BUSINESS COMMUNICATION

• The ability to communicate increases productivity for both

organization and individual.
• It shapes the impressions you make on your colleagues, employers,
supervisors, investors and customers.
• It allows you to perceive the needs of these stakeholders and respond
to them.
Principles of effective Business
Writing/Communication
• Effective communication refers to then type of communication that
aims at producing positive feedback.
• For communication to produce positive feedback there is need to
follow some principles of communication.
• The PASS principle and Seven C’s are the two main principles of
effective communication.
The PASS principle
• This is an acronym derived from purpose, Audience,
Style and Structure.
• Purpose: include objectives that are SMART
• Audience: people who benefit from communication.
Consider age, gender, knowledge, motivation &
social status.
• Style- refer to style of presentation ie. Letter, memo
and choice of diction or vocabulary.
• Structure: Include layout- general outlook and
content- materials that form the message or text.
The Seven Cs Principle
This is also called qualities of communication
• Clarity- easily understood
• Conciseness- direct and brief manner
• Consideration- understand recipient need
• Concreteness-provide correct mental picture
• Completeness- providing all necessary info.
• Courtesy- present correctly and right protocol
• Correctness-use correct words & expressions
 Types of Business
Communication
Verbal
• May include meetings, in-person interviews, telephones and video
conferencing.
• It is the best method because it allows people to assess the verbal or
nonverbal inferences by individuals giving a message.
• It may also create a more comfortable environment for receivers to
ask questions and get feedback.

Written
• Includes internal business memos, formal letters, bulletin boards or
posters and other various written communication forms.
• Can reach multiple individuals at different locations with a similar
message and also creates a paper trail for important messages.
• Organizations often use it to ensure they have documentation when
correcting an issue or dealing with important legal situations.
Written Business Communication
Letters
• A letter is a written form of communication between individuals who
are using two different postal addresses.
• It is a formal way of sharing and exchanging ideas or opinions
between organizations.
Purpose of letters
• Making enquiry on products or services.
• Offering requested information
• Conveying reports- letters of transmittal
• Expressing interest to offer services
• Application letters for a job
• Launching complaints
• Responding to complaints/ letters of adjustment
Purpose cont…
• Inviting people to an organization’s functions
• Terminating services or contracts
• Offering advice or instructions
• Recommending people, services or products to others.
Note/ be careful when presenting business letters as they carry the
organization’s image; there is no excuse for errors.
Format of business letter writing
There are two main styles of presenting business
letters:
A.Full block
Items begin at left margin. Many organizations are
going for full block for Easy organization and
presentation of items. It is easy and faster to type
B. Modified block
The items do not begin at the margin. The writer’s
address and complementary close is flash with the
left margin.
Elements/components
a) Writer’s address
• Written top left / top right hand corner (f/block)
• Writer’s name must not appear
• Be consistent on punctuation
• Do not attach other forms of addresses to postal address
b) The date
• Written below the writer’s address, separated by a line.
• Should be written in full i.e 3rd November, 2013
Elements cont…
c) Reference details
• Used to trace past related mails
• Written on top left corner (semi block), below
the date (full block).
• There are two types of references:
i. Our ref: used by the writer to show the recipient ways
or codes, which will be required by the organization
writing the letter to trace mail related to subject.
ii. Your ref: The writer shows the reader a code to be
used to trace mail related to present subject.
• References depends on filing system of the
organization
Elements cont…
d) The recipient’s address
• Written as presented on the envelope
• Written below the date, separated by a line on left hand side.
• During the first correspondence, only the position of the recipient
must be indicated; in subsequent correspondences, the name of
the recipient followed by their position should be given (official
letters).
e) The Salutation
• Use Dear… followed by title/or name i.e Dean, Mr.
Gama – open punctuation- no need for one.
Elements cont…
f)The Subject/title
• The subject must state the main aim of the letter.
• Should be brief- written on one line (preferably)
• Highlight the topic to make it prominent and outstanding.
• The topic may be underlined on condition that:
i. Presented in title case
ii.Written in block letters
iii.Need to over emphasize the title.
Elements cont…
• (underlining, bolding, italicizing, circling, capital letters are all ways of
highlighting)
• Note: some subjects begin with RE: this is a Latin phrase whose
equivalent in English is ( on the issue of ). Starting a subject with RE
implies that the reader is already familiar with the issue. RE should
therefore be used only in letters of response.
Elements cont…
g) The opening paragraph
• Introduces aim of the letter using one of the following approaches:
• Stating reasons for writing
• Giving background of the issues- what happened
• Reminding or quoting intention of past correspondences
• Acknowledging or thanking the reader for any offers
Elements cont…
• Examples:
• 3rd March every year is Martyrs Day in Malawi. This is the day when
Malawians remember and pay homage to heroes.
• Please, refer to your application in which you expressed interest to be
considered for the above mentioned post.
• I write to express my appreciation on the way you conducted the
concert last Sunday.
• Price Deflectors is a shop that specializes in selling of steel related
products.
Elements cont…
h)The body
• Ideas concerns application, responses etc fully
developed
• Each paragraph should contain one main idea.
• The points can be presented in deductive arguments,
begin presenting a proven or widely accepted fact or
inductive arguments- presenting several convincing
facts about the material being presented.
• Points in the body can be presented chronologically,
spatial, cause and effect or problem- solution.
Elements cont…
i) The closing
• This is also called the parting shot
• Put across the main aim of the letter.
• It should be short and direct to the point
• i.e. I will be grateful to receive your feedback in a week’s time.
Elements cont…
J) The complementary close
• Dear sir/ Madam- yours faithfully- formal
• Dear Dr. Banda- Yours sincerely- formal
• Dear Customer, Student, Doctor- yours sincerely
• Dear John/Anne- Best regards, Yours trully, Lovely yours
Elements Cont…
k) The author’s signature and designation
• Type writer’s name
• Signature, handwritten will appear above the name
and title below the name.
l) Reference material
• There are five types of reference materials that may
be written below the author’s signature.
Reference material
1. Author’s initials ie.jjk/tp or jjk:tp
• The first part/initial is for the author, while the second is for
the typist. If it is one person, no need.
2. Attachment- part of the letter- document
Att’d: ( description of attached document)
3. Enclosures- not part of the letter but related
Enc: (description of the enclosed material)
Reference material cont…
4. Copies- indicate other people who received a copy , ie. Cc-
carbon copy. Now one C is used.
• C: names and/or position of receivers)
5. Blind copy or not on original- s copy kept by the sender may
have a BC (formally, BCC or NOO, but do not appear on recipient
letter.
• BC: (names or positions of receivers
Main Types of letters
Letter of enquiry
• These are letters written to inquire information from the recipient.
• The writer asks for the information they need and usually give
reasons why they need the information.
• People may write letters of inquiry when finding out about the flight
or bus schedules, prices of specific commodities, availability of service
or goods and conditions of service.
Steps
The letters of enquiry can be solicited or unsolicited.
A. Solicited or response from advert
• Identify the advertisement
• Identify yourself and need for information
• Request for information

B. Unsolicited
• Identify yourself,
• State materials or information you want
• Establish your need
• Choice of recipient (provide reasons)
• Gracious close
Main types of letters cont…
Letters of adjustment
• These are letters written in response to queries or
complaints.
• They are written after doing a research about the
complaint.
• The letters explain the stand taken by the writer’s
organization on an issue.
• The letters are intended to maintain relationship
between the client and organization.
Categories and steps
These letters fall into two categories:
A. Granting adjustment
• Begin by expressing regret about the problem or pleased
to hear from the customer
• Explain the circumstances that caused problem
• State specific adjustment.
B. Refusing adjustment
• Begin with a friendly opener
• Explain reasons for the refusal
• State your refusal
• Offer a partial or substitute adjustment
• Close in a friendly way
Letter types continued
• Application letter
• Recommendation letter
• Letter of inquiry
• Letter of complaints
• Congratulatory letter
• Letter of adjustment
• Letter of invitation
• Letter of termination
MEMO
• This is means of conveying single idea or group of
ideas quickly within an organization.
• Memo format is different from that of a letter, but
principles of letter writing apply.
• You need to plan what you are going to say and to say
it clearly, concisely and in words which will be
understood by a reader.
• Increasingly, internal memos are sent through e-
mails but the prenciple of preparation is same
Memo content
• Brevity
• Immediacy
• Unity
• Attractiveness
• Timeliness
Ways of overcoming barriers
• PASS principle
• 7Cs principle
• KISS
• Test fix Test- test the gadgets first
• Creating messages carefully
• Minimizing noise in transmission process
• Facilitate feedback