bus.commu UNIT 3
bus.commu UNIT 3
bus.commu UNIT 3
Business letters are the life-breath of business. Despite the availability of telephone, faxetc. which
are very fast, conventional mail is still very popular. People like the feel of a good old “letter” in
hand. It also increases the reach of a business house. A letter is written to reach where you cannot
reach yourself, and say what you cannot say yourself personally. Thus a letter plays the role of your
representative or ambassador. All the qualities of a good ambassador – the polish and the courtesy,
the knowledge and the convincing power – have to be there in a good business letter.
Types of letters
1. Personal letters: These being letters to friends and family, express emotions or
give news in an informal manner. They are often handwritten and have little restriction of style and
format. Sometimes one uses a card with a printed message or greeting and adds something of one’s
own.
2. Social letters: these are in the form of invitations (to a wedding, a dinner, etc.)and follow a certain
format, sometimes with ample use of the imagination. Death notices are also sent in a standardized
format.
3. Official letter – They originate from government offices, corporations etc. and move within the
narrow restrictions of law. Hence they sound very formal. A distinct and limited vocabulary is used in
such letters.
4. Business letters – These are letters from business houses to their customers or other business
houses or to statutory bodies; they are also from individuals to business houses. The aim of these
letters is to increase one’s business prospects, and hence tact and persuasive power is used in
writing them.
5. Miscellaneous letters – These include letters to the editor, open letter to famous persons, letter
by non- government organization etc
Importance / advantages of business letters
Drafting at convenience
Reaches far and wide
A record for purpose of law
A record for reference
Solidifies business brand
Helps to expand business
Saves money in communication
Convenient for giving unpleasant news
Correctness
Completeness
Clarity
Conciseness
Courtesy
Consideration
Concreteness
Convincing power
The Business letters are a sort of company visiting card. The most frequently used layout of
business letters is the block style, where all elements are aligned with the left-hand margin, except
the heading, which is usually centred.
The Heading The heading is the part of a business letter that contains the name of the firm sending
the letter, it is usually printed on the letter paper and contains information about the firm, logo,
name, style, full address, telephone, telex, fax numbers, e-mail addresses and web site.
The Date The date states the day when the letter was written and is usually placed just under the
heading, either on the right or on the left.
The Inside AddresThe inside address is always present in a business letter, as it states the name and
address of the company you are writing to. There are three cases:
1. the name of the firm is made up of proper names, or the letter is addressed to a single person;
- Ms., if the addressee is a woman, whose marital status is not known. If the company
2. In the second case you will use The in front of the name. Examples: The chamber of
Commerce
3. In the third case you will simply copy the name of the company. Examples: Brookstone Co.
Ltd
The Attention Line This is not always present in a business letter and you will place it just below the
inside address.
The Salutation The salutation is always present is business letters and it is placed under the inside
address.
Sir/Madame
is know.
company, an authority/agency.
The body of the letter The body of the letter contains the reason for the letter. The body usually
consist of three parts:
2. The complimentary close Is always present in a business letter, as it is a form of courtesy to end
the letter. The signature Is always present in a business letter, as is states the person who wrote, or
dictated.
Effective positive and negative messages have basically the same three goals in mind:
• Be clear
• Be concise
• Preserve goodwill
Types
Memos
Letters
Social media networks
Blogs
IM and text messages
Collect information.
Choose the best organizational strategy.
Compose the first draft.
Group similar information together.
Keep your paragraphs short.
Buffer: A neutral or positive opening that does not reveal the bad news.
A clear but understated announcement of the bad news; may include alternative or
compromise Bad News
Closing: A neutral or positive opening that does not reveal the bad news.
1.(Prewriting: Analyze/Anticipate/Adapt)
3.Revising: Edit/Proofread/Evaluate
Abusive language
Language that harms a person’s reputation
Defamation
Buffer
Reasons
Best news
Compliment
Appreciation
Agreement
Facts
Understanding
Apology
Cautious explanation
Company policy explanation
Positive words
Evidence that matter was considered fairly and seriously
Start with the part of the message that represents the best news.
Pay a compliment, show appreciation for a past action, or refer to something
mutually understood.
Avoid raising false hopes or thanking the receiver for something you are
about to refuse.
Consider apologizing if you or your company erred. If you apologize, do so
sincerely and take responsibility.
Explain clearly why the request must be denied, without revealing the refusal.
Show how your decision benefits the receiver or others, if possible.
Cushioning the Bad News Accentuate the positive by describing what you can do,
not what you can’t do. Consider implying the refusal, but be sure it is clear. Suggest
a compromise or an alternative, if available.
Closing Pleasantly
A report is written for a clear purpose and to a particular audience. Specific information and
evidence are presented, analysed and applied to a particular problem or issue. The
information is presented in a clearly structured format making use of sections and headings so
that the information is easy to locate and follow. The report brief may outline the purpose,
audience and problem or issue that your report must address, together with any specific
2. A report researchers data from outside sources, analyses them, draws conclusions and
Make a recommendations.
4. A report, during its presentation of data, tends to use tablets, charts and diagrams to make
5. Longer reports should give a summary so that the receiver may get the content in a nutshell.
Informational reports. These reports present facts about certain given activity in detail
without any note or suggestions. Whatever is gathered is reported without giving any thing by
way of either explanation or any suggestion. A vice-chancellor asking about the number of
candidates appearing at a particular examination naturally seeks only information of the fact
(candidates taking up the examination) of course without any comment. Generally such
reports are of routine nature. Sometimes they may fall under statutory routine category. A
company registrar asking for allotment return within the stipulate period is nothing but
Analytical reports. These reports contain facts along with analytical explanations offered by
the reporter himself or may be asked for by the one who is seeking the report. Such reports
contain the narration of facts, collected data and information, classified and tabulated data
company chairman may ask for a report on falling trends in sale in a particular area. He will
in this case be naturally interested in knowing all the details including that of opinion of any
of the investigator.
Research reports. These reports are based on some research work conducted by either an
individual or a group of individuals on a given problem. Indian oil company might have
asked its research division to find some substitute for petrol, and if such a study is conducted
then a report shall be submitted by the research division detailing its findings and then
offering their own suggestions, including the conclusions at which the division has arrived at
as to whether such a substitute is these and if it is there can the same be put to use with
advantage and effectively. All details shall naturally be asked and has to be given. In fact
particular law or a rule or a custom now has become a rule. The auditor reports to company
registrar has to be submitted as per the requirements of country legal requirement. A return
competent authorities periodically. These reports are generally prepared in the prescribed
Non statutory reports. These reports are not in the nature of legal requirements or rules
wants, therefore, the reports are to be prepared and submitted. These reports are required to
be prepared and submitted: (i) for the administrative and other conveniences,(ii) for taking
decision in a matter (iii) for policy formulations, (iv) for projecting the future or (v) anything
alike so that efficient and smooth functioning maybe assured and proper and necessary
decision may be taken with a view to see that everything goes well and the objectives of the
Routine reports. These reports are required to be prepared and submitted periodically on
matters required by the organization so as to help the management of the organization to take
decisions in the matters relating to day to day affairs. The main objectives of routine reports
are to let the management know as to what is happening in the organization, what is its
progress where the deviation is, what measures have been taken in solving the problems and
what to do so that the organization may run smoothly and efficiently. Routine reports are
generally brief. They only give the facts. No comments or explanations are usually offered in
such reports. Generally forms are prescribed for preparation and submission of such reports.
Special reports. Such a type of report is specially required to be prepared and submitted on
matters of special nature. Due to an accident a death of the foreman has occurred in a factory.
The factory manager may ask for a detail report from the head foreman. Such a report is
classified as special reports. These reports contain not only facts and details but they may
2.4Parts of a report
1. Summary
3. Body (main contents) The content may even include a simple, small chart or diagram (if it
contains lots of information, is complex or several pages, then include it in the “attachments”
section).
report).
Market research and analysis show that the proposed advertising media for the new fall lines
need to be reprioritized and changed. Findings from focus groups and surveys have made it
apparent that we need to update our advertising efforts to align them with the styles and
trends of young adults today. No longer are young adults interested in sitcoms as they watch
reality televisions shows. Also, it is has become increasingly important to use the internet as a
tool to communicate with our target audience to show our dominance in the clothing industry.
Internet Advertising
XYZ Company needs to focus advertising on internet sites that appeal to young people.
According to surveys, 72% of our target market uses the internet for five hours or more per
week. The following list shows in order of popularity the most frequented sites:
Google
Facebook
Myspace
EBay
Shifting our efforts from our other media sources such as radio and magazine to these popular
internet sites will more effectively promote our product sales. Young adults are spending
more and more time on the internet downloading music, communicating and researching for
homework and less and less time reading paper magazines and listening to the radio. As the
Television Advertising
It used to be common to advertise for our products on shows like KBC(Kaon Banega
Corerapati) and DID(Dance India Dance) for our target audience, but even the face of
television is changing. Young adults are tuning into reality television shows for their
entertainment. Results from the focus group show that our target audience is most interested
in shows like Indian Idol, and Sa Re Ga Ma, At Blue Incorporated, we need to focus our
advertising budget on reality television shows and reduce the amount of advertising spent on
other programs.
By refocusing our advertising efforts of our new line of clothing we will be able to maximize
the exposure of our product to our target market and therefore increase our sales. Tapping
into the trends of young adults will help us gain market share and sales through effective
advertising.
Sample Report
A Committee comprising three members was constituted in accordance with the Board
Resolution passed at the Board meeting held on April 30. 2014 to study the causes of
declining sales of our refrigerators and to suggest measures for the promotion of their sales.
Work done:
The committee personally interviewed the dealers, retailers and actual users, to know the
causes of declining sales.
The committee reviewed the literature on refrigerator sales in magazines and newspapers to
know the general trends of the market region-wise.
The committee studied the sales record of the last three years.
Findings:
The data revealed by magazines and newspapers show a negative growth around 6% in 165 litre
refrigerators whereas 190 to 230 litre category has registered an astounding growth of 128% . The
dealers attribute these trends to the exchange offers which has spread to 2-3 million units
refrigerators
all over India. The direct purchasing which used to command significant position is losing ground.
Whirlpool 27%
Videocon 18%
Godrej 15%
BPL 12%
Kelvinator 10%
Voltas 7%
Allwyn 6%
Others 5%
The committee studied the distribution network, which is of critical importance, and finds that
distributors and dealers pay less attention to promotion of sales of our refrigerators. The reasons for
lack of their interest are higher discounts and credit period allowed by other companies. Other
companies usually allow them 5% to 7% discount whereas our company allows only 4% .They are
given 45days to 90 days credit by other companies , whereas our credit period is limited is upto 30
days.
television network. Our company’s advertisement campaigns have not been as aggressive as theirs,
during the last 3-4 years. It has been carried out through newspapers only.
The committee found that users of the refrigerators also reported against the quality of
compressors.
Other companies have improved their technology due to collaborations with foreign enterprises, like
The committee collected the data regarding prices of different refrigerators in different cities and
Recommendations:
1. There is no need to reduce or increase the prices of refrigerators under present conditions.
2. The dealer’s margin should be increased from the present 4% to 6% to induce them for
promotion of sales. Besides, the credit period be increased upto 60 days, considering the
purchase new model refrigerators by surrendering an old one and paying some cash.
Sample Report
As the secretary of a youth club, prepare a report on the literacy drive undertaken by
your club. The report will be submitted to the secretary, Dept of Mass Education,
Odisha.
The Friends club, Bhubaneswar organized a literacy drive in three villages of Banki Block in
Cuttack District for two weeks with effect from 7. 12. 2013 to 21. 12. 2013. The villages
selected are Haripur, Mohanaand Kesura. Mr. Rakesh Mohanty, the President of the club was
the leader of the drive and 24 members of the club worked as active campaigners and
participants. Each village was entrusted to eight members .The chairman and BDO of Banki
Panchayat Samiti supported and helped as in this program. The targeted-group in each village
consisted of 10 illiterate boys and girls and 10 illiterate adults. The club provided out of its
own financial resources black boards, chalk, slates, paper and pencils. The children were
taught for three hours from 10 am and the adult for two hours from 7 pm every day. The club
members devoted One hour daily to motivating and educating the people on the aims and
objectives of the campaign.Thanks to the hard work put in by the members of the club and
active cooperation of the village the target was reached in just 14 days. A test was conducted
on the last day. It showed that all the children as well as adults were able to learn how to
write their signatures, read and simple words and sentences in Odia and a little practical
arithmetic for their daily as it is heartening to mention that the drive was , by and large, a
success
S. K. Das
Secretary
Memoranda
company of an event, action, or observance. A short message or record used for internal
communication in a business.
Business memos are internal documents sent to employees to convey information about the
company, while business letters are external communiqués, often related to sales activities or
customer needs or to query a vendor or government agency. The formatting is different for
both, and learning how to properly create each will help you more effectively communicate
your message. Memos are often sent to notify staff members about a meeting or new policy
the company feels is important enough to warrant more than word-of-mouth dissemination.
Memos are often informal, with less attention to structure, formatting, grammar and quality
of paper. Letters are more formal documents sent to people outside your company. They can
Letters are usually put on high-quality paper, rather than copy paper, and are carefully
A letter is a short or long message that is sent by one person to another while a memo
A letter is more formal and contains more information while a memo is informal and
is very short.
A letter is exchanged between businesses and their clients while a memo is exchanged
A memo usually has a header that states where it is from and who it is intended for
b. Solution/ Action– the steps needed to resolve the problem and how they are to be
carried out.
c. Closing- ends with a polite expression; also, provide a contact number where the
recipient can reach you and offer to answer any questions that may arise.
Sample
MEMORANDUM
A number of our clients have expressed their concern over the way certain sales associates
are dressed. Clients complain their clothing does not reflect our store’s good image and
quality of service, and instead makes them look trashy and unprofessional.
I think it is necessary for us to establish and enforce a dress code for all our store employees.
Some of the items that can no longer be considered appropriate are excessively baggy pants
and T-shirts, low cut blouses, and any garment that exposes the chest and back.
I would like to discuss this issue with you at your convenience, and also answer any
Step 1
Send your memo only to those individuals who need to see it. For a communications strategy,
you will want to include your management team, sales, and anyone who has been, or will be,
involved in the communications planning process. If it is confidential, you will want to both
limit the audience to only those who need the information, and clearly note that the contents
are confidential at the top of the memo.
Step 2
State the purpose of your memo in your opening paragraph. Make your opening statement
direct so that the reader clearly understands why he should pay attention. For example, you
might write: “This memo details the communication strategy as determined by the task force
Step 3
Write the context of the memo, or the background information. For example, it might be that
the communications team had been meeting for several weeks and identified a key objective
Step 4
Write your task. This is the action that was taken. In this case, it might be that you were
tasked with assembling a smaller group, including several people from outside the
Step 5
Write your summary segment. If your task was to generate a strategy, your summary would
reveal the communications strategy that you, and any others involved, have developed. For
example, your strategy might be to initiate public relations activities using a combination of
Step 6
Write your discussion to provide details that support the summary. You may include
reminders that the chosen strategy needs to be feasible, should be the one most likely to be
effective, and that the purpose of a strategy is to achieve the stated objectives with the
resources available. Include alternative strategies that were reviewed, along with their pros
Step 7
Write your closing segment. This is where you list action items or offer to be a resource if
there are questions or you want to set up a follow-up meeting for further discussion. You also
want to note here if there are attachments with the memo. For example, you might include
notes from the strategy meeting, or a copy of the communications plan that includes the
objective and key messages -- items that are crucial in determining the communications
strategy. You may also indicate that selecting tactics appropriate to the strategy will be the
next step and give a time frame and responsible party for that.
To: terrycannon@mlconsulting.ca
From: m.cooke@ezweb.ca
We are writing to let you know that this product has been Explanation: Give
unexpectedly popular with over 10,000 orders submitted on the reasons for the problem
without mentioning bad
day you placed yours.
news
While you wait for your product to ship, we encourage you to use
the enclosed $5 coupon toward the purchase of any product in our
online catalog. We appreciate your continued business and want
you to know that our highest priority is your satisfaction.
Positive action
closing: Remain
courteous, positive, and
Regards, forward-looking
Martin Cooke
CASE STUDY
Ruth is an international student pursuing her master’s degree at a
university in Vancouver. Upon starting her third semester, she got
a part-time job as a warehouse associate at Nova Unlimited. It has
been a dream working for this company and it is known to be the
#1 online retailer in Canada. The company provides its
employees with attractive health and personal benefits and also
pays well. Additionally, the employees are friendly and are
supportive of Ruth as she works part-time and studies full time.
For these reasons, Ruth hopes to transition into a managerial role
when she completes her studies and is permitted to work more
than twenty hours.
It is Ruth’s responsibility to share her school schedule with her
supervisor, Tina, at least a month in advance so that she can
consider any limitations while writing the schedule. However,
Ruth forgot to mention that she has exams at the end of the
month. A few days before her first exam, Ruth notices that she is
scheduled for a shift that overlaps with her exam time. She
cannot reschedule her exam and has to inform her boss that she
is unable to work the shift.