Effective Business Communication: Curriculum Based on Primary Research 1

1 CHAPTER

INTRODUCTION TO BUSINESS COMMUNICATION

Prof. Sanjiva Shankar Dubey 1
1
Former Asia Pacific Service Delivery Executive (CIO), IBM India Pvt Ltd.

Ms. Ashima Kohli 2

2
Regional Services Leader (North), IBM India Pvt Ltd.

Structure
 1.1. Learning Outcome
 1.2 Introduction
 1.3 What is Business Communication and why it has Become so Important in the Recent
Times?
 1.4 Nature and Classification of Communication
 1.5 Purpose of Communication
 1.6 Process of Communication
 1.7 Importance and Role of Communication in Management
 1.8 Communication Structure in Organization
 1.9 Barriers and Gateways in Communication
 1.10 7 C’s of Communication
 1.11 Myths and Realities of Communication
 1.12 Pitfalls and Gaps to be Avoided in Communication Some of the Pitfalls that one
Should Avoid in Communication Especially Business Communication are Listed Below:
 1.13 Summary
 1.14 Key Terms with Definition
 1.15 Review Questions
 1.16 Situational Question
 1.17 Multiple Choice Questions
 1.18 Case Study
2 Effective Business Communication: Curriculum Based on Primary Research

1.1. Learning Outcome

In this chapter, you will learn
 What is business communication and why it has become so important in the recent times?
 Nature and classification of communication
 Purpose of communication
 Process of communication
 Importance and role of communication in management
 Communication structure in organization
 Barriers and gateways in communication
 7 C’s of communication
 Myths and realities of communication
 Pitfalls and gaps to be avoided in communication
1.2 Introduction
Communication is the basic action of conveying an intended meaning to another person through
the use of mutually understood language signs, images, expressions and semiotic rules.
Communication can be between living beings through verbal, non-verbal, written methods. These
days communication between non-living things is also taking place with the advent of various
technologies such as Networking, Internet of Things. A mobile phone can communicate with
Wireless devices, Television, Refrigerators, etc. However, our discussion will be more focused
towards human communication.
Business is where goods and services are provided to consumers or exchanged and this could be
in return of money. Business communication is a word coined for all types and forms of communication
that take place globally in enterprises, firms, agencies and entities where business takes place. In
order to conduct business, people will have a talk, write and converse with their peers, superiors,
customers, suppliers and the external world. The basic steps of communication involve deciding
the purpose of communication, creating a message converting into sentences, images or written
reports and then sending them over either face to face or written form to a recipient. The recipient
then converts these words, symbols and images to arrive at meaning. Please note that there could
be distortion or mis-understanding of the original message in this entire process. Finally, the
receiver responds with feedback to the sender.
Business communication is all about achieving objectives of the business by communicating through
people. We live in a globally connected world where our survival and growth is dependent upon
how well we communicate with each other. A good communicator will always have a better chance
of success in business situations. Business communication is a two-way flow of information where
the constant feedback is an integral part. Sooner you get the feedback the faster would be the
corrective actions. Effective communication between its people, customers and larger society is
essential for the success and growth of an organization. Communication has a great role in building
an Organization’s Goodwill.
Modern day Organizations are very large and also deal with a very large number of people. One
cannot perform the basic functions of management such as Planning, Organizing, Staffing, Directing
and Controlling without effective communication. With organization having layers of hierarchy,
distributed across various geography and cultures the role of business communication has become
very complex. New technology is providing alternate means of communication which are faster
and easy but also brings in challenges of a wider proliferation of message, loss of privacy, further
distortion/misunderstanding of the message and at times getting into hurting sentiments of others.
Expressing an opinion about a celebrity in our private conversation or sharing a joke about
someone in a small group may remain unnoticed but if the same is done on a Facebook post or
Twitter, then it may create a huge protest from their supporters. Business managers will have to
be careful to use these new technology media while expressing any communication as one such
Effective Business Communication: Curriculum Based on Primary Research 3

mistake can not only hurt their image but can also impact the business they are representing. It is
essential therefore to learn the art of using new age technologies to achieve effective communication
for the business purposes and safeguard any intended or unintended consequences that may hurt
the business adversely. In short, Business Communication is always goal oriented and is an essential
skill all managers must possess.
In this chapter, we will define and classify various types of communication, their purpose and
process. We will then outline the importance and role of communication in management.
Communication also changes its form depending upon the structure of an organization so we will
explain the concepts behind them. We will then explain various barriers and gateways in
communication. There is an important concept of 7 C’s of communication, which will be shared.
We will also explain some of the myths and realities of communication and pitfalls and gaps to
be avoided in communication. The main objective is to help develop skills and competencies in
effective communication through written and oral medium with an understanding of the cultural
differences in communication. This book will explain and help bring familiarity about global
business etiquettes and protocols. These will be highlighted in chapters ahead.
1.3 What is Business Communication and why it has Become so Important in the Recent
Times?
The word has its origin in the Latin word commûnicâre, which means to share or to participate.
Thus, Communication is all about sharing or transmission of information. This could be just an
idea, fact or detailed analysis of a situation. According to Berelso and Steiner, Communication is
the transmission of information, ideas, emotions, skills, etc. by the use of symbols, words, pictures,
figures, graphs, etc. It is the act or process of transformation that is usually called communication.
Another theorist on communication and noted American political scientist Late Prof Harold D.
Lasswell, describes communication as an act that answers the following questions: Who Says What,
In Which Channel, To Whom and With What Effect? In this definition who stands for the communicator,
what describes the message, channel is the medium of transmission, whom is the receiver and effect
refers to the reaction by the receiver.
Business communication (or “communication” for business purposes) can be simply defined as the
process of sharing of information between people within or outside an enterprise for the business
benefits. It also refers to sharing information about its product or services to potential consumers
and stakeholders. Business communication has wide usage including marketing and advertising of
its products or services, brand management, maintain customer and public relations, corporate
communication, community engagement, etc. This is now covering all types of means such as face
to face communication, emails, telephonic communication, video conferencing, social media, print
and word of mouth. It covers both internal as well as external communication. Business communication
covers reports, proposals, presentations, feedback surveys for business purposes.
Any Business will require its goals and objectives be communicated to its people, and these people
are motivated and energised to achieve results. Business communication is needed to persuade
people, influence them and nudge them into action. Using good business communication managers
can negotiate effectively and can provide valuable feedback to their management. A manager with
good communication can inspire, motivate and encourage people. After all, if you are able to
convey your ideas better than others, then your ideas will be accepted be it your boss, customer
or co-worker. Possessing good communication ability increases self-confidence and credibility
leading to greater success.
1.4 Nature and Classification of Communication
Business Communication can be broadly categorised as follows:
 Oral Communication: This communication takes place when people speak to each other face
to face or use electronic means such as telephone, video chat, etc. The setting of such
communication could be formal or informal depending upon the business needs. A formal
communication for business purposes would be in business meetings, interviews, group
4 Effective Business Communication: Curriculum Based on Primary Research

discussion, speeches, etc. Informal business communication takes place while meeting people
across the table, in cafeteria or group sessions.
 Written Communication: includes all types of communications such as memo, email, reports,
preparing user manuals, advertisement, tender documents, annual financial reports, etc.
 Communication through electronics means (e-communication): This is a new means of
communication that covers SMS, chats, social media, twitter, youtube, facebook, Google hangout,
Instagram and many other means continuously evolving. Most of these became popular outside
the business environment but are increasingly being adopted for business communications
as well. They are easy and with no cost for use and provide faster means to spread the message.
This is an advantage as well as a disadvantage because if it is not used properly, it may
create a problem for people and the company. We will make special emphasis on e-
communication in the chapter as well as later in chapter 10 and 20 of the book.
1.5 Purpose of Communication
Business Communication servers various purposes, the overall goal being to achieve business
results. Some of the important purposes are
 Convey facts and information to people either one or many.
 Teach new concepts or method of working for better performance.
 Assure, convince or persuade team or customers about the product features, services or any
problems being faced.
 Convey good or bad news, share communication about some events or program.
 Communication is needed for just making a transaction, asking for price, quoting the price,
delivering goods or performing services.
 Communication is needed for all aspects of management such as organising, controlling,
planning, coordinating, directing, etc. at all levels of management.
 Share company’s plan, products and performance with shareholders, analysts, government
and society.

1.6 Process of Communication

The process of communication involves passing information and underlying concepts from one
individual to another. It has the following building blocks:
 The originator: The person who starts the communication and has the thought or idea
 The message: The idea or the thought what is to be communicated
 Coding of the message: Converting the idea into verbal, written words, images, reports, diagram,
PowerPoint presentations, drama, movie, etc.
 Medium of transmission: This refers to face to face, paper, electronic, radio, television, email,
social media, SMS, webcast, youtube etc
 Transmission of message: The actual process of message delivery
 Receiver: the person or the group who receives the message
 Decoding and understanding by the receiver: The process of converting the message into
understanding by the receiver
 Feedback from the receiver: Questions, agreements or rejoinders from the receiver.
Effective Business Communication: Curriculum Based on Primary Research 5

This process has been shown in Figure 1.1

d. e.
c. Coding
a. The b. The Medium Transmis- f.
of the
originator message of sion of Receiver
message
transmis- message
sion

g. Decoding
h. Feedback
and unders-
from the
tanding by
receiver
the receiver

Figure 1.1: Process of Communication, the Building Blocks

1.7 Importance and Role of Communication in Management

A manger’s effectiveness is directly proportional to his/her communication skills. It enables the
manager to perform management task of leading the team towards company’s objectives through
meticulous planning, execution and control. Without having good communication, a manager
cannot plan and direct the team to execute the plan. Without written as well as verbal communication
a manager cannot control the team. Some reprints suggest that 3/4th of the working hours for a
manager is spent in communication. He has to communicate with his subordinates, peers and
superiors. At times, a manager is also expected to communicate with external worlds such as
customers, suppliers, financial analysts, independent board members, shareholders and press. All
these segments require a different way of communication and the manager has to choose the
medium and language very carefully. In short we can summarise the importance of communication
for the following reasons:
 Improves awareness and information dissemination
 Improves moral and motivation
 Helps in changing individual performance and attitude
 Builds social /informal network
 Organization process can be controlled, monitored and improved through effective
communication. This is very important as most of the organizations have a hierarchy of people
and work in different locations. Unless we use the communication effectively, the organization
will not work smoothly and will not adhere to its planned course of action. Communication
ensures that people perform their duties following organizational policies efficiently and
revert quickly with any work related problems to their managers for quick resolution.
 A manager must also identify if there are any communication breakages and analyse the
reasons. By taking corrective actions on these barriers of communication, the origination work
process will continue uninterrupted. A manager must also identify if there are any
communication breakages and analyse the reasons. By taking corrective actions on these barriers
of communication, the origination work process will continue uninterrupted.
 Challenges in business communication: A manager must be aware of the Challenges in business
communication which has increased over the years. A Modern day organization does not
belong to few people who are working at the same location and speaking the same language
or following similar culture.
6 Effective Business Communication: Curriculum Based on Primary Research

 Now there are several factors which have added complexities to the organization all of which
contribute to more complexities in business communication. We will discuss some of the key ones.
 The size of the organization: Most organization have become large, multi-location, comprising
of people from the diverse cultural background even countries working in different time zones,
etc. Organizations continuously expand or shed their staff in the process of growth. Good processes
and skill building are required to be done amongst the members of the organization to ensure
strong communication and linkages across the organization and its people.
 People themselves have changed a lot. It is no longer command and control structure,
and organizations have become flatter, work in matrix set ups and cross-functional teams.
The communication process for the new breed of people is different than what it used to
be 20-30 years ago. The management wants participation from the team and outside world
on key issues hence, they have to create different ways of communication.
 A lot is required to be done while dealing with the society and public at large. Earlier, an
occasional press release or annual report statement was good enough for interaction. But
now customers, suppliers, shareholders and others who are interested demand quick
corporate response through digital media - face book, email, twitter, etc. in a case of an
issue. This also leads to new technology tools that promote communication but also demand
training and skill building for their usage.
1.8 Communication Structure in Organization
Organizational Communication Structure is defined as a system or passage through which messages
flow within the organization. The message flow is largely dependent upon the organization structure.
So if the organization is hierarchical, then it would have mostly vertical communication from top
to bottom and sometimes bottom to top.
Alternatively, if the team structure is flatter than most communication will happen horizontally.
Horizontal communication happens across functional areas at a given level of an organization.
Communication can be formal as well as informal in nature. The former happens with written
communication and later on verbal. Communication can also happen diagonally when both levels
and functions or departments in an organization communicate.
The communication structure can also follow two different modes, formal as well as informal. In
the case of formal, use or written words, formal meetings, addressing the gathering, publishing a
blog post is used. In the case of informal, it could be talking to people while conducting routine
business.
Finally, the structure of communication will be implemented using verbal. Written or electronic medium
which includes social media, email and various other new age devices. This is shown in Figure 2.

Direction Mode Medium

Vertical
Verbal
Formal
Horizontal

Written
Star: Many to
Many
Informal

Diagonal Electronics

Figure 2: Direction, Mode and Medium of Communication

Effective Business Communication: Curriculum Based on Primary Research 7

1.9 Barriers and Gateways in Communication

Barriers to communication takes place when the effective exchange of ideas does not take place and
leads to a poor result. A good communication happens when the idea or message is accepted at
the following three levels
 Physiological levels: At this level the message is accepted by the physical senses. For example,
a blind person cannot read or see, so the barrier to a written communication would come
into place for a visually challenged person. The same is applied to languages and if the receiver
cannot read the letter written in a language that he does not know then this barrier exists.
 Intellectual level: Not everybody is of the same intelligence level. An ordinary person may
not understand economic theory or complex scientific formula. Similarly, a technical person
may fail to understand a poem.
 Emotional level: This is the level of agreement with the idea. Unless the receiver emotionally
connects with the idea the action would not take place. This may happen if the person is
upset for some reason then he/she would not appreciate the communication properly.
Barriers to Communication: Researchers and theorists have identified the following key barriers
to communication-based on the process of communications
 Physiological barriers: These barriers are those which are posed due to the limitations of the
human body and the human mind. A person may be visually impaired, unable to hear or of
weak memory or alertness level. Sometimes the age of the receiver may pose a limitation,
and a person may be too young or too old to comprehend. Some researcher says that boys
understand outside world better and girls understand the emotional/home related message
better, but these barriers are reducing as more and more opportunities to both genders are
being provided.
 Language and semantics barrier: This is a barrier when people do not understand the language
of each other and have a different understanding of the same/similar word. A person with
lower educational may not have deep understanding of certain subjects.
 Social Barriers: A person coming from different social background find it difficult to understand
and appreciate communication with each other. There may be different norms, accepted
behaviour in certain social groups which may not be liked by others.
 Cultural barriers: Cultures define how do we think and behave. In India addressing any one
with sir, madam or uncle is so common which may not be liked by other culture.
 Technology barrier: If the technology does not function properly then this barrier comes into
play. Few examples are: If the voice is not heard properly, email or letter does not reach in
time or gets lost.
 Ethical barriers: when someone finds certain aspects which are unethical and is not able to
protest then ethical barrier comes into play.
 Barriers due to Noise and distractions: The noise could be just plain noise in the room or
multiple thoughts and messages each contradicting the other may be distracting to the listener.
 Ideological barriers: This may happen if the person is fully committed to certain ideologies
which could be due to affiliation to a political party, religious group or just someone who
has created a deep impression. Such barrier could also happen due to deep loyalty to an
organization, brand or cause.
Gateways to Communication: Improving communication can take place by adopting means to
reduce the barriers and also do certain preparations which are called gateways to communication.
The following are the key gateways for the communication
 Prepare, prepare and prepare: Before starting a communication, one must plan what to say
to whom, using which language, words and medium. Choosing a format and medium is
utmost importance. Writing a congratulatory letter to someone and copying the email to the
rest of the department is a most welcome idea but if the same is done for a letter of reprimand,
8 Effective Business Communication: Curriculum Based on Primary Research

then it would create a huge impact on the morale of the people. In fact, counselling or reprimand
should be done in private and if possible face to face.
 As listeners, we should not be judgemental in every communication or find ulterior motives.
We should also empathise with the sender and give the benefit of doubt or seek clarification.
We should be active while listening and participate in understanding the thoughts by asking
desired questions.
 Overall introduction and orientation are a welcome practice for all new employees in the
organization to reduce the barriers of communication.
 Use short unambiguous sentences with simple words to communicate and prevent any
misunderstanding.
 Maintain etiquette: Maintaining Social etiquettes is a corner stone of successful communication.
Greeting the listener in the first sentence, allowing for clarifications, not using harsh words,
etc. are part of social etiquette.
1.10 7 C’s of Communication
An effective communication can be made by adhering to the following 7 C’s which is universally
applicable to verbal, written as well as electronic communication. Good communication should be
 Complete: Complete: with all facts and conditions required to explain the idea or thoughts.
By giving a complete communication, the sender will gain higher respect, faster action and
less misunderstanding. Complete communication can facilitate faster decision-making as all
the desired and crucial information is available and the receiver can be motivated to act.
 Concise: Many people think that writing long wielding sentences and high sounding words
make the communication effective. In reality, it is the opposite which is true. A good
communication is precise and to the point. Not only does it save time and cost but also focuses
on the key points in the message which may be otherwise lost in long sentences. One must
avoid fillers like “for instance,” “you see,” “literally,” “basically,” or “I mean.” in verbal as
well as written communication. In verbal communication, these fillers create a lot of distractions.
 Consideration and Care for the audience: Any communication should be devised by keeping
in mind the profile, mindset, age, culture and education level of the audience.
 Clarity: Have clarity on what objectives are to be achieved through a message. Single message
at a time is a good way of communicating rather than multiple messages with multiple objectives.
 Concrete: Giving specific facts and figures which are relevant to the message.
 Courtesy: Have Courtesy and respect for the receiver. Every communicator must be polite,
enthusiastic and courteous to the audience.
 Correct: this means it should not have a grammatical or spelling error and all facts should
be correct. A correct message makes a good impact on the audience and readers.
1.11 Myths and Realities of Communication
we are presenting here some of the popular myths about communications and what really happens.
These are not in any order.
 Logic: Good communications has to be logical. Logic alone will not win an argument or
prompt the recipient for action. We are dealing with human beings hence, we should not
focus on logic alone but also on the emotional side and should try and understand the receivers’
point of view.
 Truth: We must tell truth and only truth which may be blunt. A famous Sanskrit sloka 1 says
that you should speak the truth but it should be pleasant and not unpleasant. Effective
communication is not about telling the blunt truth because the purpose of communication is
to encourage the receiver into some action. Most people who are good at telling blunt truth
give excuse that they are truthful and if people don’t like it is their problem! But such approach
may lead to arguments and retort from the other person, in the absence of any displayed
concern the objective of the communication is lost.
Effective Business Communication: Curriculum Based on Primary Research 9

 Sweet Talking: We can solve all problem by sweet talking. This is a myth, sweet talking can
fool people momentarily, but it will backfire. Unless the empathy and concern are displayed
with a visible action, such communications do not help. Politicians in India are notorious for
glib talking with no follow-up on actions. For example: In a personal relationship one partner
with bad habits such as drinking makes profuse apologies but does not mend the bad ways.
So the net result remains the same.
 Practice: We can read a lot about communication and attend classes to become a better
communicator. Reading about diseases and its prevention or debating about why the country
is going through the problem will not solve any of them. Practising is more important than
reading or attending courses.
 Feedback: Saying is more important than listening to the feedback. Communication is never
one way, especially in business relationships. We have to communicate both ways and seek
feedback. Feedback and modification based on the feedback improve relationships which
are the key for any communication.
 High Intellects are good communicators:. This is a myth that many people hold and is not
entirely true. A good communicator is one who prompts you to action. Those of us who
have had the chance to listen to Mahatma Gandhi or have listened to a recorded speech
would agree that he was not a fiery orator but great communicator who prompted the entire
nation into action.
 Message Interpretation: Whatever is said should be understood. Unfortunately, the
interpretation of message depends on the social and other circumstances. The message may
be interpreted differently, therefore, it is important to continuously seek feedback and modify
it.
 I am a poor communicator because... Many people have this fear that they are not a good
communicator because of some reason, language, culture, etc. Almost everyone can communicate
provided he/she follows the simple rules of communication and practices it, improves it
after the feedback.
 Over communication is always better: Repeating the same message over and over in every
forum is not good. Sometimes silence is also needed to sink in the message.
 Written Communication: We should focus on written communication as this is the most
important. Hardly this is true in business communication. A meeting of one hour can solve
a teaming problem of several weeks, a phone call can eliminate chain of mail exchanges, and
a customer can be won in few visits than by sending mass mailers.
 Good Communication: I am always a I am always a Good communicator. This is not a universal
statement and depends upon the type, place and audience. George Bernard Shaw2 has famously
said that “The single biggest problem in communication is the illusion that it has taken place.”
A person who is not able to galvanize people to action is not a good communicator even if
she/ he is a good speaker.
1.12 Pitfalls and Gaps to be Avoided in Communication Some of the Pitfalls that one Should
Avoid in Communication Especially Business Communication are Listed Below:
 Avoid being aggressive: when you become aggressive, the listener stops listening to your
message and you lose the opportunity to encourage the listener to act.
 Do not speak uninterruptedly: Many people love to hear their voice. Once they start they
go on for several minutes without bothering the reactions from the listeners or allowing for
any feedback. Without feedback, your monologue is of no impact.
 Do not repeat your message: Some people over-explain and repeat the same message with
several examples and using different words. This way you will lose the attention of the listener.
 Avoid making contradicting message: Some people make a statement and then contradict
in the next one by giving a different or opposite point of view. This confuses the listener.
10 Effective Business Communication: Curriculum Based on Primary Research

 Avoid keeping quiet: Avoiding to speak in a conversation shows your disagreement or lack
of participation.
1.13 Summary
We started our discussion by stating that Business communication is all about achieving objectives
of the business through people. Modern day Organizations are very large and also deal with a very
large number of people, hence it is essential to learn effective communication for the business
purposes. We then described what business communication is and why it has become so important
in the recent times. We then discussed nature and various classification of communication, such
as Oral, Written and Communication through electronics means (e-communication). After this, we
established the purpose of communication to achieve business results. We followed this discussion
with the process of communication and its building blocks.
We also outlined the importance and role of communication in management to help the managers
to achieve company’s objectives through meticulous planning, execution and control. Without
having good communication a manager cannot plan and direct the team to execute the plan.
However, the communication structure in an organization depends on upon how the organization
is structured and that will change the ways the communication gets established. We then described
the barriers and gateways in communication. Barriers to communication take place when the
effective exchange of ideas does not take place and leads to a poor result.Improving communication
can take place by adopting means to reduce the barriers and also do certain preparations which
are called gateways to communication. We then described the 7 C’s of communication which a
result in good communication. Finally, we discussed some of the popular myths and realities of
communication and the pitfalls to be avoided.
1.14 Key Terms with Definition
 Business Communication: The process of sharing of information between people within or
outside an enterprise for the business benefits
 E-communication: Communication through electronic medium
 Originator: It is one who initiates the communication at source
 Vertical Communication: Where communication flows from top to bottom or bottom to top.
 Intellectual Level: Degree of intelligence in a person. High intellectual people are those who
think and reflect about the reality of society, and propose solutions for the problems of that
society
 Concise: To be precise and to the point
 Concrete: Relevant and specific facts and figures substantiated to a message
1.15 Review Questions
 What is business communication and why it has become so important in the recent times?
 Define the nature and classification of business communication.
 What is the purpose of communication? Explain the process of communication with suitable
diagram.
 Why is Communication important for business? What role does communication have in the
management of a company?
 Write a short note on Communication structure in an organization.
 What are the barriers and gateways in communication?
 What are the 7 C’s of communication, substantiate with examples?
 Explain some of the popular Myths and realities of communication. What pitfalls and gaps
should be avoided in communication?
Effective Business Communication: Curriculum Based on Primary Research 11

1.16 Situational Question

In the recent event of the cyclone in the coastal areas, one of your branches got impacted. You have
to inform your global customers, in-country branches and employees. What are the types of
communication methods you will use to inform the management and key stakeholders of the
organization? Select one from list below:
a. Written and Verbal
b. Inform Colleagues, Sr Manager, Branch Head, Regional Head, Company Head, Global
Customers as well as Senior Executive.
c. All of the above
We must tell truth and only truth which may
Answer: c
1.17 Multiple Choice Questions
1. Manager makes a promise of promotions in annual reviews however in reality his team member
is not promoted after the annual performance review. How should the manager communicate
this information to his employee?
A. Face to face
B. Email
C. Letter
D. All of the above
2. Which of the following does not belong to process of communication
A. source
B. message
C. Presentation
D. encoding of the message
E. channel of transmission
F. Transmission of message
G. Decoding
H. Receiver
3. In a matrix organization a change in leave policy is communicated horizontally. (True/False)
4. Your child has fever and you are worried and late to office. While driving to office you receive
a call from your manager giving feedback on a report and expects you to update and share
it immediately. What is the level at which the communication has a barrier?
A. Physiological
B. Intellectual
C. Emotional
5. Which of the following is not to be followed for effective communication
A. Complete
B. Concise
C. Care
D. Clarity
E. Manipulation
F. Respect
G. Correctness
6. Rahul is a fiery orator however always manipulates financial figures, is he an effective
communicator? (True/false)
12 Effective Business Communication: Curriculum Based on Primary Research

7. John had a successful meeting with client in Middle East, he was invited for dinner however
he refused it with apology citing that he had another presentation to complete. Next morning
the client in Middle East rejected appointment with John, John couldn’t understand the barrier
of communication that caused turn of events overnight. Select one of the barriers from list
below:
A. Physiological
B. Cultural
C. Language
D. Technology
E. Ethical
1.18 Case Study
Read the following communication and find out on what all Cs criteria this communication does
not measure well. Improve and rewrite.
Hi Manoj,
I wondering if I could contemplate with you about a new initiatives in the department. As you
know new initiatives are always required and they help us achieve the strategic objectives of the
organization. You know that the tools like email, internet, twitter etc in fact has become a source
of sort of good marketing. So we thought to discuss with you if you kindly permit with all due
respect to discuss this new strategy to reach out to our customer. In fact only last week, more
precisely last Friday we have arrived at a beautiful email marketing campaign for our new Gajani
soap. Not only the name is catchy but looks very impressive as customer can quickly relate with
the leading bollywood star who has made over 50 films and won several awards. He is also related
to my distant cousin’s in-laws besides doing excellent role in Hindi films. It is pity that he has not
won any Oscar for his film Lagan but what can we do with bad luck and biases existing in our
world. We should try to eliminate such challenges and launch the Gajni soap immediately using
email campaign. For instance, if we talk about the our company to become market leader, we must
be visible and must reach to every home and should be sustainable as well as green in our approach
which is need of the hour. You may be aware the Delhi was rated as one of the most polluted city
where people cloth and body gets dirty very easily while driving scooters and motorcycles. Gajni
soap will clean them very well most of time as far as possible. What do you think? Shall we write
email or not. If not why? If yes when and how. Do you have any clue about it . Reply immediately
through return mail otherwise I will escalate to higher ups.

Yours truly and dear friend

Sri Madhav Ji
Questions for case study
1. Find out which all C criteria this communication fails.
2. Rewrite the communication following all the 7 C Criteria
Footnotes
1. lR;a czw;kr~ fiz;a czw;kr~ u czw;kr~ lR;efiz;e~A
uklR;a p fiz;a czw;kr~ ,’k èkeZ% lukru%AA
2. George Bernard Shaw, recipient of the 1925 Nobel Prize

References
1. Barriers and Gateways to Communication, by Carl R. Rogers and F. J. Roethlisberger, HBR July–August 1952.
Effective Business Communication: Curriculum Based on Primary Research 13

3 CHAPTER

READING SKILLS AND COMPREHENSION

Ankur Wahal 1
1
Director and Head Corporate Finance, Mazars Advisory, India

Structure
 3.1 Learning Outcome
 3.2 Introduction
 3.3 The Elements of Reading
 3.4 Average Reader vs Proficient Reader
 3.5 Reading Techniques
 3.6 Rules of Effective Comprehension
 3.7 Active Reading
 3.8 Reading for Information and Reading for Understanding
 3.9 Levels of Reading
 3.10 Building a Vocabulary
 3.11 Summary
 3.12 Key Terms with Definition
 3.13 Multiple Choice Questions
 3.14 Match the Following
 3.15 Case Study

3.1 Learning Outcome

A person must be able to understand the importance of reading and how to retain the essence /
theme of the point presented by using multifarious techniques and adopting strategies at various
contexts.
3.2 Introduction
We all are influxed with vast data and information in modern times, with Google leading the pack
and gaining the euphemism of Google = God, who has answers for everything. In this world of
digital age, where everything is just a one-click-away, again mostly thanks to our Mr. Google or
14 Effective Business Communication: Curriculum Based on Primary Research

any other equivalent search engine, people are, more and more, adopting short cuts to cull out
content for the piece of work they are expected to finish. This smorgasbord of information coupled
with cut, copy, paste world is gradually reducing the art of reading.
There was an article the Times of India in 2014 12 noting the results of survey where India was
ranked highest in the world when it comes to reading hours per book spent, which was about 10
hours per week reading books followed by Thailand and China, whereas much touted US and UK
spent 5.42 and 5.18 hour respectively. Whether these hours are actually spent on a physical book
in hand, but thanks to digitization of content a lot many Indians are reading on their mobile phones
and gadgets such as Kindle.

Figure 1: Readers around the world

However, one thing which we need to keep in mind is that no matter how much wemay claim to
be a voracious reader, with it lies the technique of comprehension.
As per the Webster’s dictionary of the Random House, the term “read” means to peruse or apprehend
the meaning of (something), while the term “comprehension” meansto understand the nature or meaning
of. Hence, we may perhaps say that reading and comprehension are nothing but two sides of the
same coin and unless both are mastered one may really struggle to find the meaning of that
something (subject-matter) in question. Therefore, in this chapter we will understand what comprises
the techniques of reading and comprehension.
3.3 The Elements of Reading
One of the biggest challenges one faces while growing up is reading. It is a different matter that
one studies for exams but whether it tantamount to reading can’t be gainsaid. With reading comes
comprehension and with comprehension comes the power of retention. How often we mention that
a particular person has a photographic memory again it may be a called as a God’s gift, but there
have been several studies conducted, which shows that this skill can be acquired with suitable
practice. Each one of us have this skill, it is just that we are too lackadaisical to bring it to use in
our daily routine.
Effective Business Communication: Curriculum Based on Primary Research 15

I would ask you to try this simple exercise, ask your siblings to giveyou a list of 20 names to read
in one minute. Thereafter try to write down these names on a different piece of paper. One can
easily bet that most of us will struggle to remember those names altogether leave aside the
chronological order. If you were to ask to do this exercise again, you will be surprised that not only
will you be able to put down the names but also in the right order. And I am sure of this exercise
is repeated a third time you may be able to write down all 20 names in right order.
So what were you lackingin the first attempt? You had read the names. You had easily comprehended
them as you knew these were the names albeit of random people. But you were not focusing. So,
at this juncture, I would take liberty to add a third element in the skill of reading and comprehending
- the power of concentration. And by “concentration” we mean to bring or draw to a centre point or
union; to converge.
This has also got to do with our attention span. In a research conducted by Pearson published by
Telegraph it was observed that children with short attention span ‘failing to read books’ 3.4 The
research said that growing number of children by the age of 11 are turned off by books because
of the ever increasing influence of internet and lack of reading at home. The research further stated
that 4 out of 10 teachers have vouchsafed that children failed to read for pleasure once they reach
the age of 11 and that they fear that children have short attention span and they prefer spending
time online rather than reading books, which to my mind is truly scary. The same newspaper had,
in another study conducted in Canada by Microsoft, published that humans have shorter attention
span than goldfish, thanks to smartphones. That the average attention span of humans has fallen
form 12 seconds to 8 seconds and that a goldfish could preserve a thought for about 9 seconds in
its mind. Yes, it is true that smartphones, tablets, etc. have improved our lives and perhaps our
ability to multi tasks has increased. However, at the same time our concentration (the focus) has
reduced by 3 seconds. So no matter how much the surveys claim on an average hours spend on
reading, the so called distractions have reduced our attention span which is getting reflected in
children after the age of 11 are turned off by books.
Thus, in order to master the skills of reading:
 one must not only know how to read;
 but also to comprehend; coupled by
 amplitude of concentration.
Though in reading habits could be cultivated at an early age. However, there is no such age when
one can’t sharpen her skills of reading. In this chapter, the focus and attention is to graduate you
from an average reader to a more proficient one by first introducing you to the unbridled power
of reading and thereafter making you aware that by improving the skills you could achieve a lot
in your both personal and professional lives.
3.4 Average Reader vs Proficient Reader
One of the most important points which distinguishes between the average reader and the more
proficient ones is the “bad habit of reading cultivated over the years”. How many of us continuously
saying the words in our heads while reading? This is a common habit amongst many readers called
as – “subvocalizationor auditory reassurance”. This involves calling words in one’s head while
reading. As per many studies, subvocalisationis an inefficient reading habit, which continually
slows down the reading speed. Hence, one must routinely practice of avoiding subvocalisation.Though
elimination of this habit is not completely impossible and there could be many cases when
subvocalisation can’t be avoided.
This also does not mean slow reading is bad. Slow reading is, more often than not, attributable to
many abstract topics as well. The truth is one generally reads faster all those topics which are one’s
interest and tends to read slower all other topics which are of less interest. For instance, when a
normal English speaking person learns a new language, say Spanish. She will initially struggle to
grasp the nuances and may tend to sub-vocalise. But, once she masters the language, and if she
had read English sans subvocalisation, there is a greater likelihood she may proficiently read
16 Effective Business Communication: Curriculum Based on Primary Research

Spanish without subvocalisation.

On a lighter note, I will leave you with this lawyer joke to test the thesis of subvocalisation:
One day in Contract Law class, Professor asked one of his better students, “Now if you were to
give someone an orange, how would you go about it?”
The student replied, “Here’s an orange.”
The professor was livid. “ No! No! Think like a lawyer!”
The student then recited, “Okay, I’d tell him, ‘I hereby give and convey to you all and singular,
my estate and interests, rights, claim, title, and advantages of and in, said orange, together with
all its rind, juice, pulp, and seeds, and all rights and advantages with full power to bite, cut, freeze
and otherwise eat, the same, or give the same away with and without the pulp, juice, rind and
seeds, anything herein before or hereinafter or in any deed, or deeds, instruments of whatever
nature or kind whatsoever to the contrary in anywise not withstanding... “
Could we comprehend this while reading with full concentration? I guess not.
The idea is to reach at a level of reading speed where one can not only read properly, but could
also comprehend things with proper concentration. In short, one reads slowly not because one is
a poor reader but because one is an inefficient reader. Even though there are many authors which
have provided techniques of speed reading, but the foremost being Norman Lewis – “How to read
better and faster 5” and the techniques mentioned therein are considered to be the best and have
been adopted not only by U.S Airforce, Marine Corps but also by more than 100 Universities and
colleges world-wide.
As per Norman Lewis 6, the lack of speed is attributable to these three factors:
 Bad habitscultivated over a long period of time
 Unaggressive techniques of comprehension interfering with total concentration and stand in way
of responding to some matter as rapidly and as actively as potential ability makes possible
 Poor techniques of perception causing unnecessary time lag between the act of seeing and the
mental interpretation of what one sees
Experts say that an average reader generally reads 200-250 words per minute with 70% comprehension,
whilst the world record holder Maria Teresa Fabros Calderon has read upto 80,000 words per
minute with 100% comprehension, i.e. about 1 second per page, a word record that still stands
today. Though she attributes this exceptional ability as a gift, considering world’s second fastest
word pre minute speed recording is 54,825 - 31% lesser than the world record to beat for the last
46 years. Whilst the current fastest reader in the world Howard Berg could speed read 25,000 words
per minute – 1/3 rd of the speed achieved by Maria Teresa. In the same light whereas the average
reader reads about 200-250 words per minute, JFK, one of America’s most loved Presidents easily
clocked 1,200 words per minutes with 100% comprehension and more often than not surprised
many of his peers with this unique ability of his.
All these experts attribute their speed reading wonders to certain strategies. For reading is one of
the world’s most important activities and is incessantly evolving practice with certain adopted
strategies and techniques.A good way to start developing reading skill is to think about how one
reads a text or a passage.
3.5 Reading Techniques
There are typically three main techniques one can us to improve one’s reading capability. These
are:
 Scanning
 Skimming, and
 Focussed Reading
3.5.1 Scanning
Under this technique the idea is to get a specific piece of information. E.g. looking for a name in
Effective Business Communication: Curriculum Based on Primary Research 17

a telephone directory. Where one may just glance through the directory to look for a specific entry.
Similarly, looking for the meaning of the word ‘Scan” in a dictionary, one must not start looking
for any other letter but letter ‘S’. Whilst reading a book, unless one needs to read everything in its
entirety, scanning could be considered to be a very good technique to scan a paragraph. This may
be done by:
 looking at sub-headings;
 identifying key words or phrases;
 reading the preface / introduction;
 first and last paragraphs of each chapter; or
 first few sentences of each paragraph to check general flow of thought
Examples of Scanning
 looking for name, address and phone number in the telephone directory;
 looking for meaning of a particular word in the dictionary;
 looking for a particular movie in the movies guide, etc.
Learning Tip 1: Go through your college almanac and run through the name, address and contact
number of your closest friend. Try to time it in 5 seconds.
3.5.2 Skimming
Skimming technique of reading is just like separating the cream form the milk. Skimming as a
technique is one of the most effective techniques adopted by most proficient readers. So much so
that almost every effective reader in the world uses this technique to arrive at the gist of the text.
Skimming, as a technique could be adopted when reading long paragraphs and where the reader
needs to simply extract the crux or the main point, e.g. while reading a newspaper one could use
skimming to get to the main points and avoid unnecessary details. In order to decide what parts
to read and what parts to skip, one can rely on two things 7:
 the ability to sense the pattern of writer’s thinking;
 the recognition of what is important to writer’s basic message and what is considered as less
important
Examples of Skimming
 reading a news article in a newspaper/magazine/journal to get to the gist of the news;
 reading a memorandum to gather the main idea;
 reading an invitation letter to get a sense of occasion, etc.
Learning Tip 2: Read an article of Economist under 60 seconds and note down its main idea in a
single sentence.
3.5.3 Focussed Reading
Under this technique, the intent is to have a purposeful reading with view to target a specific area
of topic. This technique, in turn, employs two sun-techniques, namely:
 Extensive reading;
 Intensive reading
3.5.3.1 Extensive Reading
As the word suggests, extensive refers to ‘at length’. Hence, under this reading technique the reader
reads long texts, such as a subject book to form an in-depth knowledge on the matter at hand. This
technique is also used when a particular person is reading a novel for pleasure and has no intention
of missing out even a sentence to lose the plot. In this type of reading technique, a reader could
first adopt skimming technique to get the gist before attacking the whole text to make a more
informed view.
18 Effective Business Communication: Curriculum Based on Primary Research

Examples of Extensive reading

 reading an article of interest in a newspaper/magazine/journal;
 reading a subject-matter book to get knowledge of the subject;
 readinga general knowledge book to become more informed, etc.
3.5.3.2 Intensive Reading
Intensive reading technique though co-exists with the extensive reading technique. Though it also
includes detailed reading, however, the detailing is confined to particular sections which one wants
to focus. Hence, it is important that you should be mindful of each and every fact, numbers, figures,
etc.
Examples of Intensive reading
 a health check-up report;
 a journal/newspaper article forming a view on the subject;
 a correspondence letter, etc.
3.6 Rules of Effective Comprehension
As mentioned previously, in order to graduate from being an average reader to a more proficient
reader one must also cultivate comprehension skills coupled with proper concentration. In this
section we would describe what constitutes effective comprehension and rules appertaining thereto.
3.6.1 Read more
Nothing succeed like success. In order to transform into a proficient reader one needs to keep on
reading, so much so that reading should become the part of the system. Scott Adams in his famous
book “How to fail at almost everything and still win big” has categorically mentioned that the
recipe of success is have a system, not a goal. This is a very powerful distinction. Loosing 10 kgs
is a goal, eating right is a system. A system provides a method and requires activity on a regular
basis. That’s how successful people operate and perhaps this is precisely the mantra which the best
readers have adopted. As a rule, unless one if prepared to spare about 2 hours of daily reading
for weeks, one can’t expect to become a proficient reader.
3.6.2 Learn to Grasp the Main Idea
We have learnt that skimming is a wonderful technique to learn the gist of the text. Start looking
for the main idea without wasting much time getting into unwarranted details, unless required.
This is very essential when one is reading an abstract or non-interesting theme. The idea is to think
like theauthor and try to pick his mind. Abstract text tends to become boring, hence, one must learn
to skim through the long passages and get to the essence of the theme.
3.6.3 Challenge Your Comprehension
World’s best speed readers are the ones who not only are able to read swiftly but at the same time
have retention power to recollect the text. In short, the idea is to develop your level of understanding.In
order to do that one should start reading challenging stuff. The topics of interest are often read fast,
but the real challenge is to read abstract stuff equally fast with proper comprehension.
3.6.4 Build Your Concentration Level
Since, we are living in a digital world where the availability of data is just one-click away, people
find it really difficult to maintain their concentration. Gone are the days when the phone numbers
of all the friends and family were at the tip of the tongue. But with the advent of phones and
especially smart phones, this function of memorizing is done away with. People are now relying
more on the tools to keep abreast of things and with so much of data and information surrounding
us the average attention span of individual is decreasing. Hence, there is an urgent need to
maintain one’s concentration levels while reading. One of the biggest advantages of speed reading
Effective Business Communication: Curriculum Based on Primary Research 19

is, which of course will get developed through practice, that it enables a person to constantly
maintain higher concentration levels, as there is a constant need to remain with the author’s mind
to understand the essence of the text.
3.7 Active Reading
Before this digital age, there was a reliance on reading to gather information about various things.
One used to refer Britannica Encyclopedia if one had to have overview about anything, followed
by learning from the book, which used to cover in greater depth, information about a particular
thing in question. Similarly, radio and television used to provide a lot of information but for
curious minds thins was not merely enough and they resorted to reading to satiate their inquisitiveness.
However, in the current times, where everything is a Google away, there is an inherent feeling that
reading is not that important as it used to be. Internet and television has taken over print and are
now new sources of information. It is true that visual communication and imagery creates an
impact in the mind than reading content, however, the explanation to that imagery is represented
in words. Similarly, radio is also a very important source of information and saves time while we
are driving, to impart with information, but, spoken words need to be captured for them to be
savored for time immemorial. Thus, we can see that radio and television together do not serve
entire purpose and one may have to resort to reading to become more knowledgeable and informative.
Since, reading is an activity, all reading to some extent must be active reading. It is impossible to
have complete passive reading by making our eyes just fixed on a book with our minds asleep. In
order to be an active reader our mental faculty must be agile to keep up our concentration and
understanding. For an active reading one must take into consideration the following acts:
3.8 Reading for Information and Reading for Understanding
Whenever one reads a book there is a clear cut point of meeting of two minds, i.e. the mind of the
author who has placed a thought on the table and the mind of the reader, who has received the
thought with a view to assimilate the information intended to be provided by the author. In short,
the success of reading lies in the clear cut understanding of the idea the author is portraying.
Whenever we read something there are two dimensions to it, either you completely understand
what the author is trying to convey or you do not, there is no middle path. In case one does
understand, then it is also possible that she may have merely gathered the information but her
understanding has not increased. Likewise, in scenario two, if the reader does not understand
anything, and the topic is of her interest, she may either read the text again to better understand
or will speak with someone who has previously read the text and understands it fully.In either case
she will reach from the lower understanding pedestal to a high one. Hence, one must always keep
in mind whether the reader is reading for merely information or she is reading for understanding.
To illustrate the point further, we on a daily basis read newspapers, which contain several sections,
the reader who reads the news, is reading for information, whereas the reader who also read the
editorial is reading to understand the topical issues which are engulfing the world.
Getting more information is learning with a view to understand better. To be informed means that
you are aware of something. To understand is to know beyond the awareness, i.e. what is the
context? why it is written? for whom is it written? isthere any interlinkage? , etc. If you read
something and merely remembers it, you have the information and if you are able to communicate
it again it does not mean that you understood it. Your understanding will well and truly be tested
once you know what the author is trying to convey and why is she trying to do it. Thus, being
informed is a precursor to being understood. In the words of Michel de Montaigne “an abecedarian
ignorance that precedes knowledge, and the doctoral ignorance that come after it”. The first is the
ignorance of those who, not knowing their ABCs, cannot read at all and the second is alluding to
those, who have misread many books 8. Thus, the distinction is to be drawn between widely read
and well read.
20 Effective Business Communication: Curriculum Based on Primary Research

3.9 Levels of Reading

Once a person has cultivated the habit of reading. She does it for different purposes – entertainment,
information and understanding. The purpose determines the way she reads. The Effectiveness of
reading is determined by the amount of effort a reader puts into reading. The rule is that the more
effort one puts into reading the better she understands. When a person cultivates the habits of
reading, she transcends from one level to another, depending upon the amount of efforts she puts.
There may be scenario where after attaining one level the reader is unable to graduate to another
level of reading. Hence, one must not stop reading; rather keep reading varied topics so that the
highest level of reading could be achieved. The reading could be classified into four levels and
these levels are mutually inclusive and collectively exhaustive. In order to become an avid reader,
a reader must be able to recognize these four levels and try to place herself at these levels. These
levels are:
 Elementary Level
 Inspectional Level
 Analytical Level
 Syntopical Level
3.9.1 Elementary Level
It is also known as the beginner’s level of reading. This is just a stepping stone into the world of
reading. One who has mastered this level of reading at best has moved from non-literacy to literacy
levels. Since reading is an acquired skill, under this technique one learns to understand the basic
tenets of reading skills, and receives basic training in acquiring reading skills. It is one of the
simplest forms of reading and does not require any specific efforts to comprehend so as to understand
the meaning of something. It is called as elementary level skill, simply because this type of reading
skill is typically acquired at the elementary school. As it is the initiation point of reading, it starts
with a child’s recognition of letters of English Alphabet and then joining these letters to form words
and then words to be used in simple sentence construction – a cat plays with the bat. Here, the child
is least concerned with whether a cat really plays with the bat or not. She is merely concerned with
the sentence formation and the language used by the author.
Even though most of us may have passed this elementary level of reading yet we still experience
problems at this level no matter how proficient we may have become as readers. As previously
explained under subvocalisation, a person who has a seemingly command over a language may
struggle to read a text if written in another language, say Spanish. Thus, in order to understand
the text, one must first learn the Spanish Alphabet and then words and then the sentence construction
to arrive at this elementary level. This does not mean a person knowing a particular language is
immune to this level, a person still might face problems at this level if the not habits proper habits
of reading have been cultivated since beginning. However, this could be improved by appropriately
applying the speed reading techniques and comprehension skills.
3.9.2 Inspectional Level
This level introduces the element of time. Under this level, the student is time bound to complete
the levels reading assignment. In simple terms, say within a period of two hours, a student is
required to finish books on psychology, sociology, anthropology, etc. This stage presupposes that,
within the time constraint, a reader should be able to take most out of the book she is reading. Thus,
the technique of skimming comes in very handy at this level of reading where the main theme is
to be culled out of the entire text in a short span of time. A good starting point at this level is that
a reader may first browse through the table of contents, preface, introduction, etc. to get the main
idea of the book. Thereafter, depending upon the level of interest generated, she may start reading
the book extensively or intensively. Thus, skimming here is not a rudimentary skimming which at
best can be described as mere random browsing or glancing through the pages. An inspection
needs to be done to arrive at main point which the author is willing to express.
Effective Business Communication: Curriculum Based on Primary Research 21

Thus, on one hand if the question asked at the Elementary level is “What does the sentence say?”
the question at the Inspectional level is “What this book is about?” Post completion of the book the
reader must be able to answer this question “What kind of book I have read?” Even the best of
the readers does not effectively apply this technique while reading the book. They immediately
start with page 1 and try to get to the end of the book within the allotted time. They are faced with
the arduous task of completing the book at the same time trying to understand it, thus adding more
complexity to the situation.
3.9.3 Analytical Level
This is the third level of reading and requires a very high degree of attentiveness or element of
concentration introduced at the initial section of this chapter. Here time is not a constraint, thus
unlike Inspectional Level where a reader has to comprehend the central point of the text within
a limited time, under analytical level a reader has to arrive at the central point within unlimited
time. Hence, this level is more through and in-depth reading level requiring extensive reading
techniques to arrive at the central theme. An analytical reader asks many questions. She tries to
understand how well an author presents her ideas and insights as compared to similar ideas and
insights presented by other authors. Here, the reader dissects the point and critiques and questions
the essence. She may provide an assenting opinion or a dissenting opinion for the authors ideas.
In the words of Francis Bacon “some books are to be tasted, while others are to be swallowed and
some are to be chewed and swallowed. Thus, reading a book analytically is like chewing and
digesting it.
3.9.4 Syntopical Level
This is the last level of reading and perhaps is the most complicated one as well. Under this level,
a reader tends to read a wide variety of works on the same topic so as to form a general or specific
view on the subject. It puts a heavy toll on the reader as she has to pass through the rigours of
more elaborative form of texts written by various authors on a common subject-matter. e.g. In order
to understand cult of brands, one may refer to readings of several authors to understand how
various countries and cultures have adopted various brands in the society. However, here mere
comparative study is not enough, one must come out with more on the thesis by maybe forming
a view which may have never been presented before by any of the authors read / referred to before.
That is why this level of reading is considered to be the most satisfying and rewarding level.
Syntopical reading is what we do when we are working on a literature review for a research paper.
3.10 Building a Vocabulary
A reading could remain futile unless it is properly understood. In order to understand it one needs
proper comprehension skills and power of concentration. Perhaps the last piece left in the jigsaw
puzzle of mastering the art of reading is building sufficient vocabulary. A person can never become
a good reader unless she has sufficient command over words. And unless a person has good
command over words, she will not be able to express the idea more lucidly. Thus, vocabulary plays
an equally important role in mastering the art of reading and comprehension and should not be
taken lightly. A reader from the elementary level must start making friends with words. A poor
vocabulary will serve as a hindrance in becoming a proficient reader froma mere average less
effective reader.
There are no shortcuts in building vocabulary. It is a very tedious and time consuming process,
however, if sufficiently mastered will merely highlight the words and the context to which they
are used and not merely reacting to the words with greater difficulty to understand. By adopting
the following practice, a person could be able to build sufficient repertoire of words:
 Read and more read
 Refer to a dictionary and a thesaurus or a lexicon
 Use flash cards
 Subscribe to a word of the day
22 Effective Business Communication: Curriculum Based on Primary Research

 Go back to the roots

 Play Games
 Engage in conversation
3.10.1 Read and more read
As the saying goes, the more you read the more informative you may become. With reading comes
the introduction to new words. After all the text which one reads are nothing but words formation
into complex sentences. Since one is assumed to have cleared the elementary and inspectional
levels of reading one must be taken to have a sufficient proficiency of the words. The more one
reads the more words one is exposed to. Even if there is a new word, first read the sentence and
try to establish the meaning of word in the context, in order to be more specific, use the dictionary
to understand the real meaning and then again apply the meaning to the context in hand.
3.10.2 Refer to a Dictionary and a Thesaurus or a Lexicon
Gone are the days when we, as students were asked to keep a dictionary in print form in the class.
With the advancement of digital technology now the new tools such as dictionary.com, Meriam’s
Webster online dictionary are readily available. Even Apple and Kindle now have their own
dictionaries to refer to. Whatever, form of dictionary one is comfortable with one must use it and
as often as possible. Whenever one encounters a new word, one must consult a dictionary not only
to understand its meaning, but also to learn its correct pronunciation as well as its correct usage.
Thesaurus provides other words with similar meanings or opposites to the referred word – synonyms
and antonyms. A lexicon is an abridged form of dictionary containing words in everyday usage.
3.10.3 Use Flash Cards
Flash cards are one of the most effective ways to learn the words. Here, on each card 4-5 words
are mentioned and at the back of the card their meanings are given. The importance of flash cards
is their convenience in building vocabulary. They are easy to handle and also exposes the reader
to 4-5 new words every day. So even if you are travelling in public transport, if standing idle, take
out the flash cards and keep referring them in the journey. By the time you will arrive at your
destination, you would be richer with the knowledge of new words with their meanings and usage.
3.10.4 Subscribe to a Word of the Day
One must make it a habit of learning one new word each day. It is a tried and tested method and
by the time the year ends, one must have mastered at least 365 new words each year. These days,
one need not refer a dictionary, rather there are multiple web tools available which will throw a
new word each day. Most common is dictionary.com – a web based dictionary, which if subscribed,
throws in a new word every day to its subscriber’s email. Since, almost everyone uses smartphones
these days and have got their private email configured in it. Simply by looking at your email once
a day could make you learn a new word each single day
3.10.5 Go Back to the Roots
There is no better technique to learn a word than to ‘go back to its roots’. The science which deals
with the roots is called etymology – a study of historical linguistic change. For example, the word
etymology finds its roots from the words etym + ology. The prefix ‘etym’ has Greek roots meaning
‘true’ and the suffix ‘ology’ is a compound suffix meaning ‘science’ or ‘study’. Hence, etymology
means true study of words. English language has derived its roots from Latin and Greek words
and hence, understanding the Latin and Greek roots could serve as great tool for learning new
words.
3.10.6 Play Games
There are numerous word games available, old as well new which could give brain some simulation.
scrabble, crosswords puzzle, hangman, all about words, etc. are readily available in the market.
Similarly, by working on ‘Word Power made easy’ section in Readers’ Digest, one could learn new
Effective Business Communication: Curriculum Based on Primary Research 23

words every month. Continuously playing these games will increase awareness of words and at
the same time expose a person to new words to be used in daily conversation. If a person’s mind
is curious, she will definitely look into the meaning and usage of the new words she is exposed
to, and would like to add to her already ameliorated repertoire of vocabulary.
3.10.7 Engage in Conversation
Nothing succeeds like success. Simply conversing with people will introduce a person to new
words. During a conversation, if you have been exposed to a new word, then try to memorize it
and look for its meaning later. In case you are the more bashful types, you could politely ask for
the meaning of the word and learn it then and there. Remember, people respect curious minds and
would not hesitate in clarifying the underlying meaning of the word you have asked for.
3.11 Summary
With the advent of technology and more dependence on the gadgets, human beings are putting
less efforts in reading. Even though Indians are leading the pack of being the most read persons
in the world i.e.10 hours per week, but they are at best confined to their smartphones and other
gadgets to read. Are they doing any meaningful reading?that is the question which we need to
answer. For effective reading constitutes another element called ‘comprehension; reading and
comprehension rather could be termed as two sides of the same coin. But in order to make reading
effective and meaningful, one must also add anotherelement to it called concentration. By mastering
these three elements only one could hope to become a proficient reader from a mere average
reader. In order to master reading one must make friends with different techniques which are
available to readers. Most importantly the techniques of scanning and skimming. Under scanning
the idea is to get a specific piece of information, say a name in the address-book. Whereas skimming
refers to getting the gist of the text by looking at the main point just like cream is skimmed from
the milk. Then there is a third technique ‘focused reading’ introduced which in turn as two sub-
techniques of extensive reading and intensive reading. Under extensive reading, as the name
suggests, one reads the text at length to arrive at in-depth analysis, e.g. reading a subject-matter
book. Before doing extensive reading, one may look into table of contents, etc. to get the feel of
author’s mind. Intensive reading, on the other hands, looks into in-depth reading of a certain
portion of the text. E.g. health report of a patient. Similarly, one must not forget the rules of
effective comprehension as they are equally important. One may only look to ignore them at her
own peril. These comprise the principle of read more, learn to grasp the main idea, challenge your
comprehension, and build your concentration level. While reading one may develop various facets
of reading and could engage into active reading as well as passive reading. More often than not
the reading is active and it is almost impossible to have the entire reading as passive. Once, the
habit of reading is developed one may read for information and / or understanding. One may read
for information, if one is reading news snippets from a newspaper. But one may read for understanding
if the same person is reading the editorial of the same newspaper. This brings us to an interesting
aspect of readings skills, which are known as ‘levels of reading.’ Essentially, there are four levels
of readings – 1. Intermediate also known as elementary level, 2. Inspectional level where one tries
to read a text within a time frame with an equal emphasis of comprehending the meaning author
is trying to convey, 3. Analytical reading is the third level, where a reader tries to pick author’s
brains without beingtime bound or where the time is unlimited. 4. Syntopical level is the last level
and perhaps the most complicated of all levels, where one tries to read as many literatures on the
same subject to form a view which may or may not be same as the authors, or is entirely different
form the what the authors have perceived it to be. Lastly, one much build a rich vocabulary, since
it is only words which are used in daily communication. There are many ways to build one’s
vocabulary. Some of the most popular methods are – 1. Read and more read, as there is no shortcut
to building a vocabulary. The more you read the more you will get exposed to new words, 2. Refer
to a dictionary and a thesaurus or a lexicon as these not only tell the reader true meaning of the
word, but also its correct pronunciation as well as usage, through thesaurus one may learn antonyms
and synonyms of a particular word, 3. Use flash cards as a very convenient and inexpensive way
24 Effective Business Communication: Curriculum Based on Primary Research

to learn words. Simply drawn small cards with 4-5 words and their meanings at their back, to be
consulted at any leisure time, 4. Subscribe to a word of the day by using web tools such as
dictionary.com and learn about 365 new words each year, 5. Go back to the roots as English
language is based on Latin and Greek roots. Hence, etymology – ‘the study of words’ will make
a reader learn identify various roots of the words and it is the roots which derives the true meaning
of a word, 6. Play Games such as crossword puzzle, scrabble, hangman, etc. to get exposed to new
words, 7. Engage in conversation with people who are rich in vocabulary, memorize a new word
learnt during the conversation and learn its meaning subsequently. Alternatively, do not hesitate
to ask the meaning of the word from its user immediately.
3.12 Key Terms with Definition
Analytical Level: the third level of reading which requires in-depth study of the text without any
time limitation
Elementary Level: the first level of reading, which is nothing but a beginner’s level of reading
Extensive Reading: is a sub-set of the focused reading approach to read long texts of the subject
book to for in-depth knowledge of the subject-matter
Inspectional Level: the second level of reading where a reader is required to finish the text with
comprehension in a time-bound manner
Intensive Reading: is a sub-set of the focused reading approach to read specific paragraphs of the
text in order to gain knowledge of that particular section
Scanning: the process of glancing through a list of entries to arrive at the main piece of information,
e.g. glancing through a phone book to find a specific entry
Skimming: the process of reading to arrive at the gist of the main topic or the ability to sense the
pattern of writer’s thinking
Subvocalisation: the process of calling words in one’s head while reading
Synoptical level: the highest level of reading under which a reader reads wide variety of works
on the same topic to form a general or specific view on the same subject which need not be same
as the author and could result in a view formed totally different from all the authors read.
3.13 Multiple Choice Questions
1. ‘TV Guide’ section of a local newspaper:
A. Skimming
B. Scanning
C. Extensive
D. Intensive
2. A Story Book:
A. Skimming
B. Scanning
C. Extensive
D. Intensive
3. A magazine:
A. Skimming
B. Scanning
C. Extensive
D. Intensive
4. A School textbook
A. Skimming
B. Scanning
Effective Business Communication: Curriculum Based on Primary Research 25

C. Extensive
D. Intensive
5. An email
A. Skimming
B. Scanning
C. Extensive
D. Intensive
6. A competitive exam results chart
A. Skimming
B. Scanning
C. Extensive
D. Intensive
7. A travel information guide
A. Skimming
B. Scanning
C. Extensive
D. Intensive
3.14 Match the Following
S. No. Column A S. No. Column B
1. to recline a. to chew
2. to hazard b. to be sorry
3. to munch c. to make fun of
4. to utilize d. to shift one’s course
5. to saturate e. to put at risk
6. to lament f. to erase
7. to distort g. to put out of focus
8. to mock h. to soak completely
9. to veer i. to use
10. to eradicate j. to lie down

Your score is _______ / 10

3.15 Case Study
Read the passage below and then answer the questions which follow it by using the techniques
mentioned above, please note down your timings.
It has been part of Nelson’s prayer that the British fleet might be distinguished by humanity in the
victory which he expected. Setting an example himself, he twice gave orders to cease firing upon
the Redoubtable, supposing that she had struck because her great guns were silent; for as she
carried no flag, there was no means of instantly ascertaining the fact. From this ship, which he had
thus twice spared, he received his death. A ball fired from her mizzen-top which, in the then
situation of the two vessels was not more than fifteen yards from that part of the deck where he
was standing, struck the epaulette on his left shoulder about a quarter after one, just in the heat
of action. He fell upon his face on the spot which was covered with his poor secretary’s blood.
Hardy who was a few steps from him turning round, saw three men raising him up. “They have
done for me at last Hardy!” said he. “I hope not!” cried Hardy.
“Yes,” he replied; “my backbone is shot through!” Yet even now not for a moment losing his
presence of mind, he observed as they were carrying him down the ladder, that the tiller-ropes
26 Effective Business Communication: Curriculum Based on Primary Research

which had been shot away, were not yet replaced and ordered that new ones should be roped
immediately. Then that he might not be seen by the crew, he took out his handkerchief and covered
his face and his stars. Had he but concealed these badges of honour from the enemy, England
perhaps would not have had cause to receive with sorrow the news of the battle of Trafalgar. The
cockpit was crowded with wounded and dying men; over whose bodies he was with some difficulty
conveyed, and laid upon a pallet in the midshipmen’s berth. It was soon perceived, upon examination,
that the wound was mortal. This, however, was concealed from all, except Captain Hardy, the
chaplain, and the medical attendants. He himself being certain, from the sensation in his back, and
the gush of blood he felt momently within his breast, that no
human care could avail him, insisted that the surgeon should leave him and attend to those to
whom he might be useful.
Questions for Case Study
A. What is meant by ‘supposing that she had struck’?
B. How can Nelson be said to have been partly responsible for his own death?
C. What do you understand by the ‘mizzen-top’?
D. Why did Nelson insist that the surgeon should leave him and attend to others?
E. What qualities in Nelson’s character are revealed by this passage?
Your rate of reading is _______ words per minute (WPM)
Note: WPM is calculated as total number of words divided by total time taken
References
1. http://timesofindia.indiatimes.com/life-style/books/features/Indians-are-champs-of-reading/articleshow/
32306587.cms
2. http://www.telegraph.co.uk/education/educationnews/9342391/Children-with-short-attention-spans-failing-
to-read-books.html
3. Norman Lewis How to read better and faster, 4th Edition
4. Norman Lewis How to read better and faster, 4th Edition, page 1
5. Norman Lewis How to read better and faster, 4th Edition, page 160
6. How to read a book, page 12
Effective Business Communication: Curriculum Based on Primary Research 27

4 CHAPTER

VERBAL COMMUNICATION
Hashan Travis Haputhanthri 1
1
Head (Marketing)-TVS Motors Sri Lanka

Structure
 4.1 Learning Outcome
 4.2 Introduction
 4.3 Different Communication Models
 4.4 The Definition of Verbal Communication
 4.5 Principles of Successful Oral Communication
 4.6 What is Effective Oral Communication?
 4.7 Voice Modulation
 4.8 Summary
 4.9 Key terms with Definition
 4.10 Review Questions
 4.11 Situational Questions (Real Life Experience)
 4.12 Multiple Objective Questions
 4.13 Case Study

4.1 Learning Outcome

After studying this chapter students will be able to learn,
i. The communication model
ii. The definition of Verbal Communication
iii. What is oral communication
iv. Principles of successful oral communication
v. Two sides of effective oral communication
vi. Voice Modulation
28 Effective Business Communication: Curriculum Based on Primary Research

4.2 Introduction
The Communication Model
For decades, man has known the importance of communication. Today, with various means by
which one can communicate, it has become much easier to communicate a message to the other
party, than it was several decades ago.
Every organization, no matter what their expertise and where they are situated, and what scale
they operate, realize and value the importance of good communication.
This communication for organizations takes place both within the organization as well as with
other outside stakeholders outside.
Therefore, it is vital for any business organization to understand the communication models out
there, so they can use them for enhancing effective communication in the organization.
Understanding Communication
Communication today is mainly of three types
 Written communication, in the form of emails, letters, reports, memos and various other
documents.
 Oral communication. This is either face-to-face or over the phone/video conferencing, etc.
 A third type of communication, also commonly used but often underestimated is non-verbal
communication, which is by using gestures or even simply body movements that are made.
These too could send various signals to the other party and is an equally important method
of communication.
The basic flow of communication can be seen in the diagram below. In this flow, the sender sends
a message to the receiver and then they share the feedback on the communication process.

Sender Message Transmission Recipient Receiver

(Ideas) (Encodes) (Signals) (Decodes) (Meaning)

Feedback

The methods of communication too need to be carefully considered before you decide on which
method to uses for your purposes. Not all communication methods work for all transactions.
Once the methods of communication have been understood, the next step would be to consider
various communication models. Due to the importance of communication, different types of models
have been introduced by experts over the years.
The models help the business organizations and other institutions to understand how communication
works, how messages are transmitted, how it is received by the other party, and how the message
is eventually interpreted and understood.
4.3 Different Communication Models
Let’s have a look at some of the famous and frequently used communication models used nowadays.
4.3.1 Shannon’s Model
One of the earliest models of communication that introduced was Claude Shannon’s model. This
was introduced in 1948.
This laid the foundation for the different communication models that we have today, and has
greatly helped and enhanced the communication process in various fields. This model can be
considered as the granddaddy of many later communication models.
Effective Business Communication: Curriculum Based on Primary Research 29

Following is a simple illustration of this model.

Source Encode Decode Receiver

NOISE

The diagram above clearly illustrates how communication takes place, and also helps one to
determine what could go wrong.
In Shannon’s model, the information source typically refers to a person, who then sends a message
with the use of a transmitter.
This transmitter could be any instrument today, from phones to computers and other devices. The
signals that are sent and received can be vary depending on the method of communication.
The box at the bottom called NOISE refers to any signals that may interfere with the message being
carried. This again would depend on the method of communication.
The receiver is the instrument or the person on the other side that receives the. This model is the
simplest models to understand the workings of the communication process.
4.3.2 Berlo’s Model
Another famous communication model is Berlo’s model. In this model, he stresses on the relationship
between the person sending the message and the receiver.
According to this model, for the message to be properly encoded and decoded, the communication
skills of both the source and the receiver should be at best. The communication will be at its best
only if the two points are skilled.
Berlo’s model has four main components and each component has its own sub components describing
the assisting factors for each.
Following is the illustration of this model.

Encodes Decodes

Source Message Channel Receiver

Communication Content Hearing Communication

Skills
Skills

Attitudes Treatment
Seeing Attitudes

Structure
Knowledge Touching Knowledge

Social System Code Smelling

Social System

Culture Tasting Culture

30 Effective Business Communication: Curriculum Based on Primary Research

4.3.3 Schramm’s Model

Schramm on the other hand, emphasized in 1954 that both the sender and the receiver take turns
playing the role of the encoder and the decoder when it comes to communication.
The following diagram illustrates the model proposed by Schramm.

Encoder Decoder
Interpreter Interpreter
Decoder Encoder

These models have been followed by various other models such as the ‘Helical’ model, Aristotle’s
models and several other models.
You should always keep in mind that each of these models has both their advantages and disadvantages.
While some communication models try to break down the whole process in order to make it easier
to understand, they are not always as simple as they seem.
There are several complexities involved in communications models. This is one thing that needs
to be carefully understood in the process of understanding how these models work.
Conclusion
You need to keep in mind that these complexities that accompany the communication models may
only make understanding the communication much harder.
It is best that both parties, the source (sender) and the receiver, are clear about what they would
like to discuss. This is also known as the context of the message.
This would make it much easier to decode what the other party is saying without too much trouble.
The process of communication, if kept simple and to the point, should not usually have too many
issues, and the message will be easily understood by both parties.
4.4 The Definition of Verbal Communication
It’s very Simple to understand, verbal communication is the use of sounds and words to express
yourself, especially in contrast to using gestures or mannerisms (non-verbal communication). An
example of verbal communication is saying “No” when someone asks you to do something you
don’t want to do.
What is Oral Communication
When messages or information is exchanged or communicated is orally is called oral communication.
It is word based communication system but in oral form. Most of the time, we use oral communication.
Executives spend 60 to 90 percent of their time talking to people. Face to face conversations, group
discussions, counseling, interview, radio, television, telephone calls, etc. is used to express meaning
in oral communication.
4.5 Principles of Successful Oral Communication
So, oral communication is the process in which messages or information is exchanged or communicated
within sender and receiver through the word of mouth.
Effective Business Communication: Curriculum Based on Primary Research 31

1. Clear pronunciation: Clear pronunciation of message sender in the main factor or oral
communication. If it is not clear, the goal of the message may not be achieved.
2. Preparation: Before communicating orally the speaker should take preparation both physically
and mentally.
3. Unity and integration: The unity and integration of the speech of the message sender is a
must for successful oral communication.
4. Precision: Precision is needed to make oral communication effective. The meaning of the
words must be specific.
5. Natural voice: The speaker’s must not fluctuate at the time of oral communication. On the
other hand, artificial voice must be avoided.
6. Planning: Organized plan is a must for effective oral communication. The speaker should
take proper plans for delivering his/her speech.
7. Simplicity: The speaker should use simple and understandable words in oral communication.
8. Legality: The speaker’s speech should be legal and logical at the time of oral communication.
9. Avoiding emotions: At the time of oral discussion, excessive emotions can divert a speaker
from the main subject. So, the speaker should be careful about emotion. The speech must be
emotionless.
10. Acting: Many people lose concentration after listening for a few minutes. So speech must be
emotionless.
11. Efficiency: Speakers efficiency and skill is necessary for effective oral communication.
12. Vocabulary: Words bear different meanings to different people in different situations. In oral
communication, a speaker should use the most familiar words to the receiver of the message
to avoid any confusion in the meaning of the words
4.6 What is Effective Oral Communication?
If you’ve ever flubbed?? up while trying to communicate a message — as most people have — you
understand just how important the different aspects of communication are. Communication is far
more than just the words that come out of your mouth. It involves an intricate web of cues woven
together to tell others what you really mean when you say something. Sharpen your communication
and leadership skills by honing all of the elements of effective communication next time you
convey a message.
Word Choice
Some people are naturally more eloquent than others and seem to always have the right words to
say in any given situation. If you’re not blessed with the ability to speak off the cuff, you can
improve upon this skill with practice. If you need to communicate an important message verbally,
schedule a time to do it, and then practice what you intend to say by writing it down first. Make
sure that you have effectively gotten your message across by asking the person with whom you’re
communicating to paraphrase what you’ve just told him. You can also greatly improve your word
arsenal by becoming an avid reader.
Body Language
Body language is a powerful tool for communicating messages that includes all nonverbal cues
used during communication, such as eye contact, posture, gestures and facial expressions. Body
language can be far more powerful than spoken words. The two research studies most often cited
on the impact of body language over verbal communication, both published in 1967 and led by
Albert Mehrabian, concluded that body language accounts for 55 percent of communication. Ensure
your message is communicated properly by making sure that your body and mouth are on the
same page when you speak.
32 Effective Business Communication: Curriculum Based on Primary Research

Hone Your Tone

The tone of your voice helps convey your attitude and emotions during communication. Tone
includes vocal inflections and word choice, and when improperly used, can confuse your audience
or end up sending an unintended message. For example, an apology offered with a snappy “I’m
sorry” is very different from one that utilizes a warm, soft voice and conveys genuine emotion by
explaining the reason for the apology.
Be a Good Listener
It may sound contradictory, but an important part of being an effective communicator is simultaneously
being a great listener. Remember, communication is a two-way street that involves both relaying
your own messages and understanding the messages of others. Become a good listener by focusing
intently on the words some is communicating. Make eye contact and nod to indicate you understand,
or ask questions once he is finished if there are things you are unclear about. Don’t interrupt, and
don’t allow outside distractions to draw your attention away from your speaker.
4.7 Voice Modulation
Voice modulation means the fine-tuning of the pitch or tone of voice that helps the audience clearly
hear and understand the lecture, presentation, and speech delivered by a speaker. It is very
important especially in public speaking. If you want to become an efficient speaker, you must
master the art of voice modulation. By mastering the art of voice modulation, you can make your
oral presentation or speech more interesting, understandable and memorable to your audience.
Those who have acquired sweet and melodious voice naturally also need to exercise their voice for
modulation, variation and professional success.
The most important three speech organs of a human being are lips, jaws and tongue. You have to
exercise these three speech organs like other parts of your body. What you need most for this
purpose is to read aloud everyday for a few minutes. You can make it a habit. If you do so
regularly, you will soon discover the variety, power, ability as well as faults of your vocal organs.
Such a regular practice will certainly help you to correct and improve your voice modulation.
You can also develop some other habits to improve your voice for modulation. For instance, you
can at times record your speech on a device, and listen to it later for any flaws. Besides, whenever
you attend a meeting, event, lecture, or seminar, you should mark carefully how effective speakers
vary the pitch of their voice to match the thoughts, ideas, and feelings they convey. Also, you
should make it a habit to consult a dictionary not only for the meaning of a word but also for the
pronunciation of the word.
However, try to use every opportunity to speak; practice and experience will give you the confidence
and power, and you will gradually be able to correct and improve your voice for modulation. On
every occasion whenever you speak or deliver a lecture, you should bear in mind the following
points:
 Always convey your message with the variation in the pitch and tempo. Never deliver your
speech in a monotone as it will not only bore but also send your audience to sleep.
 Speak at a rate so that your audience can understand you because fast delivery betrays a
lack of confidence.
 Speak normally at about 125 to 150 words per minute. Check your speed and try to bring it
within this range.
 Pronounce words properly, putting stresses at the right syllables.
 Speak loud enough so that everyone in the audience can hear you clearly.
 Pause for a moment in between sentences to control your speed and approach better.
 Refrain from vocalized pauses and nasalization such as ‘er’, ‘ah’, ‘unh’, ‘umm’, etc.
 Take care that you do not repeatedly use such phrases as ‘you see’, ‘I mean’, ‘What I meant,’
‘Understand?, ‘Have you understood,’ ‘Clear?’, ‘Is it clear?’, ‘Was it clear?’, etc.
Effective Business Communication: Curriculum Based on Primary Research 33

Remember that a lazy lip movement breeds unintelligibility, a stiff jaw stifles the voice and an
inactive tongue strangles it. So, always try to maintain a balance while speaking or delivering your
lecture.
4.8 Summary
Verbal communication is the use of sounds and words to express yourself, especially in contrast
to using gestures or mannerisms (non-verbal communication). It is paramount important that you
use the right PITCH when communicating and the right modulation. It can create a very big impact
toward your self image. If it is an Organization, the impact can be positive if it is used positively.
Example Derana TV Case study. Overall, Verbal communication needs to achieve clarity in tone
and in pitch.
4.9 Key terms with Definition
Communication: the imparting or exchange of information by speaking, writing, or using some
other medium
Verbal Communication: Verbal communication is the use of sounds and words to express yourself,
especially in contrast to using gestures or mannerisms (non-verbal communication).
Organization: An organized group of people with a particular purpose, such as a business or
government department.
Corporate Communication: Corporate Communication is a management function or department,
like marketing, finance, or operations, dedicated to the dissemination of information to key
constituencies, the execution of corporate strategy and the development of messages for a variety
of purposes for inside and outside the organization.
4.10 Review Questions
1. What is Verbal communication?
2. What are the success factors in Verbal communications?
3. What is Voice Modulation?
4. How you can effectively use voice modulation?
4.11 Situational Questions (Real Life Experience)
1. What is shown down below is a back drop for a major seminar in Sri Lanka. Find out what is
communicated wrongly and express in terms of COMMUNICATION as to how to correct it.

01) Study the Coca Cola Original introduction case study and state the mistakes in the context
of Verbal Communication.
02) “It was a morning where my CEO called and said, Come up I want to discuss a matter.
When I went up I saw the Head of Three Wheeler section and one of his executive seated in
34 Effective Business Communication: Curriculum Based on Primary Research

front of the CEO. CEO asked me, “Hashan these gentlemen are accusing your staff of spreading
a rumor which relates to me and do you know anything about it?”. At first I gathered what
was the accusation and I replied “well no CEO, shall we investigate?”. Then the Head of
Three wheeler section spoke and said “I came to know through him that your two subordinates
were speaking badly about the CEO”. Then I asked his subordinate “Can you elaborate more
on this please for me?”. Then he said “Well one day when I was passing by your division I
overheard a conversation where theywere speaking badly about the CEO”. Then I asked,
“When was this?”. He said “He could not remember”. Then the CEO asked, “You said a
while ago that you were inside the division” and he made a piercing look at the Executive.
I saw his face going pale and mouth was drying. Then he looked down and said “No I was
passing by…”. By this time I called my two Managers and asked the question. One Manager
asked politely but with a clear tone “Can you tell us what was it and when was it?” then the
other joined and cross questioned “When was the last time you came to our division?”. For
these questions, he had no answer.
It was a complete oversight by the Three Wheeler Head and CEO advised critically to manage
interpersonal communication and as a result the Executive was sacked.
Elaborate through the context of Verbal Communication what went wrong?
03) A soldier received a warrant and it said KILL HIM, NOT SAVE HIM. As the letter indicated
the poor man was killed. But later he was asked to explain why the poor man was killed and
then he was punished through a military court. Explain why?
4.12 Multiple Objective Questions
1. Verbal communication is
A. is the use of gestures and words to express yourself, especially in contrast to using gestures
or mannerisms
B. is the use of tone and words to express yourself, especially in contrast to using gestures
or mannerisms
C. is the use of voice and words to express yourself, especially in contrast to using gestures
or mannerisms
D. is the use of sounds and words to express yourself, especially in contrast to using gestures
or mannerisms
2. Voice Modulation
A. Voice modulation means the modulated of the pitch or tone of voice that helps the audience
clearly hear and understand the lecture, presentation, and speech delivered by a listener
B. Voice modulation means the fine-tuning of the pitch or tone of voice that helps the audience
clearly hear and understand the lecture, presentation, and speech delivered by a speaker
C. Voice modulation means the just adjusting pitch or tone of voice that helps the audience
clearly hear and understand the lecture, presentation, and speech delivered by a speaker
D. Voice modulation means the fine-tuning of the pitch or tone of voice that helps the audience
clearly hear and understand the lecture, presentation, and speech delivered by a TV presenter
3. Communication is
A. Pitching , Written and Oral
B. Verbal, Written and Oral
C. Non Verbal, Written and Oral
D. Non Verbal, Written and Presenting
4. According to Berlo’s model
A. The message to be properly encoded and decoded, the communication skills of both the
source and the receiver should be ok to take. The communication will be at its best only
if the two points are semi skilled.
Effective Business Communication: Curriculum Based on Primary Research 35

B. The message to be properly encoded and decoded, the communication skills of both the
source and the receiver should be at best. The communication will be at its best only if the
two points are skilled.
C. The message to encoded and decoded, the communication skills of both the source and
the receiver should be at best. The communication will be at its best only if the two points
are ultra skilled.
D. The message to be properly encoded and decoded, the communication skills of both the
source and the receiver should be at best. The communication will be at its best only if the
two pointsshould not be that skilled.
4.13 Case Study
“Manusath Derana” (Earth for Humans)-A Perfect Communication Case Study

Many Brands are created. But it is extremely rare a Brand comes through within people.
Like I always say “Brands live and people make it living”.
For a Brand to sustain and showcase results for both the Organization and for the Consumer, the
brand needs to make profit and needs to add value. Therefore, focused communication is very
much important.
Derana (Earth) is one of the most watched TV Channel in Sri Lanka.
It started with a very focused strategy by catering to the youth.
Derana Communication style is very direct. It has two main channels,
01) Derana FM (The Radio)
02) TV Derana
If you look at the structure of the TV Derana it has two facets,
01) Entertainment
02) News
News in TV Derana also has two facets,
01) Hourly News
02) 24 x 7 News
Derana has activated its systematic Corporate Social Responsibility drive called Manusath Derana
or Earth For Humans. It started with water contamination district called Kurunegall of North
Western province of Sri Lanka.
Then “Manusath Derana”was just a CSR project that speaks FOR people. It was not WITHIN or
TO people. This is where, a) Audio Visual communication (Through various executions via TV and
Radio) and b) Verbal Communication (Through presenters speaking to the effected) took place.
36 Effective Business Communication: Curriculum Based on Primary Research

The Catastrophy
This year Sri Lanka faced a catastrophic event in April 2016 where 400,000 people were effected
by floods and thick landslides, leading to 130 people dead and 200 people missing. The flood
waters reached 7.6 meters in the scales and almost reached the 1989 level of 9.2 meters. This time
floods took a different route and overran the most unexpected areas which are densely populated.
Instantly people lost their houses and the situation was absolutely grave and horrifying.
Role of Media
Other media stations started reporting from the vicinity of floods bringing the story as a NEWS.
But, “Manusath Derana” crew (from Derana TV) took a different approach to the catastrophe. They
started communicating live by stepping into the flooded area. When flood water was rising (When
they saw the water is reaching above the presenter’s knee level) the other non-effected areas started
noticing the horror that this floods are going to deliver.
Strategy of Derana on Verbal Communication
Derana TV crew dispatched announcers to bring the situation LIVE as much as possible. The
difference of these announcers was that they started reporting by staying in the flood waters and
showed the entire catastrophe by traveling in boats and they themselves rescuing people. They
made a plea to the Tri Forces to bring Helicopters and Boats to rescue people.

The Communication Model

Sender Message Transmission Recipient Receiver

(Ideas) (Encodes) (Signals) (Decodes) (Meaning)

Feedback

Sender – Derana TV Chanel’s presenter

Message – The grave situation about the situation (Live)
Transmission media – TV and Radio
Recipient – General Public
Receiver – General Public

Feedback – SOS

As you see the Communication model was perfectly working for them.
Effective Business Communication: Curriculum Based on Primary Research 37

The presenters were absolutely equipped with major talent of Verbal communication where they
used a two tone strategy to escalate the fear, from the floods. The rescue team had a very up-
pitched tone and the News crew had an emergency tone. This was pitched to General Public and
the entire country was tuned into Derana TV to witness the issue.

The Definition of Verbal Communication

It’s very Simple to understand, Verbal communication is the use of sounds and words to express
yourself, especially in contrast to using gestures or mannerisms (non-verbal communication). An
example of verbal communication is saying “No” when someone asks you to do something you
don’t want to do.
What is Oral Communication
When messages or information is exchanged or communicated is orally is called oral communication.
It is word based communication system but in oral form. Most of the time, we use oral communication.
Executives spend 60 to 90 percent of their time talking to people. Face to face conversations, group
discussions, counseling, interviews, radio, television, telephone calls, etc.
Let’s observe the second phase. The presenters stated speaking to people Face to Face and communicated
about their feelings. This was very effective.
A Perfect Verbal Communication Strategy
Then started the second phase.
Derana Crew wanted dry rations donated to the flood victims. They aired via TV the need of the
hour showing “bring an extra lunch packet”. This tempted people to sacrifice their lunch packet
and within an hour 1000 lunch packets (According to Derana sources) was collected. This is a
classic example of Audio Visual Communication effectiveness.
Presenters used expressions, emotions and voice power to project the message. Let’s look at the
theory in practice,
13. Clear pronunciation: The message was delivered as a SOS signal to everyone to bring a
lunch packet, since the situation was grave.
14. Preparation: Derana Crew was fully mentally prepared to be with all the effected people to
show the issue more clearly.
15. Precision: Derana took a reality move and stayed away from politics. That helped to understand
the message.
16. Natural voice: Derana Presenters used Natural voice and language by moving away from
the NEWS casing tone.
17. Planning: Derana Top Management planned all the SOS messages going across the country
via their channel as an EMERGENCY. They stayed away from traditional News reporting.
This was a clear cut success.
38 Effective Business Communication: Curriculum Based on Primary Research

18. Simplicity: The message and communication was simple to understand.

19. Legality: Avoiding emotions: As a responsible channel legitimately they executed evidence
of this catastrophe, leaving no room for error. This was a major advantage in communication.
20. Acting: The body language of Derana presenters presented the general public of the grave
situation. While other channels has a different way, Derana reported close to reality.
21. Vocabulary: The vocabulary was full of EMERGENCY and HUMANTARIAN tone. It was
absolutely brilliant the way the Deran Presenters projected the message.
When people brought the lunch packets they presenters was geared to receive them sincerely. A
word of appreciation and a livecast made, with regards to all the donors. This two pronged strategy
was aiding “Manusath Derana” of becoming a brand.

Then in the Third Phase,

“Manusath Derana” crew took a very bold and brave move of asking for dry rations to the effected.
Presenters while reporting from the ground, travelling in boats, showing the needy,requested
viewers to bring food items, medicines, clothes, etc. to the station. This verbal communication
became an instant, spirited wave where the rations were pouring in. 50 container loads of dry
rations dispatched.
Effective Business Communication: Curriculum Based on Primary Research 39

In the fourth phase they considered the children,

Once the News broke, the plea of collection of stationery and school bags for children was initiated.
This was displayed by Presenters on ground, showing effected children, and leading to generous
Sri Lankan’s bringing in loads of goods for children. With this the operation reached his highest
and became Sri Lanka’s Red Cross brand or The Sri Lanak’s SOS brand.
When other media stations branded their operations to gain publicity for their channel, DERANA
operation took a total communication drive with VerbalCommunication at its best turn as a Brand
for Sympathy to a Brand for Humanity.
When other TV channels marketed their channel by giving cash to the listeners, Derana TV with
a mammoth communication drive gave relief rations to the flood victims by going into their homes
and providing food to the needy.
Today, “Manusath Derana” is a total brand that came within people or for people. Many Media
brands are not FOR the people. They communicate that people are for them.
Through perfect Audio Visual Communication management and through brilliant management of Verbal
Communication “Manusath Derana”of Derana TV has become the best Social Brand in Sri Lanka’.
Questions for Case Study
1. Explain what did Derana TV did to make communication work?
2. Explain how “ManusathDerana” became a brand?
References
1. Business communication; http://www.tutorialspoint.com 2016.
2. The definition of verbal communication – Author’s own definition.
3. Principles of successful oral communication, what is effective oral communication; www.yourdictionary.com/
verbal-communication
40 Effective Business Communication: Curriculum Based on Primary Research

5 CHAPTER

NON VERBAL COMMUNICATION

Ms. Surinder Kumar1
1
Founder-Travelmate India Pvt. Ltd. and Founder and MD-TMI Academy of Travel,
Tourism and Aviation Studies

Structure
 5.1 Learning Outcome
 5.2 Introduction
 5.3 Principles and Functions of Nonverbal Communication
 5.4 Guidelines for Sending Nonverbal Messages
 5.5 Guidelines for Interpreting Nonverbal Messages
 5.6 Nonverbal Communication in Professional Contexts
 5.7 Summary
 5.8 Key terms with Definition
 5.9 Review Questions
 5.10 Multiple choice Questions
 5.10 Case Study

5.1 Learning Outcome

 Define non verbal communication
 Compare and contrast verbal communication and non verbal communication
 Discuss the principles of non verbal communication
 Discuss guidelines for sending non verbal messages
 Discuss guidelines for interpreting on verbal messages
5.2 Introduction
Communication in general is a process of sending and receiving messages that enables humans to
share knowledge, attitudes and skills. Although we usually identify communication with speech,
communication is composed of two dimensions, verbal and non verbal. The types of inter personal
communication that are not expressed verbally (with speech) are called non verbal communication
or behaviour and elements of speech aside from the words themselves that transmit meaning. Best
Effective Business Communication: Curriculum Based on Primary Research 41
way to describe non verbal communication is “Transmission of messages by medium other than
speech or writing”.
When we think about communication, we most often focus on how we exchange information using
words. While verbal communication is important, humans relied on nonverbal communication for
thousands of years before we developed the capability to communicate with words. Nonverbal
communication is a process of generating meaning using behaviour other than words. The content
and composition of verbal and nonverbal communication also differs. In terms of content, nonverbal
communication tends to do the work of communicating emotions more than verbal. In terms of
composition, although there are rules of grammar that structure our verbal communication, no
such official guides govern our use of nonverbal signals. Likewise, there aren’t dictionaries and
thesauruses of nonverbal communication like there are with verbal symbols.
Non verbal communication includes:
1. Pitch
2. Speed
3. Tone and volume of voice
4. Gestures and facial expressions.
5. Body Posture
6. Stance and proximity to the listener.
7. Eye movement and contact
8. Dress and appearance
Research suggests that only 5% effect is produced by the spoken words, 45% by tone, inflexion and
other elements of voice and 50% by body language, movements, eye contact etc.

This chapter aims to understand the principles, functions, types of nonverbal communication and
conclude with some guidance on how to improve our nonverbal communication competence.
5.3 Principles and Functions of Nonverbal Communication
Oral communication only relies on one channel, because spoken language is transmitted through
sound and picked up by our ears. Nonverbal communication, on the other hand, can be taken in
by all five of our senses. Most of our communication relies on visual and auditory channels but
we can also receive messages and generate meaning through touch, taste, and smell. Touch is an
especially powerful form of nonverbal communication but taste and smell, which have not received
as much scholarly attention in relation to nonverbal communication as the other senses.
To further define nonverbal communication, we need to distinguish between vocal and verbal
aspects of communication. Verbal and nonverbal communication include both vocal and non vocal
elements, and Table 1 “Vocal and Nonvocal Elements of Communication” shows the relationship
among vocal, nonvocal, verbal, and nonverbal aspects of communication. A vocal element of verbal
communication is spoken words—for example, “Come back here.” A vocal element of nonverbal
42 Effective Business Communication: Curriculum Based on Primary Research

communication is paralanguage, which is the vocalized but not verbal part of a spoken message,
such as speaking rate, volume, and pitch. Non vocal elements of verbal communication include the
use of unspoken symbols to convey meaning. Non vocal elements of nonverbal communication
include body language such as gestures, facial expressions, and eye contact. Gestures are non vocal
and nonverbal since most of them do not refer to a specific word like a written or signed symbol
does.
Table 1: Vocal and Non vocal Elements of Communication
Verbal Communication Nonverbal Communication
Vocal Spoken words Paralanguage (pitch, volume, speaking rate, etc.)
Nonvocal Writing, sign language Body language (gestures, facial expressions, eye contact, etc.)

Principles of Nonverbal Communication

Nonverbal communication has a distinct history and serves separate evolutionary functions from
verbal communication. For example, nonverbal communication is primarily biologically based
while verbal communication is primarily culturally based. This is evidenced by the fact that some
nonverbal communication has the same meaning across cultures while non verbal communication
systems share that same universal recognizability. Nonverbal communication also evolved earlier
than verbal communication and served an early and important survival function that helped
humans later develop verbal communication. While some of our nonverbal communication abilities,
like our sense of smell, lost strength as our verbal capacities increased, other abilities like paralanguage
and movement have grown alongside verbal complexity. The fact that nonverbal communication
is processed by an older part of our brain makes it more instinctual and involuntary than verbal
communication.
Just as verbal language is broken up into various categories, there are also different types of
nonverbal communication. As we learn about each type of nonverbal signal, keep in mind that
nonverbals often work in concert with each other, combining to repeat, modify, or contradict the
verbal message being sent.
Kinesics
The word kinesics comes from the root word kinesis, which means “movement,” and refers to the
study of hand, arm, body, and face movements. Specifically, this section will outline the use of
gestures, head movements and posture, eye contact, and facial expressions as nonverbal communication.
Gestures
In gestures, Adaptors are touching behaviors and movements that indicate internal states typically
related to arousal or anxiety. Adaptors can be targeted toward the self, objects, or others. In regular
social situations, adaptors result from uneasiness, anxiety, or a general sense that we are not in
control of our surroundings. Many of us subconsciously click pens, shake our legs, or engage in
other adaptors during classes, meetings, or while waiting as a way to do something with our excess
energy.
In public speaking situations, people most commonly use self- or object-focused adaptors. Common
self-touching behaviors like scratching, twirling hair, or fidgeting with fingers or hands are considered
self-adaptors. Some self-adaptors manifest internally, as coughs or throat-clearing sounds. Besides
others, Smart phones have become common object adaptors today, as people can fiddle with their
phones to help ease anxiety.
Head Movements and Posture
People usually group head movements and posture together because they are often both used to
acknowledge others and communicate interest or attentiveness. In terms of head movements, a
head nod is a universal sign of acknowledgement in cultures .An innate and universal head
Effective Business Communication: Curriculum Based on Primary Research 43

movement is the headshake back and forth to signal “no.” We also move our head to indicate
interest. For example, a head up typically indicates an engaged or neutral attitude, a head tilt
indicates interest and is an innate submission gesture that exposes the neck and subconsciously
makes people feel more trusting of us, and a head down signals a negative or aggressive attitude.
Eye Contact
We also communicate through eye behaviors, primarily eye contact. “ The face and eyes are the
main point of focus during communication, and along with our ears our eyes take in most of the
communicative information around us. The saying “The eyes are the window to the soul” is
actually accurate in terms of where people typically think others are “located,” which is right
behind the eyes.
Eye contact serves several communicative functions ranging from regulating interaction to monitoring
interaction, to conveying information, to establishing interpersonal connections. In terms of regulating
communication, we use eye contact to signal to others that we are ready to speak or we use it to
cue others to speak.
Aside from regulating conversations, eye contact is also used to monitor interaction by taking in
feedback and other nonverbal cues and to send information. Our eyes bring in the visual information
we need to interpret people’s movements, gestures, and eye contact. A speaker can use his or her
eye contact to determine if an audience is engaged, confused, or bored and then adapt his or her
message accordingly.
Facial Expressions
Our faces are the most expressive part of our bodies. we can interpret much meaning from a human
face caught in a moment of expression, and basic facial expressions are recognizable by humans
all over the world. Basic Facial expressions: happiness, sadness, fear, anger, and disgust. Smiles for
instance are powerful communicative signals. As we get older, we learn and begin to follow display
rules for facial expressions and other signals of emotion and also learn to better control our
emotional expression based on the norms of our culture.
Haptics
Think of how touch has the power to comfort someone in moment of sorrow when words alone
cannot. This positive power of touch is countered by the potential for touch to be threatening
because of its connection to sex and violence. To learn about the power of touch, we turn to haptics,
which refers to the study of communication by touch. We probably get more explicit advice and
instruction on how to use touch than any other form of nonverbal communication. A lack of
nonverbal communication competence related to touch could have negative interpersonal consequences;
for example, if we don’t follow the advice we’ve been given about the importance of a firm
handshake, a person might make negative judgments about our confidence or credibility. A lack
of competence could have more dire negative consequences, including legal punishment, if we
touch someone inappropriately (intentionally or unintentionally). Touch is necessary for human
social development, and it can be welcoming, threatening, or persuasive. .
Vocalics
Paralanguage refers to the vocalized but nonverbal parts of a message. Vocalics is the study of
paralanguage, which includes the vocal qualities that go along with verbal messages, such as pitch,
volume, rate, vocal quality, and verbal fillers.
Pitch helps convey meaning, regulate conversational flow, and communicate the intensity of a
message. We also learn that greetings have a rising emphasis and farewells have falling emphasis.
Paralanguage provides important context for the verbal content of speech. For example, volume
helps communicate intensity. A louder voice is usually thought of as more intense, although a soft
voice combined with a certain tone and facial expression can be just as intense. We typically adjust
our volume based on our setting, the distance between people, and the relationship. In our age of
computer-mediated communication, TYPING IN ALL CAPS is usually seen as offensive, as it is
44 Effective Business Communication: Curriculum Based on Primary Research

equated with yelling. A voice at a low volume or a whisper can be very appropriate when sending
a covert message, but it wouldn’t enhance a person’s credibility if used during a professional
presentation.
Speaking rate refers to how fast or slow a person speaks and can lead others to form impressions
about our emotional state, credibility, and intelligence. As with volume, variations in speaking rate
can interfere with the ability of others to receive and understand verbal messages. A slow speaker
could bore others and lead their attention to wander. A fast speaker may be difficult to follow, and
the fast delivery can actually distract from the message. Speaking a little faster than the normal
120–150 words a minute, however, can be beneficial, as people tend to find speakers whose rate
is above average more credible and intelligent. When speaking at a faster-than-normal rate, it is
important that a speaker also clearly articulate and pronounce his or her words. A higher rate of
speech combined with a pleasant tone of voice can also be beneficial for compliance gaining and
can aid in persuasion.
5.4 Guidelines for Sending Nonverbal Messages
People who are skilled at encoding nonverbal messages are more favorably evaluated after initial
encounters. This is likely due to the fact that people who are more nonverbally expressive are also
more attention getting and engaging and make people feel more welcome and warm due to
increased immediacy behaviors, all of which enhance perceptions of charisma.
Be aware of the multichannel nature of nonverbal communication. We rarely send a nonverbal
message in isolation. For example, a posture may be combined with a touch or eye behavior to
create what is called a nonverbal cluster.
As your nonverbal encoding competence increases, you can strategically manipulate your behavior.
The strategic use of nonverbal communication to convey these messages is largely accepted and
expected in our society.
Understand How Nonverbal Communication Regulates Conversations
The ability to encode appropriate turn-taking signals can help ensure that we can hold the floor
when needed in a conversation or work our way into a conversation smoothly, without inappropriately
interrupting someone or otherwise being seen as rude. Interrupting is generally considered rude
and should be avoided. Even though verbal communication is most often used to interrupt another
person. Instead of interrupting, you can use nonverbal signals like leaning in, increasing your eye
contact, or using a brief gesture like subtly raising one hand or the index finger to signal to another
person that you’d like to soon take the floor.
Understand How Nonverbal Communication Relates to Listening
Part of being a good listener involves nonverbal-encoding competence, as nonverbal feedback in
the form of head nods, eye contact, and posture can signal that a listener is paying attention and
the speaker’s message is received and understood.. Listeners are expected to make more eye
contact with the speaker than the speaker makes with them, so it’s important to “listen with your
eyes” by maintaining eye contact, which signals attentiveness. Listeners should also avoid distracting
movements in the form of self, other, and object adaptors.
An attentive posture, and offering a solid handshake help communicate confidence and enthusiasm
that can be useful during a job interview, or when running into an acquaintance. Nonverbal
communication can also impact the impressions you make as a student. Research has also found
that students who are more nonverbally expressive are liked more by their teachers and are more
likely to have their requests met by their teachers.
Kinesics
The following guidelines may help you more effectively encode nonverbal messages sent using
your hands, arms, body, and face.
Effective Business Communication: Curriculum Based on Primary Research 45

Gestures
 Illustrators make our verbal communication more engaging. I recommend that people doing
phone interviews or speaking on the radio make an effort to gesture as they speak, even
though people can’t see the gestures, because it will make their words sound more engaging.
 Remember that adaptors can hurt your credibility in more formal or serious interactions.
Figure out what your common adaptors are and monitor them so you can avoid creating
unfavorable impressions.
 Gestures send messages about your emotional state. Since many gestures are spontaneous or
subconscious, it is important to raise your awareness of them and monitor them. Be aware
that clenched hands may signal aggression or anger, nail biting or fidgeting may signal
nervousness, and finger tapping may signal boredom.
Eye Contact
 Eye contact is useful for initiating and regulating conversations. To make sure someone is
available for interaction and to avoid being perceived as rude, it is usually a good idea to
“catch their eye” before you start talking to them.
 Avoiding eye contact or shifting your eye contact from place to place can lead others to think
you are being deceptive or inattentive. Minimize distractions by moving a clock, closing a
door, or closing window blinds to help minimize distractions that may lure your eye contact
away.
 Although avoiding eye contact can be perceived as sign of disinterest, low confidence, or
negative emotionality, eye contact avoidance can be used positively as a face-saving strategy.
The notion of civil inattention refers to a social norm that leads us to avoid making eye contact
with people in situations that deviate from expected social norms, such as witnessing someone
fall or being in close proximity to a stranger expressing negative emotions (like crying).
Facial Expressions
 You can use facial expressions to manage your expressions of emotions to intensify what
you’re feeling, to diminish what you’re feeling, to cover up what you’re feeling, to express
a different emotion than you’re feeling, or to simulate an emotion that you’re not feeling.
 Be aware of the power of emotional contagion, or the spread of emotion from one person to
another. Since facial expressions are key for emotional communication, you may be able to
strategically use your facial expressions to cheer someone up, lighten a mood, or create a
more serious and somber tone.
 Smiles are especially powerful as an immediacy behavior and a rapport-building tool. Smiles
can also help to disarm a potentially hostile person or deescalate conflict. Eg : When you
have a problem or complain in a customer service situation, always make sure to smile at the
clerk, manager, or other person before you begin talking to help minimize your own annoyance
and set a more positive tone for the interaction.
Haptics
The following guidelines may help you more effectively encode nonverbal signals using touch:
 Remember that culture, status, gender, age, and setting influence how we send and interpret
touch messages.
 In professional and social settings, it is generally OK to touch others on the arm or shoulder.
Although we touch others on the arm or shoulder with our hand, it is often too intimate to
touch your hand to another person’s hand in a professional or social/casual setting.
These are types of touch to avoid:
 Avoid touching strangers unless being introduced or offering assistance.
 Avoid hurtful touches and apologize if they occur, even if accidentally.
46 Effective Business Communication: Curriculum Based on Primary Research

 Avoid startling/surprising another person with your touch.

 Avoid interrupting touches such as hugging someone while they are talking to someone
else.
 Avoid moving people out of the way with only touch—pair your touch with a verbal message
like “excuse me.”
 Avoid overly aggressive touch, especially when disguised as playful touch (e.g., horseplay
taken too far).
 Avoid combining touch with negative criticism; a hand on the shoulder during a critical
statement can increase a person’s defensiveness and seem condescending or aggressive.
Vocalics
 Vocal variety increases listener and speaker engagement, understanding, information recall,
and motivation. So having a more expressive voice that varies appropriately in terms of rate,
pitch, and volume can help you achieve communication goals related to maintaining attention,
effectively conveying information, and getting others to act in a particular way.
5.5 Guidelines for Interpreting Nonverbal Messages
We learn to decode or interpret nonverbal messages through practice and by internalizing social
norms. Following the suggestions to become a better encoder of nonverbal communication will lead
to better decoding competence through increased awareness. Since nonverbal communication is
more ambiguous than verbal communication, we have to learn to interpret these cues as clusters
within contexts.
There is No Nonverbal Dictionary
The first guideline for decoding nonverbal communication is to realize that there is no nonverbal
dictionary. Some nonverbal scholars and many nonverbal skill trainers have tried to catalogue
nonverbal communication like we do verbal communication to create dictionary-like guides that
people can use to interpret nonverbal signals. Although those guides may contain many valid
“rules” of nonverbal communication, those rules are always relative to the individual, social, and
cultural contexts in which an interaction takes place. In short, you can’t read people’s nonverbal
communication like a book, and there are no A-to-Z guides that capture the complexity of nonverbal
communication.
Kinesics
Gestures
 While it doesn’t always mean a person is being honest, displaying palms is largely unconsciously
encoded and decoded as a sign of openness and truthfulness. Conversely, crossing your arms
in front of your chest is decoded almost everywhere as a negative gesture that conveys
defensiveness.
 We typically decode people putting their hands in their pocket as a gesture that indicates
shyness or discomfort. Men often subconsciously put their hands in their pockets when they
don’t want to participate in a conversation. But displaying the thumb or thumbs while the
rest of the hand is in the pocket is a signal of a dominant or authoritative attitude.
 Nervous communicators may have distracting mannerisms in the form of adaptors that you
will likely need to tune out in order to focus more on other verbal and nonverbal cues.
Head Movements and Posture
 The head leaning over and being supported by a hand can typically be decoded as a sign of
boredom, the thumb supporting the chin and the index finger touching the head close to the
temple or eye as a sign of negative evaluative thoughts, and the chin stroke as a sign that a
person is going through a decision-making process.
Effective Business Communication: Curriculum Based on Primary Research 47

 In terms of seated posture, leaning back is usually decoded as a sign of informality and
indifference, straddling a chair as a sign of dominance (but also some insecurity because the
person is protecting the vulnerable front part of his or her body), and leaning forward as a
signal of interest and attentiveness.
Eye Contact
 When someone is avoiding eye contact, don’t immediately assume they are not listening or
are hiding something, especially if you are conveying complex or surprising information.
Since looking away also signals cognitive activity, they may be processing information, and
you may need to pause and ask if they need a second to think or if they need you to repeat
or explain anything more.
 A “sideways glance,” which entails keeping the head and face pointed straight ahead while
focusing the eyes to the left or right, has multiple contradictory meanings ranging from interest,
to uncertainty, to hostility. When the sideways glance is paired with a slightly raised eyebrow
or smile, it is sign of interest. When combined with a furrowed brow it generally conveys
uncertainty. But add a frown to that mix and it can signal hostility.
Facial Expressions
 Be aware of discrepancies between facial expressions and other nonverbal gestures and verbal
communication. Since facial expressions are often subconscious, they may be an indicator of
in congruency within a speaker’s message, and you may need to follow up with questions
or consider contextual clues to increase your understanding.
Haptics
 Consider the status and power dynamics involved in a touch. In general, people who have
or feel they have more social power in a situation typically engage in more touching behaviors
with those with less social power. So you may decode a touch from a supervisor differently
from the touch of an acquaintance.
Vocalics
 People often decode personality traits from a person’s vocal quality. In general, a person’s
vocal signature is a result of the physiology of his or her neck, head, and mouth. Therefore
a nasal voice or a deep voice may not have any relevant meaning within an interaction. Try
not to focus on something you find unpleasant or pleasant about someone’s voice; focus on
the content rather than the vocal quality.
5.6 Nonverbal Communication in Professional Contexts
Surveys of current professionals and managers have found that most report that nonverbal skills
are important to their jobs. “Applications of back. Professionals also need to be aware of how
context, status, and power intersect with specific channels of nonverbal communication. For example,
even casual touching of supervisees, mentees, or employees may be considered condescending or
inappropriate in certain situations. A well-deserved pat on the back is different from an unnecessary
hand on the shoulder to say hello at the start of a business meeting.
In professional contexts, managers and mentors with nonverbal decoding skills can exhibit sensitivity
to others’ nonverbal behavior and better relate to employees and mentees. In general, interpreting
emotions from nonverbal cues can have interpersonal and professional benefits. One study found
that salespeople who were skilled at recognizing emotions through nonverbal cues sold more
products and earned higher salaries. Aside from bringing financial rewards, nonverbal communication
also helps create supportive climates. Bosses, supervisors, and service providers like therapists can
help create rapport and a positive climate by consciously mirroring the nonverbal communication
of their employees or clients. In addition, mirroring the nonverbal communication of others during
a job interview, during a sales pitch, or during a performance evaluation can help put the other
person at ease and establish rapport.
48 Effective Business Communication: Curriculum Based on Primary Research

You can also use nonverbal communication to bring positive attention to yourself. Being able to
nonverbally encode turn-taking cues can allow people to contribute to conversations at relevant
times, and getting an idea or a piece of information or feedback in at the right time can help bring
attention to your professional competence. Being able to encode an appropriate amount of
professionalism and enthusiasm during a job interview can also aid in desired impression formation
since people make judgments about others’ personalities based on their nonverbal cues. A person
who comes across as too enthusiastic may be seen as pushy or fake, and a person who comes across
as too relaxed may be seen as unprofessional and unmotivated.
Deception
Anxiety is a form of arousal that leads to bodily reactions like those we experience when we
perceive danger or become excited for some other reason. Some of these reactions are visible, such
as increased movements, and some are audible, such as changes in voice pitch, volume, or rate.
There are certain nonverbal cues that have been associated with deception, but the problem is that
these cues are also associated with other behaviors, which could lead you to assume someone is
being deceptive when they are actually nervous, guilty, or excited. Also, people who are better self-
monitors are better deceivers, because they are aware of verbal and nonverbal signals that may
“give them away” and may be better able to control or account for them. Research also shows that
people get better at lying as they get older, because they learn more about the intricacies of
communication signals and they also get more time to practice. Studies have found that actors,
politicians, lawyers, and salespeople are also better liars, because they are generally higher self-
monitors and have learned how to suppress internal feelings and monitor their external behaviors.
5.7 Summary
Non verbal communication is extremely complex yet an integral part of overall communication
skills. However, people are often totally unaware of their non verbal behaviour.
Nonverbal communication plays a significant role in our interpersonal relationships. It is often
ambiguous, meaning different things to people of different cultures and co-cultures. People use
nonverbal cues to regulate conversation, such as using body language to facilitate turn-taking.
Nonverbal communication is more credible than verbal communication because it is harder to
mask. Sometimes, nonverbal and verbal communication are at odds, resulting in mixed messages.
Nonverbal communication manifests itself in many forms. Kinesics includes gestures and body
posture/orientation. Physical appearance encompasses the physical characteristics of an individual
(including attractiveness) and body artefacts such as clothing, jewellery, and tattoos. Facial expressions,
especially the eyes and smiling, are the nonverbal cues that give the most insight into how someone
is feeling. Paralanguage, or vocalics, involves vocal qualities such as vocal distractors (the “ums”
and “oh’s” of conversation), the use of silence, and pitch, rate, volume, inflection, tempo, and
pronunciation. Paralanguage also encompasses vocal characterizers such as crying, laughing, whining,
and so on. Touch communication, or haptics, the most primitive form of communication, represents
the ultimate in privileged access to people, and can perform diverse functions. Proxemics, the study
of distance, involves people’s personal space (which can vary by circumstance and culture) as well
as their territoriality, or their need to “own” certain spaces. Aspects of the physical environment,
such as colour, lighting, and room design, can affect our nonverbal communication. And chronemics,
or the study of a person’s use of time, explains how people perceive and structure time, including
how the management of time is associated with status and power. Culture affects nonverbal
behaviour and interpretation of nonverbal behaviour. People of different cultures vary in their
mode of greeting and gesturing, how much they engage in eye contact, the personal space they
require, and their acceptance of touching. To improve our nonverbal communication, we must
remember that verbal and nonverbal communication work together. We also need to avoid jumping
to conclusions about what certain nonverbal cues mean. Furthermore, we need to monitor our
nonverbal behaviour and ask others for their impressions of our nonverbal cues. Finally, we must
not only avoid nonverbal distractions during our conversations, but also ensure that we interpret
Effective Business Communication: Curriculum Based on Primary Research 49

nonverbal communication within its context.

5.8 Key terms with Definition
Polychronic: a place where punctuality is unimportant and interruptions are acceptable.
Monochronic: a place where people do one thing at a time and lateness and interruptions are not
tolerated.
Scholarly: involving or relating to serious academic study.
Unconsciously: not perceived at the level of awareness.
Subconsciously: something that comes from the part of your mind that you cannot perceive or
control.
Discrepancies: a lack of compatibility or similarity between two or more facts
5.9 Review Questions
1. Our personal presentation, style of dress, and surroundings such as a dorm room, apartment,
car, or office send nonverbal messages about our identities. Analyze some of the nonverbal
signals that your personal presentation or environment send. What do they say about who
you are? Do they create the impression that you desire?
2. One of the key functions of vocalics is to add emphasis to our verbal messages to influence
the meaning. Provide a meaning for each of the following statements based on which word
is emphasized: “She is my friend.” “She is my friend.” “She is my friend.”
3. Identify some nonverbal behaviour that would signal a positive interaction on a job interview.
Then identify some nonverbal behaviour that would signal a negative interaction in this context.
4. Importance of non verbal communication in professional context – Elaborate
5. Discuss the importance of paralanguage.
5.10 Multiple Choice Questions
1. What does non verbal communication include
A. Spoken Words
B. Writing
C. Sign Language
D. All of the above
E. None of these
2. What does kinesis refer to
A. Study of head movements
B. Study of arm movements
C. Study of body movements
D. Study of face movements
E. All of the above
3. What communicative function does eye contact serve
A. Regulating Interaction
B. Monitoring Interaction
C. Conveying information
D. Establishing interpersonal connections
E. All of the above
4. What does haptics refer to
A. Study of arm movements
B. Study of communication by touch
50 Effective Business Communication: Curriculum Based on Primary Research

C. Study of communication by listening

D. Study of face movements
5. What does head leaning over and being supported by a hand mean
A. Sign of boredom
B. Sign of interest
C. Sign of negative evaluative thoughts
D. Sign of informality
6. What does a sideways glance paired with a slightly raised eyebrow or smile mean
A. Sign of uncertainty
B. Sign of boredom
C. Sign of interest
D. Sign of hostility
5.11 Case Study
Nonverbal Communication and Culture
As with other aspects of communication, norms for nonverbal communication vary from country
to country and also among cultures within a particular country. We’ve already learned that some
nonverbal communication behaviors appear to be somewhat innate because they are universally
recognized. Two such universal signals are the “eyebrow flash” of recognition when we see
someone we know and the open hand and the palm up gesture that signals a person would like
something or needs help. Smiling is also a universal nonverbal behavior, but the triggers that lead
a person to smile vary from culture to culture. The expansion of media, particularly from the
United States and other Western countries around the world, is leading to more nonverbal similarities
among cultures, but the biggest cultural differences in nonverbal communication occur within the
categories of eye contact, touch, and personal mindset.
Kinesics
Gestures
Remember that emblems are gestures that correspond to a word and an agreed-on meaning. When
we use our fingers to count, we are using emblematic gestures, but even our way of counting varies
among cultures.
How you use your hands can also get you into trouble if you’re unaware of cultural differences.
For example, the “thumbs up” gesture, as we just learned, can mean “one” in mainland Europe,
and is recognized as a signal for hitchhiking or “good,” “good job / way to go,” or “OK” in many
other cultures.
Head Movements
Bowing is a nonverbal greeting ritual that is more common in Asian cultures than Western cultures,
but the head nod, which is a common form of acknowledgement in many cultures, is actually an
abbreviated bow. Japan is considered a noncontact culture, which refers to cultural groups in which
people stand farther apart while talking, make less eye contact, and touch less during regular
interactions. Because of this, bowing is the preferred nonverbal greeting over handshaking. Bows
vary based on status, with higher status people bowing the least. For example, in order to indicate
the status of another person, a Japanese businessperson may bow deeply. An interesting ritual
associated with the bow is the exchange of business cards when greeting someone in Japan. This
exchange allows each person to view the other’s occupation and title, which provides useful
information about the other’s status and determines who should bow more. Since bowing gives
each person a good view of the other person’s shoes, it is very important to have clean shoes that
are in good condition, since they play an important part of initial impression formation.
Effective Business Communication: Curriculum Based on Primary Research 51

Eye Contact
In some cultures, avoiding eye contact is considered a sign of respect. Such eye contact aversion,
however, could be seen as a sign that the other person is being deceptive, is bored, or is being rude.
Some Native American nations teach that people should avoid eye contact with elders, teachers,
and other people with status. This can create issues in classrooms when teachers are unaware of
this norm and may consider a Native American student’s lack of eye contact as a sign of insubordination
or lack of engagement, which could lead to false impressions that the student is a troublemaker
or less intelligent.
Haptics
As we’ve learned, touch behaviors are important during initial interactions, and cultural differences
in these nonverbal practices can lead to miscommunication and misunderstanding. Shaking hands
as a typical touch greeting, for example, varies among cultures, It is customary for British, Australian,
German, and US American colleagues to shake hands when seeing each other for the first time and
then to shake again when departing company. In the United States, the colleagues do not normally
shake hands again if they see each other again later in the day, but European colleagues may shake
hands with each other several times a day. This can be humorous to watch at a multinational
business event, but it also affects the initial impressions people make of each other. A US American
may think that a German is being unfriendly or distant because of his or her single hand pump,
while a German may think that a US American is overdoing it with seven.
Questions for Case Study
1. Explain the meaning of thumbs up gesture in different cultures?
2. What do various types of bows mean in Japanese culture?
3. What does avoiding eye contact mean in Native American culture? And how it can cause
trouble to Native American children?
References
1. Peter J. DePaulo, “Applications of Nonverbal Behavior Research in Marketing and Management,” Applications
of Nonverbal Behavior Theories and Research, ed. Robert S. Feldman (Hillsdale, NJ: Lawrence Erlbaum, 1992)
2. Allan Pease and Barbara Pease, The Definitive Book of Body Language (New York, NY: Bantam, 2004)
3. Judith N. Martin and Thomas K. Nakayama, Intercultural Communication in Contexts, 5th ed. (Boston, MA: McGraw-
Hill, 2010)
52 Effective Business Communication: Curriculum Based on Primary Research

7 CHAPTER

PROFESSIONAL COMMUNICATION
Dr. Suhas Dudhe1
1
Principal-Maharashtra Institute of Polytechnic

Structure

 7.1 Learning Objective

 7.2 Introduction
 7.3 Professional Communication (Written)
 7.4 Oral Communication (Group Discussion and Debate)
 7.5 Summary
 7.6 Key terms with Definition
 7.7 Review Questions
 7.8 Multiple Choice Questions

7.1 Learning Objective

1) Recognize the importance of written and oral communication in gaining a better understanding
of yourself and others
2) Explained how effective written communications helps you in building Curriculum Vitae
and application letter to attract recruiters
3) Explained how effective oral communication helps you solve group goals, ability to work in
a team, act as a leader and expressing your views effectively
4) Explained importance of effective written and oral communication together with real life
example
7.2 Introduction
What is “Professional Communication”?
The term “professional communication” covers all workplace writing, from internal memos and
policies to external press releases and marketing for relevant publics. This kind of communication
occurs constantly across institutions, including government sectors, hospitals, businesses, corporations,
universities, etc.
Effective Business Communication: Curriculum Based on Primary Research 53

Any text circulating in a professional setting for the purpose of getting work done is considered
professional communication. These texts can be written, visual, or oral and print or electronic.

What is “Effective Professional Communication”?

To be effective is to produce the desired result. Thus, in terms of communication, effective means that
the message intended to be sent by one person is indeed the same message received by another
person.
To be professional is to behave appropriately (with courtesy and respect) and competently (using
proper methods and vocabulary). Communication can be professional, yet ineffective. You can
speak courteously, but your ideas can be unclear by saying “Please send me the thing.”
Communication can also be effective, but unprofessional. For example, you can confer the thought
that something is agreeable by saying, “that’s cool, dude.”
Deliverables in Professional Communication
Texts are often called “deliverables” because they deliver the research and information in tangible
artifacts (and usually in common genres) such as internal memos, reports, proposals, presentations,
etc. To understand which text is most appropriate for a certain task, writer needs to consider
concepts of rhetoric like audience and contextual analysis as well as design principles.
While a large part of professional communication is writing, there are many other tasks associated
with creating and distributing tasks. Because goal is often to create texts that help users complete
tasks, technical communication perform usability tests to determine how successful their text was
and how to improve it before publication.
Other elements of developing texts are graphic design, data visualization, and remediation (recreating
texts in various mediums for different audiences or purposes).
Professionals or students must communicate effectively. Their success or failure often depends
more on their ability (or inability) to write and speak than on their technical skills or knowledge.
Hence, in the upcoming section, we will study in detail the written & oral professional skills with
their applications.
7.3 Professional Communication (Written)
There are several types of written communication like electronic mail, memoranda, letters, reports
and papers.
Written Communication involves expressing yourself clearly, using language with precision;
constructing a logical argument; note taking, editing and summarizing and writing reports.
There are three main elements for written communication
54 Effective Business Communication: Curriculum Based on Primary Research

 structure (the way the content is laid out)

 style (the way it is written)
 content (what you are writing about)
Structure and layout can be relatively quickly learnt but learning how to write good quality content
takes much longer. We will discuss the above three parameters while preparing CV and Application
letters.
7.3.1 Curriculum Vitae
CV writing is a form of marketing and advertisement, when the product is you. Your CV must sell
you to a prospective employer and compete against other applicants who are also trying to sell
themselves.
So the challenge in writing CV is to be more appealing and attractive than the rest. This means that
your CV must be presented professionally, clearly and in a way that indicates you are an ideal
candidate for the job i.e., you possess the right skills, experience, behavior, attitude, morality that
the employer is seeking.
The way you present your CV effectively demonstrate your ability to communicate and particularly
to explain a professional business proposition.
How recruiters looks at bunch of CVs
It is very important to understand recruiters view & requirement before written communication
through CV.
1) Recruiters spend about 6 seconds before they make fit/No fit decision. Hence prioritizing
information is essential
2) Recruiters tend to follow a consistent visual path. So an organized layout is crucial.
3) CV should have clear visual hierarchy and present relevant information where recruiters
expect it.
Curriculum Vitae is the huge database of a person’s achievements while the resume showcase the
basic and yet crucial information about a person’s education and professional experience.
Standard CV has following elements as
1) Name & Contact Information
Your personnel or current office contact information unless your job application is not
confidential
2) Area of Interest
It is based on your academic interest, expertise or different fields in general
3) Education
It covers a detailed list of your degrees or in progress including institution name and year
of graduation.
The title of your thesis can be placed under this category
4) Grants, Honors & Awards
Grants or awards received for previous works, or awards given for teaching & industrial
service
5) Publications & Presentations
Published technical papers, articles, abstracts, books, presentations given at conventions &
conferences.
This category can be split into two depending on the length of the information.
6) Employment & Experience
List your teaching or industrial experiences including other relevant experiences
Effective Business Communication: Curriculum Based on Primary Research 55

7) Memberships
Professional organizations of which you are a member or officer
8) References
Persons who can recommend you and properly describe your work attitude and competence,
with their position, institution & contact information.
9) Professional Certification
Certifications, Licenses, Endorsements, Special trainings, etc.
10) Academic Service
Advising, University/Industry assignments, etc
11) Professional Activities
Conference participation & presentation, Conference leaderships and invited lectures
In case your CV is a soft copy, save it as a “doc” format as “docx” format is not accessible to everyone.
Pdf format is also acceptable.
Sample CV (Teaching)
Devendra Pise
Sheshnagar, Bramhapuri,
Pin-441206
Email: [email protected]
Mobile: 83904869XX

Include a brief personal statement outlining your strengths and align these with
1
the requirements for the teaching posts you are applying for

Profile: Professionally, highly motivated and dedicated teacher, demonstrating excellent interpersonal
and communication skills now seeking teaching role at entry level. My PGCE and ongoing experience
has developed strong planning skills and adaptability working with foundation 1 and 2 children
and the staff teams in a variety of schools. I have received good feedback from my college and
being graded outstanding by university tutors.

2 List your most recent qualification first

Education:
2014-2015 University of Delhi
Post Graduate Certificate in Education (PGCE)

Jan 2015 – May 2015 St. Beded School

Teaching Placement

Draw on the teaching experience you have gained which will support your
3 application for the post you are applying for

 Created programmes of work

 Planned, Prepared and delivered lessons
 Used a range of interactive teaching methods to enhance learning
56 Effective Business Communication: Curriculum Based on Primary Research

2011-2014 University of Bedfordshire

BA (Hons) Early years education
Modules Read
 Year Three: Understanding the workplace, supporting early learning, 21st century childhood
and a dissertation
 Year Two: Early representations of literacy and numeracy, research methods, inclusive education,
and early years curriculum studies
I was the history course representative, as well as a peer assisted learner for first year students
during my second and third years. I organized weekly sessions, so students could assimilate
themselves with the routine and work ethic expected at university.
2009-2011 Fairfield College, Manchester
A- levels: English Literature (B) History (B) Religious studies (C)
2004-2009 Manchester Grammer school
GCSEs: 8 A-C including Maths, English and Science
Work Experience
2011-2014 Teaching observations and experience (Voluntary)

4 Only include this section if the skills gained are directly relevant to teaching

Throughout my degree, I spent one day a week in local schools, where I was able to observe and
support pupils in the classroom on one to one basis. This valuable experience has helped me to gain
confidence in communicating with children and has confirmed that a career in teaching was the
right choice for me.
2008-2011 Various Employers
A variety of part time and temporary posts including waiting tables, serving customers in busy
hospitality environments.

5 Give a concise yet comprehensive overview of duties and skills

Skills Gained Included

 Dealing with the general people sometimes in stressful situations
 Time management- I managed the demand of part time roles with academic deadlines
 Supervising/Training- I was given increasing levels of responsibility including training new
members of staff and became a shift supervisor

6 Include evidence of any relevant extracurricular activities

Achievements and Interests

During my time at university, I was secretary for the historic society. I also volunteered as a student
ambassador for the university helping out at fresher’s fayres and on open days showing prospective
students around the campus and answering any questions they had about the course or the
university
I was part of a team with the students union running a display project called resistance showing
the Nazi extermination of disabled people just before the start of world war two.
I enjoy travel, particularly to the places of historical interest.
Effective Business Communication: Curriculum Based on Primary Research 57

References Available on request

7.3.2 Application Letters
Application letters are the means of formal, professional communication with others outside an
organization. Sometimes, letters are used within an organization to formally present a secondary
document, such as a committee report.
Application letters can convey more detail than a memo and should always be used to introduce
your CV.
Below are general guidelines for drafting a application letter as:
 Format a letter with the complete address of the recipient
 Print the letter on letterhead, or compose a header with the sender’s complete address and
contact information
 Use a formal greeting, such as “Dear” or “To whom it may concern”
 Organize the information, and be clear and concise
 Include a formal closing, such as “Sincerely” and sign and print your name
Sample Job Application Letter
Dear Mr. Suhas
I am writing in response to the opening for the post of Vice President which I believe may report
to you.
I can offer you my 15 years of experience in managing projects in top rated multinational companies,
excellent marketing skills and a great self motivator, all of which should make me an ideal
candidate for this opening.
I have attached my résumé for your review and would welcome the chance to speak with you
sometime.
Best regards,
David Johnson
Explanation
Let’s not talk about the structure, right now. In terms of written text, It’s short and sums up the
résumé as it relates to the job. The content asks for the job.
The writer of this letter took the time to think through what would be relevant to me. Instead of
scattering lots of facts in hopes that one was relevant, the candidate offered up an opinion as to
which experiences I should focus on.
And that means the writer isn’t just showing me skills related to the job, he’s showing me he’ll be
the kind of employee who offers up solutions — instead of just laying problems on my desk.
Now let’s see the structured sample business recommendation letter to the unknown authorized
person:

To,
Indian Institute of Management
Ahmedabad
Nov 11, 2016
Sub: Letter of recommendation for Mr. David K. Johnson – Student, MBA Applicant
To whom it may concern
It is with great pleasure and utmost confidence that I recommend Mr. David K. Johnson for MBA
study at IIM Ahmedabad.
I have served as Professor for Mr. David for two years and have been impressed by his responsible
nature.
58 Effective Business Communication: Curriculum Based on Primary Research

He is enthusiastic and motivated about learning. He exhibits good self discipline as well as good
organizational and time management skills.
His academic performance in MIT is outstanding and maintained a 3.8 grade point average while
working a part time job.
He undoubtedly has the intellect, skills and temperament to excel MBA study in your reputed
institute.
Please feel free to contact me for any questions.
Sincerely,

Signature
Suhas Dudhe
Professor-Mechanical Dept.
NIT Warangal
Mobile: 8806XXX489
Email: [email protected]
Critical Errors in Writing Application Letters

1. Typos and grammatical errors.

Typos are a really easy way to land your application in the “no” pile.
“Your communication skills are perceived according to how well the letter is written”. If a typo
or grammatical error is present, the reader may think you were ‘too busy’ or lazy to check your
work or don’t care enough about this job to take the application process seriously. Or worse, they’ll
think you just don’t know how to spell.
Never rely on spell check. Ask a friend or family member to look it over before you submit the
cover letter to the employer.
2. Writing too much.
Today, recruiters and hiring manager do not have the resources or time to read each candidate’s
resume and multi-page cover letter. I encourage people to stick to one page and because people
have short attention spans today, and less time to read each cover letter in full, I suggest writing
in bite-sized nuggets or bullet points.
3. Addressing the letter to the wrong person.
There’s absolutely no excuse for addressing your cover letter to the wrong person. If no name is
provided, omit it completely and list your name and targeted position.
4. Not tailoring the cover letter to the company or job you’re applying to.
The hiring manager will know if you’re using a generic, ‘one size fits all’ cover letter. And they
won’t be impressed. Customize each cover letter targeting the specified job description. A master
cover letter is fine to use as a template or outline, but always remember to tailor it.
5. Forgetting to replace a company name or job title.
If you’re applying for job after job and tailoring your cover letter to each one (like you should be!)
you may find yourself replacing words, names, and titles - rather than rewriting your cover letter
from scratch over and over again - to save time. But be very careful when you do this. If you forget
to replace the company name or job title, this will be a huge turn off to the employer you send it
to.
Effective Business Communication: Curriculum Based on Primary Research 59

6. Being too humble.

Some candidates may think full disclosure is to be commended when in fact it can work against
the person. For instance, saying something like, “While I do not possess 15 years in leadership, I
have led teams and filled in for supervisors when on vacation”, won’t impress.
Talk up what you have achieved and do so with confidence. For example, something like this might
work better: “I have led teams for 15 years throughout many phases in my current company. With
each leadership experience, I gained XYZ.”
7. Being too confident.
While you don’t want to be too humble, you also don’t want to come off as egotistical.
It can be easy or tempting to go overboard boasting about how smart or talented you are in your
cover letter. But don’t. Instead, stay focused on your fact-based achievements and tones it down
on the superlatives. Motivate with a balanced approach and let the reader figure out on their own
just how fabulous you really are.
8. Lying.
This is pretty obvious - but don’t fib. Ever.
It doesn’t help anyone, and they will find out eventually.
9. Justifying why you were part of a layoff or why you quit your job.
Candidates need to focus on the here and now. Employers want current information, succinctly.
Why you were laid off or why you quit is not important. This becomes an immediate red flag and
the perception of the hiring manager tends to be, ‘this person isn’t quite ready to move forward’
or ‘there are a lot of issues that are unresolved,’ and those aren’t the messages you want to send.
10. Listing references.
Save the references for the end of the process. The cover letter is no place to start listing references
or snippets from your latest review. These names may have meaning to you, but to the hiring
leader, these are unknown entities and they’re simply a waste of space.
7.4 Oral Communication (Group Discussion and Debate)
The most popular form of oral communication especially for job seekers is Group discussion and
Debate.
Group Discussion (GD) is basically an interactive oral communication process where exchange of
ideas, thoughts and feelings takes place. It is purposeful and goal oriented activity.

In GD, each member has to listen as well as give his or her views orally with a clear language,
persuasive style with effective voice and gesture.
Hence participation in GD require member to be proficient in oral communication. The goal of the
GD is decided in advance and hence each member is aware of the purpose of the discussion.
A GD may help achieve group goals as well as individual needs. Group goals are common and
shared by each participant while individual needs may be the personal goals of the group member.
Finally we can define GD as a form of systematic and purposeful oral process characterized by the
60 Effective Business Communication: Curriculum Based on Primary Research

formal and structured exchange of views on a particular topic, issue, problem or situation for
developing information and understanding essential for decision making or problem solving.
To participate in GD or debate oral communication, it is better to understand their difference.
Group Discussion and Debate
GD differs from debate in nature, approach as well as procedure.
Group Discussion Debate
Raise a particular issue to positive exchange of views Intended to advocate a particular point of view
GD is cooperative in nature Debate is competitive in nature
Not limited to support the single point of view Limited approach i.e., either in favor or against a given
point of view
GD is designed to reach group consensus Decision in debate depends on voting

Characteristics of Successful Group Discussion

Effective group discussion achieves group goals and decision making. Hence what are the characteristics
for successful GD is very important. Successful GD shares some or all features:
Agreement on group goals: GD begins with a purpose and all the members know why they are
participating in the discussion. Hence, they can concentrate better and can be more active in
realizing the group goals.
The agreement on group goals brings clarity and provides direction to the group.
Goal oriented interaction: Effective GD members are more interested in group goals than promoting
their personal interests. Hence they promote and develop meaningful interactions that help in
implementing the goal of the discussion.
Agreement on Procedure: participants of a successful GD develop procedures like how they will
organize the presentation of the individual views, how exchange of views takes place and how they
will reach group goal. This avoids aggressive members to dominate and monopolise the entire
discussion which may cause discussion to fail or meaningless.
Cooperative and friendly atmosphere: It is quite common that during discussion, disagreements
exits. But due to cooperative and friendly atmosphere, they do not lead to serious conflicts. They
understand different views and try to pool them together to reach group goal.
Use of effective communication techniques: The success of GD depends on use of effective
communication techniques. Effective participants keep the channel open, speaks clearly and precisely
using simple words, short sentences and appropriate pronunciation.
They also use non-verbal communication techniques tactfully and they encourage others to speak.
Equitable distribution of participation: All members are important and no one is allowed to
dominate or monopolize the discussion. Reluctant and shy members are also drawn into the
discussion.
Shared leadership: The leadership functions are shared and performed by various members of the
group. As each member willing to reach group goal, they perform leadership as starting discussion,
keeping the discussion going, encouraging shy participants to participate and so on.
Oral Communication Skills for Group Discussion
The participants in a group discussion must possess not only the subject knowledge but also the
ability to present it in an effective way. The oral competence of the participants can be assessed
by its
 listening skills,
 appropriate language,
 Clarity of expression,
 Positive speech attitudes and adjustments
Effective Business Communication: Curriculum Based on Primary Research 61

 Clear articulation
 effective non-verbal communication and
 Leadership skills like initiative, analysis, Cooperation, Coordination, etc
Essentials of Communication- DOs
 Always think ahead about what you are going to say.
 Use simple words and phrases that are understood by every body.
 Increase your knowledge on all subjects you are required to speak.
 Speak clearly and audibly.
 Check twice with the listener whether you have been understood accurately or not
 In case of an interruption, always do a little recap of what has been already said.
 Always pay undivided attention to the speaker while listening.
 While listening, always make notes of important points.
 Always ask for clarification if you have failed to grasp other’s point of view.
 Repeat what the speaker has said to check whether you have understood accurately.
Essentials of Communication-DON’Ts
 Do not instantly react and mutter something in anger.
 Do not use technical terms & terminologies not understood by majority of people.
 Do not speak too fast or too slow.
 Do not speak in inaudible surroundings, as you won’t be heard.
 Do not assume that every body understands you.
 While listening do not glance here and there as it might distract the speaker.
 Do not interrupt the speaker.
 Do not jump to the conclusion that you have understood everything.
How to Improve Existing Level of Communication?
 Improve language.
 Improve pronunciatioon.
 Work on voice modulation.
 Work on body language.
 Read more
 Listen more
 Avoid reading or watching or listening unwanted literature, gossip, media presentation etc.
 Interact with qualitative people.
 Improve on you topic of discussion,
 Practice meditation & good thoughts.
 Think and speak.
 Do not speak too fast.
 Use simple vocabulary.
 Do not speak only to impress someone.
 Look presentable and confident.
7.5 Summary
In this short chapter on professional communication skills, I tried to describe mainly on written and
oral communication skills required by the job seekers or the professional during their regular day
to day activities.
62 Effective Business Communication: Curriculum Based on Primary Research

The topic written communication gives reader the detailed techniques to build an effective CV and
example with explanation for better understanding. The parameters like structure, style and content
is discussed in detail for CV preparation and job application letters with example.
In today’s competition, every recruiter looks for better oral communication skills in job seekers.
Hence many job seekers have to undergo Group Discussion and debate activities. Hence enough
guidelines has been given for the job seekers to become effective participant in Group discussion
to reach the group goal.
This chapter also throws light on how to improve leadership skills in GD while maintaining
friendly and cooperative environment required for effective GD.
7.6 Key terms with Definition
Rhetoric: The art of effective speaking or writing, especially the exploitation of figures of speech
and other compositional techniques
Contextual: The definition of contextual is depending on the context, or surrounding words,
phrases and paragraphs, of the writing
Attitude: A settled way of thinking or feeling about something
Morality: Principles concerning the distinction between right and wrong or good and bad behavior
Certification: It refers to the confirmation of certain characteristics of an object, person or organization
License: A permit from an authority to own or do something
Egotistical: Excessively absorbed in oneself, self centred
Succinctly: Characterized by clear, precise expression in few words
Monopolize: Obtain exclusive possession or control of organization or trade or service
Articulation: The formation of clear and distinct sounds of speech
7.7 Review Questions
1) List three differences between group discussion and debate.
2) State three elements of written communication.
3) Define Curriculum Vitae and importance of effective application letter.
4) List at least four characteristics of successful group discussion.
7.8 Multiple Choice Questions
1) Which of the following is related to oral communication?
A. Application
B. Tele Conversation
C. Resume
D. Electronic mail
2) Which of the following is related to written communication?
A. Debate
B. GD
C. Electronic Correspondence
D. Interview
3) Debate is
A. Cooperative in nature
B. Competitive in nature
C. No nature
D. Both cooperative and competitive
4) Typos and Grammatical error occurs during
A. Tele conversation
Effective Business Communication: Curriculum Based on Primary Research 63

B. Video presentation
C. Interview
D. Writing application letter
5) Which is not element of written communication skills
A. Structure
B. Style
C. Content
D. None of these
References
1. University of Wisconsin Madison Writing Center. Chicago Style.
2. http://www.wisc.edu/writing/Handbook/DocChiWorksCited.html
3. University of Wisconsin Madison Writing Center. Developing a Thesis Statement.
4. http://www.wisc.edu/writing/Handbook/Thesis.html
5. University of Wisconsin Madison Writing Center. Thesis and Purpose Statements.
6. http://www.wisc.edu/writing/Handbook/Thesis_or_Purpose.html
7. Henriksson, A., comp. Non Campus Mentis: World History According to College Students. New York:
8. Workman, 2001
9. Hassett, James M. A Guide to Effective Communications: a Handbook for Forest Engineering Students.
10. Syracuse: SUNY ESF, 2003
11. Deakin University (2012) Communication Skills, available:http://www.deakin.edu.au/_data/assets/pdf-file/
0014/21326/communication-skills.pdf [accessed 12/06/13]
64 Effective Business Communication: Curriculum Based on Primary Research

9 CHAPTER

TECHNOLOGY IN BUSINESS COMMUNICATION

Mr. Kamlendu Bali 1
1
Executive Director-Concentrix
Mr. Amit Gandhi 2
2
Senior Manager-Concentrix

Structure

 9.1 Learning outcome

 9.2 Introduction
 9.3 Development of Communication in History
 9.4 Development of Means of Communication
 9.5 Business Communication tools based on Internet
 9.6 Latest business communication Apps
 9.7. The implications of using the Internet and Technology for business
 9.8 Guiding principles for Communicating in a diverse, smaller, interconnected world
 9.9 Using Technology to Improve Communication
 9.10 Technology and Ethical Communication
 9.11 Photo(Visual) communication
 9.12 Video Communication
 9.13 Summary
 9.14 Key terms with Definition
 9.15 Review Questions
 9.16 Multiple Choice questions
 9.17 Case Study
Effective Business Communication: Curriculum Based on Primary Research 65

9.1 Learning Outcome

After going through the chapter the audience will be able to appreciate and understand the
following important aspects of impact and use of technology in business communication:
 Technological advancements in the field of business communication
 Availability of various forms of technology-based business communication channels
 Guiding principles on leveraging technology for effective communication in today’s world
 Future of communication technology
9.2 Introduction
Take a moment and look around yourself. Ten years ago it was much different and ten years hence
it will different again. The development and advancement in technology has significantly improved
our lifestyle, where we live and how welive.The impact of technology on our lives is overwhelming
and it has touched all dimensions, including how we communicate. The advancement in the field
of communication has made remarkable progress and improvements. Communication in itself has
not changed, however the means with which we communicate has changed dramatically. The
means associated with the ways we communicate with each other continue to be the key to how
we understand each other. As new technologies emerge, there are new manners associated with
the new method of communication. The advancement of rapidly changing technology in all fields
of development, controlled and managed by man, has immensely affected all walks of life of man
including communication. The time of slow communication in business and snail mail at work
place has gone. The importance of promptbusiness communicationhas become profound. This is
the era of blended technologies of information generation and computer sciences. Smart phones
have provided the facility to check emails anywhere any time. We can now communicate audio-
visually in couple or group, by conferencing on the phone and also sending text. In this chapter,
we will explore how technology is changing the way we communicate in the world of business and
how one can leverage these changes to effectively reach out to our audiences.
9.3 Development of Communication in History
Man’s life has lately become quite complex because of penetration of technology in all walks of life.
The management of such a life is possible by effective communication only. Communication helps
to inform, motivate, control, share, and express emotions. For us humans,communication is essential
for creating a sense of socialcohesion. Just as mankind has evolved over the many centuries, our
means of communication have followed the similar path. What began asprimitive paintings by the
cavemen has now metamorphosed into anarray of choices to express oneself.
The advent of human life on earth also gave birth to communication. The communication in its
most primitive form was found in cave paintings. It’s still a mystery why cavemen painted. There
are many a theories abound, however the most popular states that human painted to instruct to
others on how to find and kill animals for food and also inform which particular animals were safe.
There were many other forms of communications that came in after, however the next most
significant human invention was language. With the development of language, storytelling became
an important form of communication.
In the current modern world, we use far more complex technologies to send important information
to our family, friends and business associates. In the next section, we will look at some of the means
of communication as they developed along with the development of the human kind.
9.4 Development of Means of Communication:
9.4.1 Drawing
The prehistoric paintings and drawings by the cavemen are considered as the very first form of
human communication. Early humans had caves as their homes as caves provided shelter and
protection from nature and predators. Cavemen drew paintings on the walls to convey their
66 Effective Business Communication: Curriculum Based on Primary Research

experiences and knowledge. Language had not developed as yet so paintings and drawings
communicated what words could not.
9.4.2. Writing
Language came into being in the next phase of human evolution and with advent of agriculture
human became settled. 9000 years ago humans became agrarian. Writing became important as
human recognized the importance to keep records. In the beginning, it was pictures that represented
the objects, later pictures represented sounds and ultimately language evolved to later form written
alphabets.
9.4.3 Paper
Human started writing on wood first and then came various forms such as stone, ceramics, cloth,
bark, metal, silk, bamboo and tree leaves. Almost 5000 years ago Egyptians created paper by
harvesting, peeling and slicing the ‘papyrus’ plant into strips. The strips were then layeredand
smoothed to form a flat, uniform sheet. For over 3000 years, human continued to write on paper
as the primary form of communication.
9.4.4 Printing
It has always been tedious and time consuming to write by hand. This showed up how only a few
could read, write and understand during those times. But it was all supposed to change with the
invention of “printing”. In 14th century, block printing was introduced, which involved using
engraved wooden blocks to print single words or letters. This process was later transformed by a
German goldsmith Johannes Gutenberg, who invented a printing machine that contained movable
blocks. Gutenberg’s invention revolutionized book production and books affordable and accessible.
9.4.5 Telegraph
The invention of printing press certainly made dissemination of information and communication
easy however it was still time consuming to send across information from one place to another.
Scientists were searching for a quicker way to transmit information. French scientists invented a
communication machine called the Telegraph. An American inventor Samuel Morse further improved
this system by creating a machine that transformed speech into electric signals and back to the
written words. The telegraph machine became a popular method for quick communication across
long distances.
9.4.6 Telephone
In the later part of the nineteenth century, Alexander Bell invented a telephone, which revolutionized
the communication field. Telephone transferred sound and pitch across a wire by reproducing
sound waves in a continuous, undulating current. Bell’s invention was initially quite unpopular
and failed to create as much excitement as telegraph did a few decades earlier.
9.4.7 Radio
The twentieth century forayed human into a new form of communication that took the entire world
by storm. The short-wave communication used in the First World War flourished into the hottest
communication technology. Recreational broadcasting came around later in 1914 and commercial
broadcasting started in the year 1920.
9.4.8 Photography
Photography started developing in 1800’s, however the initial results were not that encouraging.
Later the discovery of using reverse colours i.e. positive and negative form of photographic technique
revolutionized photography. This remained pretty much unchanged for more than 150 years until
digital technology came into being. Invention of photography directly did not create excitement in
the field of communication however it was a major mile stone for the invention of audiovisual
communication.
Effective Business Communication: Curriculum Based on Primary Research 67

9.4.9 Television
Television appeared for the first time in 1939 in New York. It was seen as an amusing appliance
but being very costly it did not attract much attention and radio continued to be the most liked
form of communication and entertainment. In the beginning a small ten-inch screen TV cost was
over $200 and hence an unattainable luxury. However now it’s a stark difference - only a few forms
of communication had as much an impact as television. From luxury it has become a necessity. It
is now a continuous mode of communication and entertainment.
9.4.10 Mobile Phone
Michael Faraday’s principle, whether space could conduct electricity, was realized by Martin
Cooper in 1973 by inventing the first portable phone handset. Four year later, mobile phones
became an important communication equipment. In the last few decades, cellular phone industry
has made a remarkable advancement by expanding over majority parts of globe and also by
improving the technology used for the development of handsets and communication network.
Present day mobile phone has become a multimedia gadget having number of features. Such
mobile phones can provide the replacement to radio, telephone, television, personal computer and
more. Mobile phone has really made the professional and personal life comfortable by blending
and assimilating various technologies. It wouldn’t be an exaggeration to say that a mobile phone
is a magic tool that is not only the solution for communication problems but also provides many
more services.
9.4.11 Internet
In the year 1967, the Internet was invented for military purposes. Internet works on the principle
of two or more than two computers being connected to each other to work simultaneously and
independently for sharing information and data. One of the definitions of communication: “the
process of sharing and transferring the information and data from one source to another.” One of
the important function of the Internet is transfer of information and data from one computer to
other located in near-by vicinity or may be at a distant place. This included electronic mail (e-mail)
and the use of websites containing vital information. Today the Internet is omnipresent and
virtually free. It is used for a variety of purposessuch as socializing, conducting research, and
advertising. It has surpassed the television as a source of communication because one can receive
any information instantaneously.
9.4.12 Social Media and Blogging
Social media may be defined as websites developed to have three specific purposes. These include:
1) Majority of the content on the site is generated by the users 2) It providesa user, the ability for
high level of interaction, and 3) These sites are easily accessible by other websites. The most
popular form of social media platform is blogging. A “blog” was first developed in 1997. A blog
makes it possible for any person with Internet access to design a website without knowing any form
of coding. Blogs are a very good platform for self-expression. Social media and blogging have
created a new dimension to social relationships.
9.5 Business Communication Tools Based on Internet
The Internet has made possible a wide range of new business communication tools including:
 E-mail – The E-mail has lately become the main form of communication, as it is relatively
fast and cheap and can be used to forward and receive files.
 Instant messaging (IM) – Instant Messaging is faster and more convenient than e-mail or
telephone, and is also an excellent way for people to communicate with one another in real
time.
 VoIP telephony – This has superseded analogue telephony and has reduced the cost of business
phone calls by more than half.
68 Effective Business Communication: Curriculum Based on Primary Research

 Social media – Social media has allowed businesses to communicate on a much more personal
level with their customers no matter where they are.
 Targeted advertising – By using tools such as Adwords, businesses can now target customers
much more accurately than ever before.
 Cloud computing – Cloud computing allows employees to maintain communications with
the company, retrieve and send information from remote locations. Employees do not need
to come to work to access information.
 Video conferencing – Video conferencing allows participants to attend virtual meetings with
colleagues and clients.
 WebRTC – This is a new technology being developed, which will allow businesses to
communicate directly with customers via their websites using embedded audio and video
applications.
9.6 Latest Business Communication Apps
Leveraging the power of Internet, new forms of applications have come into being that enhance
communication power even further through integration.
These applications include:
 Google Chat – This app brings all of Google’s tools including Google Search, Gmail and
Google+ together on a single platform, allowing users to make voice and video calls. It also
maintains logs of every communication.
 Yammer – Much like Twitter but more private, Yammer allows employees to log in using
their company email addresses and chat, collaborate and send messages to each other in
their own private communication space.
 Teambox – This new app is a fully integrated project and task manager, providing a range
of features such as chat, text, planning tools, notes, file storage and time tracking.
 GoToWebinar – This application allows users to create web seminars and address thousands
of people live online. The app includes practice sessions, Q&A and the ability to share documents.
 Skype: Is the most widespread communication app for personal and business. Skype is an
application that provides video chat and voice call services. Users may exchange such digital
documents as images, text, video and any others, and may transmit both text and video messages.
Skype allows the creation of video conference calls. Skype is available for Microsoft Windows,
Macintosh, or Linux, as well as Android, Blackberry, and both Apple and Windows smartphones
and tablets. Skype is based on a freemium model. Much of the service is free, but Skype
Credit or a subscription is required to call a landline or a mobile phone number.
9.7. The Implications of using the Internet and Technology for Business
The Internet has made business communications faster and much more efficient. This has also
changed the way we do business in a number of areas.
 Mobility – Mobile communications allows employees to access the office from anywhere
and has led many businesses to become more mobile. The offices with massive overheads
have become less necessary, and workspace sharing are becoming a more cost-efficient option.
 Outsourcing – Now with employees communicating from anywhere, having to house them
under together one roof is no longer a necessity. This means that businesses can outsource
many non-core processes such as accounts and IT.
 Globalisation – The ability to communicate with anyone, anywhere, anytime also means
that businesses are no longer restricted to local markets and we are now free to trade in
international business and develop new customer bases all over the world.
 Remote workforce – New communication tools allow employees to work from home, which
saves money through not having to house employees in an office and also improves employees’
work-life balance. This has also to an improvement in productivity.
Effective Business Communication: Curriculum Based on Primary Research 69

 Reduced travel – As the world opened up through better communications, the need to travel
overseas for business has reduced. Video conferencing today saves a lot of money every
year that would otherwise be spent on travel and accommodation expenses.
9.8 Guiding Principles for Communicating in a Diverse, Smaller, Interconnected World
The Internet and Technology has made the world a much smaller place. We connect with people
across different cultures and time zones. We all need to get used to workingwith a much diverse
and distributed workforce. In this section, we will look at the advantages and challengesfaced by
a diverse workforce from a communication perspective. We will also examine the key
differencesamongst culture, and looks at ways and means to communicate across cultures.
9.8.1 The Advantages and Challenges of a Diverse Workforce
A diverse workforce offers a much broader spectrum of viewpoints and ideas. It helps organizations
understand and identify with diverse markets, and enables them to benefit from awider range of
talents. According to an IBM executive, more-diverseteams tend to be more innovative over the
long term than those teams composed of people from the same culture.
The diverse workforces and markets do present communicationchallenges. The understanding of
the effect of culture on communication is much more essential the ever before.In terms of definition,
Culture is defined as a shared system of symbols, beliefs, attitudes, values, expectations, and norms
for behavior. We are a member of several cultures, based on our nationality, religious beliefs,
age,and many other factors.Culture influences the way people perceive the world and respond to
others, whichnaturally affects the way each of us communicates. These influencesoperate on a very
fundamental level and we often don’t even recognize theinfluence of culture onour beliefs and
behaviors. This subconscious effect of culture can sometimes create friction as it leads people
tobelieve that everybody should think and feel the way they do. However, the differences can be
profound.
The first step to ensure that cultural differences don’t impact communication isrecognizing key
factors that distinguish one culture from another. Cultural competencyis an appreciation for cultural
differences and it requires a combination of attitude, knowledge, and skills.
9.8.2 Key Aspects of Cultural Diversity
You don’t need to become an expert in every culture with which you dobusiness, but you do need
to attain a basic level of proficiency to ensure successfulcommunication.One can start by accommodating
the differencesas described in the following sections of this chapter. This is an overview only and
generalizationswon’t be accurate. Always consider the unique circumstancesof each instance when
making decisions.
9.8.2.1 Cultural Context
Every communication occurs within a culturalcontext:the mixture of traditions, expectations, and
social rules that help conveythe meaning between members. In a high-context culture, people rely
less on verbal communication and much more onthe context of nonverbal actions and also on the
environmental setting to convey meaning. Examplesof high-context cultures are Japan, China, and
many Middle Eastern countries.In such cultures the rules of life are rarelystated explicitly. Instead,
as individuals grow up, they learn how to recognize situational cues, such as gestures and tone,
and how to respond as expected.In a highcontextculture, the primary role of communication is to
build relationships and not exchange information.
In a low-context culture, people rely more on the explicit content of the message andless on
circumstances. More of the conveyedmeaning is encoded into the actual message itself. Canada and
many Europeancountries are considered low-context cultures. For example, an English speakerfeels
responsible for transmitting the meaning and often places sentences instrict chronological sequence
to establish a clear pattern. In a lowcontextculture, expectations are usually spelled out through
explicit statements.Exchanging information is the primary task ofcommunication in low-context
70 Effective Business Communication: Curriculum Based on Primary Research

cultures. The different expectations of low- and high-context cultures can create misunderstanding
when people try to communicate across their cultural boundaries. The indirectstyle can be a source
of confusion with people from low-contextcultures, who are more accustomed to receiving direct
answers. For example, people from a low-context culture might view the high-context emphasis on
building relationshipsas a waste of time. Conversely, people from a high-context culture might
view thelow-context emphasis on information exchange and task completion as being insensitive.
Contextual differences are quite apparent in the way executives approach situations such as decision
making, negotiating, problem solving, and interaction among various levels in theorganizational
hierarchy.
In low-context cultures, peopletend to focus more on the results of the decisions, a reflection of the
cultural emphasis on logic andprogress. In comparison, higher-context cultures emphasizethe means
by which a decision will bemade. Building relationships can be as importantas the facts and
information used in making the decisions. Therefore negotiators working on businessin such
cultures spend most of their time building relationships rather than detailing out thecontracts.
9.8.2.2. Legal and Ethical Differences
Cultural context have an impact on legal and ethical behavior, which in turn can affect communication.
For example, the meaning of contracts can vary from culture to culture. A manager from an
American Company would tend to view a contract as the end of the negotiating process, while his
counterpart in many Asian cultures might viewthe contract as an agreement to do businessand only
then begin to negotiate the details of the deal.As you conduct business around the world, you’ll
find that legal systems and ethical standards differ from culture to culture.Ethical principles are
based on cultural values, so trying to makeethical choices across cultures can get complicated.
When communicating inother cultures, keep your messages ethical by applying four basic principles:
 Seek mutual ground
 Exclude judgment.
 Send honest messages
 Respect cultural differences
9.8.2.3 Social Customs
Social behavior is guided by many rules, some of them are formaland are specifically articulated
(table manners are an example), while others are more informaland are learned over a period of
time (such as the comfortable distance between two speakers). The combination of formal and
informal rules influences the behavior of everyone in a society in areas such as manners, attitudes,
individualversus community values, attitudes toward status and wealth, and respect for
authority.Understanding the nuances of social customs takes time but most executives are happy
to explain the expectations of their culture.
9.8.2.4 Nonverbal Communication
Nonverbal communication is a vital part of the communication process. Factors ranging from facial
expressionsto dressing style can influence the way receivers decode and interpret messages. Gestures
that you don’t think twice about might seem inappropriate or evenoffensive to someone from
another culture.
9.8.2.5 Age Differences
In some cultures, youth is associated with strength, energy and freedom, while old age is associated
with declining powers and a loss ofrespect and authority. In contrast, in some cultures that value
age and seniority, longevity earnsrespect.In addition to cultural values associated with various life
stages, multiple generations in the workplace present another dimension of diversity. Many workplaces
today, employ up to four generations of workers. Each of thesegenerations has been shaped by
different events, social trends, andtechnological advancements, so it is not surprising that they
often have different values, expectations,and habits. For instance, Generation Y workers (those
Effective Business Communication: Curriculum Based on Primary Research 71

bornbetween 1981 and 1995), also known as the Millennials, have a strong preference for communicating
via short electronic messages, but baby boomers (born between 1946 and 1964) and Generation X
workers (1965 to 1980) sometimes find these brief messages impersonal.
Each generation brings particular strengths to the workplace. For instance, olderworkers offer
broader experience nurtured over many years, and high degrees of “practical intelligence”—the
ability tosolve complex, poorly defined problems.However, gaining the benefits of having
multiplegenerations in a workplace requires accommodation on everyone’s part.
9.8.2.6 Gender
Gender influences workplace communication in many important ways. The perception of men and
women in business varies from culture to cultureand gender bias can range from overt discrimination
to subtle and even unconsciousbeliefs.The ratio of men and women in entry-level professional
positions isroughly equal, while the percentage of management roles held by men increases steadily.
This imbalance can significantly affect communicationin areas such as mentoring, which is a vital
development opportunity formiddle managers.Evidence suggests that men and women tend to
have different communicationstyles. Broadly speaking, men emphasize content and outcomes,
whereas women focus more on relationship maintenance.
9.8.2.7 Religion
One of the most personal and influential aspects of one’s life is religion, which could bring
controversy in a work setting. Some employees feel that theyshould be able to express their beliefs,
but companies try to avoid situationsin which openly expressed religious differences cause friction
between employees.
9.8.2.8 Differently Abled Differences
People with cognitive or physical disability can be at a significant disadvantage in today’s workplace.
It is important to show respect and be sensitiveto differences. There are multitude of technologies
such as such asspeech recognition software, touch screens, or ergonomic equipment available today
to help employeeswith disabilities. These technologies provide opportunities to pursue a greater
range of career paths and access to a broader base of talent.
9.8.3 Advice for Improving Intercultural Communication
In any cross-cultural situation, you can communicate more effectively by following important tips:
 Avoid ethnocentrism: We have the tendency to judge others according to the standards,
behaviors, and customs of one’s own group. When making such comparisons,people often
decide that their own group is superior.
 Avoid stereotyping or assigning a wide range of generalizedattributes to an individual on
the basis of membership in a particulargroup without considering the individual’s unique
characteristics
 Don’t assume that others think, believe, or behave as you do.
 Do accept differences in others without judging them.
 Learn how to communicate respect.
 Tolerate ambiguity
 Do not get distracted by superficial factors such as personal appearances.
 Recognize one’s own cultural biases.
 Be flexible and prepared to change one’s habits and attitudes.
 Observe and learn: the more you learn, the more effective you will be.
9.8.4 Writing for Multilingual Audiences
Businesses recognize that they communicatebest with employees, customers, and other stakeholders
in their native languages and manycompanies invest a lot of time and money in translating
72 Effective Business Communication: Curriculum Based on Primary Research

communicationto achieve this. However, translation itself isn’t always cost effective or possible. To
write effectivelyfor people who are not comfortable using your language, remember these tips
 Use shortwords that say exactly what you mean.
 Avoid words with multiple meanings
 Be clear and rely on specific terms to explain your points.
 State numbers carefully. Use figures (such as 25) instead of spelling numbers out(twenty-
five).
 Avoid using slangs and be careful with technical jargon and abbreviations.
 Be brief and construct sentences that are short and simple.
 Use short paragraphs and each paragraph should contain one topic.
 Use transitions generously and help readers follow your train of thought.
9.8.5 Speaking with Multilingual Audiences
When speaking to people whosenative language is different, follows these tips:
 Speak clearly, simply, and slowly. Pronounce words clearly, stop at distinctpunctuation points,
and make one point at a time.
 Seek feedback, but interpret carefully. Nods and smiles do not usually mean understanding.
 Rephrase if required. In case someone does not understand you, rephrase usingsimpler words.
 Clarify your meaning with examples and use concrete and specificexamples to illustrate vague
ideas.
 Do not talk down to the other person and blame the listener for not understanding.
 Say, “Am I going too fast?” rather than “Is this too difficult for you?”
 Learn phrases in your audience’s language, learning common greetingsand a few simple
phrases simplifies initial contact and shows respect.
 Listen carefully and respectfully. In case you do not understand a comment, ask the personto
repeat it.
 Adapt your conversation style to the others. In case the other personappears to be direct and
straightforward, use that style as well.
 Check for comprehension. After making each point, pause to gaugethe other person’s
comprehension before moving on.
 Clarify what will happen next. At the end of a conversation, be sure that you andthe other
person agree on what has been said and decided.
Finally, remember that oral communication can be more difficult because it happens in real time.
In some situations,written communication will be more successful as it gives a reader the opportunityto
translate in private and at his own pace.
9.9 Using Technology to Improve Communication
Today’s businesses rely heavily on technology to facilitate communication.
In fact, many of the technologies you might use in your personal life, from Facebook toTwitter to
video games, are also used in business
The benefits of technology are not automatic and to communicate effectively,you need to keep
technology in perspective. One should use technological tools productively, guardagainst information
overload, and disengage from the computer frequently to communicatein person.
9.9.1 Keeping Technology in Perspective
Technology is an aid to communication and not a replacement. Technologycannot think for you
and make up for a lack of essential skills. No matter how popular it may be, a technology has
valueonly if it helps deliver the right information to the right people at the right time.
Effective Business Communication: Curriculum Based on Primary Research 73

9.9.2 Using Tools Productively

You don’t have to become an expert to use most communication technologies effectively,however
you do need to be familiar with the basic features and functions youremployer expects you to use.
For example, if you don’t know the basic functions a software, you could spend hours trying to
format a documentthat a skilled user could do so in minutes.
9.9.3 Guarding Against Information Overload
The overuse of technology can lead to information overload,in which people receive more information
than they can effectively process. Informationoverload makes it difficult to discriminate between
useful and useless information. It inhibitsthe ability to think about complex situations, lowers
productivity, and amplifiesstresseven to the point of causing health problems. As a sender, make
sure every message you intend to send is meaningful and important. As a recipient, take steps to
control the number and types ofmessages you receive. Use the filtering features toisolate high-
priority messages. Also, be wary of too many blogs, Twitteraccounts, and other sources of messages.
Take care when expanding yoursocial networks online so that you don’t get buried in posts and
updates and suffer social media fatigue.
9.9.4 Reconnecting with People Frequently
Even the best technologies can hinder communication if they are overused. For instance,a common
complaint among employees is that managers rely too heavily on E-mail anddon’t communicate
face-to-face. Speaking with people over the phone orin person can take more time and effort, and
can sometimes force you to confront unpleasantsituations, but it is often essential for solving tough
problems and maintainingrelationships.
9.10 Technology and Ethical Communication
Ethics are the accepted principles of conduct that govern behavior within a society. Ethical principles
define the boundary between right and wrong. Ethics issimply put “knowing the difference between
what you have a right to do and what is the right thing to do.”
To make the right choices as a communicator, you have a responsibilityto think through not only
what you say but also the consequences of saying it.
Ethical behavior is an organization-wide concern but because communication efforts arethe public
face of an organization, they are subjected to rigorous scrutiny fromregulators, legislators, investors,
consumer groups, environmental groups and anyone else affected by business activities.
Ethical communication includes all relevant information, doesnot violate the rights of others, and
is not deceptive. Examples of unethicalcommunication include the following:
 Plagiarism. Plagiarism is using ideas you have taken from another sourceand presenting
them as your own without giving credit to the original source. Besides being dishonest,
presenting someone else’s work as your own could also violatethe legal rights of the original
author.
 Leaving out information that is required to fully understand a situation
 Misrepresenting numbers. Statistics can be unethically manipulatedby increasing or decreasing
numbers, exaggerating, altering, or omittingnumeric data.
 Distorting images in unethical ways, such as making apackage seem bigger than it really is
or changing the scale of graphs toexaggerate or conceal differences.
 Failing to respect privacy others or failing to adequately protect information entrusted to
your carecan also be considered unethical
The widespread use of social media has increased the attention on transparency, which in this
context refers to openness and giving all participantsin a communication, access to the information
they need to accurately process themessages they are receiving. A key aspect of transparency is
knowing who is behind themessages one receives. Many countries outlaw a number of
marketingtactics,including “fake blogs,” in which a paid agent posing as an independentconsumer
74 Effective Business Communication: Curriculum Based on Primary Research

posts positive stories about a company’s products.Apart from theethical and legal concerns, trying
to fool consumers is simply bad for business.
9.11 Photo(Visual) communication
One of the important forms of communication used by business today is visual communication,
which is done through static picture, photo, signals, map, chart, poster etc. Visual presentation of
information is rapidly having an increasing impact on our life. For example to indicate ‘danger’
we use red sign, to indicate ‘no smoking’, we use an image showing a lighted cigarette with across
mark on it etc.
Types of visual aids used in business communication:
 Objects: This form involves using the actual object to demonstrate or represent something.
For example, a speech about tying knots would be more effective by bringing in a rope.
 Models: Models represent another object to demonstrate an object when use of the real object
is ineffective for some reason. Examples include human skeletal systems, the solar system,
or architecture.
 Graphs: these are used to represent relationships between different quantities. Some of the
important representations are bar graphs, line graphs, pie graphs, and scatter plots.
 Maps: Maps show the geographic areas and are used as aids when speaking of differences
between geographical areas or showing a location.
 Tables: Tables are columns and rows that organize words, symbols, and/or data.
 Photos: Photographs are good tools to make or emphasize a point. For example, when explaining
the shanty-towns in a third world country it would be beneficial to show a picture of one so
the reader can have a better understanding. A photograph is also good to use when the
actual object cannot be viewed.
 Drawing: Drawings are used when photographs do not show exactly what the speaker wants
to show. It could also be used when a photograph is quite detailed. For example, a drawing
or diagram of the circulatory system is a lot more effective than a picture showing the human
circulatory system.
9.12 Video Communication
Video is the most persuasive medium and has exploded as a communications medium over the
past few years. Communicating through video gives us an opportunity to show potential clients
that we are professional and trustworthy. This is crucial to growing businesses because it’s proven
that people will buy from others that they like and trust.
According to Professor Albert Mehrabian of UCLA, 93% of communications effectiveness comes
from how we look and sound rather than what we say. This makes the non-verbal signals such as
facial expressions, gestures, eye contact, posture, and tone of voice extremely crucial. Video –
unlike e-mail and text – empowers us to use these to influence buying decisions by educating the
viewer about our products and services, as well as personalizing our companies and building our
brands.
Video facilitates us to communicate our message effectively through many platforms such as :
 Corporate videos
 Advertisements / promotions streamed on the internet and mobile phones
 Videos of events, presentations and conferences
 Podcasts of media interviews
 Video blogs, and
 Video testimonials
9.13 Summary
The world is transforming at a rapid pace. Technology and Internet are defining the way we
Effective Business Communication: Curriculum Based on Primary Research 75

interact with one another. Distances, time zones and geographic location, over a period of time
have become irrelevant. In this chapter, Technology in Business Communication, we evaluate the
impact of technological advancements in the field of business communication. We will look into
the various forms of communication channels right from time immemorial to the present day to
potentially what future has in store for us. We will take a step further and evaluate the guiding
principles for communicating in a diverse, smaller, interconnected world. At the end, we will look
into the ethical aspects of communication.
9.14 Key terms with Definition
Communication: Communication is defined as imparting or exchanging of information by speaking,
writing, or using some other medium.
Business Communication: Business communication is a process of transmitting information and
thoughts between various parts of an organization and also to people outside the organization such
as customers, investors, suppliers etc. The main function of the business communication is to
convey your message or thoughts effectively to the reader.
Internet: The Internet is defined as a global computer network providing a variety of information
and communication facilities, consisting of interconnected networks using standardized communication
protocols.
Social media: Social media is defined as websites and applications that enable users to create and
share content or to participate in social networking.
Voice over IP (VoIP): VoIP is a methodology and group of technologies for the delivery of voice
communications and multimedia sessions over Internet Protocol (IP) networks, such as the Internet.
WebRTC: Web Real-Time Communication, is an API definition drafted by the World Wide Web
Consortium (W3C) that supports browser-to-browser applications for voice calling, video chat, and
P2P file sharing without the need of either internal or external plugins.
Outsourcing: Outsourcing is a practice used by different companies to reduce costs by transferring
portions of work to outside suppliers rather than completing it internally. Outsourcing is an
effective cost-saving strategy when used properly.
9.15 Review Questions
1. Write a short essay of maximum 500 words on what were the historical means of communication
and how have these transformed to the present day.
2. What are the primary considerations for ethical communication?
3. List the latest applications for real-time communications. Which of these will you use for
business communication
4. What are the implications of using Internet for business?
5. Elaborate on the cultural context of business communication and why is it an important
consideration in the new Internet based world?
9.16 Multiple Choice questions
1. Which of the following is not a technology based communication forms
A. Handwritten
B. Websites
C. Social media
D. Email
2. In which year was the Internet invented
A. 1857
B. 1957
C. 1967
D. 2000
76 Effective Business Communication: Curriculum Based on Primary Research

3. The oldest form of communication is

A. Drawing
B. Written
C. Telegram
D. Television
4. IM stands for :
A. Instant Messaging
B. Initial Messaging
C. Instant Mails
D. All the above
5. Which of the following functions are not available on mobile phone
A. Voice calls
B. Video calls
C. Short messaging service
D. Telegram
9.17 Case Study
Dalbir goes to China
Here is the story of Dalbir, an entrepreneur who went to China with a dream of expanding his
business overseas. He expressed to me how challenging and frustrating it was to get things done
on time and to get feedback from his local team. He said he would ask his Chinese staff to do
certain tasks and they would always agree only to disappoint him by not meeting his expectations
and deadlines.
When I asked Dalbir about his interactions with staff outside of work, he said that he refused to
mix work with pleasure. He normally grabbed lunch alone and ate it at his desk so that he could
continue working. After listening to Dalbir, it was clear to me that he had no idea how different
his cultural behaviors were from the Chinese and how it was deterring him from launching a
successful business in China. After 18 months, Dalbir called it quits and returned home.
I stayed in touch with Dalbir and asked him if he would do anything differently. He paused for
a while. Then I proceeded to ask him if he would dive into the ocean without learning how to
swim? He said, “Of course not. But what does swimming have to do with my Chinese business?”
I told him that it was my analogy for why he would go to China without first understanding the
Chinese language and culture, prior to launching his business there.
Questions for Case Study
1. What could Dalbir have done differently to be successful?
2. How could he leverage technology to his benefit?
3. What forms of technology could have been leveraged to communicate effectively?
4. What would be the 3 critical areas of communication that Dalbir could have adopted ?
References
1. www.coursehero.com/file/13685172/chapter-1pdf/
2. www.ijsrp.org/research-paper-1212/ijsrp-p1250.pdf
3. www.pearsoncanada.ca/media/highered-showcase/multi-product-showcase/bovee-ch01.pdf
Effective Business Communication: Curriculum Based on Primary Research 77

10 CHAPTER

EMAIL COMMUNICATION AND OVERVIEW OF

MESSAGING APPLICATIONS
Mr. Lokesh Mehra1
1
Director (Education Services)-Symantec

Structure

 10.1 Learning Outcome

 10.2 Introduction
 10.3 E-MAIL
 10.4 SOCIAL MEDIA
 10.5 Instant Messaging
 10.6 Summary
 10.7 Key terms with Definition
 10.8 Review Questions
 10.9 Multiple Choice Questions

10.1 Learning Outcome

After studying this chapter, the reader should be able to do the following:
 Explain E-mail techniques –writing meaningful subject lines that grab attention, communicating
concisely, proper tone usage and unwritten rules of e-mail
 Understand when phone may be a better medium to communicate instead of e-mail
 List and explain the important do’s and don’ts of social networking
 Elucidate on some popular messaging applications like Lync, Jabber, Webex and Go to Meeting
 Provide best practices to be adhered to during video conferencing meetings
10.2 Introduction
Business Communication refers to how a company shares information to promote its product or
services to potential consumers via internal and external communication. Communication permits
78 Effective Business Communication: Curriculum Based on Primary Research

us to accomplish greater things as a group, than individually. Contrasting to personal or social

communication, business communication needs to be very effective and efficient on account of
multiple stakeholders, which impacts business interests. Internal communication is a result of
internal employees communicating with each other with the intention of achieving common objectives
– different form factors could comprise internal communication like email, video conferencing,
minutes of a meeting, etc. Depending on the entities involved – the mode of communication could
also be different – for instance between management and staff-circulars, reports, memos, orders are
more common. External communication kicks in when internal people correspond and communicate
with the outside eco system – example suppliers, vendors, agencies, distributors and even customers
or mass public.
In addition to telephone, mobiles, pagers, Facsimile (aka Fax) Machines are still prevalent and used
extensively in defense and government. In short, a fax machine converts the document into an
electronic format enabled for transmission via a telephone line. The recipient fax machine converts
back the signal to text and prints an exact copy of the original document. With a dynamic information
technology landscape, it’s impossible to address all issues related to electronic communications and
social media and the attempt is to provide some fundamental principles to adhere to. We need to
treat all communications with the same attitude, as if we were face to face. E-mail has become an
important channel of communication and has become an important ingredient to any kind of
business dealing.
10.3 E-MAIL
In a corporate environment, an average employee spends about a quarter of the day responding
and crafting new emails. Despite being proficient and glued to the reply button, majority of the
professionals make some embarrassing errors that could have serious professional repercussions.
Do note that email was created for short, brief succinct communication and never to replace a
conversation/live interaction. E-mail is a convenience tool used to inform, inspire and influence
akin to a conventional written letter/memo though not necessarily designed for an immediate
response (that’s where your mobile/telephone comes in handy).Being low cost, easy to forward/
copy, distribute and available 24 x7, email has mushroomed across all organizations. Who? What?
Where? When? are some of the questions your email should be able to answer. Figuring out email
etiquette is an essential skill either as a corporate employee, or as a graduate student, even a
homemaker. Effective e-mail writing is like building a house - you need a good blue print and a
firm foundation. There are some key elements/decorum that one should take into cognizance while
using e-mail as a communication tool. Some of them have been illustrated below
10.3.1 Anatomy of an e-mail
An e-mail address follows a simple protocol [email protected] where the name could connote the first
name or first last name or first.lastname, first_lastname@ acts as separator (called at) followed by
the domain name in which the user is registered, (.) aka dot and then the extension of com, net,
in, etc. Whenever a mail is sent, the mail server identifies the ISP and would route the mail
accordingly i.e. local or over the internet externally.
Salutations: The convention is to use a Mr/Mrs/Ms as a salutation. Based on your relationship with
the recipient, the salutation may change. In multinationals using the first name is the norm and post
a couple of mails with the individuals, you can resort to using the first name. If you are unsure,
stick to the formal safest bet of using Mr/Mrs….. When writing to multiple people the salutation
could be Greetings, Good Morning/Afternoon (depending on the time zone), Dear Colleagues, etc.
Subject: The subject needs to be self-explanatory and crisp – more like a text message. There is
already an information deluge happening in the 21st century and people tune off very fast if content
seems irrelevant to them as every email is competing for attention. As majority of mails are now
seen on the mobile and small device forms, generally the subject line and first line or two is visible
in the recipient’s inbox. Enabling the recipient to scan the subject and decipher its content, provides
them the background and the opportunity to decide if the e-mail needs to be opened or not and
Effective Business Communication: Curriculum Based on Primary Research 79

sift out the valuable information. The subject line should give enough meat to allow an informed
decision. Crafting a well-defined email subject line, is a practice that gets honed with time and there
are no short cuts. Ideally it should be restricted to one subject per email. Preferably, the subject line
should exemplify the topic of the e-mail, actionable and any deadline, if applicable.

Salutation

Message Content
& Actionable
Body

Closing

Signature

Is it possible to change the subject line in a mail thread? – Sure, as the conversation shifts, so should
the subject line. Should it warrant, go ahead and change the subject line while replying. Organizations
have in built address list or allow people to create their own contact and distribution list of
recipients, making it easy for people to pick employees quickly ensuring correct routing of your
email. Due to ease of use, people are likely to blitz their colleagues with e-mail causing an e-mail
overload which may act as counterproductive at times.
Examples based on intent type gives the recipient an idea of what the email contains and a good
reason to click on it.

TYPE EXAMPLE
INVITE Sustainability Meeting at IHC Monday September 5, 2016 at 4 pm
REQUEST Please approve final brochure content by Wednesday, September 21 EOD
REPLY Regional Manager’s feedback on sales incentive and bonus for Q1
UPDATE Senior Leadership Team meeting agenda for Tuesday, October 4
ADVISE Partnership agreement Clause 4.1.2 impacts non exclusivity term
QUERY Distributor and partner numbers in North East region

Body of the e-mail: No one wants to see a long winded email with loads of information but with no
clarity on actionable or what the recipient is expected to do. Amazon CEO - Jeff Bezos is quite
popular for sending very short emails and expects quick responses. So what are the best practices
for the body of the e-mail in case the subject line itself does not suffice?
Limit the email to max five sentences or less and should not be very verbose and wordy. Break
up paragraphs into readable chunks that have a logical flow. Clear writing implies clear thinking.
However, the email should not be so short that it takes 2-3 emails to get the full picture but should
have enough information to respond. No novels to be written but imagine it to be a quick 1-2 min
80 Effective Business Communication: Curriculum Based on Primary Research

telephone conversation or max 1 screen length on the 5 inch phone. Remember the KISS methodology
and a sentence should be on an average of only 17-20 words. If you can summarize your message
that connects all the dots and complete the message, you have done your task – this is akin to the
elevator pitch.

Email
Essentials 101

Concise Brief Message Clear

Salutation Sign off
Subject Line in Body Actionable

There are two schools of thoughts with respect to the body of a mail.
1. Conventional organizations follow the story mode which has a vibrant beginning, middle
and a clear end that holds the reader’s interest.
2. More and more companies are opting for the second school of thought where the conclusion
is shared first unlike academic or legal writing.
Barbara Minto’s Pyramid Principle is one of the most popular techniques used extensively in the
consulting firms. Its 3 core principles are
(1) Start with the answer first –a top down structure reflects the big picture
(2) Group and summarize your supporting arguments - ideas in writing should
always form a pyramid under a single thought
(3) Logically order your supporting ideas - ideas you bring together under
each group actually belong together, are at the same level of importance
as per degree, structure and time

It is imperative to have a flawless email body. In case the body has too many opinions and muddled
thoughts, it obscures the writing which appears unstructured and sometimes repetitive, rambling
and meandering. Step into the shoes of the recipient and ask yourself – why have I been sending
this mail, what is expected of me, etc. In case you are unable to do so it would be best to collate
your thoughts and then write the email. The US Defense forces follow the BLIND methodology for
all electronic exchange where BL = Bottom Line, I = Impact on the organization, N = Next steps
to be taken and D = Details to support the bottom line and any significant discussion points
In case you have a number of questions, its best to use bullet points and prioritize grabbing the
recipient’s attention. There are some other issues that crop up when writing an e-mail listed below.
(a) Tendency to use passive voice – Example
“This annual report was written by Ramesh” –
As a substitute use
“Ramesh wrote the annual report”
(b) Too wordy – Example
“Sales Quarterly results are abridged as an attachment with the e-mail”
Instead use
“Sales Quarterly results are in the attachment email”
“The senior leadership team held a meeting to give attention to the PR issue”
Instead use
“The senior leadership team met to deliberate on the PR issue”.
Effective Business Communication: Curriculum Based on Primary Research 81

As an alternative of using a generic word meaning, elucidate with an emphasis – Example

“Use the fragrance of a flower or the scent of perfume” instead of the “smell of these things”.
Be cautious in using exclamation points for added emphasis. While punctuation is important,
exclamations are not an end to all - If something is important it should be reflected in your text
and hence exclamations should be used sparingly, only when required.
To overcome lack of visual or auditory cues with e-mail, heavy email users coined “smilies” -
simple strings of characters that are interspersed in the e-mail text to convey the writer’s emotions
(cues). In the corporate sector, the most common example is :-). Recommendation is to use them
sparingly as they tend to be quite informal.
Signing off: Ideally, if your name is uncommon then you can sign off with your first name. However,
in large organizations there could be multiple people with the same name like Sanjay or Helen or
Luke – so it would be advisable in this case to put in the full name. Avoid using initials unless you
are really close to the recipient as it’s considered that the sender does not even have time to write
the full name. Nobody likes to see lengthy signatures. Best wishes, Sincerely, Regards, Thank you
are some common salutations used during signing off. While it is your choice of using a quote or
image in your signature– if necessary, then these should reflect the personality of the person. A
signature enables a new recipient to contact you with minimum efforts. With ongoing email
conversations, the signature needs to get omitted. An important area to check in your signature is
to have the ISD and Area code – especially when writing to foreign clients – example if sending
the mail from Delhi, India the land line telephone number should be mentioned as +91 11 XXXXXXXX
or mobile as +91 9999888899.
10.3.2 Once you have drafted your mail, follow these steps taking into account some Do’s and
Don’ts
a) Re-read/proof read what you have written before you send it. Rethink the overall purpose
of the communication - is it to direct, inform, persuade, inspire or change them/do you need
to add any reference or background information?
b) Plug in the To and cc (carbon copy) recipients – we have a habit of starting a new mail by
first adding the recipients – this should ideally be done in the last as you may like to include
some important stakeholder like your manager, departmental head, product manager, etc.
There is a common joke in the corporate sector where an unintended individual may have
been sent confidential information on account of a similar name. As a general rule addresses
in the ‘To:’ are for the people you are directly addressing and ‘cc:’ are for the people you are
indirectly addressing (more for FYI) and want to be on the same page
c) Bcc(Blind Carbon Copy) should be used when you are emailing multiple people and want
to avoid displaying the bcc list and protect their privacy, shielding it from unknown users
– email addresses are invisible to the recipients of the email. Common practice is to mention
the alias e.g. <Bcc-All India Sales> in the start of the body so that people are aware the mail
has gone to all sales folks. As a default, large organizations have a network policy that reflects
the sender’s email in the TO: field in case you have listed multiple recipients in the BCC:
field
d) Shun using negative words (“failure,” “wrong,” or “neglected”) though you may like to be
straightforward – cultural differences may thwart your message of being too curt. Preferably
use words like “kindly”, “please” and “thank you” to make your mail sound courteous. Be
careful with humor, irony and sarcasm
e) Run a spell check. Incorrect spellings, bad grammar, unnecessary capitalization etc. are very
annoying. Often seen that despite responding to an email, names are spelled incorrectly
f) Try and ensure that you keep the thread alive instead of creating a new message while
responding (Post sending an initial e-mail, you may get a response and if you reply to that,
this trail of mails are called a thread)
g) Strict NO NO –
82 Effective Business Communication: Curriculum Based on Primary Research

a. Forwards/chain mails/jokes from your official mail ID – reflects total lack of professionalism
b. Uncanny/poor email ID address like [email protected] [email protected]
[email protected]– use a mature business address
c. Vanilla subject line like a Hi/Hello in a formal business environment does not serve any
purpose
d. Email in all CAPS or all small case – considered SHOUTING or SCREAMING
e. Informal words/jargons/slang like using “u” instead of “you” or “Gr8” instead of “great”
or OMG, LOL, etc.
f. Abbreviations – they may be specific to your organization which your recipient may not
fathom
g. Half sentences – they read like random, unfinished thoughts
h. Leaving out previous message threads when replying, unless the topic has changed and
the previous thread is irrelevant now
i. Heavy attachments – not necessary that every organization allows more than 4-5 MB
attachments (norm). Preferable to check with recipient or use a cloud storage and provide
a link instead
j. Fancy fonts/coloured backgrounds – your email may end up in spam
k. Disparage other people, defame, reprimand, fire anyone – email correspondence always
leaves digital footprints. Best to have a face to face conversation
l. Last minute cancellations/devastating news – use the mobile instead
m. Send an e-mail when in an emotional state of mind or angry (flame mail). It’s best to save
the message in drafts and go/re-read it when you have calmed down
n. Sending a plain thanks or yes I got the mail – clogs the network. If you have to let the
sender know that you have received the mail – do so with an affirmative and indicative
date by when you will respond
o. Send mails in irregular working hours especially if you are a manager like 12.30 am in
the middle of the night. You need to respect other’s time and personal space, unless they
are in a different time zone – example sending a mail to North America from India.
10.3.3 When should one use “Reply to All”
As a recipient, check the CC field. If these stakeholders are pertinent to
the subject being discussed, then you should reply all. The primary
reason being that the sender has gone through the trouble of adding
someone to the CC field is that he would want a select number of
individuals to be an element of the conversation. Merely since a list of
names are in the To: field, it does not indicate their interest to be a party
to your reply or commentary. A Reply to All is employed only when you
are convinced that “all individuals” will be interested in the content of
your response, or need to keep in the knowhow. The dilemma arises
when nobody knows who is meant to read it and who is not and hence
continue to keep everyone copied leading to a compounding effect.
In case someone else forgets to reply all, when required – there is no
need to make a hue and cry of it and showing decorum cc the person(s)
to whom it should have been addressed, as well as the individual who
forgot to send it to all – polite but not hostile.
Figure: Reflecting when not to do a Reply All (Source: Hassan Osman)
10.4 Social Media
Social Media is now an entwined ingredient of our daily life. It has put the customer on the front
foot and firmly in charge of the business-customer relationship. Social media is part of the fabric
Effective Business Communication: Curriculum Based on Primary Research 83
of most enterprise organizations and companies use applications to monitor and track consumers’
general perception and expectations. On one hand, social media has enabled companies to cultivate
customer advocacy and on the other hand, it has also presented severe reputation risk, if anything
goes wrong. Social media enable companies increased exposure, traffic, generate leads, improve
sales, and develop loyal fans and a higher search ranking. Irrespective social media always aligns
to other official channels and does not replace them.
A recent phenomenon is to leverage social media
for instantaneous redressal of customer grievances.
Any official enquiry to social media accounts –
customers have an expectation that their
communication will be addressed quickly from
immediate to within 24 hours. Canned responses
do not cut ice. A personalized acknowledgement
with actionable assurance, specific timelines would
be the correct course of action. Aggregating
customer feedback and grievances across multiple
websites like a combination of Facebook, Twitter,
LinkedIn and Snapchat help companies, especially
in the customer service domain, remain on top
of customer service and experience. Any
unattended complaint especially in the service
industry can damage the brand and its reputation
on account of the viral nature of social media.
Some examples illustrated from the travel and
services industry highlight this.
10.4.1 Social Channel Mix
Unlike e-mail where information may be pushed or solicited, social media is a platform for sharing
content or building relationships with online followers, provide news, insights and opinions.
Irrespective of the media – comments, photos, posts, tweets and videos– whatever you post or say
online, they echo a great deal about your values and beliefs. All platforms have social media
ground rules/guidelines. They welcome debate and intelligent discussions as long they are respectful,
relevant, accurate, and not derogatory and don’t put anybody in legal jeopardy.
Different platforms may have various channels and require different strategies – for example Blogs
(like Wordpress may involve regular entries/commentary), Photo sharing - host and share images
(like Flickr, Instagram); Video Sharing - upload, share, and view videos (like Youtube); Social
networking - social interaction among users through posts, commentaries, links, photos and videos
(Facebook), etc. It is very important to choose the right social media channel depending on the
outcome. The Queensland Government has an interesting channel mix shared below. Numbers 1
(low) – 5 (high) identify the level of use/engagement agencies should conduct with customers
depending on the platform chosen.

Self- Short-term Events Community news Customer

promotion campaigns (promote 3rd party) service
Facebook 2 4 5 3 4
Twitter 2 4 5 3 3
Blogs 5 4 3 1 2
Instagram 1 3 5 3 1
YouTube 4 4 3 2 1
Forums 1 1 3 2 4

Corporates have dedicated digital marketing managers and well laid out policies that handle social
media and regularly run audits on key metrics like reach, audience profiling, IP issues, etc.
84 Effective Business Communication: Curriculum Based on Primary Research

10.4.2 Online Jams

Akin musicians that get together, collaborate, improvise
and jam, social media too has seen multiple forums where
an online Jam is a gathering of people in an online space
(sometimes > 10K) to discuss, collaborate around specific
issues and work towards a concrete solution. IBM was the
pioneer in creating this concept of an Online Jam way back
in early 2000. Conducted especially to jump start projects
and brainstorm on societal issues to come up with innovative
solutions, is the primary reason for conducting these online
jams. The flow moves from allowing people to post their
idea (everyone has an equal voice), discuss it in length and
then take a vote on the said topic. It is a crowd sourcing
technique to solve a business problem
Habitat Jam garneted 39,000 participants globally
www.globaldialoguecenter.com/exhibits/ backbone/
index.shtml to produce > 70 actionable ideas for the United
Nations to consider.
A number of companies are creating an innovation culture
where they run such events to collate best ideas, think out
of the box, and build prototypes irrespective of geographical
boundaries and time zones. This enables them to be flexible,
amenable to new opportunities and act as a startup, despite
their gargantuan organization structures. On joining
Microsoft, Satya Nadella’s first initiative was to run such
internal sessions called “Microsoft Hack Days”. Google runs
open office hours where employees are encouraged to submit
their innovative ideas post the jam. The idea of these Online
Jams is to facilitate innovation to flourish without any fear
or retribution and ingrain speedy decisions in the DNA of
the company.
H’ble Prime Minister Modi used the same to realize that a
regular communication channel was needed with the citizens
giving birth to “Man ki baat”, a radio program. The concept
of smart cities and giving up of LPG connections was picked
through one of the social jam sessions under Mygov.
Quite popular with the tweeting community, a specific hour
is dedicated for one topic and all like-minded people/stakeholders with common goals discuss the
topic with specific hashtag #. The outcomes of the Jam are collated with results used to create a
strategic action plans. Other social media channels could be used to announce and promote the
topic. #Eduin is a popular tweet jam that occurs on the last Thursday of every month and the figure
illustrates how Facebook is used to promote it in advance.
10.4.3 Navigating Social Media
While there could be multiple objectives of using social
media the ones that stand out are to earn attention, share
of voice, engage with prospective customers, build your
brand reputation, competitive analysis, get real-time
feedback about your product/services/solutions and zero
down in on key prospects.
CARDINAL RULE - you bear sole responsibility for what
Effective Business Communication: Curriculum Based on Primary Research 85

you post and use your common sense

Given below are “Pitfalls to Avoid” to support your social media goals
Don’t
 While your time away on social media - unless you are part of the Digital Marketing team
or leverage social media for work related stuff, advisable not to spend time on social media
during office hours.
 Post confidential/sensitive information or Infringe on personal privacy of others
 Trespass IPR and copyright – easy to get carried away with beautiful photographs, videos
available on the internet without proper permissions
 Impersonate yourself with a fake identity – disguising or misrepresenting yourself as any
other individual or alias
 Threaten, abuse, post racist comments, defame or troll
 Retweet or re-share without going through the original content first – may be a poorly written
blog or incorrect factual tweet. Your credibility is at stake
 Run away from a fight or hide – no need to censor a negative comment, acknowledge – a
transparent response reflects concern and pro-activeness in resolving issues from your
organization’s end
 Use canned responses – humanize and personalize your answer
 Deceive or exaggerate with incorrect information
BEWARE: While signing on to any platform, you do give them your lawful consent to their terms
of use which generally include but are not limited to use your ideas, photos, videos, opinions, etc.
which no longer remain confidential
Some Do’s
 Make certain of 100% computer security - Create strong passwords and use privacy settings
 Stay active - update your accounts with new content regularly and consistently. Depending
on the industry this could vary from a couple of hours to weekly. Please proof read any
content before posting. A recent study revealed that 57% of Indian Govt. websites are not
updated even monthly.
 Ensure moderator monitors posted comments and deletes inappropriate ones. Understand
your audience likes/dislikes and create content catering to that. Social media is all about
nurturing existing relationships and developing new ones and having one voice across all
channel helps
 Verify requests, links, attachments, etc. that you may post/host/accept – malicious codes
and phishing is rampant
 Prioritize your channel – one size does not fit all - example Linkedin(industry focused) may
be providing more inputs than Facebook (causal surfer) or Twitter (rapid fire conversation)
and could be beneficial to focus your energy on that channel rather than thinly spreading
yourself out across all
 Leverage photos and videos as to attract more clicks and retweets – visual engagement has
been found to be more engrossing. Live streaming is becoming an attractive proposition
 Build a social media calendar and try out new platforms that may come up to test its impact
on your audience
 Exercise the power of analytics –likes/dislikes, traffic timing, improved customer engagement,
etc. all can be captured
On the personal front – if you check in to a shopping mall when you have called in sick at office
– now how foolish could that be.
10.5 Instant Messaging
Instant messaging (IM) – An online real-time text transmission chat over the net and rather than
86 Effective Business Communication: Curriculum Based on Primary Research

SMS and could include audio, video, graphics and exchange of emoticons and stickers. Considered
more efficient IM has multiple advantages over both e-mail and phone but is primarily used more
for an informal conversation. Yes, queries can be resolved instantaneously but they are not an
official record and e-mail may be more appropriate in that case. Generally IM is preferable during
one to one discussions. Statistia provides the 10 most popular apps globally and we shall discuss
some of them here.

Most popular global mobile messenger apps as of April 2016, based on number of monthly active users (in millions)
Source: Statista

Acquired by Facebook in 2014, WhatsApp Messenger is a free cross-platform mobile messaging app
that allows users to exchange messages. Available across 109 countries, WhatsApp is installed on
> 90% of the Android phones in India and is used for 37 min on an average daily basis. Besides
India, WhatsApp is very popular in Brazil, Mexico, Russia, UK and several South American
countries. Very popular among teens, WeChat (part of Tencent) and QQ Mobile in China and LINE
(originated in Japan) are catching up. Facebook Messenger is the most popular app in the US
claiming presence in 49 countries including Australia and Canada. Viber is very widespread in
Eastern Europe and is the top app in Belarus, Moldova, Ukraine, etc. As per the PARIS based media
agency KRDS mobile operators lost billions on account of people using messaging apps rather than
SMS.
Conversely, all the above IM are mainly for personal use - Enterprise IM is now picking up and
disrupting Business Communication. With a two-fold advantage of recording the conversation (for
audit trail purpose) and Presence Awareness (availability of an individual) is turning now to be
the biggest draw.
Examples of Enterprise IM (EIM) usage – Say you need to call the printer urgently and are unable
to trace his number. Since one of your marketing colleagues had recently got some work done by
the printer – you are pretty sure that this colleague could possibly have the number – so either you
could text the colleague (which may or may not be seen). Your colleague’s green (available)
presence enables you to start an instant IM with him to get the printer’s contact number. Say you
wanted to do a cross check of a particular invoice/quote amount – instead of setting up a separate
meeting – the EIM chat allows you to get the requisite information, instantaneously. Similarly if
you want to check a colleague where he is, you could ping him on IM and then based on his
availability go and catch up with him. Nevertheless, there is a downside as employees’ start using
EIM as the primary mode of communication though the person being contacted is in the adjacent
cubicle – this destroys interpersonal communication. Unlike verbal communication, in EIM a lot is
hinged on the fact that the meaning of the words sent by you is being interpreted exactly as you
intended – in case they are interpreted differently, this could result in misperception, confusion or
Effective Business Communication: Curriculum Based on Primary Research 87

a muddle. This is quite common when sharing information in disparate cultural environments.
Secondly typing always takes additional time than speaking – EIM works when you need a very
short Yes/No answer, else its best to talk or meet the individual unless it’s a virtual team.
Slack is one such tool which is attempting to replace e-mail with its instant messaging features. The
channels within the tool enable teams to branch out and have separate private discussions -
example sales team may have a different channel and so can finance or marketing and when
needed all can be addressed via a common channel for company-wide discussions and announcements.
In-app messengers residing in websites (generally in the format of a live chat bubble at the RHS
bottom of the webpage permit organizations to engage with customers on their sales queries and
service related issues (support). Intercom (https://www.intercom.io/) is one of the leading players
in this field.
10.5.1 Collaboration Tools
To facilitate the exchange of ideas, foster innovation in minimal time and lower costs, corporate
today thrive on real time communication services such as instant messaging (IM), audio/video
conferencing, VoIP, content/data sharing besides email and SMS. Businesses use it connect
geographically dispersed teams (training, product design, sale bids, etc.) as well for external
communications with distributors, supply chain partners, investors, clients and potential recruits.
These services are known as Unified Communications and along with integration of social media
become Unified collaboration. The popular ones include Cisco Webex, Microsoft Lync and Citrix
GotoMeeting and companies adopt them depending on the choice of business interoperability and
scalability and flexibility of anytime anywhere. Telepresence has also picked up but requires high
bandwidth. We would share briefly details about the 3 most popular collaboration tools which are
a mix of desktop as well as full video conferencing.
10.5.2 Microsoft Lynclike all conferencing
solutions engages audiences in events,
online meetings and, training. It unifies
voice and video calls (high quality video),
Lync meetings, presence, and instant
messaging one easy-to-use client, making it simple to choose and switch between different forms
of communication. It can be used to collaborate on whiteboards, run a presentation and ideate on
a project/idea with minimal cost and no travel. Adapting to network conditions it allows the user
to use the device he wants (iOS, Android smartphones, Windows PCs, Windows Phone, etc.) as
well as extend the meeting outside the organization - PC and Mac users can join a Lync Meeting
from anywhere to experience data collaboration, instant messaging, multiparty video, sharing and
voice. For online meetings you have the ability to provide external participants with dial-in numbers
so they can join via phone
Typical Lync interface allows you to add internal and external
contacts, they indicate presence, such as Available, Offline,
and Busy (changes with location too) – quite a useful feature
in case you want to call that person or see if he is in a
meeting.
To send a message, double-click the contact person in your
list. An IM message input area opens, and the participants
can begin typing in the message window.
Being a Microsoft product, Lync is deeply integrated with
Outlook and provides an option to start a meeting
immediately or later, share a presentation, share your
desktop/other program, collaborate on a whiteboard (blank
88 Effective Business Communication: Curriculum Based on Primary Research

page for notes, drawings, or imported images that meeting participants can work on together),
Conduct a Poll (results can be saved as a.csv file), etc.
10.5.3 Cisco Webex – similar to all the above Lync features, some of the key ones include - Join/
Start Meetings, Schedule/Cancel Meetings, Audio (Call Me, Connect to Internet), High Quality
Video, Record Meetings (as Host), View Shared Content, File Sharing, Attendee List, Chat with
Participants though with a different interface

It also allows the meeting to be conducted or connected via the phone too.

Cisco Jabber is another tool used extensively in corporate

and is very similar to Lync. Your presence or status is
displayed to colleagues, so they know if you are available
or not. Your status changes based on your calendar,
when you are on a call, or if your computer is idle for
a certain amount of time (i.e. if you are in a meeting,
it will say “in a meeting” or if you are on the phone
it will say “in a call”). You can manually change your
status by clicking on it in your Jabber client: Available,
Away or Do Not Disturb. It provides for customizing
your message based on the availability state.

10.5.4 Citrix GotoMeeting – is another collaboration tool similar to both Lync and Webex and some

of its features include

Effective Business Communication: Curriculum Based on Primary Research 89

Despite issues of interoperability, obsolete equipment/software, low bandwidth, a number of

sectors have seen widespread adoption of video conferencing – example Education (IIM’s, Byju for
distance learning/coaching), Apollo Healthcare (telemedicine), Banking (virtual teller and financial
advisors), hospitality (virtual concierge), and public sector (court judgments of under trials). Secondly
with multiple form factors, we have seen the shift from traditional conference rooms to using video
available on laptops, mobiles and tablets.
10.5.5 Some Best Practices to Adopt for Video Conferencing meetings
Before the meeting begins, do a test run to ensure all settings – microphone, video are functional.
Try and join the meeting at least 2-4 min in advance. It would look very awkward if you are the
last person to join in. Avoid any embarrassing situation with open non official web pages, on
display – it is advisable to close all non-relevant windows and applications
In-Meeting
 Prepare files, documents, or apps before you share content/screen
 Announce that you are recording a meeting at the start of meeting
 The chat facility enables you to reach out to specific individuals via a private message or
send group message(s) during the meeting
 As Host, assign another participant as Host if departing early so that meeting can continue
 Avoid any eating or drinking as could be perceived as culturally insensitive
Audio
 Mute when you are not speaking to reduce background noise, key strokes on the keyboard
can be heard distinctly and present a wrong impression
 Speak with a firm and friendly tone and don’t interrupt and cut off when someone is speaking,
unless urgently required
 Consider proper conversation etiquette (crosstalk, introductions, summary, etc.)
Video (in case mandatory, else screen sharing program suffices)
 Observe room lighting (windows, lights, blinds)
 Dress in appropriate clothing
 Maintain eye contact and use gestures
 Background should be professional
 Camera view, to maintain face-to-face contact
90 Effective Business Communication: Curriculum Based on Primary Research

 Avoid sneaking a peak - texting/checking your mobile as can be seen on camera that your
attention is diverted
10.6 Summary
With globalization of business, even a Small and Medium Enterprise today can expand its footprint
worldwide leveraging technology that is enabling people to work and connect remotely. E-mail
usage has grown manifold being an inexpensive tool, easily accessible from a desktop to a phone
and connecting employees, vendors, suppliers. Truly adhering to the adage of “seeing is believing”,
millennials, who are conversant with technology, prefer using instant messaging tools or visual
communication to put their point forth, effectively. Engaging relationships can now be developed
and strengthened by using different devices and collaboration tools helping achieve speed, scale,
mobility, agility and competitive advantage not necessarily requiring a physical face to face
communication every time.
10.7 Key terms with Definition
Communication Ability to transfer information from one sender to another such that the
information exchanged is understood by both the parties. In this chapter the
focus has been on written communication though verbal communication
plays a much critical role like tone, gestures, which enable the sender to
modify the communication accordingly
E-mail Electronic message sent over a network from one user to another or multiple
recipients
Instant Messaging Also known as IM – Screen to Screen real time shared messaging software
app that lets you send a message which instantly pops up in a dialog box
at the recipients end
Video Conferencing Using audio and video technologies for communication between two or
more parties
Abbreviations
EOD End of Day
EIM Enterprise Instant Messaging
FYI For Your Information
ISD International Subscriber Dialling
ISP Internet Service Provider
KISS Keep It Short and Simple
RHS Right Hand Side
10.8 Review Questions
1. What are the various elements of an e-mail?
2. Elucidate some of the best practices when writing an email
3. What is an Online Jam and how is it used?
4. Share the difference between IM and EIM with some examples
5. What should be kept in mind when conducting a video conference?
10.9 Multiple Choice Questions
1. The E in E-mail stands for
A. Evidence
B. Electronic
C. Envelope
Effective Business Communication: Curriculum Based on Primary Research 91

D. Express
2. The various components of an e-mail include
A. Salutation
B. Subject
C. Body
D. All of the above
3. An e-mail in all CAPS is considered equivalent to
A. Being Cool, Hip
B. Screaming, Shouting
C. Very important
D. Reflecting who is the boss
4. Some best practices to adhere to while sending a mail include
A. Proof read and spell check
B. State your initials only as the recipient knows you
C. Put all address in To
D. Both (a) and (b)
5. Leveraging online channels to brainstorm on a business problem to come up with an innovative
solution involving a multitude of people. This is known as
A. Online Jam
B. Customer Advocacy
C. Virtual Engagement
D. None of the above
6. The most popular messenger globally today is
A. Viber
B. Facebook Messenger
C. Blackberry Messenger
D. Whatsapp
References
1. Microsoft Corporation. (2014). 12 tips for better email etiquette. Retrieved from http://office.microsoft.com/
en-us/outlook-help/12-tips-for-better-email-etiquette-HA001205410.aspx
2. The Writing Center, The University of North Carolina at Chapel Hill. (2013). Effective email Communication.
Retrieved from http://writingcenter.unc.edu/handouts/effective-email-communication/
3. Corporate Employability Skills, IT Trends and Social Networking, Centre for Education and Growth 2016|ISBN:978-
9385000638
4. The Pyramid Principle – Barbara Minto Prentice Hall third revised edition 2009 | ISBN: 9780273710516
5. Collective Wisdom - www.collaborationjam.com
6. Queensland Government Social Media Guidelines- Retrieved from http://www.qld.gov.au/web/social-media/
principles/appendixb.html
7. The World of Messaging Apps. Retrieved from https://www.similarweb.com/blog/worldwide-messaging-
apps
92 Effective Business Communication: Curriculum Based on Primary Research

13 CHAPTER

EXTERNAL COMMUNICATION
Mr. Sudershan Banerjee 1
1
President & COO, Starting Point Global Inc. and former CEO Kodak, Amway and
Vodafone in Emerging Markets
Parinita Sinha2
2
Assistant Professor, Delhi Technological University

Structure
 13.1 Learning Outcome
 13.2 Section A
 13.3 Section B
 13.4 Section C
 13.5 Section D
 13.6 Summary
 13.7 Key terms with Definition
 13.8 Review Questions
 13.9 Situational Questions
 13.10 Multiple Choice Questions

13.1 Learning Outcome

After reading this chapter, the learner should be able to:
1. Define external business communication and the role of technology is shaping the future of
communication
2. Explain how good external business communication demands a fine balance between form
and content
3. The role played by “O-S-P-E”-Objective, Strategy, Planning and Evaluation in giving a shape
and form to the message.
4. Understand how brand loyalty is created through good communication strategies within
and outside the business organisation; the 4A’s of building reputation.
5. The significance of ethics and risks involved in communication and making appropriate response
in situations of crisis
Effective Business Communication: Curriculum Based on Primary Research 93

6. Explain why etiquette and rules are important in corporate communication.

7. Understand how to write memorandum, create Press/media release, Annual reports etc.
13.2 Section A
13.2.1 Introduction
The Genesis of Communication Ecosystem
In his book, Eve Spoke, evolutionist Philip Lieberman admitted:

Speech is so essential to our concept of intelligence that its possession is

virtually equated with being human. Animals who talk are human because
what sets us apart from other animals is the “gift” of speech. 1

Human communication has passed through several phases of development in the last 500,000years.
From cave paintings, to Petro glyphs ( 10000 BC), to Pictograms , Ideograms, cuneiform writings
and alphabets- humanity has witnessed a tremendous evolution in its capacity to build networks
of communication. Our stories are as much important to us today , as they were to people who
lived thousands of years ago. As communication networks evolve from simple to complex in terms
of process, method and organisation, it has also become smarter, smoother and better. In 30,000
BCE- the era of primitive cave paintings in which pigments made from the juice of fruits, berries,
coloured minerals, animal blood were used to create pictorial representations of life and history.
In the twenty first century the ‘worldwide web’ and the IT Revolution have changed the face of
human communication forever.
The Oxford Dictionary provides the origin of the word communication as derived from the Latin
verb communicare meaning “to share” and defines it as the imparting or exchanging of information
by speaking, writing, or using some other medium and as a letter or message containing information
or news 2. Although the methods and mediums of communication have changed, its essence has
remained the same, and that is to share.
Effect of Technology and the Future of Communication
Human life in twenty first century is defined by speed and technology. Speed is the key word for
all technologies that surround us and touch our lives in different ways. Huge technological leaps
are transforming humanity at large and the future of communication is being made and shaped
every moment, bit by bit, step by step. To give an example, the development of Esperanto could be
taken as a case in point. In order to reduce the complexities raised by different languages spoken
by different communities, developing a uniform, artificial language could be a step that would
change global communications forever. In 1887 Ludwig Zamenhof first created Esperanto- an artificially
constructed International Auxiliary Language which does not belong to any country or an ethnic
group- in Poland. Some facts about its existence are remarkable. For example- today it is the most
widely spoken constructed language in the world. It has a regular structure, thus making it easier
to learn and adopt. Esperanto’s presence points out that such changes will affect the world of
communication in the next twenty years to come.
Rapid digitisation of large data in the form of electronic paper, electronic signature, video chats,
webinars and internet based devices are being utilised to increase productivity and simplify
communication across boundaries. The next step in the process is to apply 3D technology to create
a completely simulated human structure through web. Now that video chats are being commonly
used for interviews, lectures, and to even provide professional advice to people from very different
parts of the world, the speculation that in future the communicator’s real persona will be transferred
to a different location through web and simulation is not too far-fetched.
International Communication
International communication is driven by three essential factors-reliability, trust and reputation.
94 Effective Business Communication: Curriculum Based on Primary Research

The business world is undergoing huge transformation with an emphasis on the need for better
management of resources, online marketing tools, e-commerce and online-shopping. All information
about an organisation, it’s value system, it’s product quality and customer feedback are available
online, thus highlighting the need to communicate with the world in a carefully planned manner.
The key differentiators which determine receptiveness are represented in the diagram below:

Figure 1: Receptiveness of Communication is Three Factor Based

13.2.2 External Communication
External Business Communication refers to all kinds of exchange of information between a business house
and the external environment.
More specifically, external business communication can be called a complex network of sharing of
visions- both big and small- of the company with people/stakeholders/consumers in order to
accomplish a goal by forming appropriate links between the corporate house and the target audience.
A company adopts various methods of communication to establish continuity between in-house
interactions on policies and goals to be achieved with the external world. The communication
experts, marketing heads in the company are responsible for providing constant updates from time
to time
Businesses thrive upon effective communication of imaginations and future visions. It is important
to understand that the vision of an individual when shared by many, forms the core of a business.
As this ‘sharing’ widens its circle, the process involves formulating answers to various questions
on how to, with whom, when and why. It is for this reason that communication becomes as significant
a tool for the company’s progress as networking, marketing, managing, manufacturing etc. Ultimately
there is a chain of communications which is set up to meet the demands of professional relationships.
When managers, employees, and CEOs leave their respective chairs after spending productive
years of their lives, they leave behind them a legacy of such communications for the new recruits
to follow and thus the business keeps running like before until major policy changes are brought
in.
The figure below illustrates the communication chain in the form of a chart:

Internal
Vision Strategies
communication

Message External
Sharing
exchange Communication

Vision
Core Team Employees
fulfilled

Figure 2: The Communication Chain

Effective Business Communication: Curriculum Based on Primary Research 95

Take a Break (TAB) 1: OBSERVE

Imagine a scene- Imagine you are going to a shop with some coins in your hands. In exchange
of the coins you get something from the shop and you come back with the remaining amount.
Now hold the coin in your hand to make observations.
Observation-There are three striking features in a coin that we can gather from simple observation.
First, there is the matter which gives the coin its appearance and feel-copper, bronze, silver, gold
etc ; second there is a value assigned to it, and third, it carries information to be communicated
to posterity.
Inference-A coin is like a documentation of the timeline of the ruling power- the focus of the
regime during which it was made and most importantly the intention of the maker. A coin acts
as a communicator of mutual consent to facilitate an exchange of goods between two parties
according to the MRP rates fixed by the company. Thought: Think about the changes that a single
5Rs coin has undergone in the last 50 years and how changes in weight, minting and language
are related to the changes in five year plans, budget and goals to be achieved by the Indian
government.

Aspects, Dimensions and Challenges

For external communication to be good and effective, internal communication has to be equally
good and clear. This requires dialogue across several levels within the company itself. Internal
communication includes both verbal (written as well as spoken communication ) and non-verbal
(body language, sign language, gestures etc.) exchange of thoughts, ideas and policies.

Decisions

Policies Objective

Strategic Expected
outcome External Communication
connections

Figure 3: Relating Internal and External Communication

The company infrastructure is designed to facilitate clarity in communication so that the balance
between top to down model (the initial step, when the information flows from the highest authority
to the last in the hierarchy) and bottom to top model (the final step, feedback, criticism, survey,
ground reports from the bottom to the topmost senior leader) is well maintained. Alignment of
company objectives with employee benefits and aspirations is essential for growth. Instructions
percolate downward from the leaders to subordinates who revert with honest feedback and situation
analysis results. Effective communication eliminates the scope of distortion of messages through
strategic planning in a business friendly environment internally as well as externally.
The challenge lies in providing the stake holders with a balanced view of company policies,
objectives, ethos, best practices and major decisions. In the external environment company interacts
with the following stake holders:
96 Effective Business Communication: Curriculum Based on Primary Research

i) Industry Partners
ii) Funding Agencies (both public and private)
iii) Policy Makers, Research Organisations
iv) Government Offices
v) Media Houses
vi) Loan Providers
vii) Shareholders and
viii) The consumers (users, non-users, potential users). A company should be able to utilize its
resources and channelize them through multiple public fora in order to reach the target audience
with whom a credible communication link has to be established.
Balancing Form and Content
In layman terms, external communication would include the formulation of a message and its
circulation among audiences in a specific format. Technically, effective communication is managed
through stringent stops and controlling mechanisms that monitor the quality of what goes out into
the world. There are four points corresponding to four essential questions of any communication
strategy:
i) Form——how to present-report, memo, order, notice, conference etc
ii) Content——what to present-financial analysis, annual progress, policy changes etc.
iii) Medium——speed of communication, website, e-mail, sms, newspaper, advertisements etc
iv) Target——audience categorisation according to age, requirement, gender, job profile etc.
There is a pipeline connecting the form (presentation of matter) with content (the matter/message
to be conveyed). As represented below the content and the choice of format adopted to convey the
matter must match each other.

Form Content

The Balancing Act

Figure 4: Effective Communication: Combines Form and Content in the Best Possible Way
At the basic level, the main question that a company must answer before communicating with
others is: Why do we exist?
Answers to such questions can range from philosophical to technical, but in the corporate world,
the answers guide the communicators in finding the right medium, the right message and the right time.
This can lead to several formulations:
a) There can be several reasons for a company’s existence in the society. Most often there is a
requirement -identified as a gap- that a given company proposes to fulfil with its infrastructure,
resource and organised efforts.
b) Each business house makes an outline or a roadmap to reach targets in the best possible
way.
c) The roadmap includes working through SWOT analysis, fixing benchmarks of achievement,
according to time limitations and ways to outsmart competition.
d) The SWOT analysis (Strength, weakness, opportunity, threats) is useful in providing a good
picture of the ground reality and outlines the kind of efforts, required and resources to be
utilised.
Effective Business Communication: Curriculum Based on Primary Research 97

e) Result is evaluated against standards established by the organisation.

f) Evaluation of success is done against certain parameters like customer satisfaction, awareness
in public, quality of service and benefit to the stakeholders. The definition of success goes
beyond mere profit making. A successful campaign takes into consideration all such elements
linked with the overall goodwill which has been created between the company and its
stakeholders.
13.2.3 Define and Refine the Message: The O-S-P-E Route
The message and its content must be analysed before communication. It can be further polished
to check flaws in language and presentation method. The O-S-P-E route i.e. Objective- Strategy-
Planning- Evaluation route discussed below is helpful in finalising the communication means,
methods and objectives to avoid miscommunication.
Objective

Target
Vision
Mission

Define the message in clear terms by identifying the underlying purpose (s):
i. To persuade people (to see things from a different perspective, for e.g. organic products’
benefits)
ii. To motivate (partners, consumers)
iii. To inform (about breakthrough products, what’s new?, upcoming sale etc)
iv. To create an identity (focus on key differentiators)
v. To promote (a specific idea, product etc)
vi. To share (company’s value system, vision etc.)
Depending on the need and requirement as finalised through internal communication, the content
to be sent outside should define the purpose of communication, answer all why’s and what’s,
include all key differentiators and project the value systems according to which a company works.
Hence all attention is first given to the content that has to be circulated. The objective is to find
‘what is to be communicated’. How this will be done forms the second part of the process.
Strategy
The Process :
Step-by-step

Strategy tells us how to communicate the content. The first step is to identify the enablers, inhibiters
and barriers:
 The enablers- these are identified as forces, resources and skills and infrastructural capabilities
that help in achieving a goal, incorporating best practices and choice of sustainable development
models, developing knowledge systems goals, alignment are all enablers
 The inhibiters- lack of facilities, inadequate human resource, inappropriate research/survey
methods, impractical goals
 The barriers- short-sightedness in dealing with local, social, political and environmental realities,
psychological barriers, resistance, hesitation .
The second step is to find ways to enhance performance. Georgia Everse in Harvard Business
Review has pointed out four steps to building and developing what she names “integrated
communications capability” in order to enhance the performance:- i) a strong strategic foundation
within the organisation; ii) the right set of tools to guide the creative efforts of internal teams and
external members; iii) a development process including standard procedures for communications
98 Effective Business Communication: Curriculum Based on Primary Research

development and launch; iv) assembling the right team with right spirit and skill set who can
mentor and motivate employees. 3
The third step is to ensure that the company representatives at several local and international levels
are able to follow instructions and guidelines so that
 internal and external communication is well established
 a reliable link is created between the company and stakeholders
 the organisation’s work ethic and value systems get promoted through services provided.
Planning

Time
bound

Planning is done when the blueprint of the exact matter to be communicated is ready. However,
planning as a process begins with message preparation process. Big multinational companies have
dedicated teams to plan the outcomes with the help of enablers and resources available. Companies’
planning sessions include thorough work and research done according to standard guidelines.
a. Statement of purpose: Just as content is the guide at the first level, good planning means weighing
all options and possibilities in a pragmatic manner at this level. This also means thinking
through the hurdles and anticipating challenges one would face when trying to execute a
plan.
b. Anticipating results/forecasting: Failure in one campaign or launch operation can be difficult to
deal with, especially if there are huge investments flowing into the whole network of
communication. But at the same time, failures are often accepted as good teachers and the
lessons learnt thereof are usually valuable for deciding the next step in the process of
communication strategy.
c. Focussing on outcome: Reputed companies all over the world work according to a framework
to achieve specific targets and are therefore able to achieve the outcomes just as they plan.
Issues related to manufacturing, distribution, advertisement, management, quality checks
and customer services are pre decided and the heads are authorised to make decisions in the
segments they are leading.
d. Planning for the next level assignment: work does not stop when the desired result is achieved.
Instead it moves on to the next level of workable goals. Preparing according to a chain of
positive reactions in which one set of small level success launches the bigger project shows
the foresight of the team members and ensures better performance.
Mark Baratt in his research article entitled “Unveiling Enablers and Inhibitors of Collaborative
planning” defines “collaborative planning” as a collaborative relationship based on information
exchange in support of joint strategic, tactical and operational planning, forecasting and demand
fulfilment process 4. This in a way sums up the whole idea of planning in business communication,
as it looks at the company’s success plan as a joint, collaborative effort of every individual.
Evaluation
 Comparing target with results
 Learning from failures

Measurement and evaluation process is done by considering three factors (Weber Shandwick
worldwide)5:
i) Output- whether objectives set to be achieved with the target audience were accomplished
according to plans
ii) Outtake- whether the audience received the true ‘intention’ of the messages; was the
campaign successful in influencing the audience in a positive way; what impression did they
have of company objectives
Effective Business Communication: Curriculum Based on Primary Research 99

iii) Outcomes: were the activities well designed and suitable, were the business goals
achieved; was there any change in audience taste, attitude and behaviour.
13.2.4 Test of Effective Communication: Creating Brand Loyalty and Reputation
The opinions, anxieties and conflicts experienced in internal communications can influence the
outflow of information and can be extremely harmful to the reputation of a brand or company. As
has already been pointed out, external communications share their beauty and significance from
transparency in internal communication. They both create favourable conditions to foster brand
loyalty and scope for better performance.
It is a well known fact that big brand names neither intend to create a segment of one time buyers
nor are they interested in influencing the opinion of a group of people for one time only. The
objective is to create new customer base while providing benefits to the existing customer groups
of both big and small sizes depending on the company’s target.
There are three types of customers:
 Existing (user)
 Potential (future user)
 Non-user
Different strategies are invented to reach out to all three segments of customers. This results in the
creation of brand loyalty and the company’s widening of loyal customer base not only through paid
advertisements and promotions but also through word of mouth publicity. In an ideal situation,
a loyal customer begins to function like a credible communicative unit of the company itself.

Take A Break 2: The power of Demonstration.

Envision a situation to understand customer loyalty:-There is a customer who wants to buy a water proof
watch. There are three watches A, B and C from three different companies roughly priced the same, but
only one company C offers to try and test its product’s water proof qualities in the shop before buying.
Most customers would believe what they see-the demonstration in the shop where the watch is dropped in
water and taken out after 15 minutes without any damage- instead of the promises they read on the packing
of brands A and B. That is the power of demonstration: a loyal customer adds the truth value and becomes
a living demonstration of the value of product C.

13.2.5 Ethics, Risk and Crisis Response

Ethics in Communication
Ethical concerns form the basis of all major decisions taken by companies. Every organisation wants
to highlight the fact that their business has a role to play in the upliftment of society and the nation
as a whole. Company policies are reviewed from time to time to fit in with the immediate problems
and concerns of the society. Some ethical concerns that the companies are aware of are as follows:
 pollution control norms and measures
 ban on animal testing
 sustainable growth measures
 environmental hazards
 harmful rays reduction in electronic items
 maintenance of natural habitats/ecosystems/ wetlands and preservation of endangered species
 general health of employees, non employment of children
 mechanisms developed to reduce life risks to workers in the industry
 health hazards for children, pregnant women and the elderly
These may not have been a part of company policies 100 years ago, but with the rapid pace of
development and the ever expanding city boundaries, these issues have gathered huge significance
forcing many organisations to bring about complete change in their business operations (for e.g.
100 Effective Business Communication: Curriculum Based on Primary Research

ban on hunting endangered species made many companies look for alternatives to fur, animal skin
etc.).
Organisations build trust by assuring the audiences of the reliability of their products as eco
friendly, herbal, organic and as having no harmful chemicals or fertilisers. Information about the
ethical ways of manufacturing and processing of products (e.g. unpolished cereals and pulses, use
of natural preservatives only, assurance of ‘no cruelty towards animals’ etc.) is a common
communication strategy and a marketing tool.
The term ‘Ethics’ originally comes from the ancient Greek word ethikos-which means character is
the essence of values and habits of a person or a group.
In the broad sense ethics in business is simply the application of everyday moral or ethical norms
to business. Being ethical in business requires acting with an awareness of how the products and
services of an organization, and the actions of its employees, an affect its stakeholders and society
as a whole and developing codes of conduct for doing business in an ethical manner...An organizational
culture most likely to encourage high ethical standards is one that is high in risk tolerance, control,
and conflict tolerance. Managers in such cultures are encouraged to be aggressive and innovative,
are aware that unethical practices will be discovered, and feel free to openly challenge expectations
they consider to be unrealistic or personally undesirable. 6
Business houses collaborate with NGOs and other awareness groups so as to raise awareness about
social ills (like child labour, unequal/low wages, sanitation facilities to workers etc) while contributing
directly through mechanisms that come under Corporate Social responsibility (E.g.- donating funds
towards education of children below poverty line, educating girl child, providing scholarships to
the needy etc.). Their press conferences, annual reports and advertisements stress upon these facts
to build confidence and reputation among their stakeholders.
Risk
External business communication involves prior planning of announcements, press/media releases
and conferences that create an image in the public. Risk is involved because sometimes one wrong
word or statement can tarnish a brand’s image to the extent of no recovery. Circulating official
communication in the public domain therefore, can be a challenging task. Following points should
be kept in mind when making public appearances for official purpose:
 The spokesperson must be fully aware of all incidents and events which preceded the current
media attention.
 The main task of the speaker is to announce, clarify, launch or justify on the company’s behalf.
So irrelevant details should be strictly avoided.
 In the age of social media trolls and viral messages, misrepresentation is as much a reality
as positive response and speedy advertisement. It is advisable to be aware of consequences
and anticipate controversies.
 Written announcements can be planned, offering less scope of miscommunication. At the
same time, written documents can act like word-traps if the company goes against its own
statements in future.
 Announcements and clarifications made through oral communication can be tricky due to
media attention on tiniest of details on body language, gestures (like a hand-shake), attire
and attitude of the speakers. Sometimes, uncomfortable questions and personal histories are
also intentionally alluded to, to catch the speaker on the wrong foot. The spokesperson must
anticipate these and should be well prepared with relevant comments as and when required.
Experienced speakers are usually able to make decent statements in spite of the spontaneity
of oral conversations.
 Announcements and campaigns must be checked by dedicated teams and professional firms
before going into the public. “Misleading” statements and “exaggeration” can be easily found
of and unfulfilled promises can invite legal troubles leading to loss of loyal customers.
Effective Business Communication: Curriculum Based on Primary Research 101

Crisis Response
Dealing with complaints, failure to deliver, mistake and critical feedback is a significant aspect of
managing business communication. In spite of all measures taken to prevent miscommunication,
there may be occasions when company’s reputation is at stake due to some fault in the service or
if they come short of fulfilling the promises they had made.
Following is the three step method to cope with such situations in order to salvage company’s
reputation which is painstakingly built over years:
a) Acknowledge: The first step is to accept and not to defend, if there has been a mistake.
b) Investigate: Ensure that there is no compromise on quality; communicate that the company
is investigating the cause of trouble and is committed to finding a solution on priority basis.
c) Offer solution/s: The Company should create mechanisms to return to the complainant and
keep them in the loop about the solution to be offered; assure that measures will be taken to
avoid such faults in future.
Crisis response expresses the fundamental character of the company and exposes the faults within
its mechanisms. Companies should therefore create value systems wherein such issues are addressed
with utmost care and concern. This might also involve going back to company officials and heads
who are authorised to look into such matters- the communications manager, the network VP, the
production/manufacturing head, Quality control head and the CEO together investigate as to why
and where the problem originated. Then solutions are offered to the customer with the assurance
of better performance and stringent quality checks in future.
13.3 Section B
Etiquette: Significance and Rules
Etiquette is a French word meaning “code of prescribed social behaviour”. Linda and Roger Flavell
trace the word’s history from the French court wherein visitors to royal circles were “issued with
an etiquette, a card bearing instructions which outlined correct dress and procedure, later applied
to behaviour in legal, professional, and diplomatic circles, and finally to the behaviour expected
of any well bred person in the society. 7 Protocol refers to a strict code of conduct that governs
official communication in formal situations.
The business world functions on the basis of good communication strategies directed towards
providing reliable information to clients, customers, media houses etc by building relations and
encouraging other companies to collaborate for achieving targets. Increasing inter-cultural interactions
have brought both diversity and difference of perspective.
Business etiquette helps in cementing relationships within the industry and outside. Strict adherence
to etiquette might appear tedious at times but should be followed because its functions are manifold.
They have the following functions:
i. It helps in fostering creativity because it facilitates free intermingling of ideas while reducing
the scope of misunderstanding. (E.g.: international conferences, seminars, global product launch
etc. pay attention to ethnic, gender and cultural markers while communicating with people
from diverse backgrounds.)
ii. It involves careful consideration of the different worldviews of people without allowing these
to become deterrents in communication. (E.g.: Japanese tend to bow while greeting and they
meet every person individually even if they are in a group)
iii. It involves respect towards difference and diversity. (E.g.: Think about the popularity of the
greeting word “Namastey” as used by foreigners in India. It is a great way to show that they
know, understand and respect, no matter how preliminary or deep their idea of Indian culture
is).
Rules
 Do not be judgemental when making important decisions.
102 Effective Business Communication: Curriculum Based on Primary Research

 Be assertive not aggressive.

 Do not receive calls, texts or check e-mails during meetings.
 Business cards should be politely handed over after the meeting gets over
 Usually people like to be addressed by their names but they might as well have their own
preferences. Some prefer to be called by their titles while others by their first names. Be
careful with these details.
 Take permission from the presiding authority before speaking. Do not interrupt when others
are expressing their opinions, wait for your turn patiently.
 Personal matters, views and opinions should not be discussed just after the meeting or in the
elevator.
Telephone Etiquettes
 Introduce yourself at the beginning of the call.
 Be courteous- use politeness markers like May I, Could you, Please, Shall we, Thank you etc.
 Maintain the level of formality in language especially because a number of official calls to
and from the companies are recorded. Unparliamentarily language and irrelevant messages
can create embarrassing moments for the caller as well as the receiver.
 Note down all the important points of conversations before placing the call. Keep pen, pencil,
notepad, important documents ready so that you don’t have to hunt for these during the
call.
 Avoid interference and noise. Fix timings that are convenient to both the parties and be punctual.
 Show respect towards the concerns of the speaker. Disinterest, negative comments and
unpleasant news if any, must be conveyed in a polite manner and appropriate pitch of voice.
 Keep mobile phone ringer on the silent mode during meetings, presentations, hospital visits,
theatre performances etc.
 Do not be too loud or aggressive during the phone call especially when talking in public.
 Always finish the conversation with proper greetings and give due importance to time
constraints, if any.
Netiquette: Rules to be followed
The word netiquette is made by joining ‘net’ and ‘etiquette’ together. Most of the rules followed
in written official communication should be followed to while using internet services and channels.
The reach and importance of internet and online communications has made it equally mandatory
to set up proper standards of behaviour. Following points should be kept in mind before placing
matter on websites and blogs, social networking sites, in email, text messages and video chats.
 Avoid personal attacks and jargon when sending online documents.
 Be sensitive towards the specific needs and requirements of the clients.
 Behave well even in situations of distress, crisis, disagreement and conflict.
 Check the documents for spelling, grammatical, factual, formatting errors.
 The documents to be sent electronically should follow the guidelines related to font size,
heading/sub-heading, document type (Word, Excel, Pdf, Power Point etc) if specified.
 Avoid run on, conversational style of speaking in the written format. Sometimes the same
tonal variations and rhetorical tools that make oral conversations interesting and interactive
sound inappropriate and hollow when written down as official statements.
 Check for errors related to date and timing especially while sending copied text and documents.
 Do not quote statements, data, facts or statistics without understanding the context in which
they were originally given. Always acknowledge the original creator of the idea.
13.4 Section C
This section introduces the components, heading/subheadings and general format of external
Effective Business Communication: Curriculum Based on Primary Research 103

business communication methods. There are many other ways to interact with the society at large,
but only some of the most common methods have been listed here. The main objective is to provide
a general framework and basic working knowledge of these popular methods of external
communication.
13.4.1 Written Memorandum
A memorandum or memo is issued by a company official to draw attention to an urgent issue/
problem and invites the reader(s) to align with company norms and objectives in order to solve
the problem. Memos are mostly divided into the following broad segments whose text lengths can
vary but the whole write up does not go beyond 2 pages, excluding the enclosures or attachments
if any:

Name of the Organisation

I. The Heading (all components to be indented towards the left hand side of the paper)
To: (name of the receiver, designation)
From: (name of the sender with designation)
Date: (of issue)
Subject: (clear statement of purpose, concise, mostly formal)
II. Introduction to the problem, Context in which the whole matter is to be read, Solution depending
on the gravity of the issue
III. Summary, Discussion: the main objective of the memo, discussion of problem in detail
recommendations
IV. a) Action to be taken by the receiver (fixing an appointment, follow up etc)
b) Attachments/Enclosures of lists, earlier correspondence, meeting recommendations etc.

13.4.2 Press Conference and Press/Media Release

A press conference is an interactive interview organised by an influential person to make announcements
on upcoming events, answer queries, and launch new products or to distribute information about
what new developments have been made in their respective fields through media platforms. The
main objective is to create awareness about the recent developments and generate publicity for the
organisation.
The company representative may also like to distribute copies of official statements during or after
the press conference. The official statement is called Press/Media release and can be quoted or
shared for wider circulation. These days media release refers to information or video clipping that
is sent to the media houses for circulation.
It highlights the main issues, arguments and company’s position on various matters of significance.
Press Release (Main Features)
 Headline
 Date and Location
 Body
 Background/ Context
 Contact
 Concluding line
13.4.3 Annual Report
An annual report is like the progress report of an organisation. It counts the achievements of the
organisation in various segments during the course of one year. Annual report presentation is done
in a formal set up and is usually non-interactive. The company shares significant information with
104 Effective Business Communication: Curriculum Based on Primary Research

the audience but generally no questions are invited from them. The general format of an annual
report is given below:
 Greetings to the invited dignitaries
 Major achievements in all segments: Infrastructure, Outreach programmes, campaigns,
individual functional units of the companies, Research and developments, projects undertaken.
 Accounts, Financial Investment, expenditure, profit and utilisation of funds in several
 Why that particular year has been remarkable, which segments have seen maximum progress
and what does the company want to achieve in the next year.
 Going through performance indicators and milestones achieved, CSR initiatives.
 Best practices, customer -employee association with the company and the level of satisfaction
 The vision and mission of the organisation, future plans.
13.4.4 Bulk SMS and Group Posting
Following rules should be kept in mind when messages are posted in big groups for wider
circulation
 They must be precise. E.g.: The Super SALE at Q-Mart, 20th to 30th Sept. 2016. Flat 30% off.
T& C
 They should catch the reader’s attention in smallest possible phrases: E.g.: 35pSTD!!! Dial
*934#221* to know more!
 They should build upon earlier communication or a campaign launched in previous years.
E.g.: RUN-ON is BACK! Run for a Cause! Support slum children. Gather at THK Maidan on
21.8.2016 at 6.30 A.M.
 The purpose of communication must be clear. E.g.: SUMMER SALSA Brings To You A Chance
To Dance with the Masters! Register for summer classes starting from May 31st, 2016 @ U-
turn Building, First Floor at Shahi Minar, Delhi-06.
 Target the right audience with catchy phrases. Eg:- Jobs Waiting for You at SkillNetDotOne.
Contact: 7111111112
13.5 Section D
This section deals with case studies on the success strategies adopted by three well known and
reputed names from the corporate world. It has already been pointed out in the chapter that success
parameters go much beyond a company’s plan for profit making. The stories shared in this section
emphasise the need to define success through innovative practices that go a long way in creating
a ‘category’ or a ‘brand’. Following are the main highlights from the case studies:
i) Content- the actual quality- which goes into the pipeline emerges as the fundamental ingredient
for success of a business model. Overnight image makeovers might look attractive but do
not offer long term solutions so Do Not Lie.
ii) For effective business communication, the pipeline between form and content should be
connected with the framework of objective. The content of external communication has to be
consistent with internal communication.
iii) To test whether a decisions is right or wrong, ask these three questions: Is it good for the
company? Is it good for the customer? Is it good for our reputation? If answers to these
questions are positive, the decision is right in all probability.
iv) The stories bring out a valuable model for the growth of an organisation- the three A’s that
build reputation:
Effective Business Communication: Curriculum Based on Primary Research 105

Reliability/Trust

Availability-product should Affordability-targeted

optimum price value Acceptability-product/service
be available at an arm's
value proposition is widely
length; builds category/ balance
acceptable
brand cost effective

Figure 5: The 3 A’s for building Reliability/Trust

The above model can be further refined with 4 A’s model suggested by Mr. Jagdish Sheth in the
model given below:

Figure 6: The 4A Model of Marketing 8

Case Study 1

Hutch-Joy of Connecting
Background: Hutchison Essar Telecom a joint venture between Hutchison Whampoa, Hong Kong
and the Max group established in 1992. In 1994, the company became Hutch Essar operating from
Mumbai; it came to Delhi in 1999; to Kolkata and Gujarat in the year 2000. In 2011 Vodafone
group took over Hutch and went on to make it an internationally recognised and reputed brand
in the world. In order to excel in the business, Hutch Essar needed to do all of these: increase
subscriber base; build the brand; enhance customer service and create a world class network to support a
large distribution network in India.
The following objectives were outlined:
 Expand the user base and create desirability
 Create the category of trust and reputation in the telecom industry
 Find ways to reduce the price offer
Challenges: When they started building Hutch Essar, there was no clear cut brand leadership
in India. Moreover, people did not understand the whole category of cell phone as handsets
were very expensive, they were technical to use and the cost of entering the mobile telephoning
was hugely expensive.
106 Effective Business Communication: Curriculum Based on Primary Research

So the category and the brand had to be created by making them available and affordable.
Acceptance was not a problem but creating desirability and methods to go down the pyramid
needed intelligent strategy and plan.
The Turning Point
Value proposition is the primary component of brand creation. There are three questions which
need to be answered to formulate any strategy for success- i) Are you better ii) Are you faster
iii) Are you cheaper? Hutch Essar found solutions to issues related to availability and affordability
and constantly proved that it was better, faster, user friendly and reasonably priced.
 The turning point in the history of Hutch in India came when these three A’s were achieved
to build a distinct category in the Indian telecom industry. The prepaid card motivated the
consumer to go mobile and it served as a great force multiplier. The cost and time spent in
travelling especially for business people was reduced to a great extent. The prepaid cards
were available everywhere and helped in creating trust for the brand.
 The ‘rupee per minute’ phrase in advertisements was changed to ‘paise per second’ because
the customers were charged according to ‘pulse’ (30seconds) and not minutes. The
advertisements communicated this idea as call rates were now displayed as “75 paise per
30seconds” instead of “1.50 Rupees per minute”. All the technology was used to make it
simpler, non technical and affordable. Gradually the charges came down to 40paise as the
cost of operation went down. The psychological barriers were slowly removed as more people
began to buy prepaid cards from Hutch Essar.
 The company began to differentiate itself from others in a subtle manner to create reliability.
They achieved this by providing outstanding network, excellent service quality, good
supportive infrastructure and ability to connect at affordable prices to ensure that Hutch
Essar left a positive impression on the minds of the users. That one question that was asked
every time during internal communication discussions was what was the business all about
and whether it gave ‘joy’ and ‘happiness’ while connecting people. Starting from the top
leadership to all the employees, it was internally well established that they were in the
business of “joy of connecting” people. This understanding was reflected in the external
communication of the company as well.
 Feedback from customers was regularly reviewed and every customer complaint was resolved
within 24 to 48 hours. The advertisement of the company carried the rates of calling according
to per minute basis, although in reality the users were charged according to 30 seconds or
per pulse basis.
Building the Power brand: Within the company all measures were taken to build the category
but it had to be communicated also. The advertisement song summed up the content beautifully
and in a simple way-”You and I, in the beautiful world...” It was communicated how the brand
was being created by offering excellent network quality, customer service quality and communication
quality. Hutch network established its reputation as dependable and trustworthy by delivery of
promise. It was a rare mixture of creativity, branding strategy and user friendly technology
which made Hutch, one of the most trusted names in the telecom industry.

Case Study 2
Building Direct Selling (Amway): Hamara Apna Business
Background:
Amway's philosophy since its inception in 1959 was to "constructively and consistently give back
to society and contribute to social well-being" Today it is "one of the world's largest direct selling
businesses", powered by the following four ideas: Brands That Do Wonders; Opportunities That
Empower; Relationships That Endure; Global Citizenship That's Purposeful.
Effective Business Communication: Curriculum Based on Primary Research 107

Challenges: Amway in India

The three A's required to build reliability and trust were to be created - availability, affordability
and acceptability. They had to sell world class products at affordable rates, develop a distribution
model that could work in cities as well as in the rural areas comprising of more than six thousand
thirty five villages. Amway offered great quality, it's products followed strict international standards
and it had all the resources to support its new venture in India but there were several challenges
that it had to tackle in order to establish its presence as a valued brand name.
There were three major challenges for which company's solutions had to be communicated: i) The
products were limited in range and expensive, so availability was the first challenge that had to
be undertaken ii) Indian customers had to be convinced about the quality of the products, they
were expensive to buy but cheaper to use because they were highly concentrated and would have
lasted for a longer time. iii) Acceptability was also a challenge- the products required better
communication strategies of creating presence and desirability across customer groups. The main
target for Amway was to create reputation for the category.
Situation Analysis: From 'Where are we" to "Where do we want to be" and "How"
Internally, Amway needed to ensure that the company believed and lived its campaign before
reaching out to the customer. Building confidence among distributers, employees and retailers
was important. The next step was to communicate the Amway belief systems and work philosophy
as an organisation in order to bring awareness and gain the trust of stakeholders.
Planning: The 'cookie cutter' approach had failed in India and a strategic framework with following
key points was put in place.
 The company opened its manufacturing units in collaboration with small scale industries
so the overall cost of product was reduced.
 The company opted for direct selling of its products and created a category in it. To make
the products available, widest possible distribution was planned because it was a person to
person business.
 The role and responsibility of distributors had to be well defined. Massive training sessions
were organised to train the distributors (new as well as old) to explain the business model
and the value system being propagated.
 They came up with flexible, low risk plans so that if the customers did not like what they
were doing, they could exit within ninety days. If they did not like the products they could
return the products within thirty days.
 A major part of the communication strategy consisted of familiarising people with the Amway
ways. Around two hundred media persons were invited to the factories to show how the
products were manufactured and packaged. Local languages were used to bridge the gap
between the company and the customers.
 Lessons from past experiences were incorporated into adopting flexibility in approach, careful
analysis of local realities and understanding the mindset of the customer were required.
 An India specific model had to be developed. Usually there are the customers, the employees
and the shareholders whose roles are recognised as significant stakeholders. Now a fourth
dimension was added by acknowledging the invisible stakeholders, the external employees
connected to the company as helpers.
 Each person could bring in six more people and would shift a notch higher in their role in
the company.
 Multi level marketing was practiced and the recommender (customer) was rewarded with
incentives.
 The buyer had to be convinced that the product was expensive to buy but cheapest to use
so a sparkler was added on the packing to highlight that the product was highly concentrated
and therefore would last longer in comparison to other similar, cheaper products of different
companies.
108 Effective Business Communication: Curriculum Based on Primary Research

 The price fear was removed as the company launched sachets to build a favourable environment
and trust amongst the buyers. The "Amway ka Chhota Pack" was introduced to remove
customer resistance to price. With a lower price point starting from Rs 5 per sachet to Rs
450 per bottle, every option was made available to the customer.
 Free sachet (wherever possible) was attached to bigger packing so that people started trying
and appreciating the quality. The money was refunded if people didn't like the product.
Thus an innovation was born in customer service and credibility.
Achievements:
 More and more people began to join in. Housewives who wished to earn little extra and
other satisfied customers began to work first as part time and then full time as they came to
identify with the notion of quality that Amway stood for.
 Finally the company succeeded in making its product acceptable, affordable while confirming
to ideals of credible branding and ethical marketing. It became a movement and a Cult in the
world of entrepreneurship paving the path for the Amway University of Entrepreneurship.
The success of Amway is in recognition of its innovation in customer service and credibility.
 Reputation and respect were the goals that were achieved besides profit making and better
distribution services. "In all countries and territories Amway operates, it follows the principle
of 'giving back' to society - which is carried out under the umbrella campaign, One-By-One.
One-By-One calls all Amway Business Owners (ABOs), employees, affiliates and customers
to 'rally around and support one unified cause: improving the wellbeing of children. Through
this campaign we have the opportunity to make a real, lasting difference by making life
better for children around the world'."
Quotations from the website mentioned below:
http://www.amway.in/store/amway/en/INR/static-pages/amwayAboutAmwayOur
CompanyHomePage

Case Study 3
Kodak-India's Storyteller
Background: KODAK was a very powerful brand name in the world of photography before the
era of digital revolution. In the middle of 1990s to 1995, Government of India allowed big private
companies to enter the Indian market. This change in policies created space for international
brands to launch their products in the country. Kodak had to understand both- the Indian market
as well as the Indian mind.
Challenges: Kodak had these challenges to overcome-i) How to make more Indians take more
pictures ii) And when they took pictures, how to ensure that they preferably used Kodak products
Inhibitors:
 Photography technique was not user friendly and therefore people relied on studios and
camera men to click pictures during special events.
 Capturing picture in a good camera, selecting the right kind of film rolls and then getting
them developed in the studio were seen as expensive, technical and male dominated.
Strategy: The strategy Kodak used was 'Think Global Act Local'. It meant that they introduced
world class quality to the Indian market and offers the same at Indian prices.
What Kodak Did: Kodak did not intend to sell photography devices and tool kits to make profits.
It wanted to make people feel excited about the joy of 'capturing the moment'.
 There were two parts to in the process of photography- firstly there was Picture Taking
which included the camera and the film. Secondly there was Picture Making which involved
picture processing and printing.
Effective Business Communication: Curriculum Based on Primary Research 109

 Kodak made Picture Taking/Making experience affordable. It offered a camera, two films,
two batteries and a three year warranty card in the same pack. They started the local
manufacturing unit in Bangalore and Goa which reduced the cost of the camera exponentially.
 The next step was to make Kodak products and services easily available to the people. They
put the camera in millions of outlets outside of the conventional studio shops into departmental
stores, cassette shops, open kiosk in front of hotels and all over the country. The Kodak film
was everywhere. The FMCG distribution model and the local manufacturing ensured it was
widely available and at a reasonable price.
 They introduced the 'Loan a camera' concept so people could borrow a camera, buy films
and take pictures wherever they went thus making photography very convenient .The box
was changed and used Hindi language while making it consumer friendly as it carried the
instructions for usage in different settings- 'indoor', 'outdoor' and 'sports'. Later on all emerging
markets copied this concept.
 Acceptability was increased by making technology simpler: insert the film, a motor will
automatically load the film on camera, which made pictures taking very easy.
 Picture Making: They took dedicated labs in different cities and converted them into Kodak
express, trained the lab owners and lab technicians to ensure that world class Kodak quality
was delivered to the customer.
Communication Strategy: Picture taking and Picture making was made Available, Affordable, Acceptable
and this had to be communicated.
The customer was advised by the sales person about the technicalities of photography. Kodak
Express stands and advertisement boards painted in red and yellow were put up at every place
possible to increase brand visibility. Presence at multiple locations helped in building confidence.
Instruction manuals were printed in all Indian languages as well as in English to develop a
special bonding with the customer.
What Kodak achieved
 Films used to be very technical for a common user. With instructions in local languages,
advice on the camera box about usage and ease of use, photography ceased to be a man's
domain. Women and children could try their hands and discover the photographer hidden
inside. Even amateurs could now take good pictures as the camera had inbuilt mechanism
to adjust to low light settings and eliminate all kinds of shake.
 Films were made available at every stop-by and on- the-go places where people were most
likely to look for them-the music shops, the video stores, the small shack in a corner on a
tourist spot. They were available to everyone and everywhere.
 Kodak brought in good quality at reduced costs. It made photography personalised and
affordable.
Result: Ease of availability, usage and reasonable pricing brought trust and reliability to Kodak
in India. At the same time the customer began to feel that it was fun to capture moments-from
the visits to mighty mountains to the sight of a child lulled to sleep in the grandparent's lap- all
appeared equally special as they were captured in a Kodak camera.
Outcome: The transformation had begun. Ordinary was becoming special. The Kodak Moment
had been created!
Customer Takeaway: The experience of photography personalised for ever
Every Photo has a story, every story has a photo.
Captured in a photo, the ordinary became special
110 Effective Business Communication: Curriculum Based on Primary Research

13.6 Summary
 The chapter covers the major points related to external business communication. The
introductory section points out how 'sharing' is an important concept especially in business
communication.
 The 'OSPE' route has been suggested to help in finding solutions to questions related to better
management of business communication tools.
 Balance between form and content lies at the heart of effective communication.
 Ethical concerns must be addressed when making major decisions.
 Etiquettes/ netiquettes come to play a significant role in building and sustaining business
relationships by creating understanding and acceptance of diversity.
 In situations of crisis- first, acknowledge and investigate the problem and offer solution.
 4 A's of building reputation: Availability, Affordability, Acceptability, Awareness.
 The last section (Case studies 1, 2 and 3) presents business perspectives from three vantage
points- Hutch, Amway and Kodak, and gives examples of how communication makes an
impact on businesses all over the world.
 The chapter brings out the basic parameters of success as measured through categories like
reliability, ethics and propagation of certain value systems that successful organisations
communicate through media platforms, websites, press conferences and general announcements.
13.7 Key terms with Definition
Business Communication: It refers to the exchange of messages between organisations, its employees
and people. Business communications should be clear and complete.
External Business Communication: It refers to the communication that is sent from the company
to its clients, media, public and all stakeholders with the purpose of informing, clarifying, justifying
or announcing an idea.
Verbal/Non-verbal communication: All types of communication that make use of language- spoken
or written- for expression of content are categorised as verbal. Non verbal communication does not
use words and thoughts but happens through body language, gestures, signs and symbols. Non
verbal and verbal communication complements each other specially when used during oral
communication.
Crisis Response: This term refers to the kind of response companies and organisations make when
there is a situation of crisis. For eg. When there are legal troubles, customer complaints, manufacturing
defects etc.
Stakeholder: Those who are directly influenced by company policies, decisions and announcements-
customers, clients etc.
Protocol: The means, methods and rules of acceptable behavior as followed in an organisation with
a hierarchy or as followed during external communication networking. There are specified channels
and routes that each individual follows in order to pass on or receive verified and authentic
information.
13.8 Review Questions
1. Discuss the role of technology in communication.
2. What is the importance of ethics in communication? Explain.
3. How does good communication strategy help in expanding business? Explain with examples.
4. Describe the OSPE route and its significance in effective business communication.
5. Write your observations on Take a Break 1 and 2. Give relevant examples to explain.
Effective Business Communication: Curriculum Based on Primary Research 111

13.9 Situational Questions

1. Think about an advertisement (television, billboard, newspaper etc.) which according to you
has successfully captured the imagination of people. Analyse it and discuss the following:
i. What makes it: - a) Unique b) Successful?
ii. What does it communicate about the value system of the company?
iii. How does the choice of words, colours, fonts and pictures influence the response of people?
2. How does the presence of a popular face as brand ambassador change the way in which
people relate with the company?
3. Think about the crisis response of any company in recent times. If given a chance to solve
that problem what would be your strategic move?
4. Explain what these taglines/slogans from different companies communicate to you?
i) Macdonald's - I'm lovin it!
ii) Micromax - Nuts Guts Glory.
iii) Amul - The Taste of India.
iv) Hero Motocorp. - A Billion Heroes. A New Heartbeat.
13.10 Multiple Choice Questions
1. Communication means:
A. Sharing with people
B. Aligning thoughts
C. Preparing for presentations
D. Expressing the right content
2. The basis of effective external business communication is:
A. Agreement with well known advertisement agencies
B. Good vocabulary of the speaker
C. Networking with partner institutions
D. Good internal communication
3. Ethics is useful in business communication because
A. It creates difficulties afterwards if not considered during decision making.
B. It helps in building reliability
C. It strengthens company-customer relationship.
D. Modern societies are aware of their rights
E. All/ None of these.
4. Decision making is never about:
A. Company choices
B. Customer needs
C. Personal choices
D. Achievable targets
5. You have to call students for an urgent meeting tomorrow at 9 a.m. in the morning. The
clock shows the time as 11 p.m. What will you do? Give reasons for your answer.
A. You will call them
B. You will group post
C. You will mail them individually
D. You will talk tomorrow morning
112 Effective Business Communication: Curriculum Based on Primary Research

6. You have to represent your corporate house in a press conference. How will you dress up?
Give reasons:
A. Funky dress, sports shoes, colourful wrist band
B. Western Formals, formal shoes, hat on head
C. Western Formals, formal shoes, hair neatly combed/tied up.
D. Indian formals, subtle accessories, shoes that are comfortable yet formal
7. Which pair best compares with the Internal-External business communication duo? Give reasons.
A. Thought/Paper
B. Image/Mirror
C. Office/ Employees
D. Thought/ Expression
8. Does good business communication require updated, relevant research?
A. Yes. It makes the speaker feel confident about the decisions taken.
B. Yes. It makes the communicator appear knowledgeable.
C. No. All information is available online and those who are interested will find on their
own.
D. No. Having good communication skills is a talent people are usually born with, so research
hardly makes any difference.
9. Conflicts can be amicably resolved if:
A. Both the parties are ready to sacrifice
B. Both the parties are ready to come to an agreement
C. One party goes to the court
D. One party is ready to listen.
10. Bulk SMS text related to an upcoming event should have:
A. Detailed report of the programme
B. How to reach the venue directions
C. Date, venue, time, purpose
D. Further links to other events being organised on the same day.
References
1. Lieberman, P. (1998) Eve Spoke: Human Language and Human Evolution, W. W. Norton: New York, P.5
2. Oxford University Press, Online version 2015. DOI: 10.1093/acref/9780199571123.001.0001
3. Everse, Georgia. (2012) “Four Steps to Building a Strategic Communications Capability” [Electronic], https://
hbr.org/2012/03/four-steps-to-building-a-strat March 07. [30.05.2016]
4. Baratt, Mark. (2004) “Unveiling Enablers and Inhibitors of Collaborative Planning” in the International Journal
of Logistics Management. [Electronic], vol. 15, No.1, pp. 74, Available: http://www. emeraldinsight.com/doi/
pdfplus/10.1108/09574090410700248. [28.05.2016]
5. Baeyaert, Paul. (2005) “Deveoping an External Communications Strategy” in Communicating European Research.
Brussels. 14-15 November. Available at Weber Shandwick “The Power to Influence Outcomes” [Electronic]
https: //e c.eu ropa .eu /res ear ch/c onf eren ces /200 5/ce r20 05/p res enta tio ns/1 4/h 1_co mmun ica tion s_
strategy_cer2005.pdf
6. “Principles of Business Ethics”,The Institute of Chartered Accountants of India, Part II Ethics, Volume 1, Chapter
7, Section 7.3, p. 6 [Electronic] www.icai.org/post.html?post_id=6076"Principles of Business Ethics”
7. Linda and Roger Flavell. (1995) Dictionary of Word Origins, Kyle Cathie Ltd.: Great Britain. p 105
8. http://3.bp.blogsppot.com/-YmyMj-iXpn0/VEvkCh5t9ol/AAAAAAAAAZA/BzlsrMOLyQE/s1600/
4A%2BMind%2BMap.jpg
Effective Business Communication: Curriculum Based on Primary Research 113

Corporate Learning on External Communication

Storytelling Method for Effective Institution Building
Pooran Chandra Pandey, Executive Director, United Nations Global Compact Network India
Objective: To utilize Storytelling as a strategic tool for building effective business relationships.
Business Storytelling can prove to be a constructive technique for leaders and professionals across
all levels of organisation to influence, engage and inspire their employees and colleagues. It can
be used for:
 Making a connection and engaging employees
 Cultivating effective organizational culture and instilling core values.
 Transitioning through an organizational change; or implementing a new strategy, and for
 Inspiring action among colleagues.
Background
Business storytelling leverages well-crafted narratives in a diverse range of content types. It is,
simply put, the art of using stories to communicate and connect with employees, colleagues, clients,
customers, suppliers, and business partners. Businesses have traditionally relied solely on data,
numbers, statistics and analytics to bring change. However, logic, rationality, facts, data, ratios and
statistics target only the left-half of the brain. While logical thinking is critical in decision-making
and problem-solving, some of the recent discoveries in neuroscience have proved that even when
we think we are making decisions based on ‘logic’, we are often unconsciously being driven by our
emotions. This is where stories come in as the most effective structure to share information, connect
people emotionally to a cause, and build commitment. A well-narrated story can create an intense,
personal connection between the audience and the speaker, leading to changes in the way a person
thinks and acts. Business stories, instead of being solely for entertainment, have a specific goal or
desired outcome. Stories can be used to capture imaginations, illustrate ideas, and inspire action
in a way that numerical and factual information, often cannot since they only engage a limited area
of the brain. For instance, Jennifer Edson Escales, Marketing Researcher at Vanderbilt University,
USA, found that a test audience had more positive reactions to advertisements that were told as
narratives than those who used facts and arguments 1. Facts, when supported by stories, come to
life and act as hooks in the minds of the audience. Neurologist Paul Zak‘s research indicates that
human brains produce the stress hormone cortisol during the tense moments in a story, while the
happy parts release oxytocin, the feel-good chemical that promotes connection and empathy 2
thereby forging an emotional connect between the audience and the speaker.
Business leaders, in order to motivate and persuade the audience, could use several kinds of
powerful strategic stories. An essential element of a business story would be a powerful morale that
both stands-out, as well as occurs multiple times for it to be significantly conveyed.
Learning
Storytelling thus helps in strengthening professional relationships by providing a powerful emotional
experience. Not only does it help the audience to retain the information longer, but also equips and
inspires them to take action. Data-driven information tends to speak to people’s intellect, while
stories stir their imagination and reach their feelings. That’s what makes stories such a powerful
tool to engage and motivate. Understanding the dynamics of business storytelling helps managers
and leaders to deliver business messages in a more compelling way, thereby increasing influence
to drive their business forward in a unique leadership enabled way.
114 Effective Business Communication: Curriculum Based on Primary Research

Fig A : Monarth, H. (2014, March 11). Freytag Pyramid

[Digital image]. Retrieved June 01, 2016

Endnotes
1. Escalas, Jennifer Edson 2004, Narrative Word-of-Mouth Communication: Exploring Memory and Attitude Effects
of Consumer Storytelling”, in NA – Advances in Consumer Research Volume 31, eds. Barbara E. Kahn & Mary
Frances Luce, Valdosta, GA: Association for Consumer Research.
2. Zak, P.J, 2014. Why Your Brain Loves Good Storytelling. Harvard Business Review. [Online]
Effective Business Communication: Curriculum Based on Primary Research 115

16 CHAPTER

NEGOTIATION AND COMMUNICATION SKILLS

Dr. Swati Singh1
1
Associate Professor, Bhavan’s Usha & Lakshmi Mittal Institute of Management New Delhi

Prof. (Dr.) Sudhir Naib2

2
Former Director and Present Dean, Bhavan’s Usha & Lakshmi Mittal Institute of
Management New Delhi

Structure

 16.1 Learning Outcome

 16.2 Introduction
 16.3 Negotiation Strategies or Approaches
 16.4 Distributive Negotiation
 16.5 Integrative Bargaining
 16.6 Preparation for Integrative Negotiation
 16.7 What Helps in Integrative Bargaining
 16.8 Role of Emotions in Negotiation
 16.9 Common Mistakes People Make while Negotiating
 16.10 Summary
 16.11 Key terms with Definition
 16.12 Review Questions
 16.13 Multiple Choice Questions
 16.14 Case Study

16.1 Learning Outcome

When you finish reading this Chapter, you will be able to:
1. Explain distributive negotiation strategy and the general tactics used in it.
2. Describe integrative negotiation strategy and how to negotiate effectively using this strategy.
3. Describe role of emotions in negotiation.
4. Explain common mistakes people make while negotiating and how to overcome them.
116 Effective Business Communication: Curriculum Based on Primary Research

16.2 Introduction
Merriam Webster defines negotiation as a formal discussion between people who are trying to
reach an agreement: an act of negotiating. We negotiate whether we are making an agreement with
suppliers, trying to make a deal with potential customers, raising money from investors, or resolving
a dispute. Your ability to negotiate will determine how effective you are as a Manager. Managerial
success requires the ability to negotiate. Business schools first began teaching negotiation in 1980,
but reflecting the growing recognition of their importance, later offered it as part of MBA core
programmes at schools such as Harvard, and others.
Number of disputes amongst businesses, organisations, and individuals made headlines in recent
times and demonstrate the importance of negotiation in business.
American Airlines merger with US Airways: On 29 November, 2011, the day American Airlines
filed for bankruptcy, US Airways CEO, Doug Parker called American Airlines Head Tom Horton
to discuss a possible merger. Although Horton said that the airline needed time to reorganize and
renegotiate its labour contracts before focusing on a deal, Parker touted benefits of merger of
American Airlines with US Airways. In March 2012, US Airways launched informal contract
negotiations directly with American Airlines pilots’ union and announced that all of American’s
Airlines large unions supported a merger between the two airlines. It issued a formal merger
proposal to American Airlines pilots first. Their enthusiasm for a merger made it difficult for
Horton to continue resisting negotiations.
David A. Lax and James K. Sebenius in their book 3-D Negotiation: Powerful Tools to Change the Game
in Your Most Important Deals, Harvard Business School Press, (2006), suggest that this type of
indirect route to your target may be the best strategy. This process they refer to as backward mapping,
i.e. you can think in reverse about how to reach your preferred outcome and then ensure that you
are approaching negotiating partners in the right order.
Apple versus Samsung: In May 2012, Apple CEO Tim Cook and Samsung CEO Gee-Sung Choi met
for two days with a Judge in the US District Court of Northern California, in an attempt to reach
a settlement in a high-profile U.S. patent case, an example of negotiation in business. Back in April
2011, Apple had filed a law suit accusing Samsung of copying the “look and feel” of the iPhone
when the Korean company created its Galaxy line of phones. Samsung counter-sued Apple for not
paying royalties for using its wireless transmission technology. Since, then, the number of patents
under dispute has sky rocketed as has the number of courts involved in various countries.
At the California court’s suggestion, the companies showed some willingness to compromise in an
effort to avoid going to court and cut the number of disputed patents in half. But even as the CEOs
sat down at the table for their mediation, which was urged by the court, Apple filed a motion
asking the presiding judge to bar the sale of Samsung’s Galaxy Tab 10.1 on the ground that the
tablet was designed to “mirror” Apple’s second generation iPad.
Given that Samsung is one of Apple’s biggest suppliers, the companies had a strong incentive to
move beyond their dispute and build on their on-going partnership. Yet the two-day mediated
talks between the CEOs in May 2012 ended in impasse. In March 2016, Supreme Court had to step
in the case.
As this example of Negotiation in business suggests, mediation as a dispute resolution technique
between business negotiators is far less likely to succeed when the parties are grudging participants
vis-a-vis when they are actively engaged in finding a solution. When negotiators feel they have
spent significant time and energy in a case, they may feel they have invested too much to quit.
Moreover, the longer they spend fighting each other, the more contentious and uncooperative they
are likely to become. The lesson? When a business dispute arises do your best to negotiate or
mediate a solution before taking it to the Court.
Simon & Schuster versus Barnes & Noble: Simon & Schuster was upset because Barnes & Noble
wanted to pay the publisher far less than before for the titles the bookseller carries from that
publisher. Barnes and Noble also wish to charge Simon & Schuster a higher fee for prominent
display of their titles. As Simon & Schuster resisted paying what it saw as unjustified, Barnes &
Effective Business Communication: Curriculum Based on Primary Research 117

Noble had cut on its orders from the publisher. When months of negotiations with Simon &
Schuster reached a standoff in January 2013, Barnes & Noble attempted to gain leverage by
significantly reducing its orders of Simon & Schuster titles and engaging in other hardball negotiation
tactics, such as refusing to book the publisher’s authors for in-store readings. Given that Barnes &
Noble sells about 20% of consumer books in the United States, Simon & Schuster editors and their
associated agents and writers were enraged about the bookseller’s decision to use them as a
bargaining chip. Ultimately the companies reached an agreement in August 2013 after a protracted
disagreement over terms.
Starbucks and Kraft Foods: A three-year dispute between Starbucks and Kraft Foods over distribution
of Starbucks packaged coffee in grocery stores was resolved in November 2013 with arbitration
ruling that Starbucks had breached its agreement with Kraft. The coffeemaker was ordered to pay
the food giant $ 2.75 billion.
Paralleling the growth in real-world negotiation, several generations of researchers have deepened
our understanding of negotiation process. In 1950s, and 1960s, elements of hard bargaining (win-
lose) was studied as to how to set aggressive targets, start high, concede slowly, employ threats,
bluffs, and commitments to positions without triggering an impasse or escalation.
16.3 Negotiation Strategies or Approaches
In 1981, Roger Fisher, and William Ury, members of the Harvard Negotiation Project, in their book
Getting to Yes, focused on the psychology of negotiation in their method, “principled negotiation”,
finding acceptable solutions by determining which needs are fixed and which are flexible for
negotiators. So, the focus shifted from battling over the division of pie to the mean of expanding
it by uncovering and reconciling underlying interests. Soon followed, more sophisticated analysis
in Howard Raiffa’s, The Art and Science of Negotiation (1982). Then in 1994, Max Bazerman and
Margaret Neale in Negotiating Rationally described how people actually negotiate and merged it
with the game theory and prescribed how fully rational people should negotiate. All this academic
work gave rich insights in negotiations, ranging from simple two party, single-issue situations to
complex coalitional dealings with multiple issues over time.
The reading material on negotiation, generally talk of two approaches to any negotiation situation:
Distributive and Integrative. Labeling negotiating styles, such as distributive, integrative, and so
on do help us learn general differences in how people view negotiations and help researchers
organise their thoughts around a shared language.

Table - Factors to Consider while Choosing which Strategy to Use

Factor Distributive Integrative
Goals In Fundamental Conflict Not in Fundamental Conflict.
Relationship Not a high priority Is a high priority
Resources Fixed or Limited Not Fixed or Limited
Trust & Cooperation Is lacking Exists

However, labeling negotiation styles don’t map neatly on to the negotiation skills. According to
Prof. Andrea Kupfer Schneider, who teaches Negotiation in Marquette University Law School,
wrote in an article “Teaching a New Negotiation Skills Paradigm” in the Washington University
Journal of Law and Policy (2012), that negotiation instructors should encourage students to cultivate
five specific skills – Assertiveness, Empathy, Flexibility, Social Skills and Ethics.
16.4 Distributive Negotiation
It is also referred as “fixed pie”, since it involves allocating a finite resource amongst the negotiators.
There is a fixed amount of resource and whatever one party gains, the other party loses. It tends
to approach negotiation on the model of haggling in the market. This approach to negotiation is
usually when we make purchasing.
118 Effective Business Communication: Curriculum Based on Primary Research

Tactics are more often used in distributive negotiations where the focus is on taking as much pie
as possible from the “fixed pie”. Some commonly used tactics are:
(a) Auction: When multiple parties want the same thing, put them against one another and thus
drive up the price. The bidding process is designed to create competition.
(b) Brinksmanship: One party pushes the other party to the “brink” or edge. Successful brinksmanship
convinces the other party they have no choice but to accept the offer and there is no acceptable
alternative to the proposed agreement.
(c) Chicken: Negotiations propose extreme measures, often bluffs, to force the other party to chicken
out and give them what they want.
(d) Defence in Depth: Several layers of decision making authority is used to allow further concessions,
each time the agreement goes through a different level of authority.
(e) Deadlines: Giving the other party a deadline, thus using time pressure to force them to make
a decision.
(f) Flinch: Flinching is showing a strong negative physical reaction to a proposal. Common examples
are visible expression of surprise or shock. This shows that you think that the proposal is
absurd, in the hope that the other party will lower their aspirations.
(g) Good Guy/Bad Guy: Typically used in team negotiations where one member of the team makes
extreme or unreasonable demands (“Bad Guy”) and other offers a more rational approach
“(Good Guy”).
(h) High Ball/Low Ball: Making extreme offer (high or low) depending on whether seller or buyer
forces the other party to re-evaluate his or her own opening offer and move closer to as far
as you are willing to go to reach agreement. However, the danger is that the opposite party
may think negotiating is a waste of time.
16.5 Integrative Bargaining
The essence of the integrative process is sometimes attributed to the work of Mary Parker Follet
in the 1920s, who described the classic story of two sisters who each coveted the same orange. They
decided to share it and used the distributive approach of splitting it in half. After each sister took
half of the orange, one sister who wanted only the juice, squeezed out the juice, drank it, and threw
out the peel. The other sister, who wanted only the peel for baking a cake, threw out the pulp and
added the peel to her cake batter. Neither sister considered expressing their true interest in the
orange. Both sisters would have realized a greater benefit had they chosen to be open about their
interests.
It is a cooperative approach to negotiation or conflict resolution. It involves searching for mutually
profitable options. Integrative bargaining can be broadly defined as a negotiating process in which
the parties involved strive to integrate their interests as effectively as possible. It is also called an
expanded-pie approach (in comparison to the distributive fixed-pie approach) because negotiators
search for better proposals than the ones that meet only their own interests. Integrative approach
includes a clear understanding of the issues, sharing of information, and the joint exploration of
solutions that benefit both parties.
The integrative negotiation is different from the distributive negotiation. In distributive negotiation
both sides view their own goals as being in direct conflict with those of the other side. The parties
(i.e. negotiators) approach an issue as a “fixed pie” – each side wants to maximize its share of the
pie. The integrative negotiation requires a different mindset.
Effective Business Communication: Curriculum Based on Primary Research 119

Box 1. Integrative Negotiation

Rajinder Prasad Agarwal had Agarwal Restaurant on lease for 10 years and was doing very well.
He wanted to expand his restaurant in Bengali Market, an upscale market in Central Delhi. The
chemist shop next door was unwilling to move, but the photo studio on the other side claimed
to be willing to negotiate a buyout of his lease. During their first meeting, the studio owner
quoted a figure so high that Agarwal was surprised. He appeared to be facing two undesirable
choices: haggle with his neighbor photo studio or continue to turn away customers and thus
profits due to not expanding. Agarwal started thinking creatively. The market complex housed
several other shops. Their entrances were around the corner from Agarwal’s restaurant, but they
were connected to the restaurant by a back hallway. If one of the shop owners was willing to
move, Agarwal could create a separate dining room and link it to his restaurant. Agarwal found
a new negotiating partner in Sharma, the owner of a book shop. A year ago, Sharma had signed
a ten year lease for his shop but his business was slower than he had hoped, but he did not want
to close his shop. He suggested to Agarwal that “what if we built a wall down the middle of my
space? I keep one-half and you take the other. You pay more rent; I pay less.” Agarwal thought
it was a great idea. He could cover the extra rent on the long, narrow space with just one private
party a month. The landlord approved the wall and renegotiated Agarwal and Sharma’s leases.
Together Agarwal and Sharma created a deal that would help both.

A type of Integrative solution is Logrolling. If the parties attach different priorities to different
interests and issues, they may be able to maximize joint gain by finding trades that capitalize on
these differences.
Two friends, Pradeep and Ruchi planned an evening out to catch up and see a movie. Pradeep did
not really care about what they ate but he desperately wanted to see a movie that was just released.
Ruchi, on the other hand did not really care which movie they saw, but she wanted to try the new
restaurant in her neighborhood. This enabled them to satisfy their respective interests and maximize
their gain – they had dinner at the new restaurant and then went to the movie, Pradeep wanted
to see.
16.6 Preparation for Integrative Negotiation
The preparation process involves – defining the situation, interests, and rapport building. Defining the
situation helps you determine what you are going to negotiate, what are your goals, and the issues
that must be addressed to produce a complete solution. A shared understanding of the situation
is important. Interests are primary focus of integrative negotiations. It is for this reason that integrative
negotiation is sometimes called Interest based bargaining. When you negotiate this way, you
identify your own interests and those of the other party, and then try to find solutions that satisfy
all. So we focus on interests rather than positions, as there is only one way to satisfy a position –
you get it or you do not. There are usually different ways to satisfy interests, so integrative
negotiation offers greater opportunities to find mutually beneficial solutions. Building rapport also
assumes greater importance when using integrative strategy. Trust, cooperation, and information
sharing help negotiators develop a shared understanding of the situation, identify interests, and
invent solutions that satisfy them. However, it should be understood that though relationship
matters and may be an important goal, but integrative negotiators are not soft on interests or the
problem. Trading substance for the relationship is more consistent with accommodation strategy.
16.7 What Helps in Integrative Bargaining
In their book Getting to Yes, Fisher et al. (1991) provide a framework for understanding this method
also called “principled negotiation.” The method of principled negotiation is based on five propositions:
(a) Separate the person from the problem
(b) Focus on interests, not positions
(c) Generate options for mutual gain
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(d) Insist on using objective criteria

(a) Know your BATNA (Best Alternative to Negotiated Agreement)
(a) Separating the Person from the Problem. This set of tactics is about depersonalizing the problem,
but it is much more than merely being nice. It is about emotions, perceptions, and communication
and how these help the parties find creative solutions that allow them to maximize joint gain. Steps
that would help in separating the person from the problem, involve free exchange of information
by :
 Asking open-ended and probing questions to gather information and to clarify what has
been said.
 Engaging in active listening. This includes repeating or paraphrasing what was said to check
for understanding and to let the other negotiator know that you understand.
 Talking about the impact of the problem on you instead of blaming him or her for what
happened to you – so-called I statements. This will diminish his or her defensiveness.
 If you disagree with something that is said, critique its merits, not him or her.
 If the other negotiator does not seem to understand what you are communicating, reframe
it – restate your message in a different way.
 Look forward, not back. You cannot change the past so blaming the other party, or allowing
him or her to blame you, for what happened will not help. You can influence the future so
steer the conversation forward.
(b) Focus on interests, not position. Interests are a negotiator’s fears, concerns, and unmet needs.
They are the motives underlying stated positions – the purpose they will serve for you, not your
justification for them. Assume that you are negotiating a pay increase of Rs 10,000 per month with
your manager. The issue to be negotiated is your pay increase. Increase in salary by Rs. 10,000 is
your position, and the reasons you need Rs. 10,000 or how it will help you, are your interests. These
might include raising your status, gaining recognition for your good work, helping you maintain
your standard of living as your family expands etc. If you focus only on your demand of salary
increase by Rs 10,000, there is only one solution. If you focus on the purposes, there may be many
plausible solutions.
Interests can pertain to the substantive terms of the negotiation. Substantive interests pertain to
tangible issues being negotiated. These might include price, delivery date, or who will handle
installation. Principle interests are intangible. They pertain to strongly held beliefs about, for example,
what is right or wrong. They are important to consider because negotiators’ beliefs about what is
right, acceptable, or fair, shape what they believe are appropriate outcomes and appropriate means
during negotiation. To identify your own interests, ask yourself some questions.
 Why do I want the position, I demanded?
 How will it help me?
 What purposes will it serve for me?
 What will happen if the other party says, no to my demand?
 What will happen if the other party says, yes to my demand?
It is important to identify your interests for each issue. This may increase integrative potential by
expanding the range of plausible solutions. Since there are usually multiple interests associated
with each issue, identifying as many as possible and prioritizing them will help you create value
because it is the presence of different priorities pertaining to issues and interests that make valuable
trade-offs possible.
Sharing your interests with the other party is also advised – if you do not, he or she is not likely
to share interests with you. In short, sharing your interests and priorities will increase the likelihood
of reaching integrative agreements.
Identifying the other party’s interests should follow a similar approach – ask the same or similar
questions of him or her that you asked of yourself. In addition, when the other party objects to one
of your proposals, ask, “Why don’t you think it will work for you?” “What do you think I’m asking
Effective Business Communication: Curriculum Based on Primary Research 121

for?” When you ask these kinds of questions, you are looking for the other negotiator’s fears,
concerns, needs and desires, not his or her justifications. Like you, he or she will have multiple
interests associated with each issue. For the reasons just mentioned, it will pay dividends to
identify as many as you can and to ask about his or her priorities. Negotiators who ask the other
party about his or her priorities are more likely to reach integrative agreements than those who
do not.
It is sometimes difficult to identify and define interests. Then, in addition to asking the aforementioned
questions, discuss them explicitly with the other party. This should help you gain clarity and
ensure that your understanding is shared. Working together to identify all of the issues, the
interests associated with them, and how each of you prioritized them, will provide you with the
information required to find integrative solutions.
(c) Generate Options for Mutual Gain. Some people begin a negotiation by identifying the issues
and then hammering out solutions for each. You may reach an agreement by following this path,
but it is not likely to maximize joint gain, or even your own gain. All the issues, and the interests
associated with them, define the situation. If these are ignored, the agreement reached will not be
complete or wise. Stated differently, it is hard to solve a problem or capitalize on a new opportunity
if you do not have a clear and shared understanding of what it is. Options can be generated by
Brainstorming a well-known technique which requires participants to avoid making some common
mistakes like premature judgment (a tendency to prematurely criticise or evaluate options). Once
your brainstorming has produced a generous list of possible solutions, you and the other party
must critique and evaluate them. Consider starting with the ones that appear to be the most
promising. More likely, you can combine or otherwise modify options that were suggested to create
even better ones.
(d) Insist on using objective criteria. Once alternative solutions have been identified, you must
evaluate them to decide which options to keep and which to eliminate. When determining which
objective standards will be used, explanations are helpful in persuading the other side to agree.
Even an explanation that offers little or no new information is better than simply saying, “I think
that one is best”, or “I think we should pick this one!” Also remember that intangibles such as
principle interests may be driving or influencing the other party’s choices. Make them explicit
because they will influence what each party deems appropriate.
(e) Know Your BATNA (Best Alternative to Negotiated Agreement). BATNA, a concept developed
by Roger Fisher and William Ury, is the acronym for best alternative to a negotiated agreement.
It is one’s preferred course of action in the absence of a deal. Knowing your BATNA means
knowing what you will do or what will happen if you fail to reach agreement in the negotiation.
Always know your BATNA before entering into any negotiation. Otherwise, you won’t know
whether a deal makes sense or when to walk away. People who enter negotiations without this
knowledge put themselves in a bad position. Being unclear about their BATNAs, some will reject
a good offer that is much better than their alternatives. Others run the risk of accepting a weak
offer, one that is less favorable than what they could have obtained elsewhere if there were no
agreement.
Your best alternative to a negotiated agreement determines the point at which you can say no to
an unfavorable proposal. If that BATNA is strong, you can negotiate for more favorable terms,
knowing that you have something better to fall back on if a deal cannot be arranged. A weak
BATNA, on the other hand, puts you in a weak bargaining position. Whenever, a negotiator has
a weak BATNA (or hasn’t taken the time to determine what that BATNA is), it is difficult to walk
away from a proposal – no matter how paltry it might be. And if the other side knows that its
opponent has a weak BATNA, the weak party has very little power to negotiate.
Take a minute to think about your own best alternative to whatever deal you are presently
negotiating. Do you have one? Is it strong or weak? Can you quantify it? When You Have No
Alternatives. No negotiator is in a weaker position than one with no alternative to a deal. In this
case, the other side can dictate the terms. The BATNA-less party is a deal taker, not a deal maker.
If you find yourself in this dangerous situation, you must create an alternative.
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Box 2. What should you do when you think you don’t have BATNA
and the other side knows it?
You may think, you don’t have BATNA but it is not entirely accurate. You always have a BATNA,
but your BATNA might be an unacceptable outcome for you. Obviously, the first step when you
are in this situation is to try to improve your BATNA by pursuing other negotiation opportunities.
Even when the other side has all the leverage in a negotiation, he has an interest in making the
pie as big as possible, because that will allow him to claim a bigger piece, too. But what if you
have tried these strategies and your BATNA is still weak, and the negotiation really does appear
to be only about price?
In this negotiation situation, three moves are suggested:
(1) Create uncertainty as to whether your BATNA is, in fact, as weak as the other side thinks
it is;
(2) Change the negotiation metric; (e.g. in a negotiation between a home owner and a contractor
about payment for some small construction work, when the contractor is asking for high
price for the work, changing the metric to time – and material basis).
(3) Appeal to the other side’s sense of fairness.

Reservation Price. The second concept to remember in this context of BATNA is the reservation price
(also referred to as the walk-away) is the least favorable point at which one will accept a deal. Your
reservation price should be derived from your BATNA, but it is not usually the same thing. If the
deal is only about money, however, and a credible offer is your BATNA, then your reservation
price would be approximately equal to your BATNA.
ZOPA. The third key concept in this context is the ZOPA, or zone of possible agreement. ZOPA
is the area or range in which a deal that satisfies both parties can take place. Put another way, it
is the set of agreements that potentially satisfy both parties. Each party’s reservation price determines
one end of the ZOPA. The ZOPA itself exists (if at all) in the overlap between these high and low
limits, that is, between the parties’ reservation prices. Consider this example: A buyer has set a
reservation price of Rs 50 lakh for purchase of a house. “That’s as high as I’m willing to go,” she tells herself.
Naturally, she would prefer paying less. The seller has set a reservation price of Rs 45 lakh. That is the least
he’ll take for the property. The ZOPA, therefore, is the range between Rs 45 lakh and Rs 50 lakh. The two
parties might haggle a bit in reaching agreement, but an agreement in this range would satisfy each.
Now consider what would happen if the numbers were reversed – that is, if the buyer had set a
reservation price of Rs 45 lakh and the seller had set a reservation price of Rs 50 lakh. That is, the
buyer won’t pay more than Rs 45 lakh, and the seller would’t take anything less than Rs 50 lakh.
There would be no overlap in the ranges in which the two parties could reach agreement – no
ZOPA. No agreement would be possible, no matter how skilled the negotiators, unless there were
other elements of value to be considered or if one or both sides’ reservation prices changed.
16.8 Role of Emotions in Negotiation
Alison Wood Brooks, in ‘Emotion and the Art of Negotiation’, Harvard Business Review - December 2015
(pp 56-64) says that until 20 years ago, few researchers paid much attention to the role of emotions
in negotiating – how feelings can influence the way people overcome conflict, reach agreement, and
create value when dealing with another party. Instead, negotiation scholars focused primarily on
strategy and tactics – particularly the ways in which parties can identify and consider alternatives,
use leverage, and execute the choreography of offers and counter offers. Scientific understanding
of negotiation also tended to home in on the transactional nature of working out a deal: how to
get the most money or profit from the process. Experts started looking at psychological influences
on negotiations, they focused on specific moods – such as whether negotiators felt generally
positive or negative, and how that affected their behavior. However, over the past decades, researchers
have begun examining how specific emotions – anxiety, anger, sadness, disappointment, excitement and
regret – can affect the behavior of negotiators. They have studied the differences between what
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happens when people simply feel these emotions and what happens when they also express them
to the other party through words or actions. In negotiations that are less transactional and involve
parties in long term relationships, understanding the role of emotions is even more important than
it is in transactional deal making. In this regard, this new branch of research is extremely useful.
We all have the ability to regulate how we experience emotions, and specific strategies can help
us improve. We also have some control over the extent to which we express our feelings, and again
there are specific ways which may be advantageous.
Anxiety is likely to be there before and during the early stages of negotiation process. Research
shows that feeling or looking anxious results in sub-optional negotiation outcomes. So try to avoid
feeling anxious while negotiating. For this one needs to train oneself.
We are prone to experience anger or excitement in the heat of discussion. Like anxiety, anger is a
negative emotion but instead of being self focused, it’s usually directed towards someone else. The
research by Keith Allred of Harvard’s Kennedy School of Government, documents consequences
of feeling angry while negotiating. This research shows that anger often harms the process by
escalating conflict, biasing perceptions, and making impasses more likely. It also reduces joint
gains, decrease cooperation, intensifies competitive behavior, and increases the rate at which offers
are rejected. Angry negotiations may seek to harm or retaliate against their counterparts, even
though a more cooperative approach might increase the value that both sides can claim from the
negotiation. However, Gerben van Kleef of University of Amsterdam demonstrates that there are
cases when feeling angry can lead to better outcomes. This is in a one time, transactional negotiation
with a few opportunities to collaborate to create value, where an angry negotiator can wind up
with a better deal. This might work well if you are haggling with a stranger to buy say a car. But
negotiators who play this card must be aware of the costs. Showing anger in a negotiation, damages
the long-term relationship between the parties. It reduces liking, and trust. People who encounter
an angry negotiator are more likely to walk away, preferring to let the process end in a stalemate.
In many contexts, feeling or expressing anger as a negotiating tactic can backfire.
Building rapport before, during, and after a negotiation can reduce the odds that the other party
will become angry. If, the other party does become angry, apologies. Seek to soothe. Even if you
feel that other party’s anger is unwarranted, recognize that you are almost certainly better positioned
tactically if you can reduce the hostility. In heated negotiations, hitting the pause button can be a
smart move. You might consider reframing anger as sadness. Shared feelings of sadness can lead
to cooperative concession making, whereas oppositional anger often leads to an impasse.
Also, after conclusion of negotiation, don’t let your excitement make your counterpart feel that he
has lost. Therefore, try to avoid feeling anxious, be careful about expressing anger, and remember
that happiness and excitement can also have adverse consequences.
It may be noted that human beings use subtle sources of information – like non-verbal behavior
to determine whether to act cooperatively or antagonistically when they negotiate. For example,
handshaking promotes adoption of cooperative strategies and influences outcome.
A smart negotiator becomes aware of emotions, emphasize the positive emotions that can help the
deal and downplay the negative emotions that might scuttle it. Such “emotional intelligence” may
take the form of changing body language or tone of voice. If emotions are managed well, they can
turn a frustrating negotiation into a pleasant and productive one. Being emotionally intelligent
would mean:
 recognizing and understanding that emotions are an inevitable part of the negotiation process.
 if the other party is very emotional, allow them to vent their frustrations but do not react to
them. Sit back and wait for them to cool off, or take a break and resume at a later time or
date.
 do not attack the other side even if you think it might feel good to do so because of the way
he or she is behaving. It will not help you maximize the joint gain.
 if he or she attacks you, recast it as an attack on the problem and not you.
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 taking a short break might help. Wise agreements may not happen if you continue trying to
negotiate while emotions are strong.
Further, the parties may be trying to solve different problems if their perceptions differ. These
distortions will be amplified if emotions are strong. Viewing the situation from the other party’s
perspective is very beneficial because it enhances problem solving and facilitates efforts to achieve
integrative agreements.
Also, communication problems are as common as misperceptions. Instead of talking with the other
party, negotiators sometimes talk to each other or they stop taking altogether. They may misunderstand
or misinterpret the other party because they do not listen well. For example, hundreds of students
were asked to answer the following question: “How much money does a single person without
children have to earn in a year for you to consider him or her to be rich?” Some of the answers
weren’t about money. Instead, students gave narrative descriptions about achieving goals and
being happy in life. For those who did share the amount, it ranged from Rs. 5 lakh per year to Rs
50 lakh per year. The word “rich” led to such diverse interpretations and you can well imagine,
when we negotiate on far more complex issues than this, what can be the result.
16.9 Common Mistakes People Make while Negotiating
Writing in Harvard Business Review – April 2001, James K. Sebenius, states in ‘Six Habits of Merely
Effective Negotiators’, that in any negotiation, each side ultimately must choose between two
options: accepting a deal or taking its best no-deal option – that is, the course of action it would
take if the deal was not possible. As a negotiator, you seek to advance the full set of your interests
by persuading the other side to say yes – and mean it – to a proposal that meets your interests better
than your best no-deal option does. Why should the other side say yes? Because the deal meets its
own interests better than its best no-deal option. So, while protecting your own choice, your
negotiation problem is to understand and shape your counterpart’s perceived decision – deal
versus no deal – so that the other side chooses in its own interest what you want. However,
frequently even experienced negotiators end up in deadlock, damage relationships, or allow conflict
to spiral. Sebenius lists following common mistakes, Negotiators make while negotiating:
Mistake 1: Neglecting the Other Side’s Problem. You can’t negotiate effectively unless you understand
your own interests and your own no-deal options. Since the other side will say yes for its reasons,
not yours, agreement requires understanding and addressing your counterpart’s problem as a
means to solving your own. Also, don’t just discuss what your counterparts want, but find out why
they want it. This new understanding of the problem can help in a possible solution. Deepak
Malhotra and Max. H. Bazerman in their article ‘Investigative Negotiation’, in Harvard Business
Review (September 2007) argue that smart negotiators attempt to discover the other party’s constraints
– and to help overcome them – rather than dismiss the other side as unreasonable.
Mistake 2: Letting Price Bulldoze Other Interests. Negotiators, who pay attention exclusively to price,
turn potentially cooperative deals into adversarial ones, because they start using hard-bargaining
tactics that often leave potential joint gains un-realized. They forget that most deals are 50%
emotion and 50% economics. Less experienced negotiators often undervalue the importance of
developing working relationships with the other parties. No doubt, some negotiations are indeed
pure price deals. Wise negotiators do put the vital issue of price in perspective.
Mistake 3: Letting Positions Drive Out Interest. Three elements are at play in a negotiation.
Issues, Positions and Interests. Issues are on the table for explicit agreement. Positions are one party’s
stands on the issues. Interests are underlying concerns that would be affected by the resolution. Of
course, positions on issues reflect underlying interests, but they need not be identical. Despite the
clear advantages of reconciling deeper interests, people have a built-in bias toward focusing on
their own positions instead. This hardwired assumption that our interests are incompatible implies
a zero-sum pie in which my gain is your loss. In a survey of 5,000 subjects in 32 negotiating studies,
mostly carried out with monetary stakes, participants failed to realize compatible issues half of the
time. For details, see: Leigh Thompson’s The Mind and Heart of the Negotiator (Prentice Hall, 1998).
Effective Business Communication: Curriculum Based on Primary Research 125

Mistake 4: Neglecting BATNAs. BATNAs – the acronym for “best alternative to a negotiated agreement”
reflect the course of action a party would take if the proposed deal was not possible. A BATNA
may involve walking away, prolonging a stalemate, approaching another potential buyer, making
something in-house rather than procuring it externally, going to court rather than settling, forming
a different alliance, or going on strike. BATNAs set the threshold – in terms of the full set of
interests – that any acceptable agreement must exceed. Both parties doing better their BATNAs is
a necessary condition for an agreement. Thus BATNAs define a zone of possible agreement and
determine its location. A strong BATNA is an important negotiation tool. The better your BATNA
appears both to you and to the other party, the more credible your threat to walk away becomes,
and the more it can serve as leverage to improve the deal. Not only should you assess your own
BATNA, you should also think carefully about the other side’s. Negotiators often become preoccupied
with tactics, trying to improve the potential deal while neglecting their own BATNA and that of
the other side. Yet the real negotiation problem is “deal versus BATNA,” not one or the other in
isolation.
16.10 Summary
No business skill may be as important to managerial success as Negotiation. Managers negotiate
for an agreement with their suppliers, customers, investors, and in a number of their office activities
including resolving conflicts. Negotiators use different strategies to negotiate and often there is a
mix of many. A common strategy used in purchase is Distributive strategy (fixed-pie), while the
other strategy is Integrative (expanded-pie). Roger Fisher and Bill Ury in their book – Getting to Yes
provide a framework for understanding and implementing Integrative Strategy or ‘Principled Negotiation’.
It means that while negotiating - separate the person from the problem, focus on interests rather
than positions, generate options for mutual gain, insist on using objective criteria, and know your
BATNA - an acronym for best alternative to a negotiated agreement. Knowing your BATNA means
knowing what you will do or what will happen if you fail to reach agreement in the negotiation.
Always know your BATNA before entering into any negotiation. Being unclear about your BATNA,
can result in your accepting a weak offer or reject a good offer.
Emotions play an important part in negotiations. Research has found that entering negotiations
with a positive attitude tends to better outcomes – when both sides are agreeable and conciliatory
it builds a level of trust that can lead to information sharing that allows both sides to get a better
deal. A smart negotiator becomes aware of emotions, emphasize the positive emotions that can help
the deal, and downplay the negative emotions that might scuttle the deal. Such “emotional intelligence”
can turn a frustrating negotiation into a productive one.
For effective negotiation, one has to avoid the common mistakes of – neglecting the other side’s
problem, letting price bulldoze other interests, letting positions drive out interests, and neglecting
BATNA.
16.11 Key terms with Definition
Distributive Negotiation: Also referred as “fixed pie” negotiation, since it involves allocating a
finite resource amongst the negotiators. There is a fixed amount of resources and whatever one
party gains, the other party loses.
Integrative Negotiation: It is a cooperative approach, involving search for mutually profitable
options. It is also called “expanded-pie” approach because negotiators search for better proposal
than the one that meet only their interests.
BATNA: Acronym is for “best alternative to a negotiated agreement”. It is one’s preferred course
of action in the absence of a deal.
Reservation Price: Also referred as Walk-away. It is the least favorable point at which one will
accept a deal.
ZOPA is zone of possible agreement. It is the range in which a deal that satisfies both parties can
take place. It is the set of agreements that potentially satisfy both parties.
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16.12 Review Questions

1. Explain the Distributive approach to negotiation. Explain some of the tactics used while using
this approach in negotiation. When this approach can be used?
2. Describe the Integrative approach to negotiation. How to go about while making use of
integrative approach? When this approach should be used?
3 What role emotions play in negotiations? Explain how anger and anxiety can derail the process
of negotiation.
4. What are the common mistakes people make while negotiating? What one should do to take
care of them while negotiating? Explain with examples.
16.13 Multiple Choice Questions
1. The aim of negotiation is to:-
A. end a dispute.
B. win at any cost.
C. reach an agreement.
D. implement an agreement between two parties.
2. Negotiation strategy is partly connected with:
A. prolonging the length of the negotiation.
B. searching for a common goal.
C. avoiding failure.
D. ending the discussion.
3. Zero-sum bargaining is also known as:
A. Integrative bargaining.
B. Distributive bargaining.
C. Mediated bargaining.
D. Arbitration.
4. A third party is brought into resolve a dispute between two parties in an organisational
conflict. This is known as:
A. mediation.
B. arbitration.
C. intergroup conflict resolution.
D. none of the above.
5. What best practices describe the effective negotiations?
A. focus on interests not positions.
B. focus on people not problems.
C. identify objective criteria to determine success.
D. both (a) and (c).
6. BATNA determines the point at which a negotiator is prepared to:
A. make larger concessions.
B. keep options open.
C. walk away from the negotiation table.
D. identify counter party’s alternatives.
16.14 Case Study
Eastern Airlines
In late 1985, Frank Borman, the former renowned astronaut, was the acting president of Eastern
airlines, based in the U.S.. The airline was struggling through tough and trying economic times.
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Labour costs were a critical issue that Mr. Borman sought to address.
Mr. Borman issued an ultimatum to the three unions. Either they were to agree to give the airline
hefty wage concessions or he would sell the airline. The union leaders were not impressed by the
threat as they all had binding contracts that were not to be renegotiated for some time to come.
They believed that the threat to sell off the airline had a hollow ring to it and called what they
perceived to be a bluff.
To add weight to his edict, Mr. Borman began to initiate talks with Frank Lorenzo, an industry
heavy weight who had previously crushed the unions at Continental airlines. Mr. Lorenzo was
known as being ruthless. This obviously made the union jittery. What the unions didn’t know was
that Mr. Borman was bluffing as he really didn’t intend to sell the airline.
Lernezo however was not aware of Borman’s tactics, and submitted a significant proposal to the
Board of Directors of Eastern Airlines which they began to look with considerable interest. The
unions, in the meantime, began to rethink their position. As the negotiations progressed, Mr.
Borman began to make significant headway with his negotiations with two of the three unions.
Both the flight attendants’ and pilots’ unions agreed to a 20% wage cut.
However, the Engineers’ union would only agree to a 15% slash in wages. Borman didn’t accept
their position. They argued voraciously over the dispute and both of them took the position that
if either side were to fail to make a concession over the disputed amount, the airline would be
ruined.
Like two drivers aiming head on at each other, eyes fixated and jaws squared, they waited for who
would blink first. Neither did, and they crashed headlong into each other, stubborn to the end as
the deadline for Lorenzo’s offer arrived. The Board of Directors for Eastern Airlines accepted
Lorenzo’s offer. As a result, Borman was out of a job. In the bitter end that followed, Lorenzo forced
huge wage cuts on the hapless unions and eliminated so many jobs that Eastern Airlines was soon
to go the way of the Dodo bird – just another extinct species. Eastern Airlines which was a major
domestic American Airlines filed for bankruptcy in March 1989 and was liquidated in 1991.
Questions for Case Study
Q1. What strategy/approach has been used for negotiation in this case? Justify your answer.
Q2. Could there have been a different approach to resolve crisis facing Eastern Airlines? Argue
your case.
References
1. Allred, K.G., Mallozzi, J.S., Matsui, F., & Raia, C.P. (1997). “The influence of anger and compassion on negotiation
performance.” Organizational Behaviour and Human Decision Process, 70, 175-187.
2. Bazerman, Max H., Neale, Margaret A. (1994). Negotiating Rationality, New York: Simon & Schuster.
3. Fisher, R., Ury W., and Patton, B (1991). Getting to Yes: Negotiating Agreement without Giving In. Second Edition.
New York: Penguin Books.
4. Lax, David A., James K. Sebenius (1986). The Manager as Negotiator: Bargaining for Cooperation and Competitive
Gain, NY: Free Press.
5. Raiffa, Howard (1982). The Art and Science of Negotiation. Belknap Press of Harvard University.
6. Schneider, Andrea Kupfer (2012). Teaching a New Negotiation Skills Paradigm, 39 WASH, U. J.L. & Policy 13.
7. Van Kleef, G.A., De Dreu, C.K.W. & Manstead, A.S.R. (2004). ‘The interpersonal effects of anger and happiness
in negotiations. Journal of Personality and Social Psychology. 86.57-76.
128 Effective Business Communication: Curriculum Based on Primary Research

21 CHAPTER

CROSS CULTURAL DIMENSIONS OF BUSINESS

COMMUNICATION
Prof. Sanjiva Shankar Dubey 1
1
Former Asia pacific Service Delivery executive (CIO), IBM India Pvt Ltd.

Structure

 21.1 Learning Outcome

 21.2 Introduction
 21.3 Components of Communication
 21.4 What is culture?
 21.5 Culture and Communication
 21.6 Various types of cross cultural Communication
 21.7 Some of the impediments for Cross Cultural Communication
 21.8 Traits of Good intercultural communicators
 21.9 Best practices for cross cultural communications
 21.10 Summary
 21.11 Key terms with Definition
 21.12 Review Questions
 21.13 Situational Question (Real Life Experience).
 21.14 Multiple Choice Questions
 21.15 Case Study
Effective Business Communication: Curriculum Based on Primary Research 129

“Tact is the ability to describe others as they see themselves.” – Abraham Lincoln
21.1 Learning Outcome
 Establish need to be culturally sensitive/ need for cultural sensitivity for Business
Communication
 Understand impact of cultural dimensions on Business Communication
 Define various nuances to various cultures
 Equip readers with do’s and don’ts for business communication for various cultures
 Case studies
21.2 Introduction
The word communication is derived from the Latin word communicare which means sharing or
giving to another your thoughts, knowledge and ideas. So business communication also stands for
sharing ideas, knowledge or thoughts while conducting the business with colleagues, customer,
suppliers, business partners and competitors. However, business communication has many objectives.
At a very routine level it is to share ideas, opinions, thoughts and information between professional
colleagues, customers, partners or vendors. Ultimately its purpose is to ensure that all business
functions run efficiently and effectively. But if we analyze deeper, the role of business communication
goes much beyond that. Any business communication has always to be for achieving a suitable
outcome with a customer or with a colleague. A good communication is corner stone for achieving
organization goals. This includes identifying needs and opportunities, as well as defining and
proposing useful solutions to the customer for the long-term success of the company. Once the
expected outcome is defined, then the communicators can focus their energy on specific, measurable
goals. Business Communication also entails development and execution of a business plan. By
providing timely information, the efficiency of the employees of an organization can be increased.
There is a softer side of the business communication that creates consciousness among the employees
about their duties and responsibilities. This way coordination and cooperation amongst various
work groups and departments can be increased. This may require motivating, persuading or
sometimes directing employees to work hard for the organization goals. All this is especially
relevant if the organization is making changes. All managers must keep employees aware of the
impending changes through proper communication.
Good communication also helps in improving relationship and develops empathy towards each
other in business settings. Education and training of employees is another goal of business
Communication. Communication is also needed during education and training of employees of the
organization.
Often in work situation, managers encounter certain issues and problems that need resolution
through suitable discussions. Communication plays an important role. Making decisions is highly
dependent upon business communication. Given this background, we will embark upon to establish
how different cultures have impact on the communication. This is an important aspect as articulating
and establishing the goals of communication is usually a tough task while interacting with people
from different cultures.
One of the significant developments has happened due to the rise of social media and internet
based technologies to facilitate communication. Since people are able to use Internet easily across
boundaries, its impact has become very extensive. Internet has made communication easier and
faster as well as diverse thus giving rise to a whole culture of communication challenges.
21.3 Components of Communication
Before we establish the relationship and impact of culture and communication, let us revisit the
components of the communication. They are namely:
 Source : The person with the idea or thought
 Process of encoding: These thoughts will have to be conveyed (or coded ) into a symbol
conveying the idea. Language is one of the common ones, but the same thought can be conveyed
130 Effective Business Communication: Curriculum Based on Primary Research

as a picture, video, sentence or poem. This could be non verbal communication also like sign
language, nodding your head or raising your shoulder.
 Message: message is the product of the coding process
 Medium or channel: is the means of transmission of the encoded message. This could be
print media, electronic means, lights or sound or face to face communication.
 Noise: anything that contaminates the message, it could be external sources like other messages
getting mixed up. The noise could be internal when the thought is not expressed properly or
semantic where a word with a possible different menacing is used
 Receiver is the person who receives the message.
 Decoding; the process of converting the message symbols in the receiver’s thought
 Receiver response: the action that the receiver takes. It may be no action or some activity
 Feed-back: refers response from receiver on the message sent. This is the beginning of two-
way or interactive communication which further facilitates communication process. One way
communication may not have a built-in mechanism for feedback but most business
communications will have a two way communication i.e. communication with feedback.
 Context: defines the environment of communication some of which are done in certain situations.
For example the context of communication during recruitment process will be totally different
than the one where employees are being retrenched. Communications in a board room meeting
will be more formal than internal brain storming sessions.
21.4 What is Culture?
Culture is a collective manifestation of symbols, rituals, language, beliefs, values, and artifacts of
any society. There would be certain portion represented through material, for example flag of the
country, putting vermillion by women on their forehead. This could also mean the utensils, clothing,
eating habits, and means of transportation. The other portion of culture is values, beliefs and
language that define a society. Certain gestures may be acceptable in one culture but it may be
considered obscene in another for example the gesture of saying “OK” by raising your thumb.
Shaking hand is perfectly normal in western culture and is being adopted world over but in Asian
culture you don’t shake hands with your elders and instead bow and touch the feet. In India itself
we have diverse culture which changes in almost every state . Nodding in affirmative or negative
is done in two different ways in India if you compare people from south with the north India.
Given all these cultural difference a framework was proposed by Hofstede1 who proposed cultural
dimensions theory for cross-cultural communication. He surmised that any society’s culture impacts the
values and behavior of its member. This is a simple model created after doing factor analysis after a world-
wide survey of employee.
The six dimensions proposed by Hofstedeto define culture are
 Individualism versus collectivism
 uncertainty avoidance
 power distance (strength of social hierarchy)
 masculinity-femininity (task orientation versus person-orientation)
 long-term orientation, to cover aspects of values
 Indulgence versus self-restraint.
In addition, different languages create their own culture and barriers to communication. By and
large language is crucial to communication and to any society’s culture. Language in either spoken
or written form creates a unique culture. The later has helped in the development of the society
immensely and improved communication as it minimizes ambiguity.
Ritual also plays a significant role in establishing culture. These are established procedures and
ceremonies at different parts of our life during festivals, marriages and other life events. Rituals
for start of college or school life are common in different cultures.
Effective Business Communication: Curriculum Based on Primary Research 131

Any culture will have several layers such as National, Regional and Ethnical level. Cultural norms
will also be different for different Sex. Culture may warrant behaviors differently amongst various
Generations, Social class and Organizational level. There exists a link between culture and behavior,
because we perceive the world based on our cultural and people from different background of
culture would perceive the same situation differently. This is the precise reason that interacting
with people from other cultures (countries) may sometimes be difficult and frustrating. It also leads
to misunderstandings without doing anything intentionally.
21.5 Culture and Communication
It is well known that communication is rooted in the culture and these two are inseparable. Culture
is a way we behave or conduct ourselves in the society we live. It is like code which we learn while
we grow up by using communication as means. Whatever we do in the society we need communication.
Given this association we must study them together. As described before culture and communication
are interdependent and closely linked. The communication happens to define what is this, how it
is done and why? Without understanding the various cultures nuances the chances of misunderstanding
between members of different cultures only increases. Typically the Western and Asian cultures are
poles apart. While in western culture the “source” is more important than the “receiver,” and the
later has to pay attention to the information, in Asian communication is a way for cooperating to
arrive at the common understanding. Another reason for miscommunication is making ethical
judgments while communicating with each other. So even if the words may be used are same the
meaning being interpreted by the receiver could be different.
21.6 Various types of cross cultural Communication
The approach of communication and culture for business purposes could be understood by different
types of communications being used.
They can be further categorized as
 Diplomatic cross cultural communication happens to facilitate business between countries
or done by industry groups, governments or professional bodies. This term is used to define
how people connect and share information across diverse geographies, countries, political
and cultural space. Diplomatic cross cultural communication brings in Information power to
shape opinions and drive political power and diplomatic superiority in international relations.
Diplomatic cross cultural communication study is interdisciplinary in nature covering
information flow for transferring values, opinions, knowledge, culture across boundaries.
 Business Cross-cultural communication: Most companies playing in global scale have diverse
workforce. It is very common that people from different culture and countries work on a
common project. In order that company performs to its potential it must ensure that its employees
understand cross cultural communication to become an effective workforce. Understanding
and acting on the cross cultural communication area is of strategically important to companies
as most of them aspire to be global and will be using technologies such as Internet. Business
Cross cultural communication requires to build deep understanding of how people from
different cultures behave. This will require them to be sensitive to the way other culture
people speak, communicate and perceive a situation. In addition, understanding different
business customs and approach will help build communication strategies. Many cultures
use verbal, many non verbal means while communicating. How much distance is required
to be maintained, how much friendly one can be in the first meeting, what types of jokes to
be avoided and how to put your argument across are very culture-sensitive features.
Business Cross Culture Communication is an important area of communication that takes place
when two people with different cultural backgrounds communicate with each other. A good
example would be communication between an American and a Japanese business person. Because
of the difference between these cultures they can interpret verbal and non verbal signs in a very
different way.
132 Effective Business Communication: Curriculum Based on Primary Research

Business Cross Culture Communication has become very important these days as more and more
businesses are becoming Global. Movement of people, goods and services leads to increase in cross
cultural interaction. People are traveling to other countries to seek business opportunities or
employment in countries with totally different culture. The benefit of acquiring good cross cultural
communication skill will increase the employees’ potential to contribute in a diverse situation
where people of many cultures work on projects. Having a good understanding of cross cultural
communication will facilitate improved sharing of views and ideas, seeking talent from other
cultures and improved understanding of diverse market.
In countries such as America, people rely more on facts and words to convey the meaning. These
countries are called low context culture countries. The others for instances Japan and other Asia
countries rely heavily on non-verbal and subtle situational cues in communication. These are called
High-context cultures. This is shown in figure below.
In America looking people in their eyes is considered honesty where as in India people do not look
in the eyes of someone who is respected or elder. In the case of later looking in the eyes are
considered defiance and being rude. In England some eye contact is desired but too much is not
considered good. Similar complexities exist for gesturing while speaking. Waving of hands, pointing
fingers or head movement is considered an aid to communication. However, one has to be careful
according to the culture in selecting and using them because the same Gestures may invite different
response in different cultures.
 Understanding High- vs. Low-Context Culture: This is a clear case of cultural differences
which are described as high vs. low-context culture. This describes how a person behaves in
a situation based on his thoughts, opinions, feelings and upbringing . While western educated
people are more direct and to the point and to have low-context cultures. Business meetings
are fast and direct and decisions are taken on hard data. Whereas high context eastern countries
like Japan the culture is high-context where the focus is more on interpersonal relationships.
Here the relationship comes first while taking business decisions.
 Verbal and Non verbal Communication; These also changes in different cultures. While
touching someone while talking is considered normal in India the same may not hold good
while talking to an American. Similarly gesturing using hands may be considered inappropriate
in certain cultures. In some cultures Japanese for instance using finger to point is considered
rude and use of an open hand, with his palm facing up, toward the person is acceptable.
 Language Differences: The biggest issue dealing with cross-cultural communication is the
difficulty created by language barriers. For example, if someone does not speak Chinese then
the ability to communicate will be greatly impacted which has to be supported by hand
movements or sign or use drawings and use an interpreter. Speaking the same language
eliminates the cultural barriers to a large extent.
 Power Distance: this refers to the concepts of distribution of power in an organization. Western
culture has low power distance and informal in nature. This way open communication exists
between the employees and the bosses. In contrast several Asian and Japanese society high
power distance exists and more informal method is used while communicating with their
supervisor. American companies utilize a low power distance and have more informal
hierarchies that allow for interaction between executives and their subordinates. Managers
ask for feedback from employees and will even socialize with subordinates. Companies with
high power distance are typically very hierarchical in nature and have severe differences in
authority. Some Japanese companies may utilize this power structure.
Effective Business Communication: Curriculum Based on Primary Research 133

Take the case of popularly used gesture of creating a ring between index figure and thumb. In India
it is a yoga mudra and considered good for health but in other countries it means differently. In
America it stands for showing agreement but in Brazil it is an offensive gesture and can be taken
as insult. In Japan this is sign for money and in Russia to denote zero. See the figure below.

21.7 Some of the Impediments for Cross Cultural Communication

One should avoid the following misconceptions during business cross cultural communications.
 Avoid Ethnocentrism which means one should accept another culture’s world view
 Never Discriminate based on sex, religion, race or physical conditions.
 Avoid Stereotyping : This happens when we make preconceived notion about personnel of
other culture without considering individual differences. Such generalizations are often based
on limited information. Many a time media depicts a person of certain culture in a typical
way. For instance in Hindi Movies Adivasis were always shown dumb, scantily clothed.
 Never be Culturally Blind by thinking that there is no difference between different cultures
hence we need not worry or take actions
 Never impose your cultural beliefs of what to eat and what to do
 Avoid change of tone
21.8 Traits of Good intercultural communicators
Good intercultural communicators are socially aware individuals who possess excellent verbal and
nonverbal communication skills. They are usually aware of the context and adjust their tone and
choice of words as suitable to different cultures. They know and therefore adjust their communication
output to adapt to new situations and cultures. For example thanking God for success or conclusion
of project is very common in Indian or Asian culture but while dealing with a western business
associate reference to God is strict “no” “no”. Some of the skills needed for good business cross
cultural communicators are:
 Self-awareness: ability to understand your own capabilities according to the situations.
 Self-respect : having belief in yourself and the way you think
 Ability to establish rapport with people of different cultures and adapt
 Develop empathy by being able to appreciate other’s
 Inquisitive and explorative to new situations and cultures.
 Tolerance to ambiguity
134 Effective Business Communication: Curriculum Based on Primary Research

21.9 Best practices for cross cultural communications

Some of the best practices used to improve business cross cultural communications are :
 Slow Down: Speak slowly so that the other person is able to comprehend your accent and
thoughts.
 Separate Questions: when you are asking questions do not mix with your other thoughts.
 Avoid Negative or personal Questions: Do not offend the other person by asking negative,
personal or critical questions. Avoid questions, discussions on race, religion and political
affiliations.
 One at a time: Interaction should be by turns and you must allow the other person to finish
before you start speaking. Interjecting is a typical trait Indian has that needs to be avoided/
corrected in cross cultural communications.
 If required, take notes or show your question by writing it.
 Try to look agreeable by endorsing the other person’s views by nodding your heads and
saying “yes I agree “, or “I understand”.
 In doubt, doubly check meanings by politely asking clarifications.
 Always recommended to avoid slangs or abusive words
 Be careful with your jokes especially if they are related with gender, politics or religion
 Always maintain etiquette and show respect.
 Respect Differences of culture and never impose your own culture
 Try to work together by developing Trust with the other person.
 Be sensitive of body Language while Connecting with people
21.10 Summary
We started the chapter by defining the word communication which is derived from the Latin word
communicare which means sharing or giving to another your thoughts, knowledge and ideas. But
business communication has many objectives and entails development and execution of business
plan. We established that Good communication also helps in improving relationship and develops
empathy towards each other in business settings and noted the significant development due to the
rise of social media.
We then described various components of Communication such as Source, Process of encoding,
Message, Medium and receiver amongst other things. We also defined Feed-back and context. We
then defined culture as collective manifestation of symbols, rituals, language, beliefs, values, and
artifacts of any society. This was followed with Hofstede cultural dimensions theory for cross-cultural
communication.
We then established the relationship between Culture and Communication which are interdependent
and closely linked. It was followed up with various types of cross cultural Communication such
as diplomatic cross cultural communication and business Cross-cultural communication. Business
Cross cultural communication requires building deep understanding of how people from different
cultures behave and is an important area of communication that takes place when two people with
different cultural background communicate with each other. We further explained this by detailing
out differences between High- and Low-Context Culture, Verbal and Non verbal Communication,
Language and Power Distance. This was further explained using a diagram and examples.
The next topic was to explain the impediments for Cross Cultural Communication and a followed
with a short Case on Cross Cultural differences. We then explained the traits of Good intercultural
communicators such as Self-awareness, Self-respect, rapport building, empathy, being inquisitive
and explorative and tolerant to ambiguity. This was followed by best practices used to improve
business cross cultural communications.
Effective Business Communication: Curriculum Based on Primary Research 135

21.11 Key terms with Definition

Source: Who initiates the communication
Channel: medium of communication
Noise: non related communication
Context: environment of communication
Cross-cultural: comparison of cultural phenomenon in different cultures
Intercultural: communication between people of diverse culture
Decoding: converting the symbols back to thoughts
Encoding: Converting thoughts to symbols
Feedback: response after receiving the communication
21.12 Review Questions
a. Define the word communication in few sentences. How it is different from business
communication?
b. What are the objectives of Business communication and what are its components?
c. Define culture and explain Hofstede cultural dimensions theory.
d. What is the relationship between Culture and Communication? What the various types are
of cross cultural Communication? Explain them with examples.
e. Write Short notes on :
I. High- and Low-Context Culture ,
II. Verbal and Non verbal Communication,
III. Importance of Language in cross cultural communication
IV. Power Distance
f. What are impediments for Cross Cultural Communication? What traits a Good intercultural
communicators must adopt?
g. Explain the best practices used to improve business cross cultural communications.
21.13 Situational Question (Real Life Experience)
You are establishing a new company with offices in India, Americas and China. All the employees
at different locations want to have branch opening event . Which type of event will you organize
where? Pick up from amongst the list :
a. Sit around a table and partake of tea.
b. Puja and Havan by sitting on floor
c. Cake cutting ceremony
Answer , b, c, a
21.14 Multiple Choice Questions
1. The word communication is derived from
A. Arbaic word kahana
B. French word la communicare
C. Latin word communicare
D. None of the above.
2. One of the business communication objectives is the development and execution of business
plan.
True/False
3. One of the following is not the component of Communication such as
A. Source,
136 Effective Business Communication: Curriculum Based on Primary Research

B. Summary
C. Process of encoding,
D. Message
E. Medium
F. Receiver
4. One the following is not part of Hofstede cultural dimensions theory
A. Individualism vs collectivism;
B. uncertainty avoidance
C. Religion tolerance
D. power distance (strength of social hierarchy) and
E. masculinity-femininity (task orientation versus person-orientation
F. long-term orientation, to cover aspects of values
G. Indulgence versus self-restraint for cross-cultural communication.
5. Culture and Communication are never dependent and not always linked. True/False
6. Business Cross cultural communication does not require building deep understanding of
how people from different cultures behave . True /False
7. Which amongst the following are the high context countries ?
A. Americas
B. Canada
C. UK
D. Japan
8. Which are the Low-Context Culture countries
A. Americas
B. India
C. Bangladesh
D. Japan
9. Which amongst the following is not a good traits of Good intercultural communicators?
A. Self-awareness,
B. Self-respect,
C. Rapport building,
D. Empathy
E. Hostility
F. Being inquisitive, explorative and tolerant to ambiguity
21.15 Case Study
Cross Cultural differences
Raghav is an Executive at a Bangalore based retail group. He wants to develop a relationship with
A Japanese company and goes to Osaka to meet Mr Osikawa. Raghav received all his education
in the US and was a brilliant person but was not very aware of Japanese culture. He talked a lot
about his company and put the proposal in the first meeting outlining all the positive points
thinking the Mr. Osikawa san would accept the proposal and he will return the same evening after
signing the deal. But Mr Osikawa felt that he is rushing too much and without having a good
understanding of each other there is no way the business relationships can be concluded. He loses
the deal.
He discussed this with his mentor who advised him to go slow in such cases.
His next visit was to Paris where after the meeting the customer invited him for drinks. The
meeting was very good and the deal was almost concluded so he thought he would rather spend
Effective Business Communication: Curriculum Based on Primary Research 137

time shopping around rather than wasting it on drinks with the customer. He politely refused the
offer and went to his hotel.
Next morning he was informed that the customer is not available as he has some urgent meeting
and flown to London for next week. After repeated try he could not establish contact and finally
retuned dejected after failing to conclude the deal.
He went to his mentor and discussed what happened in Paris. His mentor felt that he should have
gone with the customer for drinks when he was invited.
Armed with the newfound wisdom Raghav went to Americas for another client meeting. He was
very careful and was not rushing with the proposal and spent the whole day developing relationship.
He also indicated that he can go out for drinks in the evening to the client. The client bluntly
rejected his offer and felt that he has no technical depth in his proposal therefore no point having
more meetings.
Questions for Case Study
1. Explain with high and low context principle the mistakes Raghav was making while dealing
with people from different culture.
2. Which all principles of Hofstede is applicable here?
3. What will be your recommendations?
4. How should Raghav behave with a Bangladesh client?
Footnotes
1. Hofstede, Geert (1984). Culture’s Consequences: International Differences in Work-Related Values (2nd ed.).
Beverly Hills CA: SAGE Publications. ISBN 0-8039-1444-X.

References
1. Hofstede, Geert (1984). Culture’s Consequences: International Differences in Work-Related Values (2nd ed.).
Beverly Hills CA: SAGE Publications. ISBN 0-8039-1444-X
2. Aaron Marcus and Emilie W. Gould, Cultural Dimensions and Global Web Design: What? So What? Now
What? (Aaron Marcus and Associates, Inc., 2001).
3. Geert Hofstede, “Who Is the Fairest of Them All? Galit Ailon’s Mirror,” The Academy of Management Review,
July 2009, 34(3): 570-571; doi:10.5465/AMR.2009.40633746