BUSINESS COMMUNICATION

BBA II (NOTES)

UNIT I

MEANING AND OBJECTIVES OF BUSINESS COMMUNICATION

Meaning of communication
The word “communication” is derived from the Latin word “communico” which means “To
share”. It is the act of sharing thought, opinion, and ideas.
It is the two-way process
1. Speaker
2. Listener

Definition
“Communication is the action of conveying or exchanging information and ideas”. This is very
simple definition.

Objectives of communication
Communication can be used for following objectives
1. Information
2. Advice
3. Order
4. Suggestion
5. Persuasion
6. Education
7. Warning
8. Motivation
9. Counselling
10 .Morale boosting

1. Information
One of the important objectives of communication is passing or receiving information about a
particular fact. If large groups have to be informed, a meeting may be called.

2. Advice
Advice is a kind of information. It means opinion given as to the action to be taken. Advice
should be related to a specific piece of work.

3.0rder
Order is an authoritative communication. It should be clear and complete. Its execution should be
possible.

4. Suggestion
Suggestion means proposing something for acceptance or rejection. Subordinates normally give
suggestion.

5. Persuasion
Promoting a person to act mostly in a positive way is known as persuasion. Persuasion is an
important objective of communication.

6. Education
Education involves imparting instruction, character, building, enriching mental faculties, giving
training to human being etc. it aims the knowledge and improving skills.

7. Warning
Warning is forceful means of communication. It gives oral or written.
Example; no smoking, beware of dogs, dangers.

8. Motivation
Interest ion job in the minds of employees is known as motivation. A motivated worker does not
need much supervision.

9. Counseling
Counseling is objective and impersonal, whereas advice is a personal touch. Counseling is
almost professional, whereas advice is not so.

10. Morale boosting

It refers to team spirit and co-operation of people for a common purpose. If the workers are
highly motivated, morale is also said to be high.

FIVE TYPES OF COMMUNICATION

In preparing for my Fall course: Communications for Professionals, I’ve been thinking more and
more about the different types of communication. In previous years, I have outlined four types of
communication, but I believe there are actually five types of communication: verbal, non-verbal,
written, listening, and visual.

VERBAL COMMUNICATION

Verbal communication occurs when we engage in speaking with others. It can be face-to-face,
over the telephone, via Skype or Zoom, etc. Some verbal engagements are informal, such as
chatting with a friend over coffee or in the office kitchen, while others are more formal, such as a
scheduled meeting. Regardless of the type, it is not just about the words, it is also about the
caliber and complexity of those words, how we string those words together to create an
overarching message, as well as the intonation (pitch, tone, cadence, etc.) used while speaking.
And when occurring face-to-face, while the words are important, they cannot be separated from
non-verbal communication.

NON-VERBAL COMMUNICATION

What we do while we speak often says more than the actual words. Non-verbal communication
includes facial expressions, posture, eye contact, hand movements, and touch. For example, if
you’re engaged in a conversation with your boss about your cost-saving idea, it is important to
pay attention to both the their words and their non-verbal communication. Your boss might be in
agreement with your idea verbally, but their nonverbal cues: avoiding eye contact, sighing,
scrunched up face, etc. indicate something different.

WRITTEN COMMUNICATION

Whether it is an email, a memo, a report, a Facebook post, a Tweet, a contract, etc. all forms of
written communication have the same goal to disseminate information in a clear and concise
manner – though that objective is often not achieved. In fact, poor writing skills often lead to
confusion and embarrassment, and even potential legal jeopardy. One important thing to
remember about written communication, especially in the digital age, is the message lives on,
perhaps in perpetuity. Thus, there are two things to remember: first, write well – poorly
constructed sentences and careless errors make you look bad; and second, ensure the content of
the message is something you want to promote or be associated with for the long haul.

LISTENING

The act of listening does not often make its way onto the list of types of communication. Active
listening, however, is perhaps one of the most important types of communication because if we
cannot listen to the person sitting across from us, we cannot effectively engage with them. Think
about a negotiation – part of the process is to assess what the opposition wants and needs.
Without listening, it is impossible to assess that, which makes it difficult to achieve a win/win
outcome.

VISUAL COMMUNICATION

We are a visual society. Think about it, televisions are running 24/7, Facebook is visual with
memes, videos, images, etc., Instagram is an image-only platform, and advertisers use imagery to
sell products and ideas. Think about from a personal perspective – the images we post on social
media are meant to convey meaning – to communicate a message. In some cases that message
might be, look at me, I’m in Italy or I just won an award. Others are carefully curated to tug on
our heartstrings – injured animals, crying children, etc.

DIFFERENT COMMUNICATION MODELS

Let's have a look at some of the famous and frequently used communication models used
nowadays.

Shannon's Model

One of the earliest models of communication that introduced was Claude Shannon's model. This
was introduced in 1948.

This laid the foundation for the different communication models that we have today, and has
greatly helped and enhanced the communication process in various fields. This model can be
considered as the granddaddy of many later communication models.

Following is a simple illustration of this model.

The diagram above clearly illustrates how communication takes place, and also helps one to
determine what could go wrong.

In Shannon's model, the information source typically refers to a person, who then sends a
message with the use of a transmitter.

This transmitter could be any instrument today, from phones to computers and other devices. The
signals that are sent and received can be vary depending on the method of communication.

The box at the bottom called NOISE refers to any signals that may interfere with the message
being carried. This again would depend on the method of communication.

The receiver is the instrument or the person on the other side that receives the. This model is the
simplest models to understand the workings of the communication process.

Berlo's Model

Another famous communication model is Berlo's model. In this model, he stresses on the
relationship between the person sending the message and the receiver.

According to this model, for the message to be properly encoded and decoded, the
communication skills of both the source and the receiver should be at best. The communication
will be at its best only if the two points are skilled.

Berlo's model has four main components and each component has its own sub components
describing the assisting factors for each.
Following is the illustration of this model.

Schramm's Model

Schramm on the other hand, emphasized in 1954 that both the sender and the receiver take turns
playing the role of the encoder and the decoder when it comes to communication.

The following diagram illustrates the model proposed by Schramm.

These models have been followed by various other models such as the 'Helical' model, Aristotle's
models and several other models.

You should always keep in mind that each of these models has both their advantages and
disadvantages. While some communication models try to break down the whole process in order
to make it easier to understand, they are not always as simple as they seem.
There are several complexities involved in communications models. This is one thing that needs
to be carefully understood in the process of understanding how these models work.

COMMUNICATIONS PROCESS

Communications is a continuous process which mainly involves three elements viz. sender,
message, and receiver. The elements involved in the communication process are explained below
in detail:

1. Sender

The sender or the communicator generates the message and conveys it to the receiver. He is the
source and the one who starts the communication

2. Message

It is the idea, information, view, fact, feeling, etc. that is generated by the sender and is then
intended to be communicated further.

3. Encoding

The message generated by the sender is encoded symbolically such as in the form of words,
pictures, gestures, etc. before it is being conveyed.

4. Media

It is the manner in which the encoded message is transmitted. The message may be transmitted
orally or in writing. The medium of communication includes telephone, internet, post, fax, e-
mail, etc. The choice of medium is decided by the sender.

5. Decoding

It is the process of converting the symbols encoded by the sender. After decoding the message is
received by the receiver.

6. Receiver

He is the person who is last in the chain and for whom the message was sent by the sender. Once
the receiver receives the message and understands it in proper perspective and acts according to
the message, only then the purpose of communication is successful.

7. Feedback

Once the receiver confirms to the sender that he has received the message and understood it, the
process of communication is complete.
8. Noise

It refers to any obstruction that is caused by the sender, message or receiver during the process of
communication. For example, bad telephone connection, faulty encoding, faulty decoding,
inattentive receiver, poor understanding of message due to prejudice or inappropriate gestures,
etc.

PRINCIPLES OF EFFECTIVE COMMUNICATION

(1) Principle of Clarity in Ideas:

First of all it should be clear in the mind of the sender as to what he wants to say. According to
Terry the principle of effective communication is ‘first to fully inform oneself.’ The clearer the
thought the more effective is the communication.

(2) Principle of Appropriate Language:

According to this principle, the communication should always be in a simple language. Ideas
should be clear and be devoid of any doubt. Technical words and words having various meanings
should be used to the minimum.

(3) Principle of Attention:

The purpose of communication is that the receiver of information should clearly understand its
meaning. It means merely transferring information is not communication and it is important that
the receiver should understand it. This is possible only when the receiver takes interest in the
message and listens to it attentively.

(4) Principle of Consistency:

According to this principle, communication system should maintain consistency in the objectives
of the enterprise, its procedures and processes. It means communication should be in accordance
with the policies laid down for it.
(5) Principle of Adequacy:

The information sent to the receiver should be sufficient and complete in every respect.
Information more than the need or less than the need is harmful. In the context of business
incomplete information is dangerous. The sufficiency of information depends on the ability of
the receiver. If the receiver happens to be capable more information can be given with the help of
a few words. On the contrary, in case of a less capable receiver more details are needed.

(6) Principle of Proper Time:

The messages should reach the receiver whenever they are needed. Late messages are
meaningless and the utility of communication is ended. Hence, the message should be sent
before the actual need keeping in mind the time required for communication.

(7) Principle of Informality:

Formal communication has a prominent place among the channels of communication but
informal communication is not less important. There are some problems which cannot be solved
with formal communication but informal communication does succeed in solving them.
Therefore, informal communication should also be given recognition in the organisation.

(8) Principle of Feedback:

It is essential for the sender of the message that he should know about the success of the
message. It means that he should see whether the receiver has understood the message or not.
Feedback is easily obtained in a face to face communication with the help of the facial reactions
of the receiver. In the written communication the sender can get the feedback by using
appropriate means.

(9) Principle of Integration:

Communication should be able to introduce all the employees in the enterprise with its objectives
so that all the employees move unitedly towards the goal.

(10) Principle of Consultation:

The suggestions of all the persons concerned should be invited while making plans for
communication. The obvious benefit of such a move will be that all those who are invited while
making plans for communication and taken into confidence will contribute to the success of the
communication system. Planning for communication aims at determining as to when, how and
through what medium communication is to be done among people working at different levels.

(11) Principle of Flexibility:

Communication system should be able to absorb the changes in the organisation. A
communication system that cannot absorb changes according to the need becomes meaningless.

(12) Principle of Economy:

Communication system should not be unnecessarily costly. As far as possible unnecessary

messages should be reduced to the minimum to make communication economical. No single
employee should be burdened with the work of communication.

(13) Principle of Proper Medium:

In order to make communication effective it is necessary not only to have clarity of ideas,
consistency and completeness but also to make a proper choice of medium. For example- the
managers should make use of oral communication for individual communication and written
communication for policy matters.
UNIT II

FORMAL AND INFORMAL COMMUNICATION

What is formal communication?

Formal communication refers to the flow of official information through proper, predefined
channels and routes. The flow of information is controlled and needs deliberate effort to be
properly communicated. Formal communication follows a hierarchical structure and chain of
command. The structure is typically top down, from leaders in various departments and senior
staff in the organization, which funnel down to lower level employees. Employees are bound to
follow formal communication channels while performing their duties.

Formal communication is considered effective as it is a timely and systematic flow of

communication.

What is informal communication?

In comparison, informal communication refers to communication which is multi-dimensional.

Informal communication moves freely within the organization and is not bound by pre-defined
channels and communication routes. Informal communication is particularly quick. Informal
communication is far more relational than formal communication and is by nature, a very natural
form of communication as people interact with each other freely and can talk about a diverse
range of topics, often extending outside of their work duties. Due to the inherent nature of
informal communication, it moves a lot faster and does not have a paper trail.

Informal communication in the workplace is often called the ‘grapevine’ and generally begins
with employees through social relations. In many cases informal communications can turn to
formal communication if they are added in to the formal communication information flow of a
company.
Informal communication is considered effective as employees can discuss work-related issues
which saves the organization time and money. It also helps to build more productive and healthy
relationships in the workforce.

Key differences between formal and informal communication

Here’s a brief list of some of the key differences between formal and informal communication:

Reliability: Formal communication is the more reliable form, as there is a paper trail. Compared
to informal communication which has comparatively less reliability, and is very unlikely to have
a paper trail.

Speed: Formal communication is slower, sometimes feeling unbearably slow due to

bureaucracy. On the other hand, informal communication is very quick, often being
instantaneous.

Time-Consuming: Formal communication requires a number of different processes before the

whole communication flow is complete, whereas informal communication requires very little
process time.

Information Flow: Information through formal communication is only through predefined

channels, whereas information through informal communication moves freely.

Secrecy: Secrecy is maintained with formal communication, whereas informal communication

makes it hard to maintain full secrecy due to its reliance on individuals.

Types of formal communication

Below we provide a comprehensive list pertaining to the types of formal communication:

 Memos

 Intranet

 Meetings

 Conferences

 Formal One-on-Ones

 Bulletin Boards

 Handouts
  Letters

 Presentations

 Speeches

 Notice Boards

 Organizational blogs

 Emails from managers and leaders

Types of informal communication

Below we provide a comprehensive list pertaining to the types of informal communication:

 Gossip

 Single Strand – a form of informal communication wherein each person communicates

with the next in a single sequence.

 Cluster - a very common form of informal communication, in cluster networks a person

will receive information and choose to pass it on to their cluster network or keep the
information to themselves. Each individual will pass on the information to the next
cluster network

 Probability Chain – each individual randomly tells another individual the same piece of
information.

COMMUNICATION NETWORKS

A communication network is the pattern of directions in which information flows in the

organization. Channels of communication (networks by which information flows) are either
formal networks or informal networks. Formal networks follow the authority chain and are
limited to task-related communications. The informal network (grapevine) is free to move in any
direction, skip authority levels, and is as likely to satisfy group members' social needs as it is to
facilitate task accomplishments.
Types of Communication Networks in Organizations

Types of Communication Networks in Organizations is shown below

Chain Network
In chain network, communication travels up and down through the hierarchy. Each person
communicates with only the person directly above or below in terms of reporting relationships.
The chain network rigidly follows the formal chain of command.

Y Network Communication

Y Network
In the Y network, the flow of communication resembles an upside down Y; information flows
upward and downward through the hierarchy, widening to encompass the number of employees
reporting to a supervisor.

Wheel Network
In a wheel network, information flows to and from a single person. Employees in the group
communicate primarily with that person rather than with each other. Such a communication
network is a fast means of getting information to employees, since the person at the hub of the
wheel can do so directly and efficiently. The wheel network relies on the leader to act as the
central conduit (channel) for the entire group's communication.

The chain network, the Y network and the wheel network are fairly centralized in that most
messages must flow through a pivotal (essential, crucial) person in the network. In the wheel
network, the most centralized, all messages must flow through the individual at the centre of the
wheel. In the chain network, some members can communicate with more than one member of
the network, but the individual in the centre of the chain still tends to emerge as the controller of
the messages. In the Y network, the member at the fork of the "Y" usually becomes the central
person in the network.

Circle Network
In a circle network, employees communicate only with adjoining members of the organization.
The circle network is analogous to a group working in a physical arrangement such that workers
can communicate with their immediate neighbour but not with others in the group.

All channel network communication examples

The All-Channel Network or the Star Network

In an all-channel network, communications flow upward, downward and laterally among all
members of the group. This pattern of communication supports an egalitarian, (equal,
unrestricted) participative culture and fosters (promote, cultivate) cross-functional efforts.

The all-channel network is best if you are concerned with having high member satisfaction.

The circle network and the all-channel network are more decentralized in that there is freer
communication among the various members. In the circle network, each member can
communicate with the individual on either side. The all-channel network is the most
decentralized of the networks; each member can communicate with any other member.

GRAPEVINE COMMUNICATION

Informal communication is also known as grapevine communication because there is no definite

route of communication for sharing information.

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In this form of communication, information converges a long way by passing from one person to
another person leaving no indication from which point it started. This is quite similar to the vine
of grapes. It is also difficult to find out the beginning and the end of the grapevine.

(1) Single Standard:

In this form of communication, a person says something to a trustworthy person who, in turn,
passes on the information to another trustworthy person and in this way a chain starts moving.

This creates a sort of chain which has been shown in diagram. The signs of cross shown at the
top and bottom of the diagram show that the chain can move up and down both ways up to any
extent.

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(2) Gossip Chain:

In this form of communication, a person communicates something to a number of persons during

the course of a gossip. A particular person in an organisation knows something specific that
happens to be interesting. He tells this thing to all the members of his group and some other
people also. Normally, such information is not related to the job.

For example, two employees of the organisation are going in for a love marriage and some
particular person has got this information, he passes on this information to a large number of
people. Gossip chain has been shown in diagram. In this diagram, Mr. A’ is passing on his
information to B, C, D, E, F, G, H, I, etc.

(3) Probability:

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In this form of communication, a person remains indifferent about the fact as to whom he should
pass on the information. There are numerous people around him. He passes on the information
randomly to somebody around him. Those who get the information also have many people
around them.

They also pass on the information randomly to somebody else. In this way, this chain moves.
The diagram shows that A has four persons around-F, B, D and J but he passes on the
information to F and D only.

He has not deliberately chosen F and D but it happens as a matter of chance. The same is the
position of F and D. F is passing on the information to K and G while D is passing on the
information to H. This chain will continue to move in this manner.

(4) Cluster:

In this form of communication, a person tells something to selected individuals. Those who
receive the information further pass it on to another set of selected individuals.

In this way, this chain moves on. In every organisation some people have good liaison with other
persons. Such people pass on the information to persons of their choice with the purpose of
getting some favour from them.

Barriers to Communication

 Language Barriers Clearly, language and linguistic ability may act as a barrier to
communication. However, even when communicating in the same language, the
terminology used in a message may act as a barrier if it is not fully understood by the
receiver(s). For example, a message that includes a lot of specialist jargon and
abbreviations will not be understood by a receiver who is not familiar with the
terminology used. As nurses, we are especially prone to making this mistake. We must
remember to use language that can be understood by the receiver.
 Psychological Barriers The psychological state of the receiver will influence how the
message is received. For example, if someone has personal worries and is stressed, they
may be preoccupied by personal concerns and not as receptive to the message as if they
were not stressed. Stress management is an important personal skill that affects our
interpersonal relationships. Anger is another example of a psychological barrier to
communication. When we are angry it is easy to say things that we may later regret and
also to misinterpret what others are saying. More generally, people with low self-esteem
may be less assertive and therefore may not feel comfortable communicating - they may
feel shy about saying how they really feel, or read negative sub-texts into messages they
hear.
 Physiological Barriers Physiological barriers may result from the receiver’s physical
state. For example, a receiver with reduced hearing may not grasp the entirety of a
spoken conversation, especially if there is significant background noise.
 Physical Barriers An example of a physical barrier to communication is geographic
distance between the sender and receiver(s). Communication is generally easier over
shorter distances as more communication channels are available and less technology is
required. Although modern technology often serves to reduce the impact of physical
barriers, the advantages and disadvantages of each communication channel should be
understood so that an appropriate channel can be used to overcome the physical barriers.
 Attitudinal Barriers Attitudinal barriers are behaviors or perceptions that prevent people
from communicating effectively. Attitudinal barriers to communication may result from
personality conflicts, poor management, resistance to change, or a lack of motivation.
Effective receivers of messages should attempt to overcome their own attitudinal barriers
to facilitate effective communication.
GROUP DISCUSSION

An average GD usually features 10 to 15 participants. The GD process begins by the

announcement of the topic to the group, which is (usually) followed by a preparation time of 3 to
5 minutes. More than 5 minutes’ prep time may be given only if the GD is a case-study
discussion, and has a long case statement.
At the end of the prep time, the panel signals the group to commence the discussion, and from
then on plays the role of a non-participating observer. This means that the discussion is not
moderated or ‘anchored’ by a panellist. The group members must discuss the topic as they deem
appropriate without any kind of suggestion from the panel. The panel expects no particular order
of speakers to be followed nor a minimum or maximum duration of speaking to be followed by
individual participants.

Most Group Discussions can be divided into 3 kinds:

A) Topical Group Discussions, which are based on current affairs or ‘static’ matters – for
example, a GD on the topic of the recent demonetisation of Rs 500 and Rs 1000 notes would be
the former, whereas a GD on whether India should adopt a presidential model of democracy
would be the latter, as it has no limitation of a time frame.
B) Case-studies, which present the group with a complex business situation that requires a
decision to be made. Such cases usually have multiple problems embedded in the given situation,
and both the individual participants and the group are required to analyse the situation, identify
the problems, and suggest a way out.
C) Abstract Group Discussions, which are called so because they offer us no definite
framework of the topic, and hence no definite direction to take in the discussion. Instead, the
participants are required to interpret the topic in their own ways and demonstrate innovative
thinking in doing so. Such topics could be single-worded, such as ‘Blue’, or a short cryptic
sentence, or even an image.
Most Group Discussions can be divided into 3 kinds:
A) Topical Group Discussions, which are based on current affairs or ‘static’ matters – for
example, a GD on the topic of the recent demonetisation of Rs 500 and Rs 1000 notes would be
the former, whereas a GD on whether India should adopt a presidential model of democracy
would be the latter, as it has no limitation of a time frame.
B) Case-studies, which present the group with a complex business situation that requires a
decision to be made. Such cases usually have multiple problems embedded in the given situation,
and both the individual participants and the group are required to analyse the situation, identify
the problems, and suggest a way out.
C) Abstract Group Discussions, which are called so because they offer us no definite
framework of the topic, and hence no definite direction to take in the discussion. Instead, the
participants are required to interpret the topic in their own ways and demonstrate innovative
thinking in doing so. Such topics could be single-worded, such as ‘Blue’, or a short cryptic
sentence, or even an image.

On the other hand, the group skills refer to those skills which can only be evaluated in the
context of a group. They include the following:
A) Listening skill: The panel constantly observes whether or not every participant is listening to
the discussion. In my experience, most participants are concerned only with speaking, and feel
that they are done with the job as soon as they have spoken, which is contrary to the spirit of a
discussion. There are many ways a panel may infer that a participant is a poor listener, such as a
lack of eye contact with the group, or a poor summary at the end. It is one of the rarest skills, and
a must for a would-be manager.
B) Leadership quality: In highly-charged discussions, one or two participants usually play the
role of the anchor, in that they define the topic appropriately, offer the initial analysis of the
keywords of the topic, and also try to hold the group together in pursuit of a common goal. Such
individuals could demonstrate effective leadership, and score some extra points. However, one
cannot score anything extra simply because one spoke first in the group, or was the loudest.
C) Body language: While assessing the body language, the panel primarily looks at eye contact
and hand movements. The speaker must maintain a consistent eye contact with the entire group
as he or she speaks, and the listeners must reciprocate. If the either doesn’t happen, you allow the
panel to infer whatever they wish to – from a lack of confidence to a lack of interest in the GD to
the lack of concern for others.

D) Group behaviour: This is usually assessed in a broad distinction – assertive or aggressive.

Avoid the latter no matter what. Assertiveness is a rational display of conviction of one’s
thoughts, while aggressiveness is a display of domination through subtle intimidation.
Assertiveness allows room for flexibility – which is a desired trait – while aggressiveness leads
to irrational rigidity of viewpoint. Please remember that B-schools are looking for sensitive
individuals, not skinhead bouncers.

What is a Mock Interview?

A typical mock interview is a practice job interview held with a professional career counselor. A
mock interview helps you learn how to answer difficult questions, develop interview strategies,
improve your communication skills, and reduce your stress before an actual job interview.

During a mock interview, the interviewer may use a semi-structured interview format rather than
asking a formal list of questions.

In-Person Mock Interviews

Many college career centers and career counselors offer in-person mock interviews. If you're a
college student or graduate, check with your career office to see if they provide in-person or
phone or video mock interviews. 1

If you're not affiliated with a college or university, a career coach or counselor is another option
for practice interviewing.
You can make an appointment with a mock interviewer, providing her with information on either
a specific company with whom you are interviewing or your general career field. This will help
her to create mock interview questions similar to those you will eventually encounter in your
actual interviews.

SEMINAR

A seminar may be defined as a gathering of people for the purpose of discussing a stated topic.
Such gatherings are usually interactive sessions where the participants engage in discussions
about the delineated topic. The sessions are usually headed or led by one or two presenters who
serve to steer the discussion along the desired path.

PURPOSE OF A SEMINAR

A seminar may have several purposes or just one purpose. For instance, a seminar may be for the
purpose of education, such as a lecture, where the participants engage in the discussion of an
academic subject for the aim of gaining a better insight into the subject. Other forms of
educational seminars might be held to impart some skills or knowledge to the participants.
Examples of such seminars include personal finance, web marketing, real estate, investing or
other types of seminars where the participants gain knowledge or tips about the topic of
discussion.

Of course, a seminar can be motivational, in which case the purpose is usually to inspire the
attendees to become better people, or to work towards implementing the skills they might have
learned from the seminar. For instance, a business seminar with a financial theme could be for
the purpose of teaching small business owners how to pitch to investors or to write a solid
business plan, and to motivate them to get started right away.
Sometimes, seminars are simply a way for businessmen and women, or other like-minded
people, to network and meet other attendees with similar interests. Such seminars provide
opportunities for the attendees to make some potentially valuable contacts that can help them
move to the next level in their careers or endeavors.

A trade seminar brings a wide cross-section of the community together, such as government
officials, businessmen and women and the general public. Such seminars often consist of
workshops and the presentation of white papers. They are usually held for the purpose of
networking with various vendors and making new connections.

SEMINARS VS. WORKSHOPS

The main difference between seminars and workshops is that seminars are usually more
academic and less hands-on than workshops. Seminars are events that are mostly geared towards
educational topics and usually feature one or more experts on the subject matter. On the other
hand, workshops are generally less formal and require more attendee participation than seminars.
The main thrust of workshops is for the participants to gain new skills during the event under the
guidance of the instructor.

PLANNING A SEMINAR

The first step towards planning an effective seminar is to determine what the purpose of the
seminar will be. Think about the target audience who will participate and what they stand to gain
from attending the seminar. Every seminar must have an agenda, so determine what the agenda
will be. Set a budget for the seminar and work within this budget, and don't get too carried away
with the selection of venue and other considerations that could potentially cost money.

BEFORE THE SEMINAR

Find speakers for the seminar through an analysis of the subject matter and the speakers who can
best fit the occasion. Such speakers may be professional speakers, or just people with the
requisite knowledge and authority to effectively convey the desired message.

You also have to find a proper venue for the seminar. This process can be simplified by utilizing
the venue finder here on eVenues. Some of the things to consider when choosing an event venue
include the availability of the necessary technical infrastructure to support the event.

For example, the venue should have audio-visual facilities and communication equipment.
Depending on the season, the air-conditioning or heating should be functioning properly. Find
out if they have a stand or dais for the speaker and if they offer catering services. Another
important consideration is the availability of ample parking for the seminar attendees.

Send out invites to those who will attend the seminar and engage in active marketing of the event
through various means. For instance, the numerous social media sites are an excellent method for
marketing the event. Facebook events, Eventbrite, Lanyrd, and other such sites can help
publicize the event and keep the prospective attendees up to date regarding developments.
Prospective attendees can also indicate their willingness to attend the seminar by accepting the
invitations sent to them through these channels.

Confirm the number of attendees to the seminar since this information is necessary for logistics
like accommodations, seating arrangements, car pick-ups and even the catering arrangements.
The confirmation of the willingness of the keynote speakers to attend is especially important
very early in the planning stages since this will help in the designing of the logos, brochures and
other promotional materials.

Select volunteers to help with activities like guiding and helping the seminar attendees. If they
need training to familiarize themselves with their expected duties, ensure that they receive such
training well ahead of the seminar.

AFTER THE SEMINAR

Analyze the outcome of the seminar, including the response of the attendees and their feedback
in order to discover whether the aims of the seminar were met. You can also send out thank you
notes to the attendees through emails and any other follow up, such as upcoming seminars.

INDIVIDUAL & GROUP PRESENTATIONS

16.1 Introduction

The practice of showing and explaining the content of a topic to an audience or learner is known
as presentation. There are as many forms as the life situations. A presentation is a process of
offering for consideration or display. It can be a social introduction, as of a person at court, or a
demonstration, lecture, or welcoming speech, or a manner or style of speaking, instructing, or
putting oneself forward. The manner of presenting, especially the organization of visual details
to create an overall impression is a presentation. It may be the formal introduction of a person, as
into society or at court. In the business world, there are sales presentations, informational and
motivational presentations, first encounters, interviews, briefings, status reports, image-building,
and the inevitable training sessions. Presentations can also be categorized as vocational and non-
vocational. In addition, they are expository or persuasive. They can also be impromptu,
extemporaneous, written, or memorizes. But it's more important to focus on their purpose. There
are three basic purposes for giving oral presentations:

1. To Inform

2. To Persuade

3. To Build Goodwill

Now-a-days, it has become increasingly common for individuals especially for the employers to
request job applicants who are successfully shortlisted to deliver one or more presentations at
their interview, debut, or other important event that needs to be highlighted in a more official
way. The purpose of the presentation in this setting may be to either demonstrate candidates'
skills and abilities in presenting, or to highlight their knowledge of a given subject. It is common
for the presenter to be notified of the request for them to deliver a presentation along with their
invitation to attend the event. Usually presenters are only given a title for their presentation and a
time limit which the presentation should not exceed. Be sure to hone up on current presentation
etiquette before preparing slide presentations. How you use this visual aid can make or break the
presentation.

16.2 Types

16.2.1 Informative presentations

Include talks, seminars, proposals, workshops, conferences, and meetings where the presenter or
presenters share their expertise and information is exchanged.

16.2.2 Persuasive presentations

Sometimes called transactional, are often motivational. Persuasive Presentations are designed
and delivered to come out with a specific goal in mind.

16.2.3 Goodwill presentations

Goodwill presentations, which often take the form of after dinner speeches, are often designed to
be entertaining-for example by sharing video highlights of a football season or anecdotes based
on some past experiences.

16.2.4 Multipurpose presentations

Presentations usually have more than one purpose. A presentation to employees may be
announced as an informative session on new regulations but in reality may also be an all-out
effort to persuade workers to buy into the new rules.

16.2.5 Sales
Sales techniques are complex and require two essential items for success in sales presentations
which are knowing and understanding your audience, and building rapport.

16.2.6 Political

Presentations in the political arena are primarily grouped in the persuasive category. To be
effective they must include lots of information and also build goodwill.

16.2.7 Motivational presentations

Motivation is another form of persuasion, but one that somehow takes on a more fervent, highly
charged tone.

16.2.8 Interviews

A �Job Interview� is yet another presentation form, one where the presenter should make an
effort to identify his or her immediate audience, but also take great pains to know as much as
possible about the larger audience.

Audiences can be classified into four basic categories:

1. Captives
2. Pragmatists
3. Socially Motivated
4. Committed

When an individual stands up to deliver a presentation before an audience, it�s essential that the
audience know who the presenter is, why they are there, what specifically they expect to get
from your presentation, and how they will react to your message. You should try to gather as
much background information as possible before your presentation. There will be times,
especially with presentations that are open to the public, when you will only be able to guess.
It has been found that audiences believe presenters who use visuals are more professional and
credible than presenters who merely speak. Some research indicates that meetings and
presentations reinforced with visuals help participants reach decisions and consensus in less
time.

A presentation program, such as Microsoft PowerPoint, is often used to generate the presentation
content. The development of information technology has made the use of these solutions
possible, but �Liquid Crystal Display (LCD)� Projectors as well as overhead
transparencies are still used widely for the purpose of presentations.

Helpful presentation tips

� Easy Format

� Organize Your Thoughts

� Know Your Material

� Prep Time

� Outline Your Presentation

16.3 Three Ingredients of Group Presentations

16.3.1 Clarity

Clarity means clearness of purpose, thought or style. Developing clarity within your group will
help you develop a clear message for your audience.

16.3.1.1 Clarity of purpose

Just as your presentation will have a clear purpose, your group should create a Charter
Statement that explicitly captures the group�s desired outcome. This Charter Statement
becomes the test of everything that will go into the presentation and help guide the efforts of the
team. For example, if your group agrees that your general purpose is to sell your product, and,
more specifically, you know that the key decision maker in the audience is doubtful about cutting
checks to companies like yours, build that into your Charter Statement. The purpose of our
presentation is to sell our Product to ABC Company by overcoming the objections of the
company�s Purchasing Officer through clear examples of how our Product provides a fast
return on investment. The Charter Statement will come in handy when you have a team member
who may want to go �off track� to tell personal anecdotes that don�t pass the test of the
group�s charter.

16.3.1.2 Clarity of roles

Personalities come into play when groups meet to develop presentations. The struggles for
position and ego can quickly deplete the group�s momentum, resulting in hurt feelings and,
potentially, a weaker presentation. Providing clarity to group roles helps to establish expectations
and keep the entire group moving towards a common objective, leading thus to a great group
presentation. Identify the roles your group needs during message development. For example, to
ensure that team members are meeting assignments, select a Project Manager. This person
isn�t the �boss of the presentation�, but rather will focus on schedule and assignments. Other
roles could include a Gap Analyst who is responsible for identifying �gaps� in content and
support materials (handouts, graphics, etc.), which in turn could work closely with other roles
within the group like the Chief Researcher. Capitalize on the unique personalities within your
group to develop roles that work well for all, but be sure to discuss the roles openly so they are
clear to everyone.

16.3.1.3 Clarity of message

Instead of writing �speeches� for each individual speaker, try creating one master
presentation, a unified narrative, and then decide who speaks to which points, and when. This is
a shift from the traditional segmented method of group presentations where often group members
are directed to �give five minutes of talking� and then are left to develop content
independently. In a master presentation, each speaker may weave in and out at various points
during the presentation. When done well, this fluid dynamic can hold an audience�s attention
better by offering a regular change in speakers� voices and presence.

Moreover,by using a master presentation, your group will ensure that each of the presenters will
stay �on script� and use cohesive language, smooth transitions, and (when using visuals)
consistent graphics.

16.3.2 Control

Group presentations face unique logistical challenges beyond just developing presentation
content.

16.3.2.1 Control in introduction

The way of introducing a group is noticed by the audience, so plan those introductions with your
presentation. Your presentation may be part of a larger event that includes an master of
ceremonies who will introduce the team. If so, be sure that you provide pertinent information to
the emcee that will allow her/him to generate interest in your presentation even before you begin
speaking. If your group is responsible for making its own introductions, however, you will need
to decide if you will introduce your group members in the beginning, or when they first speak.
Your group also will need to decide if each member introduces her/himself, or if one member
will introduce everyone. There is no one right way to do introductions, but your group must
decide how to do them before the day of the presentation.

16.3.2.2 Control in transitions

Decide how you are going to �hand off� from one speaker to the next. In the �master
presentation� approach, you may want to consider simply have speakers pick up a narrative
right where the previous speaker left off. If you use the more traditional segmented approach,
each speaker may cue the subsequent speakers by identifying them and their subject matter. For
example: ��and speaking of quality control, no one is more qualified as Mr. X, who is going to
tell us about how this team will deliver a quality project for you.�

Another option is to assign a group emcee who will handle transitions between presentation
sections. Your group will need to determine which option makes the most sense based on your
presentation style and audience expectations.

16.3.2.3 Control vis-�-vis time and space

Multiple speakers translate to occupying more physical space, and the potential to gobble up
more time with introductions and transitions. If you will be presenting in a small room, consider
where each speaker needs to be positioned to quickly reach the speaking area, and whether they
will sit or stand when not speaking. Your presentation must fit within your allotted time, so you
will need to time your group�s presentation, including equipment set up, introductions, and
transitions.

16.3.3 Commitment

Commitment from each group member is going to give your presentation the best content and
flair that will impress your audience.

16.3.3.1 Commit to a schedule

Once you know the date of your presentation, create a schedule that includes specific milestones,
such as �presentation draft due� and �final rehearsal�. Having a specific schedule allows
members either to agree to the group�s expectations or to offer dates that better fit their
personal schedules. One can also assign specific responsibilities to the scheduled milestones; for
example, who is responsible for bringing the handouts, projector, and laptop to the presentation?

16.3.3.2 Commit to rehearsing

�If you find group members who lack the commitment to rehearse, consider finding group
members who will commit.� Rehearsing is one of the most important steps for presentation
success. Have your team members agree from day one that they will make themselves available
to practice with the group. If you find group members who lack the commitment to rehearse,
consider finding group members who will commit. Practice makes perfect, and no rehearsal
means your group doesn�t know what will happen to the content, timing, or quality of the
presentation. Do those sound like things your group would like to leave to chance?

16.3.3.3 Commit to answering your audience�s questions

Always be ready to pepper your group with questions after your formal presentation is over.
Your presentation is not over yet. Handling those questions is as important as the presentation
itself. A well-done presentation means nothing if presenters fumble questions so badly that they
appear incompetent. Have each member develop a list of potential questions and then, as a
group, review the list. Discuss who will be responsible for handling which types of questions. By
incorporating these three ingredients into your next group presentation process, you will find that
you not only develop a presentation that your audience loves, but your group will transform from
a rag-tag group of speakers into a dynamic presenting team.
UNIT III

Essential Qualities of Business Letter

A person should always maintain the quality of the business letter. The qualities of a business
letter make it presentable. It becomes easy for a person or an organization to imprint an
impression onto the others. The qualities of a business letter can be classified as

 Inner Quality
 Outer Quality

Let us discuss each of them in detail.

I. Inner Quality

It refers to the quality of language used and the presentation of a business letter. They are

1. Clear

The language used in the business letter must be clear. It helps the receiver to understand the
message immediately, easily, and clearly. Any ambiguity will lead to the misinterpretation of the
message stated.

2. Simple

The language used in the business letter must be simple and easy. One must not write a business
letter in difficult and fancy words.

3. Concise
The message written in the letter must be concise and to the point.

4. Concrete

The message is written must be concrete and specific. By using concrete language, a reader will
have a clear picture of the message.

5. Accuracy

One must always check for the accuracy of the business letter. Accuracy generally means no
error in grammar, spelling, punctuations etc. Correct personnel should be targeted for
communication.

6. Coherent

The language used in the business letter must be coherent. The message must be in a logical way
for the clear understanding of the message. The flow of the message must be consistent.

7. Complete

One must write a complete message. It helps the reader to know about the issue and the solution
to be taken. It should provide all the necessary information. One must also keep in mind that the
message should be concise and short along with the complete details.

8. Relevance

The letter should only contain important information. Irrelevant information should not be
included and avoided in any business communication.

9. Courteous
The language used in the business letter must be courteous. A writer must always use open,
friendly, and honest wording in his letter. It does not mean that one must use slang and abusive
words. One must always add the words like please, thank you etc.

10. Neatness

A business letter must be neatly typed or handwritten. Proper spacing, indention, and use of
paragraph should be used.

Learn more about Parts of Business Letters here in detail.

II. Outer Quality

The outer quality of a business letter means the quality of its outer appearance. The outer look of
the letter must be catchy and impressive. Some of the outer qualities are

1. Size of the Paper

The standard size of paper should be used. An A4 paper is the most used paper for writing a
business letter.

2. Quality of the Paper

The quality of the paper used must be good. It is not always possible for a firm to use the costly
paper. One must use good quality paper for original copy and ordinary copy for the duplicate
copy.

3. The Color of the Paper

Sometimes it is very useful to use the different color of paper for different types of letter. The
receiver can clearly understand the intention and the purpose of the letter by its color.

4. Folding of Letter

One must fold the letter properly and uniformly. The folding must be done to fit the letter in the
envelope. It is noticeable that one must not over fold the letter. It will have a bad impression on
the reader’s mind.

5. Envelope

The envelope used must be of good quality. Special attention must be given to the size of the
envelope for fitting the letter.

BANK LETTERS

All businesses are doing financial transactions with banks. Business without Bank is a myth
heareafter. So, having business correspondence with banks is inevitable hereafter. We have to
learn the business nuances of drafting letters to banks. Here are many such letters which bring
into affect all the typical circumstances in which we have to do letter-correspondence with
banks. From the first point of opening a business to the level of expanding the business to the
international level, we have to seek the help of the bank. Banks do not only the role of financing
our business operations but also the role of transforming our money to our customers and our
workers. With the help of online transaction, we have to run our business.

EXAMPLE

May 5, 2009

To :

The Manager,

Bank of Murthal,

326 / H – Raman Nair Street,

Mumbai- ######.

Dear Sirs,

Reference your letter dated January 3, 2009 regarding over draft.

We would request you to furnish us with a Statement of Accounts to enable us to check up the
accounts.

Yours Truly,

For ABC LIMITED

(V. RAJAN SINGH)

Managing Director
Insurance Letter

There are many reasons for taking insurance and writing insurance letters. Few insurances are
compelled by law. Few others are taken voluntarily. Motor insurance is legally compulsory.
Insurances like theft-insurance, life-insurance, medical-insurance, fire-insurance and accident-
insurance are taken by the insurer voluntarily. On many occasions in the insurance, many preset
forms are used. However, often letters are necessary to get things done in the world of insurance.

Example

6 March – 19XX

To:

The Manager,

GIE Insurance Sdn Bhd,

834 Jalan,

31000 Ipoh,

Matunga.

Dear Sir/Madam,

I am interested in taking up a Life Insurance Policy with your company. Could you send a
representative over to see me? Please have him/her call me over the telephone before coming.

My Mobile number is: 0@#@#@#@#@#

Thank you,

Yours faithfully
Tan Boon Seng

General Manager

UNIT IV

ORAL COMMUNICATION

Oral communication implies communication through mouth. It includes individuals conversing

with each other, be it direct conversation or telephonic conversation. Speeches, presentations,
discussions are all forms of oral communication. Oral communication is generally recommended
when the communication matter is of temporary kind or where a direct interaction is required.
Face to face communication (meetings, lectures, conferences, interviews, etc.) is significant so as
to build a rapport and trust.

Advantages of Oral Communication

 There is high level of understanding and transparency in oral communication as it is

interpersonal.
 There is no element of rigidity in oral communication. There is flexibility for allowing
changes in the decisions previously taken.
 The feedback is spontaneous in case of oral communication. Thus, decisions can be made
quickly without any delay.
 Oral communication is not only time saving, but it also saves upon money and efforts.
 Oral communication is best in case of problem resolution. The conflicts, disputes and
many issues/differences can be put to an end by talking them over.
 Oral communication is an essential for teamwork and group energy.
 Oral communication promotes a receptive and encouraging morale among organizational
employees.
 Oral communication can be best used to transfer private and confidential
information/matter.

Disadvantages/Limitations of Oral Communication

 Relying only on oral communication may not be sufficient as business communication is

formal and very organized.
  Oral communication is less authentic than written communication as they are informal
and not as organized as written communication.
 Oral communication is time-saving as far as daily interactions are concerned, but in case
of meetings, long speeches consume lot of time and are unproductive at times.
 Oral communications are not easy to maintain and thus they are unsteady.
 There may be misunderstandings as the information is not complete and may lack
essentials.
 It requires attentiveness and great receptivity on part of the receivers/audience.
 Oral communication (such as speeches) is not frequently used as legal records except in
investigation work.

NONVERBAL COMMUNICATION

Nonverbal communication refers to gestures, facial expressions, tone of voice, eye contact (or
lack thereof), body language, posture, and other ways people can communicate without using
language.

When you’re interviewing for a job or participating in a meeting, your nonverbal

communication is almost as important as your verbal responses. Crossed arms can seem
defensive. Poor posture may appear unprofessional. A downward gaze or avoiding eye contact
can detract from you being seen as confident.

Employers will evaluate what you do as well as what you say, and you can use your
nonverbal communication skills to make the best impression. If your skills aren't top-notch, you
can practice them so you make a positive impression on everyone you meet in the workplace and
beyond.

The Importance of Nonverbal Communication

Most candidates carefully prepare what they will say during interviews and networking
meetings.

However, knowing what you will say is only part of the picture. Just as important is having an
understanding of how to convey your messages through your body language. Your interviewing
and networking success will be largely determined by the impression people get of you, and how
they respond to what you say.

Nonverbal Communication Skills Examples

Want to brush up on your skills? Review this list of nonverbal skills and work on any areas
where you think you could improve.

 Avoid slouching. Sit with your back straight up against the chair or lean slightly forward
to convey engagement.
  Steer clear of smiles or laughter when messages are serious.
 Display some animation with your hands and facial expressions to project a dynamic
presence. (But avoid talking with your hands excessively, which can appear
unprofessional and unpolished.)
 Don’t bring your phone, a drink, or anything else that could distract you during an
interview or meeting.
 Eliminate fidgeting and shaking of limbs.
 Establish frequent but not continuous or piercing eye contact with interviewers.
 Focus on the conversation.
 In a group interview, shift eye contact to the various speakers.
 Introduce yourself with a smile and a firm handshake. Be sure that your palms are dry.
 Keep your hands away from your face and hair.
 Listen carefully, and do not interrupt.
 Maintain open arms—folded arms can convey defensiveness.
 Modulate your vocal tone to express excitement and punctuate key points.
 Nod to demonstrate understanding.
 Observe the reaction of others to your statements.
 Read the nonverbal signals of others. Provide clarification if they look confused, and
wrap up if they have heard enough.
 Refrain from forced laughter in response to humor.
 Avoid looking at the clock, your phone, or displaying any other signs of disinterest.
 Respect the amount of personal space preferred by your communication partners.
 Rotate eye contact with various speakers in group interviewing or networking situations.
 Shake hands firmly without excessive force.
 Show that you’re interested in what the interviewer is telling you.
 Smile to indicate that you are amused or pleased with the conversation.
 Stay calm even when you’re nervous.
 Steer clear of monotone delivery.
 Wait until the person is done talking to respond.

PRINCIPLES OF EFFECTIVE ORAL COMMUNICATION

Well-Planned
Before presenting something, there should be proper planning regarding the audience, topics to
be delivered, timing and other factors: So, a person must be well-prepared to deliver his speech.

Clear pronunciation
To make oral messages meaningful to receivers, words should be clearly and correctly
pronounced. There should not be any lack of clarity, otherwise, the communication would be a
confusing one.

Brevity
Effective oral communication desires that a message should be brief. If the sender took a long
time for talking, his message may not get the attention of the receiver.
Precision
Precision is needed to make oral communication effective. There should not be any confusing
words rather message to be delivered should be specific so that there is no misunderstanding.

Natural voice
Any sort of unnatural voice may distort the message. Natural voice can do a lot to make oral
communication effective.

Logical sequence
Ideas should be organized in a sequential way to make the message communicative and
attractive. Unorganized ideas do not provide clear sense while a logical sequence of ideas gives a
clear sense.

PRINCIPLES OF ORAL COMMUNICATION

Suitable words
Words have different meanings to different people in different situations in oral communication,
a speaker should use the common, simple and familiar words so that the receiver can react to the
message without any problem.

Courteous
Courtesy costs nothing but can earn many things. So, a speaker should be courteous while
addressing listeners. It helps create a good impression in the mind of listeners regarding the
speaker.

Attractive presentation
It is another principle to make oral communication effective. A speaker should deliver his speech
in a very nice and sweet language so that the receiver is attracted to take part in the
communication.

Avoiding Emotions
Speaker must control his emotions to make oral communication effective. Too much emotion
will take the speaker away from the main subject.

Emphasis
The speaker must be knowledgeable regarding the portion of the speech where he should give
emphasis. Giving emphasis on respective points will help draw the attention of the audience.

Controlling Gesticulation
Speaker at many occasions, consciously or unconsciously, gesticulates for expressing his ideas or
thoughts. This is a habit and should be avoided. Otherwise, the application of such a habit may
lead to % disinterest of the audience.

FACTORS AFFECTING PRESENTATION

Following factors affect the effectiveness of the presentation:
1) Audience Analysis: If the speaker has analyzed the audience in a proper way before
presentation, his presentation will be more effective. On the other hand, poor or improper
audience analysis leads to ineffective presentation. The style of the presentation is largely
dependent upon the type and size of the audience. If audi-ence is large, presentation should be
more formal whereas informal presentation can work in small audience.

2) Communication Environment: Communication environment affects the effectiveness of the

presentations. Much of the audience notices the physical things surrounding the speaker, the
stage, lighting arrangement, background, etc. Proper arrangement of these things can enhance the
impact of the presentation. If there is noise in the surrounding environment, it detracts the
audience from listening and consequently leaves unhealthy messages.

3) Personal Appearance: Personal appearance of the speaker has great impact on the audience.
Well dressed up person can deliver good presentation. Therefore, the speaker should wear neat
and clean clothes and take time to check his appearance just before starting presentation.

4) Use of Visuals: Visuals can enhance the professional image of the presentation. Different
research studies demonstrate that presenters using latest visual techniques are perceived as better
prepared, more persuasive, more credible and more interesting than speakers who do not use
visuals. But visuals work only if the technology on which they depend works well. Therefore,
presenter should check the equipment in advance before presenting.

5) Opening and Closing of Presentation: The beginning and closing of a presentation are the
positions of emphasis. Those presenters who can open the presentation with interesting remarks
which are likely to create more interest and enthusiasm for listening the presentation. On the
other hand, presenters with poor opening are likely to leave the audience bored. Similarly, the
ending of the presentation has profound impact on the audience. Endings, with vivid and positive
pictures are more likely to have profound impact on the audience.

6) Organization of Presentation: Clarity in presentation is essential that comes with proper

organization of the information. Organizing the information in a proper manner can make the
message more understandable, keep the audience happy and boost the image of the speaker.
Proper organization of presentation enhances the effectiveness of the presentation. On the other
hand, improper organization of the presentation will not influence the audience. Improper
organization of presentation is reflected as follows:
i) Taking a long time to get to the point.
ii) Inclusion of irrelevant material.
iii) Leaving out necessary information.
iv) Mixing up of ideas.

To overcome these problems, presentation can be organized in one of the five standard patterns:
i) Chronological: It starts with past, moves to the present and ends by looking ahead.
ii) Problem-Causes-Solution: It explains the symptoms of the problem, identifies its causes and
suggests the remedial measures.
iii) Excluding Alternatives: It shows the symptoms of the problem, suggests possible solutions,
explains the reasons why these don't work and ends the discussion with a solution that will work.
iv) Pros-Cons: It explains the advantages and disadvantages of problem(s).
v) 1-2-3: It discusses three aspects of a topic: introduction, body and conclusion.

7) Language and Words: The quality of presentation is affected by the language and words. To
make the audience understand the message, the speaker has to talk in the language known to the
audience. To enhance the impact of presentation, he should choose the catchy words that appeal
to the heart and emotions of the audience. If the language spoken by presentator is different from
audience's language, and words used are stereotyped, it is likely to have least impact on the
audience.

8) Quality of Voice: Quality of voice of the presenter affects the effectiveness of the
presentation. Voice modu-lation is likely to have greater impact upon the audience whereas
monotonous voice will bore the audience.

9) Body Language: The effectiveness of the presentation is also affected by the body language
of the speaker. A speaker having eye contact with audience is likely to impress more than a
speaker reading out the hand outs. A speaker who looked more at the audience is judged as better
informed, more experienced, more honest and friendliest than a speaker who delivers the speech
with less eye contact. With eye contact members of audience feel that speaker is talking to them.

Similarly, confidently moving speakers are likely to have more impact than nervous speakers. To
calm one's nervousness, one should be well-prepared, take several deep breaths, relax one's
muscles, pause and look at the audience and use body energy in strong gestures and movement.

10) Answering Questions: The effectiveness of presentation is also affected by presenter's skill
in handling questions asked at the end of presentation. A speaker who answers the audience's
questions and handles hostile questions with tact is likely to influence the audience more. On the
other hand, a speaker who answers rudely will leave negative impact upon the audience.

EFFECTIVE PRESENTATION SKILLS

Presentation can be defined as a formal event characterized by teamwork and use of audio-
visual aids. The main purpose of presentation is to give information, to persuade the audience to
act and to create goodwill. A good presentation should have a good subject matter, should match
with the objective, should best fit the audience, and should be well organized.

Characteristics of a Good/Effective Presentation

1. The presentation ideas should be well adapted to your audience. Relate your presentation
message/idea to the interests of the audience. A detailed audience analysis must be made
before the presentation, i.e., an analysis of the needs, age, educational background,
language, and culture of the target audience. Their body language instantly gives the
speaker the required feedback.

2. A good presentation should be concise and should be focused on the topic. It should not
move off-track.

3. A good presentation should have the potential to convey the required information.

4. The fear should be transformed into positive energy during the presentation. Be calm and
relaxed while giving a presentation. Before beginning, wait and develop an eye contact
with the audience. Focus on conveying your message well and use a positive body
language.

5. To communicate the desired information, the speaker should use more of visual aids such
as transparencies, diagrams, pictures, charts, etc. Each transparency/slide should contain
limited and essential information only. No slide should be kept on for a longer time. Try
facing the audience, rather than the screen. The speaker should not block the view. Turn
on the room lights else the audience might fall asleep and loose interest. Organize all the
visuals for making a logical and sound presentation.

6. A good presentation must be planned. The speaker must plan how to begin the
presentation, what to speak in the middle of presentation and how to end the presentation
without losing audience interests at any point of time.

7. Rehearse and practice the presentation. This will help the speaker to be more confident
and self-assured. The more the speaker rehearses the better the presentation turns to be.

8. The speaker should encourage more questions from the audience. He should be honest
enough to answer those questions. If any biased question is put forth by the audience,
rearticulate it before answering.
 9. Summarize the presentation at the end. Give final comments. Leave a positive impact
upon the audience.

10. The speaker must have a presentable appearance while giving a presentation. The speaker
should stand with feet far apart maintaining a good balance. He must use confident
gestures. He must use short and simple words.

11. Try to gain and maintain audience interest by using positive quotes, humour, or
remarkable fact.

12. The speaker must be affirmative and optimistic before giving presentation. He should
ensure all tools and equipments to be used in presentation are working well.

13. The speaker must state the objectives of the presentation at beginning of the presentation.

BODY LANGUAGE

Reading Body Language Signs and Communications

Body Language is a significant aspect of modern communications and relationships. Therefore, it

is very relevant to management and leadership, and to all aspects of work and business where
communications can be seen and physically observed among people.

Body language is also very relevant to relationships outside of work, for example in dating and
mating, and in families and parenting.

Communication includes listening. In terms of observable body language, non-verbal (non-

spoken) signals are being exchanged whether these signals are accompanied by spoken words or
not.

It goes both ways:

 Your own positioning and movements reveal your feelings and meanings to others.

 Other people's body language reveals their feelings and meanings to you.

The sending and receiving of signals happen on conscious and unconscious levels.
The study of body language is also known as kinesics (pronounced 'kineesicks'), which is derived
from the Greek word kinesis, meaning motion.

Warning: body language is not an exact science.

No single sign is a reliable indicator.

Understanding body language involves the interpretation of several consistent signals to support
or indicate a particular conclusion.

PARALANGUAGE

Paralanguage refers to the non-verbal elements of communication used to modify meaning and
convey emotion. Paralanguage may be expressed consciously or unconsciously, and it includes
the pitch, volume, and, in some cases, intonation of speech. Sometimes the definition is restricted
to vocally-produced sounds. The study of paralanguage is known as paralinguistics.

The term ’’paralanguage’’ is sometimes used as a cover term for body language, which is not
necessarily tied to speech, and paralinguistic phenomena in speech. The latter are phenomena
that can be observed in speech (Saussure's parole) but that do not belong to the arbitrary
conventional code of language (Saussure's langue).

The paralinguistic properties of speech play an important role in human speech communication.
There are no utterances or speech signals that lack paralinguistic properties, since speech
requires the presence of a voice that can be modulated. This voice must have some properties,
and all the properties of a voice as such are paralinguistic. However, the distinction linguistic vs.
paralinguistic applies not only to speech but to sign language as well, and it is not bound to
any sensory modality. Even vocal language has some paralinguistic as well as linguistic
properties that can be seen (lip reading, McGurk effect), and even felt, e.g. by
the Tadoma method.

EFFECTIVE LISTENING

Listening is the key to great relationships and good understanding. It’s important in today’s
society, with all of our high-tech communication capabilities, to tune in and really listen to one
another whenever possible. Effective listening is the secret that saves jobs, marriages and
families from breakups and breakdowns.

Here are seven steps to effective listening:

1. Look the Speaker in the Eyes

This shows that you’re being attentive and actually care about what they are saying. By no
means should you engage in other activities like texting, reading, writing or gazing at the
television. Stay focused on the conversation at hand and nod accordingly to let the person know
you’re getting what they’re saying.

2. Avoid Interrupting and Wait to Interject at the Right Time

Let the speaker finish their point. Wait for a pause to interject or ask for more clarity. A big
mistake would be to jump in with an interruption, ask a question or make a comment before the
speaker is done speaking. This can be very frustrating and can cause the speaker to lose sight of
what they were trying to say. Interruptions can create a wall between the speaker and listener,
making it hard to communicate successfully.

3. Be Prepared to Listen

Relax your mind and body so that you can receive information objectively. Clear your mind of
distracting thoughts by breathing in deeply. (Inhale and exhale at least three times.) Turn toward
the speaker and sit up straight to show that you’re present and attentive. Your physical
engagement also sends a message to your mind to focus on the speaker.

4. Learn to Keep Your Mind from Wandering

A untrained mind can easily be distracted by noises, random objects, background chatter or your
even own thoughts. You may find yourself thinking of what you should be getting done in that
moment. However, when you’re not focused on the conversation, it is evident to the other
person.

Journaling is the most effective way to train your mind to listen. Get quiet every day for at least
20-30 minutes and tune out all noise and distractions. Then ask yourself a question you want
answered about your life or career. Sit, listen and record your response in a journal. Soon you’ll
learn how to effectively listen to both your inner thoughts and to others.

5. Be Open-Minded

Always remember the three Js to being open-minded:

1. No Judging: Listen without being critical of the other person. Judging the matter before
you hear it all out can cause you to respond inappropriately.
2. No Justifying: Avoid the need to justify your own thoughts or beliefs on a matter before
listening to a person entirely. If you don’t allow a person to finish what they’re trying to say,
you’ll never really get to know how they feel or think about the situation.

3. No Jumping In: Be patient and try not to figure out what you think the speaker is trying to
say by finishing their sentences or blurting out your thoughts. The best way to learn exactly what
they’re saying is by remaining quiet and listening closely. Concentrate on what they’re saying
(even if it annoys you). Effective listening should be free of interruptions and pre-supposed
solutions.

6. Practice the Art of Mirroring

A good listener knows how to mirror the same energy or emotions as the speaker. Show that
you’re engaged by responding with matching expressions. Reflect their feelings by responding
with a smile when they smile and nod when they’re looking for clues that you’re getting what
they’re saying to you. For big news, show an appropriately excited expression to convey that
you’re feeling what they are feeling. This assure them that you’re really listening and engaging.

7. Give Positive Non-Verbal Feedback

Your facial expression is a clear indicator of your thoughts and mood. Be conscious of your body
language. Rolling eyes, slumping shoulders, excessive fidgeting or sternness of face all show that
you’re detached from the conversation. Look at the person talking, point your body in their
direction, smile and listen closely.

INTERVIEW SKILLS

Even though most jobs don't require smooth talking skills, getting through the interview often
does. You don't have to answer every interview question perfectly, but you can improve your
interview skills. Here are 10 interview skills that will help you land the job.

1. Do your background research.

This may not seem like an actual interview skill, but it is. If you walk into an interview saying,
"Now, what do you do again?" and "Do you guys have funding yet?" you're doomed before you
begin. No matter how sparkly your personality is, you have to do the background research.

2. Be polite to everyone.
You may have heard stories of people who were rude to the receptionist, cut someone off in the
parking lot, or yelled at the barista at the coffee shop around the corner and then didn't get the
job. These things happen, and they can ruin your chances. I will never, ever, not in a million
years hire the person who is rude to the receptionist or barista. Many recruiters and hiring
managers feel the same.

3. Watch your body language.

This one is a bit harder. My Inc. colleague Minda Zetlin listed 21 body language mistakes that
people make. Some of them are especially important in an interview. For instance:

 Lean in or sit up straight to show you're interested.

 Keep eye contact so you look honest, but don't just lock in a stare, because then you look
aggressive.

 Don't nod too much. Yes, you want to show agreement, but too many nods and you start
to look like you don't truly care.

4. Watch your real language.

If you have a potty mouth, save it for your friends, and not for the interview. If the interviewer is
letting the f-bombs fly, you can feel more comfortable doing the same, but otherwise, use words
that express your actual feelings and ideas.

5. Review your own resume.

You know what you did, right? Are you sure? I once got caught off guard in an interview when
the hiring manager asked me a specific question about an accomplishment on my resume. I had
to stumble for a minute before my brain latched on to what she was talking about. Don't make
that mistake. Refresh your memory, especially old jobs.

6. Prepare for standard questions.

Lots of interviewers are going to ask you to "tell me about a time when ..." followed by
something appropriate for your field and this particular job. You should have great answers
prepared for this. Brainstorm a list of possible questions and work on your answers.
Another Inc. colleague, Jeff Haden, just listed the 27 Most Common Job Interview Questions
and Answers. Definitely, review these questions before arriving at a job interview.

7. Prepare your wardrobe.

Yes, people judge you by what you're wearing. Most interviewers aren't going to care the brand
of your jacket, or if the heel of your shoe is scuffed, but you should be dressed appropriately.
Generally, for most professional jobs that means a suit, or one step lower. If you're concerned, go
to their parking lot before the interview and watch people come out. If their style is business
casual, you should wear a suit. If they are wearing jean and flip flops, you're probably fine in
business casual, but better to be overdressed than underdressed, in most industries.

8. Prepare your questions.

Don't ask questions that could be answered by looking at the company website. Do ask questions
about the challenges of the position, what success looks like, and how this position fits in with
the organization's goals. Remember, you want to look like you're really interested in succeeding
in this position, and you need this information to do so.

9. Don't badmouth your former employer.

You're most likely going to be asked why you're looking to leave your current job (or why you
left your last job if you're unemployed). Don't lie, but don't be super negative either. "My boss is
a huge jerk. She is nit-picky, plays favorites, and smells like tuna fish." These things may all be
true, but you don't come out looking good. Figure out how to explain why you're leaving, why
you got fired, what you learned from it, and how this all means this new job is a great fit.

10. Don't forget the thank you card.

It doesn't have to be a card anymore; an email will do just fine. You can get hired without one,
but it's a nice gesture to send a quick follow up email to the hiring manager and recruiter. It
keeps you in their minds and shows your politeness, which brings this full circle. You begin by
being nice to everyone, and you end the interview by being nice to everyone, and you increase
your chances.

WRITE A RESUME

1. Pick the Right Resume Format & Layout

2. Mention Your Personal Details & Contact Information

3. Use a Resume Summary or Objective

4. List Your Work Experience & Achievements

5. Mention Your Top Soft & Hard Skills

6. (Optional) Include Additional Resume Sections - Languages, Hobbies, etc.

7. Tailor Your Information For the Job Ad

8. Craft a Convincing Cover Letter

 9. Proofread Your Resume and Cover Letter

UNIT V

TYPES OF MODERN COMMUNICATION

Communication is key to building relationships, and modern forms of communication allows us

to stay in touch with friends and family from anywhere in the world.

Today, modern technology dominates our communication. We have a massive range of ways in
which we can stay connected, but each channel of communication can influence our relationships
in a different way.

Social Media

Social media has been around since the early days of the internet and it still dominates most of
our lives. The long list of social networks continues to grow and each one is continuing to drive
millions (and even billions) of users to their sites everyday which is why it is one of the most
popular forms of communication.
Social media may be all about brand awareness, but it is also a great channel for communication
as it enables you to post open messages for everyone to see, as well as engage with users through
comments.

Whatever you use it for, it’s a great first step for communication. Your messages aren’t limited
to your followers either, through the power of hashtags, shares, likes, retweets, hearts and other
reaction your posts have no limit to the audience it can reach. We’ve all witnessed the power of
posts going viral.

Social Media – Direct Message (DM)

Social media doesn’t necessarily need to be completely public. Almost every social media
channel offers a direct messaging option, some of those messaging services even have their own
messaging app such as Facebook Messenger.

Private messaging through social networks has the same intimacy as email but tends to be less
formal.

Businesses should only contact someone through Direct Message if the customer has reached out
to them through that channel. However, certain direct messaging techniques are becoming a little
more acceptable on some social networks such as Facebook. Facebook Messenger Bots are now
seen as the norm and can help you to connect with your audience through Facebooks messaging
service.
Instant Message (IM)

While some forms on Instant Message falls under social media like Facebook Messenger, there
are a wide range of Instant Messaging platforms that aren’t connected to social networks such as
Google Hangouts and WhatsApp.

IM is a great tool for quick informal chats or group chats.

SMS Text Messaging

We are all aware of the uses of text messaging. They are short, generally informal and are a good
way to communicate small bits of information that can be received and replied to at the
recipient’s own leisure.

These days we are almost always within arm’s reach of a mobile device, so it isn’t a surprise that
more people are using their smartphones more than computers to search, research and
communicate than ever before, making it the perfect platform to engage with your audience.
Email Marketing

The first mass email was sent back in 1978 and even back then it was highly successful.
However, today it is one of the most underestimated marketing platforms around, despite being
one of the most beneficial in terms of return on investment.

Email marketing can be used for many different purposes, including to push products and
services, spread news, raise brand awareness or to deliver a message to the masses.

Over the years, most businesses would have accumulated a great deal of email address and in
many cases, they would go to waste. With email marketing those email addresses will enable you
to reconnect with old clients as well as connect with new potential clients.

Direct Email

Email is similar to direct messaging through social networks, but it is generally more formal. It is
the most popular way of communicating between businesses with over 200 billion emails being
sent every day.
Blogging

A blog is a conversational styled website that enables you to publish messages, news, knowledge
or any other kind of information on the world wide web for everyone to see.

Most blogs include a comments section in which you can engage with those likeminded people
that are interested in your blog post. This is why it is a great platform for communication.

Voice Calling

Voice calling is even more personalised than the channels previously mentioned. The telephone
or mobile phone instantly allows both parties to hear the tones and emotions of the other caller
and is one of the most commonly used communication tools.

Video Chat

Video chat enables both parties to see each other, allowing you to be able to read body language
and facial expressions. This form of communication isn’t as popular as the voice calling but it
does have its advantages.

With several video-calling apps available for free such as Apple’s FaceTime, Facebook
messenger, Skype and WhatsApp, video calls are definitely worth considering.
Video Marketing

Video has really taken off over the last few years with the help of social channels like YouTube,
Facebook, Snapchat and Instagram. It also helps that it is easier than ever to record videos with
smartphones and cameras always handily available.

It’s important that you get your message across in a variety of formats and video is one of the
most popular ways in which you can do so as it significantly boosts engagement.

Live Web Chat

You are likely to have seen a lot of these on websites already and they can be very helpful if you
are able to manage them correctly. Live web chats allow people on your website to ask you
questions directly in real time without leaving your website.

You should only consider using live web chat if you can guarantee someone will always be
actively using the widget. If it takes more than a few seconds to respond to someone via web
chat it will reflect poorly on your business so it’s best to avoid these widgets if you can’t
maintain the demand.
Virtual Reality

The video above shows us the potential virtual reality can have for communication. Facebook
has been developing social VR for several years now and although it isn’t a common way of
communication yet, it has a lot of potential.

As virtual reality advances and prices for the headsets fall, VR popularity will inevitably
increase. With more and more people buying VR headsets this could be the next modern form of
communication to hit the masses and it may only be a few years away.

INTERNATIONAL COMMUNICATION

International communication (also referred to as the study of global

communication or transnational communication) is the communication practice that occurs
across international borders.[1] The need for international communication was due to the
increasing effects and influences of globalization. As a field of study, international
communication is a branch of communication studies, concerned with the scope of "government-
to-government", "business-to-business", and "people-to-people" interactions at a global
level.[2] Currently, international communication is being taught at colleges across the United
States. Due to the increasingly globalized market, employees who possess the ability to
effectively communicate across cultures are in high demand. International communication
"encompasses political, economic, social, cultural and military concerns".[3]

CULTURAL SENSITIVITY

The idea behind cultural sensitivity is very straightforward. Cultural sensitivity refers to a set of
skills that allows you to learn about and understand people whose cultural background is not the
same as yours.

But what does that really mean? Essentially, it means that, as you go about your daily life, you
operate with the awareness that cultural differences between yourself and the people you meet
exist without assigning them a value. You see our differences as a positive thing, and don’t
consider one culture better or worse, right or wrong.
Of course, this is often easier said than done. With increasingly diverse populations living
together in the same communities, it’s not always possible to intimately understand the
backgrounds of those we’re interacting with.

But having cultural sensitivity doesn’t mean that you must be an expert in each culture’s values.
It simply means that you’re willing to ask honest questions, seek understanding, and demonstrate
empathy rather than judging those around you. It also means that, when you knowingly enter a
space in which there will be cultural differences at play, you do a bit of homework beforehand
and avoid knee-jerk reactions or jumping to conclusions.

IMPORTANCE CULTURAL SENSITIVITY

Having cultural sensitivity is important when you travel, of course. You want to demonstrate
respect and appreciation for the culture of the people in the place you’re visiting. This helps
grow your understanding of your new surroundings, and makes your time spent there more
meaningful.

But cultural sensitivity is just as important when you’re at home. It’s so important, in fact, that
the concept has become increasingly relevant both in the workplace and for major business
branding strategies.

Large corporations now include cultural sensitivity training in their employee on-boarding
process. Many publishers hire teams to review content for various cultural interpretations prior to
release. Even major retail brands such as Nike have begun to produce/promote products that are
inclusive of an increasingly diverse customer base’s needs.

The most important thing when it comes to acting in a culturally sensitive way is that you
remember to ground each interaction you have with others in the understanding that their
background, experiences, and values naturally vary from your own. This will help you to lead
with understanding and empathy, rather than judgment, which is an incredibly important shift.