detailed explanation and idea elaboration Since you do not need them, you can move rapidly over them.
which you do not need
Broad, generalized ideas, and ideas which These can be readily grasped, even with scan techniques. |
are restatements of previous ones
16.11 TIPS FOR EFFECTIVE READING
Following are some important tips you must keep in mind about reading:
1. Get your eyes checked. Often, very slow reading is related to uncorrected eye defecai Before embarking on
speed reading, make sure that any correctable eye defects you not have are taken care of.
2. Get rid of the habit of pronouncing words—if you have—as you read. If you sound words in your throat or
whisper them, your reading rate is slowed considerably. You shod! be able to read most material at least two
or three times faster when reading silently _■ orally.
3. Find out what you want to know, and for that you need to cut through and assess what to be skipped from
reading.
4. Your reading rate should vary according to your reading purpose. To understand the infop- mation, for
example, skim or scan at a rapid rate.
5. It is always important to stress on qualitative not quantitative reading.
6. Cultivate a positive attitude towards reading. The more you read the more love you at- velop towards reading.
7. Even if you find reading to be tedious, try to give your task an extended stretch of an hcur or so. Don’t give up
reading in the first 10-15 minutes itself.
8. Learn to underline the key parts/words/concepts for further references.
9. While reading, new ideas and concepts will flash in the mind and the same may be adder in the margin.
10. By using different coloured pencils, the importance level of the contents can be realize for further reading.
11. Try to convert the written information into pictorial format while reading for effective comprehension of
contents.
12. Fix some amount of time daily, exclusively for reading, and over a period of time it uil become a practice.
ULATION • • ••••••••••••••••*»•
7 are four skills that are essential for all, namely =>«.ng, d ng helps in building confidence besides giving pleasure and
writing, listening, and reading skills. How- r -eading helps you relaxation, as you start reading ex- zed or longer texts.
increase your competence in er language skills as well. • For reading comprehension tests, passages are drawn from different
Ci~g speed can be increased up to 1000 words per uxe by subject areas, including humanities, social sciences, biological
following certain tips given in the chapter, developing sciences, and physical sciences. Some are more difficult than others.
effective reading, you need to have desire to improve, to make So, a proper training is required to enhance your reading ability.
conscious efforts to new techniques and also to have • Vocalization, word-by-word reading, speed reading, SQ3R, SPE,
motivation to and multiple intelligences-based method are various methods that
people use while reading, but you should select the suitable method
--□y-word reading, slow eye movement, complex ds in the of reading different types of texts.
text, and lack of concentration are the pr hurdles in effective • Asa good reader,you should effectively use skimming, scanning,
reading. extensive, and intensive reading skills.
ELLQUIPS • • • ••••••
EXERCISES >>••••••••••••••••••••
Lacept Review Questions
Do you believe in what Francis Bacon has said— Reading

maketh a full man, conference a ready man, and writing an
exact man? Elaborate in 250 words on how important
reading is for a professional.
2. What do you mean by effective reading skills? Discuss the
major benefits of artful reading?
3. What is the role of speed in the reading process? Discuss the
kind of relation that can be observed between speed and
understanding.
4. It is said that reading enhances your general ability to 9. What are the major faulty reading habits? Dis them
use other language skills such as listening, speak in detail.
ing, and writing. Do you agree with the statement? 10. Explain the following in about 150 words each:
Highlight the importance of reading in about 200 (a) Vocalization in reading
words. (b) Regression
5. Discuss the four basic steps to effective reading. Also (c) Faulty eye movement
suggest ways to increase the speed of reading. (d) SQ3R
6. What are the major differences between efficient 11. Discuss in detail the various methods of rea: that are
readers and inefficient readers? Discuss and employed by readers.
substantiate. 12. What are the different types of passages that come
7. Most adults are able to increase their reading rate across while reading? Discuss their featun detail.
significantly and rather rapidly without lowering their 13. Discuss the different types of reading skills that
comprehension. Do you subscribe to the view? need to master for reading different types of te
Mention the three major factors which are essential 14. When should you increase and decrease your sc of
for increasing your speed of reading. reading in order to develop effective read Discuss in
8. 'Everybody knows how to read. But not everybody detail.
knows how to read skilfully and artfully.' Illustrate the 15. Discuss the various tips for inculcating gocc t ing
statement and point out the major hurdles in effective skills.
reading.
244 COMMUNICATION SKIL—— ----- _—
WHY PR? ,
i option is to acquaint the managers with th* The aim of P"* 1*
fctionB and make them aware about the ne^ concept of pubhc rela 0 growing
importance of
1
to be a good K P'pecially for the satisfaction of personal and human relationships, H
n
workpiace. it is urgent that we build a professional needs dependence by understanding
our mutual culture of trust and ophy of public relations. With today's
needs, winch is in H ia besicge(1 by such metaphors as 'the
competitive envnon compounded by self-proclaimed and self,
rat race' and dog- ,g th(j more pressing why we need to glorifying eniog* • arising out of
a competitive and stressful address compie chapter is designed to give an idea about
bUSin SS
t pR ftinctions and most importantly, how one should handle how the PR fir to wr-
te either a press release, address a press the media if informally with the internal publics.
C nf
° Th"“oncept of public relations has emerged as the discipline ( mi 'nating and
interpreting public opinion and issues that shape the destiny of an organization. The
power of PR is rooted in the basic belief that any meaningful enterprise in modern
society 'can prosper or perish only on the basis of public opinion. The nroper role
therefore, for PR, is not to be the mouthpiece but to project the values of an
organization. It is not always easy to manage this role. Bringing about insight and
understanding is quite an uphill task. The principles of public relations therefore would
help one to understand the spirit and the philosophy of a very responsible task such as
dealing with the outside world, and perform better as a business manager.
DEFINITIONS OF PR
Many definitions exist on public relations. Some of them are OUnt-Pd hero
1 Institute of
Public Relations (IPR) has defined
planned and sustained effort to establish and maintain goodwill and mutual
understanding between an organization and its publics.
The World Assembly of Public Relations Association Mexico City (1978)
defined PR as
the art and social science of analyzing trends, P re^Ct^n| their consequences,
counselling organizations leadeis,
2.
implementing planned proeran,
both the organization's and the?^whlch
1
3. H. Fra-er Moore, and R. Bpr. " 7’ '
PR as a 'Strand Canlie.d
social philosophy Of manageme.. „
practices winch, through sensitive '» Pohcis, . A
two-way communication will, ,J ‘ ?,r'lnti'’nofevr.nt. mutual understanding and
7oodwU|PUb,iCg( 8lri"««Vto
the business of inducing the public k, and general goodwill towards a person
T® undf’r«»andlng for
You will see that all these definitiona ,n"tllut,on relations ts a deliberate and
continuous acS*Tk PUhlic ■planned" and "sustained" suggest that public Ju.®! VnTA
"
an
activity, is not automatic or effortless. It has tn h
maintained for goodwill toward its publi^botV £
external.
MISCONCEPTIONS ABOUT PR
PR as a concept of essential management function developed with industrialization,
urbanization, and modernization. The more complex a corporate grew with a large body
of shareholders, dealers, suppliers and members of community, more was the need to
reach a collective face of these disparate groups of people. Because most business
managers have little or no training in PR, it is generally understood as a publicity
function. Some organizations, in fact, tend to put undue emphasis on the cosmetic
communication’ aspect of PR (being nice and sweet to people) in the belief that it would
enhance their corporate communication. This is far from the truth of PR philosophy. PR
is serious busmess It must be clearly understood that PR is not
♦ propaganda and lobbying
♦ a mouthpiece of an organization
♦ a glamorous vocation.
a npiorative word since 1 For
obvious reasons, PR becam n£cating truthfully to
shifted away from the core objective of communrcat the larger audience.
THE REALITIES OF PUBLIC

RELATIONS attitude to understand the
Managers who have an embracing

COMMUNICATION the Renaissance people-ln love benefit the entire
needs of the publics are enlightening idens that I' stakeholders. Such a
builds an t
'in-house activists', business to understand the envnuUlliVA
they can practise what is secularly good. Th
in its ability to create onl — of chat
nt n ls
organization itself. The "'** ' , Hot
tru../ ’ ' -
to the receiver
it is truths.
1
The realities
managers can
cer -
Promotional matter
passed on to tl.
the perceptions
orgamzation and eager does not project an .mage, . „ withstand the test of time.
Labelled
*">«c ^Van"^ wlt" PR pnnC’pleS make “ t
ctivists. environment of an organization 90 th,
understand 1 anod. The power of PR ...
tc only better images but create a bette r its nmmr. The J’R
manager is trained ln the Pnncip]es of „«««-=> itself. Th ,nformation and this g.ves an opportune
’thful d.ssemmn o matjon t0 either enjoy it or reject it. But lhe receiver of tn pR manager not to
indulge in half,
i, the bounden
- Turk and Kruckeberg in their book, This is pR. Newsom. • relations have listed basic
principles that
- nahlies IIP earlier said_ as a manager you have
unmsy- ~J . ti ns where a press release or a speech or a rtainly to fee bg sent tQ the pres8 for
lnformatlon to be
the stakeholders. This is a responsible work because
— bv the publics must not be different from the real behaviour of’the organization.
Some of the principles are reproduced here.
1. PR deals with reality, not false fronts. (It deals with facts, not fiction).
2. PR is a service-oriented profession in which public interest, and not personal
reward, should be the primary' consideration.
3. PR practitioners must have the guts to say ‘no’ to a client or refuse a
deceptive program.
4. Because the public relations practitioner reaches many publics through mass
media, which are the public channels of communication, the integrity of these
channels must be preserved. (PR practitioners should never lie to the news
media, either outright or by implication.)
5. Because PR practitioners are in the middle between an organization and its
publics, they must be effective communicators—conveying information back
and forth until understanding is reached.
6. To expedite two-way communication and to be responsible communicators,
public relations practitioners must use scientific public opinion research
extensively. (PR cannot afford to be a guessing game).
then^nfT1.8!*1110! Wât tên PukRcs are saying and to reach ec ive y, public
relations practitioners must employ
CHAPTER 9 KEEPING PACE
' the social scienceS-P8ychol

logy. public opinion, communi^ 8o«oloey, £.
(Intuition is not enough). 08
study so ial
, Sen
The PR field requires multidi Scin1 ■ ”»ntica.
■ public relations practitioners ’Vâticm, problems to the public before thn/
obl
'gated to „ . (PR practitioners should alert ® prob|ems become S.8'" {,e taken by
and ad
surprise.) *“>e, so peopled "
fl A public relations practitioner should K
8Ured b
one standard: ethical performance (ApT V only only as good as the
reputation ho A? U . practitic— • . .. r she
Practitioner ig
deserves.)
public relations, as a concept of effective
has to
understood as a discipline that is concerned
of an organization and building understanding w th T??" holders. It is the result of what
you do, what v™?. h ,8take’ others say about you! It is a management function J ? What
nrocess, about relationships with publics-bnth’ J nteractlve external. A manager, during the
course of hm or he^'• dealings with customers and clients, will not be in a position?
refrain from following the PR principles or sideline the demands that PR will make. It is
imperative for a manager to be
♦ a people’s person
♦ a good communicator
♦ socially sensitive
♦ experienced in using managerial skills
♦ conscious about the environment (inside and outside the organization)
♦ ethically strong
♦ possessing writing skills and the knowledge of media
These qualities will get reflected in his/her relations answers and responses to the
media.
USE OF COMMUNICATION SKILLS FOR MEDIA AND PUBLIC

RELATIONS
• f et either with business As a manager,
you may be required to in era knowiedge about groups or social groups for various
purpose^^^ factors involved— the process of communication with t e vi
decoding, the
8
timulus, motivation, frame of reference, enc language, noises
lln
Portance of message, the importance o e the noises-all
in the environment, feedback and ow -cation skills for your
will motivate you to fine-tune your con
TION SK’LLS —------------ " ~~----
4S C°HMU^^70Wever, while, a two-way process
2
of
aaV activities- " trangactional/interpersonal in n day-to'd®yfltion hapPens 1 nn the end
receiver, the mass’ that J coniHiii”’ tion focuses communication is not a
verbal
PB SC
rS>l° hV betwee.individuals who are visibl^’ Xn7e thoughts *>etw* 1]9hing
the right k,nd of fram’°“
S -kC “Ta: u ’ e «nd truthful commutation. «
Terence through aceu target group8 receiVe
f
Figure 9.1 'U”B feedback to the organization. „nd how they send the.
Communicate through the

right channel/media Message/lmages
___________________
_
Target groups/stakeholders Build
Organisation
goodwill
You as a representative of
your organization
Feedback from the

groups/media
Seek active feedback
Figure 9.1 Corporate communication strategy model.
For someone who would like to specialize in PR, it would be essential to know all
about:
♦ Corporate image and how to build it
♦ Qualities of a good PR plan
♦ Research in PR
♦ Target segmentation and message designing
♦ Media mix
♦ Budgeting
and also have prerequisite knowledge of media, and how to manage information through
newsletter, bulletin boards, house journal, annual reports, and promotional kit for the
internal publics.
The details of these requirements are not discussed here because the chapter only
aims at the millennium manager who must know how to handle the media, feel
comfortable while doing so andle press conferences, write press releases and send pom
^formation t0 media about the kind of work that the oroXamc aS been d°in£> and the objectives
of social development
CHAPTW 9 KEEPING PACE WITH A CHANGING W0.. .. T
—---- ---------------------------------------------249
mt>naeers thiak that press relations/public reiMmn. ^ entirely by the company s PR
cd U I t t0 dea
4epBrtmeM »« »« nd' ,c have a PR department. In such a case tk* »rf”” i arn how ' "’’th
demands lhat the
®’ed» XX ’ s1» A tuallv. mo»t senior executives spend a great de(d o{
,«»'■ A .Mentions and a significant component of that tune it ' press and public
relations. All managers need to be
dcV°tcd 1 bout the way the press has to be handled for public qCn8*tive The media today
have become far more pervasive than -elati°1'9' t0 be. Information explosion and the
power of
l Cy
^ have given that extra edge to the media. Any manager techu°logy. tue need to
spread a good word about his or her ôuld • its policies, products and developments to
the organizati°n’ The PR department can always give you words of how to deal with
media.
’dV,Hence today's managers must know.
> How the press and media function + What the press and media need
♦ The jargon used by the press
♦ How to write a well-constructed press release for informing the external
publics.
The details of clear and simple writing have already been discussed in chapters
two and seven. However, it is essential to understand what makes public relations
writing different from other forms of business writing.
The purpose of a press hand-out is to keep the general public informed about
important events, seminars, conferences, visit of a V.I.P., launching of a new product,
reaching the earthquake victims, as earlier stated, any social welfare activity, sponsoring
an event, or any occasion that the organization thinks is of importance to the public.
EXHIBIT
Sample of a press release/hand-out:

ABC COMPANY
Lal Bahadur Shastri Marg
Mumbai 400 001
PT Contact Gracie Singhal
I'or Immediate Release:
January 27, 2001
CHAPTER 9 KEEPP
,c A PRtss RELEASE?
... see that writing a press release is like telling an interesting <0°the Prcss ab0Ut the WOrk that your
or an
« »ation is doing in toif t° as such as, launching of new products and
services,
era
seV i results, special projects, or any other important ’-âlmost anything that
ening
would make sense to the target .hapP ! 9tory is vital to any press release.
ce t 8
udieU ’ e ’a press release is a short message from the organi- In essenc ’ g an(j 1S
written in the hope that it will get to tnc
the neWspaper
in '
How to Write a Good Release?
It is essential that managers should have fu„ , writing a release that does not end uD
;n "”10nal knowledge of Editors are aware that most press releases are wriZT PatPer b'"'
bosses/management and hence may not contain fa t« l?Xh such cases, the editors
reject such releases because they donot fulfill the requirements of the media. The
language of puffen? and platitudes does not please the editors and hence they view
the PR releases with a question mark. Building and managing the corporate
reputation of the organization is not only the function of the PR but of every
manager. And hence before the press release is dispatched to the press, every detail
has to be checked.
Rules to follow in a Press Release

1. Present complete news—The golden rule is to answer the f lve W’s—Who,
Where, When, What, Why while writing the release. The basic
information will help you to present your release in greater depth.
Editors like to receive sufficient information. You can do so by
answering aU these questions either in the first sentence or n h finrt
paragraph of the release
“°-”8
The first paragraph in the ex P
five W’s:
Who: The Managing Director What: Special steps taken
When: Today of the victims of Gujarat
Where- Company P,'emlseffpl.inES Why. To
alleviate the sufferings earthquake
252 cosHUMCMroNSmi. ^formation that is real and not
The release Concrete data, and factual details
a'relea^^tcal interest to the reader (for
2. T1'tn,riec’"cmn’-f,t earthaiUstyle that encourages a two-way AS. “"-TdTatfading
interesting, communication a
lie I ease
3.
4.
Style for ",e PreBa " style for writing a good press
As in business communication ,fhe refoase should be ea8y

:s»e also be useful:
release , The following tips ead 1 "e , effusion—stick to facts
to rc— Avoid floweriness or effusion
Avoid long words elv—(for instance the words
1.
Use words a.P,b| t(/used in the example)
2.
3. A’^^^diectives and adverbs (editors generally like understatements, and not
4. advertisements)
Breeakru°pnSloVngSentences and keep paragraphs short Avoid a casual/chatty style
(occasionally may be used) Avoid buzz words, acronyms, and jargon
5. Justify statements Make the release brief Eliminate all extraneous facts
6. Be specific
7.
8.
9. How TO HANDLE A PRESS CONFERENCE?
10.
A press conference is as important a tool of communication as a press release
11.
12. to a manager. Once you learn the technique of writing a good release, you are
likely to succeed in handling a press conference. The difference, however, is
in the nature of the communication medium. In the case of the release, you may revise
and edit your release several times before you send it to the press like you will do with
business letters. The press conference, on the contrary, will demand a lot of ‘thinking on
feet’ skills from you for 'viV? 1, ate questions from the media people. Therefore, your
KUl be tersteSdy0UrSelf ^b °ral communication
ndle a pi ess conference well, you need to be clear about:
1- The purpose (why the press conference has been called).
CH— 9
JwJJWw 253 News

value of the
v
io about what you are going to say (facts), peta' •___» i
- informn*^- *
AVO littk. vnno for frivolous run the risk of
Gnr»u-- a negative v your facts.
I
■
1
.
W’s since media personnel have littu * bOut tht‘ f,v<‘ stories You may run the
5. risk of for
"
impression if you nre not prepared with vo, " -rhe location and
6. tune—choose the rivht L . f0V the conference !ht ocnt
" ' '’>" and tune
Create a conducive environment for discu RH1»n , and answers to take place.
7. ’ que8t,on®
The people to be invited-preparc a Ust of all who are to be invited.
The information to be given—ensure proper briefing of the media with press hand-
outs/releases, photos, facts and figures related to the matter that you are going to talk
about.
Media Interviews
During the course of handling business operations for your

--- -views io tne
media will also have to be handled. A business presentation of the
organization, you will face situations when'rirtnZ7nt»““ "r ’'T media will also have to
he handled. A £
company s launch of new products or services cannot be done without inviting the
media people for obvious reasons of publicity This means that you need to anticipate
questions that may arise from your presentation and the answers that you might give
to questions asked.
Media people do not have much time. Their questions need to have appropriate
answers that should be short, crisp and related to the topic.
The interviews of business and corporate executives on channels like CNBC,
Star News, Zee News, Aaj Tak, BBC, and other channels will acquaint you with the
way the media personnel ask questions and the kind of answers that are expected. The
mass audience that is listening to the interview must be able to understand clearly the
text of the message.
Very often, media people conduct telep omc about projects that your
organization may ave an”° corpOrate advertisement that has triggered interest in t ®
When the
social project that the organization may have un e|ectronic
media people, whether from the prin me ° n teiephone about tedium, meet you face-to-
face or spea orepared with a list of your organization’s work, they not on y co . and
meaningful Questions but they also expect well-structu
answers to be given.
634 Communicabon Skifts
Sample II ' <• ’ ' ’ < ..

Power Cycles Limited. Sonepat
Inter office Memorandum
To; AH Employees ‘'6-erence:HR~ ->

From: Manager (HR1 1S Augyjt j-£..
Subject Office Hours
Let me remind you that the official timings of the company are iron ^,00 a.m A QQ p txcect,c.,,. resulting in late
arrival or early departure must be reported to the ume Office, tmpcyees rep<z- • - such aberrations and constantly
found irregular in keeping with the office hou s wil be asked tor s . explanation.
M: n - - ..
Sample 111 £ 3 -
Knitfare Woolens and Garments Pvt. Ltd, Ludhiana
Inter-office Memorandum

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CHAPTER 1 Successful Negotiations

The Business Directory defines the term Negotiation as:

Putting it in simpler terms:

Negotiation can be defined as a channel of communication intended to reconcile

- Negotiations can be called as a way of resolving disputes.

- It is considered as being synonymous to settlement, agreement, collaboration and

- Negotiation involves minimum of two parties.

- Initial points to consider

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(ii) Know your objectives: Clarity of objectives is absolutely essential. It needs to be

1) Distributive Negotiation or Win-Lose Approach:

• Both parties end up being losers in such an approach as the negotiating

• In this approach, a compromise is reached and both parties give up a

• Through cooperation, sharing information, and mutual problem-solving, value

STAGE 2: OPENING PHASE

- Here the two sides come face to face.

STAGE 3: BARGAINING PHASE

- A logical approach & clearly-thought-out and planned arguments are a prerequisite

STAGE 4: CLOSURE PHASE

- The closing phase of a negotiation represents the opportunity to capitalize on all of

DO'S AND DON'TS OF NEGOTIATIONS:

- Do not discuss too many issues, emphasize on the prior issues.

- Be honest and straightforward. Don't get carried away by rumours.

- Never give deadlines, it might lead to delays in deals.

- Keep away personal differences. Just focus your arguments on facts.

- Keep on giving recaps during the negotiation process.

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- Don't make demands which can't be accepted at all.

- Don't let emotions overwhelm you.

INTER- CULTURAL NEGOTIATIONS

When doing business internationally, we need to consider (Salacuse, 1991):

- The negotiating environment

- Cultural and sub-cultural differences

- Foreign laws and governments

- Financial insecurity due to international monetary factors

- Political instability and economic changes

FACTORS INFLUENCING CROSS-CULTURAL NEGOTIATIONS:

1) Negotiation Goals: Different cultures stress different aspects of negotiation. The

3) Communications: Verbal and non-verbal communication is a key factor of

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- All communication is more or less cross-cultural, inter or intra-cultural

- Intra-cultural: We learn through the use of non-verbal communication when we are

- Inter-cultural-influence of extended family, friends, school (education), society.

COMMUNICATION WITHIN A BUSINESS SETTING

- Takes a whole different level of communication

- Even more crucial now as borders are diminishing at workplace

- MNC's are not limited to a country, they are now global

- Sensitivity to cultural differences is key in engaging with overseas counterparts

- Promotes harmonious work environments, Increases productivity & efficiency

THE MOST IMPORTANT THING ABOUT COMMUNICATION IS HEARING THAT WHICH

PROBLEMS OF CULTURAL DIFFERENCES:

1- Body Positions and Movements.

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FORMING A CIRCLE WITH FOREFINGER AND THUMB

3- 'zero' to the French and

4- 'insulting' to the Turks and Brazilians.

MEN HOLDING HANDS:

- NOT in Australia, Texas or Liverpool, England.

- An Analysis of Handshake: The handshake evolved as a way men could cement a