business communication - eng
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PERIYAR UNIVERSITY
SALEM 636 011.
PERIYAR INSTITUTE OF DISTANCE DUCATION
[PRIDE]
B.COM DEGREE IN CO-OPERATION
Paper X: Business Communication
[Candidates admitted from 2008-2009 onwards]
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Prepared by:
S. Gurunathan. MCS., M.Phil
Lecturer in Commerce
Sengunthar Arts & Science College
Tiruchengode 637 205
Namakkal Dt.
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UNIT - I
Introduction
The word Communication is derived from the Latin word communication
which means to share. It is the act of sharing or imparting a share of anything.
II. Meaning
The word communication has. been derived from the Latin word communis
which can be translated as common. Communication can be defined as the process through
which two or more. persons come to exchange ideas and understandings among
themselves.,
Communication is defined as Exchange of facts, ideas, opinions or emotions or
two or more persons.
Another definition of communication is Interchange of ideas from one person to
another
Various Situations That Communication Arises
1. Information
The purpose of all communication is to bring about a change for the. better. e
intention of the communication is to influence some action in order to promote common
welfare of a group or an organisation.
For e.g., A Indian farmer requires some information regarding the weather, prices,
seeds, irrigation etc.,
Thus communication plays a vital role in giving information.
2. Advice
The word advice is a kind of information. Parents advice their children, elders
advice the young, teachers advice their pupils, politicians advice a large group. Advice
means opinion given or counsel Hence advice denotes some communication which is
aimed at bringing about a change.
3. Order
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One of the objectives of communication is to convey orders and get them operated
and receive a feed back. n order operates through communication. An order establishes the
authority of the communicator. Normally if there is no conflict the order will be accepted
automatically.
4. Suggestion
To suggest means to call up on an idea.. It also something for acceptance or
rejection
Communication is used to convey suggestions or ideas. This happens in any social
group like a family, office, factory, state, nation etc. Effective communication promotes
the acceptance and trial of good suggestions.
5. Persuasion
To persuade means to convince another or induce a person to do (or) go into action.
The teacher persuades his pupils to listen to him and study. The politician persuades the
voters to vote for him and his party. The managing director persuades, his subordinates to
do the work according to his way of thinking.
Hence persuasion is one of the importance objective of communication. Persuasion
takes place through some kind of communication.
6. Warning
To warn means to give notice to put on guard or to mentally register danger. We
frequently notice such warning as Beware of Dogs, No Smoking, Danger? etc.
Warnings are given by a higher official to his subordinates in official and factories. Hence
warnings being a method of communication is essential to get the work done.
7. Motivation
Motivation mans impelling powers to induce a person to act. For example, desire
fear etc. Motivation is one of the important functions of management. We often say that
the manager motivates the worker in a factory ad gets the work done. For this the manager
has to constantly communicate with the men he manages.. Hence motivation can be
successful only through proper communication.
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COMMUNICATION PROCESS
Communication process may involve the various elements as shown in figure:
The above figure shows the following elements in this process.
Sender
The person who intends to make contact with the objective of passing information,ideas1 to other persons is known as sender.
Ideas
This is the subject - matter of communication. This might be opini attitude,
feelings, views suggestions, orders etc.
Encoding
Since the subject matter of communication is abstract and intangil its
transmission requires the use of certain symbols such as wor actions, pictures, etc.
Conversion of the subject matte symbols is the process of encoding.
Channel
These symbols are transmitted through certain channels, e.g. rad telephone, air etc.,
depending upon the situation of the two sender parties. v sender and receiver.
Receiver
Receiver is the person to whom message is meant for.
Decoding
Receiver convert the symbols received from the sender to give I the meaning of the
message.
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Sender Idea Encoding Channel Receiver Decoding
Feed back
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Feedback
Feedback is necessary to ensure that the receiver has received message and
understands it in the same sense as sender. Further, it also acts as an energising factor,
thereby changing of action in the communication.
III. PRINCIPLES OF COMMUNICATION
The communication to be effective must be based on certain important principles.
H. Koontz says that the following principles are useful guides for establisher a good
communication.
1. Clarity: A communication is said to have clarity when it is expressed and
transmitted to the receiver in an understandable manner. Unless the message is well
understood by the subordinates, efficiency in action shall not become reality.
2. Integrity: Managerial communications are only means but not ends. The purpose
of communication is to develop understanding and to bring cc-ordination to attain the
cherished goals of the firm.
3. Uses of Informal Organisation: Managers must make use of the informal
organisation to supplement the communication channels of formal organisation.
BENEFITS OF COMMUNICATION
The importance of the concept of communicator cannot be over emphasised.
Barnard has called it as the foundation of all ground activities. As stated by H. Koontz,
group activity is impossible without informal transfer, because without it, co-ordination
and I change cannot be effected. Communication, thus s a concept, has assumed more
importance in the managerial process. Its importance can also be judged from the
following benefits it provides.
1. Good communication ensures a smooth and unrestricted running of the
enterprise.
2. It helps the managers to arrive at vital conclusion.
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vital factor to run smoothly. The scope and importance of commercial correspondence is
fast increasing every day because of the following reasons:
1. A considerable portion of commercial or business writing is found to be in the
form of letters. Effective communication is the crux (basic of necessity) of human
civilisation. Language is the most suitable and effective medium of communication to
establish essential links among individuals in different walks of life. Effective
communication can be established only through effective letter.
2. Commercial correspondence is expected to open up and maintain good business
relations in order to introduce, promote and conclude business transactions. Thus, it is
regarded as a very valuable instruction.
3. Effective commercial correspondence has enabled businessmen from one. corner
of the globe to capture and expand markets all over the world. Business correspondence is
therefore rightly called as The life blood of modem commercial world.
4. Business agreements concluded orally or through telephone will not be upheld in
the courts of Law, unless they are made in writing. Unnecessary misunderstanding and
troubles can be eliminated it all agreements are confirmed by letters.
5. A business letter is always cheaper. It can handle accurately even the most
intricate (complicated) transactions.
6. On many crucial occasions, a letter can achieve certain appreciable resuIts which
a personal interview may not. For a businessman, time is money, ohe cannot afford to
waste his precious time. The loss of time involved in long personal and business talks can
be done away by writing short letters. Even if the letters are long, they can be kept aside
during busy hours and read during leisure hours.
7. The tongue and the pen are the interpreters of mind, of these two, the pen is more
faithful than the tongue. This is because the tongue being seated in a most slippery place,
may fail in her expressions. But the pen having the greater advantage is not so subject to
error.
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8. The unpleasant task of refusing a request at an interview can be conveniently
accomplished through a letter.
Downward communication
Here communication flows from a superior to a subordinate.
Orders, individual instructions, policy statements, job sheets, circular etc., fall
under downward communication.
Downward communication is eminently suited to-an organisation in which the line
of authority runs distinctly downwards, with each rank clearly below another, to which it is
directly related.
Main objectives of downward communication
1. To gain specific directives about the job being entrusted to a subordinate. The
decisions taken at the managerial level are transmitted to the subordinate staff in the form
of directives so that action may be initiated.
2. To explain policies and organisational procedures. A clear understanding of the
policies gives the lower staff a wider perspective so that they can grasp and play their role
more meaningfully.
3. To appraise the subordinates of their. performance. If the performance of a
subordinate is objectively assessed and the assessment is communicated to him in a
considerate tone, it will definitely promote his efficiency.
4. To give information about the rationale of the job, i.e., to explain to a
subordinate the significance of the job assigned to him and why he has been entrusted with
it.
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TYPES OF COMMUNICATION
Upward Downward Vertical Horizontal Grapevine
Consensus
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Limitations of downward, communication
Under-communication and over-communication
Downward communication is often married either by under communication or
over-communication, i.e., a superior. may either talk too little or too much about a job.
Delay
The lines of communication in downward communication being very long,
transmitting information to the lowest worker is a time-consuming process. By the time
information reaches him, it may have lost much of its significance, or it may have caused
damaging delay.
Loss of Information
Unless the communication is fully written, it is not likely to be transmitted
downwards fully. A part of it almost is certain to be lost. In fact, it has been experimentally
verified that only 20 percent of the communication sent downward through five levels of
management finally gets to the workers level.
Distortion
In long lines of communication, information is not only lost but even distorted.
Built in resistance.
Built in resistance
The subordinates do not get any opportunity of participating in the decision-
making process. They are expected to receive the policy decisions and directives without
questioning their appropriateness, utility or validly which they resent.
Upward communication
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The communication channel which pushes the flow of information upwards is
known as the upward channel of communication. Managers have only recently come to
recognize the importance of upward communication.
Importance upward communication
Providing feedback
Upward communication provides the Management with necessary feedback.
Outlet for the pent-up emotion
Upward communication gives the employees an opportunity to vent their problems
and grievances.
Constructive suggestions
Often employees offer constructive suggestions to promote the welfare of the
organization. Some of these suggestions, when implemented definitely prove beneficial.
Easier introduction of new schemes
Since the employees fee[ themselves to be a party to the decision- making process,
it helps the organisation to introduce new schemes without unduly antogonizing the
employees.
Greater harmony and cohesion
Upward communication acts as a kind of lubricant. It makes the atmosphere in the
company congenial and creates greater harmony and cohesion between the management
and the employees.
Methods of upward communication
Open door policy
The employees are given a feeling that the managers doors are always open to
them. Whenever they like, they can walk into his room without any hesitation whatsoever,
and talk to him about their problems
Complaints and suggestion boxes
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At some convenient places in the office or the factory, complaints and suggestion
boxes are installed.
Social gatherings
Social gatherings are frequently arranged in different departments. These
gatherings offer a very informal atmosphere in which the employees shed their inhibitions
and talk about their problems.
Direct correspondence
Sometimes the manager may directly write to an employee and ask him to
communicate with him.
Reports
Employees may be required to submit reports about the progress of their work at
regular intervals.
Counseling
In some organization, workers are encouraged to seek the counsel of their superiors
on their personal problems. V
Limitations of upward communication
1. Employees are usually reluctant to initiate upward communication. The managers
might keep their doors open. But they can force the employees to walk in to their
rooms.
2. Employees often feel that if they communicate their problems I their superiors, it
may adversely reflect on their own efficiency.
3. Upward communication is more prone to distortion than downward
communication. In downward communication, distortion is often unconscious. But
upward communication is deliberately distorted. Some managers lose their temper
if they are confronted with unpleasant facts. So information is suitably edited
before it is passed on to them. While transmitting communication upwards, the
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transmitter always conscious of how it Will be received and he cannot resist the
temptation of sugar-coating the information.
4. Sometimes, in the process of upward communication, worker become too bold,
ignore their immediate superiors and suggestions or complaints. This proves
harmful in two ways. The officers have been by - passed feel hurt, white the high-
ups get suspicious of the workers information. The relations between the worker
and their immediate superiors get strained and work suffers.
5. Any negligence shown towards upward communication makes the workers cynical.
They carry the impression that the opportunity to communicate upwards is only an
eye-wash. This acts as a barrier to upward communication in future.
Horizontal communication
Communication between departments of people on the same level in the managerial
hierarchy of an organization may be termed a Horizontal or lateral communication.
Horizontal communication is extremely important for promoting understanding and
co-ordination among various departments.
The purchase department might keep on purchasing material which is neither
immediately needed nor can be adequately stored. The stores may report shortage ofmaterial when production is fully geared up. Scarcity of raw material may cause
production to slow down but the sales department may continue booking orders. Free flow
of horizontal communication among various departments can easily avert the incidence of
such situations.
Grapevine
In every organisation an. informal channel of communication called the grapevine
is in operation.
It is quite natural for a group of people working together to be interested in one
another and talk about appointments, promotions, retrenchments, or even domestic affairs.
Some people derive great pleasure from gathering such secret information and
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transmitting it to others. They are the leaders who control the grapevine. Soon this top
secret reaches everybody.
Keith Davis rightly points out that the grapevine is more a product of the situation
than it is of the person. Certain situations like insecurity of service, uncertainty over
promotions, special increments to a particular employee, certain innovations in the
organization that are likely to affect the job prospects of the employees, are sure to activate
the leaders of the grapevine so that very soon all kinds of rumours spread in the
organisation.
The grapevine in basically a channel of horizontal communication, for it is only,
between people working at the same level of hierarchy who can informally communicate
with one another with perfect ease.
Importance of the grapevine
A safety valve
Apprehensions experienced by workers on matters like promotions and
retrenchments become an obsession with them. Talking about them may not alleviate their
fears, but it certainly provides them emotional relief.
Orqai1sational solidarity and cohesion
The existence of the grapevine proves that the workers are in the rested in their
associates. The very fact that they talk among themselves helps to promote organizational
solidarity and cohesion.
Supplement to other channel
All information cannot be transmitted to the employees through the official
channels. If there is some useful information unsuitable for being transmitted through
official channels, it can be transmitted through grapevine.
Quick transmission: The speed with which information is transmitted through the
grapevine is just remarkable.
Feedback: The grapevine provides feedback to the management.
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Demerits of the grapevine
Distortion : One of the major drawbacks of the grapevine is that it may spread
baseless or distorted news which may sometimes prove harmful even to the employees.
Incomplete Information : The grapevine information is usually incomplete.
Damaging swiftness
The swiftness with which the grapevine transmits information may even be
damaging. A rumour may have spread and caused serious damage before the management
becomes aware of it and can take any rectifying steps.
How to use grapevine effectively
1. The managers should try to spot the leaders. They should try to find out the
people who. are more. active an the grapevine and keep them well informed so that
harmful rumours do not reach the employees.
2. The grapevine should be used to feel the pulse of the employees.
3. If there is any false rumour, the management should immediately use the official
channels to contradict and to dispel the fears of the employees.
4. If the workers are associated with decision-making, the rumour- mongers will be
automatically frustrated. If the workers are already aware that the plant is to be
modernized but that the modernization process is not going to involve any retrenchments,
the arrival of the new machinery and engineers will not cause any undue apprehensions
among them. Thus the harmful effects of the grapevine will be successfully counteracted.
Consensus
In the commercial field, it is felt desirable that when the board meeting is held,
decision should be arrived at through consensus. Unanimous decision help to project agood image of the organisation among the employees as well as share holders.
Consensus does not imply unanimity, for perfect unanimity is just impossible. It
simply means that the majority of people subscribe to a particular view, which all the
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members are willing to accept in the larger interest of the organisation. The dissent is there,
but the dissent is not pressed and it is minimum.
Barriers in Communication
There might be a number of such barriers impeding the flow of communication in
the organisation. These may be classified as (i) Semantic (ii) Emotional or psychological
barriers (iii) Organisational and (iv) Personal factors.
1. Semantic barriers
Semantic barriers are obstructions caused in the process of receiving or
understanding of the message during the process of encoding and decoding ideas and
words. These barriers arise from the linguistic capacity of the parties involved. The
following are some semantic barriers.
Badly expressed message
Lack of clarity and precision in message makes it badly expressed. Poorly chosen
and empty words and phrases, careless omission, lack of coherence, bad organisation of
ideas, awkward sentence structure, inadequate vocabulary, platitudes, numbing repetition,
jargon, failure to clarify implications are some common faults in this case.
Faulty translations
Every manager receives various types of communication from superiors, peers,
subordinates and he must translate information destined for subordinates, peers and
superiors into language suitable to each. Hence the message has to be put into words
appropriate to the frame work in which the receiver operates.
Unclarified assumptions
There are certain uncommunicated assumptions which underlie practically all
messages. Though a message appears to be specific its underlying assumptions may not be
clear to the receiver.
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Specialists language
It is often found that technical personnel and special group develop a special,
peculiar, and technical language of their o increases their isolation from others and builds a
communication barrier.
2. Emotional or psychological barriers
The following are some emotional barriers:
Premature evaluation V
Rogers and Roethliberger in 1952 first pointed out this barrier. Premature
evaluation is the tendency of prematurely. evaluating communications, .rather than to keep
an uncompromised position during the interchange. This barrier can be remedied byempathy a evaluative listening.
Inattention
The preoccupied mind of a receiver and the resultant non-listening is one of the
major chronic psychological barriers, It is a c phenomenon that people simply fail. to react
to bulletins, notices, minutes and reports.
Loss by. transmission and poor retention
When communication passes through various levels organisation, successive
transmission of the same .message decreasingly accurate. It is said that in case of oral
communication about 30% of the information is lost in each transmission.
Distrust of communication
It arises out of ill-considered judgments or illogical decision frequent
countermanding of the original communication by the communicator. Repeated
experience of this kind gradually con the receiver to delay action or act unenthusiasticallyand hence making the communication unsuccessful, though apparently it is complete.
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Failure to communicate
It is quite an accepted fact that managers often tail to transmit needed messages.
This might be because of laziness on the part communicator, or assuming that everybody
knows, or procrastination hogging information or deliberately to embarrass others.
3. Organisational barriers
Organisational policy
The general organisational policy regarding communication an overall guideline to
everyone in the organisation regarding how normally expected to behave in this matter,
Organisational rules and regulations
Organisational rules and regulations affect the flow of communication by
prescribing the subject matter to be communicated and also the manner through which
those are to be communicated. The rules may restrict the flow of certain messages and may
leave many important ones. On the other hand, communication through proper channel in a
specified way prescribed by these rules delays it and works against the willingness of
persons to convey the message. This barrier is strongly operative in Indian Public Sector
enterprises where observance of rules and regulations are more rigid.
Status relationships
The placing of people in superior subordinate capacity in the formal organisation
structure also blocks the flow of communication and more particularly in upward direction.
Greater the difference between hierarchical positions in terms of their status greater would
be the possibility of communication breakdown.
Complexity in organisation structure
In an organisation where there are a number of managerial levels, communication
gets delayed. Chances of communication getting distorted are more in case of upward
communication, because people generally do not like to pass up the adverse criticism either
of themselves or of their superiors.
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Organisational facilities
Organisational facilities provided for smooth, adequate, clear and timely flow of
communication may take a number of forms. Some of these have been mentioned earlier in
the communication media such as meetings, conferences, complaint box, suggestions box,
open door system, social and cultural gatherings etc -If these are not properly emphasized
generally people fail to make effective communication.
4. Personal barriers
A plethora of factors internal to the two parties sender and receiver- to this process
also exert important influences on its operation, as communication is basically an inter-
personal process.
a) Barriers In superiors
Attitude of superiors
The attitude of superiors towards communication in general or in at t, particular
direction affect the flow of message in different directions. For example, if this attitude is
unfavourable, there is greater possibility that messages would not flow adequately from
and or to superiors.
Fear of challenge to authority
A person in the organisation always tries to get a higher position and prestige to
satisfy his needs. As such managers in general try to withhold the information coming
down the line or going up as frequent passing or information may disclose their weakness.
Insistence on proper channel
One of the basic features of superiors exercising of the authority is that they wish
to remain in communication links and they do not like an. type of by - passing in
communication.
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Lack of confidence in subordinates
Superiors generally perceive that their subordinates are less competent and capable,
they are not able to advise superiors or they may not have some information coming
downwards.
Ignoring communication
Sometimes superiors consciously and deliberately ignore the communication from
their subordinates to maintain their importance.
Lack of time
Superiors feel, whether correct or otherwise, that they are overburdened with the
work and they have little time to. talk to their subordinates.
Lack of awareness
Sometimes superiors may lack awareness about the significance and usefulness of.
communication in different directions in general or of a particular subject-matter. In such a
case, communication flow is blocked.
b) Barriers in subordinates
Vertical communication in either direction can take place only when subordinates
also actively participate in this process. There are various factors in the subordinates that
adversely affect such active participation on their part. Some factors which have been
traced in the case of superiors are also applicable here, such as attitude, time availability,
awareness about the significance, etc.
Lack of proper Incentive
Lack of motivations to communicate also prevents subordinates to communicate
upwards. The ward and punishment system of the organization is more responsible for this.If a novel suggestion by a subordinate does not evoke any attention from the organizations,
he would not convey it.
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How to Make Communication Effective
There are various guidelines for making effective communication. American
Management Association has suggested ten commandments of good communication.
Clarity in idea
The communicator should be quite clear about what he wants to communicate.
Communication is a process starting with ideation which includes generation of ideas
which are meant for communication. This is the subject-matter of communication and may
include opinions, attitudes, feelings, views, suggestions, orders etc.
Purpose of communication
Every communication has some purpose, the basic purpose, of any communicationbeing to get behavioral response from the receiver of the communication. However the
ultimate objective may be extended further, for example, getting an order accepted by the
subordinate. The communication should be directed towards this objective by the efforts of
communicator.
Empathy in communication
The way for effective communication is to be sensitive towards receivers needs,
feelings, and perceptions. This is what psychologists call empathy in communication,
implying putting lase in others shoes.
Two-way communication
Communication is a two-way traffic and this fact must be realised in
communication. Two-way communication brings two minds together which is the basic
core Of any communication. It involves a continuous dialogue between sender and receiver
of the massage.
Appropriate language
The subject-matter of communication is transmitted by decoding it into some
symbols. Such symbols may be in the form of words, either spoken or written, and
gestures, if words are used, the languages used for communication should be such, which
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is understandable by the receiver. Technical terminology and multi-syllable words may be
impressive looking, but they can also be troublesome to the listener. One way of making
the communication simple is to use repetitive language with which receiver is quite
familiar.
Supporting words with action
Often it is said that action speaks louder than words. While communicating, the V
sender may use the actions to emphasise a point. This will ensure seriousness in
communication.
Credibility In communication.
One criterion for effective management communication is that demonstrated
through his competence that he Is worthy for trust must also maintain his trust and
creditability. Thus any communication which is based on this trust and creditability will be
followed subordinates.
Good listening
A communicator must be a good listener too. By this process, he is not only giving
chance to others to speck but he gathers usual information for further communication. By
concentrating on the speakers explicit and implicit meanings, the manager can obtain amuch better understanding of what is being said. Nicholas has identified managers suffer
from some common habits of bad listening. Davis suggested ten points which may be
observed in listening. These Stop talking, put the talker at ease, show the talker that you w
to listen to, remove distractions, empathies with the talker, patient, hold your temper, go
easy on arguments and criticism, questions, stop talking. He has emphasized stop talking
because without stopping talking, one cannot listen to.
Key concepts for review
Process of communication
- Encoding
- Grapevine
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- Semantic Barriers
- Psychological Barriers
- Organizational Barriers
- Personal Barriers
- Art of listening
LISTENING
Listening an important aid to communication. Whenever a person communicates
anything orally, it will reach the communicate only when he listens to it. Listening is
different from learning. It involves much more than hearing. Hearing is simply perceiving
sound. When you perceive a sound, you are merely aware of it. You dont necessarily
comprehend it. On the other hand, when you listen, you interpret and assign meaning to the
sounds.
Keys to Better Listening
Following are considered as the keys to better listening.
1. Undivided Attention: While listening to a lecture, one should give the speaker,
his/her undivided attention. In other words, he has to pay more attention to what the
speaker says than to how he says it. Listeners have to focus on the content of the talk and
do not overly concerned about how the talk is delivered. Speaker may have dressed
inappropriately, spoken very fast, appeared nervous. Do not bother. Always give
importance to what is said than how it is said.
Similarly, dont miss a topic simply because it is presented in an uninteresting
manner. Some information that may be boring in fact may prove to be wry much useful.
2. Be Open-minded: While listening to a speech dont look at whom you arelistening to or what the topic is etc. Keep your emotions under control; listen objectively.
You should be willing to accept new information, ideas, points etc., if they are really
useful.
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Dont look at the situation as a win/lose situation. Think it of as a win/win
situation. Because, the speaker wins by convincing audience of the merits of his position,
and the audience win by gaining new information and ideas, which will help them in
performing their duties effectively.
3. Actively Involve Yourself Mentally: While listening to a lecture, actively
involve yourself in it. Dont get distracted. Repeat the important ideas, which the speaker
put before you to yourself. This will be of very much useful to understand the lecture
better. If you feel that noting down the points will be helpful, note down the main points in
a brief manner. Dont become so busy writing down the facts that you miss the message.
4. Listen with a Positive Attitude: Mostly, listeners fail to listen because they are
not mentally prepared to listen. This is not correct. Li4eners should listen with a positive
attitude.
5. No Interruption: Interrupting a speaker creates a barrier to effective
communication. It may be due to impatience, time pressure, etc. Such interruptions have
many negative consequences. They are considered as rude. They tend to drag out the
exchange of information instead of speeding up.
6. Bodily Exhibitions: A listener must show himself that he is interested in
listening. Non-verbal signs can be used to exhibit affirmative head nods and appropriate
facial expressions, eye contact etc., convey certain things to the speaker.
7. Ask Questions: An effective listener always asks questions, clarifies doubts,
seeks explanations, and ensures dear understanding. This makes the speaker realise that he
is really listening.
8. Do not Overtake: Some people instead of listening to the speaker till he
completes his version, speak their own ideas or points. Listening is the price one has to
pay to get the people talk. An effective listener will never overtake the speaker. One cannot
talk and listen at the same time.
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9. Put the Speaker at Ease: By your attitude, help the speaker become relaxed and
aware of a willing listener. Be not only seen to listen, but felt to listen. And use eye
contact.
10. Listen Patiently: The speaker is entitled to be heard, even if you feel his
approach is wrong.
11. Avoid Premature Arguments: Dont interrupt to question or argue about
facts:
12. Remove Distractions: Dont play with papers, pencils or anything else.
13. Indicate Acceptance: An occasional yes or I see or even a nod of the head
indicates attention. It can also acknowledge what is being said.
14. Observe Nan-verbal Cues: Search out the main points. Observe the non-
verbal areas such as tone, pitch, physical gesture etc., which too convey meaning to the
message. A listener may note them down as these will help in revealing if the speaker
appears to be sincere in his views.
15. Avoid Fake Attention: Many listeners mistake silence for listening. They
develop the habit of faking attention. They steadily fix their eyes on the speaker and try to
pretend as good listeners. They usually miss out many important points made by thespeaker.
16. No Personal Bias: It is always desirable to drop personal biase and attitudes
about a speaker arid his views. Listeners often prematurely dismiss lectures as
uninteresting. They assume so and let their mind wander some where else. .
VI. Channels of communication
Todays dynamic business require many mechanical devices for fast of quick
communication for manages to make effective decisions. A manager must communicate
both internally and externally.
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I. Internal Communication
1. Oral communication
a. Face - to - face communication
Oral communication is the most popular means of transmitting - messages, whether
in business or social set up. It is used more often than any other type of communication. *
b. Mechanical devices
i) Staff on location
The superior appoints a staff for the delegation of authority. He communicates with
the concerned worker regarding his work at the time of working hours.
ii) Telephone
In todays fast moving competitive business world, telephone is one of the most
commonly used means of oral communication. It is to make appointments, to establish
valuable business contacts and numerous other things.
Advantages
1. lt saves time
2. Effective if voice is modulated
3. It helps for immediate feed back.
4. The communicator can make sure that his communication has been well
underetood and the communicator can have his doubts clarified.
Disadvantages
1. They cannot use facial expressions.
2. Since telephone service, especially in India is still far from satisfactory, a lot of
time is wasted.
3. A telephone message does not provide a permanent record for legal purposes. .
4. Nuisance of wrong numbers
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5. Dependent entirely on voice modulation
6. Greater chances of missing or misinterpreting something.
iii) Intercom or. Inter-communications
The internal telephone extensions may be brought together on a private board and
control for inter-communication. Any person or department having an extension line can
get in toveh with an outside line or with another extension line of the same office without
going through the central telephone exchange. If such a private switch boarrd is operated
and controlled by an operator employed by the office, it is known as PBX (private branch
exchange)
If there is no operator an automatic switch board is installed for the same purpose,
it is known as PABX (private automatic branch exchange).
iv) Dictating machine
Another mechanical device used in oral communication is dictating machine or
dictaphone. It is just like a tape recorder and it records the message given by the superior.
It is a substitute for the short hander. If the superior is free he will dictate it on the machine
when the typist is free he will types that matter.
2.. Written Communication
A. Through actual delivery
i) Messenger service
Written communication is as essential as oral communication. In this written
communication, messengers were used to transfer the matters both internally and
externally. In this type of communication, the superior will write the matter or type it and
he gives to the messenger, the messenger will hand over that particular file to the
concerned party as soon as possible without any delay.
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ii) Mechanical devices
a. Pneumatic tubes
Pneumatic tubes are located thipughout the office, The basic principle of a
prieumatctube is. a hollow tube in which acun-entofairis forced from one end to the other
end. It transport documents from one department to another. The initial cost is high, but the
maintenance cost is low.
b. Conveyor, systems
Conveyor systems is used. in all offices. Documents are attached to the overhead
wire which moves along supported chains and carry the documents from one place to
another. Horizontal conveyor systems transport files in the same floor, while .a vertical
conveyor system transports documents from top to bottom.
c. Lifts
Lifts may be manually operated .or electrically operated. When documents have to
be passed continuously from the top floor to ground floor crossing 5 or 6 floors, this
system is used.
B. Without delivery
I) Tele Printers
Tele printer works with the help of the type writing machine to send the message
from one place to another distant place. In this method, we can type the message in one
place and it will be automatically typed at the other centre. This tele printer is based on the
law of electro - magnitude, and so it sends the message very quickly.
ii)Telex
A telex machine consists of an automatic electric type writer and a dial box isinstalled there and it has a telex directory like a telephone directory. In India many cities
have telex services, each station has a separate code number. For eg, For Mumbai, the no is
o11, for Madras it is 041 etc., The telex provides automatic communication through the
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printed word between subscribers and establish their own connection to the required party
by dialing a station code followed by the telex number of the called party.
When the subscriber has to call a foreign party, he has to first to book a call to the
International Telex service which gives connection with the foreign party. The charges for
a telex call begin as soon as the number is connected.
iii) Tele - writer
The another device used in written communication is tale writer. It is just like the
tele printer. This is also based on the law of electro magnitude. This is also called as tale
type- writer. But nowadays it is not in use because of its lack of clarity.
iv) Closed - circuit television
In very big organizations and factories this closed circuit televisions are used.
Because it is very difficult to supervise each and every ones work, closed circuit
televisions are fitted in important junctions and are carefully watched by the top authority.
This helps to reduce the cost of production by decreasing the number of supervisors in the
company.
II. External Communication
1. Oral Communication
a. Telephone
The telephone is the most important tool of communication employed. in the
business world today. A telephone is a great tactility, its quickness is its greatest
advantage. It saves time and money and ultimately it is a cheap mode of communication.
The disadvantage of telephone communication is that one is not sure of getting the
number when it is wanted and lf one gets the number the person called may not be
available or may avoid talking.
b. Fascimile (Fax)
This modern machine fascimile or Fax is used to transmit visual materials such as
diagram, illustrations, photographs or artworks. This is connected with a telephone. One
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can transmit the information through the fax to a distant place where an identical copy of
the document is reproduced by the receiving fax machine. The message is electronically
scanned and signals are transmitted to the receiving end.
We can send important documents like certificates, degress testimonials,
agreements and contracts from one place to another place at the speed of a telephone call.
c. E-Mail
This is popularly known as Electronic Mail. This is also similar to fax but are
connected by two computers. The message is typed on the computer screen at one end and
is conveyed to the other computer through electronic impulses.
If the computers have fax, telephone or telex facilities attached to them, E-mail can
be used .to transmit telephonic messages or to send important documents.
Advantages
1. It can be easily stored for future reference.
2. It is quick and time saving.
3. lt both persons are simultaneously sitting at both ends, clarification can be easily
sought.
4. E-mail messages can be made highly confidential by using codes.
d. Tele conferencing
It is now possible to link one telephone number with many telephone numbers
simultaneously, leading to a mini-conference out meeting each other face-to-face. It saves
costly executive time money. We can even attach television (video facilities) to enable
people to see each other while taching.
2. Written Communication
a) Postal & Telegraphic Services
In many business organizations most of the business transact are held only by the
postal services. It is an effective communication least cost of production. Letters, parcels
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are sent through the Offices: QMS (Quick mail service) Post bags. post boxes, insurance
V.PP. are the facilities given by the post offices to the commercial sectors. Likewise
telegram were used for quick transmission.
b) Tele-fax
It is the latest system of machine used in highly, professional offices. In this system
drawings, photographs, documents, are sent through by means of electronic system. The
documents are fed at one end by pressing a button, a similar image is formed at the other
end.
VIII. Elements of communication
The basic elements of communication are:
1. Sender i.e., Communicator: Sender is a person who sends a message. He may be
a writer, speaker or actor.
2. Receiver i.e., Communicatee: Receiver is a person who receives a message.
The receiver may be a reader, listener or observer.
3. Message: Message is the subject matter of communication. It is in the form of a
verbal or non-verbal language. Verbal language means spoken or written words or
numbers. Non-verbal language can take the form of facial or body gestures or expressions.
4. Channels of Communication: Channel is the media by which the message is
flowed from the communicator to the communicatee. It acts as a connecting link between
them.
5. Feedback: The last stage in the communication process is feedback, the receiver
makes it known to the sender that he understood the message. The communication process
is said to be completed when the communicator receives the feedback. Feedback is the
response, reaction or reply made by the communicatee.
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Unit II
COMMON ERRORS IN LETTER WRITING
Commercial English which was in vogue during the Victorian period has lost much
of its charm these days. They have become meaningless jargons, lacking sincerity. The
use of simple, natural English is preferred in commercial correspondence.
Some examples:
1. Commerical English Yours of the 18th instant to hand and the same shall receive
prompt attention.
Simple Usage: We tank your for your letter of the 18 th January 1985. it shall receive
our prompt attention.
Instead of Say
2. We beg of acknowledge receipt of your
favour
We have received your letter.
3. We enclose herewith or Enclosed please
find
We enclose
4. I am to point out that the prices quoted are
subject to attrade discount of 25%
The prices quoted are subject to a trade discount of
25% (The words I am to point out are redundant.
5. With a view to a discussion of the matter To discuss the matter.
6. it will be appreciated that owing to
fluctuation in prices it is impossible for us to
quote
Owing to frequent price changes we fare unable to
quote.
7. Adverting to your favour Referring to your letter
(or)
Thank your for your letter
8. We beg to thank you We thank your
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9. The favour of your early reply will oblige I shall be glad to hear from you soon.
10. Assuring your of our best attention at all
times. / Thanking you in anticipation. We beg
to remain / Awaiting the favour of you early
Meaning less endings. Hence better to avoid them.
Altogether.
11. As per According to
12. At your earlier convenience As soon as possible
13. Only too pleased to Very gald to
14. please be good enough to advise us f Please tell us
15. Contents noted Unnecessary expression; hence can be omitted.
16. 2nd inst., Proximo, ultimo Better to mention the name of the month.
17. Our Mr. Antony Mr. Antony, our Sales Officer.
18. Commence Begin
19. In the course of his speech, he talked on
the question of security
During his speech, he talked about security
20. Rules have been made for the avoidance
and settlement of disputes
Rules have been made for avoiding and settling
disputes.
21. Achievement of this goal is not possible
without the co-operation of the staff
This goal cannot be achieved without the
cooperation of the staff.\
22. We shall advise you as soon as goods are
ready
Inform
23. We don anticipate any difficulty in
meeting your requirements
expect
Correct the following:
Questions Corrected Answers
1. 9 persons .. (Nine persons)
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2. Twelve days..
(Rule: Figures must be used for numbers 10
and above; they must be spelt out if below ten.)
(12 days)
3. Thirty five members attended..
(Rule: A hyphen must be used to join the
compound numbers from 21 to 99)
(Thirty-five)
4. 0.45 = .
(Rule: Two zeroes must be put before the
decimal point in case there is no integer in a
figure )
(00.45)
5. Twenty-fifth December 1989..
(Rule: Date must be written in figures)
(25 December 1989)
6. 90 clock
(Rule: if 0clock is used to indicate time, the
numeral must be spelt out
(nine 0clock)
7. please acknowledge the receipt of this letter.
(Please acknowledge receipt of this letter)
8. The Sales Manager and not his assistants, were responsible for this omission.
(The Sales Manager and not his
assistants, was responsible for this
omission.)
9. One of the directors have resigned. (One of the directors has resigned.)
10. The committee is unable to agree on the
proposal.
(The committee has unable to agree
on the proposal.)
11. The Committee have submitted their
report
(The committee has submitted its
report. Here the committee is
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1. Letters of - Enquiry and Replies:
These are meant for knowing the availability of goods price lists, V terms of trade,
request for lowest quotations etc, and replies from business units. V
2. Offers and Quotations: V
These are letters in the nature V of a circular announcing offer of goods cautioning
the danger V of poor supply in future and emphasizing the benefits of present buying.
Letters containing quotations sent in response to a request theref9r state the rates at which
goods will be offered for sale.
3. Orders and their Execution:
Letters placing orders with firms V for the supply Of V specified quantities of
goods, letters intimating execution of orders or requesting condonation of delays come
under this category.
4. Status Enquiries:
Letters written to business hoses to ascertain the advisability of granting credit to
specified parties when fresh applicants for credit approach them are called letters of status
enquires. The persons addressed are the firms furnished as references by such credit-
applicants.
Replies furnishing opinion on the Credit standing of parties referred to also come
under this type.
5. Complaints, claims and. adjustments
Letters of-complaints are many. They may be with regard to poor quality of goods
supplied, short supply, delay in the. execution of orders etc. Replies assuaging the
wounded feelings, called adjustment letters require to be drafted. with tact, ad courtesy .
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6. Circular Letters:
These letters convey messages meant for a number Of parties may be customers,
business friends, dealers etc.
Example: Removal of business to new premises, obtaining an agency, clearance
sales, retirement of a partner etc.
7. Letters Relating to Agency:
Applications requesting grant of agency, letters granting agency, letters seeking
reasons for foor sales performance etc. come under this type.
8. Collection Letters (Dunning Letters):
These are letters demanding settlement of dues, granting time extention for
payment threatening legal action against continued default etc.
9. Application for a situation:
These relate to applications put in for appointment to posts advertised or heard
about. Appointment letters and letters verifying reference will also come under this
category.
10. Letters of Recommendation.
They may be testimonials given or letters in traducing business friends to other
business houses for help.
11. Letters Relating to Export and Import:
These comprise letters seeking price quotation Placing orders with foreign
suppliers advice of shipment, letters of advice of sale etc.
12. Bank Correspondence .
Correspond, with the bankers by any business house is very frequent. Standing
instructions to bankers, letters regarding dishonored cheques, those requesting loan
facilities, correspondence by bankers to business houses (e.g asking 1. for production of
more securities) letters from banks to their Head offices and vice versa, letters from one
bank to another alt these come under this type.
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13. Insurance Correspondence:
Requests for cover against fire or marine risk, notice of damage by fire together
with claim, replies of insurance companies accepting liability or rejecting claims come
under insurance correspondence
14. Secretarial Correspondence:
The correspondence of the company secretary with the directors, shareholders,
office staff, Registrar of joint stock companies, correspondence with various government
bodies with banks, stock exchanges, etc. come under secretarial correspondence.
15. Correspondence with Government Departments:
No business unit can function these days without having something to do with
various government departments. Obtaining licenses, submission of various statical data,
seeking clarifications on various government orders-all come under this category.
These are the important kinds of business letters.
Note:
If a question on kinds of business letters is asked under section A or B, itls enough
to enumerate the various kinds of business letters given as paragraph headings in this
answer, In other words, n explanation is needed.
Structure of a Business Letter
A Business letter consists of eight parts
1. Heading
2. Date
3. Reference number
4. Inside address
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The name of the organization is printed at the top of the letter and the address at the
right hand side. It may also give particulars such as description of the business, telephone
number telegraphic addresses of its branches and the address of its head office. The
following letter-head is a typical one. The printed letter head, thus constitutes the sendersaddress enabling the addressee to reply.
Date
The date is typed next to the address, at the right side of the letter There are three
ways of denoting the date:
(i) English Style - Englishmen generally write the date as, 30th October 1998
(ii) American Style - October 30, 1998
(iii) Oxford University Press Style - 30 October,1 998.
In the English style the date is written in the order of day, month and year. In the
American style it is in the order of month, day and year. The Oxford style is similar to the
English except that the day is not followed by the suffixes-st, nd, rd and th. In all the three
types, a comma is placed before the year and a full stop after the year.
3. Reference Number
Reference numbers are often quoted at the left hand side of the letter but not on the
same line of the date. The reference may take a variety of forms. Let may serve to identify
either the department other section of a department from where the letter was written.
e.g.- Our, ref: Dep. B\o.
or it may refert o the file in which the correspondence is to be found:
42
VENGATESWARA LIMITED
(Dealers in Textiles)
Phone: 654 561, Ashok nagar,Tele: Madras
Gram: Balaji
Ref.No ..
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e.g.- Our ref: R 468.78
It is also common that the reference consists of the initials of the person dictating
the letter and of the typist:
eg. - Our ref: RG\YR .
The reference enables the original writer to identify the particular member of the
staff who had dealt with the letter. Failure to quote a given reference causes much
inconvenience and surely it is discourteous.
4. Inside Address
This is the address of the person to whom letter is directed it is typed from the left
hand hand margin with three line spacing below the reference line. This inside address isuseful to the writer. Normally, copies of such letters are filed for future reference.
Without the inside address, we can not identify the addresses at that time. It may be either
in the indented form or in the block from as shown below.
Indented form Block form
Messers. Chellam & Co. Messers. Chellam & Co.
444. Main Road 444. Main Road
Kovilkpatti Kovilkpatti
In the indented form each line is indented five or more line spaces to the right of
the first letter of the preceding line. In the block form each line starts at the margin, and
punctuation is omitted wherever it is not necessary. The former4 form is commonly used
in England and the latter in the U.S.A. But there should be consistency in the use of any
one particular form. Students are advised to follow block form consistently in all letters.
The address should be correctly punctuated. Commas should be placed after the
firms name after the door number and after the name of the street. A full-stop should be
upt after the name of the city.
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Inside address need not be written on a post card, since outside address appears just
on the other side.
Modes of addressing
Mr, Miss, Mrs and Messrs, are the ordinary titles used for addressing
correspondence. There are also other titles of rank such as Doctor, Professor, Sir, Colonel,
Captain, Reverned.
Mr. is the appropriate mode of addressing in general, it becomes a must when
forename or initial is not known.
(e.g.) Mr. R. Kaviarasu / Mr. Kaviarasu
Miss - The name of an unmarried woman should be preceded by Miss or Selvi.
(e.g.) Miss K. Sutha / Selvi N. Geetha
Mrs- The anme of a married woman should be preceded by Mrs. (Mistress) or Tmt.
(Thirumathi)
(e.g.) Mrs. Gandhi / Mrs. Indira Gandhi
In foreign countries, the practice is to write the husbands name ( or initials) and his
surname after Mrs
(e.g.) Mrs. Robert Kennedy or Mrs. R. Kenney
If the husband name or initial is not known, surname alone may us used after
Mrs. This is quite common.
(e.g.) Mrs. Kennedy / Mrs. Naidu
In western countries, normally the Chirstain name of the woman is not written
except in legal documents.
But in India, the common practice is to insert personal name between Mrs and
the husbands surname for easy identification.
(e.g.) Mrs. Indira Gandhi
- Personal name and husbands surname
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Mrs. Gandhi
- Husbands surname alone.
Anyway, a married women should not be addressed by her personal name below.
Wrong: Mrs. Sarojini / Mrs. Chandra
Messrs: it is the abbreviation of Messiers, it is the plural of Mr. Therefore, it is
appropriate to use it in the plural where Mr (or Esq) woule be used in the singular. But
there are some difficulties in using this rule.
In addressing a firm
Partners constitute a firm, custom has prescribed the rule that firms are addressed as
Messrs, when the firms name includes a personal element, it should not be addressed as
Messrs. When its name is already preceded by a courtesy title or by the word the.
Dr. Nanjappa & Sons.
e.g. The Himalaya Trading Company
in addressing incorporated bodies
The use or non use of Messrs in addressing an incorporated body like a limited
company is much a matter of opinion. Although limited company is an artificial person in
the eyes of law, it cannot logically be addressed except through an agent. Besides, there is
a probable gain of efficiency if we address correspondence direct to the person concerned
like the managing director, the sales manager, the personnel manager and so on. When we
do not know which of the companys officers will deal with our letter, we may address it
to, The Secretary or The Manager.
Recommended practice
a) For firms
Messrs. is used to address a firm that has a persona! name.
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e.g. Mssrs, R.K. Sen & Co, (Personal name)
b) For incorporated bodies
It is better to address correspondence to the particular officer concerned.
e.g. The Manager,
c) Some donts
The title Messrs should not be used in the following cases:
1. When an individual is addressed:
Mr. K.A. Raja, Managing Partner,
The chief Accountant Morarji Mills Ltd.
2. When a title is already included in the address:
Rajah Sir M.A. Muthiah Chettiar & Co., Sri Meenakshi Govt.College for Women.
3. When the title is impersonal
Rainbow Trading Stores
4. When the title beings with The
The New deal Radio Co.,
5. The Salutation
The salutation is the complimentary greeting when the writer begins his letter. This
appears just three line spacing below the inside address, close to the left hand margin. The
form of salutation depends upon the writers relationship with his correspondent.
The salutation SW is commonly used in all government correspondence, and in a
vary formal business letter.
For ordinary business purposes. Dear Sir or Dear Madam* (for both single and
married :woman) is used for addressing a single person. Dear Sirs, (or Mesdames*) for
addressing two or more (especially when a letter is addressed to a firm.) Salutations., are
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not used for office memoranda. Like formal invitations, they are written in thethi rd
person.
Dear Mr. Ravi and other similar forms may he used where the correspondents are
personally known to each other or where the writer wishes to foster a personal touch to the
letter as a matter of business policy.
Gentlemen is a formal mode of addressing like Sirs. Now its use is specially
adopted for letters and reports addressed to bodies such as boards, committees and
councils. This salutation is not widely used in ordinary business correspondence.
It should be noticed that the salutation is always followed by a comma.
6. Message
The message refers to the information to be conveyed to the addressee. Hence, this
is a most important part of the letter.
This should be written in clear and concise English with correct paragraphing and
punctuation. Commas and question marks should be used sparingly to have exactness of
meaning and to avoid ambiguity. Typing - of the message begins two clear line spacings
below the Salutation. Paragraphs are similarly spaced
The body of the business letter usually consists of the following three parts:
i) Opening Paragraph
ii) Main communication and
iii) Concluding paragraph
The various subjects dealt with should be treated in the order of their importance
and a separate paragraph should be devoted to each subject. . .
a) Opening paragraph sees as an introduction to the suhject matter dealt within the
letter. It should begin with such good natured and friendly, expressions as:
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We are happy to - I We are glad that I We thank you for your
b) The body of the letter depends upon the circumstances. If the letter is short, and
deals with only one matter, one paragraph is sufficient. When there are several matters to
be mentioned, however, each should be dealt with in a separate paragraph. This will
facilitate easy reading.
C) The concluding paragraph consists of a few sentences to conclude the letter
smoothly. This paragraph should be as effective and convincing as possible because this
part of the letter is likely to stay in the memory of the reader.
A few examples:
Assuring our best attention at all times
I should appreciate the opportunity of calling on you to demonstrate our new
noiseless typewriter.
We accept the full blame for the unfortunate errors, and offer our sincere
apologies. . .
7. Complementary Close or Subscription
This consists of words expressing the regard of the writer towards his
correspondent, it is simply a polite way of concluding a letter. It should always be
consistent with the salutation: It should agree with the salutation not only in number and
wording. bu also in style. It is typed two line spacing below the last line of the body
Salutation Complimentary close
1. Sir, Gentlemen,
Dear Sir, Dear sirs,
Dear Madam, Dear Mesadames, Yours faithfully,
2. Dear Mr. Ravi
Dear Mrs.
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Dear Miss.
Dear Yours sincerely
The most commonly used subscription is Yours faithfully Yours sincerely is
used in business letters only. whether writer is well acquainted with the person
addressed .In some case, depending upon the intimacy between the writer and his
correspondent, an expression
8. Writers Signature arid Designation
It is the last part of the letter and is placed after the complimentary close. It is the
signature of the writer or the name of the him or .company \ which is represented. Those
who cannot sign legibly hive their names typed below their signatures. Signatures on
commercial letter vary according to the authority of the person signing the letter.
Per Pro Signatures
In a large organization. It is impossible for the head of the organization :o de with
the entire correspondence. Hence, certain employees are authorized to sign for the firm.
They are said to sign per procurationment [per pro or p.p)
The authority may result from custom or from the execution of a
>roper Power of Attorney.
The existence of the proper authorization should always was be indicated y the
signature, thus:
per pro Muktha & Co..
P.C. Sekar .
An employee with no social authority tG bind the firm would sign
Kavitha & Co.. . or For Kavitha Co.,
per K. Dhasan . K. Dhasari
The modem tendency is to omit the per instead the designation of the signatory
(e.g. Personnel Manager, Sales Manager or Secretary) is usually added. Then the recipient
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wilt be in a better position to estimate the exact scope of powers and duties of his
correspondent.
Firm
A partner signing for his firm may write the name of the firm without the addition
of his name or initials:
SANKARGANESH&CO
Womans Signature
A woman, especially when Writing to a stranger. should indicate whether she is
married or single so as to ensure that she is properly addressed in any reply. \She may do
this in the (following way s when she writes her name below her signature:
married: (Signatue)
(Mrs. UMA Arasu
Single (Signature)
(Ms. R. Sugannia)
Enclosures: When documents or papers are enclosed with the letter, it should be
indicated on the left hand bottom corner of the letter by writing the word Enclosures, or
Ends.
(e.g.) End : one cheque.
Postscript (P.S.)
If the writer wants to write something after the completion of the letter, he writes a
postscript. The postscript begins with its abbreviation P.S. As the P.s. is a part of the letter,
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it acquires the signature of the writer or his initials. Postscript should be avoided as far as
possible and should be used only in unavoidable cases.
The initials of the person dictating the letter and of the person typing it are often
placed at the bottom of left hand corner of the letter. They are typed in capitals and
separated by an oblique line.
(e.g.) V.R.1K. C.
The first initials indicate the party who has written it arid the second initials
indicate the party who has typed it.
Use the correct Proposition
Arrive at the 15th June
Sold to a competitive price
Supply your at the date fixed
Your order from the 20th June
No demand in this design.
The terms to which we are prepared to well.
Replenish our stock with low prices.
Arrive on the 15th June
Sold at a competitive price
Supply your on the date fixed
Supply you of the 20th June
No demand for this design.
The terms on which we are prepared to sell.
Replenish our stock at a low prices.
Essential of Good Business
Business letter-writing
Communication is the life-blood of any business. A good lot of business is done by
means of correspondence. Daily, thousands of letters, as silent and reliable salesmen,
move out and move in to accomplish their ends. Letters (a) establish contact between two
parties separated by long-distance (b provide w6tten evidences of what pass on between
persons resulting in contractual relationship and (c) serve as a cheap mode of
communication.
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Being different from personal letters, business letters are to be i written with
special attention and in a particular style. The following may be considered for this
purpose:
1 Choose the right word t convey the proper meaning of that you want to express.
2. Choose the simple word to make your letter easily understandable. The tendency
to use, more complicated and round about methods. of expression of words or idiomatic
sense should be avoided.
eg. We shall be in a position to effect delivery - This may be written as:
We shall be able to deliver.., or We can deliver
3. Use adjectives and-adverbs sparingly - e., they must be used only then they areessential and contribute something to the meaning of the statements.
4. Avoid unnecessary prepositional phrases and simplify your language. Prof.
Gartside brings out this common failing in business letters (viz using cumbersome-
substitutes for a single word or a few ,simple ords). He gives the following as examples.
Instead of Say
In the event of . If
So as to
With a view to
With the object of
Having regard to
to
On the question of
With the reference to
With regard to
Object to
On the object to
About/conceming
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Avoid exaggerations : As in the commercial advertisement a common mistake in
business letter writing is to exaggerate things ir order to produce a striking effect. This is al
right in advertisement but not desirable in letters.
6. Avoid foreign phrases and idioms which are used common by in English. They
have no place in Business English.
Information technology and the future
Modern business depends on two vital areas, management and communication.
Ineffective management and communication will lead to fall in morale, low productivity,
poor turnover and ultimately to financial disaster. Effective communication takes place
only if a message or information gets transmitted from one individual (or group) to another
and obtains the correct and anticipated response from the receiver. Nowadays,
communication is dependent on high technology generally called Information Technology
(IT). Information Technology has growth immensely having great potential for speed and
efficiency. The revolution in IT has been accelerated by the invention of the silicon chip
followed by the modem digital systems. Together, they have transformed compunction by
replacing the traditional forms of communication including the analogue telephone.
Instantaneous communication of a large volume of signals around the world has become a
reality. Soon we will be seeing cashless banks and paperless offices. All that we have
studied in the foregoing chapters Enquiries and offers, quotations and orders,
complaints and civisms may appear unnecessary in a situation where a business manager
sits before his lap-top equipped with a web-camera, negotiating a deal. It is true that
traditional business correspondence should give way to the telephone, telex, the fax, e-
mail, the internet and voice mailing systems wherever speed is the watch word.
However, business communication through letters will continue to have its
influence in business c :ls1he high-tech machines can just tell you how you cancommunicate efficiently and quickly. But they can hardly tell you what you have to
communicate because they are neither programmed that way nor they can be programmed
to replace human brain. In fact, the development of language as a tool of communication
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itself is a technological advancement. But it is with the invention of the telephone and
telegraph that the revolution began.
What does technology mean to business?
The offices will have less man-power and more machine-power. The tables
containing files, in-box trays will be replaced by digital desks with sophisticated
electronic devices. Lengthy paper-based time-consuming communication will be
eliminated. Internet, e-mail and teleconferences will become the order of the day. Errors in
letters and documents can be corrected by taking advantage of special editing programmes
like the spell-check The dual advantage for business lies in the increase in speed
complemented by reduction in costs. Storage becomes easy demanding less space.
Benefits of technological advancement to business communication
1. Speed of transmission of messages will increase.
2. Accuracy of the transmitted message will be at a higher level than in the
traditional modes.
3. Man-power resource will be saved thus saving resources of energy and time.
4. Cost, particularly recurring costs like wage and wage increases will undergo
phenomenal reduction.
Obstacles that hinder technological advancement
1. Reluctance of managers to adapt to the new advancement.
2. Opposition on grounds of retrenchment from employees and their organizations.
3. Reluctance to make heavy investment in an area that keeps hanging at a rapid
pace making the earlier investment obsolete.
4. Poor planning and improper rate of implementation of high tech modes.
Need for Automation
In spite of the obstacles mentioned above, automation is taking place at a hectic
pace. Banks are urged by the Reserve Bank of India, Joint stock companies by the SEBI
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and even retail traders by the Tax department to use computers for all operations like
storing, retrieving and communicating information. In this context it becomes necessary
for a student of business communication to get acquainted with some of the technological
advancements briefly explained below:
Fax: A facsimile machine (or fax) can transmit a document, as it is, over long
distances to another fax machine connected through telephone line. The document gets
scanned and converted into a signal and gets transmitted. A fax machine, today can
transmit a page in less than half a minute. Newer machine to being developed to make
transmission even faster. Images, pictures in colour can now be transmitted by faxes. It is
still the best method for transmitting documents, charts, graphs, designs and contracts.
Visas issued by some country can be transmitted to the anxious traveler waiting at anothercorner of the world. Faxes produce hard copies that can be filed for future references.
e-mail: E-mail combines characteristics of speaking and writing. One can directly
and immediately communicate with the receiver. One can send a message to another even
if he does not know his whereabouts by just sending it across with the E-mail ID.
Through E-mail one can reach individuals as well as groups. E-mail communication is
more informal. Formalities observed in a traditional business communication are dropped.
The informality can reduce an E-mail message into a rambling message unless one is
careful to put the most important message upfront. Otherwise these is the risk of
overlooking it or missing it. The following are the exercises involved in sending E-mail.
1. You should be having an E-mail account and a password for your identity. Then
you can log onto a computer.
2 You should know the email ID of your receiver. It is not a postal address.
3. You have to compose the message.
4. The message should be sent to the relevant ID through the computer.
5. To receive your e-mail correspondence, you have to log on and search for the
mail at your ID with your password. You can always delete, store, print or forward a
message through the computer. The commands used in sending and receiving messages
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form the front-end and the process of storing messages bef