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Principles of Effective Business Writing

Business writing is a communication channel companies use to communicate with their

internal and external audience. Business writing is a type of writing that is used in a
professional setting. It is a purposeful piece of writing that conveys relevant information to the
reader in a clear, concise, and effective manner. Proficiency in business writing is a critical
aspect of effective communication in the workplace. It is used almost every day in the
corporate world within and outside the organization. Examples : Instructional manuals,
memos, SOPs, training material, onboarding instructions ,annual reports, financial reports,
research papers, informational guides regarding products or services, quarterly reviews of
companies, emails, agenda and minutes of meetings, sales letters, press releases, proposals,
product brochures, marketing content, banners flyers, social media etc

What is the purpose of business writing?

The primary purpose of business writing is to communicate information clearly and
effectively, to inform or persuade the reader to take action. It offers comprehensive
information to customers, clients, suppliers, and other business partners professionally. It
should be easy to understand and provide the reader with all the necessary information.
Companies can use business writing to convince customers to buy their products or services.
They can use it to offer helpful information and guidance to customers. It can also be used to
build relationships with clients.

Some business documents are used to offer training instructions to employees. They can also
use business writing to promote effective communication within a company. Keeping accurate
records of company operations is another purpose of business writing. Business writing
allows organizations to save time and money. It helps in building better relationships with
customers, clients, and employees. You can close more deals and make more sales by writing
effective business emails and letters.. Business writing needs to be clear, compelling, and free
of errors.

Why is Effective Business Writing Important?

Business communication has become an essential part of the modern world. Effective
communication can bring new opportunities for the business. Like verbal communication,
written communication is also necessary for any organization to sustain itself in the
competitive market. Here are some benefits of effective business writing:

Boost Brand Reputation

Your business writing greatly influences the reputation of your company. The way you
communicate with your customers and clients through email or any other written
communication reflects the image of your company. If your business website, social media
profiles, and emails offer accurate and engaging content, it will leave a good impression on
the minds of your customers.

Your writing also reflects your company’s professionalism. If you communicate

professionally with your clients, it will strengthen your business relationships. Good writing
also helps in building trust and credibility among customers.

Drive More Sales

Your writing skills can help you attract customers and close more deals. You can attract new
customers and clients by offering accurate and engaging content. It can also help you in
maintaining your current clients. Your clients will keep coming back to you if your emails and
website offer helpful information.

Moreover, your writing skills can help you develop creative marketing proposals and
strategies. You can convince your clients to try your products and services by offering unique
and persuasive content.

Differentiate Between Good and Bad Employees

Writing skills can also help you in differentiating between good and bad employees.
Employees with good writing skills are usually more efficient and productive. On the other
hand, employees with poor writing skills can damage your company’s reputation.
Employers hire candidates that have effective written communication as they can create a
positive image of the company. Candidates with good writing skills are also more likely to
succeed in their careers.

Build Online Presence

It is essential to have a solid online presence in the business industry. By offering quality
content, you can attract more visitors to your website. Good content can also help you in
ranking higher on search engines. As a result, your website will get more exposure and traffic.

By having a strong online presence, you can reach out to more customers and clients. You can
also build relationships with other businesses. A good online presence can help you in
expanding your business.

Assistance in Keeping Records

Keeping accurate records is a perplexing task. However, you can make this task easier by
improving your writing skills. You can take help from online tools and resources to improve
your writing skills.

By keeping accurate records, you can monitor the progress of your business. You can also
record the performance of your staff members. Furthermore, accurate records will help you
make better decisions for your business.

Boost the Productivity

Writing skills can boost your productivity. Good writing skills enable you to write accurate
emails, reports, and manuals. It can help you deliver quality content to your clients. It can also
help you build better relationships with your clients.

By communicating clearly, you can save their time and effort. Offering accurate information
can help you avoid miscommunications and misunderstandings. It will also help you in
avoiding costly mistakes.
Show Courtesy
Written emails and letters are a reflection of the company’s image. When writing to customers
and clients, it is essential to show courtesy. It would be best if you used a polite and
professional tone.

Professionals consider poorly written documents as a gesture of rudeness and

unprofessionalism. It may also damage the reputation of your organization. On the other hand,
a courteous and well-written letter will create a good impression of you and your company.
Therefore, it is necessary to proofread your documents before sending them.

Improves Quality Management

Effective writing skills can improve the quality management of your company. It can help you
in developing quality manuals and policies. Good writing skills will also enable you to
develop better marketing strategies.

You can develop compelling sales pitches, emails, and instructions by improving your writing
skills. It enables the targeted person to respond more positively to your message. It also boosts
the collaboration among employees within the company that is necessary for the success of
any business.

Principles of Effective Business Writing

The business world is highly competitive, and you need to be an effective communicator to
stay afloat. Your writing skills reflect your professionalism and determine your success in the
corporate world. Here are the top ten principles that can help you become a competent
business writer:

• Focus on The Clarity of Purpose

Every document that you write must have a clear purpose. Whether you are writing an email
or creating a marketing campaign, you need to know why you are writing it. Knowing what
you want to achieve with your writing makes it easier to write it down. Having a clear purpose
enables you to write what is required accurately. It also makes it easier for the reader to
understand your message.

• Have Clear Thoughts

Clarity of thoughts is essential to effective writing. You need to think clearly about what you
want to write before putting it down on paper. When your thoughts are clear, it becomes easier
to organize them and logically present them.

By having a clear mind, you can also avoid making mistakes in your writing. It also assists
you in effectively structuring your document. When your thoughts are jumbled, it is reflected
in your writing. It can make it difficult for the reader to understand the information.
Therefore, before you start writing, take some time to think about what you want to write.

• Identify Your Target Audience

Every document that you write is meant for a specific audience. It could be your boss,
colleagues, clients, or customers. Knowing your target audience makes it easier for you to
write according to their needs.

For instance, if you write a business report or a business memo, you need to use a formal tone.
On the other hand, you can use a friendly and persuasive tone if you are writing a marketing
email. By understanding the needs of your target audience, you can write an effective
document that meets their expectations.

• Use Appropriate Tone

The tone of your document influences the reader. You need to have an engaging tone to make
your document readable. The tone of the document also depends on the type of audience you
are writing for. You should also align the tone of your document with the purpose of writing.
For instance, if you are writing a sales letter, your tone should be persuasive and friendly. On
the other hand, if you are writing a report, your tone should be formal and objective. An
appropriate tone can make your document more effective.

• Avoid Using Passive Voice

Passive voice makes the sentence long and challenging to read. It can also change the
meaning of the sentence sometimes. Therefore, it is vital to use an active voice in business
writing. Active voice makes the sentence short, clear, and easy to read. Use simple words and
phrases instead of using complex ones. By using simple words, you can improve the
readability of the document.

• Share Correct and Relevant Information

Accuracy and relevancy are crucial for writing an effective business document. Any false or
irrelevant information can damage your credibility and reputation. Therefore, before sharing
any information, make sure to verify its accuracy.

It is also essential to ensure that the information is relevant to the purpose of writing.
Including irrelevant information will only make your document lengthy and difficult to read.
It will also distract your reader from the main message.

• Avoid Adding Jargons

Jargons are words or phrases specific to a particular field or profession. Only a specific group
of people will be familiar with the terms, and they can understand the context in which they
are used.

Using acronyms and industry-specific buzzwords can make a business document complex. It
can confuse the reader, and the reader might lose interest in reading it till the end. Therefore,
when writing a business document, avoid jargon. Use simple words and phrases that everyone
can understand.
• Avoid Grammatical Mistakes and Incorrect Structure

Grammar and structure are highly valued for technical writing. Grammatical mistakes make
your document look unprofessional. It also makes it difficult for the reader to comprehend the
message you are trying to convey.

You also need to pay attention to the structure of the document. Use bullet points and
numbering to list down information. Indentations are also used to highlight certain
information. By following the correct structure, you can make your document more appealing
to the readers.

• Pay Attention to Proofreading

Proofreading can help you a lot in identifying errors in your document. You need to proofread
your document before sending it to the client or publishing it. Use spell check and grammar
check features to identify mistakes. You can also take help from online proofreading tools.

• Positive Emphasis

Use positive language in communicating even negative thoughts

• You- Attitude

Give importance to the reader of the message

• Apply the concept of “ Seven C’s” of communication- Concise, Correct, Clear,

Coherent, Courteous, Complete, Concrete

Two Approaches in Content presentation

The written message should be presented in such a way that the visual appeal of the document
is enhanced to a great extent and compel the reader to read the document.
1. HABiTS Approach- Acronym stands for

H- Headings- The content should be organized under proper headings, sub headings in
a proper sequence.

A. Artefacts- Supporting the text with graphs, graphics, pictures, figures, tables, as
required, that elevate the overall impression or understanding of the content.

Bi- Bold Italics- Highlighting the important points or phrases of the text using Bold
Italics, underline, single or double inverted commas. In a soft copy , highlighting could
be done using colors.

T- Typeface- Type of font ( Times New Roman, Ariel, Calibri etc) and Size( 10, 12,
14etc)

S- Space- Line space, paragraph space and margins around the text.

2. FLAT Approach:

F- Formatting- It refers to Font type and Size T ( Times New Roman, Ariel, Calibri
etc) and Size ( 10, 12, 14etc). Avoid designer fonts. It is better to limit the type of font to two
types.

L- Layout – It refers to the presentation of the text under proper headings, sub headings
and proper sequencing of the same, and spacing of the text.

A-Artefacts – Refer to supporting the text with graphs, graphics, pictures, figures, tables
that elevate the overall impression or understanding of the content.

T- Tone of the document- Refers to the style or method in presenting the information. The
tone may be formal, informal, aggressive or assertive, persuasive.

Sources:
1. Soma Mahesh Kumar, Soft Skills – Enhancing Personal& Professional Success,
Mc Graw Hill

2. https://technicalwriterhq.com/writing/business-writing/

3. https://www.englishgrammar.org/effective-business-writing/
Principles of Business Writing

“Good writing is a windowpane.” - George Orwell

Copyright@Mushtakhusen S.M.
Writing Principles
• Clarity
• Do not waste reader’s time
• Be the authority (show confidence in what you write)
• Document design - professional
• Plan well

Copyright@Mushtakhusen S.M.
Writing Principles
• Write to your purpose
• Grammar matters
• Active Voice
• Avoid unessentials
• Revision

Copyright@Mushtakhusen S.M.
Writing Principles
• Positive tone/emphasis • Avoid redundancy
• “You” attitude • Avoid ambiguity
• Formal & professional • Avoid typos and spelling
mistakes
• Avoid generalities and be specific
• Use visuals appropriately
• Gender neutral language
• Edit and proofread
• Avoid difficult jargon/terms

Headings – to promote easy navigation

Access – finding and understanding of information
Typography – ease of reading & clear levels of information
hierarchy

Space – effective document design

• Navigation signposts in table of contents

• Guide readers through documents
• Announce forthcoming information
• Adequacy – ample number of headings
• Hierarchy – typeface, size, style, and alignment

Copyright@Mushtakhusen S.M.
HATS: Access
• Use bullets or dashes
Effective
• for steps, use numbers Information Type
Presentation
Numeric Tables, charts
• Use graphics People, objects Pictures, line drawings
Processes Flow charts
Geographic Data Maps
Nonchronological lists Bulleted lists
Chronological or Numbered lists
prioritized lists

Copyright@Mushtakhusen S.M.
HATS: Typography
• Avoid using more than two types of font
• Make sure you can read all the text
• Unless instructed otherwise, left-justify your body text
• Avoid unusual fonts for professional documents
• 10 or 12 point font - body text
• Headings - bold the text or use a different font

Copyright@Mushtakhusen S.M.
HATS: Space
• Appropriate top, bottom, left, and right space margins
• Allow for space around visuals
• Do not crowd your words
• Documents should be visually effective

Image: Canadian College for Higher Studies

Addresses : Peferably your name that makes it easy to recognize. It is better to type the
receipients email address at the end, once everything has been typed and checked.

CC and BCC

CC - Carbon Copy and BCC - Blind Carbon Copy, used to send copies of the email to
additional recipients alongside the primary recipient.

Difference between CC and BCC is in the visibility.

CC - primary recipient and CC'd recipients can see the email addresses of everyone
involved. Used when you want to keep everyone in the loop and foster transparency in
communication.

BCC: primary recipient and any CC'd recipients cannot see the email addresses of the BCC'd
recipients.Used when you want to include someone in the conversation without others
knowing, such as when sending mass emails or when maintaining privacy.

We use CC and BCC to keep multiple parties in conversation, to include someone discreetly,
and to show transparency in communication.

Subject Line

• A headline that gives the recipient an idea of what the email is about before they open it.

• Length - 6 to 10 words max or approximately 50 characters in length.

• Importance of SL – First impressions influences the receipient,s perception and

determines whether to read or delete,helps the recepient to understand the purpose and
what to expect, helps in prioritization, reduces the risk of being spamed

Salutations

• A professional and courteous way to greet the recipient and set the message tone.

• Importance of salutations - creating a positive first impression, demonstrating respect, and

establishing rapport with the recipient.

• Rules and examples: Use the recipient's name if known. If unsure about the gender or
prefer not to use a gender-specific salutation, use full name or job title instead.

• Use appropriate titles such as Mr., Ms., Mrs., Dr., or Prof. unless you're on a first-name
basis with the recipient or have been instructed otherwise.
• Use a comma after the recipient's name or job title and follow the salutation with a colon.

• Maintain a professional tone and align it with the level of formality appropriate for the
context and relationship with the recipient.

• Examples:

Dear Mr. Satish, Hello Dr. Patel, Dear Prof. Reddy,

Body:

Keep the content clear, concise, and focused on the main purpose of the email.
• Use paragraphs and bullet points to organize information for readability.
• Use a professional tone and proofread for grammar and spelling errors.
• Don’t ramble or include irrelevant information that detracts from the main message.
• Don’t use overly technical language or jargon that may be confusing to the recipient.

Closing:
• Include a polite closing phrase (e.g., "Thank you", "Best regards").
• Sign off with your name or a professional signature if appropriate.
• Don't use overly casual or abrupt closings, especially in professional or formal contexts.
• Don't leave out a closing altogether, as it can make the email seem incomplete or rushed.

Signature:
• Include relevant contact information such as your name, job title, company, phone
number, and website.
• Keep the signature simple and professional in design.
• Don't include too much unnecessary information or clutter in the signature.
• Don't fForget to update your signature if your contact information or job title changes.

Attachments

• Send only when asked

• Avoid very large files that are difficult to download

• Check the version of the files

• Give relevant file names to the files attached

• Mention the names of the files being attached in the sequence attached

Important checks while sending an email

1. Check spelling, grammar, and punctuation errors. Typos and grammatical mistakes

2. Check for clarity and Conciseness, any ambiguous language

3. Is the message relevant to the recipient and aligned with the purpose of Commn.

4. Double-check the recipient list

5. Does the subject line reflect the content of the email and is informative enough to grab
the recipient's attention.

6. Are the attachments attached properly, and referenced within the email body.

7. Is the tone and language of the email appropriate for the audience

8. Is the information being shared securely, with authorized recipients only (if sensitive
info).

9. Is formatting of the email, fonts, colors, and layout, is consistent and visually appealing.

10. Legal and Compliance Requirements

11. Appropriate timing

12. Reply-To Address is set correctly..no reply all

Email Dos

• Use a clear and concise subject line that summarizes the purpose of the email.

• Address the recipient appropriately using their name and title (if known)

• Start with a polite greeting.

• Use a professional tone and language throughout the email.

• Structure your email with paragraphs for easy readability and comprehension.

• Provide context and background information as necessary to ensure clarity.

• Keep your message focused on the main point or purpose of the email.

• Use proper grammar, punctuation, and spelling to maintain professionalism.

• End your email with a polite closing, such as "Sincerely," "Best regards," or "Thank
you,"

• Proofread your email before sending to catch any errors or typos.

Email Don'ts
• Use unprofessional language or slang.

• Use all capital letters, as it can be interpreted as shouting.

• Use overly casual or informal language unless appropriate for the context and
relationship with the recipient.

• Include unnecessary information or irrelevant details.

• Don't use abbreviations or acronyms that may not be familiar to the recipient.

• Forget to attach files or documents if referenced in the email.

• Use a generic or vague subject line that doesn't convey the purpose of the email.

• Assume the recipient's knowledge or understanding; provide sufficient context and

explanations.

• Use excessive exclamation points or emoticons, as they can detract from the
professionalism of the email.

• Forget to double-check the recipient's email address to ensure accuracy before

sending.

• Send non-business related e-mails, jokes, forwards or chain letters on company time
to friends or coworkers.
BUSINESS LETTERS

Format of letters

• Block
• Modified block
• Semi-block
• Simplified form

Business letter components

• Senders address
• Date
• Receivers address
• Subject
• Salutation
• Introduction
• Body
• Conclusion
• Complimentary close
• Signature
• Enclosures
• PS (optional)

Different types of Business Letters:

Inquiry letter – to enquire about a product , service or business opportunities (inquire about
admission)

Order letter – to place an order for a particular product or a service

Complaint letter – to express dissatisfaction for the product / service availed

Claim Letter – to seek a compensation for the problem (eg refund for damaged product
received)

Adjustment refusal / rejection letter - to reject/decline the request for an adjustment

(compensation or refund)

Sales Letter – to promote a product, service, or special offer to potential customers.

Focuses on highlighting benefits and persuading recipients to take action, such as making a
purchase.

Positive, Negative and Neutral messages in business letters

A positive message in a business letter typically involves conveying good news, expressing
appreciation, or offering congratulations. It aims to uplift the recipient and maintain a
positive relationship. For example, informing an employee of a well-deserved promotion or
expressing gratitude for a successful collaboration.

A neutral message in a business letter is one that does not carry a strong positive or negative
tone. It often consists of routine communications, such as reminders, updates, or
informational announcements, inquiries, orders etc. These messages aim to convey
information without eliciting strong emotional reactions. For instance, a reminder about an
upcoming meeting or an announcement about a policy change can be considered neutral
messages.

A negative message in a business letter involves delivering unwelcome news, declining a

request, or addressing a problem or concern. These messages require careful handling to
maintain professionalism and minimize negative impact. Examples include informing a
candidate that they were not selected for a job position, denying a request for a refund, or
addressing a customer complaint. Despite the negative content, it's essential to convey the
message respectfully and offer any necessary explanations or alternatives.

Direct and Indirect approaches of business letter writing

In business letter writing, the direct and indirect approaches are two strategies for organizing
the content and delivering the main message.

Direct Approach

• In the direct approach, the main message or purpose of the letter is presented immediately
at the beginning, followed by supporting details or explanations.

• Eg. A letter confirming a job offer: "We are pleased to offer you the position of HR
Executive at ABC India Ltd.”

• The main message is clear and straightforward, not ambiguous.

• Suitable for positive or neutral messages.

• Saves time for both the sender and recipient.

Steps to Write

1. Start with a clear statement of the main message.

2. Provide supporting details or explanations.

3. Conclude with any necessary follow-up actions or additional information.

Indirect Approach

• In the indirect approach, the main message is introduced after some background
information, context, or rationale. The main message is typically placed towards the
middle or end of the letter.

• Eg. A letter delivering negative news, such as a rejection: "We appreciate your interest in
our services………However, after careful consideration..."

• A letter proposing changes or recommendations: "After analyzing the current market

trends and reviewing our internal processes, we suggest..."

• Indirect approach builds context. Provides background information or rationale before

delivering the main message.

• Often used for negative or sensitive messages to soften the impact.

• Can be more time-consuming for the recipient to read.

Steps to Write

1. Start with a Buffer - introduction or background information related to the topic.

2. State the reasons / explanation /context for the main message (bad news).

3. Deliver the main message (bad news).

4. Offer solutions, alternatives, or next steps.

5. Conclude with a positive note or call to action if applicable.

Choosing Between the Approaches

Consider the Message: Direct approach is suitable for straightforward, positive, or neutral
messages. Indirect approach is preferred for sensitive, negative, or complex messages.

Know Your Audience: Consider the recipient's preferences and expectations regarding
communication style.

Maintain Professionalism: Regardless of the approach, ensure the letter is well-structured,

polite, and respectful.

Example Scenario

Imagine you need to inform employees about changes to the company's vacation policy:

Direct Approach: "Effective immediately, we are implementing changes to the company's

vacation policy. Employees will now accrue vacation time at a rate of..."
Indirect Approach: "As part of our ongoing efforts to enhance employee benefits and align
with industry standards, we have conducted a thorough review of our vacation policy. After
careful consideration and consultation with stakeholders, we have decided to implement
changes..."
Business Letters

Mushtakhusen S.M.
IBS Hyderabad

Copyright@Mushtakhusen SM
Purposes
• Requesting information
• Providing information
• Announcing good news
• Communicating about work and work culture
• Bad news

Copyright@Mushtakhusen SM
Types of Business Letters
• Routine letter • Resignation letter
• Inquiry letter • Requests and reminders
• Recommendation letter • Feedback and acknowledgement
• Acceptance and rejection letters • Introducing products & services
• Thank-you/follow-up letters • Persuasive
• Covering letter for job application • Resignation letter

Copyright@Mushtakhusen SM
Elements/Parts
• Sender’s address • Introduction
• Date • Body
• Receiver’s address • Complimentary close

• Salutation • Signature block

• Subject/Subject-line • Enclosure/s

• Reference (if applicable)

Copyright@Mushtakhusen SM
Process
• State the purpose
• Add evidence in the middle section
• Close with a few complimentary sentences
• Check tone, spellings, grammatical errors
• Get a second opinion
• Revision
Copyright@Mushtakhusen SM
Positive and Neutral Messages
Direct Approach:

• Beginning with the objective

• Remaining part of the objective
• Ending with goodwill

• Using a strategic buffer

• Setting up the negative news
• Presenting the bad news positively
• Offering an alternative solution
• Ending on a positive note
• Apologising
Copyright@Mushtakhusen SM
Direct or Indirect?
• I want to borrow your stapler.
- Would it be possible for me to borrow your stapler?
- Can I borrow your stapler?
• I want to request a catalogue from a mail-order clothing company.
- I want to request a catalogue from a mail-order clothing
company.

- Please send me a catalogue.

- Would it be possible to move the meeting to 6:00 pm on Friday?

- Let’s move the meeting to 6:00 pm on Friday.
• I want to tell you that the length of your report is too short.
- The report is a little short.
- You didn’t write enough.
Copyright@Mushtakhusen SM
Direct or Indirect?
• I want to tell you there will be no salary increase this year.
- It appears that we might not be able to give any salary
increases this year.

- Maybe we can’t give any salary increases this year.

Copyright@Mushtakhusen SM
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BUSINESS REPORTS

What Is a Business Report?

Definition:

‘A business report is an orderly and objective presentation of information, that helps

in decision making and problem solving.’

A business report is an informative document that contains important data such as

facts, analyses, research findings, and statistics about a business with the goal to make
this information accessible to people within a company.

Their main purpose is to facilitate the decision-making process related to the future of
the business, as well as to maintain effective communication between people who
create the reports and those they report to.

Importance

1) Evaluation

In a large-scale organization, it is necessary to operate as a cohesive unit. To

successfully do this, the manager requires reports from different sectors to evaluate
business activities.

2) Decision Making

There are large pools of information spread across various sectors. Therefore a crucial
importance of a business report is, that it supplies the executive with all the relevant
information required. This information is used to make decisions and formulate
strategies.

3) Analysis

Another main purpose of a business report is to help in maintaining statistics and

patterns. They provide a reference point to the managers to help implement changes
for tracking progress and future development.

4) Investigation
Business reports are also used to identify problems and shortcomings. For example, if
a company has not performed well in one quarter, a report can be used to help it
bounce back in the next one.

5) Development of Skill

The archive of reports builds an organization’s knowledge base. This information is

used by managers and employees to develop their skills and carry out tasks
effectively.

6) Performance Tracker

A report is used to summarize the performance of employees and teams. It keeps track
of goals and how much work is being done to meet them. Reports are also relied on
for promotions and personnel changes.

7) Proper Control

Business reports are used to ensure operations are going according to the company’s
plans and goals. This is why report writing is important as it helps in easily
identifying the areas that are performing well and ones which need more work.

8) Managerial Tool

Managers use reports to plan, motivate and control the workflow of their
subordinates. The success of a business relies heavily on informed decisions. These
decisions are made using essential information provided by regular business reports.

9) Neutral Representation of Facts

A business report documents facts and statistics in an unbiased format. This

information is used to evaluate, investigate and make informed business decisions.

10) Keeping Permanent Record

Another prime importance of a good report is that they are the informational library of
a company. They are used to keep archives of all events that happen during the
lifespan of a business.

Features of a Good Business Report

1.Precision
In a good report, the report writer is very clear about the exact and definite purpose
of writing the report. His investigation, analysis, recommendations and others are
directed by this central purpose. Precision of a report provides the unity to the report
and makes it a valuable document for best usage.
2.Accuracy of Facts
Information contained in a report must be based on accurate facts.

Since decisions are taken based on report information, any inaccurate information or
statistics will lead to a wrong decision. It will hamper to ensure the achievement of
the organizational goal.

3. Relevancy
The facts presented in a report should not be only accurate but also be relevant.
Irrelevant facts make a report confusing and likely to be misleading to make a proper
decision.

4. Reader-Orientation
While drafting any report, it is necessary to keep in mind about the person who is
going to read it. That's why a good report is always reader oriented.

Reader's knowledge and level of understanding should be considered by the writer of

the report. Well, reader-oriented information qualifies a report to be a good one.

5. Simple Language

Simplicity is the best for anything. It is just another essential feature of a good report.
A good report is written in simple language avoiding vague and unclear words.

The language of the report should not be influenced by the writer's emotion or goal.
The message of a good report should be self-explanatory.

A good reporter should be careful of using simple sentences instead of using a

complex sentence in the narration of facts.

6. Conciseness
A good report should be concise but it does not mean that a report can never be long.

Rather it means that a good report or a business report is one that transmits maximum
information with minimum words.

It avoids unnecessary detail and includes everything which are significant and
necessary to present proper information.

7. Grammatical Accuracy
A good report is free from errors. Any faulty construction of a sentence may make its
meaning different to the reader's mind. And sometimes it may become confusing or
ambiguous.
If a report is not accurate grammatically, then it will lost its usefulness to its
users. So, while writing a report, a reporter should keep in head about the grammatical
accuracy of his writing.

8. Unbiased Recommendation
Recommendation on report usually make effect on the reader mind. So if
recommendations are made at the end of a report, they must be impartial and
objective. They should come as logical conclusion for investigation and analysis.

A reporter should try to use universal and proven truth in his report rather than using
the concept which is not yet established or completed.

9. Clarity
Clarity depends on proper arrangement of facts. A good report is absolutely
clear. Reporter should make his purpose clear, define his sources, state his findings
and finally make necessary recommendation.

To be an effective communication through report, A report must be clear to

understand for making communication success.

10. Attractive Presentation

Presentation of a report is also a factor which should be consider for a good report. A
good report provides a catchy and smart look and creates attention of the reader.

Structure, content, language, typing and presentation style of a good report should be
attractive to make a clear impression in the mind of its reader.

11. Complete Information

A good report shown important information. Most of these information are analyzed
as the basis of importancy. A good reporter has to show the skill in such cases
efficiently.

A good reporter should shown information as importance and not much so that the
report become useless or vague but it should give the read a completeness feeling.

12. Positivity

A good report should have the positivity. It should narrate the positive statement
instead of showing negative one.

Showing positivity in report helps to observe the issue positively which is covered in
a report.
13. Summary

A good report should have a summary by which the reader of the report can take a
decision at all or stand on a decision what to do next in such condition.

A summary can reflect the whole picture at a glance. So, it has a large impact. So,
writing a summary is an important feature of a good report. A good reporter should
not forget this.

Types of Reports

1.Formal/Informal Reports:

Formal reports are longer, require more details, and discuss complex problems.
Informal reports are short, concise, and discuss smaller organizational issues. The
audience for informal reports is usually limited to internal employees, while upper-
level executives and external shareholders may be the intended audience of a formal
report.

2.Short/Long Reports:

A short report is also called informal report while a long report is sometimes referred
to as formal report. A short report is often no more than a page to five page of
statement containing facts and figures in the most concise manner. A short report is
like a memorandum and does not need a cover. This style of report is often casual and
relaxed. The style of writing includes use of first person such as I and We in sharp
contrast to long report where full names of people are used.

A long report always has a title, introduction, body, and then conclusion. It is always
more than one page in length. It sometimes contains a covering letter that mentions all
the details that are included in the long report. At the end of the long report, there is
bibliography and appendix. It is common to have a long report printed and bound with
hard cover. The tone in a long report is restrained and somber in contrast to a short
letter.

3.Informational/Analytical Reports:

Informational reports provide you with strictly objective data without getting into the
details, such as explaining why something happened or what the result may be – just
pure facts. An example of this type of report is a statement where you describe a
department within your company: the report contains the list of people working in this
department, what their titles are, and what they’re responsible for.
Analytical reports help you understand the data you’ve collected and plan for the
future based on these insights. You can’t make business decisions based on facts only,
so analytical reports are crucial for the decision-making process. This type of business
report is commonly used for sales forecasting. For instance, if you write a report
where you identify a drop or an increase in sales, you’ll want to find out why it
happened.

4.Vertical/Lateral Reports:

This reporting type refers to the direction in which a report travels. A vertical report is
meant to go upward or downward the hierarchy, for example, a management report. A
lateral report assists in organization and communication between groups that are at the
same level of the hierarchy, such as the financial and marketing departments.

5.Internal/External Reports:

Internal reports refer to any type of report that is used internally in a business. They
convey information between team members and departments to keep communication
flowing regarding goals and business objectives.

External reports are created to share information with external stakeholders such as
clients or investors for budget or progress accountability, as well as to governmental
bodies to stay compliant with the law requirements.

6.Periodic Reports:
A periodic report is a document that companies create to provide regular
updates about a company’s business operations, projects, department, client work, etc.
It serves to provide the audience with the necessary details to get an understanding of
the current status of an ongoing project or company.
A periodic report is sent at regular intervals or periods, such as daily, weekly, monthly,
and so on. Sometimes, it’s even referred to as a recurring/routine report.

7.Functional Reports:

This classification includes accounting reports, marketing reports, financial reports,

and a variety of other reports that take their designation from the ultimate use of the
report. Almost all reports could be included in most of these categories. And a single
report could be included in several classifications.
Key Elements of a Business Report/ Structure of a report

1.Part A/ Prefatory part

● Cover page

● Title page

● Authorization Letter`

● Acknowledgments

● Table of contents

● Table of Illustrations

● Executive Summary/ Abstract

2.Part B/Main Body

● Introduction

● Findings: Analysis and Interpretation

● Conclusion

● Recommendations

3.Part C/ Supplementary part

● Bibliography

● References

● Appendices

● Glossary

● Abbreviations
Format of a Business Report

1. Cover Page: A cover page is a very simple, precise, brief way to introduce your
report to the reader.

Components:

● the title of the report

● name of the Author(s)

● name of the Receiver

2. Title Page: This page contains the full title of the report, name of the party for
whom the report was prepared, company, date, and name of the author.

Components:

● Title of the report

● Submitted to

● Name, title, and organization of the individual receiving the report

● Submitted by

● Name of the author and any necessary identifying information

● Date of submission

4.Letter of Authorization:

● authorizes the researcher to conduct the study and investigation.

● specifies the research problem, scope of the study, objectives, time allowed and
money sanctioned, etc.

5. Acknowledgments: This component begins with those who helped you with the
report the most. Include Main supervisors, Organization, Academic staff, Family,
Friends in order. Avoid strong emotive language and use of personal pronouns such as
'I, my, me'

6. Table of Contents: Depending on the length of the report, you might want to
consider including a table of contents. This will make finding specific information
easier for readers. The titles of major report parts in all uppercase letters, double
spacing between them. Secondary headings indented and single-spaced, using a
combination of upper and lowercase letters. Lowercase roman numerals are used up
to the body of the report. Arabic numerals are used from the body of the report.

7. Executive Summary: An executive summary gives an overview of the main

purpose, methods, findings, and conclusions of the investigation. It usually includes
specific recommendations for the business based on the findings.

8. Introduction: This component aims to describe the context and the background of
the report briefly and identifies possible changes or solutions to the problems of the
study. This section must also specify the objectives and purpose of creating the report,
its scope, methodology and limitations.

9. Findings and Analysis: Provide facts, data, and key findings that are relevant to the
purpose stated in the background. Be clear and specific, especially because the entire
report depends on the information in this section. Data is interpreted by using
statistical tools like mean, standard deviation, correlation, regression, trend analysis,
analysis of variance, test of hypothesis etc. It is presented-by using tables, graphs,
charts etc. for easy understanding of the readers.

10. Conclusion: In this component summarize and interpret the key findings, identify
issues found within the data, and answer questions raised by the purpose.

11.Recommendations: Recommend solutions to any problems mentioned in the

conclusion, and summarize how these solutions would work. Although you’re
providing your own opinion in this section, avoid using personal pronouns and keep
everything framed through the company’s perspective.

12.Bibliography: This section consists of alphabetized list of sources on the final page
of the report. These sources may include a list of books, periodicals, interviews etc.
and citations used in the report.

13.References: List the sources for all the data you've cited throughout the report. This
allows people to see where you got your information and investigate these same
sources.

14.Appendices: In the Appendix, you can add relevant documents, surveys, graphs,
etc. that you referenced in the report.

15.Glossary: A business glossary is a list of business terms and their definitions that
organizations use to ensure the same definitions are used company-wide when
analyzing data. A business glossary produces a common business vocabulary, used
by everyone in an organization.
Business Report Writing

Mushtakhusen S.M.
IBS Hyderabad

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Formal Business Report
• an official document that contains:
• data
• research
• information
• other necessary details
• helps in decision-making

• informs or instructs and presents details of events, activities, individuals,

or conditions without analysis

• Analytical report:

• presents information with a comprehensive analysis to solve problems,

demonstrate relationships, or make recommendations

• to propose an idea to management

• include sections like risks, costs and benefits

• example -

• to propose buying a machine for your workplace

• to convince the decision-maker to buy the machine, you would create

this report to make a convincing argument

• present the potential risks of a specific opportunity

• helpful for business owners to anticipate any issues involved in making an

investment or purchase

• to analyze a proposed merger

• to show accountability and create a compliance report

• allows an organization to prove that it is following regulations and that it

is spending money properly

• Example: an accountant could write a compliance report to show the

company followed federal laws regarding spending

• to analyze the outcomes of a proposed idea

• could cover potential problems, associated costs and the benefits of the
idea

• it can determine if the proposal will be profitable, if the deadline is

feasible and if there's a chance it could exceed the budget

• helps you analyze a problem

• would include recommendations to resolve the problems

• Periodic report:

• helps an organization improve its products, services, processes or policies

• includes things like profit and loss information or it may examine efficiency

• Example: a retail store would have a monthly report on its sales

• to discuss a specific topic, such as information from a conference

• Yardstick report:

• to present several solutions as options for a particular situation

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Reports and their Functions
Type Function
Laboratory
Communicate the procedures and results of laboratory activities
Report
Study problems scientifically by developing hypotheses, collecting
Research Report
data, analyzing data, and indicating findings or conclusions
Describe one-time events, such as trips, conferences, seminars, as
Field Study
well as reports from branch offices, industrial and manufacturing
Report
plants
Monitor and control production, sales, shipping, service, or related
Progress Report
business process

Technical Report Communication process and product from a technical perspective

Financial Report Communication status and trends from a finance perspective

Represent, analyze, and present lessons learned from a specific case

Case Study
or example
Needs
Assessment Assess the need for a service or product
Report

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Reports and their Functions
Type Function
Comparative
Discuss competing products or services with an analysis of relative
Advantage
advantages and disadvantages
Report
Analyze problems and predict whether current solutions or
Feasibility Study alternatives will be practical, advisable, or produced the desired
outcome(s)
Instruction Communicate step-by-step instructions on the use of a product or
Manuals service
Compliance Document and indicate the extent to which a product or service is
Report within established compliance parameters or standards

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Reports and their Functions
Type Function
Cost-Benefit
Communicate costs and benefits of products or services.
Analysis Report
Make recommendations to management and become tools to solve
Decision Report
problems and make decisions
Benchmark Establish criteria and evaluate alternatives by measuring against the
Report establish benchmark criteria
Examination Report or record data obtained from an examination of an item or
Report conditions, including accidents and natural disasters

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Reports and their Functions
Type Function
Physical
Describe the physical characteristics of a machine, a device, or
Description
object
report

Literature Review Present summaries of the information available on a given subject

Like the cover of a book,

sometimes a picture, image, or
1. Cover Title and image
logo is featured to introduce the
topic to the reader.

This page is Feasibility Study of Oil Recovery

2. Title Fly Title only
optional. from the X Tarpit Sands Location

Label, report, features

Feasibility Study of Oil Recovery
title, author, affiliation,
3. Title from the X Tarpit Sands Location
date, and sometimes
Page Peak Oilman, X Energy
for whom the report
Corporation Prepared for X
was prepared

Page Element Function Example

A list of the main
parts of the report • Abstract……1
4. Table of
and their • Introduction……2
Contents
respective page • Background……3
numbers
This report presents the current status of
highlight topic,
the X tarpit sands, the study of oil
5. Abstract methods, data,
recoverability, and the findings of the
and results
study with specific recommendations.

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Writing a Business Report
Page Element Function Example
Oil sands recovery processes include ways to
extract and separate the bitumen from the
Introduces clay, sand, and water that make up the tar
6.
the topic of sands. This study analyzes the feasibility of
Introduction
the report extraction and separation, including a
comprehensive cost/benefits analysis, with
specific recommendations.

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Writing a Business Report
Page Element Function Example
• Background: History of oil extraction
and separation from tarpit sands.
Key elements of body • Methodology: Specific analysis of the
include: site based on accepted research
• Background methods.
7. Body • Methodology • Results: Data from the feasibility
• Results study.
• Analysis and • Analysis and Recommendations:
Recommendations Analysis of the data and
recommendations based on that
analysis.

This portion clearly indicates

8. Concise presentation the main results and their
Conclusion of findings relation to recommended
action or outcome.

9. Bibliography or This part contains a list of

References Works Cited citations.

This may include maps,

10. Related supporting
analysis of soil samples, and
Appendix materials
field reports.

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Checklist
• Report considers the audience's needs
• Format follows function of report
• Format reflects institutional norms and expectations
• Information is accurate, complete, and documented
• Information is easy to read
• Terms are clearly defined
• Figures, tables, and art support written content

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Checklist
• Figures, tables, and art are clear and correctly labeled
• Figures, tables, and art are easily understood without text support
• Words are easy to read (font, arrangement, organization)
• Results are clear and concise
• Recommendations are reasonable and well-supported
• Report represents your best effort
• Report speaks for itself without your clarification or explanation

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How to write a business report
(This handbook has been written in collaboration with
the School of Marketing and International Business, and
Student Learning,
Victoria University of Wellington)

April 2017
Contents

Introduction ........................................................................................... 1

1 Planning your business report.......................................................... 2

1.1 What is the purpose of this report? ................................................................... 2

1.2 Who are the readers of this report? .................................................................. 2

1.3 What are the report’s main messages?............................................................. 3

1.4 How will the messages be structured? .............................................................. 3

2 Structuring your business report ..................................................... 4

2.1 Covering letter/memorandum ............................................................................ 4

2.2 Title Page .......................................................................................................... 5

2.3 Executive Summary .......................................................................................... 5

2.4 Table of Contents .............................................................................................. 5

2.5 Introduction ....................................................................................................... 6

2.6 Conclusions/recommendations ......................................................................... 6

2.7 Findings and discussion .................................................................................... 8

2.8 References........................................................................................................ 8

2.9 Appendices ....................................................................................................... 8

3 Writing your business report .......................................................... 10

3.1 Use effective headings and subheadings........................................................ 10

3.2 Structure your paragraphs well ....................................................................... 11

3.3 Write clear sentences with plain language ...................................................... 12

3.4 Keep your writing professional ........................................................................ 13

3.5 Use white space and well-chosen fonts .......................................................... 14

3.6 Number your pages......................................................................................... 15

3.7 Use footnotes, tables, figures, and appendices appropriately ......................... 15

i
4 Concluding remarks ........................................................................ 17

References........................................................................................... 18

Appendix A: Checklist of a business report ..................................... 19

Appendix B: Linking ideas within sentences and paragraphs ........ 20

Appendix C: Specific report requirements ....................................... 21

Appendix D: An example of a finished report .................................. 23

ii
Introduction

Writing an effective business report is a necessary skill for communicating

ideas in the business environment. Reports usually address a specific issue or
problem, and are often commissioned when a decision needs to be made.
They present the author’s findings in relation to the issue or problem and then
recommend a course of action for the organisation to take. The key to a good
report is in-depth analysis. Good writers will show their reader how they have
interpreted their findings. The reader will understand the basis on which the
conclusions are drawn as well as the rationale for the recommendations.

Report writing uses some of the writing skills you have already acquired. You
will structure your paragraphs and reference your ideas just as you have been
doing in your essays and other assignments within your Commerce degree.
You might want to refer to the Victoria Business School Writing Skills
Workbook you received in the first year. Report writing sometimes differs in
structure and style. This handbook will help you plan, structure, and write a
basic report. Remember, though, that reports will vary according to their
purpose and the needs of their reader/s. Throughout your university career,
different courses and/or different lecturers may have slightly different
requirements for reports. Please always check the requirements for each
assignment.

Acknowledgement

We acknowledge Write Limited, New Zealand’s plain English specialists.

Many of their principles for good business writing are reflected in this
handbook. A reference to their style guide is found in the reference list on p
17.

1
1 Planning your business report

As in all writing, planning is vitally important. The key questions to ask yourself
when planning a business report are:

 what is the purpose of this report

 who are the readers of this report

 what are the report’s main messages

 how will the report be structured?

1.1 What is the purpose of this report?

Keep in mind that the purpose of a business report is generally to assist in

decision making. Be sure you are clear on what decision is to be made and
the role the report plays in this decision. It might be useful to consider the
purpose in this way: As a result of this report, my reader/s will …

For example:

As a result of this report, my reader/s will know:

- how well our recycling programme is doing

- how to increase participation in it.

1.2 Who are the readers of this report?

Consider the main reader/s, but also secondary readers. The main reader for
the recycling report alluded to above is the director of the recycling
programme. Secondary readers might be the facilities management team on
campus, the finance team, etc.

Try to understand what the readers already know, what they need to know,
and how they will use this report. You will need to give enough information to
satisfy all these potential readers. You will need to use headings carefully so
that different readers can use the report in different ways.

2
1.3 What are the report’s main messages?

 Taking into account the information above, think carefully about the
main message/s you need to convey, and therefore what information is
required. Ask yourself: What are the required pieces of information I
need to include?

 What are the additional pieces of information I need to include?

1.4 How will the messages be structured?

The modern business approach is direct (or deductive, to use a more

sophisticated term). This approach presents the conclusions or
recommendations near the beginning of the report, and the report provides
justification for these recommendations. This approach will be used for the
remainder of this handbook and for report writing in general in the Victoria
Business School (Commerce Faculty).

It should be noted, however, that there is sometimes a place for the indirect
(inductive) approach. This approach leads the reader through the discussion
first and reveals the conclusions and recommendations at the end of the
report. This approach might be used if the recommendations are likely to be
controversial or unpopular (Emerson, 1995).

The next step is to construct an outline, or structure, for your report. Check
for a logical flow, and check your outline against your purpose, your reader/s,
and the report’s relevant information requirements.

3
2 Structuring your business report

A business report may contain:

 a covering letter or memorandum

 a title page

 an executive summary

 a table of contents

 an introduction

 conclusions

 recommendations

 findings and discussion

 a list of references

 appendices.

2.1 Covering letter/memorandum

Often a letter is attached to a report to officially introduce the report to the

recipient. If the recipient is outside the organisation, a letter format is
appropriate; if the recipient is inside the organisation, a memorandum/memo
is appropriate.

The covering letter or memorandum should:

 remind the reader of their request for the report

 state the purpose of the report

 acknowledge any assistance

 indicate future actions to be taken.

4
2.2 Title Page

The title page should be brief but descriptive of the project. It should also
include the date of completion/submission of the report, the author/s, and their
association/organisation.

2.3 Executive Summary

The executive summary follows the title page, and should make sense on its
own. The executive summary helps the reader quickly grasp the report’s
purpose, conclusions, and key recommendations. You may think of this as
something the busy executive might read to get a feel for your report and its
final conclusions. The executive summary should be no longer than one page.
The executive summary differs from an abstract in that it provides the key
recommendations and conclusions, rather than a summary of the document.

2.4 Table of Contents

The table of contents follows the executive summary on a new page. It states
the pages for various sections. The reader receives a clear orientation to the
report as the table of contents lists all the headings and sub-headings in the
report. These headings and sub-headings should be descriptive of the content
they relate to (see section 3 of this handbook).

5
2.5 Introduction

The introduction sets the stage for the reader. It gives the context for the
report and generates the reader’s interest. It orients the reader to the purpose
of the report and gives them a clear indication of what they can expect.

The introduction should:

 briefly describe the context

 identify the general subject matter

 describe the issue or problem to be reported on

 state the specific questions the report answers

 outline the scope of the report (extent of investigation)

 preview the report structure

 comment on the limitations of the report and any

assumptions made.
(Adapted from Emerson, 1995, p. 35)

2.6 Conclusions/recommendations

A business report usually needs both conclusions and recommendations. The

difference between conclusions and recommendations in a report lies in the
orientation to time. Conclusions typically relate to the present or past
situation.

When writing conclusions:

 interpret and summarise the findings; say what they mean

 relate the conclusions to the report issue/problem

 limit the conclusions to the data presented; do not introduce

new material

 number the conclusions and present them in parallel form

 be objective: avoid exaggerating or manipulating the data.

(Guffey, Rhodes & Rogin, 2001, p. 391)

6
Recommendations are oriented to the future: what changes are
recommended, or what actions are recommended for the future? They are
specific, action-oriented suggestions to solve the report problem.

When writing recommendations:

 make specific suggestions for actions to solve the report problem

 avoid conditional words such as maybe and perhaps

 present each suggestion separately and begin with a verb

 number the recommendations

 describe how the recommendations may be implemented (if you were

requested to do this)

 arrange the recommendations in an announced order, such as most

important to least important.

(Guffey, et al. 2001, p. 392)

Although the conclusions and recommendations are presented before the

discussion, they need to logically flow from the discussion. Taking a deductive
approach allows the reader insight into your conclusions/recommendations
early on. When your reader reads the discussion afterwards, they will follow it
more easily. Here are some examples of conclusions and recommendations:

Conclusions Recommendations

Home and family responsibilities directly Provide managers with training in working
affect job attendance and performance. with personal and family matters.

Time is the crucial issue to balancing Institute a flexitime policy that allows
work and family income. employees to adapt their work schedule
to home responsibilities.

A manager supportive of family and Publish a quarterly employee newsletter

personal concerns is central to a good devoted to family and child-care issues.
work environment.

(Adapted from Guffey, et al. 2001, p. 391-392)

7
2.7 Findings and discussion

The discussion is the main part of your report and should present and discuss
your findings. It should give enough information, analysis, and evidence to
support your conclusions, and it should provide justification for your
recommendations. Its organisation will depend on your purpose, scope, and
requirements, but it should follow a logical and systematic organisation. The
discussion should be subdivided into logical sections, each with informative,
descriptive headings and a number.

Where your report’s purpose is to recommend the best solution to a problem,

you should show clear analysis of all options. You should explain any
analytical framework you used, such as SWOT or cost benefit analysis. This
analysis of options can often be presented effectively in tables.

2.8 References

Whenever you use information from other sources, references must be

provided in-text and in a list of references. The style of referencing may be
dictated by your faculty or organisation. The Faculty of Commerce at Victoria
uses APA. See the Victoria Business School Writing Skills Workbook (that you
were given in first year in the FCOM 111 course) for information on APA
referencing or see the APA manual (APA, 2010). You can download a copy of
the Writing Skills Workbook from the VBS website.

2.9 Appendices

If material is important to your discussion and is directly referred to, then it

should be included in your discussion proper. However, you might want to use
appendices to include supplementary material that enhances understanding
for the reader. You might use appendices to provide details on the process or
analysis you underwent (or which was required by your supervisor or lecturer).

8
When you choose to include information in appendices, you should refer to it
clearly in your text (refer Appendix A). A single appendix should be titled
APPENDIX. Multiple appendices are titled APPENDIX A, APPENDIX B, etc.
Appendices appear in the order that they are mentioned in the text of the
report.

Appendices should:

 provide detailed explanation serving the needs of

specific readers

 be clearly and neatly set out

 be numbered/lettered

 be given a descriptive title

 be arranged in the order they are mentioned in the text

 be related to the report’s purpose—not just ‘tacked on’.

(Adapted from Emerson, 1995, p. 41)

A checklist of elements of a good business report is provided in Appendix A.

9
3 Writing your business report

Now that you have organised your thoughts, you need to put them into writing.
Ensure your writing demonstrates clarity and logic. You should think
constantly about your readers and make your report easy for them to read. To
achieve good readability, you should:

 use effective headings and subheadings

 structure your paragraphs well

 write clear sentences with plain language

 keep your writing professional

 use white space and well-chosen fonts

 number your pages

 use footnotes, tables, figures, and appendices appropriately.

3.1 Use effective headings and subheadings

Headings and subheadings are useful tools in business writing. Ensure they
are descriptive of the content to follow. In other words, rather than labelling a
section Section 2.5, it would be better to describe it as 2.5 Justification for
the high risk scenario. It is also essential that the hierarchy of headings and
subheadings is clear. Use formatting (font size, bold, etc.) to show headings
versus subheadings. Headings/subheadings at the same level should use
parallel form (the same grammatical construction). The following examples
illustrate this principle.

Ineffective headings with non- Effective headings with parallel

parallel construction construction

Establishing formal sales Establish formal sales organisation

organisation

Production department Define responsibilities within the

responsibilities production department

Improve cost-accounting Improve cost accounting

(Adapted from Munter, 1997, p. 53)

10
Use sentence case for headings. This means that your first word should
have a capital letter, but subsequent words have small letters, unless, of
course, they are proper nouns (Write Limited, 2013). Remember to
ensure that all material placed underneath a heading serves that heading.
It is easy to go off on a tangent that does not relate to a heading.
Remember also that all content must relate to your purpose. Every time
you write a new section of your report, check that it fulfils the purpose of
the report.

3.2 Structure your paragraphs well

Your headings will help create logical flow for your reader, but under each
heading, you should create a series of paragraphs that are also logically
ordered and structured. Paragraphs should be ordered in a logical sequence
beginning with the most important material first. Within your paragraphs you
should also use a structure that helps your reader. Each paragraph should
begin with a topic sentence that states the main idea or topic of the
paragraph. Typically a paragraph will have between 100 and 200 words and
will have the following structure.

 Topic sentence (states main idea of paragraph)

 Explanation sentence (explains or expands on the topic sentence)

 Support sentences (give evidence for the idea in the topic sentence
and include statistics, examples, and citations)

 Concluding sentence (optional final sentence that answers the question

‘so what?’; this is your opportunity to show your critical thinking ability)

Remember to link your paragraphs well. The first sentence (usually the topic
sentence) is a good place to make a link between paragraphs. One of the
most common ways to link paragraphs is to use the principle, ‘something old,
something new’. This means you will include a word or phrase that contrasts

11
the topic of the previous paragraph with the topic of your new paragraph. Take
a look at the topic sentence at the beginning of this section 3.2. You will see
that this topic sentence links to the material before it. For an example showing
how to link ideas in a paragraph using the ‘something old, something new’
principle, see Appendix B.

3.3 Write clear sentences with plain language

Academic and business writing should be clear. You want to clearly

communicate your understanding of the topic and the strength of your
argument. In order to do this, keep your sentences short and use plain
language where you can (Write Limited, 2013). Sentences that are too long
and complicated are difficult to understand. A good average length is 15–20
words (roughly 1.5 lines). Try not to go over 2 lines. Sometimes students try to
use big words in order to sound academic. This is not always a good idea. If
you need a big (sometimes technical) word, fine. However, if a shorter one
does the job, use it. For example, use is better than utilise, and change is
better than modification.

Look at the following example.

Phase one of the project included the collection of a range of data and
research material completed during 2011, which was utilised in the creation of
a range of soon to be finalised analyst ‘personas’, and input into the planning
of a new enhanced information architecture for the business’s online channel,
particularly resources for current analysts.

Now look at a plainer version.

In 2011, the team undertook phase one of the project. They collected a range
of data and research material. Using this collected material, they created
analyst ‘personas’. They also began to plan an enhanced information
architecture for the business’s online channel. Current analysts can use some
of the resources the team have created.
12
You will notice some of the sophisticated words have changed to plainer ones.
You will also notice that the sentences are shorter and easier to understand.
Another change relates to ‘active voice’. You will notice that the first example
uses some ‘passive voice’: which was utilised. Passive voice enables writers
to omit the people (or doers) from their sentences. However, readers often
appreciate knowing ‘who’ does something. You will notice in the second
example, the writer adds a doer: team. This means the writer can now use the
active voice: In 2011, the team completed…All of these techniques—short
sentences, plainer language, and active voice—will help your reader
understand your message in one reading. This is especially important in
business writing where readers have busy working days.

3.4 Keep your writing professional

Ensure you use an appropriate tone for your readers. Where possible, use
personal pronouns we and you: We recommend you check the building’s
foundations. Personal pronouns create a friendly tone that is appropriate for
New Zealand business and government. They also help the writer avoid the
passive voice. And, as stated above, readers like to know ‘who’ will do
something. However, sometimes you might want a more formal tone where
personal pronouns are not appropriate. In these cases, you can use words
like research or report as your sentence subject: This report discusses…, This
research has found that… . Another way of ensuring appropriate tone is to
avoid terms that may be interpreted as offensive to ethnic or other groups. Be
careful to use gender-neutral terms. For example, use plural pronouns (they
when referring to clients) rather than gender-specific pronouns (he or he/she).
Another aspect of tone relates to the use of contractions. Contractions are
words like we’ve or it’s. They are informal. For many business reports and for
all academic reports, you will need to avoid them and write we have or it is.

Other important characteristics of professional writing are editing and

proofreading. You should leave 24 hours between writing your draft and
editing it. You should also leave another 24 hours between editing and
proofreading. Leaving time between these stages of the writing process allows

13
you to detach yourself from your writing and put yourself in your reader’s
shoes. When editing, check for:

 illogical structure

 missing headings

 irrelevant or missing content

 unnecessary content

 redundant phrases or words.

When proofreading, check for:

 grammar

 punctuation

 spelling

 formatting

 consistency.

Remember to leave enough time for these last two stages. Thorough editing
and proofreading will make a big difference to the readability of your report (as
well as to your marks!), and it is a courtesy to the reader.

3.5 Use white space and well-chosen fonts

White space refers to the empty space on the page. Business reports which
have a more balanced use of white space and text are easier to read and
more effectively communicate main points and subordinate ideas. Create
white space by:

 using lots of headings and subheadings

 creating large margins along all edges (usually 2.5–3cm)

 breaking up your page with tables, charts, and graphs where possible

 using bulleted lists.

14
3.6 Number your pages

Your title page has no number. Use Roman numerals for the executive
summary and table of contents (i, ii, iii), and Arabic numbers for the remainder
of the report (1, 2, 3 …).

3.7 Use footnotes, tables, figures, and appendices appropriately

Footnotes should be used sparingly. Points that are important can usually be
integrated into the text. Footnotes or endnotes should not be used for
referencing (see References above).

In business reports, tables and figures are often used to represent data,
processes, etc. Tables and figures should be inserted in the text of the
document, close to the discussion of the table/figure. If the information is
something which the reader could refer to rather than should refer to, then it
may go in the appendices. Tables and figures have different purposes. A table
contains an array of numbers or text (such as a SWOT table). A figure is
something that contains graphical content, such as graphs created in Excel,
organisational charts, or flow charts.

Insert each table/figure one-and-a-half or two lines below the text. The
table/figure should be identified with a label and title which describes the
content, for example, Table 1. GDP of New Zealand, 1988–2002.

If a table, figure, or appendix is included in a document, then there must be

text that refers to it! The text should refer to it by name (As Table 1
shows ….). The text should explain the highlights of the table or figure, not
every detail. Do not leave it to the reader to try to figure out why you included
the table or figure in your document. At the same time, ensure that your
tables/figures supplement and clarify the text but do not completely duplicate
it. Also ensure that there is sufficient information in the table or figure so that
the reader can understand it without having to consult the text.

15
Footnotes immediately underneath the table or figure should be used to
explain all abbreviations and symbols used. Do not forget to add the source of
your material.

16
4 Concluding remarks

Now that you have the tools to develop your report, your communication
should be more efficient and effective. Individual schools may have specific
requirements for your report, so check with your course coordinators in case
they have specific requirements. For example, the School of Marketing and
International Business provides the guide attached in Appendix C. A sample
report for general business writing is provided in Appendix D.

Don’t forget to make use of the resources at Student Learning should you
require more guidance. Happy writing!

17
References

APA. (2010). Publication manual of the American Psychological Association

(6th ed.). Washington, DC: American Psychological Association.

Emerson, L. (Ed.) (1995). Writing guidelines for business students.

Palmerston North: The Dunmore Press.

Guffey, M. E., Rhodes, K., & Rogin, P. (2001). Business communication:

Process and product (3rd Canadian ed.). Scarborough, Ontario: Nelson
Thomson Learning.

Munter, M. (1997). Guide to managerial communication: Effective business

writing and speaking (4th ed.). Upper Saddle River, NJ: Prentice Hall.

Write Limited, (2013). The Write Style Guide for New Zealanders: A manual
for business editing. Wellington, New Zealand: Write Limited.

18
Appendix A: Checklist of a business report

 The report fulfils its purpose

 The report is oriented to the intended reader/s

 The report contains all appropriate elements (executive summary, table

of contents …)

 The discussion has descriptive and appropriately formatted headings

and subheadings

 The discussion contains thorough analysis of findings as well as logical

flow

 The report has been edited for section cohesiveness and good
paragraph structure

 The report has been proofread for sentence structure, spelling,

punctuation, and consistency

 Tables and figures are formatted correctly and labelled

 Tables, figures, and appendices are referred to within the text /

discussion

 Quotations from other sources are referenced

 Thoughts and ideas paraphrased from other sources are referenced

 The reference list is formatted properly

 The cover page has all necessary details

 Appendices are used to support the discussion, but tables / figures

which are essential to the discussion are included within the text

19
Appendix B: Linking ideas within sentences and paragraphs

 When structuring sentences, the subject and verb should occur as closely
together as possible. For example, The PLC is important, not The PLC,
which has been around a long time, and has seen wide use, in many
contexts, continents, industries, product categories, and so forth, is
important.

 Place the material you want to emphasize at the stress position in the
sentence. In a short sentence, the stress position is usually at the end of
the sentence. You want to emphasize new material. For example,
assuming you have already introduced the PLC, and the point you want to
make next is that it is important, you would write, The PLC is important,
rather than, An important concept is the PLC.

 In the above illustration, when you start the paragraph with the sentence,
The PLC is important, you have accomplished two things. First, you have
made the point that the purpose of the paragraph is to argue that the PLC
is important. Second, the notion that it is important is no longer new
information. Subsequent sentences should provide new information that
supports that point.

 The next sentence, for example, might be:

It is important because it explains why firms must develop new products;
or:
It is important for three reasons. The first reason is .....; or:
It is important for many reasons. One important reason is .....

Note that the stressed part of the previous sentence is no longer new and
has been moved to the front of the current sentence. The new information
in the current sentence is a reason why the PLC is important. The reason
is placed in the stress position.

 The same pattern applies to the following sentences: The PLC is

important. It is important because it explains why firms must develop new
products. New products must be developed because competitors enter the
firm’s markets, offerings become more homogeneous, prices decrease,
and margins are reduced.

20
Appendix C: Specific report requirements

For all reports, be sure that you adhere to the requirements of your particular
organisation. In New Zealand business and government, these requirements
will usually be stated in your organisation’s style guide. A style guide is a
handbook telling writers which conventions of grammar, punctuation, and tone
to follow. It also tells writers how to format their documents. At Victoria, you
should adhere to your particular course and/or school requirements.

Specific requirements for most reports submitted in the School for

Marketing & International Business (SMIB)

1. Answer the question

The most important requirement is to answer the question! Be sure to read

your assignment question very carefully.

2. Structure your report effectively [Title of your report/project]

Use this handbook to guide your structure.

The key parts of your reports will be:

[Name/Code of your course]
 title page (follow the template)
Lecturer: [Lecturer’s Name]
 executive summary

 table of contents

 body of the report

Submitted by:
 references [Your name]
 appendices. [Your student number]

Tutor: [Tutor’s Name]

Tutorial Number: [#]

Submitted: [Date of submission]

21
Word Count: [ ]
3. Give careful consideration to your page layout and presentation

Use:

 12-point font

 either Times New Roman or Arial (or similar) consistently throughout

the report, including in tables and figures

 2.5 centimetre (one inch) margins at the top, bottom, and both sides of
the document

 1.5 spacing between lines

 an additional line space between paragraphs, or indent the first line of

each paragraph.

4. Reference in APA

Ensure you reference consistently in APA style. You should use in-text
referencing for each citation (material that you have taken from other
sources). This material will be either quotes or paraphrases. Include a
reference list at the end of your report, again paying careful attention to APA
style for different types of references. Your reference list will include the
sources that showed up in your in-text referencing. It is not a list of everything
you read, just of the material you actually included in your report.

22
Appendix D: An example of a finished report
This example report has been adapted from a model report in Guffey, M.E.,
Rhodes, K., Rogin, P. (2001). Business communication: Process and Product,
3rd Canadian Edition. Scarborough: Nelson Thomson Learning. Pp. 461-473.

While the content follows Guffey et al (2001), the formatting has been changed to
match the style described in the VBS report writing guide, including APA
referencing rather than MLA. Formatting has also been updated in line with
current usage, and section numbering added. The commentary provided in side
annotations are in the main taken from Guffey et al (2001), and further
annotations can be found in the original.

23
Memorandum

DATE: 19 January, 2010

TO: Cheryl Bryant, Director

Recycling Programme
Office of Associated Students

FROM: Alan Christopher, OAS Business Senator

SUBJECT: Increasing participation in West Coast College’s

recycling programme

Here is the report you requested on 11 December 2009. It relates to the

status of West Coast College’s recycling programme. This report gives Give purpose of the
recommendations for increasing awareness and use of the recycling report
programme. It incorporates both primary and secondary research. The
primary research focused on a survey of members of the West Coast
College campus community.

Although the campus recycling programme is progressing well, the

information gathered shows that with more effort we should be able to
increase participation and achieve our goal of setting an excellent example Indicate future
for both students and the local community. Recommendations for increasing actions
campus participation in the programme include educating potential users
about the programme and making recycling on campus easy.

I am grateful to my business communication class for helping me develop a

questionnaire, for pilot testing it, and for distributing it to the campus
community. Their enthusiasm and support contributed greatly to the success
of this OAS research project. Acknowledge any
assistance
Please telephone me if you would like additional information. I would be
happy to implement some of the recommendations in this report by
developing promotional materials for the recycling campaign.

24
Cover Page
Include all
relevant details.
Check
requirements.

Analysis of the West Coast College

Campus Recycling Program

Presented to

Cheryl Bryant
Recycling Director
Office of Associated Students
West Coast College

Prepared by

Alan Christopher
Business Senator
Office of Associated Students

19 January, 2010

No page
number

25
Executive summary
Purpose and method of this report
West Coast’s recycling programme was created to fulfil the College’s social
responsibility as an educational institution as well as to meet the demand of
legislation requiring individuals and organisations to recycle. The purposes of this
report are to:
 determine the amount of awareness of the campus recycling
programme
 recommend ways to increase participation in the programme.
Tell purpose of the
We conducted a questionnaire survey to learn about the campus community’s report and briefly
recycling habits and to assess participation in the current recycling programme. A describe the research
total of 220 individuals responded to the survey. Since West Coast College’s
recycling programme includes only aluminium, glass, paper, and plastic, these were
the only materials considered in this study.

Findings and conclusions

Most survey respondents recognised the importance of recycling and stated that they
recycle aluminium, glass, paper, and plastic on a regular basis either at home or
work. However, most respondents displayed a low level of awareness of the on-
campus programme. Many of the respondents were unfamiliar with the location of the
bins around campus and, therefore, had not participated in the recycling programme.
Other responses indicated that the bins were not conveniently located.

The results of this study show that more effort is needed to increase participation in Give conclusion/s of
the campus recycling programme. report

Recommendations for increasing recycling participation

Recommendations for increasing participation in the programme include:
 relocating the recycling bins for greater visibility
 developing incentive programmes to gain the participation of
individuals and on-campus student groups Give report
recommendations
 training student volunteers to give on-campus presentations explaining
the need for recycling and the benefits of using the recycling
programme
 increasing advertising about the programme.

26
Table of Contents

1 Introduction ................................................... 1 Use leaders to

1.1 West Coast’s Recycling Programme .................................. 2 guide eye from
1.2 Purpose of study ................................................................. 2 heading to page
1.3 Scope of the study ............................................................. 2 number
1.4 Sources and methods ......................................................... 3

2 Conclusions ................................................. 4

3 Recommendations ........................................ 5

4 Findings and discussion .............................. 6

4.1 Recycling habits of respondents ....................................... 6
4.2 Participation in recycling on campus ................................ 7
4.2.1 Student awareness and the use of bins ........................................... 8
4.2.2 Reasons for not participating ................................................. 9
4.2.3 Location of recycling bins ...................................................... 9

References ................................................................ 10

Appendix
West Coast Recycling Programme Survey ............................................ 11

27
1 Introduction
North American society is often criticised as being a “throw away” society,
and perhaps that criticism is accurate (Cahan, 2008). We discard 11 to 14
billion tons of waste each year, according to the US Environmental
Protection Agency. Of this sum, 180 million tons comes from households
and businesses, areas where recycling efforts could make a difference
Give context
(Hollusha, 2010). According to a survey conducted by Decima Research, 73
and general
percent of North American companies have waste reduction programmes subject matter
(Schneider, 2008). Although some progress has been made, there is still a
problem. For example, the annual volume of discarded plastic packaging in
North America is eight billion tons—enough to produce 118 million plastic Use APA
park benches yearly (Joldine, 2009). Despite many recycling programmes referencing style
and initiatives, most of our rubbish finds its way to landfill sites. With an ever-
increasing volume of waste, estimates show that 80 percent of North
America’s landfills will be full by the year 2015 (de Blanc, 2009).

To combat the growing waste disposal problem, some states and provinces
are trying to pass legislation aimed at increasing recycling. Many North
American communities have enacted regulations requiring residents to
separate bottles, cans, and newspapers so that they may be recycled
(Schneider, 1999). Other means considered to reduce waste include tax
incentives, packaging mandates, and outright product bans (Hollusha, 2010).
All levels of government are trying both voluntary and mandatory means of
reducing rubbish sent to landfills.

28
1.1 West Coast Recycling Programme

In order to do its part in reducing rubbish and to meet the requirements of

legislation, West Coast College began operating a recycling programme one
year ago. Aluminium cans, glass, office and computer paper, and plastic Give
containers are currently being recycled through the programme. Recycling background to
bins are located at various sites around campus, outside buildings, and in issue/ problem
department and administrative offices to facilitate the collection of materials.
The Office of Associated Students (OAS) oversees the operation of the
programme. The programme relies on promotions, advertisements, and
word of mouth to encourage its use by the campus community.

1.2 Purpose of this study

The OAS had projected higher levels of participation in the recycling programme
than those achieved to date. Experts say that recycling programmes generally Describe the
must operate at least a year before results become apparent (de Blanc, 2009). issue to be
The OAS programme has been in operation one year, yet gains are disappointing. reported on
Therefore, the OAS authorised this study to determine the campus community’s
awareness and use of the programme. Recommendations for increasing State the
participation in the campus recycling programme will be made to the OAS based specific
on the results of this study. questions the
report answers

1.3 Scope of this study

This study investigates:

 potential participants’ attitudes towards recycling in
general
 participants’ awareness of the campus recycling
programme
 participants’ willingness to recycle on campus
 the perceived convenience of the recycling bins.
Discuss the
Only aluminium, glass, paper, and plastic are considered in this study scope (or
as they are the only materials being recycled on campus at this time. extent) of the
investigation
The costs involved in the programme were not considered in this study as we did
not consider them relevant. Steelman, Desmond, and Johnson (2008) state that a
recycling programme generally does not begin to pay for itself during the first year.
After the first year, the financial benefit is usually realised in reduced disposal
costs (Steelman, Desmond, and Johnson 2008).

29
1.4 Sources and methods

We consulted current business periodicals and newspapers for background

information and to learn how other organisations are encouraging use of in-house
recycling programmes. We used these findings to formulate a questionnaire on
recycling habits. This questionnaire (shown in the appendix) was then used to Discuss how the
survey administrators, faculty, staff, and students at West Coast College campus. study was
In all, a sample of 220 individuals responded to the self-administered conducted
questionnaire. The composition of the sample closely resembled the makeup of
the campus population. Figure 1 shows the percentage of students, faculty, staff,
and administrators who participated in the survey.

Figure 1. Composition of survey sample

Faculty, 23%

Staff, 10%
Students, 60%

Administrators, 7%

Note:
If you use figures or tables, be sure to introduce them in the text. Although it is not always
possible, try to place them close to the spot where they are first mentioned.

30
2 Conclusions
Based on the findings of the recycling survey of members of the West Coast
College campus community, we draw the following conclusions.

1. Most members of the campus community are already

recycling at home or at work.

2. Over half of the respondents recycle aluminium and paper on

a regular basis; most recycle glass and plastic to some
degree.

3. Most of the surveyed individuals expressed a willingness to

participate in a recycling programme. Many, however, seem
unwilling to travel very far to participate; 42 percent would like
more recycling bins to be located inside the cafeteria.

4. Awareness and use of the current campus recycling

programme are low. Only a little over a third of the
respondents knew of any recycling bin locations on campus,
and only a fifth had actually used them.

5. Respondents considered the locations of the campus bins

inconvenient. This perceived inconvenience was given as the
principal reason for not participating in the campus recycling
programme.

31
3 Recommendations
After considering the findings and conclusions of this study, we offer the
following recommendations in an effort to improve the operations and
success of the West Coast recycling programme.

1. Increase on-campus awareness and visibility by designing an

eye-catching logo for use in promotions.

2. Enhance comprehension of recycling procedures by teaching

users how to recycle. Use posters to explain the recycling
programme and to inform users of recycling bin locations.
Label each bin clearly as to what materials may be deposited.

3. Add bins in several new locations, and particularly more in the

food service and vending machine areas.

4. Recruit student leaders to promote participation in the

recycling programme. These students should give educational
talks to classes and other campus groups.

5. Develop an incentive programme for student organisations.

Offer incentives for meeting OAS recycling goals. On-campus
groups could compete in recycling drives designed to raise
money for the group, the college, or a charity. Money from the
proceeds of the recycling programme could be used to fund
the incentive programme.

Note:
Report recommendations are most helpful to readers when they not only make
suggestions to solve the original research problem but also describe specific
actions to be taken. Notice that this report goes beyond merely listing ideas.
Instead, it makes practical suggestions for ways to implement the
recommendations.

32
4 Findings and discussion In this section
you will present,
The findings of the study will be presented in two categories. interpret,
discuss, and
 Recycling habits of the respondents analyse
 Participation in the West Coast College recycling findings.
programme

4.1 Recycling habits of respondents

A major finding of the survey reveals that most respondents are willing to recycle
even when not required to do so. Data tabulation shows that 72 percent of the
respondents live in an area where neither the city nor the region requires
separation of rubbish. Yet 80 percent of these individuals indicated that they
recycle aluminium on a regular basis. Although the percentages are somewhat
smaller, many of the respondents also regularly recycle glass (46 percent) and
plastic (45 percent). These results, summarised in Figure 2, clearly show that
campus respondents are accustomed to recycling the four major materials
targeted in the West Coast recycling programme.

Figure 2. Respondents who regularly recycle at home or at work

Use tables and
graphs where
Material Percentages
possible to
present/
Aluminium 80% summarise
Paper 55% findings
Glass 46%
Plastic 45%

Respondents were asked to rank the importance of recycling the materials

collected in the West Coast programme. Figure 3 shows that respondents felt
aluminium was most important, although most also ranked the other materials
(glass, paper, and plastic) as either “extremely important” or “somewhat important”
to recycle. Respondents were also asked what materials they actually recycled
most frequently, and aluminium again ranked first.

33
Figure 3. Materials considered most important to recycle

70%

60%

50%
Extremely important
40% Somew hat important

30% Somew hat unimportant

Extremely unimportant
20%

10%

0%
Aluminium Paper Glass Plastic

When asked how likely they would be to go out of their way to deposit an
item in a recycling bin, 29 percent of the respondents said “very likely”, and
55 percent said “somewhat likely”. Thus, respondents showed willingness—
at least on paper—to recycle even if it means making a special effort to
locate a recycling bin.

4.2 Participation in recycling on campus

De Blanc (2009) gives factors important to any recycling programme. She

states that:

 recycling centres must be in convenient locations Include theory in

discussion of
 participants must be aware of these locations findings
 participants must be trained to use recycling centres.

We incorporated de Blanc’s factors in our survey and included questions

assessing awareness and use of the current bins. The survey also
investigated reasons for not participating in the programme as well as
reasons for the perceived convenience of current bin locations.

34
4.2.1 Student awareness and the use of bins

Two of the most significant questions in the survey asked whether

respondents were aware of the OAS recycling bins on campus and
whether they had used the bins. Responses to both questions were
disappointing, as Figure 4 illustrates.

Figure 4. Awareness and use of recycling bins on campus

Location Awareness of
Use of bins at
bins at this
location
location
Cafeteria 38% 21%
Bookstore 29% 12%
Administration building 28% 12%
Computer Labs 16% 11%
Library 15% 7%
Student union 9% 5%
Classrooms 8% 6%
Department and
6% 3%
Administrative offices
Athletic centre 5% 3%
Unaware of any bins;
20% 7%
have not used any bins

Figure 4 shows that only 38 percent of the respondents were aware of the
bins located outside the cafeteria. Even fewer were aware of the bins Clearly interpret your
outside the bookstore (29 percent) and outside the administration building findings so that your
(28 percent). Equally dissatisfying, only 21 percent of the respondents had reader can see the
used the most visible recycling bins outside the cafeteria. basis for your
conclusions and
Other recycling bin locations were even less familiar to the survey recommendations
respondents and, of course, were little used. These responses plainly show
that the majority of the respondents in the West Coast campus community
have a low awareness of the recycling programme and an even lower
record of participation.

35
4.2.2 Reasons for not participating

Respondents offered several reasons for not participating in the campus

recycling programme. Forty-five percent said that the bins were not
convenient to use. Thirty percent said that they did not know where the bins
were located. Another 25 percent said that they were not in the habit of
recycling. Although many reasons for not participating were listed, the
primary reason appears to be inconvenience of bin locations.

4.2.3 Location of recycling bins

When asked specifically how they would rate the location of the bins
currently in use, only 13 percent of the respondents felt that the bins were
extremely convenient. Another 36 percent rated the bins as somewhat
convenient. Over half the respondents felt that the locations of the bins were
either somewhat inconvenient or extremely inconvenient. Recycling bins are
currently located outside nearly all the major campus rooms or buildings, but
respondents clearly considered these locations inconvenient or inadequate.

In indicating where they would like recycling bins placed (see Figure 5), 42
percent of the respondents felt that the most convenient locations would be
inside the cafeteria. Placing more recycling bins near the student union
seemed most convenient to another 33 percent of those questioned, while
15 percent stated that they would like to see the bins placed near the
vending machines. Ten percent of the individuals responding to the survey
did not seem to think that the locations of bins would matter to them.

Figure 5. Preference for placement of recycling bins

Inside the cafeteria 42%

More in the student union 33%
Near vending machines 15%
Does not matter 10%

36
5 References
magazine
Cahan, V. (2008, July 17). Waste not, want not? Not necessarily.
Business Week, p.116.

de Blanc, S. (2009, December). Paper recycling: How to make it journal

effective. The Office, 32-33.

Hollusha, J. (2010, July 26). Mixed benefits from recycling. The New online newspaper
York Times, D2. Retrieved October 26, 2010 from
http://www.nytimes.com

Joldine, L. (2009). The environment and Canada’s future. In J. Davis author in an edited
(Ed.), Spirit of the world (pp.42-49). Waterloo, Ontario: Turnaround book
Decade Ecological Communications.

Schneider, K. (2008, January 20). As recycling becomes a growth

printed newspaper
industry, its paradoxes also multiply. The New York Times, p. A5.

Steelman, J.W., Desmond, S., and Johnson, L. (2008). Facing Global book
Limitations. New York, NY: Rockford Press.

37
Appendices can
Appendix include
questionnaires and
West Coast College recycling programme survey other material used in
assembling the
West Coast College recently implemented a recycling programme on campus. report.

Please take a few minutes to answer the following questions so that we can make
this programme as convenient as possible for you to use.

1. Please indicate which items you recycle on a regular basis at home or

at work. (Tick all that apply.)
 Aluminium
 Glass
 Paper
 Plastic

2. Do you live in an area where the city / municipality requires separation

of waste?
 Yes  No

3. How important is it to you to recycle each of the following:

Extremely Somewhat Somewhat Extremely
Important Important Unimportant Unimportant
Aluminium
Glass
Paper
Plastic

4. How likely would it be for you to go out of your way to put something in
a recycling bin?
Very Likely Somewhat Likely Somewhat Very Unlikely
Unlikely

5. Which of the following items do you recycle most often? (Choose one
item only.)
 Aluminium
 Glass
 Paper
 Plastic
 Other

6. Listed below are locations of the recycling bins on campus.

(Check all those of which you are aware.)

 Administration Building  Library

 Bookstore  Athletic centre
 Student union  Computer labs
 Department and administrative offices
 Cafeteria  I’m unaware of any of
these recycling bins.

Note:
The appendix continues the report’s page numbering.

38
Business Proposals

A. What is a Business Proposal?

A business proposal is a formal document that outlines a suggested plan of action for a business
endeavor or offers a proposed solution to a business problem or opportunity. It is like a
persuasive pitch aimed at securing a deal or partnership. It presents a detailed plan of action,
including objectives, strategies, timelines, and costs, to persuade stakeholders to approve a
particular course of action.

B. Importance of Business Proposals in the organizational context.

Business proposals serve as a formal way to communicate ideas, solicit feedback, and secure
buy-in from decision-makers, clients, investors, or partners. They are important in business for
the following reasons

1. Introduction of new ideas: A business proposal outlines a new project or initiative,

introducing it to stakeholders. For example, a technology company might propose
developing a new mobile app to streamline communication for remote teams.

2. Problem-Solving: Proposals offer solutions to specific problems, like a marketing

agency proposing strategies to increase sales for a small business.

3. Competitive Advantage: Proposals showcase what sets you apart from competitors, like
a graphic design firm highlighting its innovative design concepts.

4. Informed Decision-Making: Proposals help stakeholders make informed decisions, like

a retail store considering a proposal for a new inventory management system.

5. Opportunity Seizure: Ultimately, proposals increase your chances of seizing business

opportunities, whether it's securing funding, landing a big client, or expanding your
operations.
C. Types of Business Proposals

1. Solicited and Unsolicited Proposals: Solicited proposals are sent in response to

request for proposal placed through formal channels like newspapers, trade journals,
Chamber of Commerce channels, or individual letters. For example, a company might
send out Requests for Proposals (RFPs) or a boss might ask an employee to write up a
proposal after hearing about a new idea.

Unsolicited Proposals are sent without a request from the recipient. Sometimes, the
sender needs to first convince the recipient that there's a problem or need before
presenting the main proposal.

2. Internal or external. A proposal to someone within your organization (a business, a

government agency, etc.) is an internal proposal. With internal proposals, you may not
have to include certain sections (such as qualifications) or as much information in them.
An external proposal is one written from an independent organization or individual to
another such entity. The typical example is the independent consultant proposing to do a
project for another firm.

3. Informal or formal. An informal proposal is a short document, only a few pages long,
normally in the format of a memo or letter and includes fewer sections than a formal
proposal. Formal proposals are longer, more complex documents, that include many of
the other sections found in a typical report like a title page, table of contents, list of
figures, executive summary, and additional information in the appendices. They may also
include a copy of the RFP.

D. Difference between Solicited and Unsolicited Proposals

1. Solicited proposals are sent in response to request for proposal placed through formal
channels. Unsolicited Proposals are sent voluntarily by the recipient.
2. Solicited proposals meet known needs, while unsolicited ones propose solutions based on
potential interest.

3. Solicited proposals are part of a formal process like an RFP, while unsolicited ones are
initiated through cold outreach.

4. Solicited proposals expect a response, while unsolicited ones may or may not receive a
response.

5. Solicited proposals are data driven and are presented in an objective tone while
unsolicited one are more need driven and presented in a persuasive style

E. Elements/Components of a Business Proposal (Large)

1. Introduction: Brief overview of the proposal and its purpose.

2. Problem Statement: Identification of the problem or opportunity being addressed.

3. Proposed Solution: Detailed description of the proposed solution or approach.

4. Objectives: Clear and measurable goals or outcomes expected from the proposal.

5. Methodology: Explanation of the methods and strategies to achieve the objectives.

6. Timeline: Schedule of activities and milestones for implementation.

7. Budget: Breakdown of costs and resources required for the proposal.

8. Benefits: Explanation of the benefits and value proposition of the proposal.

9. Conclusion: Summary of key points and call to action.

F. Element/Components/ Format of a Business Proposal (Short)

1. Brief overview of the proposal including short background of the company/individual

2. Identification of the problem or opportunity being addressed.

3. Proposed solution or approach including budget

4. Client benefit

5. Any other relevant details to persuade them to accept the proposal.

6. Conclusion and call to action

G. Format (Large Proposal)

1. Cover Page: Logo, Title, Date , Recipient's name and title (if known) RFP reference number
(if applicable)

2. Table of Contents -In case of large proposals.

3. Executive Summary: Brief overview of the proposal, highlighting key points, objectives and
benefits.

4. Main body of the proposal (include all the elements mentioned in the section E )

• Introduction:

• Problem Statement:

• Proposed Solution

• Objectives:

• Methodology

• Timeline

• Budget
• Benefits

• Conclusion

In case of a solicited proposal, draft structured response to each section of the RFP, addressing
requirements, criteria, and evaluation factors.

5. Appendices: Supplementary materials, such as case studies, references, certifications, or

additional documentation supporting your proposal.

H. Strategies to create a persuasive business proposal

Understand Your Audience: Research and understand the needs, preferences, and priorities of
your audience to tailor your proposal to resonate with their interests and concerns. This ensures
that your proposal addresses their specific pain points and objectives, making it more
compelling.

Highlight Benefits and Value Proposition. Focus on how it solves the recipient's problem or
fulfills their needs. Highlighting the tangible advantages and unique selling points demonstrates
the value your proposal brings to the table, making it more appealing.

Provide Evidence and Support: Providing credible evidence builds trust and confidence in your
proposal's potential for success.

Use Persuasive Language: Using compelling language and storytelling techniques can evoke
emotions and inspire action, making your proposal more persuasive.

Address Potential Objections: Anticipate and address potential objections or concerns that the
recipient may have about your proposal. Offering preemptive solutions or counterarguments
demonstrates foresight and reassures the recipient, overcoming potential barriers to acceptance.

Visual Appeal: Enhance the visual appeal of your proposal with high-quality graphics, charts,
diagrams, and other visual elements to make it more engaging and easier to understand. Visual
aids can help illustrate key points, break up dense text, and enhance comprehension, making
your proposal more compelling.

Call to Action: Clearly state the desired action you want the recipient to take after reading your
proposal, whether it's signing a contract, scheduling a meeting, or making a decision. A strong
and compelling call to action motivates the recipient to take the next step, driving the desired
outcome.

I. Important Terms

RFP: A Request for Proposal (RFP) is a formal document issued by an organization through
formal channels like newspapers, trade journals, Chamber of Commerce channels, or individual
letters, seeking proposals from potential vendors for a project or service. It outlines the project's
objectives, scope, requirements, and evaluation criteria. Vendors respond with proposals
detailing how they will meet the requirements, including cost estimates and timelines. The RFP
process allows organizations to gather competitive proposals and select the most suitable vendor
for their needs efficiently.

RFQ: A Request for Quotation (RFQ) is a document sent by a buyer to potential suppliers,
requesting price quotes for specific products or services. Unlike an RFP, an RFQ focuses solely
on pricing and does not typically include detailed project specifications. Suppliers respond with
their quotations, detailing prices for the requested items or services. The RFQ process helps
buyers compare pricing from different suppliers and negotiate favorable terms for procurement.

IFB: An Invitation for Bid (IFB) is a formal document used by organizations to invite qualified
vendors to submit competitive bids for goods or services. It outlines the project's requirements,
specifications, and terms, emphasizing price as the primary evaluation factor. The IFB process
allows organizations to obtain the best value for their procurement needs by comparing bids from
multiple vendors based on predefined criteria.

Tender: A tender is an official document issued by a buyer, such as a government agency or

private organization, inviting suppliers to submit bids for supplying goods or services. It outlines
the requirements, specifications, and terms of the project or contract. Suppliers then submit their
bids, typically sealed, detailing their proposed prices and relevant information. The tendering
process enables buyers to select the most suitable supplier based on factors such as price, quality,
and compliance with requirements.
Difference between IFB and Tender: The main difference between an Invitation for Bid (IFB)
and a tender lies in their scope and usage. An IFB is typically used in procurement processes
where price is the primary evaluation factor. It focuses on soliciting competitive bids from
qualified vendors for goods or services, emphasizing specific project requirements and
specifications.

On the other hand, a tender is a broader term that encompasses various procurement methods,
including requests for proposals (RFPs), requests for quotations (RFQs), and IFBs. While IFBs
are a type of tender, tenders can involve more complex procurement processes beyond price-
based evaluations, considering factors like quality, technical capabilities, and past performance.

**********************************
Business Proposals

Mushtakhusen S.M.
IBS Hyderabad

Copyright@Mushtakhusen SM
Business Proposal
• a formal document that’s created by a company and given to a prospect
to secure a business agreement

• a written offer of a product or service to a prospective customer

• helps secure funding, expand projects, and grow your business
• Categories:
• solicited or unsolicited
• internal or external
• product/service or solution
Copyright@Mushtakhusen SM
Types Business Proposal
• Solicited
• a request for proposal (RFP) - specifies the product or service,
guidelines for submission, and evaluation criteria

• request for quotation (RFQ) - emphasizes cost, though service and

maintenance

• and invitation for bid (IFB) - often job-specific in that they encompass
a project that requires a timeline, labor, and materials

Copyright@Mushtakhusen SM
Types Business Proposal
• Unsolicited
• cold calls
• require a thorough understanding of the market, product and/or
service

• can be tailored to specific businesses with time and effort,

• and the demonstrated knowledge of specific needs or requirement can
transform an otherwise generic, brochure-like proposal into an effective
sales message

Copyright@Mushtakhusen SM
Important Points
• A statement of the organization's problem
• Proposed solution
• Pricing information

Copyright@Mushtakhusen SM
Ethos, Pathos, and Logos
• Ethos - credibility
• Pathos - passion ans enthusiasm
• Logos - logic or reason

Title page with name, title, date, and specific reference to request for
Cover Page
proposal if applicable.

Like an abstract in a report, this is a one- or two-paragraph summary of

Executive
the product or service and how it meets the requirements and exceeds
Summary
expectations.

Discuss the history of your product, service, and/or company and

Background consider focusing on the relationship between you and the potential
buyer and/or similar companies.

The idea. Who, what, where, when, why, and how. Make it clear and concise.
Proposal Don't waste words, and don't exaggerate. Use clear, well-supported
reasoning to demonstrate your product or service.

Market What currently exists in the marketplace, including competing products

Analysis or services, and how does your solution compare?

How will the potential buyer benefit from the product or service? Be
Benefits clear, concise, specific, and provide a comprehensive list of immediate,
short, and long-term benefits to the company.

Copyright@Mushtakhusen SM
Business Proposal Elements
The idea. Who, what, where, when, why, and how. Make it clear and concise.
Proposal Don't waste words, and don't exaggerate. Use clear, well-supported
reasoning to demonstrate your product or service.
Market What currently exists in the marketplace, including competing products
Analysis or services, and how does your solution compare?
How will the potential buyer benefit from the product or service? Be
Benefits clear, concise, specific, and provide a comprehensive list of immediate,
short, and long-term benefits to the company.
A clear presentation, often with visual aids, of the process, from start to
Timeline
finish, with specific, dated benchmarks noted.

Copyright@Mushtakhusen SM
Business Proposal Elements
Delivery is often the greatest challenge for Web-based services - how
Marketing will people learn about you? If you are bidding on a gross lot of food
Plan service supplies, this may not apply to you, but if an audience is required
for success, you will need a marketing plan.
What are the initial costs, when can revenue be anticipated, when will
there be a return on investment (if applicable)? Again, the proposal may
Finance involve a one-time fixed cost, but if the product or service is to be
delivered more than once, and extended financial plan noting costs
across time is required.
Like a speech or essay, restate your main points clearly. Tie them
Conclusion
together with a common them and make your proposal memorable.

Copyright@Mushtakhusen SM
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How to write a brochure for your business
Despite the prominence of digital marketing, print collateral still has an important role to play in
a balanced marketing strategy. A professionally produced brochure suggests a high budget and
an established reputation. Not only that, but brochures are versatile marketing tools. You can
distribute them at trade shows, put them in brochure racks, send them via direct mail, and even
publish them on your company website. (They’re also very portable. Many people would prefer
to grab a brochure and read it at their convenience rather than engage with a salesperson.)
Most brochures are just a few hundred words in length, so you don’t have a lot of space to get
your message across. It’s important to make every word count. Here are eight tips for writing a
brochure that signals professionalism and competence — and spurs your readers to action.

1. ) Create an outline or plan of attack

Brochures vary in content and length, but most follow a standard format.
 The front panel displays the company logo and headline.
 The inner panels make a case for the product/service using supporting facts and details.
 The final panel contains contact info and a call-to-action.
Before you start writing, identify your target persona for the brochure including age, gender,
location, role, income, interests and challenges.
This information will guide the tone, language and content of your brochure. It’ll also help you
choose a call-to-action that appeals to your readers. For instance, an offer for a free white
paper would likely be of interest to an executive, whereas a mobile app download would be
more fitting for a college student.
Make note of where your target audience is in the buying cycle. Don’t waste space going on
about the history of your organization if your readers have done business with you before. Also
consider the level of understanding your prospects already have about the topic. Are they
experts, novices or somewhere in between? Keeping this in mind will help you avoid alienating
readers by talking down to them or confusing them.

2.) Write a compelling headline

Your headline will determine whether a prospect picks up and reads your brochure or tosses it
aside. Avoid using headlines that don’t tell the reader anything about the contents of the
brochure — for example, “Make a Good Impression.” What does this mean, who are you
making a good impression on? And for what purpose?
You can provoke a reader’s curiosity without being vague. These example headlines spark
interest while also telling readers exactly what they’ll get from reading the brochure:
 Scared of the Dentist? Learn How Sedation Dentistry Can Help
 The Ultimate College Prep Checklist: A Four-Year Plan for High School Freshmen
 4 Reasons to Think Again Before Buying a Foreclosed Home
Don’t be afraid to use “power” words like free, quick, easy, results, exclusive, proven, etc.
What they lack in originality, they make up for ineffectiveness.

3.) Be concise and use plain language

Your brochure should focus on one product or service. A trifold brochure only has space for
about 350-450 words, so keep words, sentences and paragraphs short. Edit ruthlessly and
include only the most relevant information, leaving room for white space and images. Big walls
of unbroken text look intimidating to readers, so use subheads liberally. Try not to put more
than a couple of paragraphs in a row without introducing something else to break up the
monotony, such as a subhead, bullet-point list or image.
With the help of Lucidpress’s online drag-and-drop editor, you can quickly design a
professional-looking brochure with elements like callouts, pull quotes and tables.
4.) Limit the copy to 1-2 typefaces
The typefaces you choose should be easy to read and consistent with your branding. Often, if
the subhead copy is in a serif face, the body copy will use a sans-serif face, and vice versa.
There are some great free tools available to help you select a complementary font pairing.
Select font size, spacing and color with readability in mind so your prospects don’t have to work
to read the brochure.

5.) Give readers a reason to keep your brochure

If you can, include a handy reference of some kind in your brochure to dissuade readers from
throwing it away—for example:
 a map of a town marked with top attractions
 a “normal body weight” chart based on the reader’s height
 a list of program-specific student scholarships
 a cheat sheet for first-time homebuyers in a specific city
Also, consider printing the brochure on a high-quality glossy paper to boost its perceived value.

6. Include next steps or a call-to-action

The goal of your sales brochure should be to persuade your readers to take a specific action.
This call-to-action is usually placed on the last panel of the brochure, along with the contact
info. To boost response rates, offer an incentive, such as a promo code or free product.
The following are some example actions you might want your readers to take:
 Sign up to your email list for a free white paper
 Visit your website to make a purchase or sign up for a program
 Call to book a free consultation
 Scan a QR code to download an app
 Enter for a chance to win
 Visit your store for an upcoming sale

7.) Proofread your brochure

No matter how much effort you put into your messaging and design, errors and inconsistencies
in your printed literature can kill your credibility.
Verify that the tone of your brochure matches the rest of your brand messaging. Unlike
informational brochures (which may take the third-person point-of-view), sales brochures
usually use the second-person to build rapport with the reader.
Refer to your brand style guide for how to handle things like numerals, dates and titles in the
text. If you don’t have a brand style guide, use an established style reference like AP
Stylebook. And of course, look everything over for correct spelling, punctuation and grammar.

8.) Double-check for important details

Before the brochure goes to print, check that your logo and contact information are present and
error-free. Also look for details you may have forgotten to include, such as:
 Purchasing info—how to place an order, accepted payment types, guarantees,
warranties, refunds, shipping, etc.
 Visitor info—accessibility for people with disabilities, hours of operation, seasonal
times, admission rates, group sizes, pets, directions, etc.
 Legal info—copyrights, trademarks, registration marks, disclaimers, etc.
USE OF TECHNOLOGY IN BUSINESS COMMUNICATION

Technology in business communication refers to the various tools and systems that enable
individuals and organizations to communicate more e iciently and e ectively in a business
context. This can include technologies such as email, instant messaging, video conferencing,
project management software, customer relationship management (CRM) systems, and more.
Technology enables a faster, wider and more e icient means of communication. This will include
interactions within your team or with your clients, potential customers, investors or the general
public. Video conferencing technologies, like Skype and Zoom, make meetings from across
geographical borders convenient. As for within your organization, an app like Slack or Asana can
help you simplify communication within your team. You can use this to track projects, details on
tasks, deadlines, etc., regardless of whether they work from under the same roof, or remotely.
Email, newsletters, social media, and other platforms are all equally essential resources for
communication.

Through the utilization of technology in business communication, organizations can enhance

their operational e iciency, cut-short expenses, and boost productivity. For example, employees
can easily share documents and collaborate on projects in real-time, while managers can
monitor progress and provide feedback remotely.

Apart from enhancing e iciency and productivity, the technology utilized in business
communication also contributes to enhancing the customer experience. In fact, a report by
LinkedIn has shown that 96% of the survey participants consider customer service to be a crucial
factor in determining their loyalty toward a brand. Therefore by leveraging digital tools, businesses
can provide faster and more responsive customer service, leading to increased customer
satisfaction and loyalty.

Additionally, technology in business communication is an essential component of modern

business operations, enabling organizations to communicate and collaborate more e ectively
and e iciently, while also improving the overall customer experience. Therefore, being updated
with the latest technological advancements can enable businesses to remain competitive and
position themselves for long-term success.

How to choose the best types of social media for your business

 Know your audience

 Before joining a new social media platform, ask yourself: Where is your audience?
 If you don’t have a lot of time and money to burn, it makes more sense to go where your
audience is already hanging out. Otherwise, you risk joining a new platform and then
having to attract your audience to it.
 Only join the networks that support the goals of your social media marketing strategy.
 Align to your key business goals
 Next, ask yourself: Which platforms match my business goals best?
 For example, suppose one of your goals is to increase awareness about a new product or
service that could beneﬁt from video tutorials. In that case, you should focus on video
platforms (like YouTube and TikTok) or video formats available on the sites where you’re
already active (like Instagram Stories and Reels, Facebook Live, etc.).
 Create content tailored to the platform
Once you’ve picked the best platform for your audience, ﬁgure out how they’re using that
platform. Before you start creating content, ask yourself a few questions:

 What type of content is your audience engaging with?

 Which types of accounts do they follow?
 Are they passive consumers or content creators?
You can use this information to design e ective content that will catch your audience’s attention
and help you reach your goals.

Keep up to date with social media statistics. New social media platforms are exciting, we know.
But before you go all-in, do your due diligence. It’s important to determine whether a new network
is a shiny new object or a platform with the potential to stick. One way to estimate if a platform
has staying power is to compare its statistics to established social media platforms.

7 Types of Social Media and How Each Can Beneﬁt Your Business

Find out how you can use di erent types of social media platforms and formats to support your
business (and social) goals. Which platforms are worth your time and energy, and which ones will
yield diminishing returns?

1. Traditional social networking sites

Examples: Facebook, LinkedIn, X (formerly Twitter), Threads

Used for: Connecting directly with customers in speciﬁc areas, communities, or interest groups.

How your business can use them: Traditional social networking sites are a great way to amplify
your voice and connect with your audience. These ﬂexible platforms are designed to help you
share both text and visual content with whomever you like. They share features like networking,
event organizing, and advertising.

Traditional social platforms also gather lots of information about their users. This allows you to
run speciﬁc targeted ads and connect with the right audience to share useful information,
promote upcoming local events or appearances, or run contests.

You can also use these platforms to connect directly with customers using direct messaging
tools. These can be valuable for customers who are looking for quick answers to simple
questions.

2. Image-based social media

Examples: Instagram, Pinterest, Snapchat, TikTok (photo mode)

Used for: Visual storytelling, brand-building, and social commerce.

How your business can use them: Almost all image-based social media platforms are great
for social commerce. They o er various ways to shop in-app and eliminate the need to drive
tra ic to an external site. You can sell directly to your customers by building a robust in-app
shopping presence.

Instagram Shopping allows businesses to create a storefront. You can tag specific products in
your images and videos and mention products in your profile bio.
Pinterest Shopping allows you to connect your store catalogue and add shoppable links to search
results. You’ll also get a Verified Merchant badge on your profile, which creates a sense of security
for customers.

With the Snapchat Store feature, brands with verified Snapchat Business profiles can upload a
catalogue and include a Shop tab on their profile.

If your business caters to a younger demographic, Snapchat is a must. The platform reaches 90%
of the 13-24-year-old population and 75% of the 13-34-year-old population in 20+ countries.

TikTok Photo Mode is an image-based format similar to Instagram’s carousels. Users can add
music to soundtrack their images, and viewers can either swipe through each photo or let them
scroll automatically. Your business can use this format to showcase product collections,
announce a sale or giveaway, or tell longer stories.

3. Short-form video social media

Examples: Instagram Reels, TikTok, YouTube Shorts

Used for: Sharing short-form video content (usually between ﬁve seconds and ninety seconds
long)

How your business can use them: Short-form videos are great for driving brand awareness and
bringing products to life.

This type of content is quick to ﬁlm and edit, making it perfect for businesses with a lean social
media team. Short on inspiration? The constant stream of trends on each platform means that
inspiration for your next short-form video is at your ﬁngertips.

Just note that any video content you publish should entertain, educate, and/or inspire your
audience. Videos that feel sales-y aren’t going to engage viewers.

4. Livestream social media

Examples: Facebook Live, Instagram Live, TikTok Live, Twitch, YouTube

Used for: Broadcasting live video to many viewers at once

How your business can use them: Livestreaming’s popularity exploded during the pandemic. By
late 2022, nearly 30% of internet users aged 16-64 were watching livestreams every week. You
can use livestreams to launch new products, interview well-known guests, or hosting AMA
sessions. Livestreams often include features like live chats and polls. They also allow users to
interact live with the hosts, so it’s vital to monitor and engage with comments during the stream.

5. Discussion forums

Examples: Reddit, Quora

Used for: Asking and answering questions, networking, and forming communities around niche-
and interest-based topics

How your business can use them: It can be challenging for brands to crack discussion forums.
Users can be naturally wary of businesses inserting PR-speak into a community-oriented space.
The key to mastering discussion forums is to add value for your customers. Lend your subject
matter expertise and answer questions related to your industry. Listen to their issues and o er
useful solutions.

You get bonus points if you can share information about your brand and products in your answers.
But that shouldn’t be your primary goal of participating in discussion forums.

One thing to note: Redditors (as Reddit users are called) dislike answers that include self-
promotion. They’re likely to downvote this type of post to bury it deep in the feed.

If you’re posting as a business, make sure to answer the original question. Only add links to your
products if they’re genuinely helpful. Before posting in a subreddit, check the rules to verify if
including links to your own business is allowed.

6. Private community platforms

Examples: Discord, Facebook Groups, Patreon, Slack

Used for: Creating communities, with the possibility of requiring registration or other screening
measures for new members.

How your business can use them: Private groups bring your community members together. They
can bond over shared challenges and help answer each other’s questions without the distraction
of unrelated conversations.

You can use your private community to engage with customers, solicit user-generated content,
and run contests and promotions that add value for members. You can also use the group
welcome screen to ask members questions and learn more about your audience.
Technology in Businesses Communication
Businesses may benefit greatly from technology in several ways. It streamlines operations by
streamlining procedures and lowering expenses. Businesses may obtain a competitive advantage,
promote development, and adapt to the quickly changing business environment by embracing
technology.

Various benefits of technology are listed below:

a) Improved Efficiency

b) Enhanced Customer Service

c) Online Presence

d) Engagement with Customers

e) Technology Save Time

f) Technology Saves Cost

g) Faster Decision Making

What is business communication?

Business communication is the exchange of information, ideas, and messages within an
organizational context for the purpose of achieving business objectives. It involves the
transmission, reception, and interpretation of information between individuals or groups within a
business or between different businesses. Effective business communication is essential for
promoting collaboration, coordination, decision-making, and the overall success of an
organization.
Business communication can take various forms, including verbal (face-to-face conversations,
meetings, presentations), written (emails, memos, reports), and digital (instant messaging, video
conferencing, social media). It encompasses both internal communication within an organization,
such as communication between employees, departments, and management, as well as external
communication with clients, customers, suppliers, stakeholders, and the public.
Social media communication

Social media is digital technology that allows the sharing of ideas and information, including text
and visuals, through virtual networks and communities. Social media typically features user-
generated content that lends itself to engagement via likes, shares, comments, and discussion.
Social media is a collective term for websites and applications that focus on communication,
community-based input, interaction, content-sharing, and collaboration. People use social media
to stay in touch and interact with friends, family and various communities.
Social media are computer-mediated technologies that allow individuals, companies, NGOs,
governments, and other organizations to view, create and share information, ideas, career
interests, and other forms of expression via virtual communities and networks. The variety of
stand-alone and built-in social media services currently available introduces challenges of
definition; however, there are some common features:
1. social media are interactive Web 2.0 Internet-based applications,
2. user-generated content such as text posts or comments, digital photos or videos, as well as
data generated through all online interactions, are the lifeblood of the social media organism,
3. users create service-specific profiles for the website or app, that are designed and maintained
by the social media organization, and
4. Social media facilitate the development of online social networks by connecting a user’s
profile with those of other individuals and/or groups.

Social media use web-based and mobile technologies on smart phones and tablet computers to
create highly interactive platforms through which individuals, communities and organizations
can share, co-create, discuss, and modify user-generated content or pre-made content posted
online. They introduce substantial and pervasive changes to communication between businesses,
organizations, communities, and individuals.[5] Social media changes the way individuals and
large organizations communicate. These changes are the focus of the emerging field of techno
self studies.

Social media differ from paper-based or traditional electronic media such as TV broadcasting in
many ways, including quality, reach, frequency, usability, immediacy, and permanence. Social
media operate in a dialogic transmission system (many sources to many receivers). This is in
contrast to traditional media that operates under a monologist transmission model (one source to
many receivers), such as a paper newspaper which is delivered to many subscribers. Some of the
most popular social media websites are Facebook (and its associated Facebook
M e s s e n g e r ) , W h a t s A p p , Tu m b l r, I n s t a g r a m , Tw i t t e r, B a i d u
Tieba, Pinterest, LinkedIn, Gab, Google+, YouTube, Viber and Snapchat. These social media
websites have more than 100,000,000 registered users.

Observers have noted a range of positive and negative impacts from social media use. Social
media can help to improve individuals’ sense of connectedness with real and/or online
communities and social media can be an effective communications (or marketing) tool for
corporations, entrepreneurs, nonprofit organizations, including advocacy groups and political
parties and governments. At the same time, concerns have been raised about possible links
between heavy social media use and depression and even the issues of cyber bullying,
online harassment and trolling. According to Nielsen, Internet users continue to spend more time
with social media sites than any other type of site. At the same time, the total time spent on social
media in the U.S. across PC and mobile devices increased by 99 percent to 121 billion minutes in
July 2012 compared to 66 billion minutes in July 2011. For content contributors, the benefits of
participating in social media have gone beyond simply social sharing to building reputation and
bringing in career opportunities and monetary income.

Various Social Media platforms

a. LinkedIn is the world’s largest professional network on the internet. It is used to find the right
job or internship, connect and strengthen professional relationships, and learn the skills you need
to succeed in your career. It helps job seekers to form connections, keep track of events and
business and job postings.

LinkedIn Profile development steps

Step 1. Upload the Right Photo for Your Profile

Step 2. Think of a Strong Headline

Step 3. Tell Your Story

Step 4. Focus on Your Skills

Step 5. Share Content—Your Profile Should Be Active

Step 6. Keep Your Data Up to Date

Step 7. Expand Your Network

Step 8. Ask Your Friends and Colleagues for Recommendations

Step 9. Show Interest in Others

Step 10. Tell Everyone About Your Services

Step 11. Use a Friendly Tone

Step 12. Connect Other Professional Accounts

Step 13. Use Keywords

LinkedIn’s Top Voices badges are awarded to top creators “to make it easier for our members to
identify and follow valued and quality content on LinkedIn from experts around the world,” The
top tier badge on LinkedIn is the blue Top Voice badge. This level is reserved for “senior-level
experts and leaders”. They’re handpicked by the LinkedIn Editorial team, who vet new creators
regularly, the platform says.

You can earn a Community Top Voice badge when members find you to be one of the most
noteworthy contributors to collaborative articles for a particular skill. You can earn badges for
multiple skills; these will be combined into one badge on your profile. The Community Voice
Top Badge is active for 60 days after you earn it, but may be removed at any time if you post
content on LinkedIn that is not additive (including, but not limited to, contributions that are
copied, inappropriate, irrelevant, or unoriginal), or any violation of LinkedIn’s Professional
Community Policies.
Why does it matter to be a LinkedIn Top Voice?
Being a LinkedIn Top Voice has many benefits for your career and business. Here are some of
them:
• You get more visibility and reach on LinkedIn. Your content will be featured on
LinkedIn’s editorial channels, such as the Daily Rundown, the LinkedIn Newsletters, and
the LinkedIn Live shows. You’ll also get a badge on your profile that will attract more
views and followers.
• You get more credibility and authority in your field. Your badge will signal to your
audience that you are a trusted source of information and insights on your topic. You’ll
also get access to exclusive events and opportunities to connect with other Top Voices
and LinkedIn editors.
• You get more engagement and feedback on your content. Your content will spark more
conversations and interactions with your audience and peers. You’ll also get more
comments, likes, shares, and reactions on your posts, which will boost your algorithm
ranking and exposure.
• You get more leads and clients for your business. Your content will showcase your
expertise, value proposition, and personality to your potential customers. You’ll also get
more referrals, recommendations, and testimonials from your existing clients and
network.
How to get a LinkedIn Top Voice badge? There is no definitive formula or checklist to become a
LinkedIn Top Voice, but there are some best practices and tips that can help you increase your
chances. Here are some of them:
• Share valuable and original content regularly. The most important factor is to create and
post content that is relevant, useful, and engaging for your audience. You should aim to
post at least once a week, and vary the format and type of your content.
• Engage with your audience and peers.
• Optimize your profile and content for SEO.
• The third most important factor is to make sure your profile and content are easy to find
and discover by your target audience.
• The fourth most important factor is to study and follow other Top Voices and LinkedIn
editors who are successful in your field or industry.
• The fifth most important factor is to contribute to collaborative articles on LinkedIn that
showcase your expertise and skills. You can find these articles by searching for hash tags
such as #LinkedInTopVoice, #LinkedIn Community, or #LinkedIn Collaboration.
LinkedIn Top Voice is a prestigious recognition that can help you boost your personal
brand, grow your network, and generate more business opportunities on LinkedIn. It’s not
easy to get, but it’s not impossible either. By following the tips and best practices in this
article, you can improve your chances of becoming a LinkedIn Top Voice or Community
Top Voice.
b. Twitter's primary purpose is to connect its users and allow them to share their thoughts with
their followers and others through the use of has tags. It can be a source of news, entertainment
and a marketing tool for businesses. Twitter is a social networking site in which you can post 140
character status updates, otherwise known as "tweets", that can be seen by anyone who has
chosen to follow you. Within the tweet, you can link to other articles or videos

c. A podcast show description summarizes what new listeners can expect from the show. It
should cover the main highlights or topics, such as who the host is, when new episodes are
published and perhaps most importantly, who the show is aimed at.

d. A telegram is a message sent by a telegraph, which is also called as a wire. Over time, there
have been many means of communicating, such as messenger pigeon, telephone, text message,
letter, and email. Another is the telegram, which is a message sent by a telegraph.

e. Snap chat is an American multimedia messaging app and service developed by Snap Inc
originally Snap chat Inc.One of the principal features of Snap chat is that pictures and messages
are usually only available for a short time before they become inaccessible to their recipients.
Snap chat users can share pictures and videos with each other while adding filters or other
effects.

f. Chat box are designed to provide a means of communication between users and the chat
application. It allows multiple users to communicate and collaborate in real-time. And when
there are any new messages, Chat box alerts or notifies the users.

g. Instagram is a photo and video sharing social network service owned by Meta platforms. It
allows users to upload media that can be edited with filters, be organized by hash tags, and be
associated with a location via geographical tagging. Posts can be shared publicly or with
preapproved followers.

h. TikTok is a social media platform for creating, sharing, and sharing discovering short videos.
The app is used by young people as an outlet to express themselves through singing, dancing,
comedy, and lip-syncing, and allows users to create videos and share them across a community.

i. You Tube Channel

Founded on February 14, 2005, by three former PayPal employees (Chad Hurley, Steve Chen,
and Jawed Karim),-Acquired by Google in November 2006 for $1.6 billion
Key Features
-Video sharing platform that allows users to upload, share, and view videos
-Supports various video formats, including MP4, FLV, and WebM
-Offers features such as video editing tools, live streaming, monetization options, and social
networking capabilities
C.User Demographics
-Over 2 billion monthly active users worldwide
-Demographics vary widely, with a diverse range of age groups, interests, and backgrounds
represented

Advantages of YouTube
A. Benefits for Users
-Free to use and accessible from anywhere with internet connectivity
-Opportunities for self-expression, creativity, and entertainment
-Access to a vast library of educational content, music, movies, and more
-Ability to earn money through the Partner Program for eligible creators
B. Benefits for Creators
-Platform to showcase talents, build a brand, and gain exposure
-Monetization opportunities through ads, sponsorships, merchandise sales, and memberships
-Analytics tools to track performance and engagement metrics
-Community building and interaction with fans and followers
C. Benefits for Businesses
-Cost-effective marketing and advertising solutions
-Targeted advertising options based on demographics, interests, and behaviors
-Sponsored content and product placement opportunities
-Customer engagement and feedback mechanisms

Disadvantages of YouTube
A. Drawbacks for Users
-Exposure to inappropriate or harmful content, including violent or explicit material
-Potential for addiction and decreased productivity due to excessive video consumption
-Comments section can be a breeding ground for negativity, harassment, and cyber bullying
-Risk of privacy violations when personal information is shared publicly or through data
collection practices
B. Drawbacks for Creators
-High competition and saturation in popular niches
-Difficulty in generating consistent income, especially for new creators
-Time-consuming and resource-intensive process for creating high-quality content
-Copyright infringement concerns and potential for content takedowns
C. Drawbacks for Businesses
-Advertisements may not reach intended audiences due to algorithmic changes or user behavior
-Negative associations with controversial or offensive content
-Competing for attention in a crowded and noisy online environment
-Balancing act between promoting products and maintaining authenticity
j. Blogs

Understand your audience

• Check out your competition
• Determine what topics you'll cover
• Determine what topics you'll cover
• Name your blog
• Create your blog domain
• Choose a CMS and set up your blog
• Customize the look of your blog
• Write your first blog post
• Review and excel

How to blog effectively?

1. Research How to Write Well-Structured Blogs

2. Create Audience-Centric Content
3. Stay Up-to-Date With Your Industry
4. Reference matters the most
5. Develop a Content Differentiation Factor (CDF)
6. Make the Readability and Usefulness of Your Content a Focal Point
7. Stay Consistent
8. Make Promotion a Priority
9. Leverage Social Media to Build Authority
10. Don’t Forget About SEO
k. V Log

A vlog also known as a video blog or video log, is a form of blog for which the medium is video.
Vlog entries often combine embedded video (or a video link) with supporting text, images, and
other metadata. It allows for your audience to learn more about your business is and assist them
with their purchasing decisions. You can use Vlogging to introduce any new content and
products in a fun way that keeps people engaged. It helps establish authority. It drives long-term
results.

l. Face book is a website which allows users, who sing-up for free profiles, to connect with
friends, work colleagues or people they don’t know, online. It allows users to share pictures,
music, videos, and articles, as well as their own thoughts and opinions with however many
people they like. Creating a Face book page for your business can have many benefits, including
increased visibility, cost-effective marketing, improved customer engagement and
communication, access to a broad audience, insights and analytics, opportunities for community
building, increased website traffic, and reputation management. Connect with their customers,
promote their products and services, and grow their brand awareness.

m. Podcasts are an extremely effective form of digital marketing. When done successfully, they
build trust, cement your brand, and elevate your status to industry expert. Essentially, they are
one of the most under-used tools of communication for any business.
Here are 4 simple yet in-depth ways that by starting a podcast for your business your podcast can
be an effective communication tool.
i. Marketing
Traditional marketing isn’t always the most reliable option when it comes to getting your brand
message across. In a time when we’re hounded by online content 24/7, you need to ensure that
you’re providing content that is adding as much value as possible. Having a podcast that directly
relates to or helps your audience is a great way to deliver your message, and position yourself as
an industry expert using podcasts.
ii.Authenticity
Podcasts are deeply personal. Hearing your voice every week is a simple yet effective way to
create a feeling of authenticity around your business. It enables you to engage your audience,
when communicating product news, new services, client outreach and more. The fact of the
matter is, the more you engage with your audience, and the more likely they are to become your
clients.
Iii.Share Your Message
The best Podcasts go beyond just the audio. To get the most out of yours be sure to prepare a
well-written communication plan – essentially a clear script for each episode. All skilled
communicators understand the planning required in order to create a clean and effective final
product. A script is also a great way to go through content and see what can be repurposed, either
as a social media post, or a blog, to help you grow your audience and communicate your
message further.
iv. Make It Personal
Podcasts provide a much more intimate way of delivering information, than reading it from an
email. When information is on-demand, listeners can decide when and where they want to listen
to it. As such there is a much higher change of your audience listening to your message when
they can do so during their commute or work out, rather than when they have to shift their whole
focus to it.
If you’re ready to use the power of podcasting to help your business communicate more
effectively, then check out our extended postcasting editing services. We can help you clearly
articulate and push your brand message to the forefront of your audience’s mind

Advantages of Social Media

1. Global Connectivity: Social media shrinks the world, allowing people from different corners
of the globe to connect, share, and build friendships.
2. Instant Communication: It’s like having a super-fast hotline to your loved ones; you can chat,
call, or video call in an instant.

3. Information at Your Fingertips: Social media is a treasure trove of information, keeping you
updated on news, trends, and your friends’ lives.

4. Boost for Businesses: It’s a game-changer for businesses, offering cost-effective marketing,
direct customer engagement, and market insights.

5. Creative Outlet: Platforms like Instagram and TikTok spark creativity, letting artists showcase
their talent and creativity to the world.

6. Online Communities: Find your tribe! Online groups help you connect with like-minded
people and get support when needed.

7. Career Opportunities: LinkedIn opens doors for job seekers, helping them network, learn, and
find new career opportunities.

8. Amplifying Causes: Social media is a megaphone for causes, rallying support for global issues
and amplifying the voices of activists.

9. Personal Growth: Learn new skills, gain insights, and embark on self-improvement journeys
with the wealth of educational content.

10. Stay Informed: It’s your real-time news source, keeping you updated on world events and
trends as they unfold.

Disadvantages of Social Media

1. Privacy Pitfalls: Sharing personal info can expose you to privacy risks and potential data
breaches.

2. Cyber bullying: Sadly, some use social media as a tool for harassment and bullying.

3. Misinformation Mayhem: False information spreads like wildfire, making it hard to

distinguish fact from fiction.

4. Digital Addiction: Falling into the social media rabbit hole can be addictive and disrupt daily
life.
5. Social Comparison: It’s easy to fall into the comparison trap, negatively impacting self-
esteem.

6. Mental Health Concerns: Excessive use can lead to anxiety, depression, and feelings of
isolation.

7. Loss of Face-to-Face: Spending too much time online can diminish real-world social skills.

8. Online Scams: Beware of scams and fraudsters seeking to exploit the trusting nature of social
media users.

9. Information Overload: The sheer volume of information can be overwhelming, making it hard
to separate valuable content from noise.

10. Privacy Issues: Even in emergencies, sharing personal information can threaten your
se security and privacy.

Ethics on social media

• Don't be overly promotional. Try not to message all your customers asking them to buy your
products and avoid sharing constant advertisements on your page.
• Avoid over-automation.
• Handle your hash tags carefully.
• Don't bad-mouth your competition.
• Be authentic and genuine.

ARTIFICIAL INTELLIGENCE

AI can be used to analyze customer data and identify patterns, which can help businesses tailor
their products and services to better meet customer needs. AI can also be used to optimize
business processes, such as supply chain management, and make better decisions through data
analysis.

AI in Twitter is being used to identify racist, hate speech, content from extremist groups, content
promoting terrorism..etc. Along with identifying such content, AI-powered bots can also take
down accounts that promote hate speech.AI-Based transcription tools use language processing
(NLP) algorithms to automatically spoken speech into written text. This functionality not only
facilitates transcript creation for podcast episodes but also enhances accessibility by enabling
people with hearing impairments to access the content.
AI, or Artificial Intelligence, is the simulation of human intelligence in machines that are
programmed to perform tasks that typically require human intelligence. It is a multidisciplinary
field of computer science that focuses on creating intelligent machines capable of learning,
reasoning, problem-solving, and decision-making.
AI systems are designed to analyze vast amounts of data, recognize patterns, and make
predictions or take actions based on that analysis. They can perform tasks that typically require
human cognitive abilities, such as natural language processing, speech recognition, visual
perception, problem-solving, and even creative tasks.
There are different types of AI, including:
• Narrow AI: Also known as Weak AI, narrow AI is designed to perform specific tasks
within a limited domain. Examples include virtual assistants like Siri and Alexa,
recommendation systems, and image recognition systems.
• General AI: Also referred to as Strong AI, general AI aims to possess human-like
intelligence and can understand, learn, and apply knowledge across various domains.
General AI can perform tasks that require intelligence like that of a human.
• Machine Learning: Machine learning is a subset of AI that focuses on algorithms and
statistical models that enable machines to learn from data and make predictions or take
actions without being explicitly programmed. It allows systems to improve their
performance over time as they are exposed to more data.
• Deep Learning: Deep learning is a specialized form of machine learning that uses
artificial neural networks with multiple layers to process and analyze complex patterns in
data. It has been particularly successful in areas such as image and speech recognition.
Artificial intelligence technologies have wide-ranging applications across various industries,
including healthcare, finance, manufacturing, transportation, and many others. They have the
potential to automate repetitive tasks, enhance decision-making processes, improve efficiency,
and drive innovation.
It is important to note that while AI has advanced significantly, current AI systems are still
limited in their ability to exhibit true human-like intelligence and understanding. Ongoing
research and development in the field aim to further improve AI capabilities and address ethical
and societal implications associated with its use.
The impact of AI in business communication
AI has made a profound impact on business communication, manifesting in the following ways:
• Automation of routine tasks, boosting productivity
• Enhanced engagement in both internal and external communication.
• Improved customer experiences.
• Facilitated better decision-making through data analysis.
• Reduced potential threats and instances of fraud.
Challenges encountered when using AI in communication
While AI has the potential to revolutionize organizational interactions and make a significant
impact, it also presents certain challenges. Some of these challenges include:
• Occasional misleading outcomes from data-driven predictions.
• Increased risks of mishandling sensitive data.
• Difficulty in distinguishing between content generated by humans and AI

Authoritative Presence
A podcast provides a format for sharing your expertise in your industry. Audio files allow you
to inject your enthusiasm and speaking skills to add an air of authority to the information that
is often lacking in the written word. Regular podcasts with accurate information or ideas help
establish you and your company as an authority in the business. Customers want a company
that knows the industry, so the podcasts help build up that trust.

Audience Connection
Hearing the voice of the presenter gives the audience a stronger connection than simply
reading the information on a web page. If you broadcast regular podcasts, the listeners become
familiar with your voice and presentation style. This familiarity keeps them coming back and
keeps your company in their minds. A podcast is a more personal way to reach out to new
potential customers. They get a better idea of your values and way of running the business.
Your audience also has more flexibility on how they listen to the podcast. With traditional print
articles or websites, users must focus more attention on the task. Podcasts allow the audience
to listen while doing other things.

Simplicity
A podcast is easy to produce, whether you have a commercial location or a home-based
business. A computer is used to record the podcast. You'll need a microphone to pick up the
audio. A high-quality microphone makes your podcast sound better. A software program that
edits audio files is also important to produce a quality podcast. This method of reaching
customers is often more affordable than traditional advertising methods because you can do it
on your own.

Brand Awareness
The familiarity and consistency of regular podcasts helps develop your company's brand to
make it a household name. You are able to integrate information about your products and
services as they relate to the information in the podcast. For example, if you are a financial
planner producing a podcast about retirement planning, work in information about the services
you offer in that area. In this way, the podcasts serve as a type of advertisement for your
business.
Communication Skills

Communication is neither transmission of message nor message itself. It is the mutual exchange of
understanding, originating with the receiver. Communication needs to be effective in business.
Communication is essence of management. The basic functions of management (Planning,
Organizing, Staffing, Directing and Controlling) cannot be performed well without effective
communication. Business communication involves constant flow of information. Feedback is integral
part of business communication. Organizations these days are very large. It involves number of
people. There are various levels of hierarchy in an organization. Greater the number of levels, the
more difficult is the job of managing the organization. Communication here plays a very important
role in process of directing and controlling the people in the organization. Immediate feedback can be
obtained and misunderstandings if any can be avoided. There should be effective communication
between superiors and subordinated in an organization, between organization and society at large (for
example between management and trade unions). It is essential for success and growth of an
organization. Communication gaps should not occur in any organization.

Business Communication is goal oriented. The rules, regulations and policies of a company have to be
communicated to people within and outside the organization. Business Communication is regulated by
certain rules and norms. In early times, business communication was limited to paper-work, telephone
calls etc. But now with advent of technology, we have cell phones, video conferencing, emails,
satellite communication to support business communication. Effective business communication helps
in building goodwill of an organization.

Introduction:
Business communication skills are critical to the success of any organization despite its size,
geographical location, and its mission. Business communication is interlinked with internal culture
and external image of any organization. So it is the determining factor to communication inside the
organization.

Good Business communication practices assist the organization in achieving its goal of informing,
persuading, favorable relationship, and organizational goodwill. Organizations can only survive if
they accept the rapidly changing global challenges and the communication processes are structured
and delivered.

The present workforce is dynamic in nature so communication is a challenge when executed against
the backdrop of culture, technology and competition. The success of any business to a large extent
depends on efficient and effective communication. It takes place among business entities, in market
and market places, within organizations and between various groups of employees, owners and
employees, buyers and sellers, service providers and customers, sales persons and prospects and also
between people within the organization and the press persons. All such communication impacts
business. Done with care, such communication can promote business interests. Otherwise, it will
portray the organization in poor light and may adversely affect the business interest.

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

Meaning of communication
The word communication has been derived from the Latin word 'communicare' that means ‘to share’.
Communication may be defined as interchange of thought or information between two or more
persons to bring about mutual understanding and desired action. It is the information exchange by
words or symbols. It is the exchange of facts, ideas and viewpoints which bring about commonness of
interest, purpose and efforts.

Model

Types of Communication
In an organization, communication flows in 5 main directions-

1. Downward
2. Upward
3. Horizontal /Lateral
4. Diagonal
5. Grapevine Communication

Downward Communication:

Communication that flows from a higher level in an organization to a lower level is a downward
communication. In other words, communication from superiors to subordinates in a chain of
command is a downward communication. This communication flow is used by the managers to
transmit work-related information to the employees at lower levels. Employees require this
information for performing their jobs and for meeting the expectations of their managers.

Downward communication is used by the managers for the following purposes –

• Providing feedback on employees’ performance.

• Giving job instructions.
• Providing a complete understanding of the employees’ job as well as to communicate them
how their job is related to other jobs in the organization.
• Communicating the organizations mission and vision to the employees.
• Highlighting the areas of attention.

Organizational publications, circulars, letter to employees, group meetings etc are all examples of
downward communication. In order to have effective and error-free downward communication,
managers must:
• Specify communication objective.
• Ensure that the message is accurate, specific and unambiguous.
• Utilize the best communication technique to convey the message to the receiver in right form

Upward Flow of Communication:

Communication that flows to a higher level in an organization is called upward communication. It

provides feedback on how well the organization is functioning. The subordinates use upward
communication to convey their problems and performances to their superiors.

The subordinates also use upward communication to tell how well they have understood the
downward communication. It can also be used by the employees to share their views and ideas and to
participate in the decision-making process.

Upward communication leads to a more committed and loyal workforce in an organization because
the employees are given a chance to raise and speak dissatisfaction issues to the higher levels. The
managers get to know about the employees’ feelings towards their jobs, peers, supervisor and
organization in general. Managers can thus accordingly take actions for improving things.
Grievance Redressal System, Complaint and Suggestion Box, Job Satisfaction surveys etc all help in
improving upward communication. Other examples of Upward Communication are -performance
reports made by low level management for reviewing by higher level management, employee attitude
surveys, letters from employees, employee-manager discussions etc.

Lateral / Horizontal Communication:

Communication that takes place at same levels of hierarchy in an organization is called lateral
communication, i.e., communication between peers, between managers at same levels or between any
horizontally equivalent organizational member.

The advantages of horizontal communication are as follows:

• It is time saving.
• It facilitates co-ordination of the task.
• It facilitates co-operation among team members.
• It provides emotional and social assistance to the organizational members.
• It helps in solving various organizational problems.
• It is a means of information sharing.
• It can also be used for resolving conflicts of a department with other department or conflicts
within a department.

Diagonal Communication or crosswise communication:

Communication that takes place between a manager and employees of other workgroups is called
diagonal communication. It generally does not appear on organizational chart. For instance - To
design a training module a training manager interacts with an Operations personnel to enquire about
the way they perform their task. The Accounts people of an organization visiting different employees
in various departments for their IT calculation, bonus for workers etc. fall under diagonal
communication.

Barriers in Business Communication

For any kind of communication to be successful, it is essential that the receiver attributes the same
meaning to the message as intended by the sender of the message. But all acts of communication are
not perfect or successful. At times, some meaning is lost as the message encounters various barriers
along its passage between the sender and the receiver. Such barriers may arise at any of the stages
through which a message passes during the process of communication. This is also called
miscommunication.
Some of the common problems that lead to the failure of communication are: noise, cultural
differences, complexity of subject matter, personal biases, semantic problems, socio-
psychological barriers, filtering, information overload, poor retention, poor listening, goal conflicts,
slanting, inferring, etc.
Types of barriers

Barriers to communication can be classified into the following broad categories:

1) Physical or environmental barriers
2) Physiological or biological barriers
3) Semantic or language barriers
4) Personal barriers
5) Emotional or perception barriers
6) Socio-psychological barriers
7) Cultural barriers
8) Organizational barriers

Physical or Environmental Barriers

Physical barriers are those barriers which are caused due to some technical defects in the media used
for communication and/or due to certain disturbances in the surrounding environment.

Often, the term ‘noise’ is used as a blanket term to refer to the physical barriers in general. But noise,
in its literal sense, is also one of the factors that give rise to the physical barriers during the process of
communication.

Besides noise, wrong selection of medium, lack of acoustics, poor lighting, frequent movements of
hands, fiddling with a pen, or even serving of tea during an important conversation- all of these are
also responsible for creating physical barriers in the communication process.
Noise

Noise is the first major barrier to communication. Communication is distorted by noise that crops up
at the transmission level.

The meaning attributed to the word ‘noise’ in the field of Communication is derived from the realm of
Physics. In Physics, noise refers to “a disturbance, especially a random and persistent disturbance,
which obscures or reduces the clarity of a signal”.

The modern-day connotation of the word ‘noise’ is “irrelevant or meaningless data” as is apparent
from its usage in the field of Computer Science.

For example, the noise of the traffic around a school obstructs the smooth flow of information
between the teacher and the students. It makes oral communication difficult. Similarly, poor signal or
static while talking over the cell phone or while using the public address system or while watching TV
also distorts the sound signals and disrupts communication. Bad weather conditions may also
sometimes interfere with the transmission of signals and may lead to breakdown of the
communication channels.

As discussed above, noise is not only the disruption of sound signals, but it also includes all the
barriers that may arise at any of the various stages of communication. In a broad sense, it denotes
semantic barriers, perceptional barriers as well as psychological barriers.
Time and Distance

Time and distance may also obstruct the smooth flow of information. Today, because of technological
advancements, we have faster means of communication available to us and this in turn has made the
world a smaller place. But at times, these means of communication may not be easily accessible
because of unavailability or due to technical/technological problems. This may lead not only to a
physical but also a communication gap between the transmitter and the receiver.

Time differences between people living in two different countries may affect communication between
them. Even people working in different shifts in the same organization may also face problems in
communicating effectively.

Improper seating arrangement in a classroom or in a conference hall may also act as a barrier to
effective communication as it is difficult to maintain eye contact with one’s audience.

Wrong Choice of Medium

This can also create a barrier to effective communication. For example, if an expert uses charts or
graphs or PowerPoint presentations to orient the illiterate workers or volunteers to a new method of
working, they are bound to be ill-equipped to infer any information or instructions from such
sophisticated presentations.

Surroundings

Adverse weather conditions affect not only the means of communication, but also have an impact on
the sender and the receiver of the message. When two people have to communicate with each other
under extreme weather conditions, whether too hot or too cold, their surroundings does have a direct
repercussion on the effectiveness of the exchange that takes place between them.

Thus, environmental factors determine people’s mood and also influence their mental agility and
thereby their capacity to communicate effectively. Extreme heat and humidity make people either
hyper or listless and thus cause immense stress which in turn affects clear thinking and the attitude of
the communicator; whereas, extreme cold weather induces laziness and also impedes the ability to
think clearly and respond sharply, thereby causing communication failure.

Physiological Barriers

Physiological barriers are related to a person’s health and fitness. These may arise due to disabilities
that may affect the physical capability of the sender or the receiver. For example, poor eyesight,
deafness, uncontrolled body movements, etc.

Physical defects in one’s body may also disrupt communication. While communicating, a person
uses–
his vocal (speech) organs to produce sound/speech
his hand and fingers to write
his ears to take in the spoken words
his eyes to absorb the written words

Flawless functioning of these body organs is inevitable for effective communication to take place. In
case of any defect in any of these organs, the successful completion of communication will be difficult
to accomplish.

Speaking can be adversely affected by stammering, fumbling, utterance of improper sounds due to
defective vocal organ/s, etc.

Semantic or Language Barriers

Semantics is the systematic study of the meaning of words. Thus, the semantic barriers are barriers
related to language. Such barriers are problems that arise during the process of encoding and/or
decoding the message into words and ideas respectively.
Both the oral and the written communication are based on words/symbols which are ambiguous in
nature. Words/symbols may be used in several ways and may have several meanings. Unless the
receiver knows the context, he may interpret the words/symbols according to his own level of
understanding and may thus misinterpret the message.

The most common semantic barriers are listed as under:

a. Misinterpretation of Words

Semantic problems often arise because of the gap between the meaning as intended by the sender and
that as understood by the receiver. This happens when the receiver does not assign the same meaning
to the word/symbol as the transmitter had intended.
Words are capable of expressing a variety of meanings depending upon their usage, i.e. in the context
in which they are used. The association between the word/symbol and the meaning assigned to it is of
arbitrary nature.

For example, the word 'yellow' when used as an adjective can have multiple connotations depending
upon its usage. Words have two levels of meaning- literal (descriptive) and metaphorical (qualitative).
‘Yellow’, besides being a primary colour, also stands for ‘freshness’, ‘beauty’, ‘sickness’, ‘decay’, etc.
Hence, the receiver is free to interpret it in any of these ways based on his own imagination and
experience.

But for communication to be perfect, it is essential that the receiver must assign to it the same
meaning which the sender had in his mind while encoding the message. Therefore, there is always a
possibility of misinterpretation of the messages. Mostly, such problems arise when the sender does not
use simple and clear words that can convey the exact meaning to the receiver.

b. Use of Technical Language

Technical or specialized language which is used by people or professionals who work in the same
field is known as jargon. Such technical language can be a barrier to communication if the receiver of
the message is not familiar with it. For example, in the computer jargon, 'to burn a CD' means 'to copy
the data on a CD'. To a layman, the word 'burn' may have a very different connotation.

c. Ambiguity

Ambiguity arises when the sender and the receiver of the message attribute different meanings to the
same words or use different words to convey the same meaning. Sometimes, wrong and speculative
assumptions also lead to ambiguity. A sender often assumes that his audience would perceive the
situation as he does or have the same opinion about an issue or understand the message as he
understands it, and so on. All such assumptions may turn out to be wrong and cause communication
failure.

Personal Barriers

Communication is interpersonal in nature. Thus, there are certain barriers that are directly linked to
the persons involved in the communication process, i.e. the sender and the receiver, which influence
the accurate transfer of the message. These are called personal barriers.
Personal barriers have to do with the age, education, interests and needs or intentions that differ from
person to person.

In any business organization, the attitude of the superiors and the subordinates play a vital role in
determining the success of communication. If the superiors have a hostile attitude, then there are
chances that they may filter the information or manipulate the message, sometimes intentionally, in
order to achieve certain selfish motives. Many superiors are not open to suggestions and feedback as
they presume that their subordinates are not capable of advising them. Also, they often tend to keep
too busy with work and do not pay much attention to communication. Due to this, the downward flow
of information within the organization is badly affected and this in turn leads to poor performance.

Emotional or Perceptional Barriers

Emotional or perceptional barriers are closely associated with personal barriers. Personal barriers arise
from motives and attitudes whereas emotional or perceptional barriers have an added dimension that
includes sentiments and emotions as well.

If the receiver does not evaluate the information with an open mind, i.e. objectively, his judgment/
evaluation would be coloured with his biases and/or his emotions, thus inducing him to read too much
into a message. This would interfere with the exact transfer of information and cause
misinterpretation.

Such a barrier may also emerge at the time of encoding the message. Over enthusiasm on the part of
the sender may lead him to invest his message with meaning/s which he may actually not have
intended to.
Indolence, apathy, or the tendency to procrastinate, either on the part of the sender or the receiver, also
lead to withholding of important information thus creating a barrier. Extreme emotions like euphoria,
excitement, anger, stress, depression, etc. also get in the way of effective communication. All these
factors may create biases in the mind of the sender or the receiver.

Socio-Psychological Barriers

Socio-psychological barriers can also be considered as one of the offshoots of the personal barriers,
akin to the perceptional barriers. We need to study it as a subcategory of personal barriers because a
person’s attitude is shaped not only by his instincts and emotions, but also by his approach towards
and his interaction with the people around him, and hence the need for this fine distinction between
the personal, the perceptional and the socio-psychological barriers.

b. Difference in Perception

Moreover, in a communication situation, the communicators have to deal with two aspects of the
reality- the one as they see it and the other as they perceive it. The mind filters the message i.e. the
words/symbols/ signs and attributes meaning to them, according to individual perception.

Each individual has his own distinctive filter, formed by his/her experiences, emotional makeup,
knowledge, and mindset which s/he has attained over a period of time. Because of this difference in
perceptions, different individuals respond to the same word/symbol/sign based on their own
understanding of the situation and ascribe meaning to it on the basis of their unique filter.

At times, this difference in perception causes communication gap, i.e. distortion, in the message. In
face-to-face communication, this gap can be easily eliminated as there is immediate feedback. But in
written communication, the semantic gap between the intended meaning and the interpreted meaning
remains unidentified, as the feedback is delayed or sometimes there is no feedback at all.

c. Prejudices

Besides, a person with deeply ingrained prejudices is very difficult to communicate with. He is not
responsive to discussion or to new ideas, information, viewpoints and opinions. He has a closed mind
and tends to react antagonistically, thus ruling out all possibilities of communication. An unreceptive
mind can, hence, be a great barrier in communication. To overcome this barrier, people should be
receptive of new ideas and must learn to listen considerately with an open mind.

e. Information Overload

Furthermore, information overload leads to poor retention and causes information loss. So, whenever
there is some important information to be conveyed, the communicators must use
the written channel of communication. On the basis of the above discussion, we may thus conclude
that the socio-psychological factors do have a profound impact on the effectiveness of
communication.
Cultural Barriers

Cultural differences give rise to a great deal of complexity in the encoding and the decoding of
messages not only because of the difference in languages, but also because of plenty of culture-
specific assumptions at work in the mind of the sender as well as the receiver.People belonging to
different cultures may attach different meanings to words, symbols, gestures, and behaviour or they
may perceive each others’ social values, body language, attitude to space distancing and time, social
behaviour and manners, etc., i.e. the entire culture in general, very differently depending upon their
own standards, attitudes, customs, prejudices, opinions, behavioral norms, etc., i.e. their own distinct
culture.

Thus, cultural barriers arise when people belonging to different cultures insist on preserving their
cultural identities and at times, judge the other cultures as inferior to their own.

Organizational Barriers

Organizational structure greatly influences the flow of information within an organization. Some
major organizational barriers are as follows:

a. Goal Conflicts

There may be goal conflicts within the organization between the superiors and the subordinates,
among people working in the different departments, among the colleagues, etc. This may create a
hostile atmosphere within the organization and can lead to serious communication breakdown.

b. Organizational Policies

These are also to a great extent responsible for determining the kind of rapport that people working in
the same organization share with each other. If the organizational policy is such that it restricts the free
flow of information in all directions then communication would not be successful. In some
organizations, there may be rules to restrict the flow of certain messages and this may deter employees
from conveying those messages, however important they may be.
If an organization favours the open door policy, the subordinates would not feel shy or reluctant to
approach their superiors directly. But in the organizations where the formal channels of
communication have to be strictly adhered to, the superiors and the subordinates share an awkward
relationship. They experience a lot of discomfiture while interacting with each other. Because of this,
the objective of communication may never be accomplished.

c. Organizational Hierarchy

The hierarchical structure of the organization may also impede the flow of information and this can
cause delay in taking decisions. When the message passes along the chain of
command in an organization, there are chances of filtering and distortion of the message at almost
every level before it reaches the intended receiver. Thus, the hierarchical structure of the organization
is also one of the important factors that may create a barrier to effective communication.

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