2. Business Communication Ass-1

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Spring / February 2012

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Master of Business Administration-MBA Semester 1

MB0039 – Business Communication - 4 Credits

(Book ID: B1128)Assignment Set- 1 (60 Marks)

Note: Each question carries 10 Marks. Answer all the questions.

Q 1. List the importance of effective communication in the workplace.

Communication is the nerve center of business today. As you go up the corporateladder, you will find that communication skills are required, more than technical skills.Communication research has revealed that among the factors most important for managerial success, communication skills rank above technical skills. Several surveysconducted among people who have been successful in their professions have indicatedthat communication skills are more vital to job success than subjects taken in college.

Communication has assumed even greater importance today, since the new model of business is based on teamwork, rather than on individual action. Teamwork requiresgreater coordination and communication.

Communication is also required all the more in this age of information and technology.Without communication and human skills, technology will overwhelm an organization.Communication helps to make sense of technology and to manage all this information.For example, communication is required to explain a new computer program or software.While computers can perform routine tasks, jobs like responding to customers’ needsrequire a high degree of communication skills.

Effective communication serves the following specific purposes in an organization:

Greater Awareness of Organizational Goals and Teamwork – When there is opencommunication between superiors, co-workers and subordinates, there is smooth flow of information regarding the goals of the organization. Coordination between the differentdepartments in particular, leads to greater motivation to work together towards achievinga common organizational goal, rather than working in isolation.

Better Employer-employee Relationships – By listening to employees, showingempathy and giving them the freedom to express their opinions without fear of beingrepressed, a manager can create a climate of openness that leads to better workrelationships. Employees will then feel more comfortable in approaching their superiorsand discussing any matter with them.

Problem-solving – Effective communication can help resolve conflicts between co-

workers, work related and performance related problems. Face –to-face communicationis especially suited for achieving this task, since it is one to one and highly personalizedin nature.

Improved Performance – Effective communication by managers at the time of appraising the performance of their employees can point out areas for improvement. Aconstructive review of performance, through which a manager gives positive feedbackand counsels the employee, instead of criticizing him for poor performance, can motivatethe employee to perform better.




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Stronger Link between Managers and the External Environment – Apart frominternal communication within the organization, effective communication by managerswith external audiences such as customers, government, bankers, media and suppliersleads to a better rapport with them. A manager will be able to understand the needs of his customers, be aware of the presence of quality suppliers of material, of governmentregulations and of the expectations of the community at large, only through proper communication.

Q 2. Explain the different aspects of non-verbal communication

Ans.: -Non verbal communication, on the other hand may be defined as communicationwithout words. It refers to any way of conveying meanings without the use of verballanguage. The game of “dumb charades” is a perfect example. Nonverbal communication is generally unintentional, unlike verbal communication. All of us tend tocommunicate silently and unknowingly send signals and messages by what we do, apartfrom what we say. Gestures, facial expressions, posture and the way we dress, are allpart of nonverbal communication. Nonverbal communication can have a greater impact than verbal communication, since

“how you say something” is sometimes more important than “what you say.” Althoughnonverbal communication can affect both our personal and business relationships, it isparticularly important in the workplace.

1. Nonverbal Communication Cannot Be Avoided – While one can avoid verbalcommunication by refusing to speak or write, it is not possible to do the same withnonverbal communication. That is because nonverbal communication is not alwaysintentional, unlike verbal messages, as pointed out earlier. Sometimes, silence itself mayconvey a lot of meaning.

Example – A speaker making a presentation may find that the audience is not veryinteractive.

Instead he notices people yawning during his presentation. At the end of the session,when he asks for some feedback, there is total silence.The message conveyed in the above example is that the audience is bored with thesession. The silence indicates that they have not listened to the session and that thefeedback is negative.

2. Nonverbal Communication is Powerful – Nonverbal communication helps us toform first impressions and make judgments of others. First impressions generally tend tobe lasting impressions. Let us say you go for a job interview fifteen minutes late dressed in informal attire. Whenasked some questions, you avoid eye contact. This immediately reflects your attitudeand the impression formed of you is that of a person who takes things casually, is

insecure and lacks knowledge.

3. Nonverbal Communication is Ambiguous – While precise words can be used inverbal communication to ensure that that the message is clearly understood, nonverbal communication is not always clear and easy to understand.

For example, sitting back in a relaxed posture may be a signal of boredom or fatigue.Similarly, avoiding eye contact with your audience could mean that you either arenervous or guilty of something!




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4. Nonverbal Communication Varies Across Cultures – While certain types of nonverbal behavior are universal, others may be different in different cultures.

Examples – There are different rules regarding the appropriateness of the handshake inoriental and western cultures. Generally, in oriental cultures like India, any form of physical contact is not common and is interpreted as being intimate, while it is anaccepted thing in western countries.

Similarly, a nod of the head means yes in some cultures and no in other cultures.In this age of business communication across cultures, it is important for you tounderstand these differences, especially when doing business overseas. Failure to dothis could lead to costly blunders.

Q 3 Write short notes on (a) Upward communication (b) Downwardcommunication (c) Horizontal communication.

Ans.: -

(a) Formal Communication:

Communications which are sent through the formal or officially recognised channel arecalled formal communications. Generally, orders, instructions, decisions of the superior officer are communicated through this channel.

(b) Informal Communication:

Informal Communications are also known as 'grapevine' communications. In case of informal communication formal channels are not used. Informal communications ariseout of the day to day routine and meetings among the peers.

2. On the basis of direction of Communication

(a) Downward Communication:

Communications flowing from superior to subordinates are called downwardcommunication. Generally orders, instructions, decisions of the superior arecommunicated through this channel.

(b) Upward Communication:

Communications flowing from the subordinates to superior are called upwardcommunication. It includes reports, suggestions, complaints, etc. Upwardcommunication enables the management to evaluate the effectiveness with which itsorders have been carried out and also to know the grievances or suggestions of thesubordinates.

(c) Horizontal or Lateral Communication:

Communication among personnel who are working at the same level of the organisationis called Horizontal Communication. For example communication among functionalmanagers is horizontal communication.

(d) Diagonal Communication:

Communication between people who are neither in the same department nor at thesame level of organizational hierarchy is called diagonal communication.




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Q 4. Explain the different barriers to listening .List the differences betweendiscriminative listening and comprehension listening.

Ans.: -

Listening is not easy and there are a number of obstacles that stand in the way of effective listening, both within and outside the workplace. These barriers may becategorized as follows –

1. Physiological Barriers – This was discussed earlier under the barriers tocommunication. Some people may have genuine hearing problems or deficiencies thatprevent them from listening properly. Once detected, they can generally be treated.Other people may have difficulty in processing information, or memory related problemswhich make them poor listeners. Another physiological barrier is rapid thought. Listenershave the ability to process information at the rate of approximately 500 words per minute, whereas speakers talk at around 125 words per minute. Since listeners are left

with a lot of spare time, their attention may not be focused on what the speaker issaying, but may wander elsewhere.

2. Physical Barriers – These refer to distractions in the environment such as the soundof an air conditioner, cigarette smoke, or an overheated room, which interfere with thelistening process. They could also be in the form of information overload. For example, if you are in a meeting with your manager and the phone rings and your mobile beeps atthe same time to let you know that you have a message; it is very hard to listen carefullyto what is being said.

3. Attitudinal Barriers – Pre-occupation with personal or work related problems canmake it difficult to focus one’s attention completely on what a speaker is saying, even if

what is being said is of prime importance. Another common attitudinal barrier isegocentrism, or the belief that you are more knowledgeable than the speaker and thatyou have nothing new to learn from his ideas. People with this kind of closed mindedattitude make very poor listeners.

4. Wrong Assumptions – The success of communication depends on both the sender and the receiver, as we have seen in an earlier unit. It is wrong to assume thatcommunication is the sole responsibility of the sender or the speaker and that listenershave no role to play. Such an assumption can be a big barrier to listening. For example,a brilliant speech or presentation, however well delivered, is wasted if the receiver is notlistening at the other end. Listeners have as much responsibility as speakers to makethe communication successful, by paying attention, seeking clarifications and givingfeedback.

Another wrong assumption is to think that listening is a passive activity, in which alistener merely absorbs the thoughts of the speaker. On the contrary, real listening or active listening is hard work – it requires speaking sometimes to ask questions, agree or disagree with the speaker, give feedback, etc.

Yet another barrier of this type is to assume that speakers are more powerful thanlisteners. Speakers are seen as being in command of things, whereas listeners are seento be weak and lacking authority. According to communication experts however, the




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reverse is true. Listeners are as important and as powerful as speakers. In fact David J.Schwartz, writer and management professor, emphasizes the importance of listening bysaying “Big people monopolize the listening. Small people monopolize the talking.”

5. Cultural Barriers - Accents can be barriers to listening, since they interfere with theability to understand the meaning of words that are pronounced differently. The problemof different accents arises not only between cultures, but also within a culture. For

example, in a country like India where there is enormous cultural diversity, accents maydiffer even between different regions and states.

Another type of cultural barrier is differing cultural values. The importance attached tolistening and speaking differs in western and oriental cultures. Generally, Orientalsregard listening and silence as almost a virtue, whereas Westerners attach greater importance to speaking. Therefore this would interfere with the listening process, whentwo people from these two different cultures communicate.

6. Gender Barriers

Communication research has shown that gender can be a barrier to listening. Studieshave revealed that men and women listen very differently and for different purposes.Women are more likely to listen for the emotions behind a speaker’s words, while menlisten more for the facts and the content.

Example – A salesperson giving a demonstration of a new type of office equipment maybe asked by two colleagues if the equipment will work without any problems andrespond by saying “Sure.” A male user may take his answer at face value, whereas afemale user may detect some hesitation in his voice. This is because the male user listens for the content of the message, whereas the female user listens for the tone of the message.

7. Lack of Training

Listening is not an inborn skill. People are not born good listeners. They have to developthe art of listening through practice and training. Lack of training in listening skills is animportant barrier to listening, especially in the Indian context.

Lee Iacocca, former Chairman of the Chrysler Corporation in the US, was one of the firstto recognize the need for organized training programs in listening skills. Today, manyorganizations both in India and abroad incorporate listening skills in their trainingprograms.

8. Bad Listening Habits

Most people are very average listeners who have developed poor listening habits thatare hard to shed and that act as barriers to listening. For example, some people have

the habit of “faking” attention or trying to look like a listener, in order to impress thespeaker and to assure him that they are paying attention. Others may tend to listen toeach and every fact and, as a result, miss out on the main point. Yet another habit is toavoid difficult listening and to tune off deliberately, if the subject is too technical or difficult to understand. Sometimes, the subject itself may be dismissed as uninteresting,because the listener does not want to listen.

Strategies for Effective Listening:

Although a number of barriers stand in the way of effective listening, these can be




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overcome through conscious efforts, training and practice. Some of the suggestedmethods are discussed in detail below –

1. Create a Conducive Environment – To an extent, you can try to control theenvironment in which communication takes place, so that listening can take placewithout any distractions. Ensuring a proper sound system and acoustics so that thespeaker is audible, avoiding places with high levels of activity, loud noises from the

outside environment and poor air conditioning systems, shutting off mobile phones andtelephones, are some of the ways in which you can overcome some of the physicalbarriers to listening.

2. Select Face-to-face Channels – Listening is less accurate in the absence of face-to-face communication. For example, listening to and understanding ideas correctly over the telephone are much harder than through a face-to-face meeting. Take the case of calling a restaurant and placing orders over the telephone for home delivery of a meal.The chances are that your orders may not be understood correctly. Therefore, as far aspossible, arrange face-to-face contact to ensure more accurate listening.

3. Be Open-minded and Avoid Distractions – Listening is an exhausting activity which

requires the right attitude and mindset. You have to focus your attention completely onwhat the speaker is saying, without letting your mind wander. This kind of concentrationcan be developed through various techniques and through constant practice. In addition,it is also important to rid yourself of the notion that you have nothing new to learn fromthe other person. Even if it is a subject about which you may be knowledgeable, thespeaker may offer a different perspective or point of view. Therefore it is important tolisten actively.

4. Use Non-verbal Cues to Indicate Active Listening – It is important to communicate tothe speaker that you are listening actively to what he is saying. This can be done evenwithout verbal communication. All the different aspects of non-verbal communicationdiscussed earlier should be used for maximum effect. For example, maintaining steadyeye contact with the speaker, sitting up with an erect posture, nodding now and then to

show appreciation and understanding and appropriate facial expressions are some of the ways in which your non-verbal communication can indicate that you are involved inwhat the speaker is saying.

5. Use Verbal Communication to Indicate Active Listening – While nonverbal behavior byitself can communicate that you are an active listener, it is also important to engage inverbal communication with the speaker.

Silence is often interpreted as lack of understanding or attention. You need to seekclarifications, give feedback and suggestions, or just paraphrase in your own words whatthe speaker has said, in order to convey that you have understood his message.

6. Listen First Before Responding – Always let yourself finish listening before you beginto speak. Avoid the tendency to formulate your own response, even before you havelistened completely to the speaker’s words.

If you are too busy thinking about what to say next, you may miss the main point that thespeaker is trying to make. This also gives the speaker the impression that you are pre-occupied or rude.

7. Use the Speaker-listener Gap constructively – It was pointed out earlier that listenershave the ability to absorb information faster than speakers’ rate of speech. This spare




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time available to listeners is often misused by letting the mind wander and is one of thephysiological barriers to listening.

One way of overcoming this barrier is to try to use this spare time to note down what thespeaker has said, review what has been said so far and anticipate what he may saynext. Thinking ahead of the speaker and trying to guess where his talk is leading is agood strategy for effective listening. This is not easy, but can be learnt through proper

training.

8. Focus on the Verbal and Non-verbal Message – Listening involves not only hearingand understanding the meaning behind the words, but also being alert to the non-verbalbehavior of the speaker. The importance of non-verbal cues has been emphasizedthroughout this book. It is important to watch for any positive or negative messages thatmay be conveyed through the speaker’s tone of voice, facial expressions, gestures andoutward appearance.

9. Focus on the Content, rather than the Delivery – In order to grasp the true meaning of what the speaker is saying, it is important to concentrate on the content of the message,rather than on how the message is delivered.

For example, looking at the power point slides during a speaker’s presen tation maydistract your attention from the main point that he is trying to convey. Similarly, beingover critical of the speaker’s accent or mannerisms may make you miss the essence of the message..

Discriminative Listening

Discriminative listening involves the basic function of hearing sound and distinguishingbetween different sounds. In human communication, this includes picking up on shifts ina speaker's voice such as speed, emphasis, and pitch. This listening skill allows thelistener to recognize nuances in the speaker's message such as sarcasm or anger.

Comprehension Listening

Comprehension listening, also called informative listening, involves the understandingthe information in a speaker's message. Business meetings and college lecturesexemplify situations where comprehensive listening may be involved. This listening skillrequires an understanding of the vocabulary being spoken. The listener should alsopossess enough concentration and memory to retain at least the basic informationspoken.

Q 5. Discuss the principles of business writing.

Writing in a business environment requires the ability to tailor your document to a varietyof different audiences. Your proposal may have to be approved at the executive level,

but carried out at the functional level. Because of this, it is important to know how to usestrategic writing to your advantage.

Be concise: As the chart above demonstrates, the most influential decision-makersspend the least amount of time with your document. As such, your writing should takethis into account. Avoid unnecessary embellishments and get straight to the point. Anexample of this technique is detailed in the next section.

• Take varying knowledge levels into account: Your document will be read by awide variety of people with different levels of expertise. Your writing should be




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detailed enough for it to be functional and effective, yet simple enough for allreaders to understand. In business documents, you are able to write differentsections for different readers. For example, summary sections may be tailoreddirectly to executives and managers, while technical sections may be written for specific functional units.

• Utilize headings, bullet points, bold type, and white space to guide the reader’seye:

Format your document in such a way that the reader’s eye falls on the mostimportant information. This is done through the use of bullets, bold type,graphics, and white space.

Emphasize the most important information at the beginning and end of eachsection, and utilize the body sections for supporting

* Take varying knowledge levels into account: Your document will be read by awide variety of people with different levels of expertise. Your writing should bedetailed enough for it to be functional and effective, yet simple enough for all

readers to understand. In business documents, you are able to write differentsections for different readers. For example, summary sections may be tailoreddirectly to executives and managers, while technical sections may be written for specific functional units.

* Present a need for an idea before presenting the idea: In persuasivedocuments, readers should perceive a need for your idea before being presentedwith facts and support. Your writing should intensify the audience’s response tothe need and leave them thinking, “what can I do about this need?”

• Stress benefits, not features: Your audience, particularly at the executive andmanagerial level, seeks benefits rather than features. The primary purpose of

persuasion is to obtain the self-interest of your audience. Readers will be lookingfor what benefits them directly, so your writing should focus on these benefits,rather than stressing the features of the proposal.

• Use facts, credible opinions and statistics to prove your case: Readers tend to benaturally skeptical and will look for reliable information before providing their support for a specific idea. As a result, the use of facts, credible opinions andstatistics are much more powerful within a document than the author’sunsubstantiated beliefs and judgments. While it may sound obvious, relying ontrustworthy supporting evidence can substantially help in your goal of persuadingthe audience.

• Tell the reader what to do next: Once you have persuaded the audience tosupport your idea, your next step should be to establish further action. The goalis to convince your reader to act immediately, as opposed to delaying theprocess any further. Outline any consequences that may occur as a result of postponement, and detail the benefits of their immediate action. Garnering theaudience’s self -interest and providing a discrete follow-up action will aide inprogressing the project’s approval process and is key in helping to accomplishyour business writing goals.




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Q 6. Explain the advantages of oral communication with the help of suitableexample.

Oral communication implies communication through mouth. It includes individualsconversing with each other, be it direct conversation or telephonic conversation.Speeches, presentations, discussions are all forms of oral communication. Oralcommunication is generally recommended when the communication matter is of

temporary kind or where a direct interaction is required. Face to face communication(meetings, lectures, conferences, interviews, etc.) is significant so as to build a rapportand trust.

Advantages of Oral Communication

There is high level of understanding and transparency in oral communication as itis interpersonal.

There is no element of rigidity in oral communication. There is flexibility for allowing changes in the decisions previously taken.

The feedback is spontaneous in case of oral communication. Thus, decisions canbe made quickly without any delay.

Oral communication is not only time saving, but it also saves upon money and

efforts. Oral communication is best in case of problem resolution. The conflicts, disputes

and many issues/differences can be put to an end by talking them over.

Oral communication is an essential for teamwork and group energy.

Oral communication promotes a receptive and encouraging morale amongorganizational employees.

Oral communication can be best used to transfer private and confidentialinformation/matter.

Documents

2. Business Communication Ass-1