FLLA, Department of English Studies

Semester 2

Business
Communication
Edition 2021/2022

Abstract
This course aims at providing students with communication
principles, concepts and techniques that are essential for effective
organizational behavior in oral and written communication situations.
Also, it aims at familiarizing students with Business English, with a
focus primarily on how they can interact with professionalism in the
workplace/professional contexts.

Professors of the module:

Prof. Elkadoussi Malek Prof. Sakkale Sana Prof. El Aatifi Khalid
Prof. Bekou Ali Prof. ElKassimi Islam Prof. Elbirch Issam
Prof. Teimi Cherif
Boost your communication in the world of Business

Objectives of the course:

This course aims at providing S2 students with awareness and

understanding of basic concepts and principles in the world of business. It
seeks to provide the students with Business English, with a focus primarily
on how they can interact with professionalism in the
workplace/professional contexts by perusing a bunch of business-related
content.

Upon completion of the course, Students will be able to:

• To consolidate the student’s knowledge of the business world and

the mechanisms that govern the world of business
• Read different types of reading material common in the business
context (reports, charts, statistics, emails, letters, etc.)
• Communicate orally in the business context
• Understand and make good use of English as used in the business
context
• Write and reply to enquiries and requests in the form of emails,
letters and memos
• Write a resume and application letter and prepare for job interviews
• Write letters that create good will to customers and clients
• Gather and organize information for a report
• Prepare letters and reports that meet professional standards of
format, presentation and style.

pg. 1
Boost your communication in the world of Business

Content:

1. INTRODUCTION TO BUSINESS
2. TYPES OF BUSINESS ORGANIZATIONS
3. COMPANY STRUCTURE
4. BUSINESS COMMUNICATION: AN INTRODUCTION
5. COMMUNICATION AND ORGANIZATION STRUCTURE
6. EMPLOYMENT COMMUNICATION
7. COMMUNICATION AND TECHNOLOGY
8. BUSINESS LETTERS AND REPORT WRITING
9. BUSINESS CORRESPONDENCE – PRACTICAL APPLICATIONS
10. RECRUITMENT
11. JOB INTERVIEWS
12. BUSINESS WORDBANK
13. APPENDIX AND REFERENCES

pg. 2
 INTRODUCTION TO BUSINESS
Business is an organized approach to providing customers with the goods and services
they want. The word business also refers to an organization that provides these goods and
services. Most businesses seek to make a profit - that is, they aim to achieve revenues that
exceed the costs of operating the business. Prominent examples of for-profit businesses include
Mitsubishi Group, General Motors Corporation, and Royal Dutch/Shell Group. However, some
businesses only seek to earn enough to cover their operating costs. Commonly called nonprofits,
these organizations are primarily nongovernmental service providers. Examples of non-profit
businesses include such organizations as social service agencies, foundations, advocacy groups,
and many hospitals.

Business Operations
A variety of operations keep businesses, especially large corporations, running efficiently and
effectively. Common business operation divisions include (1) production, (2) marketing, (3)
finance, and (4) human resource management.

Production includes those activities involved in conceptualizing, designing, and

creating products and services. In recent years there have been dramatic changes in the way
goods are produced. Today, computers help monitor, control, and even perform work. Flexible,
high-tech machines can do in minutes what it used to take people hours to accomplish. Another
important development has been the trend toward just-in-time inventory. The word inventory
refers to the amount of goods a business keeps available for wholesale or retail. In just-in-time
inventory, the firm stocks only what it needs for the next day or two. Many businesses rely on
fast, global computer communications to allow them to respond quickly to changes in consumer
demand. Inventories are thus minimized and businesses can invest more in product research,
development, and marketing.

Marketing is the process of identifying the goods and services that consumers need and
want and providing those goods and services at the right price, place, and time. Businesses
develop marketing strategies by conducting research to determine what products and services
potential customers think they would like to be able to purchase. Firms also promote their
products and services through such techniques as advertising1 and personalized sales, which
serve to inform potential customers and motivate them to purchase. Firms that market products
for which there is always some demand, such as foods and household goods, often advertise if
they face competition from other firms marketing similar products. Such products rarely need
to be sold face-to-face. On the other hand, firms that market products and services that buyers
will want to see, use, or better understand before buying, often rely on personalized sales.
Expensive and durable goods - such as automobiles, electronics, or furniture - benefit from
personalized sales, as do legal, financial, and accounting services.
 Finance involves the management of money. All businesses must have enough capital
on hand to pay their bills, and for-profit businesses seek extra capital to expand their operations.
In some cases, they raise long-term capital by selling ownership in the company. Other common
financial activities include granting, monitoring, and collecting on credit or loans and ensuring
that customers pay bills on time. The financial division of any business must also establish a
good working relationship with a bank. This is particularly important when a business wants to
obtain a loan.
Businesses rely on effective Human Resource Management (HRM) to ensure that they
hire and keep good employees, and that they are able to respond to conflicts between workers
and management. HRM specialists initially determine the number and type of employees that
a business will need over its first few years of operation. They are then responsible for recruiting
new employees to replace those who leave and for filling newly created positions. A business’s
HRM division also trains or arranges for the training of its staff to encourage worker
productivity, efficiency, and satisfaction, and to promote the overall success of the business.
Finally, human resource managers create workers‟ compensation plans and benefit packages
for employees.
 TYPES OF BUSINESS ORGANIZATIONS
A company is, in general, any group of persons (known as its members) united to pursue
a common interest. The term is thus synonymous with association, but more often it is used
specifically to identify associations formed for profit, such as the partnership, the joint-stock
company, and the for- profit corporation. A company is not necessarily a corporation.

The Steps in Starting a Business

Every business, regardless of size, involves four elements: expenses, advertising, receipts and
record keeping, and risk.

Expenses: If you own a painting business, you will need to purchase brushes and paint. As your
business grows, you might invest in paint sprayers so that you can complete jobs faster. This
new equipment would add to your income, but will probably take more money capital than you
have on hand.

Advertising: You will quickly find out that letting potential customers know that you are in
business is costly. Once you have customers, however, information about your business will
spread by word of mouth.

Receipts and Record Keeping: No matter how small your business is, having a system to track
your expenses and income is key to your success. All receipts should be safely filed and saved.

Risk: Every business involves risks. You must balance the risks against the advantages of being
in business for yourself - including profit versus loss.

Depending on the kinds of jobs you do, you will need equipment and replacement parts.
At first, you might buy parts as you need them for a particular job: In time, you will find it
easier to have an inventory. An inventory is a supply of whatever items are used in a business.

SOLE PROPRIETORSHIPS AND PARTNERSHIPS:

Sole Proprietorship
The most basic type of business organization is the sole proprietorship, a business owned
by one person. It is the oldest form of business organization and also the most common. The
colonies of Maryland and Pennsylvania were founded as sole proprietorships. When we speak
of a proprietor, we are always referring to the owner of a business. The word proprietor comes
from the Latin word “proprietas”, meaning “property.” A business is a kind of property.
Today, the United States has about 14 million such businesses, and many of them are
small. For that reason, they are usually easier and less expensive to start and run.
Partnerships -----------------------------------------------------------------------------------------

To take the example of your repair business a little further, suppose that your business
is doing so well that your workload has increased to the point at which you have little time for
anything else. You could expand your business by hiring an employee. You also need financial
capital, but would rather not take out a loan. You may look into taking on a partner.
You decide that the best solution is to look for someone who can keep books, handle customers,
and invest in the business. You offer to form a partnership. A partnership is a business that two
or more individuals own and operate. You may sign a partnership agreement that is legally
binding. It describes the duties of each partner, the division of profits, and the distribution of
assets should the partners end the agreement.

A corporation is an organization led by many people but treated by the law as though
it were a person. It owns property, pays taxes, makes contracts, sues and be sued, and so on. It
has a separate and distinct existence from the stockholders who own the corporation’s stock.
Stock represents ownership rights to a certain portion of the profits and assets of the company
that issues the stock.
In terms of the amount of business done (measured in dollars), the corporation is the
most important type of business organization in the United States today.
In order to form a corporation, its founders must do three things. First, they must register
their company with the government of the state in which it will be headquartered. Second, they
must sell stock. Third, along with the other shareholders, they must elect a board of directors.

FRANCHISES
Many hotels, motels, gas stations, and fast-food chains are franchises. A franchise is a
contract in which a franchisor (fran-chy-ZOR) sells to another business the right to use its
name and sell its products. The person or business buying these rights, called the franchisee
(fran-chy-ZEE), pays a fee that may include a percentage of all money taken in. If a person
buys a motel franchise, that person agrees to pay the motel chain a certain fee plus a portion of
the profits for as long as his or her motel stays in business. In return, the chain will help the
franchisee set up the motel. Often, the chain will have a training program to teach the franchisee
about the business and set the standards of business operations.
 COMPANY STRUCTURE
Most organizations have a hierarchical or pyramidal structure, with one person or a
group of people at the top, and an increasing number of people below them at each successive
level. There is a clear line or chain of command running down the pyramid. All the people in
the organization know what decisions they are able to make, who their superior (or boss) is (to
whom they report), and who their immediate subordinates are (to whom they can give
instructions).

Some people in an organization have colleagues who help them: for example, there
might be an Assistant to the Marketing Manager. This is known as a staff position: its holder
has no line authority, and is not integrated into the chain of command, unlike, for example, the
Assistant Marketing Manager, who is number two in the marketing department.

The most recognizable set up is called the functional structure where a fairly
traditional chain of command (incorporating senior management, middle management and
junior management) is put in place. The main benefit of this system is clear lines of
communication from top to bottom but it is generally accepted that it can also be a bureaucratic
set up which does not favour speedy decision- making.

More and more companies are organizing themselves along product lines where
companies have separate divisions according to the product that is being worked on. “In this
case the focus is always on the product and how it can be improved”.

Microsoft is a good example of a company that is structured along product lines. In

Ireland, where 1,000 employees work on localization of the software for all Microsoft’s
markets, the company is split up into seven business units. Each unit controls the localization
of their specific products while working closely with the designers in Microsoft’s Seattle
Headquarters. It works, said Ms. MacLauchlan, because everyone who works in the unit is
“incredibly empowered”.

The matrix structure first evolved during a project developed by NASA when they
needed to pool together different skills from a variety of functional areas. Essentially the matrix
structure organizes a business into project teams, led by project leaders, to carry out certain
objectives. Training is vitally important here in order to avoid conflict between the various
members of the teams.

During the 1980s a wave of restructuring went through industry around the globe. This
process, known as delayering, saw a change in the traditional hierarchical structures with layers
of middle management being removed. This development was, driven by new technology and
by the need to reduce costs. The overall result was that organizations were less bureaucratic.
Ms. Julia MacLauchlan, Director of Microsoft’s European Product Development Centre in
Dublin, said the leading software company had a very flat organizational structure. “There
would not be more than around seven levels between the average software tester and Bill
Gates”, she said. “Without a huge bureaucratic infrastructure people can react a lot more quickly
to any challenges and work towards the company’s objectives”.

What department does which job? Match each job from the column on the left to a company
department from the column on the right:
 BUSINESS COMMUNICATION:
AN INTRODUCTION
1.1 INTRODUCTION
1.2 ROLE OF COMMUNICATION IN BUSINESS
1.3 DEFINITIONS OF COMMUNICATION
1.4 PURPOSE OF COMMUNICATION
1.5 THE COMMUNICATION SITUATION
1.6 THE COMMUNICATION PROCESS/CYCLE

1.1 INTRODUCTION
The word “communication” derived from the Latin word ‘communicare’ that means to impart, to
participate, to share or to make common. It is a process of exchange of facts, ideas, opinions and as a
means that individual or organization share meaning and understanding with one another. In other
words, it is a transmission and interacting the facts, ideas, opinion, feeling and attitudes.
It is the ability of mankind to communicate across barriers and beyond boundaries that has ushered
the progress of mankind. It is the ability of fostering speedy and effective communication around the
world that has shrunk the world and made ‘globalization’ a reality. Communication had a vital role to
play in ensuring that people belonging to a particular country or a culture or linguistic group interact
with and relate to people belonging to other countries or culture or linguistic group. Communication
adds meaning to human life. It helps to build relationship and fosters love and understanding. It
enriches our knowledge of the universe and makes living worthwhile.

1.2 ROLE OF COMMUNICATION IN BUSINESS

The term business communication is used for all messages that we send and receive for official purpose
like running a business, managing an organization, conducting the formal affairs of a voluntary
organization and so on. Business communication is marked by formality as against personal and social
communication.
The success of any business to a large extent depends on efficient and effective communication. It
takes place among business entities, in market and market places, within organizations and between
various group of employees, owners and employees, buyers and sellers, service providers and
customers, sales persons and prospects and also between people within the organization and the press
2 / Business Communication ■■■

persons. All such communication impacts business. Done with care, such communication can promote
business interests. Otherwise, it will portray the organization in poor light and may adversely affect
the business interest.
Communication is the life blood of any organization and its main purpose is to effect change to
influence action. In any organization the main problem is of maintaining effective communication
process. The management problem generally results in poor communication. Serious mistakes are
made because orders are misunderstood. The basic problem in communication is that the meaning
which is actually understood may not be what the other intended to send. It must be realised that the
speaker and the listener are two separate individuals having their own limitations and number of
things may happen to distort the message that pass between them.
When people within the organization communicate with each other, it is internal communication.
They do so to work as a team and realise the common goals. It could be official or unofficial. Modes
of internal communication include face-to-face and written communication. Memos, reports, office
order, circular, fax, video conferencing, meeting etc. are the examples of internal communication.
When people in the organization communicate with anyone outside the organization it is called
external communication. These people may be clients or customers, dealers or distributors, media,
government, general public etc. are the examples of external communication.

• Communication is the life blood of the business. No business can develop in the absence of
effective communication system.
• Communication is the mortar that holds an organization together, whatever its business or its
size.
• When people within the organization communicate with each other, it is internal communi-
cation and when people in the organization communicate with anyone outside the
organization it is called external communication.
• Ability to work well in teams, to manage your subordinates and your relationship with seniors,
customers and colleagues depends on your communication skill.
Exhibit: 1

1.3 DEFINITIONS OF COMMUNICATION

Communication may be defined as interchange of thought or information between two or more
persons to bring about mutual understanding and desired action. It is the information exchange by
words or symbols. It is the exchange of facts, ideas and viewpoints which bring about commonness of
interest, purpose and efforts.
American Management Association defines, ‘Communication is any behaviour that results in an
exchange of meaning’.
Peter Little defines communication as, ‘Communication is the process by which information is
transmitted between individuals and/or organizations so that an understanding response result’.
Newman and Summer Jr. state that, ‘Communication is an exchange of facts, ideas, opinions or
emotions by two or more persons’.
According to Keith Davis, ‘The process of passing the information and understanding from one
person to another. It is essentially a bridge of meaning between the people. By using the bridge a
person can safely across the river of misunderstanding’.
■■■ Business Communication : An Introduction / 3

Louis A. Allen defines, ‘Communication is the sum total of all the things that a person does, when
he wants to create an understanding in the mind of another. It involves a systematic and continuous
process of telling, listening and understanding’.
Therefore, the main purpose of communication is to inform, or to bring around to a certain point
of view or to elicit action.

1.4 PURPOSE OF COMMUNICATION

1. For instruction: The instructive function unvarying and importantly deals with the
commanding nature. It is more or less of directive nature. Under this, the communicator
transmits with necessary directives and guidance to the next level, so as to enable them to
accomplish his particular tasks. In this, instructions basically flow from top to the lower
level.
2. For integration: It is consolidated function under which integration of activities is
endeavoured. The integration function of communication mainly involves to bring about
inter-relationship among the various functions of the business organization. It helps in the
unification of different management functions.
3. For information: The purposes or function of communication in an organization is to
inform the individual or group about the particular task or company policies and procedures
etc. Top management informs policies to the lower level through the middle level. In turn,
the lower level informs the top level the reaction through the middle level. Information can
flow vertically, horizontally and diagonally across the organization. Becoming informed or
inform others is the main purpose of communication.
4. For evaluation: Examination of activities to form an idea or judgement of the worth of
task is achieved through communication. Communication is a tool to appraise the individual
or team, their contribution to the organization. Evaluating one’s own inputs or other’s
outputs or some ideological scheme demands an adequate and effective communication
process.
5. For direction: Communication is necessary to issue directions by the top management or
manager to the lower level. Employee can perform better when he is directed by his senior.
Directing others may be communicated either orally or in writing. An order may be
common order, request order or implied order.
6. For teaching: The importance of personal safety on the job has been greatly recognized. A
complete communication process is required to teach and educate workers about personal
safety on the jobs. This communication helps the workers to avert accidents, risk etc. and
avoid cost, procedures etc.
7. For influencing: A complete communication process is necessary in influencing others or
being influenced. The individual having potential to influence others can easily persuade
others. It implies the provision of feedback which tells the effect of communication.
8. For image building: A business enterprise cannot isolate from the rest of the society. There
is interrelationship and interdependence between the society and an enterprise operating in
the society. Goodwill and confidence are necessarily created among the public. It can be
done by the communication with the different media, which has to project the image of the
4 / Business Communication ■■■

firm in the society. Through an effective external communication system, an enterprise has
to inform the society about its goals, activities, progress and social responsibility.
9. For employees orientation: When a new employee enter into the organization at that
time he or she will be unknown to the organization programs, policies, culture etc.
Communication helps to make people acquainted with the co-employees, superior and with
the policies, objectives, rules and regulations of the organization.

Fig. 1.1: Purpose of Communication

10. Other: Effective decision-making is possible when required and adequate information is
supplied to the decision-maker. Effective communication helps the process of decision-
making. In general, everyone in the organization has to provide with necessary information
so as to enable to discharge tasks effectively and efficiently.

1.5 THE COMMUNICATION SITUATION

The communication situation is said to exist when
• There is a person (sender/transmitter) who wants to pass some information;
• There is another person (receiver) to whom the information is to be passed on;
■■■ Business Communication : An Introduction / 5

• The receiver partly or wholly understands the message or information passed on to him;
• The receiver responds to the message or gives feedback.
These four components are essential for communication.

1.6 THE COMMUNICATION PROCESS/CYCLE

The transmission of sender’s ideas to the receiver and the receiver’s feedback or reaction to the sender
constitute the communication cycle. The process of communication begins when one person (the
sender) wants to transmit a fact, idea, opinion or other information to someone else (the receiver).
This facts, idea or opinion has meaning to the sender. The next step is translating or converting the
message into a language which reflects the idea. That is the message must be encoded. The encoding
process is influenced by content of the message, the familiarity of sender and receiver and other
situation of factors.
After the message has been encoded, it is transmitted through the appropriate channel or medium.
Common channel in organization includes meetings, reports, memorandums, letters, e-mail, fax and
telephone calls. When the message is received, it is decoded, by the receiver and gives feedback to the
sender as the conformation about the particular message has been carefully understand or not.
ELEMENTS OF COMMUNICATION
The process of communication involves the following elements:
1. Sender or transmitter: The person who desires to convey the message is known as sender.
Sender initiates the message and changes the behaviour of the receiver.
2. Message: It is a subject matter of any communication. It may involve any fact, idea, opinion
or information. It must exist in the mind of the sender if communication is to take place.
3. Encoding: The communicator of the information organises his idea into series of symbols
(words, signs, etc.) which, he feels will communicate to the intended receiver or receivers.
4. Communication channel: The sender has to select the channel for sending the
information. Communication channel is the media through which the message passes. It is
the link that connects the sender and the receiver.
5. Receiver: The person who receives the message is called receiver or receiver is the person
to whom the particular message is sent by the transmitter. The communication process is
incomplete without the existence of receiver of the message. It is a receiver who receives
and tries to understand the message.

Sender Message Encoding Channel Receiver

Decoding

Feedback

Brain drain

Fig. 1.2: The Communication Process

6 / Business Communication ■■■

6. Decoding: Decoding is the process of interpretation of an encoded message into the

understandable meaning. Decoding helps the receiver to drive meaning from the message.
7. Feedback: Communication is an exchange process. For the exchange to be complete the
information must go back to whom from where it started (or sender), so that he can know
the reaction of the receiver. The reaction or response of the receiver is known as feedback.
8. Brain drain: On whole process there is a possibility of misunderstandings at any level and
is called brain drain. It may arise on sender side if they do not choose the adequate medium
for delivery of message, by using default channel and it may also arise when receiver does
not properly decode the message. In other words, we can say that it is breakdown of cycle at
any level.

Exercise –1

1. How do you define communication?

2. What is the role of communication in management of business?
3. What are the different purposes of communication? Briefly explain any five of them.
4. Discuss the different situations when the communication exists.
5. “Communication is an exchange of facts, ideas, opinions and emotions by two or more
persons.” Explain the statement and discuss the role of feedback in communication.
6. “Communication is the two way process.” Explain.
7. Discuss the elements of communication process.
8. Give three examples of brain drain in communication process.

■■
 COMMUNICATION AND
ORGANIZATION STRUCTURE
2.1 FORMS OF COMMUNICATION
2.1.1 FORMAL COMMUNICATION
2.1.2 GRAPEVINE/INFORMAL COMMUNICATION
2.2 BARRIERS OF COMMUNICATION
2.3 PRINCIPLES OF EFFECTIVE COMMUNICATION
2.4 GATEWAYS TO EFFECTIVE COMMUNICATION
2.5 SEVEN CS OF COMMUNICATION
2.5.1 SEVEN CS OF WRITTEN COMMUNICATION
2.5.2 SEVEN CS OF ORAL COMMUNICATION

2.1 FORMS OF COMMUNICATION

Communication is divided into external and internal communication. External communications are
those communications which are occurring outside the organization like communication with other
companies, with government, general public etc. Internal communications are those which are inside
the organization. Internal communications are further divided into two parts, formal or official and
informal.
• Formal: Formal communication flows along prescribed channels which all members
desirous of communicating with one another are obliged to follow.
• Informal: Along with the formal channel of communication every organization has an
equally effective channel of communication that is the informal channel often called
grapevine, because it runs in all directions—Horizontal, Vertical, Diagonal. It flows around
water cooler, down hallways, through lunch rooms and wherever people get together in
groups.
2.1.1 Formal Communication
ADVANTAGES
1. It passes through line and authority and consequently ensures the maintenance of authority
as well as accountability of the executives’ in-charge.
2. It helps to develop intimate relations between immediate boss and his subordinates.
3. It keeps uniformity in the dissemination of information.
8 / Business Communication ■■■

4. It flows systematically and the information is trustworthy.

5. Source of information is known which creates harmony amongst the employees.

COMMUNICATION

ON THE BASIS OF REGULATION ON THE BASIS OF EXPRESSION

FORMAL INFORMAL VERBAL NON VERBAL

VERTICAL SINGLE CHAIN ORAL BODY LANGUAGE

DOWNWARD UPWARD STAR CHAIN WRITTEN PARALANGUAGE

HORIZONTAL CLUSTER SIGNS & SYMBOLS

PROBABILITY
CONSENSUS

Fig. 2.1: Forms of Communications

DISADVANTAGES
1. Increases the workload of various managers as communication is to be transmitted through
them.
2. Widens the communication gap between the executives and employees at the lower level.
3. It is time consuming because it follows the scalar chain of authority. The communication
flows from one authority level to another and it takes too much time.
2.1.1.1 Downward communication
When the communication flows from higher level to lower level, it is called downward communi-
cation. Order, individual instructions, policy statements, circulars etc. fall under downward communi-
cation.
BENEFITS
1. Helps to explain to subordinates the organizational plans, policies program and procedures,
work methodology etc. necessary information for performing the job.
2. Helps to convey to the subordinates the expectations of management from them.
3. Acts as a mean to control the activities of the subordinates with active feedback.
4. Provides motivation to the subordinates.
PROBLEMS
1. Sometimes the message may be distorted in the transmission from one level to another level.
2. If a particular authority is not present on the time of passing information it may leads to
delay in transmission of the message.
3. Sometimes when the workload is unevenly distributed among the employees it creates over-
load or unload of work which causes dissatisfaction among the employees.
■■■ Communication and Organization Structure / 9

How to make effective

1. Managers should be adequately informed.
2. Managers should be clear about how much to communicate.
3. Some authority should delegate to lower levels to shorten the line of communication.
4. Information should be passed on to the correct person.
2.1.1.2 Upward communication
This communication flows the message from subordinates to superiors. It is reverse of the downward
communication or communication flows from lower level to upper level.
BENEFITS
1. Provides feedback to the superiors.
2. Introduction of new schemes without unduly opposition from the employees.
3. Helps in to promote harmony between the management and the employees.
4. Problems and grievances are redressed.
PROBLEMS
1. Employees fear that their criticism may be interpreted as a sign of their personal weakness.
2. Bypassed superiors feel insulted which leads differences between the relationship of the
superiors and employees.
3. Great possibility of message distortion.
Methods/Channels of upward communication
1. Subordinates tell their problem and through discussion find out the solution for a particular
problem with the help of superiors.
2. If employees having any complaint and suggestion about working environment, policy and
procedure, peer group etc., then they write to management without giving identification of
themselves and drop into the box. And the management frequently checks these grip boxes
and find out the solution of problem.
3. It is very effective method of upward communication. Organization celebrates their
anniversary, arrange sports meets for their employees, doing some kind of social welfare
activities like plantation, providing food for flood affected areas etc. are the mode of social
gathering where superiors and subordinates are at the same platform and share their
emotions, feeling and thought more comfortably.
4. It is just opposite to grip box system. Here, identification of employee is not hidden. Any
employee can write directly to the higher level about the problem which he/she had.
5. It emphasizes in the psychological aspect of human being. A superior act as counselor and
he counsels the problem facing employees. Counseling does not mean that treating only
problem facing employees but also for the better prospect or how employees do better in
their workplace.
How to make effective
1. Superior should take initiative to get close to the subordinate staff.
2. Keeping the line of communication short as much as possible.
3. Timely redress the grievances of the employees.
10 / Business Communication ■■■

2.1.1.3 Horizontal/Lateral communication

This communication flows between persons at the same hierarchy level either of the same or other
department or division of the organization.

Fig. 2.2: Horizontal/Lateral Communication

BENEFITS
1. It develops mutual trust and confidence amongst employees of same level which help in
maintaining or promote understanding between similar position holders of different depart-
ments.
2. If employees at similar position communicate to each other for a given task it will create or
develop the feeling of co-ordination among various departments.
PROBLEMS
1. Sometimes it creates rivalry among employees of various departments.
2. Proximity shows the liking and disliking of an employee who is near by another in respect
of space. Like in any organization HR department and Marketing department are near to
each other then Manufacturing department. So proximity exists between HR and Marketing
department and they favour each other as compared to Manufacturing department.
3. Biasing shows the liking and disliking of an employee due to religion, caste, family back-
ground, personality etc.
Methods of horizontal communication
1. Face-to-face discussion: When individual communicate directly to another. Face-to-face
communication minimises the problem of misinterpretation and quick feedback makes the
communication more effectively.
2. Telephonic conversation: When the employees are busy with their work or they are sited
far from each other then telephonic conversation become more relevant against face to face
conversation. It saves time but sometimes congestion or disturbance and any other obstacles
create delay and distort the message.
■■■ Communication and Organization Structure / 11

3. Periodical meeting: Periodical meeting means meeting between employees on weekly,

monthly, quarterly, annually basis where all the members are assembled and discuss on pre-
determined issues.
4. Memorandum: Memorandum is a written form of communication which transmits
between different departments in the same organisation. It is also called inter office letter.
2.1.1.4 Consensus
When a number of people irrespective of their status, sit down and confer with one another to arrive
at a decision acceptable to all, it is called consensus. The format of these communications is predeter-
mined and can not be altered.
Consensus involves consultation
1. Chief executive takes up the problem and analysis it to understand.
2. Collect additional facts and information.
3. Try to find out various means to solve it.
4. Find alternatives.
5. He contacts the members individually or invites them to a meeting.
6. Problem is spelled out to the members.
7. To carefully listen all members view.
8. Arrived at solution.
ADVANTAGES
1. Decisions are taken after consultation among various members; they find it easy to accept
them.
2. It promotes harmony among the members of the group. If any conflict and split exits
between members it will be carefully find out and try to solve it.
DISADVANTAGES
1. Member is forced to subscribe to a view he doesn’t hold.
2. Sometimes it may project the false image of management because members think that
management may not be able to handle their problem efficiently.
2.1.2 Grapevine/Informal Communication
Factor responsible for the grapevine phenomenon
1. Feeling of certainty or lack of direction when the organization is passing through a difficult
period.
2. Feeling of inadequacy or lack of self confidence on the part of employee, leading to the
formation of gaps.
3. Formation of a clique or favoured group by the managers, giving other employees a feeling
of insecurity or isolation.
2.1.2.1 Forms of grapevine communication
1. Single chain: In this type of chain ‘A’ tells something to ‘B’ who tells it to ‘C’ and so on it
goes down the line. This type of communication flows from one person to another person
through single chain or communication flows one by one. When ‘A’ tells something to ‘B’
who tells it to ‘C’ and so on. One interesting fact comes out from this type of communication
that when one person passes certain information to other and they treat the message as
12 / Business Communication ■■■

confidential or secret which further communicated by another with same feeling of confi-
dentiality and secrecy.

Fig. 2.3a: Single Chain

2. Star chain: In this type of chain person speaks out and tells everyone the information he/
she has obtained. This chain is often used when information or a message regarding an in-
teresting but non job related nature is being conveyed. Sometimes it also called gossip chain.

Fig. 2.3b: Star Chain

3. Cluster chain: In this type of chain ‘A’ tells something to a few selected individuals who
again inform a few selected individuals. And the information flows in similar manner to
other individual.

Fig. 2.3c: Cluster Chain

■■■ Communication and Organization Structure / 13

4. Probability chain: The probability chain is a random process in which a transmission of

the information to other in accordance with the laws of probability and then these tell still
others in a similar manner. The chain may also be called random.

Fig. 2.3d: Probability Chain

MERITS
1. Under grapevine message travel or transmitted faster than any other form of communica-
tion because group formation is based on individual’s own liking and disliking.
2. It supports other channels of communication.
3. Feedbacks are quickly comes out from this type of communication.
4. When an individual communicates with other individual through grapevine it will develop
the cohesiveness and maintain or promote harmony between members of group.
5. By using grapevine communication, employees feel emotional relief. Because they can
communicate with other without the feeling of inadequacy and without threat of higher
authority.
DEMERITS
1. There is a great possibility of distortion of message between members of group.
2. Transmission of message depends upon willingness of sender and what method they used in
grapevine which causes sometimes transmission of incomplete information.
How to make effective
1. The managers should try to spot the leaders. So the harmful rumours do not reach the
employees.
2. Involve the workers in the decision making process.
3. The management should immediately use the official channels to contradict the rumours.
2.1.2.2 Verbal communication
Verbal communication is when we communicate our message verbally to whoever is receiving the
message. It is of two types oral and written which had their own advantages and disadvantages.
Oral communication: Oral communication is the communication where the message or
information exchanges by spoken words. It can be done by both face to face and also through
mechanical devices. For more details please refer to chapter 5.
14 / Business Communication ■■■

Written communication: Written communication is the communication where the message or

information exchanges by written words. Letter, telegraph, fax, e-mail are examples of written
communication. Written communication guarantees that everyone concerned has the same
information. It provides a longlasting record of communication for future. Written instructions are
essential when the action called for is crucial and complex. To be effectual, written communication
should be understandable, brief, truthful and comprehensive. For more detail please refer to chapter
no. 6.
2.1.2.3 Non-verbal communication
Non-verbal communication is usually understood as the process of communication through sending
and receiving wordless messages. Such messages can be communicated through gesture; body language
or posture; facial expression and eye contact; object communication such as clothing, hair styles or
even architecture; symbols and infographics. Speech may also contain non-verbal elements known as
paralanguage, including voice quality, emotion and speaking style, as well as prosodic features such as
rhythm, intonation and stress. Likewise, written texts have non-verbal elements such as handwriting
style, spatial arrangement of words, or the use of emotions. For more details please refer chapter no. 6.

2.2 BARRIERS OF COMMUNICATION

1. Wrong Choice of Medium
Each communication must be transmitted through an appropriate medium. An unsuitable medium
is one of the biggest barriers to communication.
Examples: When communication takes place in big organisation and departments or division are
far from each other. If any manager wants to communicate with others for confidential matter than
they opt written communication as compared to other medium of communication. So, it is required
that medium should be accurate and if wrong or unsuitable medium is selected than it leads to the
biggest barrier to communication.
2. Physical Barriers
• Noise—In factory, oral communication is rendered difficult by the loud noise of machines.
• Electronic noise interferes in communication by telephone or loud speaker system.
• The word noise is also used to refer to all kind of physical interference like illegible hand
writing, bad photo-copies etc.
• Time and distance.
— Congestion in telephone and network facilities.
— People working in different shifts.
— Faulty seating arrangement in a hall.
3. Semantic Barriers
• Interpretation of words
A person interprets same word in a different meaning and this will cause barrier between
the communications. Murphy and Peck in their book ‘Effective Business Communication’
mentioned, the little word ‘run’ has
71 meanings as a verb
35 as noun
4 more as an adjective.
■■■ Communication and Organization Structure / 15

• Bypassed instructions
Bypassing is said to have occurred if the sender and the receiver of the message attribute
different meanings to the same word or use different words for the same meaning.
“Take it to be our stockroom and burn it”
In official language burn it means to make more copies of the same document.
• Denotation & Connotations
Words have two types of meanings denotative and connotative.
Denotative—The literal meaning of a word is called its denotative meaning.
It must inform and names objects without indicating any positive or negative.
Connotative—It allows qualitative judgments and personal reactions.
Like—Honest, cheap, sincere etc.
Ex:—“He gave us cheap material”.
“At this shop, they sell things cheap”.
First one is favourable connotation and second is unfavourable.
To avoid this problem (By passed instruction and connotative meaning of words) the
followings can be used:
❖ Prefer words which are familiar to the receiver.
❖ If words are unfamiliar to the receiver, we should make meanings clear the very first time
we use it.
❖ We should choose words with positive rather than negative connotation.
4. Socio-Psychological Barriers
• Attitude and opinions
The information which agrees with opinion and attribute of the individual is favourable for
that particular individual.
• Emotions
It plays an important role in the act of communication.
If the sender is perplexed, worried, excited, afraid, nervous then he will not be able to
organize his message properly.
• Closed Mind
A person with a closed mind is very difficult to communicate with. We hold our opinion so
rigidly that we just refuse to listen.
• Status-consciousness
We are over-conscious of our lower or higher rank and do not express ourselves candidly.
• The source of information.
We react according to the trust we repose in the source from which the communication
originates.
• Faulty transmission
Most of part in the message is lost in transmission.
(In oral communication, something in the order of 30% of the information is lost in each
transmission.)
16 / Business Communication ■■■

• Poor retention
Oral message in particular are lost due to poor human retention ability.
(Employees retain only about 50%)
Barriers of Communication

Fig. 2.4: Barriers of Communication

2.3 PRINCIPLES OF EFFECTIVE COMMUNICATION

It is very difficult to suggest a comprehensive list of vital features of system of communication. It will
depend on the specific needs of the situation. The following guidelines or principles may be followed
to achieve effective communication:
1. Clarity of message: The basic principle in communication is clarity. The message must be
as clear as possible. No vagueness should creep into it. The message can be conveyed
properly only if it is clearly formulated in the mind of the both sender and receiver.
2. Speed: A good system of communication must ensure a speedy transmission of message.
The time taken to transmit a message to its destination and speed of the communication
system should be considered on the basis of the urgency of communicating the message. If
message not delivered at time it create problem for organization.
3. Two-way process: Communication is the two-way process that provides feedback to the
sender from the receiver. Feedback refers to transmission of information concerning the
effect of any act of communication.
4. Reliability: Communication starts on the basis of belief. This atmosphere is built by
performance on the part of the expert. The receiver must have confidence in the sender. He
must have a high regard for the source’s competence on the subject.
■■■ Communication and Organization Structure / 17

5. Completeness: Every Communication must be complete as adequate. Incomplete messages

create misunderstanding, keep the receiver guessing and delay action.
6. Content: The message must be meaningful for the receiver, and it must be compatible with
his value system. It must have significance for him. In general, people select those items or
information which promises them the greatest rewards. The content determines the response
of the audience.
7. Accuracy: The communication medium should ensure accuracy in the transmission of
messages. Whatever medium chooses by the sender should be accurate for that particular
kind of information which they want to send.
8. Capability: Communication must take into account the capability of the audience.
Communications are most effective when they required the least effort on the part of the
recipients. This includes factors like reading ability and receiver knowledge.
9. Economy: The communication system should be as much economical as possible. But
efficiency of the system should not be sacrificed to achieve economy.
10. Secrecy: The communication system should ensure secrecy and there should be no leakage
of information. It becomes more essential when messages are of confidential nature.

2.4 GATEWAYS TO EFFECTIVE COMMUNICATION

Developing and maintaining a system of communication is the key job of any manager. The
characteristics of a good communication system are discussed below:
1. Two-way channel: In communication, two parties are involved, namely, the sender or
transmitter, and the receiver of the message. An effective communication demands two-way
communication. It should be vertical, downward and upward. Therefore, a manager should
thus not only to inform, instruct and order but should also be prepared to listen, understand
and interprets.
2. Clarity of message: Clarity of facts, ideas, opinion in the mind of communicator should
be clear before communicating. According to Koontz and Donnell, “A communication
possesses clarity when it is expressed in a language and transmitted in a way that can be
comprehended by the receiver.”
3. Mutual trust: A communication system may be considered excellent when mutual trust
or understanding exists between sender and the receiver of the message. Existence of healthy
interpersonal relation between the seniors and their subordinates is also an indicator of an
adequate system of communication in any department or organization.
4. Timely message: Considerable attention should be given to the timeliness of
communication. Old information is worse than none at all.
5. Consistency of message: Consistency can be achieved if the communicator keeps in his
mind the objective, policies and program of the enterprise. It should not be conflicting with
the previous communications, otherwise, it would create confusion and anarchy in the
organization.
6. Good relations: The mode of communication should be chosen in such a manner that it
does not hurt the feelings of the receiver. It should create proper understanding in their
minds of the receiver which leads to develop and maintain the good relationship among the
receiver and the sender.
18 / Business Communication ■■■

7. Feedback: Feedback provides proper understanding of the message to the receiver. It

helpful in making a two-way communication process. The sender must try to ascertain
whether or not receiver properly understood the message.
8. Flexibility: The communication system should be flexible enough to adjust to the changing
requirements. It should absorb new techniques of communication with little resistance.

2.5 SEVEN Cs OF COMMUNICATION

2.5.1 Seven Cs of Written Communication
1. Clarity
Clarity of thought: It comes from a careful consideration of the objective, content and
medium of communication.
Clarity of Expression:
1. Use simple word, easy to understand words:
Avoid them Use them
Compensate Pay
Facilitate Help
Utilise Use
2. Use Single words for long phrases:
Long Phrases Single Words
At all times Always
For the purpose of For
Previous to Before
On account of Because
3. Use verbs for nouns (its brings about simplicity and clarity):
Using Nouns Using Verbs
(Difficult) (Simple)
Come to a conclusion Conclude
Make a decision Decide
Submit a proposal Propose
Take into consideration Consider
4. Avoid double entry
Double entry Simple
Actual fact Fact
End result Result
Period of one week One week
Previous experience Experience
5. Avoid ambiguity: If your message can mean more than one ambiguous. Faulty
punctuation causes the ambiguity.
Go. slow work in progress
Go slow. work in progress
■■■ Communication and Organization Structure / 19

6. Use short sentences: Use one sentence to express only one idea. If a sentence runs
beyond 30 words, it is better to break it up into two sentences.
2. Completeness
While answering a letter or in communication with other make it sure that you have
answered the all question.
Checking for the five w’s questions.
• Who
• What
• When
• Where
• Why
3. Conciseness
• Include only relevant facts
• Avoid repetition
• Organise your message well.
4. Consideration
• Adopt the you-attitude
We-attitude You-attitude
I want to express my Thank you for
Sincere thanks for your kind words.
The good words…..
• Avoid gender bias
Avoid Use
Chairman Chair person
Policeman Police Sir/Madam
5. Courtesy
In business we must create friendliness with all those to whom we write. Friendliness is
inseparable from courtesy.
• Answer the letters promptly.
• Omit irritating expressions.
(You neglected, you irresponsible, you are unaware).
• Apologise sincerely for an omission/thank enormously for a favour.
6. Correctness
• Give correct facts.
• Send your message at the correct time.
• Send your message in the correct style.
7. Concreteness
• Always use specific fact and figures.
• Message should be definite and vivid.
• Avoid exaggeration.
20 / Business Communication ■■■

Fig. 2.5: 7 Cs of Written Communication

2.5.2 Seven Cs of Oral Communication

According to Francis J. Bergin, a person engaged in oral communication must remember seven Cs.
And these are as follows:
1. Clear: An oral communication become effective when the message is clear for the audience
or receiver as the sender wants to convey. Oral messages are often misunderstood because
the speaker does not talk distinctly. So, for this purpose clear pronunciation is very much
required. To minimize this kind of problem a speaker tries to workout on different, lengthy
and unusual words for clear pronunciation.
2. Concise: Many people enjoy while talking and sometimes oral communication suffers from
the problem of over communication. But when the speaker keeps on talking for long, his/her
message will be distracted. So it will be advisable to speakers to try to keep the message as
brief as possible without changing the real message.
3. Complete: Like written communication in oral communication also, completeness
required. While communicating with other makes it sure that you have paid attention on
below questions. Checking for the five w’s questions.
• Who
• What
• When
• Where
• Why
4. Correct: In oral communication correctness means the source of information or from where
you get information is right or trustworthy source. Because if your source of information is
correct than the others generate faith on the speakers and listen them carefully.
5. Concrete: For making oral communication effectively speakers should use specific fact and
ideas and also avoid exaggerating of any information. They try to choose appropriate words
which are not affecting a particular individual, society, culture or nation.
6. Courtesy: Courtesy involves you-attitude. Use polite words for oral communication. Tries
to avoid irritating expression, sincerely apologies for any mistake, do not use any
■■■ Communication and Organization Structure / 21

discriminatory expressions which are related to individual people, race, ethics, origin,
physical appearance etc.
7. Candid: When the speaker chooses the candid approaches, its mean that their message
should be straight, open, frank, outspoken. But not hurting particular individual.

Exercise –2

1. What are the different forms of communication? Write detailed notes on the importance,
advantage and limitation of any two of them.
2. Define formal communication. Discuss its merits and demerits also.
3. What are the different types of formal communication? Briefly explain any two of them.
4. What are the merits and demerits of consensus?
5. Write a short note on informal communication.
6. What are the different forms of grapevine? Explain with examples.
7. Write notes on:
(i) Downward communication
(ii) Upward communication
(iii) Horizontal communication
(iv) Consensus
(v) Grapevine
8. Discuss the importance of informal communication in business organization.
9. Write explanatory notes on formal communication channel in business organization.
10. Distinguish between the upward and downward communication with examples.
11. What are the barriers to effective communication in an organization?
12. Discuss the semantic barriers to effective communication and how it will be overcome.
13. What are the different socio-psychological barriers to communication?
14. Explain how the wrong choice of a medium acts as a barrier to effective communication.
15. What physical factors cause barrier to communication?
16. Write brief notes on:
(i) Status consciousness
(ii) Attitude and opinions
(iii) Emotions
(iv) Close mind
(v) Poor retention
(vi) Faulty transmission
(vii) Source of information
17. Explain the general principles of effective communication.
18. Discuss the gateway of effective communication.
19. Explain the seven Cs of written communication.
22 / Business Communication ■■■

20. Explain the seven Cs of oral communication.

21. Discuss the importance of clarity on message in written communication.
22. Write notes on:
(i) Clarity of message
(ii) Completeness of message
(iii) Courtesy of message
(iv) Correctness of message

■■
 EMPLOYMENT
COMMUNICATION
3.1 APPLICATION LETTER
3.2 RESUME
3.2.1 CONTENTS OF A CV/Resume
3.2.2 SOME TIPS FOR PREPARING AN IMPRESSIVE CV
3.3 REFERENCES
3.4 DISCUSSIONS IN GROUPS
3.4.1 CONSIDERATIONS IN GROUP DISCUSSION
3.4.2 DISCUSSION SKILLS
3.5 INTERVIEW
3.5.1 TYPES OF INTERVIEW
3.5.2 CANDIDATE’S PREPARATION
3.5.3 INTERVIEWER PREPARATION
3.5.4 INTERVIEW DO’S AND DON’TS

3.1 APPLICATION LETTER

Applications are commonly invited for posts that are vacant in business or government offices. Letters
of application either in response to an advertisement or in the form of a self initiated proposal are
called as solicited and unsolicited letters respectively.

Exhibit: 3.1

STRUCTURE OF THE APPLICATION FOR A POST

❖ Address of the applicant and date.
❖ The name and full address of the employer or the concern.
24 / Business Communication ■■■

❖ Salutation.
❖ Body of the application.
• Introductory paragraph.
• Details of the applicant in paragraph or paragraphs.
• Concluding paragraph.
❖ Complimentary close of application.
❖ Signature of the applicant.
BODY OF THE APPLICATION FOR A POST
The opening paragraph should attract the attention of the reader and stimulate his interest to read the
letter further. In an introductory paragraph the applicant should state whether he has send the
application in response to an advertisement or at the suggestion of someone or on his own initiative.
Form the second paragraph onwards, should now give the details of the important points
mentioned in the introductory paragraph. It contains the bio-data of the applicant, such as, educational
qualifications, practical experiences, age, marital status, language known etc. In another paragraph,
references, if asked for, can be given with full address.
In applications, unwanted matter should not be written like family troubles, family expenses etc.
If you apply for better prospects, never write adverse remarks about the present employer.
In the concluding paragraph, an applicant should mention that he will serve the employer to the
best of his ability and also assure that he will discharge his duties to the thorough satisfaction of his
employer.
GENERAL HINTS FOR LETTERS
• The applicant’s address and telephone number are at the top right corner of the letter.
• Neat layout is necessary, modified block or semi-block form is the best.
• If the advertisement asks that the application must be written in the candidate’s own
handwriting, the covering letter should be neatly written in dark blue ink or ball pen.
• The letter should be addressed as indicated in the advertisement. If the letter is to be
addressed to a company, the salutation is ‘Sirs’. If it is to be addressed to an individual the
salutation is ‘Sir’. The complimentary close for an application letter is “yours faithfully”.
• Original documents like certificates are never enclosed with the application. Only certified
copies are enclosed. The original documents are produced at the interview.
Application may begin with one or other of the following forms like:
• I would like to apply for the post of a System Administrator in your firm advertised in the
“Indian Express” of March 22.
• I wish to be considered as a candidate for the post of Account Manager which, I understand,
has fallen vacant in your office.
• With reference to your advertisement in the “Times of India” of 25th September 07. I offer
my candidature for the post of computer operator in your office.
One of the following sentences may be added to the concluding paragraph if applicant feels so.
• I write this in the belief that my qualification and experience will merit your consideration.
• Salary is a secondary consideration to the opportunity of good career.
• I look forward to an opportunity to be with you for an interview.
■■■ Employment Communication / 25

14, Secundrabad Road

Lucknow–234567
16 April, 2009
The Managing Director
G.E. Communication
Deen Dayal Marg
Lucknow–5465577
Dear Sir/ Madam
Your advertisement for the post of _____________________________ in Times of India of
dated __________________ interests me because I think I have the kind of training and
experience which you expect in the person you are looking for.
I have indicated details of my qualifications, experiences etc. in the enclosed resume for
your kind perusal but should you require any information, please let me know. I shall be glad
to give it either in person or by post, as you wish.
Yours truly,
Saurabh Srivastava
Encl: Resume
Exhibit: 3.2

3.2 RESUME
A resume is a summary presentation of person’s backgrounds, employments, qualifications and
intended career plan.
PURPOSE OF RESUME
1. To pass the employer’s screening process (requisite educational level, year’s experience etc.)
2. To provide contact information, an up-to-date address and a telephone number (A telephone
number that will always be answered during business hours).
3.2.1 Contents of a CV/Resume
Since the purpose of the resume is to present the information one wants to give, therefore, there is no
fixed rules for a resume format. Whatever the format may be, a resume should consist of the following
details:-
1. Name, address and phone number: Your name, complete address and phone number,
e-mail address and fax number.
2. Career objectives: Mention career goals and specific job objectives.
3. Education: Mention the name of each institution attended, city and state, name of the
degree/diploma or certificate you have received, the year of graduation and post graduation,
if any, etc. If you are a fresh graduate in a field relevant to the job and your percentage are
good, listing your aggregates is a good idea.
4. Experience: Describe your major job responsibilities, skills and knowledge acquired on
the previous job. List your experiences in reverse order and with the latest and most
interesting coming first. You may highlight internships, training, voluntary work, extra
curricular activities, responsibilities handled etc. if you have no professional experience.
26 / Business Communication ■■■

5. Interests: Your interests are best listed, if they are either unique or relevant to the particular
job. Professional membership, licenses/certificates are to be listed depending upon their
relevance and contribution to your value as an employee on a particular organization.
6. Personal details: It includes father’s name and mother’s name, date of birth, nationality,
marital status and address of the candidate. In case of two addresses i.e. correspondence and
permanent address, correspondence address should be mentioned on the top of the resume
and permanent address in the personal details.
7. Declaration: Declaration by the candidate that all the information written in the resume is
true and he/she will be responsible for any mistake. And it is undersigned by candidate itself
and also mention date and place.
8. Referees: The names and address of referees can be provided, if necessary.
3.2.2 Some Tips for Preparing an Impressive CV
1. Always put the essential things—first arrange the information within each item with your
career objective in mind.
2. Emphasize your skills, accomplishments and levels of responsibility attained.
3. Use reverse sequential order, meaning that when items are listed by date, the most recent
should come first.
4. The contents of the CV should be completely accurate and honest.
5. Mention anything special that can add weightage to your candidature.
6. Use a clear font and a font size that is easy to read. The font size should not be too small or
too large. The ideal font size would be 12.
7. Ideally, a CV should not be more than two or three pages. It should be shorter for fresh
graduates.
8. Abbreviation should be avoided.
9. References should be provided, if required.

RESUME
My Name
My Street
E-mail: [email protected]
64 My street, My City 7X00074
Ph.: - 94330XXXXX(M) 2551XXXX (Resi)
Objective
Being a committed team player, want to be a part of a renowned organization, to contribute
towards the growth of the Organization, based on my expertise and to further my personal
capabilities by learning from the new exposure within the structured framework of the organization.
Expertise Summary
• To be an asset to the organization I serve.
• Expertise in HRD/Administration.
• A quick learner with ‘Can do’ attitude
Contd...
■■■ Employment Communication / 27

Key Skills and Management

Professional management skills
– Meeting objectives
– Identifying problems
– Promoting solutions
– Managing change
– Motivating and developing staff
• Well-developed and effective communication skills.
• Thrive in deadline-driven environments.
• Excellent team-building skills.
Professional Qualification
• MBA from XYZ University, specialization in Human resource [75%, May 2005 pass-out]
• Presently pursuing SAP training from Technology Foundation XYZ Centre.
PROJECTS
• Training Assessment Needs for clinical and non-clinical staff in Medical College, My
City (A project for My City Healthcare Ltd.)
• Manpower Planning in MY City Medical College, My City (Individual project under My
City Healthcare Ltd.)
• Motivational Factors (Extrinsic vs. intrinsic) on MIT Staff (Local project to be submitted
to college)
• Trade Union Activities (HR Project-Third Semester)-XYZ Paints Ltd. My City.
• Market Analysis of viability of Café XYZ Coffee Day in My City.
• Financial Analysis in XYZ Industry, My City
Training Attended
Organization : XYZXYZ CORPORATION LIMITED
Position : Trainee
Tenure : May 2006 – July 2006
Reporting to : Vice President HRD
Project Title : Project on “Critical Evaluation of Performance Appraisal in
XYZXYZ Corporation”
General Education
• Graduation (English Honours), My University, My College, 52%
• Intermediate (Humanities) I.S.C, My Convent School, 85%
• Matriculation, I.C.S.E., My Convent School, 70%
Computer Proficiency
• MS Office – Word, Excel, Power Point, Internet & E-mail operations.
Achievements
• 50% scholarship in MBA program.
• Certificate in Test of Proficiency in English Language.
Contd...
28 / Business Communication ■■■

Personal Details
Date of birth : 12th April, 1984
Sex : Female/Male
Nationality : Indian
Marital status : Single
Language known : English, Hindi, and Bengali
Hobbies : Listening music, reading & playing sitar

Date:
Place: (MY Name)
Exhibit: 3.3

AMIT

OBJECTIVE
Relentless assimilation of my academic and managerial skills & orientation for positive
development.
PRESENT STATUS
• Working as a lecturer in Jonshon Academy where I teach Marketing and Strategic
Management related subjects in Bachelor’s and Master’s degree courses of Business
Administration.
Work experience: Total 5 years
Teaching experience:
• Working as Lecturer in ABC College of Engineering and Management, Jabalpur (July
2004 to August 2007).
EXPERIENCE
Industry Experience
• Worked as Placement Coordinator in ABC College of Engineering and Management,
Jabalpur. My job profile was arranging training and placement for the students (Oct.
2003 to June 2004).
• Worked as Field Development Executive in Sharada Agrico Private Ltd. New Delhi.
My job profile was related to Market Development and Customer Support especially
in the rural areas of the State of Madhya Pradesh, Satna region (June 2003 to Sept.
2003).
• Worked as Field Development Executive in Rajkamal Industries Ltd. (Chemicals for
Industry & Agriculture) Rajasthan. My job profile was related to Market Development
and Customer Support especially in the rural areas of the State of Rajasthan, Jaipur
region (Aug. 2002 to May 2003).
• M.B.A. in Marketing in 2000 from the Institute of Engineering & Technology,
Bhopal, affiliated to Technical University.
• Post Graduate Diploma in Computer Application from Bhopal University in 1998.
• B.Com. from XYZ College affiliated to Bhopal University in 1999.
Contd...
■■■ Employment Communication / 29

Papers Published
• “Capability Approach vs Utilitarian Approach” (2006) , DOGMAS A Caravan,
ISSUE IV.
• “Cultural Ethos and Blue Ocean Strategy for and as Innovations in Management
Practices” published in conference proceeding in 7th National Conference on
“Innovations in Management Practices” on 31-32 September, 2006 at IJKL
University, Timbuktoo (Nagaland).
Papers Presented
• “xxxxxxyyyyyyzzzzzz” 7th National
• , 2007 at iiiiiiiiiii University, Timbuktoo (Nagaland).
• “xxxxxxxxxxxyyyyyyyyyyyyyzzzzzzzzz” presented in the First Biennial International
Conference ‘New Age Entrepreneurship: Vision and Vistas’ at CESBM (Center for
Entrepreneurship and Small Business Management) on 9th-11th, 2005.
• “xxxxxxxxxxxxxyyyyyyyyyzzzzzzz”, presented at National Seminar, ‘Manthan’, at
Lakshy Business School, Lucknow, April 21-22, 2006.
Seminars, Conference and Faulty Development Programmes Attended
• Participated in National Conference on “Building Management Competencies in India
Business: Then, Now and Beyond” at xxxxxx University, Timbuktoo (Nagaland), 20-
21 January 2006.
• Participated in Seminar on “xxxxxxxxxxxxx” at LLL Institute for Special Education,
Nagaland, 4th March 2006.
• Attended Faulty Development Programme organized by IDBI, Tripura, December 2004.
EDUCATION
Extra Curricular Activities
• Coordinator circulation of college International Journal DOGMAS AND CIRCULATING
IT INTERNATIONALLY ACHIEVING THE SUBSCRIPTIONS AND GREATER
READERSHIP.
• Regularly attending Seminars and Symposiums organized by Bhopal Management
Association.
PERSONAL DETAILS
Name : Amit
Father’s name : Mr. Ram Sagar
Date of birth : 8th July 1979
Marital status : Single
Nationality : Indian
Address : 234, Lalit Nagar, Bhopal
Contact number: 956845125445

Date:
Place: (Signature)
Exhibit: 3.4
30 / Business Communication ■■■

3.3 REFERENCES
A referee is a person who is ready to give an undertaking for another. The test and the interview con-
ducted by the employer enable him to select the candidates suitable for the work. But before the ap-
pointment order is sent, it may be necessary for him to obtain information about the selected candi-
dates reliability, honesty, talent for the post and any other facts which may be useful for the purpose.
Hence, the applicants are generally requested to name, in their application, a person/s who is/are
willing to be a reliable sense of information about them. While writing to a referee the following points
should be kept in mind:
1. Use polite language.
2. The letter must seek specific information about the applicant.
3. For maintaining the secrecy, the letter should be marked ‘confidential’.
4. For the convenience of the referee, it is advisable to enclose a prepaid self-addressed
envelope.
5. The referee must assure that the information supplied by him will be treated as confidential.

3.4 DISCUSSIONS IN GROUPS

Discussion is a method to develop one’s creative approaches to knowledge. In a discussion we learn to
listen to others because we deduce and believe to contribute positively. We learn to speak our own
points to others with more clarity. We also learn to create the points before concluding the views.
Discussion is a process of reflective thinking, thought and opinion. In a discussion we may
continue for some time with predetermined issues but we cannot sell our preconceived idea. It is
reflective because our thinking and opinion depends upon what others think and what others express.
A healthy and successful discussion eliminates conflicts and achieves a harmony. In a discussion each
participant presents his or her imaginative thinking by offering suggestions, adding ideas but different
the solutions until all ideas have been appropriately enumerated.
The salient features of group discussion are noted below:
1. Interaction: A basic feature of group discussion is interaction among the various members
of the group. They observe and communicate with each other orally by playing attention to
each other.
2. Group members: Group discussion is effective only when there is a group of members
which constitute leader and followers. The leader has to summarize facts and information,
integrates, simulate thinking, and agree to a solution of the problem. The members of group
become actively related to each other in their respective roles.
3. Involvement: The effectiveness and efficiency of a group discussion depends to a great
extent upon the active participation of the members.
4. Interpersonal desirability: Another characteristic feature of a group discussion is
interpersonal attraction. As long as interaction continues, likes, dislikes, behaviour,
temperament of members are known to each other. Among them empathy develops and as
such they share each other’s problems.
5. Pressure to obey the rules: In a group discussion, there is always an element of pressure
to obey the rules and norms. The pre-defined and established standards are always enforced
and followed.
■■■ Employment Communication / 31

6. Discrepancy: A discrepancy is a conflict, difference, disagreement, among the members of

the group, which often arise during deliberations and discussion. It can simulate the
members to find new solutions to the problem.
3.4.1 Considerations in Group Discussion
1. Aims of discussion: The main aim of group discussion is to evaluate how we behave in a
group. Group discussion gives a platform to us to display our personality traits like our
intellectual ability, creativity, imagination and approach to solve the problems, leadership
qualities, conflicts and group behaviour. In the purpose of our participation we judge the
clarity of our thought and the facility of our expression. In the process we also learn how to
communicate our ideas and thoughts effectively. They teach as how to get rid of our biased
judgements and avoid undertaking prejudiced actions.
2. Purpose of discussion: The main purpose of a group discussion is to present a platform
for group learning. It aims at creating an prospect to discuss a problem. The participants in
a group discussion attempt at solving it. They share findings of each other, analyze and
classify the established findings. Discussion as a process makes a group members think
together. The group does this thinking in a cooperative style for problem-solving and
decision-making. Group discussion plot intends to make responsible professionals out of us.
As a group there is a smooth flow of interaction and we learn the process of group dynamics.
3. Participants in group discussion: For successful group discussion there should be an
adequate number of participants. It is, however, difficult to spellout the number of
participants that makes the discussion functional. It is true that the nature and effectiveness
of discussion depends upon the number of participants in a one group. The ideal number of
participants for an effective and successful discussion is between five to nine participants in
a group. A faithful discussion, however, can take place when all members share views and
exchange information with each other.
4. Venue of discussion: A group discussion should take place in a carefully chosen room. It
should be well-ventilated and illuminated. It should have pleasant atmosphere having an
oval arrangement of chairs for participants in which all participants should get an
opportunity to see each other easily and equally.
It should start with the announcement of the problem to the participants after they
congregate. The participants are given five to ten minutes of time for assessment of problem
thoughts. The another way of holding it is by announcing the problem beforehand and the
discussion starts when all the participants come prepared to the discussion table.
5. Role of observer: A group discussion takes place in the presence of an observer. The role
of the observer is to learn and scrutinize the process of discussion. He or she keeps a watch
on the participants and their participation on the discussion.
3.4.2 Discussion Skills
For an effective participation in a group discussion, we require to improve our skills in speaking and
listening both.
SKILLS FOR SPEAKER
1. Command over the subject-matter: For effective discussion we should know how to
state our points that require specific attention and consideration. We should know how to
32 / Business Communication ■■■

explain, elaborate, compare, describe, illustrate, relate summarize and review matters. We
should be well prepared for discussion having knowledge and information about the subject
matter.
2. Remarkable or impressive voice: A participant should have a pleasant and amusing
voice quality. He or she pronounces words with proper stress and accent. An impressive
voice attracts other participants to hear what we speak.
3. Pronunciation: The participants should know how to modulate his or her voice with
effective pronunciation combining stress on syllables pronunciation.
4. Poise: A general poise and bearing makes us to maintain our cool. A poise doesn’t allow us
to pronounce someone or on some point of view. The poise includes our attentiveness,
calmness, a brevity attitude and confidence. All these help us participate efficiently in a
discussion.
5. Effective body language: For effective participation in a discussion we should avoid too
many gestures or body movements while speaking. Our body language should not display
any antagonism, irritation, fatigue, panic, hurry or hesitation.
SKILLS FOR LISTENER
1. Positive approach: As listener also we should follow a positive approach for a useful
discussion. We sincerely listen to others.
2. Focused attitude: Our mind should be on the subject matter or on the problem of the
discussion. It helps to understand the speaker intention and also it makes easier to
understand the particular topic.
3. Systematic perception: For effective participation in a discussion we should perceive the
viewpoints expressed in the discussion. We should interpret the viewpoint and opinions of
others rationally and objectively. We must listen to what others say and accordingly we
should transform our views.
4. Detailed analysis: As a participant we should know how to listen, what to listen and get
the right meaning. We should know how to generalize or interprets the information
gathered. This should be done by a proper comparison between the old knowledge and the
new facts listen in the discussion.
5. Body language: As a responsible listener in a discussion we should be frank, friendly in
receiving the views and opinions of others. Our gestures, therefore, should not be of hostile
kind. We should be frank and accommodating but indeed not defensive too.
Healthy discussions gave us newer and newer ideas. We learn how to transmit our views,
examining their validity appeal. Through discussions we share our views and opinions. Discussion
plays a very important role in our learning process. By the group discussion process we learn the kind
of role a team-effort has in the modern world. We also learn how to respect the views of others, think
together and work together helpfully resolving conflicts and confusions at all steps.

3.5 INTERVIEW
The word ‘interview’ means ‘view between’ or ‘sight between’. It suggests a meeting between two
persons for the purpose of getting a view of each other, or for knowing each other or we can say that
it is the interaction between interviewer and interviewee. An interview is a means of two-way
communication.
■■■ Employment Communication / 33

Fig. 3.1

3.5.1 Types of Interview

1. Promotion interview: Persons due for promotion are interviewed even if there is no
competition. This type of interview is more informal and serves as induction for new
responsibilities and duties. And if there, is competition for promotion, the interview helps
in the selection process and may also serve as an opportunity for a discussion of career
opportunities for candidate.
2. Appraisal or Assessment interview: An appraisal interview is one of the methods of
periodical assessment of employees. Annual appraisal interview is the best method for
judging employees performance. A face-to-face confidential talk is an opportunity for both
they discuss on several issues which are related to job.
This interview is more a discussion rather than question-answer. The focus is on the career
development, shortcomings, areas which need improvement, training, opportunities for
promotion etc.
3. Exit interview: An exit interview is given to an employee who has resigned or leaving the
organisation. The organization can—
• Find out the precise reason for the employee decision to leave.
• Give information about PF, group insurance and how and when’s the dues will be paid.
• Get feedback on employee’s opinion about the organization’s policies.
• Give the final pay cheque or information about when it will be ready and how it will be
handed over.
• Check that all books, manuals, tools, equipments which were issued to the employee
have been returned as same.
4. Problem interview: Problem interview basically meant for those employees who create
problem. An employee whose performance or behaviour is unsatisfactory in spite of
warning represents a problem. An interview is more likely to suggest a solution than
warnings and notices.
The reason for the employee’s poor performance can be found out in a face-to-face talk, it
may be domestic problems, health problem, lack of training or dissatisfaction with job,
environment problem, hierarchy problem etc. Many organizations have facilities for
counseling staff, the employee may be offered a session with the counselor.
5. Stress interview: A stress interview puts the candidates into difficult situations in order
to test her/his reaction to stress. This method is used for selection for positions in which the
person must be able to face difficult situations without getting upset. A stress interview tests
34 / Business Communication ■■■

such qualities as courage, tact, cool temper, and self-command, on candidates which is
needed when confronted by other individual or groups.
6. Selection interview: The most important objective of the selection interviews is to
measure the suitability of the candidates for specific jobs.
Employment interviews are usually taken by a panel of interviewer. An interview may take
time from 10 minutes to 45 minutes or even longer. Interviewers spend more time on good
candidates. They have to gather enough information about the candidates to be able to assess
their suitability to join the organization.
The candidates too must find out about the organization, its employee policies and culture,
what it expects the recruits to do and what opportunities for career development it offers.
3.5.2 Candidate’s Preparation
In interview not only information and knowledge of the candidate assessed but the whole personality
is assessed. The candidate must be physically, mentally and psychologically prepared for the interview.
PHYSICAL PREPARATION
1. The candidate is likely to be properly groomed and formally dressed. Clean and well-cut
nails, properly combed hair, well-fitting clothes, neat footwear and a suitable handbag or
brief case are the normal requirements of formal appearance.
2. Posture. The way a candidate carries him while standing, walking, sitting reveals a good deal
about him. Self-confidence, nervousness or over-confidence, are all reflected in the posture
and bearing of the candidate. Note your body movements, and take care to stop any bad
habitual movements.
3. Good etiquette is necessary for interview. The candidate must know what the suitable
greetings are for the day on a particular time.
• Do not offer to shake hands unless it is offered by an interviewer.
• Do not sit until you are asked to sit down. If you are not asked to sit then take
permission from interviewer to sit.
• Take care, while handling the chair. It should not be dragged noisily. Sit comfortably
and with good posture.
• If you have large briefcase, put it down on the floor near the chair. If you have small one
then keep it on your lap. Be comfortable and well practiced in handling your bag.
• Do not put elbows or hand on the table. Practice keeping hands comfortably when you
are not using them.
• Maintain comfortable posture throughout the interview.
• At the end of the interview, remember to thank the interviewers and wish them Good
day.
MENTAL PREPARATION
1. It is advisable to new job-seekers, that they revise concern subjects. Knowledge in the field
of specialization must be up-to-date, take a look at your bio-data and be prepared to give
more information about your interest.
2. Important current issues in the country and in the world will be asked at the time of
■■■ Employment Communication / 35

interview. Regular reading of newspapers, listening to TV news and discussion on current

issues are suggested.
3. Information about the company where you go for interview, its owners/boards of directors,
its product or services, its turnover, share capitals, market value etc. are available in the
company’s annual report or it is also available at the internet. The candidate must find out
such information as possible about the company whose employment he seeks.
PSYCHOLOGICAL PREPARATION
1. Honesty and openness in answering questions is the best policy. Dishonesty generally makes
a bad impression in the mind of the interviewers. It is better to admit inability to answer a
question than to pretend and guess answer.
2. Inability to discuss a topic makes a bad impression. If there is any topic that seems too
embarrassing to talk about, it is useful to read up information on it and talk about it
objectively to a few friends for practice.
3. Salary is a topic that must be discussed at the time of interview. It is important to talk about
the compensation package without appearing to be bargaining, or being driven or defeated.
4. A candidate must have the clarity of purpose and determination to want to know her/his
prospects in the organization. Information about the nature of duties, working time,
deduction, future prospects, other benefits and any of the desired information must be
received before leaving.
SELF EVALUATION
1. Anyone who wants to be successful in life must make a good self-evaluation. Knowledge of
one’s strengths and weaknesses is very useful in gaining self confidence.
2. It takes time and should be done carefully and patiently by candidates.
3. Parents and close friends can help in pointing out faults or limitation and in correcting them
and also in finding out strong points and strengthening them.
4. Coming to terms with oneself, knowing how to deal with one’s faults, and how to make good
use of one’s talents and skills is excellent preparation for an interview. It adds a great deal of
self confidence and poise to the personality.
3.5.3 Interviewer Preparation
1. Preparation for the interview has to be made well in advance. The received application are
sorted and scrutinized and qualified candidates are selected for interviewing.
2. A panel of interviewers is selected on the basis of requirements of the job and the assessment
which has to be made at interview.
3. A date for the interview is fixed, and the interviewers as well as his selected candidates are
sent letters informing them of the date, time and place of the interview.
4. On the day of the interview, the room in which the interview is to be conducted is suitably
arranged. Another room near the interview room is also arranged for the candidates to be
seating while waiting to be interviewed.
5. A senior office staff and a peon attend to the needs of the waiting candidates. Each panel
member has to examine the bio-data of candidates and prepare questions based on the
bio-data for each candidate.
6. Develop rapport to encourage the candidate to be involved. A candidate is more willing to
speak openly if the interview show respect and understanding of his/her needs.
36 / Business Communication ■■■

At the time of interview the interviewer must consider the following points:
1. A relaxed atmosphere can be created by interviewer having a brief conversation unrelated
to the interview and by using the candidate’s name.
2. Friendly responses to what the candidate says make the candidate comfortable and
encourage him to speak.
3. A candidate must never be humiliated even if it is obvious that he is unsuitable.
4. If the interviewer conducted a stress interview than after the interview candidate should be
told that it was stress interviewing and that he need not feel anxious about it.
5. Leave taking must be pleasant and sociable, with response to the candidate’s wishing.
3.5.4 Interview Do’s and Don’ts
With the requirements of the position in mind, the interviewer will search for your strong and weak
points and evaluate your intellect and the abilities that you have developed as a result of your
education and past experience. They will also be interested in personal characteristics such as your
motivation and the way you present yourself.
THE “DO’S”
• DO follow the interviewer’s leads and prompts, reading whether your answer is going to be
too long or if further information is required to explain on a point made.
• DO make sure that you highlight your strengths to the interviewer in a factual, sincere
manner. Provide specific examples of your abilities that demonstrate positive outcomes or
achievements.
• DO realise that the interviewer will ask you questions about your skills that relate to the
selection criteria or the requirements of the position. If the position requires technical or
special knowledge, you can expect to be asked a question that involves applying theory to
solve a problem.
• DO make sure you leave the impression that you are more interested in the activities
involved in the job than the promotional opportunities or benefits that the organization may
offer.
• DO always indicate your interest in the job for which you’re being interviewed. Never close
the door on an opportunity. It is better to be offered the position so you can consider it in
relation to other jobs for which you are applying than to not have a choice.
• DO ask questions when given the opportunity.
• DO take advantage of the opportunity to add anything else in your favour if asked.
THE “DON’TS”
• DON’T answer questions with a simple “yes” or “no”. Give good responses and explain
yourse lf whenever possible by referring to relevant examples from your experiences.
• DON’T respond in a general, vague, or hesitant manner. Keep in mind that you alone can
sell yourself to an interviewer. Project a sense of purpose and direction.
• DON’T ‘over answer’ questions. The interviewer may steer the conversation into politics
or economics. It is best to answer the questions honestly, and say no more than is necessary.
• DON’T ever make derogatory remarks about your present or former employers.
• DON’T enquire about salary, holidays, bonuses or retirement at the initial interview.
■■■ Employment Communication / 37

However, you should know your market value and be prepared to specify your required
salary range if asked.
• DON’T lie. Answer questions truthfully, frankly and as close ‘to the point’ as possible.
• DON’T focus on negatives: emphasis positive outcomes and learning experiences.
Negative factors frequently assessed during an interview that most often lead to rejection include:
• lack of responsibility taken for actions.
• lack of interest and enthusiasm.
• lack of preparation, failure to obtain information about the job and organization.
• inability to express thoughts clearly, poor diction or grammar, and lack of poise.
• lack of career planning, purpose or goals.
• lack of tact, maturity, courtesy or professionalism.
• evasive – making excuses for poor academic record or other unfavourable factors.
• overbearing, aggressive, arrogant or conceited.
• over-emphasis on money – interested only in remuneration.
• persistent attitude of “What can you do for me?”
• failure to ask pertinent questions about the job or the organization.
Make sure these negative factors do not apply to you on your interview. And try to overcome
these factors so you should better present yourself in the interview.

Exercise–3

1. How do you define application letter?

2. Distinguish between the solicited and unsolicited application letters.
3. Define structure of application letter.
4. What are the general hints for writing application letter?
5. Draft an application letter for the post of the Sales Manager of a private firm.
6. Write an application letter for the post of Deputy Welfare Officer addressed to the Personnel
Manager of Laxmi Enterprises, Orissa, in response to an advertisement in a newspaper dated
12th August, 2004.
7. Answer the following advertisement: “Wanted a lady receptionist with at least three years
experiences for the office of the Galaxy InfoTech, Chandigarh. Apply to the Manager stating
age, qualification, experience and minimum salary acceptable.”
8. Draft a letter to the Registrar, Rampur Technical University, applying for the post of Asst.
Registrar giving your qualifications, age and experiences.
9. Discuss the purpose of resume.
10. What are the different contents of resume?
11. What is the need or importance of listed references in a resume?
12. An International Bank has recently advertised some vacancies of teller. Write an application
for one such post giving full details to the Personnel Manager.
38 / Business Communication ■■■

13. Write out an application to the following advertisement appearing in Indian Express of
4th July, 2006.
“Wanted Accountant on Rs. 20,000 p.m.: Apply stating age, qualification and experiences,
to Box No. 46. The Leader.”
14. What are the tips for writing an impressive C.V/ Resume?
15. “A group discussion is the creative approach to knowledge.” Explain.
16. What are the features of group discussion?
17. What are the different factors taken into consideration while group discussion?
18. “For participation in group discussion one should require the balance of speaking and
listening skills.” Explain.
19. Explain the skills required at the level of listening in group discussion.
20. What do you mean by interview?
21. Describe any two types of interview.
22. Write notes on:
(i) Promotion Interview
(ii) Appraisal Interview
(iii) Exit Interview
(iv) Problem Interview
(v) Stress Interview
(vi) Selection Interview
23. For interview what preparation have to be done by candidates. Explain.
24. “First impression is the last impression.” Explain with the concern of physical preparation.
25. Differentiate between mental and psychological preparation.
26. “Self assessment is required before interview.” How much you agree with this statement and
why?
27. What preparation does the interviewer has to make for an interview?
28. List some do’s and don’ts of interview.
29. Write down five questions that you would like to ask the interviewers at your interview for
a job.
30. Suggest some ways and means of making exit interview successful.

■■
 COMMUNICATION AND
TECHNOLOGY
4.1 THE ROLE OF TECHNOLOGICAL ADVANCEMENT
4.2 COMMUNICATION NETWORK
4.2.1 INTRANET
4.2.2 INTERNET
4.3 E-MAILS
4.4 SHORT MESSAGE SERVICE (SMS)
4.5 TELECONFERENCING
4.6 VIDEO CONFERENCING

4.1 THE ROLE OF TECHNOLOGICAL ADVANCEMENT

In this age of communication, information and wide access to it is considered as wealth. One of the
keys to such a source lies in the application of information retrieval techniques which have contributed
a lot for the emergence of new communication technology.
The use of new communication technology can tackle some of the basic problem, namely,
accuracy, cost, speed, quality, quantity in the light of wide corporate business operations. So, the search
for alternative methods has become imperative in the modern complex business organization, where
communication has to go to vast geographical territory, both inside and outside the country. Over the
traditional media like radio, television, computer, audio and video cassettes, video disk, telephones
and many mechanical devices have been successfully used as a means of communication in many
organizations. They are also helpful in managerial functions like planning, control, direction,
motivation etc.
Business world must adopt new technologies for the cause of communication to serve the
community as social responsibility or, it will be difficult to survive in the competitive scenario.

4.2 COMMUNICATION NETWORK

The word ‘Network’ means anything in the form of the Net which may have many lines crossing each
other. A network in connection with the computer environment means ‘link’ between a number of
computers within the organization and outside. Computer network is a series of interconnected points
or channels communicating with each other. Interconnections of a number of computer and/or
40 / Business Communication ■■■

peripheral devices at distributed locations that transmit information necessarily to perform the
functions of the network are potential business standards.
The interconnection are the sum total of various channels and is known as the computer
communication network. Thus, a well knitted computer network envisages multi-channels. So, it
represents an integrated operating system. A modern complex organization may have many
disseminating centers interconnected by various centers and reflects a potential network.

Fig. 4.1: Communication Network

FEATURES OF NETWORKING
1. It helps to establish and maintain external communication with outside organization.
2. Redefines the role of management and transforms the manager’s role altogether.
3. Employees can interact with the other co-workers of any department.
4. The ultimate objective of developing networking in organization is achieved by making
employees more productive.
5. The business information is always online, it is real time and constantly improving the
quality of data.
6. It connects more computers or terminals and makes communication possible between the
group of networks and individual networks.
7. The networking system permits the distribution of information timely, quickly, efficiently
and particularly in the case of multi-national corporations where global work-force operated
in several countries.
ADVANTAGES OF NETWORKING
1. Data transfer between computers is easy and convenient.
2. Easy and quick access, immediate availability of information which helps in increased
production.
3. It minimizes the labour cost of doing paperwork.
4. It saves lot of time and efforts of the employees as the technology permits face to face
interaction.
5. Easy to inform any changes in organization policies or practice across the employees who
scattered at different location.
■■■ Communication and Technology / 41

4.2.1 Intranet
An internet connection within the organization is known as intranet. It is also referred to a system
with restricted audience. Through the intranet system, a well managed and structured information is
transferred to selective individuals within the organization. The intranet has access to internet but the
internet has no access to the intranet. The intranet has limited or private accessibility. Intra means
within and with reference to the computer network, it refers to private networking within an
organization.

Fig. 4.2

The intranet is an internal website used in an organization to disseminate business related

information and data to employees. In recent years, many business organizations have been searching
for different ways and means to improve employee communication. The application and usage of
intranet is a practical solution for distribution of materials more efficiently and thus reduce overhead
costs.
ADVANTAGES OF INTRANET
1. Cuts corporate communication cost up to 60 per cent.
2. Increases productivity and efficiency level of employees.
3. It provides a way for people to easily retrieve the information they need and at any time.
4. Any member of an organization has an opportunity to access the technology of intranet and
to have access to information within the organization irrespective of their hardware
technology.
5. Intranet converts the conventional paper office into an electronic office by creating
electronic documents for potential business communication.
6. Intranet removes barriers to free flow of communication within the organization and
allowing individuals and groups to communicate and share knowledge.
4.2.2 Internet
Net is the short form of internet, a new name given to the world wide network. The internet is a
conglomeration of a number of smallest networks and other smaller inter-connected machines
distributed over the entire globe. Internet is a window to the global superhighway and to the
cyberspace. So, it is a global system of connected independent group of computers. The internet is a
two way communication method. Exploring internet potential brings the world on the screen of the
users’ computers. The basic principle of the Net is that the sender and the receiver are on the same line
of the system.
42 / Business Communication ■■■

To explain simply the internet is like the telephone system which is an instrument of global
contact. There are many variant ways to connect to the Net. Similarly, there are different types of
programs to run. Internet really is a way or path for various computers to communicate. The success
of a product in the market depends upon its quality and capacity to compete and sell in the world
market. In a global marketing set up, there is a need to inform the potential global customer about the
availability of a particular product with certain specifications, price, utility and other features.
ADVANTAGES OF INTERNET
1. Sending and receiving the messages through internet across the globe.
2. Getting information stored on the computers for future reference.
3. Reading newspaper, magazines and newsletters.
4. Downloading articles and other materials of our interest.
5. Participating in e-banking, i.e., operating one’s bank account through e-mail facility.
6. Shopping through internet save the time of customers.
7. Updates your company with latest technology across the globe.

4.3 E-MAILS
Electronic Mail or e-mail is a system of electronic correspondence by which users send and receive
message over a network of computer and telecommunication links. The message may consist of short
notes and greetings, or extensive text files plus graphics and photographic images, video clips or sound.
Thus, e-mail is an ‘electronic past office’. It lets people communicate even in the absence of the
receiver at the other end. It means that you can send e-mail message at any time or whenever you
want. The person, to whom you have sent the message, can read the same whenever he wants. Thus,
the sender and the receiver don’t have to connect themselves at the same time to communicate for that
particular message.
ADVANTAGES OF E-MAIL
1. It permits sending to and receiving messages from others having e-mail address.
2. It transmits the message almost immediately. Thus, its speed is very fast.
3. It does not require the presence of the receiver of the message at the other end. The message
is delivered into his mailbox and it can be checked by the receiver by opening his mailbox
at any time.
4. It directly reaches the concerned individual’s electronic mailbox.
5. It ensures a higher degree of secrecy of the message.
6. It is a very cheap medium of communication. Hard copy letters and memorandums can
often be replaced by electronic mail.
7. Message can be sent at any time, day or night, decreasing problems brought about by
differences in time zone.
8. Identical message can be sent to many people simultaneously.
E-MAIL ETIQUETTES
1. Timely respond to e-mail message.
2. For convenience of receiver provide clearly worded subject lines for all messages.
3. Use short paragraph for gaining reader’s attention.
■■■ Communication and Technology / 43

4. Be complete and concise and avoid rambling.

5. Use upper and lower-case letters. It is easier to read. All capital letter is considered
‘Shouting’, which should be avoided.
6. Avoid inappropriate and unpleasant language.
7. Avoid adding too many attachments to your message.
8. Always write personal name if your mail system allows it. Personal names attached to your
address signify you better than your e-mail address.
9. Reread and proofread the message before sending.
10. Use spell check for correct spelling and ensure that the message is free from grammatical
error.

4.4 SHORT MESSAGE SERVICE (SMS)

Short Message Service (SMS) is the facility to send and receive the text messages to and from mobile
telephone. SMS is a communication protocal allowing the interchange of short text messages between
moblie telephone devices. SMS text messaging is the most widely used data application on the planet,
with 2.4 billion active users, or 74% of all mobile phone subscribers sending and receiving text
messages on their phones. The text may be in the form of words or numbers or an alphanumeric
combination. With SMS, an active mobile handset is able to receive or submit a sort message at any
time, independent of whether a voice or data call is in progress.
MERITS
• Message can be sent at any time.
• It is helpful in urgency.
• It saves cost and time both.
DEMERITS
• Delay in delivery of message due to network conjunction.
• Very short words or sentences sometimes misinterpreted by receiver.

4.5 TELECONFERENCING
Teleconferencing is electronic communication between two or more people at two or more locations.
In its simplest form, it is the telephone conference call that has been available for many years. With
speakerphones in each office, the number of participants can be greatly increased. When using two
way calls, all participants can speak with all other participants. In one way communication calls, oral
messages (for example, statements from a company president) are delivered simultaneously to many
locations.
ADVANTAGES
1. Easy to use.
2. Easily available.
3. Easy to participate from any telephone line in the world.
4. Take only few minutes to set up a conference hall.
5. Costs, energy and time are saved.
DISADVANTAGE
A major limitation of teleconferencing is that it can’t replace the face-to-face interaction between
people. Where people prefer face-to-face interaction, teleconferencing will not serve the real purpose.
44 / Business Communication ■■■

4.6 VIDEOCONFERENCING
A real time video session between two or more users or between two or more locations. Video-
conferencing allows people at different locations to see and hear each other at the same time. It is fully
interactive and almost like face-to-face meetings. Depending of the level of technology used, it may
connect two locations interactively or it may be broadcast video with the broadcasting site
transmitting its image to many sites that may be able to communicate back through standard telephone
line. With more complex system and equipments it is possible to have more the two locations
connected together so that they can all see and hear one another, very much like an actual meeting.
ADVANTAGES
1. It serves as a substitute for face-to-face communication.
2. Communication is real time.
3. It overcomes transcending barriers of distance.
4. It leads to saving in travelling costs of executives.
5. It leads to saving in time of holding meetings.
6. It facilitates rapid expansion of knowledge of people sitting at different places.
DISADVANTAGES
1. The person that you want to talk to should have a computer as well as the hardware and
software required for conferencing.
2. Computer is not portable like cellular phone. Hence, it affects the portability of your
conferencing.
3. The privacy of a videoconference is not always guaranteed.

Exercise–4

1. Discuss the importance of technology advancement in business communication.

2. What do you understand by communication network? Describe its features also.
3. What are the different advantages of communication network?
4. Distinguish between intranet and internet.
5. Explain the merits of intranet.
6. Discuss the advantages of using internet.
7. “E-mail is an electronic post-office.” Explain this statement.
8. List e-mail etiquettes while sending or receiving mail.
9. What are the advantages of e-mail?
10. Write brief notes on:
(i) SMS
(ii) Videoconferencing
(iii) Teleconferencing
11. Distinguish between video and teleconferencing with examples.

■■
 BUSINESS LETTERS AND
REPORT WRITING
7.1 BUSINESS LETTERS
7.1.1 TYPES OF LETTER
7.1.2 STRUCTURE OF BUSINESS LETTER
7.1.3 FORM OF LAYOUT
7.1.4 STYLE OF PRESENTATION/FORM OF LETTERS
7.2 MEMORANDUMS
7.2.1 PURPOSE OF WRITING MEMORANDUM
7.2.2 THE MEMORANDUM FORMAT
7.3 REPORT WRITING
7.3.1 TYPES OF BUSINESS REPORTS
7.3.2 CHARACTERISTICS AND PURPOSE OF A GOOD REPORT
7.3.3 GUIDING PRINCIPLES OF WRITING A REPORT
7.3.4 PREPARING A REPORT
7.3.5 STRUCTURE OF A REPORT

7.1 BUSINESS LETTERS

NEED OF A BUSINESS LETTER
We need to write a business letter to maintain contacts with the external world including other
businessmen, customers and government departments. And also for the internal purpose like office
orders, circulars, memorandums etc. A letter writing may be less important for a small business
establishment, but it is has its own importance.
There is also some other means of communication, like telephone, telegraph etc. but they can
make only a temporary impression on the receiver’s mind. The message communicated through these
media is less likely to be kept in memory for a long time.
FUNCTIONS OF A BUSINESS LETTER
• A business letter serves as a record for future reference.
Back references are quite frequent in business communication. Knowledge of the past
66 / Business Communication ■■■

transactions, agreements etc. with customers, suppliers and the like can be had easily,
quickly and correctly only when they have been preserved in writing.
• It leaves a more durable impression on the receiver’s mind than an oral message.
• Since it can reach anywhere, it is used to widen the area of operations.
• It is used as a legal document.
• It is used to build goodwill.

7.1.1 Types of Letter

Personal letters are informal and are written to exchange news or to seek favour, letters to relatives
and friends are personal letters. Personal letters are written in a friendly, informal style. And the non-
personal letters are used for the business purpose, it should be written in the formal style. The particu-
lar style depends upon the concerned company. There are some classifications of non-personal or
business letters:
Letter

Pe rson al N on-p erso na l

Non-personal/Business Letter

E n qu iries C ircu la r B a nk Th e A p plicatio n L etters to

& rep lies le tte rs corre spo nden ce corre spo nd en ce o f le tte rs th e pre ss
a co m pa ny
secre tary
O rd er & S a le s In su ra nce In te rview le tte r
th eir le tte rs corre spo nden ce
e xe cu tion C o rresp onde nce
w ith S ta te &
R e fere nces
Im p ort-e xp ort C e ntral G ovt.
corre spo nden ce
C re dit
& sta tu s
A p po in tm en t le tte r
e nq uirie s
A g en cy
corre spo nden ce C o nfirm atio n &
C o m p la in t & p rom o tio n le tte r
a djustm ent

R e tre nchm e nt &

re sign atio n lette r

Fig 7.1: Types of Business Letter

■■■ Business Letters and Report Writing / 67

Business Letter

O fficial le tte rs D e m i-official le tters In te rna l or Fo rm letter

m emos

Fig. 7.2: Types of Business Letter

Note: All the classification is purely a matter of convenience.

Following are generally used in the organization as on broad aspect:

1. Official letters are written to government or semi-government bodies.
2. Demi-official letters (D.O.) are official in purpose but are addressed to a person by name.
D.O. letters may be written if the matter requires personal attention of the addresses, the
matter is of confidential nature, or the matter is urgent and requires immediate disposal.
3. Internal letters or memos are used both in government offices and business houses for
internal communication.
4. Form letters are used for correspondence of recurring or routine nature. They are used in
case of acknowledgements, reminders, interviews, notice, appointment, etc. relevant details
filled in this letter.

Dear Sir,
With summer approaching, you must be thinking of how to keep your office cool, so that you
and your colleagues can continue to work efficiently. To meet your needs, we have produced
AC of different capacities. The detailed specifications are given in the enclosed pamphlet. We
shall give a guarantee for one year against all manufacturing defects and repair, or replace
any part.
At the end of the pamphlet you will find a card. Please fill it and mail it and we shall send our
technician to survey your office, assess your requirement.
If you place the order before 30th March, we shall give you a special discount of 5 per cent.
Our company will transport the AC and install them whenever you want.
We trust, you would like to avail yourself of this special offer.
Yours faithfully,
M.D. Yadav
Sales Manager

Exhibit: 7.1 Sales Letter

68 / Business Communication ■■■

The Rohini Software Company

72, University Road, Allahabad.
Gentlemen

This is to inform you that The Rohini Software Company is now open and is located at 72,
University Road, Allahabad.
Our store offers a complete and diverse line of computer software packages for both personal;
and business applications. Our team includes finance and engineering professionals along with
the software experts. Our package are therefore, developed with the thorough understanding of
the relevant work process. Enclosed, for your review, is a partial list of the items we currently
have available.
We hope that you will come and visit us soon.

Cordially yours
xyz
Exhibit: 7.2 Circular Letter

Vashudha Radio Corporation

Lajpat Nagar, New Delhi
25th August 2007
Messrs. M.P. Khera & Bros.(P) Ltd.
25, Lodhi Road
New Delhi

Confidential

Dear Sirs,
The firm named below wishes to open an account with us for Rs.50,000, 3 months and has
given your name as a credit reference.
Any information you may furnish us will be treated as strictly confidential.
We shall appreciate an early reply and assure you of our willingness to reciprocate at any
time. A stamped, addresses envelope is enclosed for your convenience.

Yours faithfully
Ms. M. Suman
Credit Manager

Exhibit: 7.3 Status & Enquiry Letter

■■■ Business Letters and Report Writing / 69

Gomti Nagar,
Lucknow.
29th April, 2008
The Managing Director
Quest Consultancy
Lekhraj Marg
Lucknow

Sir

I hereby resign from the post of Assistant Marketing Manager and request you to relieve me
after the expiry of one month notice period, that is, from 29th July, 2008.
As you know, I joined this company seven years ago as Junior Marketing Executive and was
promoted only three year back. My career growth is slow and I feel I am stagnating in this
job. With my experience and qualifications, I believe, I would be able to get elsewhere a better
position and a more congenial atmosphere according to my profession.
I, must, however, assure you that I have enjoyed working in the organization. The experience
gained here would help me make a more valuable and satisfying contribution to this profession.
In the end I would like to thank you and colleagues for the courtesy and consideration shown
to me during my stay here.

Yours faithfully
Anshuman Singh

Exhibit: 7.4 Resignation Letter

July 22, 2008

Dear Sir

Re: Ch. Number 714526 of 15th July, 2008 for Rs.5000.

Please suspend payment of the cheque referred to above drawn by me favour of ‘self’, as
it appears to have been lost.
Since it happens to be bearer cheque, I have to request you to take immediate steps to
ensure that, if presented for payment, it is duly dishonoured.
Kindly confirm.
Yours truly

Exhibit: 7.5 Bank Correspondence

70 / Business Communication ■■■

7.1.2 Structure of Business Letter

ELEMENTS OF STRUCTURE OR PARTS OF A LETTER
1. Heading
2. Date
3. Reference
4. Inside address
5. Attention lines
6. Salutation
7. Subject
8. Body
9. Complimentary close
10. Signature
11. Identification marks
12. Enclosure
13. Copy to
14. Postscript

1. Heading ............................................................................................................................
.........................................................................................................................................
2. Date ..................................................................................................................................
3. Your Reference .................................................................................................................
.........................................................................................................................................
4. Inside Address .................................................................................................................
5. Attention ...........................................................................................................................
.........................................................................................................................................
6. Salutation .........................................................................................................................
.........................................................................................................................................
7. Subject .............................................................................................................................
.........................................................................................................................................
8. Body .................................................................................................................................
.........................................................................................................................................
9. Complimentary close .......................................................................................................
10. Signature ..........................................................................................................................
11. Identification Marks ..........................................................................................................
12. Enclosure .........................................................................................................................
13. C.C ...................................................................................................................................
14. Post Script .......................................................................................................................
.........................................................................................................................................

Fig. 7.3: Elements of Business Letter

■■■ Business Letters and Report Writing / 71

1. Heading: Most business organizations use their printed letterheads for the correspondence
with others. The letter head contains the name, the address, the telephone number and the
telegraph address if any.
Generally, the name and address are printed on the top middle of the page and any other
information is indicated in the margins.

Jonshon Academy
Brijbhihari, Road, Sultanpur.
Telephone: Fax:

Exhibit: 7.6

2. Date: Some letterhead contain, a printed line indicating where the date should be typed, in
others, the typist chooses the right place for it. It should be typed two spaces below the last
line of the letterhead. The date, month and year should be indicated in the upper right hand
corner as;
2 August, 2001
August 2, 2001
2nd August, 2001
(First and second option is correct among the three)
Note: Names of the months and year are written in full and no suffix and as ‘nd’ or ‘th’.
3. Reference: Some letterheads contain two lines to indicate references:

Telegraphs: Telephone

Jonshon Academy
Brijbhihari Road, Sultanpur.
Your Reference:
Our Reference:

Exhibit: 7.7

If you are replying, gives the correspondent’s reference number against the first and your reference
number against the second line.
Some companies prefer to indicate the reference number of the correspondent in the body of
letters:
Thank you for your letter Number AB/ 46/P497 of August 2, 2001
4. Inside address: The full address of the person or organization you are addressing, should
be written two spaces below the date and two spaces above the attention line, or if there is
no attention line, two spaces above the salutation.
The names of persons, firms, streets, roads etc. should be written as indicated in the source
you got the address from. These details should not be abbreviated. Like
Sri Mohan Lal Gokhale does not write Sri M.L. Gokhale or Sri Mohan L. Gokhale or
Sri M. Lal Gokhale.
72 / Business Communication ■■■

It is bad business manners to do so. Special care should be taken to spell the addresses name
correctly. Misspelling his name may give him the impression that you have little respect for
him.
Many companies have a separate despatch section. This section reproduces on the envelope
what you write as the inside address. If you have not properly mentioned inside address,
than your letter may not reach its destination.
The Bharti Trading Company
Hospital Marg, Agra-282002

The General Manager

Hindustan Co-operative Bank Limited
Baroda House, Mumbai – 400001
(in case of limited company)
5. Attention line: To ensure prompt attention, sometimes a letter which is addressed to a
firm or company is marked to particular officer in that organization. This is done by writing
an attention line two spaces below the inside address and two spaces above the salutation.
This line is generally underlined:
Attention: The Sales Manager
Attention: Sri Y.K. Gupta
6. Salutation: The salutation in a letter, an essential ingredient, is like greeting a person when
you meet him. It is placed two spaces below the attention line or if there is no such line, two
spaces below the inside address.
The choice of salutation depends upon the personal relationship between the writer and the
reader, and on the firm of the inside address.
If you are addressing a firm, a company, a board, a club, a society and association, an agency
use “Dear Sir’s”.
Always remember that the attention line does not alter the salutation.
If you write a letter to an officer by name the salutation will be “Dear Sir” or ‘Dear Smt’ or
‘Dear Kum’ followed by his or her surname, use the second part of the name after the
salutation.
Dear Sri Tripathi
Dear Smt. Mishra
The following salutations are a little less formal than those give above:
My dear Sri Yadav
My dear Smt. Kanujia
If the correspondent is a close friend of you’re, may address him or her by first name:
My dear Ram
My dear Smita
7. Subject: The purpose of the subject line is to let reader know immediately what the message
is about. Like attention and reference lines, it saves time.
■■■ Business Letters and Report Writing / 73

The usual practice is to type this line in a double space between the salutation and the first
line of the body of the letter.
There are, however, some organizations which prefer to have the subject line between the
attention line and the salutation.
(a) The Rathore Trading Company
80 Subashnagar, New Market
Jaipur – 201001
Attention: The Sales Manager
Dear Sirs,
Subject: Supply of Packing Boxes.
(b) The Navneet Steel Corporation
443, Gokhale Street
Bareilly–361001
Attention: Sri S.K. Mehta
Subject: Payment of Bill Number N/543 of August 2008
Dear Sirs,
8. Body: The main purpose of a letter is to convey a message and the main purpose of the
message is to produce a suitable response in the reader. This is done mainly through the
body of the letter. It is, therefore, important to organize and arrange the material very
carefully.
In the first paragraph, reference, to any correspondence which has already taken place
should be given and in the second the main message should be stated.
In the closing paragraph you must state clearly what action you will expect the reader to
take, or you may end the letter indicating your expectations, wishes or intentions.
The paragraphs are not given any headings unless the letter is very long and deals with
several important points.
9. Complimentary close: The complimentary close is a courteous leave taking polite way of
ending a letter. It is typed two spaces below the last line of the body of the letter. The
complimentary close must agree with the salutation as shown below:

The salutation The complimentary close

1. Sir, Yours faithfully or
Yours obediently
Yours respectfully
2. Dear sirs, Yours faithfully
Sir, or
Madams, Yours truly
Madam,
3. Dear Sri. Nayar Yours Sincerely
My Dear Smt. Das
Contd...
74 / Business Communication ■■■

4. Dear Shyam Yours Sincerely or

My Dear Amit Yours ever
Dear Lata
5. Dear Member Yours Sincerely
Dear Customer/ Reader/
Subscriber

Exhibit: 7.8

10. Signature: The signature is the signed name of the writer. It is placed below the
complimentary close. The name of the writer is generally typed four spaces below the closing
line, providing enough space for the signature.
(i) Yours faithfully
(G.M. Mishra)
(ii) Yours faithfully
(Smt. Rani Chatterjee)
Sales Executive
11. Identification marks: These marks are put in the left margin to identify the typist of the
letter, one or two spaces below the signature. Usually, the initials of the officer who
dedicated the letter are put first.
Ex: If the letter has been dictated by Sri S.P. Shukla and typed by Km. Parul Gupta
SPS/PG
SPS: PG
PG
Pg
12. Enclosure: If there is anything attached to the letter, it must be indicated against the
enclosure line which is typed two spaces below the identification marks.
Generally, the abbreviated from Encl. is typed against which the number of enclosures is
indicated.
Encl. 2
If however, the documents attached are important they are specified:
Encls: 1. Agreement dated 1 October, 2007.
2. Cheque Number p 35672 of 4 October 2007
13. Copy distributions: Sometimes copies of a letter have to be sent to some people other than
the addressee also. In such cases, the names of these persons should be typed just below the
reference initials or the enclosure notation, if any. The names of the person should be
arranged either in order of importance or alphabetically.
14. Postscript: Postscript is something written after the letter is closed. Writing a postscript
(P.S.) indicated that the writer had forgotten to include something important in the body of
the letter or he had not planned his letters properly. From the view point of a good business
P.S. and it should preferably be avoided.
■■■ Business Letters and Report Writing / 75

7.1.3 Form of Layout

1. Stationary: White papers should be preferred as the letters stand out clearly or it makes
easy reading.
The standard size of the paper used for business letters is 18 ½ by 11 inches. Other sizes
used as 8*10 inches, 5*10 inches, 5 ½*8½ inches and 7 ¼*8 ½ inches.
2. Typing: Most business letters are typed. There are two reasons for it. Typing saves time and
gives a tidy appearance to the letter. Care should, however, be taken to get the letters neatly
typed.
3. Margins: Margins in a letter add to its attractiveness. Generally, a 1 inch margin is left on
the sides and 1 ½ inches left on the top and the bottom in a standard size letter.
4. Envelope: Envelope should be chosen to suit the size of the paper on which the letter is
typed. If a window envelope is used, the letter should be folded such that the inside address
will be displayed. The number of folds should be minimum as per as possible.
7.1.4 Style of Presentation/Form of Letters
1. Indented form: This is the oldest style and is now outdated. In this form, the inside address
is in intended style, and every paragraph being 3 to 5 space away from the left margin. The
indention causes the letter to look uneven at the left margin. Besides, it takes more time to
type because of the indenting. This style is not used today.

Name of the Company & Addresses

Date..................
Inside Name..................
Inside Address.................
.......................................
Salutation................................
Subject..................................................................................
...................................................................................................................................................
...................................................................................................................................................
...................................................................................................................................................
................................................... Body of Letter .......................................................................

Complimentary Close
Signature & Designation

Fig 7.4: Indented Form

2. Full blocked form: This is the most modern style. All parts of the letters, except the
printed letterhead, are aligned with left margin. A letter in this form saves more time because
indentation is not required for any part. But some correspondents do not like it because it
appears imbalances and heavy on the left side.
76 / Business Communication ■■■

Name & Address of the Company

Date: .................................
Inside Name & Address .................................
Salutation .........................
Subject .............................
...................................................................................................................................................
...................................................................................................................................................
...................................................................................................................................................
....................................................... Body of Letter ...................................................................
...................................................................................................................................................
...................................................................................................................................................
...................................................................................................................................................

Complimentary Close
Signature & Designation

Fig. 7.5: Full Blocked Form

3. Modified blocked form: This style is a modification of the full block form. It eliminates
the shortcoming of the full block style by keeping the date and complimentary close on the
right in their usual position. The entire paragraph being at the left margin, and there is
double space between the paragraph. This is the most popular form, as it has many of the
advantage of the full form without its advantages.

Name & Address of the Company

Ref. Number .................... Date:......................
Inside Name & Address .................................
Salutation .........................
.............................................................................................................................................
.............................................................................................................................................
................................................. Body of Letter ...................................................................
.............................................................................................................................................
.............................................................................................................................................
.............................................................................................................................................

Complimentary Close
Signature & Designation

Fig. 7.6: Modified Form

4. Semi-intended/Semi-blocked form: This is like the block style except that the paragraphs
of the letter are intended. Those who use it say that it is easier to read paragraph which be-
gins with an indented line because one is used to seeing this style in print.
■■■ Business Letters and Report Writing / 77

Name & Address of the Company

Date:......................
Inside Name & Address .................................
........................................................................
Salutation ........................................................
Subject .........................................................
...................................................................................................................
.............................................................................................................................................
.............................................................................................................................................
................................................. Body of Letter ...................................................................
...................................................................................................................
.............................................................................................................................................
.............................................................................................................................................

Complimentary Close
Signature & Designation

Fig. 7.7: Semi Indented Form

5. Hanging indention form: This style is like the block except that the first line of each
paragraph is aligned with the left margin whereas, all other lines in each paragraph are
intended four or five spaces. Its appearance is unusual and may perhaps catch attention
quickly but this fact could be a disadvantage as well.
It may distract the reader by focusing his attention on the form rather the message of the
letter. This style was not popular in the world of business.

Name & Address of the Company

Date:......................
Inside Name & Address .................................
........................................................................
Salutation ........................................................
Subject ............................................................
.............................................................................................................................................
................................................................................................................................
................................................................................................................................
.................................... Body of Letter ...................................................................
.............................................................................................................................................
................................................................................................................................
................................................................................................................................

Complimentary Close
Signature & Designation

Fig. 7.8: Hanging Indention Form

78 / Business Communication ■■■

6. NOMA form: This is the most recent experiment in layout style. It is recommended by
National Office Management Association of America (NOMA). It has been
accepted in the UK also.
It has most of the features of full block form. All lines begin at the left margin and the inside
address in the block form. The special features of this form are:
(i) It has no solution and no complimentary close;
(ii) The subject line is in capitals, 3 lines below the inside address;
(iii) Numbered items of a list begin at the left margin but if there is no number, the items are
indented 5 spaces. There is no full-stop at the end of items.
(iv) The writer name and title are typed in capitals in one line below the space for signature.
(v) The typist initials are in the left bottom corner.

Name & Address of the Company

Date ......................
Inside Name & Address .................................
........................................................................
Subject ............................................................
...........................................................................................................
.............................................................................................................................................
.............................................................................................................................................
......................................................... Body of Letter ...........................................................
.............................................................................................................................................
.............................................................................................................................................
.............................................................................................................................................

Signature & Designation

Fig. 7.9: NOMA Form

7.2 MEMORANDUMS
A memorandum is short piece of writing used by an officer of an organization to communicate within
the organization.
The literal meaning of the word memorandum is a note to assist the memory. A memorandum is
used for internal communication between executives and subordinates. It is never sent outside the
organization.
7.2.1 Purpose of Writing Memorandums
Memorandum (memos) may be used for any official communication. Usually, memos are used:-
1. For conveying schedule message.
2. For submitting periodical reports.
3. For communicating changes in organization.
■■■ Business Letters and Report Writing / 79

4. For issuing instruction to the staff.

5. For conforming a decision made at phone.
6. For asking certain special information.
7. For writing suggestions.
ADVANTAGES OF MEMORANDUMS
1. Inexpensive: Because of its hand to hand circulation within the organization, it is
inexpensive means of communication.
2. Convenient: It is convenient to write and read memo, as all heading like data, person etc.
are usually printed in standardized format. Memos take comparatively less time for writing,
transmission and reading than letters.
3. Future reference: Memos are usually stored in office files or computer’s discs. As a result,
they can be used for future reference.
4. Quick: Memos ensure quick and smooth flow of information in all directions. With
exchanges of memos, the busy executives and employees can interact with each other
without disturbing their routine.
5. Fixing accountability: As memos are records of facts and decisions, they establish
accountability. Therefore, some organizations prefer to use memos even for small events
and request than telephone/verbal communication.
7.2.2 The Memorandum Format
The memo format is different from that of a letter. Since a memo moves from one department to
another or from one employee to another, it is essential to write the name of the person sending the
memo and the name of the recipient and the designation or department of both the persons. It must
also have reference numbers.
The words ‘From’ and ‘To’ are invariably used in memo. There is no salutation and the writer’s
signature is put without writing the subscription or complimentary close.
The memo is properly dated, is written in a direct style and is as brief as possible. The three factors
to be kept in mind while considering the tone are:
1. Who is going to read the memo?
2. The subject-matter of the memo, and
3. The company in house style.
The tone of a memo need not be very formal, nor should it be so informal that it loses all
seriousness.
80 / Business Communication ■■■

Company Name
Inter-Officer/Memo
Date: ...............................
Ref. No. ..........................
To : .................................
From ...............................
Sub: .....................................................................................
1. ......................................................................................
......................................................................................
......................................................................................

2. ......................................................................................
......................................................................................
......................................................................................
Copies to
............................
............................
Fig. 7.10: Memo Format

ABC Motors Pvt. Ltd.

Lucknow
Date:……....…
Office Memorandum
Ref. Number : 592/20…..
To : Puneet Mohan
Administration
From : Rajeev Srivastava, D.G.M.
Subject : Reading newspapers and magazines in office hours.
I appreciate your interest in the rapidly changing political scene in the country. But would you
please confine your reading of newspapers and magazine before, or after office hours sitting in
the comfort of your drawing room?
You will agree that maintaining office decorum is of utmost importance for the welfare of the
organization.
Exhibit: 7.9

7.3 REPORT WRITING

A report is a form of systematic presentation of information relating to an event, progress of action or
some business activity. It is a written statement of results, events, qualities, conditions, progress or
interpretation of records. A report is a basic management tool used in decision-making. A report
carries information from someone who has it someone who need it.
ORAL AND WRITTEN REPORTS
An oral report is simple and easy to present. It may consist in the communication of an impression or
an observation. But written report is always preferred because:
■■■ Business Letters and Report Writing / 81

1. An oral report can be denied at any time. But written report is a permanent record.
2. An oral report tends to be vague. In written report, the writer tries to be accurate and precise.
3. A written report can be referred to again and again.
4. Distortion during transmission reduces.
7.3.1 Types of Business Reports
❖ On the basis of legal formalities
1. Informal reports: It is written in the form of a letter from one person to another. Informal
reports typically do not follow any prescribed form or procedure. They do not have any
uniform structure. They are prepared according to the convenience and requirements of the
organization. These reports may be informative or recommendatory.
2. Formal reports: A formal report is one which is prepared in a prescribed form and is
presented according to an established procedure to a prescribed authority.
• Statutory: A report prepared according to the form & procedure laid down by law is
called statutory report.
• Non-statutory: Formal reports which are not required under any law but which are
prepared to help management in framing policies or taking other important decision are
called non-statutory report.

Reports

Legality Function Frequency of Number of Nature of

issue person the subject

Analytical
Informal Special
Committees
Problem-
Informative determining
Formal Routine/Periodic Individual

Fact-finding
Statutory
Performance

Non-statutory Technical

Fig. 7.11

❖ On the basis of the frequency of issue, a report can be periodic or special.

1. Periodic or routine reports: They are prepared and presented at regular prescribed
intervals in the usual routine of business. They may be submitted daily. Branch Manager of
banks submits periodic reports to the Head office on the quantum of business transacted
during a particular period.
82 / Business Communication ■■■

2. Special reports: They are related to a single occasion or situation. Reports on the
desirability of opening a new branch or on the unrest among staff in a particular branch are
special reports. Special reports deal with non- recurrent problems.
❖ On the basis of functions a report can be informative. If a report merely presents facts
pertinent to an issue or a situation, it is informative.
On the other hand, if it analyses the facts, draw conclusions and make recommendations, it may
be described as analytical or interpretative or investigative.
❖ On the basis of the nature of the subject dealt with, we can have a
• Problem-determining report
• Fact-finding report
• Performance report
• Technical report etc.
❖ On the basis of the number of persons interested with the drafting of reports, we can have :
• Reports by individuals
• Reports by committees or sub-committees.
7.3.2 Characteristics and Purpose of a Good Report
Characteristics of a good report
• Precise and brief
• Accuracy
• Clarity
• Relevant
• Reader-oriented
PURPOSE OF BUSINESS REPORT
1. It presents factual information to management.
2. It records fact and results of investigation or survey for future references.
3. It provides useful information to shareholders, customers, creditors and general public.
4. It makes recommendation for future use.
7.3.3 Guiding Principles of Writing a Report
1. The report should be addressed to some definite authority, i.e. the Managing Director or
Board of Directors.
2. It should contain a short and clear title to know about the report at a glance.
3. As the report is generally drafted on the advice or request of some reader, it should quote the
term of reference so that it should be clear why the report is required.
4. The body of the report should be planned and should be logical in sequence preferably with
headed paragraph.
5. The recommendations, if any, should be boldly marked so as to invite immediate attention.
It may be signed by the officer responsible for it and it should be dated.
7.3.4 Preparing a Report
The following five steps are suggested to write a report.
■■■ Business Letters and Report Writing / 83

• Investigating the source of information

• Taking notes
• Analyzing the data
• Making an outline; and
• Writing the report
7.3.5 Structure of a Report

Exhibit: 7.10

1. Letter form: For informal reports, letter form is recommended. Its main part is heading or
the title, data, address, salutation, the body, complimentary close and signature.
The body of the letter is further divided into:
(i) Introduction: It presents the terms of reference and the subject of study. (It states
problem with the term of reference and relevant circumstances).
(ii) Findings: The next few paragraphs present the findings of the investigation.
(iii) Recommendation: It logically follows the findings given in the last paragraph of the
body.
2. Memorandum: It is simplest than letter form. The date is mentioned at the top. It is
followed by the name of the person to whom the report is addressed, the name of the writer
and the subject of the report. Next follows the actual text and the conclusion. As in the letter
form, the text of the report is divided into paragraphs with heading and sub-heading.

MEMORANDUM
Date:........................
To: ............................
From: ........................
Subject: ....................
Body of Letter ............................................................................................................................
...................................................................................................................................................
...................................................................................................................................................
...................................................................................................................................................

Exhibit: 7.11 Format of Memo for Report Writing

3. Letter-text combination form: Long reports are usually written in the letter text
combination form. A complete report in this form is divided into three major parts:-
(I) Introductory Parts
■ Letter of transmittal or letter of presentation
■ Cover page
84 / Business Communication ■■■

■ Title page
■ Preface
■ Acknowledgement
■ Table of contents
■ List of illustrations
■ Abstract/summary or synopsis
(II) Body of the Report
■ Introduction
■ Research methodology
■ Analysis/ Discussion or description
■ Finding
■ Conclusions
■ Recommendations
(III) End Matters
■ List of references
■ Glossary
■ Bibliography
■ Appendices
■ Index
INTRODUCTORY PARTS
1. Letter of Transmittal or Letter of Presentation
A letter of transmittal is routine letter written to transmit the report from the writer to the reader.
It provides a permanent record of transfer, it shows the date on which the report was submitted, and it
states the name and position of writer, whom the report was authorized, invite readers’ comments and
suggestion. Scope of the report, refers to writers source of information and highlights special features.
2. Cover Page
Basically it protects the manuscript from damage and gives the report a neat appearance. Some of
the organizations have their own cover page in printed form in which name and the address of the
company is printed on them. Otherwise, it contains title of the report, date, its number, if any and
classification like secret, top secret etc.
3. Title Page
The title page showing title of the report, the author name, name of the authority for whom the
report was written, year and month of completion etc.
4. Preface
It is an introduction to a report which contains almost all the information about the contents,
indicating sometimes the limitations in the report. It includes prefatory words before a report is offered
to the readers.
5. Acknowledgement
Unless you have given credit elsewhere, mention diligently the name of persons and organization
that have helped you in the preparation of the report. In doing so we are sincere and courteous in our
language and expression.
■■■ Business Letters and Report Writing / 85

6. Table of Contents
What are the different contents you should use in your report and where it can be mentioned or
explained in the report are easily understood by the table. It is advisable that contents should be
followed by the respective page number.
7. List of Illustrations
A comprehensive and systematically prepared report may contain illustrations or a number of
figures or pictures or maps and page number where they can be located.
8. Abstract/Summary
The synopsis gives the reader a quick grasp of the substance of report. An abstract is a condensed
form of the report. In fact, the abstract states what report is all about, what the significance of the
project or report. A summary on the other hand is the entire report in a nutshell. An abstract is shorter
than the summary.
BODY OF THE REPORT
1. Introduction
The purpose of introduction in a report is to introduce the subject to the readers. It includes:-
• Historical and technical background.
• Organization of the material.
• Scope of study, specifying its limitation and qualification.
• Authorization for the report and terms of reference.
• Definitions of special terms and symbols, if their number is small.
It should contain a clear statement about the objective and subject of report, i.e. enough
background to make clear to the reader why the problem was considered worth investigating.
2. Research Methodology
Any report not considered as a good report until a writer has not specified from where and how
they collect the data. Data are of two kinds, primary and secondary data. Primary data are those data
which are taken or used by the writer first time and secondary data are those data which are already
used somewhere.
3. Analysis/Discussion or Description of the Data
It is the main part or section of the report. This part includes analysis, synthesis and
interpretations. It systematically presents the various aspects of the issue under headings and sub-
headings. The main function of this part is to present data in an organized form, discuss their
significance and analysis and the results that flow there from. It includes charts, graphs, statistical table
etc.
4. Findings
In this part the expected solution that comes from the investigation are presented together with the
respective merits and demerits of each. There is a clear explanation of each solution. Findings are
arranged and presented in chronological or logical sequence. With respect to the chapters, it may
include pictures, maps, charts, tables, diagrams etc.
5. Conclusions
It is basically ending part of the investigation; the significant results should be summarized
clearly. All conclusions must be supported by what has gone before; nothing new should be included
at this stage. If their number is large, they may be itemized in the descending order of their importance.
86 / Business Communication ■■■

6. Recommendations
If your report is short than you should combine conclusion and recommendation on the same
section because they are closely associated. But in long reports, this practice makes confusion in the
mind of the reader and also difficult to explain by the writer. Recommendation suggests the course of
action to be taken and indicate the results in effect. It should clearly be defined from the conclusion
and the act as the reasoning for decision making.

Note: Students are often confused about the finding, conclusion and recommendation.
Findings are factual and verifiable statements of what happened or what was found.
Conclusions are your own ideas that you deduce from your finding.
Recommendations are what you want done.
Exhibit: 7.12

END MATTERS
1. List of References
In this section writer give credit to the author concerned by listing them to the end of report.
When the reference are in small number than it cited on the bottom of subsequent page where the
reference is used as a footnote. And when they are in large number than we should attach a separate
sheet.
2. Glossary
A glossary is a list of technical words used in the report and their explanations. Again as the list
of reference if they are in small number then it puts on footnotes but if large then they come under the
separate section of glossary.
3. Bibliography
A bibliography is a serially numbered list of published and unpublished works which are
consulted before or during the preparation of a report. The bibliography may also include works
recommended for the further study. The element of the bibliography are: the last name of the author,
other part of name, title of the book, edition if any, name of publisher, place of publication and year of
the publication.
Example:- Kotler, P., Marketing Management; edn: 12th ; Pearson Education; New Delhi; 2007.
4. Appendices
It contains charts, diagram, statistical table which is needed to support the main body of the report.
But such data that the reader can safely omit while reading it without any loss of understanding of the
contents of the report. And if he/she wishes to examine in detail the supporting or related evidence
and documents he/she should be able to find it in the appendices.
5. Index
The index is intended to serve as a quick guide to the material in the report. By this reader can
easily find out any topic of the contents with their subsequent page number and it is in the form of
alphabetical order. It is useful in the long or bulky reports. In short, reports table of contents is finding
suitable to this purpose.
■■■ Business Letters and Report Writing / 87

Exercise–7

1. Write notes on importance or need of business letters.

2. Explain the function of good business letter.
3. What are the different types of business letter?
4. Enumerate and explain the structure of business letter.
5. “A good letter is one which is clear, brief, effective and should convey the right message.”
Explain this statement.
6. Describe with example the different parts of a business letter.
7. Write brief notes on:
(i) Heading
(ii) Date
(iii) References
(iv) Inside address
(v) Attention line
(vi) Subject
(vii) Body of letter
8. Write brief notes on:
(i) Complimentary close
(ii) Signature
(iii) Identification marks
(iv) Enclosure
(v) Copy to
(vi) Post script
9. Explain the different style of presentation of business letters with the help of a specimen.
10. Write notes on:
(i) Indented form
(ii) Block form
(iii) Modified form
(iv) Semi-intended form
(v) Hanging form
(vi) NOMA form
11. Draft a letter to Tip-top garment company, Nagaland, asking for a copy of their latest
catalogue. State that you propose to stock garments for sales. Ask for their best trade terms
for the supply of their garments.
12. As the Sales manager of Perfect Carpet, Raniganj, write a letter to Messrs. Pannalal & Co.,
Udaiganj, regretting your inability to accept their order of 10 carpets at the price quoted by
you for order of 100 carpets and upwards. State your terms for accepting the present order.
13. You have received a big order for sarees, but are unable to execute it in time owing to certain
difficulties. You write to the customer asking for extension of time. The customer is willing
to grant extension of time up to a certain date. Draft both the letters.
88 / Business Communication ■■■

14. Write a letter to your bank to get you necessary information about the credit standing of a
firm desirous of operating a credit account with you.
15. Write to Oriental Bank of Commerce, Civil Lines, Bhopal, to make enquiries about the credit
standing of Messrs. Rajpal Brothers, Raja Bazar, Bhopal, for a sum of Rs.5,00,000. The party’s
bankers are Modern Commercial Bank, Raja Bazar, Bhopal.
16. One of the 20 cases that you have received from your suppliers contains goods that you did
not order. Draft a complaint about it asking for its quick replacement.
17. You have received a complaint from a valued customer from Chitrakoot, pointing out that
furniture he had ordered for a special occasion has arrived in a damaged condition. Though
the fault is of the transport company, you have decided to replace the damaged furniture
immediately. Draft a suitable reply to the customer.
18. Nilgiri General Stores, Ratanpur, have not paid long overdue bills in spite of reminders.
Write on behalf of Prajapati suppliers, Gopalganj, threatening to take legal action if the bills
are not paid within ten days.
19. Messrs. Gupta & Sons, Banaras, have not paid a balance of Rs. 10,000 in spite of your
repeated reminders. Make an appeal to their credit reputation and urge them to honour their
obligation within seven days.
20. Draft a circular letter announcing a discount scheme on the occasion of Holi to increase the
sale of the latest designs of apparel.
21. Draft a circular letter announcing the new policies regarding leave in your organization.
22. Draft a sales letter to promote the sale of an electric portable sewing machine.
23. Draft a sales letter introducing a new model of car.
24. Write a sales letter to promote the sale of any one of the following:
(i) Solar heater
(ii) Modular kitchen
(iii) Leather bags with electronic accessories
(iv) Folding furnitures
25. As a Bank Manager, write a letter to the Head Office recommending the loan applied for by
one of your customer.
26. A customer of your bank has applied for loan of Rs. 1,00,000 against an old building and
gold jewellery. As the manager of the bank, write a tactful reply regarding your inability to
grant the loan applied for.
27. Draft a letter on behalf of the Standard Life Insurance Company to a policy holder who
wished to surrender his policy, dissuading him from doing so.
28. Your consignment of home furnishers to Thailand has been damaged during a voyage.
Submit a claim for compensation from the Insurance Company stating all the necessary facts.
29. On behalf of Messrs. Mulchand Bros., Shimla, write a letter to a foreign supplier asking for
a quotation for the import of some machinery required by you for which you have a valid
import licence.
30. Draft a letter to United Traders, Canada, advising them of the despatch of the goods ordered
by them from Chennai by sea.
■■■ Business Letters and Report Writing / 89

31. Draft a letter to one of your agent who has not been able to push the sales of the jet pumps
manufactured by your company. Write a letter to him terminating his agency.
32. Apply for an agency of a motorbike in your district. Give details of the facilities you can
offer emphasising, in particular, the suitability of your premises and your long experience in
the sales and services of motorbike.
33. On behalf of the chairman of the Board of Directors, write a letter to a well known business
person of your city inviting him to join the Board of Directors of your company.
34. As a Company Secretary, draft circular announcing arrangements for a foreign delegate visit
to the factory.
35. Write a letter to an applicant intimating his appointment for the post of Accountant in your
company.
36. Draft a letter of resignation to be sent by Mr. Ashish Mohan, working as a Senior Sales
Manager with Skyline Marketing Solutions, Nawabganj.
37. Draft a general letter of interview to be sent to candidates applying for the posts of
Management Trainee in your company.
38. Write a letter to an applicant for the post of Production Head to present himself for a
personal interview.
39. What is memorandum and how does it differ from letters?
40. Explain the purpose of memorandums.
41. Discuss the advantages of memorandums.
42. What are the contents of memos? Discuss its format.
43. Draft a memo to an employee asking for explanations for going on leave without prior
permission.
44. Draft a memo to one of the employee in your company granting permission to join a part
time diploma course in HRD.
45. Prepare a memo to three members of the staff taking disciplinary action against them for
coming late to the office.
46. How would you define report?
47. Describe the types of business report.
48. What purpose is served by the business report?
49. What are the characteristics of a good report?
50. What are the guiding principles for writing report?
51. What procedures have you taken while preparing a report?
52. In how many ways can you organize a report?
53. Differentiate between letter reports from a memo report.
54. Write explanatory notes on letter-text combination form of report.
55. Write brief notes on:
(i) Preface
(ii) Acknowledgement
(iii) Abstract
(iv) Table of contents
90 / Business Communication ■■■

56. Write brief notes on:

(i) Research Methodology
(ii) Analysis
(iii) Finding
(iv) Conclusion
(v) Recommendation
57. Write brief notes on:
(i) List of References
(ii) Bibliography
(iii) Glossary
(iv) Appendices
(v) Index
58. As Sales Manager of your company draft a report on increasing competition from rival
enterprises and suggestions to overcome it.
59. As Personnel Manager of your company draft a report for the consideration of your
Managing Director recommending the VRS for the employees.
60. Draft a brief report for submission to the Board of Directors of your company on a proposal
for the reorganization of the office.

■■
56 Written Communication

C. BUSINESS CORRESPONDENCE – PRACTICAL

APPLICATIONS

Standard Letter Format

The following apply to all types of letter:
(a) Appropriate greeting – “Dear Sir”, etc.
(b) Opening paragraph – puts the message into a context.
(c) Middle paragraph(s) – develop(s) the detailed message.
(d) Closing paragraph – states action needed.
(e) Appropriate ending – “Yours” etc.
Remember that:
“Dear Sir”
“Dear Madam”
ends “Yours faithfully”.
“Dear Madam/Sir”
“Dear Sir/Madam”
“Dear Mr Smith” ends “Yours sincerely”.
“Dear Mr Jones”
also:
“Dear Caroline” may end, “With best wishes”.
“Dear Alasdair”
The opening paragraph may refer to previous correspondence, acknowledgement of a telephone call
or request, or explain the purpose of the letter. Please avoid “I am writing to you” whenever possible.
They know you are writing to them; what they want to know is why.
Middle paragraphs will describe in sequence events or ideas relating to the opening paragraph. Keep
these paragraphs short and simple. Don’t worry about one-sentence paragraphs; often they have a
greater impact and illustrate the sequence better.
The closing paragraph is crucial. If you have avoided waffle prior to this stage, don’t introduce it
now! This is a summary of what has gone before – don’t introduce new ideas or proposals. An
effective way of eliciting future correspondence or a meeting is to use a closed question or sentence.
For example:
“I should like to meet you on Tuesday 2 January 19.. at 10.00 a.m. at your premises to
discuss these matters further.”
The recipient has to respond to fix an alternative meeting, to agree the meeting or to discuss why he or
she cannot attend or does not feel the meeting to be appropriate.

Letters of Recommendation
The purpose of a letter of recommendation is to persuade the reader or readers that the person
recommended has the background, skills and experience necessary for the position.
Such letters are usually confidential and sent out at the request of an organisation, but may be kept on
a personnel file for future reference if the person recommended is employed.

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 Written Communication 57

A letter of recommendation should include:

The full name of the candidate (and occasionally other names by which the candidate may be
known, e.g. maiden name, Anglicised name).

The job or benefit the candidate is seeking.

Whether the writer is answering a request or taking the initiative.

How long and in what context the writer has known the candidate; also the position of the
writer.

Facts or information relevant to the position or benefit sought.

The writer’s overall evaluation of the candidate’s suitability for the job or benefit sought.
As with all correspondence, the writer should avoid over-lengthy descriptions and stick to the key
facts. One full side (typed) of A4 or equivalent is usually sufficient for most correspondence of this
nature, unless there are particular circumstances which warrant more detail. If that is the case, a
telephone call may first be necessary to the organisation making the request.

Dealing with Complaints

(Note that we are considering the text, not layout, in these instances. Obviously these would be
produced on appropriate letterheads.)
(a) Letter

27 June 20..
Dear Mr Green,
Re: telephone conversation Wednesday 24 June 19.. – non-delivery of
wardrobe
It would seem that you have been unable to trace my wardrobe in your
warehouse as a further three days have elapsed since our last telephone
conversation and my wardrobe has not arrived.
I have now waited for six weeks and frankly, were it not for the fact that it
forms part of a fully fitted (matching) bedroom, would have preferred to
cancel my order.
At this stage I would like a guaranteed date of delivery and recompense for
the inconvenience you have caused me. I have had to take three days’
holiday to date to await delivery of the aforesaid wardrobe.
I would appreciate your earliest attention to this matter.
Yours sincerely,

Mrs J. Brown

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58 Written Communication

(b) Response

28 June 20..
Dear Mrs Brown,
Thank you for your letter dated 27 June 20..
Your wardrobe will, I’m happy to say, be delivered on Tuesday 7 July 20.. at
10.00 a.m.
Unfortunately there was a design fault and the manufacturers recalled all
existing wardrobes until this fault could be rectified.
I enclose a gift voucher for £30 for use in any of our stores.
Please don’t hesitate to contact me should you require more information.
Yours sincerely,

Mr W. Green

Letters of Application – Standard Format

A letter of application should:
(a) Be correctly addressed, dated, etc.
(b) Acknowledge the source of the advertisement.
(c) Make a formal application statement and refer to relevant enclosures (e.g. curriculum vitae,
application form).
(d) Link the advertised position with your own current position and aspirations.
If the letter is in place of an application form, and you have been sent a detailed job description,
answer the points in the job description in turn, showing how you are the appropriate candidate for
this position.
If it is a covering letter, outline your experience, qualifications and personal qualities which you feel
appropriate for the position.
Finally, indicate your availability for interview.

Internal Communications – Memoranda

(a) Formats
Memoranda do not require an inside address, salutation, such as “Dear Bill”, or a
complimentary close, such as “Yours sincerely”. The format using To, From, and Date is
standard but the order in which these items appear can vary. A reference (Ref) or subject
heading may not always be used. Although organisations often have pre-printed memoranda
stationery, you should remember to use the MEMORANDUM heading for any memo that you
draft for examination purposes.

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 Written Communication 59

Memoranda should not be long and should be written in a concise style. Ideally they should
relate to one topic only.
Here is an example of a memorandum sent to staff in one company located on two different
sites.

MILESTONE MARKETING
MEMORANDUM
To: All Staff
From: Chris Weber
Managing Director
Date: 19 May 199.

Subject: Fire Drill Procedure

Last week’s fire drill was not carried out successfully. In fact many staff
ignored it and carried on with their work.
The correct procedure must be adhered to and any member of staff who does
not comply with this instruction will be disciplined.
Not only is it a legal requirement that all organisations carry out regular fire
drills, but it is also an essential safety procedure organised to ensure the
safety of staff in the event of fire.
The next fire drill will take place on Monday 20 June and on hearing the
continuous bell staff must:
(a) Stop work immediately.
(b) Close all windows and the last person leaving a work area should
close doors as they vacate the area.
(c) Leave the building quickly and calmly through the nearest fire exit.
(d) Not use the lifts.
(e) Congregate at the designated meeting points outside the building.
It is imperative that all employees follow these instructions and familiarise
themselves with the fire procedure notices in their section which identify fire
exits and meeting points.

Figure 3.2

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60 Written Communication

(b) Purpose
Memos are ideal for interdepartmental correspondence where a formal response needs to be
noted and acted upon.
Usually they are requests for information required in a short time period, or may issue orders or
changes in procedures.
As a formal channel, it is perfectly acceptable to refer to memos, dated such and such,
regarding such and such a matter, in other forms of correspondence.
They must always include the date sent, name(s) of the recipient(s), the sender’s name, the
purpose of the memo and action required.

Briefs
A brief can be an internal or external communication, often depending on the size/function of the
organisation. Here are some examples:
Internal: External:
Brief to graphics department. Brief to external designer.
Task-based to employee. Brief to architect, builder, IT
consultant, management consultant.
External briefs may often spend some time describing corporate strategy and ideology, whereas
internal briefs will be more task-specific and less conceptual.
For example, an external designer will need to know something about the organisation and the
purpose and function of his or her designs. An internal graphic designer may well be asked to
produce a document/illustration for an internal department in a brief where corporate issues are not
discussed.
A brief should be a document which is carefully structured and purposeful, designed to meet clearly
specified objectives in a designated time-scale and at an agreed cost. Sometimes the cost is agreed on
a tendering basis, where several external agencies receive the brief and submit their responses and
costings. Advertising agencies are a good example of this.
One thing is certain – few briefs are brief! In 1994 British Airways commissioned a 40-page brief to
designers for the design for their new uniforms and corporate identity.
Unlike a report, a brief is designed to elicit, not give, information. It is still reliant on clear, careful,
concise language and will reflect a formal, not informal, style.
A sloppy brief will result in sloppy information or results.

D. REPORTS AND REPORTING

The Reporting System

Much internal business communication will be characterised by its reporting procedures as
determined by the channels within the organisation and the type of organisational structure used.
Every employee will have to report to someone whether it is:

A section head

A department head

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A senior manager

A colleague

An auditor
There are also occasions requiring reporting such as:

Team briefings

Presentations

Meetings with shareholders, directors or the chief executive
The business report is the document used for the formal dissemination of specialist, researched
information. The commission and production of reports is crucial to the achievement of the objectives
which organisations set themselves.
Reports are likely to reflect issues which affect personnel, finance, production, marketing, managing
the business or external political or economic factors which could determine changes for running the
business effectively.
Not all reports arrive on your desk the size of the Yellow Pages and just as interesting. The success of
a report is reliant on the report writer being given a clear remit and brief for the context and content.
There has to be an agreed process for the dissemination and evaluation of the report once it has been
written. There must be an evaluatory mechanism for dealing with any recommendations which are
made.
Reports are not always written – sometimes brief oral reports or summaries of meetings are all that is
required as the reporting mechanism.

Classification of Reports
Reports can be classified in the following ways:
(a) Regular and Routine
These include:

Health and safety

Maintenance

Progress

Staff appraisal

Sales

Production targets

Financial
They are characterised by a standard format to allow comparison between the current and
previous reports, and standard procedures for implementation and evaluation.
Some of these reports will go to monthly meetings where recommendations or problem areas
(e.g. sales targets not being met) will be discussed.

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(b) Occasional Reports

Examples of these might be:

Accident

Disciplinary

Local authority

Financing body
Again there are most likely to be standard forms (not even formats) to be completed. Often
these will be legal requirements and need to be stored in a particular way and only
authenticated by designated personnel.
(c) Specially Commissioned Reports
These could include:

Market research

Personnel

Investigatory

Policy changing

Market forecasting

Production

Investment in new equipment

IT strategy

Special interest
These especially commissioned reports will form the basis for company policy and will include
recommendations as to how best to implement company strategic development objectives.
We shall concentrate here on specially commissioned reports.

Business Report Formats

The usual format of a business report is as set out Figure 3.3 following.
For very lengthy reports, an executive summary may be circulated with the report, prior to the report
or as an alternative to the final report. It is often the basis for an oral presentation of the report and
allows for discussion as to its main features and recommendations rather than wading through every
page. The executive summary would contain an outline only of the following elements:

title, author and aims of the report;

methodology and findings;

main recommendations.
A short formal report is usually three-part and probably no longer than 20 pages. It will include:

Introduction – aims, objectives, background.

Findings – sources.

Conclusions and recommendations.

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(Introduction)
1. Title.
2. Author (name, title, status as necessary).
3. Identity of the person who commissioned the report.
4. Date report presented.
(The date it is commissioned or the date it was actually completed will not be the
same as the published or presented date. A report “comes into being” on its
presentation as a live document. Prior to that date it is a draft or work in
progress.)
5. Acknowledgements.
6. Table of contents, pagination.
7. Status, e.g. confidential.

(Main Body of Report)

1. Background/history/introduction/terms of reference/aims and objectives.
2. Methodology/procedure.
3. Findings, statistical data, etc.
4. Conclusions.
5. Key summary.
6. Recommendations.
7. Footnotes (if appropriate).
8. Appendices (including copies of questionnaires, standard letters, etc.).
9. Index.
10. Bibliography.
11. Circulation list (this may also appear at the end of the Introduction section
depending on the status of the report).

Figure 3.3

Writing a Report
Report writing lends itself to a more formal, factual and objective style. It is an analysis of a situation
characterised by clear, purposeful research, a summary of the main findings and realistic
recommendations. Prejudice or emotional responses to the findings or research are inappropriate.
Many reports require some primary as well as secondary research. This must be carried out without
bias or prejudice, otherwise the findings of the research are irrelevant and inappropriate. One of the
ways in which objectivity is seen to be employed is by referring to the process, findings or
recommendations in the third person – hence, “I found out that” becomes “It became evident that”.

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If the writer has received a proper brief as to the purpose, use and dissemination of the report, then it
is easier to use appropriate tone and style from its inception.
The writer needs to be clear as to the following:

Who has commissioned the report? For what purpose?

What are the objectives of the report?

What is the time-scale?

Who is to receive the report? What do they need the information for? How will they be able to
act on the recommendations?

What costs are likely to be incurred in the production of the report? Are these borne by a
department or section or unit, or does a request for additional funding need to be made?

Is it a formal document?

Will it be published to external organisations?

What language will be appropriate?

How important will technical words and phrases be to the understanding of the report’s purpose
and intent?

Is there a required format for the production of the report?

Will an executive summary be required?

What assistance, if any, will be available from others within the organisation?

Will there be a requirement for progress reports or a draft report before presentation or
publication?

Will the author be required to present the report? When? To whom?

Reading a Report
Not only will you have to write business reports, but you will also be expected to read, understand and
respond to key issues in the reports that others write.
You will use reports as the basis for your market research on any issues which may concern your
organisation, such as government reports which indicate a shift in government funding or spending, or
support particular initiatives.
Sometimes you may be asked to present the key issues of a particular report and the impact that this
report will have on your organisation. At other times you may decide to read a report in its entirety as
a result of a summary of its findings in a newspaper or national news bulletin, or on receiving an
executive summary.

Sample Reports
Over the next three pages we set out some samples of short reports to illustrate the above points about
style and structure.

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(a) Informal Report

REPORT ON NEGOTIATION SKILLS TRAINING COURSE

For the attention of: Ben Firth, Marketing Director

From: Hugh Heaton, Marketing Assistant

1. Introduction
This report provides information on the value and effectiveness of the recent
Negotiation Skills course which Hugh Heaton attended on 4 December 199..
2. Findings
2.1 Course Details
The course took place at the Willow Bank Hotel on 18 November 200X.
from 6 p.m. to 9 p.m. and was run by the Chartered Institute of Purchasing
and Supply. The cost of the course was £150.
2.2. Course Content
The course was delivered with a mixture of input, case studies and
interaction with the audience. The course was well organised with good
supporting materials in the way of handouts and illustrative material. The
trainer’s delivery was clear and he successfully maintained the interest of the
audience.
The topic of negotiation was dealt with from a buying and selling
perspective and provided comprehensive coverage of skills, guidelines and
tactics.
It would have been improved slightly had there been an opportunity to
practise skills learnt. Had the course been of a longer duration, it would
have been possible to use a role play simulation for participants to
demonstrate their skills.
3. Conclusions
The course was effectively delivered and well-run. The content was
comprehensive but lacked the opportunity to put newly-learnt skills into
practice.
4. Recommendations
Other members of staff who are involved in purchasing materials and
supplies should attend this course when it runs again early next year.
I recommend that there is some follow-up in-house training so that staff can
practise implementing their negotiating skills.

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(b) Memorandum Report

MEMORANDUM
To: Lisa Edwards
Personnel Manager
From: Hilary Humphries
Personnel Administrator
Date: 19 October 200X.
Ref: NR/BL

Subject: Pilot Flexi-time System

The following observations were made with regard to the flexi-time system
which was piloted over the last three months.
Use of the System
(a) Most staff have taken advantage of the flexi-time system during the
last three months.
(b) None of the staff using the system exceeded their limit of days owing.
Implications of the System
(a) The rules relating to the core time have meant that neither customers
nor the general flow of work has been disrupted in any way.
(b) Staff morale has improved due to the flexibility of the system. There
has been a significant decrease in absences amongst staff during the
period of the pilot scheme.
(c) The administration of the system has involved more work for Mrs
Graves in the administration section than was originally planned.

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(c) Formal Report

REPORT ON INSURANCE SECTION’S TELEPHONE TECHNIQUE

For the attention of: Nicola Bingley

From: Sam Daniels

1.0 Terms of Reference

The quality circle team was requested to investigate the problems with the telephone
service in the insurance claims section.
2.0 Procedure
2.1 Telephone technique in the insurance claims section was observed.
2.2. Complaints from customers and members of staff were looked into.
2.3 Staff in the insurance claims section were interviewed.
3.0 Findings
3.1 Staff were slow to answer the telephone and there were not enough staff to deal
with all the calls. Telephone etiquette was observed to be inadequate. Staff
frequently failed to identify themselves and their department, and customers
were frequently left on hold for long periods while files were being located.
3.2 Staff often promised customers and staff in other sections that colleagues would
return their calls but they did not. Messages were not often taken and it was
noted that the section did not have a stock of telephone message pads.
3.3 Junior members of staff were reluctant to deal with incoming calls because they
did not feel capable of dealing with many of the complicated queries received.
4.0 Conclusions
It is evident that staff in the insurance claims section are not providing an adequate
telephone service. They are extremely busy and there is an obvious staff shortage.
Messages are often not relayed because message pads are unavailable. Junior staff
lack training to deal with the more complex queries. All staff need training in
telephone technique.
5.0 Recommendations
5.1 Additional staff should be employed in the insurance section.
5.2 All staff should be provided with a stock of telephone message pads.
5.3 Junior staff should undergo specialised training, provided by senior staff, on
some of the more complex incoming enquiries which the section receives.
5.4 All staff should attend a training course on telephone technique.

Signed on behalf of the quality circle team:

Dated:

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E. WRITING ARTICLES
There is a great deal of difference between an article, an essay and a report. The style and language of
an article will vary according to the readership, i.e. who you are writing the article for. The readership
depends very much on the type of publication, e.g. a professional or technical journal will have a
more technically-oriented reader than will a general interest magazine or an in-house company
newsletter. The subject matter will also influence the style and language which should be used in an
article.
The title and the opening sentence need to attract the eye of the reader and encourage him to continue
reading. Technical jargon and long, complex sentence structures should be avoided wherever
possible.
The facts should be placed in a logical order, e.g. chronologically or in order of importance. If an
argument is being presented both sides of the argument should be considered, building up to the final
conclusions. The concluding paragraphs should sum up the argument or discussion and not be used to
introduce new material.
Separate ideas and arguments into clearly defined paragraphs. An article can be usefully divided into
different sections, with sub-headings, just as they are in newspapers and magazines.
There is a quick formula for counting how many words you have written. Firstly, count the number of
words you have written on a few different lines; secondly, calculate the average number of words you
have written on a line; finally, count the number of lines you have written and multiply this sum by
the number of words you have averaged on a line. This calculation will give you an approximate idea
of the total number of words you have written.

F. PREPARING AND PLACING A PRESS RELEASE

Writing a Press Release

Writing a press release involves very different skills from placing a press release. A press release is
unpaid for advertising but written in a “news” style. Properly speaking, press releases are part of a
public relations plan.
A press release may concern charitable work, donations, sponsorship or a product/service launch, but
has to be of interest to the editorial team at the publication(s) you select.

A press release should contain the following detail in its first paragraph:
(i) what
(ii) who
(iii) where
(iv) when
(v) why
(vi) how

It should have a catchy title (puns are very popular in local papers).

It should be no longer than one side of A4.

It should be typed, double spacing where possible.

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It must contain a contact name, address and telephone number. This should be at the bottom of
the sheet after the word “end”.

It is worthwhile including a relevant black and white photograph.

Give the press release a date.

Do not underline anything – key points should be obvious. The editorial team may choose to
italicise or subdivide the details.

Give an embargo date if necessary.

Include a relevant (positive) quote where possible.
Make sure you keep a record of all press releases you send out (they’re useful for other promotional
activities) and to whom you send them.

Placing a Press Release

Research which publications would be appropriate. Find out the names of the editors and features
staff. Introduce yourself to them even before you have any releases to place. If you are already
advertising in that publication, it may be possible to negotiate a small release at key times. For
example, a car sales company may advertise on the same page as a release about a new marque which
they are now stocking.
Familiarise yourself with the style and issues which concern the publication. Find out if they plan any
special editions or features which would benefit your organisation, were it to be represented in these
“specials”.
Always thank the publication for their assistance and seek their advice if appropriate.
Think of fresh ways of presenting your company. A press release is not a free advertisement; it is
usually part of a public relations exercise. It will reflect good news. Restaurants offer journalists the
opportunity to try their cuisine and then to write about it in their “Dining Out” section. Driving
instructors may choose to offer driving lessons to a journalist.
Remember that if you are using a local paper, then your press release has to be of local interest.
If you are placing a press release in a national publication, it is more likely to be product/service
specific and you will probably have targeted specialist publications or specialist sections of national
newspapers. This will include new advances in technology.
What you must keep in mind is that an advertisement will be in the style and in a publication
appropriate to your identified target market; a press release is targeting the publication (i.e. its
editorial staff) as well as your identified target market.
Sometimes, of course, a publication may choose not to publish your release.

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Typical Press Release Layout

Company letterhead
Date

Headline

Who, why, what, when, where, how

Background details

Customer benefits

Contact details

Any enclosures, e.g. photo

Figure 3.4

Remember:

Never underline anything.

Avoid exclamation marks.

Do not start a sentence with a number.

Check spelling and grammar.

An Article from a Press Release

The following article (Figure 3.5) illustrates how a press release may become an article in a
newspaper. The information that has been left out is how to get nomination forms. Remember that
your press release is unlikely to be reproduced in its entirety, so make sure that you include all the
relevant facts.

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Figure 3.5
(Source: Belfast Telegraph, 20 September 1994)

Example
The following example illustrates the points above. It shows a (fictitious) press release to be sent to
several local magazines and newspapers by the marketing assistant at the local leisure centre which is
keen to find ways of extending the membership and increasing the number of users. It follows several
improvements to the facilities – new showers, extra steam rooms, and the refurbishment of the bar by
the Boddway Brewery.

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WESTOVER LEISURE CENTRE

Press Release

Date: 12 June 200X

Westover Leisure Centre’s New Look

Following a massive refurbishment programme our local leisure centre has

made drastic improvements to its facilities.

The showers have been replaced with a more powerful version so that a
strong spray of water is guaranteed. Temperature control is much better and
new cubicle doors give more privacy.

Two additional steam rooms have been built to cater for the massive demand
for this facility. The cold weather, in particular, seems to encourage more
people to want to have a hot, relaxing steam bath.

The Centre’s manager, Steven Lee said: “Many of our customers are using
the centre more as a social outlet and although they are keen to use the sports
facilities, many like to socialise in the bar. That’s why, in addition to
improving some of the facilities, we have negotiated with the Boddway
Brewery for a total refurbishment.”

The new look bar includes new seating and non-smoking areas. The walls
no longer have a white clinical look and the lighting consists of a series of
wall and concealed ceiling lights.

“The whole atmosphere is more congenial and welcoming. We expect to

have lots of bar promotions as well,” said Mr Lee. “Most people try us out
once as guests and then become members because they get hooked on the
whole experience.”

Guests wishing to use the facilities can do so by paying a £3.00 entrance fee.
Those intending to join as members should take advantage of the old rates
before increases in September.

END

For further details please contact Ravi Manju, Marketing Assistant, at

Westover Leisure Centre, Westover Road, Assington 01234 594666.

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G. WRITING AN EFFECTIVE MAILSHOT

Marketing letters or circulars are generally sent to a large audience and may or may not be
personalised.
They are often used to send out information about products or services with the aim of persuading the
reader to send off for more information or to order products/services. Sometimes they are sent in
response to a request or they are unsolicited mail.
Generally this type of letter has to be written in a persuasive style and must convey an air of
congeniality to overcome the impersonality of mass communication. This is achieved by the use of
friendly, cheerful language. Rhetorical questions are used and the audience is often offered an
incentive to reply by a certain date.
Very importantly, the letter or some component of the mailshot should contain a response mechanism,
i.e. an easy to complete coupon, freepost address or reply paid envelope.
Information technology means that circular letters can be personalised, based on the information held
on databases.

Example
The following is a (fictitious) circular to customers of a branch of the Midshire Bank plc informing
them that a market research survey is to take place over the next few weeks. The bank has appointed
TMI Limited to conduct telephone interviews with a random sample of customers. The letter seeks to
persuade customers to cooperate by giving their views, but also explains that not all customers will be
chosen to be part of the sample and reassures them that their responses will be completely
confidential.

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MIDSHIRE BANK PLC

High Street
Assington
Berkshire
AS1 6EL
Mr A Customer
17 Goldthorpe Way
Didsbury
Berkshire
DKS1 3FF
12 June 200X
Dear Mr Customer
At Midshire Bank we try to provide banking facilities of the highest quality
in order to meet our customers’ needs. To do this we need to listen to what
our customers say.
To help us do this, we have asked TMI Limited, an independent research
company, to interview a number of our customers. TMI will be conducting
their interviews by telephone over the next few weeks.
I would be very grateful, if you are contacted by TMI, if you could assist
them in their research. We would certainly like to hear your views and
opinions on our services.
May I take this opportunity to assure you that TMI is a reputable company
and your individual responses will be completely confidential, according to
the Market Research Society’s Code of Conduct.
Yours sincerely

Milly Brown
Manager

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 RECRUITMENT
A. Recruitment
The process of finding people for particular jobs is recruitment or, especially in Am.
English, hiring. Someone who has been recruited is a recruit or, in Am. English, a hire. The
company employs or hires them; they join the company. A company may recruit employees
directly or use outside recruiters, recruitment agencies or employment agencies. Outside
specialists called headhunters may be called on to headhunt people for very important jobs,
persuading them to leave the organizations they already work for. This process is called
headhunting.

B. Applying for a job

Fred is a van driver, but he was fed up with long trips. He looked in the situation’s vacant
pages of his local newspaper, where a local supermarket was advertising for van drivers for a
new delivery service. He applied for the job by completing an application form and sending it
in.
Harry is a building engineer. He saw a job in the appointment pages of one of the
national papers. He made an application, sending in his CV (curriculum vitae – the “story” of
his working life) and a covering letter explaining why he wanted the job and why he was the
right person for it.

C. Selection procedures
Dagmar Schmidt is the head of recruitment at a German telecommunications company.
She talks about the selection process, the methods that the company uses to recruit people:

“We advertise in national newspapers. We look at the backgrounds of applicants: their

experience of different jobs and their educational qualifications. We don’t ask for handwritten
letters of application as people usually apply by email; handwriting analysis belongs to the 19th
century.
We invite the most interesting candidates to a group discussion. Then we have individual
interviews with each candidate. We also ask the candidates to do written psychological tests to
assess their intelligence and personality.
 After this we shortlist three or four candidates. We check their references by writing to
their referees: previous employers or teachers that candidates have named in their applications.
If the references are OK, we ask the candidates to come back for more interviews. Finally, we
offer the job to someone, and if they turn it down, we have to think again. If they accept it, we
hire them. We only appoint someone if we find the right person”.

Replace the underlined phrases with correct forms of words and expressions from A, B
and C:
Fred had already refused two job offers when he went for a discussion to see if he was
suitable for the job. They looked at his driving license and contacted previous employers Fred
had mentioned in his application. A few days later, the supermarket asked him if he would like
the job and Fred said yes.
Harry didn’t hear anything for six weeks, so he phoned the company. They told him that
they had received a lot of requests for the job. After looking at the life stories of the people
asking for the job and looking at what exams they had passed during their education, the
company had chosen six people to interview, done tests on their personality and intelligence
and they had then given someone the job.
 Job INTERVIEWS
Below you will see some common expressions that you might find useful. Put each
expression into the correct box according to the function of that expression:

1.MayIthinkabout that for a moment? 20.Perhaps I should make that clearer by

2.In short, ... saying...
3.What I’m trying to say is... 21.How can I best say this?
4.To sum up, ... 22.Couldyourepeat what you said?
5.What are your views on...? 23.I couldn’t agree more
6.Wouldyoumindrepeatingthat? 24.Actually...
7.How can I put this? 25.To put it another way...
8.Inotherwords... 26.That’s just what I was thinking
9.Sorrytosaybut... 27.Inbrief, ...
10.Well, as a matter of fact... 28.CouldIjust say that...
11.I‟mnotsosureaboutthat 29.Well, my own opinion is that...
12.Pardon? 30.That’s my view exactly
13.Ican‟t help thinking the same 31.To summarize, ...
14.What are your feelings about...? 32.What was that?
15.So in conclusion, ... 33.Imust take issue with you on that
16.Iseethingsratherdifferentlymyself 34.Let me get this right
17.Trueenough 35.Sorry to interrupt, but...
18.That‟sright 36.I’m afraid I didn’t catch that
19.I don’t entirely agree with you 37.What’s your opinion ?

Agreeing with somebody Example: Yes, I agree.

Disagreeing withsomebody Example: I’m afraid I
disagree.
Interrupting Example:Excuse me for
interrupting.
Asking for clarification or Example : I’m sorry?
repetition
Asking somebody for their Example: What do you think
opinion about..?

Saying something in another way Example: What I mean is

Giving Example: question) Let me see.
yourself time (in response to)
to think
Summing up Example: So basically.....

JOB INTERVIEWING. GETTING DOWN TO BASICS

A job interview is your chance to show an employer what he or she will get if you’re hired.
That is why it is essential to be well prepared for the job interview. There exist five basic types
of interviews:
The Screening Interview
This is usually an interview with someone in human resources. It may take place in person or
on the telephone. He or she will have a copy of your resume in hand and will try to verify the
information on it. The human resources representative will want to find out if you meet the
minimum qualifications for the job and, if you do, you will be passed on to the next step.
The Selection Interview
The selection interview is the step in the process which makes people the most anxious. The
employer knows you are qualified to do the job. While you may have the skills to perform the
tasks that are required by the job in question, the employer needs to know if you have the
personality necessary to “fit in.” Someone who can’t interact well with management and co-
workers may disrupt the functioning of an entire department. This ultimately can affect the
company’s bottom line.
The Group Interview
In the group interview, several job candidates are interviewed at once. The interviewer or
interviewers are trying to separate the leaders from the followers. The interviewer may also be
trying to find out if you are a “team player.” The type of personality the employer is looking
for determines the outcome of this interview. There is nothing more to do than act naturally.
The Panel Interview
The candidate is interviewed by several people at once. It can be quite intimidating as questions
are fired at you. You should try to remain calm and establish rapport with each member of the
panel. Make eye contact with each member of the panel as you answer his or her question.

The Stress Interview

It is not a very nice way to be introduced to the company that may end up being your future
employer. It is, however, a technique sometimes used to weed out those that cannot handle
adversity. The interviewer may try to artificially introduce stress into the interview by asking
questions so quickly that the candidate doesn’t have time to answer each one. The interviewer
may also ask weird questions, not to determine what the job candidate answers, but how he or
she answers.

Preparing for the Interview

Before you begin to think about how you will dress for the interview, or answer questions, you
should gather as much information about the employer as you can. Not only will you appear
informed and intelligent, it will also help you make a decision if a job offer is eventually made.
You might also want to prepare for answering questions by listing some of your attributes. Talk
to former co-workers with whom you worked closely. Ask them to list some traits about you
that they most admired - work related, of course.
You want to seem somewhat spontaneous, but you also want to appear self-confident. The way
to do that is to rehearse, not exactly what you will say, but how you will say it. A great method
is to rehearse in front of a video camera. Study your posture, the way you make eye contact,
and your body language.
Dressing for the Interview
Appearance is very important and whether we like it or not, it is the first thing people notice
about us. You should match your dress to employees in the workplace in which you are
interviewing and probably take it up a notch. If dress is very casual, those being interviewed
should wear dress pants and dress shirts or skirts and blouses. Don’t choose a Friday, since
many offices have “casual Fridays.”
Your hair should be neat and stylish. Your nails should be well manicured and clean. Men’s
nails should be short. Women’s nails should be of a reasonable length and polished in a neutral
color. Also, for women, makeup shouldn’t be heavy. Perfume or cologne should be avoided as
some people find certain scents offensive.
Establishing Rapport
Since the interviewer’s job is to make sure that not only your skill, but your personality as well,
is a good match, you must establish rapport with the person or persons interviewing you. That
begins the instant you walk in the door. Let the interviewer set the tone. Nothing is as awkward
as offering your hand and having the gesture not returned by the other person. Therefore, you
should wait for the interviewer to offer his or her hand first, but be ready to offer your hand
immediately.

Body Language
They say that body language gives more away about us than speech. Eye contact is very
important but make sure it looks natural. A smiling, relaxed face is very inviting. Hands resting
casually in your lap rather than arms folded across your chest also is more inviting.

Answering Questions
When it comes down to it, isn’t this the main point of the interview? Speak slowly and clearly.
Pause before you answer a question. Your answers will seem less rehearsed and it will give you
a chance to collect your thoughts.
Asking Questions
Usually toward the end of the interview, the person conducting it will ask you if you have any
questions. You should have some. You should ask about what a typical day would entail. You
could also ask what special projects you would be working on. As in every other aspect of the
job search, you are trying to show the employer how you can fill their needs.
Illegal Questions
We have all heard horror stories of interviewers asking job candidates inappropriate questions,
such as those about marital status, age, and family status. These questions should not be asked,
but it is up to you whether to answer them.
Money Questions
Money is a very sensitive topic. The candidate shouldn’t bring it up. However, the interviewer
may bring it up first. He or she may ask what salary you hope to earn. You must prepare for
this question before the interview. Find out what others in the same position are earning. Always
give a range, not an exact number. This will help keep you from pricing yourself out of a job.
You don’t want the employer to think they can’t afford you, but you also don’t want them to
think you are a cheap commodity.
After the Interview
This is something that is too often neglected. It’s the thank you note or follow-up letter. It is
your chance to reiterate something you mentioned on the interview or bring up something you
forgot to mention. It is also a nice gesture and a simple matter of politeness.
Attending interviews:
Good interviewers prepare their questions carefully in advance according to the candidate’s
application and CV. So, candidates need to prepare just as carefully. Here are some useful tips
on answering interview questions.

1. What don’t you like about your current position?

No job is perfect; there’s always something we don’t like. Be honest but don’t give a list of
complaints. The important thing is to talk positively about how you deal with problems at work.

2. Where does your employer think you are today?

Be honest. If you lie to your current employer, you’ll lie to your next employer. Don’t phone
in sick on the day of the interview. Take a day’s holiday but don’t say why.

3. What are your professional objectives?

Think about these before the interview. Your objectives should be relevant to the job you have
applied for and achievable. If the new job can’t offer you everything you want, the interviewer
will think that you probably won’t stay with the company very long.

4. What are your weaknesses?

Be honest; no-one is perfect. Think about this before the interview and choose your answer
carefully. Talk about how you deal with a weakness; this is far more important than the
weakness itself.
Sources:
Bennie, M. (2021). Guide to Good Business Communications: How to Write and Speak
English Well in Every Business Situation. how to books.

Guffey, M. E., & Loewy, D. (2012). Essentials of business communication. Cengage

Learning.
Nikolaenko, E. B. (2008). Business English. Tomsk Polytechnic University Publishing House.
Sylvia S. Titus & Ray E. Barfield, Business Communication, Barron’s Business Library.
Vikram Bisen, P. (2009). 887. Business Communication.