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8/9/2019 1. Principles of Effective Business Writing and Comn Skills
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Soft Skills
Business Communication
Class of 2010 2012
Semester - 1
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PRINCIPLES OF
EFFECTIVE BUSINESS WRITING
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AIM
To familiarize you all with the principles of
Business Writing.
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PRINCIPLES
OF
BUSINESS WRITING
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PRINCIPLE 1
Orientation towards the receiver
The recipients mind should be kept in
mind while writing. One needs to adapt the style and
substance to fit the receivers method of
thinking and level of understanding. This includes correct use of vocabulary
and jargon.
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When writing to more than one receiver, the
style that needs to be adapted should be that
which suits the lowest level of the recipient.
Certain professions have terms peculiar tothem and the same term means different
things to different professionals, e.g.
burningto an IT person means to make a
copy. OB to HR people means
Organizational Behaviour, while it means
something else to a gynaecologist.
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PRINCIPLE - 2
Use shortandsimple vocabulary
Short words are simpler in
preference to long words.
There is no point in usingbombastic words - words
which actually bomb.
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An example of a complicatedstatement
He couldnotenjoy himselfinthe floralarena,as his olfactoryfaculty was
dysfunctional.
The same thing if said in a simpler
statement would be . . .
He couldnotenjoy himselfinthe
gardensince hisnose wasblocked.
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Another complicatedstatement which
is difficult to comprehendThe ambiguousnature ofprediction of
weatherpatterns,makesitdifficultfor
forecaststo be congruent.
What could have been said is this . . . .
Because ofthe ambiguousnature ofthe
basic weatherdata,allweatherforecasts
are vague.
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PRINCIPLE - 3Use specific wordsto bringvitality & exactness
Words when used must be
specific and NOTambiguous inpreference to abstract words;
which are subjective andtherefore judgmental.
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Examples:
Abstractwords
Major losses
Specific words
75 % loss.
Abstractwords
As early as possible (
ASAP)
Specific words
By the 10th of June 09
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PRINCIPLE 4
Use active voice inpreference to passive voice
Active voice conveys force and
focus.
Passive voice conveys half-heartednessanddefensiveness.
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Examples:
Passive voiceYou are requested to get the following arranged
Active Voice
You are requested to arrange the following.
Passive Voice
The sessions of the faculty members shall be
attended and reviewed by the Dean.Active Voice
The Dean shall attend and review the sessions of
the faculty members.
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PRINCIPLE - 5
Use ofactionverbs
Action verbs convey the force of ones
personality and ones sense of purpose.
Example
Iamgoingto do itNOW.
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PRINCIPLE - 6
Be brief
Verbosity conveys a poor impression to the
reader. Most of the managers do not have time
to go through long-winded letters.
Therefore, one needs to be brief and concise.
This however, requires good vocabulary.
Some people while writing are very verbose and
even simple requests turn out to be long drawn
and winding sentences.
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Examples:
Verbose sentenceMay I have your blessings to apply
for a days leave?
Briefsentence
May I proceed on a days leave?
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PRINCIPLE 7
Prefer
short
sentence
sto long, compo
undandcomplex
sentences
As a thumb rule, a sentence should
notcomprise of more than 15 words.
Short sentences should also NOT be
used, as it would appear awkwardand childish.
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An example of a long compound and
complex sentence is as under:
Those who do not attend the meeting and
prefer to stay away, by offering feeble and
lame excuses, shall be dealt with in a
serious manner, vide I AC 37, which deals
with office discipline and punishment liable
thereof, in orderto maintain the sanctity of
office and to uphold the hoary traditions,
on which the edifice of our organization
has been developed.
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An example of a short and simple
sentence:Those who do not attend meetings
without sufficient reasons will be
dealt with seriously. Your attention
is drawn to I AC 37, which deals
with office discipline. This is beingdone , in order to uphold the
traditions andsanctity ofoffice.
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PRINCIPLE - 8
Use ofgenderbiasedwords
It is not proper to use masculine/feminine
gender for both sexes.
This can be avoided by using plural or theword or, or the symbol /.
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Examples of gender biased words in
sentences
In case astudentfailsinthe English
language test, he/she willnotbe
eligibleforplacementassistance.OR
T
hos
es
tu
dents
who failinthe Englis
hlanguage testshallnotbe eligible for
placementassistance.
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Examples of non-gender biased
words in sentences
C
hairpers
on, instead of Chairman Spokesperson, instead of Spokesman
Batter, instead of Batsman
Police officer,instead ofPoliceman
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PRINCIPLE - 9
Use propersentence design
Emphasis on a particular word changes the
meaning. The emphasis on each word has
different connotations. E.g.
Inever said that
Ineversaid thatI never saidthat
I never said that
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PRINCIPLE - 10
Flow
Structure of correspondence should be cohesive and
smooth flowing.
Sentence
Every sentence should convey a single thought. This
provides clarity.
Paragraph
Every paragraph discusses an idea, which shouldcomprise a number of thoughts.A sentence containing a
single thought merges into a paragraph, which contains
a number of thoughts of the same topic.
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PRINCIPLE - 11
Consistency andcontinuity
Each correspondence should deal with onlyONE
subject; else there will be no intelligent
articulation.Examples of an incoherent sentence:
Iam very busy; tomorrow is a holiday, Ican
relax .
Iam single, do nothave any family andam keen
on enteringthe basketball team.
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26
BUSINESS
COMMUNICATION
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THE COMMUNICATIONPROCESS
CONTENTS
1. PRINCIPLES OF COMMUNICATION2. DEFINITION& PROCESS OF COMMUNICATION
3. COMMUNICATIONNETWORKS
4. THE FIVECOMMONCOMMUNICATIONNETWORKS INORGANIZATIONS
5. TYPES OF COMMUNICATION
6. WHATA SENDER ORSPEAKER SHOULD KEEPINMIND?
7. HOW EFFECTIVEBUSINESS COMMUNICATION PAYS OFF?
8. THE CHALLENGES OF COMMUNICATINGFORBUSINESS
9. ORALCOMMUNICATION
10.PREPARATION FORTHE ORALPRESENTATION
11.LISTENING12.BARRIERS TO COMMUNICATION
13.FEEDBACK
14.THE JOHARIWINDOW
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PRINCIPLES OF COMMUNICATION
INTRODUCTION
Derived from the Latin word communis- to share, it is thesharing of ideas, concepts, feelings and emotions.
Whether we are walking, talking, playing, sitting or even
sleeping, messages are being formulated and transmitted.
The ability of man, to symbolize or understand concepts interms of images or symbols, is THEability that helps him tocommunicate.
Communication,therefore,ismuch more thananunderstandingofthe spoken or writtenlanguage.
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DEFINITION OF COMMUNICATION
It is a two-way process in which there is an
exchange and progression of ideas towards a
mutually accepted direction or goal.
The process ofcommunication consists ofthe
followingelements orfactors:
1. Sender writer, speaker, encoder.
2. Message.
3. Medium letter, memo, report, speech, chart, etc.
4. Receiver- reader, listener, perceiver, decoder.
5. Feedback.
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1. Sender
The initiatorof the communication process.
Selects, encodes and transmits ideas to the receiver.The entireresponsibility of communication rests entirely upon him.
Must ensure a correct mix of images and words and it is thecombination of these two, which will force the receiver tolistento him. Must make communication receiverspecific.
2.Message The encoded idea, which is transmitted by the sender.
The formulation of this message is very important as it canmake the receiver turn hostile, should he interpret it
differently. The orderingof the message, should be based on the
requirements of the listener, so that its significance isimmediately grasped.
The message will have made its impact the moment the receiverfinds that his goals have been codified and he will sit up andlisten.
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3. Medium
A very important element of communication - could either be, oral, written ornon-verbal.
Before communicating, the medium should be decided. In oral communication, a little informality can be expected, but as far as written
communication is concerned, all the rules ofcommunicationmust be observed. Anything put down in writing is a document and would be filed for records or
circulated to more than one person. This all-important aspect should be kept inmind.
4. Receiver
The listener is in receipt of an encoded message, which he attempts to decode. If the goal of the sender is similar to that of the receiver, the receiver becomes
attentive or more receptive.
5. Feedback
This is the most important component. Communication is termed effective, only when there is a feedback. Errors and flaws in business are a result of lack of feedback. Lack of confirmation through feedback and discrepancy between the messages
transmitted and understood, results in erroneous conclusions.
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PROCESS OF COMMUNICATIONFirstPhase
Sender selects a message, encodes it and transmits it to the
receiver through a medium, oral, written or non-verbal. The receiver on receipt of message, decodes it and gives an
internal response to the perceived message. The difference inperceptionof a thought by the sender and the receiver, canlead to a difference in encoding and decoding.
SecondPhase
The receiver formulates his message, encodes it and transmits itto the original sender, who is now the receiver.
This is the feedbackaspect. Without feedback, it is impossible
to assume whether effective communication has taken place. Ifthere is agreement from the receivers side, the communicationis hassle free. However, there will be occasions when thereceiver may not be in agreement with the sender. This does notmean a breakdown in communication. It can be interpretedthat effective communication has been temporarily stalled and
can resume after further discussions.
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For communication to be termed effectivethere should
be a well-defined goal in the mind of the sender. The
sender, therefore needs to adhere to the following:
1. Create awareness in the mind of the receiver on the
topic.2. Forward his point of view, clearly (clarity) and
precisely. This will remove any confusion in the
receivers mind.
3. Use communication strategies to enable a smoothflow of discussion.
4. Correct/reinforce ideas in the receivers mind
regarding the goal of communication.
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Basic Purpose of Communication
1. It saves time.
2. It helps in coordinating, collating and issuing
instructions.
3. It helps in improving speaking abilities,
listening, interacting, writing, convincing and
persuading.
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CommunicationNetwork
The communication network in anorganization is of two types:
1.Internal.
2. External.
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1. Internal Communication
Effective downwardand upwardinternal communication is a
vital means of attending successfully to matters of companyconcern.
It helps decrease absenteeism, grievances and turnover as wellas increase in job satisfaction, productivity and profits.
Interaction between members of the same organization is calledinternal communication.
Could be both, formaland informal.
Upward internal communication is of great importance, sinceexecutives sincerely seek frank feedback from employees andstockholders.
They listen more closely to opinions, new ideas, complaints andsuggestions especially when these are clearly and effectivelystated.
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(a)FormalCommunication
Used by large organizations employing a large
work force, since it is impossible to directlyinteract with every one.
Newsletters,Annual reports etc. are used to
communicate essential messages. In large set-ups, it is also not necessary to
communicate to every member.
(b)I
nformalC
ommu
nication Organizations with a small work force, where
direct interaction is possible, resort to the use ofinformal communication.
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(c)Channels ofCommunication
These are:
(i) Vertical
(ii) Horizontal/Lateral
(iii) Diagonal
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(i) VerticalCommunication
Vertical communication is the upward and downward
flow of messages. Information is transmitted from the top management
to the employees and vice versa.
When the number of people in an organization is large
& it is not feasible to percolate the information down,go-betweensor an opinionleadershelp is taken.This however can pose other problems likeinformation getting distorted.
It must be ensured that the number of people throughwhom the information is being percolated down, arereduced.
Efforts must also be made to ensure a one-to-onecommunication within departments.
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(ii)Horizontal/LateralCommunication
Generally used by peers or colleagues. One of the most effective forms of
communication, since the chain-of-command
technique does not come into play amongstcolleagues.
Lack of lateral communication results in lack
of coordination and cooperation.
Can also result in duplication of work and
messed up employee relationship.
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(iii) DiagonalCommunication
Communication does not always follow a stipulated
laid down path. Is different from the vertical and lateral forms of
communication - does not have any direct path forinformation to travel.
Could move upwards, then laterally and finallydownwards, or, could even skip certain stages.
Builds relationships and binds ties and bonds betweensuperiors and subordinates.
Also gives rise to gossip, grapevineand rumour - noone is directly responsible for the flow of information& hence no one takes responsibility.
Managers - who control the flow of information -
avoid this channel.
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2. External Communication
Communications to people outside the organization
customers, inquirers, suppliers and the public canhave a far-reaching effect on the reputation andultimate success of the organization.
The rightletter, a telephone call, or even a personal
conversation can win back a disgruntled customer,create a desire for a firms product or service,negotiate a profitable sale, help an inquirer who is apotential customer and in general, create goodwill.
This form of communication is an ongoing process.
The image of the company/organization is contingentupon the relationship that it maintains with peopleoutside.
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Externalcommunication canbe any ofthe
following:
1. Advertising.
2. Mediainteraction.
3. Public Relations.4. Presentations.
5. Negotiations.
6. Mails.
7. Telegrams.
8. Letters.
This communication caneitherbe oralor written.Corporate communications
generally fallinthe realmofAdvertisement, MediaandPR.Whilecommunicatinginternally,anindividualcanaffordto
be laxattimes,butnotsowhen he isinteractingexternally.
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The Five CommonCommunicationNetworksin
Organizations
1. Chain. Where one person transmits information toanother as per the chain in the organizationhierarchy.
2. Wheel. Where one person (a supervisor, for instance),
can communicate with (say) four subordinates, butthe subordinates do not communicate with each other.
3. Circle. Where each member can interact with theadjoining member.
4. All-Channel. Where each of the individuals cancommunicate with all others.
5. InvertedY. Where two people report to a boss, whohas two levels above, and the communication flows inthe pattern as shown in the figure below.
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1. Oral Communication
Emanates from the mouth. Comprises of words andthe manner in which they are pronounced. This iscalled voice articulation.
People pay more attention to voice modulations than
they do to the actual words. Focus on body language - 55%. Voice articulation -
38% and a mere 7% to the verbal content. If all threeare harmonious - no problem - but if there is a
dichotomy between the two, a conflict occurs in thelisteners mind.
More belief in modulation and body language, thanin words. Words need to be chosen very carefully asthey denote and connote a meaning.
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3. Written Communication
A totally different form of communication; takes various forms.
The writer must be sure, cautious and extremely careful whenformulating a message, if it is a formal message.
Anything put down in writing, is a document of information,which is likely to be circulated. The writer trying to shift standis limited.
In oral communication, one can be misunderstood, or a point ofview not comprehended in the manner wished. Not so in writtencommunication. The importance of this communication, mustbe understood in its entirety.
Written communication is generally bound by the dictates ofthe organization.
Organizations usually have typical formats, styles, which ifdeviated from, can cause problems. The advent of technologyhas been a major fillip and we now have the reliable e-mail,which is an excellent form of written communication.
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The difference between oralandwrittenforms
ofcommunication canbe tabulatedasunder:
Oral
1. Is interactive.2. Fluid
3. Brief
4. Non-restrictive in
place
5. Immediate feedback
Written
1. Is non-interactive2. Restrictive in place
3. Has no immediate
feedback
4. Takes longer time
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WhataSenderorSpeakershouldkeepinmind?
1. CREDIBILITY
Buildstrust- Is not builtovernight but over aconsiderable period of time.If the sender or speaker is acredible person, the
receiver will have noproblem.
2. COURTESY
Once credibility isestablished, courtesy
follows. Everything shouldbegin and end on acourteous note.Relationshipsimprove.
3. CLARITY
The sender, should beabsolutely clear about whathe is going to communicate.Once sure, the next step isthe transmission of the
message in a manner thereceiver will easilycomprehend. To makehim/herself comprehensible,the speaker should usesimple language.
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4. CORRECTNESS
Builds confidence.Anything stated should
be 100% correct andaccurate. Facts andfigures should be backedwith documents.
6. CONSISTENCY
Anything consistent, isstable. Ups and downs incommunication lead to
confusion. Changingstance should be gradualand not hard for thereceiver to comprehend.
5. CONCRETENESS
Preferred to vague andabstract expressions.
Solid statementsreinforce confidence.Specific facts andfigures make a receivermore apt to listen.
7. CONCISENESS
Savestime. The messageshould be brief. Thequantum of information
should be just right not too much and nottoo little.