Self Learning Material Business Communication

Self Learning Material

Business Communication (MBA-106)

Course: Master of Business Administration

Semester-I

Distance Education Programme

I.K. Gujral Punjab Technical University

Jalandhar

13

Syllabus

I.K. Gujral Punjab Technical University Scheme of (MBA)

Batch 2012 Onwards

MBA-106 Business Communication

Max. Marks: 100

External Assessment: 60

Internal Assessment: 40

Objective: This course is designed to give students a comprehensive view of communication,

its scope and importance in business, the role of communication in establishing a favourable

image of the organization. The aim is to develop students' ability to communicate correctly

and effectively on matters having relevance to day-to-day business operations. This course

will make student conversant with fundamentals of communication, help them honing oral,

written and non-verbal communication skills and to transform their communication abilities.

Theoretical Framework

Unit- I

Introduction to Communication: Meaning, Process, Importance of Communication in

Business, Types of Information, Formal and Informal Communication, Internal and External

Communication, Communication Channels, Choosing the Means of Communication,

Audience Analysis, Ethical Considerations for Business Communication, Media of

Communication, Barriers of Communication, Approaches to Effective Communication,

Essentials of Effective Business Communication (7Cs model)

Unit –II

Strategies to Improve Individuals Reading and Listening Skills- Developing Reading

Skills: Identify The Purpose of Reading, Factors Effecting Reading, learning how to think

and read, developing effective reading habits, reading tactics and strategies: training eye and

training mind (SQ3R), Recognizing a broad range of thought patterns in reading selections,

reading and interpreting visuals, making inferences, recognizing facts and opinions.

Developing Listening Skills: importance, purpose of listening, art of listening, factors

affecting listening, components of effective listening, process of listening, principles and

barriers to listening, activities to improve listening.

Unit- III

Types of Communication: Oral Communication: Advantages and Disadvantages,

Conversation as Communication, Art of Public Speaking, Telephonic Conversations and

Voice Mails, Group Communication through Committees, Preparing and Holding Meetings,

other formal communication with public at large, seminar, symposia and conferences,

Overcoming Stage fright, Ambiguity Avoidance. Written Communication: Advantages and

Disadvantages, Covering letter, Need, Functions and Kinds, Layout of Letter Writing, Types

of Letter Writing: Persuasive Letters, Request Letters, Sales Letters, Complaints and

Adjustments; Departmental Communication: Meaning, Need and Types: Interview Letters,

Promotion Letters, Resignation Letters, Newsletters, Circulars, Agenda, Notice, Office

Memorandums, Office Orders, Press Release Report Writing: Structure, Types, Formats,

Drafting of Various Types of Report. Nonverbal – Features, Understanding of Body

Language, Posture, Gestures. Influences on Communication: Social influences, Culture and

Communication, Few Guidelines for Better Multicultural Communication, Business

Etiquettes and Communication.

Practical Framework

Unit- IV Developing Effective Public Relations: Drafting Speech, Press Release, Brochures, Handouts,

Leaflets, e-newsletters. Group Discussion- Nature, Uses and Importance, Guidelines for GD

Presentations: How to make effective Presentations, Four P‟s of

Presentation, Structuring, Rehearsing, and Delivery Methods. Resume Writing: Planning,

Organising Contents, Layout, Guidelines for Good Resume. Interviews: Preparation

Techniques, Frequently Asked Questions about How to face an interview board, Proper body

posture, Projecting a positive image, Steps to succeed in interviews, Practice Mock Interview

in classrooms,. The Case Method of learning: Dimensions of a case, Case Discussion,

Usefulness of the case method, Training of Managers, Use the Case Method. Report writing:

Structure, Types, Formats, Preparations and Presentation.

Important Note: Final Examination paper shall comprise of both theoretical framework and

practical framework. All the students have to prepare file / report on various practical tasks

undertaken during the semester in the class. At time of viva voce the student has to carry the

report

Suggested Readings / Books:

Lesikar, Petit & Flately, Lesikar’s Basic Business Communication, Tata McGraw Hill

Raman Meenakshi Prakash Singh, Business Communication, Oxford University Press.

Rizvi Ashraf, Effective Technical Communication, Tata McGraw Hill

Krizan, Buddy, Merrier, Effective Business Communication, Cengage Learning

Poe & Fruchling, Basic Communication, AITBS

Diwan & Aggarwal, Business Communication, Excel

Baugh, Frayer & Thomas, How to write first class Business Correspondence, Viva Books

Taylor, English Conversion Practice, Tata McGrawHill

Devaraj, Executive Communication, Tata McGraw Hill

Ober, Effective Bossiness Communication, Cengage Learning.

Table of Contents

Chapter No. Title of Chapter Written By Page No.

1 Introduction To Communication Dr. Laxmi Malodia,

University Business

School, Panjab

University, Chandigarh

1

2 Channels Of Communication Dr. Laxmi Malodia,

University Business

School, Panjab


24

3 Listening

Skills- I

Mr. Narinder Sharma,

DAVIET, Jalandhar

45

4 Listening Skills-

II


DAVIET, Jalandhar

62

5 Reading

Skills-I


DAVIET, Jalandhar

73

6 Reading

Skills-II


DAVIET, Jalandhar

90

7 Oral Communications Dr. Laxmi Malodia,

University Business

School, Panjab


109

8 Group Communication Dr. Laxmi Malodia,

University Business

School, Panjab


129

9 Written Communication Dr. Laxmi Malodia,

University Business

School, Panjab


151

10 Departmental Communication Dr. Laxmi Malodia,

University Business

School, Panjab


175

11 Report Writing Dr. Purva Kansal,

University Business

School, Panjab


200

12 Non Verbal Communication Dr. Purva Kansal,

University Business

School, Panjab


222

13 Developing Effective Public Relations Dr. Purva Kansal,

University Business

238-259

School, Panjab


14 Group Discussion & Presentations Dr. Purva Kansal,

University Business

School, Panjab


260-276

15 Securing Employment: Resume Writing &

Facing Interviews

Dr. Purva Kansal,

University Business

School, Panjab


277-294

16 Case Study Dr. Purva Kansal,

University Business

School, Panjab


295-311

Reviewed by:

Dr. Meenakshi Malhotra

University School of Business, Panjab University, Chandigarh

© IK Gujral Punjab Technical University Jalandhar

All rights reserved with IK Gujral Punjab Technical University Jalandhar

CHAPTER 1 INTRODUCTION TO COMMUNICATION

CONTENTS

1.0 Learning Objectives1.1 Introduction1.2 Meaning of Communication1.3 Objectives of Communication1.4 Communication Process1.5 Types of Information1.6 Importance of Communication in Business1.7 Types of Communication1.8 External and Internal Communication1.9 Communication Overload1.10 Essentials of Effective Business Communication1.11 Seven C’s of Effective Business Communication1.12 Summary of the Chapter1.13 Glossary1.14 Answer to check Your Progress1.15 References1.16 Suggested Reading1.17 Question Corner

1.0 LEARNING OBJECTIVES

To understand the meaning of communication.

To bring out the main objectives of communication.

To discuss the process of communication.

To understand the types of information.

To understand and discuss the importance of communication in business

To understand the types of communication.

To understand internal and external communication.

To understand the communication overload.

To bring out the essentials of effective business communication.

To understand seven C’s of effective business communication

1.1 INTRODUCTION

Man being a social animal, cannot survive in isolation. He is always communicating withothers. A general perception about communication is that people think that they communicateonly through talking or speaking. But we are even communicate when we are not speakingand we do it through our body language and gestures. Knowingly or unknowingly we arealways in communication with some individual or our environment. While talking, walking,

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playing, sitting or even while sleeping we are formulating a message and conveying it toothers.

Whenever a person convey message to some other person it is communication. There aresome essentials which must be present to complete the communication process. Some ofthem are sender, receiver, message, channel and feedback. Types of communication areclassified on various bases and out of the various means of communication available oneshould select the means of communication best suited for the purpose for which they arecommunicating.

1.2 MEANING

The word communication has been derived from the Latin word ‘communis’ which means toshare. Thus, communication means sharing of one’s ideas, beliefs, thoughts, opinions,feelings emotions etc. with the other person.

Communication is the expression and exchange of facts, opinions, ideas or feelings.Communication may be intrapersonal i.e. when we are trying to communicate with ourselves,may be regarding some issue, it involves only one self. While interpersonal communication iswhen two persons are involved, one communicates some message while other receives; thesetwo persons are sender and receiver respectively.

The term business refers to any economic activity that is undertaken by a person to earnprofits. When the communication is used to carry out the business activities, it is referred toas ‘Business Communication’. The sharing of information between people within acommercial organization for the purpose of performing a commercial activity, they also takeup communication in order to provide knowledge and know—how of the product tocustomers. That may be through advertisement or different channels of media.

Communication is required in each and every business activity. Actually nothing happens inthe professional world without communication. It is the communication that gives directionto management process and serves as the lubricant for its smooth functioning. It is onlythrough communication that the management conveys the goals and objectives of thecompany to the subordinates, their duties and responsibilities are made clear to them. It isalso through communication that subordinates can clarify their queries from the topmanagement. Coordination amongst various business activities is only maintained througheffective communication. Communication is the life blood of every business.

Various researchers and analysts define the term communication in their own way.

T.S. Mathews says that “communication is something so simple and difficult that we cannever put it in simple world”.

In his book communication in business, Peter Little define as “Communication is the processby which information is passed between individuals and/or organizations by the means ofpreviously agreed symbols.”

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Another very simple definition of communication has been defined by

Louis Allen“Communication is the sum total of all the things that a person does when hewants to create understanding in the mind of another. It involves a systematic and continuousprocess of telling, listening and understanding.”

1.3 OBJECTIVES OF COMMUNICATION

Now the question arises that ‘why we want to communicate?’ We find the need tocommunicate because we want to share our ideas, thoughts, feelings, and emotions etc withother people. We want to interact and be connected with our society is the reason why wefind the need to communicate. Generally most of our time in business is spent incommunicating. Some examples of communication are: writing a letter to a friend, making aphone call, doctor prescribing medicine to a patient, a salute, a frown on face etc.

In the business organization, the communication can be used for any of more of the followingobjectives:

1. Information

External Information: It includes the information about the product, availability ofcredit, availability of raw material, government rules and regulations and the latestdevelopment in the concerned fields.

Internal information: It includes information on job assignment and procedure,status and decision making power, policies and the activities of the organization.

Information for Planning: It includes the information about the environment(political, social and economic conditions), internal information (production andsales capacity of the organization, academic and professional qualification of thestaff etc.), and competitive information (strong and weak points of the rivalcompanies).

Sources of Information: It includes library research, chambers of commerce,personal interviews, questionnaires, meeting etc.

2. Advice

It is very important objective of communication. Since it involves personal opinions,is likely to be subjective. When it is offered to a person, he may use it as he/she likes.But it is given to influence his opinion or his behavior. In the business organization,the supervisory staff is supposed to advice his junior staff. Being very close to thesenior people the supervisors are well aware about the policies and objectives of theorganization. Therefore, the supervisors are in the perfect position to advise theirsupervisory staff.

3. Order

It is an authoritative communication. It is always directed to subordinate to do or notto do something. The downward flow of information is dominated by orders.

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Types of Orders:

Written and Oral Order General and Specific Order Procedural and Operational Order

Mandatory and Discretionary Orders

4. Instruction

It is a type of order in which the subordinate is guided what to do and how to do. Allinstructions are implied orders, but all orders are not instructions.

5. Warning

If the employees of the organization do not follow the code of conduct or discipline, itmay become necessary to warm them.

6. Persuasion

It is an effort to influence the attitude, feeling and beliefs of others. It is veryimportant objective of the communication. The sellers always try to persuade thebuyers to purchase an article available with him.

7. Motivation and Raising Morale

8. Suggestions

Activity A

The single most significant characteristic of the human race is the ability to communicate." Discuss.

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1.4 PROCESS OF COMMUNICATION

Effective business communication is essential to success in today’s’ business world. Thecommunication process is said to exist when there is a sender/transmitter who wants to sendsome information and there is another one to whom the information is passed on. Thereceivers understand the information passed on to him and responds to the message that isknown as feedback. Without the sender/transmitter, receiver and the feedback, thecommunication process cannot exist.

Following mentioned are the elements of process of communication:

Figure 1

Message: It is an important part of communication. The sender gives shape to the ideas hewants to communicate. It may be written or spoken. The thought, idea, emotion or anythingthat the sender wants to convey is called message.

Sender: The process of communication starts with the sender, the person who transmits,speaks or communicates his idea to the receiver. In other words, we can say that the personwith ideas to share is called sender. The sender decides the mode of communication and thetime for communication depending upon the situation in which he or she is operating. So,communication process begins with the sender or transmitter.

Encoding: The conversion of the idea/feeling/thoughts/facts into message bywords/actions/signs/pictures is called encoding. While encoding a message, one needs toconsider what will be the interpretation of the message.

Message

Sender

Encoding

ChannelReceiver

Feedback

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Channel: The way or the medium of sending the message is called channel. The channel isselected by the sender. Medium or channel can be formal or informal, whether it will beaudio, or visual or written.

Receiver: The receiver is the person to whom the message is directed. Before the message isreceived by the receiver, the words and symbols used in the message must be translated into aform that can be understood by the receiver. In the best way, if it reaches to the receiver thenthere is no problem to the receiver to understand the massage properly.

Feedback: This is the final part of communication process. It is a check on how successfullythe sender has transmitted the message. After receiving the message, the receiver responds tothe sender in the form of feedback. The response can be based on the perfect interpretation ofthe message. Feedback has its own importance as the success or failure of communication isdecided by feedback only.

1.5 TYPES OF INFORMATION

For the purpose of conceiving an idea or to share information, there are three basic types of

information: Primary, Secondary, or Tertiary.

Primary (Think of this as Firsthand): Primary information comprises of original

sources that have been created first hand meaning that the message is the opinion or facts

assembled by the sender. This type of information may or may not have been filtered

through interpretation. Examples are: Diaries, Interviews (legal proceedings, personal,

telephone, email), Letters, Original Documents (i.e. birth certificate or a trial transcript)

Proceedings of Meetings, Conferences and Symposia. Survey Research (such as market

surveys and public opinion polls) Works of Literature.

Secondary (Think of it as Second Hand): Secondary information is made up of

versions written after the fact derived from the primary information have been interpreted

and evaluated by the receiver. Secondary information is not evidence, but rather

commentary on and discussion of evidence. Examples are: Books, Commentaries,

Dissertations, Indexes, Abstracts, Bibliographies (used to locate primary & secondary

sources), and Journal Articles.

Tertiary (Think of this as Third Hand): Tertiary information is an extraction and

assembly of primary and secondary information. Examples are: Almanacs, encyclopaedia,

Fact books.

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1.6 IMPORTANCE OF COMMUNICATION IN BUSINESS

A business cannot survive in isolation. Communication may be described as the life blood of

business. In order to make profits and to achieve its objectives it will have to interact with its

internal and external environment. Effective business communication amongst the members

of the organization will foster good interpersonal relationships. Thus, peace and harmony will

be maintained in the organization.

The following points make communication indispensable in the world of business:

Productivity: Effective business communication will eliminate the confusion from the

minds of the employee and will avoid the delay in the completion of the projects. When

every employee knows well in advance that what is expected from them, their

productivity will increase.

Good Management skills: Communication is an important management skill that is

required by all the managers to avoid the misinterpretation of the message conveyed by

them. Communication is used by the managers to motivate their employees, to resolve

their conflicts etc.

Cost effectiveness: Poor communication can prove to be costly for the organization.

Due to poor communication, unsatisfied employees may leave the organization and the

organization will have to incur recruitment cost.

Growth: Nowadays, businesses are growing in size because of globalization and

liberalization. Due to the emergence of Multinational Corporations, large business

houses are operating within or outside of the country. The central organization is its

nerve centre. For the growth of the business, it is very important that the central business

organization maintains up-to-date knowledge of various business activities operating at

different places. To keep the branch offices well acquainted with the different activities

of various branches at the centre, there is need to maintain some link among various

branch activities and this leads to the growth and smooth functioning of the entire

business.

Customer Relations: Effective communication with the customers will give them a

feeling that they are valued and their problems are being heard. This will help the

organization to build strong relations with the customers.

Healthy Organizational Environment: Business operates in internal and external

environment. The success of a business depends upon how good the environment is in

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which a business operates. Effective business communication will try to maintain good

relations amongst people in the organization and with the outside parties such as

suppliers, competitors, Government etc.

Management-Employee Relations: Management always feels that the employees are

good for nothing and the employees feel that they are over burdened with work. This gap

between the two parties can be removed by means of effective communication.

Coordination: The various activities of business are handled by different departments as

per their specialization. If these departments do not communicate with one another as

well as with the management, there will be no coordination among them.

Communication helps to coordinate the various business processes and activities. When

the production department is fully geared up, the store department may report of

shortage of raw materials.

Delegation of Tasks: Delegation of responsibilities by the top management to the

subordinates will be possible only through effective communication.

Motivation and Employee Morale: Poor communication in an organization is the cause

of conflicts and leads to low morale of the employees. So managers must continuously

tell the employees that what they have to do, how they are doing it and what they can do

to improve their performance.

Issuing Reports: Management issues reports to the employees regarding their

performance. Annual reports are also issued by the management. All these are the types

of written form of communication to pass the message about the organization to the

interested parties.

Smooth Functioning of the Organization: Effective communication will serve as a

lubricant for the smooth functioning of the organization.

Speedy Decision Making: Effective communication will lead to the flow of required

information to the respective person on time. This will avoid delay in decision making.

Means of Social Interaction with the Stakeholders: Effective business communication

will create good relations with various stakeholders of the business such as suppliers,

customers, employees, shareholders etc

Means of Acquiring Power: Good communication skills are essential to gain power in

the organization and, further to exercise and maintain it.

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1.7 TYPES OF COMMUNICATION

Communication in an organization may be either external or internal. External

communication implies correspondence with those outside the organization. Internal

Communication, on the other hand, is concerned with communication within the

organization. Internal communication can be classified into different types like Downward,

Upward, Horizontal and Grapevine Communication.

FORMAL COMMUNICATION: Formal communication refers to official communicationwhich takes place through a chain of commands. Chain of command means through a properstructure i.e. from upper management to lower rank and vice versa.

In an effective organization, communication flows in various directions: Downward,

Upward, Horizontal, Diagonal Communication. In this type of communication, information,

circulars and notices are passing through levels in a formal style.

Downward Communication: This is the form of formal communication that is most

prevalent in the organizations. Its point of origin is from the higher authority to

downward authority, like the board of directors-managers-purchase officer-executive-

clerk etc. It is an effective channel to convey policies and organizational procedures to

appraise the subordinates for their performance and major decisions. It is a pre-requisite

for the functioning of any organization as it involves the transfer of information,

instructions, advices, request, feedback and ideas to subordinate staff.

Downward Communication is a very long and time consuming process. Downward

communication is an authoritarian process.

Top Management

Middle Management

Lower Management

Upward Communication: Upward Communication originates from bottom level to

top level. For example, worker conveys message to production manager, he conveys it

to the director of company etc. Upward communication provides necessary feedback.

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Upward communication is as important as the downward communication for the

smooth functioning of an organization. It can be difficult as it moves upward against

the force of gravity- means subordinates hesitate to bring up their issues via upward

communication and tends to create friction in the chain of command. Employees at

the lowest level are generally skilled communicators so their message, oral or written,

most of the times remains ambiguous and may not be entertained by superiors. It may

also include innovative ideas, reactions to a particular policy, rules or a behavior of

any person on the job.

Top Management

Middle Management

Lower Management

Horizontal Communication: Horizontal communication refers to the flow of

communication among the employees positioned at the same level of authority. The

main objective of horizontal communication is to synchronize the team work and

promote group coordination within various departments of the organization Horizontal

Communication is less formal, and the ease with which message can be conveyed from

one position to another increases flexibility. Sometimes it may result into “Rumors”

about the management.

Branch Manager

Marketing Manager Finance Manager Operation Manager

B.D.O Cashier Officer

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Diagonal (or Crosswise) Communication: Communication between departments or

employees in the same organization without any order is called diagonal communication.

This is the most applied form of formal communication. Personnel communicating with

workers, clerks and managers to discuss vital organizational problems are all engaged in

diagonal communication. Diagonal communication is particularly important information

gathering method for co-ordination among various departments.

Advantages:

The communication which follows established systems, rules, regulation, procedures or anyother prescribed ways and means is known as formal communication. Formalcommunication is required in every organization because it provides a list of advantages asmentioned below:

1. Smooth Communication System: Formal communication moves through a pre-determined channel and, therefore, everyone is aware of where and how to send the message.So, there is no problem of communication flow.

2. Increase in Efficiency: Such Communication increases overall efficiency of themanagement as organizational rules and procedures always needs to be followed.

3. Permanent Record: All formal communication like letters, report and memos are keptpermanently. So it is helpful in future decision making.

4. Discipline: This communication creates a discipline in the mind of the employees in everyorganization.

5. Less Errors and Mistakes: It maintains all formalities of communication for which thereis less chance of errors and mistakes.

6. Co-ordination of Work: Formal communication provides the scope for co-ordinationamong various functions and departments of an organization.

7. Reliability: Formal communication is more credible and more reliable for sendingimportant issues like objectives, orders and directions etc.

8. Normal Flow of Information: It is a better communication system which ensures bothinside and outside communication to be effective and fruitful. No one can hamper its originalflow or pathway as it strictly follows the established rules of an organization.

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9. Consciousness of Communicator: Formal communication is performed in a consciousway by a sender. He uses his merits, knowledge and experience in such communication tomake it a perfect one. As a result, its success is ensured.

For the above reasons, formal communication is gaining popularity day by day. Besides, itensures achievement of organizational goals. In an organization, formal communicationand informal communication both are used by the management. But the management cancontrol formal communication.

Disadvantages:

In formal communication, there exists a set of rules and regulations which must bemaintained. Due to this, there are some disadvantages of Formal Communication too. Inspite of enjoying some advantages of formal communication, it suffers from the followinglimitations:

1. Authoritarian System: Formal communication states clear relationship between upperlevel management and lower level management. When there is a downward communication,there is an authoritarian tone to dominate lower level employees.

2. Inflexibility: It is a rigid form of communication as make up or change cannot beconsidered easily when required.

3. Costly: This sort of communication maintains all formalities of communication for which itinvolves more cost.

4. Wastage of Time: Formal communication process passes through various stages or levelsof an organization and therefore requires more time to reach its destination. This is ultimatelywastage of time.

5. Delay in Decision Making: Everyone has to maintain specific framework ofcommunication in case of formal communication. Therefore, the management requires moretime which delays the decision making process.

6. Lack of Initiative: In such communication there is no option to select any other systemwhich is the best one compared to the prescribed system. As a result, creative ideas areignored here.

7. Lack of Cordiality: In formal communication, established rules are strictly observed. Moreemphasis is given to the formalities rather than human side. As a result, there is no scope fordevelopment of cordial relationship between the sender and the receiver.

8. Fear: In case of upward formal communication there exists chance of fear to represent anyinformation in front of the superior. This acts as a barrier to reach the goal of communication.

9 Behavior: This type of communication reflects authoritarian pattern of behavior in theorganizational structure. This negatively affects the mind of the employees.

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The above limitations of formal communication hamper the attainment of organizationalobjectives.

INFORMAL COMMUNICATION: Informal channels transmit official news through

unofficial and informal communicative interactions known as the ‘grapevine.’ This informal

communication network comprises of tea- time gossip, casual gatherings, lunch-time meeting

and so on. Grapevine communication is the best example of Informal Communication.

Grapevine Communication: An informal network of communication in an organization

is called Grapevine. For example, people working together having common interests and

discuss about appointments, promotions, demotions or even domestic and romantic

affairs of one another. It trails no set lines or any definite rules but spreads very fast in

any direction. Grapevine Communication gives an opportunity to the much needed

release of emotions. One of the major limitations of the grapevine is that it may spread

baseless rumors which may distort the image of the employees and one cannot establish

the point of origin.

D

C

B

A

CA

B

E D

E

DC

B

A

ED

B

A

C

C

B

ED

A

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Grapevine Communication is not always negative and harmful for an organization and can be

helpful because it helps in positive group dynamics. It may help in strengthening

organizational solidarity and harmony. It provides feedback to the management.

Single strand or straight chain: Single strand network is an information network where one

individual conveys a message to another and he will communicate it to one other person. The

third person will also tell the same message to another person.

Circle: In circle a person passes the message to his corresponding two persons. He

communicates with his neighboring two persons.

Gossip or star chain: In such a communication network everyone talk to one another

informally. In this network somebody is the center of the system. He is the main or pivotal

person.

Wheel: In this informal communication a particular person passes the message to everyone in

the organization.

Probability chain: Probability network is that network where each individual randomly

conveys to the others the same message yet the source of information for each person hearing

the message is different.

Cluster chain: Cluster network is an informational network where someone first tells the

message to selected individuals, then those selected individuals pass the unchanged

information to other selected individuals and the process continue in the same way. Most of

the informal communication charts this chain.

Advantage of grapevine or informal communication: The advantages of informalcommunication are given below:

1. Interpret: The information is given by the top level management under the formalsystem. It is easy for the employees to take the explanation by informal system. So thissystem plays a vital role to complete the work properly.

2. Present grievance: Under the informal system the employees disclose their needs,sentiment and their emotions to others authority without feeling any hesitation.

3. Alternate system: The management is sometimes not able to reach all information bythe formal system. Informal system covers the gap of formal system.

4. Improved relationships: Any problem between the workers and the management canbe solved by informal system. So it makes good relationships among the employees andthe management.

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5. Increase efficiency: Under the informal system, the employees discuss their problemopenly and they can solve it. For this, the work is done properly and it develops theefficiency of the employee.

6. Providing recommendations: In this system the employees inform their superior abouttheir demands, problem and the way to develop the implementation system of the work.As a result, it creates an opportunity for sending the recommendations to themanagement.

7. Flexibility: Informal communication is more flexible than formal communicationbecause it is free from all type of formalities.

8. Rapid communication: Informal communication transmits very fast. Especially, miss-information or rumor spread rapidly to others in the organization.

9. Improve interpersonal relationship: Cooperation and coordination in informalcommunication leads to improved interpersonal relationships, which is essential forcarrying out the business activities smoothly.

10. Others: Improves labor-management relationship. Free flow of information. Removesmental distance. Evaluation of employees. Obtain immediate feedback. Relievingfrustration. Increasing efficiency. Solution to problems and helps decision-making.Enhance mutual trust etc.

Disadvantages of grapevine or informal communication: The disadvantages of informalcommunication are as follows:

1. Distort meaning: Something in the meaning and the subject matter of the informationis distorted in this system.

2. Spread rumor: In this system, miss-information or rumor spread rapidly. The originalinformation may be transformed into wrong information.

3. Misunderstanding: Under this system, generally, the employees do not obey the formalauthorization system. So it creates the opportunity to develop misunderstanding.

4. Maintaining secrecy is impossible: In informal communication system, maximumcommunication is made by open discussion. So, it is impossible to maintain secrecy ofthe information.

5. Difficulty in controlling: Under informal communication system, no established rulesor policy is obeyed. So, it is very difficult to control the information.

6. Non-cooperation: Informal communication system sometimes develops the adversaryculture among the employees. So, they are not cooperative with each other and theirefficiency may be reduced.

7. Others: Providing partial information. Not reliable. No documentary evidence.Damaging discipline. Contradicting to formal information etc.

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Activity B

Distinguish between various methods of communication………..

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1.8INTERNAL AND EXTERNAL COMMUNICATION:

Internal communication: It denotes a type of communication within the organization. This

is also known as inter-communication. When the inter-communication takes place between

the employees of the same department, it is called inter-departmental communication and

when it takes place between the employees of different departments of the same organization,

it is called intra-departmental communication. The internal communications includes letters,

memos, notices, instructions and orders.

External Communication: The communication between the organization and the outsiders

is called external communication. External communication is needed for the smooth conduct

and progress of the business. This form of communication takes place through personal visits,

telephones and postal services. The external communication includes acknowledgement,

enquires, tenders, meetings, conferences and notices.

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1.9 COMMUNICATION OVERLOAD

The dictionary meaning of communication overload is “communication that is too extensive

or complex and comes from too many sources; causes stress and confusion among group

members.” With the availability of internet facilities and increase in the sources of

information communication overload is a common plight of the 21st century even though we

claim to improve the synchronization of ideas activities and even communication. Studies

show that communications overload tend to harm the physical and mental health of all the

parties involved in the communication process. Thus, the various methods of managing

Information and Communication Overload are as follows:

Keep pace with new information: With instant messages like email, it is required

that in order to make communication effective, one has to keep pace with the

information available and the authenticity of such information.

Organize yourself: By organizing yourself, the scope of distortion will decrease.

Improve the working space and environment: It is a part being organized yet by

being organized alone will not remove communication overload so the surroundings

have to be systematic.

1.10 ESSENTIALS OF EFFECTIVE BUSINESS COMMUNICATION

The real meaning of communication is ensuring that the sender understand the message in the

same sense in which the receiver wanted to convey. Thus, communication is the exchange of

thoughts, opinions, sentiments, facts, and information between two or more persons. The

essential features of an effective communication system are key to productive

communication. The chief principles or characteristics of an effective communication system

are as follows: -

Clearness and integrity of content of message to be conveyed.

Adequate briefing of the recipient regarding the context of the message. The first step

should be to establish the contents of the discussions

Accurate plan of objectives.

Reliability and uniformity of the message. The message must be from an authentic

source.

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Proper response or feedback.

Use of a proper medium to convey the message properly. The use of visual aids such as

presentations, video may facilitate better appeal of the message

Use of informal communication to judge the level of understanding of the receiver

Be a good a listener

1.11 SEVEN C’S OF EFFECTIVE BUSINESS COMMUNICATION

The message is said to be effective when the receiver understands the same meaning that the

sender intended to convey. For any communication in business, in order to be effective, it

must have seven qualities. These seven attributes are called the seven C’s of effective

business communication. (All these attributes starts with the alphabet ‘C’ so are called 7

C’s)

Correctness

Clarity

Conciseness

Completeness

Consideration

Concreteness

Courtesy

Correctness: At the time of encoding, if the encoder has comprehensive knowledge about the

decoder of message, it makes the communication easy. The encoder should know the status,

knowledge and educational background of the decoder. Correctness in message helps in

building confidence. Correctness means:

Use the right level of language

Correct use of grammar, spelling and punctuation

Accuracy in stating facts and figures

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Correct communication has following features:

The message is exact, correct and well-timed.

If the communication is correct, it boosts up the confidence level.

Correct message has greater impact on the audience/readers.

Clarity: It demands the use of simple language and easy sentence structure in composing

the message. When there is clarity in presenting ideas, it’s easy for the receiver/decoder to

grasp the meaning being conveyed by the sender/encoder. Clarity makes comprehension

easier. Thus Clarity implies emphasizing on a specific message or goal at a time, rather than

trying to achieve too much at once.

Clarity in communication has following features:

Complete clarity of thoughts and ideas enhances the meaning of the message.

Clear message makes use of exact, appropriate and concrete words.

Conciseness: A concise message saves time of both the sender and the

receiver. Conciseness, in a business message, can be achieved by avoiding wordy

expressions and repetition. Using brief and to the point sentences, including relevant material

makes the message concise. Achieving conciseness does not mean to loose completeness of

message. It saves time. Conciseness means wordiness, i.e, communicating what you want to

convey in least possible words without forgoing the other C’s of communication.

Conciseness is a necessity for effective communication. Concise communication has the

following features:

It is both time-saving as well as cost-saving.

It underlines and highlights the main message as it avoids using excessive and

needless words.

Concise communication provides short and essential message in limited words to the

audience.

Concise message is more alluring and clear to the audience.

Concise message is non-repetitive in nature.

Completeness: It means the message must bear all the necessary information to bring the

response you desire. The sender should answer all the questions with facts and figures and

when desirable, go for extra details. Completeness brings the desired response.

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Consideration: Consideration demands to put oneself in the place of receiver while

composing a message. It refers to the use of you attitude, emphases positive pleasant facts,

visualizing reader’s problems, desires, emotions and his response. Make an attempt to

envisage your audience, their requirements, emotions as well as problems. Ensure that the

self-respect of the audience is maintained and their emotions are not at harm. Modify your

words in the message to suit the audience’s needs while making your message complete.

Consideration means understanding of human nature.

Consideration implies “stepping into the shoes of others”. Features of considerate

communication are as follows:

Underline on “you” approach.

Empathize with the audience and exhibit interest in the audience to get a favourable

reaction from the audience.

Show optimism towards your audience. Emphasize on “what is achievable” rather

than “what is difficult”.

Concreteness: Being definite, vivid and specific rather than vague, obscure and general leads

to concreteness of the message. Facts and figures being presented in the message should be

specific. Concreteness reinforces confidence.

Thus concrete communication implies being particular and clear rather than fuzzy and

general. Concrete message has following features:

It is supported with specific facts and figures.

It makes use of words that are clear and builds the reputation.

Concrete messages are not misinterpreted

Courtesy: In business, almost everything starts and ends in courtesy. Courtesy means not

only thinking about receiver but also valuing his feelings. Much can be achieved by using

polite words and gestures, being appreciative, thoughtful, tactful, and showing respect to the

receiver. Courtesy builds goodwill. Courtesy strengthen relations.

Thus, Courteous message has following features:

Courtesy implies taking viewpoints as well as feelings of the receiver into

consideration.

Courteous message is positive and focused at the audience.

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It makes use of terms showing respect for the receiver of message.

It is not at all biased.

1.12 SUMMARY OF THE CHAPTER

Communication is the process of transmitting information and common understanding from

one person to another. The elements of the communication process are the sender, encoding

the message, transmitting the message through a medium, receiving the message, decoding

the message, and feedback. A number of barriers retard effective communication. These can

be divided into four categories: process barriers, physical barriers, semantic barriers, and

psychosocial barriers. To improve the effectiveness of communications, schools must

develop an awareness of the importance of sender's and receiver's responsibilities and adhere

to active listening skills.

1.13 GLOSSARY

Communication: It is the process by which information is passed between individuals bymeans of previously agreed symbols.

Formal Communication: It refers to official communication which takes place through achain of command.

Informal Communication: It refers to informal channels which transmit official newsthrough unofficial and informal communicative interactions.

Communication Overload: Communication that is too extensive or complex and that comesfrom too many sources; causes stress and confusion among group members.

1.14 CHECK YOUR PROGRESS

1. State which of the following alternative is correct.

Q1. Communication starts with:

(a) Message (b) Sender (c) Channel (d) Feedback

Q2. __________ is the process of exchanging messages between a sender and a receiver.

A. ChannelingB. CommunicationC. FeedbackD. Listening

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Q3. The two broad areas of communication are:

(a) Oral and written communication(b) Verbal and written communication(c) Verbal and non-verbal communication(d) Oral and non-verbal communication

Q4. The number of key elements in the communication process is :

(a) Four (b) Five (c) Six (d) Seven

Q5. Wrong decoding means:

(a) Badly worded message

(b) Message sent to wrong receiver

(c) Interpreted meaning is different from intended message

(d) Message sent by wrong sender

Q6. Which of the following indicates the correct sequence of the elements of

communication in the communication process?

(a) Sender, Receiver, Channel, Message, Feedback

(b) Receiver, Feedback, Sender. Message, Channel

(c) Sender, Channel, Message, feedback, Receiver

(d) Sender, Message, Channel, Receiver, Feedback

ANSWERS TO CHECK YOUR PROGRESS:

Q1. B

Q2. B

Q3. B

Q4. D

Q5. C

Q6. D

1.15 REFERENCES Rajendra, P. and Korlahalli, J.S. (1997). Essentials of Business Communication. Sultan

Chand and Sons.

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http://chintanmahida.weebly.com/uploads/9/5/8/2/9582002/unit-1_to_unit-_4.pdf

http://books.google.co.in/books?id=0TDdxCDofPwC&printsec=frontcover&dq=business

+communication+pdf&hl=en&sa=X&ei=q-

AvU9W5NciMrQe7pICwBA&ved=0CEUQ6AEwBA#v=onepage&q&f=false

http://books.google.co.in/books?id=gqu_uuRHzuAC&printsec=frontcover&dq=business

+communication&hl=en&sa=X&ei=JhcwU9uVIMHSrQev_YCYDQ&ved=0CE4Q6AE

wBQ#v=onepage&q=business%20communication&f=false.

1.16 SUGGESTED READING

Chaturvedi, P.D. and Chaturvedi, M. (2004). Business Communication: Concepts, cases and

Applications. Pearsons Education (Singapore) Pte. Ltd.

Bovee, Thill, Chaterjee, Business communication Today, 10th edition.

1.17 QUESTION CORNER

Q1.What do you mean by communication? Discuss the process of communication.

Q2.Explain the concept, objectives and types of communication.

Q3.What are the various channels of communication? Discuss advantages and

disadvantages.

Q4.Briefly discuss the importance of formal and informal communication.

Q5.How grapevine operates in an organization?

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CHAPTER 2 CHANNELS OF COMMUNICATION

CONTENTS

2.0 Learning Objectives

2.1 Introduction

2.2 Channels of Communication

2.3 Information to be Communicated at Workplace

2.4 Choosing the Channels of communication

2.5 Types of Communication Medium

2.6 Barriers to Communication

2.7 Types of Barriers to Communication

2.8 Ethical Concerns In Business Communication

2.9 Ways to Overcome Ethical Dilemma

2.10 Summary of the Chapter

2.11 Glossary

2.12 Answer to Check Your Progress

2.13 References

2.14 Suggested Reading

2.15 Important Points

2.16 Question Corner

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To understand the channels of communication.

To bring out the ways to choose the channel of communication.

To discuss the types of communication medium.

To understand the types of barriers to communication.

To understand and discuss the importance of ethical concerns in businesscommunication.

2.1 INTRODUCTION

The communication function helps in carrying out various functions of an organisation

smoothly. To reduce the chances of misconception, an organization must keep all the

employees informed about a number of facts through a proper channel. The content of the

information is generally a mixture of facts, opinions, attitudes and interpretation. The purpose

is to instruct and persuade the employees working in the organization. Broadly, all business

organization communicates statutory information, regular work—related information, major

policy, information bulletin and operational change information. Thus, there are two types of

communication channel in business organisation – formal and informal communication.

2. 2 CHANNELS OF COMMUNICATION

FORMAL COMMUNICATION

Channels ofCommunication







2.1 INTRODUCTION











FormalCommunication

VerticalCommunication

HorizontalCommunication

InformalCommunication







2.1 INTRODUCTION













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Formal communication refers to communication which takes place through a proper

structure. Through a proper structure means chain of command i.e. from upper management

to lower rank and vice versa.

The formal communication may be divided into three categories which are given as follows:

1. Vertical Communication:

i. Downward Communication

ii. Upward Communication

2. Horizontal Communication

1. Vertical Communication-This communication takes place when the communication flows

through the chain of command i.e. from top management people to lower level people or the other way

round.

i. Downward Communication: Under this system, the communication flows from the top

management downward to the lower management. It is also called a communication from a senior

manager to a subordinate/junior manager. Downward communication consists of plans & policies,

orders and instructions, procedures and rules etc. Downward Communication is very long and time

consuming process. It is too much authoritarian process.

Eg: When the CEO of a company communicates the policy to the manager of his particular office in

the city, then the he disseminate the information to his subordinate.

The objectives of Downward Communication are:

to instruct and define the purview of some jobs

to clarify policies and procedures

to communicate the evaluation of performance

to explain the role, need an significance of the job

FormalCommunication


DownwardCommunication

UpwardCommunication


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The limitations of Downward Communication are:

under-communication or over-communication

in case of long line of communication

postponement

lose of information

alteration of facts in a message

increase in tension in organisation climate between superior and

subordinate staff

To make Downward Communication effective,

information with the managers should be accurate, timely and sufficient

Managers should be aware of what is to be communicated and what

should be keep to themselvesand how much

Delegation of work to the subordinates to reduce pressure and share

burden of work

Information must be passed to the right person.

ii. Upward Communication: It means the flow of communication from the lower management of

the organisation to the upper management. Upward communication is as important as the downward

communication for the smooth functioning of an organization. It may also include innovative ideas,

reactions to a particular policy, rules or the behaviour of any person on the job.

Eg: It conveys information from low level worker to top managementthat is from dailywage earner to

foreman, foreman to middle level manager, from middle level manger to head of the department to

the chief executive officer to board of directors.This communication includes views, ideas,

recommendations, complaints, grievances, requests, reports etc.

Methods of Upward Communication are:

Open Door Policy

Complaints and Suggestion Box

Get to Gather

Counselling

Direct communication

Advantages of Upward Communication are:

Provide feedback

Genuine and Pressing grievances may be redressed.

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Employees may offer constructive suggestion for the welfare of the

organisation.

Employees feel themselves as a part of the organisation, so it helps the

organisation to introduce new changes/schemes without any resistance.

It makes the atmosphere in the organisation congenial.

Disadvantages of the upward communication are:

Sometimes the employees feel hesitant to communicate to the higher

authority.

Employees feel that if they express their problems to their superiors

then it can adversely affect their efficiency.

It is more prone to distortion than downward communication.

Sometimes the employees become too bold that they bypass their

immediate superior and directly approach to the higher authority.

2. Horizontal Communication:The flow of information and understanding between the

employees of equivalent strata of organisation authority is called the horizontal communication. This

type of communication is also known as lateral or sideways or adjacent communication. The main

objective of horizontal communication is to synchronize the team work and promote group

coordination within various departments of the organization

Eg: Usually, it relates to inter departmental communication that is if the production department while

putting order for the raw material may require data from the sales and marketing department to

determine the quantity to be ordered. Thus, managers who work under the same superior, at the same

level may also be included in this type of communication.

The Horizontal Communication is most effectively carried on through oral communication:

Face-to-face discussion

Telephonic conversation

Meetings

Advantages of Horizontal Communication are:

It promotes understanding and coordination among the people of the same

department.

Free flow of communication

Disadvantages of the Horizontal Communication are:

Sometimes the employees may get friendly with one another and may pose

problems for the management.

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It is likely to provoke bitterness among workers.

INFORMAL COMMUNICATION

This communication flows through informal channels and may or may not be related to work.

Informal communication does not exist in the formal structure of the organization. The term

‘grapevine’ used to describe a network of informal communication. The formation of Grapevine in

any formal organization cannot be avoided. As a matter of fact, in multilevel and multi-divisional

organizations, there are many grapevines moving horizontally and vertically at a fast pace across

departments.

Grapevines thrive because there is a natural human inclination towards communication. People who

know each other from outside the organisation tend to communicate informally inside the organisation.

Even if they have work as a common topic they tend to talk about the events occurring in the

organisation for starting a conversation, then they find out other common interests to strengthen this

form of communication.

Grapevines generally include two types of information:

Organisation related and

Common interest related

Any employee of the organisation wants to be aware of his surroundings and be up to date regarding

matters concerning the organisation. If due to lack of access they are not getting information through

informal channels, they hunt for information from the informal channel. Similarly, they are inquisitive

about the people’s lives and the working environment they work in. Informal communication

sometimes carries the type of personal information which is not generally communicated through

normal/informal channels. Employees must know about the plans, promotions policies, punishments,

etc, much before they are formally told about it. Sometimes false or distorted news is circulated in

informal communication. Some employees consider the informal channel as the main source of

information. However it is fast, quick and normally gets more information than included in formal

downward communications, which are often in written manner and may originate from the person

whom they do not know personally. Manager often become irritated with informal communication,

particularly when they carry wrong information. But grapevines always exist and the managers cannot

stop them. However, managers can increase the accuracy of the grapevine by feeding it correct

information. And they can try to reduce the relevance placed on grapevines by making certain that

formal communication is complete and timely.

The Grapevine Communication can be carried on through:

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Single strand Chain

Gossip Chain

Cluster Chain

Information may move randomly

Advantages of Informal Communication are:

Substitute to the other channels

Provides feedback

Quick transmission of information

Emotional relief

Creation of ideas

Good personal relations

Disadvantages of the Informal Communication are:

Distortion of information

Incomplete information

Inadequacy

Changing Interpretations

Not controlled by the management

2.3 INFORMATION TO BE COMMUNICATED AT WORK-PLACE

All business communication can be divided into five types of information:

1. Statutory Information: The information such as service orders, working hours, rules and

regulations regarding the terms and condition of the employment etc. are to be

communicated to the employees as a statutory requirement of information.

2. Work-Situation Information: The information regarding normal work situation has to

be communicated through formal briefing sessions or through informal chatsessions

between the managers and the group members.

3. Major Policy or Operational Change Information: Any major change in the

organisational policy has to be communicated to all the people working in the

organisation by calling everyone or through notices to be read by all.

4. Information Bulletin: To keep the people informed about the events and the happening

taking place in the business organisation, periodic information in the form of newsletter is

communicated to all employees of the organisation. With the information bulletin the

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employees of the organisation feel associated and involved in the working of the

organisation.

5. Communication By expectancy: Information of critical changes should be carefully and

gradually communicated to those who are going to be directly affected by the decision.

Before the decision is taken and implemented, the people concerned must be mentally

prepared for the event. Involving their representative or head in every decision making

process can do this. This process is to create expectancy in the receiver who would be less

shocked by a negative communication and its eventuality.

2.4 CHOOSING THE CHANNELS OF COMMUNICATION

Choosing the right channel of communication for carrying out communication is very important

otherwise the information can be distorted. Thus, while choosing the correct information we should

keep in mind the following requirements and then choose the best alternative:

1. Cost analysis: We should analyze the information cost if it is lost while communicating. On

this basis further communication is done.

2. Confidentiality: To see to the confidentiality of the information and the effect of the leakage

of information to some other person. Eg. Telephone calls can be overheard etc.

3. Influence: It refers to the influence the information will have on the receiver. Eg. Wedding

invitation cards have to be in coloured or sparkle paper.

4. Urgency: Choice of channel also depends on the urgency of the information. If the

communication is urgent it is passed on through a channel which takes less time and so on. Eg.

In case of immediate communication we should choose telephone as the fastest means of

communication.

5. Time of the day: It is very important to take into consideration that the communication has to

be passed at which time of the day. Eg. If we have to send information at midnight we can use

email or text message as the media of communication

6. Written Record: Written record is generally more authenticate than other sources. Thus in

the formal channel of communication mostly written type of communication is used.

2.5 TYPES OF COMMUNICATION MEDIUM

The types of communication channels can be divided into two different categories:

1. Physical Media

2. Mechanical Media

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Physical Media: Research suggests that the impact of a message is long lasting if there is

physical presence of the communicator that means thatif the audience can see and hear the

person who is speaking. The aim of physical media is not only hear the messages but also to

understand the body language, gestures, postures and feel the ambiance of the room. It is not

compulsory to have a two-way communicationprocess in physical media. In some situations

the receiver expects physical communication. This situation occurs in case of when dealing

with important concern messages, such as organizational change or downsizing. When a

message is perceived to be important to the receiver they expect to hear it live from their

manager.

Meetings

Weekly Department Meetings

Up close and Personal Meeting

Video Conferences

Viral Communication or Word of Mouth

Mechanical Media: The second type of communication channel is mechanical media. The

mechanical media includes written or electronic channels. With the advent of technology the

scope and audience base of the message has increased and the pace of flow has increased.

Thus these channels are used as collections for messages or for giving the big image of the

future and a deeper insight. Typically though, because it is written, it is always interpret by

the reader based on his or heranalytical ability and intelligence.

E-mail

Weekly letters or newsletters

Personal letters

Billboards

Intranet

Magazines or papers

SMS

Social media

E-mail: To target a specific group E-mail is a good channel for the daily communication. It is

suitable mainly for up-to-date and “simple” messages and where there is no threat of

misunderstanding.

Some short e-mail tips:

Write short and to the point.

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Target your messages to the audience and avoid sending unnecessary all-

employees-e-mails.

Set up your subject line to describe what the e-mail is about.

Clearly state if the message is for information or for action.

Post a link or direct to the source instead attaching the large document.

Weekly Letters: If a manager has difficulty to interact to communicate large groups than he

can often choose to publish a weekly letter. It is short summary of news with personally

reflections. They can also contain summaries and status in tasks, projects or issues –

yesterday, today and tomorrow.

Personal Letters: It can also be used by the boss in some specific situations. E.g. pat on the

back or letter after extra ordinary achievements.

Billboard: It can be used to communicate with those people who do not have computers or

access to the internet. E.g. part-time workmen usually do not attend the daily meetings. News

summary

Weekly letters

Minutes from meetings

Schedules

Holiday lists

Intranet: Intranet has been the most commonly used mode for intra organisation

communication. It is working as a work tool for you as a manager, but it is also the job of the

manager to understand the employee’s priorities and pick out the information on the Intranet,

as well as decoding messages into local consequences. The manager has to take into account:

a) the information that concerns the employees b) The best way to communicate information

to the employees c) Weekly meeting or your weekly letter can be a suitable channel to

discuss or inform of information found on the Intranet. In organizations it has turned out to be

the best mode of coordinating activities for productive output of employees.

Employee Magazine: It is a sort of magazine which offers the opportunity to develop a

specific issue, explain context, describing consequences or tell a story.

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SMS/Text Messaging:This is one of the very widely used communication channel and is

proven very effective. Some companies use it as an alert system e.g. for giving managers a

head start when something important will be published on the Intranet.

Social Media: Wikipedia describes social media as “Media designed to be disseminated

through social interaction, created using highly accessible and scalable publishing

techniques”. More and more companies are using social media in their external marketing,

setting up twitter and facebook accounts etc.

2.6 BARRIERS TO COMMUNICATION

The biggest single problem in communication is the illusion that it has taken place.

-George Bernard Shaw

Barriers of communication as defined in Business Dictionary-“Obstacle in a workplace that

prevents effective exchange of ideas or thoughts. Such barriers include status differences,

gender differences, cultural differences, prejudices, and the organizational environment.”

According to ReuelHowe, Theologian and Educator, “A barrier of communication is

something that keeps meanings from meeting. Meeting barriers exists between all people

making communication more difficult than most people seem to realise. It is false to assume

that is one can talk he can communicate. Because so much of our education leads to people

thinking the communication is easier than it is, they become discouraged and give up when

they run into difficulty. But they do not understand the nature of the problem and what to

do”.

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Activity A

What are communication channels and why are they important?

------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

2.7 TYPES OF BARRIERS TO COMMUNICATION

Communication is distorted at every stage; even in the process of communication we show

noise in the process of communication which affects the complete flow of communication.

Mainly the barriers of communication can be divided into following categories:

o Process Barriers

o Physiological Barrier

o Physical and Environmental Distractions

o Psychological Barrier

o Social Barriers

o Cultural Barriers

o Semantic Barrier

o Linguistic Barriers

o Past Experience

o Organizational Barriers

o Barriers Related with the Message

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o Some Other Blocks to Communication

1. Process Barriers: For an effective communication all the steps of the process of

communication needs to be completed without any barrier. Though there are various

obstacles related with each and every step of the communication process. These are explained

below:

• Sender barrier: This refers to barrier from the sender in communication process.

Ex.-A new administrator with an original idea fails to speak up at a meeting,

chaired by the superintendent, for fear of criticism.

Lack of planning

Wrong channel of communication

Wrong choice of language

Different perception of reality

• Encoding barrier: Barrier arising in the encoding step of communication process.

Ex- A German-speaking staff member cannot get an English- speaking administrator

to understand a gripe about working conditions.

•Medium barrier: Barrier posed by the medium of communication. Ex-A very

upset staff member sends an emotionally indicted letter to the leader instead of

transmitting her feelings face-to-face.

• Decoding barrier: An older principal cannot understand or interpret what a young

department head means when he refers to a teacher as "spaced out."

• Receiver barrier: A school administrator who is engrossed in the preparation of

the annual budget asks a staff member to repeat a statement, because she was not

listening attentively to the conversation.

Poor listener

Lack of interest

Biasness

Lack of trust

Differences in the attitudes and perception

Language difficulty

Inattention

• Feedback barrier: During a meeting, the failure of school administrators to ask

any questions causes the superintendent to think if any real understanding has taken

place.

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2. Psychological Barrier

Psychological barriers refers to the barriers caused by the limitations of human mind or body,

that may be because of any reason like some disability, ill health or mental sate. Different

types of psychological barries

Poor Listening Skills

Information Overload

Inattention

Emotions

Poor Retention

3. Physical and Environmental Distractions

Physical distractions are the physical things that get in the way of communication.

Noise

Time and Distance

4. Socio-Psychological Barrier

It could lead to the distractions in communication and message could not be communicated to

the receiver in the same sense it supposed to be.

Status Consciousness

Perception and Reality

Attitude and Opinions

Emotions

Inattentiveness

The source of communication is not trustworthy

Unsolicited Communication

5.Closed Mind: A person with a close mind is very difficult to communicate with. He is kind

of man who is always says “I know my business very well. I am running my business since

so long, now you will tell me how to run my business.” He will not welcome the ideas of the

other person because of:

Distrust Fear Strong Attitude

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Resistance to Change

6. Semantic Barrier: Language, jargon, slang, etc., are some of the semantic barriers. Use of

jargon and slang also act as barrier to communication. This type of barrier is very common in

this generation. E.g. A young manager sends a mail to an old clerk –please bring the file

ASAP. The old clerk could not understand the slang ASAP that means ‘as soon as possible’.

The semantic barriers may occur because of the following:

Interpretation of the words Bypassed Instructions Denotations and Connotations

To minimize semantic Barriers, one should Use familiar words Clarify the nuances, and Use words with positive connotations

7. Linguistic Barriers:The use of difficult or inappropriate words in communication can

prevent the people from understanding the message. This can break the communication

process. For example, homophones-the same word may mean differently to different

individuals. For example, consider a word “polish.”

He speaks polish fluently.

Have you tried the polish cuisine?

We must polish the furniture.

“Polish” means differently in different sentences. Communication breakdown occurs if

there is mistaken opinion of the meaning of the message by the receiver.

7. Past Experience

If someone has awful experiences in the past related to some particular situation, then he/she

will try to avoid communication in that situation. For example, a girl calls her friend to ask

about some project. Her friend bluntly says-I do not like people calling me at my home, this

could give a shock to the person and can also become a phobia.

10. Departmental and Organisational Barriers: It can be an obstacle to the effective

internal communication. Every department in the organisations has their own responsibilities.

Sometime the responsibilities of each department in the organisation can create the problems

in achieving organisational objectives. The departmental and organisational barriers exist

because of the following:

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Unclear planning

Information overload

Status difference

Technological Failure

Time Pressures

Complex Organizational Structure

11. Barriers Related With the Message:

Unclear Messages

Stereotypes

Inappropriate Channel

Lack of Feedback

12. Some Other Blocks to Communication

Failure to listen

Conflicting verbal and nonverbal messages.

Failure to interpret with knowledge.

Changing the subject

Inappropriate comments and questions

Lack of Common Knowledge

2.8 ETHICAL CONCERNS IN BUSINESS COMMUNICATION

Ethical communication is the lifeline that helps us to develop relationships, understand others

and the world we live in. The vital characteristics of ethical communication are discussed

below.

No offensive context while conveying message: The manner in which the desired

information is communicated to the audience plays a very important role for effective

communication. If the employees are asked to do overtime by their manager in a rude manner

the subordinates are bound to get offended and may intentionally no complete the task

assigned. There are different ways to explain the exact things to them in a much smoother

manner.

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Maintain a relationship with the audience: Maintaining the same wavelength with the

audience is very important for a communicator to ensure the audiences feel at home.

Experienced communicators immediately build a relationship based on trust with the

audience as soon as they start speaking.

Concealment of vital information should be avoided: Today, in the advanced era,

information is vital for all decisions. Hence, it is important for the organization to be

vigilantin content and context of the message when communicating with the public. The

communicated information should be correct supported by facts and figures and all vital

information must be conveyed appropriately. Deliberately withholding crucial information

might result in the projection of a bad image and loss of credibility.

Well organized value system: In order to ensure that this concept is successfully practiced

and understood in an organization, a well-organized value system must be established

throughout the organization by the top management. If an organization functions on the base

of value systems common to both the top management and the employees, mutual respect

between them will be present.

2.9 WAYS TO OVERCOME ETHICAL DILEMMA:

Common good approach: The people working in the organisation should give the

importance to the common good of the organisation rather than their inter-personal and

inter-group conflicts. The person should not with hold the important information just

because they have conflicts with an individual or a group.

Practical approach: Sometimes it may not be feasible to keep all the parties happy so

when in ethical dilemma one should consider the impact of such alternative decisions in

the long run after a period of time. The most ethical decision at that point of time would

be to choose the alternative which offers more upright solution and does less damage to

the organization.


A business cannot survive in isolation. The communication may be described as the life

blood of business. Effective business communication amongst the members of the

organization will foster good interpersonal relationships. The mode of Communication in an

organization can be either external or internal on the basis of size and organizational climate.

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External communication is concerned with correspondence with those outside the

organization. Internal Communication is concerned with interaction within the organization

members, employees and superior management. Internal communication can be classified

into different communication like Downward, Upward, Horizontal and Grapevine

Communication.

A number of barriers hinder effective communication. These can be a) process barriers, b)

physical and environmental barriers, c) semantic barriers, d) departmental and organisational,

e) past experiences and f) socio-psychosocial barriers. To improve the effectiveness of

communications, the increase in the awareness regarding the importance of effective written

and oral communication must be taught at primary level so that they learn such skills.

Ethical communication as highlighted by history is an important element to foster

compassion and understanding ability in this modern technological world. The vital

characteristics of ethical communication are no unpleasant or insulting context while

conveying message, developing a relationship with the audience, avoid withholding crucial

information and well organized value system. The ethical dilemma can be overcome through

common good approach and practical approach.

2.11 GLOSSARY

Formal Communication: It refers to official communication which takes place through achain of commands.

Informal Communication: It refers to Informal channels which transmit official newsthrough unofficial and informal communicative interactions.

Vertical Communication: This communication takes place when the communication flows

through the chain of command i.e. from top management people to lower level people or the

other way round.

Horizontal Communication: The flow of information and understanding between theemployees of equivalent strata of organisation authority is called the horizontalcommunication.

Barrier to Communication: “Obstacle in a workplace that prevents

effective exchange of ideas or thoughts. Such barriers include status differences,

gender differences, cultural differences, prejudices, and the organizational environment.”

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2.12 CHECK YOUR PROGRESS

Q1. Communication barriers are

A. a receiver's response to a message.B. avenues through which messages are delivered.C. obstacles that interfere with the understanding of a message.D. the circumstances under which communication takes place.

Q2. The two broad channels of communication are:

(a) Oral and written communication(b) Formal and Informal communication(c) Verbal and non-verbal communication(d) Oral and non-verbal communication

Q3.The transmission of information and understanding between people on the same level oforganization is called:

(a) Vertical Communication(b) Upward Communication(c) Horizontal Communication(d) Grapevine

Q4. Which one of the following is not included in the physical media?

(a) Large Meetings(b) Viral communication(c) Weekly Departmental Meeting(d) E-Mail

Q5. Which one of the following is not included in the process barrier?

(a) Sender Barrier(b) Encoding Barrier(c) Receiver Barrier(d) Physiological barrier

ANSWER TO CHECK YOUR PROGRESS

Q1. C

Q2. B

Q3. C

Q4. D

Q5. D

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2.13 REFERENCES

3 Abrell, R. (2004). Preventing communication breakdowns. Reston, VA: National C.S.

foundation programme book of English and Business Communication

4 Rizvi, M.A. (2005). Effective Technical Communication. Tata McGraw Hill. New Delhi.

5 Lehman, C. L., Dufrene, D. D., Sinha, M. and Walker, R. C. (2011). BCOM. Cengage Learning.

6 Chaturvedi, P.D. and Chaturvedi, M. (2004). Business Communication: Concepts, cases and


7 http://www.mindtools.com/pages/article/newTED_85.htm

8 http://teachingcenter.wustl.edu/strategies/Pages/asking-questions.aspx

9 http://www.marin.edu/buscom/index_files/Page565.

10 http://2012books.lardbucket.org/books/an-introduction-to-organizational-behavior-

v1.1/s12-03-communication-barriers.html

11 http://www.notesdesk.com/notes/business-communications/the-seven-cs-of-effective-

business-communication/

12 http://www.businessdictionary.com/definition/barriers-to-

communication.html#ixzz2wqcXQhiL

13 http://my.safaribooksonline.com/book/management/9780789484130/managing-

relationships/em_magl034ovecom

14 http://thebusinesscommunication.com/advantage-and-disadvantage-of-grapevine-or-informal-

communication.


Lehman, C. L., Dufrene, D. D., Sinha, M. and Walker, R. C. (2011). BCOM. Cengage

Learning.

Rajendra, P. and Korlahalli, J.S. (1997). Essentials of Business Communication.

Sultan Chand and Sons.

Sharma, M.K. and Aggarwal, P. (2005). Essentials of Business Communication.

Research and Publishing House, New Delhi.

2.15 IMPORTANT POINTS

All communication passes through some channels of communication.

The channels of communication are formal and informal.

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Choosing the right channel of communication is very important otherwise the

information can be distorted.

While choosing the channel, one should keep in mind the following points:

a. Cost Analysis

b. Confidentiality

c. Influence

d. Urgency

e. Time of the Day

f. Written Record

The types of communication medium are physical and mechanical.

The barriers of communication can be divided into process, physical, semantic and

psycho-social barriers.

Ethical communication helps us to develop relationships, understand others and the

world we live in.

The ways to overcome ethical dilemma are common good approach and utilitarian

approach.

2.16QUESTION CORNER

Q1. What are the various channels of communication?

Q2. Distinguish between the formal and informal channel of communication?

Q3. Discuss the factors responsible for the growth of informal communication.

Q4. Briefly discuss the importance of upward communication.

Q5. How does the grapevine operates in an organisation?

Q6. Explain how the wrong choice of channel of communication acts as a barrier to

effective communication.

Q7. Discuss the socio-psychological barriers to effective communication.

Q8. What do you mean by ethical concerns in business communication?

Q9. Discuss the ways to overcome ethical dilemma.

Q10. Why is the informal channel called ‘the grapevine’?

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LESSON -3

LISTENING SKILLS- I

Structure

3.0 Objectives

3.1 Introduction

3.1.1 Hearing vs. Listening

3.2 Process of Listening

3.3 Types of Listening

3.3.1. Informative Listening3.3.2. Relationship Listening3.3.3. Appreciative Listening3.3.4. Critical Listening3.3.5. Discriminative Listening3.3.6. Marginal Listening3.3.7. Evaluative Listening3.3.8. Active Listening

3.4 Barriers to Listening

3.4.1. Encoding Barriers3.4.2. Transmitting Barriers3.4.3. Inappropriate Selection of Channel Barriers3.4.4. Decoding Barriers3.4.5. Feedback Barriers3.4.6. Miscellaneous Barriers3.4.7. Do’s & Don’ts for Listeners

3.5 Feedback Skills

3.6 Summary

3.7 Glossary

3.8 Answer to check your progress


3.10 Model Questions

After reading this lesson, you should be able to:

Understand the process of listening

3.0 OBJECTIVES

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Learn to Differentiate between hearing and listening Analyze the concept of effective listening

Understand different types of listening Identify barriers to listening

Understand Feedback Skills

3.1 INTRODUCTION

It is important to understand that Communication is a two-way process which includes a sub-

set of two primary skills i.e. speaking and listening. The present lesson shall focus on the

second skill primarily i.e. listening coupled with a thorough discussion on the art of listening

well.

Listening is usually the least talked about communication skill. However, we experience

listening far more than any other skill involved in diverse acts of communication. Research

reveals that adults spend about 70% of their time communicating, and the average person

spends approximately half of that time listening only. This exposes the crucial of importance

of listening well in order to add a quality dimension to any act of communication.

It is a common state of affairs that all of us believe that we all are good listeners. However,

the truth is diametrically opposite sometimes since most people hear, but do not listen and

even if they listen they listen selectively. Right understanding of ‘listening’ in its proper

context would motivate the learner to develop his /her skills in this area in order to develop

and improve all-round communication skills. Such over-all and holistically groomed

communication competence would define a professional in tune with the expectations of the

brave new world. Observing, understanding and interpreting the language signals of the

speaker are pre-requisite for any successful professional or quality communicator.

Furthermore, an understanding of the human communication process would enable the

learner to appreciate the part listening plays in this process, and the consequences of

ineffective listening. Effective listening is crucial to good communication, and good

communication is a critical element in the success of any professional / organization.

3.1.1 Hearing & Listening

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It is important to establish a difference between hearing and listening so that this usual

confusion proved to be a baffling question for every new student of communication skills.

Hearing and Listening, though synonymous, are completely different things. You can easily

pose to listen to someone without actually listening anything. Let’s put it this way, students

usually day dream while attending a lecture being delivered by a teacher. This is a typical

example of hearing in the garb of listening. Thus, you have just heard the noise in the

classroom; you don’t listen to what the teacher yearns to say or convey. Hearing is one of the

five senses of a person and it is the ability to perceive sound by detecting vibrations.

Listening is a technique used in communication which requires a person to pay attention to

the speaker and provide feedback. Listening is a step further than hearing, whereafter the

brain receives the nerve impulses and deciphers it, it then sends feedback. Listening requires

concentration, deriving meaning from the sound that is heard and reacting to it. Listening is a

process of communication, where if the person is not listening it can cause a break in

communication. Listening is to hear something with thoughtful attention.

There are four types of listeners and the description is appended below:-

a) a non-listener is a person that is preoccupied with his/her own thoughts and though heis hearing he is not paying attention;

b) a passive listener hears the words but does not absorb the meaning and only provides

vague answers;

c) a listener hears and listens, but only grasps the meaning of talks that interests him/her;

d) an active listener is the best listener, not only does he/she hear the person’s speech,

but also listens with patience and an open mind. Such listeners are speaker focused.

The above-discussion has highlighted that hearing is physiological act and listening is a

mental act.

3.2 PROCESS OF LISTENING

The process of listening involves six basic stages i.e. hearing, attending, understanding,

remembering, evaluating, and responding/feedback. These stages occur in sequence in a rapid

succession. Hearing refers to the response caused by sound waves stimulating the sensory

receptors of the ear thus it is a physical response to external sound waves. The next stage i.e.

attention screens the said sound waves and makes selections of important information to be

processed further. Understanding refers to understand symbols (hidden in the sound waves)

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we have seen and heard, we must analyze the meaning of the stimuli we have perceived. The

next stage i.e. remembering is important listening process because it means that an individual

has not only received and interpreted a message but has also added it to the mind’ store for

future usage. Evaluating is a stage in which active listeners participate; it is at this point that

the active listener weighs options and differentiates from right and wrong and accordingly

makes a response. The last stage i.e. responding requires that the receiver completes the

process by sending matching verbal and/or nonverbal response / message. The discussion

reveals that listening is a complicated cognitive process which involves a journey through six

stages although human mind remains somewhat oblivious to the fact of such a stage-specific

process.

3.3 TYPES OF LISTENING

There are five types of listening viewed in the context of the present lesson and the same are

discussed as under:-

3.3.1 Informative Listening

Informative listening is the name we give to the situation where the listener’s primary

concern is to understand the message. Listeners are successful insofar as the meaning they

assign to messages is as close as possible to that which the sender intended. Informative

listening, or listening to understand, is found in all areas of our lives. Much of our learning

comes from informative listening. For example, we listen to lectures or instructions from

teachers—and what we learn depends on how well we listen. In the workplace, we listen to

understand new practices or procedures—and how well we perform depends on how well we

listen. We listen to instructions, briefings, reports, and speeches; if we listen poorly, we aren’t

equipped with the information we need.

3.3.2 Relationship Listening

The purpose of relationship listening is either to help an individual or to improve the

relationship between people. Therapeutic listening is a special type of relationship listening.

Therapeutic listening brings to mind situations where counselors, medical personnel, or other

professionals allow a troubled person to talk through a problem. But it can also be used when

you listen to friends or acquaintances and allow them to “get things off their chests.”

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Although relationship listening requires you to listen for information, the emphasis is on

understanding the other person.

3.3.3 Appreciative Listening

Appreciative listening includes listening to music for enjoyment, to speakers because you like

their style, to your choices in theater, television, radio, or film. It is the response of the

listener, not the source of the message, that defines appreciative listening. That which

provides appreciative listening for one person may provide something else for another. For

example, hard rock music is not a source of appreciative listening for me. I would rather

listen to gospel, country, jazz, or the “golden oldies”.

3.3.4 Critical Listening

The ability to listen critically is essential in a democracy. On the job, in the community, at

service clubs, in places of worship, in the family—there is practically no place you can go

where critical listening is unimportant. Politicians, the media, salesmen, advocates of policies

and procedures, and our own financial, emotional, intellectual, physical, and spiritual needs

require us to place a premium on critical listening and the thinking that accompanies it. The

subject of critical listening deserves much more attention than we can afford it here.

3.3.5 Discriminative Listening

The final type of listening is discriminative listening. It may be the most important type, for it

is basic to the other four. By being sensitive to changes in the speaker’s rate, volume, force,

pitch, and emphasis, the informative listener can detect even nuances of difference in

meaning. By sensing the impact of certain responses, such as “uh huh,” or “I see,”

relationship listening can be strengthened. Detection of differences between sounds made by

certain instruments in the orchestra, or parts sung by the a cappella vocal group, enhances

appreciative listening. Finally, sensitivity to pauses, and other vocal and nonverbal cues,

allows critical listeners to more accurately judge not only the speaker’s message, but his

intentions as well.

3.3.6 Marginal Listening

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A poor listener is considered to be a marginal listener and the factors responsible are

distraction, inattention, day dreaming etc. Such type of listening is termed to escapist in

nature.

3.3.7 Evaluative Listening

This type of listening also traps the listener in making hasty judgments about the content of

the speaker. Speaker’s context is usually lost by such listeners because of which

understanding becomes all the more important. However, if such over-riding tendency to

make judgments every now and then is avoided, evaluative listening may prove to be an asset

also.

3.3.8 Active Listening

This is positive listening which is aimed at reaching at a meaning conclusion. Such a listener

exercises positivity by paying due attention, taking notes of the speech, observing body

language of the speaker to catch important cues so and so forth.

Activity AWhen Bob wrecked his car, Barry visited him in the hospital. What would be the best listening style

Barry could use when listening to the details of the crash?

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3.4 BARRIERS TO LISTENING

The important aspect in effective listening is the aspect of identifying barriers in listening

followed by solution strategies thereof. In other words, the identification of the barriers which

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hinder the flow of effective listening is of paramount importance in order to work out the

consequent strategies for the same. The present discussion focuses on briefly amplifying all

such barriers. The said barriers are divided in certain categories for the convenience of our

readers and the said categories closely correspond to the process categories dealt with in

earlier discussion. The categorized barriers include Encoding Barriers, Transmission Barriers,

Inappropriate Channel Barriers, Decoding Barriers and Feedback Barriers. The category-

specific discussion as follows:-

3.4.1 Encoding Barriers

The barriers may emerge out of the process of selecting and organizing symbols to represent

a message and the same requires skill, knowledge and requisite competence on the part of the

speaker. Ineffective formulation of the message creates serious confusions or meaning gaps

for the listener. Consider the following points:-

a. A breakdown in communication may result when a message is not appropriated to its

receiver or is not according to the level of the listener. Understanding the receiver’s

communicative competence alongwith needs, status, and knowledge of the subject is

extremely important for the sender while composing a successful message.

b. The receiver is less likely to understand the message if the sender has trouble

choosing the precise words needed and arranging those words in a grammatically-

correct sentence. Hence, lack of basic communication skills may prove to be an

obstacle in terms of effective listening.

c. If the sender lacks specific information about something, the receiver will likely

receive an unclear or mixed message. In other words, when the speaker does not have

full information on the topic of his speech, it causes serious problem for the listener to

understand his slanted messages. Hence, insufficient knowledge of the subject poses a

serious threat to the smooth conduct of an act of communication.

d. If you receive a message with too much information, you may tend to put up a barrier

because the amount of information is coming so fast that you may have difficulty

comfortably interpreting that information. Hence, it is important to understand that the

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information over-load is detrimental to effective listening and accordingly an effective

speaker must take this aspect into consideration while forming his / her messages.

e. An emotional individual may not be able to communicate well. If someone is angry,

hostile, resentful, joyful, or fearful, that person may be too preoccupied with emotions

to receive the intended message. Hence, such type of emotional state of mind poses a

barrier to effective listening and accordingly such emotional turbulence or excitement

may be checked from time to time by the speaker.

3.4.2 Transmitting Barriers

These types of barriers relate to the things which get in the way of message transmission and

constitute noise because of which exchange of communication becomes difficult. Consider

the following reasons:-

a. A bad phone line or a noisy place can destroy speaking / listening in verbal

communication. Similarly, grammatical, spelling and format related problems

constitute another kind of noise for the receiver of the communication. Hence,

physical distractions prove to be detrimental in effective communication / listening.

b. Messages that create a conflict in the understanding of the receiver usually result in

ineffective communication/listening. For example, if a person constantly uses

jargon/difficult words or slang to communicate with someone from another country

who has never heard such expressions, difficult messages are sure to result. Hence,

such slanted and conflicting messages estrange the speaker and listener and cause

communicative chaos.

3.4.3 Inappropriate Selection of Channel Barriers

If the sender chooses an inappropriate channel of communication, communication may

cease. Detailed instructions presented over the telephone, for example, may be frustrating for

both communicators. If you are on a computer technical support help line discussing a

problem, it would be helpful for you to be sitting in front of a computer, as opposed to taking

notes from the support staff and then returning to your computer station. The longer the

communication chain, the greater the chance for error. If a message is passed through too

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many receivers, the message often becomes distorted. If a person starts a message at one end

of a communication chain of ten people, for example, the message that eventually returns is

usually liberally altered.

3.4.4 Decoding Barriers

The communication cycle may break down at the receiving end for some of these reasons:

a. If a message reaches a reader who is not interested in the message, the reader may

read the message hurriedly or listen to the message carelessly. Miscommunication

may result in both cases. Hence, lack of interest is a barrier.

b. If a receiver is unable to understand a message filled with technical information,

communication will break down. Unless a computer user knows something about the

Windows environment, for example, the user may have difficulty organizing files if

given technical instructions. Hence, lack of knowledge is a barrier.

c. Those who have weak reading and listening skills make ineffective receivers. On the

other hand, those who have a good professional vocabulary and who concentrate on

listening, have less trouble hearing and interpreting good communication. Hence,

poor communication skills is a barrier.

d. If emotions interfere with the creation and transmission of a message, they can also

disrupt reception. If you receive a report from your supervisor regarding proposed

changes in work procedures and you do not particularly like your supervisor, you may

have trouble even reading the report objectively. You may read, not objectively, but

to find fault. You may misinterpret words and read negative impressions between the

lines. Consequently, you are likely to misunderstand part or all of the report. Hence,

emotional distraction is a barrier.

e. If a receiver of a communication works in an area with bright lights, glare on

computer screens, loud noises, excessively hot or cold work spaces, or physical

ailments, that receiver will probably experience communication breakdowns on a

regular basis. Hence, physical distraction is also a barrier.

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3.4.5 Feedback Barriers

The communication cycle may be broken if feedback is unsuccessful. Consider the following

explanations:-

a. Since communication is a two-way process, the sender must search for a means of

getting a response from the receiver. If a team leader does not permit any

interruptions nor questions while discussing projects, he may find that team members

may not completely understand what they are to do. Face-to-face oral communication

is considered the best type of communication since feedback can be both verbal and

nonverbal. When two communicators are separated, care must be taken to ask for

meaningful feedback.

b. Delayed or judgmental feedback can interfere with good communication. If your

supervisor gives you instructions in long, compound-complex sentences without

giving you a chance to speak, you may pretend to understand the instructions just so

you can leave the stress of the conversation. Because you may have not fully

understood the intended instructions, your performance may suffer.

3.4.6 Miscellaneous Barriers

a. Good conversational skills are an asset, and a person with this skill is more likely to

achieve professional success. However, talking more than is necessary is a barrier to

effective communication. People hesitate to interact with a person who talks

excessively without listening to them. They may also get bored, and excessive talking

may be perceived as aggression. Hence, excess talking is a barrier.

b. Prejudice is a preconceived opinion of feeling, which is usually irrational. Prejudice is

very dangerous and has the potential to bring animosity into the team and to break

team spirit. The reason for a prejudice may be the speaker's race, religion, age or

appearance. A prejudiced person will not make any effort to listen and understand.

Hence, prejudice is a barrier.

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c. It is fine to have personal beliefs and values, but an excessive attachment to them will

have a negative impact on your ability to communicate effectively with others. Learn

to appreciate the fact that each and every person has his or her own set of beliefs and

values.

d. Inability to hear correctly is one of the many reasons for misunderstanding of what the

speaker is trying to communicate. This inability to hear is often the result of prejudice.

To avoid misunderstanding, always clarify with the speaker to ensure that you have

understood correctly.

e. Interrupting a conversation with improper body language or inappropriate words will

have a negative impact in effective communication.

f. The person who is faking attention is just "hearing" but not "listening". The person is

acting as if he or she is listening. There may be some eye contact and the person may

even be nodding, but the mind is elsewhere. The person may be thinking about what

to have for lunch or what to wear for the party that evening. Faking attention is a habit

for some people, but it conveys lack of respect and dishonesty.

g. Fear is a great barrier to listening. People who are afraid during a conversation are not

likely to listen. They become defensive and tend to argue.

3.4.7 Do’s & Don’ts for Listeners

Do’s

a. Keep quiet while listening and focus on the speaker.

b. Try to be attentive by filtering the distractions.

c. Be willing, friendly and patient towards the speaker.

d. Exercise note taking while listening to a speaker.

e. Avoid interrupting the speaker unnecessarily.

f. Try to create a mental graph of the speech.

g. Keep your mind open to new ideas.

h. Display proper body language.

i. Observe closely the body language of the speaker.

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j. Try to maintain eye contact with the speaker.

k. Try to catch the over-all context of the speaker.

l. Communicate your feedback in a polite manner.

m. Ask questions since in any act of communication questions are said to be the

best fuel.

n. Identify the barriers from which you suffer personally and try to get rid of

them.

Don’ts

a. Don’t be impatient and interruptive.

b. Don’t get distracted by any type of noise.

c. Don’t let your attention dissipate.

d. Don’t lose track of the discussion.

e. Don’t be casual as a listener.

f. Don’t have closed mind.

g. Don’t be reluctant to ask questions.

h. Don’t show lack of interest in the speaker.

i. Don’t be over-emotional.

j. Don’t listen to counter-argue.

k. Don’t listen with a prejudice.

l. Don’t get stuck up at a single point.

m. Don’t have a superficial frame of reference.

n. Don’t be ego-centric.

o. Don’t be anxious.

p. Don’t take excessive notes.

q. Don’t jump to conclusions.

r. Don’t be over-critical.

3.5 FEEDBACK SKILLS

In order to be an effective, a listener must be able to comfortably offer feedback to the

speaker. Feedback is information concerning the outcome of the speaker’s intended meaning

as imprinted on the mind of the listener. If the intended meaning is equal to the meaning

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understood, we may term such a speaker as an effective speaker as well as an effective

listener. Listeners that skillfully provide feedback help a speaker achieve his/her

communicative goals. Quality feedback must include clear objectives, as understood by the

listener followed due praise of the speaker thus making a positive recognition of the content

exchanged. Feedback can also be reinforcing. If given properly, feedback is always

appreciated and motivates people to improve. Honest feedback also strengthens the

credibility of the speaker. It is important that feedback is given in supportive and encouraging

way. Constructive feedback includes the following points:-

a. Be specific:- If your feedback is general or unclear, your message can be

misinterpreted. As a result, the message may be ignored as well. Hence, it is better to

give specific feedback to the speaker.

b. Speak for yourself:- Offer comments from your own experience or point of view.

Avoid saying, “Everyone thinks…” or “People are saying…” Instead, say “I saw…”

or “I am concerned…”.

c. Be sincere:- Be sincere & honest in giving your feedback.

d. End on a positive note. Conclude the feedback discussion with a statement of

appreciation or praise. Express confidence in the speaker and his / her positive

intentions.

e. Be problem oriented, not people oriented. Feedback should focus on issues, not the

person since the individual usually has little control over personality. It is important

that we refer to what a person does rather than to what we think he is.

f. Be descriptive, not evaluative. People more readily receive information if the sender

describes what happened and communicates the personal effect it had, as opposed to

evaluating its goodness or badness, rightness or wrongness.

g. Be Validating, not invalidating, and supportive. It is important to acknowledge the

other person's uniqueness and importance.

h. Feedback should be helpful to the receiver and directed toward behaviour which the

receiver can do something about. A person gets frustrated when reminded of some

shortcoming over which he has no control. Ideally feedback should be solicited, not

imposed.

i. Feedback is useful when well timed. Excellent feedback presented at an

inappropriate time may do more harm than good.

j. Feedback should be regular.

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k. It should be reciprocal.

l. It should include recommendations for improvement.

m. It should deal with decisions and action rather than assumed intentions or

interpretations.

n. It should be based on information which is objective by first hand observation.

3.6 SUMMARY

The preceding discussion reveals the importance of listening as a skill in order to polish

one’s communication skills for sufficing the needs / expectations of the modern world.

Further, effective listening may also termed a befitting initiation for any student of

communication skills. The present lesson discusses the essential meaning of listening in

a broad manner followed by allied issues including process, types and barriers of

listening. Such a broader kind of understanding shall lead you to redefine your

perspective about the importance of effective listening in order to master communication

skills.

3.7 GLOSSARY

Therapeutic- healing or curative.

Distraction- Disturbance or interruption.

Initiation- Beginning.

Solicited- Invited or asked for.

Prejudice- Unfair though about any person, object or idea.

Anxiety- Nervousness

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Check your progress

Q1. What you mean by discriminatory listening?

_____________________________________________________________

Q2. Write is the difference between hearing and listening?

_____________________________________________________________

Q3. What do you mean by inappropriate selection of channel?

_____________________________________________________________

Q4. What is feedback?

_____________________________________________________________

Q5. What are the Do’s of effective listening?

_____________________________________________________________

1.8 Answers to Check your progress

1. By being sensitive to changes in the speaker’s rate, volume, force,

pitch, and emphasis, the informative listener can detect even nuances

of difference in meaning. By sensing the impact of certain responses,

such as “uh huh,” or “I see,” relationship listening can be

strengthened. Finally, sensitivity to pauses, and other vocal and

nonverbal cues, allows critical listeners to more accurately judge not

only the speaker’s message, but his intentions as well. This all refers

to discriminatory listening.

2. Hearing and Listening, though synonymous, are completely different

things. You can easily pose to listen to someone without actually

listening anything. Hearing is one of the five senses of a person and

it is the ability to perceive sound by detecting vibrations. Listening is

a technique used in communication which requires a person to pay

attention to the speaker and provide feedback. Listening requires

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concentration, deriving meaning from the sound that is heard and

reacting to it. Listening is a process of communication, where if the

person is not listening it can cause a break in communication.

Listening is to hear something with thoughtful attention.

3. If the sender chooses an inappropriate channel of communication,

communication may cease. Detailed instructions presented over the

telephone, for example, may be frustrating for both communicators.

The longer the communication chain, the greater the chance for error.

Certain ideas can best conveyed when they are communicated orally

whereas for some other types of ideas written expression is the best

choice. Hence, channel should be appropriate to enrich

communicative message.

4. Feedback is information concerning the outcome of the speaker’s

intended meaning as imprinted on the mind of the listener. If the

intended meaning is equal to the meaning understood, we may term

such a speaker as an effective speaker as well as an effective listener.

In simple words, it is the matching response of the listener to the

speaker.

5. Some of the Do’s are given as under:-

Keep quiet while listening and focus on the speaker.

Try to be attentive by filtering the distractions.

Be willing, friendly and patient towards the speaker.


Rizvi, Ashraf M. Effective Technical Communication. Tata McGraw-Hill Education:

New Delhi, 2006. Print.

Mishra, Sunita and C. Muralikrishna. Communication Skills for Engineers. Peason

Education: New Delhi, 2004. Print.

3.9 MODEL QUESTIONS

Q1. Explain in detail the concept of effective listening and its importance.

Q2. Explain all types of listening?

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Q3. Explain the barriers to listening?

Q4. What are the Do’s and Don’ts of listening?

Q5. Write detailed note on feedback skills.

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LESSON -4

LISTENING SKILLS- II

Structure

4.0 Objectives

4.1 Introduction

4.1.1Effective Listening Skills- A Broader Framework

4.1.2 Effective Listening Skills- Strategies

a. Listening coupled with Critical Analysis

b. Think about the topic in Advance

c. Understand the Speaker

d. Inferential Skills

e. Stop Talking

f. Remove Distractions

g. Concentration

h. Ask Questions

i. Empathy with the Speaker

j. Taking Notes

k. Control Your Emotions

l. Recognize the Barriers to Listening

4.2 Effective Listening Skills- A Few Listening Exercises

4.3 Summary

4.4 Glossary

4.5 Self-Assessment Questions


4.7 Model Questions

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Understand listening in its broader context Understand the strategies to listen well

Learn with Practice

In the previous chapter, we have discussed the broader framework of listening skills

alongwith mapping the allied issues involved in the basic understanding of the said topic. The

discussion on the topics like the process of listening, difference between hearing and

listening, types of listening, barriers to listening, feedback skills etc. create the background of

the present chapter.

Effective listening skills are primarily dependent upon a fair understanding of all of

the above-mentioned sub-branches of listening skills. Importantly, the strategies to be

adopted or worked out in order to acquire effective listening skills share a close bond with the

said sub-branches. For e.g. without an understanding of the process of listening or difference

between hearing and listening or barriers to listening, no isolated strategy can be

recommended to any student of communication skills. The core argument which the author

wishes to make is that a student needs to pay close attention to listening as a skills before

initiating to work onto the strategies.

4.1.1 Effective Listening Skills- A Broader Framework

Listening is so important that many top employers provide listening skills training for their

employees. This is not surprising when you consider that good listening skills can lead to: better

customer satisfaction, greater productivity with fewer mistakes, increased sharing of information that

in turn can lead to more creative and innovative work. Many successful leaders and entrepreneurs

credit their success to effective listening skills. Effective listening is a skill that underpins all positive

human relationships. A greater number of friends and social networks, improved self-esteem and

confidence, higher grades at school and in academic work and even better health and general well-

being.

4.1.2 Effective Listening Skills- Strategies

4.0 OBJECTIVES

4.1 INTRODUCTION

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a. Listening coupled with critical analysis

The hallmark of effective listening is effective and critical analysis of the listened

content. If you don’t listen critically thinking critically is not possible also and the obvious

result would be ‘hearing’ only. We must believe that critical listening is a form of active

listening in which you carefully analyze the accuracy, meaningfulness, and utility of a

speaker’s message. Similarly, critical thinking involves analyzing the speaker, the situation,

and the speaker’s ideas to make critical judgments about the message being presented.

Although we discuss critical thinking in terms of its relationship to critical listening, you also

use critical thinking when reading, watching television, or analyzing the ingredients of a tasty

meal.

One way to think critically is to analyze the communication situation, or the context in which

communication is occurring. It is very important to understand the over-all context of the

listening content since it is an established truth that all utterances are context sensitive. The

implication is that if you remove the context out of the utterance, it would probably make

some other meaning or may become meaningless. The benefit of critical thinking is that it

makes you locate the context / nucleus of the listening content and subsequently your

listening becomes enriched.

b. Think about the topic in advance

The second strategy of effective listening relies upon the ability of the listener to think

about the topic in advance. Such an approach always proves to be fruitful since it keeps the

listener engrossed in a kind of brainstorming wherein all the associated ideas start cohering

and a conjunct takes place. It leads to the enriched listening experience.

c. Understand the Speaker

You may have to analyze a verbal message in order to understand the speaker’s

attitude to you and the topic under discussion. This means putting yourself in the speaker’s

place. Try to really understand the speaker’s view point by paying attention to the aspects like

the motivation behind the message, how do speaker’s views match up with yours or the

agenda of the speaker. Hence, understanding, identification and evaluation of speaker’s

attitude are significant for a good listener.

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d. Inferential Skills

Effective listening also involves the understanding of indirect references or

implication of the encoded messages. Thus, the listener may have to analyze a verbal

message in order to draw inferences or conclusions. This may also dependent on

interpretation of non-verbal clues or the body language of the speaker. Hence, an effective

listener must groom his inferential skills.

e. Stop Talking

An effective listener must not talk while listening to a speech. It is commonly said by

the teachers of communication skills that it is a criminal act on the part of the listener when

he / she makes a subjective choice not to listen. Important to mention that one cannot be a

speaker and listener at the same time. Accordingly, this is the responsibility of the listener to

accept his role as a listener.

f. Remove Distractions

It is very important to remain distractions free in order to listen well. It is very

common problem that different types of distractions keep on troubling the listener during an

act of listening. However, conscious and willful resolve to ignore all such distractions is the

only answer. So an effective listener should not create any distraction on his own and should

not allow others for the same also.

g. Concentration

Do not let your mind wander over fluid ideas. One of the main causes of ineffective

listening is the slowness of speech. In other words, our mind is capable of listening at a

different rate of words per minute whereas a speaker is able to speak at a far less rate of

words per minute. This lag time is the real problem because it makes the listener’s mind to

wander or daydream. This can only be avoided by way of concentrating on each word spoken

by the speaker. So, focus all of your attention on the speaker and the message being

delivered. Being able to concentrate is definitely a skill -- one that we all need in today’s

information rich world.

h. Ask Questions

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When you ask questions, two good things happen: First, it fuels your own interest

level. If you are in the presence of a good speaker, meaningful questions should bring you

some significant added information. Second, your questions may encourage the speaker to

expand on the topic of the speech. Be careful not to ask too many questions. This could make

you look like you are trying to dominate the speaker, and other members in the audience may

become irritated. Nevertheless, don’t be afraid to ask the questions that need to be asked. If

you have a question, chances are that others in the group have the same question.

i. Empathy with the Speaker

In order to understand the speaker’s view point and extending appreciation thereof,

the listener must try to wear the shoes of the speaker and feel where the shoe pinches. In

other words, a good listener must have empathy for the speaker and it contributes to a relation

of mutual respect between the speaker and the listener resulting in better flow of

communication.

Tips To Listen Empathically:

Be willing to let the other person dominate the discussion

Be attentive to what is being said

Be careful not to interrupt the flow of thought

Be sensitive to the emotions being expressed

Be able to reflect back to the speaker the

substance and feelings they have expressed

j. Taking Notes

An effective listener must take notes in order to draw the chronology of the spoken

content as it helps to improve the concentration level of the listener. The listener should also

take notes since notes serve as a record of what was said in the speech and can be used for all

future usage.

k. Control your emotions while listening

Sometimes something a person says triggers an emotional response in us, many times

due to a past experience. In order to minimize the response, try some of these techniques.

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Listen attentively without interrupting. Take several deep breaths to help you control your

physical reaction. Make a conscious choice about your response. You can get angry, look for

a solution, or ignore it.

Trying to solve the problem is the best way to keep it from happening again. Acknowledge

the other person’s feelings. Make it okay for them to feel the way they do. Ask objective

questions for clarification. Open- ended questions are especially useful. Try to see the other

persons’ point of view. You don’t have to agree—just understand it. Stick to the subject.

Define your problem and don’t let other issues interfere. When appropriate, express your

point of view. Don’t’ try to prove your point of view. Present your evidence without backing

the other person into a corner or being accusatory. Explain why you feel the way you do. A

reasonable explanation can often take the sting out of an emotional issue. If a conflict does

occur, work out a “win-win” plan. Make sure your solution is fair and workable for both (or

all) of the people involved.

Things to Remember

Keep an open mind. Set aside your prejudices and opinions.

If the speaker becomes quiet, allow them the time to gather their thoughts and process

information before you jump into the conversation. Periods of silence can be very

cathartic.

Active listening does not mean you agree with, but rather understand, what the other

person is saying. Acceptance is different from agreement.

Acknowledge any personal emotional state. Try to suspend your emotions or just

passively listen.

All feelings are acceptable, but not all behaviors. A person might express feelings of

anger, which is fine. However, it is not okay for a person to physically attack in anger.

l. Recognize the barriers to listening

It is very important to understand the barriers to listening. After such understanding, it

is equally important to identify the barriers from which you are personally suffering. Such

identification is very crucial and would make you a better listener.

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Activity A

To be an effective listener, the most important thing(s) to do is/are:

------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

Listen to a radio talk for an hour. Evaluate and categorize the

information that gather and make of a summary of the spoken content

based on your notes.

Listen to a panel discussion on TV by paying close attention to each of

the speakers and prepare a brief report on the same enlisting all the

topics and sub-topics clearly.

Listen to a speaker giving a presentation on any topic. Try to

implement the various strategies discussed in this chapter and then

prepare a report of the spoken content.

Listen to an effective role enacted by any actor/actress and then gauge

the importance of non-verbal clues in order to generate comprehensive

understanding of the spoken content.

Listen to a GD and make a summary of discussion clearly indicating

the deviations therein.

4.2 EFFECTIVE LISTENING SKILLS- A FEW LISTENING EXERCISES

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For 3-4 days, try to listen consciously on the following things and

come out with your impressions about the advantages of listening

well:-

Informal conversations

Seminars

Youtube academic lectures

Classroom interactions

Try to listen with the help of taking notes and consider the difference.

Listen and Act

The rules of the exercise are quite simple. One person reads a series of

instructions to complete a task. As the directions are read out, the

participants follow them and try to act according to them. For example,

team members can be given step by step instructions to draw a sketch

or perform magic tricks, etc.

What Were My Words

One person reads a story or an incident for everyone else to listen.

Once he is done with it, any other person from the group is asked to

repeat it. The one who can retell the story as accurately as possible,

wins!

4.3 SUMMARY

The preceding discussion reveals the importance of various listening strategies useful to

become a good listener. Effective listening leads to the following benefits:-

• Improves relationships• Improves our knowledge• Improves our understanding• Prevents problems escalating• Saves time and energy• Can save money• Leads to better results

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4.4 GLOSSARY

Cathartic - healing or curative.

Empathy - Understanding.

Hallmark- Trait.

Strategy- Plan.

Appropriate- Suitable.

Check your progress

Q1. What you mean by broader framework of effective listening?

________________________________________________________

Q2. What is the importance of critical analysis in effective listening?

________________________________________________________

Q3. What do you mean by recognition of listening barriers?

________________________________________________________

Q4. Discuss any listening exercise?

________________________________________________________

Q5. What are the benefits of effective listening?

________________________________________________________

4.5 Answers to self assessment questions

1. Listening is so important that many top employers provide listening skills training for

their employees. This is not surprising when you consider that good listening skills

can lead to: better customer satisfaction, greater productivity with fewer mistakes,

increased sharing of information that in turn can lead to more creative and innovative

work. Many successful leaders and entrepreneurs credit their success to effective

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listening skills. Effective listening is a skill that underpins all positive human

relationships. A greater number of friends and social networks, improved self-esteem

and confidence, higher grades at school and in academic work and even better health

and general well-being.

2. The hallmark of effective listening is effective and critical analysis of the listened

content. If you don’t listen critically thinking critically is not possible also and the

obvious result would be ‘hearing’ only. We must believe that critical listening is a

form of active listening in which you carefully analyze the accuracy, meaningfulness,

and utility of a speaker’s message. Similarly, critical thinking involves analyzing the

speaker, the situation, and the speaker’s ideas to make critical judgments about the

message being presented. Although we discuss critical thinking in terms of its

relationship to critical listening, you also use critical thinking when reading, watching

television, or analyzing the ingredients of a tasty meal. One way to think critically is

to analyze the communication situation, or the context in which communication is

occurring. It is very important to understand the over-all context of the listening

content since it is an established truth that all utterances are context sensitive. The

implication is that if you remove the context out of the utterance, it would probably

make some other meaning or may become meaningless. The benefit of critical

thinking is that it makes you locate the context / nucleus of the listening content and

subsequently your listening becomes enriched.

3. It is very important to understand the barriers to listening. After such understanding, it

is equally important to identify the barriers from which you are personally suffering.

Such identification is very crucial and would make you a better listener.

4. What Were My Words

One person reads a story or an incident for everyone else to listen. Once he is done

with it, any other person from the group is asked to repeat it. The one who can retell

the story as accurately as possible, wins!

5. The effective benefits are:-

Improves relationshipsImproves our knowledgeImproves our understandingPrevents problems escalatingSaves time and energyCan save money

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Leads to better results

4.6SUGGESTED READING





4.7 MODEL QUESTIONS

Q1. Explain in detail effective listening skills.

Q2. Think creatively about different listening exercises and write a note on the same.

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LESSON - 5

READING SKILLS-I

Structure

5.0 Objectives

5.1 Introduction

5.2 Process of Reading

5.3 Reading Models

5.3.1 SQ3R–Reading Model5.3.2 SQ4R–Reading Model5.3.3 PSQ5R–Reading Model

5.4 Reading Purposes

5.5 Reading Outcomes

5.5.1 Reading Rate5.5.2. Measuring Reading Rate5.5.3 Increasing Reading Rate5.5.4. Ability to Tackle Challenging Reading Material

5.6 Reading Tactics & Strategies

5.7 Summary

5.8 Glossary



5.11 Model Questions

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Understand the process of reading Learn the different models of reading

Analyze reading purposes Understand reading outcomes

Identify effective reading tactics and strategies

Much of your study time is taken up in reading books, journals and articles for your courses.

Of course, the way you adopt while studying is not like reading a book for pleasure. Reading

comprehension refers to the ability to understand information presented in written form.

While this process usually entails understanding textbook assignments, reading

comprehension skills also may affect one’s interpretation of directions on exams, labs, and

homework assignments and completion of job applications or questionnaires. Reading for

academic study can be different from reading for leisure. When reading a novel you would

read the book from cover to cover but academic reading can be more of a selective process.

You will often only read the chapters or pages that are relevant to the subject you are

researching. By reading effectively you will learn to question and survey the text you are

reading to gain a better understanding of your subject. By improving your reading skills you

can reduce unnecessary reading time and this will enable you to read in a more focused

manner. This chapter aims to discuss various important components of effective reading.

Reading is a complex process of interpreting a text. It involves the recognition of what is

written and comprehending the matter i.e. understanding the main and sub points as well

the links between different parts of the written material. The various factors involved in

the process of reading are decoding, comprehending, analysis and response. While

decoding, a reader reads letters and focuses on them in order to change the coded message

into information. While interpreting, the reader interprets the message to understand its

5.0 OBJECTIVES

5.1 INTRODUCTION

5.2 PROCESS OF READING

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literal meaning. While evaluating, the reader critically examines and evaluates the

message. Towards the end, the reader responds to the message.

5.3 READING MODELS

5.3.1 SQ3R–Reading Model

SURVEY - Gather the information necessary to focus and formulate goals.

Read the title - Helps your mind prepare to receive the subject at hand.

Read the introduction and/or summary - Try to see how this chapter fits the author’s

purpose, and focus on the most important points.

Notice each boldface heading and subheading - Organize your mind before you begin

to read–build a structure for the thoughts and details to come.

Notice any graphics - Charts, maps, diagrams, etc. are there to make a point - don’t miss

them.

Notice reading aids - Italics, bold face print, chapter objective, end-of-chapter questions

are all included to help you sort, comprehend, and remember.

QUESTIONS - Help your mind engage and concentrate.

Focus on one section at a time, turn the boldface heading into as many questions as you

think will be answered in that section. The better the questions, the better your

comprehension is likely to be. You may always add further questions as you proceed.

When your mind is actively searching for answers to questions it becomes engaged in

learning.

READRead each section (one at a time) with your questions in mind. Look for the answers, and

notice if you need to make up some new questions.

RECITEAfter each section - stop, recall your questions, and see if you can answer them from

memory. If not, look back again (as often as necessary) but don’t go on to the next section

until you can recite.

REVIEW

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Once you’ve finished the entire chapter using the preceding steps, go back over all the

questions from all the headings. See if you can still answer them. If not, look back and

refresh your memory, then continue.

5.3.2 SQ4R–Reading Model

SQ4R is a six-step reading/study method. This particular strategy is an important tool for

success because it provides the organization and repetition that the brain needs to put

information into long term memory. Other advantages include improved reading

comprehension, improved reading speed, a study guide, and the use of the three major

learning styles. The first two steps involve pre-reading activities that organize and prepare

the reader.

S = SURVEY - First read the title of the textbook chapter, the introduction, subtitles,

summary, pictures, graphs, and charts. The survey helps in two ways.

First, it gives your brain the overall organization of the chapter, and

second, if you survey the chapter first, you can read the chapter about

25% faster.

Q = QUESTION - This is the most important step. Turn all titles and subtitles into

questions to guide your reading. Write what, how, or why in front of

the first word of the title and put a question mark at the end of the title.

No other words are needed. (In a history textbook, you may want to

use who or where.) Write in the book and keep it simple. Keep the

focus on important material. Remember that half of all test questions

come directly from subtitles. The Question step will help you focus

and know what you’re looking for.

READ - Read the chapter to answer the questions you’ve made. Underline or

highlight the material that answers your question. When underlining,

remember that less is better. This material is now identified for future

study. The Read step provides visual learning (and some of the

physical learning style from the underlining). You are creating a study

guide in this step. Remember that just underlining does not mean that

you have learned the information.

RECITE - The Recite step is a self-check, and in the SQ3R method, this step is

not included. Stop every few paragraphs or so and ask the question you

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have identified. Then answer it aloud in your own words to help you

put this information into long term memory. You are using your aural

learning style by answering out loud. This also helps you practice for

upcoming tests.

RECORD - At this point ask yourself your question and answer it by writing a few

words in the margin of your textbook. Keep it simple by using only 3-4

words. You do not need to write whole sentences here. Writing the

answer in your own words increases your remembering by more than

30% . Writing notes is physical learning.

REVIEW - The Review stage incorporates three separate steps for review:

immediate, delayed, and before a test. Immediate review means that

you study for 5-10 minutes after you have finished reading. The brain

needs a sense of closure. This short study time increases your long

term memory. The delayed review takes place about a week later and

periodically, and of course, before a test. Your brain profits more from

short, repeated study sessions than from one long study session. At this

time you will survey, question and answer your question, and check

the answers in the margin. As you practice and internalize, you are

learning in a way that processes information into long term memory.

You can use it, explain it in your own words, and relate it to other

information.

5.3.3 PSQ5R–Reading Model

PSQ5R is a formula that stands for the basic steps in learning from reading in an efficient

manner. The P stands for Purpose, the S for Survey, the Q for Question, the 5 Rs. stand for

Read Selectively, Recite, Reduce-record, Reflect, and Review.

PurposeWhy are you reading this article or chapter, and what do you want to get out of it? When

you have accomplished your purpose, stop reading. For instance, your purpose in seeking a

number in the telephone book is specific and clear, and once you find the number, you stop

“reading”. Such “reading” is very rapid. Perhaps it should be called by its proper name,

“scanning” but when it suits your purpose, it is fast and efficient. This principle, of first

establishing your purpose, whether to get the Focus or Theme, or main ideas, or main facts or

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figures, or evidence, arguments and examples, or relations, or methods, can prompt you to

use a reading method that gets what you want in the minimum time.

Survey-Skim

Glance over the main features of the piece, that is, the title, the headings, the lead and

summary paragraphs, to get an overview of the piece, to find out what ideas, problems and

questions are being discussed. In doing this you should find the Focus of the piece, that is, the

central theme or subject, what it is all about; and perhaps the Perspective, that is, the

approach or manner in which the author treats the theme. This survey should be carried out in

no more than a minute or two.

QuestionCompose questions that you aim to answer: What do I already know about this topic? -in

other words, activate prior knowledge. Turn the first heading into a question, to which you

will be seeking the answer when you read. For example: “What were the effects of the

Hundred Years’ War’?” - and you might add “on democracy, or on the economy”? Or “What

is ‘the impact of unions on wages’?”

Read Selectively

Read to find the answers to your question. By reading the first sentence of each paragraph

you may well get the answers. Sometimes the text will “list” the answers by saying “The first

point...Secondly....” and so on. And in some cases you may have to read each paragraph

carefully just to understand the next one, and to find the focus or main idea buried in it. In

general, look for the ideas, information, evidence, etc., that will meet your purpose.

Recite

Without looking at the book, recite the answers to the questions, using your own words as

much as possible. If you cannot do it reasonably well, look over that section again.

Reduce-Record

Make a brief outline of the questions and your answers. The answers should be in key

words or phrases, not long sentences. For example, “Effects of 100 Years’ War ? -

consolidate Fr. King’s power, Engl. off continent”. Or, “Unions on Wages? - Uncertain,

maybe 10-15%.

Reflect

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Recent work in cognitive psychology indicates that comprehension and retention are

increased when you “elaborate” new information. This is to reflect on it, to turn it this way

and that, to compare and make categories, to relate one part with another, to connect it with

your other knowledge and personal experience, and in general to organize and reorganize it.

This may be done in your mind’s eye, and sometimes on paper. Sometimes you will at this

point elaborate the outline of step 6, and perhaps reorganize it into a standard outline, a

hierarchy, a table, a flow diagram or a map. Then you go through the same process, steps 3 to

7, with the next section, and so on.

ReviewSurvey your “reduced” notes of the paper or chapter to see them as a whole. This may

suggest some kind of overall organization that pulls it all together. Then recite, using the

questions or other cues as starters or stimuli for recall. This latter kind of recitation can be

carried out in a few minutes, and should be done every week or two with important material.

Reading BooksIn reading books, there are several stages to go through, and one must make judgment at

the end of each stage. STEPS:

Note who the author is, and the date of publication. Read preface and table of

contents. Look at the diagrams and pictures.

Skim read the first and last chapters. Frequently these are introductory and summary

chapters, and may give you all the information you need.

Read the first and last chapters and skim the intervening chapters. This takes you into

the book in greater depth, and allows you to decide which, if any, of the intervening

chapters you should read.

Read intervening chapters as demanded by your purpose.

Go into the glossary, index, and appendices as needed.

Skimming and selective reading are speedy and efficient techniques for getting what you

need out of books and articles. Many students think it is cheating not to read every word in a

book. Not so. You are cheating yourself when you waste time reading material not essential

to your purpose.

5.3.3 READING PURPOSES

Reading is one of the most important academic tasks faced by students. Strategies

designed to improve reading comprehension may have any number of purposes.

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To enhance understanding of the content information presented in a text

To improve understanding of the organization of information in a text

To improve attention and concentration while reading

To make reading a more active process

To increase personal involvement in the reading material

To promote critical thinking and evaluation of reading material

To enhance registration and recall of text information in memory

5.4 READING OUTCOMES

5.4.1 Reading Rate

Reading rate is a measure of how quickly one can read. It is calculated by dividing the

number of words read by the number of minutes it takes to read the words. Reading rate

most commonly is expressed in units of words per minute (WPM). It takes conscious

effort to improve reading rate fluency. One must become cognizant of the habits that

reduce the rate of reading and then take steps to eliminate those habits. Lip reading, sub

vocalization, and regression are three such habits. Lip reading, a common habit, involves

moving one’s lips while reading without making any noise. Subvocalization occurs when

one partially activates one’s vocal cords. Lack of concentration results in regression, or

forgetting previously read information. Be cautioned that reading quickly is not effective

if one does not understand or remember what one has read. Therefore, it is important to

develop flexibility in one’s reading skills. Adjust reading rate according to the type of

material being read and the level of difficulty. Obviously, one should read a technical

description of genetics more slowly than a magazine article on U.S. India relations. In

addition, do not skip over illustrations and tables for the sake of saving time. Critical

information is often tucked away in these formats. Another cautionary note is related to

the practice of sub vocalization. While it is true that this habit reduces reading rate, it may

be a necessary strategy for auditory learners to use while reading.

5.4.2 Measuring Reading Rate

To measure one’s reading rate, locate appropriate reading materials and select a section of

text. Mark the beginning of the selection. Read for a certain length of time (use a timer or

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watch) or for a certain amount of text. Mark the end of the section, and note the total

number of minutes spent on reading. Document the level of comprehension by recalling

main ideas from the selection. If one reads for three minutes, one should remember three

main points. If one reads for five minutes, one should remember five main ideas. Note

down these main points. Count the number of words between the two marks, and divide

that number by the number of minutes spent reading. This is the rate of reading,

expressed in words per minute (WPM).

5.4.3 Increasing Reading–Rate

Set a target reading–rate at a level slightly higher than the initial reading–rate. Use

reading materials that are easy and interesting. Practice at least 15 minutes each day at the

“pushed” rate. Increase the target rate by small increments as reading improves. Progress

may be charted on a daily grid that points rate (WPM) and time on the axes. Document

progress for at least two weeks. Move your eyes faster over the text. Instead of taking in

three words per fixation, take in six words. Follow the lines with your finger, pen, pencil,

or 3 x 5 index card as you read. Reduce regressions by raising awareness of them and by

improving concentration. To raise awareness, use a 3 x 5 index card to cover words and

lines as they are read. When you regress, you will have to move the card to remember

what you have read. You will soon notice how often you must stop and move the card.

The key to increasing reading rate is practice. Realize that reading rate will not increase

overnight, but that the process will take some time. Don’t give up.

5.4.4 Ability To Tackle Challenging Reading Material

Reading assignments may be challenging if the information is highly specialized or

technical, or if the material is beyond the students’s level of preparation. In these

situations, it is common for students to lose interest and motivation. The following tips

may help students get through difficult or challenging reading assignments.

Reception

Read over the assignment once. Switch to another task for a period of time or sleep on it.

Re-read the material later or on the following day. Review the assignment periodically.

Remediation

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Consult supplemental resources for learning fundamental information needed to

understand the reading assignment. Possibilities include introductory textbooks, student

workbooks or study guides to textbooks, lab manuals, and survey books.

Consult with Professionals

Additional help in understanding difficult readings may be obtained from the instructor

during office hours, from graduate assistants, and from professional tutors. Peer tutors or

upperclass majors may also provide valuable assistance.

Essential Words

Focus on key words in the text. Emphasize verbs and nouns only; ignore or cross out

unnecessary adjectives and adverbs. Look for terms in bold print or italics.

Review and Summarize

Review after reading each paragraph of text. Identify the main idea of each paragraph. Be

sure to understand each paragraph before moving on to the next. Review at the end of

each section as well as at the end of the chapter. Develop your own summary of the

chapter and compare it with the summary presented in the book.

Make Reading More Active

Comprehension may be improved if one uses senses other than vision while reading.

Stimulate the auditory sense by reading aloud or listening to tape recordings of the text.

Take notes during or after reading difficult material.

Make Reading Interactive

Work with another student. Read to each other, and take turns summarizing sections or

chapters of text. “Teach” each other the more difficult concepts, making liberal use of

visual aids. Relate the material to personal experiences.

Review Questions

Evaluate your understanding of the material by answering the review questions at the end

of the chapter or in student study guides and workbooks. If questions are not available

make up your own by converting the section heading into questions.

Words and Definitions

Look up the definitions of all unfamiliar words, even if they are not in bold print or

italics. Compile a written list of unfamiliar words (and definitions) that appear repeatedly,

or record the words and definitions on audio tapes and listen to them for review. Use a

dictionary to look up non-technical words, and consult the glossary in the book for

technical word definitions. Place a coloured paper clip on the glossary pages for quick

access.

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Activity A

Write in your own words SQ3R,SQ4R & PSQ5R.

------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

5.5 READING TACTICS & STRATEGIES

Reading comprehension may be especially difficult for students whose primary language

is not English. The following strategies are intended for use by foreign students to help

with reading comprehension.

English-Foreign Language Dictionaries

Foreign students who have trouble with English vocabulary may be able to get by with

simply using dictionaries for translating unfamiliar words. One problem with this

strategy is that technical words in specific content areas may not be listed in traditional

dictionaries. In addition, using translation dictionaries may be a time-consuming

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process. To this end, if words are used repeatedly, it may be helpful to compile a list of

the English words and their translations.

Context Clues

Context clues refer to words located elsewhere in a sentence or paragraph that help one

to decipher unknown vocabulary words.

Storytelling Strategy

The paired storytelling strategy was developed as an alternative to strategies that rely

solely translating words and phrases. It encourages foreign students in high school and

college to use prior knowledge to improve comprehension of reading assignments. Both

reading and writing skills are integrated with group activities in the paired storytelling

strategy.

The paired storytelling strategy has several advantages. First, it gives ESL students the

opportunity to converse in the target language in an informal setting on a one-on-one

basis. Because it is a group endeavor, paired storytelling encourages cooperation,

motivation, and confidence. Self-esteem often is impacted positively. Second, verbal use

of the target language improves the students’ skills in reading and writing the language.

A third advantage of the strategy is the contextualized practice with vocabulary that it

provides. New words are used in meaningful ways by both partners in each pair.

Previewing

Previewing enables readers to get a sense of what the text is about and how it is

organized before reading it closely. This simple strategy includes seeing what you can

learn from the headnotes or other introductory material, skimming to get an overview of

the content and organization, and identifying the rhetorical situation.

Contextualizing

When you read a text, you read it through the lens of your own experience. Your

understanding of the words on the page and their significance is informed by what you

have come to know and value from living in a particular time and place. But the texts

you read were all written in the past, sometimes in a radically different time and place.

To read critically, you need to contextualize, to recognize the differences between your

contemporary values and attitudes and those represented in the text.

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Outlining and summarizing

Outlining and summarizing are especially helpful strategies for understanding the

content and structure of a reading selection. Whereas outlining reveals the basic

structure of the text, summarizing synopsizes a selection's main argument in brief.

Outlining may be part of the annotating process, or it may be done separately (as it is in

this class). The key to both outlining and summarizing is being able to distinguish

between the main ideas and the supporting ideas and examples. The main ideas form the

backbone, the strand that holds the various parts and pieces of the text together.

Outlining the main ideas helps you to discover this structure. When you make an outline,

don't use the text's exact words.

Summarizing begins with outlining, but instead of merely listing the main ideas, a

summary recomposes them to form a new text. Whereas outlining depends on a close

analysis of each paragraph, summarizing also requires creative synthesis. Putting ideas

together again -- in your own words and in a condensed form -- shows how reading

critically can lead to deeper understanding of any text.

Concentration

Break up your reading into small sections - the text naturally does this for you by

introducing each topic by heading. Read the first heading and turn it into a question. For

example, PHOTOSYNTHESIS. Turn this into the question -What is photosynthesis?

Now read that section. Periodically evaluate if you are concentrating. If not, why and

diffuse the situation. Are you daydreaming? Stop the thought, refocus, and begin reading

again. Are you getting tired? Stand up and stretch or pace while reading. When you are

done with that section write down the answer to the question. Count how many

paragraphs you were able to read in the short period of time. Keep yourself accountable

for the time you use. Take breaks between reading sections. After each break try to

recall what was previously read before starting the new section. After practicing this

technique consistently, your ability to concentrate for longer periods of time should

increase.

Proper Environment for Effective Reading

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Before we conclude with our observations on reading skills and strategies, it is

suggested that a proper study environment be created for developing study/reading

skills. A proper atmosphere and milieu is required, for it is just as important as how you

study. A good study environment should be quiet and free of distractions. It is a good

idea to have a desk which is devoted entirely to studying. You will find that you get into

the habit of beginning to study as soon as you sit down. Turn off the television and

radio. Have the answering machine, a family member or roommate take phone

messages. Close the door to your room so that you are not bothered by people dropping

in. Have everything you need, such as writing material and books, close at hand. Be sure

you have sufficient work space. Remove everything from your study area that is not

related to what you are studying at the time, so that the space is uncluttered. The area

should be large enough so that you can work comfortably. Use a chair that supports your

back, not one that invites you to lounge and eventually fall off to sleep. Never study on

your bed. Be sure that there is adequate lighting. Arrange your desk to face a blank wall

rather than a window, so you don’t become distracted by what’s going on outside.

5.6 SUMMARY

Knowing what you need to get out of your reading will help you choose the appropriate

learning strategy and set your reading speed. The appropriate choice helps to maximize

comprehension and reading efficiency. Having a planned reading schedule with realistic

and attainable goals will ensure a successful learning outcome. The plan must consist of

organization, time management, an understanding of what should be learned, consistent

review and recall to monitor comprehension, and a way to assess results (ability to fluidly

recall information presented in chapters read). An active reading method like SQ3R

encompasses all of the parts of the described plan. Before an active reading method can

be learned successfully, the reader must analyze their reading skills and rate. There are

many factors that contribute to slow reading speed. These factors may point to reading

problems that must be addressed before you can increase your reading speed for

maximum benefit. Three of the main factors that inhibit reading efficiency are poor

concentration, vocabulary, and comprehension.

5.7 GLOSSARY

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Encompass- Include.

Context- Background.

Condensed - Thick.

Skim- Glide or float.

Questionnaire- Survey to seek opinions. .

Check your progress

Q1. What you mean by process of reading?

_____________________________________________________________

Q2. What is reading environment?

_____________________________________________________________

Q3. What do you mean by reading rate?

_____________________________________________________________

Q4. What is summarizing in the context of reading?

_____________________________________________________________

Q5. What are reading purposes?

_____________________________________________________________

5.8 Answers to check your progress

a. Reading is a complex process of interpreting a text. It involves the recognition of

what is written and comprehending the matter i.e. understanding the main and sub

points as well the links between different parts of the written material. The various

factors involved in the process of reading are decoding, comprehending, analysis and

response. While decoding, a reader reads letters and focuses on them in order to

change the coded message into information. While interpreting, the reader interprets

the message to understand its literal meaning. While evaluating, the reader critically

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examines and evaluates the message. Towards the end, the reader responds to the

message.

b. A proper study environment should be created for developing study/reading skills. A

proper atmosphere and milieu is required, for it is just as important as how you study.

A good study environment should be quiet and free of distractions. It is a good idea to

have a desk which is devoted entirely to studying. You will find that you get into the

habit of beginning to study as soon as you sit down. Turn off the television and radio.

Have the answering machine, a family member or roommate take phone messages.

Close the door to your room so that you are not bothered by people dropping in. Have

everything you need, such as writing material and books, close at hand. Be sure you

have sufficient work space. Remove everything from your study area that is not

related to what you are studying at the time, so that the space is uncluttered. The area

should be large enough so that you can work comfortably. Use a chair that supports

your back, not one that invites you to lounge and eventually fall off to sleep. Never

study on your bed.

c. Reading rate is a measure of how quickly one can read. It is calculated by dividing the

number of words read by the number of minutes it takes to read the words. Reading

rate most commonly is expressed in units of words per minute (WPM). It takes

conscious effort to improve reading rate fluency.

d. Summarizing begins with outlining, but instead of merely listing the main ideas, a

summary recomposes them to form a new text. Whereas outlining depends on a close

analysis of each paragraph, summarizing also requires creative synthesis. Putting

ideas together again -- in your own words and in a condensed form -- shows how

reading critically can lead to deeper understanding of any text.

e. Reading is one of the most important academic tasks faced by students. Strategies

designed to improve reading comprehension may have any number of purposes.

To enhance understanding of the content information presented in a text

To improve understanding of the organization of information in a text

To improve attention and concentration while reading

To make reading a more active process

To increase personal involvement in the reading material

To promote critical thinking and evaluation of reading material

To enhance registration and recall of text information in memory

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5.10 MODEL QUESTIONS

Q1. What do you mean by effective reading? Explain its importance.

Q2. Explain SQ3R & SQ4R?

Q3. Explain PSQ5R Model of reading.

Q4. Write a detailed note on reading strategies.

Q5. Write a detailed note on reading outcomes.

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LESSON 6

READING SKILLS-II

Structure

6.0 Objectives

6.1 Introduction

6.2 Reading Exercises

6.2.1 Reading Passages

6.3 Précis Writing

6.3.1. Requirements of a Good Précis6.3.2. How to write a Good Précis6.3.3. The Art of Condensation

6.4 Summary

6.5 Glossary

6.6 Self-Assessment Questions


6.8 Model Questions

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Learning effective reading by reading exercises

Understanding the art of précis writing

It is important to understand that unless the theory of effective reading skills is put to

practice, the basic agenda of becoming an effective reader proves to be ineffective. It is the

combination of reading tools and application thereof onto the reading material which makes

one learn the intricate nuances of effective reading.

Further a through understand of condensation in writing is also important to become an

effective reader. In order to reach at the heart of written content, an effective reader needs to

watchful to redundancies, clichés, repetitions, metaphors, illustrations, transitions, metonymy

etc. Such an understanding has got an indirect relationship with the art of précis writing.

The present lesson aims to explore the inter-relationship between these two areas in order to

lend better understanding on the topic under discussion.

Improved reading comprehension skills can positively impact many facets of student’s

academic performance.

Reasons for Lack of Comprehension

Reading comprehension fails for a number of reasons. Students, with the help of a

facilitator, if necessary, should attempt to identify the cause(s) of lack of comprehension and

then identify appropriate reading strategies to compensate for the deficit(s). Some of the

reasons for lack of reading comprehension are listed below:-

Failure to understand a word

Failure to understand a sentence

6.0 OBJECTIVES

6.1 INTRODUCTION

6.2 READING EXCERCISES

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Failure to understand how sentences relate to one another

Failure to understand how the information fits together in a meaningful way

Lack of interest or concentration

Tips for Quick Comprehension

The following tips are intended to help students and facilitators identify reasons for lack

of reading comprehension. Learners may find that the reasons for lack of understanding are

situational, depending on the type of reading matter, the subject of the material, and one’s

mental or physical state. Not all failures in all contexts will be attributable to the same factor.

For example, lack of understanding of a biology text may be due to vocabulary problems,

while lack of comprehension of a history text may be attributed to organizational failure.

Therefore, it is helpful for students to be familiar with a number of reading comprehension

strategies in order to deal effectively with different situations.

Read a variety of materials. Do not limit yourself to text books.

Read a fairly long portion of the material. It would be difficult to assess reading

comprehension based on one or two paragraphs. Try to read an entire section or

chapter instead.

Circle unknown or unfamiliar words as you read.

After reading, recall as much of the information as possible. Then check the accuracy

and completeness of your recollections. If the main ideas are presented in a particular

order, see if you can recall that organization.

Consider how interesting the subject matter is and how much you already know about

the subject.

Answer questions about the material after reading it. The questions may come from

the book itself, from instructors or tutors, or may be made up by the student.

6.2.1 Reading Passages

Para-1

Read the following passage:

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The railroad was not the first institution to impose regularity on

society, or to draw attention to the importance of precise

timekeeping. For as long as merchants have set out their wares at

Line daybreak and communal festivities have been celebrated, people

have been in rough agreement with their neighbors as to the time of

day. The value of this tradition is today more apparent than ever.

Were it not for public acceptance of a single yardstick of time,

social life would be unbearably chaotic: the massive daily transfers

of goods, services, and information would proceed in fits and

starts; the very fabric of modern society would begin to unravel.

What is the main idea of the passage?

A. In modern society we must make more time for our neighbors.

B. The traditions of society are timeless.

C. An accepted way of measuring time is essential for the smooth functioning of society.

D. Society judges people by the times at which they conduct certain activities.

In line 6, the phrase "this tradition" refers to

A. the practice of starting the business day at dawn

B. friendly relations between neighbors

C. the railroad's reliance on time schedules

D. people's agreement on the measurement of time

Para-2

In the 16th century, an age of great marine and terrestrial exploration, Ferdinand

Magellan led the first expedition to sail around the world. As a young Portuguese

noble, he served the king of Portugal, but he became involved in the quagmire of

political intrigue at court and lost the king's favor. After he was dismissed from

service by the king of Portugal, he offered to serve the future Emperor Charles V of

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Spain. A papal decree of 1493 had assigned all land in the New World west of 50

degrees W longitude to Spain and all the land east of that line to Portugal. Magellan

offered to prove that the East Indies fell under Spanish authority. On September 20,

1519, Magellan set sail from Spain with five ships. More than a year later, one of

these ships was exploring the topography of South America in search of a water route

across the continent. This ship sank, but the remaining four ships searched along the

southern peninsula of South America. Finally they found the passage they sought near

50 degrees S latitude. Magellan named this passage the Strait of All Saints, but today

it is known as the Strait of Magellan. One ship deserted while in this passage and

returned to Spain, so fewer sailors were privileged to gaze at that first panorama of the

Pacific Ocean. Those who remained crossed the meridian now known as the

International Date Line in the early spring of 1521 after 98 days on the Pacific Ocean.

During those long days at sea, many of Magellan's men died of starvation and disease.

Later, Magellan became involved in an insular conflict in the Philippines and was

killed in a tribal battle. Only one ship and 17 sailors under the command of the

Basque navigator Elcano survived to complete the westward journey to Spain and

thus prove once and for all that the world is round, with no precipice at the edge.

The 16th century was an age of great ______ exploration.

A. cosmic

B. land

C. mental

D. common man

E. None of the above

Magellan lost the favor of the king of Portugal when he became involved in a

political ________.

A. entanglement

B. discussion

C. negotiation

D. problem


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The Pope divided New World lands between Spain and Portugal according to their

location on one side or the other of an imaginary geographical line 50 degrees west

of Greenwich that extends in a _________ direction.

A. north and south

B. crosswise

C. easterly

D. south east

E. north and west

One of Magellan's ships explored the _________ of South America for a passage

across the continent.

A. coastline

B. mountain range

C. physical features

D. islands


Four of the ships sought a passage along a southern ______.

A. coast

B. inland

C. body of land with water on three sides

D. border

E. Answer not available

The passage was found near 50 degrees S of ________.

A. Greenwich

B. The equator

C. Spain

D. Portugal

E. Madrid

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In the spring of 1521, the ships crossed the _______ now called the International

Date Line.

A. imaginary circle passing through the poles

B. imaginary line parallel to the equator

C. area

D. land mass

E. Answer not available

Para-3

Marie Curie was one of the most accomplished scientists in history. Together with herhusband, Pierre, she discovered radium, an element widely used for treating cancer, andstudied uranium and other radioactive substances. Pierre and Marie's amicable collaborationlater helped to unlock the secrets of the atom. Marie was born in 1867 in Warsaw, Poland,where her father was a professor of physics. At an early age, she displayed a brilliant mindand a blithe personality. Her great exuberance for learning prompted her to continue with herstudies after high school. She became disgruntled, however, when she learned that theuniversity in Warsaw was closed to women. Determined to receive a higher education, shedefiantly left Poland and in 1891 entered the Sorbonne, a French university, where she earnedher master's degree and doctorate in physics. Marie was fortunate to have studied at theSorbonne with some of the greatest scientists of her day, one of whom was Pierre Curie.Marie and Pierre were married in 1895 and spent many productive years working together inthe physics laboratory. A short time after they discovered radium, Pierre was killed by ahorse-drawn wagon in 1906. Marie was stunned by this horrible misfortune and enduredheartbreaking anguish. Despondently she recalled their close relationship and the joy thatthey had shared in scientific research. The fact that she had two young daughters to raise byherself greatly increased her distress. Curie's feeling of desolation finally began to fade whenshe was asked to succeed her husband as a physics professor at the Sorbonne. She was thefirst woman to be given a professorship at the world-famous university. In 1911 she receivedthe Nobel Prize in chemistry for isolating radium. Although Marie Curie eventually suffereda fatal illness from her long exposure to radium, she never became disillusioned about herwork. Regardless of the consequences, she had dedicated herself to science and to revealingthe mysteries of the physical world.

The Curies' _________ collaboration helped to unlock the secrets of the atom.

A. friendlyB. competitiveC. courteousD. industriousE. chemistry

Marie had a bright mind and a ______ personality.

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A. strongB. lightheartedC. humorousD. strangeE. envious

When she learned that she could not attend the university in Warsaw, she felt_________.

A. hopelessB. annoyedC. depressedD. worriedE. None of the above

Marie _________ by leaving Poland and traveling to France to enter the Sorbonne.

A. challenged authorityB. showed intelligenceC. behavedD. was distressedE. Answer not available

_________ she remembered their joy together.

A. DejectedlyB. WorriedC. TearfullyD. HappilyE. Irefully

Her _________ began to fade when she returned to the Sorbonne to succeed herhusband.

A. misfortuneB. angerC. wretchednessD. disappointmentE. ambition

Even though she became fatally ill from working with radium, Marie Curie was never_________.

A. troubledB. worriedC. disappointedD. sorrowfulE. disturbed

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Para-4

Mount Vesuvius, a volcano located between the ancient Italian cities of Pompeii andHerculaneum, has received much attention because of its frequent and destructive eruptions.The most famous of these eruptions occurred in A.D. 79. The volcano had been inactive forcenturies. There was little warning of the coming eruption, although one account unearthedby archaeologists says that a hard rain and a strong wind had disturbed the celestial calmduring the preceding night. Early the next morning, the volcano poured a huge river ofmolten rock down upon Herculaneum, completely burying the city and filling the harbor withcoagulated lava. Meanwhile, on the other side of the mountain, cinders, stone and ash raineddown on Pompeii. Sparks from the burning ash ignited the combustible rooftops quickly.Large portions of the city were destroyed in the conflagration. Fire, however, was not theonly cause of destruction. Poisonous sulfuric gases saturated the air. These heavy gases werenot buoyant in the atmosphere and therefore sank toward the earth and suffocated people.Over the years, excavations of Pompeii and Herculaneum have revealed a great deal aboutthe behavior of the volcano. By analyzing data, much as a zoologist dissects an animalspecimen, scientists have concluded that the eruption changed large portions of the area'sgeography. For instance, it turned the Sarno River from its course and raised the level of thebeach along the Bay of Naples. Meteorologists studying these events have also concludedthat Vesuvius caused a huge tidal wave that affected the world's climate. In addition tomaking these investigations, archaeologists have been able to study the skeletons of victimsby using distilled water to wash away the volcanic ash. By strengthening the brittle boneswith acrylic paint, scientists have been able to examine the skeletons and draw conclusionsabout the diet and habits of the residents. Finally, the excavations at both Pompeii andHerculaneum have yielded many examples of classical art, such as jewelry made of bronze,which is an alloy of copper and tin. The eruption of Mount Vesuvius and its tragicconsequences have provided everyone with a wealth of data about the effects that volcanoescan have on the surrounding area. Today, volcanologists can locate and predict eruptions,saving lives and preventing the destruction of other cities and cultures.

Herculaneum and its harbor were buried under _________ lava.

A. liquidB. solidC. flowingD. gasE. Answer not available

The poisonous gases were not _________ in the air.

A. able to floatB. visibleC. able to evaporateD. invisibleE. able to condense

Scientists analyzed data about Vesuvius in the same way that a zoologist _________ aspecimen.

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A. describes in detailB. studies by cutting apartC. photographsD. chartE. Answer not available

_________ have concluded that the volcanic eruption caused a tidal wave.

A. Scientists who study oceansB. Scientists who study atmospheric conditionsC. Scientists who study ashD. Scientists who study animal behaviorE. Answer not available in article

Scientists have used _________ water to wash away volcanic ash from the skeletons ofvictims.

A. bottledB. volcanicC. purifiedD. seaE. fountain

6.3 PRECIS WRITING

A précis is not an outline, but a summary or digest. It is useful as an exercise in grasping

the essential ideas of an already completed composition and in stating these ideas in

concentrated form. The précis shears away all elaborations of the thought and gives only

what is left, in such a way as to make the summary a complete composition. It does not,

therefore, skeletonize the original composition so much as it reduces its scale. Many of the

articles in The Reader's Digest are only précis, so skillfully done that the average reader does

not know that he is reading a summary. Since the précis says a great deal within a brief space,

it is of great service in taking notes on library assignments and general reading.

6.3.1. Requirements of a Good Précis

1. Length: Where no word-limit is mentioned, the length of a précis is one-third of the

original passage. A couple of words more or less do not matter.

2. Order: Generally, the order or the sequence of ideas should be retained but it can be

changed if the situation so demands.

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3. Tense: A précis should generally be written in the same tense as is used in the original

passage.

4. Person: While making a précis, third person is normally used. However, 'We' and 'You'

may also be used when these are referred to people in general.

5. Language: A good précis is written in a simple language and in our own words. We

should not borrow any sentence from the original passage. As far as

possible, even words and phrases from the original should not be used.

9. Punctuation: We should keep in mind the rules of punctuation while making a précis.

10. Title: Every précis must have a suitable title or heading. A suitable title means

summing up of the whole thought of the passage in a word or a phrase or a

short clause. It should be as short as possible. Generally the beginning and the

end of the passage are important to locate the key-sentence or key-phrase or

key-word to be used as the title. No comma or full stop is used at the end of a

title. The first letters of all its important words are capital. For example:

o The Role of Science and Technology

o Qualities of an Ideal Citizen

o What is Real History?

6.3.2. How to Write a Good Précis

o Read the passage thoroughly to understand its main thought and other

related ideas.

o Now, read the passage slowly because this time you have to distinguish

between the important and the unimportant ideas.

o Next, note down the main points or ideas. It is better to number them as

(1), (2), (3) and so on.

o Write in your own words a rough draft of the noted ideas/points as a

continuous narrative much smaller than the original passage.

o Avoid all examples, illustrations, images, anecdotes, quotations,

metaphors, similes and long-winded sentences in the final draft as far as

possible.

o Check up the number of words of the original passage and that of the

words in your precis.

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o Bring the number of words of your precis close to the required length

(generally one-third) by the addition or omission of some less important

details.

o Your precis should give an impression of unity and not a series of

unconnected sentences or ideas.

o Revise your legibly written precis thoroughly to correct mistakes of

spelling, punctuation and grammer.

o Mention the number of words used in your precis at the end, and give a

suitable title, too.

6.3.3. The Art of Condensation

The art of condensation is the art of reducing the number of words of a given passage.

The following tips will certainly prove useful in this context:-

1. Avoiding similes and metaphors

The number of words can be reduced by changing similes and metaphors into

shorter and simpler sentences. For example,

(i) "He is as brave as a lion." should be written as "He is very brave"

2. Avoiding repetition, examples, illustrations etc.

Read the following sentences and note how repetition, examples and illustration of

ideas have been avoided in the reduced passage :

The inventions and achievements of science in the twentieth century are surprising.

From a tiny pin to a highly complex computer, everything that makes the life of the

people easy is the result of science. The attainments of scientists are really wonderful.

Just think of Newton and other scientists who made significant contribution. (Words :

51)

1 Reduced Passage

The achievements of science are amazing. Scientists have made great contribution

in making man's life comfortable. (Words : 16)

3. Using one word for many

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We can reduce the number of words by using one word in place of a group of words. For

example (i) "He always looks at the bright side of things" should be shortened to "he is an

optimist" and (ii) "Fame lasts for a short time" to "Fame is transient."

4. Replacing clauses by phrases, nouns, adjectives and adverbs :

Study the following examples to know how phrases, nouns, adjectives and adverbs

in place of clauses shorten the length of a sentence :

(i) You must work hard if you want to succeed in life.

You must work had to succeed in life. (Phrase)

5. By combining simple sentences

The following examples show how the combining of simple sentences reduces the

number of words:

1. Rohan is kind. He is generous. He is lazy. (9)

Rohan is kind and generous but lazy. (7)

EXERCISE- 1

Make a précis of the following passage and give it a suitable title :

Real history should deal not with a few individuals here and there but with the

people who make up a nation, who work and by their labour produce the necessaries and

luxuries of life, and who in a thousand different ways act and react on each other. Such a

history of man would really be a fascinating story. It would be the story of man's struggle

through the ages against Nature and its elements, against wild beasts and the jungle and,

last and most difficult of all, against some of his own kind who have tried to keep him

down and to exploit him for their own benefit. It is a story of man's struggle for a living.

And because, in order to live, certain things, like food and shelter and clothing in cold

climates, are necessary, those who have controlled these necessities have lorded it over

man. And so we see the strange sight of large masses being exploited by the

comparatively few, of some who earn without working at all, and of vast numbers who

work but earn very little. (Words: 180)

Main Points:

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1. Real history should deal with the toiling masses of a country and their interaction.

2. It would narrate their fight against Nature and against their exploiters.

3. Real history is a record of the common man's effort to earn his livelihood.

4. It would also reveal how a few people have exploited hard-working masses.

Précis

Real history should deal with the toiling masses of a country and their interaction with

one another. It would narrate their fight against the forces of Nature and against their

exploiters. Real history is a record of man's struggle for a living. It would also show how

a few people have exploited the big majority of hard-working masses for their selfish

ends. (Words: 61)

Title: What is Real History

EXERCISE 2

Make a précis of the following passage and assign it a suitable title:

"Where there is a will, there is a way" is an old saying. He who resolves upon doing

a thing, by the very resolution overcomes the obstacles to it, and half secures its

achievement. It is so in all the occupations of life at school, at college, or in the world. To

determine to succeed is the surest way to success. Difficulties disappear before an

unswerving resolution. Nepoleon once declared that "Impossible is a word only to be

found in the dictionary of fools." And so it is; a determination not to give in is the surest

condition of success in any undertaking. But the young student must carefully guard

himself against the errors of mistaking a mere undisciplined energy and self-will for the

needful firmness and self-command on which success depends.

(Words: 129)

Main Points:

1. A man of strong determination always achieves his goal.

2. Firm resolution is the key to success.

3. It is true everywhere.

4. Nothing is impossible.

5. Directionless - will should not be mistaken for strong determination.

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Précis

A man of strong determination always achieves his goal. Firm resolution is the key to

success. It is true in every field of life. In fact, nothing is impossible before strong-willed

people. But directionless-will should not be mistaken for strong determination.

(Words : 42)

Title : Firm Resolution and Success

Activity AMake a precis of the following passage and give it a suitable title:

There is no problem which education cannot solve. The right type of education can cure many

ills of life. For the removal of many of the troubles of our society, the spread of education is

greatly necessary. If the temple owners had a liberal education, they would not have so much

narrow-mindedness, as they show today. From one stand-point they deserve to be pitied rather

than condemned. They have not got that culture which would prevent them from treating their

fellow beings inhumanly. And as regard the untouchables too, it can be easily said that if they

had sufficient knowledge and education, they would have surely been honoured by those who

now keep them at a distance. Similarly, in other fields too, education can do a lot. And we firmly

believe that with the spread of education many of the inequities and divisions that exist in our

present society will automatically disappear. And it is with the help of the right type of

education that India will be able to revive its ancient glory. (Words :176)

Main Points:

1. The right type of education is panacea for all social ills.

2. Liberal education can help the orthodox give up narrow outlook and exploitation.

3. It will remove social injustice and give respectable place to the untouchables.

4. It will help India regain her past glory.

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6.4 SUMMARY

The prime focus of the lesson has relied on providing the readers detailed exercises in

relation to reading comprehension and précis writing. The exercises contained in the

lesson would offer positive initiation for readers. However, such discussion should be

understood as an initiation point and is required to be complemented with further reading

and practice on these issues. The scope of both of the issues discussed is vast however an

attempt has been made to bring forth the essence thereof in a lucid manner for the readers.

6.5 GLOSSARY

Lucid - Clear.

Skeleton- Framework.

Condensed - Thick.

Transient- Temporary.

Buoyant- Cheerful. .

Check your progress

Q1. What you mean by problems in reading comprehension?

_____________________________________________________________

Q2. What are the tips for reading comprehension?

_____________________________________________________________

Q3. State the key points in relation to the art of précis writing?

_____________________________________________________________

Q4. How to write a good precis?

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Q5. What do you mean by art of condensation?

__________________________________________________________

6.6 Answers to check your progress

a. The problems are the following:-

Failure to understand a word

Failure to understand a sentence

Failure to understand how sentences relate to one another

Failure to understand how the information fits together in a meaningful way

Lack of interest or concentration

b. The tips are the following:-

Read a variety of materials. Do not limit yourself to text books.

Read a fairly long portion of the material. It would be difficult to assess

reading comprehension based on one or two paragraphs. Try to read an entire section

or chapter instead.

Circle unknown or unfamiliar words as you read.

After reading, recall as much of the information as possible. Then check the

accuracy and completeness of your recollections. If the main ideas are presented in a

particular order, see if you can recall that organization.

Consider how interesting the subject matter is and how much you already

know about the subject.

Answer questions about the material after reading it. The questions may come

from the book itself, from instructors or tutors, or may be made up by the student.

c.Refer to the following points:-

Length: Where no word-limit is mentioned, the length of a précis is one-third

of the original passage. A couple of words more or less do not matter.

Order: Generally, the order or the sequence of ideas should be retained but it

can be changed if the situation so demands.

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Tense: A précis should generally be written in the same tense as is used in the

original passage.

Person: While making a précis, third person is normally used. However, 'We'

and 'You' may also be used when these are referred to people in general.

d. Follow the following steps:-

Read the passage thoroughly to understand its main thought and other related

ideas.

Now, read the passage slowly because this time you have to distinguish

between the important and the unimportant ideas.

Next, note down the main points or ideas. It is better to number them as (1),

(2), (3) and so on.

Write in your own words a rough draft of the noted ideas/points as a

continuous narrative much smaller than the original passage.

Avoid all examples, illustrations, images, anecdotes, quotations, metaphors,

similes and long-winded sentences in the final draft as far as possible.

e.The art of condensation is the art of reducing the number of words of a given passage.

The following tips will certainly prove useful in this context:-

Avoiding similes and metaphors

The number of words can be reduced by changing similes and metaphors into

shorter and simpler sentences.

Avoiding repetition, examples, illustrations etc.

6.7SUGGESTED READING





6.8 MODEL QUESTIONS

Q1. What is the importance of reading passages?

Q2. Explain the art of condensation in detail.

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Q3. What is the relationship between reading skills and condensation skills?

Q4. Write a note on Do’s and Don’ts of Precis writing.

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CHAPTER 7 Oral Communications

CONTENTS


7.1 Introduction

7.2 How Oral Communication can be used in Business Audience Analysis

7.3 Audience Analysis

7.4 Types of Audience

7.5 Area of Audience Analysis

7.6 Ways of conducting Audience Analysis

7.7 Conversation as Communication

7.8 Art of Public Speaking

7.9 Telephonic Conversation

7.10 Voice Mails


7.12 Glossary


7.14 References




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7.0 LEARNING OBJECTIVES What is oral communication and list advantages and disadvantages of oral

communication.

Identify different barriers to communication. To bring out the ways to overcome the barriers of communication.

To understand and discuss the ways of conducting the audience analysis.

To understand the types of audience analysis.

To understand conversation as communication.

To discuss the importance of telephonic conversation and voice mails in businesscommunication.

7.1 INTRODUCTION: The main objective behind oral communication is to express our

feelings in a more effective way which cannot be expressed as in the written form. With the

help of oral communication one can easily make clear to the opposite party regarding your

feelings behind your message which is not possible if we try to convey through formal or

written form. It is also necessary to bring out the trust. It has variety of purposes in business.

This generally includes notifying employees of organization-related concerns, training new

employees, communicating with the general public and sustaining business to business

associations.

Oral communication is the process of expressing information or ideas by word of mouth. It is

a branch of communication. Most of the time, we use oral communication. Midst the several

forms of communication, oral communication is considered to be the earliest and accepted

mode of communication. In oral communication, speech is an extensively implemented tool

of communication.

The sender (person with the idea), the medium (the channel through which sender wants to

share this idea), the receiver (for whom this idea is meant) and the message (the idea) are the

four elementary aspects associated with communication.

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Face to face conversation, group discussions, telephonic conversation, interviews, television

are used as methods of oral communication. These are the traditional methods to be used for

oral communication. But with the passage of time there are some modern methods to be used

for oral communication. They include video conference and video phones, podcasts, voice

over internet protocol (VOIP).

Features of Oral Communication:

Flexibility: it is more flexible than any other form of communication. Oral

communication or oral messages can be easily changed.

Immediate feedback: the feedback can be immediately received in oral

communication.

Takes less time: it takes less time than written communication.

Opportunity for correction: in case of written communication message can’t be

corrected, but in case of oral communication it can be corrected within few seconds.

Free flow of views: oral communication helps in spontaneous flow of views from one

person to the other.

7.2 HOW ORAL COMMUNICATION CAN BE USED IN BUSINESS?

Communication is important for a successful business. Communication delivers thoughts and

ideas for the purpose of improving organizational systems, organizational flow and a

company’s organizational culture. In business, verbal communication becomes important

because it can either assist in strengthening the message through the usage of words that

actually describe the message, or it can misrepresent the message through the use of

unsuitable words.

Advantages:

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The most important merits of oral communication are as follows:

1. Time saving: When an immediate action or a quick response is required the oral

communication is regarded as the best medium of transmitting message through

communication. When the work burden is too much it is convenient for an executive

to stop writing and give oral instructions it will help them to complete their work

more early and their precious time will be saved.

2. Cost savings: cost is involved in any communication. When there is oral

communication in the organization it will not involve any paper, pen, and computer

and thus the cost of organization will be saved.

3. More influential: The medium of oral communication especially speech is

considered a powerful means of influence and regulation. Therefore, administrators at

high level such as executives frequently favor to transfer messages vocally.

4. Effectiveness: a high degree of effectiveness is found in oral communication as a

person has control on his tone, pitch and intensity of voice. Thus, he can bring a lot of

variation while conveying his meaning and make the best use of it.

5. Immediate feedback: in oral communication the speaker gets an immediate

feedback, no matter the receiver responds positively or negatively.

6. More suitable: employees feel more suitable when the message is transferred orally.

They get an opportunity for immediate feedback.

7. Build relationships: oral communication plays a vital role behind creating friendly

relationship between the parties communicating with each other.

8. Flexible: with the demand of situation the oral communication can be easily modified

and thus bringing in the content of flexibility in it.

9. Easiness: it is the easiest way of communication. It requires lesser formalities to send

a message. No use of pen or pencil is required in it.

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10. Informal communication: in oral communication there is no need to maintain

formalities as in formal communication.

Disadvantages:

Oral communication may have some disadvantages also. These are as follows:

1. No record: in oral communication messages are difficult to record. So it is difficult

to maintain the proof of it.

2. Incorrect:Through the word of mouth there is strong chance of incorrect messages to

reach the end target. So, the inverse result of anticipated plan may happen.

3. Limited use: oral communication has a limited use as it cannot be used for lengthy

messages.

4. No legal validity: there is no legal validity of the oral message as these messages

can’t be kept as record or taped, so it can be denied easily if the situation goes easily

against the speaker.

5. Confused speech: sometimes there may be a state of confusion among the sender

and receiver of the message. It may happen when sender wants to convey something

but that is misunderstood by the receiver.

7.3 AUDIENCE ANALYSIS

“The more you know and understand the background of your audience and their needs, thebetter you can prepare your speech.”

Analysis: Analysis is a procedure of disassembling or splitting into fundamental elementswith the aim of studying the characteristics, scope, function, or meaning.

Audience: Audience is a gathering of persons within hearing distance; specially a group ofpeople attending a performance, speech etc.; example: the crowd attending a rally

Audience Analysis: An audience analysis involves the study of the pertinent elementsdefining the makeup and characteristics of your audience.

Author C. Kent Wright suggested that, “To sway an audience, you must watch them as youspeak.”

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Audience Analysis

Audience analysis is the understanding of: The demographics of the audience The extent of knowledge the audience has The interests of the audience The outlook of the audience the speaking situation

Audience analysis is the process of dissecting & examining the intended readers of adocument in order to adapt your writing to their needs, wants, beliefs attitudes, etc.Documents that meet the primary audience’s needs are more likely to be used.

Purpose of Audience Analysis:

The purpose of technical reporting is to give the audience something valuable. Whether youare creating a technical description or a persuasive proposal, if the audience does notunderstand it or doesn’t read it, the purpose will be lost.

Every single speech can be perceived to have at least 2 messages: The one directed by the speaker (Premeditated Message) The one acknowledged by the listener (Lasting Message)

Both of them should be understandable for both the parties to make a communicationeffective. Residual messages can be improved by proper audience analysis. The mostimportant aspect of developing your speech is know your audience’s age, gender, educationlevel, religion, language and culture and group membership.

7.4 TYPES OF AUDIENCE

Primary Audience: people who use your document in carrying out their jobs

Secondary Audience: people who need to stay aware of developments in theorganization but who will not directly act on or respond to your document

Tertiary Audience: people who might take an interest in the subject of the document

7.5 AREAS OF AUDIENCE ANALYSIS

There are three main areas to consider when analyzing your audience:

Demographics Analysis Psychological Analysis Situational Analysis

For all of these dimensions, there is a combination of queries to answer which will provideassistance in understanding the mental capacity of the audience. Further to analyze, thespeaker should consider how each of these aspects (age, socio-economic status, etc.) affectsreaders' outlooks, anticipations and views about the presenter and his topic.

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Demographic Analysis: The first dimension of conducting an audience analysis isdemographic aspect. Demographics are the quantifiable statistics of a given population.Demographics include race, sex, religion, ethnicity, age, income, and religion.

1. The composition of reading audience whether consistent or diverse. If consistent, theircommon interest and topics on which they have similar views. If diverse, thedissimilarity among readers, the common interest in this diverse demographiccomposition.

2. The average age and the array of demographics of the readers to whom the topic ispresented.

3. The description of the audience expressed in terms of socio-economic statusand, theirplace in society's communal and economic status.

4. The professions denoted in the reading audience.5. The political and religious attachments of the audience.6. The ethnic, racial and traditional composition indicated in the reading audience7. The part of presenter in developing rapport with the reading audience.

Psychological Analysis: Psychology is “the scientific study of the human mind and itsfunctions, especially those affecting behaviour in a given context.” Hence, psychologicalanalysis is an inevitable aspect of audience analysis.

Attitude: The attitude is the evaluative statements or judgments concerning objects,people, or events. More precisely attitudes can be defined as a persistent tendency tofeel and behave in a particular way toward some object which may include events orindividuals as well. Also it is essential to understand the audience’s attitude towards thespeaker. If they have a negative attitude towards the speaker, then it might createnegativity for the topic also.For the sake of clarity of attitude, one needs to understand the following aspects aboutan individual.

Values: A value is an enduring concept of good and bad, right and wrong. More deeplyingrained than either attitudes or beliefs, values are therefore more resistant to change.Values support both attitudes and beliefs. For example, it is your view that capitalpunishment is wrong. Values are developed and inherited with the people around us.

Belief: Belief is what a person holds true or false. If the speaker knows about the beliefof audience regarding the topic on which he is delivering his lecture, then the speakercan connect better with his audience.

Situational Analysis: So far we have talked about the psychology of the audience but it isalso important to consider the surroundings i.e. the situation in which a communication takesplace. Although, the elements of situational analysis are not technically a part of audienceanalysis but has a major impact on the way audience respond.

The extent of knowledge that the reading audience already has about the topic. What,precisely, do the readers already know about the topic?

The information that can be provided to them that they do not already know. Thebenefit of the new information to the readers and the usage of this information.

At what point of complexity will the presenter be "talking over the heads" of myreaders because the information is too multifarious? At what point of sophistication

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will I be "offending the intelligence" of the readers because my information is toobasic?

The questions which might be raised by the readers have about topic.

It involves the following topics:

Time: Time is an important factor. If a lecture is being delivered during afternoon andthe listeners are feeling drowsy after lunch, then the effectiveness of the listeners mightreduce. So it is essential that the time of speech must be appropriate. Though in somecases it might not be possible to control the time, the speech might have been fixed bysome organization, so the speaker needs to adjust in the same manner. But if possibletime should be managed.

Length: The length of a speech has to be accurate. A well versed speaker can holdaudience attention for not more than an hour. Even the speaker needs to have a mini breakin between the lecture to continue the lecture effectively.

Place: The place of lecture is important. As we know clean surroundings spreadpositivity. In your speech class, you have the advantage of knowing what the room lookslike, but in a new speaking situation, you may not have that advantage.

Arrangements and Appearance of the Room: The speaker must be aware of thearrangement and appearance of the room in which he will speak. The organizing ofchairs, setting of audiovisual tools, and opening or closing of curtains should all beenhancing the ambience of the room.

Size of audience: The volume of your audience directly influences speaking techniqueand audience anticipations about delivery. As a universal rule, the larger the audience, themore probability is that they are expecting a more formal style. With an audience of lessthan 10, you can interact in a very casual style by taking questions from your listeners. Ifyou and your listeners are so few that you can be seated around a table, they may presumethat you would be placed for the presentation.

While getting ready for a speaking project, ask the following questions, and keep theanswers in mind:

The number of people expected to appear for listening to the speech. The audience seating arrangements. The distance between the presenters and audience. The area of speech. The requirement of using a microphone. The position on a stage or a raised platform. The lighting system of the room. The availability of adequate equipment for visual aid. The area of appearance on the program. The noise or distractions outside the room.

7.6 WAYS OF CONDUCTING AUDIENCE ANALYSIS

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Direct observation: Audience analysis by direct observation is the simplest method. It is amethod of qualitative data collection. It is understood that one or all of the five naturalsenses—hearing, seeing, touching, tasting, and smelling are required to be utilized in thistechnique.

Knowledge and experience that is gained over the years has more influence on the judgmentthan knowledge that is acquired indirectly through books. Understanding acquired frompersonal experience will probably have an impact on the thinking of the observer and will beremembered for a long period of time. It is more likely to believe in what is heard, seen, felt,tasted, and smelt rather than what is interpreted from secondary sources of information.

For this method of observation, it becomes a pre-requisite to analyze the audience. If one isskilled enough he/she will be able to do this before speaking to present audience, andrecollect some basic insightful data (such as the demographic composition, their cultural,social and racial background, the meaning of their non-verbal gestures). These questionsshould assist the speaker in arranging y his opinions and arguments for the speech.

Inference: Audience analysis by inference is simply a rational addition of the observationsmade in the method discussed above. It is a method of grave thoughtfulness known asinductive rational, and another form of qualitative data collection. An inference is when theobserver makes ananalytical logical conclusion on the basis of existing evidence. It isconsidered finest when used to ascertain patterns in the evidence that point out that somethingis likely to occur again or should hold true based upon prior experiences.

METHODS OFCONDUCTING

AUDIENCEANALYSIS

ORDEREDCATEGO-

RIES

DIRECTOBSER-VATION

INFE-RENCE

PERSONALINTERVIEW

QUESTIO-NNAIRE

DATASAMLING

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A skilled orator would be familiar with interpretation of the information and drawconclusions from that information. For example, when we hear someone speaking Japanese,we conclude that they are from Japan. When we observe that a person is carrying a copy ofThe Bible, we infer that they are a follower of the Christian faith. These are logicalsuppositions that are made on the basis of the proof available to us and our overall awarenessand experience about people and their personalities.

Data Sampling: Audience analysis by data sampling uses mathematical evidence to computeand explain the features of your audience. These characteristics are also known as variablesand are allotted a numerical value so we can methodically accumulate and categorize them.They are recorded as statistics, also called as quantitative analysis or quantitative datacollection. Statistics are mathematical extractions of evidences, numbers, and researchresults. Audience analysis by data sampling requires the researcher to review the audiencebefore the speech is delivered. He requires knowing the fundamentals of doing a surveybefore actually collecting and reading the data.

Basic Questionnaire: The simple questionnaire is a sequence of questions progressivelycollected to generate composition and attitudinal data from the audience. Evidently, audiencemembers would not be needed to recognize themselves by name on the simple questionnaire.Unnamed questionnaires are expected more to disclose honest and fair information.

Ordered Categories: A value hierarchy is a person’s value structure placed in relationship toa given value set .The technique of determining a person’s value hierarchy is to use theordered categories sampling method. In this method each addressees is given a list of valueson a portion of paper, and each audience member writes these values on another piece ofpaper satisfactory according to their significance to him/her. The reply is expected to bediverse, of course, because every participant is different, but when examined by the speaker,mutual subjects will come out themselves in the overall data. Consequently, the speaker willthen recognize with those common value subjects.

Personal Interviews: In this you may personally interview potential audience members toallow you to gauge their interest in your topic, and perhaps, their actual opinion on thematter. If you know the person whom you interview, you also might get information on otherpotential audience members that can be quite useful—especially in a sales situation.Interviews also have the added bonus of allowing you to get to know someone who will be inattendance at your talk. Interviews are an intensely personal matter for several reasons.

First, you are asking people to give time from their day to speak with you, and this in and ofitself is a big commitment.

Second, you are asking them to use that time to share their personal attitudes, beliefs, andideas with you so you should respect them for sharing that information, even if it might notbe what you wanted or expected to hear.

Finally, interviews occur in intimate settings, whether it is in-person, over the phone, or evenvia Skype, so nonverbal behaviors that convey information regarding a person’s personalitywill be available. This information must not be abused.

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Strategies for GainingAudience Interest

Tendencies that LoseAudience Interest

Make eye contact Vary tone, pitch, and pace Use gestures to make a point Use pauses effectively Refer to someone in the crowd Involve your audience

(e.g., polling)

Poor delivery skills Reading your speech Talking about things that are not

relevant to your audience Not varying your tone, pitch, or pace

throughout your speech

7.7 CONVERSATIONS AS COMMUNICATION

Conversation as communication: Conversation is a special category of communication. It is

opposite to dialogue which has a purpose and is formal, while conversation is without a

purpose. A conversation is a communication among multiple people. It is a social skill that is

common among individuals. Conversation is an ideal form of communication as it allows

people with different views on a topic to learn from each other. A successful conversation

includes mutually interesting connections between the speakers or the things that speakers

know. For this, it is necessary to have a common topic between them to converse. Some

persons are fond of or are good at conversation. This category includes relatively formal and

informal groups. One uses one’s speaking skills, listening skills, reciprocal discussions, talks

on mutual affairs, friends, sports, travel, entertainment etc.

Those people who are engaged in a conversation are able to relate the other speaker’s

statement with themselves. They may insert aspects of their lives into their replies, to relate

the other person’s opinion.

Face-to-face communication provides an opportunity to spotting facial expressions, responses

and gives actual pointers on the problem. When the correspondents and the receiver are

talking together, sitting face-to-face there is certain empathy. Thoughts can be voiced freely,

opposing, bargains and counter-offers and explanations take place then, and also these are

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crucial for decision making. Here, the vocal words are straight forward and particular. A

person can liberally express his outlook and activities.

Why do conversations go wrong?

Conversations go wrong due to following reasons:

they are difficult to analyze;

they are subtle;

they happen so fast;

we are not trained in the art of effective conversation;

Following are some important principles that should be followed to make an effective

face-to-face conversation:

To avoid wastage of time and ideas or both.

The message must disclose the essential realities.

The vocabulary knowledge of the receiver must be well-thought-out.

To convey the message in the manner we sense towards the receiver.

The mode and elegance and personalities are likewise vital.

Suitable right words must be selected to convey the fundamental message.

Short sentences, unblemished words, words presently in use should be used.

Conversation is a rich mix of talking and listening, of stating views and asking questions.

People conversing are not only talking but they are listening also. Without listening there is

no conversation. Both activities happen simultaneously. Each participant is both speaker and

listener.

7.8 ART OF PUBLIC SPEAKING

Art of public speaking: In verbal communication, public speech structure is another

important aspect. It is a perfunctory system. It is a structure embraced at meetings, shows,

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carnivals, fairs, exhibitions, gatherings of employees or mass audience. Through a public

speech structure, there is potential of perfunctorily projecting the human voice among a large

gathering. It is to induce the audience. The tenacity of public speaking can array simply from

conveying information, inspiring people to act, to simply narrating a tale. Presenters who are

good orators or those who have good grasp over on their public speaking abilities, they can

bring variation in the sentiments of the listeners. In recent development, public speaking is

done for business and marketable events and is recurrently used by experts.

Public speaking also comprises of additional effects like:

Inspirational speaking

The growth in Governance

Business Relations

Customer service

Enormousassembly communication

Mass communication

Effective public speaking: Effective public speaking can be developed in affiliates by

observation and rehearsal and expand their skills by paying attention to productive

suggestions followed by new public speaking trainings like, oratory, use of gestures,

moderation of voice, building vocabulary inventory, speaking notes.

Activity A

Discuss the different ways for conducting audience analysis.

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7. 9 TELEPHONIC CONVERSATION

Telephonic Conversation: A telephone is a communication device for talking straight to

somebody in an aloof place. The appliance may use either an electrical current or radio wave.

Telephone is an instrument for communicating to someone from a distance. Message is

conveyed using any of the both from an electric current which passes along a wire or radio

waves. Telephonic communication is very crucial to build an impression. It has high

possibility for providing two-way interface when people are spread over a vast area in

organization or otherwise. Telephone has in modern ages has come to be used for shortest

interaction. In this one can pick up regular voice and which is clearer in telephonic

communication. In this type of conversation one should be particular, clear in conveying the

message.

How to start a telephonic conversation: There are certain steps that should be followed

while doing a telephonic conversation. They are:

Have a plan: think of question to ask the person before you call them. Ask topical

questions to break the ice. For e.g., “how was your day?” But don’t let the conversation

to stay too long.

Find a common ground: before you call someone for the first time makes sure that you

both have something in common, familiar with each other.

Ask open-ended question: keep the conversation active and engage the other person

with questions like, “what do you like most about your new job?”

Be an active listener: insert an occasional ‘oh’ to maintain the interest, repeat back

what the other person said every once in a while, so that they know you are truly

listening.

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Take a turn: make sure to divulge a bit of personal information about yourself in the

organization. This will relax the caller and allow them to open up to you.

Be patient: allow the other person time to respond to your question. They will give you

more clear answers if they feel that you care about what they are saying.

Plan on quite lulls in the conversation: always try to make sure that there is silence in

your conversation for not more than 20 minutes.

Stay positive: consider that how the other person feels when you say things.

Have a closing ready: when it’s time to close the conversation, make sure to tell

the caller that you really enjoyed the conversation and you look forward to

another one.

7.10 VOICE MAILS

Voice Mails: Voice mail is a computer centered arrangement that permits customers and

subscribers to exchange personal voice messages, to have a choice and convey voice

information, and to process networks relating to individuals, organizations, products and

services using aregular telephone.

Features of Voicemail:

Voicemail systems are designed to convey a caller’s recorded audio to recipient;

It is a user interface;

The systems are phone based;

Voicemail system uses a remote answering machine using touch tones as user

interface, some complicated systems may use voice or computer interface.


While taking into consideration the topics for a speech, it is crucial for the speaker to keep his

audience in mind. If one does not consider such factors, it will put the speech at a threat of

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not conforming to the information needed by the audience, and further endanger the

credibility of a speaker. Assertively communicating with the audience can be slightly

addictive. The experience, when properly utilized, can be enabling and help in succeeding

personally and professionally throughout the life. But, first the speaker should consider the

audience he or she will be addressing and take their every necessity into account. The speaker

is connected to, combined with, if not bound by, the audience. The main aim of speaking

drive should be to look for responsiveness with them, and for them to seek understanding

from the speaker. While speaking, look for feedback from your listeners. Audience eye

contact, facial expression, movement, and general verbal and nonverbal responsiveness

provide clues to how well you are doing. So audience analysis is an important toll to improve

the communication in a business place.

7.12 GLOSSARY

Oral Communication: Oral communication is the process of expressing information or ideas

by word of mouth.

Audience Analysis: It involves the study of the pertinent elements defining the makeup andcharacteristics of your audience.

Psychological Analysis: It is “the scientific study of the human mind and its functions,

especially those affecting behaviour in a given context.”

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CHECK YOUR PROGRESS

Q1. Which of the following are examples of oral communication?

(a) Meetings, memos and presentations(b) Meetings, memos and performance reviews(c) Meetings, presentations and performance reviews(d) Reports, presentations and performance reviews

Q2.All the following are advantages of oral communication, except: a) b) c) d)

(a) Control over receiver’s attention(b) Immediate feedback

(c) Personal quality

(d) Conveying complex information

Q3.Audience Analysis is the study of:

(a) The Speaker’s Situation(b) Audience Composition

(c) Audience Interest

(d) Audience Attitudes

Q4.The demographic analysis does not include:

(a) Race(b) Religion

(c) Income

(d) Attitudes

Q5. The Psychological analysis does not include:

(a) Beliefs

(b) Race

(c) Values

(d) Attitudes

7.13 ANSWER TO CHECK YOUR PROGRESS

Q1. C

Q2. D

Q3. A

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Q4. D

Q5. B

7.14 REFERENCES

3 Bovee, Thill, Chaterjee, Business communication Today, 10th edition.4 De Stadler, Leon and Sarah van der Land.(2007) "Knowing Your Audience: Audience

Analysis and Audience Participation in the Field."Information Design Journal. 15: 64-68.5 Hovde, Marjorie Rush.(2000) "Tactics for Building Images of Audience in

Organizational Contexts: An Ethnographic Study of Technical Communicators." Journalof Business and Technical Communication. 14: 395-444.

6 www.the businesscommunication.com/what-is-oral-communcation.7 www.managementstudyguide.com.8 https://www.boundless.com/writing/definition/audience/9 http://scc.losrios.edu/~harrispa/ppt/pub_speaking/aud_analysis.pdf10 http://faculty.washington.edu/ezent/aaaa.htm11 http://www.publicspeakingproject.org/PDF%20Files/aud%20analy%20web%201.pdf12 www.ucwv.edu/uploadedFiles/University.../Audience_Analysis.pdf13 http://www.artlab.org.uk/fatimah-awan-04.pdf14 http://novellaqalive2.mhhe.com/sites/dl/free/0073525030/558669/chapter2.pdf15 http://www.ablongman.com/samplechapter/0205420591.pdf16 http://liberalarts.iupui.edu/uwc/uploads/docs/Audience+Analysis.pdf17 http://www.fountainheadpress.com/images/commshared/corecontent/Audience%20Anal

ysis.pdf18 https://www.kendallhunt.com/uploadedFiles/Kendall_Hunt/Content/Higher_Education/U

ploads/Ch4_Anderson_Dittus_Shadwell.pdf19 An editor for Restoration Ecology, in her article "Writing for an International

Audience,"


“Audience analysis” Thousand Oaks: Sage Publications. Chaturvedi, P.D. and Chaturvedi, M. (2004). Business Communication: Concepts, cases and


Sinha, K.K. (2005). Business Communication. Galgotia Publishing Company, New Delhi.


Oral communication is the process of expressing information or ideas by word of

mouth.

Oral communication is more effective because of the flexibility, immediate feedback,

takes less time, opportunity for correction and free flow of views.

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Audience analysis is the process of dissecting & examining the intended readers of a

document in order to adapt your writing to their needs, wants, beliefs attitudes, etc.

The types of audience analysis are primary, secondary and tertiary audience.

The areas of audience analysis are demographic, psychological and situational

analysis.

The different ways of conducting audience analysis are direct observation, inference,

data sampling, basic questionnaire, ordered categories: and personal interviews.

A conversation is a communication among multiple people.

The purpose of public speaking can range simply from transmitting information,

motivating people to act, to simply telling a story.

In telephonic conversation the message is transmitted using either an electric current

which passes along a wire or radio waves.

Voice mail is a computer based system that allows users and subscribers to exchange

personal voice messages, to select and deliver voice information, and to process

transactions relating to individuals, organizations, products and services using an

ordinary telephone.


Q1. What is oral communication? Discuss the features of oral communication.

Q2. Discuss the advantages and disadvantages of oral communication.

Q3. How oral communication can be used in business organization?

Q4. What do you mean by audience analysis? Discuss the areas of audience analysis..

Q5. Write a note on conversation as communication.

Q6. Briefly discuss the utility of telephonic conversation in business.

Q7. Discuss the steps that should be followed while doing a telephonic conversation.

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CHAPTER 8 GROUP COMMUNICATION

CONTENTS


8.1 Introduction

8.2 Purpose of Group Communication

8.3 Components of Group Communication

8.4 Types of Groups

8.5 Preparing and Holding Meetings

8.6 Organizing a Seminar

8.7 Symposiums

8.8 How to hold a Symposiums

8.9 Conferences

8.10 Video-conferences

8.11 Public Speeches

8.12 Committees

8.13 Overcoming Stage Fright


8.15 Glossary


8.17 References




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1 What is group communication; discuss the components of group communication.2 To understand types of groups.3 To understand the points before holding a meeting.4 To understand how to organise a seminar.5 To understand the objectives of symposiums.6 What is videoconferencing?7 To understand types of public speeches.8 To understand the essentials of an effective committee.9 To understand how to overcome straight fright.

8.1 INTRODUCTION

There is an old belief that: “two heads are better than one”. It is commonly believed that a

decision taken by a group is superior to a decision taken by an individual. Group

communication refers to the interaction between three or more interdependent members

working to achieve a common goal. It is a form of interpersonal

communication within groups of between 3 and 20 individuals. These individuals are

generally working to help group behaviours and information-sharing to be advanced in

comparison to the average individual in terms of the quality of decisions and implementation

of decisions effectively.

8.2 PURPOSE OF GROUP COMMUNICATION

Many theorists have suggested that members of an organized team feel and exhibit a strong

sense of belonging and commitment to one another as a result of combining these specialized

skills to achieve particular outcomes (Lumsden and Lumsden, 1997).

The purpose of group communication is:

1 Exchange information and ideas: A well defined group enables faster and more

effective communication; not only to exchange ideas but also to take actions well in

time. The reliability of that information increases which in-turn leads to increased

coordination.

2 Feedback on any project/policy/scheme: The aim of communication is to make the

receiver of the message understand the content and context of such message in the

same sense as the sender wants it to be understood. Thus, feedback becomes

important whether in individual or group communication.

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3 Decision-making on important matters: Decisions to draw solutions to a problem

which is of concern to the organization as a whole becomes easier if the suggestions

of members of the organization as a group are taken into consideration. These

decisions may be relating to a particular topic in relation to the group itself or for the

benefit of a larger audience.

4 Elaborate upon any work undertaken: To explain the necessary steps to be taken to

achieve the organizational objectives it becomes important to elaborate on the work

already undertaken and work to be carried on, thus group communication holds an

important place.

8.3 COMPONENTS OF GROUP COMMUNICATION

Interdependence: The most important characteristics of group communication is the

reliability of one member on the other for accurate and effective communication

which enables them to realize their objectives. This component of group

communication focuses on the requirement of peer interaction and support.

Interaction. It is obvious that there must be some kind of interaction within the group

to connect. The primary distinctive feature of group communication is that it should

be with the intention of achieving some pre-defined objective. This intention of

GROUPCOMMUNICATIONMEMBERS

GOALS

INTERACTION

INTERDEPENDENCE

WORKING

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achieving goals can be bifurcated into: a) situation management, b) role playing, c)

team building, and d) trust building.

Synergy/Working:One of the basic advantages of working in groups is that it can

accomplish objectives that individual cannot alone achieve on their own

Goals. By just having interaction and working among the group would be relatively

useless without a common goal. People who comprise groups are organized for a

reason or a purpose. While most members of a group tend to have individual goals, a

group is largely defined by its common goals.

Members: The members are selected on the basis of some common skill set and

ability to communicate with the group members, superiors and clients. They are the

core component of the group on the basis of which the other components become

applicable.

Activity A

What characteristics distinguish a group or team from a gathering of people?

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8.4 TYPES OF GROUPS (Bilhart and Galanes 1998)

Bilhart and Galanes (1998) categorize groups “on the basis of the reason they were

formed and the human needs they serve”.

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Primary Groups: The Primary groups are the ones formed generally through the

informal communication to fulfil our psychological needs. As Maslow describes it,

after fulfilling our need of safety and basic necessity, we require affection and

belongingness. These are also formed for peer recognition and appreciation. Thus, the

strength of this group in terms of numbers is more and includes family members,

colleagues, and other relations that meet on a regular basis such as a society group,

and walking group.

Secondary Groups: The purpose of the secondary group is to complete task assigned,

crisis management and make decision to achieve the organisational objectives. These

are formed through formal chain of command and have fixed responsibilities,

authorities and accountability. These groups in the form of teams coordinate their

activities within the rules and regulations of the organisation to achieve such goals.

Bilhart and Galanes divide secondary groups into four different types.

Activity Groups: The motive of forming an activity group is to indulge the group

members into activities such as social welfare and games club where they form a self-

sustaining collection. In business schools and colleges they generally have the

business clubs, while in the organisation they have golf clubs and charity work clubs.

Personal Growth Groups: According to Bilhart and Galanes, the human to strive for

improvement plays a vital role in forming such groups. Here, the members come

together to gain personal insight, solve their personal problems and grow as better

individuals while supporting and interacting with the other members of their group.

The most known example would be the Alcoholics Anonymous a group for alcohol

addicts to leave their drinking problems.

Learning Groups: The formation of such groups takes place where there is curiosity

to Learn and improve. These groups are mainly found in the academic environment

where researchers interact with other group member to discover and develop new

ideas and think out of the box. These groups are generally very large and well-

connected across different countries

Problem-Solving Groups:The problem solving group are a collection of people of

specific field who come together to solve a specific problem. The very aim of

unifying people into this type of group is to get them to jointly figure out effective

solutions to such a problem they have in front of them. Committees are an excellent

example of people who are brought together to solve problems. For example, if there

is a problem with regulations of the capital market a committee of experiences

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professional along with the government official sit together to come up with a

solution.

Activity B

Roles define patterns of behaviors in a group or team. Select a group or team of which you are a memberand identify the formal roles.

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8.5 PREPARING AND HOLDING MEETINGS

Meetings are necessary to coordinate individual efforts, collaborate on joint projects,

garner support for ideas, sell ideas, solve problems collectively, and make consensus-

based decisions. Essentially, meetings are a gathering of two or more persons to

collectively accomplish what one person cannot. However, not all meetings are really

necessary.

The following points must be considered before holding the meeting:

First Decide the Purpose of the Meeting: The first and foremost task of holding a

meeting is to judge whether there is requirement of such a meeting in the first place. Once

it is decided then before scheduling or gathering for the meeting, the objectives of the

meeting must be clear to the holder of the meeting. To understand the objectives, the

following four questions come to assistance for this purpose:

What is the motive of scheduling or being present the meeting?

What is to be accomplished through this meeting?

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What information is required to be exchanged to achieve the motive of

holding such decisions?

Who should be present there to effectively come up with the solution or gain

their support?

Once the holder of the meeting has clarified the objectives, one still has to understand

whether the meeting is the best way to approach them. To assure that a meeting is the best

ways and procedure of utilization of time and energy of all concerned participants, one

has to determine if meeting as a source of group communication can be used for at least

one of the following reasons:

To disseminate information to a group

To extract information from a group

To give answers to queries

To partake in group decision making

To generate breakthrough ideas for the problem in hand

To network or create a grid of informed individual forming a group

To introduce and make an idea, product, or service acceptable

Participant: The holder of the meeting has to attend the meeting to accomplish the

purpose of which it is held.The most commonly usedmethods may include: guest

presenters, videos for live examples, brainstorming sessions to develop new ideas, panel

sessions, discussion groups, demonstrations, etc. The method such be selected on the

basis of the impact the holder is expecting to leave on the participants and attain

objectives of the meeting.

Location and Time: Choosing a meeting place is a difficult task as it should be able to

fulfill the participant's needs and the objective. Thus, when planning regarding the

location holder has to take into count size, comfort, accessibility, adequate parking, room

acoustics, equipment needs, etc.

Agenda:The meeting agenda should be prepared well in advance at least three days

before and dispersed to participants so that they can prepare themselves. An agenda is

critical to meeting accomplishment in three ways:

1) It simplifies the objectives so people understand the meeting purpose and tasks;

2) Providing the agenda prior to the meeting aids participants in planning and

making an effective contribution; and

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3) The course of the meeting as defined in the agendasteers the direction and

focuses on the core issues for the discussion.

The agenda generally consists of at least the following essentials: title (e.g., performance

appraisal review meeting), timing and duration (e.g. 9:00-12:00 p.m.) date, venue, topic

for discussion, and names of persons in charge for covering each of such topics.

Confirming with the Participants: If the meeting is held for the first time, the holder

should individually contact all the participants a week or three days before the meeting.

The holder should send a reminder through office e-mail, phone calls, or a post card

reminder through the mail.

Running Effective Meetings: The meeting leader or facilitator is in charge of setting the

meeting tone and the climate of the participants, keeping the focus on the discussion only,

and ensuring everyone has a impartial opportunity of being heard:

Begin on time and end on time: The meeting should begin in time as even if it

starts off five minutes late the interest of the people moderates. It sends the wrong

meaning that it's acceptable to be late and it shows a lack of respect and appreciation

for those who make the effort to reach on time. Some people may have consecutive

meetings. Ending on time shows admiration for participant’s precious time.

Evaluate the Agenda: Evaluation of the agenda with participants at the

commencement of the meeting and asking them if any change isneed to be made

with respect to time and content is important.

Use an Ideas Bin: During the meeting there is a chance that ideas which are not

relating to the meeting or questions relating to the meeting may want to be clarified

by the participants, in such a case all the participants must be provided with a writing

pad to ask for explanation of their queries. Thus a bin is created.The bin serves two

crucial purposes: 1) it delivers valuable recommendations for consideration at an

appropriate and convenient time, and 2) it permits the participants to discuss the

important issues.

Make Ground Rules: Ground rules are clearand understandable rules that the

participants agree to follow to helpthem maintain a cordial relation during productive

discussions. Whether the group frames the ground rules or the meeting

leader/facilitator offers them, all group members should come to terms with

theagreement on following the ground rules. Examples of some typically used

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ground rules include: arrive and start on time; focus only on the agenda; respect

different viewpoints

Regulate dominating individuals: The holder has to make sure each participant has

been given a fair chance of expressing ideas and opinions. Do not let one person

dominate the discussion.

Cater for Refreshments: By catering for appetizers, the participants feel important

and respected so it encourages them to participate actively in the meeting. Thus,

making it an effective tactic to hold a successful meeting. Although many people still

prefer the standard usual coffee and donuts, substitutes such as fruit, juice, and

muffins can be provided as in a high tea party.

Summarize: At the end of the meeting the holder should close the meeting by to the

point the discussion, highlight the final decisions made, the tasks passed on,

deadlines to be meet, and any action required by participants. If time is still left, the

meeting leader can address the questions raise by participants during the meeting to

clarify the doubts or can keep it for the next meeting.

8.6 ORGANISING A SEMINARS

Organizing a Seminar: A seminar is a lecture or presentation delivered to an audience

on a particular topic or set of topics that are educational in nature. It is generally held for

a group of 10-50 individuals. It may be defined as an assembling of people for the

purpose of discussing a stated topic.

Purpose of a Seminar: The purpose of a seminar may be single or multipurpose.A

seminar may have one or may purposes. For example, a seminar may be conducted for

the purpose of academia, such as a lecture, where the participants engross in the

discussion of an academic subject to gain a better insight into the subject.

Occasionally, seminars become a way for businessmen and women, to network and

meet other participants with similar interests, thus providing valuable contact for the

future

Seminars vs. Workshops: The major difference between seminars and workshops is that

seminars are usually more academic and less hands-on than workshops. Seminars are events

that are mostly conducted on educational topics. The workshops on the contrary are less

formal and require more interaction with the attendees in comparison to seminars. The main

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drive behind conducting the workshops is for the participants to gain new skills during the

event under the supervision of the trainer.

Preparation of a Seminar: The first step towards preparing an effective seminar is to

determine what the purpose of the seminar will be. Every seminar has a set agenda and

budget within which the person conducting the seminar has to work.

Preparation before the Seminar: Discover the speakers/presenter for the seminar

through an analysis of the subject matterand select those who are appropriate for the

purpose. Such speakers may be professional speakers, or just people with the

requisite knowledge and authority to effectively convey the desired message.

Find a Venue: Finding a proper venue for the seminar is very important having

audio-visual facilities and communication equipment and is well within the budget.

Another important point to be considered is the availability of ample parking space

for the seminar attendees.

Send the Invitations: Send out invites to attendees, speaker of the seminar and other

concerned peoplethrough various means. With the advent of technology many the

numerous social media sites suchas Facebook events, twitter etc. other such sites can

advertise the event.

Confirming the Attendees/Participants: It is very important for logistics like

accommodations, seating arrangements, car pick-ups and even the catering

arrangements. The confirmation of the readiness of the keynote speakers to attend is

essential in since this will help in the designing of the logos, brochures and other

promotional materials.

Selection of Volunteers:Volunteers are required to help with activities like guiding

and helping the seminar attendees.

After the seminar: Evaluate the outcome of the seminar, including the response of

the attendees/participants and their feedback

8.7 SYPOSIUMS

In ancient Greece, a symposium referred to a type of social gathering for young men to

celebrate entering into the noble society. In today’s world symposiums are types of

conferences that have various experts of different field sharing their knowledge and

experience on a particular subject generally for science, medical discoveries and

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academia. A moderator or session chair oversees the symposium and ensures that the

speakers and audience stay on track.

Objective of Symposiums

Gaining Insight: A fortune of information is gained at symposiums. It can be

thought of as an opportunity to hear from experts on subject matters. Symposiums

are the supreme atmosphere for information gathering and sharing but if not

systematically organised it may lead to information overload.

Type of Presentation: Subject matter under scrutiny is presented by experts who

generally distribute hand-outs and give time for answering the queries at the end

of their presentation. In addition, panel discussions allow attendees to hear various

experts preserve their position or offer their opinions.

Explanations:Many symposiums feature expositions hosted by third party

companies who set up booths to distribute information about their products and

services. The expositions give attendees a chance to see product demonstrations

and ask the vendors in this case detailed questions. Yet sometimes, the

information given to the attendees may be just for the purpose of neutralising the

symposium

Make contacts:Symposiums offer an opportunity for attendees to socialize with

their peers and make contact for alliance on future projects. It also provides vital

connections for job pointers and career advancement.

8.8 How to Hold a Symposium

STAGE 1: ARRANGEMENT

• Select Target group: The type of audience that would benefit from such a

symposium

ARRANGEMENTS

ENLISTING

OCCASION

FOLLOW-UP/FEEDBACK

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• Contributors: Those who will further continue in the future to hold such discussions

should be chosen

• Logistics:It is very important to cater for the need of the participants in terms of

availability of refreshments, parking areas and seating arrangements. Most

importantly the functioning of audio-visual aids and equipment should be checked.

• Location: It is another important factor as venue should suit the convenience of the

attendeesas it should be reachable.

• Consent Forms: If symposium is a part of a research project, the consent form is

needed to be filled.

STAGE 2: ENLISTING

• Publicizing: Not everybody is aware of what symposiums are so it becomes

important to advertise such events using the flyers. A special attention has to be

given to the target group selected in the first stage.

• University Faculty: If one is working at a university, faculty and staff can also be

enlisted to assist in organising a symposium.

• Moderators: If the symposium is in the format of small group discussions, then a

moderator is required. The holder might recruit the students of the university who

have interest and calibre to volunteer.

STAGE 3: THE OCCASION

• Registration of the Attendees: The first and foremost step on the day of the event is

to have the participants sign in and give their contact information to conduct a follow

up.

• ConversationInitiators: Conversation Leader ensures that the discussion does not

divert from the topic.

• Topic Discussion: The event starts with the explanation of the purpose of the event

and what is expected out of the speakers and certain ground rules are established.

STAGE 4: FOLLOW-UP /FEEDBACK

It’s important to get feedback for further future contact.

STAGE 5: THANK-YOU NOTES: It is very important to thank those who have given

guidance and support while conducting a symposium

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8.9 CONFERENCES

A conference is a meeting of several people to discuss on a particular topic. It is often

tangled with a convention, colloquium or symposium. While a conference can varies from

the others in terms of size and purpose. At a conference, pioneering ideas are explored

and new information is exchanged among experts. Its purpose could be one of the

following:

Academic conference: Generally in the area of science and academia, it is a

formal event where researchers present their research work.

Business conference: Organized to converse business-related matters and

establish contacts.

Trade Conference, or trade fair: The aim of the trade conferences is to

introduce business people with their customers. Like a business conference, it

focuses on business related matters but more participation and giving the chance

for business people and the general public equally to connect and understand the

subjects of interest through workshops, viewing white paper presentations, and

meeting merchants of similar or related services.

8.10 VIDEOCONFERENCING

Videoconferencing is a set of telecommunication technologies which permits a form of

group to communicate from two or more locations simultaneously via two-way video

and audio transmissions. It has also been called 'visual collaboration' and is a type of

groupware.

Benefits of Video Conferencing

Low Cost Incurred: With the advent of technology the availability of relatively

low cost and high capacity telecommunication services video conferencing has

made significant enhancement in business, education, medicine and media.

Distance Coverage: Videoconferencing has reduces the distance and increased

the outreach of the communication base. Thus, it increases the scope and

promotion of the idea.

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Develop Stronger Relationships: Video conferencing prime benefit over

teleconferencing is that users can see each other, which enables them to develop

stronger relationships.

Thus, videoconferencing is a technology that allows users in different locations to hold

face-to-face meetings without having to move to a single location. This technology has

increased the pace of business activities by increasing the circle of business contacts.

Uses for video conferencing include holding routine meetings, negotiating business deals

and interviewing job candidates.

8.11 PUBLIC SPEECHES

Public speaker is one of the most ancient forms of group communication where the

leader disseminates the important information to the public.

TYPES OF PUBLIC SPEECHES

Informative Speeches: In an informative speech, a speaker communicates

knowledge about a specific topic to an audience for which he must have a thorough

knowledge of the subject. It includes a more defines and concentrated subject matter.

Persuasive Speech: A speaker aims to influence the audience to understand his/her

proposition in relation to a topic. Thus, the form and content of speech must keep in

mind in accordance with the topic.

Special Speeches: Some special occasions require speeches are intended to inform

or persuade an audience. These are shorter and conclude within 10 minutes.

Generally these are motivational speeches or to inform about the achievements of an

organization.

CONTENTS OF THE SPEECHES

Instructions: Your audience's knowledge and experience can influence how you write

your speech. You should research about your audience even though you are simply

providing factual information, it will help you to know as much as possible about your

audience's background, including their previous knowledge of and experience with the

topic, as well as their education level. You do not want to talk down to them, but you do

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not want to assume they know more than they do and leave out basic information they

need to formulate opinions or make decisions.

Effective Introduction: Write an effective introduction as the first impression is the

last impression. It can make or break the span of attention of the audience. Some

effective strategies include using a famous quotation or offering astonishing facts.

Concise and Factual:The speaker has to include factual data and narrow down the

main topics to keep the speeches interesting.

Interact with the Audience: The speaker must indulge in conversations with the public

to keep their interest intact by circulating note cards it will allow audience without

reading from prepared notes.

Conclusion: To ensure that the public remembers the main points of the speech it is

important to summarize main points by re-emphasizing on the content you want your

public to remember.

Use Daily Conversation Words: It is important to use words applied in daily

conversations as the vocabulary of all the listeners may not be very high

8.12 COMMITTEES

A committee is a form of small planned gathering that is commonly anticipated to

remain between one subordinate to another, larger purposeful gathering—which when

organized so that action on committee requires a vote by all its eligible members, is

called the "Committee of the Whole". Thus, when committees don’t function properly,

it is mainly due to the fact that the agendas are not clear or the information disseminated

is incomplete.

Essentials of an Effective Committee

An outline by the committee chair at the beginning of each meeting is important along

with a focus for prioritized agendas. Thus, there are broadly six essentials for

communication through committee:

Written Proceedings and Agendas for the Committee: The first and

foremost measure is to summarize the purpose for which it is being held and

what is expected out of the members in writing and circulate to the members.

Effective Committee Chair: An effective chairperson leads the members of

the committee and also ensures that members don’t divert from the topic in

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discussion. An effective chair must have knowledge and experience. The

important role to be played by committee chair is the extra effort to be put in, in

terms of work and time for communicating with the staff. He should be willing

and able to resolve any disagreement among members to keep a committed and

informed board.

Careful Selection of Members: Generally a committee consists of 5-8 main

members. The main criteria for appointment of the members are their skill and

experience to complete task assigned and whether their involvement is

voluntary or not.

Accountability to the board: One of the most important elements of

committee is clear accountability to the board of directors by clearly defining in

writing what the committee expects and should convert it into a systematic

plan.

Efficiently Executed Meetings: The last element of committee effectiveness is

well executed meetings. This can be concluded from the fact that the members

of the committee reach to some point of agreement and the chair leads such

agreements.

8.13 OVERCOMING STAGE FRIGHT

Stage fright or performance anxiety is the nervousness, fear, or strong paranoia which

may be produced in an individual by the requirement to perform in front of an audience,

whether actually or possibly.

It can be medical such as an anxiety disorder or social phobia but in most cases it is due

to performance pressure. It is displayed as fluttering or pounding heart, tremor in the

hands and legs, sweaty hands, facial nerve tics, dry mouth,

Thus, it is very important for communication to be confident and have belief in what the

orator speaks. Following are the steps to overcome stage freights:

1. Self-motivation: The most important step is to convince you to overcome stage

freight and take a step forward to infuse self-confidence.

2. Have a friendly conversation with the listeners: By imagining the listener to be

close friends, the ability to open up and have interactive session with the audience

becomes comfortable.

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3. Don’t confuse too many things: Some theorist say by relaxing the stage fright

decreases while a contrary thought is that by taking certain level of stress makes the

speaker more alert. Amidst all this it is clear not to do too many things before or

during the presentation.

4. Clear Concept understanding: The speaker must be well aware of the contents of

his presentation.

5. Stretch and Walk Around: Walking and stretching the muscles sometimes

releases tension and helps in boosting confidence and relax the mind.

6. Practice in front of audience: It is important to practice in front of live audience

to reduce fear and gather their reaction to the way in which the speaker presents. This

can also help modify tone, content and context.

7. Reach venue well before time: It is very important to reach the venue in time so

that the speaker is familiar with the environment and can adapt to suit the

requirement. It also reduces stress level of reaching in time.

8. Be innovative: The speaker should analyse the emotions of the audience and then

innovate the way he is presenting his topic. This will generate some interest in the

public.

9. Double check everything: Check all the equipments such as laptops, projectors

etc. If the speaker finds that his notes are misplaced or the laptops are not functioning,

the speaker will get stressed which will increase his stage fright.

10. Divert Mind: Whether you listen to soothing music, ring your spouse or play a

game on your mobile phone - just try doing something completely different before

walking out on the stage. It takes your mind away from the fear and relaxes you.

11. Be comfortable with who you are: Even if the fluency of your language is not

good or you make grammatical mistakes, the speaker has to be comfortable with

himself otherwise he will be distracted and nervous. The only solution here is, to be

honest with yourself and learn to be comfortable with whom you are.

12. Don't rush it: When you start your presentation - take it easy. Don't rush it. Make

a point of starting slowly so that you can get into a comfortable space. Not only do

you have to get used to the audience, they have to get used to you.

13. Never apologise: Most, not all people will realise that the speaker is nervous - so

why tell them. But by mentioning to audience that you are nervous, you may lose

your credibility.

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14. Do not focus on what the audience thinks: By focusing on what that audience

thinks during the presentation the speaker will tend to get distracted and the

performance will deteriorate creating stage fright.

15. Walk through the crowd: Standing alone on a stage with the audience in

darkness is nerve wracking for anyone. Ask the organisers to put up the house lights

so that you can see the faces of the audience. Then make a point of walking into the

audience and look at everyone around you one on one.

16. Focus on the importance of the event within reason: The importance and the

level at which the event is organised should be kept in mind. This will reflect that the

speaker respects the time of the audience and the panel for judgement.

17. Smile: Smile from within - force the corners of your mouth up. It lightens the

mood of the listeners as well as the presenter. So the environment becomes cordial.

18. Fake Confidence: Many researchers believe if we fake confidence the speaker

feels confident in reality.

19. Don’t criticize yourself: By criticising oneself the speaker is devaluing his own

quality and it also a cause for nervousness.

20. Add Humour: The presenter does not have to be a comedian but should infuse

some laughter and enjoy your own presentation.


There is an old belief that: “two heads are better than one”. It is commonly believed that a

decision taken by a group is superior to a decision taken by an individual. Group

communication refers to the interaction between three or more interdependent members

working to achieve a common goal. It is the most important activity of an organisation. It,

therefore, requires careful planning and meaningful participation at every stage.

8.15 Glossary

Group Communication: It refers to the interaction between three or more interdependent

members working to achieve a common goal.

Primary Group: Primary groups are the ones formed generally through the informal

communication to fulfil our psychological needs.

Secondary Group: These are formed through formal chain of command and have fixed

responsibilities, authorities and accountability.

Activity Group: The purpose of this group is to indulge the group members into activities

such as social welfare and games club where they form a self-sustaining collection.

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Symposium: a symposium referred to a type of social gathering for young men to celebrate

entering into the noble society.

Video-conferencing: Video-conferencing is a set of telecommunication technologies which

permits a form of group to communicate from two or more locations simultaneously via two-

way video and audio transmissions.

CHECK YOUR PROGRESS

Q1.A meeting called to discuss arrangements for a specific event is called:

(a) Progress meeting

(b) Task oriented meeting

(c) Decision making meeting

(d) Information sharing meeting

Q2. All the following are components of group communication, except:

(a) Interdependence

(b) Interaction

(c) Shared Personal interest

(d) Goals

Q3. The purpose of group communication are, except:

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(a) Exchange information and ideas

(b) Decision-making on important matters

(c) Feedback on any project/policy/scheme

(d) Discuss personal matters

Q4. Group Communication is a form of:

(a) Interpersonal communication

(b) Vertical Communication

(c) Upward communication

(d) Grapevine Communication

Q5. Videoconferencing is a technology that allows users

(a) One way communication

(b) In different location to hold face to face interaction

(c) It is not a means of communication

(d) None of the above


Q1. B

Q2. C

Q3. D

Q4. A

Q5. B

8.17References

How to Hold a Symposium, or Student Conversation by Marion Hixon, The

University of Kansas eneral category of “Manner”.



35 TIPS ONOVERCOMING STAGE FRIGHTBy Wolfgang Riebe

o Published by Mind Power Publications at Smash-word

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http://www.ehow.com/how_4857491_write-informative-speech-public-

speaking.html#ixzz2xXpSqNoz

8.18Suggested Reading

Rajendra, P. and Korlahalli, J.S. (1997). Essentials of Business Communication. Sultan

Chand and Sons.



8.19Important Points

The purpose of group communication is to exchange information and ideas, feedback

on any project/policy/scheme, decision-making on important matters and elaborate on

any work undertaken.

The types of groups are primary groups, secondary groups, activity groups, personal

growth groups, learning groups and problem-solving groups.

The following points must be considered before holding the meeting:

First Decide the Purpose of the Meeting:

Participant:

Location and Time:

Agenda:

Confirming with the Participants:

Running Effective Meetings:

Begin on time and end on time:

Evaluate the Agenda:

Use an Ideas Bin:

Make Ground Rules:

Regulate dominating individuals:

Cater for Refreshments:

Summarize:

A seminar is a lecture or presentation delivered to an audience on a particular topic or

set of topics that are educational in nature held for a group of 10-50 individuals.

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The symposiums are types of conferences that have various experts of different field

sharing their knowledge and experience on a particular subject generally for science,

medical discoveries and academia

The types of public speeches are informative speeches, persuasive speech and special

speeches.

8.20Question Corner

Q1. What do you mean by group communication? Discuss the components of group

communication.

Q2. Write a note on the following:

a) Preparing and holding a meeting

b) Committees

Q3.How can employees contribute to group decision making? Discuss some effective ways in

which they can involve in decision-making activities of an organisation.

Q4.What is a symposium? Discuss the stages for holding a symposium.

Q5.What is stage fright? How can you overcome the stage fright?

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CHAPTER 9 WRITTEN COMMUNICATION

CONTENTS


9.1 Introduction

9.2 Advantages and Disadvantages of Written Communication

9.3 Types of Written Communication

9.4 Principles of Effective Writing

9.5 Letters

9.6 Features of a Good Letter

9.7 Importance of the Letter

9.8 The Layout of the Letter

9.9 Requisites of a Letter

9.10 Planning the Letter

9.11 Types of Business Letter

9.12 Complaint and Adjustment Letter

9.13 Sales Letter

9.14 Request for Quotation Letter

9.15 Persuasive Letter


9.17 Glossary


9.19 References




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What is written communication; and list advantages and disadvantages of writtencommunication?

To understand the types of written communication. Identify the layout of a letter. To understand the types of business letters.

To understand how to write a complaint letter. To understand how to send request for quotation letter.

9.1 INTRODUCTION

Just as it is impossible to think of social life without oral communication, it is impossible to

think of business organization without written communication. In a formal organization,

written communication is preferred over other forms of communications so as avoid conflicts

and ambiguity. Effective writing does not come by chance. It requires a lot of skills to write

simple, clear, accurate and briefly. The skills required for writing are the same as those

required for general written communication. Written Communication includes letters,

circulars, memorandums, books, journals, notices, reports, minutes, forms and questionnaire,

manuals etc.

Written communication is in which transfer of views, thoughts, and ideas is send in

a written form. Thus, written communication can be defined as a communication that is in the

form of black and white. Some of the kinds of written communications are: Letters,

memorandums, books and journals, articles, reports, pamphlets, posters, notices, etc. In an

organization, the manager is responsible for a variety of written communication such as

replies to clients, enquires, memos, recording agreements etc. A manager should be able to

convey information in written forms and in keeping the level of people who receive and read

them.

Formal communication should necessarily be in writing so as to avoid ambiguity. Also

written communication is one of the most significant means of communication in any

organization because it can be used as a proof at the time of need. Let us now take a look at

some of the advantages of written communication.

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9.2 ADVANTAGES AND DISADVANTAGES OF WRITTEN COMMUNICATION

Advantages of Written Communication Disadvantages of Written Communication

Easy retention and reference Reliability Accuracy Acts as evidence. Helps in decision making Less chances of misunderstanding Verification Clear understanding Legal document Acceptability Reduction of risk Creating confidence Easy circulation Wide access or coverage

Costly Time consuming Useful only for literate people Lack of secrecy Lack of flexibility Delay in response Complicate words Lack of personal relation Slowness Bureaucratic attitude Understanding problem between and

subordinates lack of clarification and formality

problem lack of personal intimacy

Advantages of written communication

Easy retention and reference: Written form of communication is easy to retain than

other forms of communication because of limitation of human memory. Written

message can be preserved as a record for future reference.

Reliability: Written communication is more reliable than other forms of

communication.

Accuracy: There is a higher degree of accuracy in written communication. As it is a

legal document and much care is taken while framing the message. All the

information to be given is in absolute value. Misinterpretation can be avoided to a

large extent if the message is properly framed.

Acts as evidence: Words of mouth are not believable and in some cases oral

communication cannot be served as a proof in legal matters. Written communication

overcomes this limitation.

Helps in decision making: Written communication helps the authority to make

decisions. If the written documents are available they assist in taking the decisions.

Less chances of misunderstanding: In written communication the message is in

black and white and hence there are few chances of misunderstanding and distortion

of message. Whatever is written in the document only that is received by the receiver

(nothing less and nothing more).

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Verification: At the time of misunderstanding, the information and messages that are

preserved can be referred to and verified easily.

Others: Clear understanding, Legal document, Acceptability, Reduction of risk,

Creating confidence, Easy circulation, Wide access or coverage etc. are possible only

in written communication.

Disadvantages of written communication

Costly: Written communication is more expensive than other forms of

communication as the cost of stationary, typewriter, Printer, Fax machine, computer

are needed for composing the message.

Time consuming: Written communication is more time consuming than others as in

oral communication the message is sent and received simultaneously.

Useful only for literate people: Written communication is of no use to the illiterate

people. The illiterate sender will not be able to write the message and an illiterate

receiver will not be able to read the message.

Lack of secrecy: There is lack of secrecy in this form of communication as

everything is in the black and white form and it can be read by anyone anytime.

Lack of flexibility: Message once composed and sent cannot be changed. This is one

of the biggest drawbacks of the written communication.

Delay in response: There is always a time gap between sending and receiving of the

written message. Hence, the response from the receiver is not prompt.

Complicated words: Sometimes the sender uses complicated and technical words in

writing a message and hence the receiver may not be able to understand it. So the

purpose of the communication may be defeated.

Lack of personal relation: Personal or direct relationships are tough to be built in

the written communication as the sender and the receiver cannot see each other.

Other: Slowness, Bureaucratic attitude, Understanding problem between and

subordinates, lack of clarification and formality problem, lack of personal intimacy,

etc. are the other drawbacks of the written communication.

9.3 TYPES OF WRITTEN COMMUNICATION

Various types of written communication are as follow:-

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1. News Bulletin

2. Pamphlets

3. Books

4. Journals

5. Circulars

6. Notices

7. Reports

8. Memorandums

9. Newspaper

10. Forms

11. Posters

12. Catalogues

13. Letters

14. Proposals

15. Job Applications

16. Handbooks

17. Manual

9.4 PRINCIPLES OF EFFECTIVE WRITING

Accuracy: To maintain the accuracy one should check all the information for facts,

figures and words etc.

Use Simple Words: The writer should always use simple and light words than heavy

words. It is best to use “before” for previous.

Correctness of Words: The appropriate words must be used for the subject, audience

and purpose of a particular piece of writing.

Choose Active Voice: The excessive use of infinitive should be avoided. It will make

the style more impersonal and formal.

Avoid jargons: It refers to a special language of a trade, profession or a field of a

study.

Avoid Ambiguity: If a word or message can mean more than one thing, it is

ambiguous.

Technical Accuracy of the language: One should communicate the message

correctly in terms of grammar, punctuation, and spellings.

Use Short Sentences: Long sentences are tends to be more complex and demand

greater concentration. Nowadays, nobody is having much time to spend for long

sentences. If a sentence cannot be short then it can be split into two sentences.

Natural Language: Letters and memos must be written in the language of everyday

speech.

Adopt the You Attitude: To make our letter more effective, we must avoid I’s and

WE’s and have as many YOU’s as possible.

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Positive Language: Positive words stir up positive feeling. Use of positive language

in business becomes more important, the primary aim of which is to build up the best

of human relations and to earn business.

9.5 LETTERS

The letter is an essential form of communication for every business firm. Letter can be

defined as a written, typed, or printed message, sent in an envelope by post or messenger to

share your ideas, thoughts and views. Letters has been in use since ages. Earlier the letters

were posted in envelops but with the advent of technology came fax machines, electronic

mails which are quick in service. Letters are considered as a snail mail because they take

longer time to reach the receiver yet the importance of writing letters cannot be overlooked.

Definitions:

Charles W. Eliot has defined Letters as a “Carriers of news and knowledge, instrument of

trade and industry, promoter of mutual acquaintance, of peace and goodwill among men and

nations.”

Wren and Martin has defined Letters as “The art of Letter Writing is no mere ornamental

accomplishment, but something that every educated person must acquire for practical

reason.”

9.6 FEATURES OF A GOOD LETTER

Simple and Concise: A letter should always be short and concise but should provide all

the essential points are that required. If the letter is lengthy then the reader may be

unwilling to read the whole letter due to time constraint.

Language Qualities: The language used in the letter should be easy to understand and

should of the level of the reader. Words used should be polite and courteous even if it is

a complaint letter. Keep the tone of the letter friendly.

Proper Format: Letter to be sent should follow the proper format. This often helps in

catching the attention of the receiver.

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Complete Information: All the necessary information should be provided in the letter.

Vague words like few, more, some should be avoided and absolute numbers should be

provided where required.

Language: Language should be simple and clear. Complex and technical words should

be avoided as they lead to the misunderstanding. Do not give anything that will leave the

reader in dilemma.

Clarity: Whatever is required should be provided in the clear words. Double meaning

words should be avoided.

Etiquette: Correct names and spelling of the person should be mentioned in the letter.

The tone of the letter should always be polite even if it’s the complaint letter. This will

help in building the image of the sender and the firm.

Correctness: Correct format and spelling should be followed. Also the letter should be

grammatically correct.

9.7 IMPORTANCE OF THE LETTERS

Less chances of Ambiguity: Letter being in a written form avoids ambiguity to a

large extent as the thoughts are expressed in the words.

Appropriateness: The tone and the language must be changed according to the

occasion as well as the psychology of the reader.

Permanent record: The documents of written communication act as a permanent

record. When it is needed, important information can be easily collected from the

preserved documents.

Serves as evidence: Letter being a written form of communication can be served as a

proof/ reference in the court.

Easy to verify: The information and messages that are preserved can be verified

easily. If there arises any misunderstanding any party can easily verify the

information.

Stays for a longer time: Letters can be preserved for the long period of time than

other forms of communication like verbal communication.

Enhancing the image: Written communication helps to maintain the images of both

the person and the organization. It also protects the images of the company or

organization. As the goodwill of the company can be decided how well it respond to

the customer’s grievances that are mostly through the letters.

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9.8 THE LAY OUT OF LETTER

The main parts of business letters are as under:

Heading

Inside Address

Salutation

Subject

Introductory Paragraph

Body of Letter

Closing Paragraph

Subscriptions

The Signature

Reference Initials

Enclosures

9.9 REQUISITES OF A LETTER

1. Letter Heading: Normally the letter heads are printed on the top of the letter. And it

contains all the necessary information like name of the individual or firm, postal address,

telephone number, email addresses and the Fax number.

2. Inside Address: The name and the address of the addressee/receiver should be clearly

mentioned so that the letter is received by the receiver in time and without any

difficulty. Also the name of the recipient should not be vague. Eg if you are writing to the

Editor of the newspaper, the designation should be mentioned in the name else it would not

be clear who is to receive the letter and the purpose of writing a letter is defeated.

3. Salutations: It is a greeting to the receiver of the letter and it implies courtesy, politeness

to the recipient. Salutation comes beneath the recipient’s address, but before the body of the

letter starts and is close to the left-hand margin. ‘Sir’ is commonly used to all Government

correspondence, and for very formal business letters. However, ‘Dear Sir’ is the mostly used

salutation in commercial correspondence. Both these forms address can be used when the

letter is written officially. At the end of the salutation, punctuations like comma, or colon is

used. Putting a comma is more popular than using a colon after salutation.

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4. Subject: This comes after the salutation. Subject is the one line describing the purpose of

the letter. Only by the reading the subject the receiver should come to know the central idea

of the letter.

5. Introductory Paragraph: The introductory letter should define the purpose of the letter.

In case the current letter is reply to a previous letter, the reference number should be

mentioned. In case of new correspondence, the brief introduction about the subject matter of

the letter should be written. Introduction part should be brief.

6. Body of the letter: A business letter should be brief and precise. All the required details

that are needed should be mentioned in the body of the letter. If several points are required to

be touched upon, a separate paragraph for every point should be used. But the paragraphs

should be logically arranged. Good Letter is the best tool to boost not only the image of your

business house but also your personal image. Nevertheless, the phrasing of the letter should

confirm to the style of the salutation. Remember, Well-worded paragraphs are attractive in

appearance.

7. Closing Paragraph: It should be worded in a forceful and convincing style, because it is

in this paragraph that the whole argument is summed up. Ordinarily, the letters should end

with a courteous phrase expressing hope for a formal reply or assuring the addressee of the

best of attention. Good Letter is the best tool to boost the image of your business house.

8. Subscription: The salutation and subscription must always agree in style. Letter should

start formally and also end formally. The most popular subscription is business letters is

‘yours faithfully’. The other subscription ‘Yours truly’ is also used widely. But ‘yours

sincerely’ is used in personal letter. Good Letter is the best tool to boost not only the image of

your business house but also your personal image. “Your sincerely’ is used for friends and for

relative. ‘ Yours faithfully” is mostly used in formal letters and ‘Yours truly’ is used for very

close relatives.’ Your obedient’ is used in a letter written by student to his teacher. ‘Your

affectionate’ is used in case of letter written by father to his son/daughter.

9. The Signature Line: The letter is closed with signature of the sender. The signature

should be followed by the name of the signatory in Block Letters. This facilitates in knowing

about the sender of the letter.

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1o. Enclosures: Sometimes the letters carries some other material in the form of price list,

order, invoice, bill, cash memos, cheque etc. In such cases it should be mention in the letter

after the signature and the left-side of margin.

11. Reference Initials: It is to put the initials of a person dictating the letter and of person

typing it towards the end of the letter near the left-hand margin.

Layout of a Letter

Contact Information

Your Name

Your Address

Your City, State, Zip Code

Your Phone Number

Your Email Address

(space)

Date

(space)

Contact Information

Name

Title

Company

Address

City, State, Zip Code

(space)

Salutation

(space)

Dear Mr./Ms. Last Name:

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(space)

Body of Business Letter

The first paragraph of your business letter should provide an introduction to why you are

writing.

(space between paragraphs)

Then, in the following paragraphs provide more information and details about your request.

(space between paragraphs)

The final paragraph should reiterate the reason you are writing and thank the reader for

reviewing your request.

Closing:

(space)

Respectfully yours,

(double space)

Signature:

Handwritten Signature (for a mailed letter)

(double space)

Typed Signature

Enclosures:

Ref. initials

9.10 PLANNING THE LETTER

Steps to plan the letter

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What is the main aim in writing this letter?

Is there a secondary aim that we can accomplish through this letter?

Collect all the relevant facts and information: knowledge of the previous

correspondence, if any; figures, reports etc.

According to the situation and nature of the person you are writing to; determine the

tone of the letter.

Arranged all the points in the order of importance.

After dealing with the questions above, decide about the approach:

Direct Approach: This type of approach is suitable for quotations, orders,

enquiries etc. In these types of letters, the writer can come directly to the point

without wasting time in introductory remarks or lengthy explanations.

Indirect Approach: This type of approach is slightly unpleasant. This approach

has something in it that we would not like to convey without explanation. In such

circumstances, it is advisable to write a few prefatory sentences to put the other

person in good humour.

Persuasive Approach: These types of letters carry neither good nor bad

information. These are mainly used in sales letters in which the writer persuades

the reader to act i.e. to buy the product or service you are offering him.

Activity A

Discuss the importance of ‘YOU’ attitude in business letter

---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

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---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

How to plan:

1. Keeping the points discussed above we may start writing the letter. First we have to

make a draft, leaving plenty of space for changes and revisions. We also have to keep

in mind a suitable approach as discussed above.

2. Then we write the first draft after considering the following questions:

Information

English in terms of grammar, spelling and punctuation

Style

3. After all necessary changes and corrections, we may type the final version of the

letter.

5.11 TYPES OF BUSINESS LETTERS

The letters can broadly be classified into formal and informal letters. And the formal letters

can be further be divided into persuasive letters, sales letters, complaint letter,

acknowledgment letter, cover letter, quotation letter, request letter, inquiry letter, Letter of

recommendation, adjustment letter, resignation letter etc.

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9.12 COMPLAINT LETTER AND ADJUSTMENT LETTER

A Complaint letter is written by the buyer to the seller in case of defective or inadequate

goods and services. A clear reference number of the goods/ services along with the other

details of the goods (weight, quality, quantity, warranty etc) should be written in the letter. A

complaint letter should clearly define the problem and if the solution is needed that should

also be mentioned. The tone of the letter should be polite. A complaint letter should be short

and addressed to the specific department or the person. Also the hard copy of the complaint

letters should be retained by the buyer.

As a complaint letter is written in case of any grievance, problem etc. An adjustment letter is

written by the seller to the buyer in response of the complaint. A clear justification to the

complaint should be given. The adjustment letter should be able to satisfy the customer so as

to build the goodwill of the firm. Letter should give the solution to the problem. The tone of

the letter should be polite and the concern of the seller should be visible in the adjustment

letter.

Sources of mistakes giving rise to complaints

Defective Order

Wrong Direction to the dispatch section

Mistake by the accounts section in preparing the invoice

Goods found damaged

Defective packaging

Perssuasive

Letters

SalesLetters

Complaint

Letter














letter.


Defective Order



Goods found damaged

Defective packaging

Types ofLetters

Formal Letters

Complaint

Letter

Acknowledgm

entLetter

AdvertisementLetter

CoverLetter

Quotation

Letter

Informal Letters














letter.


Defective Order



Goods found damaged

Defective packaging

Quotation

Letter

RequestLetter

OtherLetters

Informal Letters

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Abnormal delay in sending the consignment etc.

Orders carelessly fulfilled

Poor after sales service

Guidelines for drafting the Complaints

Regret the need to complain in a courteous and matter of fact style.

The claim should be specific.

State clearly what has gone wrong with the fulfillment of the order?

A reference must be made to the quotations, date and time of arrival of goods.

Explain the nature of damage in terms of money, sales, goodwill etc.

Suggest the steps to rectify the situation.

Make a firm request that the matter should be attended to promptly.

Guidelines for drafting replies to the Complaints

Acknowledge the letter promptly and thank the customer for bringing all the

information in the knowledge of supplier.

When the customer is right, accept the fault frankly without making any excuses.

Express the regret for the inconveniences caused to the customer as soon as possible.

Assure the customer for making sincere efforts.

Explain what actions he is going to take for making amendments.

Close with offer of better services in future.

Sample of Complaint Letter

Write a letter of complaint for a defective pair of shoes that you have ordered from the

website.

#1234,Mall Road

Rohini

Mar 22, 2014

Customer ServiceABC

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Noida (200012)

Sub: Defective pair of shoes

Dear Sir or Madam:

On March 22 we have placed our (order number is ABS 1234) of new pair of shoes (item

#43996) with your website. We received the parcel on June 24. Unfortunately I found that the

shoes were dirty and not packed properly. To resolve the problem, I would like you to credit

my account for the amount charged for my pair of shoes or replace it as soon as possible.

We have been regular customers of your company since years and this is the first time we

have encountered a problem.

Yours faithfully,Signature

XYZ

Reply to the above letter

Customer Service

ABC

Noida (200012)

01 July,2014

#1234

Mall Road

Rohini.

Dear Sir,

We regret that you had to take the trouble of writing to us. Please accept our

apology for this lapse on our part. We always check before the packaging and dispatching

them. This is really unfortunate that you received defective pair of shoes.

Today, we are placing them at our cost. We may also assure you that in future we

will be more careful in fulfilling your order.

We are extremely sorry for the inconvenience caused to you.

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Yours faithfully,

9.13 SALES LETTERS

Sales letter is written by the seller to the intended sellers. It should include all the relevant

information to capture the interest of the potential customers. The layout of the sales letters

should be such that so as to persuade the customers to buy your product or services. Sales

letter does not always serve the purpose as it provides only the information and

demonstration of the product is not possible.

Objectives of a Sales Letter

Immediate object of prompting the sale of a product.

Introduce a new product in the market at a lower cost.

Widens the market for existing products.

Educate the customer in selecting the right product.

Maintains goodwill among the customers.

Also keep the customers constantly in touch with the company.

Focus on a particular class

Functions of a Sales Letter

Attracting Attention

Arousing Interest

Educate the customer

Persuading the customers

Stimulating the desires

Securing actions

Guidelines for drafting a Sales Letter

Write your letter in a striking manner.

Explain the product and services being offered.

Highlights the positive points of the products to the readers in terms of economy,

durability, low cost, satisfaction performance, etc.

Convince the reader by giving the evidences.

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Induce the readers by offering different types of inducements.

Close the letter by telling the readers exactly what to do and how to do it.

Sample of a Sales Letter

Herbals Beautiful Girl LimitedXYZ

Mumbai(41990)

March 14, 2014General ManagerHerbal Care ClinicNoida(110008)

Dear Sir/Madam,

We would like to inform you that we are introducing our new product ‘Fair and Care Cream’

to you.

We have recently launched this product in India. This cream is running successfully over the

world.

Our claims are based on the research taken up by our company on this cream. And we got a

positive feedback from the existing users of the product.

We request you to try this product in your clinic and we guarantee that you would definitely

like this cream. If will also send you some samples for testing. You can get the other details

from our office.

Thanking You,Sincerely,

9.14 REQUESTS FOR QUOTATION LETTER

Request letter is written by the buyer asking for the quotations for the purchase of the goods.

Also the price quotations are invited from the various firms for the purchase of the goods. It

includes details about the price of the goods needed, terms of payments, conditions of

delivery etc. The specification should be given in letter by the buyer.

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SAMPLE OF A QUOTATIONL LETTER

Example 1. Ask a firm of toy dealers to send their price list and catalogue

---------------------------------------------

---------------------------------------------

-----------------------------

-------------------------

-------------------------

-------------------------

Sub: Request for quotation letter.

Dear Sir

We hereby request you to send the latest illustrated catalogue and price list of ‘TOYS’

Yours faithfully

Manager

Example 2. Reply to the above Enquiry

Letter Head

Date

-----------------

-------------------

-------------------

Dear Sir,

Thank you for your enquiry. We are glad to enclose the illustrated catalogue and the

price list of ‘TOYS’.

Our toys are made up of high quality and designed to suit the children. Our normal

trade discount is 20% and 5% extra for bulk order exceeding Rs. 50,000.

The catalogue and the pricelist will describe our product to you to your entire

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satisfaction. However, if you need further details, you should feel free to write us.

Sincerely,

--------------------

Product Manager

9.15 PERSUASIVE LETTER

At this stage we will start working out a strategy to appeal to the debtor’s conscience, make

him realize his prestige in the society, offer him an attracting suggestions etc. and then come

to talk on payment.

The chief characteristics of a persuasive collection letters are:

An arresting and attention getting opening,

An appeal to the receiver,

Help to solve the problems, if any,

Mentions of the reminders sent so far,

A clear request for payment,

Courteous close.

Sample of a Persuasive Letter

Dear Mr. ABC

Looking into your records we find that your credit worthiness is really very high.

We are just not prepared to count you amongst the delinquent group. But, then, unfortunately

we find that your march 15 balance of Rs…… is so much overdue.

What really worries us is that even the fourth reminder of ours has not been

replied. I hope everything is fine with you.

Do let us know by return whether there is any lapse on our part. Are you not

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satisfied with our goods or our services? Is there anything that we can do to help you? In case

there is any problem in setting the account we can talk it out so that you feel comfortable with

us.

You will always find us willing to accommodate you. With this promise, we eager

await your reply.

Sincerly

Source: Sinha, K.K. Business Communication


Written communication includes all printed, written or typed message to be conveyed. These

are of utmost importance in the formal communication as these assist for any future

references and can be preserved for a longer period of time. Written communication includes

memorandums, letters, notices, reports, circulars etc. Out of these letters play the significant

role in the business communication? Hence they should be properly formatted and be in

simple words.

9.17 GLOSSARY

Written Communication: Written communication is in which transfer of views, thoughts,

and ideas is send in a written form.

Letter: It can be defined as a written, typed, or printed message, sent in an envelope by post

or messenger to share your ideas, thoughts and views.

Complaint Letter: A Complaint letter is written by the buyer to the seller in case of

defective or inadequate goods and services.

Adjustment Letter: An adjustment letter is written by the seller to the buyer in response of

the complaint.

Sales Letter: Sales letter is written by the seller to the intended sellers. It should include all

the relevant information to capture the interest of the potential customers.

Request Letter: Request letter is written by the buyer asking for the quotations for the

purchase of the goods

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CHECK YOUR PROGRESS

Q1. Which of the following are examples of written communication?

(a) Letters and voicemail(b) Reports and email(c) Circulars and voicemail(d) Presentations and email

Q2. Writing style can be improved through use of:

(a) Jargon(b) Slang(c) Simple words(d) Metaphors

Q3. All the following are principles of business letter writing, except:

(a) Consideration

(b) Directness

(c) Precision(d) Ambiguity

Q4. Which of the following is not a compulsory part of a business letter?

(a) Salutation

(b) Close

(c) Attention line(d) Body

Q5. Consideration in a business letter means:

(a) Stressing the “me” attitude

(b) Using first person pronouns

(c) Stressing the “you” attitude(d) Appealing to the sender’s interest


Q1. B

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Q2. C

Q3. D

Q4. C

Q5. C

9.19 REFERENCES

Lehman, C. L., Dufrene, D. D., Sinha, M. and Walker, R. C. (2011). BCOM. Cengage Learning.

Chaturvedi, P.D. and Chaturvedi, M. (2004). Business Communication: Concepts, Cases and


Rajendra, P. and Korlahalli, J.S. (1997). Essentials of Business Communication. Sultan

Chand and Sons.


Sinha, K.K. (2005). Business Communication. Galgotia Publishing Company, New

Delhi.




Written communication is not easy. It requires a lot of skills.

Written communication is more important in business organization than oral

communication.

All business organization depends on written communication.

Written communication has many advantages and disadvantages.

The principles of effective writing are accuracy, use simple words, correctness of

words, choose active voice, avoid jargons, avoid ambiguity, technical accuracy of the

language, use short sentences, natural language, adopt the you attitude, positive

language

For planning a letter the direct, indirect or persuasive approach may be adopted.

A Complaint letter is written by the buyer to the seller in case of defective or

inadequate goods and services.

An adjustment letter is written by the seller to the buyer in response of the complaint.

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A Sale letter is written by the seller to the intended sellers. It should include all the

relevant information to capture the interest of the potential customers.

The functions of a sale letter are attracting attention, arousing interest, educate the

customer, persuading the customers, stimulating the desires and securing actions.


Q1. What is meant by written communication? Discuss the merits and demerits of writtencommunication.

Q2. Compare and contrast the written communication over oral communication?Q3. Discuss the significance of written communication. How can it be made moreeffective?Q4. Write a note on the functions of the business letter.Q5. Distinguish between formal and informal letters.Q6. What is the main purpose of business letter? What points the writer should kept inmind so that the purpose may be served the best?Q7. Discuss how a letter should be planned.Q8. Draft a Sales Letter.Q9. Draft a Complaint Letter.

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CHAPTER 10 DEPARTMENTAL COMMUNICATION

CONTENTS

10.0 Learning Objectives10.1 Introduction10.2 Methods of Communication10.3 Traditional Methods of Communication10.4 Modern Methods of Communication10.5 Selection of the Methods of Communication10.6 How to Improve Departmental Communication10.7 Tips for Improving Inter Departmental Communication10.8 Consequences of Choosing Wrong Communication Channel10.9 Tenders10.10 Samples and Drawings10.11 Representation and Suggestions10.12 Motivational Communication10.13 Summary of the Chapter10.14 Glossary10.15 Answer to Check Your Progress10.16 References10.17 Suggested Reading10.18 Important Points10.19 Question Corner


What is department Communication?

To discuss traditional and modern methods of communication. To understand the purpose of a notice.

To understand how to write a resignation letter. To understand the tips to improve inter-departmental communication.

10.1 INTRODUCTION

As we know in today’s competitive world it is essential for every organization to segregate itsworkings in different departments. So in order to work efficiently it is essential for anorganization to have uninterrupted flow of information between various departments. Ordersare to be passed and every notice is to be issued which is to be communicated to everydepartment. Employees working in a department communicate with people working in otherdepartments both formally and informally.

Communication = transferors + understanding Message should be transferred from sender to receiver. Receiver should be able to understand also.

Inter-departmental communication is entirely an internal affair. It will be effective when it issupported by good infrastructural facilities. Various channels of communication are being

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used in present era. With the advent of information technology a number of other channels ofcommunication have come up.

Channel is a

MEDIUM used to transfer the message from sender to receiver. LINK between the parties to communication. PATH through which message is transmitted to the receiver

10.2 METHODS OF COMMUNICATION

TRADITIONAL MODERN

• Telephone

• Telex and Fax

• Postal and Telegraphic Services

• Local Messenger

• Face-to-Face Communication

• Mass Communication

• Manuals

• Minutes Of Meeting

• Notice

• Memo

• Circular

• Meeting Agenda

• News Letter

• Resignation Letter

• Interview Letter

• Promotion Letter

• Videoconferencing

• Supply Chain ManagementSoftware

• E-Mails

• Extranets

• Blogs

• RSS Newsfeeds and Aggregators

• Telephone

• Websites

• Internet

• Fax

10.3 TRADITIONAL METHODS OF COMMUNICATION

1. Telephone: The telephone is the most common media used for communication. It isan old form of communication. Many different telephone service providers are there(AIRTEL, BSNL, MTNL, VODAFONE, etc). As the competition in telephoneindustry has increased, this has proved to be of advantage to the customers.

Advantages: Disadvantages

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Immediate Feedback Instantaneous

Communication Effective Great equalizer

Cannot see each other Wasted lot of time, if wrong

number is connected. Greater chance of

misinterpreting. Not a permanent record

How to use telephone effectively:

Speak in a positive and friendly tone. Have piece of paper and pencil ready at hand. When you pick up the receiver, first introduce the company, department and

yourself. Do not shout on the telephone. Try to add a cordial note to the response. Listen carefully, without interrupting the caller. If any part of the message is not clear, then politely ask the caller to repeat

his/her message. In telephone communication, do not waste time in idle personal talk.

2. Fax: It is a popular form of communication. It facilitates easy communication with anumber of foreign business houses. The fax machine enables us to immediately sendcharts, photos, drawings, certificates, degrees, testimonials, agreement, and graphsfrom one place to another. A fax machine is like a split photocopier in which theimages are reproduced on another machine which may be next door or hundreds ofkilometer away.

3. Telex: It is the name given by the post office people to a teleprinter whereby writtenmessages can be communicated from one place to another with the help of a machine.It consists of two parts 1) keyboard transmitter and 2) receiver for transmitting thecoded signals and printing the message. This is the fastest methods of the writtencommunication.

4. Postal and Telegraphic Service: Since past 150 years postal department of India hasbeen a source of socio-economic development in the country. It is the cheapest meansof communication. They are the oldest means of business communication. Still insome organization it is used.

5. Local Messenger: Local messengers can be used to send a message in the local areas.But it is quite expensive, due to which it is not much used.

6. Face to Face Conversation: It is identical to oral communication. Telephonicconversation is oral but we cannot call it face-to-face communication. The managersof two companies greeting each other with a smile and shaking hands with each otherare engaged in face-to-face communication. Face to face conversation brings a sense of concern in communication. Facial expressions and gesture help to communication better. It is much more effective compared to any other source of communication. It is most suitable for discussion.

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With the advent of technology it has been very easy using video conferencing. Personal communication is one of the richest channels of communication that can

be used within an organization. Physical presence, the tone of the speaker's voice and facial expressions help

recipients of a message interpret that message in a better manner. It clarifies ambiguity. Also by the reactions of the recipient the speaker can evaluate if the listener has

perceived the message as he wants to communicate or not. It is not suitable in the large gathering. It is difficult to practice in large organizations. It is ineffective if the listeners are inattentive.

7. Mass Communication: Mass media are newspapers, radio, television etc. TV, radio and loud speakers all

fall within the broadcast media communication channel. These types of mediashould be used when addressing a mass audience.

Businesses seeking to notify customers of a new product may advertise or dopromotions using a broadcast channel. Similarly, a CEO may do a global companyaddress by having a television feed broadcast across global sites.

When a message intended for a mass audience can be enhanced by beingpresented in a visual or auditory format, a broadcast channel should be used.

8. Manuals: Manuals explain how to perform various tasks and resolve problem atwork.

9. Minutes of meeting: These are written records of meetings or conference. Theyusually include:

Identification of the group that met; Classification of the meeting; Location Date and Time of meeting; Identification of the people in attendance and presiding officers; Identification of absentees and reason for absence; Reference to minutes of previous meeting (except 1st); Reports of actions on matters previously presented to the group (old business); Reports of action on matters currently presented to the group (new business); Notation of when meeting end and date, time and place of next meeting; Identification of the person responsible for preparing the minutes.

10. Notice: Notice is a simple straight forward written communication giving any sort ofinformation or instruction.

Purpose of a Notice: To make an announcement of Social Events. For reporting matters that are in staff’s interest To provide information to the staff about new procedures and policies. Advertise Posts for internal appointment.

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Guidelines for Writing a Notice: Use different font size for emphasis. There should be a clear heading Use sub-heading. Use the paper effectively to display the notice attractively. Name of the writer is to be mentioned at the bottom Include date and time also.

SAMPLE NOTICE(WITH IN ORGANISATION)

ABC TEXTILE LTD.

CIVIL LINES,UPKAR NAGAR

LUDHIANA

NOTICE

A general Body Meeting is scheduled to be held on 26th Oct., 2013 in conferenceroom A at 11:00 A.m. about the Diwali celebrations in our company. Suggestions inthis regard are welcome.

XYZ

(President)

ABC textiles

11. Memo: An abbreviation used for ‘office memorandum’. Memorandum is the Latin word for “something to be remembered”. Memos are official internal notes in an organization. Memo is a short, to the point communication conveying your thoughts, reaction or

opinion on something. In a memo

1. Define the problem2. Tell the reader why they should feel concerned3. Say the result you want to get4. Say what you want the reader to do and when

A memo has 4 parts:

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1. To2. From3. Date4. Subject

They are usually identified by a title. MEMOS don’t include any salutation. A Memo can be used:

to issue instruction to the staff, to communicate policy changes to the staff, to give or seek suggestions, to request for help and information, to confirm a decision arrived at on telephone, etc.

MEMORANDUM

To: ABC

From: XYZ

Date: March 12, 2014

Re: Rechecking the voice quality

We are receiving customer complaints regarding the voice quality of handsetnumber 21145. We request you to please check the voice quality specificationsagain.

12. Circular: Circular is a letter or an advertisement which is used to communicate with a large

number of people. It is usually written by a company or an organization to circulate some necessary

information so that the recipients are aware of the matter being delivered.

A Circular Letter Announcing a New Company Plan

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To : All EmployeesFrom: ABCDate: November 4, 2013

In order to maintain the same position as earlier, it is essential that we need to enthuseourselves in setting up better and new goals for the future. Hence I would like to sharemy viewpoints and plans regarding the efforts to be improved in various segments of thecompany.

Productivity: Definitely you all are aware of the fact that our productivity has increasedby 2% in last year. This time we need to aim at increasing production by 5% in order tocater to upcoming demand.

Marketing and Sales: The annual sales target programmed has proved to be of immensehelp to us. But we need to improve upon our sales by focusing the untapped marketsegments. So sales target for this year has been increased to 20% from 15%.

I sincerely hope your whole hearted support in making our company a successfulorganization.

Sd/-Manager

13. AgendaIn business organization all important decisions are taken in the board meetings. Forthis purpose, the secretary is supposed to prepare a document outlining the contents,topics/issues to be discussed, known as agenda. As this is a very important duty forthe secretary, he must always be present in the meeting to write down what is beingsaid by all the members of the meeting. The proceeding of the meeting is known asminutes.

Agenda is defined as “Things to be done”. It is the plural of the Latin gerund agendum. It is used today in the sense “a plan or list of matters to be acted upon.” So agenda is a list, plan or points to be discussed.

Example of agenda:

Introductions Project Review Measuring progress Starting to work right now Questions and answers.

ABC Pvt. Ltd.New Delhi

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16th

March, 2014

NOTIFICATION OF BOARD MEETING

A MEETING OF THE BOARD WILL TAKE PLACE on 18th March, 2014 INSeminar Room A, at 10.00 a.m.

It is anticipated that the meeting will continue for atleast one and half hour, and thedirectors coming from out of the town are requested to inform the secretary if theyneed any sort of staying arrangement.

AGENDA

1. Reading the Minutes of the Previous meeting2. Sanction the leave Application3. Discussion of Inspection Reports4. Current Work5. Date of the Next Meeting

XYZ

Secretary

To:Mr. Arora, Financial DirectorMr. Chawla, Technical DirectorMr. Sinha, Personnel DirectorMr. Khan, Director, Sales and MarketingEncl: Minutes of Meeting, 10th March, 2014

14. Newsletters: A bulletin issued periodically to the members of a society or other organization. Newsletter is a shortened form of informational letter and a newspaper which

provides a quick view of the latest news to the viewers and has gained muchpopularity nowadays.

N- news: The newsletters must be capable of giving news to the readers

E- education: The newsletter must be educational and should reflect futurehappenings.

W-writing: Writing should be lively and concise.

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Headings must be in past tense. The purpose of newsletter must be made very clear.

S-Splash: Add a little humour. Add a letter to the editor column Add a special piece of art.

L-layout: The layout must be appropriate It must be attractive. It must have compatible type faces.

E-editing: The spelling, punctuation and grammar have to be up to the mark.

T-timeliness: The time factor should be an important consideration. The newsletter must not contain outdated information.

T-topical: The topic to which a newsletter relates has to be focused upon.

E-events: Be sure to have a calendar of events.

R-readability: The text in a newsletter must have ample white spaces todifferentiate two types of lines, paragraphs and words.

15. Resignation Letters:

When an employee plans to leave his job, a letter of resignation is usually sent to hisimmediate manager giving him notice and letting him know when the last day ofemployment will be. In many cases, the employee also will detail his reason for leavingthe company.

The purpose of a resignation letter is to inform your employer of your intention to resignfrom your current position within the company.

The resignation letter should be kept brief but needs to include the following:

• Receiver’s name• An explanation for your resignation• The effective date of your resignation• Your name and signature

The reason for resignation is to be mentioned preferably if it is under positivecircumstances one like you are relocating to some other city.

It should be kept in mind while giving a resignation letter that it should not containanything negative about the organization. Don’t vent out i.e. even if you hate the jobdon’t mention that.

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It is essential to check the company’s policy in regard to resignation as some companieshave a policy which states that the employee resigning needs to serve at least a period of6 weeks. While in some companies the employee may be allowed to immediately quit thejob.

Most importantly, do not mention anything negative about your workplace, employer orcolleagues. The reason for resignation is to be mentioned only if positive to theorganization as ultimately the resignation has to be kept in official records so it isessential to avoid usage of harsh words against the company.

16. Interview Letters:

Interview is a formal communication between two people where one person is called theinterviewer and the other is called as the interviewee.

Suppose for taking admission in a particular course student A has qualified the writtentest but in order to get admission he has to clear an interview. So the respective institutewill send an interview letter to the student.

The Interview Letter for Employment is a template used by companies to schedule anapplicant’s initial interview with a company. The Interview Letter for Employmentspecifies

13th June, 2014Mr. SharmaHR ManagerIT SolutionsABC

Sir,

Subject: Resignation Letter

I would like to inform you that I am resigning from my position as Accounts Managerfor Sona Agencies with effect from 19th May, 2013.I am thankful to you for providing me with opportunities that have proved to be animportant reason for my growth. I have had a wonderful experience with you and withall other colleagues for the past seven years.If I can be of any help during this transition, please let me know.

Thanking youYours faithfully

Yours sincerelyMayank Shrivastav

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details of the interview location time of interview documents to be carried in an interview contact details of the employer

Sample Letter format for Confirming/Scheduling Interview

(Source: www.afm.ars.usda.gov )

Name

Address

City, State

Dear Sir/Madam

Thank you for applying for the position of TITLE, SERIES, GRADE with theUnited States Department of Agriculture (USDA), AGENCY, NAME OFORGANIZATIONAL UNIT, CITY, STATE.

This letter is to CONFIRM/SCHEDULE your interview for the position. Yourinterview has been scheduled for DATE, TIME, AND LOCATION.

(The selecting official may wish to provide specific information on the type of

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interview to be conducted, i.e., general or panel interview, and any details onadvance preparation for the interview, if appropriate).

Please note that if you do not appear for this interview, we will conclude that youare not available for this position. Please call me at PHONE NUMBER or e-mailme at E-MAIL ADDRESS if you have any questions.

Sincerely,

Name

Title

SAMPLE INTERVIEW CONFIRMATION LETTER

267-p,part 5

Green Bay, Mohali.

October 24, 2013

Ms. Reena Walia

Human Resources Generalist

Infotech communications,

268-269, Model Town

Ambala.

Dear Ms. Walia:

Thank you for extending the offer for an interview. I am keen about the opportunityto meet with you and further discuss the Staff Accountant career opportunity. I

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assure you that I will work whole heartedly to make the organization a success.

As informed to me, I will reach InfoTech solutions, 267-269, Model Town, Ambalaon Monday 29th oct., 2013 at 11:00 A.M.

As per your instructions I will get all my documents including my driving license.

As written, I will also keep a record of all the travel expenses and accommodationbills for reimbursement if I get an opportunity to be a part of your organization.

Thankyou again for giving me an opportunity to appear for the interview at Infotechcommunication, Ambala.

Sincerely,

ABC

17. Promotion Letters:

In an organization, in order to motivate the employees promotion is given to them. Apromotional letter may be sent by the superiors to their subordinates or an employeemight request his superior to give him promotion.

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Sample promotion letter

Malhotra Creations,

Sco 269-272,

Sector-17c,

Chandigarh.

24th

July, 2013.

Dear Mr. Manoj

We are pleased to inform you that considering your good performance and sincerity, thecompany has decided to promote you as Branch Manager.

Your salary will be Rs.2, 00,000 per month with effect from 1st August, 2013.

You will be reporting to Mr. Amit Sachdeva, north zone head.

He is looking forward to work with you. We wish you great success for the future.

Sincerely,

Farooq Mittar

Vice president

Malhotra Creations

10.4 MODERN METHODS OF COMMUNICATION

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Video Conferencing: It is a two way communication. It benefits as an in-personmeeting at a fraction of cost. These days modern originations have started to rely onsystems that create ‘Virtual Meeting’ with people in different locations. Invideoconferences voice, data and video are combined and transmitted via satellites orphone lines.

Supply Chain Management Software: Under this just in time inventory systems areused. Managers no longer need to have physical verification of the stocks. All is donewith the use of JIT systems. As the stock gets reduced it gets replenishedautomatically.

E-mail: this is a fast growing method of communication that enables us to usecomputer networks to transfer messages electronically. E-mail is an abbreviation for electronic mail. It’s a modern method of transmitting data, text files, digital photos, and audio and

video files from one computer to another over the internet. E-mail is a good channel for the daily communication to specific target groups. It is suitable mainly for up-to-date and “simple” messages. There is no risk of misunderstanding. E-mail is an important supplement to weekly meetings. Invitation to and agenda

for meetings can with advantage be sent out with e-mail before the meeting. Advantages of using e-mail are :

o Quicko Easy to useo Cheaper mode of communicationo Has established global connectivity

Disadvantages of e-mail are:o Security issues.o More prone to cloningo Virues,malware is a threat in form of attachments

Extranets: Extranets are the secure, private websites. They are a sort of extension ofa company’s intranet that is available to people outside the organization but only byinvitation. These are more flexible and easy to use. The following are the benefits ofextranets:

Promote flexible working Improve customer service and business relationships Improve efficiency Decrease costs

Blogs: It is a fast and informal means of communication. It even provides us with acommenting feature.

RSS Newsfeeds and Aggregators: It gives audience more control over the content they receive from business. RSS stands for Rich Site summary. They provide customized information.

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Activity ADifferentiate between traditional and modern methods of communication…………

------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

10.5 SELECTION OF THE METHODS OF COMMUNICATION

The selection of appropriate method of communication is very important as the wholeprocess of communication may go wrong. For example, communicating by means ofvideoconferences of groups working in the same office will lead to just a waste of resources.

The selection of appropriate methods based on the following:

Importance of the communication: when we are planning about the communication,we must answer such questions like:

How critical is the communication message? How sensitive is the data? Does the data require real time response from the receiver?

The communication Speed: It depends on the amount of data which determine thespeed of the communication. For example, text message or a call, the decisiondepends on the length of the message.

The cost of communicating: These days the service sectors are more dependent uponthe communication means. The communications have started showing up a majorhead. Thus the consideration of cost of communication becomes significant itself.

Reliability of Media: It comes more into consideration in real time communication,even more in case the communication is critical for the business.

Power Point Presentations: The message may be communicated through powerpoint presentations more effectively. In this the slides may be made on power pointand displayed through a multimedia projector. The power presentations haveenhanced the graphic capabilities.

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E-Mail: It enables us to use computer networks to transfer messages electronically. Itis an abbreviation for electronic mail. It is a modern method of transmitting data, textfiles, digital photos, and audio and video files from one computer to another over theinternet. E-mail is an important supplement to weekly meetings. Invitation to andagenda for meetings can with advantage be sent out with e-mail before the meeting.

Messaging: Messaging can be in the form of text messaging through cell phone orinstant messages through internet. While using this method, the status of messenger isto be given a thought.

18. Telephony: The telephone is an increasingly used medium. Many different telephoneservice providers are there (AIRTEL, BSNL, MTNL, VODAFONE, etc). As thecompetition in telephone industry has increased, this has proved to be of advantage tothe customers.

10.6 HOW TO IMPROVE DEPARTMENTAL COMMUNICATION

WAYS TO USE COMMUNICATION TECHNOLOGY MORE EFFECTIVELY

Striving for completeness in your message. Building opportunities for feedback. Not assuming you will get an immediate response. Asking if the communication is really necessary. Providing opportunities for social interaction at work.

10.7 10 TIPS TO IMPROVE INTER DEPARTMENTAL COMMUNICATION ASGIVEN BY PETER BARON SHARK

1. Acknowledging that your organization has a challenge in building interdepartmental teamwork: It is essential to acknowledge about it. This will be a key indeveloping inter departmental communication.

2. Take feedback: It is important to get the feedback of the people who are a part of thecommunication process in order to know the problems arising in inter departmentalcommunication.

3. Hold a focus group: Focus group comprises of individuals working in an organization. Itis very important to get feedback from the individuals working in the organization.

4. Make a list of all the problems that can occur when teams do not work well inter-departmentally: Listing of all the problems in an organization can prove to be aneffective tool in improving the communication of different departments.

5. Sell people on the problem, not on the solution: We know unified teamwork isimportant for an organization. But on the same front it is important that the employeesmust be allowed to ventilate out their problems.

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6. Make a list of the top two or three actions or opportunities that would improve inter-departmental teamwork: As we know about management by exception, the sameconcept can prove fruitful in communication. The issues must be prioritized.

7. Action plan: Once the problems have been identified, it is essential to make an actionplan. It is the manger that is to form an action plan and can also hold meetings in order toget some suggestions from the employees. Taking suggestions proves to be of help asultimately it is all being done for those employees.

8. Set up another meeting with the inter-departmental team that you identified as beingthe one you wanted to improve communication with one week later:

9. Make a commitment to take action: Employee’s develops through their actions and choices over time. Commitment is viewed as function of employee behavior. An employee who has a high organizational commitment will

Strongly belief in and accept the organizational goals and values. Exert a significant effort for firm’s benefit. Desire to remain the member of the organization.

It will also be important that managers be held accountable for the communication andteamwork scores in their area.

10. Meet frequently: Meetings may be held weekly or monthly.

10.8 CONSEQUENCES OF CHOOSING A WRONG COMMUNICATIONCHANNEL

impression of the sender Leads to an inefficient flow of information. Employees Mistrust Wrong are unaware of what the company expects of them. In external communication sometimes the customers start feeling offended

Eventually, this harms the overall organizational objectives as well.

10.9 TENDERS

Tender: To invite bids for a project, or to accept a formal offer such as a takeover bid.Tender usually refers to the process whereby governments and financial institutions invitebids for large projects that must be submitted within a finite deadline. The term also refers tothe process whereby shareholders submit their shares or securities to a takeover offer.

In the case of a takeover, most offers stipulate that a certain percentage of shares must betendered by the deadline in order for the deal to proceed. Disgruntled shareholders whobelieve the takeover offer is too low often refuse to tender their shares; they may also try tomarshal support from other shareholders against the takeover in a bid, to block the deal.

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10.10 SAMPLES AND DRAWINGS

SAMPLE: In case of marketing, the entities or observations randomly selected to representthe behavior and characteristics of the entire group (batch, group, population, or universe)they are associated with or from which they are drawn. In case of sales, a sample is the itemgiven or sold to a buyer that represents all such items pertaining to a deal, offer, shipment, ortransaction. A sample establishes a standard of quality by which the rest of the items arejudged, and may create an implied warranty that they will conform to this standard otherwisethe producer or supplier may be held liable. Also called sales sample.

DRAWINGS: It is a form of visual art that makes use of any number of drawing instrumentsto mark a two-dimensional medium. Instruments used include graphite pencils, pen and ink,inked brushes, wax color pencils, crayons, charcoal, chalk, pastels, various kinds of erasers,markers, styluses, and various metals (such as silverpoint). An artist who practices or worksin drawing may be called a draftsman or draughtsman.[1]

A small amount of material is released onto a surface, leaving a visible mark. The mostcommon support for drawing is paper, although other materials, such as cardboard, plastic,leather, canvas, and board, may be used. Temporary drawings may be made on a blackboardor whiteboard or indeed almost anything. The medium has been a popular and fundamentalmeans of public expression throughout human history. It is one of the simplest and mostefficient means of communicating visual ideas.[2] The wide availability of drawinginstruments makes drawing one of the most common artistic activities.

10.11 REPRESENTATION

REPRESENTATION: It is the use of signs that stand in for and take the place of somethingelse. It is through representation that people organize the world and reality through the act ofnaming its elements. Signs are arranged in order to form semantic constructions and expressrelations.

Representation has been associated with aesthetics (art) and semiotics (signs). Mitchell says"representation is an extremely elastic notion, which extends all the way from a stonerepresenting a man to a novel representing the day in the life of several Dubliners".

The term 'representation' carries a range of meanings and interpretations. In literary theory,'representation' is commonly defined in three ways.

1. To look like or resemble2. To stand in for something or someone3. To present a second time; to re-present[2]

SUGGESTION: It is the psychological process by which one person guides the thoughts,feelings, or behaviour of another. Nineteenth century writers on psychology such as WilliamJames used the words "suggest" and "suggestion" in senses close to those they have in

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common speech—one idea was said to suggest another when it brought that other idea tomind. Early scientific studies of hypnosis by Clark Leonard Hull and others extended themeaning of these words in a special and technical sense. The original neuro-psychologicaltheory of hypnotic suggestion was based upon the ideo-motor reflex response of William B.Carpenter and James Braid.

Activity AWhy is it necessary for a businessman to make use of a combination of the various media of

communication?

------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

10.12 MOTIVATIONAL COMMUNICATION

MOTIVATIONAL COMMUNICATION: It is a form of collaborative conversation tostrengthen a person's own motivation and commitment to change. It is a person-centeredcounseling style to address ambivalence about change, a normal part of change, but whichcan be frustrating for the health professional.

The style pays particular attention to the language of change. It is designed to strengthen anindividual's motivation for and movement toward a specific goal by exploring the person's

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own reasons for change within an atmosphere of acceptance and compassion.

Why Motivational communication?Many health professionals find it difficult to motivate their clients. Motivating our clients isvery sensitive to the way we communicate with them. Effective communication is a powerfultool in assisting clients to work through their ambivalence to change. Motivationalcommunication helps health professionals match effective strategies to clients´ readiness tochange. Research has shown the approaches of motivational communication to besignificantly more effective than the provision of education and information alone. Thesetechniques will benefit all health professionals working with clients with any long-termhealth issues where the client will benefit from changing their behaviour.

How will this training benefit me?

Participants will:

Gain the confidence to empower clients to make choices that benefit their health andactively engage in health behaviour change

Assess client knowledge, skills, attitudes and beliefs towards health behaviour change Learn techniques that enhance client self-confidence and a person´s intrinsic

motivation to change Assess client readiness to change and apply stage-matched strategies Develop skills in managing resistance and ambivalence.


As we know in today’s competitive world, it is essential for every organization to segregateits workings in different departments. So in order to work efficiently it is essential for anorganization to have uninterrupted flow of information between various departments.Therefore, an effective communication channel should be implemented by managers tooptimize worker productivity to ensure the smooth running of the organization. Theeffectiveness of communication amongst various departments forms a basis of a successfulenterprise.

10.14 GLOSSARY

Fax: A fax machine is like a split photocopier in which the images are reproduced on anothermachine which may be next door or hundreds of kilometer away.

Notice: Notice is a simple straight forward written communication giving any sort ofinformation or instruction.Memo: Memo is a short, to the point communication conveying your thoughts, reaction oropinion on something.

Circular: It is usually written by a company or an organization to circulate some necessaryinformation so that the recipients are aware of the matter being delivered.

Resignation Letter: The purpose of a resignation letter is to inform your employer of your

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intention to resign from your current position within the company.

Interview Letter: Interview is a formal communication between two people where oneperson is called the interviewer and the other is called as the interviewee.

Extranets: These are a sort of extension of a company intranet that is available to peopleoutside the organization but only by invitation.

Tender: It refers to the process whereby governments and financial institutions invite bidsfor large projects that must be submitted within a finite deadline.

Motivational Communication: It is a form of collaborative conversation to strengthen aperson's own motivation and commitment to change.

CHECK YOUR PROGRESSQ1. The word “memo” is a short form for:

(a) Memory

(b) Memorizing

(c) Memorandum(d) Memoirs

Q2.One characteristic of a memo is:

(a) Formal

(b) Tool for external communication

(c) Concise(d) Pretentious

Q3. “A meeting without an agenda is like a ship without a destination.” This means thatthe meeting:

(a) Has no goal

(b) Lacks leadership

(c) Is inconclusive

(d) Is disorganized

Q4

Q4. Which one of the following is traditional media of communication?

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(a) Extranets

(b) Telephone

(c) Blogs(d) Fax

Q5. Which of the following is not the purpose of the notice?

(a) To make an announcement of Social Events.(b) To provide information to the staff about new procedures and

policies.(c) Advertise Posts for internal appointment(d) For reporting matters that are not in the staff’s interest

10.15 ANSWER TO CHECK YOUR PROGRESSQ1. CQ2. CQ3. AQ4. BQ5. D

10.16 REFERENCES

Lehman, C. L., Dufrene, D. D., Sinha, M. and Walker, R. C. (2011). BCOM. Cengage

Learning.



Sinha, K.K. (2005). Business Communication. Galgotia Publishing Company, New

Delhi.

Rajendra, P. and Korlahalli, J.S. (1997). Essentials of Business Communication.

Sultan Chand and Sons.

http://www.employeeopinionsurveys.com/760/increase-cross-department-communication

http://jobsearch.about.com/od/resignationletters/a/resignationsamp.htm http://www.citehr.com/203993-interview-call-letter-format-succession-planning.html http://www.uwgb.edu/careers/skills/letter-samples/interview_confirmation.pdf http://www.authorstream.com/Presentation/Mentor-17098-newsletters-Chapter-Toms-

Ten-TipsforNewsletter-Excellence-newseducationwriting-splashlayouteditingt-as-Product-Training-Manuals-ppt-powerpoint/

http://www.pcprofile.com/email_Newsletters.pdf

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http://www.wisitech.com/blog/10-essential-steps-for-making-newsletters-newsworthy/

http://www.citehr.com/47715-sample-professional-employee-promotion-letter.html http://jobsearch.about.com/od/jobpromotions/a/job-promotion-letter.htm http://www.reference.com/motif/business/formal-sample-promotion-letter http://www.sap.com/solution/lob/customer-svc/software/business-communication-

management/index.html http://www.viauc.com/horsens/Documents/summerschool/courses/Business-

Communication.pdf http://www.e-booksdirectory.com/listing.php?category=230 http://www.learn4good.com/bookstore/business_communications_books_cds.htm http://bookboon.com/en/business-communication-ebook http://www.saylor.org/site/textbooks/Business%20Communication%20for%20Succes

s.pdf https://www.rss.com/


Khandelwal, N .Q (2013 ) ORGB ,Cengage Learning Sharma, M.K. and Aggarwal, P. (2005). Essentials of Business Communication.



Employees working in a department communicate with people working in otherdepartments both formally and informally.

Inter-departmental communication is entirely an internal affair. People in business are always looking for better means of communication. Traditional methods of communication are telephone, telex and fax, postal and

telegraphic service, local messenger, face to face conversation, mass communication,manuals, minutes of meeting and notice.

The modern methods of communication are video conferencing, supply chainmanagement software, e-mail, extranets, blogs, and RSS newsfeeds and aggregators.

Notice is a simple straight forward written communication giving any sort ofinformation or instruction.

Circular is a letter or an advertisement which is used to communicate with a largenumber of people.

A promotional letter may be sent by the superiors to their subordinated or anemployee might request his superior to give him promotion.

Interview is a formal communication between two people where one person is calledthe interviewer and the other is called as the interviewee.

Telephone, videoconferences, fax, e-mail, etc. are some of the revolutionary gifts ofelectronic revolution.

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Q1. What is departmental communication?Q2. What are the different traditional Medias used for departmental communication?Q3. What are the different ways to improve departmental communication?Q4. Design:

Interview letterPromotion letterResignation letter

Q5. What is Memorandum? How it is different from a letter.Q6. Enumerate the advantages of the following:

1. E-Mail2. Fax3. Video conferences

Q7. Discuss in detail how modern communication technologies can be integrated.Q8. How can telephone communication be made effective?

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Chapter 11: REPORT WRITING

Outline11.0 Learning Objectives and Outcomes ........................................................................................ 211.1 Introduction............................................................................................................................. 211.2 Three step writing process to report writing ........................................................................... 3

11.2.1 Planning............................................................................................................................ 31. Analyzing the situation..................................................................................................... 32. Gathering information ...................................................................................................... 43. Selecting Medium and Organizing information............................................................... 4

11.2.2 Writing ............................................................................................................................. 4Drafting.................................................................................................................................... 5Style of Writing ....................................................................................................................... 6

11.2.3 Completion of business report ......................................................................................... 611.3 Structure of a report ................................................................................................................ 6

11.3.1 Title Page.......................................................................................................................... 711.3.2 Acknowledgements .......................................................................................................... 711.3.3 Contents............................................................................................................................ 911.3.4 Abstract or summary ...................................................................................................... 1111.3.5 Introduction and Main body of the report ...................................................................... 1211.3.6 Methodology .................................................................................................................. 1211.3.7 Results and Discussion................................................................................................... 1311.3.8 Conclusion and recommendations ................................................................................. 1411.3.9 References ...................................................................................................................... 1411.3.10 Annexure ...................................................................................................................... 14

11.4 Types of reports .................................................................................................................... 1511.4.1 Informational reports...................................................................................................... 1511.4.2 Analytical Reports.......................................................................................................... 1511.4.3 Proposals ........................................................................................................................ 16

11.5 Use of visuals in report writing............................................................................................. 1611.5.1 Kinds of Visual Aids ...................................................................................................... 16

1. Tables ............................................................................................................................. 172. Figures............................................................................................................................ 17

11.6 Essentials of a good report .................................................................................................... 1911.7 Summary............................................................................................................................... 2011.8 Glossary ............................................................................................................................... 2011.9 Questions............................................................................................................................... 2111.10 Answer to check your progress........................................................................................... 2111.11 References........................................................................................................................... 2111.12Additional Readings............................................................................................................. 22

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11.0 Learning Objectives and Outcomes.

Objectives of this lesson are following:

To understand the purposes of a report writing To understand and plan a report

To understand the structure of a report To collect and organize information for report writing. To understand how to present data effectively

11.1 IntroductionCommunication is the backbone of everything. What we do, how we do, why we do it etc. isall based on communication. Various methods of communication have been discussed in theprevious lessons. We communicate using different tools like letters, CVs, manuals, books,articles etc. One of the important tools for executives, entrepreneurs, decision makers,students and even government is reports. Report is a written form of communication. It is aformal form of communication which is highly structured i.e. the reports usually followconventions that have been generically laid down for that format. The format lays downsections and subsection and headings which need to be followed. The purpose of doing so isthat the audience/ reader can also develop and learn the content of the report with same depthand ease as the author or the researcher. Also, reports are made with a clear purpose and for apredetermined set of audience. Therefore, brief of every report contains the purpose,audience, problem, structure that the report follows. Furthermore all these variables areinfluenced by the purpose of writing a report and its audience.

Reports are characteristically different from essays. Essays do not contain tables or figures,do not have headings or sub sections which is a requirement of a report. Essays contain fullsentences and their length is determined in word count while reports can contain bullets and

Purposeof a

report

audienceof thereport

structure

style

use ofvisual aid

language

length ofthe

report

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incomplete sentences and their length is determined more by number of pages rather thanword count. However, more than often reports have structural requirements and are notbound by length. To make report more interesting and easy to understand a report usuallycontains tables, figures, charts etc along with support data in the appendices which would notbe there in essays.

There could be multiple reasons for writing a report. A report could be written/ sponsored bya corporate, government, research agency, individual or a group. The purpose of a reportcould be to inform stakeholders in its communication process, it could be to investigate andcommunicate the results of investigation, it could be to analyze and solve problems, to recordprogress or to make recommendations.

In this chapter the students will learn different types of reports, their specific uses and how towrite a good report.

11.2 Three step writing process to report writingAs discussed before these days use of reports is very common and a business relies heavilyon these reports for decision ranging from day to day activities to complex long termdecisions. The skill of writing a report is therefore much desired and complex. However, tomake this task easy a three step framework can be used by writers. The three stage processmakes the task of report writing a little easy as compared to while working withoutframework.

Bovee` (Bovée, Thill, & Schatzman, 2003) in their work discuss a three step writing processto report writing.

planning writing completion of business report

11.2.1 PlanningThis stage basically refers to the writer deciding the ‘why’ aspect of the report i.e. why is thereport being written. This stage has multiple sub stages, namely:

1. Analyzing the situationThis is the first stage of planning stage which involves analyzing the situation. The writerestablishes the purpose of the report which in turn defines the problem the report is targeting,the scope of the report and also the audience(Frey, Botan, & Krebs, 2000). The audienceanalysis helps the researcher design specifics of the report and to utilize the limited resourcesnamely finances, time and effort of the team in an efficient and effective manner. Thisinvolves understanding how the conventions of the audience shape a text, how a text is readand disseminated, and how one text influences subsequent texts(Faigley & Hansen, 1985).

This stage will also help the writer organize a time line and a work plan to finish the report. Areport completed after the opportunity or the purpose is gone is of no use. Therefore it is ofutmost importance to have a timeline and to meet that timeline.

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2. Gathering informationNext stage within the planning stage is gathering information. In today’s day and age ofinternet almost all the information is available online. Search engines like Google have madethe task of searching information easy. However a characteristics search on any topic resultsin a few hundred thousand hits. It is for the researcher to know what information is “relevant”and what is not. A researcher has to use his discretion to filter out information which he feelswill not help readers. It is important for the readers to note that at the time of research aresearcher might feel that a part of the information is relevant for research but it is in thesecircumstances that the researchers have to work on something referred to as convertinginformation into knowledge i.e. choose the content from a reader’s perspective. Therefore,this stage is dependent upon the previous stage.

3. Selecting Medium and Organizing informationThe next sub step within planning is to select the medium and to organize the informationaccordingly. Medium refers to the process or vehicle through which the report will bedistributed to the stakeholders. For example the structure of a report to be published online isdifferent from one to be published for government records. Therefore, it is important for aresearcher to first decide the medium and then to organize the information accordingly.

11.2.2 Writing

This stage is the stage where the researcher/ writer codes the message and converts theinformation into knowledge to be disseminated to the audience. This stage is where theaudience analysis done in the previous stage is most useful to the writer. For example if thereport is being written for general public use of jargon should be avoided however if it is areport which is being written for experts like confidence index or corruption index then thetechnical jargon is a must. It is important that the writer control the tone, the language andremoves writing biases in the report. This stage involves multiple drafts. The report developsand is required to have a self sustaining capacity. Meaning that the reader should be able to

•Analyzing the situation•Gathering information•Selecting the right medium•Organizing your information

Planning



11.2.2 Writing


•Drafting and redrafting•visual aids

Writing•organizing layouts•formatting•proof reading



11.2.2 Writing


•organizing layouts•formatting•proof reading

Completion ofbusiness report

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comprehend what the researcher wants to communicate without the researcher being presentthere in person to communicate and explain the message. Most important part of this step isdrafting.

Drafting is the stage where you start to write the report. The cardinal rule of drafting is onethought one paragraph. Therefore, authors are advised to make a flow chart of the thoughtprocess before they start drafting. However, there are five things a writer should keep in mindwhile drafting so as to help reader of the report to understand it:

1. Statement of purpose: At the end of the introduction section it is very important forthe writer to write one sentence about what the report is all about, what was the reasonfor the study and how was that problem approached. The reader can also beintroduced to the structure of the report in this section of the report. For example “theresearch report identifies (1) the types of privacy concerns consumers have; (2) effectof privacy concerns on online behavior of consumers in India. The study wouldcontribute to the growing database of studies on online privacy concerns in India aswell as help marketers to understand the context within which to formulate strategiesand tools to influence online purchase behavior of target customers. The next sectioncomprises review of literature which is followed by presentation of results of thesurvey for a sample of 150 respondents. Finally, the implications of the study arepresented.” This statement should flow from introduction and other facts presented init.

2. Topic sentences: It has already been stated that it is one thought one paragraph. It isalso very important to communicate to the reader the idea of the paragraph. Therefore,every paragraph begins with a topical sentence. For example “Past researchers havemade attempts to study privacy concerns of consumers so as to equip online marketerswith the relevant knowledge to reduce perceptions of these risks. These researchershave concentrated on attitudes towards privacy………’’ The paragraph continues todiscuss the past research on the topic.

3. Support: Writer should also keep in mind while drafting the report that the reader hasnot done the research and might know very little on the topic. Therefore, whateverconclusions are being drawn should be supported by or flow from some facts,research, data, information or examples. Continuing previous example the conclusionsare based on primary research and supported by past research as well. For example“….A group of researchers collected data from 38 countries and found that, three ofHofstede’s cultural dimensions (Power distance index, individuality index andmasculinity feminity index) influenced privacy concerns and behavior (Bellman et al.,2004). These differences in culture and national regulations create challenges forglobal information management strategies, sometimes limiting or even preventing thefree flow of valuable information as well as the development of the internet as aborderless media (Fjetland, 2002). Therefore, understanding privacy dimensions withrespect to culture is important for researchers and marketers, so as to help in theunderstanding of customer behavior and the development of information managementstrategies across borders.” Conclusion flows from evidence.

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4. Unity and Coherence: The idea of this guideline is to warn the author to keep athought constant and not to veer off the subject. A researcher is very passionate abouthis topic and might veer off the subject and discuss things which might not fit in thecontext. Unity and coherence help entice an audience. Therefore, it is very importantfor sentence to relate to each other and build same thought.

Style of WritingSome of the cardinal rules for report writing are

Active or passive? The formal reports are written in passive speech. For example‘It is recommended that ...’

Simplicity: the reports should maintain simplicity of speech so as to cater toheterogeneous audience. Avoid using unnecessary jargon.

Use of language: the report should use factual language and avoid subjectivity.

Layout and Numbering: Most reports have a progressive numbering system indecimal notation system. For example main headings are 1, 2,3….. While subsections are 1.1, 1.2, 1.3 …….. and further Sub-sections are 1.1.1,1.1.2,1.1.3……..

11.2.3 Completion of business report

This is the last stage of three stage report writing process. The cardinal rule of writing is thatyou never publish the first draft. A good report is written and rewritten multiple times, proofread and changed till it is comprehendible by the target audience. More heterogeneous is theaudience more difficult is this stage.

This stage is more about packaging of the report. Once the report has been finalized thingslike right hand justified, left hand justified, references, figure numbers, figure titles etc needto be inserted and checked. During this step the writer is concerned with making sure thereport is as close to perfection as possible. This is the stage which involves attracting andenticing the audience to read the report and not just the executive summary. Therefore, usingattractive layouts and other visual aids is important.

11.3 Structure of a reportThe following should roughly be the structure of a report.

Title page Acknowledgements Contents

Abstract or summary Introduction

Methodology Results or findings

Discussion

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Conclusion and recommendations References

Annexure

11.3.1 Title PageThe title page is the point of first contact with the readers. Its aim is to communicate to thereaders the title of the report, who it was commissioned by, who it was prepared by, where,when etc. in brief it is about contents of the report. It is this page which entices a reader toopen and read further. Therefore, a title should be abstract at the same time explanatory sothat it tells the reader what the report is about. It should be catchy but simple enough tounderstand. For example following is the sample of title page of The IIIP InnovationConfidence Index 2007 Report (Levie, 2008). The title page covers all the characteristicsmentioned above.

11.3.2 AcknowledgementsThis is not a compulsory segment but it deals with the author acknowledging all the helpreceived throughout the process. This is one of the few sections in report writing where firstperson i.e. I, me and my; are used. The acknowledgement starts with most important formalpeople of the project, list of helpers and moves on to any financial aid agencies involved inthe project. An acknowledgement ends with a more personal thank you to people for theiremotional support.

Some sample acknowledgments are given below

The successful completion of any project is always the consequence of a number ofpeople involved. I had good fortune of working with wonderful group of peoplewhose varied experience and advice has been of immense help in the successfulcompletion of project

I cannot express enough thanks to my committee for their continued support andencouragement: Dr. ………., my committee ……………………., my guide……………………. I offer my sincere appreciation for the learning opportunitiesprovided by my committee. During every stage of the project, the motivation inducedby them was the source of inspiration to put my best efforts into the project. Thecombination of practical learning and using theoretical base was implemented in theproject and helped me gain a better view of management research.

This report would have been impossible without the support of the…………………….Foundation.

I would also like to express my gratitude towards the individuals who helped menavigate through the process of completing this project and also all those who sparedtheir time to fill the questionnaire. I would also thank all my friends whoaccompanied me during the data collection phase of the research.

It is desirable that the acknowledgement is signed.

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Source: Levie, J. (2008). The IIIP Innovation Confidence Index 2007 Report. Publications ofthe Institute for Innovation and Information Productivity,< http://www. iiip.org/research/IIIP% 20Innovation% 20Confidence% 20Index-V2. pdf.



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11.3.3 ContentsThis list contains specifics about sections and sub sections and page numbers. The purpose ofthis section is to help a reader navigate through the report. This component has three sections.

List of contents List of tables

List of figures.

The report usually carries two types of page numbers. Contents up to abstract or executivesummary are numbered in Roman numbers and rest in numbers. For example

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11.3.4 Abstract or summaryThis section is around one page brief of the report. It is placed immediately after theacknowledgements it is written last and is an indication of what the report is all about. Itmentions some important definitions, research objective, research methodology, findings andrecommendations. Therefore, it is just a summary of everything…

For example following is a zest of research report on “Study of Consumer Knowledge,Consumer Benefit and Brand Loyalty in Service Industry”





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11.3.5 Introduction and Main body of the reportThis section is like preparing the base for the report. It intends to prepare the audience so thatthey can comprehend the report and also understand what to expect from the report. Theintroduction answers the questions:

Why is the report being written? What kinds of information does it contain?

How is the problem being approached? For whom is the report being written?

The introduction includes introduction, research objectives, review of literature and alsosignificance of the study.

11.3.6 MethodologyThis section refers to communicating to the reader what was done and how it was done. i.e.what were the objectives of the report and how they were achieved. It talks about objectivesof the study, hypothesis ( if any), sampling procedure, sample composition etc.











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For example research methodology of a typical MBA research project report would havefollowing components

11.3.7 Results and DiscussionThis section represents the results of the study. It provides evidence for or against theobjectives. These are factual statements free from Bias and thus the writing style of the authorhas to be the same. A lot of visual aids are used to present the results. This section alsocontains the discussion of those results i.e. what does it mean i.e. how do the facts orevidence relate to the subject.

For example

“Data regarding the use of service i.e. Since how many years they have been using the servicerevealed that 3.30% of people using service since 1 Year, 12.20% of people using since 1 to 2Years, 11.10% of people using service since 2 to 3 years, 14.40% of people using since 3 to 4years, 23.30% of people using since 4 to 5 years and 35.60% of people are using since morethan 5 years (Table 4.6). Therefore this indicates that the sample was skewed towards theyouth which is representation of youth population of the country. As per the estimates ofRajiv Gandhi National Institute of Youth Development the current proportion of populationunder 25 years in India is 51% and the proportion under 35 is about 66%. As thispredominance of youth in the population is expected to last until 2050, various strategies canbe formed on the basis of this data after the further analysis is completed on the sample.”



For example




For example


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11.3.8 Conclusion and recommendationsThis section refers to summarizing the evidence that has arisen in the previous section. Itrefers to discussing course of action based on evidence presented. It also deals withhighlighting any gaps in knowledge which were beyond the scope of the report. Theimportant thing to note is that this section flows from the previous section and only theprevious section.

11.3.9 ReferencesIf writer has used secondary data sources to compile their report, then it is essential that theauthor lists references. Though there are multiple formats like Harvard referencing, ModernLanguage Association (MLA) style, American Psychological Association (APA) style etc.,the most commonly used style is APA style.

For example. If you have referred to a book the APA reference would be the author’ssurname with at least the initials of the first name and preferably the full first name; the dateof publication; the full title of the book; the edition - if other than the first; the place ofpublication; and the publisher

Guffey, M. E., & Loewy, D. (2010). Business communication: Process and product. CengageLearning.

For an article it would be the author’s surname with the initials of the first name, orpreferably, the full first name; the date of the journal; the full title of the article; the numberand part number of the journal; the page numbers on which the article can be found.

Louhiala-Salminen, L. (1996). The business communication classroom vs reality: whatshould we teach today?. English for Specific Purposes, 15(1), 37-51.

The details of this can be easily found on the internet or on www.APA.org.

11.3.10 AnnexureThis section contains the reference material for the reader. It is a section which containsinformation which is not essential to the main findings but should a reader wish s/he canconsult it. For example following is a sample annexure for a research project report.

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11.4 Types of reportsThere are different types of report based on purpose. These fall in three basic categories .

11.4.1 Informational reports: Informational reports offer data, facts, feedback, and othertypes of information without analysis or recommendations. The purpose of this kind ofreports is to gather information and communicate that information. It is more of a fact findingmission. As compared to three types of report it is shorter than analytical reports. Since theseare fact finding reports personal judgment or opinion of the writer or researcher is not there.There is no scope for writing recommendations in this kind of report and hence these do nothelp in telling a decision maker what can be done. For example the balance sheet of acompany is an information report. A SEBI report listing the stocks being traded is aninformational report. This section includes technical reports, committee reports and annualreports.

11.4.2 Analytical Reports: Analytical reports offer both information and analysis and canalso include Recommendations. These reports are prepared to find out the information in thecollected data which will not be visible by simply looking at the data. For example if in a

Guidelines for writing Committee Report.

STEP ONE: Understand the aim/purpose of the report - If you do not understand why thereport is required, ultimately you cannot expect Members to either.

STEP TWO: List and prioritise your key messages – These will all need addressing within yourreport at one stage or another and should be prioritised early so that you are clear which pointsare the most important.

STEP THREE: Arrange and prioritise key messages– This helps you to plan at which stagecertain facts, arguments etc. should be introduced so that the report follows a coherentsequence.















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balance sheet, ratio analysis is done to show the liquidity position of the company it becomesan analytical report. Based on a SEBI report a company decides to do a under pricing andover pricing estimates it becomes an analytical report. The structure discussed in the earliersection is religiously followed. The writer has to add conclusions and recommendations andtherefore should be experienced as people use these reports to decide their options. Commonuses of such reports are for market segmentation, targeting, consumer analysis, financialanalysis etc.

11.4.3 Proposals: These are reports which are made with the primary objective ofcommunicating information and persuading internal or external audiences. This type of reportoffers what the writer propose to do to solve the readers problems, how, in what time period,probable cost estimates etc. These are usually prepared in response to a request. These can besolicited or unsolicited proposals. Solicited proposals are easy to write as compared tounsolicited proposals as in the earlier case, the requesting party lays down its requirementsand the writer has a premise and scope to start the report with.

It is important to note that the structure of a report varies with the kind of report. Thesegments discussed in earlier sections are deleted or added depending upon the structure andpurpose of the report.

11.5 Use of visuals in report writing

Use of graphs, charts, figures etc is very important in business reports. These aids makereports more readable and understandable. The advantages of using visual aids are

1. Visuals arouse reader’s immediate interest.

2. Visuals increase reader’s understanding by simplifying concepts.

3. Visuals help to communicate with ease to a heterogeneous audience.

4. Visuals emphasize contrasts and relationships with ease and higher degree ofpersuasiveness.

5. Visuals help the writer communicate a large quantity of data within a small space.

11.5.1 Kinds of Visual AidsThere are two types of Visual aids i.e. tables and figures.

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1. TablesTables are parallel columns or rows of information that present data in categories.Formatting of a table is very important in a report. It should contain table number, table title,and proper rows and columns titles. Very importantly the table should be referred to in thebody of the report. Else it is just additional information and should go in annexure. Forexample: the text reads

“The demographic profile for the overall data revealed that the sample consisted of 1.70% ofpeople below the age of 20, 70% of people between the age of 21years to 30 years, 13.90%people were aged between 31 years to 40 years, 10% of people were aged between 41years to50 years and 4.40% of people were aged between 51years to 60 years (Table 4.1)….”

Table 4.2: Demographic Profile of Sample (GENDER)

2. FiguresAnything which is not a table is referred to as figure in report writing. These are multipletypes and the writer should choose the type based on the complexity of data that needs to becommunicated. For example a pie chart for gender is inappropriate. However a pie chart toshow market share of companies in an industry is a good choice. Formatting of a figureshould contain number and title. Very importantly the figure should be referred to in the

Visual Aids

Tables

Figures

grpahs like pie charts,bar charts, dot graphs,

radar charts etc

flow charts

pictures

maps

drawings

Male Female Total

61 29 9067.80% 32.20% 100%

49 41 9054.40% 45.60% 100%

110 70 18061.10% 38.90% 100%

Banking Industry

GenderTelecom Industry

Overall

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body of the report. Else it is just additional information and should go in annexure. Forexample: the text read

“Histogram (Figure 4.1) showed the normalcy for the dependent variable of the study i.e.Brand Loyalty. The figure shows that the sample data collected for the study was NegativelySkewed for the given item. As the data was negatively skewed and therefore it was notnormal, the data was treated as not normal and further non parametric tests were applied.”

Fig 4.1: Histogram Brand Loyalty

If a figure or table is not based on primary data and has been taken from somewhere then it isvery important to cite the source of the data below the table or figure. For example

Fig 1.3: Five dimensions of brand equity by Nam, Ekinci, Whyatt (2011)

Source: Nam J., Ekinci Y., Whyatt G. (2011), “Brand equity, brand loyalty and consumersatisfaction”, Annals of Tourism Research, Volume 38, Issue 3, July 2011, Pages 100

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11.6 Essentials of a good reportFollowing table lists the checklist and essentials of a good report. A good report is one whichis legible by the reader to the same extent as the author(Wall, 1947).

Check List for ReportTitle page Title, authors name, sponsoring agency, date of writng and

submitting, submitted to what authority and why.Acknowledgements Acknowledge all sources, written in 1st person and SignaturesContents Include all main and sub sections (and sub-sub sections if any),

sequences is important, page numbers, list of illustrations, list oftables.

Abstract or summary Include information about main task, methods used, conclusions andrecommendations

Introduction Passive and formal speech. Properly referenced, brief background ofthe subject matter and definitions etc used. Determines scope of thereport.

Methodology Form of enquiry and details of How it was done. It is about logicalsequence of decision making concerning every and any aspect ofreport.

Results or findings Reported in format like APA, clear data, interpreted accurately.Should not contain only tables and charts, each one has to beinterpreted

Conclusion andrecommendations

Flowing from the data and analysis, implications for thestakeholders, practical and feasible

References Followed the format accurately eg APA, MLA. Only those includedwhich are there in the body of the report.

Annexure Include material used and important to the reader for understandingthe report. Formatted and easy to understand. Each one numberedand titled separately.

General Passive speech , paragraphs focused.Formal toneProof readingSpell checkingGrammar check

Visuals Tables and figures numberedTables and figures with titlesFont size readable (min 10 Times New Roman)

Formatting Left hand and right hand justifiedAtleast 1 inch margins (with additional margin for binding)Times Roman or Ariel Font10 or 12 for normal text, 14 for headings.Headings numbered and sub section numbered.

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Activity AChoose a topic and prepare a proposal for a research report in MBA?

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11.7 SummaryReport writing is a formal means of communication which essentially is very structured.Though the structure depends whether it is a informational report, analytical report or aproposal. The major sections of a report are title page, acknowledgements, contents, abstractor summary, introduction, methodology, results or findings, discussion, conclusion andrecommendations, references and annexure. A writer should make sure that the report isproof read, spell checked, grammar error free, follows some format (APA, MLA etc). Thebasic idea is that the reader by the end of the report should be at the same level of informationand decision making as the writer.

11.8 GlossaryReport is a written form of communication for the purpose to inform stakeholders in itscommunication process, investigate and communicate the results of investigation, analyzeand solve problems, record progress or make recommendations.

Planning refers to the writer deciding why of the report i.e. why is the report being written.

Writing refers to the stage where the researcher/ writer codes the message and converts theinformation into knowledge to be disseminated to the audience. This stage is where theaudience analysis done in the previous stage is most useful to the writer.

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Informational reports offer data, facts, feedback, and other types of information withoutanalysis or recommendations

Proposals are reports which are made with the primary objective of communicatinginformation and persuading internal or external audiences

Analytical reports offer both information and analysis and can also includeRecommendations.

Check your progressTrue (T) And False (F).

1. In an analytical report, the transmitter presents the report to the reader and presents briefconclusions and the recommendations.

2. The tendency today in business is for managers to require an executive summary only for long andcomplex reports.

3. An abstract, or executive summary, summarizes the findings section of the formal report but does notmention the recommendation(s).

4. Conclusions are drawn by inference from research findings, while recommendations are the writer'sopinion of what action should be taken based on the conclusions.

5. Talking headings are preferred in business reports because they tell about the content of the sections andreveal any conclusion(s) presented in the sections.

6. The use of first-person pronouns (I or we) is generally acceptable in a formal report.

11.9Answer to check your progress

1. T 2. F 3. F 4. T 5. T 6. F

11.10 Questions1. What is the difference between a report and an essay?2. What are the different types of reports?3. What is the structure of a good report?4. What are the essentials of a good report?5. Why are unsolicited proposals more difficult to write than solicited proposals?6. How do you determine a medium to use for a report.7. Write summary for an annual report of a company.

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11.11 ReferencesBovée, C. L., Thill, J. V., & Schatzman, B. E. (2003). Business communication today:

Prentice Hall.Faigley, L., & Hansen, K. (1985). Learning to write in the social sciences. College

Composition and Communication, 36(2), 140-149.Frey, L. R., Botan, C. H., & Krebs, G. L. (2000). Investigating communication: Allyn &

Bacon New York (chapter 2).Levie, J. (2008). The IIIP Innovation Confidence Index 2007 Report. Publications of the

Institute for Innovation and Information Productivity,< http://www. iiip.org/research/IIIP% 20Innovation% 20Confidence% 20Index-V2. pdf.

Wall, F. E. (1947). The essentials of a good report. Journal of Chemical Education, 24(3),129.

11.12 Additional ReadingsClay, M. M. (1979). What Did I Write? Beginning Writing Behaviour: ERIC.Freeman, E. B. (1991). Informational books: Models for student report writing. Language

Arts, 470-473.

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CHAPTER 12: Non Verbal Communication

Table of Contents

12.0 Learning objectives and outcomes......................................................................................... 2

12.1 Non verbal communication..................................................................................................... 2

12.2 Importance of non verbal communication .............................................................................. 2

12.3 Difference between verbal and non verbal cues ..................................................................... 3

12.4 Characteristics of Non verbal communication........................................................................ 3

12.5 Categories of non verbal cues ................................................................................................. 4

1. Physical distance.................................................................................................................. 4

2. Orientation & body posture: ................................................................................................ 5

3. Physical appearance ............................................................................................................. 6

4. Movement, facial expressions and Gestures ........................................................................ 6

5. Eye contact:.......................................................................................................................... 7

6. Sound Effects ....................................................................................................................... 7

12.6 Non verbal conscious or subliminal....................................................................................... 8

12.7 Non verbal cues and Culture................................................................................................... 8

Theories for cross-cultural communication................................................................................. 9

12.8 Business etiquettes as non verbal communication............................................................... 10

Categories of business etiquettes............................................................................................... 12

Introductions.......................................................................................................................... 12

Telephone/ cell phone calls ................................................................................................... 12

Business dining...................................................................................................................... 13

Interaction with foreign clients.............................................................................................. 13

Business to business etiquette................................................................................................ 13

12.9 Summary

12.10 Glossary

12.11 Questions............................................................................................................................. 14

12.12 Answer to check your progress........................................................................................... 14

12.13 References........................................................................................................................... 15

12.14 Additional Readings............................................................................................................ 16

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12.0 Learning objectives and outcomes. To understand the non verbal component of communication.

To understand the types of non verbal communication To understand the nuances of non verbal communication

To understand the cultural influences on non verbal communication Business etiquettes as non verbal communication

12.1 Non verbal communicationEveryone of us has played a game of “Charades” where the players divide into teams andthen one player acts out a phrase or movie without using any words or sounds while theothers guess the phrase or sentence. In this game players try to guess the phrase or sentenceusing messages from enacting players facial expressions, body language, gestures, andgeneral demeanor. These forms of communication which fall neither in oral nor in writtencommunication category are referred to as non verbal communication. Non verbalcommunication refers to everything else but words and pitch in which the message isdelivered or encoded(Chaturvedi & Chaturvedi, 2011). Non-verbal communication refers tothe wordless messages received through gestures, signs, body movements, facial expressions,tone of voice, color, time, space and style of writing, and choice of words. In simple words,any communication without the use of words is known as non-verbal communication. In aface to face communication, non verbal communication is more important than verbalcomponent of the communication. Research has shown that between 70 and 90 percent of theentire communication spectrum is nonverbal(Zhou & Zhang, 2008). Thus, indicating thatnon verbal skills are more important than verbal component of communication.

12.2 Importance of non verbal communicationUnderstanding only the verbal cues refers to receiver comprehending only 30-10 percent ofthe cues. On the other hand understanding the non verbal cues can lend the receiver acompetitive advantage. A good communicator should learn comprehension of both verbaland non verbal cues. Following are some of the advantages of understanding the non verbalcues.

Understanding non verbal cues helps understand the correct sense of the messagebecause gestures can both compliment and contradict your message. In such scenariosthe importance of verbal or non verbal cue depends upon culture. For example in USculture (a low context culture) the importance would be given to words while in highcontext cultures like India importance would be given to the non verbal cues.

Non verbal cues can help you communicate even if you don’t understand the languageor words.

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Non verbal cues can provide a competitive advantage to the understanding party. Forexample in case of business negotiations controlling and understanding non verbalcues act as competitive advantage.

Non verbal cues can help understand the true message.

Non verbal communication techniques are more of a conditioning element of communicationand are more than often used unconsciously. May times non verbal response could also be areflex action. For example shocking news might result in a person sitting erect and a sharpintake of breath. Similarly, a frown, scowl, a raised eyebrow/s could indicate displeasurewhile narrowed eyes could be indicators of anger. These signals provide almost immediatefeedback to the sender and hence complete the communication process. As a sender peopleconcentrate more on the verbal communication part and tend to ignore the non verbalcommunication. However, as receiver people adopt a reverse stand i.e. they tend toconcentrate more on non verbal cues than on verbal cues. It therefore, due this impulse,unintentional and often ignored nature of non verbal cues that this part of communication ismore difficult to manipulate. At same time because of higher percentage of non verbal cues incommunication mix this component is more important to manipulate.

12.3 Difference between verbal and non verbal cuesBoth verbal and non verbal cues are ways of communication. Ideally a message carries bothverbal as well as non verbal cues. Main differences in the two are

Verbal cues are spoken words while non verbal cues are use of body language,gestures, etc to communicate.

Verbal cues require more cognitive effort and more time to be prepared while nonverbal cues are less subject to conscious monitoring(Forgas & Jones, 1985).

Verbal cues require longer processing time than non verbal cues. Verbal cues is using words while non verbal would include physical gestures,

physical gestures, postures, eye contact, sound effect and orientation and bodypositioning.

The medium used for verbal communication is words and can be face to face or ontelephone or any other means. However, for non verbal communication the message isconveyed visually and therefore, only visual medium can be used to send a non verbalcue rich message. It is important to note that sound effects can be communicated overthe phone as well but it will not be a message rich in non verbal cues.

In this lesson we will discuss not only forms of non verbal cues of communication but alsocultural conditioning and some effective techniques of improving control over non verbalcues.

12.4 Characteristics of Non verbal communicationFollowing are characteristics of non verbal communication

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Non-verbal communication is about body movements. Every muscle can beused to communicate something different.

Non-verbal cues may be conscious or subliminal. This characteristic would bediscussed in detail later in this lesson.

Non-verbal cues are affected by individual’s perception and other nuances likeculture.

Non verbal cues are not universally constant. Same gestures can be interpreteddifferently.

12.5 Categories of non verbal cuesNon verbal communication experts divide non verbal communication in threecategories(Garner & Acklen, 1980).

1. Physical category: this category includes the physical appearance of the sender i.e.dress, gestures, touch, body physique, and facial expressions.

2. Social category: this refers to the relationship sender has with the receiver. Thiscategory determines the space dynamics of communication for example how far thepeople will stand, body gestures etc. the cues for two best friends would becompletely different from those between two acquaintances or two strangers.

3. Environmental factors: this basically refers to territorial relationship, use of time andspace etc. for example in India time is used more liberally than in USA.

More specifically the components of non verbal communication are

1. Physical distance. Whenever there is communication , especially face to facecommunication, the distance between two people communicated their affiliation orrelationship. Physical distance also called as physical proximity, coupled with othersignals of body language like tilting or head, touching, eye contact, leaning into theconversation communicate a more friendly relationship than mere acquaintances.

Eye contanct











Non verbalCommunication

Physicaldistance

Orientationand bodyposture

Physicalappearance

Movement,facial

expressionsand gestures

Eye contanct

Soundeffects











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Anthropologist Edward T. Halls describes four levels of social distance (Cherry) thatoccur in interactions, he referred to this discipline as “Proxemics”(Edward, 1966;Edward Twitchell Hall & Hall, 1969; Wąs, Lubaś, & Myśliwiec, 2012). These areIntimate distance - 6 to 18 inches: this indicates an individual’s intimate space. Thisspace usually is reserved for very close family. Some gestures in this space involvehugging, whispering, or touching. A good example of this space is between motherand child.

Personal distance - 1.5 to 4 feet: refers to space between family and friends. Anindividual has to be comfortable with the other person before s/he invites the otherperson into the personal space and that is why when two people are standing at thisdistance and interacting it indicates that the closeness of relationship.

Social distance - 4 to 12 feet: refers to space between two acquaintances i.e.individuals who are known through work or other interactions. This distance variesfrom 4 to 12 feet because it includes people like a colleague from work who mightstand close to 4 feet and also a postal worker who might stand closer to 10-12 feet.

Public distance - 12 to 25 feet: refers to space between strangers and not known.

2. Orientation & body posture: as discussed earlier one of the key aspects of nonverbal communication is the distance between two individuals. However, within nonverbal communication distance is not the only cue. The angle at which the body is

individualIntimate space 6to 8 inchesindividualspersonal space1.5 to 4 feetindividuals socialspace 4 to 12feet.

individuals publicspace 12-25 feet.

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positioned while communication is also important. For example if you lying and yourmother walks in you might not feel uncomfortable or get up but if your boss walksinto your office you would stand up. Because in the latter situation you might feeluncomfortable or at a disadvantage.Similarly standing rigidly; poised; slumped in a chair; squatting; or sittingcomfortably all are body postures which indicate different non verbal intents. Whencombined these two tell about the attitude of the deliverer as well as receiver of amessage. For example: a person standing erect with arms folded in front on the chestis reluctant to take queries regarding his communication and for a receiver the sameposture means they are in a defensive frame of mind. Understanding these cues canhelp a sender alter/ manipulate the message so that they can condition the response. Itis important for reader to understand that the feedback can be verbal as well as nonverbal. Therefore, understanding all these cues is very important.At the same time, if only distance is considered it might lead to a wrong interpretationfor example. In a restaurant people might be sitting in a personal space but if theorientation is back to back it indicates strangers. Interpreting this cue is verysubjective as choice of this cue depends upon situation and cultural conditioning.

3. Physical appearance: physical appearance plays a very important role in perceptionof verbal communication. Audience, more than often, judge the speaker byappearance. They make a perception of the competence of the speaker even beforethey have spoken. For example: students judge and decide the competence of ateacher by their appearance in first 1 min. Similarly, in an interview the interviewerjudges and decides the time they want to give to the interviewee in first few seconds.Physical appearance helps you get those crucial few seconds in an interview or in asales interaction. Research has shown that physical appearance can get you responsesvarying from a higher degree of agreement from an audience to a perception ofcredibility from the audience(Brownlow, 1992; Joseph, 1982). This includes color,clothing, hairstyles etc. Physical appearance is an intrinsic cue i.e. this is a cue whichcan be 100 percent manipulated within shorter time (on a relative scale to other nonverbal cues). For example before an interview the schedule includes Body cleanliness,Clean Nails, Shiny shoes and Being appropriately dressed.

4. Movement, facial expressions and Gestures: movements include the way one useshands, facial expressions to communicate. Every muscle of the body can be used tocommunicate. For example a head nod (up and down) is most common gesture ofagreement while same movement from side to side is most common gesture fordisagreement. Most expressive part of the body is face. A simple movement likecompressing of lips while speaking or receiving a message indicates extremefrustration. These are also a non verbal component which is intrinsic. However, mostof these responses are behavioral and conditioned responses and learning to controland manipulate them requires effort and time. Movement includes facial expressionsand gestures. Together these cues make very strong form of communication. Forexample consider while communication a person who is leaning in suddenly movesback, but doesn’t say anything, this can be interpreted as dislike or shock ordisapproval. A simple eye movement while speaking can indicate the part of brain

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that is active and can even tell whether a speaker is bluffing or stating fact. Holdingone hand horizontally, palm down and pointing forward, and rocking it slightly fromside to side, suggests "approximately" or "so-so". We all know the common gesturefor money rubbing ones thumb against two fingers. Again it is important to point outthat gestures and facial expressions (both encoding and decoding them) are greatlyinfluenced by culture and therefore can be differently perceived by the sender and thereceiver. In a cross cultural communication it is very important to develop sensitivityto these nuances.

5. Eye contact: Eye contact sometimes is included as a gesture however, in this lessonwe are keeping this as separate head because of the importance of this simple gesture.Eyes are a mirror to a persons soul is not an understatement. Eyes can communicatevolumes. They can tell when a person is lying or telling the truth, when a person isuncomfortable or comfortable. One can use eyes to intimidate someone or to makesomeone conformable. A gesture is incomplete without the involvement of eye as acue. For example a short eye contact , might give the impression that one hassomething to hide or is not confident while too long might make a person feel that youare trying to stare them down which is an indicator of aggressive behavior. Howeverjust the right amount can indicate you are ready to listen.

6. Sound Effects: this refers to volume of voice, quality of voice, accent and inflectionalpatterns. These cues carry their own message. Combination of these cuescommunicates the attitude of the speaker and multiple shades of meaning. Forexample stress on a particular work while speaking indicates the importance of thatword. Speed and rythmn are indicators of authoritarian attitude. Furthermore, soundslike clearing the throat, coughing, sniffing, giggling also contributes to the richness ofthe message, may it be sender of feedback.

Activity ARam accidentally jammed paper in the Xerox machine. An employee shouts at ram and says,"couldn’t you be more careful. You always keep making a mess and causing problems for others. Iknew you were hired because you knew the boss” . What would you do and tackle the situation.

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Movement and Handgesture for money

Hand gesture forfood or eat

Facial expressionfor shock

Facial Expressionfor Disgust





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12.6 Non verbal conscious or subliminalIn the previous sections of this lesson we have raised the point that nonverbalcommunications can be conscious as well as subliminal messages.

• Conscious nature of nonverbal communication. In a communication process there are twoparties i.e. sender and receiver. In terms of non verbal cues the parties remain same. Thismeans that the sender is aware that they are sending a non verbal cue and encode the messageaccordingly. For example in a class during a discussion if the professor, raises his hand palmoutward, it indicates that you should wait for turn. On the other hand the receiver is alsoaware of the non verbal cue and decodes it in same way. It is very important for the senderand receiver to be on the same page and hence usually the gestures chosen are more commonones.

• Subliminal nature of nonverbal communication. Similarly the message many a times carriescertain non verbal cues which are subliminal in nature. i.e. which are put in the message orchannel unconsciously. These sues are important to understand the true nature of the messageand at times can give a competitive advantage. For example while playing bluff (in cards) aperson might have a nervous tick which gives away their hand and understanding those tickscan help the other party win. These are gut reactions and are a result of years of conditioningand as a result are very difficult to control.

12.7 Non verbal cues and Culture

Culture is conditioning of a cluster of people which develops as people adapt to theirenvironement in order to survive. Culture determines how an individual views onethself andothers, how they behave, and how they perceive the world around them. David Matsumotodefined culture as a shared system of socially transmitted behavior that describes, defines,

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and guides people’s ways of life, communicated from one generation to the next (Matsumoto& Juang, 2012).

Culture influences everything in an individual from choice of dress code to sound effects,from perception of time to decision making process. For example in “I” cultres the decisionmaking unit is an indvidual while in “we” cultures the decision making unit is a family orcluster of people and hence the communicator for example an advertiser has to use differentcues in two different cultres. Culture influences the choice of medium of communication. Forexample high context cultures prefer both non verbal and verbal cues, but lay more stress onnon verbal cues while in low context cultures communication through words is preferred.Culture influences the perception of time for example in cultures where time is monochronictime is interpretted as “time is money” and therefore, they belive in to the point discussionswhile in cultures where time is polychronic the common interpretation is that time iscontinuous and hence the negotiations are lenghty. In the former case the communicationprocess is centred around business while in later case it will be around making personcomfortable, getting acquainted and then talking business. Similarly culutres also definewhere they are high contact or low contact cultures. For examples high contact culturesinclude latin ameica while low contact cultures include asian cultures.

Therefore, culture has profound effect on both verbal and non verbal communication.Intercultural communication refers to sender and reciever belonging to different cultures andas such having different conditioning of brain and thus interpretting the non verbal cuesdifferently. For example In USA it is common to use onefinger or hand to indicate “come here please”, however, in Asian cultures pointing one fingeris disrespectful and hence whole hand is used ot call someone. Another good example isshaking hands in USA to greet people, frnech kiss on the cheeck when they meet people andin Japan ones bows to greet people.

Same instances are found across the non verbal cues. For example we have discussed theproxemics given by Edward T hall. Everyone across the globe follows that however, Arab,males tend to sit closer to each other than American males with a more direct bodyorientation(Watson & Graves, 1966).

Theories for cross-cultural communication is largely based on research looking at valuedifferences and cultural dimensions. There are multiple frameworks which help understandcultural dimensions however here we discuss three basic theories1.

1. Edward T. Hall: Edward T. Hall stated that cultures can be distinguished, in part, byshared behavior regarding interaction distances, body orientation, gaze patterns, and

1 Though a brief is provided about these theories in this lesson discussing them in detail is not possible.Students should refer to given references to learn details.

CULTURAL INTERPRETATION OF A GESTURE

In USA = O.K.

In Japan = Money

In Russia = Zero

In Brazil = Insult.









In USA = O.K.

In Japan = Money

In Russia = Zero

In Brazil = Insult.









In USA = O.K.

In Japan = Money

In Russia = Zero

In Brazil = Insult.

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frequency of touch and based on this he divided cultures into contact cultures andnoncontact cultures(Edward T Hall, 1963).

2. Geert Hofstede: Geert Hofstede in the late 60’s and begin 70’s conducted a study onIBM employees in 72 countries and developed a cultural model identifying fourdimensions of value perspectives between national cultures(Hofstede, 2013). He hasgiven five indices to understand culture i.e. power distance index, masculinityfeminity index, long term orientation index, uncertainity avoidance index andindividualism index.

3. Fons Trompenaars [27]: studied how people in specific cultures resolve dilemmas. Asa result of his study he idenfied 7 dimensions of studying cultures i.e. Universalism vParticularism, Individualism v Collectivism, Neutral v Emotional, Specific v Diffuse,Achievement v Ascription, sequential Vs synchronic time and inner Vs outerdirected(Trompenaars & Hampden-Turner, 1998).

Therefore, nonverbal communication is not universal. It is subject to cultural nuances andtherefore, every culture interprets non verbal cues differently. Inability to accept thesusceptibility of the non verbal cues to cultural nuances and therefore, refusal to adaptcommunication cues as per these nuances leads ot something called as “Physhicdistance”. Psychic distance is defined as the distance between the home country culutreand foreign market culture, resulting from the perception of both culturaldifferences(Evans, 2010). Such differences include culture, language, religion, education,legislation, politics, economic conditions, market structure, and business practices. Thepsychic distance influences the standardization or adaptability decisions of thecommunication cues.

The only way to remove cultural bias from communication and develop a trueunderstanding psychic distance is through knowledge and tolerance. The frameworkshelp a researcher understand and adapt to culture nad psychic distance.

12.8 Business etiquettes as non verbal communicationWatch a movie, many of the mshow that genius are eccentric. They live messily, havedisorganised offices, forget deadlines and throw tantrums. While this might have been true ingood old days today, even a technically brilliant employee cannnot be grumpy or non-communicative. Even today competency is important but it alone will not get you places inbusiness.

Businesses have to compete in a global environment where they have to deal withheterogeneous markets, employees and customers. The work environement and retaininggood employees as well profitable customers is becoming more and more difficult. Thesebusinesses do not want a disruptive and unplesant employee to lead to loss of talent ordecrease in net customer life time value pool of the ocmapny. Business entiquttes help abusiness smooth these waters and teach everyone to behave in a expected way.

Webster defines it as "the forms, manners, and ceremonies established by convention asacceptable or required in social relations, in a profession, or in official life."

Etiquette refers to expected norms of behavior in a given situation. Etiquette includesknowing the right way of greeting others, knowing the distance at which to stand, sound

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effect to use, understanding the customs and how to manage everything from tea to dinner tosaying goodbye.

Business etiquesttes therefore, refers to use of verbal and non verbal cues in a businesssituation. The importance of learning business etiquettes is as follows.

1. Knowledge of some simple business etiquettes help a executive make a positive and along lasting impression. Impressions is what exectuvies need to help their stakeholderto trust them. For example holding doors for your clients and peers creates a positiveand a caring impression. Similarly, another simple business etiquette is not to look atthe screen and read. It is very important to face and look at the client and yourlisteners.

2. Business etiquettes can help build strong relationships between the parties. A wellmannered and a professional employee would be able to build strong relationships notonly intra firm but also wit hall the stakeholders of the firm. Simple etiquettes likemeeting a deadline, keeping stakeholder in the loop help in making a positiveimpression.

3. Professional interactions help avoid miscommunications. Business etiquettes mainobjective is to promote a professional attitude in terms of handling assignments andtasks.

4. Business etiquettes can help a person deal wit ha difficult situation in a manner whichgives an impression of confidence calm and friendlyness to the receiver. For exampleif a customer is dissatisfied with your service and has come to complain. The businessetiquette says that the executive should take the customer into his office, listen tothem carefully while giving them their undevided attention and then take a decision tohelp them out. Therefore, Business etiquettes also help prepare an executive for suchsituations and promote a positive atmosphere.

Activity BAn individuals physical appearance is related to his/ her work. Would you accept – anautomobile mechanic to have grease under his nails and smell of petrol? Would you expect thefemale customer service employee at your local bank to have grease under her nails and smell ofpetrol? How would you expect the female customer service meployee ot be dressed? What’s thedifference and why?

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Categories of business etiquettesGenerally business etiquette rules relate to the following categories.

1. Introductions

2. Telephone/cell phone calls

3. Business dining

4. Interaction with foreign clients

5. Business-to-business etiquette

IntroductionsThis step usually has two aspect i.e. first self introduction and then introducing others. Aconfident self-introduction helps an executive make a positive first impression. Principal isto stand and greet other prty with a outstrecthed had ( for handshake) and telling your fullname. On the other hand while introducing others it is important to make a clear introductionin terms of full name and designation. Introductions must be accompanies by smiles, eyecontact and something like pleased ot meet you. .

Telephone/ cell phone callsThis segment refers to, the way an executives takes and listens to acall, responds, speaks, orhangs up. These gestures at times are more important than the verbal communication.Therefore, before initiating a call it is very important for the executive to be clear about whyis the call being made, what is the content of the call, how to begin the call and how to endthe call. An executive should prepare before calling and do some mock drills. They shoulkdprepare a check list of things to talk about. For example in call centres the executives aregiven scripts to know what to speak while making cold calls.

It is very important to know how to begin a call. First few words are like the walking inimpression in a face to face interaction. In first few words the listener makes up his/ hermind to listen or to hang up. It is also very important for the speaker ot make the context ofthe call very important. It is very important for the exectuvie to remember coutseys like “sorry the call got disconnected……..”. “Could you please connect me to …… “, “Could Iplease talk to ………..”, “you are no speaker phone……….”. these could make a differencebetween getting through the secretarial firewall and being connected or not.

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Business diningMore than often business meetings get adjourned to lunch or dinner scenrios from officesettings. It is very important for an exectuive to be prepared for such meetings. In businessdining, an executive should follow appropriate code of behaviour. He will either the host orthe guest. If a host he should make sure that he invites the guests personally and confirmsthe date, time, and place of lunch/ dinner. If it is a out of town guest then directions shouldalso be given. As a host he should also be very clear about dietary preferences of guests. Asa guest the executive should get to the dinner/ lunch on time. He should be very careful notto offend his host. It is customary in India to go to such meetings (which are a tradeoff intosocial interaction) with a gift.

Interaction with foreign clientsRespecting cultural needs, religious beliefs, and the attitudes of foreign visitors will go along way in developing good business relations. This section ahs been discussed in detail inthe previous section. However, it is stressed it would help the executvie to developknowledge and tolerance for the different culture.

Business to business etiquetteGood business behaviour includes the following:

1. Being loyal to ones organization.

2. Being very careful about confidential matters.

3. Maintaining good relationships with all customers.

4. Keeping in mind benefit of both the parties and all stakeholders.

5. Being very respectful of the individuals and their businesses irrespective of theoutcome.

Business etiquettes are also influenced by the cultural nuances and therefore, it is importantfor the executive to understand and be tolerant to these nuances. But at the same timecommon business etiquettes should be observed. For example When meeting someone, riseif you are seated, smile, extend your hand and repeat the other person’s name in yourgreeting. Another important universal rule is to be on time. 10-15 min before for interviewand important business meetings. It is very important to always remember please, thank youand well done.

12.9 SummaryNon verbal communication i.e. understanding body language is very important. 70-90percent of communciation is non verbal in nature. This includes body gestures, bodypositioning, eye contact, distance, sound effect, physical appearance etc. Learning to controlthese variables will help a sender deliver a message more efficiently and effectively. It willalso help the sender get a competitive edge over his audience as he can also manipulate thesemessage to solicit a desired response from the audience. However, non verbal language isnot universal in nature. It is subject to individual and cultural nuances. In order to reducemiscommunication in non verbal cues understanding and sentising to cultural context is veryimportant.

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12.10 Glossary

Non verbal communication refers to everything else but words and pitch in which themessage is delivered or encoded.

Physical distance also called as physical proximity, coupled with other signals of bodylanguage like tilting or head, touching, eye contact, leaning into the conversationcommunicate a more friendly relationship than mere acquaintances.

Culture is conditioning of a cluster of people which develops as people adapt to theirenvironment in order to survive.

Etiquette refers to expected norms of behavior in a given situation.

12.11 Questions1. What is non verbal communciation? How is it different from verbal communication?2. What are different components of non verbal communciation?3. What are business etiquettes? Why is it important to learn them?4. How does culture influence non verbal communication?5. What are different frameworks for understanding country cultures?

Check your progressQ1 What is Non Verbal Communication?

a) Communication for disabled people

b) Communication when in a noisy environment

c) Communication between different cultures

d) Communication not using verbal or written modes

Q2 Non Verbal Communication is Important – what % do we use on average?

a) 7%

b) 24%

c) 38%

d) 55%

Q3 Paralanguage is the study of

a) Gestures, Touch and Tone

b) Body Posture, Eye Contact and Gestures

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c) Tone, Touch and Eye Contact

d) Pitch, Tone and Volume

Q4 Kinesics is the study of

a) Facial Expressions, Eye Contact and Touch

b) Gestures, Body Posture and Facial Expressions

c) Proximity, Body Posture and Touch

d) Eye Contact, Dress & Appearance and Body Posture

Q5 Proxemics is the study of

a) acting like a proxy or a copy of the original person

b) how people interact with people from different cultures

c) how people use personal space in interpersonal interaction

d) interpersonal interaction between people with similar characteristics

12.12 Answer to check your progress1. d; 2.d; 3.d; 4.b; 5.c

Self assessment exercise1. Rate following on a scale of 1-5 where 1 is for extremely annoying while 5 is for not

annoying at all. Coughing on somenone Sneezing on someone Yawning without a hand in front of your mouth. Bragging Disrespcting elderly. Always late but requesting you to be on time. Dominating conversations Cutting in conversations

12.13 ReferencesBrownlow, S. (1992). Seeing is believing: Facial appearance, credibility, and attitude change.

Journal of Nonverbal Behavior, 16(2), 101-115.

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Chaturvedi, P. D., & Chaturvedi, M. (2011). Business Communication: Concepts, Cases, andApplications. India Pearson Education India.

Cherry, K. Understanding Body Language. Retrieved 21st March, 2014, fromhttp://psychology.about.com/od/nonverbalcommunication/ss/understanding-body-language_8.htm

Edward, H. (1966). The hidden dimension: Doubleday, Garden City.Evans, J. (2010). Marketing Aspects of Psychic Distance Wiley International Encyclopedia of

Marketing: John Wiley & Sons, Ltd.Forgas, J. P., & Jones, R. (1985). Interpersonal behaviour: The psychology of social

interaction: Pergamon Press.Garner, A. E., & Acklen, L. M. (1980). Non Verbal Communication: What, Why, and How.

Middle School Journal, 11(2), 6-7. doi: 10.2307/23291290Hall, E. T. (1963). A system for the notation of proxemic behavior1. American

Anthropologist, 65(5), 1003-1026.Hall, E. T., & Hall, E. T. (1969). The hidden dimension (Vol. 1990): Anchor Books New

York.Hofstede, G. (2013). Dimensions of national cultures.Joseph, W. B. (1982). The credibility of physically attractive communicators: A review.

Journal of advertising, 11(3), 15-24.Matsumoto, D., & Juang, L. (2012). Culture and psychology: Cengage Learning.Trompenaars, F., & Hampden-Turner, C. (1998). Riding the waves of culture: McGraw-Hill

New York.Wąs, J., Lubaś, R., & Myśliwiec, W. (2012). Proxemics in discrete simulation of evacuation

Cellular Automata (pp. 768-775): Springer.Watson, O. M., & Graves, T. D. (1966). Quantitative Research in Proxemic Behavior1.

American Anthropologist, 68(4), 971-985.Zhou, H., & Zhang, T. (2008). Body language in business negotiation. International Journal

of Business and Management, 3(2), P90.

12.14 Additional Readings.Gesteland, R. R. (2005). Cross-cultural business behavior: negotiating, selling, sourcing and

managing across cultures: Copenhagen Business School Pr.Martin, J. S., & Chaney, L. H. (2012). Global business etiquette: ABC-CLIO.Sabath, A. M. (2002). Business etiquette: 101 ways to conduct business with charm and

savvy: Career Press.Thill, J. V., & Bovée, C. L. (2008). Excellence in business communication: Prentice Hall

Press.

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Chapter 13: Developing Effective Public Relations

Contents13.0 Learning Objectives ........................................................................................................................4

13.1 Introduction.....................................................................................................................................4

13.2 Public Relations ..............................................................................................................................4

13.2.1 Need for Public Relations ........................................................................................................5

13.2.2 Advantages of Public Relations ...............................................................................................5

13.2.3 Disadvantages of Public Relations...........................................................................................6

13.2.4 Mediums of Public Relations ...................................................................................................6

13.3 Speeches..........................................................................................................................................7

13.3.1 Characteristics of a Good Speech ............................................................................................7

13.3.2 Advantages of a Speech ...........................................................................................................7

13.3.3 Disadvantages of a Speech.......................................................................................................8

13.3.4 Types of Speeches....................................................................................................................8

13.3.5 The 4 P’s of a Speech...............................................................................................................8

13.4 Brochures ......................................................................................................................................11

13.4.1 Advantages of Brochures .......................................................................................................11

13.4.2 Disadvantages of Brochures...................................................................................................11

13.4.3 Types of Brochures ................................................................................................................11

13.4.4 How to write Brochures .........................................................................................................12

13.4.5 Elements of a good Brochure.................................................................................................13

13.5 Handouts .......................................................................................................................................14

13.5.1 Why use Handouts .................................................................................................................14

13.5.2 When to Use Handouts: .........................................................................................................15

13.5.3 Benefits of handouts ..............................................................................................................15

13.5.4 Characteristic of a Handout: ..................................................................................................15

13.6 Leaflet ...........................................................................................................................................15

13.6.1 Uses of Leaflets......................................................................................................................16

13.6.2 Advantages of leaflets............................................................................................................16

13.6.3 Disadvantages of Leaflets ......................................................................................................16

13.6.4 Components of a Leaflet ........................................................................................................16

13.7 Newsletter .....................................................................................................................................16

13.7.1 Advantages of a Newsletter ...................................................................................................17

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13.7.2 Disadvantages of a newsletter................................................................................................17

13.7.3 Types of Newsletters..............................................................................................................17

13.7.4 Components of a Newsletter ..................................................................................................17

13.8 Summary .......................................................................................................................................20

13.9 Glossary ........................................................................................................................................20

13.10 Answer to check your progress:..................................................................................................21

13.11Questions......................................................................................................................................22

13.12 Self evaluative Exercises ............................................................... Error! Bookmark not defined.

13.13 References...................................................................................................................................22

13.14 Additional Readings....................................................................................................................22

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13.0 Learning Objectives To understand public relations as a means of communication and its need

To understand different tools of public relations To understand different dimensions of speech and how to write a strong speech To understand dimensions and types of brochure

To understand dimensions of handouts To understand dimensions and design of brochure

To understand dimensions and utility of leaflets To understand dimensions and utility of e-newsletter.

13.1 IntroductionIn marketing it is said that

‘What you show to the people is what you can sell them’.

No matter how good your product is, you cannot sell it, if you can’t advertise it right. So it allcomes down to the relationship between your company and the people. Therefore it is ‘thejob’ and an important task of the company to portray itself and its products as a betteralternative than its competitors. This is the point in the value chain where public relations asan activity come into the picture. It is like a window where two different worlds’ meet.

A company’s reputation is one of the most critical assets it has. Even accountants putgoodwill to the assets side of the balance sheet of a firm. Practically in terms of goodwill acompany can be in two situations i.e. either it has no reputation or it has reputation in themarket. In both cases the company can benefit from the Public Relations (PR). Some of thekey advantages of PR are that first, public relations can create a good image in the market anda communication with a company’s customers so that its marketing activities benefit.

Second, a company can utilize its reputation built through public relations in creating a bettermarket for the product and harvesting much better benefits from its image.

13.2 Public RelationsPublic Relations arrived with the development of mass media. It is a vital tool for the successof the company. PR is defined as “the conscious attempt to create favorable sales climate fora company and its products…..”(Henry, 1967). Prof. M. Macluhan, of the University ofToronto, has referred to PR as “a non tactical, semi-sensuous, quasi scientific functionrelative to the communicative process”(Moore, 1966). Public relations is the process ofdeveloping and maintaining beneficial, two-way relationships with the people who caninfluence your success—through various tools of public relations like mediarelations/privacy, customer relations, advisory groups, financial relations, employee relations,industry relations, speaker's bureaus/ speaker training, community relations, crisiscommunications planning, special events, sponsorships and promotions(Bernays, 2006; Rose-Asch, 2001). It is the PR department of a company which runs the company’s corporateidentification program(Heady, 1969).

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13.2.1 Need for Public RelationsAs defined in the earlier section, a Public relations is an activity which comprises organizedset of efforts designed to raise the reputation of a company. As discussed in the earlier lessonon mass communication which stated that public relations involves building good relationswith various stakeholders of the company by obtaining favorable publicity, building up agood corporate image, and handling or heading off unfavorable rumors, stories, and events.Major tools of PR include companies organizing and supporting special events ranging fromnews conferences, press tours, to grand openings, and fun events, written materials includingannual reports, brochures, articles, and company newsletters and magazines, Corporateidentity materials, and also buzz marketing publicity campaigns which get consumers tospread information about a product. Therefore, PR helps to maintain a beneficial relation withthe target audience and enable it to deal with the different situations that occur during itsoperations. It is an activity which is mainly carried out to influence the opinion andperception of the people. The activities which build public relations necessarily encompassall the stakeholders of the company. So basically PR is needed for following purposes:

Introduction to identity: Through the use of tools of Public Relations a company canintroduce its vision, mission, products and services to their target audience.

Getting one noticed: To get noticed in a huge environment is a difficult job. PublicRelations help a company to do the same.

Enhancing the role in community: The work being done by the company for thecommunity can only be appreciated by the community only if they come to knowabout it. PR fulfills this purpose for the company.

Helps to be on top in a crisis: To be on top in a crisis, the most important thing is tobe honest. So if one has good public relations and uses the right tools, he can stillmanage in time of crisis.

Gain credibility: People believe in the company if they are honest with them and theword comes from places which they can trust. Through public relations tools, this canbe easily achieved.

13.2.2 Advantages of Public Relations1. Credibility: When one gets noticed in media, people tend to believe that. If the same

thing appears in advertisement, the credibility is less.2. Target Market: With public relations activities, one can target a specific segment of

the audience. If a company needs some inputs on its financial activities, it won’t askfor it through teen magazines, but through a financial magazine or financialnewspaper.

3. Cost: The cost of public relation activities is very less if one considers the benefitsone achieves though it’s use. Hence it can be classified as cost effective.

4. Lead Generation: The benefits a company receives from public relation activities arelong lasting. Therefore, when a company indulges in public relations activities it isnot necessary that they are for the current product they could be for future productsand services.

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5. Image Building: Positive image can be developed with the use of public relationactivities. It ensures a strong future for the company.

13.2.3 Disadvantages of Public Relations1. Developing Stories: Sometimes it can be the case that a company needs news to stay

in good graces of the audience. Hence sometimes, the company can develop fakestories to achieve this.

2. Measuring of Effectiveness is not easy: There is no standard measure to check theaccurate effectiveness of the public relation activities that have been used.

3. Lack of Control: The Company has no control over the information being circulatedby the tools of Public relations. If some wrong news is published, it can harm thereputation of the company.

13.3.4 Mediums of Public RelationsThe mediums of PR that can be put across multiple tools are speeches, press release,brochures, handouts, leaflets, flyers, newsletters, blogs, magazines etc. These activities focuson building name and image of the company. For example employee relations is a tool usedfor PR however, a newsletter could be a medium which is used to manage the employeerelations. It is important for a student to understand the difference between PR medium andtools.

These tools help in building an effective relation between a company and its target audience.The following section discusses all these tools briefly; however, stress is laid on the tools insyllabus.

Toolsfor PR

Speeches

Handouts

Leaflets

FlyersNewsletter

Blogs

Magazine

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13.4 SpeechesThe power of a spoken word is much more than that of a written one. Speeches can havegreat effect on the people listening to them. It can turn a hostile mob to a friendly one.Consider Mahatma Gandhi, he was able to move the whole country with his speeches.

The key to success in many cases can depend upon the capability to make effective speech.These skills matter to a salesman, businessman, industrialist or for a political leader. Thebetter is their speech making ability, better will be their chances of success. For example: asalesman has to make hundred multiple sales pitches in a day which are nothing but shortspeeches about the product and its performance, a touring agent booking orders for his clientshas to more than often use this oral form to communication to sell his packages and apolitical leader has to give speeches at various forums to rally support for his cause and party.There can be occasions when one gives formal speech for example; a manager, abusinessman or an industrialist giving such speeches at annual meetings, ceremonies,seminars or discussions.

13.4.1 Characteristics of a Good SpeechAn orator should keep in mind following while making a speech. Speech should be

1. Clear: Clarity is a major characteristic of good speech. Speech should be able toconvey the ideas or arguments that you want to express. If the audience does not graspthe point that you are trying to make, then the speech is of no use.

2. Like an Informal Talk: A good speech is closer to an informal chat between twopersons. It should build a good relationship between you and your audience.

3. Vivid and Concrete: Imaginations kill a speech. So speech should be vivid andshould contain facts so as to make it easy to comprehend and visualize.

4. Brief: Concentration of an average audience is short lasted. So your speech should notbe long, unless the audience is still interested.

5. Interesting: A speech can be made interesting by including Quotations, anecdotes orhumorous touches. This will keep the audience interested.

6. Audience Oriented- A good speech is always framed keeping in mind the audienceto whom the speech will be delivered.

13.4.2 Advantages of a Speech1. Easy to understand: If audience level and understanding is kept in mind by the

speaker, then the speech is easy to understand for the audience.2. Time Saving: Speech is the form of communication in which the speaker directly

communicates with the audience. Hence it saves time of both the speaker and theaudience.

3. Good Relation: Relations can be developed between the speaker and the audience viaa speech.

4. Cost Saving: There in no involvement of any prop in direct speeches. Hence it savesmoney.

5. Suitability: Through speech the speaker can communicate with both literate as wellas illiterate people.

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6. Quick Means: No prior formalities are needed for making a speech.7. Mass Communication: Via a speech large number of audience can be communicated

to at once.8. Direct Feedback: Feedback for a speech is direct and quick, as the audience is in

direct interaction with the speaker.

13.4.3 Disadvantages of a Speech1. Inaccuracy: The speaker can be inaccurate if he fails to understand the understanding

level of audience.2. Complexity: Complexity in communication can increase if the audience is huge and

understanding of meaning or purpose of speech is difficult.3. Delay: Decision making process is a lengthy process as the decision is made by

conversation between the audiences.4. Irrelevancy: If the speech is off the topic, it can be totally irrelevant for the audience.5. Lack of secrecy: Speeches sometimes tend to disclose important or secret

information. Hence there can be lack of secrecy.6. No Record: There is no physical or written record of a speech.

13.4.4 Types of SpeechesSpeeches can be categorized in informative, persuasive, entertaining, instructional and specialoccasion speeches. These are explained below:

1. Informative Speech: This is the type of speech which focuses on informing theaudience about a certain topic, event or some specific area. While delivering thisspeech it should be kept in mind that you are trying to tell something to the audience,so you should give time to the audience to let them grasp the things that you arementioning.

2. Persuasive Speech: This type of speech focuses on selling an idea to the audience,promoting a certain product, convincing someone to take action or to persuadesomeone to believe in what the speaker wants them to believe.

3. Entertaining Speech: This is the type of speech which is meant to humor theaudience. Hence they are usually short and leave the audience with good impressions.The speaker should try to hold the attention of the audience and should be a crowdpleaser.

4. Instructional Speech: This is the type of speech which provides instructions to theaudience about how to do a certain task. The speaker should demonstrate theinstructions so that the audience can understand them easily.

5. Special Occasion Speech: This type of speech which generally refers to the speechesdelivered at a particular occasion. The speaker should prepare according to theoccasion and audience where he has to deliver the speech.

13.4.5 The 4 P’s of a SpeechThe process of writing/ framing/ drafting a Speech starts right from the time when thespeaker knows he has to deliver a speech and it ends only after delivering it. This complete

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process can be distinguished into 4 simple steps, i.e. plan, prepare, practice and present.These steps are discussed below:

1. Planning a Speech: In this step the speaker has to identify the basic purpose of hisspeech. He has to then decide the type of speech which he wants to use. Also he needsto know his audience so that he has an idea of how well he needs to prepare thespeech. It is advised that the speaker do his research on the topic on which the speechis to be delivered. The speaker should also spend time doing the audience analysis sothat s/he knows the mechanisms of coding he needs to adopt to make maximumimpact. In short the speaker should develop a clear insight and framework of theobjectives and audience of the speech.

2. Preparing the Speech: After the planning part comes the preparing part. In this stepthe speaker needs to know the theme of the topic i.e. he should know the objective ofthe speech in a single line. The speech needs to be structured into three parts:Opening, Body and Closing.

a. Opening: This part of speech is important because it is the part during whichyou can attract the audience towards your speech. It contains words which areattention grabber. Quotations can be used for this purpose. In this part theaudience is introduced to the theme and made familiar with the topic. This partshould be kept small and audience should be given a complete idea of what thespeaker is going to deliver in rest of his speech. The introduction part shouldend such that it is a proper transition to the next part of the speech.

b. Body: This it is the largest section of the speech. It should be such that itflows naturally from the introduction part. The speaker should try and stick tothe theme and lead the audience to the conclusion. The speaker should not tryto cover all the points, but choose some points and highlight them over thispart. This will not overcrowd the audience with thoughts. The flow of pointsshould be that they relate to the previous and forward points.

Plan

Prepare

PracticePresent

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c. Conclusion: This is the ending part of the speech. The speaker should includethe essential points discussed in the speech. It should be short and precise. Nonew information should be introduced here.

3. Practice: This is an important part of speech. The speaker should be familiar with hisspeech. This will provide him confidence and calm his nerves. The speaker canpractice in front of a mirror or a small audience. Practice will help a speaker to deliverhis speech in the given time frame.

4. Present: The presentation of speech matters a lot. It tells the audience aboutpreparation on the topic by the speaker. While presenting the speech the speakershould maintain eye-contact with the audience and must have a confident bodylanguage and should be relaxed and groomed. The speaker must make a rapport withthe audience and should interest the audience. This way the speaker can keep theinterest of the audience intact. The speaker must close the speech with a great lastimpression.

Activity AUse following question to write a speech on politics in India.

1. What is the main idea of the speech?a. Outline the key components and the goal for speech.b. what are main takeaways you want your audience to have.

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13.5 BrochuresA brochure is defined as a document which is intended to pass information about a companyand its products to the target audience. It is mainly an advertising piece. Brochures aredistributed manually to the target audience. Brochure is a PR tool which is used for directmarketing of products and services.

13.5.1 Advantages of Brochures1. Flexible Design: Brochure design is flexible as it depends on the company as to

where they want to keep the text and where they want to place the images. The designpart can depict the image of the company.

2. Advertising Benefits: Due to small size of brochures, it is easier for a company toplace them at small places. Also its small size makes it more useful than a flyer as itcan be easily retained.

3. Saves Time: Due to the uniform design of a brochure, there is no need fordifferentiation among the customers for sending them the brochure. Hence it savestime.

13.5.2 Disadvantages of Brochures1. Printed Expense: It is costly to print brochures as the quality of paper, the margins

and type of printing need to be of good quality. Also brochures are used up easily, soa company needs to print more number of brochures. Also when there is any changein a product, all the brochures need to be printed again.

2. Limited Space: The small size of brochure can limit the amount available on thebrochure for writing purpose. Due to this the brochure contains small paragraphs,bullet points and images. This may not always be enough for complete information.

3. Advertising Cost: As the brochure is handed manually or mailed to the customers,the cost incurred for this purpose is huge.

4. Environment: There is a lot of printing done in this case. Hence it is not good for theenvironment. Also change in products can call for printing of brochures again.

13.5.3 Types of Brochures1. Leave-Behind: This type of brochure is one which is left behind after meeting a

potential customer. On this brochure the description of product and services ismentioned along with the benefits. Also summary of sales pitch is mentioned so thatthe customer remembers it. This way he can at least consider our offer again.

2. Point-of-Sale: This is the brochure which is generally present at the right place at theright time i.e. when a customer is buying some product; he comes to know about otherproducts as well through this brochure. This brochure should include a catchyheadline along with the visuals. The aim of this brochure is to get the customerattracted towards other products as well.

3. Respond to Enquiries: This type of brochure is required when customers enquireabout your products. Hence it is generally meant for qualified buyers. They are likelycustomers who are much more interested in our products.

4. Direct Mail: This is the type of brochure which is sent along with the direct mailpackage. This brochure contains images of the company and the products. Before

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sending out direct mail brochures, list of clients is compiled and then direct mail issent to the selected customers of the compiled list.

5. Sales support tool: This is the type of brochure which is very similar to the leave-behind brochure. The main difference is that this brochure is used as a selling aid.Salesperson uses this brochure along with their sales pitch.

13.5.4 How to write Brochures1. Front cover or the front panel can be used to an advantage by using an eye-catching

image or some graphic. The front page generally consists of name of the company andits logo. Instead of this, a picture of the best selling product(s) or customers enjoyingthe products and services can be used. Also text can be used alongside so that itappeals directly to the readers. Benefit can be stated for the readers.

2. On inner panels, headings should be used to break up long block of texts. There islimited space in the brochures. So it needs to be wisely used, by not using up most ofit with long block of texts. Short sentences and short paragraphs can be used insteadof the long paragraphs. Bulleted lists or Numbered lists can be used to further separatethe text. These elements help attract reader’s attention to the brochure.

3. Benefits of the product(s) need to be stressed upon instead of just naming theproducts. Features describe the products or service; benefits describe how the featuresof the products will help the reader.

4. The reader should be addressed as “you” to establish relation with the reader. Thereader should be directly talked to so he feels as an intelligent person and with the useof industry only jargon, it will make an easy and enjoyable read. It will accomplishour task of connecting to the reader.

5. The brochure content needs to be focused. If brochure is being written to generateleads, information should be included that readers don’t know about the company.The content of the brochure should be kept relevant to the purpose of the brochure.

6. Testimonials can be included so as not to let brochure look fake. Quotes fromsatisfied customers can be included.

7. Brochure should be ended by a call to action. The reader can be told what we wantthem to do. It should be done with proper guidance.

8. By these steps, the reader can be engaged and it’ll be more likely to carry out ourpurpose.

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13.5.5 Elements of a good Brochure1. Appropriate format2. White Space

Means of acquiring theproduct and any otherrelevant information.For example:testimonials can beadded, a range ofcomplimentary productscan be added.

Main reason of thebrochure for example ifa sales brochure thendetails about theproduct its performance,features, range,guarantee, warranties,price etc

Details about thecompany

Contact information forfurther queries aboutthe product

This is an example of aThreefold Brochurewhich can be easilyprepared in MicrosoftPublisher.

Picture of the productand the company logo

Name of the businessand Details of theproduct being detailedin the brochure

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3. Quality Printing4. Wise Choice of Colors5. Attention to typographic details6. Use of Right Paper

13.6 HandoutsA handout is a sheet of paper that is distributed to the people attending a speech, seminar,lecture or a presentation. It is both an informational and a promotional tool for the targetaudience. Its physical appearance is similar to a flyer. The idea of distributing handout is toallow participants and audiences to make notes as they listen to the oral communication.

10.6.1 Why use HandoutsDuring a presentation, more information can be put on a single handout than it can be put ona single slide. The audience can carry these handouts with them and can remember what theywitnessed. It can typically provide the audience with the key points delivered by the speaker.

Space to writedown notesand ideas.

The slides usedfor thepresentation











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Also they are helpful if the speech is complex or technical. Handouts can also be used toprovide extra information that has not been included in the speech or presentation.

13.6.2 When to Use Handouts:Handouts can tricky to use. It is a decision which needs to be taken. They can be given atdifferent points of time. They are classified as below:

1. Before the speech: In this case it is distributed before the speech so that the audiencecan effectively relate to the presentation being given. They can also take notes.

2. After the speech: In this case the speaker is better giving handouts after the deliveryof speech. Here the audience pays attention to the speech and then the handouts helphim to retain the important points.

13.6.3 Benefits of handoutsHandouts are hard evidence of your presentation. They are an important part of thepresentation as the audience can relate to the presentation during its delivery and evenremember it afterwards through handouts. Below are the benefits of handouts.

Benefits for Presenter

1. Handouts allow the presenter to cut down the material he is presenting and hence notoverload the information for the audience.

2. Presenter can stop worrying about the audience forgetting the topics being discussed.

Benefits for Audience

1. Audience can stop worrying about noting down the points being discussed by thepresenter.

2. Handouts can serve as a reminder for the topics discussed in presentation. Hence canponder over them even after the presentation.

13.6.4 Characteristic of a Handout:1. It should be easy to follow and should include short bullet points.2. It should be in the same order as in the presentation so as to make it easy for the

audience to follow the topic.3. Quality and design should be good as it presents the image of the speaker.4. Keywords should be in bold so that the reader can clearly recognize it.5. Avoid clutter else it can look like a textbook.6. References need to be included in the handouts.

13.7 LeafletIt is also known as a flyer, handbill or a circular. It is commonly used form of paperadvertisement. It is intended for mass distribution and is mostly distributed in a public place.They are lost cost tools of public relations.

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13.7.1 Uses of Leaflets1. For the promotion of a product or a service2. Advertisement of an event which has mass gathering such as political rally or a launch

of a new product3. For mass recruitment by a company4. For sending a message to masses, may it be political, religious or social

13.7.2 Advantages of leaflets1. They are price effective for a company2. They target huge segment3. They help in promoting the products of a company widely4. They are easy to design and easy to distribute

13.7.3 Disadvantages of Leaflets1. They are less persuasive than other tools of marketing2. For an extra large group of target market, they can be costly3. They have a short term impact4. Important message may be missed out by the audience as they are not considered as

relevant

13.7.4 Components of a Leaflet1. The foundation: An effective leaflet provides basic foundation for an company and

its products. It fulfills three tasks-attract attention of readers, generating interest in theproducts and pursuing further action by the target audience.

2. Look and feel: In designing terms it’s advisable to work more on styling the leafletso as to grab attention of the potential customers and to follow a “less is moreapproach” for printing. Less number of colors should be used so as not to make theleaflet bright and also to minimize the cost. There can be a single striking imageinstead of many small images.

3. Size: For the size of leaflets, distribution network needs to be kept in mind. Thepurpose of leaflets needs to be clearly defined. With this the company can definewhether to print leaflets on A6 or A5 size of paper.

4. Tone: The customers should be addressed to directly and the sentences should beshort and direct.

5. Distribution: The target audience needs to be properly defined so as to choose adistribution network. Leaflets can be handed manually or be inserted in newspaper ormagazines.

13.8 NewsletterA newsletter is a publication which is distributed at regular intervals and fulfils certain topicsof interest of its subscribers. It shows that the company wants to share its information withother people. It can cover everything from technical topics to general topics. It keeps thesubscribers interested in the company.

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13.8.1 Advantages of a Newsletter1. Newsletter helps a company in promotion of their business.2. It helps the customers to understand the business as the newsletter contains the

mission and vision of the business.3. If the newsletter is creative it can decrease the communication gap between the

audience and the company.4. It is the most cost effective tool and can be accompanied by advertisements.

13.8.2 Disadvantages of a newsletter1. For an e-newsletter a company needs to have e-mail addresses of the audience, which

sometimes can be an issue as the client fear junk mails.2. A newsletter can be marked as spam mails and thus not reaching the target audience.

Hence resulting in widening the communication gap.

13.8.3 Types of Newsletters1. Promotional newsletter: This is the newsletter which is used by the company for the

promotion of a product or a service. This is sent out to both the current and thepotential customers. This is not a sales pitch, but it tends to convert current customersto repeat customers and the potential customers to customers. These newsletters cango out to individuals as monthly statements.

2. Relationship newsletter: These are the type of newsletters which tend to maintainrelationship with the existing audience. It generally includes club newsletters, alumninewsletters etc. The focus here is on the shared interest of the target audience and tobuild a relationship.

3. Expert newsletter: These are the newsletters which are on specific topics and are forspecific users who have registered for it. The above two types of newsletters aremostly free of cost, but this type of newsletter is mostly paid.

13.8.4 Components of a NewsletterFollowing figures illustrate the main components of a newsletter. The main components of anewsletter are

1. Title of the newsletter2. Name of the business3. Publishing date4. List of topics covered in newsletter5. Special points of interest

Activity BPrepare a e- newsletter for your department in the area of your choice.

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List oftopicscovered intheNewsletter

PublishingDate

Name ofthe

Business Title of the Newsletter

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13.9 SummaryDeveloping Public relations is an essential tool for the success of an company. It can be thedifference between the success and failure of the company. Public relations can be developedusing different tools such as speeches, press releases, brochures, handouts, leaflets,newsletters, blog etc. The company needs to take care of which tool to use and how to use iteffectively. By the effective use of public relations the company can build its image.

13.10 GlossaryPublic relation is an activity which comprises of organized set of efforts designed to raisethe reputation of a company.

Special Pointsof Interest

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Informative Speech is the type of speech which focuses on informing the audience about acertain topic, event or some specific area.

Persuasive Speech is the type of speech focuses on selling an idea to the audience,promoting a certain product, convincing someone to take action or to persuade someone tobelieve in what the speaker wants them to believe

Entertaining Speech is the type of speech which is meant to humor the audience. Hence theyare usually short and leave the audience with good impressions

Instructional Speech is the type of speech which provides instructions to the audience abouthow to do a certain task.

Special Occasion Speech is the type of speech which generally refers to the speechesdelivered at a particular occasion

Brochure is a document which is intended to pass information about an company and itsproducts to the target audience.

Handout is a sheet of paper that is distributed to the people attending a speech, seminar,lecture or a presentation.

Leaflet is a commonly used form of paper advertisement. It is intended for mass distributionand is mostly distributed in a public place.

Newsletter is a publication which is distributed at regular intervals and fulfils certain topicsof interest to its subscribers.

Check your progress:

1. The mediums of -----------that can be put across multiple tools are speeches, press release,brochures, handouts, leaflets, flyers, newsletters, blogs, magazines.

2. Clarity is a major ----------------of good speech.

3. A ----------------is a document which is intended to pass information about a company andits products to the target audience.

4. Leaflet is also known as a--------- .

5. is a publication which is distributed at regular intervals and fulfils certain topics of interest of itssubscribers

13.11 Answer to check your progress:1.PR

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2. characteristic

3. brochure

4. flyer

5. Newsletter

13.12 Questions1. What are public relations and what are they used for?2. What are different tools of public relations? Briefly describe them.3. What are the components of a good speech?4. State the difference between the use of brochures, handouts and leaflets.

13.13 ReferencesBernays, E. L. (2006). Definition of Public Relations (Vol. 51, pp. 27-27): Public Relations

Quarterly.Heady, R. K. (1969). PR Man: Industry's New Bosom Buddy. Public Relations Quarterly,

14(2), 5.Henry, K. (1967). The dollars and sense of public relations (Book). Public Relations

Quarterly, 12(3), 51.Moore, J. J. (1966). Definition of PR to End Definition. Public Relations Quarterly, 10(3/4),

52.Rose-Asch, M. (2001). Is There Really a Difference between Marketing, Advertising and

Public Relations? Products Finishing, 65(7), 44.

13.14 Additional ReadingsGrunig, J. E. (2013). Excellence in public relations and communication management:

Routledge.Grunig, J. E., & Hunt, T. (1984). Managing public relations: Holt, Rinehart and Winston

New York.Kitchen, P. J. (1997). Public Relations: principles and practice: Cengage Learning EMEA.Wilcox, D. L., Nolte, L. W., & Jackson, P. (1997). Public relations writing and media

techniques: Longman New York.

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Chapter 14: Group Discussion & Presentations

Table of ContentsChapter 14: Group Discussion & Presentations........................................................................1

14.0 Learning objectives ............................................................................................................2

14.1 Introduction........................................................................................................................2

14.2 Group discussions (GD).....................................................................................................3

14.2.1 Group discussion and a Formal meeting .....................................................................3

14.2.2 Group Discussion and Debate .....................................................................................4

14.2.3 Components of a GD. .....................................................................................................5

1. Content ........................................................................................................................5

2. Process.........................................................................................................................5

14.2.4 Nature and Purpose ....................................................................................................5

14.2.5 Guidelines for acing a GD. .............................................................................................6

1. Work on content as well as the process.......................................................................6

2. Understand the job profile and model skills that match the job profile ......................6

3. Control your body language........................................................................................6

4. Demonstrate team spirit and listening skills ...............................................................6

5. Control Bias and show respect for everyone’s opinion ..............................................6

6. Encourage and create a participative environment. ....................................................7

14.2.6 Sins in a GD ................................................................................................................7

14.2.7 Skills tested in a Group discussion..............................................................................7

1. Communication ...........................................................................................................7

2. Conflict Resolution .....................................................................................................8

14.2.8 Types of GD................................................................................................................8

14.3 Presentations .....................................................................................................................9

14.3.1 Purpose of making presentations ..............................................................................10

1. Inform........................................................................................................................10

2. Instruct.......................................................................................................................10

3. Entertain ....................................................................................................................10

4. Inspire/ motivate:.......................................................................................................10

5. Activate people:.........................................................................................................10

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6. Persuade: ...................................................................................................................10

14.3.2 Presentation Process..................................................................................................10

1. Planning.....................................................................................................................11

2. Writing the Presentation............................................................................................14

3. Completing the presentation.........................................................................................14

14.4 Summary.........................................................................................................................15

14.5 Answer to check your progress........................................................................................16

14.6 Glossary ...........................................................................................................................16

14.7 Questions..........................................................................................................................16

14.8 Additional Readings.........................................................................................................17

14.0 Learning objectives To understand dynamics of a group discussion To understand the nature, purpose, importance and components of group discussion To learn techniques to control and master the group discussion To understand role of a leader in a group discussion. To understand dynamics of a presentation To understand structure and process of making an effective presentation. To learn latest techniques of making a presentation.

14.1 IntroductionThis chapter discusses two forms of communication i.e. Group discussions and Presentations.

Group Discussions or GD are common in our society and are a part of our day to day life.Our first experience with a GD is in our family where we expect and accept that some of thepeople know more than the other. In this case our parents know more than us. Usually thepoint of start is that they try and get you to see their perspective and the discussion is done toreach a “Consensus”. In order to achieve this objective parents give you a chance to presentyour perspective and then tell you their perspective. The discussion is overshadowed by thedrive of one party (you or your parents) to prove that they are right and hence lose track oflogic and discussion. It is in this process that anger builds and the consensus is lost. At thispoint it is the job of the leader to guide the discussion through the muddle of emotions andget it back on track. It is the job of the leader to allow free speech and freedom of expressingboth positive and negative views. It is leaders or facilitators job to involve everyone andmake sure no one person is dominating the discussion and attend to personal issues if theyaffect the group discussion and dynamics.

Group discussion is a way where the parties involved can put forward their opinion and canreach a decision. Group discussion in practical life can be done for a rainbow of purposesvarying from planning to problem solving to execution and implementation.

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In this lesson we discuss the concept of group discussion and presentations. The students willlearn how to do an effective group discussion and a presentation, the do and don’ts of adiscussion and presentation. The lesson will also introduce students to latest technologies inmaking presentations. It is important for students to note that though there are multiple usesof group discussion and presentation, the focus of the chapter will be student’s purpose forplacement. However, the orientation and generic nature remains same.

14.2 Group discussions (GD)Group discussion in layman’s terms means a group of individuals involved in a face to facecommunication with the prime objective of discussing a topic or problem at hand. Theindividuals can take part in the discussion without any inhibitions or fear and there is ahealthy and fruitful exchange of ideas and more than often a solution is reached. It is aninformal and a voluntary gathering of individuals to discuss an idea, information, problem,topic, need etc. The important point of discussion is that the premise of the discussion is set.

The positive aspect of the group discussion is that there is no lose or win situation, allindividuals can take a pro or a con stand as long as they can justify their stand. Even thegroup leader could take a completely different stand from the group and would have to stilljustify his stand. Discussion from every aspect of the given problem leads to betterunderstanding of the problem.

In the current competitive scenario, group discussions are an important tool for thecompanies/ professional institutes to choose the most competent of candidates from a clusterof applicants. This tool allows the company to move beyond the bookish knowledge of thecandidate and test their skills. This skills set usually consists of skills which the candidatewould use to fulfill his duties, if chosen. These skills could vary from reasoning to logicalthinking to leadership to team spirit and even listening qualities. It is used by these companiesand institutes to judge the attitude of the candidates and avoid any future liabilities arising asa result of choice of an incompetent candidate. Therefore, both in scenario of a job or anadmission in an institute the stakes of GD are very high which lends it a semi stressfulcharacteristic.

Hence, Group discussion is a form of simulated exercise where scenario of a semi stressfulsituation is created to test the candidates. It is a situation where 15-20 individuals are put intoa leaderless group and are given either a situation or a topic to discuss within a time limit. Itis at this point that the skills mentioned above reflect in candidates.

It is important for the students to understand that though this is most common use of GD it isnot the only use. Discussions are used to solve problems, to reach a decision, decide a courseof action and also many a times to improve communication between departments and groups.

14.2.1 Group discussion and a Formal meetingYes, group discussion is a type of a meeting. It is a voluntary and informal meeting and isdifferent from formal meeting in following ways.

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Group discussion Formal Meetings

Goals There may or may not be aclear idea for a groupdiscussion. It might just befor bouncing off ideas.

The goals and agenda of themeeting is clearly spelled out.

Time 1. The time limit of a GD inmostly set.

The formal meetings start ontime but they end only whenthe agenda is complete. Ifthey are working on a timelimit then it is essential towork in a structured mannerto finish agenda in the giventime.

Formal Less formal More formal

Leadership Less directive More directive

Process Vs Product Emphasizes process ratherthan the product i.e. thethoughts

Emphasizes the products i.e.decisions accomplished.

14.2.2 Group Discussion and DebateGroup discussion is often mistaken for a debate but the two are completely different. Maindifferences are dicussed below

Group discussion Debate

Goals There may or may not be aclear idea for a groupdiscussion. It might just befor bouncing off ideas.

It for an argument and toattack and the main purposeis to WIN.

Time The time limit of a GD inmostly set.

Very strict limits of time.

Formal Less formal More formal and structured

Nature GD is communication ofideas and are constructive innature i.e. the purpose is tobuild options and ideas.

Debate is an argument and isdestructive in nature. Thewhole purpose is to buildyour own argument anddemolish other personsarguments.

Audience There is no audience There usually is an audienceto watch.

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14.2.3 Components of a GD.There are two components of a Group discussion. i.e. content and process.

1. Content part refers to

• Knowledge and information• level of preparation,• the ability to organize thoughts in a logical way,• understand the topic in its totality and• the ability to innovate.

2. Process includes

• manner of expression,• communication skills,• body language and• the attitude and confidence of the person.

More than often candidates concentrate on process so much they forget the content. It isimportant to understand that though evaluator is concentrating on testing skills yet the onlyway of acing the group discussion is for an individual to concentrate on both i.e. content aswell as the process.

14.2.4 Nature and PurposeMain purpose of group discussion is the exchange of ideas. Therefore, the very nature ofeffective group discussion is one where different ideas and opinions are heard and consideredwithout any bias. GD gives chance to all the members to speak and express their opinionsand more than that a chance to be heard. The very nature of the GD encourages even the mostshy of the participants to speak and express their opinion. This allows a rainbow of ideas tobe tabled and development of new and unique perspectives to the same problem. Followinglists reflect on nature of a GD to some extent

GD is a simulated exercise. GD is a stressful situation. Stake in admission and placement GDs are high GD is a non biased exchange of ideas. Leader plays a role of a facilitator rather than a controller. GD is motivated by desire to achieve a common goal or consensus and therefore,

people in GD can change their opinion without any fear of fallout effect. In a GD possessing “I” i.e. individual thought process or agendas is detrimental to the

very process. In a GD there is no place for emotions. No one is a personal friend or enemy.

A GD could be organized for any one or multiple of the following purpose.

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To create a cohesive and communicative environment among the group. To analyze and discuss an issue without any specific goal in mind. To develop different and unique perspectives to a problem. To discuss any problem, social concern, organizational concern, strategic plan, policy

etc. To evaluate skills of the participants. To act as a screening or a qualification stage

14.2.5 Guidelines for acing a GD.In order to ace a GD following things must be kept in mind.

1. Work on content as well as the process. It is very important for an individual totradeoff between the process and content. The individual need to exhibit that they arecompetent and have thinking abilities but also are a team player. This means that theperson should concentrate on presenting logical strong arguments as well as making aGD successful. Though this is exhibited during the GD and best way of acing this isby participating in few mock interviews yet working on content is a pre GD activity.The only way to develop content is to consider everything as required reading. Theconcept of “out of syllabus” does not help in developing content. A person shoulddevelop an opinion on diverse topics like “Modi or Gandhi: next PM”, “TV an idiotbox”, “Dilution of Culture”, “reservation in private corporate sector” etc. To ace thecontent part individuals need to read from politics to social causes to corporate topics.

2. Understand the job profile and model skills that match the job profile.Individuals should remember that GD at the end of the day is about skill testing in astressful situation. The individual should understand the specifics of the skill set thatthe observer or facilitator is looking for; and make sure that they highlight those skillsin their behavior. For example respecting and treating other group members as equals,learning skills, discussion skills, ability to control emotions, logical thinking etc.

3. Control your body language. In one of the GDs being taken by a company in a localB school, one of the participants got so worked up and frustrated by the fish marketthat he stood up and banged his hand on the table to make a point and to control thegroup. Resultant he was not selected despite the fact that he managed to control thegroup and reach a consensus. This was because he intimidated the group and his bodylanguage and emotions ran amuck which indicated lack of control and emotionalmaturity. It is therefore, very important for individuals to control their body languagein a GD eg smile, lean forward when listening, control the desire to bang on the table,attend to everyone etc. This also means that the individual should work on hisphysical appearance and pronunciations and enunciations.

4. Demonstrate team spirit and listening skills. It is important to show team spirit andone of the ways to do so is to note everyone’s points and to highlight and refer toothers opinion in your opinion. This illustrates your open attitude and respect for otherparticipants as well. Another aspect of this would be to be observant of everyone’sfeelings and body language. Understanding this aspect would allow the participant toget a competitive advantage. It is very important to demonstrate your ability to drawpeople out of their shells and speak (even the shyest of candidates). Only and bestway to do this is being polite and encouraging.

5. Control Bias and show respect for everyone’s opinion. It is very important for anindividual to exhibit non biased nature and also to create or contribute to creating a

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non biased atmosphere for a GD. For a GD t o be successful it is very important topromote a rational and logical thinking process and atmosphere. Which means attimes the individuals should try and encourage disagreement and statement like“…….. I respect my friends opinion………. “ can go a long way in doing so.

6. Encourage and create a participative environment. It is very important for everyindividual to understand that a GD is successful only if they do not try to dominate thediscussion. Also no one sub group should be allowed to snub or take advantage of ashy candidate. One of the ways of gaining competitive advantage is to give shycandidates also a chance to speak and invite varied opinion and responses but bybeing polite for example saying “…….. I respect your point and it is certainly aninteresting dimension to the current problem but let’s hear our other friends aswell…….”.

14.2.6 Sins in a GDSome of the certain don’ts of a GD are

1. Don’t lose composure no matter how tempted you are.2. Don’t misquote facts. It is better to quote anything rather than fib3. Don’t assume anyone’s stand based on their appearance, gender or culture. For

example, worst mistake would be assuming that a female would take a stand in favourof the topic “females are better managers than men”

4. Don’t be obtuse. If you hear an opinion that is very convincing and is a newperspective you have not considered before own up to it and if needed change yourstand. That is the very nature of a GD.

5. Do not use slang like yaa, Univ, princi, guys etc. these might be common speech foryou but in a GD this is informal language and someone in the group might takeoffense to it.

6. Never lose focus of the discussion or premise within which the GD has beenorganized.

7. Do not personalize anyone’s comments and become an ‘I’ centric discussion.

14.2.7 Skills tested in a Group discussionGD as discussed before is a simulated exercise to test certain type of skills. A groupdiscussion can test a wide variety of skills for example analytical skills, body language,communication skills, team spirit, enthusiasm etc Two most important skills are:

Communication Skills

Conflict Resolution Skills

1. CommunicationThis skill tests an individual’s ability to talk and express their opinion in a group of people. Itis also an illustration of emotional intelligence as well as team spirit of the participants. Thiscategory test both non verbal as well as verbal cues used by the participants. Remember in awork environment you can be turned off or de-motivated by bad body language of anindividual. For example a colleague who stands in other peoples personal space while talkingcould invite harassment cases for the company and therefore be rejected. Some time the pitchof someone’s voice or pronunciation can lead to embarrassing situations.

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2. Conflict ResolutionAnother category of skills being tested are conflict resolution and team spirit. The objectiveof a GD is to reach a consensus. The facilitators during this process might not concentrate onthe consensus but do see who tried to facilitate the process and who disrupted it. Skills likeanalytical thinking, logical reasoning, respect for others opinion and providing chance toothers to share their opinions are observed and evaluated in this.

14.2.8 Types of GDThere are three types of GD possible. These can be topic based GD, case study based GD or ascenario based GD. In the first category a topic is given to the group and the group issupposed to discuss the topic. It can be any random topic and therefore usually the group isgiven 5-8 min to consolidate their thoughts and 15-20 minutes for discussion. Topics couldvary from Students should be allowed to carry cell phone in school, Adopting cloudtechnology is beneficial for companies, Girls - Get married first, and then focus on yourcareer etc. Usually the topics are controversial topics which would give participants enoughaspects to discuss. It is very important that the 5-8 min given to consolidate the thought bewell used by the individuals.

In the second category i.e. case study based GD a short case study is given to the individuals.This could be a open ended case or a close ended case. In a close ended case the questions fordiscussion are listed while in an open ended case the problem for discussion has to beidentified. The basic process remains the same. Individuals are given time to read andconsolidate the thoughts and then discussion. However, the time given to consolidate thethoughts is more.

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The last category is a scenario GD where a scenario can be given to the participants and theyare asked to discuss what they would do in those circumstances. This is a type of GD whichis used to check the decision making capacity of the individuals.

Companies choose GD based on the type of skills they are looking for.

Activity A1. How is GD different from

a. Formal meetingb. Panel discussion.

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14.3 PresentationsPresentations are another form of formal structured communication. In the corporate world,every executive makes a few presentations every week. The frequency of presentationsdepends upon the career path and the job profile of an executive. For example a trainer couldbe making a lot more presentations than an accountant. Presentation is a method ofcommunicating ones opinion or idea to a selected audience. The size of the audience dependsupon the topic of presentation for example a presentation on writing skills workshop couldhave 20-30 participants while a presentation on financial performance of the company to aboard of directors could have only 5-6 members to whom the presentation has to be made.The presenter therefore, has to be prepared for making a presentation. This section of thechapter helps reader develop or at least understand presentation skills.

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14.3.1 Purpose of making presentationsThere are six main reasons for making presentations

1. Inform : when an instructor makes a presentation as to the history of ITC and itstriple bottom line philosophy then instructor is trying to inform you about thecompany and its philosophy. The objective is to inform and increase knowledge not tomake you take action.

2. Instruct : when a trainer makes a presentation on how a machine is to be operatedand the safety measures required then the objective of the trainer is to teach, to giveinstruction or orders as to how to do something. Often presenters join the twopurposes together i.e. presentations are made to inform and instruct.

3. Entertain: many a times presentations can be made to entertain. Our earlier exampleof standup comedian was an example of one such presentation. In corporate worldpresentations are rarely made for this purpose. However at farewell parties etcslideshows of pictures etc are used very often.

4. Inspire/ motivate: in this case the trainer makes a presentation to inspire people to dosomething for example Shiv Khera talking about tax evasion, Yuvraj Singh talkingabout his fight to overcome cancer are all presentations to motivate people.

5. Activate people: a presenter making a presentation at a party to raise funds for ashelter for the poor is an example of presentation for activating people. It is usuallycombined with motivational purpose but can be a standalone purpose of thepresentation as well.

6. Persuade: this is presentation which is made to gather support for a opinion. It is aanalytical, argumentative and logical reasoning presentation which aims at changingthe opinion of the audience. For example a presenter speaking on unemployablenature of the Indian graduates and post graduates and requesting support of changingIndian educational system.

14.3.2 Presentation ProcessEvery formal communication should be planned to meet its objective of efficiency andeffectiveness. Understanding and following this framework helps the planner gatherinformation which would be relevant make impact on the audience. It is important for

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students to understand in today’s Google word every information is available out there, it is amatter of understanding what is required. The frameworks help comprehend and simplify thisprocess. Same communication process is followed by presenters while writing theirpresentations. There are 3 stages to making an effective presentation

1. Plan2. Write3. Complete.

1. Planning.This stage refers to analyzing the situation, gathering information, selecting the right mediumand organizing the information.

Analyzing the situationThis stage refers to developing and understanding the audience to whom the presentation hasto be made. This deals with developing the audience profile and understanding theircharacteristics in terms of the topic of delivery. This deals with profiling audience in terms of

Their emotional state to understand and comprehend the presentation Their language Their understanding skills Their educational and knowledge level Their demographic profile i.e. age, gender etc Their common interests

EFFECTIVE COMMUNICATION

Minimize the number of slides and keepcontrol of formatting.

Use simple language Use proper visual aids with labels Use high contrast images Show up early and verify that your

equipment works and is compatible withyour content .

Check the spelling and grammar. Request audience to ask questions in end Do not read from slides

4Ps of presentation Plan Prepare Practice Present

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For example for a standup comedian understanding the audience profile helps him to spin offhis comedy situations from the audience therefore, soliciting higher participation from them.Similar flexibility can be achieved if a presenter does an audience analysis before planninghis presentation.

For example suppose you have to make a presentation on the financial performance of thecompany. However this alone does not help you prepare the presentation. You need to knowwho the audience of your presentation would be for instance the content of the presentationsfor Board of directors would be different from shareholders. Former would have more factsand figures while latter would have more visual aids.

Gather informationThe previous steps lead to the presenterdeveloping insight into what is needed in orderto communicate the desired message to theaudience. This stage involves using differentsecondary and primary sources of data tocollect information that would help meet thepurpose of making a presentation.

For example people look for information in ourscriptures to teach people importance of ethics in business.

Selecting the right mediumPresentations are oral form of communication which may or may not be complimented by useof visual aid. Today technology offers a choice of varied medium to compliment the oralpresentation. The means help a presenter introduce an element of awe in the presentation.Some of these technology trends are

1. Prezi. It is a cloud based presentation software which allows a presenter to givepresentation in a story board format.

2. Mind map. It is a diagrammatic outline of the presenters presentation.

3. 3d Slides. It is making presentation using templates which add depth, perspective, andshadows to a presenter slides.

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Presenter should explore the options based on his and his audience’s capability. This shouldbe done earlier in the stage of planning rather than later as each one of the mediums has itsown nuances and requirements.

Organizing information/ structureThis involves defining the main idea/ purpose, defining the scope of presentation, choosingthe approach to communication i.e. direct or indirect and preparing an outline of the content.Information should be organized in a way that the presentation purpose is clear and the flowof information is logical and coherent. The presentation should be easy to follow andprovides an overview of what will be covered, in what order and how should be clear.

Since in a written communication the audience can refer back to the write-up again and againin an oral presentation this flexibility is not there. Therefore, structure of the presentationshould be such that it allows audience to refer to different contents. If need be, the presentercan complement the presentation with handouts. Also a presenter should differentiatebetween structure and design of the presentation. In this stage it is about what and how thecommunication is to be made. What color background or animation is to be used is not in thisstage. These are components of presentation design. The main points to keep in mind whilestructuring are

Define main ideaIt is very important for a presenter to know the main one sentence that s/he wants theaudience to walk away with. It is this one sentence that will help the presenter link thepurpose of the presentation with the audience’s analysis to get best results.For example presentation is to convince board of directors to invest in new health careplan by showing them that the new plan will lead to reduced costs but better healthcare of employees

Limit the scope of presentationMany a times a presenter can get carried away either by the content or by thequestions and lose track of presentation and time. To cover the time and audienceneeds it is important for the presenter to know what is within the scope of thepresentation and what is not. While searching a presenter could find a lot ofinformation but it is at this stage the presenter needs to decide the issue of relevance.Present only what is relevant.

Choose the approachThis refers to what is the way a presenter wants to communicate the message. Do theywant a illustrative presentation, a direct presentation or an indirect one. The approachdepends upon the state of audience and the time allotted to the presenter. For exampleif you have been asked to share results of your project report and have been allottedonly 3 minutes you will design your presentation around your findings. However ifyou were allotted something like 10 minutes then the presentation would have acompletely different approach and would talk about conceptual framework, researchmethodology and then findings and implications

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Prepare an outlinePreparing an outline means preparing a matchstick structure of the presentation. Ithelps a presenter plan and organize points and sub points, brainstorm about theillustrations and connection and also develop an interesting title. It is a flow chart ofthe presentation.

2. Writing the PresentationThis is an oral form of communication and per say you are not required to write apresentation. However, a presenter should still prepare the noted and some sort of visual aidswhich helps the audience follow the presenter. This part is very crucial for determining theeffectiveness of the presentation. It helps meet three objectives i.e.

1. Adapting to the audience like what aids to use, styleof message, language of the message etc

2. Composing the presentation so as to arouse theinterest of the audience, build credibility of theinformation being presented and in turn of thepresenter and connecting and holding the audience. Itis important that the message should be composed sothat the message related audience’s needs in clear andvivid language.

3. Preparing closing of the presentation is equallyimportant. The final remarks should be encouraging and memorable. They should behard hitting therefore, a person can end on a quote, a message, a question or a call foraction.

3. Completing the presentationThis stage involves revising and editing the message for efficiency and effectiveness. Thisstage involves preparing for four different aspects i.e. mastering art of delivery, preparing tospeak, dealing with anxiety and handling questions.

Mastering the art of deliveryThe art of delivery involves a lot of practice so as to overcome anxiety. A well prepared and

rehearsed presentation is always better received than an illprepared one. Preparing means that the presenter should befamiliar with the content. S/he should not see it for the firsttime at the time of presentation. It is important to

Not to memorize the content. You can refer to the notes and slides but do not

read from the slides. A slide should complement the presenter’s content and not be the content. Eye contact with the audience is very important

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Preparing to speakA presenter should visit the space of making a presentation before the presentation. If anearlier visit is not possible then the presenter should make it well before the presentation andaccustom himself/herself with the space, visual aids and other mediums. There is nothingworse than standing to make a presentation and then realizing the LCD is not compatible orslides do not work. These are homework of communication and should be done beforeaudience arrives.

Overcoming anxietyEvery presenter feels anxious before the presentation, no matter how many presentations theyhave given. Every presenter has butterflies in their stomach. The only difference is thatexperience and practice has taught these presenters to use this anxiety to their advantage. Oneof the most effective ways of reducing this anxiety is to prepare for the presentation. Themore you prepare the less nervous you will be. Some other ways are

Practice in front of an audience and mirror. Try an optimistic view. A presenter needs to understand that the audience reflects the

speaker. If you show nervousness the audience will pick up on it as lack ofconfidence and then react accordingly. Thinking positively would help put audiencein same frame of mind.

Deep breathing Being ready and comfortable. Maintain eye contact Control body language and nervous ticks Concentrate on audience.

Handling questionsThis is a very important part of the making a presentation. This stage refers to feedback loopof communication. It is at this stage that the presenter can clarify any doubts the audiencemight have, re-stress his point and build support for his communication. It is important for apresenter to stay in control of the question and answer session and not to let the sessionbecome a fish market. The presenter should

Focus on the questioner in the Q&A session. Respond to the question directly and if you don’t know the answer acknowledge the

question and promise to get back to the questioner but do not pretend that you (as apresenter) know the answer.

Maintain control of the session. Encourage questions and do not be intimidating. This is one stage where having an

open and welcoming body language and a smile is most important.It is important to be polite and end the presentation with thank you.

14.4 SummaryTwo important forms of oral communication are group discussion and presentation. These aretwo way face to face means of communication which are using mediums which are extremely

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rich in carrying different types of information cues. Therefore, to effectively use these cuesthe students need to understand the processes of effective communication and presentation.

Check your progress1. Group discussion is a two way communication.2.There is not much difference between debate and group discussion

3.Group discussion is a means of communication only when there is a problem to solve.

4. Presentations should not include complex, long sentences.5. In a typical business presentation, there should be 3-5 major points.6. Presentations with visuals are considered better prepared and more persuasive and

interesting than ones without visuals.7. Generally it is accepted that you do not fill more than 50 percent of a slide with text.8. When delivering a presentation, an impressive introduction of you as the speaker will help

to establish your credibility with the audience.9. Gestures should be avoided in a business presentation as they distract your audience.

14.5 Answer to check your progress1. T 2. F 3. F 4. T 5. T6. T 7. T 8. F 9. T

14.6 GlossaryGroup discussion in layman’s terms means a group of individuals involved in a face to facecommunication with the prime objective of discussing a topic or problem at hand.

Presentation is another form of formal structured communication. Presentation is a methodof communicating ones opinion or idea to a selected audience.

14.7 Questions2. What is a group discussion?3. What are various methods of acing a group discussion?4. List the aspects of group discussion which can be controlled by an individual to

increase its effectiveness and how.5. What is a presentation?6. What are various technology based methods of making a presentation.7. Discuss the process of presentation.8. What is the structure of a presentation? How to design an effective presentation?9. Discuss the 4 p’s of presentation.10. Discuss the importance of non verbal cues in group discussion and presentation.

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14.8 Additional ReadingsBradbury, A. (2006). Successful presentation skills (Vol. 51): Kogan Page Publishers.Cragan, J., Wright, D. W., & Kasch, C. (2008). Communication in Small Groups: Theory,

process, and skills: Cengage Learning.DeVito, J. A. (2007). Interpersonal communication (Vol. 11): Book. edisi.Dilts, R. (1994). Effective presentation skills: Meta publications.Rabb, M. Y. (1993). The Presentation Design Book: Tips, Techniques and Advice for

Creating Effective, Attractive Slides, Overheads, Multimedia Presentations, ScreenShows and More: Ventana Communications Group, Incorporated.

Renuga, M., & Ezhilan, S. (2014). Soft Skills: A Professional Development Curriculum toEnhance the Employability of Engineering Students. Language in India, 14(4).

Rotondo, J., & Rotondo, M. (2002). Presentation skills for managers.

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Chapter 15 Securing Employment: Resume Writing & Facing Interviews

15.0 Learning Objectives ................................................................................................................ 2

15.1 Introduction............................................................................................................................. 2

15.2 Resume writing ....................................................................................................................... 2

15.2.1 AIDA principle and Resume............................................................................................ 3

15.2.2 Difference between resume and CV................................................................................. 3

15.2.3 Planning a Resume........................................................................................................... 4

1. Plan a resume ................................................................................................................... 4

2. Gathering information...................................................................................................... 5

3. Selecting Medium and Organizing information ............................................................... 5

4. Write Resume................................................................................................................... 6

5. Drafting ............................................................................................................................ 7

6. Completing Resume ......................................................................................................... 8

15.2.4 Resume Tips and Suggestions........................................................................................ 10

15.3 Interviews.............................................................................................................................. 11

Types of Interviews ............................................................................................................... 11

15.3.1 Interview Process ........................................................................................................... 13

1. Before the interview ....................................................................................................... 13

2. During the interview....................................................................................................... 13

3. After the interview ......................................................................................................... 14

15.4 Summary............................................................................................................................... 15

15.5 Glossary ................................................................................................................................ 15

15.6 Questions: ............................................................................................................................. 18

15.7Answer to check your progress ............................................................................................. 18

15.8 References............................................................................................................................. 18

15.9 Additional Readings.............................................................................................................. 18

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15.0 Learning Objectives What is a resume, discuss how to choose the appropriate resume organization and list

advantages and disadvantages of these options To understand sections of a resume

Identify different formats of a resume How to apply AIDA approach to resume writing To understand what employers look for during an interview

To understand how to prepare for a successful interview To understand and discuss employment interview process

15.1 IntroductionMotivation of every student for studying is to find a good job and a secure employment.Students can save a lot of time and gain competitiveness in this effort if they can understandhow employers approach the recruiting process. This would help the student in marketingthemselves. The employment process is ideally a six stage process where the students spendmajor part of their teens and youth building towards a dream career. Once they achieve thebasic capabilities they prepare a resume and cover letter. Once the initial contact is done thestudents need to understand the interview process and need to start preparing for aninterview. Once they have appeared in the interview the last stage of the process (hopefully)is follow-up and accepting the offer. It is important for the students to understand thatemployment is a mutual evaluation process where the employer evaluates the student and thestudents evaluate if the company and job profile are what they are looking for.

There are two most common tools for marketing oneself i.e. resume and interviews. Resumesare first contact with the employer which decides whether the employer would like to invitethe applicant for the interview or not. This lesson discusses both these aspects of securing aemployment i.e. resume writing and interviews.

15.2 Resume writingA resume is an outline or a brief of students’ educational qualification, skills and experience.It is the first contact of the student to the company in terms of his self marketingeffort(Thoms, McMasters, Roberts, & Dombkowski, 1999). It is like an informativeadvertisement of the student to the human resources department of the hiring company.Therefore, it is very important for a student to spend time and effort in making this documentperfect so that it can help student create best of impression even when the form ofcommunication is written and in many cases not face to face. A resume can make or mar astudent’s impression.

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15.2 .1 AIDA principle and ResumeAIDA is a communication principle acronym. AIDA stands for attract, interest, desire andaction. The principle helps guide a communicator in designing and coding a message so thatthe reader can be taken through the various stages of comprehension of message easily andutmost effectiveness and efficiency. The principle states that every communication shouldfirst attract attention of the reader; it should be phrased in such a manner that it inculcatesinterest in the reader so that they are motivated to learn more about the topic ofcommunication. Next step of the process is desire which means that the communicationshould motivate a desire to have the product and lastly actually buy it. Advertisements arebest example of adopting AIDA where a reader through this principle is converted into acustomer. In terms of prospective employer the principle means that first attract the attentionof the employer so that they set their eyes on your resume. The resume needs to stand out ofthe big lot of resumes that has been placed in front of them. For example in a campusplacement program, a recruiter looks at 50-100 resumes. A resume has to attract his attentionin this lot so as to motivate the recruiter to short list it. A student should not only work at theformatting and looks of the resume but also the content of the resume. Small things likeproper formatting, print on a bond paper, where has been folded, kind of information it givesand the structure can help a resume go that extra couple of inches.

Attention does not mean that the resume will be short listed. It means that the recruiter willspend extra couple of seconds skimming the resume. To get shortlisted the resume has togain and sustain the recruiter’s interest. The best of doing this is matching the resume withthe job profile.

This interest will lead to the desire to know more about the candidate behind the resume andthis leads to action of resume being shortlisted and you getting that much awaited interviewcall. The students need to pay attention to making resume heavy in order to do that throughextracurricular activities, mastering employability skills and also projects, events hobbies etc.The only way to make resume strong is to have proof and examples of everything therecruiter is looking for and you claim that you have. For example if a student claimsleadership skills then resume should list events where s/he displayed leadership skills.

15.2.2 Difference between resume and CVMany people use Curriculum Vitae (CV) and resume interchangeably but conceptually andpractically the two are very different. Following are main differences between the two.

Variable CV ResumeLength It is detailed synopsis of

skills and is longerOne of two page summary ofskills

Contents It contains details ofeverything that is relevant foran employer, from educationto skills, from research tointernship and workexperience.

It contains details ofeducation and skills.

Used for Mostly used for academic, Mostly used for corporate

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education, scientific orresearch positions

jobs.

Layout Is very static and organized Allows a lot more flexibility

15.2.3 Planning a ResumeResume is the first contact a student has with the recruiter just like advertisement is the firstcontact company has with the customer. The importance of first contact is clear from thesaying that first impression is the last impression. It is because of this that companies spendcountless hours and resources to get their first contact just right. Same should be true for anapplicant’s resume. Both time and effort are required to create a first positive impression. Astudent’s ability to find a job will be dependent upon this first contact. Resume is aspecialized form of business communication and student’s need to be careful about thiscommunication. The resume writing process is a three stage process i.e.

1. Plan2. Write3. Complete

1. Plan a resumeResume as discussed before is self marketing, first contact, initiated by the student. As such itshould not be a mere list of jobs a student has held before. It should be a summary and asmooth description of the individual marketing himself. The basic process of writing aresume is similar to any other form of written communication. The process starts withplanning the resume in which stage the first step is audience analysis.

Plan

Write

Complete

Proof read and reviseProducing resumeDistributing resume

HonestAdapting to audienceComposing resume

Analyze purpose and audienceGather informationSelect mediumOrganize resume aroundindividual SWOT

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Analyze purpose and audienceThis is the first stage within the planning stage. This stage involves analyzing the purpose andaudience of the resume. The applicant establishes the purpose of the resume which in turndefines the content and the scope of the resume. This analysis helps the applicant designsections of the resume which would interest recruiter the most. Resume is a persuasivebusiness message with the primary purpose of creating interest in the applicant. It is advisedthat the applicant should research the company s/he is applying to, research the jobdescription and profile and after understanding the requirements of the recruiter design thesections and sub sections of the resume to indicate a best fit.

2. Gathering informationNext stage within the planning stage is gathering information. After the applicant hasunderstood the job description and the job profile s/he is in a position to understand the skillrequirement of the organization as well as the job. It is important for the applicant to haveproof and supporting documents for every word that is put in the resume. The applicantshould be accurate about the dates, years and the time period of the educational qualification,employment, workshops and projects etc. if not clear it is advised that the applicant shouldtake some time and gather all the information before sitting down to write the resume. It isimportant that the applicant practices the saying “know thy self”. Everything in the resumeshould be on tips of the applicant.

3. Selecting Medium and Organizing informationThe next sub step within planning is to select the medium and to organize the informationaccordingly. Medium refers to the process or vehicle through which the resume will bedistributed to the recruiters. For example the structure of a resume to be distributed online isdifferent from one distributed through a reference. Therefore, it is important for an applicantto first decide the medium and then to organize the information accordingly.

Organize resume around individual SWOTIt is well established by now that the resume is first contact and therefore, in first contact aperson needs to put the best foot forward. Inorder to do that it is very important for aapplicant to first conduct a self SW analysis (strengths and weaknesses) and then organize theresume around the strengths while downplaying the weaknesses.

Strengths Weaknesses• Competencies in a given field or

exploration of a given factor inpersonality that enhances competitiveedge or advantage.

Unsuccessful applications of competencies ornon-exploitation/non-existence of critical factorsthat could enhance competitive edge or advantage

Answer to Identify Strengths Answer to Identify Weaknesses• advantages applicant has over others in

terms of skills, certifications oreducation

• competitive advantage of the applicanti.e. something s/he does absolutely

• List scenarios which make you feel inconfident.

• Opinion of other people with whom youwork and have regular contact with

• What areas do you think you need

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better than anyone else.• Resource profile• Opinion of other people with whom

you work and have regular contact with• List proud moments of life

(achievements)• List your values

improvement or training for• List negative work habits and traits

Once an applicant has done the strengths and weakness analysis the applicant understand hisbest fit and thus should organize his resume around his strengths so that it conveys propertiesand skills that the recruiter is looking for. The organization of the resume should be such thatit

Highlights the results

Shows signs of progress Highlights that the applicant has personal standard of excellence. Highlights that the applicant is flexible and is ready to try new things

Above all it should communicate effectively.

Do not highlight weaknesses and try and underplay them for example if you have shifted jobsfrequently try and group them together under one head. Do not bluff or lie but underplay.Similarly if you have gaps in work or study history, highlight voluntary work and other thingsthat you gained during that time period. An applicant should understand the weakness andthen choose the organization of the resume on basis of the strengths and weaknesses. Basedon organization 3 types of resume(Toth, 1991)

Chronological resume: is the organization of a resume where most stress is placed onemployment history and employment record. It is a resume format which is chosen by peoplewho have work experience and strong recommendations. An alternate version of this formatfor fresh graduates is the one where the employment is modified into educationalqualifications and degrees.

Functional resume: this is a resume format which stresses upon skills and capabilitiesof the applicant. The format is such that it stresses upon the section of competence. It is oneof the best suited for fresh graduates and post graduates who don’t have much employmenthistory or records to highlight. It also helps a company match and find the best skill set forthe job description they are offering.

Combination resume: this is a resume format that includes best features ofchronological and functional resume.

4. Write ResumeThis is a written form of communication and most important point is that you are not there toexplain the contents of the resume. Therefore, it is very important for the applicant to

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understand purpose, audience and medium before writing the resume. It helps meet twoobjectives i.e.

1. Adapting to the audience like highlighting skills, formulating statement of purpose,language and tone of the resume etc

2. Composing the resume so as to arouse the interest of the recruiter, build credibility ofthe information being presented and in turn of the applicant and connecting andholding the recruiter. It is important that the message should be composed so that themessage related to the recruiters needs is in clear and vivid language.

It is very important for the applicant to maintain a honest tone in the resume. Also theapplicant should not put off writing resume till the last moment. For example manycandidates will draft their resume tonight if they have an interview tomorrow. Draftingresume is not that easy even when doing it on a set template and therefore, it is veryimportant to give oneself time to learn different models and try various models beforefinalizing one.

The resume is written in a clear, concise style with short crisp and smart phrases. Simplethings like “less use of I….” “use of third person” “highlighting advantages and benefits ofyour actions “ is very important.

For example: “I was in charge of customer complaints “instead of writing this the moreacceptable phrase would be “handled all customer complaints and resolved product orderproblems”

5. Drafting

This is the stage where as an applicant you start to write the resume. There are five things awriter should keep in mind while drafting:

Name and contact information: The first thing anyone pens down in a resume is thename and all contact information namely; address both personal and office, phonenumber, email id and your personal website or webpage. The information written inthis segment should be complete and sound professional. Do not use email with tagslike hotmoney@... ; Psycho@....

Statement of purpose: At the starting of the resume it is very important for theapplicant to write one sentence about what is it the applicant is looking for.

Summary of qualifications: If desired the applicant give summary of the educationalqualifications.

Education: This refers to all the educational degrees the applicant holds. These arelisted from most recent to oldest. Important information like start year to end year,degree, institution, percentage or GPA and affiliation if any needs to be writtenclearly. This section is very important for fresh graduates and post graduates andbecomes less important as work experience increases.

Work experience: This section refers to all the work history. Be sure to give detailsabout employer, team leader, company, years of employment, designation and a briefabout job responsibilities.

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Skill and Achievements: this section refers to skills an applicant would like tohighlight. This usually depends upon the job profile the resume is being sent in for.Just listing skills is not enough they have to be complimented by achievements whichprove the applicant possess those skills and they are not a part of the resume becausethey sounded good. Common skills include computer skills, technical skills,management skills, team working skills, organizing skills etc.

6. Completing Resume

This is the last stage of three stage resume writing process. The cardinal rule of writing is thatyou never send out the first draft no matter how perfect it seems. A good resume is writtenand rewritten multiple times, proof read and changed till it is comprehendible by the targetaudience. More heterogeneous is the audience more difficult is this stage.

This stage is more about packaging of the resume, what paper to use, what margins, whatheadings, what sub headings etc.

Layout of a ResumeWith today’s technology writing a resume has become easy as long as the applicant is able tocomplete the first stage efficiently, rest of the process should be simple. Microsoft Word,publisher and many other online templates are available which allow an applicant to choosefrom a varied variety of resumes. Following is a chronological resume template available inMS word. The layout is discussed with help of this template.

Cardinal rules of a layout

1. Resume is a marketing tool.

2. Change the layout for every new job profile and customize it.

3. Resume is a summary of the applicants professional and educational life thereforeattempt should be made to fit it in one page or max two.

4. Use crisp and sharp words but be polite.

5. Be specific and accompany skills with proof and examples.6. Leave enough margins, use bullets, use readable font size and highlight or bold the

information applicant wants recruiter to notice.7. Write a good cover letter8. Be honest with the information.

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Activity AWrite a chronological resume.

------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

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15.2.4 Resume Tips and Suggestions1.Resume should be a clear, concise, factual, and positive listing of your education,employment history, and other achievements.

2. Resume should be PERFECT! Read re-read proof read. Run it through spelling,punctuation, and grammar checks. It takes one mistake for the recruiter to stop reading theresume and put it in a pile of paper.

3. Resume is a brief and should not be more than one or two pages.

4. Format: 1 inch margins all four sides, 10 font size, Times New Roman or Arial and avoidbold and italics.

5. Emphasize achievements not only in the classroom but also outside the classroom.

Reference is required. i.e.people who can verify andvouch for the conduct andpersonality of theapplicant.

Educationalqualifications anddetails

This is a chronologicalresume and therefore thefirst section isemployment.

Statement ofcareer objectivewhich can befollowed bycareer summaryif desired.

Name and contactinformation

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6. Create a good first impression by highlighting skills and abilities appropriate for the jobadvertised.

7. Be honest and positive. Skeletons have a weird way of coming out at most inappropriateof times.

8. Sound confident but not over confident, not too modest, do not use “I.” Begin sentenceswith a verb. Some power verbs that can be used are accomplish; achieve; analyze; adapt;balance; collaborate; coordinate; communicate; compile; conduct; contribute; complete;create; delegate direct; establish; expand; improve; implement; invent; increase; initiate;instruct; lead; organize; participate; perform; present; propose; reorganize; research; set up;supervise; support; train; travel; work (effectively, with others)

15.3 InterviewsIf the resume succeeds in its objective the next stage of recruitment process is interview. It isimportant for us to discuss here how an employer shortlists resumes. After a companydecides that they have a vacancy the next step that the company does is generates a jobprofile and a job description. These two lists to the HR recruiter as to the kind of job thecandidate would be doing and therefore, the skills that would be required by him. Once theseskills are identified the resumes are skimmed on basis of these lists. The ones that roughlymatch these skills are shortlisted and the candidates are invited for interview.

Interview is a formal meeting where face to face communication takes place with the primarypurpose of evaluating each other. It is a two way process where both the employer and theapplicant evaluate each other and either one of them can refuse the offer if tabled. Thepurpose of an interview is to

For the applicant For the Company Communicate and market one self. To evaluate and see if the job being

offered is what applicant is interestedin.

To seek more information about theorganization, its culture, job profileand terms and conditions ofemployment.

To negotiate the offer.

Find the best person for the job To evaluate and verify the contents of

the resume To seek further information To test additional skills like

communication skills, self awareness,team spirit, confidence and ability tothink and act in stress.

To see if the applicant would fit intothe organization culture.

Types of InterviewsThere are multiple types of interviews.

• Structured Interviews: this is an interview where the interviewer asks apredetermined set of questions in the allotted time. All answers are noted andevaluated.

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• Open ended Interview: this is a less formal and more of an unstructured form of aninterview where the direction of the interview is determined by the initial interactionbetween the two parties.

• Group Interviews: group discussions are a good example of a group interview. Thesehave been discussed in detail in chapter 11.

• Stress Interview: these consist of questions and situations designated to put theinterviewee under stress. The motivation behind this kind of interview is that mostpeople revert to their true self when under stress. Companies also understand thatstudents are groomed for interview and their conduct is an act. Therefore, this type ofinterview is used to draw out true character of the interviewee. That is why it has beenrepeated again and again in this lesson be honest and be comfortable. These tacticsinclude rapid fire questions, having panel interview, phrasing questions negativelyand invading personal space of the interviewee.

• Situational Interview: in this kind of an interview the interviewee is given various onthe job scenarios and asked for their responses. The responses can be used todetermine the emotional intelligence and personality type of the interviewer and thenthese facts are used to choose the best candidate.

• Behavioral Interview: these are interviews where the interviewee is asked to illustratesome real life situations and how they responded or behaved in those scenarios. Forexample, "Tell me about a time when you thought about someone else before you …."

• Working Interview: this is an exhibition exercise. In this interview the interviewee isasked to perform the work. For example for a teaching job you might be asked toteach a sample class.

StructuredInterviews

Open endedInterview







Types ofInterviews

Open endedInterview

GroupInterviews

StressInterview

SituationalInterview







SituationalInterview

BehavioralInterview

WorkingInterview.

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15.3.1 Interview ProcessThe interview process can be divided into three stages

1. Before the interview2. During the interview3. After the interview.

These three stages refer to basic fundamental that

PREPARATION + PERFORMANCE+ PERSISTENCE = SUCCESS

1. Before the interviewThis is the stage which refers to preparation part of the above equation. This stage says thatdoing homework and being ready is one of the ways of channeling anxiousness andnervousness. It has been established by past research that Preparation and planning helps aperson going for an interview feel more confident (Black, Cadet-James, & Minniecon, 1999).The applicant should spend time reading about the job s/he is interviewing for; they shouldread about the company, their organization structure, their recent successes and failures. It isimportant for the applicant to practice and prepare some crucial generic questions like pleaseintroduce yourself, what are you looking for, where do you see yourself 10 years from now,what is your fall back plan if you don’t get this. A web search can give an applicant a list ofsuch common questions.

It is very important for the applicant to dress formally and be comfortable. Interview day isnot to experiment with your wardrobe. Therefore, it is advised that applicant should pick outa dress that meets the norms of a interview and develop comfort in them. For exampleinterview is not the day to wear sari or suit for the first time. There is nothing worse thanapplicant fumbling with their dupatta or sari.

As discussed before interview is a mutual evaluation process therefore it also advised that theapplicant prepare a list questions that s/he would like to ask the recruiter. The intervieweeshould read and re-read his/ her resume and familiarize themselves with every full stop andcomma. Effort should be made to check ones supporting documents for the resume beforethe interview.

2. During the interview.This stage refers to second P of interview i.e. Performance. Interview is the most formal formof business communication most of the students will ever face. But they need to rememberthat it is not unidirectional evaluation. Therefore, it is important for the interviewee toRELAX and channel his/ her nervousness. The cardinal rule during interview is example,example and more examples. If an interviewee highlights a skill s/he should give example ofthe skill. Just saying is not enough to prove that you have what you are saying. Intervieweealso needs to be very alert and cautious not to volunteer any negative information. Usually

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the interviewer picks up questions from the answers interviewee is giving and a sharpinterviewee can manipulate the interview by encoding the responses in terms that he/she iscomfortable in. Despite all this it is important for the interviewee to be honest and maintaineye contact with the interviewer or the pane. During Interview it is important to concentrateon content as well as manners and etiquettes. The interviewee should follow basic rules likebe punctual, wait till asked to be seated, use clear language, do not try a slang until it is anatural one and use complete sentences.

3. After the interview.

Many applicants think that once their interview is over their job is over and now it is thedecision of the recruiter. However, at this point the third P of the process is important i.e.persistence. This refers to starting the process of preparing for the next interview. i.e.evaluating ones performance . This should be done while the details of the interview are stillfresh in your mind. An interviewee should make a list of questions that were asked, evaluateresponses to every questions and also write what could have been phrased better, where didthe phrasing of the answers go wrong and what nervous ticks were uncontrollable. All theseanswers would help preparing for interviews in the future. In many cases interviewee alsocontact the interviewer for critical analysis of their performance. This stage also involveswriting a thank you note to the interviewer (this is done in case on non campus placements)and following up with the recruiter.

Methods of Preparing for interview could vary. The best method has been mock interview.However, in addition to mock interviews institutes have also used methods like askingstudents to write answers to frequently asked interview questions, having drills wherestudents interview each other and then also give feedback to each other and lastly manyinstitutes also use class discussion relating to job interviews (Hansen, Oliphant, Oliphant, &Hansen, 2009).

Activity B

Arrange a mock interview. Use cell phone cameras to record and then in class do an in depthanalysis of rights and wrongs of facing an interview.

------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

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------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

15.4 SummarySecuring a job and becoming independent is the motivation behind every student giving their110 percent in studies. The dreams of package make many burn the midnight oil. However,just studying is not enough. A student needs to understand the employment process beforethey can develop strategies to ace the process and get that much desired offer. Student’s firstself marketing tool is the resume. It is important for a student to spend time and effort so asto put his/her best foot forward and get shortlisted. The classic AIDA principle can befollowed to attract attention, stimulate interest and desires and get the recruiter to take actionand shortlist the applicant for an interview. Various techniques have been discussed in thechapter which helps an applicant stimulate and retain this interest in the recruiter.

However short listing of the resume for interview is beginning of the journey, the next stageis interview. The interview process has three stages i.e. before interview during interview andafter interview. Various strategies have been discussed to help students throughout thisjourney.

15.5 GlossaryResume is an outline or a brief of students’ educational qualification, skills and experience.It is the first contact of the student to the company in terms of his self marketing effort

Curriculum Vitae (CV) is detailed synopsis of skills and is longer. It contains details ofeverything that is relevant for an employer, from education to skills, form research tointernship and work experience.

Chronological resume is the organization of a resume where most stress is placed onemployment history and employment record.

Functional resume this is a resume format which stresses upon skills and capabilities of theapplicant.

Combination resume this is a resume format that includes best features of chronological andfunctional resume.

Interview is a formal meeting where face to face communication takes place with theprimary purpose of evaluating each other

Structured Interviews is an interview where the interviewer asks a preset set of questions inthe allotted time

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Open ended Interview is a less formal and more of an unstructured form of an interviewwhere the direction of the interview is determined by the initial interaction between the twoparties.

Stress Interview consist of questions and situations designated to put the interviewee understress

Situational Interview is a kind of interview where the interviewee is given various on thejob scenarios and asked for their reponses

Behavioral Interviews are interviews where the interviewee is asked to illustrate some reallife situations and how they responded or behaved in those scenarios.

Working Interview is a exhibition exercise. In this interview the interviewee is asked toperform the work

Check your progress

1.You are applying for a job as a teacher. What type of resume is often required for this job?

a. Skill based resume

b.CV

c.Chronological resume

d.Web based resume.

2. You plan to create two different resumes, one chronological and one skills-based, to apply forjobs in different industries. What information should appear on each resume?

a. Career objective

b. List of references

c. Contact information

d. A link to your personal homepage

3. You are applying for different types of positions in diverse industries. How should you formatyour resume to represent your qualifications effectively for these positions?

a. Have several versions of your resume, each with a different objective.

b. Include a general cover letter that can be used for any job for which you are applying

c. Include only the work experience that is related to the job for which you are applying.

d. Include a standard cover letter that tells the employer that you have many strengths and that

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you are a fast learner.

4. You are currently sending out resumes to several companies for slightly different roles invarious career areas and you want to title your resume. What do the experts recommend to titleyour resumes?

a. Use a specific title, such as "Mary's Administrative Assistant resume," or "Entry-levelresume.".

b. Title your resumes generally; Use, for example, "2013 Resume" and double check which one itis before sending it.

c. An option is to differentiate your resume titles based on the format of your resume, such as"Word resume," or "PDF resume."

d.Both answers B and C.

5. You are planning to write your resume and take pride in your ability to describe yourstrengths. What do experts recommend when writing your resume?

a. Write a statement of your potential, talents, and current responsibilities

b. Write a clear, strong statement of your accomplishments.

c. If your skill has been used in the past and will continue to be used, use future tense on yourresume.

d. Both answers A and C


1.b

2.c

3.a

4.d

5.b

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15.7 Questions:1. What is a resume? Discuss various characteristics of a good resume.2. What is the difference between a CV and a resume?3. What are different types of resumes? How does an applicant decide which type to use

for making his/ her resume?4. What is the use of a resume and an interview?5. Differentiate between a chronological, functional and mixed resume.6. Differentiate between a formal and informal interview process.7. What are various tips for acing an interview?8. Why is it important to ask the employer some questions in an interview?9. What is an interview? Discuss various types of an interview? What factors determine

a company’s choice of an interview?10. Why do companies use a multistage process to choose a employee?

15.8 ReferencesBlack, M., Cadet-James, Y., & Minniecon, D. (1999). Preparing for a Job Interview.

Aboriginal and Islander Health Worker Journal, 23(2), 29.Hansen, K., Oliphant, G. C., Oliphant, B. J., & Hansen, R. S. (2009). Best practices in

preparing students for mock interviews. Business Communication Quarterly.Thoms, P., McMasters, R., Roberts, M. R., & Dombkowski, D. A. (1999). Resume

characteristics as predictors of an invitation to interview. Journal of Business andPsychology, 13(3), 339-356.

Toth, C. S. (1991). The effect of resume format on applicant selection for job interviews.Radford University.

15.9 Additional ReadingsCoxford, L. M., & Brown, L. (1989). Resume writing made easy: Gorsuch Scarisbrick.Graber, S., & Lipsman, M. (2000). The Everything Get-a-job Book: From Resume Writing, to

Interviewing, to Finding Tons of Job Openings: Adams Media.Whitcomb, S. B. (2010). Resume magic: Trade secrets of a professional resume writer: Jist

Works Indianapolis, IN.

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Chapter 16: Case Study

Contents16.0 Learning Objectives .......................................................................................................................... 2

16.1 Introduction......................................................................................................................................... 2

16.2 Active Learning Methodologies-...................................................................................................... 3

16.3 What is a Case Study ....................................................................................................................... 4

16.4 Advantages......................................................................................................................................... 5

16.5 Disadvantages ................................................................................................................................... 5

16.6 Uses .................................................................................................................................................... 5

16.7 Elements of a Case Study ............................................................................................................... 7

16.8 Types of Case Studies ...................................................................................................................10

16.9 The Case Discussion Method........................................................................................................11

16.10 Writing a Case Analysis .....................................................................................................................12

1. Introduction ....................................................................................................................................13

2. Scope...............................................................................................................................................13

3. Discussion........................................................................................................................................13

4. Conclusion.......................................................................................................................................13

5. Recommendations ..........................................................................................................................13

16.11 Summary of Chapter.....................................................................................................................16

16.12 Glossary..........................................................................................................................................16

16.13 Questions .......................................................................................................................................17

16.14Answer to check your progress....................................................................................................17

16.15 References ........................................................................................................................................17

16.16 Additional Readings. .........................................................................................................................17

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16.0 Learning Objectives To help students understand active and passive learning methodologies To help students understand a case methodology and advantages of doing a

case. To help students understand the elements of a case. To help students write a good case analysis.

16.1 IntroductionThere are two types of learning- Active and Passive Learning. The TraditionalMethods of Learning are the ones which have focused on Passive Methodologies oflearning. In these methods the participant/student just listens and the participation ismore on the behalf of the instructor/teacher. These forms of learning are more likeone way communication.

These traditional methods have been a cause of a great concern for theacademicians and industry, who have found that the quality of students who arepassing out of Graduate Colleges and Universities to have a certain degree of“unemployability” i.e. they need to be trained before they can be put to work. This isproven in the statistics published by consultancy group. These statistics are basedon their self administered questionnaire. The results indicated that 75% of technicalgraduates and more than 85% of general graduates are unemployable by India'shigh-growth global industries, including information technology and call centers(Anand, 2011).

The search for solution to these Passive Learning methodologies has led to theemergence of student centered learning or better known as Active Learning. Activelearning refers to a methodology of learning where more than three learning methodsare used simultaneously i.e. talking and listening, writing, reading and reflecting(Meyers & Jones, 1993; Wilson, 1996). It is a process where students engage inhigher order learning tasks. Active Learning encourages the students to take activepart in the learning process and also take full responsibility for it. Active Learningleads to students’ drawing upon their own knowledge base. This has 2 advantages, itincreases the applicative part of technology i.e. helps students bridge the gapbetween theory and practice and secondly increase their recall as well. This ability toapply knowledge further increases the confidence level of the students.Methodologies like Group Work, Simulation, case Study etc. fall under activelearning. These methodologies also focus at increasing the team spirit among theparticipants. It has been found by various researches that retention level of students’increase many a folds when they actively participate in their learning process(Michael, 2006; Prince, 2004). The following figure shows how learning by doing, astudent/participant is bound to have a very high retention rate. The percentagesrepresent the average “retention rate” of information following teaching or activities

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by the method indicated (Wood, 2013). Though the pyramid is subjective and has alot of limitations yet it gives an idea of retention rate of information following variousmethods.

1

16.2 Active Learning Methodologies-Various techniques of active learning are as follows-

Problem based learning - As defined by Dr. Howard Barrows and AnnKelson of Southern Illinois University School of Medicine, PBL is both acurriculum and a process. The curriculum consists of carefully selected anddesigned problems that demand from the learner acquisition of criticalknowledge, problem solving proficiency, self-directed learning strategies, andteam participation skills. The process replicates the commonly used systemicapproach to resolving problems or meeting challenges that are encountered inlife and career.

Inquiry based learning-Inquiry learning is a form of active learning, wherethe progress of the student is measured by how well students have developedtheir experimental and analytical skills.

Cooperative Based learning- It is a technique wherein students worktogether towards achieving a common goal.

Think-Pair-Share-It is a technique where the students engage with eachother in pairs. It is a 3 step process where the student thinks individually first.

1 Figure adapted from learning pyramid given by National Training Laboratories, Bethel, Maine, recovered on1st April 2014, fromhttps://www.qub.ac.uk/sites/CentreforExcellenceinActiveandInteractiveLearning/BiosciencesProject/ActiveandInteractiveLearning/https://www.qub.ac.uk/sites/CentreforExcellenceinActiveandInteractiveLearning/BiosciencesProject/ActiveandInteractiveLearning/

Discussion (50%

retention)

PractiseDoing(75%

retention)

Teachothers(90%

retention)


1







LearningPyramid

Lecture(Less than

10%retention) Reading

(10%retention)

AudioVisual(20%

retention)

Demonstration(30%

retention)

Discussion (50%

retention)

PractiseDoing(75%

retention)

Teachothers(90%

retention)


1







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Then he discusses the same in pairs and finally share the learning amongst agroup.

Case Based Learning-This technique has been around for many years now.CBL is oriented toward a case, which from discussion and sharing of ideasgenerates different perspectives towards different problems scenarios. Case-based learning is about choosing, deciding priorities, and combining differentdisciplines, and as such is best practiced in a multidisciplinary context. CBLputs them in the shoes of the decision makers so that they understand theproblems and evolve their thought process. Case studies provide an excellentway of practicing and applying new real life concepts thus preparing thestudents to face the highly competitive and demanding world out there. Casebased learning actually is more of a platform that provides a healthyinteraction between the peers and instructors.

The current lesson discusses or focuses on one particular method of activelearning i.e. the CBL method. As discussed it brings to the fore the doingcapabilities of an individual.

16.3 What is a Case Study

A Case Study is very similar to the problem based learning approach, where real lifesituations/problems are presented so as to develop critical thinking and problem-solving skills. It is the connect between the knowledge gained during the course andits application in the real world. The following lines sum up the answer to thequestion stated above in the best possible way.

"It is a partial, historical, clinical study of a situation which has confronted a practicingadministrator or managerial group presented in a narrative form to encouragestudent involvement, it provides data - substantive and process - essential to ananalysis of a specific situation, for the framing of alternative action programs and fortheir implementation, recognizing the complexity and the ambiguity of the practicalworld."

-Carl Christensen

Case studies are defined as student centric approach that is used to encourageindependent decision making abilities in individuals. A case study is a model thatincludes a sufficient level of detail for the learning and teaching purpose. A casestudy is expected to capture the complexity of a single case where a case is acomplex yet a functioning unit, information for the case has been collected throughmultiple methods in its natural context and is contemporary (Johansson, 2003). Thecase first introduces its readers to an occurrence or the issue, then gives historicalperspective or information about the case while highlighting the present

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circumstances and complexities. The case might be accompanied by some casefacts which are presented in form of appendices. These are commonly called aselements of the case.

16.4 Advantages Help develop new perspective Develop critical thinking and analytical skills many a times instructors use

cases to make students understand and analyse bulk of data and convert itinto knowledge. E.g.

Participatory learning Builds team spirit Helps bridge the gap between theory and practice Helps develop a variety of skills among participants

16.5 Disadvantages Hard to draw a cause and effect conclusions Hard to generalize Hard to make decisions while being in the decision maker’s shoes. Most

participants tend to adopt a retrospective decision maker philosophy whichforfeits the purpose of case study methodology.

16.6 UsesCase Studies have become an integral part of teaching pedagogy across the theworld in Business Schools, engineering colleges ,psychology, medical sciences andmany other areas of social sciences cases can be used to communicate to thestudents.

Illustrate best practices in practical life for eg. “…………..Dr. Patel startedproduction of the brand in December 1969 in a small shed. He did not followfixed business principles and defied all then existing business Logics. He didnot believe that “better quality always demanded higher price”. Heconcentrated on operational aspects like production, packaging and a low-profiled marketing. Result was an innovative, quality product: NIRMA. Using alower fat to water ratio and indigenous oils in formulating soap, the companydramatically cut production costs. As a result of its indigenous operationalstrategies, Nirma was catered to the consumer at fraction of the price of thenleading brands. This managed to change the habits of Indian housewives forwashing their clothes. In the end, Nirma created an entirely new marketsegment in domestic marketplace, which, eventually became the largestconsumer pocket and quickly emerged as dominating market player – aposition it has never since relinquished……………” Source: Courtesy Nirma2.

2 For more information visit: www.nirma.co.in

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Invite discussion the objective of using a case for purpose is to encourageparticipation to express their views. E.g. Traditionally and even today, Menfar outnumber women in leadership positions across the political landscape inIndia. This dismissal picture of sexism existed in India despite all the efforts topromote women participation. The reform started with ensuring womenparticipation in Panchayats. The Constitution of India was amended andArticle 243 D of the Constitution of India mandates that at least one-third ofthe total number of seats filled by direct elections in the Panchayats shall bereserved for women. The States of Andhra Pradesh, Bihar, Chhattisgarh,Himachal Pradesh, Jharkhand, Kerala, Madhya Pradesh, Maharashtra,Odisha, Rajasthan, Tripura and Uttarakhand have already provided for 50%reservation for women in Panchayats through amending their statePanchayati Raj Acts. Data indicates that in most of these states whereelections were held after on the basis of 50 % reservation, the percentage ofelected women representatives is more than the stipulated 50%.Indianexperience has been that once out of the shadows of men these women weremore sensitive and implemented collective and grassroots solutions to localproblems and have made choices that help the community as a whole. Whatdo you think of the reservation approach being followed by Government ofIndia? What benefits and drawbacks does this approach have? What aresome of the common arguments against reservation for women inParliament?

Facilitate decision making the objective of using a case for this purpose is tohelp students is to develop a decision making instinct by developinganalytical and reasoning skills E.g. A government department of pensionapproval is trying to improve its process efficiency and output. Presently it isa 6 stage sequential process wherea. the pension application form and documents are checkedb. the pension application is categorized as per the scalec. the pension application is sent to the officerd. Pension application is entered into the system for automatic transfer fora year.

A (10min) B (20min) c (10min) D (5min)

It is very difficult for a researcher to analyze the efficiency or the bottleneck ofthe above mentioned process. At a glance the process seems fine. However,if a quantitative research is undertaken the decision making can be made

Excerpt from Kansal Purva (2012), Managerial Practice 2.1, Nirma, pg 54 in Karjewski L,Ritzman L and Malhotra M, Operations Management : Process and Value, 8/E (IndianAdaptation), Pearson Education, New Delhi.

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easy. Consider the same scenario. The researcher in order to help thedecision maker collected average time taken at every stage. It was found thatat stage A it took 10 min, at stage B 20 min, at stage C 10 min and stage D 5min. The total average processing time of the application in the departmentwas 45 min. However, even if everything went smoothly the department couldnot manage more than 3 applications an hour because of stage B of theprocess which took 20 min. Furthermore, stages C and D could not happen tillB was complete. Therefore, stage B was the bottleneck and in order toimprove efficiency of the process the department should hire another personto perform same activity and improve the efficiency.

16.7 Elements of a Case StudyBefore a student can solve a case study he needs to understand the basic elements.The various elements of a simple case study are-

Introduction (the context) - Ideally same case be used in multiple disciplines and formultiple aspects within the same discipline. Introduction establishes the problem. Itestablishes the boundaries of the situation and sets the premise within which thecase can be used. This section would include an occurrence and the brief overviewof the case context. This usually sets the background within which the student isrequired to analyze the case. For example

“………………Arvind in 2000 started a small startup company AROB toy Company(ATC) to manufacture “learning toys” with a mission to “reach children’s imaginationand bring out their creativity . The company which he started with his wife in a smalltown of North India has done very well in the past. It reached profitability by end ofsecond year.

Elements ofa Case Study

Introduction Overview/Analysis

KeyChallenge

StatusReport

Presentationof Facts

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The company has been in business for more than a decade and now Arvind needsto make some crucial decision about his company’s future. The most urgent was todecide a future course of action for his company. The sales of his Toy companywere growing more than anyone of them had anticipated, and it had alreadystretched his production capacity.

To meet further sales growth projections, he needed to decide on an alternative.However, he cannot decide if the industry is attractive enough for him to expand hisbusiness……”

It is clear that the case is about industry analysis and corporate level strategy. It talksabout making some sort of strategic decision to stay in the industry or leave theindustry i.e. to earn profits in long term.

Overview/Analysis (the focus of the case) - The overview/analysis provides adetailed narrative of the situation. The narrative is presented in chronological orderof the events in the case. It is this section which gives the case its flexibility. The keysection would include everything the author deems necessary to solve the case.

For example in the end chapter case paragraph is an overview and a backgroundparagraph. i.e. “………Univoid is a small multi discipline consultancy companyestablished in 1982. It is a leading training and HR services organization. It providesconsultancy services in the area of training delivery and consulting for sectors likeAirlines, Automotive, BPO, FMCG, IT, ITES, Pharma, etc. It has multiple blue-chipclients and because of its goodwill caters to some of the biggest names in the world.UV groups strengths lies in its unique training methodology and curriculum. Itscompetitive advantage is based on in-depth knowledge of its trainers combinedsynergistically with proven and customized content, flexibly but tested deliverymethods in the areas of communication skills, sales, customer service, leadership,people management, strategic planning, team building and international & domesticcall center training. Because of the importance of trainers in its competitiveadvantage the company understands and value talent acquisition and retention.People who once join the company go on becomes partners and rarely leave. If theydo even then they continue to be members of the family of UV group. UV group alsocaters to the demanding and dynamic requirements of its clients in variousindustries. Because of its size the company is able to provide customized on-sitetraining solutions; so as to improve the overall effectiveness and skill levels of theirworkforce. These programs are developed with specific needs of the clients andusually UV group can guarantee an average improvement rate. Their past programshave shown that an average performance improvement rate of 50-55% can easily beobtained. The only limitation is that the company has worked with big clients but onsmall and short term programs. It has just started to flex the muscles in the bigleague. ………”

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Since the problem is not intended to be straightforward, the narrative may includeadditional information, including ‘red herrings’, which the student must consider asthey search for the key issues. It is important not to use language that might biasthe presentation in any way.

Key Challenge (the open problem) - The key challenge is the closing paragraph ofthe case where the author sort of links the case to the occurrence in the introductionsection of the case and outlines the problems the character in the case is facing andfor which discussions and/or solution is required. This section sets the task but doesnot offer any ‘solution’ to the problem. The students are asked to determine theoptions available as part of their analysis of the case study.

For example in the end chapter case the key challenges have been clearly listed.

Status report - The status report presents the situation to date but does not offer the‘solution’ to the problem. The students will be asked to determine the optionsavailable as part of their analysis of the case study.

Presentation of facts (Appendices etc.) - A case study may include such additionalinformation as Technical specifications, charts, graphs, important information,financial numbers etc. This information is required to help students place themselvesin the shoes of the character. For example if it is a case on TATA NANO then theauthor could give map of India to show the plant earlier location and where it wasshifted. A company’s balance sheet could be given, a PERT or COM chart could begiven in a operations oriented case.

For example in the same end chapter case we could add the following balance sheetof the company and ask the students to analyze the financial position of thecompany and then develop a strategy.

Univoid GroupBalance Sheet, Dec 31, 2013

Assets Rs Liabilites Rs Cash Accounts

receivable Inventories Land Building Equipment Other assests

TOTAL

250000500000350000125000040000002500000100000

8950000

Accounts payable Loans Payable Total stock holders

equity

TOTAL

50000012500007200000

8950000

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The decision about how extensive the appendices should be will depend on thenature of the case study. The case should only be as long or complex as necessaryto serve as a teaching tool.

16.8 Types of Case StudiesCases are classified into 13 major types which cover almost all the different featuresthat can be used to teach the student. The major types are –

Analysis Case- Used to teach the students analytical skills. This type of caserequires the student to take all decisions.

Dilemma/Decision Case- It presents the students with problems that requirea definitive and compulsory solution.

Directed Case- This type of case is majorly to create an understandingregarding a specific topic or idea.

Interrupted Case- the case is given to the students in parts. Once adiscussion is completed on one part the next is presented for furtherinterpretation and discussion.

Clicker Case- The case is presented through presentations and thenquestions regarding the same are put up by the instructors.

Laboratory Case- These are Laboratory-based cases or cases with a labcomponent which make them both more relevant for students.

Discussion- An open exchange of ideas take place during the discussiontype of Case study.

Debate- This type of case study works with two teams of students eachprepare written briefs on both sides of the issue and argue on the same.

Intimate Debate- This type is used for controversial topics. Teams prepareand debate each other till the time they can reach a common ground andcome up with a consensus.

Public Hearing- Panels are formed which listen to the various point of viewsand then reach a consensus to make a recommendation for the scenariobeing scrutinized.

Trial- It is a mock trial with students acting as attorneys of two sides givingtheir views and trying to vindicate their point of views. The audience may beasked to prepare beforehand or on the spot depending on the technique usedby the instructor.

Jig-Saw- The students are divided into groups and given certain sectionswhich they need to master. Each group has a different piece of the puzzle.After discussions amongst the group, each group teaches or shares theirpiece of information thus covering each and every aspect of the case studycomprehensively.

Role-Play- Students take up roles in order to understand the situation and actaccordingly.

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In the following sections we will cover in brief the whole process that is carried out inthe Discussion Method (most commonly used method for CBL). But before movingforward with the details of the method let us first take your attention towards what allpoints the instructor needs to keep in mind before a case study is presented to thestudents. The points are-

The length of the case study is very important. Research has told thatstudents don’t like taking up long case studies.

The level of the case study and student knowledge should be at par otherwisethe aim of applying acquired knowledge loses its relevance.

Preparation by the instructor himself. He/she shall put in an effort to be best tohis ability for engaging a constructive audience.

Realizing all the logistic requirements for the case study. Eg- Video & audioaid, Software requirements etc.

The aim of the study should be well defined and the outcome in terms oflearning from the case should be known to the instructor.

Now we shall discuss how a case study discussion should take place-

16.9 The Case Discussion Method

Discussion type case study is a multiple stage method which can only be effectivefor those who have an open mind and are willing to put in an effort to maximize theirlearning from the case at hand. Case Studies have no specific answers thusdiscussing the case study is by far the most efficient ways of learning. The variousstages that make up the whole process of Case Study discussion are-

Stage-1- Initial Analysis

The case requires a lot of reading before a discussion can even begin. The firstreading should be just to understand what is given and desired.

The second reading should be done with notes being taken to formulate aconsolidated thought towards a possible solution to the case. There are manyalternatives whose pros and cons need to be studied and a decision on whether toretain the same or not needs to be made.

Stage-2-Small Group Discussion

This can actually help iron out any inconsistencies. The small groups encourageparticipation among all the members of learner’s group. The same helps touching allthe aspects of the case before going in for a full discussion over the case in theplenary session.

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Why small Group Discussion-

To encourage participants who sometimes are reluctant to speak out inplenary sessions.

To let them have discussions where new ideas and insights can be discussedand wetted.

Stage-3- Plenary Session

Cases are discussed and closed in this session where all learners participate withfull vigor to create an atmosphere where constructive discussion takes place. Duringthis session you need to consider that there is more than one answer/ perspectivetowards the case. Thus an open mind is the necessity of this session. The more youreason and discuss the better and comprehensive will be the solution to the case.There could be an exercise of role playing to have more active participation by theparticipants.

Stage-4-Consolidation

As the name suggests once the discussion is complete all there is left to do isconsolidate your learning from the case and put in a written report which iscommonly known as the Case Study Analysis.

In the following section we will learn how to write a Case Study Analysis thuscompleting the process of CBL.

16.10 Writing a Case AnalysisA student should structure a case analysis around following sub sections.

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1. IntroductionThe key challenges and objectives of the Case Study are stated in the introductionas a summary.

2. ScopeThe problems are identified in this section. The analysis of each is mentioned withthe data supporting the same.

3. DiscussionThe section mentions the alternative solutions to the problems stated in the scope.Each alternative solution is outlined and then evaluated in terms of its advantagesand disadvantages.

4. ConclusionThe main points of the scope and discussion are summed up in the conclusion.

5. RecommendationsThe choice of solution is mentioned and the justification for the same is also given.

Case Analysis

Introduction/Executive Summary

Scope/ ProblemIdentification

Discussion orsolution (strategy

development/choice and

implementation)

Conclusion Recommendations

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Activity A

Univoid is a small multi discipline consultancy company established in 1982. It is a leadingtraining and HR services organization. It provides consultancy services in the area oftraining delivery and consulting for sectors like Airlines, Automotive, BPO, FMCG, IT, ITES,Pharma, etc. It has multiple blue-chip clients and because of its goodwill caters to some ofthe biggest names in the world. UV groups strengths lies in its unique trainingmethodology and curriculum. Its competitive advantage is based on in-depth knowledge ofits trainers combined synergistically with proven and customized content, flexibly but testeddelivery methods in the areas of communication skills, sales, customer service, leadership,people management, strategic planning, team building and international & domestic callcenter training. Because of the importance of trainers in its competitive advantage thecompany understands and values talent acquisition and retention. People who once jointhe company go on becomes partners and rarely leave. If they do even then they continueto be members of the family of UV group. UV group also caters to the demanding anddynamic requirements of its clients in various industries. Because of its size the companyis able to provide customized on-site training solutions; so as to improve the overalleffectiveness and skill levels of their workforce. These programs are developed withspecific needs of the clients and usually UV group can guarantee an average improvementrate. Their past programs have shown that an average performance improvement rate of50-55% can easily be obtained. The only limitation is that the company has worked with bigclients but on small and short term programs. It has just started to flex the muscles in thebig league.

It is due to this aspiration that the company is in the process of negotiating a very largeorder with a multinational client i.e. ABC company. The company is into FMCG productsand has been a regular client with the UV group. Their past training requirements had beenshort term training programs for their sales and marketing teams. The past requirementshad been mainly in sales training. The feedback of the employees had always been verypositive and reflected on utility of the program in their end processes. Impressed by thetrack record and average performance rate improvement the company had approached UVgroup for a major project.

This year instead of only the marketing department 3 different departments needed theirHR trained and therefore they had pooled their requirement and formed a common budgetbut with different requirements. The challenge was that the company wanted to start a newCustomer relationship management department and wanted to train the employees of thatdepartment in soft skills. Each department was looking for training for their 15-20 offemployees. The training would be a cyclic process scheduled throughout the year. Theparticipants could be same or varied. The decision would depend upon the need andperformance the department head was targeting. UV group could impose on minimumnumber of workshops they wanted one particular employee to attend. The proposedproject was in 7 figures and for a year. Therefore, instead of a one person decision party aproject a committee was formed. The committee consisted of representatives from all the

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three department. The committee put forward following proposal in front of UV group. INorder to get payment after every training session following needed to be fulfilled -

The consulting company would provide a before and after evaluations of theparticipants.

There would be minimum 50% improvement in an individual’s performance level. The improvement would be termed over a period of 15 days in terms of performance

of the individual and only then the money will be released.

UV group looked at this project as an opportunity to create presence in a cluster of industrythat it only dreamt of and therefore, accepted the terms.

Soon UV group started facing problems in terms of getting payment released. Though thebefore and after reports of individual employees was very high there was some unlearningwhich took place once the employee went back to the work environment. UV trainerstalked to the management team of ABC company and tried to convince them to adapt theorganization culture but to no use. Therefore, individual performance rate of employeesover a period of 15 days was less than 50% though the average rate of improvement of thegroup was more than 50%. The improvement in the soft skills was more qualitative. Out ofthe 3 members of the committee two understood the reasoning of the UV group anddecided to make payment. However, one of the committee members due to internal frictionrefused to sign the bills and release payment.

Discuss what should UV group should do? Was the group right in accepting theseterms? What motivated the group to accept such terms and conditions?

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16.11 Summary of ChapterThe chapter deals with the Case Based Method of Learning as a part of ActiveLearning which is a more student centered approach. The chapter talks about thevarious aspects of CBL. It defines case studies as real life situations wherein thestudents are pitted in the decision maker’s shoes. The chapter also throws light onvarious elements and types of a case study and why it should be used. How a casestudy analysis should be done- the approach of discussion among small groups andplenary session has been explained. The whole process of CBL from Making a Casestudy, the case study discussion method and the presentation of the analysis hasbeen covered in detail.

16.12 GlossaryPassive Methodologies of learning are ones where the participant/student justlistens and the participation is more on the behalf of the instructor/teacher.

Active learning refers to a methodology of learning where more than three learningmethods are used simultaneously i.e. talking and listening, writing, reading andreflecting

Problem based learning as a curriculum consists of carefully selected anddesigned problems that demand from the learner acquisition of critical knowledge,problem solving proficiency, self-directed learning strategies, and team participationskills. As a process replicates the commonly used systemic approach to resolvingproblems or meeting challenges that are encountered in life and career

Inquiry learning is a form of active learning, where the progress of the student ismeasured by how well students have developed their experimental and analyticalskills.

Cooperative Based learning is a technique wherein students work togethertowards achieving a goal

Think-Pair-Share is a technique where the students engage with each other inpairs.

Case Based Learning is a technique which is oriented toward a case, which fromdiscussion and sharing of ideas generates different perspectives towards different

Check your progress:

1. There are two types of learning---------- and Passive Learning.

2.---------------- is a form of active learning, where the progress of the student ismeasured by how well students have developed their experimental and analytical skills.

3. ----------------are defined as student centric approach that is used to encourageindependent decision making abilities in individuals

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16.13 Answer to check your progress1.Active2. Inquiry learning3. Case studies

16.14 Questions1. What is Active Learning? What are the various types of Active Learning?2. Discuss the various elements of a Case Study?3. What is Case Base Learning and explain its various types? Discuss in the detail the

discussion type Case Study.4. Discuss the various elements of a Case Study Analysis?

16.15 ReferencesAnand, G. (2011). India graduates millions, but too few are fit to hire. Wall Street

Journal, 5.Johansson, R. (2003). Case study methodology. Paper presented at the the

International Conference on Methodologies in Housing Research, Stockholm.Meyers, C., & Jones, T. B. (1993). Promoting active learning: Strategies for the

college classroom: Jossey-Bass San Francisco.Michael, J. (2006). Where's the evidence that active learning works? Advances in

physiology education, 30(4), 159-167.Prince, M. (2004). Does active learning work? A review of the research. Journal of

engineering education, 93(3), 223-231.Wilson, B. G. (1996). Constructivist learning environments: Case studies in

instructional design: Educational Technology.Wood, E. (2013). Problem-based learning: Exploiting knowledge of how people learn

to promote effective learning.

16.16 Additional Readings.Davis, B. G. (2009). Tools for teaching: John Wiley & Sons.Feagin, J. R., Orum, A. M., & Sjoberg, G. (1991). A case for the case study: UNC Press Books.Wilson, B. G. (1996). Constructivist learning environments: Case studies in instructional design:

Educational Technology.

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