Corporate Communication

Corporate Communication
MBA
(Annual Pattern)
First Year
Paper No. 1.8
For SDE Candidates admitted during 2011-12 and onwards
School of Distance Education

Bharathiar University, Coimbatore - 641 046
CONTENTS
Page No.
UNIT I
Lesson 1 Basics of Communication 7
Lesson 2 Non-verbal Communication 29
Lesson 3 Cross-cultural Communication 49
Lesson 4 Business Meetings and Etiquettes 71
UNIT II
Lesson 5 Understanding Corporate Communication 97
Lesson 6 Managing Government Relations 117
Lesson 7 Managing Media Relations 127
UNIT III
Lesson 8 Corporate Communication in Brand Promotion 149
Lesson 9 Financial Communication 169
Lesson 10 Crisis Communication 178
UNIT IV
Lesson 11 Business Reports 191
Lesson 12 Project Proposal 199
Lesson 13 Report Planning and Writing 213
UNIT V
Lesson 14 Business Presentation 235
Lesson 15 Resume Writing and Job Applications 253
Lesson 16 Job Interviews 267
CORPORATE COMMUNICATION
SYLLABUS
UNIT I
Communication basics - Business Communication - Components - Types - Formal
communication network - Work team communication - Variables - Goal - Conflict
resoulation - Non-verbal communication - Cross cultural communication - Business
meetings - Business Etiquette.
UNIT II
Understanding Corporate Communication - Employee Communication - Managing
Government Relations - Writing for Media and Media Relations
UNIT III
Corporate Communication in Brand Promotion - Financial Communication - Crisis
Communication.
UNIT IV
Report writing: Characterizing & business reports - Types and forms & reports - Project
proposals - Collection of data - Tables constitution - Charts - Writing the report
Documenting the sources - Proof reading.
UNIT V
Business Presentation: Written and oral presentation - Work - Team presentation -
Delivering the business presentation visual aids - Slides - Electronic presentation -
Hand-outs - Delivering the presentation - Career planning - Preparing Resume - Job
applications - Preparation for a job interview - Employment interviews - Follow-up.

5
Basics of Communication
UNIT I

6

7
LESSON Basics of Communication
1
BASICS OF COMMUNICATION
CONTENTS
1.0 Aims and Objectives
1.1 Introduction
1.2 Business Communication
1.2.1 Role of Communication in Business
1.2.2 Factors Determining Quantum of Communication
1.2.3 Success of Communication is the Success of Business
1.3 Components of Communication
1.3.1 Process of Communication
1.3.2 Which Component of Communication is more important?
1.4 Types of Communication
1.4.1 Based on Level
1.4.2 Based on Form/Medium Used
1.4.3 Based on Context
1.5 Formal Communication Network
1.5.1 Advantages of Formal Communication
1.5.2 Disadvantages of Formal Communication
1.6 Work Team Communication
1.6.1 Work Team Variables
1.6.2 Goals of Work Team Communication
1.6.3 Conflict Resolution
1.7 Let us Sum up
1.8 Lesson End Activity
1.9 Keywords
1.10 Questions for Discussion
1.11 Suggested Readings
1.0 AIMS AND OBJECTIVES

After studying this lesson, you will be able to:
Realize the role of communication in business
Identify the components of communication

8 Discuss the types of communication

Describe the concept of formal communication
Realize the role of communication in work teams
1.1 INTRODUCTION
Communication is an important aspect of human behavior. It stands for natural
activity of all human beings to convey opinions, feelings, information, and ideas to
others through words (written or spoken), body language, or signs. Communication is
an integral part of life. From birth till death every living being is communicating, be it
birds, animals, trees or human beings.
The word communication has been derived from the Latin word communis that
means common. However, communication incorporates, besides commonality, the
concepts of transfer, meaning and information.
The communication can be defined as the process through which two or more persons
come to exchange ideas and understanding among them. Communication is in fact a
process of sharing information or ideas or the knowledge with others.
Communication is a language of signs and gestures. It can be verbal and non-verbal. It
is possible through ones expressions, attitude, gestures, tones, words, writing,
printing, telephones, e-mails, etc. eyes and nodding of head send speech less message.
This simple definition of communication involves two main aspects:
Process of Transmission: There is something, which is transmitted, such as, facts,
feelings, ideas, etc. It implies that there must be a receiver if communication is to
occur. The sender of message must consider the receiver while structuring his
message from a technical standpoint as well as in delivering it. When the receiver
is not considered, there is either no response or there is wrong response.
Elements of Understanding: The definition emphasizes the understanding
element in the communication. Sharing of understanding would be possible only
when the person, to whom the message is meant, understands it in the same sense
in which the sender of the message wants him to understand. Thus,
communication involves something more than mere transmission of the message
or transmission and physical receipt thereof. The correct interpretation of the
message is important from the point of view of organizational efficiency. As such,
the greater the degrees of understanding present in the communication, the more
the likelihood that human action will precede in the direction of accomplishment
of goals.
1.2 BUSINESS COMMUNICATION

The word Business stands for any economic activity undertaken with a view to earn
profit. The communication undertaken in the process of this activity is termed as
business communication. From the very inception of the idea of the Business, to run
the day to day activities of the Business, communication is involved. It includes oral,
written, formal, informal, upward, downward, lateral, diagonal, inward, outward as
well as non verbal communication.
Communication is the most vital ingredient of an organization. In fact, an organization
cannot be conceived of without communication. An organization is a group of persons
constituted to achieve certain specific objectives. The achievement of these objectives
largely depends upon a proper co-ordination and integration of human effort in an
organization. The people working in an organization are interrelated; their activities

are also interrelated because all activities are performed only to achieve the 9
organizational objectives. Co-ordination and integration of various human activities
are possible only if there is an effective system of communication in the organization
which provides for exchange of information and sharing of various ideas. The more
effective the system of communication, the better is the relation between workers and
the management.
It is communication which gives life to the organization; so, it is rightly known as the
life blood of an organization.
For communication to be effective has to be both information and meaning. And
meaning requires communication.
Peter F Drucker
1.2.1 Role of Communication in Business

In business organisations, communication performs several roles that include:
Information Sharing: The main purpose of communication is to transmit
information for a source to target individuals or groups. Various type of
information is transmitted in the organization: policies and rules, and changes and
development in the organization, etc. There may be need for fast diffusion of
some information in the organization, for example, special rewards and awards
given, settlements with the union, and major changes in the organization.
Feedback: There is a need to give feedback to the employees on their
achievements, to the department on their performance, and to the higher
management on the fulfillment of goals and, difficulties encountered in the
communication of feedback helps in taking corrective measures and making
necessary adjustments, and it motivates people in developing challenging and
realistic plans.
Influence: Information is power. One purpose of communication is to influence
people. The manager communicates to create a good environment, right attitudes,
and congenial working relationship. All these are examples of influencing.
Problem-solving: In many cases communications aim to solving problems.
Communication between the management and the unions on some issues
(negotiation) is aimed at finding solutions for a problem and to evolve a
consensus.
Assists in Decision-making: The most important function of every manager is
decision-making. In order to make accurate and appropriate decision, a manager
needs to obtain information available in various channels of communication. Here
the way decision is communicated will have an impact upon the outcomes of the
organization in terms of cooperation and support of the people to achieve
organizational goals. For arriving at a decision several kinds of communication
are needed, e.g., exchange of information, views, and available alternative, etc.,
communication helps a great deal in decision-making.
Facilitating Change: The effectiveness of a change introduced in an organization
depends to a large extent on the clarity and spontaneity of the communication.
Communication between the managers and employees helps in recognizing the
difficulties in the planned change, and in taking corrective action.
Group Building: Communication helps in building relationships.
If communication breaks down the group may disintegrate. Communication
provides the necessary lubrication for the proper functioning of a group.

10 Gate keeping: Communication helps to build linkages of the organization with the
outside world. The organization can use its environment to increase its
effectiveness. It can also influence the environment, the government, its clients, its
resource systems, etc. Communication plays a critical role in this respect.
Conveying the Right Message: The main object of communication is to convey
the right message to the right person, i.e., to the person for whom it is meant. The
message conveyed should be well understood and accepted by the receiver in the
right perspective. In other words, it should carry the same meaning, which has
been conveyed so that it may be translated in to action effectively.
Helps in co-ordination of Effort: Communication is an effective tool for
coordinating the activities of different persons engaged in running a business.
Coordination without communication is a remote possibility. In organizations,
there exist a lot of differences, which are many a times formally created by an
organization through departments, divisions, delegation, decentralization,
authority and power. Through various effective communication mechanisms like
letters, circulars, meetings conferences, telephone, cellular phones, etc., these
differences are minimized and activities are properly coordinated to achieve
organizational goals. The individuals or groups come to know what others are
doing and what is expected from only through communication.
Good Industrial Relations: Communication develops good industrial relations as
it conveys the feelings, ideas, opinions and viewpoints of one party to the other
parties. The two partiesthe management and the subordinates come closer
through communication. They understand each other and dispel any
misunderstanding. Thus, it promotes cooperation and good industrial relations.
Development of Managerial Skills: Communication helps managers to
understand human behaviour at work. Communication of facts, ideas, opinions,
information, feelings etc., add value to the knowledge of managers about various
happenings, in the organization and behaviour of people. Thus, communication is
a process of learning.
Ensuring effectiveness of Policies: The organization formulates policies and
programmes to guide the work force. This should be conveyed properly to those
who are really responsible for the execution of work to achieve the organization
objectives. Only effective communication can translate the policies into action.
Effectiveness of the policies can be judged from the success, which surely
depends upon an effective communication system.
Motivating People: If people working in organizations are not regularly informed
about their managements expectations, plans and policies with respect to their
future career and growth, promotion and welfare measures, they feel frustrated
and de-motivated. Through various communication devices, managers declare
rewards and incentives to motivate employees.
Performance Feedback: People working in an organization need to know well
they are performing and what needs to be done to achieve and exceed the
standards set by management? Through measures like letter of appreciation or
suggestion, the subordinates are given a feedback about the performance status.
Job Instruction: Managers need to communicate to their subordinates the job
instructions in terms of requirements of the job from time-to-time. Failure on the
part of managers in communicating these instructions may lead to confusion,
wastage and inefficiency in an organization.
Controlling People: Every organization has its own rules, regulations and
procedures framed by the management in order to perform various activities

to regulate the behavior of people. Therefore, an organization issues notices, 11

circulars, letters, etc. to communicate the existing or changed rules, regulations
and procedures. The management information system is well-known as a control
mechanism. Information is transmitted to ensure that plans are being carried out
according to the original design. Communication helps in ensuring such control.
Useful as Grapevine: Informal communication or grapevine in organizations,
sometimes leading to rumors, is often used by employees to create
misunderstanding. But sometimes management also takes the help of this route to
assess the impact and reaction of employee before introducing proposed policy
changes in the organization.
Emotive function: Communication facilitates the expression of feelings and
satisfaction. It also enables the people to express their dissatisfaction and
unhappiness through words or in writing to release their tension and frustration.
That is why in organizations there exist grievance resolution machinery and often
managers and supervisors are trained how to handle employees emotional
problems and grievances.
1.2.2 Factors Determining Quantum of Communication

Just how much communication a business organization needs, depends on a number of
factors:
Nature of the Business: Some businesses such as insurance companies have a
much greater need to communicate than do others such as janitorial services.
Volume of Communication: It generates much of the information flow.
People who make up the Organization: The people who make up the
organization affect the extent of communication. As we would point out later,
every human being is different. Each one has unique communication needs and
abilities. Thus, varying combinations of people produce varying needs for
communication.
1.2.3 Success of Communication is the Success of Business

Business communication may make relations or may break relations. Business
communication maintains, sustains and animates business relations. It can solve the
problems of the organization and it can create problems if the executives are not
perfect in communication with employees, suppliers and customers.
Business communication can lead to industrial unrest and at the same time can bring
industrial peace. In a nutshell, following points further justify the need or significance
of communication.
1. Basis of planning
2. Basis of decision making
3. Create coordination and co-operation
4. Establishment of effective leadership
5. Development of human relations
6. Build image
7. Helps in achieving peace and effective control
8. It leads to high morale and motivation
9. Unseen infrastructure of an organization
10. Communication is helpful in delegation of authority.

12
Corporate Communication 1.3 COMPONENTS OF COMMUNICATION
For the communication process to materialize, it is essential that the basic components
or elements of communication be identified. These components are:
1. Sender/Encoder/Speaker: The person who initiates the communication process is
normally referred to as the sender. He is the person who transmits, spreads, or
communicates a message and is the one who conceives and initiates the message
with the purpose of informing/persuading/influencing/changing the attitude,
opinion, or behaviour of the receiver (audience/listener). From his personal data
bank he selects ideas, encodes and finally transmits them to the receiver. The
entire burden of communication then rests upon the sender or encoder. In this
process a number of factors come in to play, primary among them being an
understanding of the recipient and his needs. If the message can be formulated in
accordance with the expectations of the receiver, the level of acceptance is going
to be higher.
2. Receiver/Decoder/Listener: A receiver is the targeted audience of the message.
The receiver gets the message, understands, interprets, and tries to perceive the
total meaning of the message as transmitted by the sender. He receives an encoded
message which attempts to decode. This process is carried on in relation to the
work environment and the value perceived in terms of the work situation. If the
goal of a sender is envisioned as similar to his own, the listener becomes more
receptive. The decoding of the message is done in almost entirely the same terms
as were intended by the sender.
3. Message: It is information, written or spoken, which is to be sent from one person
to another.
(a) The most important characteristic of a message as an element of
communication is that it is organized, structured, shaped, and selective a
product of pre-writing or pre-speaking stage. It exists in the mind of the
sender (communicator).
(b) Message is the encoded idea transmitted by the sender. The formulation of the
message is very important, for an incorrect patterning can turn the receiver
hostile make him lose interest. At this stage the sender has to be extremely
cautious. What is the order in which he would like to present his ideas? How
then the message should be formulated and transmitted the ordering, as stated
earlier, should be based on the requirements of the listener so that its
significance is immediately grasped. The minute the receiver finds his goals
codified in the message, he sits up, listens and responds. The message thus has
massage impact.
4. Medium/Channel: Another important element of communication is the medium
or channel. This is the vehicle or medium which facilities the sender to convey the
message to the receiver. It could be oral, written or non-verbal. Prior to the
composition of the message, the medium/channel should be decided. Each
medium follows its own set of rules and regulations. For example, in oral
communication one can afford to be a little informal, but when using the written
mode, all rules of communication need to be observed. It must be remembered
that anything in writing is a document that would be filled for records or
circulated to all concerned.
5. Feedback: This is the top loop that connects the receiver in the communication
process with the sender, who, in turn, acts as a feedback receiver and, thus, gets to
know that communication has been accomplished. It also ensures that the receiver
has received the message and understood it is as intended by the sender. This is

the most important component of communication. Effective communication takes 13

place only when there is a feedback. The errors and flaws that abound in business
situation are a result of lack of feedback. Let us take a look at the typical
responses of people involved in miscommunication: This is not what I meant or
This is not what I said, or This was not my intention. If feedback is solicited
on all occasions, this error can be minimized or even completely done away with.
Fallacious statements or erroneous conclusions are made because of lack of
confirmation through feedback and discrepancy between the message transmitted
and understood. The process of feedback assures the initiator of the action about
its correctness and possible impact.
The various elements of communication are briefly described to help you understand
the process of communication. Besides these two elements, there are two more terms
to be understood in the process of communication:
1. Encoding: Encoding is changing the message (from its mental form) into
symbols, that is patterns of words/gestures/pictorial forms or signs (physical or of
sounds) of a specific visual/aural language.
2. Decoding: This is the act of translating symbols in communication in to their
ordinary meanings. However, the total meanings would consist of meanings of the
words (symbols) together with the tone and the attitude of the sender as reflected
by the structure of the message and the choice of words used by him (the sender).
In management, the decision-making process is greatly helped by receiving feedback
from those who are directly concerned with any changes proposed or effected and
communicated to them.
1.3.1 Process of Communication

A process, by definition or simple explanation, is a systematic series of actions,
operation of series of changes directed to some end. Communication is a two-way
process in which there is an exchange and progression of ideas towards a mutually
accept direction or goal. It means, therefore, that in the process of communication two
or more persons must participate through a medium that carries the information or
message for a particular purpose mutually understood by both the sender and the
receiver. Only when these conditions are fulfilled, a significant communicative
situation will take shape and what transpire between the two parties, viz., the sender
and the receiver, whether spoken or written, will be the communicative event. Any
letter or report, interview or conference, memo or, complaint is a communicative
event. The importance of these communicative events cannot be over-emphasized.
They are the very lifeline of any organization.
One Way Process

The sender, according to his ideas, behavior pattern and intention, selects a
message.
He then encodes the message.
After encoding the message, he transmits it to the receiver through a medium be
it oral verbal or non-verbal.
As soon as the message reaches the receiver he decodes it and gives an internal
response to the perceived message. It is not worthy that the response is not in
relation to the actual content but rather to the perceived content of the original
massage. This completes the first face of the communication process. The manner
in which the sender and receiver perceive the same word could give rise to
difference in encoding and decoding.

14 The one way process of communication completes here.

One way communication Process
Sender Encoding Message Channel Decoding Receiver
Two Way Process

The One Way Communication process is incomplete, as the sender does not come to
know whether his message has been understood by the receiver or not. The process
will be complete only after the sender receives feedback from the receiver. In the
second phase, the receiver formulates his massage, encodes it and transmits it to the
original sender-now-turned-receiver. This stage is reoffered to as providing feedback
and is most crucial. If the feedback is in tune with the original intent of the sender
communication will proceed without a hitch. However, there could be moments when
the receiver does not agree with the message of the sender. This does not mean that
there is breakdown of communication. We can in such instances, state that effective
communication is caught up for the time being. It could resume after subsequent
discussions.
Message
Channel Decoding
Encoding
Receiver
Idea Sender
Encoding of
Decoding of Response
Feedback
Perceived Meaning &

Feedback Internal Response
Figure 1.1: Two-way Communication Process

For the process of communication to be effective, there should be well defined goal in
the mind of the sender. Harmony between the goals of the two communicators makes
for good and easy progression of ideas and concepts. Whatever be the initial situation,
the sender necessarily needs to adhere to the following stages:
1. Create awareness in the receiver on the topic.
2. Propose his point of view with clarity and preciseness so as to eliminate
possibilities of confusion in the mind of the receiver.
3. Enable smooth flow of discussion by observing communication strategies.
4. Reinforce or correct ideas in the mind of the receiver concerning the goal of
communication.
5. Achieve the goal of communication.
At the time of transmission and reception of message, all our five senses play an
important role in grasping its intent. The sense that is predominantly active at a
particular stage helps in a higher degree of absorption, for example, in the course of
the communication, if the visual sense at a particular moment is highly active, we
respond only visual cues.

1.3.2 Which Component of Communication is more important? 15

Some argue that sender of information in the process of communication is more
important or the source is more important, or credibility of the source is important.
Some say that it is the message or content that is more important. The message
must be well tailored, well drafted and understandable.
Some argue that channels of communication are more important. The channel may
be newspapers, TV, radio, etc. in terms and opinion leaders such as Sarpanch/
Headmasters, etc., in villages. There should not be any noise in the channel.
In fact it is the receiver who is the most important person in the process of
communication because it is the receiver who lends the meaning to the message.
Check Your Progress 1
Fill in the blanks:
1. Communication is derived from the Latin word .
2. Communication is the . of business.
3. . is the encoded idea transmitted by the sender.
4. The .. encodes the message and the . decodes it.
5. An important aspect of the two-way communication process is
..
1.4 TYPES OF COMMUNICATION

Communication may be classified or categorized on the several bases:
1.4.1 Based on Level

Levels of communication are:
Intrapersonal Communication: It is the language used or thought internal to the
communicator. Intrapersonal communication is the active internal involvement of
the individual in symbolic processing of messages. Both the roles of the sender
and receiver, is assumed by the individual himself and he also provides feedback
to herself in an ongoing internal process. It can be useful to envision intrapersonal
communication occurring in the mind of the individual in a model which contains
a sender, receiver, and feedback loop.
Interpersonal Communication: It is the level in which communication channels
are the medium chosen to convey the message from sender to receiver.
Communication channels can be either direct or indirect. Direct channels are those
that are obvious and can be easily recognized by the receiver. They are also under
direct control of the sender. Indirect channels are those channels that are usually
recognized subliminally or subconsciously by the receiver, and not under direct
control of the sender.
Group Communication refers to the nature of communication that occurs in
groups that are between 3 and 12 individuals. Small group communication
generally takes place in a context that mixes interpersonal communication
interactions with social clustering.
Public Communication: It's at the heart of our economy, society, and politics.
Studios use it to promote their films. Politicians use it to get elected. Businesses
use it to burnish their image. Advocates use it to promote social causes. It's a field

16 built on ideas and images, persuasion and information, strategy and tactics. No
policy or product can succeed without a smart message targeted to the right
audience in creative and innovative ways.
1.4.2 Based on Form/Medium Used

Communication can be classified on the basis of the medium employed:
Verbal Communication: It means communicating with words, written or spoken.
Verbal communication consists of speaking, listening, writing, reading, and
thinking. It may further be classified as oral or written communication.
Non-verbal Communication: It includes using of pictures, signs, gestures, and
facial expressions for exchanging information between persons. It is done through
sign language, action language, or object language. Non-verbal communication
flows through all acts of speaking or writing. It is a wordless message conveyed
through gestures (sign), movements (action language), and object language
(pictures/clothes) and so on. Further non-verbal communication can be identified
by personal space (proxemics), sense of smell (olfactics) and time (chronemics).
Meta Communication: Here the speakers choice of words unintentionally
communicates something more than what the actual words state. For example, a
flattering remark like Ive never seen you so smartly dressed could also mean
that the regular attire of the listener needed improvement.
Formal Communication: A formal channel of communication can be defined as a
means of communication that is formally controlled by managers or people
occupying positions in an organization. The communication flows through formal
channels, that is, officially recognized positions along the line in the organization.
This ensures that the information flows orderly, timely, and accurately. Any
information, decision, memo, reminder, etc. will follow this path.
Informal Communication: Side by side with the formal channel of
communication every organization has an equally effective channel of
communication that is the informal channel. It is not officially sanctioned, and
quite often it is even discouraged or looked down upon. But, then, it is very much
there, and has been given the name grapevine precisely because it runs in all
directions-horizontal, vertical, diagonal. As the management experts put it, it
flows around water coolers, down hallways, through lunch rooms, and wherever
people get together in groups.
Downward Communication: The communication that flows from top to bottom is
known as downward communication. Any organization has an inbuilt hierarchical
system, and in that, in the first instance, communication invariably flows
downwards.
Upward Communication: The communication that flows from bottom to top,
which is from lower hierarchical level to higher level, is called upward
Communication. The main function of upward communication is to supply
information to the upper levels about what is happening at the lower levels. It is
just the reverse of the previous dimension.
Lateral Communication: When communication takes place between two or more
persons who are subordinates working under the same person, or those who are
working on the same level, it is called lateral or horizontal communication.
A good example of this kind of communication is that between functional
managers. It is necessary for the reviewing of the activities assigned to various
subordinates having identical positions.

Diagonal Communication: Diagonal or Crosswise communication includes flow 17

of information among persons at different levels who have no direct reporting
relationships. As an example, the Communication between the Training
Supervisor and Marketing Manager, regarding the Training of a few employees of
Marketing Department, is Diagonal Communication. This kind of communication
is used to speed up information flow, to improve understanding, and to coordinate
efforts for the achievement of organizational objectives.
1.4.3 Based on Context

Based on context, the different types of communication are:
Organizational Communication
Communication is the passing of information and understanding from one person to
another at the same level or at different levels. It is the process by which the
management reaches others in managing its work. Since managers work through
others, all of their managerial functions pass through the bottleneck of
communication. One person can initiate the process but he alone cannot complete it. It
is completed only when it is received by others. The effectiveness of management
largely depends upon the effectiveness of communication. It is communication which
gives life to the organization; so, it can be likened to the life blood of an organization.
The communication system serves as the vehicle by which an organization is
embedded in its environment. It not only integrates the various sub-units of an
organization but also, in a systematic sense, serves as an elaborate set of
interconnected channels designed to sift and analyze information important from the
environment. It also exports processed information to the environment.
The roles of communication become more critical as the organization grows in its
size, complexity and sophistication. So, the system should be adjusted according to the
needs of the organization from time to time.
Communication is the nervous system of an organization. It keeps the members of the
organization informed about the internal and external happenings relevant to a task
and of interest to the organization. It coordinates the efforts of the members towards
achieving organizational objectives. It is the process of influencing the action of a
person or a group. It is the process of meaningful interaction among human beings to
initiate, execute, accomplish, or prevent certain actions. Communication is, thus, the
life blood of an organization. Without communication, an organization is lifeless and
its very existence is in danger.
Political Communication
Political communication is a field of communications that is concerned with political
scenario in a country or communication that often influences political decisions and
vice-versa.
The area of political communication concern two main areas:
Election Campaigns: The campaigning for various candidates during elections is
political communications
Government Operations: This role is usually fulfilled by a Ministry of
Communications, Information Technology or similar political entity. Such an
entity is in charge of maintaining communication legislation and would be
responsible for setting telecommunications policy and regulations as well as
issuing broadcasting licenses, comments press releases, etc.

18 Intercultural Communication
Intercultural communication refers to the communication between people from
different cultures. According to Samovar and Porter, intercultural communication
occurs whenever a message is produced by a member of one culture for consumption
by a member of another culture, a message must be understood. Because of cultural
differences in these kinds of contacts, the potential for misunderstanding and
disagreement is great. To reduce this risk, it is important to study intercultural
communication.
The importance of intercultural communications is increasing due to:
Globalisation of World Markets: Doing business beyond our borders is now
commonplace. Not only are market borders blurring, but acquisitions, mergers,
and alliances are obscuring the nationalities of many companies. As markets
expand, national boundaries and national allegiance mean less and less. What has
happened is globalization of markets where world tends to act as one marketplace.
In this global marketplace, more and more markets are opening to worldwide
competition enabling businesses to look for new growth opportunities for their
goods and services. To be successful in this interdependent global village,
companies are finding it necessary to adapt to other cultures.
Technological Advancements: Amazing new transportation and information
technologies are major contributors to the development of our global
interconnectivity. Supersonic planes now carry goods and passengers to other
continents overnight. Equally significant in creating the global village are
incredible advancements in communication technologies. The Internet now
permits instantaneous oral and written communication across time zones and
continents. People in companies use high-speed data systems to transfer and
exchange information and plans instantly with their counterparts in foreign
locations. The new communication technologies allow teams from all over the
world to work on projects and share information without leaving their desks. At
the same time, advanced technologies allow manufacturers to produce their goods
in foreign locations that offer abundant supply of low cost labour.
Multicultural Workforce: As world commerce mingles more and more, another
trend gives intercultural communication increasing importance. People are on the
move. Lured by the prospects of peace, prosperity, education or a fresh start,
persons from many cultures are moving to countries promising to fulfill their
dreams. As a result, todays workforce is increasingly made up of people who
differ in race, gender, age, culture, family structure, religion, and family
background. Such cultural diversity affects how business messages are conceived,
planned, sent, received, and interpreted in the workplace.
Understanding Culture: Every country or region within a country has a unique
common heritage, joint experience, or shared learning. This shared background
produces the culture of a region, country, or society. For our purposes, culture
may be defined as the complex system of values, traits, morals, and customs
shared by a society. Culture teaches people how to behave, and it conditions their
reactions. Intercultural communications helps in understanding various cultures.
Educational Communication
This type of communication relates to the field of education. It involves any type of
communication flows, levels, systems that lead to acquisition and imparting of
learning.
Example: A teacher, teaching in a class or a student giving a presentation in a class,
etc.

Check Your Progress 2 19

Fill in the blanks:
1. A political leader speaking at an election rally is political communication.
It is also communication.
2. Communication between a project manager and a materials handling in-
charge who work under an operation manager would be
communication.
3. If you unintentionally tell someone that-you are looking beautiful today.
Then it well be a . communication.
4. Communication between a CEO and Managing Director at the board
meeting would be a . communication.
5. Communication between a group of friends in college would be
.. communication.
1.5 FORMAL COMMUNICATION NETWORK

According to Sarah Trenholm, Formal communication occurs when information
flows through a structured chain of command officially that is recognized by the
organization.
In the words of Bovee Thill and Schatzman, Formal flow of information follows the
official chain of command.
Main characteristics of formal corporate communication are shown in Figure 1.2.
Internal External
Planned communication among Planned communication with

Formal
insiders letters, reports, memos, outsiders (letters, reports, memos,

e-mail speeches, websites, and news
release)
Figure 1.2: Features of Formal Communication

The efficiency of an organization depends on a regular flow of messages which the
flow of need to be organized into a well ordered network, to ensure that
communication flows easily and that executives are kept informed of what is going
on.
For example, executive A occupying a top position, passes an order to his immediate
subordinate B who, after retaining the useful information, passes the desired order to
the next man C for necessary action and so on. In this way the channel is a formal
one. In the same way, communication may travel from below and pass through stages
or points, again reinforcing the formal structure or character of the organization.

20
Corporate Communication Board of Directors
Managing Director
Top Level Management
Middle Level Management
Senior Supervisors
First Line Supervisors
Employees/Shop Floor Employees
Figure 1.3: Organizational Pyramid/Structure
1.5.1 Advantages of Formal Communication

The advantages of formal communication are as follows:
It helps in maintaining the authority structure of the organization and becomes
easier to fix responsibility of subordinates for activities carried out by them.
An immediate superior has a direct contact with the subordinates so, a better
understanding is developed between them and communication is made more
effective.
Better co-operation and co-ordination among employees are achieved in case of
formal communication.
Overlapping of communication does not take place in this case, as information
will be passed on only through the proper formal channel.
Information passed through formal channel is more trustworthy and can be easily
relied upon.
Formal communication helps maintain and respect the protocol of the
organizational structure.
Memos, circulars, instructions, guidelines, clarifications, agreements, reports, etc.,
form a part of the formal communication. These facilitate in the smooth
functioning of the organization.
Follow up actions and compliance becomes easier if information is passed through
formal means.
There is no chance of bias to creep in, as the information has to be passed on
according to the organizations structure and everyone is included in it, whether
the person is liked by others or not.
There is minimal chance of information leak or flow of gossip in case of formal
communication.
1.5.2 Disadvantages of Formal Communication

The disadvantages of formal communication are as follows:
Formal communication is time consuming. Even a small piece of information
passes through long formal channels and hence takes a lot of time to reach every
level in the organization.

Formal communication does not allow social and emotional bonds to be created, 21
in the absence of which the organizational climate does not become very
congenial and employees do not feel at ease and comfort.
The formal channels of communication can actually inhibit or stand in the way of
free flow of information between organizational levels. For example, in a big
factory, an assembly-line worker will communicate a problem to a supervisor,
rather than to the plant manager. Higher-level managers may sometimes not even
come to know something of vital importance because of a weak communication
network.
1.6 WORK TEAM COMMUNICATION

A team is a relatively permanent work group whose members must coordinate their
activities to achieve one or more common objectives. The objectives might include
advising others in the organization, producing goods or services, and carrying out a
project. Because achievement of the team's objectives requires coordination, team
members depend on one another and must interact regularly. A work team generates
positive synergy through coordinated effort. Their individual efforts result in a level of
performance that is greater than the sum of those individual inputs. Teams have
far-reaching impact in today's workplace. They have become an essential part of the
way business is being done.
1.6.1 Work Team Variables

Size: Other things being equal, work teams have a greater probability of being
cohesive than larger one. In larger groups, the necessary interactions are inhibited,
communication between members is reduced to a feeble walk and there is the
danger of formation of subgroups. Work teams offer frequent interaction
opportunities leading to better understanding between members.
Location: People who work closely together in the same geographical location
have numerous opportunities to interact and exchange ideas resulting in highly
effective and cohesive teams than do people who are geographically separated.
Outside Pressure: A favourite topic of novelists is to describe the plight of two
warring individuals who, through some quirk of fate, find themselves dependent
on each other for survival or gain. External threats create higher bonds between
members. When the members perceive that the team is threatened by an external
force, they strive together to combat the collective threat. In the face of a common
enemy, members forget their common differences and become cohesive.
Status of the Work Team: A high status work team that is successful in achieving
its goals tends to have greater cohesiveness. Membership in such a team is highly
rated than membership in a group widely denounced by all. It is better to be a big
fish in a little pond or a little fish in a big pond than remain unnoticed as a
little fish in a little pond.
Success: There is nothing like success to increase group spirit and cohesiveness.
A near universal finding is that cohesiveness generally increases with success.
1.6.2 Goals of Work Team Communication

A team is formed when individuals with a common goal come together on a common
platform. The team members must complement each other and communicate
effectively to avoid impractical conflicts among themselves.
Communication plays a very important role in team building and extracting the best
out of the team members.

22 A team member must clearly understand what his fellow team members are up to.
He should be very clear about his roles and responsibilities in the team. It is the
duty of the team leader to delegate responsibilities as per the interest and
specializations of the team members without imposing things on them.
Communication plays an important role here.
Verbal communication sometimes may create misunderstandings and confusions,
thus it is always better to rely on written communication for better clarity and
transparency. Communication is effective when the information is passed on
through emails. Emails are more reliable.
Also invite suggestions from the team members. The members should participate
in discussions. This way, they feel motivated and indispensable for their team and
as well as the organization.
The goal and the objective of the team should not be set only by the team leader
itself. Every employee should contribute equally and give his valuable inputs. The
team members must not fight among themselves and try to reach to a conclusion
best suited to all.
The goal must be very well communicated to all the team members and they must
be very clear from the beginning what they are supposed to do to avoid problems
later. The goal can never be achieved unless and until all of them work hard
together and contribute their level best.
Every individual should have the freedom to speak. If you feel that your fellow
colleague is going wrong somewhere and needs to be corrected, you should point
that out.
Effective communication reduces the chances of conflicts and fights among team
members. Communication improves the relations among the team members and
they feel fresh and motivated the whole day at work.
1.6.3 Conflict Resolution

When people are working in teams, conflicts are bound to happen. There may be
differences in opinions, ideas or way of working. But conflicts are good only when
they are constructive and benefit the team in future. Conflicts, however, should be
resolved as quickly as possible.
Your Side
Conflict usually engenders strong emotions and even anger but, in such a state,
you are unlikely to be particularly rational or in the mood for compromise. The
critical reason for this is because nothing other people do is because of you, it is
because of themselves. So if you start with the assumption their "stuff" has
something to do with your "stuff" not only is that self-centered but is a big waste
of energy.
Be impeccable with your word. Words have immeasurable power, so use them
with care. Say only what you mean, and remember your opinion isnt fact. Silence
is better than saying something youll regret.
Always show respect. However much you disagree with someone, attack the
argument, not the person.
In truth, most conflict is over matters of little substance and often it is mostly
pride or status that is at stake. Consider conceding the point to your opponent.

Setting 23
Conflict arises in work teams often because individuals feel more exposed emotionally
or perhaps perceive that they have been pushed into a category or marginalized in
some other way.
Change the environment. Resolving anything in the middle of a team can be
impossible. If the conflict is between you and another person or people present
resolving it in the presence of others will normally not be helpful.
Control the flow of discussion. When the conflict does involve the entire team it
best to have established beforehand a way for handling debate in an organized
fashion.
Other Person
Let the other person do the talking. He or she will soon grow tired of it.
Sometimes thats all they want. To be heard. To feel important. Everyone wants to
feel important. Some people just express it in ways that are counterproductive.
Be aware of displacement. Especially where anger is concerned, sometimes the
source of a conflict is not what it appears to be, as anger is displaced.
Seek mediation. This is a process whereby a neutral third party consults with those
involved in a conflict to see if the problem can be presented in a way which
facilitates a resolution.
Define:
1. Formal Communication

2. Work Teams

Case: An Effective Communicator

The Case of a Less Expensive Customer
[Sunday, 11:40 A.M: The showroom of Devox sports shoes and sportswear in
a posh market of a metro city. Mr. and Mrs. Oberoi walk towards the
showroom from the parking lot holding a box of Devox shoes. Mr. Oberoi is
an HRD executive with a multinational company. Mr. Oberoi is sporting a
brick red T-shirt and a pair of khaki long shorts and sandals. Mrs. Oberoi is
wearing a light blue plain salwar kameez. She has a shopping bag and a small
purse. Mr. Oberoi enters the shop first as Mrs. Oberoi decides to stay on for a
while to do some window shopping. On entering the shop, he is greeted by
Rahul, the young sales executive trainee, who is on a visit to the showroom
from the headquarters.]
Rahul: Good morning, Sir! May I help you?
Mr. Oberoi: Oh, yes. Well, I had bought this pair of shoes last Sunday. I have
just worn it twice. I have a feeling that they are from a seconds lot. (Tries to
hand over the box, but Rahul have his hands behind his back).
Contd

24 Rahul: Sir, we dont stock seconds in this showroom.

Mr. Oberoi: (Opening the box of shoes) It did strike me here itself but I was
more keen on the colour; maybe, therefore, I overlooked it. (Pointing at the
toes of the shoes) There is a difference between the two shoes here. The
stripes are not aligned identically. It seems to be a manufacturing defect.
Rahul: (Looking at the shoes but still with his hands behind the back) Sir, this
is the way they are designed. It is not a manufacturing defect.
Mr. Oberoi: (Getting closer to Rahul and trying to hand over the pair to him
to have a look). This cant be the design. It is an alignment defect and it looks
like a seconds pair.
Rahul: (Still not taking the pair) Sir, I can show you other pairs. They are all
made the same way. (He asks one of the shop assistants to get a couple of
pairs of the same make, and moves on to attend other customers. When he
returns after about six minutes, he finds Mr. Oberoi trying a different pair)
See, I said that they were all made the same way. It is the design, not a
manufacturing defect.
Mr. Oberoi: Then I have a feeling that this showroom is selling defective
pieces. They are not from the fresh stock.
Rahul: I told you as a policy, we do not keep any seconds in this showroom.
In fact, we dont have much of seconds stock because our production line is
most modern.
Mr. Oberoi: (Picking up his pair of shoes) Anyway, I want to return them.
I dont want to wear a defective pair.
Rahul: Sorry, sir. We cant take it back. We dont have a policy of accepting
sold goods back.
Mr. Oberoi: What! (raising his voice) First you do not accept that this is a
defective pair. And, then, you tell me that I cant return it. What kind of shop
is this?
Rahul: (Looking grim but speaking steadily) Sir, I told you that they are not
defective. Secondly, you have already used them. How can I take them back?
[At this moment, Mr. Sharma, the manager of the showroom, comes from his
cabin, notices them and walks up to Mr. Oberoi.]
Mr. Sharma: May I help you, gentleman?
Rahul: He is Mr. ... (trying to introduce Mr. Oberoi)
Mr. Oberoi: (Interrupting Rahul) Im Oberoi. I bought this pair (Showing
him the shoes) last week from your showroom. I find that there is something
wrong with the design (points to the toes). In fact, a couple of my friends
pointed it out.
Mr. Sharma: Did you notice this while buying them?
Mr. Oberoi: I noticed it but didnt bother much.
Mr. Sharma: Why?
Mr. Oberoi: May be I was concentrating on the colour.
Mr. Sharma: Well; Mr. Oberoi, this is no design or manufacturing defect. On
the contrary, this is the way they are made to look. You can see that all of
them (pointing at the pairs lying on the floor) have the same pattern.
Contd

Mr. Oberoi: But, they look old. And, I dont want to wear something, which 25
looks like seconds.
Mr. Sharma: Mr. Oberoi, we dont have a policy of
Mr. Oberoi: (Interrupting him) Then, I am leaving them here (drops the pair
on the floor). Please do whatever you want to do with them.
Mr. Sharma: (Looking down at the pair for a while) Do you have a receipt?
Mr. Oberoi: (Searching for a while in his wallet and the box of shoes) Let me
check with my wife (and turns to look for her; she is coming towards them).
You have the receipt for these shoes?
Mrs. Oberoi: No, I dont think you gave it to me (and starts looking into her
purse). No.
Mr. Oberoi: I dont know. I may have left it at home.
Mr. Sharma: Please give us a moment (and asks Rahul to accompany him to
his cabin).
Mrs. Oberoi: What are they saying?
Mr. Oberoi: They dont have a policy of taking sold goods back.
Mrs. Oberoi: I told you; they wont take them back.
Mr. Oberoi: Is it? They will have to take them back; you wait and see. [In the
meanwhile, Rahul emerges from behind the shop and approaches Mr. Oberoi.]
Rahul: See, we will have to check with our head office regarding this. You
may find out after two days.
Mr. Oberoi: I cant come on weekdays.
Rahul: Then, next Sunday?
Mr. Oberoi: But, I have other things to do on Sunday.
Rahul: Then, you can find out over phone (and gets him a card with the
phone number).
Mr. Oberoi: (Instead of taking the card, he takes out his own business card
from the wallet and gives it to him) Why dont you inform me?
Rahul: (Taking the card) Sure, we will. But, in case we are not able to get
through to you, you could also try.
Mr. Oberoi: (Reluctantly) O.K. (takes the card and turns to exit).
Rahul: (Picking up the pair from the floor) You may keep them with you in
the meanwhile.
Mr. Oberoi: (Moving back towards him) What will I do with them?
Rahul: Sir, unless and until I have heard from our head office, I cant keep
them here. Secondly, in the absence of any receipt, they might get misplaced.
Mr. Oberoi: (Looking hard at him and thinking for a while) O.K. But do let
me know soon.
Rahul: (Packing the pair back in its box and handing it over to him) Sure.
Contd

26 [On the advice of Mr. Sharma, next day, Rahul speaks to Mr. Khare, General
Manager (Sales) at the headquarters. Mr. Khare asks him to fax the details.
Rahul sends the following communication:]
Dear Sir,
10th September, 2009
A customer, Mr. Sunil Oberoi, wants to return a pair of shoes, which he had
bought from this showroom a week back. He claims that there is a
manufacturing defect in the design. In fact, he is accusing us of selling
seconds from this shop. Mr. Sharma and I tried to convince him about our
policies; but all in vain. Finally, to prevent him from creating an ugly scene,
we promised that we would let him know our decision after consulting head
office. I have also been successful in convincing him to take the pair back
with him. But, he will certainly want to get an answer from us within a couple
of days.
Please advice.
Regards,
(Rahul)
[The following day being Tuesday, Rahul leaves the town on an official tour.
On Wednesday morning, Mr. Sharma finds the following message from
Mr. Khare on the fax machine]
If he is a ` 4,500-customer, dont ask any questions, take the shoes back,
give him a new pair, and salute him. But if he is a ` 1,250-customer, then tell
him clearly that it is not possible.
Please remember that customer is king; but, kings are also big and small and
rich and poor.
Questions
1. Who is most effective communicator in this case?
2. What is the role of personality in communication?
3. Analyze the art of resolving conflicts.
Source: Raj Kumar, Basic Business Communication Concepts, Applications and Skills, Excel Books, New Delhi.
1.7 LET US SUM UP

Communication is defined as the process of passing information and understanding
from one person to another, it is essentially a bridge of meaning between people.
All communication is essentially sharing of information or some message.
Communication is the most important of our social activities. We can classify
communication as interpersonal, intrapersonal, group communication, meta
communication, upward, downward, lateral, diagonal, formal, informal, oral, written
or non-verbal communication. Reading, writing, speaking and listening are the four
skills of communication. The objective of communication may to inform, to persuade,
to train, to motivate, to educate, to relate, to reprimand, to rectify and so on. The scope
of communication covers the internal and external dimensions of communication. The
importance of communication can be gauged from the functions it performs.
Communication is the lifeblood of an organisation. Communication facilitates all the
functions of management including planning, organizing, instructing, coordinating and
controlling.

Work teams are cross-functional, multi-skilled, and self-directed group of employees 27

responsible for its own assignments, cost control, goals, quality control, work orders,
work scheduling, and other such duties and tasks. Conflict arises in work teams often
because individuals feel more exposed emotionally or perhaps perceive that they have
been pushed into a category or marginalized in some other way.
1.8 LESSON END ACTIVITY

Analyze the type of communication that you follow or have followed as a student
while communicating with your friends, seniors and principal. Is there any difference?
1.9 KEYWORDS
Communication: Exchange of thoughts, messages, or information, as by speech,
signals, writing, or behavior.
Intrapersonal Communication: Thoughts internal to the communicator.
Interpersonal Communication: Communication between two people.
Lateral Communication: Takes place between two or more persons who are
subordinates working under the same person or at same level.
Diagonal Communication: Includes flow of information among persons at different
levels who have no direct reporting relationships.
Formal Communication: A means of communication that is formally controlled by
managers or people occupying positions in an organization.
1.10 QUESTIONS FOR DISCUSSION

1. Give the importance of business communication.
2. Communication is the lifeblood of an organisation. Elaborate the statement with
suitable examples.
3. Discuss the classifications of communication with examples.
4. Describe the components of communication. How these components fit into the
process of communication?
5. What do you mean by formal communication? Discuss its advantages vis--vis its
disadvantages.
6. What are work teams? What role does communication play in work teams?
Check Your Progress: Model Answers

CYP 1
1. communis
2. lifeblood
3. message
4. sender, receiver
5. feedback
Contd

28 CYP 2
1. public
2. lateral
3. meta
4. formal
5. informal
CYP 3
1. Formal communication refers to the communication through officially
designated channels of message flow between organization positions.
2. Work teams refer to the group of employees that works semi-
autonomously on recurring tasks.
1.11 SUGGESTED READINGS

Sehgal M.K., Khetarpal, Vandana, Business Communication, Excel Books.
Urmila Rai and S.M. Rai, Business Communication, Himalaya Publishing House.
P.D. Chaturvedi, Mukesh Chaturvedi, Business Communication: Concepts, Cases and
Applications, Pearson Education.
Bowman, Joel and Branchaw, Business Communication: From Process to Product, Dryden
Press.

29
LESSON Non-verbal Communication
2
NON-VERBAL COMMUNICATION
CONTENTS
2.1 Introduction
2.2 Characteristics of Non-verbal Communication
2.3 Relationship between Verbal and Non-verbal Communication
2.4 Classification of Non-verbal Communication
2.4.1 Kinesics or Body Language
2.4.2 Haptics
2.4.3 Proxemics or Space Language
2.4.4 Time Language
2.4.5 Paralanguage
2.5 Let us Sum up
2.7 Keywords

State the features of non-verbal communication
Realize the relationship of verbal and non-verbal message
Discuss the classification of non-verbal communications
2.1 INTRODUCTION
The word Non-verbal Communication means Communication not involving speech
or words. By non-verbal communication, we mean all communication that involves
neither written nor spoken words but occurs without the use of words. Thus, this is the
wordless message received through the medium of gestures, signs, body movements,
facial expressions, tone of voice, colour, time, space, style of writing and choice of
words.
Animals communicate their deepest feelings through gestures, cries, whistling, cooing
and many other signals known to each other. It is we human beings, who have evolved
the language of words to convey our thoughts in a structured manner. Still, many a

30 times, we tend to convey many of our feelings by smiling, patting, frowning, shouting
or other such wordless clues. At other times, we also lace our words with different
tones, gestures and facial expressions, to give a deeper meaning to our words.
The verbal and non-verbal messages together form the total meaning of the message
communicated. There is something said and something implied with every message
communicated. For a full understanding of the message, we should know what has
been communicated through words and without them.
2.2 CHARACTERISTICS OF NON-VERBAL

COMMUNICATION
The characteristics of non-verbal communications are:
It is Instinctive in Nature: Non-verbal Communication is quite instinctive in
nature, that is, it indicates the attitude, instincts and feelings of the speaker.
It is less Conscious: Words are spoken after due thinking and with conscious
effort. Depending on the situation we have to make a more or less conscious effort
in these/choice of words. The non-verbal part of communication, on the other
hand, is less deliberate and conscious as most of the expressions, gestures, etc.
included in Non-verbal Communication are mostly unconsciously expressed, as
the speaker may not even be aware of these signs.
It is Subtle in Nature: Spoken and written words are quite obvious and easy to
see, listen and understand, whereas, Non-verbal Communication is very subtle,
and needs skill to be understood and expressed.
It is Complimentary to Verbal Communication: Non-verbal Communication does
not stand alone on its own and neither does it completely substitute
Communication with words; it complements Verbal Communication and makes it
more effective. As an example, when we watch a movie, the dialogues are made
more impressive by the way they are delivered, with the modulations in the voice,
other gestures and signals.
2.3 RELATIONSHIP BETWEEN VERBAL AND

NON-VERBAL COMMUNICATION
In our day to day communication, the verbal element and non-verbal element operate
together in the construction of meaning. There are six primary ways in which
non-verbal message may be related to verbal ones:
A non-verbal message can complement a verbal one: Sometimes we twist our
arms, change facial expressions, or bring a change in tone of voice. It may match
the content of the words that we are speaking. Usually we dont even think about
this non-verbal message, unless someone overuses them to the point that they
become annoying. When we do not have face-to-face conversation, (on a
telephone, mobile), we may feel uncomfortable with our interpretation or the
words of other because we cannot see the facial expressions, movements, or
gestures that might accompany these words. When an individual wishes happy
birthday to his friend with a big smile or expresses words of grief along with a sad
face on the eve of any death in the family of his friend, non-verbal messages are
complementing verbal messages.
It can emphasize a verbal one: When we write, we often accent certain words or
by putting them in italics or capital letters. When we speak, we do the same thing,
using pauses, volume, tone, raised eyebrows, pointing fingers, and so on. Consider
the sentence: I really enjoy this movie. Try trading this sentence aloud and

emphasizing the word really. Perhaps one will raise ones pitch when one says the 31
Non-verbal Communication
word. Certainly one will say it more slowly than the others. What effect is created
if one says the word more slowly than the others and also raises his eyebrows just
for that word?
It can repeat a verbal one: Words may suggest that some has to leave the room.
Subsequently, the same individual may point to the door, and then the non-verbal
message strongly repeats the meaning of the verbal message. This same repetition
occurs if one says he is depressed and then has an enormous sigh.
A non-verbal message can regulate a verbal one: Usually, our non-verbal
message control the flow of conversation. We often use tone of voice and
speaking rate to indicate that we want to keep talking or to yield the floor to
someone else. We also use them to subtly register approval or disapproval,
understanding or misunderstanding of others.
It can substitute for a verbal one: A friend asks, What is going on? One can
reply by shrugging his shoulders. Other friends calls, Hi, across the parking lot
and his responds by waving his hands. Instead of giving reply in words, they have
opted for non-verbal mode of communication. For example, when a student folds
hands to convey his regards to his teacher, this namaskar is substituting to a
verbal message. When the teacher replies with the same gesture, it is also a
non-verbal message substituting a verbal one.
A non-verbal message can contradict a verbal one: Research indicates that when
we perceive inconsistencies between verbal messages a non-verbal one we must
believe the contents of the latter message. Has one ever laughed while saying
sorry to someone? Has one congratulated anyone on the eve of his successful
completion of PhD degree in management by presenting a sad and depressed face?
Your own experience will prove to you how much you value non-verbal
communication and how it can even contradict the words that accompany it.
These situations clearly tell us that contradictory situations regarding non-verbal
message with verbal messages are rare.
State whether the following statements are true or false:
1. Non-verbal communications may involve speech or words.
2. Non-verbal communications are less deliberate than verbal
communications.
3. Non-verbal messages can substitute for verbal messages.
4. Non-verbal messages cannot ever contradict verbal ones.
2.4 CLASSIFICATION OF NON-VERBAL

COMMUNICATION
The classifications are discussed in following subsections.
2.4.1 Kinesics or Body Language

Kinesics literally means body movements. Bodily movements, gestures and body
language is an important factor, especially in face-to-face communication, as here the
message is communicated by a number of factors like facial expressions, eye
movements and gestures. Body language is the reflection of thought, feelings and
position. All bodily movements, postures and gestures are guided by our thought

32 processes and emotions. By nodding our head, blinking eyes, waving hands and
shrugging shoulders we send out signals and messages, which are louder than words.
That is why this area of enquiry has been called body language. Just as language
uses sets of symbols to convey meaning, our body, consciously and unconsciously or
instinctively, carries messages, attitudes, relationships and moods indicating
warmth/indifference, positive/negative feelings and so on. We, however, infer these
meanings from body symbols and seek them in the face and eyes, gestures, posture,
and physical appearance where each has its own functions.
Kinesics or body language includes:
(a) Facial expressions
(b) Eye contact
(c) Gestures
(d) Body shape and posture
(e) Appearance
Facial Expressions
A popular saying put it succinctly: the face is the index of the heart. Whatever we
feel deep within ourselves is at once reflected in our face making facial expressions
such an integral part of communication. We convey so much without speaking a word.
For example, consider facial expressions which are generally associated with
happiness, surprise, fear, anger, sadness, bewilderment, astonishment and
contentment. Let us also consider a smile, different kinds of smile, frown, corners of
lips and the position of the eye brows, the cheeks, whether drawn up back or dropping,
the jaw, nose/nostrils and the chin. We can easily mark all the motion signals sent
through these parts of the face by others and observe our own expressions by looking
at ourselves in a mirror. We will realize that every facial muscle is an instrument of
communication with a significant role to play.
The face and eyes are the most expressive means of body communication. Dale
Leather has found that 10 basic categories of meanings can be communicated via
facial expressions.
1. Happiness
2. Surprise
3. Fear
4. Anger
5. Sadness
6. Disgust
7. Contempt
8. Interest
9. Confusion
10. Determination
Eye Contact
The eyes play an important role in face to face communication. Eye contact is one of
the most powerful forms of non-verbal communication. When we look at somebodys
face we focus primarily on his eyes and try to understand what he means. The eyes,

along with the eyebrows, eyelids and the size of pupils convey our innermost feelings- 33
Authority relationships as well as intimate relationships are frequently initiated and
maintained with eye contact. Eye contact builds emotional relationship between the
listeners and speaker.
Eyebrows and eyelids raised and combined with dilated pupils tell us that the
person is excited, surprised or frightened.
Eyebrows with upper and lower eyelids closed and combined with constricted
pupils tell us that the person is angry or in pain.
Looking at somebody for a long time shows the intensity of our interest in him.
If the eye contact is brief, or we take our eyes off the person very soon, it indicates
nervousness of embarrassment on our part. Prolonged eye contact can signal
admiration.
Direct eye contact of more than 10 seconds can create discomfort and anxiety.
Generally, peoples eyes approach what they like and avoid what they do not like.
Eye contact between a speaker and audience increases the audiences assessment
of the speaker as a credible source.
People generally maintain more eye gaze and mutual eye gaze with those whose
approval they want, those to whom they bring good news, and those to whom they
like. They also do so with people towards to whom they feel positive and whom
they know and trust.
Averted eyes show anger, hurt feelings, and a hesitancy to reveal the inner self.
They also reveal negativism and the need to increase psychological distance as in
an elevator, waiting room, or other small space.
Eye behavior communicates in many ways. It shows emotions. It establishes
conversational regulators. It also monitors feedback. It serves as a reminder. The eyes
not only supply information, they receive it as well. Major aspects of communication
are covered through eyes. Of course, eye contact and eye movements convey-their
meaning in combination with other facial expressions.
Gestures
Gestures are the physical movements of arms, legs, hands, torso and head, made to
express or help to express thought or to emphasize speech. They play a very important
role in conveying meaning without using words.
Ekman and Friesen have identified five types of body gestures:
1. Emblems: A large number of body movements have come to be identified as a
substitute for verbal translations. They often replace verbal message entirely. Such
symbols become emblems. The list is long and comprehensive and it includes
about seventy of such emblems. A few examples in this regard are as follows:
Patting the stomach Im full of food.
Nodding the head up and down Yes or I agree.
Patting the adjacent seat Sit beside me
Shaking fist I m angry
Yawning Im bored or Im angry
Cupping hand behind ear I cant hear you
Clapping hands I approve

34 Placing first finger on lips Be silent

Circling the first finger parallel with the side of the head "that person's
crazy" or "that person's stupid"
Forming the first and second finger in the shape of a "V" "Peace" or
"Victory"
Shrugging shoulders and raising palms of hand upward "I don't know"
Scratching the head-frustration.
Tapping finger against skull "I'm thinking"
Taping finger on own chest "Me"
Standing at side of road and pointing thumb in direction of traffic "I'd like a
ride" (hitchhiking)
Waving "Hello," "Good bye," Come here," "Here I am."
2. Illustrators: They are directly tied to verbal language. These gestures illustrate the
words, which a speaker is saying. When a speaker says, My third and final point
is and holds up three fingers, this gesture is an illustrator.
3. Regulators: Regulators control oral communication by alerting the sender to the
need to hurry up, slow down, or repeat something. Examples are frequent glances
at the watch or drumming finger on the table when someone is talking with other.
When someone is delivering a long speech and the other person wants to restrict
him, the other person may show his watch to regulate the other person.
4. Displays: These indicate emotional states, such as anger or embarrassment, and
usually occur in facial expressions. Display differs from the three previous types
in that people have for less control over them. Many people, for example, have
felt their faces turning red because they were angry or embarrassed. However,
there is little, which they can do to control this effect display.
5. Adaptors: They are the gestures over which people have little control. Frequently
people are not conscious of performing such gestures. Stifling a yawn or clasping
the hands to the face in fear are adaptor gestures. They are automatic and are not
planned.
It is important to note that gestures are not used individually but in relation to another
person, and acquire meaning at particular times. Speech and gestures go together, and,
therefore, have to be properly coordinated. In the absence of speech-gesture-
co-ordination, we experience confusion and discomfort. Although Gestures are
spontaneous, we can learn to monitor and use the positive gestures and minimize the
negative ones.
Positive Gestures
Positive Gestures are body signals which make us look relaxed, confident and polite.
1. Positive listening gestures include:
Leaning a little towards the speaker.
Tilting the head
Eye contact with the speaker
Gently nodding the head in agreement

2. Good speaking Gestures include keeping the hands open; avoiding clutching them 35
or folding them across the chest.
3. Walking with the head upright, hands swinging freely by the sides.
Negative Gestures
Negative gestures include body movements which give a negative impression about
us. These are categorized as below:
Signs of Nervousness:
Hands in the pocket
Covering the mouth with the hand while speaking
Scratching
Biting nails
Glancing sideways
Drumming fingers
Tapping the feet
Wringing hands
Crossed arms or legs
Setting the hair with hands
Sitting on the edge of the chair
Speaking too fast, or too slow
Straightening the tie
Clearing the throat too often
Blinking the eyes a lot
Clicking the pen
Playing with the paper weight
Adjusting the glasses up the nose
Gestures showing Aggressiveness:

Staring
Pointing at someone
Showing a fist
Folding both arms
Bending over someone
Gestures showing Rudeness:

Shake hands too hard
Give a very limp handshake
Stand too close
Whisper at a social gathering
Work while someone talks to you

36 Yawn
Smirk
Puff
Start gathering folding papers before the meeting is over
Gestures showing Lack of Good Sense:

Banging the table
Chewing pens
Waving hands around you while talking
Wiping hands across the face
Touching nose time and again
Attending meetings with the cell phone on
Staring
Body Shape and Postures

Behaviourial scientists have studied the shapes of our bodies and have broadly put
them in the following types:
Ectomorph: thin, youthful and tall, Mesmorph: strong, athletic, muscular and bony.
Endomorph: fat, round and soft. We cannot do much about the shape of our body, but
we can no doubt put it to effective use. Both our body shape and posture affect what
we think about ourselves, how we relate to others and how others relate to us or
respond to our moves. Mostly we act spontaneously, whether we meet a friend or
participate in a meeting. But we do become self-conscious while appearing for an
interview or making a presentation. On such an occasion we try to make the best
possible impression.
Posture
A persons general posture, even without specific gestures, communicates meaning.
The body position of an individual conveys variety of messages. It is the position of
the body or of body parts. For example, superiors usually take a more relaxed posture
than their subordinates. Posture is also a way to demonstrate interest in another
person. Several writers have concluded what when you lean forward to the persons to
whom one is speaking with, you demonstrate interest in that person. Sitting back, on
the other hand may communicate lack of interest. It is difficult to assess exactly the
meaning of postures. Warren Lamb says that a persons posture and gesture can tell
much about how effectively the person will perform in an organization.
Appearance
Appearance, for our purpose, includes clothing, hair, jewellery, cosmetics, etc. All
these may seem unrelated to body language, but on having a closer look we find that
they are very meaningfully related to our face, eyes, gesture, etc. A famous writer has
said that a man is recognized by his dress and address; Dress does not need any
explanation. By address he means the way a person speaks to other. Every occasion
has its own particular type of dress. It may be formal or informal. It is normally a part
of an organizations work rules to have a formal suit for the working hours. Certain
organizations have a uniform for all levels of workers. If one changes from the formal
dress to informal or casual he is easily noticed, and his dress speaks volumes about his
attitude to life, to work, to his colleagues and his own feelings. It is not just the dress

or clothes that are important for any occasion but also shoes, hair style, perfume, etc. 37
that convey meaning in non-verbal form.
Effective Use of Body Language

Kinesics or body language is so important, the question is-how to make effective use
of it. Given below are some useful tips in this regard:
1. Mind the body-talk: In our day-to-day communication we should carefully notice
details about the way we speak and move.
When standing we should keep our shoulder erect, our body open and or
weight evenly balanced on both feet. But we should guard against giving the
appearance of a ramrod-straight posture. Such a still posture shows rigidity in
thought.
We should carefully identify the little things that people do when they are
tense. Some people play with their lock of hair or a pen in their hand. Such
behaviour, according to psychologist, undermines the strength of what we
want to say.
In order to look confident and in charge we should sit squarely in a chair, feet
on the floor and shoulders straight. Austin says, Rest your forearms on the
table. This posture conveys the message I will not move. If we slouch or
jiggle our feet, we will give the impression of being indifferent, uninterested.
2. Be careful with the handshake: In the business world, handshakes are very
important. It conveys crucial messages about power, status and concern for the
person we meet. The handshake that really conveys confidence is firm and dry,
with strong but not excessive pressure. Bending the wrist or gripping only the
fingers gives wrong signals.
3. Establish good eye contact: According to Austin, Eye contact is the most
remembered element in forming an impression of someone.
You must acquire the ability to sustain direct eye contact if you want to be
taken seriously.
The dominant person always has the right to look and keep looking: the
subordinate is supposed to look away. If you maintain eye contact so intently
that your boss feels uncomfortable, he will sense that youre challenging his
authority-even if that is not what you intended.
4. Communicate at the level of the person before you: The way we hold our body
can show the person before us where we-had he/they-stand. If we fold our arms
across our chest our cross our legs while we talk, we are closing off
communication. If we tap our foot/feet, it shows that we are impatient.
With young children we should kneel or bend down so that we are able to look
into their eyes. With older people we should lean against a wall or counter, put our
weight our one foot and keep our arms at our side so as to appear open to their
needs. With people in higher position a straight posture shows respect.
5. We must be ourselves: Maple says that non-verbal messages come from deep
inside you, from your sense of self-esteem. To improve your body language, you
have to start from inside and work out. If youre comfortable with yourself, it
shows. People who know who they are have relaxed way of talking and moving.
They always come across well. So, avoiding all tension, we must relax and be
ourselves, not try to be, or show off to be, what we are not.

38 Graceful movements and confident posture improve the atmosphere at the

workplace: With only a little care we can look pleasant, send out right signals,
enthuse the workers and make the other people interested in us.
Advantages of Body Language

Body language is the most easily visible aspect of communication. It, therefore, helps
the receiver of the message in decoding the message. Body language complements
verbal communication. Especially in face-to-face communication, no message can be
completely sent across without the accompaniment of facial expressions and gestures.
It helps in establishing rapport. Body language adds intensity to the process of
communication. In the absence of any gestures, change of posture, proper eye contact
any face-to-face communication will look bland or insipid. Because people care for
body language it goes a long way to improve the overall atmosphere and looks of the
organization. An ingenious executive can make very effective use of it.
Limitations of Body Language

Since it is non-verbal communication, relying on facial expressions, gestures, etc, it
cannot be wholly relied on. Words written or spoken can be taken seriously, but body
language cannot always be taken seriously. People belonging to different cultural
backgrounds send out different body signals. They are, therefore, liable to be
misinterpreted. One has, therefore, to be very careful in their use and understanding.
Facial expressions, gestures, postures etc. become ineffective if the listener is
inattentive. It, therefore, requires extra care in getting the right message. Use of body
language is not very effective in a large gathering. It is effective in face-to-face
situation, which means there are just two or a small number of participants in the
communication situation.
2.4.2 Haptics
Haptics is the study of how individuals communicate by touch. This mode of
communication is our earliest means of making contact with others. It has actually
become essential to human development. Babies and children need to be touched in
order to grow, flourish, and avoid numerous health problems. Touch even seems to
improve a childs mental functioning as well as physical health. In our life touch plays
an important role in how we respond to others and to our environment, and it can
communicate many messages. When we appreciate someone, we pat on his back.
Parents and alders bless their younger ones by touching their head. Younger people
express respect by touching the feet of elderly people. By shaking hands, we show our
warmth and affection to each other. When two friends after a long gap hug each other,
it shows their warmth and affection.
Touching can show tenderness, affection, encouragement and the full range of
emotions.
The infant begins its communicative life largely through the sense of touch. As the
baby is a hugged, kissed, cradled, cuddled and stroked, human exchange being to
unfold. Psychologists contend that the denial of extensive touching can have untold
negative impact upon the infants development.
Touching actions serve as regulators. They act as both conveyors and elicitors of
positive as well as negative feelings. Touching conveys the total range from highly
impersonal to highly personal meanings. The touch will be of four types:
Intimate touch: A child and mother usually touch to each other to shower
affection. Two friends/brothers meet each other after a long gap is also an intimate
touch.

Friendly touch: When two people meet, they touch their shoulders and back to 39
show their warmth and it is a friendly touch.
Professional touch: Doctor examines their patients by touching. Surgeons operate
their patients.
Social touch: Handshake is one of the commonest forms of this kind of touch.
When a teacher touches his student to encourage him, it is social touch. By
touching the head of younger ones, blessings are bestowed by the elder ones.
Fill in the blanks:
1. The face and are the most expressive means of body
communication.
2. Direct eye contact of more than . seconds can create discomfort
and anxiety.
3. Gestures like waving or clapping hands are termed as .
4. Tapping feet or crossing arms are signs of
2.4.3 Proxemics or Space Language

The space around its contents and us convey a definite meaning. Of course, it requires
quite some effort on our part to arrange them meaningfully, and on the part of others
to understand or interpret the meaning. In other words, it tells that how people
communicate with space. How close or far they stand in relation to another person,
where they sit in a room, or how they arrange the office furniture which has a real
impact on communication. One of the major writers on this type of communication is
anthropologist Edward T. Hall. He has identified three major types of space: feature-
fixed space, semi-fixed feature space, and personal space.
1. Feature-fixed Space: Feature-fixed space refers to buildings and other fairly
permanent structure, such as walls. The manner in which buildings are laid out
and the sequence of rooms and offices have a considerable influence on
communication. The person will probably communicate more with those
individuals whose offices are closer to his own rather than with those further from
him. There are evidences which reveal that bigger the fixed place, the higher will
be the status of the individual in an organization.
2. Semi-fixed feature Space: The placement and arrangement of moveable objects,
such as desk and chairs, is referred to as semi-fixed feature space. Currently, a
great deal of emphasis is placed on how business offices are arranged. In addition,
the quality of furniture has considerable influence on the status of the individuals
and this is clearly communicated non-verbally. Frequently, the superior person
will come from behind the desk and his face-to-face with the subordinate to make
it easier to communicate.
3. Personal Space: Our interaction with the people around us has rather a well-
defined or well-understood spatial dimension. Conversely we can say that the
spatial dimension or distance between us and other people tells us something
important about our relations and the nature of our communication with them.
This branch of Proxemics has come to be regarded as personal space language.
Edward T. Hall has done very useful and interesting work in this area.

40 Placing ourselves in the centre we can present the space around us in the form of
the following concentric circles:
(a) Intimate distance/zone (physical contract/touch to 18 inches): This ranges
from actual physical contact to about 18 inches from another person.
Communication and interaction within this distance are intimate activities.
Mostly, only our family members, closest friends and selected people enter
this area. Those selected people are indeed special people, whatever the
reasons for their special status. It has special significance for our
communication with these people. In the language used within this small,
intimate, perhaps private circle, not many words are used. In organizations,
confidential information is often communicated with in the intimate distance.
When two friends meet each other after a long gap, they hug each other. Eye
contact, handshake, pat on the back or shoulders is quite noticeable. The
major form of intimate contact in business organization is of course, the
handshake. Most people respond positively to men who give a firm
handshake.
(b) Personal distance/zone (18 inches to 4 feet): This range from 18 inches to
four feet. Interaction in this zone includes causes and friendly conversation
including conversation with close friends, colleagues, associates and visitors.
Here we rise above the closed circle of intimacy around us. Although
communication in this circle is also mostly personal in nature, it is relaxed and
casual for most of the time. It permits spontaneous unprogrammed talking or
discussion. However, certain important decisions may be taken in this circle.
(c) Social distance/zone (4 to 12 feet): It ranges from four feet to about twelve
feet and has very aptly been called the social space. We use this space mostly
for formal purposes, and the relationships within this circle are more official.
We do most of our business within this area. While feelings, emotions, shared
likes and dislike may come up in the intimate and personal space, more
reason and planning are used in the social space. It is therefore, of paramount
importance in business. Much of the communication in organizations is done
in the social zone.
(d) Public distance/zone (12 feet to as far as we can see and hear): It ranges from
12 feet to the limits of visibility and hearing. Communication at public
distance is considered in public speaking. A good deal of communication
within and outside an organization takes place at this range. We can very well
imagine the nature of communications/speaking in this space becomes even
more formal. The attachment of the intimate and personal space is
substituted by the detachment of perception, objectivity of approach and
formality of communication/speaking. We have to raise our voice so as to be
heard by others whose group is almost always larger in this space. That is why
it has been called public space.
Space Use
Proxemics is also concerned with the use of space by groups of people. The ways
groups of people use the space assigned to them determines their respective places and
inter action patterns. For example, people who begin conversation and those seated at
the front are usually considered leaders of the group. If the same people are seated in a
row their communication pattern will be of a different nature. People seated around/
oval table they will most likely communicate in the form of a conference.

Everyone is aware of some of the ways space is used to communicate in business 41

organizations. Experts have identified three basics principles about the use of space as
it relates to status within the organization:
1. For higher status people in the organization, more and better quality space is
allotted. In many organizations, the president has the most attractive office, while
the vice president, the departments heads, and lower level employees have
smaller offices. The number of windows in the office and the way the office is
furnished are also commensurate with rank of position. This is clearly evident that
better the quality place, the higher will be position or status of the individual.
2. The higher people in the organization are being protected within their territory.
Their territories are closed. Many times the more status a person has in the
organization, the more difficult it is to see that person. Outer offices and
secretaries often are used to protect the high-status person. Even gates are manned
with security people of such people.
3. For higher people in the organization, it is easier to invade the territory of lower
status personnel. The superiors usually can enter the subordinates office at will.
The supervisor also has the ability to phone the subordinate at almost any time.
This is the privilege. However, the subordinate usually does not have his access to
the supervisor.
Surroundings
Our surroundings or physical environment speak their own non-verbal language. It is a
vast area. It is, therefore, worthwhile to cover only two important aspects of our
physical context-colour and layout or design for the purpose of non-verbal
communication. Through our sensory perception we get meaning from our
surroundings, in the same way as through our choice of colour and design we send out
definite signals to others.
Colours
Most of us know that different colours are associated with different behaviour
patterns, attitudes and cultural backgrounds. People make serious efforts to choose the
right colour for any significant moment and indifference to choice of colour is
regarded as lack of cultivation.
Some colours are universally known to be associated with gaiety, cheerfulness or
pleasant circumstances. Pink, yellow, red, purple, blue, green are gay colours. Black
and gray, on the other hand, are associated with negative feelings, melancholy or
somber mood. White is generally associated with purity or peace. All this shows that
there exists what we may call a colour language.
For successful communication, it is important to have the right choice of colour of our
clothing, home and office interiors, upholstery and decoration pieces.
Layout and Design

Like colour language, there is also a layout and design language as a part of
non-verbal communication. The space arrangement of an office, carpeting or its
absence, the furniture and its design everything conveys a meaning. Everybody is
impressed by a tastefully furnished office, the layout of a lobby/dining hall/
conference room/reception desk. It is for this very reason that so much attention is
being paid to the architecture and furnishing of offices/ hotels/houses of executives in
modern times. All this is aimed at conveying the mood/personality/outlook/vision of
the organization. Behind all this is the vision of the successful communicators.

42 2.4.4 Time Language

Time language is another type of non-verbal communication. In it we communicate
with others in terms of time by showing them, in our own cultural way, what time
means to us. We do this mostly by symbolizing time, and by sending out signals
regarding the importance of time and so on. In this connection, it is important to note
that time management is now one of the most important parts of the overall
management. TMI (Time Managers International) is one of the most important
American consultancy companies. It renders valuable advice to business organizations
in respect of optimal use of time.
Business community all over the world knows the worth of time. It has been pointed
out that scientific managers of the late 1800s equated the worth of time with
money. And then we are reminded repeatedly that time is money. It is this
consciousness of the worth or importance of time and its crucial role in productivity
that has led to the invention of many time saving devices. In fact time pervades our
thinking and dominates our communication. All communication is meant to be
suitably timed. We get/send out/covert signals about whether anybody/anything is
early or late. While people in the West are very much time conscious and attach
highest importance to punctuality, people in the East have a more relaxed attitude to it.
The way we use and structure time can send intentional and unintentional message
about what we value and whom we considered important. This is called chromatics.
2.4.5 Paralanguage
Closer to actual verbal (oral) communication, and always accompanying body
language, is paralanguage. It is non-verbal because it does not comprise words. But
without it words do not convey their intended meaning, Para means like. Hence,
paralanguage literally means like language and paralinguistic is the systematic
study of how a speaker verbalizes his words/speech. It is defined as a type of
non-verbal communication that includes articulation, pronunciation, rate, pitch,
volume, pauses and other vocal qualities. While verbal communication consists of
the what or the content of words, paralanguage involves the how of a speakers
voice or the way in which the speaker speaks. On careful observation and analysis we
find that a speaker intentionally as well as unintentionally uses a vast range of hints
and signals.
If someone asks his friend to go to movie or to a particular restaurant for dinner one
may respond, Yes, I would love to go but let his tone of voice betrays his words and
convey that he has little or no interest in going. The reaction of his friend to the
response will communicate the message is right direction. At times people mean to
communicate a particular message through the use of paralanguage. For example, the
phrase I would like to help you can convey several meanings, depending upon the
paralanguage employed. By changing emphasis on each of the words of this sentence,
different meaning may be drawn.
Voice
The first signal we receive or use is our voice. Everybody knows how important voice
is. It tells us so much about the speakers sex, background, education, training and
temperament. There are all kinds of voices-clear, musical, raucous, cultivated,
pleasant, unpleasant and so on. Unless damaged by some injury to the vocal cords or
some neurological problem, the human voice normally does a satisfactory job. In other
words, it conveys the meaning of the message. In certain jobs it is absolutely
necessary for the applicant or employee to have a clear and pleasant voice.

For example, jobs involving the use of telephone, announcing, tape-recording, etc. 43
require very clear voice.
The message, however, may not be effectively conveyed if we do not take care of the
following points in the use of our voice:
(a) Pitch Variation: Most of us introduce wide variations in pitch while speaking.
It is necessary to catch the listeners attention and to keep him interested in us.
Those who speak in monotones (single tone, without variation) fail to keep the
listeners attention. That is why the word monotonous has come to be used as a
synonym for boring. Many speakers are not aware of this weakness on their part.
Once they become aware of it, the problem can be solved.
A high pitch may indicate nervousness, anxiety, tension, fear, surprise, dynamism,
anger, joy, cheerfulness, or impatience. A low pitch may show affection, sadness,
boredom, pleasantness, intimacy or empathy.
Most of us, when excited speak in a high-pitched voice and express anger or
anxiety in this manner. A situation like this sparks off a heated discussion in
which we hear voices at different pitch levels. Quite often we hear, Raising your
voice is not going to convince me. Or You cant convince me by your
shouting. It is equally important to keep up a pitch at which the listener gets our
point comfortably.
(b) Speaking Speed: Fluency in a language is not the same thing as the speed of
speaking. We do, however, speak at different speeds on different occasions and
while conveying different parts of message. As a general rule we should present
the easy parts of a message at a brisk pace because it is likely to be understood
easily and soon. On the other hand, the difficult, complicated, highly technical
part of information should be conveyed at a slower pace. Easy information, if
conveyed slowly, becomes irritating. Hard or complicated information presented
rapidly will be difficult to understand. Similarly, an increase in rate could indicate
impatience, urgency or anxiety from the person sending the message while
decrease in rate can indicate thoughtfulness or a reflective attitude. When we are
relaxed we speak at a comfortable speed.
(c) Pause: The pace or speed of speaking is also accompanied by pause. We cannot,
and should not, go on speaking without pausing voluntarily or involuntarily. But
the pauses have to be at the right moments. Incorrect use of pauses can create
problems. A pause can be highly effective in emphasizing the upcoming subject
and in gaining the listeners attention. But it must also be noted that frequent,
arbitrary pauses spoil the speech and distract the listeners attention. It is,
therefore, very important for a speaker to carefully monitor his pauses.
(d) Non-fluencies: Speech is not always a continuous string of meaningful words.
There are, as we have noted above, pauses scattered at intervals. These pauses are
very often inserted with sounds or utterances like ah, oh, uh, um, you
know, ok etc. They are also sometimes inserted with laughing, yawning or
chuckling. Sometimes they may be effective by inviting the listeners attention or
by giving a non-verbal edge to the verbal communication. They are called
non-fluencies. It is rather interesting to see that carefully and sparingly used they
add to the fluency of the speaker, give him time to breathe or relax, make the
listener more alert and get the message conveyed overtly or covertly. But too
frequent insertion of these non-fluencies irritates the listener.
(e) Volume Variation: Volume is another voice quality that frequently conveys
meanings, especially in conjunction with rate. We must speak loud enough for all
of our audience to hear, but not too loud. The loudness of our voice should be

44 adjusted according to the size of our audience. As somebody has very well said,
The contrast provides the emphasis; Volume variation puts life into our
speaking. If a supervisor says softly, I would like to talk with you in my office,
you might feel somewhat at ease, but if your supervisor said loudly, I would like
to talk with you in my office! you would feel disturbed and uncomfortable.
Softness and loudness in volume determines the meaning specifically. Voice
volume tends to vary with emotional and personality characteristics. Loudness of
voice seems to occur in conjunction with anger, cheerfulness, joy, strength,
fearlessness, activity, and high status, Softness in volume appears with affection,
boredom, sadness, intimacy, empathy, fear, passivity, weakness, and low status.
Advantages of Paralanguage
The major function of paralanguage is to express emotions. Several researchers have
demonstrated that is possible to communicate various emotions solely with
paralanguage. In a foundation study, actor who read even a small text made sure that
the meaning communicated were solely the result of vocal cues rather than
vocabulary.
(a) Paralanguage is very closely allied to language. No oral message is complete
without it.
(b) Paralanguage is a sufficiently dependable indicator of the speakers place in the
organization. On the basis of his voice-quality one can easily guess his position in
the hierarchy.
(c) Paralanguage tells us quite clearly about the speakers educational back ground.
(d) Paralanguage speaks volumes about the speakers national and regional
background. This information is of immense use to the receiver and organization
in dealing with him.
(e) Paralanguage gives us useful clues regarding the speakers mental state. His voice
quality, intonation and speaking speed make it easy for the receiver of the
message how best to deal with him.
(f) Paralanguage has important educational value. A careful listener can learn from an
effective speaker.
Limitations of Paralanguage
(a) Paralanguage is like language, but not language. It is non-verbal part of
communication. It therefore, cannot be fully relied upon.
(b) What is said and how it is said must be blended. But very often it does not happen.
It, therefore, requires extra care to get to the exact content of the message.
(c) The voice quality and pitch of the speaker may unnecessarily prejudice the
receiver of the message. The listener/receiver of the message has, therefore, to be
very open-minded and patient.
(d) Paralanguage may sometimes misguide or mislead, as there may be difference in
the speech and the intention behind the speech.
(e) As speakers belong to different speech communities it is difficult to achieve
uniformity in oral communication.


1. Proxemics is the study of how people communicate with touch.
2. Mostly, only our family members, closest friends and selected people
enter our intimate zone.
3. The more status a person has in the organization, easier it is to see that
person.
4. Hard or complicated information presented rapidly will be difficult to
understand.
Case: Doing Business in Japan: Non-verbal Communication

Silence
Japans indirectness reaches as far as its non-verbal communication. Unlike
westerners who speak their minds at any point in time, the Japanese find it
rude to interrupt in the middle of a conversation. In addition, silence is viewed
as a time frame where people can think about what is being communicated
and understand the concept behind the idea or comment being stated. Though
westerners may feel uncomfortable sitting through silence, it is best to just
relax and be patient while the Japanese take a moment to understand what has
just been said.
Because the Japanese are so indirect, what is not being said also needs to be
understood. In other words, you need to read through the lines and understand
what is being implied.
Eye Contact
Looking someone in the eye is considered a sign of confidence in the Western
world. Once again, this is another aspect that the Japanese are so uniquely
different from the western world. To the Japanese, looking at someone
straight in their eyes is considered rude and a means to a challenge. The
Japanese will look down to show respect to the other person. Usually, the
region of the Adams apple is where the Japanese tend to direct their sight.
Gestures
First and foremost, the Japanese people try to avoid showing their emotions in
public. Their uncommitted face may not mean that they are not interested;
they just dont want to show too much expression.
They are also uncomfortable with any physical contact such as a hug.
However, the Japanese do recognize the western tradition of shaking hands
and would gladly adhere to that tradition, especially to make the relationship
more personal.
Hand gestures should be used with caution. Because certain hand gestures
have certain meaning behind them, using them at inappropriate times or the
misinterpretation of the signal can be insulting to the Japanese.
Source:www.onken.com/classroom/internationalmanagement/Japan/Non-verbalcommunication.html

46
Corporate Communication 2.5 LET US SUM UP
Non-verbal communication, or body language, is a vital form of communication.
When we interact with others, we continuously give and receive countless wordless
signals. All of our non-verbal behaviorsthe gestures we make, the way we sit, how
fast or how loud we talk, how close we stand, how much eye contact we makesend
strong messages.
Kinesics is the systematic study of body language works through facial expression,
eye contact, gestures, head position, body shape, posture and appearance. Body
language accounts for more than half of all communication. All body language is a
reflection our thoughts, feelings and our position in the organization.
Proxemics is the study of space language. Any successful communicator makes
effective use of it. Distance wise the space around us can be divided into four kinds
intimate, personal, social and public. Only very social or important people enter our
intimate space. Personal space is usually reserved for our close friends, colleagues
and visitors. Social space is best used for formal/ official purposes. Public space is
exclusively means for formal meetings/announcements.
Paralanguage means like language. It is concerned, with the manner in which a
speaker conveys his meaning through words. Voice is the first and foremost
component of speech. Pitch variation is necessary to make speech effective.
On different occasions and for different purposes a communicator speaks at different
speeds. Easy information is generally conveyed at a fast speed, and difficult
information is conveyed slowly. One cannot go on speaking continuously. Pauses are
very important for emphasis.

Ask someone to take a series of photos of you while youre talking to someone else.
As you look through the photos, focus on you and the other persons body language,
facial expressions, and gestures.
2.7 KEYWORDS
Non-verbal Communication: Communication without the use of spoken or written
words.
Kinesics: Kinesics is the systematic study of body language works through facial
expression, eye contact, gestures, head position, body shape, posture and appearance.
Body language accounts for more than half of all communication.
Proxemics: Proxemics is the study of space language. Any successful communicator
makes effective use of it. Distance wise the space around us can be divided into four
kinds intimate, personal, social and public. Only very social or important people
enter our intimate space.
Gestures: Gestures are the physical movements of arms, legs, hands, torso and head,
made to express or help to express thought or to emphasize speech. They play a very
important role in conveying meaning without using words.
Space Language: The space around its contents and us convey a definite meaning. Of
course, it requires quite some effort on our part to arrange them meaningfully, and on
the part of others to understand or interpret the meaning. In other words, it tells that
how people communicate with space.

Time Language: Time language is another type of non-verbal communication. In it 47

we communicate with others in terms of time by showing them, in our own cultural
way, what time means to us.
Para Language: Para means like. Hence, paralanguage literally means like
language and paralinguistic is the systematic study of how a speaker verbalizes his
words/speech. It is defined as a type of non-verbal communication that includes
articulation, pronunciation, rate, pitch, volume, pauses and other vocal qualities.

1. A cry of agony is more powerful than a tale of woe. Elaborate the statement in
the context of non-verbal communication.
2. A picture is worth a thousand words. Comment.
3. What is kinesics? What is the role of body language in communication?
4. Define proxemics. What is included in proxemics?
5. Explain space language in detail.
6. Write short notes on:
(a) Gestures
(b) Touch
7. What is time language?
8. What is the use of facial expressions and eye contact in communication? Explain
with examples.
9. What are the advantages and limitations of proxemics?
10. How does body shape and posture affect communication?

CYP 1
1. False
2. True
3. True
4. False
CYP 2
1. eyes
2. 10
3. emblems
4. nervousness
CYP 3
1. False
2. True
3. False
4. True
48
Corporate Communication 2.9 SUGGESTED READINGS
Bowman, Joel and Branchaw, Business Communication: From Process to Product,
Dryden Press
Courtland Bovee and John Thill, Business Communication Today, Random House,
New York
Kitty Locker, Business and Administrative Communication, Irwin

49
LESSON Cross-cultural Communication
3
CROSS-CULTURAL COMMUNICATION
CONTENTS
3.1 Introduction
3.2 Cross-cultural Communication Process
3.3 Hofstedes Value Dimensions
3.4 Cultural Variables in Communication Process
3.4.1 Context
3.4.2 Communication Style
3.4.3 Thought Patterns
3.4.4 Language
3.4.5 Oral Messages
3.4.6 Written Messages
3.4.7 Non-verbal Communication
3.5 Managing Intercultural Communication
3.5.1 Developing Cultural Sensitivity
3.5.2 Careful Encoding
3.5.3 Selective Transmission
3.5.4 Careful Decoding of Feedback
3.5.5 Follow-up Actions
3.6 Cross-cultural Communication Effectiveness
3.7 Let us Sum up
3.9 Keywords

Discuss the cross-cultural communication process
Describe the Hofstedes Value Dimensions
Identify the role of cultural variables in communication process
Realize how to manage cross-cultural communication

50
Corporate Communication 3.1 INTRODUCTION
The word "culture" nowadays is used in so many peripheral contexts that its original
meaning has been submerged. For example, we have a "popular culture", by which is
meant the collective human intellectual achievements. There is a "consumerist
culture", which is taken by some as a determinant of the status of a person along with
his educational success and/or financial strength. Culture is the basis for how we tell
the world who we are and what we believe. People build their identities through
cultural overlays to their primary culture. Peoples cultural moorings dictate the
choices they make in matters of education, career, place of employment and life
partner.
Each of these choices brings with it a set of rules, manners, ceremonies, beliefs,
language, and values. They add to ones total cultural outlook, and they represent
major expressions of a persons self-identity. Culture combines the visible and
invisible. To outsiders, the way we act those things that we do in daily life and
work are the most visible parts of our culture.
3.2 CROSS-CULTURAL COMMUNICATION PROCESS

The term communication describes the process of sharing meaning by transmitting
messages through media such as words, behaviour, or material artifacts. Managers
communicate to coordinate activities, to disseminate information, to motivate people,
and to negotiate future plans. It is of vital importance, then, that the receiver interprets
the meaning of a particular communication in the way the sender intended.
Unfortunately, the communication process involves stages during which the meaning
can be distorted. Anything that serves to undermine the communication of the
intended meaning is typically referred to as noise (Deresky, 2003).
The primary cause of noise stems from the fact that the sender and the receiver each
exist in a unique, private world called her or his life space. The context of that private
world, based largely on culture, experience, relations, values and so forth, determines
the interpretation of meaning in communication. People filter, or selectively
understand, messages consistent with their own expectations and perceptions of reality
and their values and norms of behaviour. The more dissimilar the cultures of those
involved, the more likelihood of misinterpretation. In this way, as Samovar, Porter,
and Jain (1981) state, cultural factors pervade the communication process.
Culture not only dictates who talks with whom, about what, and how the
communication proceeds, it also helps to determine how people encode messages, the
meaning they have for messages, and the conditions and circumstances under which
various messages may or may not be sent, noticed, or interpreted. In fact, our entire
repertory of communicative behaviours is dependent largely on the culture in which
we have been raised. Culture, consequently, is the foundation of communication. And,
when cultures vary, communication practices also vary. Communication, therefore, is
a complex process of linking up or sharing the perceptual fields of sender and
receiver, the perceptive sender builds a bridge to the life space of the receiver (Harris
and Moran, 1991). After the receiver interprets the message and draws a conclusion
about what the sender meant, he or she will, in most cases, encode and send back a
response, making communication a circular process.
The communication process is rapidly changing, however, as a result of technological
developments, therefore propelling global business forward at a phenomenal growth
rate.

Cultural Noise in the Communication Process 51

Cross-cultural Communication
Because our focus here is on effective cross-cultural communication, we need to
understand what cultural variables cause noise in the communication process. This
knowledge of cultural noise will enable us to take steps to minimize that noise and so
improve communication.
When a member of one culture sends a message to a member of another culture,
intercultural communication takes place. The message contains the meaning intended
by the encoder. When it reaches the receiver, however, it undergoes a transformation
in which the influence of the decoders culture becomes part of the meaning
(Samovar, Porter and Jain, 1981). In intercultural communication, it is not uncommon
to find instances where the meaning got all mixed up. In such cases, attribution of
behaviour differs for each participant.
Attribution is the process in which people look for the explanation of another persons
behaviour. When they realize that they do not understand another, they tend, say Hall
and Hall, to blame their confusion of the others stupidity, deceit, or craziness (Hall
and Hall, 1990).
An understanding of the local culture and business environment can give managers an
advantage in competitive industries; foreign companies no matter how big can
ignore those aspects to their peril. Such differences in culture and the way of life in
other countries necessitate that managers develop international expertise to manage on
a contingency basis according to the host-country environment. Powerful,
interdependent factors in that environment political, economic, legal, technological,
and culturalinfluence management strategy, functions, and process (Deresky, 2003).
A critical skill for managing people and processes in other countries is cultural
savvythat is, a working knowledge of the cultural variables affecting management
decisions. Managers have often seriously underestimated the significance of cultural
factors. According to numerous accounts, many blunders made in international
operations can be attributed to a lack of cultural sensitivity (Ricks, 1983).
Cultural sensitivity, or cultural empathy, is awareness and an honest caring about
another individuals culture. Such sensitivity requires the ability to understand the
perspective of those living in other (and very different) societies and the willingness to
put oneself in anothers shoes (Deresky, 2003).
International managers can benefit greatly from understanding the nature, dimensions,
and variables of a specific culture and how these affect work and organizational
processes. This cultural awareness enables them to develop appropriate policies and
determine how to plan, organize, lead, and control in a specific international setting.
Such a process of adaptation to the environment is necessary to implement strategy
successfully. It also leads to effective interaction in a workforce of increasing cultural
diversity.
Company reports and management studies make is clear that a lack of cultural
sensitivity costs businesses money and opportunities (Joinson, 1998). In a synthesis of
the research on cross-cultural training, Black and Mendenhall (1990) found that up to
40 percent of expatriate managers leave their assignments early because of poor
performance or poor adjustment to the local environment. About half of those who do
remain are considered only marginally effective. Furthermore, they found that cross-
cultural differences are the cause of failed negotiations and interactions, resulting in
losses to the companies for failed expatriate assignments alone.
Many people in the world understand and relate to others only in terms of their own
culture. This unconscious reference point of ones own cultural values is called a
self-reference criterion (Harris and Moran, 1991). Thus international managers from

52 all countries must understand and adjust to unfamiliar social and commercial practices
of other natures.
As a first step toward cultural sensitivity, an international manager should understand
her or his own culture. This awareness helps to guard against adopting either a
parochial or an ethnocentric attitude. Parochialism occurs when a Frenchman, for
example, expects those from or in another country to automatically fall into patterns of
behaviour common in France. Ethnocentrism describes the attitude of those who
operate from the assumption that their ways of doing things are bestno matter where
or under what conditions they are applied. Companies both large and small have
demonstrated this lack of cultural sensitivity in countless subtle (and not so subtle)
ways, with varying disastrous effects (Deresky, 2003).
After studying his or her own culture, the managers next step towards establishing
effective cross-cultural relations is to develop cultural sensitivity. Managers not only
must be aware of cultural variables and their effects on behaviour in the work place
but also must appreciate cultural diversity and understand how to build constructive
working relationships anywhere in the world.
3.3 HOFSTEDES VALUE DIMENSIONS

Earlier research, resulted in a path-breaking framework for understanding how basic
values underlie organizational behaviour; this framework was developed by Hofstede
(1980) based on his research on over 116,000 people in 50 countries. He proposed
four value dimensions: (1) power distance, (2) uncertainty avoidance,
(3) individualism, and (4) masculinity. We should be cautious when interpreting these
results, however, because his research findings are based on a sample drawn from one
multinational firm, IBM, and because he does not account for within-country
differences in multicultural countries.
The first of these value dimensions, power distance, is the level of acceptance by a
society of the unequal distribution of power in institutions. In the workplace
inequalities in power are normal as evidenced in hierarchical boss-subordinate
relationship. However, the extent to which subordinates accept unequal power is
socially determined. Malaysia, the Philippines, and Mexico are among the countries in
which people display high power distance. Employees acknowledge the bosss
authority simply by his or her formal position in hierarchy. In countries where people
display low power distance (such as Austria and Israel), superiors and subordinates are
apt to regard one another as equal in power, resulting in more harmony and
co-operation.
The second value dimension, uncertainty avoidance, refers to the extent to which
people in a society feel threatened by ambiguous situations. In a business context, this
value in countries with a high level of uncertainty avoidance (such as Japan, Portugal,
and Greece) results in formal rules and procedures, and managers have a low-risk
propensity; employees are less aggressive and lifetime employment is common. There
is a strong sense of nationalism. In countries with lower levels of uncertainty
avoidance (such as Denmark, Great Britain, and to a lesser extent, the United States),
nationalism is less pronounced and protests and differences of opinion are tolerated.
Company activities are less structured and less formal; some managers take more
risks, and there is high job mobility.
The third of Hofstedes value dimensions, individualism, refers to the tendency of
people to look after themselves and their immediate family only and to neglect the
needs of society. In countries that prize individualism (such as the United States, Great
Britain, and Australia), democracy, individual initiative, and achievement are highly

valued; the relationship of the individual to organizations is one of independence on 53

an emotional level, if not on an economic level.
In countries such as Pakistan and Panama, where low individualism prevails that is,
where collectivism predominates one finds tight social frameworks, emotional
dependence on belonging to the organization, and a strong belief in group decisions.
People from a collectivist country, like Japan, believe in the will of the group rather
than that of the individual, and their pervasive collectivism exerts control over
individual members through social pressure and the fear of humiliation. Hiring and
promotion practices in collectivist societies are based on paternalism rather than
achievement or personal capabilities, which are valued in individualistic societies.
The fourth value dimension, masculinity, refers to the degree of traditionally
masculine values assertiveness, materialism, and a lack of concern for others
that prevail in a society. In comparison, femininity emphasizes feminine values a
concern for others, for relationships, and for the quality of life. In highly masculine
societies (Japan and Austria, for example), women are generally expected to stay
home and raise a family. In organizations, one finds considerable job stress, and
organizational interests generally encroach on employees private lives. In countries
with low masculinity (such as Switzerland and New Zealand), one finds less conflict
and job stress, more women in high-level jobs, and a reduced need for assertiveness.
The United States lies somewhat in the middle, according to Hofstedes research.
Women in western countries and in North America typically are encouraged to work
and usually are able to get some support for child care (through day-care centres and
maternity leaves).
The four cultural value dimensions proposed by Hofstede do not operate in isolation;
rather, they are interdependent and interactive and thus complex in their effects on
work attitudes and behaviours. For example, in a 2000 study of small to medium-sized
firms in Australia, Finland, Greece, Indonesia, Mexico, Norway and Sweden, based on
Hofstedes dimensions, Steensma, Marino, and Weaver (2000) found that
entrepreneurs from societies that are masculine and individualistic have a lower
appreciation for cooperative strategies as compared to entrepreneurs from societies
that are feminine and collectivist. Masculine cultures view cooperation in general as a
sign of weakness and individualistic societies place a high value on independence and
control. In addition, they found that high levels of uncertainty avoidance prompted
more cooperation, such as developing alliances to share risk.
1. Culture dictates who talks with whom, about what, and how the
communication proceeds.
2. When a member of one culture sends a message to another member of the
same culture, cross-cultural communication takes place.
3. Ethnocentrism describes the attitude of those who operate from the
assumption that their ways of doing things are best.
4. Uncertainty avoidance refers to the extent to which people in a society
feel threatened by ambiguous situations.

54
Corporate Communication 3.4 CULTURAL VARIABLES IN COMMUNICATION
PROCESS
On a different level, it is also useful to be aware of cultural variables that can affect
the communication process by influencing a persons perceptions; some of these
variables have been identified by Samovar and Porter (1981) and discussed by Harris
and Moran, Ronen, and others (1991). These variables are as follows: attitudes, social
organization, thought patterns, roles, language (spoken or written), non-verbal
communication (including kinesics behaviour, Proxemics, paralanguage, and object
language), and time.
A major differentiating factor that is a primary cause of noise in the communication
process is that of context which, as you will see, actually incorporates many of the
variables just discussed. The context in which the communication takes place affects
the meaning and interpretation of the interaction.
Although we discuss these variables separately, their effects are interdependent and
inseparable. We first take up context, probably the most important dimension and also
the most difficult to define.
3.4.1 Context
Its a concept developed by cultural anthropologist Edward T. Hall. In his model,
context refers to the stimuli, environment, or ambience surrounding an event.
Communicators in low-context cultures (such as those in North America, Scandinavia,
Switzerland and Germany) depend little on the context of a situation to convey their
meaning. They assume that listeners know very little and must be told practically
everything. In high-context cultures (such as those in India, Japan, China, South Korea
and Arab countries, Africa and the Mediterranean countries), the listener is already
contexted and does not need to be given much background information.
Low-context cultures tend to be logical, analytical, and action oriented. Business
communicators stress on clearly articulated messages that they consider to be
objective, professional, and efficient. High context cultures pay attention to more than
the words spoken. They emphasize interpersonal relationships, non-verbal expression,
physical setting, and social setting. They are more aware of the communicators
history, status, and position. Communication cues are transmitted by posture, voice
inflection, gestures, and facial expression. Establishing relationships is an important
part of communicating and interacting (Guffey, 2000).
In terms of thinking patterns, low-context communicators tend to use linear logic.
They proceed from Point A to Point B to Point C and finally arrive at a conclusion.
High-context communicators, however, may use spiral logic, circling around a topic
indirectly and looking at it from many tangential or divergent viewpoints.
A conclusion may be implied but not argued directly.
In cross-cultural communication between high-and low-context people, a lack of
understanding may preclude reaching a solution, and conflict may arise. Germans, for
example, will expect considerable detailed information before making a business
decision, whereas Arabs will base their decision more on knowledge of the people
involved the information is still there, but it is implicit (Deresky, 2003).
People in high-context cultures expect others to understand unarticulated moods,
subtle gestures, and environmental clues that people from low-context cultures simply
do not process. Misinterpretation and misunderstanding often result. People from
high-context cultures perceive those from low-context cultures as too talkative, too
obvious, and redundant. Those from low-context cultures perceive high-context
people as non-disclosing, sneaky, and mysterious (Anderson, 1988). Research

indicates, for example, that Americans find talkative people more attractive, whereas 55
Koreans, high-context people, perceive less verbal people as more attractive. Finding
the right balance between low and high-context communication can be tricky, as
Hall and Hall (1983) point out: Too much information leads people to feel they are
being talked down to; too little information can mystify them or make them feel left
out.
3.4.2 Communication Style

According to Guffey (2000), people in low-and high-context cultures tend to
communicate differently with words. To Americans and Germans, words are very
important, especially in contracts and negotiations. People in high context cultures, on
the other hand, place some emphasis on the surrounding context than on the words
describing a negotiation. A Greek sees a contract as a formal statement announcing
the intention to build a business for the future. The Japanese treat contracts as
statements of intention, and they assume changes will be made as a project develops.
Mexicans treat contracts as artistic exercises of what might be accomplished in an
ideal world. They do not expect contracts to apply consistently in the real world. An
Arab may be insulted by merely mentioning a contract; a mans word is more binding.
Americans tend to take words literally, while people in Latin America enjoy playing
with words; and Arabs and South Americans sometimes speak with extravagant or
poetic figures of speech that may be misinterpreted if taken literally. Nigerians prefer
a quiet, clear form of expression; and Germans tend to be direct but understated.
In communication style Americans value straightforwardness, are suspicious of
evasiveness, and distrust people who might have a hidden agenda or who play their
cards too close to the chest. Americans also tend to be uncomfortable with silence
and impatient with delays. Some Asian businesspeople have learned that the longer
they drag out negotiations, the more concessions impatient Americans are likely to
make.
Western cultures have developed languages that use letters describing the sounds of
words. But Asian languages are based on pictorial characters representing the
meanings of words. Asian language characters are much more complex than the
Western alphabet; therefore, Asians are said to have a higher competence in the
discrimination of visual patterns (Guffey, 2000).
3.4.3 Thought Patterns

The logical progression of reasoning varies widely around the world and greatly
affects the communication process. Managers cannot assume that others use the same
reasoning processes, as illustrated by the experience of a Canadian expatriate in
Thailand:
While in Thailand a Canadian expatriates car was hit by a Thai motorist who had
crossed over the double line while passing another vehicle. After failing to establish
that the fault lay with the Thai driver, the Canadian flagged down a policeman. After
several minutes of seemingly futile discussion, the Canadian pointed out the double
line in the middle of the road and asked the policeman directly. What do these lines
signify? The policeman replied, They indicate the centre of the road and are there so
I can establish just how far the accident is from that point. The Canadian was silent.
It had never occurred to him that the double line might not mean no passing allowed
(Harris and Moran, 1991).
Perhaps the American may not realize that the Greek employee has a different
rationale for his time estimate for the job. Because the Greek is not used to having to
estimate schedules, he just might take a guess, which he may feel he had been forced

56 to do. The American boss knows from his experience that the Greeks estimate is
impractical but nevertheless keeps mum. The Greek fails to deliver the result within
the time anticipated by him.
3.4.4 Language
Spoken or written language, of course, is a frequent cause of miscommunication,
stemming from a persons inability to speak the local language, a poor or too-literal
translation, a speakers failure to explain idioms, or a person missing the meaning
conveyed through body language or certain symbols. Even among countries that share
the same language, there can be problems in the subtleties and nuances inherent in the
use of the language, as noted by George Bernard Shaw: Britain and America are two
nations separated by a common language. This problem can exist even within the
same country among subcultures or subgroups (Adler, 1991).
Many international executives tell stories about lost business deals or lost sales
because of communication blunders.
When Pepsi Colas slogan Come Alive with Pepsi was introduced in Germany, the
company learned that the literal German translation of come alive is come out of
the grave.
A U.S. airline found a lack of demand for its rendezvous lounges on its Boeing
747s. They later learned that rendezvous in Portuguese refers to a room that is
rented for prostitution (Ricks, 1983).
More than just conveying objective information, language also conveys cultural and
social understandings from one generation to the next (Terpstra and David, 1991).
Examples of how language reflects what is important in a society include the 6,000
different Arabic words used to describe camels and their parts and the 50 or more
classifications of snow used by the Inuit Eskimos.
Inasmuch as language conveys culture, technology, and priorities, it also serves to
separate and perpetuate subcultures. In India, 14 official and many unofficial
languages are used, and over 800 languages are spoken on the African continent.
Because of increasing workforce diversity around the world, the international business
manager will have to deal with a medley of languages. For example, assembly-line
workers at the Ford plant in Cologne speak Turkish and Spanish as well as German. In
Malaysia, Indonesia, and Thailand, many of the buyers and traders are Chinese. Not
all Arabs speak Arabic; in Tunisia and Lebanon, for example, French is the
commercial language (Copeland and Griggs, 1985).
International managers need either a good command of the local language or
competent interpreters. The task of accurate translation to bridge cultural gaps is
fraught with difficulties, as Schermerhorn (1987) discovered in his study of 153 Hong
Kong Chinese bilinguals. He found a considerable difference in interpretation and
response according to whether the medium used was Chinese or English, even after
many experts were involved in the translation process.
Even the direct translation of specific words does not guarantee the congruence of
their meaning, as with the word yes used by Asians, which usually means only that
they have heard you, and, often, that they are too polite to disagree. The Chinese, for
example, through years of political control, have built into their communication
culture a cautionary stance to avoid persecution by professing agreement with
whatever opinion was held by the person questioning them (Li et al, 1999).
Politeness and a desire to say only what the listener wants to hear create noise in the
communication process. Often, even a clear translation does not help a person to

understand what is meant because the encoding process has obscured the true 57
message. With the poetic Arab language replete with exaggeration, elaboration, and
repetition meaning is attributed more to how something is said rather than what is
said (Deresky, 2003).
In our situation with the American supervisor and Greek employee, it is highly likely
that the American could have picked up some cues from the employees body
language, which probably implied problems with the interpretation of meaning. We
will look at how body language may create noise in intellectual interactions a little
later.
3.4.5 Oral Messages

Although its best to speak a foreign language fluently, many of us lack that skill.
Fortunately, global business transactions are often conducted in English, though the
level of proficiency may be limited among those for whom it is a second language.
Managers from English speaking countries make a big mistake in thinking that people
who use English as a second language always understand what is being said.
Comprehension can be fairly superficial. The following suggestions are helpful for
situations in which one or both communications may be using English as a second
language (Guffey, 2000):
Learn foreign phrases: In conversations, even when English is used, foreign
nationals appreciate it when you learn greetings and a few phrases in their
language. Practice the phrases phonetically so that you will be understood.
Use simple English: Speak in short sentences (under 15 worlds), and try to stick
to the 3,000 to 4,000 most common English words. For example, use old rather
than obsolete and rich rather than luxurious or sumptuous. Eliminate puns, sports
and military references, slang, and jargon (special business terms). Be especially
alert to idiomatic expressions that cant be translated, such as burn the midnight
oil and under the weather.
Speak slowly and enunciate clearly. Avoid fast speech, but dont raise your
voice. Over punctuate with pauses and full stops. Always write numbers for all to
see.
Observe eye messages: Be alert to a glazed expression or wandering eyes these
tell you that the listener is lost.
Encourage accurate feedback: Ask probing questions, and encourage the listener
to paraphrase what you say. Dont assume that a yes, a nod, or a smile indicates
comprehension.
Check frequently for comprehension: Avoid waiting until you finish a long
explanation to request feedback. Instead, make one point at a time, pausing to
check for comprehension. Dont proceed to B until A has been grasped.
Accept blame. If a misunderstanding results, graciously accept the blame for not
making your meaning clear.
Listen without interrupting: Curb your desire to finish sentences or to fill out
ideas for the speaker. Keep in mind that abroad you may be often accused of
listening too little and talking too much.
Remember to smile! Roger Axtell, international behaviour expert, calls the smile
the single most understood and most useful form of communication in either
personal or business transactions.

58 Follow up in writing: After conversations or oral negotiations, confirm the results

and agreements with follow-up letters. For proposals and contracts, engage a
translator to prepare copies in the local language.
3.4.6 Written Messages

In sending letters and other documents to businesspeople in other cultures, try to adapt
your writing style and tone appropriately. For example, in cultures where formality
and tradition are important, be scrupulously polite. Dont even think of sharing the
latest joke. Humour translates very poorly and can cause misunderstanding and
negative reactions. Familiarize yourself with accented channels of communication.
Are letters, e-mail, and faxes common? Would a direct or indirect organizational
pattern be more effective? The following suggestions can help you prepare successful
written messages for multicultural audiences (Guffey, 2000).
Adopt local formats: Learn how documents are formatted and addressed in the
intended readers country. Use local formats and styles.
Use short sentences and short paragraphs: Sentences with fewer than 15 words
and paragraphs with fewer than 7 lines are most readable.
Avoid ambiguous expressions: Include relative pronouns (that, which, who) for
clarity in introducing clauses. Stay away from contractions (especially ones like
heres the problem). Avoid idioms (once in a blue moon), slang (my presentation
really bombed), acronyms (ASAP for as soon as possible), abbreviations (DBA for
doing business as) jargon (input, bottom line), and sports references (play ball,
slam dunk, ballpark figure). Use action-specific verbs (purchase a printer rather
than get a printer).
Strive for clarity: Avoid words that have many meanings (the world light has 18
different meanings!). If necessary, clarify words that may be confusing. Replace
two-word verbs with clear single words (return instead of bring back; delay
instead of put off; maintain instead of keep up).
Use correct grammar: Be careful of misplaced modifiers, dangling participles,
and sentence fragments. Use conventional punctuation.
Cite numbers carefully: For international trade its a good idea to learn and use
the metric system. In citing numbers use figures (15) instead of spelling them out
(fifteen). Always convert dollar figures into local currency. Avoid using figures to
express the month of the year.
Accommodate reader in organization, tone, and style: Organize your message to
appeal to reader. If flowery tone, formal salutations, indirectness, references to
family and the seasons, or unconditional apologies are expected, strive to
accommodate.
3.4.7 Non-verbal Communication

Behaviour that communicates without words (although it often is accompanied by
words) is called non-verbal communication. People will usually believe what they see
over what they hear hence the expression, a picture is worth a thousand words.
Studies show that these subtle messages account for between 65 and 93 percent of
interpreted communication (Daft, 1989). Even minor variations in body language,
speech rhythms, and punctuality, for example, often cause mistrust and misperception
of the situation among cross-national parties (Li et al, 1999). The media for such
non-verbal communication can be categorized into four types: (1) kinesics behaviour,
(2) proxemics, (3) paralanguage, and (4) object language.

The term kinesics behaviour refers to body movements posture, gestures, facial 59
expressions, and eye contact. Although such actions may be universal, their meaning
often is not. Because kinesics systems of meaning are culturally specific and learned,
they cannot be generalized across cultures. Most people in the West would not
correctly interpret many Chinese facial expressions; sticking out the tongue expresses
surprise, a widening of the eyes shows anger, and scratching the ears and cheeks
indicates happiness (Klineberg, 1983). Research has shown for some time, however,
that most people worldwide can recognize displays of the basic emotions of anger,
disgust, fear, happiness, sadness surprise, and contempt (Ekman and Friesen, 1971).
Many businesspeople and visitors react negatively to what they feel are inappropriate
facial expressions, without understanding the cultural meaning behind them.
Lesikar and Flatley (2002) have eloquently highlighted the importance of body
positions and movements, as described here. One might think that the positions and
movements of the body are much the same for all people. But such is not the case.
These positions and movements differ by culture, and the differences can affect
communication. For example, in Western culture most people sit when they wish to
remain in one place for some time, but in much of the world people squat. Because
Westerners do not squat, they tend to view squatting as primitive. This view obviously
affects their communication with people who squat, for what they see when they
communicate is a part of the message. But how correct is this view? Actually,
squatting is a very normal body position. Our children squat quite naturally until
their elders teach them to sit. Who is to say that sitting is more advanced or better?
For another example, people from Western cultures who visit certain Asian countries
are likely to view the fast, short steps taken by the inhabitants as peculiar or funny and
to view our longer strides as normal. And when people from western culture see the
inhabitants of these countries bow on meeting and leaving each other, they are likely
to interpret the bowing as a sign of subservience or weakness. Similarly, people from
western culture see standing up as the appropriate thing to do on certain occasions (as
when someone enters the room) whereas people from some other cultures do not.
As you know, movements of certain body parts (especially the hands) are a vital form
of human communication. Some of these movements have no definite meaning even
within a culture. But some have clear meanings, and these meanings may differ by
culture. To westerners an up-and-down movement of the head means yes and a side-
to-side movement of the head means no. These movements may mean nothing at all or
something quite different to people from cultures in which thrusting the head forward,
raising the eyebrows, jerking the head to one side, or lifting the chin are used to
convey similar meanings.
In addition, the two-fingered victory sign is as clear to westerners as any of their
hand gestures. The OK sign is terribly rude and insulting in such diverse places as
Russia, Germany, and Brazil. In Japan, a similar sign represents money. If a
businessperson completing a contract gave this sign, the Japanese might think they
needed to give more money, perhaps even a bribe. Even the widely used thumbs up
sign for things are going well could get you into trouble in countries from Nigeria to
Australia. In American culture a side-by-side hand movement can be interpreted to
mean hello. The same movement can be interpreted to mean go away or no in
India. And so it is with many of our other body movements. They differ widely, even
within cultures.
The meanings that movements of our eyes convey also vary by culture. In North
America, people are taught not to look over the heads of their audience but to maintain
eye contact in giving formal speeches. In informal talking, they are encouraged to look
at others but not the stare. In Indonesia, looking directly at people, especially those in

60 higher positions and older, is considered to be disrespectful. On the other hand,

American practices of eye contact are less rigorous than those of the British and
German. Unless one understands these cultural differences, how one uses eye
movement can be interpreted as being impolite on the one hand or being shy on the
other.
Touching and particularly handshaking differences are important to understand in
cross-cultural communication. This is made difficult by other cultures adopting
Western greetings. However, some cultures, like the Chinese, do not like much
touching. They will give a handshake you might perceive as weak. Other cultures that
like touching will give you greetings ranging, from full embraces and kisses to nose
rubbing. If you can avoid judging others from different cultures on their greeting
based on your standards, for others like you, you can seize the opportunity to access
the cultural style of another. Here are some types of handshakes by culture.
Table 3.1: Cultures and Handshakes
Culture Handshake
Americans Firm
Germans Brusque, firm, repeated upon arrival and departure
French Light, quick, not offered to superiors, repeated upon arrival and departure
British Soft
Hispanics Moderate grasp, repeated frequently
Latin Americans Firm, long-lasting
Middle Easterners Gentle, repeated frequently
Asians Gentle, for some shaking hands is unfamiliar and uncomfortable (an
exception to this is Korean, who generally has a firm handshake)
Source: Lesikar, Raymond V., and Flatley, Marie E. (2002), Basic Business Communication: Skills for the Internet
Generation, New Delhi, Tata-McGraw Hill Publishing Company, p. 441
In American culture, smiles are viewed positively in most situations. But in some
other cultures (notably African countries), a smile is considered as a sign of weakness
in certain situations (such as bargaining). Receiving a gift or touching with the left
hand is a serious breach of etiquette among Muslims, for they view that left hand is
unclean. We attach no such meaning to the left hand. And so it is with other body
movements arching the eyebrows, positioning the fingers, raising the arms, and
many more. All cultures use body movements in communicating, but in different
ways.
In his studies of cross-cultural negotiations, Graham (quoted in Pfeiffer, 1988)
observed that the Japanese feel uncomfortable when faced with the Americans
eye-to-eye posture. They are taught since childhood to bow their heads out of
humility, whereas the automatic response of Americans is look at me when Im
talking to you.
Subtle differences in eye behaviours (called oculesics) can throw off a communication
badly if they are not understood. Eye behaviour included differences not only in eye
contact but also in the use of eyes to convey other messages, whether or not that
involves mutual gaze. Edward T. Hall, author of the classic The Silent Language,
explains the differences in eye contact between the British and the Americans. During
speech, Americans will look straight at you, while the British keep your attention by
looking away. They will then look at you when they have finished speaking, which is
a signal that it is your turn to talk. The implicit rationale for this is that you cant
interrupt people when they are not looking at you (Hall, E.T., 1959).
It is helpful for international managers to be aware of the many cultural expectations
regarding posture and how they may be interpreted. In Europe or Asia, a relaxed

posture in business meetings may be taken as bad manners or the result of poor 61
upbringing. In Korea you are expected to sit upright, with feet squarely on the floor,
and to speak slowly, showing a blending of body and spirit.
Managers can also familiarize themselves with the many different interpretations of
hand and finger signals around the world, some of which may even represent obscene
gestures. Of course, we cannot expect to change all of our ingrained, natural kinesics
behaviour, but we can be aware of what it means to others. And we can learn to
understand the kinesics behaviours of others and the role it plays in their society, as
well as how it can affect business transactions. Misunderstanding the meanings of
body movements or an ethnocentric attitude toward the proper behaviour can
have negative repercussions (Deresky, 2003).
Proxemics deals with the influence of proximity and space on communication both
personal space and office space or layout. Americans expect office layout to provide
private space for each person, and usually a larger and more private space as one goes
up the hierarchy. In much of Asia, the custom is open office space, with people at all
levels working and talking in close proximity to one another. Space communicates
power in both Germany and United States, evidenced by the desire for a corner office
or one on the top floor. The importance of French officials, however, is made clear by
a position in the middle of subordinates, communicating that they have a central
position in an information network, where they can stay informed and in control (Hall
and Hall, 1990).
Do you ever feel vaguely uncomfortable and start slowly moving backward when
someone is speaking to you? This is because that person is invading your bubble
your personal space. Personal space is culturally patterned, and foreign spatial cues
are a common source of misinterpretation. When someone seems aloof or pushy, it
often means that she or he is operating under subtly different spatial rules.
Hall and Hall (1990) suggest that cultural differences affect the programming of the
senses and that space, perceived by all the senses, is regarded as a form of territory to
be protected. South Americans, Southern and Eastern Europeans, Indonesians and
Arabs are high-contact cultures, preferring to stand close, touch a great deal, and
experience a close sensory involvement. On the other hand, North Americans,
Asians, and Northern Europeans are low-contact cultures and prefer much less sensory
involvement, standing further apart and touching far less. They have a distant style
of body language.
Interestingly, high-contact cultures are mostly located in warmer climates, and
low-contact cultures in cooler climates. Americans are relatively non-touching,
automatically standing at a distance so that an outstretched arm will touch the other
persons ear (Copeland and Griggs, 1985). However, Americans and Canadians
certainly expect a warm handshake and maybe a pat on the back for closer friends,
though not the very warm double handshake of the Spaniards (clasping the forearm
with the left hand). The Japanese, considerably less haptic (touching), do not shake
hands; an initial greeting between a Japanese and a Spaniard businessperson would be
uncomfortable for both parties if they were untrained in cultural haptics.
When considering high and low contact cultures, we can trace a correlation between
Hofstedes cultural variables of individualism and collectivism and the types of
kinesics and proxemic behaviours people display. Generally, people from
individualistic cultures are more remote and distant, whereas those from collectivist
cultures are interdependent they tend to work, play, live and sleep in close
proximity.
The term paralanguage refers to how something is said rather than the content the
rate of speech, the tone and inflection of voice, other noises, laughing or yawning. The

62 culturally aware manager learns how to interpret subtle differences in paralanguage,

including silence. Silence is a powerful communicator. It may be a way of saying no,
of being offended, or of waiting for more information to make a decision. There is
considerable variation in the use of silence in meetings. While Americans get
uncomfortable after 10 or 15 seconds of silence, Chinese prefer to think the situation
over for 30 seconds before speaking. They typical scenario between Americans and
Chinese, then, is that the American gets impatient, says something to break the
silence, and offends the Chinese by interrupting his chain of thought and comfort level
with the subject (Li et al, 1999). Graham, a researcher on international negotiations,
taped a bargaining session held at Toyotas US headquarters in California. The
American executive had made a proposal to open a new production facility in Brazil
and was waiting for a response from the three Japanese executives, who sat with
lowered eyes and hands folded on the table. After about 30 seconds an eternity to
Americans, accustomed to a conversational response time of a few tenths of a
second the American blurted out that they were getting nowhere, and the meeting
ended in a stalemate. More sensitivity to cultural differences in communication might
have led him to wait longer or perhaps to prompt some further response through
another polite question (Pfeiffer, 1988).
Fill in the blanks:
1. . context cultures tend to be logical, analytical, and action
oriented.
2. . treat contracts as artistic exercises of what might be
accomplished in an ideal world.
3. In some African nations, a smile, especially in bargaining situations, is
perceived as a sign of ..
4. The term refers to how something is said rather than the
content.
3.5 MANAGING INTERCULTURAL COMMUNICATION

Steps towards effective intercultural communication include the development of
cultural sensitivity, careful encoding, selective transmission, careful decoding, and
appropriate follow up actions (Deresky, 2003).
3.5.1 Developing Cultural Sensitivity

When acting as a sender, a manager must make it a point to know the receiver and to
encode the message in a form that will most likely be understood as intended. On the
managers part, this requires awareness of his/her own cultural baggage and how it
affects the communication process. In other words, what kinds of behaviours does the
message imply, and how will they be perceived by the receiver? The way to anticipate
the most likely meaning that the receiver will attach to the message is to internalize
honest cultural empathy with that person. What is the cultural background the
societal, economic and organizational context in which this communication is taking
place? What are this persons expectations regarding the situation, what are the two
parties relative positions and what might develop from this communication? What
kind of transactions and behaviour is this person used to? Cultural sensitivity is really
just a matter of understanding the other person, the context and how the person will
respond to the context.

3.5.2 Careful Encoding 63

In translating his or her intended meaning into symbols for cross-cultural
communication, the sender must use words, pictures or gestures that are appropriate to
the receivers frame of reference. Of course, language training is invaluable, but
senders should also avoid idioms and regional sayings in a translation, or even in
English when speaking to a person who knows little English.
A literal translation, then, is a limited answer to language differences. Even among
English speaking countries, words may have different meanings. Ways to avoid such
problems are to speak slowly and clearly, avoid long sentences and colloquial
expressions and explain things in several different ways and through several media, if
possible. However, even though English is in common use around the world for
business transactions, the managers efforts to speak the local language will greatly
improve the climate (Adler, 1991).
Language translation is only part of the encoding process. The message also is
expressed in non-verbal language. In the encoding process the sender must ensure
congruence between the non-verbal and the verbal message. Therefore, while
encoding a message it is useful to be as objective as possible and not to rely on
personal interpretations. To further clarify the message, managers can handout written
summaries of verbal presentations and use visual aids - graphs or pictures. A good
general guide is to move slowly, wait and take cues from the receivers.
3.5.3 Selective Transmission

The type of medium chosen for the message depends on the nature of the message, its
level of importance, the context and expectations of the receiver, the timing involved,
and the need for personal interaction, among other factors. Typical media include
e-mail, letters or memos, reports, meetings, telephone calls, teleconferences,
videoconferences, or face-to-face conversations. The secret is to find out how
communication is transmitted in the local organization - how much is downward
versus upward or vertical versus horizontal, how the grapevine works, and so on.
In addition, the cultural variables discussed earlier need to be considered: whether the
recipient is from a high-or-low-context culture, whether he or she is used to explicit or
implicit communication, and what speed and routing of messages will be most
effective.
For the most part, it is best to use face-to-face interaction for relationship building or
for other important transaction, particularly in intercultural communications, because
of the lack of familiarity between parties. Personal interactions give the manager the
opportunity to get immediate verbal and visual feedback and to make rapid
adjustments in the communication process.
International dealings are often long-distance, of course, limiting the opportunity for
face-to-face communication. However, personal rapport can be established or
enhanced through telephone calls or videoconferencing and through trusted contacts.
Modern electronic media can be used to break down communication barriers by
reducing waiting periods for information, clarifying issues, and allowing instant
consultation. Global telecommunications and computer networks are changing the
face of cross-cultural communication through the faster dissemination of information
within the receiving organization. Ford of Europe uses videoconferencing for
engineers in Britain and Germany to consult about quality problems. Through the
television screen, they examine one anothers engineering diagrams and usually find a
solution that gets the factory moving again in a short time (Keen, 1990).

64 3.5.4 Careful Decoding of Feedback

Timely and effective feedback channels can also be set up to assess a firms general
communication about the progression of its business and its general management
principles. The best means to get accurate feedback is through face-to-face interaction
because this allows the manager to hear, see and sense immediately how a message is
being interpreted. When visual feedback on important issues is not possible or
appropriate, it is a good idea to use several means of attaining feedback, in particular,
employing third parties.
Decoding is the process of translating the received symbols into the interpreted
message. The main causes of incongruence are: (1) the receiver misinterprets the
message, (2) the receiver encodes his or her return message incorrectly, or (3) the
sender misinterprets the feedback. Two-way communication is thus essential for
important issues so that successive efforts can be made until and understanding has
been achieved. Asking other colleagues to help interpret what is going on is often a
good way to break a cycle of miscommunication.
Perhaps the most important means to avoiding miscommunication is to practice
careful decoding by improving ones listening and observation skills. A good listener
practices projective listening or empathetic listening - listening without interruption or
evaluation to the full message of the speaker, attempting to recognize the feelings
behind the words and non-verbal cues, and understanding the speakers perspective.
At the MNC level, avenues of communication and feedback among parent companies
and subsidiaries can be kept open through telephone calls, regular meetings and visits,
reports and plans all of which facilitate cooperation, performance control, and the
smooth running of the company. Communication among far-flung operations can be
best managed by setting up feedback systems and liaison people. The headquarters
people should maintain considerable flexibility in cooperating with local managers
and allowing them to deal with the local context as they see fit.
3.5.5 Follow-up Actions

Managers communicate both through action and inaction. Therefore, to keep open the
lines of communication, feedback, and trust, managers must follow through with
action on what has been discussed and then agreed upon - typically a contract, which
is probably the most important formal business communication. Unfortunately, the
issue of contract follow-through is a particularly sensitive one across cultures because
of the different interpretations regarding what constitutes a contract (perhaps a
handshake, perhaps a full legal document) and what actions should result. Trust, future
communications, and future business are based on such interpretations, and it is up to
the manager to understand them and to follow through on them.
3.6 CROSS-CULTURAL COMMUNICATION

EFFECTIVENESS
The management of cross-cultural communication depends largely on a managers
personal abilities and behaviour. Those behaviours that researchers indicate to be most
important to intercultural communication effectiveness are listed here, as reviewed by
Ruben (1985):
Respect (conveyed through eye contact, body posture, voice tone and pitch)
Interaction posture (the ability to respond to others in a descriptive,
non-evaluative, and non-judgemental way)

Orientation to knowledge (recognizing that ones knowledge, perception, and 65

beliefs are valid only for oneself and not for everyone else)
Empathy
Interaction management
Tolerance for ambiguity
Other-oriented role behaviour (ones capacity to be flexible and to adopt different
roles for the sake of greater group cohesion and group communication)
Whether at home or abroad, certain personal capabilities facilitate effective
intercultural communication; these abilities can help the expatriate to adapt to the host
country and enable productive working relations to develop in the long term.
Researchers have established a relationship between personality traits and behaviours
and the ability to adapt to the host-countrys cultural environment (Ruben and Ruben,
1983). What is seldom pointed out, however, is that communication is the mediating
factor between those behaviours and the relative level of adaptation - through this
process, expatriates learn the dominant communication patterns of the host society.
Therefore, we can link those personality factors shown by research to ease adaptation
with those necessary for effective intercultural communication.
Checklist for Improving Multicultural Sensitivity and Communication

Study your own Culture: Learn about your customs, biases and views and how
they differ from those in other societies. This knowledge can help you better
understand, appreciate, and accept the values and behaviour of other cultures.
Learn about other Culture: Education can help you alter cultural misconceptions,
reduce fears, and minimize misunderstandings. Knowledge of other cultures opens
your eyes and teaches you to expect differences. Such knowledge also enriches
your life.
Curb Ethnocentrism: Avoid judging others by your personal views. Get over the
view that the other cultures are incorrect, defective, or primitive. Try to develop
an open mindset.
Avoid Judgmentalism: Strive to accept other behaviour as different, rather than as
right or wrong. Try not to be defensive in justifying your culture. Strive for
objectivity.
Look beyond Stereotypes: Remember that individuals are often unlike their
cultural stereotype, so forget preconceptions and probe beneath the surface.
Seek Common Ground: When cultures clash, look for solutions that respect both
cultures. Be flexible in developing compromises.
Observe Non-verbal cues in your Culture: Become more alert to the meanings of
eye contact, facial expression, posture, gestures, and the use of time, space, and
territory. How do they differ in other cultures?
Use Plain English: Speak and write in short sentences using simple words and
simple English. Eliminate puns, slang, jargon, acronym, abbreviations, and any
words that cannot be translated easily.
Encourage Accurate Feedback: In conversations ask probing questions and listen
attentively without interrupting. Dont assume that a yes or a smile indicates
assent or comprehension.

66 Adapt to Local Preferences: Shape your writing to reflect the readers document
styles, if appropriate. Express currency in local figures. Write out months of the
year for clarity.
1. Senders of information should avoid idioms and regional sayings in a
translation.
2. In the encoding process the sender must ensure congruence between the
non-verbal and the verbal message.
3. Encoding is the process of translating the received symbols into the
interpreted message.
4. When communicating with managers from different culture, one should
speak and write in short sentences using simple words and simple English.
Case: Brazilians Culture & Identity

By Howard Johnson
S
ometimes countries remind me of people their national characteristics,
qualities, resources and impact on others leaving impressions in much
the same way that a film-star might. Brazil certainly has a film-like
quality to it, and whereas the United Kingdom might remind me of Rene
Zellweger, the USA of Bette Midler, and France of Meryl Streep, Brazil for
me is definitely Angelina Jolie, with that mixture of beauty, sensuality,
danger, and a tendency sometimes to go over the top.
Brazil has seen enormous changes over the last 30 years, most of which I have
lived through, and yet Brazil and the Brazilians remain fundamentally the
same through the boom and the bust years; they are a friendly, fun-loving,
family-oriented, hard working people, who love their country but also love to
leave it in search of opportunities wherever they may appear.
The military dictatorship of the 70s gave way to a democratic government in
the 80s and by the turn of the millennium the unimaginable had happened a
Socialist, ex-union leader, with no more than primary-level education, was
elected President. Luis Ignacio da Silva became President Lula, whose
government continued building on the solid economic foundations laid by the
previous government of Fernando Henrique Cardoso, an eminent sociologist,
economist and author, and father of the Plano Real, the economic plan
introduced almost exactly 15 years ago, on 1st July 1994, which enabled
inflation to be controlled and allowed Brazil to really begin to fulfill its
destiny as the country of the future. Almost as unimaginable is the fact that
Lulas present choice for presidential succession (which carries huge weight
in the polls), and also one of the most important Ministers in his government,
Dilma Rousseff, was active as a guerrilla fighter against the military during
the dictatorship.
Brazil has had a long tussle with inflation, and only recently tamed the
dragon, which has created two distinct groups of citizen: those over 30 who
are old enough to remember inflation and understand all of its consequences,
and those under 30 who probably never felt inflation in the market or
workplace. Interestingly enough, in the run up to the Plano Real, Banco
Central, the Brazilian central bank, was so concerned that there might be a run
Contd

on the banks, that they had the Casa da Moeda (the mint) print 130 million 67
extra R$100 notes. There was no run as such on the banks, and it took the
Central Bank 13 years to use up all those R$100 notes. What remains of
inflation is its memory, which continues to create an expectation by investors
of high percentage returns on anything they do. An expectation of returns of
30% per year on an investment is commonplace. In fact, share funds which
track Ibovespa, based on the Brazilian Stock Exchange, have returned an
average of almost 31% in the first 6 months of this year, and no-one thinks
this unusual.
But Brazilians survived and thrived even during the so-called Lost Decade
of the 80s, when the economy was in turmoil and inflation rampant, reaching
an unbelievable 40% per month at one point. Brazilians flourish in chaos,
whether it is political, economic or even social. Brazil still has an intolerably
high rate of illiteracy, a bankrupt educational system, a failing public health
system where people die in queues waiting for treatment, and massive
poverty, not to mention rampant drug wars in the slums (favelas) and a
largely discredited police force. But Brazilians take all this in their stride and
believe in their country, in themselves and in their potential for growth,
prosperity and happiness.
All Brazilians love Brazil, they salute the flag, and woe-betide any ill-advised
foreigner who belittles flag or country. They themselves, on the other hand,
are the first to complain about their country, their government, their
countrymen and their national football team. There is a well-known Brazilian
joke about the Archangel Gabriel questioning God on why he had put so many
good things in one place, lush forests, abundant pastures, wide flowing rivers,
tall mountains, beautiful beaches and abundant fish and game. Gods reply
was: Just wait until you see the awful people I put there! But no-one would
ever dream of burning the Brazilian flag. There is a national pride that runs
through everyone, pride in the country, in its achievements, in its soccer team,
its Olympic teams, its Formula 1 drivers, its beaches, its Carnival God is
Brazilian.
Brazil stands out from the rest of the film-stars in other ways. When the global
crisis was at its worst, and concerned citizens all round the world were
pumping up their savings and cutting their spending, Brazilian credit card
spending went up 15% quarter-on-quarter, and the new car market boomed;
this, admittedly, in part because the government reduced some of the taxation
on cars to make them more attractive.
Brazil has close cultural, historic and economic links with Africa and with the
Middle East. Much of the vocabulary of Brazilian Portuguese is flavoured by
words brought in by slaves from Angola, Guinea and other African countries.
The traditional feijoada (black bean stew) and moqueca (fish stew) are
African dishes which came along with the slaves, together with the musicality
and rhythm, creating the softness of Brazilian Portuguese when compared
with the much harsher, clipped Portuguese of Portugal.
The Portuguese who came to Brazil in the 17th and 18th centuries already
brought with them a Moorish heritage, both in terms of culture, traditions and
bio-types. The Moors were not finally expelled from the Iberian Peninsula
until the end of the 15th century after 600 years of Moorish domination. In the
late 19th and 20th centuries, there was an enormous influx of Lebanese,
Syrians, Egyptians and European Jews into Brazil, which reinforced Brazils
cultural vocation as a commercial, trading nation. Names like Haddad, Saad,
Contd

68 Habib, are common alongside traditional Portuguese names like da Silva or da

Costa. On Jewish religious festivals, commerce in the fashionable district of
Ipanema in Rio de Janeiro, with its clothes and jewellery shops, closes down.
Brazilians are great communicators. During the 60s, 70s and 80s, Brazilians
suffered from a lack of investment in the communications infrastructure and
the government monopoly or, at minimum, tight controls, on most types of
communication. As late as the mid-90s, Brazil still had a deficit of some 10
million landlines, which, if offered, would have found instantaneous buyers.
In 2009, Brazilians are only second to the Americans in numbers of mobile
phones. The same is very much the case with the digital revolution in
computers. These tools complement the natural pleasure (or need) that
Brazilians take in maintaining strong communication with family, friends and
business contacts. In fact the relationship with these different groups is much
the same. Brazilians are able to play while they work and work while they
play. Brazilian businesspeople see social events, family reunions, business
meetings, trips to restaurants and even holidays as opportunities to have fun,
but also to network and innovate. They are natural entrepreneurs.
Some dos and donts when dealing with Brazilians:
1. Dont underestimate their business ability just because they dont have
fluent English. Make an effort with the language its really appreciated.
Be patient if they want to speak English. Speak slowly and clearly to help
them to understand.
2. Dont assume that they only have one job, or only have one proposition
on the go at any one time. Brazilians multi-task in everything.
3. Make an effort to meet their friends and their family. That way you will
become part of their accepted circle, and privy to new information, new
opportunities. Ask about the family, learn the names of wives, children,
brothers, etc. They are important. Show them your world also.
4. Do not criticize Brazil. You can describe what a difficult time you have
had with certain aspects of bureaucracy, but dont criticize the country.
5. Dont complain about noise Brazilians are noisy, restaurants are noisy,
even cinemas can be noisy. There will be time for serious, quieter
conversations later. Enjoy the moment. Show that you know how to have
fun.
6. Dress well, even if its casual. If you wear jeans, wear quality jeans. Same
for moccasins, shirts, etc. Keep yourself well-groomed. Many Brazilians
will go to the hairdresser (barber) every 15 days. Many men have regular
manicures.
7. Be available to talk any time of day. Do not be surprised to get a phone
call at 10 in the evening; its more likely than getting one at 9 in the
morning. Dont be reluctant to go out for dinner at 10pm or 11pm. Its
common. Lunches often go on for several hours, so if its an important
lunch make sure you have some spare time after lunch before your next
appointment. Food and drink are important, enjoy your food.
8. Dont worry if your appointment, meeting, lunch, dinner is an hour or two
hours late, it happens all the time and it is not a sign of disrespect.
9. Make sure you always have your business cards or equivalent with you,
and make sure you have a working mobile phone (best if you have a local
number).
Contd

10. Many Brazilians have stereotypes of Americans, Brits, Japanese and all. 69
Do not disagree strongly with the stereotype, just explain that some
people are like that (whatever it is), and show that you are an international
person.
Question
What things you should keep in mind while writing to a Brazilian
professional?
Source: www.blog.crossculture.com/crossculture/2009/07/brazilians-culture-identity.html
3.7 LET US SUM UP

All communication is rooted in culture, and communication transmits culture. Cultural
variables that can affect the communication process by influencing a persons
perceptions include attitudes, social organizations, thought patterns, roles, language,
non-verbal language, and concept of time. Cultural values and norms are passed from
one generation to the next by Language, and it includes the non-verbal part or body
language besides the verbal part of a message. Non-verbal communication accounts
for 65 to 93 percent of interpreted communication.
One of the most important variables related to channels of communication is context
a culture can be high-or low- context culture, which affects the speed of transmission
of messages and information and choice of various types of media. Feelings and
messages in high-context cultures are implicit and one has to make an effort to access
them by developing an understanding of the person and the system. In low-context
cultures, feelings and thoughts are openly expressed, and information is more readily
available.
To manage intercultural communication effectively, it is imperative on the part of
international managers to develop cultural sensitivity, encode messages carefully, use
selective transmission, decode carefully, and take necessary follow up actions. In
order for the communication over the Internet to be effective, it should be localized to
adjust to differences in language, culture, local laws, and business models.

Make a list of symbols, numbers, words, and colours that have a different meaning in
different cultures. (For example, brides in India dont wear white while brides in
western cultures usually wear white)
3.9 KEYWORDS
Cross-cultural Communication: communication between people of different cultures.
Noise: serves to undermine the communication of the intended meaning.
Attribution: process in which people look for the explanation of another persons
behaviour.
Cultural Sensitivity: awareness and an honest caring about another individuals
culture.
Self-reference Criterion: unconscious reference point of ones own cultural values.

70
Corporate Communication 3.10 QUESTIONS FOR DISCUSSION
1. Why is it increasingly important for international managers to develop
multicultural communication skills?
2. What is the relationship between language and culture? How is it that people from
different countries who speak the same language may still mis-communicate?
3. What is context and why is it important in intercultural communication?
4. Explain the differences between high-and low-context cultures, giving suitable
examples. How does the difference in context affect the communication process?
5. Write a short note on Hofstedes value dimensions.
6. How can we manage intercultural communications effectively?
7. Explain the noise in intercultural communication.

CYP 1
1. True
2. False
3. True
4. True
CYP 2
1. Low
2. Mexicans
3. Weakness
4. Paralanguage
CYP 3
1. True
2. True
3. False
4. True

Bovee, Courtland L., Thill, John V, and Schatzman, Barbara E (2003), Business
Communication Today, Singapore, Pearson Education
Deresky, Helen (2003), International Management: Managing Across Borders and
Cultures, New Delhi, Prentice Hall of India
Guffey, Mary E. (2000), Business Communication: Process and Product, South-
Western College Publishing

71
LESSON Business Meetings and Etiquettes
4
BUSINESS MEETINGS AND ETIQUETTES
CONTENTS
4.1 Introduction
4.2 Objectives of Meeting
4.3 Conducting a Meeting
4.3.1 Planning for a Meeting
4.3.2 Purpose
4.3.3 Agenda
4.3.4 Participants
4.3.5 Timing and Venue
4.4 Minutes of a Meeting
4.5 Resolutions
4.5.1 Specimen Resolutions
4.5.2 Condolence Resolutions
4.6 Seminars and Conferences
4.7 Business Etiquettes
4.7.1 Giving Introduction
4.7.2 Telephone Etiquettes
4.7.3 Business Dining
4.7.4 Interaction with Foreign Clients
4.8 Let us Sum up
4.10 Keywords

Explain the objectives of meetings
Describe the process of conducting meetings
Define minutes and action taken reports

72 Know how seminars and conferences are conducted

Discuss business etiquettes
4.1 INTRODUCTION
In an organization, Meetings form an important dimension of Group Communication.
They serve various useful purposes in a business.
Meetings refer to an assembly of persons who come together and deliberate on topics
and issues of communicable interest.
Meetings and conferences have become an integral part of business life. They
facilitate exchange of views and as such constitute an important means of interactive
communication. Both these interactive forums facilitate face-to-face discussions that
take place at various levels. They may be employer-employee meetings, employee-
employee meetings and conferences, employee customers meetings and so on.
Seminars are conducted once in a while. A Seminar is a gathering of people, in which,
one or more persons give their presentation on a particular topic, to enrich the
knowledge of the participants of the Seminar. While, in a conference, all the
participants usually express their views on the topic, in a Seminar, there are a few
speakers, who are experts in their own field, give their views.
Meetings take place more often than conferences, and also relate to fewer persons.
While there can be a meeting of even two persons, a conference normally connotes an
assembly of a large number of people. Similarly, meetings may take place any number
of times during a day or a week while conferences are normally scheduled annually,
bi-annually and so on. While meetings can be both pre-planned and impromptu,
conferences are, by and large, planned in advance.
Meeting is part of everybodys life
While some distinction has been made here between meetings and conferences as
commonly followed in practice, the distinction is by no means very rigid. There is a
certain overlap between the two in actual practice. One may say, for example that the
Chief Executive is in conference with the General Managers. The dictionary refers to
a meeting as an assembly of persons, especially for entertainment, workshop, etc.
whereas a conference is described as a meeting of any organization, association, etc.
for consultation, deliberation and so on.
Meetings, seminars and conferences, when effectively organized and conducted, can
play a significant role in business communication. They facilitate:
Exchange of information,
Articulation of alternative viewpoints,
Deliberation on specific issues,
Removal of misconceptions,
Elaboration and clarification of concepts and ideas,
Finalization of plans and strategies,
Review of performance, and
Enlistment of support and a host of such communication needs, so essential in a
business or organizational context.
They facilitate intensive interaction with individuals as well as groups, and achieve
much more than any written communication.

Meetings, seminars and conferences, therefore, are to be seen as an inevitable yet 73

Business Meetings and Etiquettes
useful medium of interaction between people in different business and organizations.
Well-conducted conferences and meetings serve a useful purpose.
4.2 OBJECTIVES OF MEETING

Meetings are the most popular method of interactive communication. They facilitate
direct, face-to-face communication and are essential at various levels in all
organizations. When there are two or more persons, there is a meeting, structured or
otherwise. They serve the valuable objective of facilitating exchange of information,
fostering team spirit and commitment to common goals and objectives. More
importantly, they help in elaborating ideas, clarifying concepts and clearing confusion,
if any, created on account of ambiguous and incomplete verbal or written messages.
Misunderstandings arising from unclear memos, Circulars, directives and targets, can
be cleared through meetings with the people concerned.
Meetings are the most popular method of interactive communication
Meetings of marketing people with prospective customers while launching a new
product or service help in bringing out the significant future of the product by
clarifying finer points. Similarly, meetings with the computer or EDP personnel
facilitate detailed and effective planning of connectivity, networking etc. These are
just two examples of the ways in which meetings can be of use to serve a vital
communication need, in an organization. On a regular basis, there can be customer
meets, dealer meets, managers meets, staff meetings, association meetings, business
meets, review meets and so on.
Like their western counterparts, Indian executives too, in most organizations spend a
large part of their working day in company meetings. In the United States, it is
pertinent to note that decisions are made by groups of managers or executives, rather
than by individual top management functionaries. Similarly, in India too, we have
various committees in the organizations like the Purchase Committee, Audit
Committee, Executive Committee, Management Committee, Promotions Committee,
Systems Committee, Credit Committee, Recovery Committee, and Legal Committee
which take decisions, and that is why, it is necessary to organize so many meetings.
High level executives in business organizations spend much time in committees
and meetings
While meetings, which are effective, contribute to decision making and result in
positive outcomes, ill conceived and indifferently conducted meetings entail enormous
waste of time, effort and resources. They may even lead to chaos and confusion. It
would, therefore, be imperative to give attention to certain details while convening
meetings. The preparation for an effective meeting starts well in advance and there is
much that needs to be attended to on the day of the meeting, during the meeting and
thereafter, till the minutes are drawn up and sent.
4.3 CONDUCTING A MEETING

As meetings are an imperative part of any organization, much effort needs to be made
to conduct meetings successfully. It is an important skill which each manager needs to
acquire. Conducting meetings requires some prior preparations, like the time, place,
venue, etc., and other documents relating to meetings. While the meeting is actually
going on, it goes through the stages of beginning, leading, conducting and closing.
The role of the chairperson is significant in giving shape and character to the meeting.

74 4.3.1 Planning for a Meeting

Following are the broad areas where preparatory work relating to conducting a
meeting may be necessary:
Domestic Arrangements
Where will the meeting be held, i.e., venue?
At what time and day will it be held?
What will be the duration of the meeting?
Who will be invited to attend?
Who will chair the meeting?
Who will be called upon to formally speak?
Whether lunch/dinner is arranged?
Paperwork
Minutes of the previous meeting and related records.
Reports to be read beforehand along with office notes.
Agenda and related papers.
Written reports or graphics required at the time of the meeting.
Purpose
What do you want to accomplish?
What kind of meeting is it?
Does the leader need to acquire specialist advice on any subject?
Is the leader conversant with the reason for the meeting?
Do you need to discuss any of the contents of the meeting with anyone in a higher
management position?
Support
Is there a need to use advanced visual aids for better presentation?
Is a written report required?
How much general knowledge and awareness is required?
Do you use mike or other audio aids?
Code for Meetings

Start and end on time.
Be present on time and be prepared mentally.
Establish objectives.
Set an Agenda.
Be brief and precise.
Dont dominate the discussion.
Listen to others.

Encourage participation for ideas. 75

Dont interrupt unnecessarily.
Dont evaluate presentations.
Give full attention to discussions.
Stay close to the subject.
Dont have side conversations.
Resolve related conflicts and issues.
Decide on follow-up action.
Record ideas/discussions.
Assess the outcome in the end.
4.3.2 Purpose
The following are the important purposes for holding meetings in business
organizations:
To save time in communication.
To instruct a group for a specific purpose, that is, briefing.
To discuss and solve problems relating to business.
To resolve conflicts, confusion and disagreement among interest groups.
To give and get new ideas and immediate reactions.
To generate enthusiasm and positive attitude.
To arrive at consensus on issues.
To learn from others and to train others.
It is important for you to know the purpose of a meeting for you to participate
meaningfully in it. Your response in a meeting will depend on what the primary
purpose of the meeting is. Meaningful individual participation that a meeting
generates, leads not only to the achievements of the objectives for which it is called
but also to the development of a correct overview on the issue.
Thus, the test of success of a meeting lies in what the participants do at the meeting as
also in what happens when the members have returned to their jobs. If nothing
positive happens during or after the meeting, howsoever efficiently the meeting might
have been conducted, it has, in fact, failed. Similarly, if the participants feel, at the end
of the meeting, that they have gained or contributed nothing, the meeting has failed.
So to obtain results, a meeting needs careful planning, expert conduct, enthusiastic
participation and prompt follow-up action.
4.3.3 Agenda
Agenda is the list of items to be taken up for discussion during the meeting.
It provides the reason for calling a meeting. It should be ensured that there are
adequate numbers of worthwhile issues which need deliberation at the meeting. All
topics and issues that will be taken up at the meeting call for advance efforts. The item
stated in the Agenda should be relevant and appropriate, keeping in view the purpose
of the meeting, and the expertise of members who will be participating in the meeting.
Calling a meeting without any serious Agenda, entails wastage of time and resources.

76 Background Papers
Every important meeting will have a set of background papers, which are sent in
advance to members who will participate in the meeting. They relate to items listed in
the Agenda, and provide glimpses of the issues involved. Background papers are
normally prepared by the concerned functionaries or departments seeking a decision
on the issue or a deliberation on the subject matter. The background paper should
cover all relevant details that contribute to effective deliberation. This would normally
include facts, figures, different views, expert opinion, latest position, and so on.
Minutes of the previous meeting are also sent along with the first lot of background
papers since they are always the first item on the Agenda. They are taken up for
confirmation before proceeding to the other items. Background papers ensure that
deliberations are focused and cover all relevant dimensions of the subject under
discussion.
Background papers, are ideally to be sent to all the members and invitees well in
advance, to enable them to come prepared with their views and suggestions. In fact, if
the subject matter is of a serious nature and if sufficient time has not been provided for
advance consideration, there is every possibility of the Agenda item being deferred by
the committee for consideration in the next meeting. At the same time, it is worth
noting that whenever there are some important developments which are to be brought
before the committee members, or when there are urgent decisions called for, and the
matter is so urgent that it is not desirable to wait till the next meeting, there is a system
of submitting, what are called table items. Such items are tabled at the time of the
meeting and are not sent in advance. If the chairperson and members agree, such items
are also taken up for deliberation at the days meeting. As a general rule, however,
table items should be put up as an exception and only when warranted.
4.3.4 Participants
To be effective, deliberations at the meeting should involve all concerned
functionaries. Regular members of the committees, wherever formally constituted,
will have to be invited. At the same time, in the absence of a formal list, it would be
essential to identify people whose presence would be essential to identify people
whose presence would be of significance when subjects are taken up for deliberation.
In some cases, senior functionaries will have to be necessarily invited to lend authority
to the decision-making process, whereas some junior level functionaries and subject
matter specialists will have to be present to provide technical details and other relevant
papers. Persons to be invited to the meeting, wherever not specifically stated, are best
decided in consultation with the chairperson and other senior functionaries on whose
behalf the meeting is convened.
Invitation for the meeting is to be clearly drawn up indicating the day, date, time and
venue of the meeting. Invitations have to be sent well in advance to ensure that
outstation participants have sufficient time to make appropriate travel plans. Meeting
notices will have to clearly indicate who should attend the meeting. Sometimes,
people in organizations receive notices, which do not clearly indicate whether they are
sent as an invitation or just as intimation. The meeting notice should also state
wherever appropriate, whether the addressee may bring one or two other colleagues
dealing with the subject or, the alternative if one is not in a position to attend, whether
some else can be deputed on ones behalf. Though most of these requirements look
obvious, they are often overlooked.
4.3.5 Timing and Venue

Care should be taken in fixing up the meeting in a manner that is convenient to most
of the members or participants. A notice, well in advance, will ensure that participants

get adequate opportunity to schedule or reschedule their engagements. The date and 77
time should be fixed, taking into account holidays, other important events and
functions which may clash with the meeting dates and time, and make it difficult for
members to choose between one and the other. It is generally expected that the person
convening the meeting will take some trouble to ensure that most of the members, if
not all, are in a position to attend and contribute. While it may not be possible to
totally avoid overlapping in all cases, some advance planning and enquiries will
certainly help achieve better attendance at meetings. Indication of the duration of the
meeting will also be helpful so that participants would know how much time they
have to allot for attending the meeting. Further, details such as arrangements made, if
any for breakfast, lunch, accommodation, travel, etc., need to be mentioned.
The venue of the meeting should be fixed up well before the meeting notice is
dispatched. With so many meetings taking place in organizations, there is bound to be
considerable demand for meeting halls and conference rooms. The meeting venue
should have all the required physical facilitiesfans, air conditioners, microphones,
projectors, toilets, etc., that have the potential to hinder the effectiveness of
communication. It is not uncommon in organizations to come across instances where
the availability of the venue is not confirmed, or time, as a result of which, either the
meeting is delayed or participants are made to move from one venue to the other. A
little extra care will avoid embarrassment and inconvenience at the time of the
meeting.
There are occasions when the Chief Executive or other senior functionary may decide
to convene impromptu or emergency meetings with a very short notice, in which case
the availability of the venue, physical facilities and other arrangements for
refreshments, etc., will have to be attended to on priority. Any meeting where the
deliberations have concluded, and yet refreshment or lunch is not ready, speaks of
poor planning and has to be assiduously avoided. The participants time, it is to be
noted, is valuable and cannot be taken for granted.
Define:
1. Meeting

2. Agenda

4.4 MINUTES OF A MEETING

A record of the decisions taken at a formal meeting is called Minutes. All companies,
statutory bodies, social organizations, associations (whether registered or
unregistered) and Committees have to maintain a record of the meetings. Minutes are
the Official Record of work done and decisions taken at the meeting of members; they
must be precise and clear. They record what was decided and done. They are meant
for future reference. The minutes are made available to all the members on request. If
the members are staying outside, a copy of the minutes is sent by post. The minutes of
companies and statutory bodies are written in formal style. Other organizations may
write minutes in informal style. Minutes are a legal document and can be produced in
a court of law as evidence.

78 At the next meeting, the minutes are read out by the secretary or may be taken as read
if a copy was sent to members; the minutes are then approved and signed by the
Chairman and the Secretary as a correct report of the meeting.
Essential Points in Minutes

The details given below are an essential part of minutes, and must always be included:
1. Name of the body and nature of the meeting
2. Day and date of the meeting.
3. Time and place of the meeting.
4. Name of Chairperson of the meetings, names of other members present (list is
attached if there are many names)
5. Names of persons in attendance, that is, any invited officials like the auditors,
the solicitor, who are not members of the meeting
6. Leave of absence to those who are not present
7. Resolutions
8. Thanks to the Chair
The first item of the minutes is always the reading and confirming of the minutes
of the previous meeting except for first meetings. If minutes are circulated well in
advance, they will not be read. If objections are not received to date, the minutes
stand confirmed.
However, if a Condolence Resolution is to be passed, it is to be put before
confirmation of the minutes.
Leave of absence is usually recorded before the minutes are confirmed.
The last item of the minutes is a vote of thanks to the Chair.
Other items in the minutes depend upon the agenda and items discussed during the
meeting.
The minutes will include only the resolutions passed at the meeting without giving
details of the discussion which took place before the decision was taken.
The minutes will also include a record of the proposals made, a summary of the
discussion, voting on the proposals.
The style and method of writing minutes is fixed by custom and practice by each
organization.
Language of Minutes and Resolutions

Minutes are written in simple past tense; for example:
The Secretary read out
The Chairman informed
The meeting ended
Many of the items are written in passive voice; for example:
The minutes were taken as read, and confirmed and signed.
The progress report for December was presented

The secretary was authorized 79

The next meeting was fixed for
Impersonal passive voice is used for recording decisions and regulations. The
impersonal passive voice is used only for verbs of mental actions like decide,
resolve, suggest, recommend, etc. These are not physical actions; they can be
taken by a group collectively. Here are some examples:
It was decided that a committee be appointed
It was resolved that the meeting be adjourned
It was decided to create a separate fund for the purpose.
Resolved that the separate fund be created for the purpose
4.5 RESOLUTIONS
When the suggestion is adopted by the meeting, the common decision is recorded as a
resolution to take action. A resolution may be ordinary or special. Ordinary
resolutions require majority support in terms of votes. Special Resolution requires
support of three fourth members present. Resolutions are passed unanimously or by
vote. In case of voting, it may be carried on either by show of hands or secret ballot.
A Resolution has a heading indicating what it is about; e.g.
Appointment of Secretary
Appointment of Bankers
Endorsement of Cheques
Signature on Negotiable Instruments
4.5.1 Specimen Resolutions

Some specimen resolutions of a company meeting are given below:
It was resolved that Mr. Samant be appointed
To indicate that the appointment was actually made at that time, the resolution must be
written as follows:
It was resolved that Mr. Samant be and is hereby appointed
It was decided that the Secretary be and is hereby authorized to
Resolved that a committee consisting of Mr. ABC, Mr. DEF and Mr. PQR, be and
is hereby appointed to
A complete resolution indicating that a decision was taken and action is to be started
will be expressed as follows:
Resolved that a new building be constructed on the north side of the factory for
the staff welfare centre. It was further resolved that the secretary be and is hereby
authorized to invite tender for the construction and to make any other arrangement
required for getting the building constructed.
Chairman of Board of Directors: It was resolved that Shri N.F. Engineer be and
is hereby elected Chairman of the Board of Directors.
Appointment of Secretary: It was resolved that Shri K.T. Swami be and is hereby
appointed secretary of the company at a monthly salary of ` 7500, the

80 appointment being terminable by either side on three months notice, and that an
agreement be prepared by the Companys Advocate embodying these terms.
Common Seal: The Seal was produced at the meeting. It was Resolved that the
seal produced be and is hereby adopted as common Seal of the Company, that an
impression of the seal be made in the Minute Book, and the seal be kept in safe
custody under lock and key.
Appointment of Solicitors: It was resolved that Messrs. Udwadia, Bharucia and
merchant, Solicitors, Parikh Chambers, Dalal Street, Mumbai, be and are hereby
appointed Solicitors of the company.
Appointment of Auditors: It was resolved that Messrs. Mehta, Sanghavi and
Lakhani, Charted Accounts, Chhaya, Hamam Street, Mumbai 400020, be and is
hereby appointed auditors of the company till the conclusion of the first annual
General Meeting of the Company.
Appointment of Bankers: It was resolved that Bank of India, M.G. Road Mumbai
400020, be and is hereby appointed bankers to the company, and that the secretary
be and is authorized to open the companys account with the bank.
Appointment of etc.: It was resolved that all cheques and other documents
requiring endorsement of the company be endorsed by any one Director and the
Secretary. It was further Resolved that the Secretary be and is hereby authorized
to send specimen signature of the Directors and secretary to the bank.
Signature on Negotiable Instruments: It was resolved that bills of exchange,
draft or other negotiable instruments issued or executed by the company be drawn
or accepted on behalf of the company by any one Director or counter-signed by
the Secretary.
Books and Stationery: It was resolved that the Secretary be and is hereby
authorized to obtain the books, forms and other material required by the company.
Appointment of Sales Agent for Pune: Resolved that Messrs. Chandog & Co., of
Budhawar Peth, Pune be and are hereby appointed the Companys sole agent for
Pune on the following terms:
Period of contract 3 years
Commission of 7% to be paid annually
The agency may be terminated by either party by giving a notice of 3 months.
After some discussion, it was resolved that a sub-committee of the following
Directors be and are hereby appointed to investigate the causes of the decline of
sales in the Calcutta branch and to report with recommendations, by 15 May:
C.S. lyengar, Convener
P.A. Saraf
S.V. Gupta.
Transfer of Shares: The instruments of transfer nos. 86 to 94 as they appear in the
Transfer Register were submitted together with Ordinary Share Certificates Nos.
1780 to 1822 in favour of the transferees given in the Transfer Register. The
transfers were passed by the board, and it was resolved that the said Certificates
be endorsed in accordance with the rules.
Payments: Lists of payments due and the required vouchers were submitted to the
board by the Secretary, and it was resolved that the cheques be signed as required.

Date of Annual General Meeting: It was resolved that the third annual General 81
Meeting of the company be held on 20th September, 2000, at 2 p.m. at the
Registered Office of the Company.
It was further resolved that the Secretary be and is hereby authorized to get accounts,
reports, notices and other documents signed and printed to send them to the
shareholders and others who are entitled to receive them, and to arrange for the
publication of the notice of the annual General Meeting in the press.
4.5.2 Condolence Resolutions

A condolence minute is in three parts:
The first part states that the Chairman referred to the demise and that a resolution
was passed.
The second part mentions the persons achievement, nature, ability, etc. It also
expresses the sorrow and sense of loss felt by the members of the meeting the
length of this part depends on the personality and the relationship with the
members. A condolence message, whether a resolution, a letter or speech, should
be brief and yet express sufficient appreciation of the person. Sincerity is the most
important requirement of the resolution. A copy of this portion of the minute is
sent to the bereaved family.
The third part mentions that the meeting stood in silence and that it authorized the
Secretary to convey the condolences of the members of the meeting to the
bereaved family.
Examples:
A few examples are given below:
1. Homage to Shri Komal Shastri: The Chairman referred to the sad demise of Shri
Komal Shastri and spoke of his contribution to the theatre and dramatic literature
in Hindi. The following resolution was passed.
This General Body meeting of the Bombay Natya Sangh records its deep sense of
loss and grief at the demise of Shri Komal Shastri. The world of literature and the
theatre have lost a great patron and leader in his passing away.
As a mark of respect of the departed dramatist, the members stood in silence for
two minutes. The secretary was asked to convey the condolences of the Natya
Sangh to the family of Shri Komal Shastri.
2. The Chairman referred to the death of Mr. Murlidhar Jagani, on 15th May, 2006.
He said that Murlidhar had been a promising cricketer and his death at the young
age of 21, was a great loss to the game of cricket. The meeting passed the
following resolution:
The Chairman and the members on the college Youth Sports Club are deeply
shocked and grieved at the untimely and tragic demise of Murlidhar Jagani on
15th May, 2006. He was a highly valued and beloved member of his College
Cricket team. Last year he contributed to the victory of the college in Bombay
University inter-collegiate Cricket Tournament. Murlidhar will be greatly missed
by all cricket loving people and particularly by his teammates. He will be
remembered by all who knew him as an affectionate, courteous person and
cricketer both on and off the field.
Member of the college Youth Sports Club convey their heartfelt condolences to
the bereaved family of Murlidhar, and pray to God to give them courage and
strength to bear this loss. May his soul rest in peace.

82 The meeting stood in silence as a mark of respect to their departed fellow

member. The Secretary was asked to convey the condolences of the college Youth
Sports Club to the family of Murlidhar Jagani.
Fill in the blanks:
1. The first item in the minutes is .
2. The last item in the minutes is .
3. A condolence resolution is always .
4. The title of the minutes includes .
4.6 SEMINARS AND CONFERENCES

A Conference or Seminar is a meeting of a large group of persons assembled for the
purpose of discussing common problems or activities. The number of participants may
be anything from 50 to 500 or more. A large Conference is divided into small groups
for the purpose of discussions. The participants may not be from the same
organization. In a Seminar, however, there are a few expert speakers and the other
participants benefit from their knowledge and expertise.
It may be imprudent to draw a rigid line of distinction between meetings, seminars and
conferences. Organizations do have 'conference halls' where meeting take place
regularly. Conference, seminars as well as meetings are also conducted in hotels and
other large venues. The word "Conference" is normally used to describe a gathering of
a larger scale, for a specific purpose. One usually refers to Annual Conference or
Bi-annual Conference, Zonal or Regional Conference, Two Day Conference and so
on, suggesting longer duration and larger participation than a meeting. Business Plan
Conferences are regularly held in business organizations. The advent of innovative
methods like Teleconference and Video Conferencing has facilitated interactive
communication between participants, without necessitating physical presence of all
concerned at one venue.
The type of preparations and attentions for details in relation to the conferences are by
and large, the same as those of meetings. Sometimes, the conferences or Seminars
may also have the features of a function, in which case, presence of a Chief Guest,
introduction of the speaker or the dignitary, invocation, lighting of the lamp,
presentation of bouquets, and distribution of brochures and other details become
relevant. The check list for meetings suggested earlier will have to be suitably
modified to plan for and accommodate all details. We also normally come across
words like 'Summit' to describe a meeting of the heads of the states and 'Retreat' to
describe temporary retirement from serious business meetings. Viewed in that context,
Meeting, Meet, Conference, Workshop, Seminar, Study Circle, etc. are by their nature,
platforms facilitating interactive communication and the most appropriate terms may
have to be used.
A Seminar or Conference is a tool of learning and training and development; members
pool together and share their knowledge and experience, and discuss their problems.
It is an enriching activity. It does not have a task to complete; and conclusions that are
arrived at during the discussions are included in a report of the Conference. Copies of
the reports are given to participants and their organizations and may also be sent to
various authorities concerned with the subject of the Conference. A Conference does
not have any authority but it may make recommendations since the participants are

persons who have experience and are engaged in the activity and are directly affected 83
by the state of affairs in the field.
Important Guidelines for Conducting Seminars and Conferences

It is important to note the following points while conducting Seminars or Conferences:
1. Choose a topic which is most beneficial for all the participants.
2. Decide the date of the seminar of conference well in advance.
3. Send invitations to participants well before the date of the seminar or conference.
4. Check the availability of the Delegates or Spokespersons or Keynote speakers to
be invited for the Seminar/Conference.
5. Arrange the stay and hospitality for the Seminar/Conference in the most
appropriate manner.
6. Choose a quiet and peaceful venue for the Seminar or Conference.
7. The electronic gadgets and equipments, like LCD or Laptop, should be checked
well in advance and kept in proper places.
8. The delegates and participants should be given handouts relevant to the topic.
9. Folders, files, notepads, pens, etc. should be kept ready for the participants.
10. The outcomes, suggestions, etc. of the Conference/Seminar should be recorded
and kept in black and white, so that if needed, a White Paper (Suggestion Paper)
of the conference can be prepared and sent to the requisite authorities.
4.7 BUSINESS ETIQUETTES

The word etiquette means conventional rules of social behaviour, or professional
conduct. These rules are unwritten rules, which act as a binding force in a particular
company or department. They help us realize when our behaviour is appropriate or
inappropriate. In business, as in life, etiquette is a self-rewarding trait of appropriate
conduct. The rules of business etiquette mean more than the rules of just being nice.
If we ignore these norms of group attitude and behaviour, we run the risk of being
singled out as loners or 'headstrong' persons. Our behaviour may disrupt the smooth
working of the team by causing misunderstanding and tension among fellow workers.
Suppose, we choose to turn up late for meetings habitually, or ignore deadlines, or
indulge in character assassination at coffee-breaks, or demand (as a right), not request
(as a favour), help in a situation, we are ignoring, knowingly or unknowingly, the
rules of good professional conduct, behaviour, and etiquette.
Basic Rules of Etiquettes

Every workplace evolves its own set of norms of behaviour and attitude. For example,
you can survey banks or hospitals during lunch time. For example, you may find that
everyone resumes working without even a minute's delay, after lunch time, while in
some others, taking an extra 10 to 15 minutes for lunch may be a general practice. In
such cases, the sense of punctuality is governed by no rules written in the work
manual.
Some business etiquette rules discussed here relate to the following:
Giving introduction
Telephone calls
Business dining

84 Interaction with foreign clients

Inter-personal business etiquette
Managing customer care
Here, an attempt is made to describe the behaviour and customs that would be
considered appropriate and acceptable in most business organizations/offices/
workplaces across the modern educated world (open to western culture). There may
be, some difference in the practices followed by deferents organizations.
The approach to business etiquette assumes that each business setting has its own
business protocols, which an employee learns by working in that environment and by
observing others. In an organization, the basic concern is to create a smooth work
environment where each person helps others to carry out their jobs with ease. This is
made possible by our ability to empathize with other workers job concerns and
priorities. This identification with others is the best form of business etiquette and
culture.
Learning the rules of business etiquette will help us, as professionals, to act with ease
in any business setting. Let us, therefore, consider some common situations in
business and find out how to act appropriately.
4.7.1 Giving Introduction

Introducing Yourself
A confident self-introduction always makes a positive first impression. But many
people fail to do so. Either they think it to be a bold act or they feel too shy to do it.
But if you are going to meet a person for the first time, the other person is bound to
feel comfortable to know who you are and why you are there.
Suppose two persons are waiting for an interview with the General Manager of a
company. They are sitting in the waiting lounge across the corridor leading to the
General Manager's office room. A well dressed middle aged looking person walks into
the corridor and is standing near the Office of the General Manager. The candidates
are not sure whether he is the concerned executive for whom they have been waiting.
Now, suppose one of them stands up, moves up to him and says Good Morning, I am
Sunaina Seth. I am here for my interview with Mr. V.K.Grover. Hopefully the person
would respond - Good Morning! I am Grover. Pleased to meet you. We shall shortly
have the interview. Ms. Sunaina Seths bold self-introduction to Mr. Grover gives her
an edge over the other candidate who remained silent. Most likely, Mr. Grover will
have positive and favourable impression of Sunaina and construe that she is a
confident, assertive, and enterprising young girl.
If there is an advantage in introducing yourself at the first opportunity, why do people
shy away from doing so?
Some cultures, especially British, have a sense of reserve. Americans are more
outgoing in general. In Asia, Indians are shy and they would consider it impolite to go
up to someone and say Hi, I am so and so.
Many people treat introductions as a protocol to be observed as a ritual, when two or
more persons meet formally.
Introducing yourself in a clear manner, pronouncing your first name and surname
when required, is necessary to help the other person know who you are.
Names, especially foreign ones, generally remain partially received, unless spoken out
distinctly. Longer names have to be uttered slowly, in parts, so that the other person
follows it fully.

Some Rules for making Introductions Correctly 85

As a norm of business etiquette and the first step towards cordial business
transactions, people greet each other by stating their full names and positions (in
office) at the very outset.
1. Notice that first name and surnames are stated like Prafulla Misra, CEO, Sterling
Gold informatics not just Misra or Prafulla. Americans prefer to introduce
themselves by their surnames only. Like Lewis or Dickenson. But Britishers
introduce by using first names and surname: WB Yeats or Tony Blair.
2. Repeat your name when necessary. During a conversation, the other party may
forget your name or may have missed hearing it. At such moments you should
help the host other party immediately by politely repeating your name I am Irfan
Mohammad, I am sorry, I should have told you.
3. In the case of a prior fixed business meeting, if you are an expected visitor, first
you should introduce yourself by telling your name and purpose: I am R K Bose
and I have come here to meet Ms Divya Lahari in the Marketing Department.
This is the normal practice followed by business executives.
4. Do not use honorific words, such as Shri, Smt, Mrs., Mr., Ms., or any other titles
before your name, while introducing or referring to yourself the other person can
call you as Mr. Diwakar. If it is a degree earned by you, such as PhD, you may use
Dr before your name and refer to yourself as Dr N K Sharma, or Dr Sharma.
But if you are a doctor by profession, people regard and know you as Dr. Naveen
Gupta, or Dr. Hari Mehta or Dr. Roopesh Bhatia. But surgeons and physicians
usually do not add the salutation before their names while referring to their names.
This may be a universally appropriate self -announcement at the reception counter
for registration. The point to be understood is that others may call us by adding
titles or professional words or degrees but we ourselves should not use them with
our names.
5. Speak your name slowly and clearly. As mentioned, personal names sound
unfamiliar. Therefore, they should be articulated as distinctly as possible.
If required, help others by spelling your name.
Handshake
Today, most business meetings begin and end with a handshake. A handshake is
immediately done after introduction by extending your right hand and firmly holding
the other persons right hand very briefly. In modern business, a handshake is a
non-verbal clue of friendly dealings.
As a visitor, you can first offer your hand for a handshake with your host. In fact, the
handshake is so spontaneous that both the parties almost simultaneously put forward
their right hands towards each other. Sometimes, while parting, people shake hands by
holding the hands together putting and their left arm on the back or the shoulder of the
other person to communicate the warmth that has developed between them after
meeting each other.
As a winning form of non-verbal communication, handshakes must be accompanied
by eye contact and a gentle smile.
In some situations, you may express your feelings by saying Pleased to meet you.
And the other generally responds My pleasure or So, am I. But these words are
just pleasantries. They do not mean much as verbal communication.
Besides handshake, there may be some other non verbal cues which are followed by
different people as per their culture. In some culture-specific countries, such as in

86 India, many advanced and senior business heads, executives, and officers still prefer to
receive or bid adieu to highly placed guests in the traditional form through folded
hands, slightly bowed head, and eye contact. As a visitor, you should greet the host
accordingly.
On Failing to Recall Someones Name

In business, we may have been visiting a person often. It may be possible that on
meeting the same person somewhere else, we do recognize him/her by face, but fail to
recall their name. Before the other person detects your failure, you should ask for
his/her card. You can say Could I have your latest business card for your telephone
number/and address? or you can just say, Could I know your full name? I have your
initials.
To be tactful in such situations is also good business etiquette. If you let the other
person know that you have forgotten his/her name, it may make the person feel that
he/she is not important enough to be remembered (by name). So, we should act as if
we know the name, but we wish to have more details about the person.
How to Introduce other Persons

One of the difficult things you have to do is perhaps to introduce other persons at a
business meeting. We should know each other in terms of their names and
professional status before we conduct the meeting or discuss the transaction. The
status communicates the role the person plays in the business transaction.
The Protocol (Rule) for Introducing Others

1. Normally, the senior most people among the visitors, or the host team, introduces
the other members of his/her group present there.
2. The practice is that first visitors are introduced to the host. Then, members of the
host group are introduced.
3. The rule is that we do not introduce a senior to a junior. Instead, we always
introduce the lowest ranked person to the highest ranked person. Always say Mr.
Chopra (Chairman CMC), may I introduce Payal Muttoo to you? Payal is this
years university topper and Gold Medalist, working in our placement
department.
Notice two things here:
One, the polite form May I introduce is appropriate and formal, when you
are speaking to a superior. But to others you can just say, This is Neelam Gulati.
Neelam is a senior lecturer in finance.
Two we repeat the name so that it is duly received and remembered by the other
person. But to repeat the name naturally, we create a context by mentioning the
most significant detail about the person concerned.
4. Suppose there are just two persons to be introduced to each other. As a rule, you
should first introduce the junior to the senior, as stated above. After introducing
the junior to the senior, you introduce the senior person to the junior person.
4.7.2 Telephone Etiquettes

Handling business calls requires awareness of our unconscious action, which often
amounts to bad manners, or lack of appropriate skills of effective invisible
interpersonal communication. In telephonic conversation, the way we receive,
respond, speak or hang up is often as important as what is communicated.

Prepare before Calling 87

Before initiating a call, be clear about the why (your purpose) and what (the exact
content) of your call. For business calls, you must know who exactly you are speaking
to and choose the most convenient time to speak to the person. You should also know
whether you are calling as a follow-up action of some other earlier communication, or
it is the first step in your transaction (of information and dealings).
To be brief and concise, jot down the points you want to discuss. Always keep
before you the points in the order in which you want to discuss them.
Keep a (writing) pad and pen ready to note down any information worth
recording.
Consider whether the call is important from your point of view or from the
receivers point of view. In the latter case, you should structure your information
from the receiver's point of interest. Begin first with what is important for your
receiver. Talk about your interests later.
Keep the duration of the conversation as short as possible. The other person may
not be free to spare much time for your call.
How to Begin or Receive a Call?

The first few words spoken by you as a caller or receiver are important for
establishing your identity and purpose. They create the context for further
conversation.
As a caller, you may not be personally known to the receiver. The receiver may be
familiar with your purpose and your company, but may not exactly know you, unless
you both have personally met and spoken to each other before. Therefore, begin with
self introduction your name, company, and purpose.
In the organization, your call will be generally routed through a receptionist. The usual
practice at the switch board is to attend to you within five rings. If you have been kept
waiting longer than that, the receptionist should greet you with an apology. If your call
is not answered even up to ten rings, it is advisable to cut off. Try some other number,
if there is any.
Greet the receptionist with a Good Morning. Tell your name and your
organizations name, This is Pallavi Mehta from Ferns n Petals, and then mention
whom you want to speak to Could I speak to Mr. Sudesh Chaturvedi, GM, HR,
please? Remember to be patient and pleasant while dealing with the secretary who is
an important link between you (as a caller) and her boss (the person you would like to
contact).
If the Call is Cut off

Many times, the telephone lines suddenly get disconnected. In such situations,
courtesy demands that the person who originally initiated the call should redial
immediately and say, Sorry, the call got disconnected.
In case, the receiver has to suspend your call for attending to some other more
important call, it is the duty of the receiver to resume the call and use some pleasant
explanation to see that you do not feel slighted.
Common Telephone Courtesies

Make your business calls polite by using words, such as 'please' and 'Thank you',
when you make a request or get something done or completed.

88 Always use the interrogative form for making a request. Could I . Or May I
.. Use of direct categorical statement amounts to order.
Even the statement, I request you to connect me to so and so number/or person
is not quite appropriate for requesting an unknown person to do something for you
even if it is his/her duty. Instead, say May I request you to .
Telephone Etiquette to be Observed as a Secretary

In business, telephone calls are mostly received and passed on to the boss by the
personal secretary. You have to be courteous with her/him. In return, she/he has to not
only be courteous but tactful too.
Sometimes, the secretary has to act very fast to find out whether the boss is free to talk
to you or not available, before attending to you. Meanwhile she/he knows what the
boss wants. If the boss is present, but does not want to speak to you for some reason,
the secretary will choose any one of the following polite things to say to you:
Sorry, he is busy in a meeting. May I have your number and he will call you
later?
He is busy with a foreign delegation. May I ask him to call you back as soon as
he is free?
These statements may not necessarily be true. However, they are intended to keep you
satisfied even when the call is not successful. The secretary should never try to
overhear the conversation between the twothe caller and the receiver (the boss). After
putting through the call to the boss, she should go off the line.
Telephone Precaution
As a caller you do not know whether the person receiving your call is alone.
Therefore, the first rule of telephone conversation is that confidential matters should
never be discussed over the phone. They can be overheard/tapped in transmission.
However, if you have to discuss something personal or something you won't like
others to know, you should check with the person you are calling in a polite manner.
For example, you may say, Can we talk about the tender for the Golden Highway
project? or just ask, Are you free? Can we talk about the tender?
Communication over the phone requires the use of non-verbal skills, such as pleasant
tone, sweet voice, proper intonation, and clear articulation of words. We should be
able to convey larger part of the message through our way of speaking rather than the
meaning of words alone. Telephone etiquette involves good manners to create good
business relations between two persons.
4.7.3 Business Dining

Business meals can be with colleagues or clients. Colleagues meet before or after
office hours. They also have formal occasions to be together at lunch or dinner parties.
Sometimes, they meet at social functions and festivals, religious ceremonies,
weddings, or birthday parties. At such occasions, we should follow the cultural norms
which set the unwritten protocol (rules) of behaviour as members of a company,
group, or organization. They are not rules of discipline. Do not consider it merely as
an occasion for free drinking and smoking.
These business occasions of meals with colleagues, clients, or consultants have their
own protocol (code of behaviour) and must be followed for cracking business deals.
You can observe the following established norms regarding business meals:

As a Host 89
As a host, invite the guest personally, may be over telephone. However confirm
the date, time and place in writing.
If the venue is new for the guest, help him/her by giving directions to the venue.
Apprise the invitee of your guest list. It is a good practice to confirm once again
the scheduled meeting a day prior to the event. Similarly, you should arrange to
pay for the taxi to take back the guest to his/her place of work or stay.
Business talk is usually conducted in an informal manner. After some initial
pleasantries, the host opens the subject of the meeting in a general form to provide
a context for the specific matter to be discussed. The meeting is held in a free and
relaxed manner. If necessary, some points or conclusions are sometimes noted
down.
Business meals provide opportunities for easy give-and-take negotiations. They
democratizes business by bringing two complementary parties, such as employers
and prospective employees companies, and clients, interview and interviewee, as
equals at a social occasion.
Food Preferences
As a guest you should stick to your own dietary preferences.
If you do not or cannot, as laid down by caste, creed, or religion or personal
choice, take something, you should feel free to refuse. If you are served, say beef
or pork and you do not eat it, say so politely.
The same must be your attitude towards drinks. If you are a teetotaler, decline the
offer to drink politely. Do not be eloquent on the harms of drinking. Just say,
Thanks, I would like to have some lime cordial or fresh lime soda (or whatever is
your choice).
Although, it is considered best to avoid drinking at business dinners, and, if
however, you do accept the drink, avoid drinking too much.
Table Manners
Business dinners are formal occasions in the manner of using forks, knives, and a
spoon which is an indicator of how cultured and well groomed you are. But Indians,
prefer to eat food with their hands. The only cutlery used by them could be a spoon.
Eating with the hand is just fine. Some general rules of correct use of cutlery are given
here.
Cutlery set for a formal serving

Placed from left to right away from you:
A blunt butter knife placed on bread and butter plate.
Dessert spoon together with desert fork.
Water glass, red-wine glass, white-wine glass.
Coffee cup and saucer.
Placed from right to left near you
Cocktail fork
Soup spoon
Tea Spoon
90 Dinner knife
Dinner plate
Dinner fork
Dinner napkin
How to use Knife and Fork?

The rules for using a knife and fork are quite simple -the knife cuts the food and
the fork places it into the mouth.
The knife is only for cutting food into small pieces be it vegetables, meat, or any
other food. It should never be placed into the mouth. The knife is always held in
the right hand.
The fork is first held in the left hand with knife in the right hand, to cut food into
small pieces. Then, the knife is kept on the plate and in its place, the fork is held
in the right hand to place the food in the mouth.
When not in use, both knife and fork rest on a side plate but never on the table.
The best rule for anyone to follow is to eat the way you are accustomed to. Use
whatever cutlery you have been regularly using, with elegance at formal business
meals. If you are comfortable eating with hands, use your hand but if you need a
spoon, ask for it.
How to get your Servers Attention?

Usually, waiters are watchful. A little signal from you catches their attention
immediately. However, if you find that you have to call the waiter, the best way is to
try and establish eye contact and if necessary, turn a little towards him/her. And still if
you feel you have to draw his/her attention, the best thing to do is to say, Excuse
me! This is bound to work.
Fill in the blanks:
1. Minutes are written for the purpose of ..
2. A . is a meeting of a large group of persons assembled for the
purpose of discussing common problems or activities.
3. Handshakes must be accompanies by eye contact and a..
4. A confident . always makes a positive first impression.
4.7.4 Interaction with Foreign Clients

Interact Courteously with Foreign Clients
Respect foreign clients religious beliefs and cultural needs. In business, foreign
visitors should not be allowed to feel like strangers in other countries. We generally
believe that when we visit abroad we should behave according to the business norms
and etiquette of that particular place. Accordingly, we assume that foreign business
visitors would observe our business norms such as trade practices, working hours,
office culture, and so on but in case they are awkward or unfamiliar. You can guide
them gently.
Foreign Language 91
1. Nothing pleases foreigners more than speaking to them in their own language.
English is today a global link language. Therefore, use an interpreter, if necessary,
for important business occasions.
2. Prepare documents in languages, English and the foreign visitor's language.
3. Try to learn and use some words of greetings in the visitor's language.
Business Manners of People of Different Countries

To be successful in business transactions, we should know the chief differences in
business manners of people of different countries.
Americans: Business meetings and personal style of Americans:
Shaking hands during introductions is normal for men, but not so common among
women.
Business cards are exchanged only when there is a need to do so. For instance, to
meet later.
Punctuality is most important as a form of courtesy and business manners.
Americans prefer to call you by your first name. It is a common business practice.
Americans prefer breakfast meetings to develop close business relations. They
also have meetings over lunch.
British: British businessmen share most of their culture and business manners with
other Europeans. They are formal in meetings and personal style.
French: French businessmen usually choose to speak in French with businessmen
from other countries.
Germans: German business meetings are highly formal and are scheduled much in
advance. Punctuality is of utmost importance among business norms and etiquette.
Italian and Spanish: Both Italian and Spanish take business occasions as part of
social life. They are less formal than other Europeans and are not fussy about
punctuality at meetings.
Dutch: Dutch businessmen speak English fluently. Most of them are polyglots
(speaking or writing several languages). They are relaxed in their approach to
businessmen, meetings and personal relations.
Indians: As Indian business goes global, businessmen in India are realizing the need
to prepare themselves to take on the role of playing international hosts and also to
groom themselves as global visitors by using a judicious mix of modernity and
tradition.
Case: How to Behave at a Business Meeting in China?
M eetings in an international context bring new challenges to the table.

In China, cultural and linguistic differences, as well as expectations
of how one should act may be different than what you are used to at
home. To ensure effective communication and productivity we suggest
keeping the following things in mind when having a business meeting in
China.
Speak Slowly
You may be used to speaking rapidly in a fast-paced business environment.
However, if you are meeting with Chinese counterparts at business meetings
Contd...

92 where your conversation needs to be translated, make sure to take the speed
down a notch. By speaking slowly you can ensure your translator can
comprehend what you have said and your message can be translated
accurately. Also, after completing one or two sentences make sure to stop and
allow for translation so your interpreter doesnt have to recall too much
information at one time.
Avoid Idioms
Hit the nail on the head, Step up to the plate, and The silence is
deafening are idioms you may use in everyday conversation. However, none
of them translate into Chinese easily. If you use them in a business meeting in
China and your translator is unable to interpret them accurately, your meaning
may be lost. When communicating through a translator in China talk in the
most straightforward and direct way possible.
Dont Interrupt
The beginning and ending of Chinese business meetings tend to be more
formal than those in the West. At the beginning of the meeting the leader of
the Chinese organization you are meeting with will formally introduce his
company and the colleagues accompanying him. To conclude the meeting, the
Chinese leader will often give a brief overview of the discussion and next
steps. During these introductions and conclusion, it is best to listen and not
interrupt the speaker. In Chinese culture, this is not appropriate to raise
questions or add you own opinion at this time. Rather listen respectfully and
allow the speaker to finish what he has to say.
Have your own Translator?
Since communications can be a major challenge during a meeting with a
Chinese business or government agency it is important to have a capable
translator. We strongly suggest that even if the Chinese organization you are
meeting with has a translator make sure that you also bring your own to the
meeting. Without your own translator you will not be able to verify that what
you are saying and hearing is being translated completely and accurately and
that your interests are being protected.
There are many companies in China which can provide translators for
business meetings. Before hiring one speak with them to verify their English
language ability and to learn if they have experience translating for foreign
companies. Additionally, you may want to consider hiring a native English
speaker who is fluent in Mandarin and will be able to interpret for you in a
way which is easier for you to understand.
Be Understanding
Even if you take all of the tips weve given and have great translators, there
will inevitably be some Miscommunication between yourself and native
Chinese speakers. Even if every word in a sentence is translated, shades of
meaning will almost certainly be lost. In these situations realize that it may
take some effort to get at the precise meaning of what is being said. Being
open to learning some Chinese language and culture would also be a good
way to understand more about the cultural context of the language and the
significance of certain key phrases.
Question
Does culture of any country, China in this case, affects the conduct at
meetings?
Source:http://www.businessinsider.com/how-to-behave-at-a-business-meeting-in-china-2011-3
93
4.8 LET US SUM UP Business Meetings and Etiquettes
Meetings and conferences have become an integral part of business life. They
facilitate exchange of views and as such constitute an important means of interactive
communication.
It is worth reiterating that Meetings and Conferences, when conducted effectively can
bring substantial benefit in resolving even sensitive matter through collective wisdom.
The process of conduct of meetings can be divided into: Beginning, Leading,
Conducting and Closing. Meetings are held to save time in Communication, to instruct
a group for a specific purpose, that is, briefing, to discuss and solve problems relating
to business, to resolve conflicts, confusion and disagreement among interest groups
and various other purposes.
Business etiquettes are the conventional rules of social behaviour, or professional
conduct. These rules are unwritten rules, which act as a binding force in a particular
company or department. A confident self-introduction always makes a positive first
impression. As a norm of business etiquette and the first step towards cordial business
transactions, people greet each other by stating their full names and positions (in
office) at the very outset.

Conduct a meeting with your friends in your locality, where you and your friends
assume the role of chairperson, Secretary and other members. The agenda being the
security measures in your area. Prepare a proper notice, agenda and minutes of the
meeting.
4.10 KEYWORDS
Meetings: Meetings refer to an assembly of persons who come together and deliberate
on topics and issues of communicable interest.
Seminar: A Seminar is a gathering of people, in which, one or more persons give their
presentation on a particular topic, to enrich the knowledge of the participants of the
Seminar.
Agenda: Agenda is the list of items to be taken up for discussion during the meeting.
Minutes: A record of the decisions taken at a formal meeting is called minutes.
Etiquettes: The word etiquette means conventional rules of social behaviour, or
professional conduct.

1. What is the relevance of meetings in a business organization?
2. Give the guidelines for preparation of a meeting.
3. What is the difference between conferences and meetings?
4. What are the guidelines for conducting a conference or seminar?
5. Explain the term Business Etiquettes.
6. What are the general rules to introduce oneself to other people?
7. The best rule for anyone to follow is to eat the way you are accustomed to.
Elaborate the statement with regard to Business Dining Etiquettes.
94 Check Your Progress: Model Answers
CYP 1
1. Meetings refer to an assembly of persons who come together and
deliberate on topics and issues of communicable interest.
2. Agenda is the list of items to be taken up for discussion during the
meeting.
CYP 2
1. Confirmation of last meetings minutes
2. Vote of thanks
3. Read first of all
4. Date of meeting
CYP 3
1. record
2. conference or seminar
3. gentle smile
4. self-introduction

Dryden Press.
New York.

95
Understanding Corporate
Communication
UNIT II

96

97
LESSON Understanding Corporate
Communication
5
UNDERSTANDING CORPORATE
COMMUNICATION
CONTENTS
5.1 Introduction
5.2 Corporate Organization and its Characteristics
5.3 Information to be communicated in an Organization
5.4 Need for Communication in Management
5.5 Factors influencing Corporate Communication
5.6 Managerial Communication
5.6.1 Managerial Roles
5.6.2 Managerial Functions
5.7 Employee Communication
5.7.1 Factors Responsible for the Grapevine Phenomenon
5.7.2 Types of Grapevine Chains
5.7.3 Advantages of Informal Communication (Grapevine)
5.7.4 Disadvantages of Informal Communication (Grapevine)
5.7.5 Effective use of the Grapevine
5.8 Patterns of Communication
5.9 New Trends in Corporate Communication
5.10 Ways to improve Corporate Communication
5.11 Let us Sum up
5.13 Keywords

Discuss the features of, and factors affecting corporate communication
Describe the need for communication in management
Realize the informal channel of employee communication
Identify the new trends in, and ways to improve corporate communication

98
Communication is the passing of information and understanding from one person to
another at the same level or at different levels. It is the process by which the
management reaches out to others and gives directions on how they should manage
their work. Since managers work through others, all their managerial functions pass
through the channel of communication. One person can initiate the process but he
alone cannot complete it. It is completed only when it is received by others. The
effectiveness of management largely depends upon the effectiveness of
communication. The communication system serves as the vehicle by which an
organization is embedded in its environment. It not only integrates its various sub-
units but also, in a systematic sense, serves as an elaborate set of interconnected
channels designed to sift and analyze important information from the environment. It
also exports processed information to the environment.
The roles of communication become more critical as the organization grows in size,
stature and image. The system should be adjusted according to the needs of the
organization from time to time.
organization informed about the internal and external happenings which are relevant
and of interest to the organization. It coordinates efforts of the members towards
achieving organizational objectives. It is a process which influencing the action of a
person or a group, while creating meaningful interaction among human beings to
initiate, execute, accomplish, or prevent certain actions.
5.2 CORPORATE ORGANISATION AND

ITS CHARACTERISTICS
A corporate organization is a system consisting of a large number of people working
together in a structured way to accomplish multiple goals. A corporation, is a complex
organization that involves many people working together to achieve a common
business goal. Each person plays a different role depending on his or her position
within the organization. Managers, executives, workers have their own organizational
identities and their own ways of behaving and the success of the company or corporate
organization depends in large part on each groups willingness and ability to fit into
the companys structures.
A few prominent characteristics of an organization are:
Interdependence: Perhaps the characteristic that best defines a corporate
organization is interdependence. Interdependence means that all the members
within a corporate organization are connected to one another. They share a
common fate: what affects one part of the organization affects every other part.
Hierarchical Structure: Corporate organizations are normally hierarchical.
A hierarchical is a system that is divided into orders and ranks. In a hierarchy,
status and power are not distributed equally: some people are subordinate to
others. Every member of the organization reports to someone else who is
responsible for overseeing his or her work. Jobs are usually specialized, and
employees are rewarded on the basis of performance.
Linkage to the Environment: Like other living systems, organizations are linked
to their environments. Organizations depend on their surroundings for resources
and energy. Just like living creatures, organizations cannot survive without a
healthy environment. An obvious example occurs when a manufacturing company
depletes local resources. But there are other, less apparent, instances as well.

When a large corporation moves its corporate headquarters, the move has an 99
impact on the well-being of its former community. The fact that organizations are Communication
linked to the communities around them means that they must be aware of the
damage they can sometimes cause. They must also be capable of adapting to
changes in the environment that surrounds them.
Dependence on Communication: One of the most important kinds of corporate
behavior is communication. People in corporations argue, cooperate, make
decisions, persuade one another, solve problems, and forge relationships. When
they do these things, they engage in corporate communication. One of the things
that make corporate communication so important is that the very nature of the
corporate organization depends on the way members communicate.
5.3 INFORMATION TO BE COMMUNICATED IN AN

ORGANISATION
To reduce the chances of misinformation by the grapevine, an organization keeps all
its employees informed about every happening and future plan. The content of
information is usually a mix of fact, opinion, attitudes, and interpretation.
Broadly, all business communications can be divided into five types of information:
Statutory Information: Information, such as terms and conditions of service, is to
be communicated to all employees as a statutory requirement.
Regular Work-situation: Information regarding normal work situations has to be
regularly communicated through routine formal briefing sessions or through
informal chat sessions between the manager and various group members or
colleagues.
Major Policy or Operational Change Information: Any major change in the
organization's policy or work, which can affect employees or clients, has to be
communicated to all. This could be done by calling special meetings or by issuing
notices which can be read by all.
Information Bulletin: To keep people informed about events and happenings
taking place in the organization, to provide periodic information in the form of a
newsletter which can be communicated to all employees of the company. This
information creates involvement and belonging to the organization.
Communication by Expectancy: Information of critical changes should be
carefully and gradually communicated to those who are going to be directly
affected by the decision. Before the decision is taken and implemented, the people
concerned must be mentally prepared for the event. This can be done by involving
their representative or head in the process of decision making. The objective of
this exercise is to create expectancy in the receivers who would be less shocked by
negative communication and its eventuality.
5.4 NEED FOR COMMUNICATION IN MANAGEMENT

In an organization, communication is a means to attain the following objectives:
To develop in employees clear understanding of their roles and future growth
opportunities in the organization.
To motivate and create a sense of identification with the organizations goal.
To promote in employees a sense of belongingness and commitment.

100 To increase employees job performance and effectiveness by updating their

knowledge.
To effect changes smoothly.
To inform and convince employees about decisions and the reasons behind those
decisions.
To empower employees with information on development and activities.
5.5 FACTORS INFLUENCING CORPORATE

COMMUNICATION
The communication system of an organization is generally influenced by four factors,
namely formal channels of communication authority structure of the organization; job
specialization; and what Lesikar calls, information ownership.
Formal Channels of Communication: The formal channel of communication is
controlled by managers. It is mostly directive or restrictive in nature and does not
leave much scope for free flow of information. Its advantages and disadvantages
have been discussed earlier.
Authority Structure: The organizations authority structure has a similar influence
on its communication system. Status and power" difference, play an important
role in determining who will communicate with ease and with whom. The content
and accuracy of the communication will also be influenced by the place of the
people in the organization. For example, conversation between a general manager
and clerk will, in all probability, be strained by politeness and formality.
Job Specialization Ownership: This means that individuals own or possess
unique information about the jobs they specialize in. For example, a plastic
surgeon in a super speciality hospital may have found a particularly efficient way
of cosmetic nose correction or a chef in a big hotel may have come upon a new
recipe. Such information is a form of power for the person possessing it, as it
gives him an edge over others. He may not like to share his knowledge or
particular skill with others. As a result, completely free flow of information does
not take place, although ownership can be shared.
Information Ownership: This means that individuals own or possess unique
information about their specific jobs. For example, a marketing manager may
have a special skill to motivate his employees in a specific manner or a chef in a
hotel may have a special recipe. Such information is a form of power for the
person owning it, as it gives him an edge over others. Such information may not
be shared freely because of individual insecurities, secrecy or plain non
co-operation.
1. In a hierarchy, status and power are distributed equally.
2. Nature of the corporate organization depends on the way its members
communicate.
3. Statutory information may or may not be communicated to every
employee of the organization.
4. Formal channels of communication facilitate free flow of information.

101
5.6 MANAGERIAL COMMUNICATION Understanding Corporate
Communication
To a large extent, the success of an organization depends upon the atmosphere in
which there is a free flow of information which could be upward, downward or
horizontal. At the workplace, we primarily think of getting things done. For this,
instructions guidelines, supervision, monitoring and periodic reporting are usually,
considered enough. But, if we wish to achieve more than the set task, a real
involvement of all the employees, from the highest to the lowest levels must be
secured by allowing every level of worker/employee to suggest/offer ideas, views, and
experiences. Such a system of communication can be evolved and established within
the organization only by the manager. In fact, the manager functions as a point of
intersection of all communication channels. One of the important concerns of the
manager is to organize and ensure an effective information system across the
organization.
5.6.1 Managerial Roles

As analyzed by Henry Mintzberg of MIT, managers need effective communication
skills to perform the following inter-related roles, namely:
1. Interpersonal
2. Informational
3. Decisional
The interpersonal role makes the manager act as a figurehead leader, and liaison
officer. The informational role makes him/her monitor, and disseminate, in the
capacity of a spokesperson. In the decisional role, the manager functions as an
entrepreneur, trouble shooter, resource allocator and negotiator.
1. Interpersonal Role: It is necessary to ensure effective operation of the
organizations system and to maintain proper relationships within the organization
and with outside clients and suppliers. If interpersonal communication is effective,
internal systems will run smoothly. For example, personnel functions within the
organization require that as a manager you inspire confidence, win support and
guide your workers. You are a role model for others and it is imperative that you
develop the skill of patient listening and creates an atmosphere of mutual
understanding and goodwill through transparent sharing of the companys
objectives, missions and problems.
2. Informational Role: If the internal information system is effective, systems such
as stock control, personnel financial, systems, and quality control networks will
operate smoothly. Shortcomings and problems will be quickly identified and
remedial action taken. Proper maintenance of product and service standards will
be ensured through timely monitoring and instructions. Through effective,
interactive and informational communication, and a strong feedback system, the
high morale and satisfaction of workers will finally be secured.
3. Decisional Role: Decision making is based upon receiving and interpreting all
relevant and necessary information. Without having necessary information,
decisions may turn out to be unrealistic and guesswork based. Managers need to
possess the skill of receiving relevant and latest information accurately in order to
take decisions and act rationally, fairly and to the satisfaction of all concerned.
All these functions require the manager to handle people and situations with a deeper
understanding of human component.

102 Table 5.1: Communication Needs in Different Jobs

Job Title Communication Skills
Secretary Proficient and writing skills.
Finance Associate/Finance Ability to communicate clearly to client and others.
Product Manager Develop and communicate product strategies.
Sales Representative Excellent oral communication, follow up skills and ability to draft
proposals.
Personnel Manager General knowledge of proposal preparation: good oral/ written
communication skills.
Production Manager Ability to write and read, listening to grievances, ability to conduct
interviews.
Contracts Administrator Ability to communicate precisely to employees working under his
supervision.
5.6.2 Managerial Functions

The role of communication is to define and support the action involved in each of the
functions given below:
Forecasting and Planning: Each function depends on effective communication
for its success. For example, if the management fails to communicate its
objectives, policies, programmes, procedures, and budgetary provisions to the
concerned people at the proper time, an organization would fail to run in an
organized and targeted manner.
Organizing: Organizing, as a management function, determines the formal and
informal relationships within the organization and outside it. These relationships
are developed and maintained through inter-personal communication.
Instructing: The function of instructing wholly depends upon interpersonal
exchange of information regarding products, processes, and targets for its success.
Coordinating: Coordinating is, perhaps, the most demanding of all managerial
functions. It requires excellent communication skills to ensure that all efforts are
directed towards the achievement of a single organizational goal. To see that
diverse activities are unified into a single whole, the manager should be able to
relate with all people formally and socially.
Controlling: For affective control over organizational functioning and planning,
the manager should have the requisite competence to receive information and to
respond quickly.
Hence, an active communication system is vital for the good health of an organization.
If there is a continuous sharing of ideas and interaction between management and
workers, an overall atmosphere of understanding and goodwill will prevail at the
workplace. If decision-making is transparent, employees would understand reasons for
those decisions and would also accept and implement them, even if they affect them
adversely.
5.7 EMPLOYEE COMMUNICATION

Employees usually communicate through formal and informal channels. Formal
channel of communication has already been discussed in lesson 1. Now we will
discuss the informal channel of employee communication.
By his very nature, man cannot always have a highly formalized or regimented living.
Logically he cannot and will not always communicate through formal channels alone.

Side by side with the formal channel of communication every organization has an 103
equally effective channel of communication namely that is the informal channel. It is Communication
not officially sanctioned, and quite often it is even discouraged or looked down upon.
But, then, it is very much there, and has been given the name grapevine precisely
because it runs in horizontal, vertical, and diagonal directions. As the management
experts put it, it flows around water coolers, down hallways, through lunch rooms,
and wherever people get together in groups.
It shows that people are almost always looking forward to an opportunity to gets
together. Man is essentially sociable by nature. The lower we go down the pyramid of
an organization, the more manifest this sociability becomes. There are strong
socio-psychological reasons for it. The most important reason is the intense,
irrepressible desire to communicate, talk, share ones feelings and thoughts, or gossip
and indulge in small talk. This gossip or small talk may carry some important
information. It may even manufacture some piece of information and get the rumour
mill working. Every organization has a rumour mill and every worker, officer and
manager have to get used to it.
5.7.1 Factors Responsible for the Grapevine Phenomenon

The grapevine becomes hyperactive when the following factors prevail:
Feeling of uncertainty or lack of a sense of direction when the organization is
passing through a difficult period.
Feeling of inadequacy or lack of self-confidence on the part of the employees,
leading to the formation of groups.
Formation of a favoured group by the manager, giving other employees a feeling
of insecurity or isolation.
Some unusual happening in the organization.
Personal problems of the employees.
Any worker operating in such circumstances will be filled with ideas and will at least
whisper to like-minded friends at whatever level he finds them. Mostly they find them
at their own level, though groupings with other levels are not ruled out altogether. It is
a very subtle and interesting phenomenon which is being seriously studied and
analyzed by psychologists and management experts.
5.7.2 Types of Grapevine Chains

Keith Davis has identified four types of grapevine chains that can be enumerated as
follows:
Single-strand Chain: In this type of chain, A tells something to B who tells it
to C and so on. This chain is the least accurate in passing on information.
Gossip Chain: Here, one person seeks out and tells everyone the information he
or she has obtained. This chain is often used when information or message of an
interesting, nature but one that is 'non-job-related' is being conveyed.
Probability Chain: Here, individuals are indifferent to, or not really interested in,
the persons to whom they are passing some information. They tell at random, and
those people in turn tell others at random. This chain is found when the
information is somewhat interesting, but not really significant.
Cluster Chain: In this type of chain, A tells something to a few selected
individuals, and then some of these individuals inform a few other selected
individuals.

104 Davis is of the opinion that the cluster chain takes the form of the dominant grapevine
pattern in an organization. Generally only a few individuals, called liaison
individuals, pass on the information they have come upon. This too, they are likely to
share with the people they trust or from whom they would like favours. It has been
observed that information which is passed on immediately, is interesting or relevant,
or is job-related, and above all, timely. Most informal communication takes place
through this chain.
Fill in the blanks:
1. In the role, the manager functions as an entrepreneur,
trouble shooter, resource allocator and negotiator.
2. Arguably, .. is the most demanding of all managerial
functions.
3. Informal channel of communication is sometimes also referred to as

4. ..chain is found when the information is somewhat
interesting, but not really significant.
5.7.3 Advantages of Informal Communication (Grapevine)

The advantages of informal communication include:
Speedy Transmission: The greatest feature of the grapevine is that it transmits
information at a remarkably fast speed. Everyone knows that a rumour travels, or
spreads like wild fire. The moment a worker comes to know that something is
labelled as top secret or confidential he becomes curious to look into it or have
a sniff of it before passing it on to his very first close friend. And then, from him
to another, it spreads within minutes. Managers have been known to distribute
information through planned leaks or carefully used just-between-you-and-me
remarks.
Feedback Value: It is above all through the grapevine that the managers or top
bosses of an organization get feedback regarding their policies, decisions and
memos. The feedback reaches them much faster through the informal channel than
through the formal one. Through the grapevine, managers come to know the pulse
of the organization.
Support to other Channels: The grapevine functions as a supplementary or
parallel channel of communication. The officially recognized, sacred or formal
channel takes not only more time in carrying information, but also imposes certain
constraints on the process of communication. So, whatever is deemed to be
unsuitable for the official channel, can be successfully transmitted through the
grapevine.
Psychological Satisfaction: The grapevine gives immense psychological
satisfaction. It also strengthens solidarity of the workers. While the purely formal
channel will put them off, the grapevine draws them nearer each other while,
keeping the organization intact as a social entity.
Uniting Force: The grapevine brings together work force in matters of common
interest, and as a result acts as a binding force among the employees.
Creation of Ideas: Informal communication, through sharing of ideas and views,
generates more ideas and expectations that often prove of value to the decision
makers and planners of goals and schemes.

Good Personal Relations: Public relations fail in organizations because of lack of 105
good relationships. Informal communication promotes personal relations and is Communication
therefore, important for the success of public relations.
5.7.4 Disadvantages of Informal Communication (Grapevine)

Disadvantages of informal communication include:
Cannot be taken Seriously: There is something inbuilt in the very nature of
grapevine that makes it less credible than the formal channels of communication.
Since it spreads or transmits information by word of mouth, it cannot always be
taken seriously. On the other hand, it is also very likely to be contradicted, making
it highly undependable.
Does not carry complete Information: The grapevine does not always carry
complete information. As it is often based on guess work or whispers in the
corridors it may not give the receiver the complete picture of the situation or the
whole message.
Distorts Information: The grapevine may, and indeed often does, distort
information. As it is entirely unofficial, informal and unauthenticated, it may cast
aspersions on anybody or impute motives to the most well-meaning of people. As
its origin lies in the rumour-mill, it may spread any kind of story about highly
responsible people, even at the risk of spoiling the image of the organization.
It may prove Counterproductive: The speed with which the grapevine spreads
may also at times prove counterproductive. Ideally, any message, information or
policy decision should take its own course and time. But once it leaks, it may
damage the reputation of the organization or upset plans of the managers.
Chances of Misinterpretation: In case of informal communication, there are
major chances of the information being misinterpreted, as every individual
passing the information may have his/her own perception and may add to the
information according to his/her own will.
Lack of Accountability: Informal communication does not allow fixing authority
or responsibility structure and in case of a default, it is not possible to find out
who was responsible for the same.
5.7.5 Effective use of the Grapevine

Keeping in view, its advantages and undeniable presence in every organization, there
is a need to use the grapevine effectively for we have to learn to live with it. A tactful
manager has to take positive measures to get the best out of this informal channel of
communication. Given below are a few important points in this regard:
In the first place a tactful manager will keep the employees well-informed about
organizational policy matters, plans and prospects. This will check the tendency of
speculation that can sometimes assume dangerous proportions because of fear and
anxiety, on the part of employees.
Fruitful group activities that enhance self-worth and update knowledge should be
held as frequently as possible. This will not only boost the morale and
self-confidence of the workers but also check their inclination to indulge in small
talk.
The managers should, as far as possible, have an open-door policy without
indulging in an impression of cheap popularity or favouritism.
The manager should create a healthy environment where there is room for
personal talk. But it must be made clear that work is of paramount importance.

106 Nothing should be allowed to interface with the progress of the organization. For
this purpose regular timings should be fixed up for meetings with employees.
The manager must tactfully identify leaders and win their confidence so as to feel
the pulse of their followers.
As far as possible employees, through their leaders, should be associated with
decision making. This will frustrate any negative aspect of the grapevine.
The manager must keep trying to procure clues about his style of functioning
through regular interaction with employees in as tactful and diplomatic a manner
as is possible.
Rumour mongering aimed at character assassination or maligning somebody in
the organization should not be encouraged. Showing distaste for such talk will
earn praise for the managers leadership qualities.
A manager must learn to be a good listener. In this connection, it is worthwhile to
enumerate three types of listening:
Discriminative listening.
Appreciative listening.
Empathic listening.
Unfortunately, empathic listening is the least practiced by managers. They are usually
too busy to listen empathetically. This is a relief-seeking conversion, and therefore
important to build meaningful human relations. It does not require any regular training
as a psychologist. But todays manager can always benefit from the insight of modern
psycho-analytical research and learn to practice informal empathic listening.
5.8 PATTERNS OF COMMUNICATION

Both formal and informal channels work side by side or, in other words, run parallel to
each other. Quite often they get mixed up or cast their influence on each other, making
it difficult for the manager to get to the actual position and take a decision. While on
the one hand there are clear orders, directives or memos sent along vertical lines of
communication, on the other hand, the rumour mill or grapevine is doing its own job
of diluting, or distorting giving edge to the information which is meant to be sent
across. It shows that communication is a complex process indeed.
It is, therefore, of paramount importance that an organization develops a pattern of
communication, so as to improve its effectiveness. Developing such a pattern cannot
compensate for poor management ideas. But it must be noted, and indeed all managers
must realize, that poor communication, or inability to develop an effective and fruitful
system of communication, may lead to a dismal failure of management. The only way
to make sure that the management succeeds in implementing its ideas and in achieving
its goals, is to carefully consider the what; and how of communication and evolve a
system of carrying this out. This is primarily a question of human relationship, as they
develop and are encouraged to develop in an organization. Modern communication
experts and management specialists have been seriously studying these relationships
and communication patterns in different types of organizations.
Keeping in mind the varying ways in which organizations communicate within their
hierarchical systems, researchers like Leavitt and Shaw have undertaken interesting
experimental studies and examined isolated patterns of communication. Given below
are the most important patterns of communication or communication nets:

(a) Wheel/ Y 107

(i) Three-person wheel communication pattern. Communication
(ii) Four-person wheel communication pattern.

(iii) Five-person wheel communication pattern.
(iv) Five-person Y wheel communication pattern.
These are somewhat centralized patterns, which are suitable for simple tasks as
they promote faster problem solution with fewer errors. They ensure the best job
performance but, at the same time, they also show lowest job satisfaction and
flexibility to change. There is a sort of inbuilt rigidity in this type of
communication pattern which hinders the communication process.
(b) Circle
(i) Four-person circle communication pattern.
(ii) Five-person circle communication pattern.
(c) All channel
(i) Four-person all channel communication pattern.
(ii) Five-person all channel communication pattern.
When the task is complex, decentralized patterns-circle and all channel, have been
found to be more efficient. They are more satisfying to group members in both
simple and complicated tasks as in these communication nets or patterns they
enjoy more freedom, acquire different angles of vision and are enthused to put in
their best.
Certain other patterns have also been observed, formulated and experimental with,
namely:
(d) Kite
(e) Chain
(f) Slash
It would be worthwhile to examine as to what lies at the back of all these patterns.
It has been observed that in an organization which has both simple and complex tasks
to be performed, results are infinitely improved by using varying patterns and media
of communication, rather than by depending on patterns and mediums. A successful
organization will, therefore, endeavour to incorporate all or most of these patterns of
communication, as and when needed, or as the situation demands.
Let us take the example of an educational organization. The head of the institution/
organization will find it more appropriate to adhere to a centralized pattern like a
wheel while dealing with non-teaching/administrative staff. But, while dealing with
professional/teaching staff, he will have to adopt a decentralized communication

108 pattern, like a circle or all channels. The simple reason is that different types of
activities or tasks, levels of motivation, accountability, commitment and willingness to
assume responsibility, warrant different communication patterns.
Limitations of Communication Patterns

These communication patterns have emerged from researches and experiments that
have, after all, a limited value. When we look at them from the practical
organizational point of view, we realize that their findings cannot be adopted
immediately. The final decision lies with the management itself, who has to be
dynamic enough to evolve its own strategies. Behavioural scientists have conducted
their experiments mostly on closely guarded or controlled groups. And the behaviour
of groups in the laboratory is very different from that in real life situations. Moreover,
the behaviour of the people changes with the change in the size of the groups.
Anyway, it cannot be denied that these experiments have provided us useful
information about structural effect in communication networks. The main
achievement of these experiments is that they have highlighted the potential of any
variable, the introduction of which brings about some kind of change in the
communication pattern. The communication system in an organization works like a
kaleidoscope that changes its patterns whenever a new variable is introduced.
5.9 NEW TRENDS IN CORPORATE COMMUNICATION

In the changing business environment of multinational competition and globalization,
communication tends to become an important component of an organization. Like the
functional areas of production, marketing, and finance, communication too is shaping
into a distinct area, in the form of corporate communication. In this integrated form,
communication is supposed to speak to the world outside the organization and within
it, in a single voice, what marketing or public relations or quality control speak in
different voices, to build the corporate image.
Several socio-technological changes have taken place in todays modern society.
These changes have made people pay more attention to communication as an
important tool of successful management. These changes are:
Size of Organization: Big organizations are getting bigger and bigger, either
through their own increased level of production or through multinational
collaborations. The very size of organizations today poses problems of
communicating. These problems have got to be looked into for a proper running
of the whole project.
Concept of Human Capital: All employees and workers are considered to be the
human component of business. They are not just the source of labour. Their
attitude, interest, and welfare constitute a major part of management concern to
achieve targeted goals and objectives. Hence, there has to be a live channel of
communication between the employees and the management.
New Developments in Information Technology: The modern age, known as the
age of information, is just an age of many new media of informationtelephone,
radio, television, communication satellite, computers, and so on. It is also an era
of a new attitude towards knowledge and the value of sharing it with others. In
fact, communication is now looked upon as a source of empowerment of people.
But the power of the media depends on the skills of those people who use them at
both ends of the communication channel. It involves a new attitude towards the
value and use of good communication.
Need to Learn Corporate Etiquette: Top corporate executives are increasingly
being sensitized about the importance of knowing how to conduct meetings,

seminars, presentations, and negotiations. They realize that management 109

executives should learn the rule of etiquette, if not already familiar with them. Communication
These include:
How to greet?
How to shake hands?
How to dress for success?
How to present cards?
How to listen?
How to converse with seniors/ladies/and clients?
The training, which again is a part of communication skills, develops the corporate
etiquette to be observed and practiced for success in international/multinational/or big
national ventures. Good business manners speak of the culture of the organization, not
of the individuals in particular.
These contemporary changes suggest that organizations not only need an effective
communication system; they need to have executives/managers who are well equipped
with these skills.
In business, a manager spends maximum time either speaking or writing to his
colleagues, his seniors, his juniors, or his clients. A managers success depends largely
on his ability to communicate. One of the important concerns of the manager is to
organize and ensure an effective information system across the organization.
1. What are the three types of listening that a manager should do?

2. On what does the power of modern media depend?

5.10 WAYS TO IMPROVE CORPORATE

COMMUNICATION
There are several tried-and-tested techniques for improving organizational
communication, which are as follows:
Encourage open Feedback: In theory, encouraging open feedback is simple.
If accurate information is the key to effective communication, then organizations
should encourage feedback. After all, feedback is a prime source of information.
However, we say in theory because it is natural for workers to be afraid of the
repercussions they may face when being extremely open with their superiors.
Likewise, high-ranking officials may be somewhat apprehensive about hearing
what is really on their workers minds. In other words, people in organizations
may be reluctant to give and receive feedbacka situation that can wreak havoc
on organizational communication.
These problems would be unlikely to occur in an organizational climate in which
top officials openly and honestly seek feedback and lowerlevel workers believe
they can speak their mind with impunity. How can this be accomplished?

110 Although this is not easy, several successful techniques for opening feedback
channels have been used by organizations. The following are some of the
techniques:
360-degree feedback: These are formal systems in which people at all levels
give feedback to others at different levels and receive feedback from them as
well as outsidersincluding customers and suppliers. This technique is used
in companies such as Hewlett-Packard, Motorola, and 3M.
Suggestion systems: These are programmes that invite employees to submit
ideas about how something may be improved. Employees are generally
rewarded when their ideas are implemented. For example, the idea of
mounting film boxes on to cards that hang from display stands, which is
common today, originally came from a Kodak employee.
Corporate hotlines: These are telephone lines staffed by corporate officials
ready to answer questions and listen to comments. These are particularly
useful during times of change when employees are likely to be full of
questions. For example, AT& T used hotlines in the early 1980s during the
period of its anti-trust divestiture.
Use Simple Language: No matter what field you are in, chances are that it has its
own special languageits jargon. Although jargon may greatly help
communication within specialized groups, it can severely interfere with
communication among the uninitiated.
The trick to using jargon wisely is to know your audience. If the individuals with
whom you are communicating understand the jargon, using it can help facilitate
communication. However, when addressing audiences whose members are
unfamiliar with the specialized language, simple, straightforward language is
bound to be most effective. In either case, the rationale is the same:
communicators should speak the language of their audience. Although you may be
tempted to try to impress your audience by using big words, you may have little
impact on them if they do not understand you. Our advice is clear: Follow the
KISS principle, i.e., keep it short and simple.
Avoid Overload: Imagine this scene: you are up late one night at the end of term.
You are writing a paper and studying for finals, all the same time. Your desk is
piled high with books when your roommate comes in to explain what you should
do to prepare for the semester-end party. If this sounds familiar to you, then you
probably know (only too well) that it is unlikely that you would be able to
concentrate on the things you are doing. After all, when people are confronted
with more information than they can process at any given time, their performance
tends to suffer. This condition is known as overload.
Staying competitive in todays hectic world often doing many things at oncebut
without threatening the performance, which is often the result when
communication channels are overloaded. Fortunately, several things can be done
to avoid, or at least minimize, the problem of information overload.
Some of these are given below:
Rely on gatekeepers: People whose jobs require them to control the flow of
information to potentially overloaded individuals, groups, or organizations are
known as gatekeepers. In making appointments for top executives,
administrative assistants actually provide gate keeping service to them.

Practice queuing: Queuing involves lining up incoming information so that it 111

can be attended to in an orderly fashion. Air traffic controller does this when Communication
they stack incoming planes in a holding pattern so as to prevent them from
tragically overloading the runway.
Walk the Talk: When it comes to effective communication, actions definitely
speak louder than words. Too often, communication is hampered by the practice
of saying one thing but meaning something else. Also, whenever implicit
messages (e.g., we may be cutting jobs) contradict official messages (e.g., dont
worry, the company is stable), it is bound to result in confusion.
This is especially problematic when the inconsistency comes from the top. In fact,
one of the most effective ways of fostering effective organizational
communication is for CEOs to walk the talk, i.e. to match their deeds to their
words. After all, a boss would lose credibility if he/she told his/her employees
my door is always open to you, but was never available for a consultation. Good
communication demands consistency. For words to be heard as loud as actions,
the two must match.
Be a Good Listener: Effective communication involves more than just presenting
messages clearly. It also involves doing a good job of comprehending messages
sent by others. Although most of us take listening for granted, effective listening
is an important skill. In fact, given that managers spend about 40% of their time
listening to others, but only 25% on effective listening, the latter is a skill that
could be developed in most of us. When we speak of effective listening, we are
not referring to the passive act of just taking in information. Rather, effective
listening involves three important elements:
Being non-judgmental while taking in information from others
Acknowledging speakers in ways that encourage them to continue speaking
Attempting to advance the speakers ideas to the next step.
Individuals can be the root cause of a communication problem. In a business
scenario, we do not attempt to change individual personality traits, nor, for that
matter, is it possible; but we can surely understand the role of an individual in
communication breakdown.
Harold Koontz and Cyril O Donnell observe, The most effective communication
results when managers utilize the informal organization to supplement the
communication channels of the formal organization.
In using informal channels of communication, managers have to be very careful about
the form of informal communication. For example, it could be very effective to walk
down the job as it is called. Move around, chat and informally discuss the formal
matters in a related way. But, its effectiveness would depend on the personal
relationship and image created by the executive through his official behaviour, and
other personal attributes such as frankness, a sympathetic attitude, and sense of
fairness in dealing with people. As L Brown says, In using the grapevine,
management must be able to pinpoint the leaders and work through them, must feed in
factual information, listen to the feedback response, and be discerning in not
overloading the system and using it inappropriately.
It is important that management be sure to follow up the grapevine message with
official written messages and statements that will verify the accuracy of data obtained
from the grapevine. This helps in building a mutual trust based on open
communication followed through the organization or business.

112 Case: Closing the Fifth Floor

T he City Main Hospital, Cochin, was incurring losses, in spite of its

rising popularity and increasing number of outdoor patients. The
management has been thinking of doing something to solve the
problem. As the major burden of the heavy cost was due to the surplus
manpower, the simplest solution, according to the Hospitals Executive
Director, was to reduce staff, especially, from the nursing department.
The hospital had five floors. The fifth floor was meant for keeping chronic
and old age patients under observation. Like all other floors, this unit had
80 beds with all the excellent facilities and round-the-clock services of 50
nurses reporting to Lily Joe, the Senior Nurse Manager.
The Executive Director knew that over the years, the fifth floor as
observation unit had been only partially utilized. For the last 20 months, the
floor had never served more than 6 patients at any given time. Naturally, the
floor with its huge staff was considered under-utilized and to a large extent, a
unit that could be dispensed with. The Executive Director, Dr. Pandey
discussed the matter with the hospital management and suggested that the
patients of the fifth floor could be kept in other wards and closing the fifth
floor could avoid recurring losses.
The management agreed to close the fifth floor and decided to terminate the
services of its senior manager Lily Joe as her services would be no more
required. The management asked Dr. Pandey to remove also those nurses,
who were specially appointed for the observation unit because of their
experience and training in looking after the chronic and elderly patients.
A number of meetings with the senior executives were held to plan the closing
of the fifth floor. However, discussions brought out a few complicating factors
in this regard.
Firstly, it was pointed out that no permanent employee of the hospital could,
as per the hospitals practice and service rules, be laid off. The hospital
followed the policy of reassignment and not removal. The management
could close the fifth floor, but it could not remove the long-standing
employees working in the observation unit on fifth floor. Hence, the
management was committed to shift the fifth floor staff to other units having
positions for them, according to their suitability across the hospital; it was
believed that most of the affected staff could be suitably absorbed.
But, the senior managers from other units expressed reservations about the
possibility of moving the fifth floor employees to other units. According to
them, the fifth floor staff over the years had developed their own set and
habitual ways different from the ways of employees of other units. The fifth
floor nurses, for example, refused to accept to do anything more than what
was assigned to them. The staff had been idling since long. Therefore, they
lacked participative and cooperative attitude. Their senior manager Lily Joe
was generally considered least effective as a manager.
Because of all these reasons, the senior managers of all other units were most
unwilling to accept the proposal of reassigning the fifth floor workers to other
units. Both these complicating factors were conveyed to the management. To
resolve the problem, management decided to discuss the matter with all nurse
managers of the hospital administration. A series of meetings was conducted
Contd

by the Vice-President of nursing, and attended by all ten of the nurse 113
managers, including Lily Joe as well as General Manager of Public Relations, Communication
Director of Personnel and a Labour Relations Officer. Initially, the
management did not want Lily Joe to be included in these meetings as she was
personally concerned with the matter. However, the management considered it
would look proper if Lily was involved in the planning process of the lay-off.
In every meeting, Lily created a scene by crying and making all other
members present feel extremely embarrassed.
It was resolved that nothing discussed in the meetings would be revealed to
anyone until the final decision with regard to the closing of the fifth floor was
made. Every member of the meeting was placed under the oath of secrecy.
But soon, the entire hospital was full of rumours that the management had
decided to throw out long-standing workers and that the fifth floor was its
special target.
Anxiety, nervousness, whisperings spread across all the floors of the City
Main Hospital. Hysteria gripped the fifth floor.
Finally, to meet the situation a plan was developed. On the following Friday
morning, the Vice-President of nursing and the Director Personnel would go
to the fifth floor and meet the entire staff of the observation unit to inform
them about the plan of either shifting them to other units if so desired, for
whom positions in other units had been worked out, or the scheme of Golden
Handshake of parting with generous provisions of retirement benefits
specially created for the fifth floor employees who would be laid-off.
Immediately after this meeting, the same information would be announced at
a general meeting of all the hospital workers; simultaneously, the hospitals
Chief Medical Officer (CMO) would hold a meeting of medical staff and brief
them about the plan of closing the fifth floor. On Wednesday, individual
letters signed by the Director General would be sent to all employees so that
most would reach by Thursday morning and departmental meeting, would be
held on Thursday afternoon. On Friday, the whole staff, in a general meeting,
would be informed about the scheme. On Thursday morning, a press release
on the generous golden handshake scheme of the City Main Hospital would
be organized with the media. Thus, by Friday, news about the hospitals
generous action regarding the fifth floor employees would appear in the
newspapers and be known to all.
Two days before the action on the fifth floor was to take place, the
Vice-President of nursing met the Hospitals CMO, Dr. Manoj Mehta and the
Chief Administrative Officer (CAO), General Khurana to review the plan
formulated in the meetings. The Vice-President nursing was astonished to find
both Dr. Mehta and General Khurana react to the plan negatively. Both
insisted on knowing exactly how many persons would be removed and who
all would be reassigned to different positions. But the Vice-President could
not know beforehand of the exact number of reassignments, as the nursing
positions always kept fluctuating every day, depending on the number of
resignations and new appointments. Dr. Mehta shouted, Nursing never gets
its numbers right. Besides, General Khurana violently reacted to getting the
letters to individual employees signed by the Director General. We should
stop putting blame on the higher-ups, he exclaimed. In fact, both made it
clear that they would not allow the things to move forward until the specific
numbers were worked out and the letter to the employees was redrafted.
Contd

114 Meanwhile, the hospitals grapevine was spreading like wildfire. Everyone
was talking about the fifth floor going to be closed in two days. Perhaps, the
fifth floor employees themselves had come to know about the closing of the
fifth floor. One of the fifth floor employees put an announcement on the
hospitals computer network saying, Through a most reliable source, it is
learnt that we the loyal and longest serving staff of the fifth floor are soon
going to be thrown out onto the street by the hospital. If you wish to help
support hurt persons, you could contribute to the charity fund, we are raising
for this purpose. Please send your donations to any fifth floor employees
home address.
On Thursday, the fifth floor employees wore black armbands. They hung
black curtains in the patients rooms. The patients too were distressed to know
that they were going to be removed from the observation. Next morning,
confusion and tension overtook the fifth floor. While the management and
senior executives kept debating the number of workers to be retained and the
fine details of the effective communication plan, the fifth floor employees
were restlessly awaiting the orders of their termination. Every moment they
felt that they were going to be asked by someone to go home for good.
Gradually, the tension mounted and the situation became unbearable. One
nurse grew hysterical and started crying loudly. Some other nurses began
sobbing and clinging to one another.
The news of the fifth floors complete breakdown spread across the hospital.
The Director Personnel came up. She saw what was happening. With the help
of G.M. Public Relations, she made the fifth floor employees go home, and
organized the shifting of fifth floor patients to other wards on other floors.
The following day (Saturday), The Executive Director announced that the
City Main Hospital had closed The Fifth Floor.
Questions
1. Analyze the reason for spreading of rumours of the layoff of the
observation ward staff.
2. Was it correct to include Lily in the initial discussion meeting?
3. Ideally, how should this situation have been handled?
Source: Based on John E. Baird, Jrs Employee Layoffs in Organizational Communication, U.S.A., Houghton Mifflin
Company 1997
5.11 LET US SUM UP

organization informed about the internal and external happenings which are relevant
and of interest to the organization. Communication facilitates all the functions of
management, including planning, organizing, instructing, co-ordinating and
controlling.
Informal communication that follows through chat and grapevine operates in addition
to the official channel, i.e., people has casual conversation with their friends in the
office. The grapevine should be used by the management when there is a free and
open system of communication in the organization.
Every organization endeavours to organize its communication system in its own way.
The main patterns of communication or communication nets are wheel/Y, circle
and all channel. Each of these patterns has its own advantages and limitations.
Psychologists and management experts have, in recent years, done exciting research

on organizational communication. There are many factors influencing organizational 115

communication, significant being the formal authority structure, job specialization and Communication
information ownership.

Analyze the type of communication that you follow or have followed as a student
while communicating with your friends, seniors and principal. Is there any difference?
5.13 KEYWORDS
Corporate Organization: It is a system consisting of a large number of people
working together in a structured way to accomplish multiple goals.
Forecasting: It is a planning tool that helps management in its attempts to cope with
the uncertainty of the future, relying mainly on data from the past and present and
analysis of trends.
Grapevine: The informal transmission of information, gossip, or rumor from person to
person.
Human Capital: The skills, knowledge, and experience possessed by an individual or
population, viewed in terms of their value or cost to an organization or country.
360 Degree Feedback: Individual performance feedback that comes from all levels
around the recipient, including subordinates and peers as well as the traditional
supervisory feedback.

1. Management is the art of getting things done through others. What role does
communication play in this?
2. What are the factors that influence organizational communication?
3. Define grapevine. What are its advantages and disadvantages?
4. There can be various patterns of communication within an organisation.
Comment
5. Discuss the new trends in organizational communication due to socio-
technological changes and developments.
6. Discuss the ways to improve corporate communication.

CYP 1
1. False
2. True
3. False
4. False
Contd

116 CYP 2
1. decisional
2. coordinating
3. grapevine
4. probability
CYP 3
1. Discriminating, appreciative and empathic
2. Skills of those people who use them at both ends of the communication
channel

PD Chaturvedi, Mukesh Chaturvedi, Business Communication, Concepts, Cases and
Applications, 2007, Pearson Education
Bovee, Thill, Schatzman, Business Communication Today, 7th Edition, Pearson
Education.
Brown L., 1982, Communicating Facts and Ideas in Business, Prentice Hall Engelwood Cliffs,
New Jersey.

117
LESSON Managing
Government Relations
6
MANAGING GOVERNMENT RELATIONS
CONTENTS
6.1 Introduction
6.2 Government and Business in India
6.3 Role of Government in Business
6.4 Writing to Government Officials
6.5 Communicating with Public Officials over Phone
6.6 Communicating via e-mail
6.7 Let us Sum up
6.9 Keywords

Discuss the role of government in an economy
Realize how government influences a business
Know the things that should be kept in mind while communicating with
government officials
6.1 INTRODUCTION
Government guarantees a secure environment for business. The thriving of business is
always accompanied with the power of government in maintaining the stability across
its territory. Government assures the safety in transportation. Yet in most country
today, a wholesaler or factory owner does not worry about the goods he consigns to
railway or airline deliveries. This is the foundation of trade. Meanwhile, government
maintains a monetary system, though some banks are privately possessed. Many
businesses today are bonding to bank system. One of the most important aspects is
that bank system oversees credit records, thus forces businessman to be honest, which
in turn help create a fairly competitive business environment.
Secondly, government plays a vital role in helping enterprises to explore the global
market. Without a government of clear strategy and diplomatic philosophy, the trade
barrier of other countries cannot be lowered. Without political ally, it will be difficult
for huge companies from different countries to set up mutual-trust strategic

118 cooperation. Businesses need to manage their relationship with government very
cautiously if they have to survive and maintain their success.
6.2 GOVERNMENT AND BUSINESS IN INDIA

In India, the British came for business and did everything here for money; but all this
changed the whole political system of India. Not only this, the Indian freedom
movement acquired strength to fight against Britishers when the common man,
including farmers and artisans joined the movement. Gandhiji's first organized
campaign in India was in Champaran for the economic rights of the peasants of
Champaran. Similarly, the second big campaign which earned the title 'Sardar' for
Sardar Vallabh Bhai Patel was 'Bardoli Satyagraha.' The results of political
movements like Swadeshi and Dandi March too, lay in economics.
After the Second World War many countries were devastated and had to begin their
journey towards development and growth afresh. Simultaneously, a few countries like
India which won freedom too, had to begin start their journey towards development.
But these countries chose different routes to reach their destination. While some chose
the capitalist path, others followed the communist way, and certain other countries
choose a mixed economy. But selection of the economic system was not on the basis
of economic merits alone. It was the prevailing political system and the political
beliefs in the respective country which governed its fate.
So it is clear that economics and politics are closely related. It is the beliefs of political
leaders that decide the fate of economic policies and it is the economic condition of a
country and masses which influences the political fate of the country.
This lesson throws light on this topic with the objective of demonstrating how a
government can influence business.
It is the government that influences business and in some countries it even decides the
following things:
1. What to produce?
2. Where to produce?
3. When to produce?
4. How much to produce?
5. How to produce? (Manufacturing process)
6. To whom to sell?
7. How to distribute?
8. What should be the price?
Answers to these questions lies with the government to a great extent. It is true that in
India, before liberalization, license and permit raj was so deeply ingrained that before
starting any venture, an entrepreneur or industrial house needed not only to get
registered with the government authority, but also to obtain various licenses from the
government.
Not only this, in India prior to 1991 it was the government that decided what the
private sector would produce, and where and how much it would produce. In fact, it
was not the market forces but the government that used to decide the interest rate and
FOREX rate. Business was at the mercy of the government. And to do business one
didn't have to be an expert in strategy but had to be good at liaisoning with the
government.

In 1991 after the failure of socialism the government was forced to usher in a policy of 119
Managing
liberalization which brought innumerable opportunities but also many threat so. While Government Relations
some companies expanded manifold after liberalization, quite a few had to close or
sell their operations. Various Mergers and Acquisitions have taken place in the last 15
years in India. Soon after liberalization, HLL acquired Lakme, TOMCO, Kissan,
Modern Foods, etc. UB Group acquired Herbenston and Shaw Wallace and became
the second largest liquor player in the world. TATA launched its small cars, which
they couldn't launch in the 1980s because of the government policy. India became the
battleground for multinational automobile companies. In the FMCG sector, Coca Cola
purchased Parle and Pepsi purchased Uncle Chips. Soon, India may also see the
advent of the multinational retail giant Wal-Mart.
6.3 ROLE OF GOVERNMENT IN BUSINESS

We have seen how the slightest change in government policy can change the whole
scenario of business. Government can influence business in the following manner:
Regulatory Role: Governments regulate the business. They not only decide the
rules of the game but also look after the implementation of those rules.
Reservation: The govt. limits the spheres of investment by reserving the
industry for small scale, public and the co-operative sector. For instance,
before liberalization, petroleum, telecommunication, coal, power, etc., were
the monopoly of the public sector. But liberalization brought new investment
opportunities for the private sector. Now only two sectors, i.e., railways and
atomic energy are reserved for the public sector.
Many industries are still reserved for the small scale sector. Because of this
policy we have seen a boom in many industries over the last fifteen years. As
of now, along with telecom services, Reliance has established one of the
largest grassroots refineries of the world. Other big telecom players like
Bharti Telecom and TATA have also invested heavily in telecommunication.
New power projects have been established by the private sector. Aviation is
no more a government monopoly as dozen of private players as Sahara
Airlines, Kingfisher Airlines, Spice Jet, Air Deccan have entered this field.
Hosts of new players have entered the finance sector, especially the insurance,
with business houses like TATAs, AV Birla, Bajaj, ICICI, etc., making the
most of new opportunities.
Licensing: Licensing is an effective tool in the hands of the government to
regulate business. Earlier, for almost every new venture a license was required
from the government, which used to keep a tight control on production in the
private sector. But now only investment in a few industries requires licenses.
Though in some cases industry may have to acquire license from other
authorities like pollution control, ISI, Ministry of Environment & Forests,
Food % Drug Administration, etc.
Expansion: The govt. can both provide business house, the opportunity to
expand as well as restrict their expansion activities. Earlier, through the
MRTP Act the government restricted the expansion of big houses, besides
which various restrictions were imposed on increasing production capacity or
launching new variants. Restriction existed even on the advertisement budget
of big business houses or on their investments abroad.
This is the prime reason that we were still driving the same car in 1980 which
we drove in 1950; even as late as 1990, we had just one new option in the
form of the Maruti car. But when this restriction was repealed the whole

120 equation of business underwent a change. Ranbaxy, AV Birla, Dr. Reddys

Lab, ONGC, L&T are now multinational companies. Asian Paints have
operations in 28 nations of the world. Indian companies have achieved
amendable economies of scale and consumers have a wider choice available
from big product portfolios of companies. But even now the expansion of
many companies continues to remain at is on the mercy of the government.
Foreign Direct Investment: It is the government that decides whether MNCs
can invest in a country or not. Because of these government policies there are
very few MNCs in India. Even companies like IBM and Coca Cola had to
leave India in the past because of government policies. Today MNCs are in
present in sectors like insurance, petroleum, banks and publication, but are
they are still not present in the retail sector as the government doesn't allow
foreign participation in the retail sector.
Import and Export Policy: With a small declaration the government can open
and close various avenues for export and import. As a matter of policy the
government can use various tools to impose restrictions on import such as
quota, tariffs, cumbersome import process, import licenses, etc. Till 1991
India followed a protectionist policy to keep the industry from imports that
were deemed harmful. But now the policy has been amended and imports are
easy. Due to this, the Indian toy industry was very badly affected and many
had to shut down operations. Thus it is the government which decides what
can be imported or exported and what cannot.
Taxes: The government regulates the industry through taxes. The government
usually imposes a high rate of tax on the industry which it doesn't want to
encourage. For instance after independence a very high excise was imposed
on products like air-conditioners, automobiles, etc., whereas there was
virtually no tax on production of products reserved for the small scale
industry. Also, to increase the use of certain products, the government
provides subsidy on items such as fertilizers, tractors and other farm
equipment. The government also tries to influence the location of the industry
by permitting tax breaks for establishing industry in a particular region.
Supply of Money: Demand depends upon the purchasing power of the
consumer which, in turn, depends upon supply of money and the supply of
money is decided by the government (RBI). There are many ways through
which the government regulates the supply of money. The RBI can increase
the supply of money in the market by decreasing the CRR, SLR, etc. which
reduced the interest rate in the market. In the last 15 years interest rates have
fallen drastically, which has lent more purchasing power to the consumer.
This has boosted the consumer goods industry and the housing industry as
well as. The government can also increase or decrease the supply of money by
increasing or decreasing income tax rate and interest rate on savings. So any
industry is to an extent dependent on the government for enhancing demand.
Supply of Foreign Exchange (FOREX): The government not only regulates
import and export through its policy decisions, but also controls it through
control of the supply of foreign exchange. Before liberalization, it was the
government which used to decide the exchange rate. To restrict import it
restricts the supply of FOREX whereas to boost export and discourage import,
it devaluates the currency. Even after liberalization, when the Rupee was
convertible, the RBI controlled supply and exchange rate through open market
operations. Besides all these, the government regulates business through
administrative and physical controls. So we see that the government regulates

almost every aspect of business. It provides the opportunity to invest and 121
Managing
simultaneously restricts investment in particular area. Government Relations
Incentives: The government also regulates the industry by providing
incentives in the key thrust areas. For instance, it gives tax breaks if an
industrial unit is established in a backward area. It also grants subsidies under
various schemes to the small scale sector. To support export, it establishes
special zones like SEZs. It grants subsidies and tax relaxations on exports,
import licenses and less import duty for exporters, and easy financing through
banks. To support a particular industry in the national interest, it also directs
financial institutions to give liberal loans to that sector at easy terms. To
provide a boost to the housing industry, the government has given exemption
to housing loans from income tax.
Legal Role: The Parliament is the law making authority and it is the council of
ministers that presents the proposed law on the table of parliament. It is the
government which decides and implements the legal structure of the country. For
instance, in the 1980s, the famous NRI Swaraj Paul attempted to take over
Escorts, the prevailing legal environment of a period saved the company. A new
law was enacted which stipulated that a Non-resident Indian could not acquire any
stake in an Indian company beyond a certain limit.
The government has enacted many laws to regulate industry. As in the case of
IDRA, the MRTP Act was amended to the Competition Act to ensure fair
competition among organizations. The Essential Commodities Act, the
Environment Act, the Companies Act, the SEBI Act, the Consumer Protection
Act, Labour Laws have been enacted protect human resource from exploitation.
While doing business, enterprises have to abide by the law. This not only ensures
healthy competition but it also gives companies a level playing field. It is the law
which protects the intellectual capital of an organization. Business flourishes only
in states which have is a healthy legal system.
Infrastructure Development: In developing nations the growth of infrastructure is
imperative and the government plays a critical role in this. It is said that take care
of roads and electricity and development and employment generation will take
care of itself. Well-established infrastructure is the basic requirement for the
establishment and growth of industry. In a developing nation where infrastructure
is in a poor state, the government has to take steps to develop the same, i.e. is
construction of roads, development of railways, supply of power, transport,
finance sector, training and guidance, research and development, etc.
Since independence, the state in India has invested heavily on infrastructure. Now
under the new regime even the private sector is playing a critical role in
developing infrastructure. In the budget of 2005-06, provision of SPV (Special
Purpose Vehicle) has been made for the development of infrastructure.
Human Resource Development: Today, it is not the raw material or geographical
proximity to the market which decides the location of a unit, but the availability of
human resources which now days play a decisive role in settling down on the
location of any establishment. Today ,when research, new product development,
economies of scale, low production cost are the mantra to success, trained and
skilled human resource have become the critical success factors for every
industry.
But in developing nations like India, the state plays a critical role in developing
human resources, as at the time of independence, the private sector was not in a
position to invest in higher and technical education. Unlike developed nations, the
masses of India were and still are not in a position to afford higher technical

122 education. This is the reason that the state invested heavily in higher technical
education established premier education like IITs, IIMs, IVRIs, AIMS, BHU and
other universities.
Recently, Dr. Manmohan Singh, the Prime Minister of India announced an
investment of ` 100 crore in a university in Bangalore to develop it as research
house in science. Not only this, India retained English as a medium of instruction
in education, thanks to Nehru. Because of these efforts of the State, India is
justifiably proud of its human resources. Today many businesses such as BPO,
software, electronics, are flourishing in India because of its human resources and
India is becoming a manufacturing hub for mobile phones, pharmaceuticals,
fundamental research, etc. Technical and knowledge level of HR is also a critical
input for the industry and the State plays a vital role in influencing and deciding
this.
Entrepreneurial Role: The State also plays the role of an entrepreneur by
investing in business. The govt. of India has been one of the biggest investors in
business and industry since Independence. Through its investment, the
government considerably influences the business environment. In India after
independence the government reserved some industries for only the Public Sector
where the private sector cannot invest. But the government has invested in other
areas, which were not reserved for the private sector. In a developing nation,
investment by the government helps the private sector a lot.
After independence the Indian Government heavily invested in capital intensive
industry where gestation period is high and private entrepreneurs are not
interested-such as Steel (SAIL), Aluminum (Indal), Railways, Power (NTPC,),
Heavy Machines, Earth Moving Machines, Heavy Electrical Machinery (BHEL),
Petroleum, Telecommunication etc. All these investments promoted the private
industry by making available raw material and machines.
Investment by the government also changed the competitive environment as it
became a competitor to the private sector in alluring the consumer. Its investment
in the Automobile sector (MUL) changed the whole competitive environment of
the automobile industry of India. The government also invested in soft drinks and
launched the brand 'Double Seven', in Consumer Electronics (Jolly, Uptron), Two
Wheelers (Scooter India), Cosmetic Soaps, Bakery Products, Milk Products,
Distribution network, etc. Though the new industry policy is not in favour of any
further investment, it follows a policy of disinvestment and privatization. But in
total, in the past fifty years the government has played a critical role in deciding
the business environment of the country.
Planning Role: State is an architect of the industrial scenario in a country. It is
truer for a country like India where the state also performs the task of a planner.
India has followed a policy of five year planning system. It is the planning
commission which plans the direction of investment for the following five years.
This significantly influences the business environment. The planning commission
declares the key areas where the state is going to invest and support in the coming
five years. All this even influences the investment decision of the private sector,
as they get support from the government when they invest in a priority sector.
So we see that the State/government play a vital role in deciding and influencing
business environment. It in fact makes the rule of the game and also acts as an umpire
and referee. Besides all this, the political stability of a country also plays a critical role
in generating a favourable environment for business. Today, India is attracting foreign
investment only because most of the political parties have a consensus on foreign
investment except some issues like foreign investment in retail or more than

50% investment in the print media. Even political parties like CPI/M are trying hard to 123
Managing
attract foreign investment in states ruled by them. Government Relations
Whatever the degree of political differences, chief ministers of practically all states are
promoting foreign investments. Recently, Orissa chief Minister Biju Patnaik signed a
pact with Korean steel major Pasco according to which Pasco will invest more than
` 50,000 crore in a steel plant in Orissa. Recent visits of foreign diplomats to Indias
IT hub Bangalore shows increasing confidence of foreigners in the Indian political
system. Hence, political stability itself is a very positive statement for the industry.
Fill in the blanks:
1. policy brought new investment opportunities for the
private sector in India.
2. Government of India restricted the expansion of big business houses
through the . Act.
3. Government often uses quotas to restrict ............
4. Demand depends upon the purchasing power of the consumer which, in
turn, depends upon
6.4 WRITING TO GOVERNMENT OFFICIALS

The primary and simplest link between government officials and their constituents is
the mail. Each year, millions of letters arrive on in various government offices for
various purposes. Of this, only a small portion has an apparent impact on the course of
legislation or policy. Consequently, the art of writing effective letters may make the
difference between success and failure in your relationship management campaign.
A letter on behalf of a business should be addressed to a government official
personally. Letters that reach the public officials office are typically routed through
staff members with only a select few letters actually reaching the officeholder. To be
most successful, your letter should be persuasive and to the point. The most effective
format is a regular, typed business letter no longer than two pages. The letter should
always include a request for action, such as supporting a particular bill or allocating
funds for a specific project. State your message clearly at the start of the letter and
then provide details of your personal story. Personal letters rather than form letters
receive the most attention.
The following format is recommended to ensure your letter effectively communicates
the business key message.
1st Paragraph
Identify yourself as a representative of a business
Identify the reason for writing and the issue(s) you wish to address.
Highlight any relevant expertise you have on the mentioned issues.
Include information about the business (i.e. size, diversity of members, mission).
2nd Paragraph
State your views on the issue in your own words.
Include a statement about the impact the action, thus taken by the government
official, will have on your business.

124 3rd Paragraph

Clearly state what you would like the official to do.
Closing Paragraph
At the end, do not forget to thank the official for his or her attention to this matter and
offer to be available for any questions.
6.5 COMMUNICATING WITH PUBLIC OFFICIALS OVER

PHONE
Telephone calls are also a convenient way to communicate your messages to
government officials, including the Chief Ministers Office and Prime Ministers
Office. In most cases, unless the official knows you personally, you will probably be
unable to speak with him or her directly. Instead, you will more than likely be referred
to the staff member responsible for handling corporate issues.
You should keep the following points in mind when calling a local, state or national
officials office:
Keep your call brief and to the point.
Identify yourself and the issue about which you are calling.
Express your opinion and the reasons you feel the way you do.
Be specific about what you wish the official to do.
Be courteous and understanding of reasonable differences of opinion.
If you would like a reply, request a written response and provide your name and
address.
Follow up your telephone call with a letter that reiterates your message and
explains the issue in more detail.
6.6 COMMUNICATING VIA E-MAIL

Many public officials maintain e-mail addresses and websites, which are quickly
becoming a popular means of communication with government officials. However,
most offices still rely mainly on postal mail and personal relationships. Also, some
government offices are better able to receive and respond to electronic mail than
others. For example, within the Indian Government offices there are great differences
in the technical capabilities and policies among members offices.
When using e-mail, it is advisable that you start your correspondence by identifying
yourself as an individual representing a business house. While writing an e-mail, you
should give your full name, company, address, phone number and e-mail address, and
use the proper salutation in all e-mail correspondence. It is advisable to follow the
same format for an e-mail as a snail mail.
In this case also, officials do not always reply to e-mails unless a personal relationship
exists. Many officeholders only take notice of e-mails from businesses and pass it on
to their staff members. When an officeholder does respond to an e-mail, it is likely to
be by postal mail.


Managing
State whether the following statements are true or false: Government Relations
1. A letter on behalf of a business should be addressed to a government

official personally.
2. While writing a letter to a government official, you must reveal your
name only at the end.
3. It is advisable to follow up your telephone call to the government official
with a letter that reiterates your message.
4. Government officials do not always reply to e-mails unless a personal
relationship exists.
Box 6.1: Government Relationship Manager

Banks have a separate position of a government relationship manager who manages the matters
concerning the government. Mr. Deepak Kr. Gaddhyan is the President- Government Relationship
Management based at the YES BANK Northern Regional Office at New Delhi. He is spearheading
the Government Relationship Management group in the bank with responsibilities which involves
planning, directing and managing the Government owned Central & State relationship based banking
activities. He is responsible for coordination with Financial Markets, Investment Banking, Corporate
Finance, Transaction Banking, Business Banking and Retail Banking teams at YES BANK to ensure
synergies in cross selling products to Central & State governments and their entities including PSUs.
In addition, he has the responsibility of working closely with the Development and Knowledge
Banking team which is a key differentiator at YES BANK.
6.7 LET US SUM UP

Businesses need to manage their relationship with government very cautiously if they
have to survive and maintain their success. Government plays a very important role in
an economy and influences business to a great extent.
The primary and simplest link between government officials and their constituents is
the mail. A letter on behalf of a business should be addressed to a government official
personally. Letters that reach the public officials office are typically routed through
staff members with only a select few letters actually reaching the officeholder.
Telephone calls are also a convenient way to communicate your messages to
government officials. Many public officials maintain e-mail addresses and websites,
which are quickly becoming a popular means of communication with government
officials.

Visit websites of various companies and find out their government relationship
management strategies. Also find out who takes care of their Government Relations.
6.9 KEYWORDS
Liberalization: A relaxation of previous government restrictions, usually in areas of
social or economic policy
Licensing: Grant a license to permit the use of something or to allow an activity to
take place
Foreign Direct Investment: Investment by a company in a country other than that in
which the company is based

126 Forex: A worldwide decentralized over-the-counter financial market for the trading of
currencies.

1. How does the government influence businesses?
2. Discuss the regulatory role of the government.
3. Comment on the legal and entrepreneurial role of the government.
4. What things should we keep in mind while writing to a government official?
5. How has internet made communicating with the government officials simpler and
faster?
6. Suppose you are a businessman and want to increase the number of storey in your
office building. Write a letter to the local government official seeking the
permission for the same.

CYP 1
1. Liberalization
2. MRTP
3. imports
4. supply of money
CYP 2
1. True
2. False
3. True
4. True

Meenakshi Raman, Prakash Singh, Business Communication, Oxford University
Press, 7th Impression 2008
PD Chaturvedi, Mukesh Chaturvedi, Business CommunicationConcepts, Cases and
Applications, 2007, Pearson Education
Rao, Negeshwar & Rajendra P. Das, Communication Skills, Himalaya Publishing
House, New Delhi.
A. Kumar, Effective Business Communication, Khanna Book Publishing, New Delhi,
Herta A Murphy, Herbert W Hildebrandt, Jane P Thomas, Effective Business Communication,
7th Edition, McGraw Hill, 2008

127
LESSON Managing Media Relations
7
MANAGING MEDIA RELATIONS
CONTENTS
7.1 Introduction
7.2 Choice of Media
7.3 Modes of Communication
7.3.1 Conventional Modes
7.3.2 Electronic Modes
7.3.3 Mass Communication Media
7.4 Writing for Media
7.4.1 Press Conference
7.4.2 Media Interview
7.5 Media Relations
7.5.1 Tools
7.5.2 Targeting the Public
7.5.3 Lobby Groups
7.5.4 Spin
7.5.5 Other Tools
7.6 Let us Sum up
7.8 Keywords

Identify the factors that affect choice of media
Discuss the different modes of corporate communication
Know how to communicate effectively with media
Realize how to manage media relations

128
The media is the lifeblood of effective public relations. Many businesses don't know
how to manage good relations with the media. Media plays a major role in corporate
communication. The ever increasing role of electronic media has created a special
importance for managing and maintaining media relations. In fact, the news media
have become dependent on PR for news and PR has become dependent upon the news
media for publicity. Hence, writing for media and media relations have become an
important part of corporate communication.
7.2 CHOICE OF MEDIA

The medium of Communication is selected keeping in view the following
considerations:
Type of Audience: If the audience we want to reach is educated, then the written
form of Communication may be used, but in case of uneducated audience,
pictures, symbols or voice may be more suitable. Similarly, depending upon who
is the receiver, the medium of Communication is selected.
Need for Secrecy: If confidentiality is required for the message to be transmitted,
it cannot be sent by media like telex or fax, even if the message is urgent. The
choice of media will be influenced by the requirement of secrecy.
Need for Accuracy: Need for accuracy in transmission is not the same for all
messages. The alphabetical data may not need as much accuracy as the numerical
data, so the selection of media to send such data must be done with due
consideration.
Need for Reliability: Need for reliability of the medium is an important factor.
Sending a message by hand delivery is more reliable than ordinary mail; similarly,
registered post is more reliable than ordinary mail.
Speed/time Considerations: The pressure of time and distance between the sender
and receiver influence the choice of the medium. Media like telephone, telex, fax
and email are the fastest in this case.
Cost of the Medium: Cost of the medium, keeping in view its urgency and
relative importance is one major factor to be considered. If the message is not very
urgent or important, low cost media, like ordinary post, etc., may be chosen.
Availability of a Medium: A particular medium should be available to the sender
as well as receiver for the message to be transmitted. The sender can send the
message through telephone only if the receiver has this facility available.
Feedback Capacity: For some messages, immediate feedback is required. In such
a case, that medium should be chosen, which has the capacity for immediate
feedback, like the telephone.
Availability of a Printed (hard copy) for Record Purposes: If a printed copy of
the message is required for record, then the message cannot be transmitted by oral
or vocal mediums like telephone. In this case, letter, e-mail or fax may be suitable.
Requirement of the Situation: Sometimes, a particular situation may create the
need for a particular medium of transmission. For example, to offer a formal note
of thanks or to officially congratulate somebody, a written Communication may
be more appropriate.

Intensity and Complexity of the Message: Many messages have an emotional 129
Managing Media Relations
content, or may be complex in nature or carry an intense result with them. Care
has to be taken while choosing the medium for such messages.
7.3 MODES OF COMMUNICATION

We will discuss the modes of communication under three heads:
Conventional modes
Electronic media
Mass communication media
7.3.1 Conventional Modes

Media which have been in use for a long time depending on traditional carriers are
called conventional modes. These include:
Mail
The postal service uses rail, road and air transport, and is usually a government-owned
network having with links with all other countries. Various types of mail services are
available: ordinary mail, registered mail which may include A.D. (acknowledgement
due), Quick Mail Service (QMS), express delivery, under certificate of posting, etc.
Speed post is a special service offered by the post office. It ensures delivery of letters
and parcels on the same day within the city, within 24 hours to certain cities in the
country and within 48 hours to cities in other countries. This service is not available in
all cities.
The post office now offers electronic media for new services like hybrid mail in some
cities.
Courier
Courier services are private; in that, they collect and deliver packets door-to-door at
any time during the day. Though the cost is high, this is a quick service for the
delivery of letters and parcels. Courier services are limited to the cities where they
maintain their network and their door-to-door service turns out to be a great
advantage.
Courier companies are recognized as commercial companies. Courier services are a
modernized and sophisticated form of the messenger or runner of the olden days
before the postal service.
Hand Delivery
Written messages documents and parcels can be delivered within the city by an
organizations delivery boy. The effectiveness and speed of this method depends on
the organizations own system of messengers. It requires a number of employees for
outdoor work, and may be expensive; but it ensures prompt delivery which is
necessary for record purposes as the messenger can bring back a signed copy, official
receipt or signature in the senders peon book.
Telegraph
Telegraph is a government-owned network in most countries having links with all
other countries. It works by transmitting sounds in Morse code. Telegrams can be sent
as ordinary or expresses. There is also a facility for reply-paid telegrams and you
can send a telegram and pay for the other partys reply telegram at your telegraph

130 office. This facility is used to impress upon the receiver that an immediate reply is
expected.
The telegraph office registers special telegraphic addresses for companies, on
application. This address is, only one word; the only addition needed is, the pin code
number. Organizations which receive and send a large number of telegrams thus save
expenditure for themselves and their correspondents. The telegraphic address can also
be used as signature of the organization in telegrams.
A telegram is used for external Communication for contacting customers, suppliers,
traveling salesmen, branches, office, etc. A telegram gives an impression of urgency,
and therefore gets immediate response. It is used when there is an urgent message to
be conveyed or urgent action is required.
This mediums importance has been substantially reduced by fax and mobile phones
in large cities, but it has an excellent network which reaches even in remote parts of
country where modern media is yet to penetrate. Hence, it will continue to be used for
a long time.
Telex
Telex (short form of Teleprinter Exchange) is a world-wide teletype service providing
instantaneous Communication through a direct dial Teleprinter-to-teleprinter system.
Messages can be sent and received 24 hours a day.
The system of direct dial teleprinter exchange was introduced in 1958 and within ten
years it acquired a 25,000 subscriber base enabling subscribers to send messages and
data directly to each other.
Telex connection is obtained through the Post Office with each subscriber having this
own identification code for connection.
The teleprinter has a key board for typing messages and a transmitter/receiver for
sending and receiving messages. The machine is fitted with a roll of paper, and the
message can be typed out continuously. When a message is typed on the senders
machine, the same message gets typed at the same time on the receivers machine
also.
The advantage of this machine is that, it automatically types out received messages
even if the machine is not attended to enabling the sender and receiver to carry on a
two-way dialogue by typing out in turn.
Telex so covered messages are paid for, on the basis of the time taken from
transmission and the distance. The charge begins as soon as the connection is made.
Telex users have developed a language of contractions and Abbreviations for saving
time.
Telex has an excellent international network and installation of good machines in
good working condition. Recent developments have made it possible to use a
computer instead of a teleprinter for transmission of telex. As technologies coverage,
the use of a freeing it from the teleprinters may become outdated. As telex helps to
connect, the two parties can communicate in real time, problems of viruses etc.
It is used mainly by organizations like railways, ports, stock exchange, banks, etc.,
which need constant international Communication. Telex messages are relayed on a
screen in newspaper office, share markets, airports, railway stations and places where
information has to be conveyed to many people on a minute-to-minute basis.


Fill in the blanks:
1. is modernized and sophisticated form of the messenger or
runner of the olden days before the postal service.
2. .. is a conventional mode of communication which is used
when there is an urgent message to be conveyed or urgent action is
required.
3. Telex connection is obtained through the
4. . is a special service offered by the post office that ensures
delivery of letters and parcels on the same day within the city.
7.3.2 Electronic Modes

These are media which transmit signals instantly from any source to any destination in
the world by modern electronic technology. Electronic modes include:
Telephone
This form of electronic communication has been around for nearly a century. It is the
most useful and universal medium of oral communication with a person who is not
present at the same place as the sender. The telephone instrument has evolved, over
the years, into a very sophisticated form with many new facilities.
STD (Subscriber Trunk Dialing) allows a user to make calls to numbers in another
city directly, without having to call the operator at the telephone exchange. This
service is available to almost all cities in the country. Every city has its own code
number which is dialed before dialing the personal telephone number. The code
number for Mumbai is for example 022.
ISD (International Subscriber Dialing) allows the user to call a number to any of the
major cities of the world, without calling the operator at the telephone exchange.
Every country has an international code number which you dial before dialing the
required city code and personal telephone number. The code for India is 091.
STD and ISD facilities can be locked with a number code on telephones attached to
electronic exchanges. On other telephones, you may have to pay a fee and/or deposit
to get the facilities activated. These facilities have made the telephone an instrument
for instant communication to any part of the world.
Technological advancement has made the telephone instrument so sophisticated that it
is able to provide a number of services. An answering machine can take a message if
you cannot answer it. Caller identity device attached to the telephone can show the
number from which the incoming call is being made.
Intercom
The intercom is an internal telephone system which allows communication between
persons in different parts of a building. It eliminates the need for visiting another part
of the office and the need for a peon to carry written notes and messages. Information
can be passed quickly from one person to another in the office. Some intercom
instruments have facility to broadcast messages to the entire office over all the internal
lines or a particular location on one line.

132 Cellular Phone

The Cellular phone is based on a combination of the old radio technology and
emerging telecommunication technology. Cellular or mobile phones have some of the
characteristics of the home phones but there are several differences. There are some
boundaries to cellular coverage outside metropolitan areas and away from major
highways.
Airtime is charged by the minute on calls made from and received by the Cellular
phone and a fraction of a minute is rounded off to the next higher minute. Calls made
are charged from the time the send button is pressed.
When a cellular call is placed, a radio signal travels from the phone to a receiver/
transmitter within a cell. A cell is a geographic area ranging from less than a quarter
mile to 20 miles in diameter, and contains a fixed radio signal receiver/ transmitter.
The size of a cell depends on the population and the terrain. As a person making or
receiving a cell with a Cellular phone move from one cell to another, the call is
automatically passed from one cell to the other. A receiver/transmitter within the cell
relays the call to a Mobile Transmitter Switching Office (MTSO) using the home
telephone lines. The MTSO is connected to the local telephone company which routes
the call to the destination. The call process takes less than half a second.
Cellular phone instruments have facilities for storage of numbers, record of missed
calls (calls which were not answered), for receiving text messages, and for receiving
information given by the network about the weather, about conditions on the road, and
other vital news needed while traveling. The mobile has freed many managers from
the confines of their offices as they can be in touch with the office from wherever they
are. It has become possible to contact persons who are travelling or are out in the
open. A manager talking for business on his mobile while relaxing on a beach may be
a depressing sight, but then, he might not have been relaxing on the beach at all but for
the mobile, which allows him to stay in touch.
Fax
The facsimile machine is a device for transmitting copies of printed images over
telephone lines. The machine is connected to the telephone through a modem
(modulator-demodulator). The sender has to dial the receivers fax number, insert the
documents into the machine and press the start button.
The receiving machine decrypts the signals and uses its in-built printer to produce an
exact photocopy of the original page. The cost of the printout is borne by the receiver.
Fax permits quick exchange of information and documents between offices and
organization and individuals. Important decisions and instructions can be quickly
conveyed to branches and other offices.
Fax is usually used for documents which are not confidential. The machine puts a
printout which is open and can be seen by any one. However, you can arrange
(by telephone talk) to be alone with the machine, when a confidential message is being
sent.
The printout contains the time, date and fax number of the senders machine. The
sender gets a confirmation printout showing the receivers fax number, date and time
of transmission and the number of pages transmitted.
Sometimes the received copy is not clear. It is customary to telephone the receiver to
make sure that the fax has been received. The fax machine can be set to function as a
telephone or as a voice mail answering machine by pressing relevant buttons. It can
also make one or two photocopies of a document.

Fax can be sent through a computer, provided the required software and a modem are 133
installed and a telephone line is connected to it. Recent models of computers have an
inbuilt modem, and software for fax is included as part of Windows. Fax through a
computer, can transmit only messages which have been created on the computer and it
cannot transmit a document as it is, as the fax machine can.
Faxes have been available for many years and are popular in business offices. Newer
fax machines are digital, allowing Communication via computers, and are much
faster that the old ones.
E-mail
Electronic mail requires a computer, telephone line and modem (if a modem is not
in-built in the computer). The connection is given by VSNL, MTNL and other email
and Internet Service Providers (ISP) like Satyam. E-mail is the most frequently used
application of the internet.
Name and address on e-mail: In order to send an e-mail, you must know the
recipients name, that is, computer I.D. and address. This has the form: someone
@someplace; someone could be the persons real name like Geeta or it may be a
world/letters chosen by the person, like goverma or gmd3 or anything else;
someplace is the address of the computer and network on which the person has an
account, like hotmail.com, yahoo.com, vsnl.com or giasbm01.vsnl.net.in or
mailcity.com. You can find peoples e-mail addresses by checking sites like Bigfoot,
Who, Where, and Info Space, Four11.com or Netscapes e-mail directories.
How e-mail is different from fax: In the 1980s, faxing became a popular way to send
letters and documents without the delays of regular mail (nick-named snail mail).
E-mail has the immediacy of a fax and is much more efficient and economical.
Fax, like telephoning, sets up a temporary circuit between the origin and the
destination of the call, for which you have to pay regular phone rates. E-mail uses
packet switching technology which makes efficient use a network of permanently
open lines. There is no additional cost in sending e-mail even long distances and you
do not need STD or ISD connection to send e-mail to any country in the world.
E-mail does not have incremental costs once an organization has paid the fee for
network access. Besides issues of speed and cost, fax only sends a photo of the
document, while e-mail provides the recipient with text which can be edited by using
any word processing programme.
Different e-mail programmes: Earlier, Hotmail was the only free e-mail service on
the internet. Now there are many web-based e-mail services. Every search engine
provides the Internet user with an e-mail service. Yahoo! Mail, Excite Post, Altavista
E-mail, Mail City (from Lycos), RediffMail, Satyam Online mail, etc., are some of the
popular free e-mail services.
These services are web-based and do not require any special software and can be used
with any web browser. They can be accessed from anywhere in the world through the
Internet. They have an address book facility when you can enter your list of names,
address, telephone numbers and e-mail addresses in your address book and you have a
diary which you access from anywhere in the world.
Setting up a free e-mail account is easy; open the relevant page of the search engine
(or any programme that gives e-mail services); you will be guided by instructions on
the screen; you have to fill in the details that are required by the form which appears
on the screen and click on the submit button at the end. You have to make up the ID
name you want (can be your own name or initials or anything you like) and the
password you want, and enter them. You have to remember your password and enter it

134 each time you want to check your mail. You can have an e-mail account even if you
do not have a computer or an Internet account; you can set up an account and access it
by renting Internet time in a cyber caf.
Using e-mail for conferencing: An important capability of e-mail is its ability to
create ongoing electronic conference. It works like this: if people interested in a
particular topic (like new HR practices, or womens studies Shakespeare or anything)
find that there is interest in an ongoing conference someone with a networked
computer in an organization can set up and manage a list (using a software
programme like listserv or majordomo or mailserv).
The interested person can subscribe to the conference. Every time someone sends in a
contribution to the discussion and it is automatically distributed to the entire person on
the list as an email message. Yet it does not make demands on your time because you
can send in your response at any time at your convenience.
Besides the facility to join the conference e-mail provides other ways to interact with
the writer of articles or owner of web sites. Almost every website gives an e-mail
address for any visitor/reader to send back comments and reactions.
Advantages and shortcomings of using e-mail: E-mail makes information more
accessible and permits faster procedures in an organization.
Conventions developed by e-mail users allow the exchange of brief and efficient
messages of information or instruction. The messages presume knowledge of previous
Communication, and do not waste time on references or on social niceties.
Email has contributed to relationship building since it is easier to keep in touch.
A message, jokes, interesting anecdotes and information can be distributed to a large
number of persons across the world in a few strokes.
E-mail respects the receivers time. The message need not be attended to and
answered at once as with the telephone. Although in speed of transmission e-mail
comes close to the telephone, it does not demand instant reply. There is time to think
before replying. By sending a reply by e-mail you can show that you have replied
promptly and yet avoid personal contact of the telephone.
Efficiency of the e-mail depends on the users regularity in checking mail. You cannot
know how often or at what time the receiver checks the e-mail box. The message
could lie there for days if the person does not check the e-mail regularly.
Issues of confidentiality and security pose the greatest problem. Many organizations
restrict access to e-mail and the Internet because of security risks and the possibilities
of abuse. It is worth considering what kind of messages should not got by e-mail. You
would not expect to get a firing from the boss or give a firing to your subordinate by
e-mail. A scolding may be carried by telephone and a warning by memo. Neither is
proper by e-mail. But congratulatory and other social goodwill messages are actually
made easy by e-mail which offers various free electronic greeting cards which can be
sent.
Teleconferencing
Teleconferencing can be defined in several ways but most people agree that it can be
defined simply as bringing people together without having to spend time and money
on travel.
Teleconferencing is a rapidly developing technology that has changed the way
companies do business.
There are three types of teleconferencing: (a) audio teleconferencing (b) audio
graphics teleconferencing (c) video teleconferencing.

Audio teleconferencing provides the interactive element of the telephone. It is also the 135
most frequently used and most productive and inexpensive medium, which is why it is
also called phone meeting. It does not need any special equipment, other than the
ordinary telephone.
Reasons for its widespread acceptance are:
Easy to use-everyone can use a telephone.
Easily available-telephones are available anywhere.
Easy to participate and join in from any telephone line in the world.
Takes only a few minutes to set up a conference call.
Costs little.
Audio graphics teleconferencing provides the facility to move text, computer-
generated images, photographs and large files over ordinary telephone lines (like the
Internet). It is not as expensive as video conferencing but requires going to a location
that has the equipment or requires making an investment in the equipment.
Internet
The Internet is a worldwide collection of computer networks that co-operate with one
another by using a common software standard. It conveys data through satellite links
and telephone wires. There is no single owner or central authority that operates or
controls the Internet. However the Internet is bound by a few rules which allow you to
oversee the system and the protocols involved. The Internet is also bound by few rules
and is not answerable to any single organization.
The speed of the Internet has changed the way people receive information. The size,
scope and design of the Internet enable users to:
Connect easily through an ordinary personal computer and local telephone line.
Exchange electronic mail with friends, colleagues and customers (with Internet
accounts) and also attach files which are on their computer.
Share business and research data among colleagues.
Request and provide help with problem and questions.
Post information for others to access, and update information regularly.
Publicize and market goods and services.
Gather valuable feedback and suggestions from customers and business partners.
Access multimedia information which includes photographic images, sounds, and
video.
Join group discussions on any subject.
Subscribe to mail lists on topics of interest and receive views expressed by
members of the group on the topic.
Since the Internet consists of not one but multiple data systems, which were developed
independently, it allows users to access a variety of services. The most important and
popular ones are:
E-mail for exchange of electronic mail.
Internet Relay Chat (IRC) for sending private and public messages to other users
and real time (that is, your messages appear on the recipients computer screen as
soon as you type it).

136 USENET newsgroups for posting and answering messages on public bulletin
boards.
File Transfer Protocol (FTP) for storing and retrieving data files on large
computer systems.
CU-See Me, a video conferencing system which allows users to send and receive
sounds and pictures simultaneously over the Internet.
Over the following 20 years, the network developed and became useful for academic
institutions, scientists, and government bodies for research. It enabled distant and
unrelated organizations to share information and establish contact with one anothers
data bases and computing systems.
The nature of the Internet changed dramatically in 1992. A new computer program
called NCSA Mosaic was developed at the National Centre for Supercomputing
Applications (NCSA) at the University of Illinois which was also the first Web
browser.
With the browser it was easier to access the different web sites, and soon the Web
sites began to include video files and sound files.
In India, VSNL began to give Internet connections in 1995. The growth in India has
been astonishing in the last one year. The expansion of the Internet has coincided with
the coming of powerful yet reasonably priced personal computers and easy to use
graphical operating systems. For those who do not own a computer, there are cyber
cafes and other commercial centres that rent Internet facilities by the hour.
Computer Networks
The computer is a versatile electronic instrument which can combine various media
functions. The trend of technology is towards convergence of various technologies so
that the computer will become a single multi-task equipment for all kinds of
transmission.
Computer software development is rapidly making the computer take over more and
more tasks and functions in businesses and at home.
The word processor helps in the preparation of letters, reports and meeting Agendas,
by guiding you through the steps of the layout. It ensures that the document is neatly
laid out in a few commands and enables you to prepare a circular and personalize it
for several persons and also addresses through mail merge.
Electronic mail, voice mail video conferencing, and multimedia facilities are forms of
Communication which must be transmitted. Faxes and telexes can also be sent through
the computer.
Accounting software is already used in many offices. This means that account books
do not have to be written manually. Various financial reports can be prepared within a
short time by using accounting software packages.
Software programmes are being written for almost all activities in business. If would
be wise to keep a close watch on the advertisements that announce new programmes.
A computer technology is a fast growing field where advances are made rapidly, and
users can upgrade their equipment and buy the latest software for more advanced
tasks.
7.3.3 Mass Communication Media

Mass Communication is nothing but Communication from many to many. The
messages are prepared by teams (as in newspapers, radio, TV, cinema) and reach a

large number of people all over the world. The distance between the sender and the 137
audience is also massive.
Newspapers and Magazines

Newspapers and magazines are the most common means of mass communication.
These media of mass communication are used by business houses for inviting tenders,
for recruitment information and other public notices and advertisements.
Notice Board
Notice board and bulletin board are media for public communication within the
organization. A notice board is placed at a location where it can be seen by persons for
whom it is meant. Notice boards need care and attention. They must be attractively
laid out. Overlapping and overcrowded notice boards give a poor appearance and
make it difficult to read. An up-to-date notice board, which is neatly laid out, gives a
good impression about the organization.
Hoardings and Bill Boards

These are meant for mass communication like advertisements. They are used for
displaying posters, conveying simple ideas. They usually have a short message in
large letters and also include pictures. Location of the boards is important for they are
usually placed high up and can be seen from a distance. In recent years, hoardings
made of flex are commonly used. They are lit up at night and end up making the roads
look more attractive.
Radio
The radio is a medium of mass oral communication. News, notices, advertisements
and entertainment programmes are transmitted to the general public via the radio. Like
other means of mass media, it allows only one way communication. Radio was mostly
a tool of communication for rural areas but recently, with the renewal of FM and
bands like Radio Mirchi and Red FM, it has once again become popular in cities.
Television
Television is a powerful medium of communication. It is the audio visual medium. Its
ability to transmit live events as they are going on, makes it the most powerful
medium for mass communication. With teleconferencing, television can transmit
things happening at more than one place at the same time. A news reader in Mumbai
can take the audience to a view of what is happening in Australia or hold a live
discussion with a reporter in New Zealand. With the advent of Cable TV and a variety
of channels at the disposal of the viewer, TV, known as the small screen, has become
the most commercial used channel for advertisement, news and entertainment.
Film
Film is also a powerful medium of communication. It is the audio visual medium
which combines all possible forms namely written, oral, non verbal, visual or
auditory. A film can be shown in the cinema theatre or projected on a small screen in a
room with a film projector or transmitted through television. It can also be viewed on
the computer monitor through CD or Internet. The film is a highly versatile medium
and can be used for many purposes and can be adapted to different conditions. This is
one medium through which even the uneducated public can be influenced.

138 Check Your Progress 2

1. Using an Intercom, information can be passed quickly from one person to
another in the office.
2. Fax permits quick exchange of information and documents between
offices and organization and individuals.
3. Hoardings and billboards are broadly used to communicate with the
employees of the organization.
4. A film is a highly versatile medium of mass communication.
7.4 WRITING FOR MEDIA

A press release or news release is a written or recorded communication directed at
members of the news media for the purpose of announcing something. The purpose of
a press release is to summarize and present your story, help the reporter frame your
message accurately, and provide them with background information and quotes from
the spokespersons involved with the issue. Typically, press releases are mailed, faxed,
or e-mailed to assignment editors at newspapers, magazines, radio stations, television
stations, and/or television networks. Commercial press release distribution services are
also used.
The press release should:
Be on organizational letterhead;
Be double spaced and one-sided;
Be no longer than 2-3 pages;
Have a brief headline describing the story;
Highlight the release date and provide contact names and numbers;
Indicate page continuation by placing the word "more" in parenthesis at the
bottom of the page;
Indicate the end of the page by placing a "-30-" or "###", which are universal
"end" symbols used by news outlets; and
Include a short blurb at the end about your chapter and mention that it is part of
PHR. Send us copies of your releases and clippings for the website.
A press release provides reporters with an information subsidy containing the basics
needed to develop a news story. Press releases can announce a range of news items,
such as scheduled events, personal promotions, awards, news products and services,
sales and other financial data, accomplishments, etc. They are often used in generating
a feature story or are sent for the purpose of announcing news conferences, upcoming
events or a change in corporation.
7.4.1 Press Conference

A press conference is a voluntary presentation of information to the media. In a press
conference, you decide what information is presented, how it is presented, and who
presents it. It is an opportunity to get your story on TV, radio or in the paper. To hold
a press conference you contact the media, pick a time and place, make a presentation
and respond to reporters questions.

Before you plan a press conference you should be very clear about your goals. Some 139
good reasons for holding a press conference might include:
to get publicity about your efforts and problems;
to get widespread media coverage;
to send a message to a decision maker about what you want;
to get more people involved in your organization;
to develop the skills of your members; and
to show the strength of your group.
Whatever your organizational goals are, remember that you have to have something
newsworthy to announce, reveal, or talk about at your press conference.
7.4.2 Media Interview

It's perhaps every business person's worst nightmare: you return to your office from
lunch and find Mike Wallace and a crew from "Sixty Minutes" waiting in the lobby.
"We have only a few questions," intones the prosecutorial journalist as you are
videotaped running down the hall and into your office, slamming the door in his face.
Jim Cameron
The purpose of a media interview is to communicate your key message to a public via
the report and his/her media outlet. It is not to educate the reporter or show how much
you know. The key then is to focus on your key message and utilize techniques to
keep the interview on those messages.
The following are the important points of preparation before a media interviews:
Define your agenda. Clarify your communication objective(s).
Determine how the interview might offer you the chance to make positive points
or provide helpful information about your topic/issue/organization.
Write down and practice key message points in brief statements or bullet points.
Remove jargon or long explanations.
Have back up data to support your points if appropriate. Review facts and figure
so you are comfortable discussing them.
Anticipate questions (easy, hard and terrible) and your responses. Practice with a
colleague or in front of the mirror (yes, it looks silly, but heck, it is worth it!) Are
you planning to talk about the same thing the reporter expects to discuss?
Get to know the media outlet- what type of publication or program is it? Who is
their target audience? What other media outlet is covering the story?
What is the interview format? Length? Live? Taped? Solo or multi-guests?
If you are part of a group, make sure everyone has the same message!
If you are meeting with more than one media outlet, make sure your message is
consistent with each reporter.
7.5 MEDIA RELATIONS

The always increasing role of electronic media has created a special importance for
media relations. In fact, the news media have become dependent on PR for news and
PR has become dependent upon the news media for publicity. Media relations include

140 ongoing activities to ensure the organization has a strong public image. Media
relations activities include helping the public to understand the organization and its
products. Similar to effective advertising and promotions, effective public relations
often depends on designing and implementing a well-designed public relations plan.
The plan often includes a description of what you want to convey to whom, how you
plan to convey it, who is responsible for various activities and by when, and how
much money is budgeted to fund these activities. Similar to advertising and
promotions, a media plan and calendar can be very useful, which specifies what media
methods that are used and when.
The following is a list of select media relations tips from top PR professionals and
journalists:
Stick to the facts, understand what is news and what is not
Journalists are rated on the basis of exclusive stories they generate every day.
If you can give a journalist several exclusives, you would be the star PR person.
When journalists doing negative stories want quotes from top client bosses, PR
people should be able to help. If you can do this, you will have the journalist
eating out of yours and your clients hands.
Get to know the editor very well, then some amount of any not so important
news or story can get into the print.
Develop creditability amongst the media persons.
Media relations should be based on a strategy and not a knee jerk reaction.
Expect the unexpected from the media but still try and understand them more.
For an event, try to identity the right journalist and provide clear details in their
required language. The PR professional should stop calling continuously if they
know the event will not be covered by the media.
Know your clients business and the announcement that you are pitching, in detail,
before contacting the media.
Never sell a story while journalists are approaching their deadlines. Chances are
that they may not be interested in talking to you as they need to rush to file their
stories.
Give the journalist your client list.
Take appointments before meeting journalists.
Just try to step into the shoes of the journalist before initiating anything.
Friendship and sharing good stories from time to time is the best combination.
Give space to journalistsfeed them precise and newsworthy information.
Be prepared with an option always.
7.5.1 Tools
There are various tools that can be used in the practice of public relations. Traditional
tools include press releases and media kits which are sent out to generate positive
press on behalf of the organization. Other widely-used tools include brochures,
newsletters and annual reports. Increasingly, companies are utilizing interactive social
media outlets, such as blogs, Twitter and Facebook, as tools in their public relations
campaigns. Unlike the traditional tools which allowed for only one-way
communication, social media outlets allow the organization to engage in two-way

communication, and receive immediate feedback from their various stakeholders and 141
publics.
One of the most popular and traditional tools used by public relations professionals is
a press kit, also known as a media kit. A press kit is usually a folder that consists of
promotional materials that give information about an event, organization, business, or
even a person. What are included would be backgrounders or biographies, fact sheets,
press releases (or media releases), media alerts, brochures, newsletters, photographs
with captions, copies of any media clips, and social mediums. With the way that the
industry has changed, many organizations may have a website with a link, "Press
Room" which would have online versions of these pieces.
7.5.2 Targeting the Public

A fundamental technique used in public relations is to identify the target audience, and
to tailor every message to appeal to that audience. It can be a general, nationwide or
worldwide audience, but it is more often a segment of a population. A good elevator
pitch can help tailor messaging to each target audience. Marketers often refer to
socio-economically-driven "demographics", such as "middle class males 18-49".
However, in public relations an audience is more fluid, being whoever someone wants
to reach.
An alternative and less flexible, more simplistic, approach uses stakeholders theory to
identify people who have a stake in a given institution or issue. All audiences are
stakeholders (or presumptive stakeholders), but not all stakeholders are audiences. For
example, if a charity commissions a public relations agency to create an advertising
campaign to raise money to find a cure for a disease, the charity and the people with
the disease are stakeholders, but the audience is anyone who is likely to donate
money.
Sometimes the interests of differing audiences and stakeholders common to a public
relations effort necessitate the creation of several distinct but complementary
messages. This is not always easy to do, and sometimes, especially in politics, a
spokesperson or client says something to one audience that creates dissonance with
another audience or group of stakeholders.
7.5.3 Lobby Groups

Lobby groups are established to influence government policy, corporate policy, or
public opinion. When a lobby group hides its true purpose and support base, it is
known as a front group. Moreover, governments may also lobby public relations firms
in order to sway public opinion.
7.5.4 Spin
In public relations, spin is sometimes a pejorative term signifying a heavily biased
portrayal in specific favour of an event or situation. While traditional public relations
may also rely on creative presentation of the facts, spin often, though not always,
implies disingenuous, deceptive and/or highly manipulative tactics. Politicians are
often accused of spin by commentators and political opponents when they produce a
counterargument or position.
The techniques of spin include selectively presenting facts and quotes that support
ideal positions (cherry picking), the so-called "non-denial denial", phrasing that in a
way presumes unproven truths, euphemisms for drawing attention away from items
considered distasteful, and ambiguity in public statements. Another spin technique
involves careful choice of timing in the release of certain news so it can take
advantage of prominent events in the news.

142 Spin Doctors

Skilled practitioners of spin are sometimes called "spin doctors", despite the negative
connotation associated with the term.
State-run media in many countries also engage in spin by selectively allowing news
stories that are favorable to the government while censoring anything that could be
considered critical. They may also use propaganda to indoctrinate or actively
influence citizens' opinions. Privately run media may also use the same techniques of
"issue" versus "non-issue" to spin its particular political viewpoints.
1. What is a press conference?

2. What do lobby groups do?

7.5.5 Other Tools

Other tools include:
Publicity events, pseudo-events, photo ops or publicity stunts.
Talk show circuit: a public relations spokesperson, or the client, "does the circuit"
by being interviewed on television and radio talk shows with audiences that the
client wishes to reach.
Books and other writings
Blogs
After a public relations practitioner has been working in the field for a while, he or
she accumulates a list of contacts in the media and elsewhere in the public affairs
sphere.
Direct communication (carrying messages directly to constituents, rather than
through the mass media) with, e.g., newsletters- in print and e-letters.
Collateral literature, traditionally in print and now predominantly as websites.
Speeches to constituent groups and professional organizations; receptions;
seminars, and other events; personal appearances.
The slang term for a public relations practitioner or publicist is a "flack"
(sometimes spelled "flak").
A desk visit is where the public relations person literally takes their product to the
desk of the journalist in order to show them emerging promotions.
Online social media and Internet mediated public relations practices.

Case: A Press Release by Vodafone 143

Vodafone Essar Announces Successful Outcome of 3G Auction in India
Mumbai, 19th May, 2010: Vodafone Essar announces that today, it has
successfully secured 3G spectrum in 9 circles in the just concluded 3G
auctions for a total price of 11,617 crore. These circles - Delhi, Mumbai,
Kolkata, Chennai & Tamil Nadu, Maharashtra & Goa, Gujarat, Haryana, Uttar
Pradesh (East) and West Bengal - cover over 60% of the Companys current
customer base. Vodafone Essar CEO & Managing Director Marten Pieters
said: Vodafone Essar has secured a critical strategic footprint across the
country, particularly in the markets where we expect the main demand for 3G
services to be in the next few years. We are excited to be able to offer 3G
services to our customers and aim to launch the services before the end of the
year. We expect a strong uptake for 3G in these markets particularly among
the higher value customers, which is a growing segment owing to rising
affluence and increasing urban population. We also note with interest that a
significant proportion of our customer base in these markets already has a 3G
enabled device. We will continue to offer country-wide data services based on
our extensive 2.5G networks. About Vodafone Essar Vodafone Essar is the
Indian subsidiary of Vodafone Group and commenced operations in 1994
when its predecessor Hutchison Telecom acquired the cellular license for
Mumbai. The company now has operations across the country with over
100.85 million customers.
Source: www.vodafone.in
Case: A Press release by Tata Motors

Tata Motors Group Global Wholesales at 88,251 Vehicles in May 2011
June, 2011: The Tata Motors Group global wholesales, including Jaguar
Land Rover, were 88,251 nos. in May 2011, a growth of 11% over May 2010.
Cumulative sales for the fiscal are 175,370 higher by 11% compared to the
corresponding period in 2010-11.
Global sales of all commercial vehicles - Tata, Tata Daewoo and the Tata
Hispano Carrocera range were 44,070 nos. in May 2011, a growth of 20%.
Cumulative sales for the fiscal are 85,249 nos., a growth of 20%.
Global sales of all passenger vehicles were at 44,181 nos. in May 2011, a
growth of 2%. Cumulative sales for the fiscal are 90,121 nos., a growth of 4%.
Global sales of Tata passenger vehicles and the distribution off-take in India
of Fiat cars were at 21,885 nos. for the month, lower by 9% over May 2010.
Cumulative sales for the fiscal are at 48,389 nos., lower by 2%.
Global sales of Jaguar Land Rover in May 2011 were 22,296 vehicles, higher
by 17%. Jaguar sales for the month were 4,221 nos., lower by 18%, while
Land Rover sales were 18,075 nos., higher by 30%. Cumulative sales of
Jaguar Land Rover for the fiscal are 41,732 nos., higher by 13%. Cumulative
sales of Jaguar are 7,305 nos., lower by 16%, while cumulative sales of Land
Rover are 34,427 nos., higher by 22%.
Contd

144 About Tata Motors

Tata Motors is India's largest automobile company, with consolidated
revenues of 1,23,133 crores ($ 27 billion) in 2010-11. Through subsidiaries
and associate companies, Tata Motors has operations in the UK, South Korea,
Thailand and Spain. Among them is Jaguar Land Rover, the business
comprising the two iconic British brands. It also distributes Fiat cars in India,
and has an industrial joint venture with Fiat in India. With over 5.9 million
Tata vehicles plying in India, Tata Motors is the country's market leader in
commercial vehicles and among the top three in passenger vehicles. It is also
the world's fourth largest truck manufacturer and the third largest bus
manufacturer. Tata cars, buses and trucks are being marketed in several
countries in Europe, Africa, the Middle East, South Asia, South East Asia and
South America.
Source: www.tatamotors.com
7.6 LET US SUM UP

The range of communication media available to business people have proliferated our
lives in the past few years. One can select from the traditional oral and written
channels, like courier, hand delivery, postal mail, telegraph, and from the new
electronic media, including telephone, cellular phone, fax, email, etc. People who need
to communicate will have to keep up with the technology of communication, which is
developing rapidly, to bring communicating parties closer to each other. Some older
channels and media may become outdated as new methods become available.
Selection of medium can make a difference between effective and ineffective
communication. Every medium has limitations, which filter out parts of the message.
Every medium influences the receivers perceptions of the senders intentions. It is
said the medium is the comment on the message.
Media relations and PR activities are interdependent and include helping the public to
understand the organization and its products. Similar to effective advertising and
promotions, effective public relations often depends on designing and implementing a
well-designed public relations plan. Public relations and publicity are not
synonymous, but many public relations campaigns include provisions for publicity.
Publicity is the spreading of information to gain public awareness for a product,
person, service, cause or organization, and can be seen as a result of effective public
relations planning.

Choose any company that is a leader in its industry and study in detail the media
relations strategy adopted by them. How does its media relations differ from rest other
companies in the same domain?
7.8 KEYWORDS
Telegraph: A system for transmitting messages from a distance along a wire, esp. one
creating signals by making and breaking an electrical connection.
Intercom: An electrical device allowing one-way or two-way communication.
Teleconferencing: Audio or audio-visual meeting between geographically separated
parties linked by telecommunications networks such as telephones or internet.

Lobby groups: Any association of individuals or organizations, usually formally 145

organized, that, on the basis of one or more shared concerns, attempts to influence
public policy in its favour.
Spin doctor: A spokesperson employed to give a favorable interpretation of events to
the media.

1. What are the factors influencing the choice of a particular medium of
communication?
2. Explain the media of mass communication.
3. Choice of the medium influences the perceptions of the receiver and intentions of
the sender. Comment
4. Internet, if wisely used, can become the most powerful tool of mass
communication as well as personal communication. Explain.
5. You are the Public Relations Officer of a textile company that has performed
exceedingly well in the financial year 2009-2010. Prepare a press release to
inform all your stakeholders about the same.
6. Mention some of the considerations to be kept in mind in making media relations.
7. List some of the tools and their relative importance in media relations.

CYP 1
1. Courier services
2. Telegram
3. Post office
4. Speed post
CYP 2
1. True
2. True
3. False
4. True
CYP 3
1. A press conference is a voluntary presentation of information to the
media.
2. Lobby groups influence government policy, corporate policy, or public
opinion

146
Asha Kaul, Effective Business Communication, Prentice Hall of India, New Delhi
Raymond V. Lesikar & Marie E. Flatley, Basic Communication, 10th Edition, Tata
McGraw Hill Publications
PD Chaturvedi & Mukesh Chaturvedi, Business Communication Concepts, Cases and
Applications, Pearson Education, Edition 2007

147
Corporate Communication in
Brand Promotion
UNIT III

148

149
LESSON Corporate Communication in
Brand Promotion
8
CORPORATE COMMUNICATION IN
BRAND PROMOTION
CONTENTS
8.1 Introduction
8.2 Dyads of Brand Communication
8.3 Advertising
8.3.1 Objectives of Advertising
8.3.2 Types of Advertising
8.4 Sales Promotion
8.4.1 Sales Promotions directed at Consumers
8.4.2 Sales Promotions directed at Trade Partners
8.4.3 Sales Promotions directed at Sales Force
8.5 Personal Selling as a Communication Tool
8.6 Public Relations as a Communication Tool
8.6.1 Objectives of Public Relations Program
8.6.2 Tools of Public Relations
8.7 Publicity
8.8 Direct Marketing
8.9 Let us Sum up
8.11 Keywords

Know the dyads of brand communication
Discuss the role of advertising in brand promotion
Identify the types of sales promotion programmes
Describe public relations and publicity as tools of communication
Discuss personal selling and direct marketing as potent communication tools

150
The marketplace is becoming an increasingly complex arena of competitors activities
within a rapidly changing international environment. Companies try to be heard in
these sophisticated and cluttered market conditions. They make every effort to speak
with clear voices about their activities, products, and services. Communication is a
unique tool used by marketers in an attempt to persuade consumers to act in a desired
manner. Marketing communications help a company to justify its existence and
maintain a positive and healthy relationship with different groups.
The current view about marketing communications is an interactive dialogue between
the organization and its audiences, and that every type of brand contact with
customers is important because it communicates something that can strengthen or
weaken customers view of the company.
Many companies recognize the need for increased strategic coordination of different
promotional elements. Integrated Marketing Communication (IMC) is an attempt to
coordinate various marketing and promotional activities to make marketing
communication to target customers more effective and efficient. The first definition of
IMC by American Association of Advertising Agencies says:
a concept of marketing communications planning that recognizes the added value
of a comprehensive plan that evaluates the strategic roles of a variety of
communication disciplines - for example, general advertising, direct response, sales
promotion, and public relations - and combines these disciplines to provide clarity,
consistency, and maximum communications impact.
Don E. Schultz, Integrated Marketing Communications: Maybe Definition Is in the
Point of View, Marketing News January 18, 1993.
However, Don E. Schultz advocates for an even broader perspective that considers
all sources of brand and company contact that a customer or prospect has with a
product or service. It requires firms to develop a total marketing communications
strategy that recognizes how all of a firms marketing activities, not just promotion,
communicate with its customers.
8.2 DYADS OF BRAND COMMUNICATION

Dyadic means that which is between two or more persons. Dyadic communication is
face to face communication, in which besides words, feelings are also transferred from
one person to another. Face to face communication is the most common form of
communication. Dyadic communication also has its own place in business. More than
65 percent of communication in a business organization is dyadic communication.
This type of communication needs a great degree of skill and patience. One has to deal
with many types of people and there is no chance of manipulation in this.
Marketer to Customer Communication

The marketing manager needs to communicate and promote the final product to
consumers through various channels of communication. He has to make sure that all
the channels and methods of communication present a unified message about the
product or service of the firm. The ultimate goal of marketing is to deliver value to
consumers to satisfy their needs and wants. So, marketing is a societal process by
which individuals and groups obtain what they need and want through creating,
offering and delivering products through an exchange process. The key word here is
value which is a net of benefit over cost. It is the difference between what the
customer gets and what he has to pay for it. To increase the perceived value of the
offer, the marketer can offer several combinations of methods and processes all

aiming to raise benefits and reduce costs. So, the main purpose of marketing 151
communication is to affect the consumers conception of value and of the relation Brand Promotion
between benefits and costs. This is possible through raising benefits by raising the
costs and lower benefits by lowering the costs.
Integrated marketing communication process is the management and control of all the
marketing communications. It should ensure that the brand positioning, personality
and messages are delivered synergistically across every element of communication
and are delivered from a single consistent strategy. The strategic analysis, choice,
implementation and control of all elements of marketing communications which
efficiently, economically and effectively influence transactions between organizations
and its existing and potential customers, consumers and clients. Integrated marketing
communication is the planning and execution of all types of marketing communication
needed for a product, brand, idea, company or place in order to satisfy a common set
of communication objectives and support the positioning proposition. IMC involves
planning and delivering consistent message to the identified target consumers.
Marketer to Marketer Communication

A firm needs to communicate to their business customers as well, both existing and
potential. Although personal selling is the best mode of communicating to B2B
marketers, which most of them follow, but still advertisement is required to sell the
product. With B2B and consumer marketers, bombarding their target segments with
their punch lines, the industrial marketer should try and create a space for itself in
the marketplace. The best of the products would require advertisements. We need to
tell our customers, this is what we have to offer you, something unique. As B2B
marketer, we must communicate to our customers, what we have to offer and what is
so unique about our products. Not only is communication, the only motive it also
helps the industrial marketer, to build a brand of its own, and to reach potential
prospects.
There is a great deal of complexity, longer negotiation times while handling industrial
purchasers. Most researchers thus agree to the fact that personal selling forms the key
link to industrial marketing success. However, non personal communication strategies
like tradeshows, Internet, catalogues, telemarketing, sales promotions, play a very
crucial role in the process of communication.
Nothing can replace a sales representative calling on an industrial buyer. But still the
non-personal communication should be used in parallel. Not only that but, there
should be enough coordination between various communication mechanisms that the
B2B marketer is adopting.
8.3 ADVERTISING
In our day to day communication, the verbal element and non verbal element operate
the American Marketing Association defined advertising as "any paid form of non
personal persuasion and promotion of ideas, goods or services, by an identified
sponsor". Advertising is a paid, non-personal (mass) communication with an identified
sponsor, with two distinct goals of informing (for persuasion and to influence) people
(communication goal) and increasing sales (sales goal).
Advertising is a paid form of communication in which the sponsor or the brand owner
has made payments to the media to carry the message through their set of media
vehicles.
The communication process is non-personal, as nobody has personally conveyed the
message i.e. there is no personal contact between the sender and the receiver of the
message. When a retail salesman speaks to us at the sales counter, we can call it

152 personal selling, as there is direct interaction between the receiver (buyer) and the
sender (the salesman).
The presentation of the message is for promoting ideas, places, concepts, persons,
parties, goods, services, and organizations, to create awareness and assist in the
process of consumer decision-making. The awareness may lead to persuasion and
hence the consumer may be triggered to take a decision about buying the product or
service being advertised. For example, Tourism advertising is an example of place
advertising. Political advertising propagates concepts of a good leader (personal
advertising) and a good political party (India Shining campaign). Advertisements of
Clinic Plus shampoo, Jet Airways and income tax department are respective examples
of product, service and organizational advertising.
The sponsor is identified in the advertisement either in the form of the brand name or
name of the producer and marketer. The customer knows who the advertiser is, either
by identifying the brand or by the company name, which makes it.
8.3.1 Objectives of Advertising

While all other marketing communication tools have predominantly a single set of
objectives i.e. to maximize sales, advertising has dual goals i.e. to communicate and
propagate about the product and also to achieve sales. Advertising is a method of
marketing communication with pre-defined objectives. The objectives of advertising
are grouped as sales objectives (measured in terms of increase in sales, increase in
market share and return on investment) and communication objectives (increase in
Top of the Mind awareness, increase in comprehension, increase in brand attitude,
etc). We explain herewith a set of advertising's communication objectives for better
understanding of the student.
Generating Awareness (Informing): The first task of any advertising is to make
the audience aware of the availability of the product or service and to explain
exactly what it is.
Creating Favorable Attitude (Persuasion for Attitude Formation): The
advertising message should create a favorable attitude towards the brand,
eventually leading the consumers to buy the brand or bring a change to their past
purchasing pattern.
Managing Customer Loyalty (Reinforcement of the Desired Behavior): One of
the key tasks of modern day marketing is to make the customers loyal and
reinforce their purchase behavior. This is because the competitor will always
attempt to break the loyalty. In the game of taking away each other's market share,
the marketer should repeat his marketing communication to strengthen the loyalty
of existing customers and motivate them to build referrals for future sales.
8.3.2 Types of Advertising

Since advertising is one of the popular mediums of brand communication, it is used in
many forms and for many purposes. It is possible to classify advertising into various
forms as mentioned below.
Brand Advertising: This is the most popular form of advertising as all possible media
including television is flooded with brand advertising. Brands like Surf Excel, Pepsi,
and Coke in India are shown more frequently on Indian televisions. These kinds of
advertisements are done to build brands and develop unique brand identity for the
firm.

National Advertising: These advertisements are uniform across the nation and are 153
released through national media covering the nation. Brand Promotion
Source: www.s3.amazonaws.com
Figure 8.1: Incredible India Ad: Promoting Tourism

Local Advertising: These advertisements are carried out in local and vernacular media
to promote the product in a local region.
Retail Advertising: These advertisements are brought to promote retail outlets and
dealer points.
Nation and Destination Advertising: These advertisements are brought out to
promote a nation as a tourism destination. These are also used for promoting states,
cities and tourist attractions.
Political Advertising: These are done for political parties, politicians and individual
candidates during elections and referendums.
Social Advertising: These advertisements are brought out for a social cause like
against AIDS, sexual exploitation, women trafficking, child labor and other critical
issues in a society.
Source: www.adoholik.com
Figure 8.2: Social Ad

154 Directory Advertising: These are the advertisements done in directories and yellow
pages and followed by people while collecting a telephone number or a home address.
People normally refer to these directories to buy products and services.
Direct Response Advertising: These advertisements are used in any medium, which
tries to stimulate sales directly. The consumer can respond by mail, telephone or
Internet
Business-to-Business Advertising: These kinds of advertisements are carried out
targeting business and organizational marketers. These messages are directed towards
retailers, wholesalers and distributors. These advertisements are placed in professional
journals and trade association publications.
Figure 8.3: B2B Advertisements

Institutional Advertising: Institutions like colleges, universities, missionary of
charities and large corporate houses bring out these advertisements. When these are
brought out by large corporate houses we call them corporate advertising. The purpose
of such advertising is to create a positive goodwill, which will ultimately contribute
towards achieving the overall marketing and brand-building goal of the organization.
Many companies use such advertisements to build positive image in the eyes of the
consumers and general audience at large.
Public Services Advertising: Government and government-sponsored institutions
bring such advertisements for the benefit of general public. They communicate a
message on behalf of some good cause. Advertising professionals create these
advertisements for public relations department of large corporate houses, highlighting
a social cause.
Interactive Advertising: These are typical Internet based advertisement, which are
delivered to individual consumers who have access to the World Wide Web.
Advertisers use web pages, banner ads, spots, pop ups and email programs to reach the
target audience.
Outdoor Advertising: These are forms of advertising in which the marketer uses out
of the home media like wall paintings, hoardings, bulletins, kiosks and mobile vans
for communicating with audience.

155
Brand Promotion
Source: www.adoholik.com
Figure 8.4: Outdoor Advertising

Electronic Advertising: These forms of advertising use electronic media like
television, radio, video and audiocassettes, electronic display boards, CDROMs for
promotion of products and services.
In Film Advertising: These are new forms of advertising in which brands are placed
inside the film and actors are shown using these products during the movie for
increasing its usage among the audience.
Unconventional Media: These forms of advertising are of recent origin and use
traditional art forms like jatraa, puppet dance and other local dance forms to
communicate about products and services to the audience.
Fill in the blanks:
1. . is any paid form of non-personal presentation.
2. Government issues advertisements on fight against polio. Such type of
advertising is called advertising.
3. Wall paintings, hoardings, bulletins, kiosks and mobile vans for
communicating with audience are all types of .. advertising.
4. advertisements are used in any medium, which tries to
stimulate sales directly.
8.4 SALES PROMOTION

Sales promotion programs are short term programs aimed at maximizing sales in a
period of time but what is most important to remember is that the sales promotion
program should be designed in such a way that it does not affect the overall brand
image of the firm and its product. Many companies offer sales promotion programs
more frequently. Though they are able to optimize their sales in a short run period but

156 frequent use of sales promotion leads to brand value erosion. Sales promotions are
increasingly being used to accomplish an ever-expanding list of marketing objectives.
8.4.1 Sales Promotions directed at Consumers

We present herewith a selected list of consumer promotion tools:
Prize Schemes: Prize schemes are one of the most important methods of sales
promotion. A prize scheme is designed for both the public and the dealers. To
make the scheme effective, it should be advertised through the product packages,
retailer store point of purchase promotion, advertising in press, posters and
televisions.
Fairs and Exhibitions: Fairs or melas are very common in India. These
exhibitions attract a lot of people especially from rural areas who find the
exhibitions and fairs as a convenient place to make their purchases of consumer
goods. Though the objective of visiting a fair is social in India, marketers use
these fairs and melas as an opportunity to promote their products and services.
Free Samples: These are used for sales promotion of consumer goods and fast
moving consumer goods in particular. Free samples are generally used to
introduce a new product and as a sales tool to attract the attention of prospective
buyers. Such sample distribution not only saves time but also eliminates the need
for inspection or testing of goods by the buyer. As a promotional device, it has
limitations for e.g. it is very expensive to sample products. When buyers receive
samples, generally they pay no attention to them. Many of the customers who
receive free sample may not be the actual target buyers.
Correspondence: This is an effective device for sales promotion. Companies send
letters, brochures and other kinds of correspondence to prospective customers
through correspondence. A specialized mail order and correspondence section can
communicate very effectively with potential customers and established customers
through its professionally written letters and documents.
Catalogues: Catalogues play a dominant role, both in advertising and sales
promotion campaigns. Catalogues are largely used when a firm manufactures
different types of products with distinguished size, shape and other features. It is
from the catalogue files that one can get the information required about different
products of a particular manufacturer. A catalogue helps in getting orders, makes
customers aware of the specifications, provides detailed product information and
solicits product sales.
Advertising Novelties: Small, interesting, and personally useful items can be used
for sales promotion. To be effective, an advertising novelty should not be a high
cost item; the novelty item should be usually eye-catching and should be useful to
customers.
Entertainment of Customers: Entertainment is essential when a standardized
product is sold in bulk costs. In such a case, entertainment of customers acts as a
primary promotional device. However, when the product is sold on a routine
basis, customer entertainment is neither necessary not justified.
Sales Contest: The main aim of sales contests is to motivate the sales personnel
and increase sales, and bring more profit to the company. Under this scheme,
special incentives in the form of prizes or awards are offered. Some of the contest
prizes are cash awards, merchandise prizes, and special honor, e.g., winners could
be requested to appear in a TV show.

Price-off: A price-off is simply a reduction in the price of the product to increase 157
sales and is very often used in introducing a new product. A reduction in price Brand Promotion
always increases sales but the use of this technique should be carefully considered
in the current market situation.
Refund: A refund may consist of straight cash, coupon values or a product offered
to the consumer in return for a proof of purchase of a specified product or service.
Refund is also an effective tool of sales promotion. It is an offer made by a
manufacturer to give back a certain amount of money to a consumer.
Point-of-Purchase Material: Point-of-Purchase (POP) materials are sales
promotion material displayed at the point of sales. The POP display persuades,
reminds and gives details to the consumers about a specific brand. Many fast
moving consumer goods and personal care product category companies use this
method.
Coupons: These are certificates entitling the owner of the certificate to a stated
saving on the purchase of a particular item. The coupon can be with the product,
attached to the product, with the advertisement and can be sent by mail. The
coupon redemption rate in India is low. Coupons are an effective tool for
promoting mature products and inducing trials for new products.
Price Packs: These are special packs given by the company in which consumers
are offered a saving on the regular purchase. The amount of saving is flagged off
in the package of the product. They can be reduced price packs (a pack sold at a
reduced price, branded packs (two related products banded together).
Premiums: These are merchandise offered at a lower cost or free as an incentive
to purchase a particular product. A premium is a product accompanied inside or
on the package. A free in the mail premium is mailed to consumers when they
send a proof of package. A self-liquidating premium is sold below normal retail
price to consumers who request it.
Free Trials: These trials invite prospects to try the product without cost with a
hope of closing the sale in future.
Patronage Awards: These are the value in cash or in other forms that are
proportional to patronage of a certain vendor or group of vendors.
8.4.2 Sales Promotions directed at Trade Partners

Following are some of the popular trade promotion schemes used in the Indian
context:
Sales Competition: In this case, the dealers are motivated to participate in the
trade promotion program with a reward program linked to their performance. For
dealers, sales competition is arranged, prizes are announced or special offers are
made if they show a substantial progress in sales.
Boosters for Dealers: In a bid to reduce its mounting inventories and boost the
sagging morale of its dealers, companies offer two per cent discount to dealers on
purchase of a truck if payment is made up-front. Also concessions on interest rates
are offered to expedite payments. These incentives are drawn up after getting a
feedback from the intermediaries. These kinds of programs are called boosters for
dealers.
Price Offs: If the tradesman purchases a certain number of units within an
announced period, he obtains a straight price off or discount on the quantity
purchased. This motivates the dealer to buy larger quantities and also support a

158 new product. The trade is free to use this money for greater profit booking,
advertising or consumer price reduction.
Free Merchandise: These are the free goods given to intermediaries who buy a
desired quantity of the product. The intermediaries are free to sell these goods or
use for personal consumption.
Allowances: Many companies provide different kinds of trade allowances in the
form of advertising allowances and display allowances. The manufacturer bears
the cost of store advertising and sometimes rewards for displaying his product or
brand in the store.
Tradeshows and Conventions: These are the tradeshows and conventions
organized by industry associations and government within and outside the
country. Companies sponsor their dealers and other intermediaries for
participating in trade shows and conventions. This serves both as a motivator and
display for companys products and services.
Specialty Advertising: These are advertisements consisting of useful, low cost
items bearing the companys name and address that people in the trade give to the
prospects and customers.
8.4.3 Sales Promotions directed at Sales Force

The other key player in product and brand promotion is the sales force, which also
carries the message and the product to the end consumer. Companies organize sales
force promotion programs to motivate them to support the companys offerings. The
tools used for sales force promotion include sales and contests, conferences and
seminars, higher commissions and bonus and international tours. Many of the trade
promotion tools are also used for sales force promotion.
Case: Brand Promotions at Pizza Hut
P izza Hut has a sense of occasion, of being there at the right time. Be it a
heart-shaped pizza on Valentines Day or a special promotion during
the Cricket World Cup, Pizza Hut is on the ball with eye catching
promotions. In the summer of 2000 in New Delhi, Pizza Hut launched its
innovative Pizza Pooch menu as well as a Birthday Party package exclusively
for kids in the 6-10 years age group. Senior marketing manager, Tricon
Restaurants International said, There is a specific reason to cater to this
segment. Though, at this age children are under their parents guidance, they
perceive themselves to be teenagers and have the ability to choose or demand
a particular brand of their own choice.
The $ 20 billion Tricon Restaurants that owns Pizza Hut, Taco Bell and
Kentucky Fried Chicken (KFC) has nearly 29,000 outlets globally. The largest
number of Pizza Hut outlets is in Paris, followed by Moscow and Hong Kong.
Pizza Hut started operations in India nearly seven years ago with just a single
outlet. It has realized the cultural differences in India and importance of
religion in the consumption pattern of certain sub-cultures. Today it has
spread in several cities and it also has a 100 per cent vegetarian restaurant in
Ahmedabad.
Innovative promotional activities and a popular logo have helped Pizza Hut
expanding. The senior marketing manager said, Our focus is not just on
offering a great pizza but also on providing excitement and good customer
service. The manager further emphasized on the customer focused operations
and intensive research done to find customer needs and satisfaction. Besides,
Contd

Pizza Hut conducted in-house research on psychographics of Indian consumer 159

that led to the use of cartoon characters in campaigns. The Indian Market Brand Promotion
Research Bureau (IMRB) also carries out regular surprise checks at different
outlets to monitor the quality of service. Moreover, a regular test, CHAMPS
(Cleanliness, Hospitality, Accuracy of order, Maintenance, Product quality
and Speed of service) is conducted in-house.
The company says that its Pizza Pooch birthday package is full of fun and
excitement. What is unique in the package is the nominal price of ` 125 per
child that offers much more than only goodies in the main menu. The birthday
party includes a well-decorated area within the Pizza Hut outlet with several
gifts for the children. Moreover, the party is conducted by a trained host with
lots of games, prizes and a special gift for the birthday child. Pizza Hut, better
known as a family restaurant, takes the onus of relieving parents of the
cumbersome job of cleaning up the mess after the kiddies have enjoyed
themselves thoroughly.
The Pizza Pooch menu, on the other hand, includes a wholesome delicious
meal and a gift for the child. The menu has been intricately designed with
pictorial games. A free set of crayons is provided to keep the children
occupied while their parents dine. The campaigns created by HTA are
eye-catching with cartoon characters on the mailers, hoardings and print
advertisements where the cartoon characters are aimed at matching varying
moods of kids. The birthday party concept is not entirely original local fast
food major Nirulas has been doing it for years as does KFC.
Question
Do you think the promotion by Pizza Hut is successful? Give your reasons.
Source: A&M, August 15, 2000
8.5 PERSONAL SELLING AS A COMMUNICATION TOOL

Personal selling involves a face to interaction with the customers wherein there is
quick response and personal confrontation. This allows for more specific adjustment
of the message. The communication message can be adjusted as per the customers
specific needs or wants. It offers the opportunity to develop long-term familiarity and
relationship. The salesman becomes the representative of the company. The emphasis
accorded to personal selling varies across companies depending on a variety of factors
such as the nature of product or service and the type of industry. Marketers of
Industrial products generally place more emphasis on personal selling and it plays a
nominal role in companies selling low-priced consumer non-durables.
Techniques of Personal Selling

Salespersons, today, need to be smart, intelligent and well groomed. People see as the
face of the company and make their views about the company by evaluating the
salespersons. Today, the work of the salesman is not just limited to sales but
cultivation of relationships.
The selling and relationship building techniques include:
Prospecting
The first requirement in personal selling is narrowing down the selling effort to the
targeted customers. Prospecting involves developing and following all the leads to
identify potential target customers and this requires hard work and proper time
management.

160 Pre-approach
Once the salesperson identifies a set of prospects and customers, the salesperson
should try to learn as much as possible about the individual or company needs. In case
of a company, the salesperson should collect as much information as possible about
the companys products, competition, market, potential sales volume, the purchase
procedure, who is involved in influencing purchase decision, who is the final authority
for making purchase decision, and their personal traits.
Approach
It is extremely important for the salesperson to determine how the customer should be
greeted. The first impression is not just important but crucial to the success of a sales
call. The salesperson must look and act like a professional.
A salesperson should select an approach that suits her/his personality and judgment
about the specific sales situation.
Sales Presentation
Salespersons can use different approaches to making sales presentation. The oldest
method is the stimulus-response theory of learning (sometimes called canned
presentation). This approach reflects the belief that a customer will buy a product or
service if exposed to the right stimuli, such as words, terms, pictures, and actions etc.
The salesperson memorises the sales presentation, including when to do what, and
with customer after customer repeats it.
A variation of stimulus-response based approach is formulated presentation. The
salesperson identifies the prospects needs and then makes a formulated presentation.
Not much attention is given to encouraging the prospect involvement in the sales
presentation proper. The need-satisfaction approach starts with first determining the
prospects specific product or service related needs and tailors the presentation
addressing those needs, although encouraging the prospect to participate in the
presentation and do most of the talking.
Sales presentations can be made more meaningful with use of visuals, samples, video
cassettes, computer-based simulations, testimonials, examples, guarantees, and
demonstrations.
Handling of Customers Objections

All salespersons, encounter sales resistance and this resistance often takes the form of
objections. Some of these objections may be rational, or may be purely psychological.
These may include product price and quality, company reputation, preference for
competing brand, postponing purchase, and irritation towards salesperson, etc. A
salesperson should be prepared to face such objections. The salesperson should
maintain a calm approach, be positive and make sure the true nature of prospects
concern is understood. This requires first listening carefully, asking questions to
clarify the issue, and them understanding the true nature of objection.
Closing the Deal

Closing refers to asking for the order. After making an effective sales presentation, the
salesperson is ready to ask for the order. Closing is the sum total of all the sales
presentation steps. It is the very reason for which the prospect was contacted. Many
salespeople, perhaps because they lack confidence, feel uneasy, fail to perceive the
positive cues indicating the prospects readiness, and fail to take the step of asking for
order.

Follow up 161
Post-purchase follow up is very important in building customer confidence and Brand Promotion
long-term relationship with the company. The salesperson contacts customer to learn
if there are any problems and answers any questions that the customer does. He also
contacts customers regularly to ascertain that they are happy with their purchase and
offered services. Relationship selling not just focuses on selling the product but to
understand changing customer needs, and solving their problems.
1. Buy one get another for 50% discount kinds of schemes are called
premiums.
2. In sales competition, the consumers are motivated to participate in the
trade promotion program with a reward program linked to their
performance.
3. In pre-approach stage of personal selling, the salesperson should try to
learn as much as possible about the individual or company needs.
4. Closing the deal is the final step in the personal selling process.
8.6 PUBLIC RELATIONS AS A COMMUNICATION TOOL

Many people confuse public relations with publicity, which refers to getting new
media coverage. But public relations are broader in scope. As per the definition of
Public Relations Society of America (PRSA), public relations help an organization
and its public to adapt mutually to each other. Public relations focuses on an
organizations relationships with its public. By public we mean a group of people with
whom the company or organization has to interact in creating and delivering value.
8.6.1 Objectives of Public Relations Program

Professional public relations programs help business organizations accomplish their
objectives. They can fulfill some of the objectives listed below:
Presenting a favourable image and its benefits
Promotion of products or services
Detecting and dealing with its publics
Determining the organizations posture in dealing with its publics
Goodwill of the employees or members
Prevention and solution of labor problems
Fostering the goodwill of communities in which the organization has units
Goodwill of the stockholders or constituents
Overcoming misconceptions and prejudices
Forestalling attacks
Goodwill of suppliers
Goodwill of the government
Goodwill of the rest of the industry

162 Goodwill of dealers and attracting other dealers

Ability to attract the best personnel
Education of the public in the use of a product or service
Education of the public regarding a point of view
Goodwill of customers or supporters
Investigation of the attitude of various groups towards the company formulation
and guidance of policies
Fostering the viability of the society in which the organization functions
Directing the course of change.
8.6.2 Tools of Public Relations

Public relations has its origin in publicity with a broader focus as it addresses a wider
set of audience. David Yale defines publicity as supplying information that is factual,
interesting, and media newsworthy and not controlled by the company. Publicity a
critical aspect of public relations, is described as the process of planning, executing
and evaluating programs that encourage purchase and consumer satisfaction through
credible communication of information and impressions that identify companies and
their products with the needs, wants, concerns and interests of consumers. Public
relations involve activities related to persuading customer and prospects to buy
(or continue to buy) the firms products and services. We list here a set of publicity
tools:
Press Releases: The press release is the basic building block of a publicity
program concerned with story placement.
Fact Sheets: Fact sheets include more detailed information on the product, its
origins, and its particular features.
Press Kits: The press kit pulls together all the press releases, fact sheets, and
accompanying photographs about the product into one neat package.
Video News Releases: The Video News Release (VNR) is the video equivalent of
a press release.
Employee/Member Relation Program: Corporate public relations people often
spend a great deal of time developing employee communication programs,
including regular newsletters, informational bulletin boards, and internet postings.
Community Relations Program: Many companies actively encourage their
employees to take part in community organizations, and local corporations are
often major sponsors of community events and activities such as art presentations,
blood donation drives, and educational activities.
Financial Relations Programs: Financial relations people are responsible for
establishing and maintaining relationships with the investment community,
including industry analyzers, stockbrokers, and journalists specializing in financial
reporting.
Industry Relations Programs: The primary public that industry relations
specialists deal with is, other businesses operating within the same industry, as
well as trade associations.
Development/Fund-raising Program: This is a particularly important area for
not-for-profit organizations such as art organizations, educational institutions, and
community service programs.

Special Events: Event marketing is rapidly gaining popularity. Besides linking 163
their brands to existing events, marketers are also creating events of their own, Brand Promotion
designed to reach special targets.
House Ads: A company uses various media like newspapers, magazines and
broadcast stations to prepare advertisements for the internal public. Public
relations program manages these house advertisements.
Public Service Announcements: These are ads for charitable and civic
organizations that run free of cost on television or radio or in the print media.
These are called public service announcements.
Corporate Advertising: This kind of advertising promotes corporate image or
corporate viewpoints. These advertisements do not talk about products and
services.
Source: http://seany-mac.deviantart.com/art/Coke-Institutional-Ad-p1-71574572
Figure 8.5: A Corporate Ad from Coca Cola

Publications: Companies publish various publications in the form of pamphlets,
booklets, annual reports, books, bulletins, newsletters, inserts and enclosures and
position papers.
Speakers, Photos and Films: Many companies use speaker bureaus to
communicate with people about topics of publics interest. Some publics like
news media also want pictures and video films for use in their media.
Displays, Exhibits, Events and Tours: Exhibits, displays, tours and events are
important tools for public relations. Companies use displays and point of purchase
materials for image building.
8.7 PUBLICITY
Publicity is defined as the non-personal stimulation of demand for a product, service
or business unit by planting commercially significant news about it in a published

164 medium or obtaining favorable presentation of it upon radio, television or stage that is
not paid for by the sponsor. The salient features of this definition include:
Non-personal/Mass Media: Like advertising, publicity also reaches a very large
number of people at the same time through mass media such as newspapers,
magazines, radio, TV, etc. (hence, non-personal).
Commercially Significant News: This is one of the features that distinguishes
publicity from advertising. When information about a product or company is
considered newsworthy, mass media tend to communicate that information free of
cost. Since most publicity appears in the form of news items or articles originating
from the media, rather than the advertiser, it has higher credibility (believability).
No Sponsor: Since the information originates from the media, there is a sponsor,
which means the messages are unsigned. This is another point of difference
between advertising and publicity.
Not Paid for this: The sponsor is not identified in publicity and the information is
not disseminated at his behest, so he does not have to pay for it. This is an
additional feature that differentiates publicity from advertising.
Purpose (Demand Stimulation): In some situations, where publicity is properly
planned, it may lead to the creation or reinforcement of a favorable impression
about the company and its products in the minds of people receiving the message.
This may lead to a favorable attitude towards the product or company and, thus,
leads to an increased demand for the product.
Negative publicity can damage the companys or products image, resulting in
reduced demand for the product. For instance, a great deal of adverse publicity was
generated when different media condemned the Union Carbides negligence in Bhopal
gas tragedy through articles and editorials.
8.8 DIRECT MARKETING

Direct marketing is nothing but getting the message directly to the customer without
using any intermediaries. There is a growing concern about decrease in the value
generating roles of intermediaries; companies have started serving their customers
directly and through a process of disintermediation. The goals of direct marketing
program is to generate a response by persuading customers to return a coupon or dial a
toll free number or place an order online using a personal, secured network.
There are different forms of direct marketing. An advertisement is defined as direct
when it either stimulates a direct order or generates a qualified lead that can result in a
sale or drives the footfalls leading to higher sales. All forms of media can be used for
direct marketing. While both general marketers and direct marketers use similar
media, it is the method of evaluation of result that distinguishes the practice from one
another.
Direct Marketing Techniques

Direct Mail: Direct mail is an unsolicited mail, which most of us are familiar
with. For some of us it is fairly irritating and we call it Junk mail and throw it or
ignore without reading. Companies of all sizes and shape use direct mail. This
mail is generally based on mailing lists the companies buy from independent
sources, or in some cases is confined to customers who have made purchases
earlier.

Direct mails generally generate lower response rates from potential customers. 165
The cost of direct mail as e-mail is practically nothing. Brand Promotion
Example: HUL (Denim aftershave, Lux), Hyatt Regency, and several banks have
effectively used direct mail for their credit cards.
Catalogues: Both, consumer and B2B companies may send catalogues of their
entire product lines, mostly in print form, sometimes also online, as CDs, or even
videos. Considering the global scenario, many companies use catalogue to sell
variety of merchandise including clothing, and cosmetics.
Example: Catalogues of marketers such as Fabmart, Amazon, McGraw-Hill,
Prentice-Hall, Dell and others are available at their websites and anyone can place
the order then and there.
Broadcast Media: Direct marketer can use television and radio. Almost entire
advertising with respect to direct marketing occurs on television. This type of
advertising is either in the form of direct-response advertising, or support
advertising. Direct-response advertising encourages customers to place orders by
using a toll-free telephone number. Support advertising informs customers
generally to take part in sweepstakes or expect something in mail.
Example: An interesting example of support advertising was on NDTV news
channel. Airtel encouraged its customers to answer a simple question of the day
asked on NDTV. The winner would get ` 100,000 for correct answer. The
message was broadcasted by NDTV and also the winner of the day was
announced by NDTV in its news.
Some companies use a new form of direct-response advertising on cable and
satellite called infomercials. These are lengthy commercials ranging between
30 to 60 minutes and resemble documentaries. Indian TV viewers are quite
familiar with lengthy commercials about losing weight, and portable exercise
equipments and satisfied users testifying the great benefits they derived and ease
of use. Of course a toll-free number is included to place the order immediately.
Infomercials have been reported to be quite effective, audience watch them and
place orders.
Print Media: Newspapers and magazines are not considered to be sound choice
for direct marketing. There are too many ads competing for attention. Specific
interest newspapers focused on financial matters, or sports and hobby magazines
are sometimes used.
Telemarketing: Direct marketing through telephone is called telemarketing.
It gives the marketer a better chance of influencing the prospect and win
customers. Telemarketers call different telephone numbers from a list and present
the sales talk based on pre-tested script and update information on the computer
screen.
Electronic Shopping: Infomercials and home shopping use TV channels.
Electronic shopping is an online information retrieval and shopping service
through computers. Internet is the newest medium for direct marketing. It can be
used to access information, communication, entertainment, and a means of
transaction. Direct marketing through Internet involves business in market space
as opposed to physical market place.
Direct Selling: Some authors consider direct selling as the additional element of
direct marketing, often called Multilevel Marketing (MLM).
Example: Some well-known players in this field include Amway, Oriflame, Avon,
and Modicare.


Fill in the blanks:
1. All the financial records like balance sheet, cash flow statement, etc.
published by companies as a part of public relations are called
.
2. Direct-response advertising on cable and satellite are called ..
3. . ads dont promote specific brands but aim at
improving corporate image.
4. is an unpaid form of non-personal presentation.
8.9 LET US SUM UP

The marketing manager needs to integrate brand communication at all levels for
achieving synergy among various tools of brand promotion. The integration marketing
communication involves various tools like advertising, sales promotion, public
relations, personal selling and direct marketing.
Advertising is a paid form of non-personal communication by an identified sponsor
through non-personal and mass media to inform, persuade and influence an identified
audience.
Sales promotion aims directly at inducing purchasers to buy a product. It involves
demonstrations, contests, prices-off, coupons, free samples, special packaging and
money refund offers.
Public relations is a diverse field incorporating a wide variety of activities in support
of both corporate and brand goals. In publicity, the media, rather than the company,
become the information source. The credibility that comes from a positive news story
can never come from an advertising campaign.
Personal selling involves a face to interaction with the customers wherein there is
quick response and personal confrontation.
Direct marketing is an interactive system of marketing, which uses one or more
advertising media to affect a measurable response and/or transaction at any location.

Collect five each:
1. Corporate ads
2. B2B ads
3. Social ads
4. Public services ads
5. Outdoor ads
After collecting all the ads, analyze the message and purpose of those ads.
8.11 KEYWORDS
Advertising: Any paid form of non-personal persuasion and promotion of ideas, goods
or services by an identified sponsor

Sales Promotion: Sales-stimulation achieved through contests, demonstrations, 167

discounts, exhibitions or trade shows, games, giveaways, point-of-sale displays and Brand Promotion
merchandising, special offers, etc.
Personal selling: Involves personal confrontation, response and cultivation.
Public relations: A promotion intended to create goodwill for a person or institution.
Direct marketing: Marketing via a promotion delivered directly to the individual
prospective customer.

1. Public Relations activities evaluates public attitudes, identifies the policies and
procedures of an organisation with the public interest. Do you agree?
Substantiate your answer with recent examples.
2. Publicity is a very powerful weapon and can make or break a product or even
company. Substantiate with help of examples.
3. Suggest a consumer promotion program to support the launch of a male face
cream in the Indian market. What type of communication will be apt for
promoting the brand?
4. Discuss any three types of advertising with the help of suitable examples.
5. How is direct marketing different from advertising? What are the different tools
used for of direct marketing?
6. Discuss the role of personal selling in promoting the corporate brand.

CYP 1
1. Advertising
2. Public services advertising
3. Outdoor
4. Direct response
CYP 2
1. True
2. False
3. True
4. False
CYP 3
1. Fact sheets
2. Infomercials
3. Corporate
4. Publicity

168
Tapan K Panda, Marketing Management, Excel Books, New Delhi
Schramm Wilbur, How Communication Works, in The Process and Effects of Mass
Communication, ed. Wilbur Schramm and Donald F. Roberts, 1971.

169
LESSON Financial Communication
9
FINANCIAL COMMUNICATION
CONTENTS
9.1 Introduction
9.2 Parties Interested in Financial Statements
9.3 Key Financial Statements
9.3.1 Trading and Profit & Loss Account
9.3.2 Balance Sheet
9.3.3 Funds Flow Statement
9.3.4 Cash Flow Statement
9.4 Financial Communications Skills
9.5 General Principles of Financial Communication
9.6 Signalling Theory
9.7 Let us Sum up
9.9 Keywords

Identify the parties interested in financial information
Describe the statements that provide financial information
Discuss the requisite skills and general rules of financial communication
State the signalling theory
9.1 INTRODUCTION
Financial communication is an important factor in reducing the cost of capital,
provided the company discloses full, timely, and relevant information about its
financial situation. The cornerstone of financial communications policy is the signal
the managers of a company send to investors.
The impact of corporate communication strategies on financial markets and the stock
market is important, as the latter reacts very rapidly to the news broadcast by the
former. Companies often engage in earnings management. Therefore, the information

170 provided becomes difficult to interpret correctly. And it is made even harder by
conflicts of interest involving financial analysts, who mediate the information they
receive from companies, and auditors, the only supervisors of financial
communication.
9.2 PARTIES INTERESTED IN FINANCIAL STATEMENTS

There are two types of users interested in financial statements:
1. Internal Users: These are: (a) Shareholders, (b) Management, and (c) Trade
unions employees, etc.
(a) Shareholders are interested to know the welfare of the business. They can
know the operational results through such financial statements and the
financial position of the business.
(b) Management is interested to take important decisions relating to fixing up the
selling prices and making future policies.
(c) Trade unions and employees are interested to know the operational results
because their bonus etc. is dependent on the profit earned by the business.
Financial statements also help in their negotiations for wages/salaries.
2. External Users: The following are most important external users of financial
statements:
(a) Investors: They are interested to know the earning capacity of business which
can be known through financial statements. They can also know the financial
soundness of the business through financial statements.
(b) Creditors, Lenders of Money, etc: The creditors and lenders of money, etc.
can also know the financial soundness through financial statement. They have
to see two things (i) Regularity of income and (ii) solvency of the business so
that their investment is risk free.
(c) Government: Government is interested to formulate laws to regulate business
activities and also law relating to taxation, etc. Financial statements help while
computing National Income statistics, etc.
(d) Taxation Authorities: Financial statements provide information relating to
operational results as well as financial position of the business. Tax authorities
decide the amount of tax as per financial statement. It is very useful to other
taxation authorities such as sales tax, etc.
(e) Stock Exchanges are meant for dealing in share/securities. Purchase and sale
of such shares and securities are possible through stock exchanges which
provide financial information about each company which is listed with them.
Fill in the blanks:
1. Trade unions are the part of of financial statement.
2. The creditors want to see two things (i) Regularity of income and
(ii) ..
3. help while computing National Income statistics etc.
4. are meant for dealing in share/securities.

171
9.3 KEY FINANCIAL STATEMENTS Financial Communication
There are four major key financial statements that are used to communicate financial
information about a company.
9.3.1 Trading and Profit & Loss Account

In the Trading and Profit & Loss Account all those accounts are disclosed which
affect the profit or loss of the business. In other words, all the nominal accounts of the
Trial Balance are used to prepare the Trading and Profit & Loss Account. In the left
hand side, all the expenses incurred during a period and in the right hand side all the
incomes earned during a period are disclosed.
This account contains two parts:
1. Trading Account
2. Profit & Loss Account
Trading Account
Trading account is the comparison of sales and purchase. This account is prepared to
determine the amount of gross profit or gross loss on sales.
Profit & Loss Account

Profit & Loss Account is the second part of Trading and Profit & Loss Account.
Trading Account shows the gross profit which is the difference of sales and cost of
sale. Thus the gross profit cannot treated as net profit while the businessman wants to
know how much net profit he has earned from the operating activities during a period.
For this purpose Profit & Loss Account is prepared keeping in mind all the operating
and non-operating incomes and losses of the business. In the debit (left hand side) side
all the expenses and losses are disclosed and in the credit side (right hand side) all the
incomes are disclosed. The excess of credit side over debit side is called net profit
while the excess of debit side over credit side shows net loss. Net profit increases the
net worth of the business and therefore it is added to the capital of owner. Net loss
decreases the net worth of business so it is subtracted from capital.
9.3.2 Balance Sheet

After the determination of the net profit of the business through the Trading and Profit
and Loss Account, the businessman wants to know the financial position of the
business. For this purpose he prepares a statement which is called the Balance Sheet.
The Balance Sheet depicts the financial position of the business on a fixed date.
A Balance Sheet is prepared with those balances of Trial Balance which are left out
(personal and real accounts) after taking out the nominal accounts' balances to prepare
the Trading and Profit and Loss Account. A Balance Sheet has two sides assets side
and liabilities side. The assets and liabilities are shown in a particular order.
Marshalling of Assets and Liabilities

Order of presenting the assets and liabilities in the balance sheet is called marshalling
of assets and liabilities. A balance sheet may be prepared by marshalling the assets
and liabilities in the following orders:
Balance Sheet prepared in Liquidity Order

Here liquidity means conversion of assets into cash. When a Balance Sheet is prepared
on the basis of liquidity order, more easily convertible assets into cash are shown first
and those assets which cannot be easily converted into cash are shown later and so on.

172 In the case of liabilities, first those liabilities are shown which are payable earlier and
then those liabilities are shown which are payable later.
Balance Sheet prepared in Permanency Order

Balance Sheet prepared under this order is the reverse of the Balance Sheet prepared
in liquidity order. In this case first those assets are shown which are more permanent
means fixed assets and then less permanent assets (Current Assets) are shown.
Similarly, first long-term liabilities (more permanent) are shown then less permanent
(short-term on current) liabilities are shown.
9.3.3 Funds Flow Statement

A fund flow statement is a summary of a firm's inflow and outflow of funds. It depicts
the sources and uses of funds in a firm. The financial statements of the business
indicate assets, liabilities and capital on a particular date and also the profit or loss
during a period. But it is possible that there is enough profit in the business and the
financial position is also good and still there may be deficiency of cash or of working
capital in business. If the management wants to find out as to where the funds are
being utilized, financial statement alone cannot help. Therefore, a statement is
prepared of the sources and applications of funds from where working capital comes
and where it is utilised.
9.3.4 Cash Flow Statement

Cash flow statement records the actual movements in cash in an accounting period.
All cash received (inflows) by the company, and spent (outflows) by the company will
are recorded in this statement. As estimating cash amounts involves less use of
judgement and discretion than determining profits or asset value, the cash flow
statement is harder to manipulate than the other main accounting statements (the profit
& loss account and the balance sheet).
The cash flow statement shows cash coming into a company (from sales, income from
investments, asset sales) and going out (payments to suppliers, investment), the raising
of capital (money borrowed or raised from shareholders) and the payment of returns of
capital (interest and dividends) and tax.
The main items in a typical cash flow statement are (in order):
Cash flow from operating activities
Returns on investments and servicing of finance
Taxation
Capital expenditure and financial investments
Acquisitions and disposals
Equity dividends paid
Management of liquid resources
Financing
9.4 FINANCIAL COMMUNICATIONS SKILLS

Managing communication with financial stakeholders involves much more than
providing them with the latest figures. It is about placing these figures in their
strategic and macro-economic context so that investors, from individuals to
institutional funds, understand an organizations performance at a certain moment in
time. Financial communication should, at all times, be supported by transparency and

openness in order to create trust a vital attribute when communicating with 173
Financial Communication
stakeholders.
Many important decisions related to your company's future are dependent on reliable
and accurate financial data. When it comes to communicating financial information, it
can be challenging to provide all of your facts and figures in the time allotted.
Whether you're presenting to your peers or a non-financial audience, you want them to
have the best information to make appropriate business decisions. To accomplish this
goal, you need to present information with confidence. The following tips would help
you communicate the financial information effectively:
Make the numbers exciting
Structure your content so everyone knows why the data is important and what to
consider next
Look and sound confident
Prevent over-explaining which detours your presentation
Remember what to say without reading your report or slides
Learn when to deliver high-level information vs. detailed information
Hold the attention of the group to stay on track
Communicate your expertise and value with conviction.
9.5 GENERAL PRINCIPLES OF FINANCIAL

COMMUNICATION
The general principles of financial communication are as follows:
Compliance: Communication should always comply with companys values,
ethical standards and legal and stock market obligations of the company.
Pro-activity: Information is to be provided quickly and simultaneously to key
audiences in order to avoid rumors and guarantee optimal results. The company
shall initiate the communication.
Relevance: The right information is to be provided to the right target group
(considering the requirement to treat all shareholders equally).
Credibility: The information must present both positive and negative aspects in a
balanced way.
Comprehensive: Information provided must be clear and easy to understand.
Quick & continuous: The information must be presented with continuity and as
fast as possible.
Openness: The information is to be open, truthful and based on facts both in
prosperity and adversity. Exceptions to an open dialogue are acceptable only to
the extent required for competitive reasons or under law or other applicable rules
or regulations.
Tailor-made: All information shall be adapted to the target groups interests,
knowledge and experience (considering the requirement to treat all shareholders
equally).


1. In a P&L account, the excess of credit side over debit side is called net
profit.
2. The balance sheet depicts the financial position of the business over an
year.
3. Cash flow statements are same as funds flow statements.
4. The financial information should present both positive and negative
aspects of the financial status of a company.
9.6 SIGNALLING THEORY

Signalling theory is based on the assumption that information is not equally available
to all parties at the same time, and that information asymmetry is the rule. Information
asymmetries can result in very low valuations or a sub-optimum investment policy.
Signalling theory states that corporate financial decisions are signals sent by the
company's managers to investors in order to shake up these asymmetries. These
signals are the cornerstone of financial communications policy.
Case: Financial Communication, Warren Buffet Style
I t's annual report season, which includes announcements from the CEO
and/or chairman of every public U.S. company. Given that Warren
Buffett, the chairman of Berkshire Hathaway, is the most successful
investor of all time, you might expect that a 23-page communication from him
would be jargon-packed and over most people's heads.
In actuality, Buffett's annual letter to shareholders is famously down-to-earth,
conversational, and witty. Never mind for now the specific points he makes:
how he communicates his message is a lesson for all of us.
Based on last year's letter to Berkshire shareholders, here are some of the
traits contributing to effective, engaging financial communications, and
examples of how Buffett uses them to great effect.
Use numbers to season the points you serve they're not the main
dish: Buffett doesn't just report on the underwriting gains of their
insurance businesses and let the numbers stand for themselves; he
explains the terminology, what the numbers mean, and how he and
Charlie Munger, his business partner, view them. Case in point: "Our
$58.5 billion of insurance "float" money that doesn't belong to us but
that we hold and invest for our own benefit cost us less than zero. In
fact, we were paid $2.8 billion to hold our float during 2008. Charlie and
I find this enjoyable."
Use analogies and metaphors: A great example is Buffett's description of
how many of us felt after the economic collapse in 2008: "By yearend,
investors of all stripes were bloodied and confused, much as if they were
small birds that had strayed into a badminton game." And he goes on to
describe the government's response: "In poker terms, the Treasury and the
Fed have gone 'all in.' Economic medicine that was previously meted out
by the cupful has recently been dispensed by the barrel." These metaphors
do more to explain his points than paragraphs of technical jargon ever
could.
Contd.

Be honest and transparent: Buffett follows-up a recap of 2008 successes 175

Financial Communication
with the following revelation: "During 2008 I did some dumb things in
investments. I made at least one major mistake of commission and several
lesser ones that also hurt. I will tell you more about these later.
Furthermore, I made some errors of omission, sucking my thumb when
new facts came in that should have caused me to re-examine my thinking
and promptly take action." Instead of deflating his credibility, this kind of
refreshing candidness makes the audience more trusting of whatever else
he might say: after all, he's clearly not hiding anything.
Use facts to put things in realistic context: After explaining how bad the
economic situation was in 2008, Buffett gave a fact-based context for how
to view these realities. "Amid this bad news, however, never forget that
our country has faced far worse travails in the past. In the 20th Century
alone, we dealt with two great wars (one of which we initially appeared to
be losing); a dozen or so panics and recessions; virulent inflation that led
to a 21 1/2% prime rate in 1980; and the Great Depression of the 1930s,
when unemployment ranged between 15% and 25% for many years.
America has had no shortage of challenges. Without fail, however, we've
overcome them. Compare the record of this period with the dozens of
centuries during which humans secured only tiny gains, if any, in how
they lived. Though the path has not been smooth, our economic system
has worked extraordinarily well over time."
We think these characteristics are the start of a great checklist for all of us
who aspire to make numbers and financials approachable.
Try to use these principles next time you're giving a financial presentation.
After all, if the great Warren Buffett can make complicated financials simple
and interesting, why shouldn't we?
Question
Do you think these principles would work for Indian companies?
Source: http://blogs.hbr.org/cs/2010/03/financial_communication_warren.html
9.7 LET US SUM UP

The cornerstone of financial communications policy is the signal the managers of a
company send to investors. The impact of corporate communication strategies on
financial markets and the stock market is important, as the latter reacts very rapidly to
the news broadcast by the former.
Financial information must be communicated to the internal and external users.
Financial statements like trading and profit & loss account, balance sheet, funds flow
statement and cash flow statement provide valuable financial information.
Managing communication with financial stakeholders involves much more than
providing them with the latest figures. It is about placing these figures in their
strategic and macro-economic context so that investors, from individuals to
institutional funds, understand an organizations performance at a certain moment in
time.

176
Corporate Communication 9.8 LESSON END ACTIVITY
Study the financial statements of a few companies (easily available on companys
websites) and comment on their financial status.
Later answer the following questions:
Was the information provided in the balance sheet, helpful? Were you able to
understand the items on the balance sheet? Did the company communicate their
financial information effectively?
9.9 KEYWORDS
Investor: An individual who commits money to investment products with the
expectation of financial return
Stock Exchange: An exchange on which shares of stock and common stock
equivalents are bought and sold
Trading Account: It is prepared to determine the amount of gross profit or gross loss
on sales
Profit and Loss Account: An account compiled at the end of an accounting period to
show net profit or loss.
Balance Sheet: A statement of the assets, liabilities, and capital of a business or other
organization at a particular point in time, detailing the balance of income and
expenditure over the preceding period.

1. Who all are interested in the financial information of a company?
2. Which statements are commonly used to get financial information about a
company?
3. Discuss the general principles of financial communication. Also state the
requisites of effective financial presentation.
4. Write a short note on Signalling Theory.

CYP 1
1. Internal users
2. Solvency of the business
3. Financial statements
4. Stock Exchanges
CYP 2
1. True
2. False
3. False
4. True

177
9.11 SUGGESTED READINGS Financial Communication
J. Fred Weston, Finance and Accounting for Non-financial Managers, Tata McGraw
Hill
M. R. Narayan Swamy, Financial Accounting, Prentice Hall
Gary A. Porter, Financial Accounting, South Western

178
LESSON
10
CRISIS COMMUNICATION
CONTENTS
10.1 Introduction
10.2 Different Stages of Crisis Management
10.3 Crisis Communication Team
10.3.1 Designated Spokesperson
10.3.2 Internal Communication Plan
10.4 During a Crisis
10.5 Post Crisis
10.6 Situational Crisis Communication Theory
10.6.1 Three Types of Crisis
10.6.2 Base Response to a Crisis
10.6.3 Social Media and Crisis
10.7 Let us Sum up
10.9 Keywords

Describe the different stages of crisis communication management
Identify the role of the crisis communication team and spokesperson in crisis
management
Discuss the crisis communication strategies to be followed during and after crisis
Explain the situational crisis communication theory
10.1 INTRODUCTION
Crisis is any situation that is threatening or could threaten to harm people or property,
seriously interrupt business, damage reputation or negatively impact share value.
Every organization is vulnerable to crisis. These situations can be any kind of legal
dispute, theft, accident, fire, flood or manmade disaster that could be attributed to your
company. It can also be a situation where in the eyes of the media or general public

your company did not react to one of the above situations in the appropriate manner. 179
Crisis Communication
This definition is not all encompassing but rather is designed to give you an idea for
the types of situations where you may need to follow this plan. Crisis management is a
critical organizational function.
Crisis communication refers to the communication about a crisis for stakeholders and
the public. The crisis is an unexpected event that is out of the control of the involved
organization. The basic steps of effective crisis communications are not difficult, but
they require advance work in order to minimize damage. The slower the response, the
more damage is incurred. If handled correctly, the damage can be minimized.
10.2 DIFFERENT STAGES OF CRISIS MANAGEMENT

In order to gain a better understanding and elaborate the definition of crisis
communication, we can inspect the different crisis communication activities taken in
the different stages of a crisis:
Precaution: In accordance with its name, during the precaution stage most actions
taken by organizations have nothing to do with a specific crisis situation but
mainly concern preventive measures. This ongoing stage is used to create a strong
and favorable image for the organization through activities such as social
contribution, community relations, allocating resources to PR, and creating good
media relations.
Planning-Prevention: In the second stage of crisis communication management,
the organizations main goal is to prepare for future crisis and to try to prevent
them before they get out of control. The main tasks in the planning-prevention
stage are the preparation of issue management plan (risk management), and the
creation of a communication response strategy (also known as emergency
response and action strategy).
Crisis Coping: Crisis coping is a highly complex task in which a wide variety of
measures are taken to contain the crisis, reduce its scale, and bring it to an end.
As in the preceding stages, a correct, professional, and proactive use of crisis
communication techniques can ease the perception of the crisis and prevent long-
term damage to the organization. On the other hand, organizations that do not
succeed in gaining control of the crisis coverage and delivering the right messages
might find themselves facing a long-term image crisis.
Post-crisis: In every crisis there is a post-crisis stage, starting once the smoke has
cleared and lasting months or even years after the physical crisis has faded. From
the perspective of crisis communication management, this stage is used for PR,
advertising and marketing campaign aimed at altering the organizations image
and re-attracting the shareholders and investors.
10.3 CRISIS COMMUNICATION TEAM

A small team of senior executives should be identified to serve as your companys
crisis communications team. Ideally, the team will be led by the company CEO, with
the firms top public relations executive and legal counsel as his or her chief advisers.
If your internal PR executive does not have sufficient crisis communications expertise,
he or she may choose to retain an agency or independent consultant with that
specialty. Other team members should be the heads of major company divisions, to
include finance, personnel and operations.
Often, during a crisis, a natural conflict arises between the recommendations of the
companys legal counsel on the one hand, and those of the public relations counsel on
the other. While it may be legally prudent not to say anything, this kind of reaction

180 can create even more problems for the company, which can be more damaging can the
crisis on hand. Fortunately, more and more legal advisors are becoming aware of this
fact and are working in close cooperation with public relations officers. The
importance of this understanding cannot be underestimated.
10.3.1 Designated Spokesperson

An individual should be appointed as the primary spokesperson of the company who
will represent the company, make official statements and answer media questions
throughout the crisis. In addition to this, a back-up spokesperson should also be
identified to take up the responsibility in case the primary spokesperson is unavailable.
The company should also identify individuals who will serve as technical experts and
advisors. These resources might include a financial expert, an engineer, a leader in the
community or anyone your company deems necessary during a specific kind of crisis.
This will take some brainstorming by the crisis communication team since what is
needed may not always be apparent. There should be an authority or technical expert
in their field and be available to supplement the knowledge of the spokesperson.
Criteria for the spokesperson, backup spokesperson and crisis communication expert
is:
Comfortable in front of a TV camera and with reporters.
Skilled in handling media, skilled in directing responses to another topic, skilled
in identifying key points, able to speak without using jargon, respectful of the role
of the reporter, knowledgeable about the organization and the crisis at hand.
Able to establish credibility with the media, able to project confidence to the
audience, suitable in regard to diction, appearance and charisma, sincere,
straightforward and believable, accessible to the media and to internal
communications personnel who will facilitate media interviews, able to remain
calm in stressful situations.
During a crisis, its not only the company involved in the crisis who has a
spokesperson. Other interested parties like police, fire department, health officials,
etc., will also have a spokesperson. So, it is very important to identify that individual
as soon as possible so all statements and contacts with the media can be coordinated
between the two individuals and their organizations/interests whenever possible.
10.3.2 Internal Communication Plan

An important job of the crisis communications team is to choose an internal
communications manager. This person's job is to look after the safety of all employees
and constituents, which could include clients, vendors, neighbors and community
leaders. If a crisis like a fire or a school shooting occurs, the internal
communications manager works with police and emergency officials to communicate
essential information to all involved, such as employees, staff, teachers, students and
parents. During the crisis communication planning stage, the internal communications
manager collects contact information from all employees and constituents. This
contact information must be comprehensive (home and cell-phone numbers, e-mail
address, Instant Messaging (IM) and fax numbers) and updated frequently.
To make the job easier, the internal communications manager might consider
implementing an emergency notification system to reach thousands of constituents
instantly. Many subscription services allow an individual to send an emergency
message to all communications platforms simultaneously.

Through these services, a notification can be initiated over the Web, via e-mail or 181
even over the phone. One major advantage of subscription emergency notification
systems is that employees and constituents can update their own contact information
directly into the system and set preferences for the best way to be reached in an
emergency.
A member of the crisis communications team needs to establish and maintain
relationships with the local media before a crisis occurs. Media relations are one of the
chief responsibilities of public relations, so this job probably would go to the team
member with the most public relations experience.
What's important is cultivating a relationship of openness and trust between the
organization and the reporters who cover it. This is done by pitching stories, ideas and
expert commentary to reporters in well times, not just times of crisis. The media
relations specialist should keep an updated list of all local and national reporters who
cover the industry, their contact information and their deadlines.
1. Organizations that do not succeed in gaining control of the crisis coverage
and delivering the right messages might find themselves facing a long-
term image crisis.
2. The crisis communication management team should ideally be led by
someone from outside the organization.
3. The spokesperson should be a person who has some credibility in the eyes
of media or is able to do so.
4. A member of the crisis communications team needs to establish and
maintain relationships with the local media after a crisis occurs.
10.4 DURING A CRISIS

At the first sign of a developing crisis, the crisis communication plan needs to be put
into action. The first step should be to ensure the safety and security of all employees
and constituents. The internal communications manager should activate the
emergency notification system to send information to employees and constituents
about the crisis, what's being done to resolve it and what they should do in the interim.
Depending on the nature of the crisis, the proper emergency authorities may need to
be notified as well, like the police, fire and local emergency management officials.
Internal crisis communication is crucial for safety and for information management.
If employees get their information from watching and reading news reports, especially
negative news reports, their morale could suffer. Employees must be made to feel like
"insiders," or they will act like "outsiders." If employees don't feel like trusted
members of the team, they could become sources of unwanted leaks to the press.
To even keep well meaning employees from offering too much or inaccurate
information to the press, it's recommended that the crisis communication team issue
internal statements that employees could read if contacted by the press. The statement
could refer reporters to an upcoming press conference or suggest they contact the
official spokesperson instead.
The idea of crisis communications is "Tell it all and tell it fast". It's better that the
negative information comes directly from the organization in the form of an honest
apology than from its critics in the form of damaging comments. But the company

182 should remember that a fine line exists between responding quickly and acting hastily.
Going public about a crisis is irresponsible if you don't have sufficient information,
and more importantly, satisfying answers about what you're doing to resolve the
situation.
A smart first move is to send out a press release covering the basic who, what, when
and where of the crisis. The organization should also display concern for any victims
involved or damages incurred. The idea is to always be the one supplying the most
information the fastest.
10.5 POST CRISIS

Directly after a crisis, the organization at fault must compensate the victims. Experts
recommend that the organization act quickly to provide restitution. If the victims
receive compensation immediately, the crisis is less likely to linger in the press. The
cost of quickly resolving the issue also will be far less than if the organization waits
for litigation.
The organization needs to make a bold commitment to ensure the errors that caused
the crisis will never happen again. Precautionary measures should go well beyond the
expectations of the public. In the Tylenol tampering scare of the mid-1980s, for
example, Tylenol took its capsules off the market entirely until the company could
design a tamper-proof bottle. That cost the company hundreds of millions of dollars,
but it regained public trust.
After the crisis has died down, the organization should establish an assessment group
to determine which parts of the crisis communication plan worked and which need to
be revised. A separate assessment group should examine the root causes of the disaster
and decide what steps need to be taken to prevent future occurrences.
As a final act of crisis communications, experts recommend that an organization go
public with its self-assessment. This gives the community further proof that the
organization takes the crisis very seriously and has safeguards in place to avoid even
the threat of such a crisis happening again.
Crisis managers agree that a crisis should be a learning experience. The crisis
management effort needs to be evaluated to see what is working and what needs
improvement. The same holds true for exercises. Every crisis management exercise
should be carefully dissected as a learning experience. The organization should seek
ways to improve prevention, preparation, and/or the response. As most books on crisis
management note, those lessons are then integrated into the pre-crisis and crisis
response phases. That is how management learns and improves its crisis management
process. Post crisis he managers should:
Deliver all information promised to stakeholders as soon as that information is
known.
Keep stakeholders updated on the progression of recovery efforts including any
corrective measures being taken and the progress of investigations.
Analyze the crisis management effort for lessons and integrate those lessons in to
the organizations crisis management system.

Case: BellSouths Crisis Communication Plan 183

B ellsouth has issued a proactive crisis communications press release

which provides a useful case study in good practice. The release helps
to build BellSouths reputation as a well-prepared provider and also
anticipates problems which may occur following a disaster, educating and
preparing stakeholders in ways which should help to mitigate post-disaster
difficulties.
Here is the original article:
BellSouth is prepared for 2005 Hurricane Season

ATLANTA, May 25
In 2004, BellSouth (NYSE:BLS) maintained service in every one of its central
offices during the onslaught of four hurricanes over the span of six weeks.
Nearly one year later, the company has enhanced its emergency preparedness
plans to produce a network and legion of employees that are even better
equipped to weather the 2005 hurricane season.
"BellSouth has one of the most advanced, reliable and resilient networks in
the world," said Rod Odom, president of network services - BellSouth. "Our
customers can trust that, in the event of a hurricane or other natural disaster,
BellSouth will be there to keep them connected and maintain the quality of
service they have come to expect from this company."
BellSouth has emergency preparedness plans in place to ensure that it
responds quickly to a natural disaster. BellSouth has incorporated enhanced
tracking technologies into its planning process to more effectively forecast
impacts of a storm to its network. BellSouth's priorities during and after a
natural disaster are to provide back-up to its network in affected areas and to
quickly and effectively initiate recovery efforts.
BellSouth provides back-up to critical areas of its network in the event of a
commercial power outage through batteries and diesel-powered electric
generators that are either permanently installed in facilities or stored in
warehouses across the Southeast. In addition, BellSouth has more than one
thousand portable generators on standby, ready to be loaded and transported
to an area hit by a storm.
BellSouth also provides back-up using technology that instantaneously
re-routes communications through its network in the event of an outage.
As the recovery process begins, BellSouth employees work tirelessly to
restore service and repair damaged facilities, often with the help of loaned
technicians from other regions and telecommunications companies. In 2004,
more than 1,300 technicians were loaned to aid in BellSouth's restoration
efforts.
BellSouth offers customers several tips to stay safe and connected before,
during and after a hurricane or other natural disaster:
Before the Storm:
BellSouth has compiled a list of emergency contact information on its
Web site at http://www.bellsouthcorp.com/emergency. During a hurricane
or other severe storm, BellSouth will update the site with status
information on the BellSouth network.
Contd

184
Check out the Community Information Pages in local editions of The Real
Yellow Pages(R) from BellSouth. The section includes critical
information for hurricane and severe weather planning, surviving and
recovery. The Severe Weather Planner can also be found online at
www.realpageslive.com
Designate a friend or family member outside the storm area as a central
contact and plan for everyone in your family to contact that person to
relay status and location information.
Ensure that your home and business are equipped with the proper
telephone services to re-route communications in the event of a service
interruption. BellSouth offers products like BellSouth(R) Voice Mail,
Crisis Link(SM), Remote Access Call Forwarding, Call Forwarding Don't
Answer and Call Forwarding Busy Line.
Make sure that your cordless and wireless phones all work properly and
are charged and that batteries and car chargers are available.
Make sure that you have at least one traditional wireline telephone, as
cordless phones will not function in the event of a power outage.
Program all emergency contact numbers into your Cingular Wireless(R)
phone. Make sure that everyone in your family has the home, work and
cell numbers of family members, friends and co-workers with whom they
will want to communicate.
Consider additional cell phones for your family's use or for storage in
your safe room/basement. The Cingular(R) Family Talk and Prepaid plans
offer great options for staying in touch during an emergency.
Consider downloading new tools that will give you the latest weather
forecasts and traffic updates. Cingular offers tools such as My-Cast
Weather, available for download at www.cingular.com/media, to help you
stay up-to-date over your wireless device.
During the Storm:

Use your phone for necessary calls only, leaving lines open for
emergencies.
During a power outage, your phone line may be inoperable if your
cordless phone, caller ID unit or other telephone equipment requires
external power. Plug a non-electrical telephone directly into a phone jack
to verify if you have service.
During extremely high calling volume periods, you may experience a
slow dial tone. If you don't hear a dial tone immediately when you pick up
your phone, wait a few seconds or hang up and try your call again later.
Consider short/text messaging service (SMS) as a communications
alternative. Sending a text message requires less signal strength and can
be a fast and effective alternative to voice calls during an emergency.
After the Storm:

Expect delays in getting calls through because of high demand for service.
It is still a crisis situation - keep your calls short to allow emergency calls
to get through.
Contd

To request residential repair when calling: 185

From a BellSouth phone - dial 611
From wireless or non-BellSouth phone or outside of Florida -
1.800.432.1424
In Spanish from a BellSouth phone - 1.888.707.2840
In Spanish from wireless or non-BellSouth phone or outside of
Florida - 1.800.828.4652
To request business repair when calling:
From a BellSouth phone - 1.866.620.6900
From wireless or non-BellSouth phone or outside of Florida -
1.800.252.0803
Questions
1. Comment on the crisis communication management of BellSouth.
2. What lessons can other companies learn from the BellSouth experience?
Source: http://www.continuitycentral.com/news01908.htm
10.6 SITUATIONAL CRISIS COMMUNICATION THEORY

A theory of crisis communication was needed to guide the organizations who often
make many mistakes in crisis communications and make the crisis even worse. In lieu
of this, Situational Crisis Communication Theory was given by crisis management,
author W. Timothy Coombs. Much of the information about dealing with crisis today
is based on speculation, and this theory focuses on evidence based management,
which works to use research to test theories and use it as evidence so that
organizations have actually researched and proven evidence to work from, not just
speculation. It is much more scientific and credible than sticking to mere speculations.
Crisis are always negative events, so he explains attribution in terms of crisis as when
stakeholders try make sense of the situation and decide who to blame, whether it be
the organization itself, or if it was outside factors that the organization had no control
over. Organizations do not want to be attributed as the cause of the crisis or having
failed to act when they could have to prevent a crisis. This drive to identify what
factors shape how stakeholders perceive a crisis is what has inspired the situational
crisis communication theory.
10.6.1 Three Types of Crisis

The three crisis types are:
Victim crisis: In a victim crisis, the stakeholders perceive that the organization has
very little to no responsibility, and is considered a victim itself. For example,
international policies, natural disasters like floods, famines, etc.
Accident crisis: In an accident crisis there is minimal responsibility for the
organization, and other factors contributed to the crisis. For example, fire, loss of
data, etc.
Preventable crisis: A preventable crisis is when the stakeholders strongly believe
that the organization is responsible for the crisis. It is the most difficult kind of
crisis to manage. For example, theft, no supply, quality issues, etc.

186 10.6.2 Base Response to a Crisis

The two parts to any base response to a crisis are to help people prevent further
harm like provide information to stakeholders that allows them to protect themselves
physically from the crisis (such as an evacuation after a chemical contamination or
inform them of an unsafe product so they dont buy or use it). After taking care of the
physical needs of the public, organizations must help them to cope psychologically,
because victims experience varying degrees of psychological distress during a crisis.
The organizations can help them to work through it by providing them with corrective
information, tell the public what youre doing to prevent another crisis so that they
dont worry about it happening again. An organization should also express sympathy
to show the public that the organization feels bad, and also the public expects that kind
of response.
If people really feel that your organization is responsible for a crisis, your organization
should respond by accepting responsibility, and focus your response on helping the
victims and taking responsibility for that crisis. Organizations must know the situation
well so that they do not under or over-react in the situation. Organizations should be
as accommodative as possible in this scenario.
10.6.3 Social Media and Crisis

Social media can create a crisis social media allows the public to share their thoughts
information, which could be bad toward your organization, quickly and to a very wide
number of people. Members of the public can make a complaint and spread it
worldwide, picking up others who share a negative perspective, and ultimately
negatively impacting the organization.
Ongoing media monitoring could tell you if social media is creating a crisis because it
allows you to see if any concerns have been raised, and if so, if it has spread and how
far it has spread. If the negative backlash has spread, it is important to take action.
Three primary social media crisis are:
Rumors: Which are false bits of information that are spread about you
organization that circulate on the internet
Complaints: Which are when consumers are upset and express concerns about the
organization or its products, which are warning signs that the organization needs
to change or do something about their product.
Challenge: A challenge is when a person or maybe even an activist group thinks
that your organization is doing something morally wrong.
The online environment is a place where these types of crisis can thrive.
The phrase social media is about stakeholders is about making organizations realize
that they should be listening more than talking when it comes to social media. Social
media is the providence of the stakeholdersthey have their own discussions and
share information there. Dominating the conversations of the public will be viewed
negatively, it is better to listen to their conversations and only respond periodically.


Fill in the blanks:
1. crisis communication is crucial for safety and for
information management.
2. Situational Crisis Communication Theory was proposed by ..
3. In a .. crisis, the stakeholders perceive that the organization
has very little to no responsibility.
4. Three primary social media crisis are rumors, complaints and
10.7 LET US SUM UP

Crisis begin as a threat but effective crisis management can minimize the damage and
in some case allow an organization to emerge stronger than before the crisis.
However, crises are not the ideal way to improve an organization. But no organization
is immune from a crisis so all must do their best to prepare for one.
Crisis communication refers to the communication about a crisis for stakeholders and
the public. The crisis is an unexpected event that is out of the control of the involved
organization.
Crisis management effort needs to be evaluated to see what is working and what needs
improvement.
Situational Crisis Communication Theory focuses on evidence based management,
which works to use research to test theories and use it as evidence so that
organizations have actually researched and proven evidence to work from, not just
speculation.

Collect information about the Satyam crisis. Make a report out of the information
collected. Make sure that your report answers the following questions:
1. What was the crisis?
2. Who was responsible?
3. How did Satyam react?
4. How did the stakeholders react?
5. How did they manage the crisis?
6. Was the crisis communication effective?
10.9 KEYWORDS
Crisis: Any situation that is threatening or could threaten to harm people or property,
seriously interrupt business, damage reputation or negatively impact share value.
Crisis communication: The communication about a crisis for stakeholders and the
public.
Legal Counsel: A lawyer or group of lawyers giving legal advice (and conducting a
case in court).
Spokesperson: A person who represents a company, industry or cause in the media.

188
Corporate Communication 10.10 QUESTIONS FOR DISCUSSION
1. What are crisis? How can it be managed?
2. Discuss the four stages of a crisis communication management.
3. Explain the role of a spokesperson in crisis communication management.
4. What strategies should be adopted by the company during a crisis and after a
crisis?
5. Explain the Situational Crisis Communication Theory.

CYP 1
1. True
2. False
3. True
4. False
CYP 2
1. Internal
2. Coombs
3. Victim
4. Challenge

S. Shiva Ramu, Corporate Crisis Management, Response Books
Michael Regester & Judy Larkin, Risk Issues in Crisis Management: A casebook of
best practice, Kogan Page

189
Business Reports
UNIT IV

190

191
LESSON Business Reports
11
BUSINESS REPORTS
CONTENTS
11.1 Introduction
11.2 Characteristics of a Good Business Reports
11.3 Types of Reports
11.3.1 Routine Reports
11.3.2 Special Reports
11.3.3 Informational Report
11.3.4 Analytical Report
11.4 Forms of Reports
11.5 Five Ws and One H
11.6 Let us Sum up
11.8 Keywords

State the characteristics of a good business report
Discuss different types and forms of reports
Identify five Ws and one H of report writing
11.1 INTRODUCTION
A report is a presentation and summation of facts, figures and information either
collected or derived. It is a logical and coherent structuring of information, ideas and
concepts.
A business report is an orderly, unbiased communication of factual information that
serves some business purpose.
Reports provide feedback to the manager on various aspects of organization. The
information is needed for reviewing and evaluating progress, planning for future
course of action and taking decisions. As a neatly structured piece of work, the report,
for greater ease in comprehension, is segregated into various sections. Understanding

192 the import of these sections, coupled with logical conjoining of the various parts,
results in a well written and presented report.
Report writing is an art. This skill is to be developed by constant efforts. Every
executive is supposed to submit reports to their superiors in scheduled time intervals.
For that, he has to learn the skill of writing reports. In case of investigations also, the
report is submitted to take remedial actions. Market researchers conduct various field
surveys. The report of the surveys has to be prepared effectively.
11.2 CHARACTERISTICS OF A GOOD BUSINESS

REPORTS
The report is the ultimate output of investigation efforts. The report format varies
depending upon its purpose and target audience. The presentation of research reports
to ultimate users is the art of communication. Report writing makes the complex thing,
simple. Suggestions given in the report lead to the plan of action. New areas for
investigation may also be identified through reports. A good report should have the
following features:
Precision: In a good report, the writer is very clear about the exact purpose of
writing it. His investigation, analysis and recommendations are directed by this
central purpose. Precision gives a kind of unity and coherence to the report and
makes it a valuable document.
Accuracy of Facts: The scientific accuracy of facts is very essential to a good
report. Since reporters in variable lead to decision-making, inaccurate facts may
lend to disastrous decisions.
Relevance: The facts presented in a report should be not only accurate but
relevant also. While it is essential that every fact included in a report has a bearing
on the central purpose, it is equally essential to see that nothing relevant has
escaped inclusion. Irrelevant facts make a report confusing; exclusion of relevant
facts renders it incomplete and likely to mislead.
Reader-orientation: A good report is always reader-oriented. While drafting a
report, it is necessary to keep in mind the person(s) who is (are) going to read it.
A report meant for the layman will be different from another meant for technical
experts.
Objectivity of Recommendations: If recommendations are made at the end of a
report, they must be impartial and objective. They should come as logical
conclusions to investigation and analysis. They must not reveal any self-interest
on the part of the writer.
Simple and Unambiguous: A good report is written in a simple, unambiguous
language. It is a kind of scientific document of practical utility; hence it should be
free from various forms of poetic embellishment like figures of speech.
Clarity: A good report is absolutely clear. Clarity depends on proper arrangement
of facts. The report writer must proceed systematically. He should make his
purpose clear, define his sources, state his findings and finally make necessary
recommendations. He should divide his report into short paragraphs giving them
headings, and insert other suitable signposts to achieve greater clarity.
Brevity: A report should be brief. It is difficult to define brevity in absolute terms.
Nor can brevity be laid down as a rule. All that can be said is that a good report is
as brief as possible. Brevity should not be achieved at the cost of clarity, nor
should it be at the cost of completeness. Sometimes the problem being
investigated is of such importance that it calls for a detailed discussion of facts.

Then this discussion should not be evaded. Brevity in report is the kind of brevity 193
Business Reports
one recommends for a prcis. Include everything significant and yet be brief.
Grammatical Accuracy: The grammatical accuracy of language, though listed at
number 9 in the characteristics of a good report, is of fundamental importance.
It is one of the basic requisites of good report as of any other piece of
composition. No one is going to read a report if its language is faulty. Besides,
faulty construction of sentences makes the meaning obscure and ambiguous.
11.3 TYPES OF REPORTS

Reports can be classified as Business Reports or Academic reports.
Business Reports are the ones prepared in the organizations for formal purposes.
Academic reports are the ones prepared in the course of study. There may be
reports prepared after summer training or after completion of a project of study or
research.
11.3.1 Routine Reports

The reports which are prepared on a routine basis in an organization are called routine
reports. These are prepared in the normal course of business, whether or not
something extraordinary takes place. The different routine reports may be as follows:
Progress Report: This is the report about the growth of an organization or any
department within the organization. It may even relate to the progress of an
individual in an organization.
Inspection Report: In case of a manufacturing concern, or even in case of other
organizations, regular inspections are held to check the compliance of the products
and services with the specified norms. These inspections may be done by the
superiors in the organization. The report prepared by these inspection teams, is
called inspection report.
Performance Appraisal Report: At regular intervals, Performance Appraisal of
the employees is done by the Personnel Department. This is done to assess and
evaluate the employees as per their performance. For this purpose, Performance
Appraisal report of each employee is made and sent to the management for
evaluation.
Periodical Report: A report prepared at regular time intervals is called a
periodical report. A monthly report, annual report, bi-annual report, etc., fall under
this category.
11.3.2 Special Reports

Special Reports are those reports which are not prepared on a routine basis, but only in
the event of special circumstances or exceptional happenings. These may have to be
made once in a while. Various special reports may be as follows:
Investigation Report: In case of an unusual happening, like sudden downfall of
sales or fall in production or any other event, investigation may have to be carried
out to find the reasons behind the event. Reports prepared after such an
investigation are called investigation reports.
Survey Report/Feasibility Report: A survey is sometimes carried out regarding
the present working or an organization, its sales, etc., or the feasibility of any new
project to be undertaken by the organization. Survey/Feasibility Reports are
prepared to record the findings.

194 First Information Report: This is commonly known as FIR. Mostly we

understand that FIRs are lodged in police station in case of any theft or loss. FIR
may also be prepared for record of an organization. This is prepared by the first
witness to the event, to report to his superiors.
11.3.3 Informational Report

An informational report, as the name suggests, provides all details and facts pertaining
to the topic selected for study. It may be a problem arising in an organization or any
other subject of study as selected by the management. For instance, it could be a report
that attempts to trace the growth of Company X in the automobile industry. In a report
of this kind, the presentation of all details that led to the growth of Company X should
be listed in a chronological order.
The sequential arrangement of issues or topics in an informational report could
observe any one of the following ways of presentation. It could be by:
Chronology: On the basis of time of happening of events.
Importance: On the basis of priority of the issues.
Sequence/Procedure: On the basis of sequence of events in a process.
Category: Any basis of categorization.
Alphabetization: On the basis of Alphabets (A to Z).
Familiarity: Arrangement from known to unknown issues.
In a report of this kind, the various sections are simple and self-explanatory. As the
presentation of information is the basic purpose of the report, details are worked out in
a systematic and coherent manner. The structural orientation in an informational
report should be clearly evident to the reader and its significance also grasped.
11.3.4 Analytical Report

Analysis means study of a problem or event, right from its identification to discovery
of its causes. It makes use of facts and figures. The analytical report comprises stages
in which there is a proper identification of the problem, analysis and subsequent
interpretation. Recommendations or suggestions are then incorporated in the report,
depending upon what is required by the report writer. Thus, in a problem solving
method, the steps observed are as follows:
Draft Problem Statement
Evolve criteria
Suggest alternatives and evaluation
Draw conclusion(s) and make recommendations
The structure of an analytical report could follow any of the two patternsdeductive or
inductive:
An inductive ordering follows a simple, logical arrangement in which you proceed
from the known to the unknown. There are two premises or syllogisms that conjoin to
yield a final conclusion, for example:
Syllogism 1 Ram is a man and he is mortal.
Syllogism 2 Shyam is a man and he is mortal.
Syllogism 3 - 195
Business Reports
Syllogism n -
Conclusion Therefore, all men are mortal.
One could formulate umpteen numbers of syllogisms to reach a final conclusion
which is always based on the number of experiments conducted or factors observed.
Here the progression is always in the nature of working on the known elements to
arrive at an unknown conclusion.
However, inductive patterning, while normally followed for organization based
studies and experiments, suffer from a major drawback. As it is not based on any
universal truth, it holds valid only up to the point there is discovery of an issue that
prove contrary to the findings in the report. It is by nature only relevant in the present
and no universal claims to the same can be made.
On the other hand, a deductive ordering observes a reverse ordering where it proceeds
from the unknown to the known. Universal truths are taken as the formulation point
for the problem. The various alternatives are suggested, evaluated and conclusions
drawn, keeping in mind the original problem stated. To take a look at the manner of
approach in deductive methodology, let us take an example.
Conclusion All men are mortal.
Syllogism 1 Ram is a man and he is mortal.
Syllogism 2 Shyam is a man and he is mortal.
Syllogism 3 -
Syllogism n -
Fill in the blanks:
1. A . report shows the growth of an organization or any
department within the organization.
2. A report prepared at regular time intervals is called a report.
3. A .. is usually lodged at police stations in case of a
theft or less.
4. .. means study of a problem or event, right from its identification
to discovery of its causes.
11.4 FORMS OF REPORTS

Business reports are used extensively in organizations, and it is valuable for any
executive to develop an effective report writing style. Business reports come in many
forms, from lengthy formal reports to the shorter variations used within departments.
Therefore, the writing style should reflect the nature of the report content. A report
can be organized in three ways: Letter form; Memorandum form; and Letter text
combination form.
Letter Form: In the case of brief, informal reports, the arrangement followed in
business letter is adopted. Its main parts are: heading or the title, date, address,
salutation, the body, complimentary close, and signature. It is usually written in
the first personI or we. The body of the letter can be divided into the following
parts:

196 Introduction: The introductory paragraphs present the terms of reference and
the subject of study. Here, the writer states the problem confronting him in the
light of the terms of reference and the relevant circumstances.
Findings: The next few paragraphs present the finding of the investigation.
Recommendations: Recommendations that logically follow the findings are
given in the last paragraph of the body.
Memorandum Form: Adopting the memorandum form is a simpler way of
presenting the report, since here the formalities of the letter form are done away
with. The data is mentioned at the top. It is followed by the name of the person to
whom the report. Next follows the actual text and the conclusions. As in the letter
form, the text of the report is divided into paragraphs with headings and
sub-headings. Large business houses have different types of printed forms to send
reports. This simplifies the procedure and ensures uniformity of style.
Letter-text Combination Form: Long reports are usually written in the letter-text
combination form.
11.5 FIVE WS AND ONE H

Prior to commencing work on a report, a few queries should be raised by the report
writer and satisfactorily answered. This enables the writer to produce a highly focused
report. The queries are central on the five Ws and the one H. What is the problem?
What is it that needs to be ascertained? Clarity along these lines helps in eliminating
any redundancies that might crop up. Identification of the genesis of the problem helps
in streamlining the approach.
The five Ws and One H are:
Why, What, Who, When, Where and How.
Questions like the following pertaining to these Ws and H are to be answered before
writing the report:
Why is it important to study the problem?
Why (purpose) should the problem be analyzed?
What is its relevance and significance to the department in specific, and
organization in general?
What are the benefits that will accrue as a result of this particular report to the
department, the organization, and the self?
Who is involved in the situation? This could take into account both the reader(s)
and the writer. In case there is a third party involved, it would also account for
that.
Who is going to be the reader of this report? With a change in the reader, a change
is visible in the manner of approach in the report.
When did the trouble start? In case it is an analytical report, one would also need
to address oneself to the source and time of the problem before reaching any
conclusion.
When am I going to write the report? The time factor is very important.
Where would the reader be at the time when he receives the report? Would the
reader read the report in a meeting or read it within the confines of his room?
There would definitely be a difference in the manner of approach.

Finally, how would the report is to be written? What information is to be included 197
Business Reports
and what is to be excluded/which graphs and chart would be used/avoided?
All these queries need to be satisfied before beginning a report. They give the report a
certain direction and help the writer to concentrate on making the report acceptable to
the audience for whom it is aimed.
Example: Let us take a look at a project report to be prepared by a financial
institution. In a report such as this, queries of the following nature could be raised:
Why: Why should project A be supported?
What: What is the justification of a loan for project A?
Who: Who would read the report? Would it act as precedence for further similar
loans to be sanctioned? Or would it remain just one of the usual reports written
within a standard format? Answer to these queries would also bring about a
change in the written style.
When: When would the loan be sanctioned? Is the report being written close to
the time of sanctioning of the loan, or is it merely an informative one, providing
information on the various factors leading to the sanctioning of the loan?
Where: Where would the report be read? The degree of formality or provision of
details would vary in response to these queries.
How: If the sanctioning of the loan is important, persuasive language can be used
to get the idea and message across. All details should be provided and meticulous
care should be taken to ensure that nothing unwarranted is included.
1. What are the three forms of organizing business reports?

2. What are the five Ws and one H of report writing?

11.6 LET US SUM UP

A business report is an orderly, unbiased communication of factual information that
serves some business purpose. Report writing makes the complex thing simple.
Reports may be Business Reports or Academic reports. Business Reports may be:
Routine Reports, Special Reports, Informational Reports or Analytical reports.
Clarity about WHY, WHAT, WHO, WHEN, WHERE and HOW of the report helps in
drafting an effective report.
A report is a communication from someone who has some information to someone
who wants to use that information. A report is a basic management tool used in
decision making. Hence, it is extremely important. In a one-man business, the
function of reporting and decision-making are combined in one man the proprietor.

Search for business reports online. Read a few of them and try to identify which type
of report they are.

198
Corporate Communication 11.8 KEYWORDS
Business Report: it is an orderly, unbiased communication of factual information that
serves some business purpose.
Academic Reports: reports that are prepared by students in their course of study or
attaining a degree.
Routine Reports: they are prepared and presented at regular, prescribed intervals in
the usual routine of business.
Special Reports: they are not prepared on a routine basis, but only in the event of
special circumstances or exceptional happenings.
Informational Reports: they provide all details and facts pertaining to the topic
selected for study.
Analytical Reports: these reports call on you to answer questions, to ask why
something happens, which product is the best, or is an idea good.

1. Write a note on the need and importance of business reports. What are the ideal
features of such reports?
2. What are the different types of business reports?
3. Differentiate between informational report and analytical report.
4. Describe five Ws and one H of report writing.

CYP 1
1. Progress
2. Periodic
3. First Information Report
4. Analysis
CYP 2
1. Letter form, memorandum form and letter-text combination form
2. What, who, when, where, why and how

Asha Kaul, Effective Business Communication, Prentice Hall of India, New Delhi
McGraw Hill Publications, p. 273.
Press, 7th Impression 2008, P. 289.

199
LESSON Project Proposal
12
PROJECT PROPOSAL
CONTENTS
12.1 Introduction
12.2 Writing Academic Project Report
12.2.1 Objective
12.2.2 Topic of the Summer/Academic Project Report
12.2.3 Project Report Guides
12.3 Guidelines for Writing Project Proposal
12.4 Norms for Academic Project
12.5 Components of the Project Report
12.6 Project Presentation
12.7 Technical Proposals
12.7.1 Parts of Proposals
12.7.2 Significance of Technical Proposal
12.7.3 Writing of Proposal
12.8 Let us Sum up
12.10 Keywords

Learn the guidelines for writing academic reports
Know the guidelines for writing project proposals
Describe the components of the project report
Discuss the concept of technical proposals
12.1 INTRODUCTION
Nearly all universities and management institutes, require their postgraduate
management and engineering students, to do an industry related project, usually
during their summer term, as part of their curriculum. After completion of this

200 research project, they are required to submit a report for the same. Institutes of
management technology, generally provide manuals which give guidelines,
procedures, and rules for the summer projects.
Though mostly students do a lot of hard-work during the collection of data and other
information related to their research topic, but due to lack of good written
communication skills, they fail to present their work in the form of a proper report for
research.
The purpose of the project proposal is to allow the student to place the proposed study
within a coherent and organized framework, which is also standardized. The proposal
should be based on the topic/scope of work assigned by the organization or institution.
Project proposal should enhance the students understanding, grasp and clarity of the
subject matter, the context of the managerial problem and the research problem.
12.2 WRITING ACADEMIC PROJECT REPORT

12.2.1 Objective
A summer project report/academic report enables students to organize and report the
experience gained during the summer project. The report should be a substantive
contribution to knowledge through integration of the review of literature and
methodology developed for the understanding and resolution of management problem,
and the empirical work done therein. The recommendations made in the summer
project report should be in quantitative (costs and benefits) as well as qualitative
terms, as far as possible. It is important to note that the summer project
report/academic report represents a concrete output and would, therefore, have a
demonstrable potential, enabling individuals to pursue further work on the problem.
12.2.2 Topic of the Summer/Academic Project Report

Usually, topics for the Academic reports on summer project report may be assigned to
the students by the institutions, but at times, they may have a chance to select a topic
of their own choice. Once a workable idea has been found for research, it should be
subject to careful scrutiny, to determine whether or not it meets the following criteria:
It should be manageable in size, and scope, keeping in view the time and
organizational resources required for preparing a report.
It must have the potential to make a significant contribution to management theory
and practice.
It must also be built on the foundation of a minimum working knowledge of the
company/industry business proposition and practices.
It should allow scope for in-depth exploration of the topic.
12.2.3 Project Report Guides

For supervising and guiding the academic/summer project, students usually consult
two guides one from their faculty and the other from the sponsoring organization.
The students have to develop the project from the proposal stage onwards to the final
report writing in regular consultation with the faculty. They should initially discuss the
nature of the project, as far as possible, before leaving for placement/training.
Role of the Project Guides

The role of the project guide is as follows:
Developing and vetting the summer project report proposal with the student.

Attending the proposal presentation to be made by the student. 201

Project Proposal
Supervising and guiding the student and providing periodic feedback based on
his/her progress.
Giving written feedback on the draft of the report submitted by the student.
Before forwarding the report for final evaluation, project guides must ensure the
quality of the report and compliance with the guidelines.
12.3 GUIDELINES FOR WRITING PROJECT PROPOSAL

The proposal should contain a brief background of the company, its business and
environment, and list the survey of literature and context description of the subject. It
should clearly state the research objective(s), relate these to the subject and problems
in this context, develop a model or state the hypothesis/hypotheses, provide clear
definitions, describe, and justify the proposed research methodology and highlight the
potential contribution of the proposed work to theory, practice and research in the
relevant area of management. The summer project proposal should be prepared in the
manner given below.
1. Cover page of summer project proposal: This contains the name of the proposed
project, name of the student and his guides.
2. Table of contents: This describes the page wise contents of the proposal. It is like
the index.
3. Introduction: This should begin with a brief description of the company, its
business and major environmental factors. This is necessary to record the business
environment and functioning and to help the student integrate the learning over
the past year, and apply it in the managerial context. Then, the managerial or
sectoral problem and the background to the problem, its genesis, consequences,
current practice, and so on, should be described in detail. It should end by
examining the literature and the conclusions drawn from a survey of literature, in
a subsection titled Literature Survey.
4. Research problem: This is a specific set of statements which describe the research
problem, and go on to develop the hypotheses. They also describe the nature and
area of possible outputs from the research, if it is exploratory/qualitative in nature.
This should refine the general problem statement above into a specific form, so
that the problem statement may be tested, answered with a specific study. If
possible, the operationalised hypotheses should also be defined at this stage itself,
to have the advantage of panel inputs, regarding the core of the study.
5. Research design: This will contain five subsections, namely:
(a) The general methodology or procedure of study adoptedwhether the case
method is based on secondary or accounting/financial data, sales or
production data, or survey-based, and so on.
(b) The sample and sampling frame or data source specifications and plan to
acquire the data.
(c) The data collection procedure.
(d) The data analysis, qualitative analysis techniques and the form of the outputs
of analysis.
(e) How the expected output may then be arrived at by following this
methodology.

202 6. Time frame: The time frame for the completion of the summer project, stage wise
and event wise, with details if possible, giving the expected day, and dates of
completion of each stage.
7. Limitations: This describes the limitations in terms of time, physical movement,
etc., which might influence the research project.
8. References: Names of books, magazines, etc., referred to for the purpose of study.
12.4 NORMS FOR ACADEMIC PROJECT

The primary purpose of the summer project report is to demonstrate the students
capability to make effective use of research methods appropriate to the problem and to
develop and handle evidence satisfactorily. The summer project report should,
therefore, contain a section on:
The research procedure(s) employed.
The extent, nature, reliability and suitability of evidence gathered.
The conclusions drawn and the recommendations made to demonstrate skills in
analysis and interpretation of research results.
Clarity, conciseness, and presentation are required. It is necessary to include sufficient
evidence to support the reasoning and conclusions. It should clearly demonstrate the
basis of the conclusions and recommendations, thereby exhibiting the analytical skill
of the student, in this area. The length of the summer project will vary with the topic
and evidence required.
Further, the learning of the student regarding in-depth knowledge of the field should
be brought out by the section on literature review and model or framework used in the
summer project study.
Fill in the blanks:
1. A student has generally two project guides one from their faculty and
the other from the ..
2. describes the page wise contents of the project proposal.
3. A. is developed from the research problem.
4. The length of the summer project will vary with the topic and

12.5 COMPONENTS OF THE PROJECT REPORT

There can be necessary variations in the project report format, according to the
requirements laid down by the industry and institutions concerned. But the overall
design, form, and style would remain unchanged.
The summer project report should appear in the following order:
Page i: Cover
Page ii: Title page
Page iii: Certificate of approval
Page iv: Approval of organizational and faculty guides

Page v-vi: Abstract 203

Project Proposal
Page vii: Acknowledgements
Page viii: Table of Contents
Page ix: List of Figures
Page x: List of Tables
Page xi: List of Appendices
Page xii: Abbreviations
Page 1: Chapter 1 (Introduction)
Page: Research Design
Page: Results and Conclusions
Page: Recommendations and Suggestions
Page: Last Chapter
Cover and Title Page

The cover and title page should conform to the following format:
Report
PROJECT TITLE
Submitted By
Name
In partial fulfillment of .
Under the guidance of
Name of Guide Name of Guide
Designation Designation
Organization Organization
NAME OF THE INSTITUTE
Certificate of approval and approval of organizational and faculty guides: These are
the two statements authenticating the work done and are put right in the beginning of
the report.
Certificate of Approval
The following Project Report titled PQR... is hereby approved as a certified
study in management/...carried out and presented in a manner satisfactorily to
warrant its acceptance as a prerequisite for the award of Masters in Business
Administration/.for which it has been submitted. It is understood that by
this approval, the undersigned does not necessarily endorse or approve any
statement made, opinion expressed or conclusion drawn therein, but approves
the Project Report only for the purpose for which it is submitted.
Name and Signature....
Faculty Examiner .
Project Co-ordinator

204 Certificate from Project Guides

This is to certify that Mr./Ms. ABC, a student of the Masters in Business
Administration, has worked under our guidance and supervision. This Project
Report has the requisite standard and to the best of our knowledge, no part of
it has been reproduced from any other project, monograph or book.
Institute Faculty Guide Organizational Guide
Designation Designation
Name of the Institute Name of the Organization
Date:
Abstract: Each summer project report must include an abstract of a maximum of two
pages in single space (about 800-1000 words). It should state clearly and concisely,
list out the topic, scope, method, and conclusions. The emphasis should be on the
conclusions and recommendations. The word limit should be strictly adhered to.
Acknowledgements: Students are advised to acknowledge help and support from
faculty members, library, computer centre, outside experts, their sponsoring
organizations, and so on.
Table of Contents: Every summer project report must contain a table of contents
which provides a view of how the report material was collated?
List of Figures, Tables, Appendices, and Abbreviations: If the summer project report
contains tables, figures and Abbreviations, they should be listed immediately
following the table of contents on separate pages.
Chapter I: Introduction
As in the proposal, this should begin with a very brief summary of the company and
its business, and follow it up with complete details of the managerial problem and the
background to the problem, its genesis, consequences of the problem on the business,
and current practices. It should start from a broad overview and then move to the
specific focus of the study. This should include the specific business or functional
problem being faced by the organization.
Next, it should describe the rationale for the study and the benefits of the project in
terms of knowledge, skill, practices, and systems and how it will help the
organization. The next part is to delimit the scope of the project, and to specify the
area of enquiry under the project.
It should continue with a subsection titled Problem Formulation. This should
describe the specific business problems faced and the related issues involved in a
greater detail than above.
It should then end by reviewing the literature in this regard and the conclusions drawn
from a survey of literature, in a subsection titled Literature Survey. Students should
do a comprehensive library search on the project topic. This will help in knowing the
work done in the past and also the current work/research in the particular area. This
will help frame the problem, in terms, of variables under study and in focusing the
research problem. Assumptions made in the study must be clearly justified and the
grounds or evidence used for the development of the hypotheses, (i.e., the variable
involved, their relationships, and so on), must be given in detail in this section.

Chapter II: Research Design 205

Project Proposal
On the basis of literature review and discussions with guides, the final research
problem will be described here. It will build a set of constructive arguments for the
research problem. It will further describe how the problem was operationalised for
measurement and analysis and how a statement of operationalised hypotheses was put
together.
The expected results from such a research study should also be described in terms of
the specific hypotheses developed. It must be explained, how such results would be of
use in the managerial context and business?
The research design will contain five subsections, namely:
The general methodology adopted for study, whether case method, or based on
secondary or accounting/financial data, or survey based, and the procedure
followed in the study.
The sample or data source specifications and sampling frame or plan to acquire
data. Source of data must be mentioned at appropriate places in the summer
project. The detailed sampling plan and procedure adopted for sampling, should
be described here.
The data collection procedure: The summer project report must involve data
collection in a systematic manner. It should not be a mere collection of opinions
based on personal experience. The tool used for data collection, if any or the
method adopted for the same should be described in detail in this section. This
should also contain the procedure for administering the tool or conducting the
interview, as the case may be.
The data analysis carried out, the quantitative or qualitative analysis techniques
and the form of the outputs of analysis should all be described in detail here. The
software or package used for computation should be mentioned.
The expected output may then be arrived at by following this methodology. This
section should describe in detail the way in which results obtained may be
interpreted and how this may help in the given context.
Chapter III: Results and Conclusions

This section includes all the tabulated and text descriptions of the results obtained in
the study. It should be noted that all tables and figures should be properly titled and
numbered and listed in the table of contents.
Next, the conclusions and inferences that are drawn from the analysis of the results (in
support of the hypotheses or in the case of exploratory research, the variables
identified and or involved), should be stated clearly and specifically. These, should
bear on the hypotheses, and should be an answer to the research problem. Thus,
conclusions should then be directly related to the various issues which the problem
under study brings up.
Last Chapter: Recommendations

The summer project report should conclude with recommendations developed from
the analysis and findings of the study. This is a critical section and should highlight
your specific contributions, keeping in view the purpose of the summer project. It
should demonstrate learning and use of skill and knowledge in actual problem solving.
The last part of this chapter will describe the limitations of the study and suggest
directions for further study in the chosen area.

206 References
References should be complete in all respects.
Cross referencing: All references (books, journals, magazines, newspapers, reports
and proceedings), listed in the project report should be cross referenced in the text at
appropriate places for example:
The needs and skills required to manage todays business in a global environment are
far different than they were just a decade ago. Clearly, we need a new way of looking
at manufacturing, for the way we have considered it in the past, is no longer sufficient.
With rapid changes in IT and manufacturing technology, firms are, therefore, getting
increasingly interested in managing the strategy-technology connection to develop
new ways of achieving competitive advantage (Porter, 1985). Firms are attempting to
link manufacturing strategy with business strategy; (Skinner, 1985 Wheelright, 1981),
to examine the strategic impact of rapidly changing manufacturing and information
technology (Jelinek and Goldhar, 1983; Kantrow, 1980), and to find new ways of
viewing manufacturing as competitive weapons (Hayes and Wheelright, 1984;
Jelinek and Goldhar, 1984; Skinner, 1985). Information Technology is the key
ingredient in this emerging trend of getting competitive advantage through
manufacturing.
Box 12.1: Reference Style
Books
Books
One Author
Chatterji, A. (1995), Management Fundamentals, Ravi Book Agency, Baroda.
Two Authors
Singh, M. and Pandya, J (1987), Organization and Management, Metropolitan
Book Company, Delhi.
Government Publication
Ministry of Law, Government of India (1960), The Copyright Act, 1957, The
Manager Publications, Delhi.
Journal Paper
Jain, SK (1999), Organizational Climate in Banks, Journal of Management,
Vol. 6, No.12, pp 12-32.
Article in a Newspaper
Mishra, VK (2001), Are Banks becoming better? The Economic Times, May
12, pp 6-7.
Conference Paper
Bhattacharya, S. K. (2001), Management Principles and their applicability to
Bank, Paper presented at Mumbai Management Association, Mumbai, Nov
21, pp 12-27.
Appendices: Additional information like questionnaires, list of dealers, details of
product portfolio, organization charts, manufacturing prices and data sheets are put as
appendices at the end of the report.


Project Proposal
1. It is at the discretion of the student whether he wants to prepare a table of
contents in the report or not.
2. Student should delimit the scope of the project, and to specify the area of
enquiry under the project while writing the Introduction of the project.
3. Data collection should not be a mere collection of opinions based on
personal experience.
4. The conclusions of the report should be directly related to the various
issues which the problem under study brings up.
12.6 PROJECT PRESENTATION

Once the faculty and organizational guides approve the final draft of the project
report, the student has to give a formal presentation on the specified date and time.
Ten copies of abstract must be kept ready and brought along at the time of the
submission/presentation for ready reference of the audience.
The student must follow the norms for presentation, by using some visual aids and
utilizing presentation skills.
12.7 TECHNICAL PROPOSALS

The word proposal is derived from the verb propose that means to offer or put
forward for consideration, as a suggestion, plan or purpose. Thus a technical proposal
is a form of technical writing, which presents a set of recommendations or suggestions
to solve a problem or a specific need. According to Business Dictionary, Technical
proposal is a document that lists and defines the technical requirements of a contract
or project, and explains the approach and plan formulated to address them.
12.7.1 Parts of Proposals

A good proposal has four important parts:
1. Front matter
2. Technical section
3. Managerial section
4. Financial section
1. Front Matter: It includes the following elements:
(a) Cover page
(b) Title page
(c) Table of contents
(d) Abstract or summary
2. Technical Section: In this section, the proposer highlights two things: problem
and its solution. The writer should organize the proposal around four questions:
(a) What is the problem?
(b) What is the solution?

208 (c) Can the solution be implemented?

(d) Should the solution be implemented?
3. Managerial Section: The managerial section describes the personnel who will
work directly on the project. All details relating to those personnel are mentioned
in this section. His qualifications, achievements and experience are described
here.
4. Financial Section: It includes a chart of anticipated expenditure. The estimate
should be realistic and complete. There should be a detailed account of the amount
required for several items such as equipment, lab testing, salaries of personnel and
infrastructural facilities, etc.
12.7.2 Significance of Technical Proposal

Technical proposal is a suggestive plan of future task where the proposer aims at
getting the acceptance or the approval of the authorities. Therefore, it is very
significant:
1. It is written to initiate new projects, provide fresh ideas, and solve problems.
2. The significance of proposal lies in the fact that a number of scientific and
technical projects usually begin with a proposal.
3. A proposal convinces the agency to go ahead with the proposed plan.
4. It convinces the readers that the proposed course of action will lead to future
benefits.
5. A proposal persuades people to agree to the writers view or to accept his/her
suggestions.
How to draft a Proposal?

Write/Draft a business proposal submitted by M/s Aman and Amit, consultant for
improving the business and administration of Gupta Electronics Ltd. Industrial Area,
New Delhi.
AMAN and AMIT, Consultants
S.C.O. 258/ 8-C, Madhya Marg Chandigarh
Ref. No. 2009/H/50 1st March, 2009
S. K. Gupta
General Manager
Gupta Electronics Ltd.
Industrial Area
New Delhi
Dear Mr. Gupta
With references to your telephonic discussion with Mr. A.K. Aggarwal, our Senior
Consultant on 18th Feb. 2009, we submit our proposal. You brought into notice some
of the organizational problems your firm is experiencing. This proposal is outlining
our approach to your problems with an estimate time and expenses.
If you require any further information, please contact me.
Yours sincerely
Sd.
(Aman Sharma)
Director

12.7.3 Writing of Proposal 209

Project Proposal
A proper care should be taken while writing a proposal. The points which should be
taken into account are as follows:
1. Title Page: It contains the title of the proposal, name of the person or organization
to whom the proposal is being submitted, name of the proposal writer and the
date.
Specimen of Title Page
A Proposal On

Submitted to

Submitted by
.
Date
.
2. Table of Contents: This section provides the reader an overall view of the
proposal by listing the main headings and sub-headings in the proposal, with their
page numbers.
Table of Contents
Page No.
Abstract 1
1. Background 2
2. Introduction 2
3. Statement of Problem 3
4. Proposed Plan and Schedule 5
5. Recommendations 7
6. Conclusion 8
Appendices 10
3. List of Figures: This section includes a list of tables, graphs, figures, and charts
used in the proposal, with their page numbers.
List of Figures
Page No.
Figure 1 1
Figure 2 2
Figure 3 5
Figure 4 8
Figure 5 9
4. Abstract/Summary: An abstract or a summary is the most important part of the

proposal as it summarizes and highlights its major points. However, an abstract is
more specialized and technical than executive summary.
5. Methodology: This section summarizes the proposed methods of data collection
and the procedure for investigating the problem.

210 6. Introduction: This section introduces readers to the proposal. It gives the
background, states the purpose, and discusses the scope.
7. Statement of the Problem: This section contains an objective description of the
problem or situation that the proposal intends to address. It links the proposed
course of action according to the need of the reader and the requirements of the
situation. It gives credibility to the proposal and makes it convincing and
acceptable.
8. Proposed Plan and Schedule: This section presents a schedule of activities
highlighting the main course of action.
9. Advantages/Disadvantages: This section reinforce that the proposal has more
advantages than disadvantages by making realistic comparisons.
10. Recommendations: This is the main section of a proposal as it discusses the plan
to solve the problem. It is usually the longest section in of a proposal.
11. Conclusions: It presents the final summary of the proposal and focuses on the
main points, and the advantages. It influences the reader with a final appeal.
12. Appendices: Secondary materials are put as appendices in a proposal.
1. What is a technical proposal?

2. What do appendices include?

..
12.8 LET US SUM UP

Academic reports are prepared by students in the course of their study, in partial
fulfillment of a degree/diploma from a university or college. The academic report
should be a substantive contribution to knowledge through integration of the review of
literature and methodology developed for the understanding and resolution of
management problem, and the empirical work done therein.
The topic for the project should be manageable in size, scope, keeping in view the
time and organizational resources required for preparing a report.
The roles of the project guide include supervising and guiding the student and
providing periodic feedback based on his/her progress and giving written feedback on
the draft of the report submitted by the student.
The project proposal or synopsis should contain a brief background of the company,
its business and environment, and then a survey of literature and context description of
the subject.
The final project report includes acknowledgement, certificate of approval from the
institute and guides, introduction, research design, questionnaire, results, conclusions,
recommendations, appendices, tables and references.
Technical proposal is a document that lists and defines the technical requirements of a
contract or project, and explains the approach and plan formulated to address them.

211
12.9 LESSON END ACTIVITY Project Proposal
Prepare an academic report on any one of the following topics:

1. Economic inequality in India
2. Growth of retailing in India
3. Corporate Social Responsibility of Indian firms
12.10 KEYWORDS
Project Proposal: It allows the student to place the proposed study within a coherent
and organized framework, which is also standardized.
Research Design: It is a framework or blueprint for conducting the research for the
project.
Sampling: Statistical method of obtaining representative data or observations from a
group.
Cross-reference: A reference to another text or part of a text, typically given in order
to elaborate on a point.

1. What are academic reports?
2. What is a project proposal? Discuss the guidelines to prepare a project proposal.
3. Give the format of an academic project report.
4. What is the role of project guides?
5. What is research design?
6. What is a technical proposal? Explain its relevance.

CYP 1
1. Sponsoring organization
2. Table of contents
3. Hypothesis
4. Evidence required
CYP 2
1. False
2. True
3. True
4. True
CYP 3
1. A document that lists and defines the technical requirements of a contract
or project, and explains the approach and plan formulated to address them
2. Secondary materials are put as appendices in a proposal

212
PD Chaturvedi and Mukesh Chaturvedi, Business Communication, Pearson Education,
Delhi, 2007
Kitty O Locker, Stephen Kyo Kaczmarek, Business Communication: Building Critical
Skills, 3rd Edition, McGraw Hill
Asha Kaul, Effective Business Communication, 2008, Prentice Hall of India,
New Delhi
Lesikar, Flatley, Basic Business Communication, 10th edition, Tata McGraw Hill

213
LESSON Report Planning and Writing
13
REPORT PLANNING AND WRITING
CONTENTS
13.1 Introduction
13.2 Process of Report Planning
13.3 Data Collection
13.4 Writing the Report
13.4.1 Report Writing Process
13.4.2 Outline of a Report
13.4.3 Technicalities of Report Writing
13.5 Use of Tables and Charts
13.6 Documenting the Sources
13.6.1 Citation
13.6.2 Annotated Bibliography
13.6.3 Documentation Styles
13.7 Proof Reading
13.8 Let us Sum up
13.10 Keywords

Discuss the steps in report planning and writing
Outline the contents of a report
Know the methods of data collection and describe the use of tables and charts in
report
Describe the ways of documenting sources
State the relevance of proofreading a report

214
Planning is the first stage of any organized activity. Even for drafting a formal report,
planning is a must. The planning stage is the most crucial one. Spend as much time as
possible in collecting material, synchronizing details, and ensuring that nothing has
been left out. If the planning is done in a detailed manner, there are few chances of
missing out errors at the final stage. In fact, planning for a report is an important as the
process of writing itself. After planning, the actual writing takes places.
13.2 PROCESS OF REPORT PLANNING

The various steps involved in report planning are as follows:
1. Define the Problem and the Purpose: The problem and purpose had already been
identified at the stage when the answer to the question what and why were
attempted. It is essential at this stage to understand the nature of the report
whether it is informational or analytical. In an informational report, the writer
would stress factors contributing to collation of information at the time of stating
the purpose. However, in an analytical report the writer would need to prepare a
problem statement, the analysis of which becomes the thrust area of the report.
With a variance in the type of the report, there is bound to be a difference in the
definition of the problem and purpose.
2. Outline the issues for investigation: A problem solving or analytical report has
issues, pertaining to the problem which needs to be highlighted in the initial stage.
None of the alternatives or variables should be ignored or sidetracked. Once the
issues have been clarified, delineation of the points becomes easier. Further, if the
report is of an informational nature, all issues to be exemplified have to be
understood. There should be a basic pattern that has to be observed and it should
clearly emerge in the reading of the report.
3. Prepare a Work Plan: What is the best procedure to collect the data? How should
the writer proceed? What are the strategies that need to be observed? These are a
few of the questions that need to be well answered before taking the final plunge
into conducting research on the topic.
4. Conduct Research, Analyze and Interpret: The modus operandi at the time of
conducting research should be well examined. This should, however, be taken
care of at the stage of preparing a work plan. The manner in which research is
conducted is contingent upon the problem defined in the initial phase of report
writing. Once the research has been conducted, begins the process of analysis and
subsequent interpretation, which happen to be the toughest parts in report making.
An attempt should be made to bring about accuracy in the analysis and make the
interpretation objective and unbiased, as far as possible.
5. Draw Conclusions: Subsequent to the stage of interpretation of data, certain
conclusions need to be drawn and recommendations or suggestions made. This
comprises the last stage of the report and the tone of it, is determined by the
position held by the report writer. For instance, if it is a report, being written by a
subordinate, he can only make suggestions. However, if it is one being written by
superiors, it would definitely have in the terminal section, a rather well developed
part, comprising recommendations.
13.3 DATA COLLECTION

Now that you have a clear understanding of the purpose and scope of your report and
the audience, you are ready to gather your information. Information you gather can be

of two types Secondary and Primary. Secondary information is gathered and 215
Report Planning and Writing
recorded by others. Primary information is the information you gather and record
yourself. However, each type has its drawbacks (Table 13.1), and you must be alert
while employing these.
Table 13.1: Sources of Information
Type Source Drawback
Secondary Books, Internet, reports, newspapers, Information may be inaccurate, out of
magazines, pamphlets, and journals date, or biased.
Primary Questionnaires, surveys, observations, Information must be gathered
experiments, historical information, and raw carefully to ensure it is accurate and
data. bias free.
At this point, you should be doing your research. Think about where you are going to
find your information. If the purpose of your report requires purchase information,
you might want to heck with vendors and distributors for features and pricing
information.
13.4 WRITING THE REPORT

13.4.1 Report Writing Process
After the Planning stage and when the research has been conducted, the process for
writing the report begins. The following are the sequential steps in report writing
process:
The subject matter should be analyzed logically.
The final outcome is assessed.
A rough draft for the final outcome is prepared.
Rewriting and polishing the rough draft.
Final bibliography be prepared and
Writing the final draft.
Whenever we plan the report writing process, we have to keep in mind the following:
Details of defining the problem,
Purpose of report writing,
Presentation of report before the concerned, and
Utility of the report.
It is extremely important to develop an outline of the report prior to commencing work
on the report. The formatting of the report should be carried out only after completion
of the outline. Questions revolving round the five Ws and one H should be answered
or kept in mind at the time of preparing an outline.
Once these questions have been satisfactorily tackled should begin the process of
brainstorming. All ideas that come to ones mind should be written on small pieces of
cue cards so that it is easier to arrange them, at a later stage, in a sequential order.

216 13.4.2 Outline of a Report

There is no set outline that can be used in preparing reports. The most appropriate
form and contents of a particular report should be determined by the nature of the
target audience. The following is the suggested broad outline of a report.
1. Preliminary Pages:
Title page showing the heading
Contents along with chapter headings and page numbers
Preface and Acknowledgements
Foreword
List of Tables
List of Graphs and Diagrams
Abbreviations
2. Main Text:
(a) Summary
(i) Introduction
(ii) Main findings
(iii) Conclusions and Recommendations
(b) Introduction
(i) Introducing the theme
(ii) Review of related literature
(iii) Methodology
(c) Results
(i) Statistical analysis
(ii) Testing of hypothesis
(iii) Conclusions
(iv) Recommendations
3. End Matter:
(a) Annexure
(b) Bibliography
(c) Questionnaire
(d) Indexing
(e) Mathematical derivations
(f) Appendices
A few important aspects regarding the various parts of the reports are briefly narrated
below:
1. Summary: It is useful to all those who have little time to read the whole text.
Business executives mostly read summaries of reports. The report is organized on
the assumption that everyone will not like to read all the matter presented in the
report. Consequently, a report should unfold like a news paper article. In other

words a summary of the most important information appears first and the detailed 217
story is shown later on. The report should begin with objectives, methodology, a
brief summary of the findings of the study along with conclusions and
recommendations, which the presenter has made. The remainder of the report
should provide a detailed discussion of the analysis, interpretation and survey
process. The analytical issues are outlined.
2. Introduction: The purpose of the introduction is to discuss the background of the
project. This section introduces the problem at the macro and micro level. An
explanation of the nature of the problem and its history in terms of existing
literature related to the research problem. Firstly, it provides a total picture of the
topic presented. This will also show how the present problem fits into that topic.
Secondly, it tells the readers what research has been carried on the problem.
Through that process, research gap may be identified. Obviously, the investigator
must show that this particular investigation has not been done before. It should
clearly indicate that work is not repeated.
3. Methodology: It broadly includes the objectives and significance of the study,
description of methodology, formulation of hypothesis, testing and tools of
analysis and the technical aspects and limitation of the study. It tells the reader
what was done to solve the problem. The purpose of this information is two-fold.
First, it aims at satisfying the criterion of reliability, in other words, it must
provide the researchers requisite information to reproduce another piece of
research. Second, it aims at enabling the reader to review the quality and worth of
the study. For that, several questions can be raised. A few questions to be
answered are as follows:
What are the objectives for the study?
What sample or samples are used?
What is the sample size?
How are the sample selected, and why were they so selected?
How was field data collected?
What were the techniques for analysis used?
How is the hypothesis formulated?
Whether pilot studies and pre-testing are done to try out the techniques? If
yes, what was their outcome?
What method is used for testing the hypothesis?
Whether the study is experimental or ex-post facto?
How is the collected data verified?
4. Findings: This presents the inferences derived from statistical analysis. From the
point of view of findings, reports may be either descriptive or explanatory. The
finding is presented in simple language. The problem in writing a descriptive
report is to communicate effectively in simple language. The audience is provided
discrete facts about the population studied. In a descriptive report, an author has to
describe the details of the findings. The findings should be arranged in the way
that makes it easiest for the reader to understand them quickly. Like a guide, the
author helps in pointing out important findings. Possible interpretations and
applications are also suggested in the report. An explanatory report is different
and is prepared according to any one of the three models, each stemming from a

218 different set of framework, namely, hypothesis testing, focused argument and the
structural mode:
(a) Hypothesis Testing: The report of such studies is compact and direct. It may
begin by stating the hypothesis. It also shows how they are implied in the
theory. It may then describe the methods used to present the data. Finally, it
judges the validity of the hypothesis in the light of research results. The
process of testing the hypothesis is seen carefully. Chi-square test, time &
money test and z test may be used depending upon the requirement. The level
of significance is also decided. A concluding section might offer some review
and reassessment of both hypothesis and theory.
(b) Focused Argument: Another model for an explanatory report is the legal brief.
To the investigator, the data may all seem to contribute to a single conclusion,
and to support a single central proposition. This will be the most precise
presentation. The investigator may feel then that his task in his report is to win
the assent of his readers to the general conclusion. Unnecessary elaborations
distort the central idea. Focused idea brings clarity and the audience can
understand it in minimum possible time. A Focused argument is like a legal
brief. This will contain a central issue. Further, its examination of evidence in
terms of its bearing on that issue also can be made. In this presentation, the
line of argument is extremely important. Unnecessary details are to be
avoided.
(c) Structural Model: Perhaps the most difficult conceptual frame work to
manage for the presentation of quantitative data is one that proposes a
structural or system model. The model has empirical relevance. This is
prepared more logically. It considers implementation aspects. A report of this
sort might first concern itself with structural aspects such as the number of
personnel at their positions, goals, environment, etc. and then considers all
other aspects of the system.
1. If a report is being written by a superior, he can only make suggestions.
2. It is easier to collect primary information than secondary information.
3. The main text of the report should include foreword and list of tables.
4. The purpose of the introduction is to discuss the background of the
project.
13.4.3 Technicalities of Report Writing

Nature of Headings
Headings can be of two types: informative and descriptive, depending on the nature of
the report which is being written. An informative heading should present information
in the direct order and be geared towards a more receptive audience, e.g., in discussing
the various alternatives. A heading could be of the following nature.
Change the size of tins: If the same were to be converted into a descriptive
heading, it would take on the following shape:
Size of tins: A descriptive heading reports in an indirect order, and the readers are
less receptive in such instances.

Point Formulation 219

Parallel ordering of points: Within an outline the headings should be expressed in a
parallel form. In case, the writer decides to follow the format of using the noun or
verb+ing, he should follow it consistently.
Correct Point Formulating

Increasing promotional efforts.
Changing the size of tins.
Installing more capacity.
Organize group related ideas together: Together with putting all the headings in a
grammatically similar pattern, there should be a consistent pattern of clubbing them
together. In other words, the general or specific connotations should be the same.
Correct Organization of Ideas

Promotional aspects
Advertisements
Hoardings
Distribution networks
Institutional markets
Shelf display
Logical sequencing of points: Finally, the arrangement or the connection between the
subsections and the main section should follow a logical sequence. The relationship
between the main heading and its subsection should be the same. The progression
should, as far as possible, be from the abstract to the concrete and from the general to
the specific.
Correct Arrangement
Cost strategy
Minimize cost to other.
Maximize cost to self.
Benefit strategy
Minimize benefit to self.
Maximize benefit to other.
Divisions
In order to carry on with divisions of headings and sub-headings in a report, the writer
needs at least two that he can divide. There cannot be a 1 without a 2, an a without a
b and so on and so forth. Care should be exercised at the time of dividing the
headings into subsections as the basis of division should be similar.
Correct Division
A. Opening section
1. Introduction
2. Greetings

220 3. Action-related exchange

(a) Main Topic
(b) Sub-Topics
B. Concluding section
1. Summary
(a) Main Topic
(b) Sub Topics
2. Justification
3. Ending
Numbering
The report can follow any one of the numbering systems: the Roman numerals and
letters system or the Arabic numerals and decimal system.
Roman numeral and letters

I.
A.
B.
1.
2.
II
A.
B.
1.
2.
Further subdivisions may be done by capitalization and different typography (as
computer setting facility is available today).
Arabic numeral and decimal

1.0
1.1
1.2
1.2.1
1.2.2
2.0
2.1
2.2
2.2.1
2.2.2

It should be kept in mind that as various sub-sections are being exemplified, they keep 221
getting indented. Further, it is essential to note that in the Roman numerals and letters,
there is always a period or a full-stop after indication of the letter or numeral, for
instance, I.A. However, the same pattern is not followed in the decimal system. There
is no stop or period at the end of the numeral, e.g., 1.0, 1.1, 1.1.1, etc.
Formatting and other Mechanics

The following technicalities should be kept in mind in report writing:
Size and physical design should be in 81/2 11 size.
Margins be allowed as under:
1 Top and Bottom
left
Right
Typing should be double spaced.
Footnotes are serially numbered. Typing is done in single space. One footnote is
separated from the other in double space.
Headings and subheadings need to be given.
Avoid first and second persons in writing reports.
Quotations are given wherever they are important.
Presentation is made in an informal way. Impersonality will improve the
readability of the report.
Comma is used with caution and care. Comma kills, i.e., hang him, not leave him.
Abbreviations are used whenever they are required, viz. namely MBA denotes
Master of Business Administration.
The report should neither be too short nor too long.
The report must sustain the readers interest.
It should be neat and clean.
The report must show originality.
The report must put special emphasis on conclusions. Adequate time is given for
concluding the results. The conclusions must show:
A sense of completeness
Points which the writer wishes to emphasize.
Thinking of the reader and the future course of actions

222 Box 13.1: Specimen of a Report

Report of Sub-Committee
On the choice of a suitable site for a branch factory in Madhya Pradesh
To
The Directors,
Pawan Glass Works,
New Delhi.
I. Terms of Reference
The sub-committee was appointed by Resolution No. 345 adopted at a
meeting of the board of Directors, held on 10 January, 2006. The sub-
committee, consisting of Mr. Ravi Prakash, convener, Mr. Rajiv Mehta
and Mr. Vijay Singhania, were authorized to choose a suitable site for a
branch factory for producing glassware in Madhya Pradesh and two
reports in two months.
II. Procedure
The Sub-committee held three meetings on 13th 29th January and 28th
February.
The members also met the Government and Municipal authorities to
enquire about permission, licenses, water and power connections.
III. Findings
The sub-committee felt that Indore is the most suitable city for a
glassworks factory. The choice seems to be appropriate owing to the local
market as well as export facilities.
Other conditions are described below:
(a) Raw materials: All the components for the manufacture of glass are
available in Indore glassware factories. Specialized agents regularly
supply fine sand from the banks of the Narmada Rivers.
(b) Staff and workers: Supervisory staff and skilled and unskilled
labourers are available. It is a big trade centre. Dewas and Pithampur
are the areas where lots of industries are available. The salaries and
wages are higher than in the other cities but the quality of work is of a
high standard. Highly qualified technicians and designers receive very
high salaries in Indore but the market will compensate for the expense
of such staff. If the existing staff leaves, replacement is possible.
(c) Power and water: The Government authorities have agreed to give
electricity and water connections to supply the required quantities of
power and water. They agreed to give the connection within a
fortnight.
(d) Site: There are three suitable sites of 3, 5 and 6 acres at Rajvada,
Sanwere and Mahu respectively. All are available on a 9 years lease
period.
Contd...

IV. Recommendations: The sub-committee recommends that: 223

(a) One of the sites is chosen in consultation with the Companys Architects.
Technically, the site at Mahu is the best.
(b) Negotiations be started immediately to acquire the selected site. For that,
the services of brokers are to be taken.
(c) The Secretary should be authorized to invite tenders for the construction
of the factory.
(d) The Secretary is further authorized to apply to the Government of India
for license to import the required machines.
(e) Manpower availability data from employment exchange is to be obtained.
Date: 5th March, 2006. Mr. Ravi Prakash

Mr. Vijay Singhania
Place: New Delhi. Mr. Rajiv Mehta
13.5 USE OF TABLES AND CHARTS

These are the simplest of the visual presentations and require a form in which there are
both horizontal rows as well as verticals columns. These tables are mostly numerical
but word tables are also used. In a survey concerning TV viewing habits of men,
women and children, the following result were found:
Table 13.2: TV Viewing Habits
Category Percentage of viewers Percentage of non-viewers
Men 44 56
Women 70 30
Children 80 20
The tabular form of presentation has both advantages and disadvantages. A lot of
figures can be depicted. A number of combinations are possible in this tabular form.
For example, numeric and non-numeric data can together be depicted. However, it
also has certain disadvantages. While it is part of the visual depiction yet, visually the
details are not evident at a glance. Occasionally, the writer might, in the process of
putting in too much data, make it too detailed and complicated leading to a situation
where the visual Appeal in these charts is missing.
Flow charts present a sequence of activities from start to finish. They are normally
used when we wish to illustrate processes, procedures and relationships. The various
elements in the chart can also be depicted, either with figures or geometrical designs.

224
Corporate Communication Reception
desk
Yes
Emergency
No
Eligibility No
Eligible?
Determination
Yes
Yes Treatment
Eligible? Purpose of Visit? Evaluation and
treatment
No Appointment
Yes Further
Appointment made treatment
needed?
No
Home
Figure 13.1: Flow Chart of Patients in a Hospital

Organization charts illustrate the various positions or functions of the organization.
Most of the communication channels in an organization are described with the usage
of these kinds of charts.
1. What are the two types of headings?

2. What are flow charts?

13.6 DOCUMENTING THE SOURCES

You must give credit to the sources that you used during your research which
contributed to your final report. This attribution is referred to as documentation of
sources. Following are the benefits of documenting the sources:
It allows readers to evaluate the sources you used to reach a conclusion with
which they may or may not agree.
Documentation is necessary so that you will not appear to be plagiarizing, or
claiming as your own, someone else's work.

If the readers want to know more about any topic, they can refer to the sources 225
mentioned.
Documentation is given in the form of a bibliography, or list of sources used,
sometimes called "references". A bibliography is found in the last pages of a research
paper, article, book, etc., and should be a complete list of all sources the author
consulted. In MLA style, the bibliography is known as the works cited page. In some
reports, footnotes or endnotes are also included. Brief notes in parentheses that direct
the reader to citations in the bibliography, referred to as parenthetical citations, are
given in the body of the paper and are used to attribute a direct quote or idea.
13.6.1 Citation
The writer must document each source within a bibliography with a citation, which is
the listing of elements (author, title, etc.) the readers would need to trace the source.
A periodical article citation should include:
1. Title of journal or magazine which contains article
2. Author and title of article
3. Volume number (if periodical is issued in volumes)
4. Issue number (if periodical is numbered)
5. Date of issue containing article
6. Page numbers of article.
A book citation should include:
1. Author of book
2. Title of book
3. Publisher name
4. Geographic location of publisher
5. Date of publication
6. Page numbers if only a portion of the book was used.
When citing an Internet site, it is always necessary to include:
1. The site's URL (address)
2. The date on which you visited the site.
Other information will vary depending on how much documentation information the
site provides.
13.6.2 Annotated Bibliography

An annotated bibliography is also a listing of sources consulted, but it also includes a
brief descriptive and evaluative paragraph following each citation that summarizes the
central theme or scope of the book or article. Each annotation should include:
1. An evaluation of the author as an authority on the subject
2. The source's intended audience
3. A comparison of this source with at least one other you cited
4. An explanation of the usefulness of this source to your research.

226 13.6.3 Documentation Styles

Style of documentation gives guidance on citing each type of source you might use
(book, article, etc.), the order in which to list the citation elements, and the
punctuation to use when doing so. You will need to consult the style manual for
whatever documentation style your seniors or teachers ask you to use.
Two of the most popular styles used are:
American Psychological Association (APA) used in the sciences
Books
Baxter, C. (1997), Race equality in health care and education, Philadelphia:
Ballire Tindall.
Hyde, J. S.,& Delamater, J. (2008) Human Sexuality (10th edition) New York:
McGraw-Hill
Castellanos, J., Gloria, A. M., & Kamimura, M. (Eds.) (2006), The Latina/o
pathway to the Ph.D.: Abriendo caminos Sterling, VA: Stylus
Grabill, C. M., & Kaslow, N. J. (1999), An ounce of prevention: Improving
children's mental health for the 21st century [Review of the book Handbook of
prevention and treatment with children and adolescents]. Journal of Clinical
Child Psychology, 28, 115-116
Alibali, M. W. (2005), Mechanisms of change in the development of
mathematical reasoning.
R. V. Kail (Ed.), Advances in child development and behavior (pp. 79-123).
New York: Academic Press.
Articles
Alibali, M. W. (1999). How children change their minds: Strategy change can be
gradual or abrupt. Developmental Psychology 35, 127-145
Carter, S., & Dunbar-Odom, D. (2009) The converging literacies center: An
integrated model for writing programs. Kairos: A Journal of Rhetoric,
Technology, and Pedagogy, 14.1. Retrieved from http://kairos.technorhetoric.net/
Yawn, B. P., Algatt-Bergstrom, P. J., Yawn, R. A., Wollan, P., Greco, M.,
Gleason, M., et al. (2000). An in-school CD-ROM asthma education program.
Journal of School Health, 70, 153-159.
Greenberg, M. T., Domitrovich, C., & Bumbarger, B. (2000, March 30).
Prevention of mental disorders in school-aged children: Current state of the field.
Prevention and Treatment, 4, Article 1. Retrieved from http:// journals.apa.org/
prevention/volume4/pre0040001a.htm
Modern Language Association (MLA) used in the humanities.
Examples:
Books
Bordwell, David. Figures Traced in Light: On Cinematic Staging. Berkeley,
U California P, 2005. Print
Britland, Karen. Drama at the Courts of Queen Maria Henrietta New York:
Cambridge UP, 2006. Print
Card, Claudia. The Atrocity Paradigm: A Theory of Evil. Oxford: Oxford UP,
2005. Print

Cronon, William. Nature's Metropolis. New York: Norton, 1991. Print 227
Mallon, Florencia E. Courage Tastes of Blood: The Mapuche Community of
Nichols Ailo and the Chilean State, 1906-2001. Durham: Duke UP, 2005. Print
Olaniyan, Tejumola, and Ato Quayson, eds. African Literature: An Anthology of
Criticism and Theory. Malden, MA: Blackwell, 2007. Print
Shakespeare, William. Measure for Measure.The Riverside Shakespeare. 2nd ed.
Ed. G. Blakemore Evans and J. J. M. Tobin. Boston: Houghton Mifflin, 1996.
579-623. Print
Douglass, Frederick. Narrative of the Life of Frederick Douglass, an American
Slave, Written by Himself. Ed. William L. Andrews and William S. McFeely. Rev.
ed. New York: Norton, 1996. Print
Bordwell, David. Foreword. Awake in the Dark: Forty Years of Reviews, Essays,
and Interviews. By Roger Ebert. Chicago: U of Chicago P, 2006. xiii-xviii. Print
Magny, Claude-Edmonde. "Faulkner or Theological Inversion." Faulkner: A
Collection of Critical Essays. Ed. Robert Penn Warren. Englewood Cliffs:
Prentice-Hall, 1966. 66-78. Print
Shimabukuro, Mira Chieko. "Relocating Authority: Coauthor(iz)ing a Japanese
American Ethos of Resistance under Mass Incarceration." Representations: Doing
Asian American Rhetoric. Ed. LuMing Mao and Morris Young. Logan, UT: Utah
State UP, 2008. 127-152. Print
Articles
Shih, Shu-Mei. "Comparative Racialization: An Introduction." PMLA 123.5
(2009): 1347-1362. Web. 10 Sept. 2009. [the date at the end is the "access date"--
the date you read the material online]
Mieszkowski, Jan. "Derrida, Hegel, and the Language of Finitude." Postmodern
Culture 15.3 (2005): n.pag. Project MUSE. Web. 13 Sept. 2009.
Valenza, Robin. "How Literature Becomes Knowledge: A Case Study." ELH 76.1
(2009): 215-245. Project MUSE. Web. 11 Sept. 2009.
Doggart, Julia, Melissa Tedrowe, and Kate Vieira. "Minding the Gap: Realizing
Our Ideal Community Writing Assistance Program." The Community Literacy
Journal 2.1 (2007): 71-80. [with one, two, or three authors, list all names; if there
are more than three authors, you have a choiceyou may use only the first author
and add et al., or use all of the authors names]
13.7 PROOF READING

Proof reading means examining your text carefully to find and correct typographical
errors and mistakes in grammar, style, and spelling. After the report is in final form, it
is time to proof read it. Proof reading before a document is completed is generally a
waste of time. Routine documents need a light proof reading whereas long, complex
and important documents demands more careful proof reading.

228 Essentials for Revising Messages

Keep the message clearExpress ideas directly.
Be conversationalUse natural sounding language.
Avoid opening fillersOmit sentence fillers such as there is.
Avoid noun habitsAnalyze not make an analysis of.
Avoid trite phrasesKeep your writing fresh, direct by skipping such
expression as enclosed please find.
Shun redundanciesEliminate words that repeat meanings.
Highlighting important ideasUse graphic techniques such as letters,
numerals, bullets, heading, capital letters, underlining, boldface and italics
to spotlight ideas and organization.
Careful proofreaders keep certain things in their mind and use specific techniques
separately in case of proofreading the routine and important documents. Most readers
use some standards marks to indicate revision. These are shown in Figure 13.2.
Essentials for Light Proof reading
Careful proof readers check for problems in the following areas:
Spellings
Grammar
Punctuation
Names and numbers
Essentials for Careful Proof reading

Print a copy preferably double-spaced.
Allow adequate time to proofread carefully.
Be prepared to find errors.
Read the message at least twiceonce for word meanings and once for
grammar.
Reduce your reading speed.
Read the message aloud. Spell names and difficult words.
Use standard proof reading marks.

229
Delete Insert
#
Capitalize Insert space
Lowercase don't Capitalize , Insert punctuation
Transpose Insert period
Close up Start paragraph
Marked Copy
This is to inform you that beginning september 1,the doors

#
leading to the Westside of the building will have alarms.
doors
Be caus e of the fa ct tha t thes e e xits , a ls o function a s fire e xits ,
the y ca n not actually be locke d, conse que ntly, we a re installing

use
a lra ms . P le a s e utilise the ea s t s ide e xists to avoid setting off
the ear-piercing alarms.
Figure 13.2: Standard Marks to Indicate Revision

1. The writer of the report may or may not document the sources.
2. When citing an Internet site, it is always necessary to include the site's
URL.
3. Annotated bibliography is a little different from usual bibliography.
4. Proof reading is more effective if done before the document is completed.
13.8 LET US SUM UP

If the planning of a report is done in a detailed manner, there are very few chances of
missing out errors at the final stage. Planning of a Report involves defining the
problem, outlining issues for investigation, preparing a work-plan, undertaking the
research.
Nature of heading, point formulation, numbering, etc., are some of the technicalities to
be handled with care in drafting a report. Tables, flow charts, organization charts, etc.,
are the visual aids which can make the report more effective.
The report writer gives credit to the sources that you used during your research which
contributed to your final report. This attribution is referred to as documentation of
sources.
Proofreading before a document completed is generally a waste of time. Routine
documents need a light proofreading whereas long, complex and important documents
demands more careful proofreading.

230
Corporate Communication 13.9 LESSON END ACTIVITY
On the lines of the specimen of report given in box 13.1, prepare a report on- Choice
of media channels for brand communication of ABC motorcycles.
13.10 KEYWORDS
Secondary information: information gathered and recorded by others
Primary information: information observed or collected directly from first-hand
experience
Annexure: Something added at the end, especially a supplementary document
Bibliography: List of books or articles related by way of authorship or subject, and
sometimes annotated
Hypothesis: A supposition or proposed explanation made on the basis of limited
evidence as a starting point for further investigation.
Proof reading: examining your text carefully to find and correct typographical errors
and mistakes in grammar, style, and spelling.

1. Give the outline of a formal report.
2. What are the steps in writing a business report?
3. While drafting a report, what technicalities should be kept in mind?
4. Write short notes on: Significance of numbering in a report.
5. What do you mean by documenting of sources? How it is done?
6. State the relevance of proof reading a report.

CYP 1
1. False
2. False
3. False
4. True
CYP 2
1. Headings can be informative or descriptive.
2. Flow charts present a sequence of activities from start to finish
CYP 3
1. False
2. True
3. True
4. False

231
13.12 SUGGESTED READINGS Report Planning and Writing

McGraw Hill Publications
Francis Soundraraj, Speaking and Writing for Effective Business Communication,
Macmillan, New Delhi

233
Business Presentation
UNIT V

234

235
LESSON Business Presentation
14
BUSINESS PRESENTATION
CONTENTS
14.1 Introduction
14.2 Written and Oral Presentation
14.3 Work Team Presentation
14.3.1 Before the Presentation
14.3.2 During and After the Presentation
14.4 Delivering the Business Presentation
14.5 Types of Visual Aids
14.6 Using Slides
14.7 Electronic Presentation
14.8 Let us Sum up
14.10 Keywords

State the difference between written and oral presentation
Know how to make an effective work team presentation
Prepare an outline for presentation
Explain the various types of visual aids and effective use of slides
Discuss the advanced visual support for presentation
14.1 INTRODUCTION
While it is one of the easiest things in this world, for some people, to stand in front of
a group of people and to talk, there are many who look scared and ready to rush for a
cover at the sight of an audience. The difference in the two categories may arise, not
from the difference in their knowledge content, but from the difference in their
attitude.

236 A speech is a talk given to a large gathering and its content is usually light. It is given
on occasions like an anniversary or inauguration or any other formal gathering or
function. Its purpose is usually to encourage, appreciate, congratulate or to entertain.
A presentation is more complex and is delivered to a small, knowledgeable audience
at a conference, seminar or business meeting. Its purpose is more concretely and
precisely defined. Its purpose is usually to inform, explain, persuade or present a point
of view. It is followed by a question-answer session.
Speaking before an audience is an opportunity for the speaker to express his own point
of view. If he is able to overcome the initial fear and nervousness, the whole floor is
literally going to unfold before him. He would be able to keep the audience engrossed
in listening to what he wishes to state.
Developing presentation skills is an art where most of the training and learning require
greater focus and attention. Executives, non executives, instructors, trainers and
administrators need to strengthen their skills with respect to their presentations before
varied target groups.
14.2 WRITTEN AND ORAL PRESENTATION

We usually associate the word presentation with a speech but written presentation is
equally important. Your writing sends major communication signals and should be
presented well. The first point of contact people have with you is most often through
your writing, usually your resume. Reports, resumes, cover letters, business letters,
business articles, etc. are some of the written documents that need to be presented
well.
Oral presentation is as important as written presentation. Oral presentation is very
effective while addressing a large group or business associates. Public speaking is one
form of oral presentation. It is a talk given to a large gathering whose content is light.
It is given on occasions like an anniversary or an inauguration. Its purpose is usually
to encourage, appreciate, congratulate or entertain; it is followed by an applause from
the audience.
Usually, the general aim of an oral presentation is to provide a brief overview or
summary of an introductory nature to a specific topic, no matter whether the
presentation is part of a seminar, a conference/workshop or even a lecture. Even if the
presentation is delivered to a group of experts, it is usually not the case that everyone
in the audience will have the same level of knowledge and that is why the presenter
will have to take great care to impart them basic knowledge and not to overburden
them with unnecessary facts. On the other hand, for the written presentation a text of
an introductory or summarizing nature is only one of the options available, but there is
also a variety of different options in terms of depth of information or the nature of
argumentation possible.
Oral and written presentations also differ (greatly) in length. However, even if you
write an assignment that deals with an introductory topic, you will still have to reach
an acceptable length for the written assignment. In contrast, oral presentations should
usually only contain key points or phrases, rather than complete sentences.
Even though, you should obviously spend a fair amount of time on preparing an oral
presentation, there is usually no comparison in length between this time and the time
you will spend on writing up any type of written presentation. The oral presentation,
unless it is really based on months or years of research, will usually require only a few
weeks of preparation, in which you will attempt to achieve a sufficient overview of a
given topic, plus the actual time it takes you to create the presentation itself.
237
14.3 WORK TEAM PRESENTATION Business Presentation
In a work team presentation, what is required more than the actual speaking skill is
leadership skill because that talent must now be coordinated to speak with one voice.
Having three or four persons to present a case rather than a single person has now
become the trend in business. They are also more difficult to pull off, with more
challenges and even more opportunities to fail.
14.3.1 Before the Presentation

Prerequisites of making effective presentations are as follows:
Appoint a Leader: There is really more to presenting as a team than presenting
individually. The team should make decisions with regards to:
Objective to be achieved by the presentation and a main theme
Responsibilities of each team member
The supervision and development of visual aids
Who will take the main role during the presentation?
Constant attention to details
If these things are not pre decided, much time is wasted either arguing or
duplicating effort instead of focusing on the case that has to be built and
presented.
Know the Strengths of the Group Members: A team presentation requires that
each member handles that part of the presentation which is their forte. However,
while deciding on who will present what, it is necessary to keep the speaking
skills of the presenter in mind. This means that each speaker must be aware of his
or her responsibility and how it supports the overall theme. This is clearly a
leadership role.
Plan the Details of the Presentation: The team members should discuss and
decide details like:
How long will the presentation be?
How long will each member speak for and in which order?
Will you begin with a flourish and build to an energetic wrap-up?
How will you avoid overlap and duplication? Who will supervise the
production of visual aids?
How will the group handle questions?
These are all issues that must be worked out before the team arrives before the
audience.
Do an Audience Analysis: It is advisable to analyze who is your target audience.
The presentation must be designed keeping your audience in mind. If your
audience includes people who dont have any knowledge on the topic of your
presentation, then you should make an introductory level presentation. The choice
of level of presentation, words, speed of presenting, etc. would depend on the
results of audience analysis.

238 Practice Holds the Key: The team must have a minimum of three practice
sessions. Things like who will be doing the main introductions and who will be
summarizing should be decided in advance. The team must practice their
transitions and with the visual aids. If possible, the team can practice before a
critical audience who can give their feedback.
14.3.2 During and After the Presentation

The team members should keep the following things in mind while making the
presentation:
Open with an Overview: In this overview, any one of the members (preferably the
leader) should describe the scope and purpose of the presentation. He/she should
also explain the role of each speaker and introduce the first speaker.
Have Smooth Transition: The team should not keep the audience waiting while
changing the presenters. The team will appear to be unprepared and many a deals
are lost in those waiting moments.
Don't distract attention away from the member who is speaking: This is usually
unintentional but can cause serious damage. This happens when members engage
in whispered conversations, indeterminate noises, reading notes or any similar
activities that takes attention away from the speaker.
Stay interested and alert: This is what other team members should do when a
team member is presenting. As a member of the team, you should give them your
undivided attention, show an interest in their material, smile or laugh at their
jokes, and respond as you would want an audience member to respond when you
are speaking.
Answer questions effectively: Even after making a good presentations, many
falter at this point. The team should listen to the queries carefully and then,
ideally, the team leader should clarify the question and assigns it to the team
member who can provide the best response.
Conclude your Presentation Effectively: The conclusion should not be lengthy.
Instead, it should restate the main point. Tell your audience what action you want
them to take as a result of having listened to your information. If you want that
contract, ask for it.
After the Presentation: Presenting as a team is not an easy task. It tests
coordination, leadership, motivation, conflict resolution and team playing skills of
the members. So, if the team has done a really great job and the results are
positive, they should celebrate as a team.
1. An oral presentation aims to provide details about a topic.
2. The length of an oral presentation is less than that of a written
presentation.
3. Team presentations are easier to make than individual presentations.
4. The best speaker in the team should always introduce and the least
effective one should conclude.

239
14.4 DELIVERING THE BUSINESS PRESENTATION Business Presentation
There are ten basis steps which need to be kept in mind at the time of delivering a
business presentation. How successful one is at the end of the delivery is contingent
upon the amount of labour that has gone into the seven preparatory stages.
1. Consider the occasion and objective.
2. Make audience analysis.
3. Get acquainted with the environment/location.
4. Decide the manner and mode of presentation.
5. Plan out the presentation: Script.
6. Visual aids, handouts, feedback forms.
7. Rehearse the presentation.
8. Consider personal aspects: physical appearance and body language.
9. Overcome nervousness.
10. Making the presentation.
Table 14.1: Ten Steps to Successful Presentation
Steps Purpose
1. Consider the occasion and objective Know the sphere and concretize ideas
2. Make audience analysis Meet demands of the audience
3. Know about the location Acquaint yourself with the venue, organizers,
etc.,
4. Decide the mode and manner of presentation Secures the attention of the receivers.
5. Prepare the script make a confident presentation
6. Preparation of: Should:
(a) Visual aids Generate interest
(b) Handouts Increase retention
(c) Feedback forms Assess competence
7. Rehearse Brings perfection, Instills confidence
8. Consider personal aspects Be presentable in appearance
9. Overcome nervousness Be fearless and effective
10. Make the presentation Enables sharing of ideas, information and
knowledge
Consider the Occasion and Objective

It is important to know the occasion for which the presentation has been organized.
The person who wishes to make the presentation must know his proper sphere and the
purpose he wants to fulfill through his presentation. What is that, one aims to achieve
at the end of the presentation, should be crystal clear. One should not stray or move
away from the main point or focal area. The more one centres round the thrust area,
greater are the chances of the results being positive.
Prepare an Audience Analysis

It is most important for any speaker to understand for whom the presentation is meant.
An audience is not just a gathering of people, it has a collective identity of its own.
The presentation must be in a form and style that suits and interests the audience and
the content and tone should also depend on the nature of the audience. The age, sex,

240 nationality, educational background and experience of the audience present, have a
great relevance to the presentation.
As an example, while considering the age factor of the audience, the following clues
can be used:
Children love to listen to stories and dramatic presentations.
Teenagers are responsive to new ideas and like informative presentations.
Middle aged audience is conservative and do not accept new ideas easily, but they
listen with interest.
Senior citizens like to be reminded about the good old days.
Plan out the Presentation

Preparation of Script: The most tedious and arduous task is the preparation of the
script. While all the ideas and points are well stored in the mind, they still need to be
given a proper format so that there is greater acceptance by the audience. The speaker
needs to decide whether the move is going to be from the periphery to the core of the
subject matter or from the core to the periphery.
A lot of effort goes into the preparatory stage of making a presentation. This would
become clear if you were to compare your presentation to the tip of an iceberg, 90% of
which is in visible and only 10% is visible.
The points in the script should be put on cue cards which you can easily be carried by
the speaker. This is a much better strategy than taking an entire sheaf of paper from
which one just reads out the text. The cue cards also give the presentation an impressive
look and indicate rightly that the speaker is merely using them as props or references.
While preparing the script, the speaker has to keep in mind:
1. Length of the script, depending on the time available for presentation.
2. Style of presentation, conversation style or formal speech, simple and lucid or
impressive and explanatory.
3. Humour, making the talk more interesting and lively, to engage the audience more
fully.
Format of a presentation/composition of the script: A rough plan for any
presentation may be made as follows:
1. Opening:
(i) Introductory remarks.
(ii) Stating the objective of the presentation.
(iii) Creating a rapport with the audience.
(iv) Drawing the outline of the presentation.
2. Middle:
(i) The main body of the presentation.
(ii) Examples and visual aids.
(iii) Explanation of the topic in points, as per their priority.
3. Closing:
(i) Giving a clear message of the presentation.
(ii) Summary of the presentation.

(iii) Inviting queries. 241

(iv) Thanking the audience and organizers.
A presentation could naturally follow a six-tier process. Preparation should also be
done according to this sequential arrangement.
1. Ice-breaker
2. Opening
3. Need for a new idea(s) or its delineation
4. The idea
5. Accruing results/benefits
6. Summary/conclusion.
Interspersed between these six stages we must have activities which involve the
participants and make them realize the importance of the presentation. One-sided
presentation belies the process of communication as there is little or no feedback. It is
important to get the participants involved in the proceeds by carrying out some
activity. Statistical records on recall measures state that an individual is able to
recollect 20% of all that he listens, 30% of what he witnesses, 50% of a combination
of listening and viewing and finally 70% of all that he does. A mere lecture
methodology will prove contrary to the expectations of the speaker as retention will be
minimal. The percentage of recall increases if it is combined with visual aids. The best
results are achieved if the participants are actively involved in the ongoing
presentation so that they feel part and parcel of the session.
Table 14.2: Format of the Presentation
Stages Purpose
1. Icebreaker Warming up
2. Opening Introduction to the topic
3. Discuss need for a new idea Solicit willingness and co-operation
4. The idea Thrust area
5. Accruing results/benefits Importance, significance of the idea
6. Summary/conclusion Improve recall measures
Preparation of Visual Aids, Handouts and Feedback Forms
Visual Aids
It is always better to prepare visual aids much in advance of the presentation. Leaving
them for the last moment can on certain occasions force the speaker to rush through
the entire procedure.
As visual aids are used as supports to the presentation, error in the same can leave a
poor impact in the minds of the audience. Whatever, we see we tend to believe more
emphatically and it leaves a greater and longer lasting impression. So, to make the
presentation more effective, the speaker must make use of visual aids like charts,
chalk boards, film slides, transparencies, diagrams, maps and pictures.
Handouts
Handouts should be prepared meticulously and carefully. They should be given to the
participants prior to commencing the session so that they can come prepared at the
presentation with focused queries. The time which would be otherwise spent in
generating questions would be saved if this strategy is observed. These handouts
should be extremely well prepared as the participants are going to take them back after

242 the session and probably share the same with friends and colleagues. A sloppy
performance will expose the speaker in a poor light. The quality of the presentation
plus handouts, to a great extent, determines your acceptance in the midst of the
participants.
Feedback Forms
Feedback forms should have also been prepared well in advance, so that they can be
handed to the participants at the end of the presentation. Points which need to be
elaborated in the feedback form are:
1. Information about the audience.
2. Level of acceptance of the speaker.
3. Scope for improvement.
4. Inadequacies, if any, in the presentation.
5. Expectations from the presentation.
6. Extent to which they were met.
7. Gains from the session.
8. Scope for further interaction.
9. Grading of the speaker on various parameters such as, delivery, ideas, use of
visual aids, handling the group, empathy, listening, etc.
10. Suggestions, if any.
Rehearse the Presentation

Making presentations is not simple. It is extremely important for us to realize the
sanctity of rehearsing to improve the quality of the presentation. Unless and until the
presentation has been rehearsed adequately, the speaker should not venture forth to
make a presentation. The more you rehearse the better is your performance in front of
an audience. In the initial phases, rehearsal is important to do away with the element
of fear. In the later stages, it helps in brushing up the style of presenting and reveals
your self-confidence. If this art is perfected, it can lead to acclaim and recognition, if
not, it will reveal the speaker in a poor light. So, it is required that one works hard for
positive results. The more you delay the worse does the situation become for you to
work or and improve upon.
The culmination point of the preparatory stage is the rehearsal. This exercise would
also entail making preparations for the OHP (Over Head Projector) or slide projectors
and checking whether they are in working order. Clumsy movements at the time of
making a presentation such as trying to fix the plug or putting the slide/transparency in
an incorrect manner can have a negative impact on the receiver. Further, the projector
should be placed so that the screen is clearly visible to all the participants, even those
sitting at the extreme end of the room. The visual aids should be presented in such a
manner that all the viewers are able to read what is written without having to crane
their necks or adopting uncomfortable postures. All this would be part of the rehearsal
procedure where attempts are made to make the presentation as immaculate and
flawless as possible.
Consider Personal Aspects: Physical Appearance and Body Language

The audiences first see the speaker, and then listen to the presentation. A presentable,
clean and impressive appearance is of utmost importance for the speaker. Formal

clothes, proper hairstyle and a good dressing sense make the overall appearance of the 243
speaker acceptable.
Confident voice and posture, effective eye contact and meaningful gestures make up a
good body language, which also plays a vital role in the presentation.
Body sport is one of the silent modes of communication which needs to be polished
and perfected so that it enhances the overall effect of the presentation.
Some of the negative repercussions of body language are:
Nervous pacing,
Excessive movement/rubbing of the hands,
Covering the mouth while speaking,
Using a pen or pencil as pointers,
Lack of eye contact,
Fidgeting, etc.
Table 14.3: Attention Grabbers
Communication Styles
Verbal content 7%
Voice inflections, modulation, and articulation 38%
Body sport 55%
Attention of the audience towards the spoken content is a minimal 7%. Maximum
interest as much as 55% depends on body sport. The remaining 38% is dependent on
voice inflections. If the speaker is able to retain the attention of the audience on the
last two counts, he can be sure that they would pay greater attention to the overall
verbal content.
Overcoming Nervousness
Even an experienced speaker, in the beginning of his speaking career, must have faced
the problem of nervousness. Butterflies in the stomach, increased heartbeat,
shaking legs, shaking voice, and forgetfulness are the most obvious signs of
nervousness.
The speaker can overcome nervousness by:
1. Taking few deep breaths in and out.
2. Making himself comfortable with the audience.
3. Boosting his own self confidence.
4. Proper practice before the final presentation.
5. Giving proper pauses for relaxation.
6. Moving about among the audience.
7. Taking help of the visual aids.
Making the Presentation: Do It!

Everything about the presentation is ready and so is the speaker. The only thing left is
to face the audience in a confident and positive manner and leave a mark on them.
When the speaker is in the process of finally presenting the matter to the audience, he
needs to be extremely careful about the introduction and conclusion of the

244 presentation. While commencing, one thing needs to be kept in mind: capture the
attention of the audience right at the start by making the opening, spell binding.
It is rightly said:
First impression is the last impression
If the attention of the audience is not caught right at the start, the speaker has lost them forever. Any
amount of persuasion or the use of stylistic devices at a later stage will not help to regain their
confidence in his abilities for presentation.
Even during the presentation, the speaker will have to put in a lot of efforts to mould them to his way
of thinking. Different strategies could be adopted for the same: Quiz, music or game. These are
commonly known as ice breakers. Through these maneuvers, the initial hesitation on the part of
the audience, is done away with and they warm up naturally to the speaker.
At the start of the session, one could also have the participants draw out what is
commonly known as a mood meter. They could record their moods on the chart by
sketching facial expressions in the forenoon, noon and afternoon sessions. An example
of the chart could be prepared. This would help the speaker and audience to assess
their mood at the start and close of the session.
Example of a Mood Meter

Facial Expressions Forenoon Noon Afternoon
Often the presenter gets carried away by the audience and their responses. Little does
he realize that the time is up and he has to wind up his presentation. In such situations,
there could be an emergency stop. It leaves the listeners with an incomplete feeling.
They want the presenter to be creative, even at the close of the session, so that they
can carry back with them some of the mannerisms content suggests of the speaker.
Suggestions should be made or solicited in the middle of the discussion so that they
can be incorporated suitably.
Variety in the manner of presentation of material by incorporating variations in the
pitch and volume is important. Emphasis should be laid on the right words and at the
right moment. Together with this, the use of pauses cannot be neglected. If used
correctly their impact can be long listening. Pauses at correct junctures also give the
audience time to think and absorb all that is being said. It serves a dual purpose:
(i) reveals that the speaker is thinking, modulating and speaking impromptu; and
(ii) gives the listeners time to absorb the spoken material.
The speaker should keep in mind the fact that the conclusion or the grand finale is his
show. The way he conducts it will determine if he will be accepted by the audience.
The presenter should keep the time factor in mind and reserve the last ten or fifteen
minutes for the summary where he winds up his presentation, incorporating all ideas

and suggestions made in the course of the presentation. In other words, the sender 245
should be sensitive to the unspoken dictates of time and audience. He should know
where and when to stop.
1. In a presentation, what is the purpose of ice-breaker?

2. State any two signs of nervousness.

..
14.5 TYPES OF VISUAL AIDS

The following are the various types of visual aids:
1. Chalk Board: The most commonly available aid in the classroom situation or in a
formal presentation is the blackboard. Now since boards are available in many
colours, such as green, white, etc., we can call them chalk-boards. These can be
used for writing words and summaries or drawing pictures, diagrams, maps, etc.
They can be used again and again, as they can be easily cleaned with a duster.
2. Pictures: Pictures have to be integrated with particular topics. It is not wise to use
many pictures at a time. Select a few key pictures which you feel will best develop
understanding. We should see that the pictures are suitable, artistic, clear in detail,
realistic and effective in colour and size.
3. Posters: Posters are nothing but large size pictures. You can also develop posters
with the help of an artist.
4. Flannel-Board: You can prepare the flannel-boards very easily by fixing flannel
cloth or thick khadi on a wooden board. The flannel should be tightly stretched.
The cloth can be fixed on a piece of plywood. Now cut small pictures or figures
and paste them on the smooth surface of a sand paper. Stick them on the flannel
board.
5. Charts: Presenting factual information by the speakers in the form of charts also
develops learners ability to comprehend given ideas and information. Preparing a
chart may reduce chalk-board activities.
6. Graphs: Learners abilities to recognize concepts such as more, greater than,
higher, taller, smaller, etc., can easily be developed through graphs. Two
types of graphs help us in developing such concepts bar graph and pie graph.
A bar graph is a figure where bars are drawn or pasted upon a graph paper. The
bars can be drawn either vertically or horizontally.

246 A graph conveys the information in a more attractive and concise manner
Attendance rates, 2002
7. Model: A model is scale representation of an object. It may be larger or smaller

than the real object.
14.6 USING SLIDES

These days, almost all business presentations are made using PowerPoint slides. Here
are some common things that a presenter should keep in mind while using slides for
making presentations:
Using too many bullets on a single slide: It is a very common mistake made by
the presenters. They often load the slides with bullets because they dont want to
forget something important that the audience needs to know.
To avoid this confusion, one must weigh the importance of points. You should put
those points on slide that the audience needs to see. Rest you can speak.
Remember these sayings still apply: less is more and a picture is worth a
thousand words.
Bullets are too long: Another blunder committed by the presenters. They write
full sentences with two or three thoughts in each one.
The presenter should make the bullets short and comprised of only nouns and
adjectives. 24 7 customer service says a lot more than We have highly
trained customer service staff that is willing to help you anytime, any day.
Using complicated graphics: Sometimes presenters use heavy graphics, loaded
with data to make their presentation look good and highly technical.
The presenter should use audience friendly graphics. They should be simple and
easily understood.
Too much information: Another big goof up is giving too much information
about a topic. A presenter should realize that they are presenting not teaching.
The presenter should only give the audience information that provides a solution
to the thing they care about. A brief or even no history or an overview or the
background, just the content that is narrowly focused on addressing their current
problem or issue would do.
Using unnecessary special effects: Another attempt to make the presentation
more attractive and eye catching is using special effects. It breaks the flow of the
presentation and sometimes, even irritates the audience.
The presenter should keep it simple-no builds, no flying text, just lots of white
space surrounding their carefully thought out short list of short bullets.

Using wrong fonts or colours: Theres a huge difference between what looks 247
great on your computer and what projects well. For example, a smaller font and
light yellow on white background might look good on small screen, but the words
can be hard to see on the projection.
The presenter should prefer using the tried and tested rules of the road, i.e., fonts
12 point or larger; no italics; light text on dark background; large graphics and
photos; non-custom colors.
Badly presented: Even the best written power point presentations can fail to
attract the attention of the audience if the presenter is ineffective.
Badly presented slides
An ideal PowerPoint slide
Source:www.ischool.utexas.edu/technology/tutorials/office/impress/images/good05_easy.jpg
Therefore, the presenter should be smartly dressed and should look fresh. They should
speak only about what they know and avoid arguable comments. They should practice
the presentation many times before the final take. They should not simply speak or
repeat what is already mentioned on slide. If they must call attention to something on
the screen, they should gesture towards it with their hand. Always remember that the
presenter should be the center of attraction and slides should be the backup.
14.7 ELECTRONIC PRESENTATION

Gone are the days when people use to make presentations using black boards and
white boards. Nowadays most business presentations are made using electronic
devices like projectors. Visualization holds the key in such electronic presentations.
Visual aids are aids are meant to emphasize the most vital points of the presentation in
a unique manner. A lot of effort should go into their preparation, so that their use
leaves a positive impact in the minds of the listeners. One strategy could be to restrict

248 yourself to the three Bs: the BIG, the BOLD and the BEAUTIFUL. There are no
hard and fast rules for the use of visual aids in all presentations. Much depends on the
individuals own personal choice.
Visualization is any technique for creating images, diagrams, or animations to
communicate a message. Visualization through visual imagery has been an effective
way to communicate both abstract and concrete ideas since the dawn of man.
Examples from history include cave paintings, Egyptian hieroglyphs, Greek geometry,
and Leonardo da Vinci's revolutionary methods of technical drawing for engineering
and scientific purposes.
Visualization today has ever-expanding applications in science, education,
engineering (e.g. product visualization), interactive multimedia, medicine, etc. Typical
of a visualization application is the field of computer graphics. The invention of
computer graphics may be the most important development in visualization since the
invention of central perspective in the Renaissance period. The development of
animation also helped advance visualization. The following are some of the advanced
visual support for presentation:
1. Software Visualization: Software visualization encompasses the development and
evaluation of methods for graphically representing different aspects of software,
including its structure, its execution, and its evolution. Software Visualization
(SV) is an active research field in software engineering that uses graphics and
animation to illustrate different aspects of software. SV systems can be utilized in
program development, research, and teaching to help programmers and learners
understand the structure, abstract and concrete execution as well as the evolution
of software. Software visualization combines techniques from areas like software
engineering, programming languages, data mining, computer graphics,
information visualization and human-computer interaction. Software visualization
is concerned with the static or animated 2-D or 3-D visual representation of
information about software systems based on their structure, history, or behaviour.
2. Animated Visual Representation: In animation, there's more to animate than
simple movement. Animation requires thinking about motion, timing, and
smoothness of action.
A system and method is provided for synthesizing audio-visual content in a video
image processor. A content synthesis application processor extracts audio features
and video features from audio-visual input signals that represent a speaker who is
speaking. The processor uses the extracted visual features to create a computer
generated animated version of the face of the speaker. The processor synchronizes
facial movements of the animated version of the face of the speaker with a
plurality of audio logical units such as phonemes that represent the speaker's
speech. In this manner the processor synthesizes an audio-visual representation of
the speaker's face that is properly synchronized with the speaker's speech.
3. 3D Computer Graphics: 3D computer graphics are graphics that use a
three-dimensional representation of geometric data that is stored in the computer
for the purposes of performing calculations and rendering 2D images. For many of
us, games on a computer or advanced game system are the most common ways we
see 3-D graphics. These games, or movies made with computer-generated images,
have to go through three major steps to create and present a realistic 3-D scene:
Creating a virtual 3-D world.
Determining what part of the world will be shown on the screen.
Determining how every pixel on the screen will look so that the whole image
appears as realistic as possible.

3D computer graphics rely on many of the same algorithms as 2D computer 249

vector graphics in the wire-frame model and 2D computer raster graphics in the
final rendered display. In computer graphics software, the distinction between 2D
and 3D is occasionally blurred; 2D applications may use 3D techniques to achieve
effects such as lighting, and primarily 3D may use 2D rendering techniques. 3D
computer graphics are often referred to as 3D models. Apart from the rendered
graphic, the model is contained within the graphical data file. However, there are
differences. A 3D model is the mathematical representation of any three-
dimensional object (either inanimate or living). A model is not technically a
graphic until it is visually displayed. Due to 3D printing, 3D models are not
confined to virtual space. A model can be displayed visually as a two-dimensional
image through a process called 3D rendering, or used in non-graphical computer
simulations and calculations.
4. 3D Stereo Graphics Visual Displays: 3-D stereo relies on the concept of depth
perception. Humans perceive depth by seeing an object from the viewpoint of
each eye and then combining those two images into one. A 3-D stereo image
relies on viewing one image with your left eye and a slightly different image with
your right. They key is having a stereo pair, two images that were taken roughly
2 1/2 inches apart from one another, the approximate distance between your eyes.
This tricks the brain when viewing a flat image to see it having depth. Viewing
these images can be done in several different ways, such as with a View master or
with special glasses.
A stereo graphics system based on depth-based image rendering is disclosed.
A master pipeline renders a first image from graphics data and derives a depth
image relating to the first image. A rendering unit accesses the first image and the
depth image from the master pipeline and renders a second image based on the
first image and the depth image. First and second frame buffers retrieves and
stores the first and second images, and a compositor accesses the first and second
images from the frame buffers and combines the images to generate a resulting
image.
Fill in the blanks:
1. is a figure where bars are drawn or pasted upon a graph
paper.
2. are aids meant to emphasize the most vital points of the
presentation in a unique manner.
3. Animation requires thinking about ., timing, and smoothness
of action.
4. A model is not technically a graphic until it is displayed .
Case: PowerPoint Presentations: An easy way to get the point

across
P owerPoint used to be for businesses only. It was taught in classes for

use as a presentation tool to really make you stand out. These days it is
taught in school for any purpose. People still use it in business but
others use it to show off their vacation pictures instead of a projector slide
show.
The program has made it very easy for anyone to use and customize it. Whats
really nice is that if you arent sure where to start, it has templates to give you
Contd
250 ideas. Or you can even use the template and just add your own words and
images. Presentation Skills Training & Sales Training Programs to Develop
Your Skills & Increase Productivity.
PowerPoint is pretty much idiot-proof in its uses. You open the program and
can start using the blank page right away, adding whatever you want in
whatever format you desire. For those not inclined to start completely from
scratch, they have a help template that has various color schemes and page
setups for the first and subsequent pages. Everyone can be different or exactly
the same.
It is up to the presentation creator. And for those that want every page
different, there are templates for individual pages as well. So it can be
customized to any format you desire. And even with using the templates,
these can be modified. If you like the layout but want to add text at the
bottom, its easy to do by adding a text box there. Another nice feature is that
a template you like can also have the color scheme changed by clicking a box
and picking the colors you prefer.
To create a slide show, you make the required number of windows and then
can either use the slide show feature or manually change it when you desire.
Each page can have images and words show up when you need it too so that if
you have something you want the viewing group to focus on longer, you can
make it so.
While in a slide show you can even have an onscreen pointer to point out the
points you want to make. This may seem redundant with bullet use, but some
things may be more important than others and this is how you present it in
PowerPoint.
For business presentations, you do want more formal looking pages without
lots of pictures and fade-ins for points. Basics are better and look more
professional. But the beauty of PowerPoint is its versatility. It can be for both
a business use and personal for the same person.
And using PowerPoint to make a presentation is more engaging than a note
card one. Something is happening on the screen to capture your audiences
attention and make them pay more attention to what you want them to see. Pie
charts and graphs can even be imported into a PowerPoint presentation,
including putting both on the same page if needed.
A program as easy and versatile as PowerPoint makes it the presentation tool
everyone should use. It is easier than slide sheets and transparency and some
classes are utilizing it these days to make teaching easier. People seem to pay
more attention to something that moves and can be interactive than is
stationary.
And even in a group presentation, it can be easily transferred to a screen for
all to see. This makes it practical as well because in a big room people cant
always see the speaker. Instead they would be able to focus on the PowerPoint
presentation and see what you were speaking about. And isnt getting the
point across to everyone the goal?
Question
Is using PowerPoint for making presentations a better option than using an
Overhead Projector?
Source:http://www.effectivepresentationskills.com/infobank/presentations.html

251
14.8 LET US SUM UP Business Presentation
A presentation is a live mode of sharing information with a select audience. It is a

form of oral communication, in which a person shares factual information with a
particular audience. There may be several occasions for a presentation in a business,
such as annual presentation of reports, launching a new product or service or starting a
training course/session.
Presentations have three major elementsspeaker, audience and specific content,
depending on the objective of the presentation.
The ten steps to a successful presentation are:
1. Consider the occasion and objective
2. Make audience analysis
3. Know about the location: To acquaint with the venue, organizers, etc.
4. Decide the mode and manner of presentation: whether it is to be memorized, read
out or extemporaneous.
5. Preparation of script
6. Preparation of
(a) Visual aids: like charts, transparencies, etc.
(b) Handouts
(c) Feedback forms to assess competence
7. Rehearsal of presentation to bring perfection and instill confidence
8. Consider personal aspects: take care of appearance and body language
9. Overcoming nervousness: Be fearless and effective
10. Making a presentation: sharing ideas, information and knowledge.

Make a draft of a presentation on this lesson. (Remember the qualities of an ideal
slide)
14.10 KEYWORDS
Public speaking: A talk given to a large gathering whose content is light.
Audience Analysis: Knowing about the kind of audience available for the speech.
Speech Manuscript: A speech manuscript is the written document containing the
whole of the speech in a hand written or printed form.
Flannel board: A storytelling system that uses a board covered with flannel fabric,
usually resting on a stand.
Software Visualization: An active research field in software engineering that uses
graphics and animation to illustrate different aspects of software.

1. Give the format of a standard presentation.
2. Why is it important to rehearse the presentation?

252 3. What is a 3D computer graphic?

4. Describe any two types of visual aids used in a presentation.
5. What are the key elements of effective presentation?
6. Discuss the advanced visual support for presentation.
7. Describe the changes that have been brought in presentations with the advent of
advanced visual aids.

CYP 1
1. False
2. True
3. False
4. False
CYP 2
1. Warming up
2. Shaking legs and shaking voice
CYP 3
1. Bar graph
2. Visual aids
3. Motion
4. Visually

Dryden Press.
New York.

253
LESSON Resume Writing and
Job Applications
15
RESUME WRITING AND JOB APPLICATIONS
CONTENTS
15.1 Introduction
15.2 Career Planning
15.2.1 Steps in Career Planning Process
15.2.2 Advice on Career Planning
15.3 Preparing Resume/CV
15.3.1 Relationship between Resume and Covering Letter
15.3.2 Categories of Information in the CV
15.3.3 Format of a Resume/CV
15.3.4 Length of the CV
15.4 Job Applications
15.4.1 Important Points with Regard to Job Applications
15.4.2 Techniques for Writing Successful Job Applications
15.5 Let us Sum up
15.7 Keywords

Discuss the steps in career planning
Prepare your resume
Write a job application letter
15.1 INTRODUCTION
Written and oral communication related to employment is the first official
communication that one might have to undertake. The job application is the first step
in the career of a person. Time and care must be given to the preparation of job
application. A job application is an offer of service. It must show the prospective
employer that your services are worth employing. It must inform about your
qualifications and persuade him that you are a desirable employee.

254 In case, resumes are solicited directly by the employers, one need not write a job
application (covering letter), as the bio-data would be sufficient in this case. In some
other cases, the employing firms have their own forms to be filled up by the
candidates. In other cases, when the prospective candidates are applying for jobs on
their own, usually a covering letter, along with the resume, is sent to the company.
Writing a bio-data is the first step. The candidates need to be career-oriented. One
needs to make a careful self-assessment and find out what one is good at, and what
one likes doing and take stock of all that, you have done and can do in life.
The bio-data (also called resume or CV) and the covering letter, which goes with it,
together make-up the job application. The letter makes certain claims about the
applicants abilities, traits, and beliefs offers to add value to the prospective
employers organization. The bio-data provides the credibility needed to support the
claims by giving details of education (qualifications), experience, personal details and
references.
15.2 CAREER PLANNING

An individual needs to plan his career efficiently. A resume serves as the first step of
your career. A career is the work a person does. Another definition of a career is the
sequence of jobs that an individual has held throughout his or her working life.
Career Planning therefore embraces a persons entire lifethe spiritual, social,
educational and vocational. Career Planning is the life-long process a person goes
through to learn about himself (his purpose, personality, interests, skills and talents)
develop a self-concept, learn about careers, and work situations and then make a
career choice based on information gathered while developing coping and social
skills. It also includes the skills
It is the sequence of jobs that an individual has held throughout his or her working
life. For example, during the course of a career, a person may have held several jobs in
the occupation of nursing. One job may have been that of a surgical nurse. Each
surgical nurse in a hospital holds a particular position that consists of several related
duties. These duties might include preparing the operating room for surgery and
monitoring the patients vital signs during surgery. The duty of preparing the
operating room for surgery could include several tasks, such as sterilizing surgical
instruments, checking monitoring instruments to ensure that they are working
properly, and obtaining supplies of blood.
The task of career planning is quite a laborious one and it requires systematic planning
of every step and a calculated execution. Take the onus of planning your own career.
One might seek the services of a career development professional to help facilitate his
or her journey through this process. Whether or not you choose to work with a
professional, or work through the process on your own is less important than the
amount of thought and energy you put into choosing a career.
15.2.1 Steps in Career Planning Process

Career planning involves the following steps:
1. Self Assessment: The first and foremost step in career planning is to know and
assess yourself. You need to collect information about yourself while deciding
about a particular career option. You must analyze your values interests, abilities,
aptitudes, desired lifestyle, and personal traits and then study the relationship
between the career opted for and self. Gather information about yourself.

2. Goal Setting: Set your goals according to your academic qualification, work 255
Resume Writing and
experience, priorities and expectations in life. Once your goal is identified, then Job Applications
you determine the feasible ways and objectives how to realize it.
3. Academic/Career Options: Narrow your general occupational direction to a
particular one by an informatory decision making process. Analyze the career
option by keeping in mind your present educational qualification and what more
academic degrees you need to acquire for it. Explore the occupations in which you
are interested. Research the industries in which you would like to work.
4. Plan of Action: Recognize those industries and particular companies where you
want to get into. Make the plan a detailed one so that you can determine for how
many years you are going to work in a company in order to achieve maximum
success and then switch to another. Decide where you would like to see yourself
after five years and in which position. Explore alternatives and choose both a short
term and a long term options.
5. Catch Hold of Opportunities: Whenever you get any opportunity to prove
yourself and get into your desired career, try to convert it in every way for suiting
your purpose. A successful professional is also quite opportunistic in his moves,
examining every opening to turn to his favor.
15.2.2 Advice on Career Planning

Try not to waste too much time and wait too long between career planning
sessions.
Don't ever judge and analyze yourself, like your likes and dislikes, abilities, etc.
by listening to what people around you say. Be your best judge.
Be open to constructive criticisms.
The major focus of Career Planning should be on matching personal goals and
opportunities that are realistically available. A Career path is a flexible line of
movement through which an employee may move during employment with an
organization. One can think of career planning as building bridges from ones current
job/career to next job/career. Without the bridge, one may easily stumble or lose
direction, but with the bridge there is safety and direction.
15.3 PREPARING RESUME/CV

A resume is known by several names like CV (curriculum-vitae) personal profile,
bio-data, personal data sheet, qualification sheet, and summary. In practice, it is a
written statement of your personal history-biographical details, educational
qualifications, work-experience, achievements, and other strong points, that make you
suitable for getting selected for a job.
A resume is usually attached to an application letter. It is, therefore, read only after the
application letter, but it is something you should prepare first.
Bio-data or resume is the most important document in the job seeking process. It is the
first introduction of the candidate to the employer, and explains the candidates
background. It should be interesting and prepared well. In short, a CV/resume is a self
introduction to promote yourself. To be able to sell yourself successfully, you need to
know how to prepare a good resume.
The bio-data gives credibility to the claims made in the covering letter. Write it with
focus on the prospective employers needs. It is not the story of your past
achievements or a list of what you have learnt and done. Your past is the source

256 material for the bio-data and it must tell what you can do and will do for the
employers benefit.
As a normal practice, people keep their resumes written in advance. They, then, just
mail a copy of their CV along with the application letter. This is perhaps not the best
practice to apply for a job. The secret of writing a good resume lies in its ability to
project you as the most suitable candidate for a particular job. It is advisable to modify
the bio-data for every new job; it should emphasize the details, so as to support the
claims you make in the covering letter for the job.
Therefore, the first thing you should know about writing a CV is that, it should be
written specifically in terms of the jobs requirements. The basic question you should
consider while preparing your CV/resume is what qualification experience or
achievement should you highlight for a particular position. For example, if you have
the experience of working as an HR executive and a marketing manager, and if you
want to apply for a position in the HR division, you will highlight your HR
experience. The marketing experience will be shown as an additional experience.
The following questions will help you to focus on the employers needs before writing
your bio-data.
1. What does the employer (the employing organization) want?
2. How will the work that I can do, relate to the employers objective?
3. What does the employer expect from an employee in this position?
4. What benefit can I offer in addition to what the employer would find desirable?
5. What qualities and traits would describe a person that the employer would find
desirable?
When you have answered these questions, you will be able to organize the details of
your bio-data. A bio-data is organized under separate headings. Tabulation permits the
orderly presentation of the varied items of information which have to be included in
the bio-data.
The whole idea underlines the arrangement of the CV, and emphasizes your strengths.
In a long resume the details regarding each point, increases significantly. Though,
basic points remain the same.
15.3.1 Relationship between Resume and Covering Letter

The resume and application letter perform two separate functions.
The resume briefly communicates all relevant and important biographical information
about an applicant and the letter interprets the information.
For example, as an applicant, you summarize all relevant information about yourself
in the resume. Then, you select the most important facts from the resume and use
those facts in the letter to show how you are most suited to do what the employer
wants to be done.
The resume and application letter cannot be combined into a single document. You
cannot leave out the resume and just write a long and detailed application letter giving
personal details. Your prospective employer will find it, time consuming to locate the
particular information desired for consideration of your case in a long letter.
A resume presents information in a numbered sequence. It also makes use of tables to
highlight details of educational qualifications, work experience, and so on. The reader
finds it easy to relate to details placed in a matrix form. For instance, you do not write
complete sentences to mention your name, age, date of birth, parents name, and

nationality, and so on. You do not write: My name is ABC or my age 24 years. 257
Resume Writing and
Instead you just format the information in a simple, clear and attractive way. Job Applications
Example
1. Name A.B.C.
2. Age 24 years
3. Nationality Indian
And so on.
15.3.2 Categories of Information in the CV

The information in a Resume is classified under four headings:
1. Personal Details
2. Education
3. Experience
4. References
Personal Details/Data
This section gives the following information:
Name: Name is written in the order of first name, middle name, and surname.
Keep to this order unless the companys application form requires the surname
first.
Address: House Number, Street Number and Name, Area, City, State along with
pin code number.
Telephone Number: Number along with STD Code.
E-mail ID: In recent times, everyone prefers to keep in touch through emails.
Date of Birth: Date of birth must give date, month (spelt in full), year in full, as
in: 8thAugust, 2006.
Height and Weight: May not be required for every kind of job, but in some jobs
like that of Airlines, Military, etc., this may be an important requirement. Height
and weight should be given in cms. and kgs.
Marital Status: Married/Single/Divorced/Separated.
Mother Tongue: Hindi/English/any other language.
Other Languages Known: The item other language known can be made
interesting and informative by indicating the extent of skill in each, e.g.,
Gujarati can speak; Marathi can read and speak.
Interests and Hobbies: Should be such that are relevant to the job or give a
positive picture about the personality of the applicant and highlight abilities and
traits developed through hobbies.
Participation in Sports: And such other details.
Applicants for Overseas: Jobs should include nationality, passport number and
foreign language known.
Personality Traits/Strengths: The major characteristics in the personality of the
applicant and his strengths, which make him suitable for the job, should be
highlighted. Such traits like consistency, patience, etc., are likeable by one and all.

258 Career Objective: This should be a highly focused statement related to the goals
of ones career, commensurate to the goal of the organization.
Honesty should be maintained while giving details about oneself.
Education
This section gives a complete record of academic qualifications and achievements. All
details of institutions attended, degrees/diplomas obtained, scores/grades obtained,
name of examining body, special subjects, etc., should be kept in mind. Include those
details which are relevant to the job you are applying for. Select the details so as to
support the claims you make in the covering letter.
For example, include names of institutions attended, if you wish to stress the quality
of education and training received at reputed institutions.
The order of the details depends upon their importance and relevance to the claims
made in the covering letter. Give names of institutions first if you intend to stress the
point in the letter. If you intend to capitalize on specialization in a highly valued field,
state the subjects first. If you have an excellent academic record, you would prefer to
give the grades/scores first.
We often feel confused when we have to mention our educational qualifications.
Should we begin from the school and end with the graduate, post-graduate
qualifications? The chronological order may not be very impressive. The highest
qualification is the most important qualification. It should be therefore emphasized by
placing it first. And then go downwards unto the school level qualification.
If you have been securing positions and distinctions at various levels, you should
create a separate column for mentioning them along with columns for other related
details of degrees, such as year, university, college and subjects.
Further information to be included in this section can be given under three headings:
1. Awards, Prizes and Scholarship: With details, mention the achievement or
performance for which it was won, the year in which it was won and the number
of competitors, and name of the organization that awarded it.
2. Participation in Co-curricular Activities: Like study circles, workshops,
seminars, or project work, points out your intellectual interests and development.
Skills which cannot be developed in the classroom are developed in these
activities. Give details of dates, organizers, subjects, etc.
3. Participation in Sports and Cultural Activities: In school and college reveals
your range of interests. It also supports a claim that you have team work skills,
inter personal skills and organizational skills.
Inclusion of items and the details of the items depend on their relevance to what
you say in the covering letter. The information must be narrated so as to support
any claims of ability and traits that you make in the letter.
4. Projects: Done as part of any course or those undertaken independently, add a
great deal to your bio-data. Give details of the project, such as its full title, the
company for which it was done, coverage, conclusions, and how it was received.
Young graduates applying for their first job should emphasize their project work,
because it comes nearest to actual experience of work.
Experience
It is very important to choose from your total experience that which best meets the job
requirements. We just indicate nature of experience gained from each position. When

you write about experience, mention the present position first as also previous posts in 259
Resume Writing and
reverse order. Job Applications
Include the following details in this section:
Companys name.
Position held (job title).
The period of the time for which the job was done (dates of joining and of
leaving).
Give a brief description of duties or nature of work or tasks done on the job; this
should demonstrate qualities and traits claimed in the letter.
Highlight any special achievements (like record of reaching targets before time).
In work experience, you should include your total experience, part-time as well as
full-time, if your experience is not very long. But, in case you have been working for
long, you should not include part-time work experience.
Never Write No Experience

As a fresh graduate, you may have little opportunity to acquire professional work
experience. But every graduate student gains some experience by organizing
functions, running clubs, associations, societies, or managing events, undertaking
visits to industries and so on. Young applicants, in the early stages of their career can
include voluntary work done for clubs, associations or charitable organizations,
vacation jobs or any other informal experience. All such exposures form a fresh
graduates experience. You must demonstrate that the experience has added to your
ability to be useful to the prospective employer.
Students who have earned while they learned, should mention the total amount, they
could thus manage to get for their education in their resume as their experience.
References
References are supplied for verification of facts, which one has presented on the
resume, or for additional information. A prospective employer would like to verify the
claims made in the letter. Besides, an objective assessment of your personality can be
obtained from persons who have observed you in different roles.
Usually references fall into three main categories:
Educational References: Like a teacher who can respond to questions like
scholarly achievements.
Professional References: Like an employer who can speak about the professional
competence of the candidate.
Character Reference: Like a friend of the family, with a high social/professional
status who can tell about the intelligence, diligence and honesty of the candidate.
The three references know you from different angles: academic aptitude, working
habits and efficiency, personal character and family background.
The name, title, complete business address, email address and telephone number of the
references must be given; it is preferable to indicate their social relationship to
yourself. You must take permission from the references to give their names. They
might appreciate having a copy of the bio-data and some details of the job(s) applied
for.

260 What references say about the applicant will have a great impact on his evaluation.
Some potential employers may not even contact the references, as they expect that the
persons mentioned as references will anyways support the applicant. It is customary,
nowadays, to state that references will be supplied on request. This means that the
candidate will produce letters of reference if the prospective employer asks for them.
Fill in the blanks:
1. The very first step in career planning is to assess ..
2. is a flexible path through which an employee may move
during his employment.
3. be a highly focused statement related to the goals of ones
career, commensurate to the goal of the organization.
4. Names of friends of high reputation are given for . reference.
15.3.3 Format of a Resume/CV

The conventional method is to begin with personal details and end with references.
But a more practical method followed these days is to begin with the category which
needs to be emphasized most. Suppose, you have little work experience but a good
education profile then you should begin with education which is your strong point that
needs to be emphasized. Personal details will then appear as the last category, to be
placed before references. This presentation of information meets the employers
requirements. Your employer will be more interested in your qualifications and
experience than in your biographical details. The category of references includes
names of at least two persons with their full contact addresses. They are expected to
honestly speak about you and your work as your teacher, or previous employer. They
should not be your relatives. Sometimes, under references one writes, References to
be given on request.
Suppose you have a strong work experience. Then, you should begin your resume
with work experience. And afterwards, bring in your educational qualifications.
Sequence of the CV
1. Heading: The heading should include name, address, date of birth (if age limit is
mentioned), and telephone number.
2. Objective: Mention a particular position that suits your educational qualifications
and experience. State clearly your objective in practical terms. Do not write vague
things as I am anxious to join a challenging position in a renowned organization
where I can prove my ability.
3. Education: Both Educational and Professional Education is to be included in
this. Begin with your most recent degree. You can however leave out school
certificates. You must include any short terms training done, or special certificate
programmes, related course work attended in addition to course work, special
projects and academic accolades here. List your specializations or major, with
grade point average.
4. Work Experience: Mention in reverse chronological order, your job experience as
a trainee or in any other form. Give the details as follows job title, companys
name, place, and duration of work. Briefly describe your role, responsibility, and
what you have done for each job. It is important to remember that description of
responsibilities becomes forceful by using action words, such as designed,

prepared, developed, coordinated, supervised, and directed. Remember that your 261
Resume Writing and
employer is not interested in reading just a record of your responsibilities. The Job Applications
employer wants to know how you performed in different positions. Write each job
detail separately in clear bold heading. Headings given in upper and lower case
are easier to read than if everything is in Capital letters.
5. Awards, Achievements and Honours: Mention all scholarships, prizes and
awards won in college. A fresher can list school awards to show that he/she has
been a meritorious student. You can include your professional prizes. Those who
are more experienced need to mention their achievements in the previous jobs,
like some successful projects handled, any targets achieved in a record time, any
special technique developed and so on.
6. Activities and Skills: Under this section, mention your college activities or other
activities/hobbies you have indulged in, which you think have helped you acquire
specific skills. Write about your hobbies if any as playing guitar, or tennis/
cricket/or any other games/indoor/outdoor. Special skills like computer skills and
languages known can be covered under this heading.
7. Personal Information: Any other personal information, besides that included in
the heading should be included here. Strengths and personality traits may be
mentioned here.
8. References: Under references, mention three names of those persons who know
you personally and can verify facts about you. Or else, you can just mention
available on request.
Table 15.1: Example of Effectively Revised Objectives
Vague Objectives Effective Objectives

To seek a management position in the To obtain a junior level management
tourism industry. position in a tourism company which
gainfully uses my summer training and
internship experience.
A sales position in a reputed and Text books sales requiring an academic
growing publishing organization which background in marketing.
uses my education.
A challenging career in the field of A position as an event manager for cultural
event management which offers growth and social programmes that incorporates my
and advancement opportunities. fluency over both and English and Hindi.
15.3.4 Length of the CV

The CV of a fresh graduate should be neither too brief nor too long. One page is
enough for it. Experienced candidates have more details under each category of
information. Their CV can be on 2 to 3 pages. Very senior and highly experienced
candidates may have lot of information to be given under each of the categories.
After several years of service, people do not list college activities. Instead, they
emphasize their membership of professional bodies and related professional activities.
Their resumes may run into several pages, may be 15 to 20 pages. There is no
prescribed length for the most senior candidates. The length is based on the need of
each candidate concerned. The resumes of experienced persons may have more
categories of information such as:
Major qualifications
Major achievements
Activities and memberships

262 Persons of long experience use the strategy of beginning with a summary of
qualifications, in place of a job objective.
Resume should be concise. It is a personal statement about your education and work
life. It is also a sales tool.
Example of a Graduates Resume:
SHUBANGI KAPOOR
21/A, NEW PATPARGANJ * NEW DELHI -110003
PHONE (011) 24620980/ 24692993, 9810455654
E-MAIL : shubhan@yahoo.com
JOB OBJECTIVE
To work as management trainee in an industry where my education in
management, with a major in marketing, may be developed. My ultimate
goal is to be a senior executive in marketing.
PERSONAL PROFILE
Date of Birth: 7th August 1981
Marital Status: Single
SPECIALIZATION
Marketing and Sales
Human Resource Management
EDUCATION
Post Graduate Diploma in Business Management from Amity Business
School, India-2004
Bachelor of Arts-Sociology Honors, Lady Shri Ram College (LSR),
New Delhi-2002
Senior Secondary (XII) CBSE-Humanities, Sardar Patel Vidyalaya,
New Delhi-1999
Higher Secondary (X) CBSE, Sardar Patel Vidyalaya, New Delhi-1997
SCHOLARSHIPS/AWARDS
Shri Ram Swaroop Ahuja Award for Outstanding performance in
Sports-1998.
Shri Jaswant S Pandaya Award for Outstanding Performance in
Athletics-1996.
INTERESTS AND ACHIEVEMENTS
President of National Sports Organization 2001-02 at Lady Shri Ram
Award Certificate of merit for Contribution to Sports.
Held Merit Positions in Basketball, Volleyball, Badminton, Table
Tennis and Judo.
Won 9 medals including 7 GOLDS.
Master of Ceremony for the following events organized by Amity
Business School.
Alumni Meet
Mentor Meet
Contd

263
Corporate Meet Resume Writing and
Job Applications
Acumen 2003, Organized by Business Today
PERSONAL OBJECTIVE
My desire is to create a truly competitive arena wherever I work. I want to
bring my enthusiasm and sense of confidence to the organization and to the
people I work with. My involvement in various areas of activities at college
has taught me crucial lessons on leadership and teamwork.
STRENGTHS
Team Player
Self Confident & Goal oriented
Fast learner with an ability to excel.
WORK EXPERIENCE
Worked as a trainee in Enterprise Nexus, an Ad Agency in their
Research and Planning Department.
Conducted research for General Motors undertaken by Enterprise
Nexus
REFERENCES
Available on request
15.4 JOB APPLICATIONS

A letter of application is to be accompanied with a resume. The letter for the job may
be solicited or unsolicited, general or specific, inherently or overtly persuasive. The
application for the job must be persuasive enough to develop a strong desire for the
potential employer to move towards action. The message must attract the employer.
15.4.1 Important Points with Regard to Job Applications

Good quality paper is used.
Return address is properly positioned.
The salutation is to be made formally.
Subject and attention lines are used if appropriate.
Complimentary close is included.
Enclosure note is used to acknowledge the attachments like resume and any other
enclosure.
The mention about the resume is to be made in the body of the letter as well.
Letterhead should not be used.
Address is written in clear handwriting or typed so that it may reach the place
without any problem.
The application should be written in own handwriting as far as possible.
The letter is folded and packed properly, along with all requisite documents like
resume and proper size of envelope.

264 Each letter is written uniquely and personally to appropriate persons at the firm
where one wishes to work.
APCA (Abbreviations, Punctuation, Comprehension and Action) is carefully
planned and put to proper use.
Tone, vocabulary, transition and coherence should be appropriate.
15.4.2 Techniques for Writing Successful Job Applications

Be positive and confident, but not presumptuous or arrogant.
Talk of key credentials to fulfill job requirements.
Show interest in working for the organization.
Show knowledge about the company.
Show knowledge about the job requirements.
Prove that ones capabilities and experience fulfill key requirements.
Be straightforward but polite and respectful in seeking to attend the interview.
Compliment the organizations reputation, but avoid unnecessary flattery.
Write correct qualification and other details, exactly as is mentioned in the
resume.
Avoid any negative remarks about yourself, others and the company.
Use the letter opening to capture the attention and build interest of the reader.
Prove through the letter that you have the strengths and capabilities to excel in the
job. Point towards your key accomplishments.
Use the letter ending to request for the interview and stimulate action.
Effort should be made to limit the letter to one page even after including all these
points. The applicant must develop the theme. The key points should be listed and tied
together in a concise and polite form. The key to develop a successful letter is to retain
a basic honesty running through the message.
1. Career objectives should be stated in practical terms.
2. Headings should always be given in uppercase.
3. It is better to write a covering letter on ones own letterhead.
4. It is advisable to write one covering letter and send the same to multiple
organizations.
15.5 LET US SUM UP

An individual needs to plan his career efficiently. A resume serves as the first step of
your career. A career is the sequence of jobs that an individual has held throughout his
or her working life.

The bio-data (also called resume or CV) and the covering letter, which goes with it, 265
Resume Writing and
together makeup the job application. The Resume or CV is a written statement of your Job Applications
personal history-biographical details, educational qualifications, work-experience,
achievements, and other strong points that make you suitable for getting selected for a
job.
Personal Details, Education, Experience and References are the categories of
information in a CV. The format of a CV contains a Heading, Objective, Personal
details like date of birth, Education: academic and professional, Awards and
achievements, Work Experience, Activities and skills, hobbies, personality traits and
references.
A job application is an offer of service; it must show the prospective employer that
your services are worth employing.

You are a fresh MBA graduate and want to apply for the post of management trainee
at a local bank. Write a covering letter and prepare a resume for the same.
15.7 KEYWORDS
Career: It is the sequence of jobs that an individual has held throughout his or her
working life.
Career Planning: It is the life-long process a person goes through to learn about
himself, develop a self-concept, learn about careers, and work situations and then
make a career choice based on information gathered while developing coping and
social skills.
Curriculum Vitae: It is a written description of your work experience, educational
background, and skills.
Covering Letter: A letter sent along with other documents to provide additional
information.
References: People, who can verify the facts that one has presented on the resume, or
who can be contacted for getting additional information about the candidate.

1. What do you mean by career? Discuss the steps in career planning.
2. What do you mean by Curriculum-Vitae? What things you should keep in mind
while writing your CV?
3. What are the key elements of a CV?
4. Your resume reflects your personality. Do you agree with the statement? Justify
your answer
5. What kind of information should one put in his/her CV? Why should a candidate
write no experience in his/her CV?
6. Explain the desirable contents of a CV in the sequence as they are written.

266 Check Your Progress: Model Answers

CYP 1
1. Yourself
2. Career path
3. Career objectives
4. Character
CYP 2
1. True
2. False
3. False
4. False

Dryden Press.
New York.

267
LESSON Job Interviews
16
JOB INTERVIEWS
CONTENTS
16.1 Introduction
16.2 Employment Interviews
16.2.1 Features of an Employment Interview
16.2.2 Types of Interviews
16.2.3 Structure of an Interview
16.3 Preparation for Job Interviews
16.3.1 Candidate's Preparation
16.3.2 Guidelines for the Interviewee
16.3.3 Checklist for Interview Preparation
16.3.4 Preparations to be made by the Interviewer
16.4 Follow up
16.5 Let us Sum up
16.7 Keywords

List the types of employment interviews
Know how to prepare for an interview
Know the preparations to made by the interviewer
Realize how to follow up
16.1 INTRODUCTION
Interview is a form of oral communication, in which an individual interacts with
others to know each other. Interviews consist of another significant facet of social and
business communication. They take place between individuals, or individuals and
organizations, and are always goal oriented. Interviews relate to a meeting, often on a
formal note, where some kind of an information gathering and assessment takes place.
The objective of any interview is, to find out as much as possible/necessary about a

268 person or an event. There are two parties to any interview the interviewer and the
interviewee. The objective of an interview, in its broader sense, is to gather details and
to elicit relevant information by talking to the interviewee, and there after making an
assessment, appraisal or evaluation about the suitability of the candidate for the offer
or position available with the interviewer. Although most interviews take place
through formal meetings and discussions, there are also occasions when there is no
personal meeting, like in the case of a telephonic interview.
16.2 EMPLOYMENT INTERVIEWS

An interview is a formal meeting in which a person evaluates or consults another
person. Interview can be defined as an oral tool to test a candidate's traits for
employment or admission to a premier institution of learning. An interview reveals the
view, ideas and attitudes of the person being interviewed as well as the skills of the
interviewer.
The term interview is derived from a French word 'Intrevor', which denotes glimpse.
Through an interview, we get a glimpse of the interviewee in a short period of time.
The Oxford Advanced Learner's Dictionary provides the following different definition
of an interview:
A formal meeting where somebody is asked questions to see if they are suitable
for a particular job, or a course of study of a college, university, etc.
A meeting (often a public one) at which a journalist asks somebody, questions in
order to find out the person's opinions.
To give an interview is to agree to answer, a set of questions.
A private meeting between people where questions are asked and answered.
To ask somebody about his life, opinions, etc., especially on the radio or
television or for a newspaper or magazine.
Together, these descriptions present a variety of interviews. Interviews have become
an integral part of social and business life. From the playgroup, where parents seek
admission for the child to the old-age home where senior citizens seek admission,
entry interviews and exit interviews, there are indeed a plethora of interviews which
take place in one's life. These interviews may be public or private, formal or informal,
social or business, personal or telephonic and career related or otherwise.
Interviews, as we have noted already, are always goal-oriented. The need for an
interview arises because there is a choice, because there is competition, and there are
limited vacancies for a large number of aspirants. The purpose of the interview is to
meet, talk, discuss, evaluate, counsel and sort out issues.
"Interviews are always goal oriented, with the aim to assess suitability and make a
selection"
16.2.1 Features of an Employment Interview

There are different purposes for which we have interviews. But all of them have the
following features in common:
There is a definite purpose, and it is known both to the interviewers and the
interviewee.
Both the parties need to prepare for the communication event.
All interviews are prearranged. The only possible exception is the dismissal
interview.

There are at least two participants in the eventan interviewee and an 269
Job Interviews
interviewer. But in common practice, there is one interviewee facing more than
one interviewer.
There is clear exchange of information.
The information exchanged may or may not be kept secret.
16.2.2 Types of Interviews

In social and business life, there are various types of interviews. They can be more
clearly identified on the basis of specific purposes or the approach towards the
interviews in terms of conducting it and attending candidates through the interview
process. Following are the different types of interviews which could be conducted for
a variety of purposes:
Selection Interview: Interview conducted by an organization or institution, to
employ persons for specified posts. It is essential for the employer as well as
prospective employee, as both are looking forward to fill up "the right candidate
for the right job". Through an interview, the potentialities of interested recruits are
assessed. This is also called the job interview and is the most important and
common type of interview. Generally, when we speak of an interview, in most of
the cases, it refers to job selection interviews. This may be a "Walk in" interview,
wherein the candidates are called at a very short notice, usually through an
advertisement and spot interviews are conducted. They may be properly planned
interviews, conducted after due scrutiny of application forms, or merely
Telephonic Interviews, wherein, the candidates are assessed on the basis of his/her
answers/conduct over the telephone call, made by the company executives after
the preliminary assessment.
Promotion Interview: Promotion interviews are conducted by organizations for
their own eligible employees who are desirous of moving up in the hierarchy. The
objective of this interview is twofold: to give one, an opportunity. The interview
panel, for promotion interviews would normally comprise of executives from the
organization itself. Unlike the job selection interview where the candidates face
new people and unfamiliar environs, give the fact that promotion interviews are
often conducted in house. The latter are relatively less formal. Their conduct
should be such as to show the required seriousness, and any impression of a casual
approach should be avoided. The candidate should also not exhibit any undue
familiarity with the interviewers. The replies given by the candidate, especially
about past performance, are verifiable and as such, the candidate has to ensure
factual correctness and be sincere and truthful in replying to the questions.
Exit Interview: Exit interviews are conducted by organizations for those
employees who are resigning or retiring. The objective here is to know the causes
of leaving and obtain feedback from the outgoing employees, in a frank and
forthright manner so as to bring about improvements. Those employees, who are
resigning, in particular, would be in position to give valuable feedback by way of
comments and suggestions. Given the investments made by the organization in
terms of training and orientation and also the time and effort involved in finding
suitable replacements, every effort is made to minimize the attrition level. Though
not all companies conduct them.

270 Most organizations recognize entry and orientation interviews as well as exit
interviews, as desirable and worthwhile HRD systems. Specific and well thought
out formats are designed to get relevant feedback through the exit interview.
These formats would essentially cover:
Personal details
Service and experience
Reasons for leaving the job
Comments on work atmosphere, policies and practices
Suggestions for improvement
The interview is normally conducted by a senior officer, executive or Branch
In-charge in a cordial manner, with a positive approach. Both the parties should
recognize the need for objectivity and stay away from personal biases and
negative approach. The person conducting the interview should give a report or
feedback based on the exit interviews to the appropriate authority within the
organization for further action.
Reprimand Interview: Reprimand implies a severe or formal reproof or censure.
A reprimand interview is conducted to express rebuke or disapproval. It is done to
pull up or correct, usually with a kindly intent. Reprimand interview is usually
done in private, where the erring or misbehaving employee is called by the
supervisor or the person in authority and advised to mend or improve his or her
behaviour. The objective here is to draw attention to the wrong doing and
counsel/instruct the person concerned to correct oneself. The interviewer explains
what is wrong and rebukes the person. It consists of cautioning, suggesting that
any repetition of such an act would entail more stringent action. In an
organizational context, a reprimand interview should be appropriate in dealing
with absentees, insubordination, inter-personal problems, poor performance and
other such deficiencies. The ultimate objective is to ensure correction in
behaviour, attitude and performance.
Grievance Interview: A grievance interview relates to any dissatisfaction, distress
or resistance to something that may or may not have happened and has made the
person concerned carry a grievance. Unless the grievance is dealt with and
redressed, it may create further damage. In the business and organizational
context, there would be essentially two kinds of grievances grievance relating to
the employees and grievance relating to costumers. There should be swift
response in dealing with people and matters, when things go wrong.
A grievance interview relates to a face-to-face talk, where the aggrieved person
gets an opportunity to meet a person in authority to share the distress and seek
remedial action. A grievance interview provides an opportunity to the aggrieved
person to hear. The person, who is responding to the aggrieved person, has to have
good listening skills. By providing an opportunity to the aggrieved person the
organization shows that it cares for the feeling of the employees, or customers, as
the case may be. In a grievance interview, the interviewer makes the interviewee
comfortable and lends a patient ear and uses placating skills to diminish hurt
feelings, clear misconceptions and gather all relevant facts.
Stress Interview: Stress interview, as the name suggests, is conducted for
assessing the ability of the interviewee to face high levels of strain or mental
pressure. Certain types of jobs, which are regarded as difficult assignments, do
require the person concerned to process relatively greater emotional and mental
strength to deal effectively with people and situations. Security forces dealing

with border events, police personnel in responding to violent mobs and arson, 271
Job Interviews
industrial relations personnel in organizations dealing with militant unions, etc.,
are some examples of situations where an unperturbed and tactful response would
be desirable. In order to carry out the job effectively, the person concerned should
be able to face the situations boldly, keep cool even under extreme provocation,
and not buckle under pressure. This calls for a certain temperament and
disposition. The members of the panel, conducting the stress interviews are
generally well versed in conducting such specialized interviews. They may be curt
and businesslike. They provoke, challenge and corner the candidate into
submission or accepting the unacceptable or find fault with the candidate's actions.
Orientation Interview: Orientation interview, as the name suggests, is aimed at
orienting the candidate towards the organization or the task. Orientation
interviews are conducted after the selection interviews and are in the nature of
briefing sessions. The interviewer makes the interviewee comfortable and shares
all relevant details about the organization and task in a cordial manner. It is by
way of appraisal or education, rather than assessment or evaluation. Apart from
providing oral input during the interviews, the interviewer may also provide
relevant literature to the interviewee to facilitate smooth and quick orientation.
Admission Interview: This is conducted by the authorities of a school, college,
professional institutes like IIMs, etc. The purpose is to assess the candidate's
eligibility for admission into a particular course of study or a professional body or
association. This usually follows a written exam and group discussion.
Appraisal Interviews: For appraising the performance of the employees,
performance appraisal interviews are conducted. The feedback of this interview is
provided to the management as well as to the employee himself, so that he may
know how to improve his performance in the organization and what is expected
from him.
Mock Interviews: Some educational institutions or academic bodies conduct
imaginary interviews, for preparing the candidate mentally for the actual
interview. This is very popular in coaching and business schools. This helps the
students to learn how to face a real interview during the visit of the companies in
the campus or when they go for employment interviews.
Panel Interviews: The interviews may also be classified as Panel Interviews, in
which experts or interviewers ask questions to a candidate, based on the purpose
and plan of the interview. The panel represents experts from different
backgrounds.
Problem Interviews: This may be conducted in an organization with employees
who are creating problems, to gauge the reason behind their erratic behaviour.
Also, the interviews of experts in a particular area, to discuss a particular problem,
are called problem interviews.
Case Interviews: It is a job interview in which the applicant is given a question/
situation/problem/challenge and asked to resolve the situation. The case problem
is often a business situation or a business case that the interviewer has worked on
in real life.


Fill in the blanks:
1. . interviews are conducted for the employees who are leaving
the organization.
2. .. interviews are conducted to listen to the problems of the
staff.
3. interviews help students to learn how to face real
interviews.
4. .. interviews are conducted with individuals who are
creating nuisance in the organization.
16.2.3 Structure of an Interview

Like every communication event, an interview has a rather well defined structure. In
other words we can say that an interview is a formal communication event, the aim
and outcome of which is understood by both the parties. They have, therefore, to
proceed accordingly. Both the parties have mutually to take care of the three stages
beginning, middle, and end, just as in a presentation the speaker alone has to manage
these stages. Each of these requires effective communication skills as stated below:
Opening/Start:
Introduction
Statement of the purpose of the meeting
Making the other person comfortable
Creating an atmosphere of relaxed open-minded approach
Commitment to the purpose stated above
Preparing to start discussing things frankly
Middle/Main Body:
Aim at exchange of information
Keeping the discussion to the point
Listen attentively and patiently
Keep eye-to-eye contact
Give carefully thought out answers
Make sure to cover the Agenda
Take care that interruptions, if any, are polite
Seek clarification, if needed
Closing:
Summing up the discussion/exchange of information
Describing the action taken upon
Avoiding a hurried or abrupt ending
Closing on a positive note
Exchanging feelings of gratitude, thankfulness etc
Confirming the value of the interview/communication event

Chronology of the Interview 273

Job Interviews
Going through almost a common sequence, most selection interviews follow the
following chronology:
Introduction (2 to 5 minutes)
Casual talk
Smile, handshake, etc.
Company Information (5-10 minutes)
Candidate Assessment (10 to 30 minutes)
Qualifications
Achievements
Questions
Conclusion (3-5 minutes)
Interviewer determines and suggests when a response will be forthcoming.
Candidate tries to summarize his/her qualifications, reaffirms interest (1 to
2 minutes).
Candidate may ask a few questions.
16.3 PREPARATION FOR JOB INTERVIEWS

By and large, all interviews are taken seriously by both the parties involved in the
interview process. The interviewees stand to gain and benefit when they put up their
best during the interview. It is therefore expected that the candidate for the interview
shows a high level of keenness to face and do well in the interview. This should
translate into reaching on time, being presentable, display good listening skills, sincere
communication and proper body language. Final selection of the candidate would
often depend upon the performance of the candidates in all these areas.
In view of the competitive nature of the interview, the preparation for it should
commence well in advance. The candidate appearing for the interview should aim at
scoring over other competitors and approach the interview with the required
seriousness. Attire, appearance, body language, communication skill, confidence,
keenness and a good understanding of the job requirements would contribute to the
success in the interview, in addition to having his sound knowledge of the functional
areas. Each member of the interview panel would be provided with a profile of each
candidate, covering relevant details such as experience, age, seniority, qualifications,
positions handled, significant contribution, positive and negative attributes,
performance appraisal and annual ratings. Based on this, the interview panel will be in
a position to assess the performance and suitability of every candidate.
16.3.1 Candidate's Preparation

A candidate needs to prepare at various levels for the interview. Physically, mentally,
and psychologically, the interviewee needs to groom himself to be successful in the
interview. The candidate needs to prepare himself in the following aspect:
1. Physical Preparation:
Good formal dress up

274 Good Posture

Good manners.
2. Mental Preparation: Mentally, the candidate needs to:
Revise the subject knowledge
Get information about the current affairs and important issues
Information about the Company, its products, competitors, etc.
Prepare general and personal questions
3. Psychological Preparation:
Practicing honesty
Practicing negotiating skills
Inculcating will power and determination
4. Self Assessment: The candidate needs to evaluate his strengths, weaknesses,
opportunities and threats, that is, he should carry out his own SWOT Analysis.
This will help him to know where he stands.
16.3.2 Guidelines for the Interviewee

Be prepared for the Interview: Just as the interviewer has to plan out the event in
advance, in much the same way, the interviewee has to be prepared for it too. As
he has no control over the event, he has to be more careful at every step. He has to
face an interviewer or a board of interviewers. He must, therefore, be very clear
about the purpose of the event. If it is going to be a job interview, he has to be
well prepared for questions in his area of interest, his present position, the position
he has applied for, the nature of the organization, its history, current activities etc.
His knowledge on all such questions will impress the interviewers. However he
must be prepared for the unexpected.
Have Presentable Appearance: Everybody appreciates a pleasant personality. In
an interview the concerned person's appearance is a part of the message. Since an
interview is a formal occasion, the interviewee must be formally dressed. Anyone
having conventional standards of neatness is likely to have a definite advantage
over one who is casually dressed for an interview.
Show interest by making effective use of body language: Keeping eye-to-eye
contact with the interviewer at once, shows that the interviewee is genuinely
interested in the event and is keen to participate in it. He should also sit in a
correct, confident posture, be straight, balanced and not stiff in the chair offered.
The hands should be neatly locked in the lap or be comfortably placed on the arms
of the chair.
All the questions must be correctly and completely answered: Since the primary
aim of an interview is to exchange information, it should be done effectively. If
the interviewee is not clear about a suitable answer to a question, there is no harm
is admitting it. One must never try to bluff. Be honest.
Be polite: Politeness is indispensable in every situation.
Avoid talking too much or making boastful statements: The interviewer is
intelligent enough to find out the interviewee's intelligence and suitability for the
job.
Avoid criticism of the previous employer or anybody else: Negative statements
are usually registered.

Do not forget to thank the interviewers for having spared time for you: Granting 275
Job Interviews
an interview, is indeed a favour.
Do not hesitate to ask any questions to seek clarification regarding the company
profile, service, conditions etc. It will not only satisfy your curiosity but also give
the interviewer an idea of your confidence and interest in the organization. But
such questions should come only towards the end of the interview and when you
feel, you are likely to get the job.
A successful interview is one in which both the parties the interviewer and the
interviewee-actively participate. The interviewer asks certain vitally important
questions arranged according to his plan. The interviewee, on his part, gives
satisfactory answers to all of them. The interviewer seeks information, the interviewee
gives information. At some stage in the process, most probably towards the end, the
interviewer may also seek some information that the interviewee will gladly give. In
this way the purpose of the interview, mutually understood, is fulfilled. Moreover,
both the parties must be unbiased, impartial and scientific in their approach to the
entire event.
16.3.3 Checklist for Interview Preparation

The interviewee can refer to the following checklist to see his preparation is complete
in every respect:
Know Yourself: The candidate should be confident about himself and know his
own interests, strengths and weaknesses.
Know Your Resume: He should thoroughly study his resume to be ready to
answer any questions related to it.
Know the Company: He should know about the company in which he is going to
appear.
Know the Position: He should know about the position of responsibility of job,
for which he is applying.
Know some Questions and Answers (anticipate): He should anticipate some
questions which the interviewers may ask and prepare the answers for them
beforehand. This will make him confident.
Know that your non verbal appearance communicates loudly: His posture, body
language, gestures, etc., play an important role in giving an impression about him.
Know that your oral delivery also communicates: Only non-verbal
communication is not sufficient, what he speaks and how he speaks, it is also of
great relevance.
Know the meeting place, time and other details: The candidate should know
these details in advance so that he reaches the interview place in time and without
many hassles.
Know some basic salary ranges: This will help him to negotiate for himself with
confidence and conviction.
Know that you must rehearse: "Practice makes a man perfect." The candidate
must practice by attending mock interviews or by rehearsing with his friends.
Positive/Desirable Behaviour during Interview

Show enthusiasm, utility and interest
Be honest

276 Listen attentively

Keep answers brief
Show interest in the company
Show analytical skills
Disregard for all the above factors
Negative Factors to Avoid

Discourtesy
Jargon,
Over aggressive attitude
Confusing comments
1. In an interview, the attire of the interviewee matters as much as his body
language.
2. For an interview, a candidate should only prepare questions related to his
field of interest.
3. If the interviewee is not clear about a question, he should admit it.
4. The interviewee should have sufficient information about the company to
which he has applied for a job.
16.3.4 Preparations to be made by the Interviewer

The success of an interview depends not only upon the preparation made by the
candidates, but also preparation made by the interviewer to conduct the interview.
A lot of care has to be taken by the interviewer to make the interview effective. The
interviewer needs to make the following preparations, which can be known as the
process of conducting the interview:
Arrangement of place, time and questions: The interviewer must decide the best
place and time for the interview and make proper arrangements for sitting,
drinking water and other things of the venue. He must also decide the questions to
be asked, keeping in mind the purpose of the interview.
Acquiring job related information and general knowledge: In the age of
information, it is only the well-informed interviewer who can conduct an effective
interview. The interviewer must be clear about the job requirement, number of
positions to be filled and job responsibilities for which he is going to conduct the
interview and besides, that he should go through newspapers and magazines to be
aware of the latest, as the candidates may also sometimes mention about some
new technologies.
Going through the resumes: The Interviewer must go through resumes of all
candidates to check for requisite qualification, experience and other eligibility
details. This would also help him to frame questions to be asked to the candidate,
as many questions can be brought up from the details given in the resume itself.
Assessing the interviewee's attitudes: The interviewer should prepare a list of
questions, which can measure some positive and negative attitudes of the person
while conducting the interview.

Prepare opening remarks: First impression usually lasts long. First few questions 277
Job Interviews
may unsettle an interviewee in the beginning itself. The interviewer must prepare
in advance what he is going to speak to the candidate in the very beginning.
Recording the proceedings of the interview: The interviewer may tape record or
write down the responses of the candidate during the interview. He may also itself
make notes of his own assessment side by side. This will help him to take a better
decision in the end.
Time-honoured Conventions for Conducting Interviews

Since the interviewer is in-charge of the event, he has to follow certain time-honoured
conventions.
In the first place, the interviewer has to plan the event: Since his aim is to seek
information, he has to find out exactly what he wants to know. It is, therefore,
advisable to write out his needs in a series of specific, pointed questions. These
questions can be used as the outline for the interview.
The interviewer should make every effort to put the interviewee at ease: It is
quite possible that the interviewee becomes nervous in answering questions. And
nervous people are not good subjects for interviewing. It is, therefore, necessary to
make the person before us comfortable with our social skills. The interviewer can,
for example, start the interview with some friendly talk while showing interest in
the interviewee's family background, hobbies and interests. It will go a long way
in making the interviewee confident. He will in this way be able to give intelligent
answers to the questions put up to him.
Ask the right question: This is very important because interviewing is primarily
an exercise in asking the right/suitable question for the occasion and to ensure the
fulfillment of a certain purpose. Given below are some popularly used categories
of questions with their expected results/uses.
Table 16.1: Categories of Questions
Type of Questions Use
1. The Yes/No question Effective for checking facts
e.g., Have you seen our advertisement?
2. The open-ended question Good for exchange and discussion of ideas
e.g., What do you mean by a satisfying
job?
3. The closed question Best for seeking facts/data
e.g. How long have you been in service?
4. The leading question Pushes the interviewee in a certain direction
e.g., Dont you think that this work should
have been done a couple of months ago?
5. The loaded question Provokes the interviewee
e.g., What do you think about the CEOs
impulsive action?
6. The prompt question Guides the interviewee in content, and
e.g., So, what do you do then? clarifies if he has understood the
interviewers intention or not.
7. The what if question Makes assumptions, and finds out what the
e.g., Suppose we open a branch office here, interviewee would do in a certain situation.
would you be interested in joining us?
Contd

278 8. The mirror A reflective way of checking whether you

Corporate Communication have received the interviewees
e.g., So you feel fed up
message/information/ reaction correctly.
9. The probing question Good for obtaining more information,
e.g., What precisely were your proceeding from the general to the particular.
responsibilities?
10. The summing up question Gives the interviewee, a chance to self assess,
e.g., In a nutshell, how will you assess and, rounds off the event.
yourself as a manager? Or Is there any other
important information that you would like to
give us?
In this way, we see that the interviewer has a repertoire of questions at his
command. How best to use them, depends on the interviewer's ability to monitor
the situation.
Let the candidate/interviewee do most of the talking: Some interviewers are fond
of talking themselves and hogging time. But they must realize that such a practice
defeats the very purpose of the interviewee which is to seek information rather,
than to give information. The interviewer can at best talk only to guide the
interview or, in other words, attempt to carry on the discussion through specific
questions.
The interviewer should follow the plan that has been chalked out before the
interview: In this process, the interviewer will not only be exchanging information
through question- answer method, but also be handling moments of silence. Brief
periods of silence very often lead to the soliciting of additional information.
Emphasize the importance of listening: Many an interview is spoilt because the
interviewer does not listen attentively or interrupts unnecessarily. In addition, the
interviewer should not only listen attentively, but also appear to be listening
attentively. In this way the interviewee will feel relaxed and will open up and talk
more.
The interviewer must give his entire attention to the interviewee: This can best
be done by maintaining eye contact, nodding, smiling and making appropriate
responses.
The interviewer must respect the feelings of the interviewee, even if the latter
appears to be wrong : Even if the candidate goes wrong in answering some
questions or at some places, his point of view does not match with that of the
interviewer, the interviewee must not outright humiliate or disrespect him.
The interviewer must also keep a record of the information gathered from the
interview: He may either go on taking down notes during the interview, or recall
the information immediately after the event and make a gist.
The interviewer should also stick to the time allocated: For this purpose the
principle of 'be concise' must be adhered to. Things should not be allowed to get
out of control. That is why the interviewer/interviewers should not argue.

Case: A True Tale of a Case Interview Gone Bad 279

Job Interviews
A Jobseeker's True Story...
T he following is the sad-but-true story of what can go wrong in a case

interview. The narrator was a liberal-arts graduate in political science
who worked for a short and unhappy time after graduation as a
financial consultant and aspired to a position in management consulting. He
interviewed at McKinsey and Company. The names in the story have been
changed.
It was the third week in February on a gloomy gray morning, and I sneaked
out of the office and away from the phones, to which I was chained, under the
guise of a personal-business appointment. I raced to my car, trying perhaps to
create a physical excuse for my rapid pulse. Carefully maneuvering around
the droop in the ceiling, I shut myself in my dingy red '85 Nissan 200, and
with a tentative glance at my leaking sunroof, I was off to interview at what
felt like my only salvation from the life-sucking, money-ruled treadmill that
had become my existence.
I scrambled in the mist from my parking lot to the third tallest building in
Atlanta, and headed for the top floor. As I was greeted by the recruiter, I had
condensation or perspiration I'm not sure which trickling down my temple.
She led me back to an area with two sofas already accommodating three other
interviewees. That caught me off guard slightly. For some reason I figured I'd
be alone since it was the end of recruiting season. Seating myself, I realized I
hadn't really had a chance to contemplate what to expect. I waited there in the
morgue.
All three of my companions looked like the antithesis of at-ease. Had I
realized at the time that this was the job, I would have been nervous, too,
perhaps. I was anxious all right, but it had little to do with the company. If I
had been interviewing for a similar paying job at Bob's Wholesale Hardware, I
would have felt the same. The Truman scholar from Cali and the Yalie to my
left info I would soon pry out of them each seemed to be focused on some
mental mantra that they were repeating in their heads. Both looked like they
were trying to remind themselves that they were brilliant enough and also
decide exactly which fine feat they should talk about as their greatest
accomplishment, or use for some clever analogy in their interview. I, too, had
considered these questions, but not knowing what to expect, I figured I would
simply say what I believed. Probably, my biggest mistake.
I was surprised at how tight-lipped everyone seemed to be during those few
anxious minutes on the couches. I casually sparked up a little conversation
and learned that each person was there for a final day-long round of
interviews. They kept looking at me with a strange tilt, as if they were sending
me telepathic messages saying "What are you doing!? Don't you know this is
MCKINSEY??!!! They could hold this stuff against us!" On by one, they were
led off, leaving me alone on the couch for a few uncertain minutes. Finally, I
was greeted by a young woman in her late 20s and pregnant. I'll call her
Mandy for the sake of this anecdote. She was welcoming, and we chatted as
she led me to a narrow little station where we could talk.
I found Mandy to be warm, personable, and helpful. She put me at ease in
what I realized was a completely unknown environment. She asked me
several "interview-type" questions, but her tone was always helpful and
inquisitive.
Contd
280 I think I made three mistakes during this interview: (1) I felt as though I was
always trying to give some nebulous right answer and falling short. I had
difficulty being concise because my nerves were so shot, and I think my
stammering didn't help. (2) When she asked a question about where I saw
myself in 10 years, I gave a very honest and unusual answer about how people
create stress for themselves trying to plan and not being able to be flexible. I
instead gave goals but probably wasn't as concrete as I should have been. I
wondered if my honesty was appreciated less than a strong goal-oriented
statement. (3) Although I was vaguely familiar with case questions, I wasn't
well versed or practiced. When she asked me about how to figure out how
many quarters were in a mall, I knew she would want to hear how I structured
my analysis, but I probably focused too much on that and also got myself
caught in my own thoroughness. Had I been more practiced, I could have been
more systematic in my approach and then stuck to my answer instead of
feeling the need to add something I may have left out.
Walking out of the room back to the sofas, I felt that it had gone fairly well.
I had shown some strengths, found some connections with her (she was
human). I wasn't sure whether I had done well or poorly on the case question,
but couldn't think of anything I left out. With hindsight, I could have been a
little more efficient and structured but still think I did all right.
Back on the couch we waited, and one by one, my "friends" were whisked
away. Again, I was the last one on the couch and really beginning to believe
that I was an afterthought, at best. Maybe, looking back, I should have been
flattered, but at the time and under the circumstances, I tried hard to be
amused, primarily to keep at bay the doubt that kept creeping in. When my
final inquisitor I'll call him Ken finally arrived, I heard the hammer hit the
nail.
Nothing Ken did or said put me at ease or made me feel like the interview was
anything other than adversarial. I also knew that the moment I became
confrontational, I would lose. He started out with a series of questions that
were harmless enough, but sent me scrounging.
"What was your most rewarding leadership experience?" I told him about how
I started at the age of 15 playing hockey, without knowing which way to hold
my stick or how to skate backwards, and the next year was chosen captain,
and the next again when I led our team to the playoffs. Ken's enthusiastic
response, "That's nice, but how about something you did?"
Maybe I chose the wrong thing by giving a heartfelt answer as opposed to an
ideal answer, or perhaps I just wasn't clear in my point of leadership by
example. Either way, I felt his response to be colder than the February air.
He then asked me a case question: "How much does a Boeing 757 weigh?"
Again, I knew he was less concerned about the number I came up with as
opposed to my process, but he was no help. I asked him all sorts of questions,
and he just shrugged his shoulders and sat tight-lipped until after the fifth
attempt he finally said, "To answer your one question, you can assume that the
seats are empty and the tank is full."
He corrected me a few times, too. "Now I heard recently that the Concorde
that they mounted atop a building near Times Square weighs 25,000 tons...."
"Tons or pounds?" asks Ken.
Contd

"I thought tons...right???" I asked as I felt the last bead of self-esteem trickle 281
Job Interviews
down the small of my back.
"I don't know," helped Ken smugly.
Well I figure the Concorde seats about 300 people, so the 757 probably
somewhere around 350-375.
"Actually, its more like 500," helped Ken again, "and you have two more
minutes."
I could barely stand up after our time was up; my legs were weak. Ken started
down some stairs, and I mentioned, "I need to pick up my umbrella and
briefcase from the waiting area," and he said, "OK, meet me at the door
afterwards."
I didn't know what to make of it all, but I was scared. I could hardly keep the
tears back as I headed for the job I so desperately wanted out of. I had a bad
feeling in my stomach.
Two weeks later I received a voice message from Ken, and over the next week
and a half of phone tag, I could scarcely wonder whether I was nixed, or they
wanted to take another look. When we finally connected, he seemed to be
friendlier than I remembered. It hurt all the more when he said, "I've got some
bad news..."
I asked why they felt they weren't interested, and he said I took too long to
answer some questions and seemed to be unsure with numbers. That hurt.
Throughout the day, I rapid-fire numbers and calculations on the spot as a
financial consultant and am always one of the first with an answer. And I have
been told time and time again that my biggest strength is being able to
communicate a point quickly. Yes, I stumbled in the interview, but it still
seemed ironic.
I bombed out in this interview because of (a) innocent naivet about the big
players in consulting and what that really meant; (b) unfamiliarity with their
process and what is they look for in a first interview I just had no clue;
(c) emotional turmoil; (d) lack of confidence and certainty about what I was
doing and why; and (e) some general bad luck.
If I am to glean some powerful lessons from this experience, they are:
Although it sounds like I did not prepare for this interview, I did. I, however,
did not prepare the right way or understand really what I was getting myself
into. Those approaching consulting interviews need to know what is expected
in interviews of various types of companies and positions, I obviously was
clueless. I was especially clueless about the rigidity and formality of these
interviews.
Another valuable lesson I've learned from this experience is to practice those
case studies and all your answers to those questions that I thought were too
trite to be asked (like "what's your greatest accomplishment?").
And most importantly, leave nothing to chance. Prepare every unthinkable
scenario. There is no replacement for hard work, especially when you get only
one shot.
Question
Analyze the case and find out what went wrong with the interview.
Source: http://www.quintcareers.com/bad_case_interview.html

282
Corporate Communication 16.4 FOLLOW UP
In order to maximize the potential of obtaining an interview, it is advisable to use a
follow up letter to your cover letter.
Using both a follow up letter (pre-interview) and thank you letter (post-interview) can
be an effective way to gain more attention from the employer while enabling you to
display a more professional approach to the job search. With a follow up letter, you
are reiterating to the employer your desire for the job position prior to being granted
the interview as opposed to the thank you letter that is sent after an interview.
A follow up letter is often synonymous with a thank you letter, but its actually a little
different. In the job search process, a follow up letter is sent to a potential employer
after you initially send your resume for review or after you have initially made contact
with a company, but prior to the interview. Sometimes, you won't get a chance to send
a follow up letter. However, for many jobs, the search process can take 3-6 weeks and
this is where you can utilize the follow up letter.
The follow up letter should follow the same format and consistency of the cover letter.
Your introduction will mention either your initial resume submission or a previous
conversation regarding the position. It should include a few key points that make you
qualified for the position. Close the letter with an invitation to contact along with
contact information. The ideal follow up letter will be short, concise and to the point,
generally with less content than even a cover letter.
Sample pre-interview follow-up letter

To,
Mr. Kumar,
ABC Associates
New Delhi 5/8/2010
Dear Mr. Kumar,
This is with reference to my inquiry of July 28 about the Field Operator Trainee
(7521276) position in your firm. I also wish to take this opportunity to reiterate my
enthusiasm for working with you at ABC Associates.
Having recently called your office to follow up on my previous submission, I am
following the advice to again enclose my application materials, including my resume.
After further studying the job description, I conclude that the ideal candidate should
possess exceptional computer literacy, the ability to effectively liaison with
customers, and the ability to perform well independently. The person selected for this
position will also have to be enthusiastic about working in the field. I am convinced
that my degree in chemical engineering, my advanced drilling coursework, and my
skills align well with your needs.
This position is extremely similar to my position with XYZ Industries, where I
demonstrated proficiency in process engineering. In addition, my education and
employment history attest to my dedication and drive for success.
I would very much appreciate an interview for this position. You can reach me at
11222222 or via e-mail at reeta.shrama@abcmail.com.
Again, thank you for your time and consideration.

20-10, Rajouri Garden With sincere regards
New Delhi
Mobile- 11222222 Reeta Sharma
reeta.sharma@abcmail.com

Usually before an interview ends, the interviewer informs the interviewee about the 283
Job Interviews
organizations follow-up procedures, like from whom (same person who interviewed
you, someone else), by what means (phone, e-mail, etc.), and when you would hear
again from the organization. In case, you have an interview where the interviewer did
not tell you, and you did not ask, you can use your follow-up/thank-you letter to ask.
In case, more than a week has passed beyond the date when you were told you would
hear something from the employer, you can call or e-mail to politely inquire about the
status of your candidature. It might be possible that someone (or something) or an
unexpected circumstance is holding up the process. A polite inquiry shows that you
are still interested in the organization and may prompt the employer to get on schedule
with a response. While making a follow-up call, you should mention the following:
name of the person who interviewed you, time and place of the interview, position for
which were interviewed.
The purpose of a thank you letter is to:
Show appreciation for the employer's interest in you.
Reiterate your interest in the position and in the organization.
Review or remind the employer about your qualifications for the position. If you
thought of something you forgot to mention in the interview, mention it in your
follow-up/thank-you letter.
Demonstrate that you have good manners and know to write a thank-you letter.
Follow up with any information the employer may have asked you to provide after
the interview.
Sample Post-interview follow-up letter
To,
Mr. Ravi Bhatia
XYZ Group
Mumbai
Maharashtra 25/2/2011
Dear Mr. Bhatia,
This is with reference to my interview conducted on 21/2/2011. I would like
to thank you for taking the time to discuss the insurance broker position at
XYZ Group., with me. After meeting with you and observing the company's
operations, I am further convinced that my background and skills coincide
well with your needs.
I really appreciate that you took so much time to acquaint me with the
company. I feel I could learn a great deal from you and would certainly enjoy
working with you.
In addition to my qualifications and experience, I will bring excellent work
habits and judgment to this position. With the countless demands on your
time, I am sure that you require people who can be trusted to carry out their
responsibilities with minimal supervision.
I look forward to hearing from you concerning your hiring decision. Again,
thank you for your time and consideration.
30-40, NM Road, Mumbai With sincere regards,
Mobile- 33445555
E-mail-sunder@pqrmail.com Shyam Sunder


1. What type of questions is best suited for seeking facts?

2. What is the main purpose of writing follow-up letters?

16.5 LET US SUM UP

Interviews are face-to-face communication events in which there is generally one
individual facing a group. Some interviews may, however, be in the form of exchange
of information between two individuals. An interview is basically a meeting for
obtaining information by questioning a person.
Interviews can be classified according to their purposes. Interviews may be classified
as selection interview, exit interview, promotion interview, media interview, problem
interview, and so on.
An interview has to be well-structured in the three stages of opening, middle, and
closing. Each stage has its own set of questions. The interviewer has to carefully
command the situation and make the interviewee feel at ease. The interviewer must be
well- prepared for the questions that are likely to be asked.
Politeness is indispensable for both parties. The candidate for the interview must
prepare himself mentally, physically as well as psychologically. The interviewee must
know himself, his resume, the place and time of interview and must be aware about
the post for which he is applying, along with the responsibilities attached to it.

Five students can form a panel of interviewers. Some students can become candidates
to attend the interview. The selection is for the post of Marketing/Finance Manager of
a medium sized organization. After sometime, the roles can be exchanged.
16.7 KEYWORDS
Employment Interview: Interview conducted by an organization or institution, to
employ persons for specified posts.
Stress Interview: It is designed to determine how a job applicant reacts under
pressure.
Promotion Interview: Conducted by organizations for their own eligible employees
who are desirous of moving up in the hierarchy.
Mock Interviews: Imaginary interviews conducted by some educational institutions or
academic bodies for preparing the candidate mentally for the actual interview.
Case Interview: Job interview in which the applicant is given a question, situation,
problem or challenge and asked to resolve the situation.

285
16.8 QUESTIONS FOR DISCUSSION Job Interviews
1. Explain the purpose of their interview in detail.

2. What is stress interview? Under what circumstances is it used?
3. What are the responsibilities of an interviewer?
4. State suggestions regarding the appearance and dress for interviews?
5. Give the checklist for the interviewee for preparing for the interview.
6. What is the purpose of writing a follow-up letter?

CYP 1
1. Exit
2. Grievance
3. Mock
4. Problem
CYP 2
1. True
2. False
3. True
4. True
CYP 3
1. Closed questions
2. To reiterate your interest in the position and in the organization

Dryden Press.
New York.
Model Question Paper
MODEL QUESTION PAPER

MBA
Sub: Corporate Communication

Time: 3 hours Total Marks: 100
Direction: There are total eight questions, each carrying 20 marks. You have to
attempt any five questions.
1. Describe the concept of formal and informal communication highlighting the

advantages and disadvantages of each. Bring out the major differences between
the two.
2. Communication is the most vital ingredient of an organisation. In fact, an
organisation cannot be conceived of without communication. Discuss in detail
3. Discuss the classification of non-verbal communication. Give suitable examples to
explain each classification.
4. State the things that should be kept in mind while interacting with the following:
(a) Government officials
(b) Press
(c) Manager from a different cultural background
5. Explain the role of communication in brand promotion. Also discuss ant two main
tools used in brand communication.
6. What are business reports? Explain the different types and forms of business
reports.
7. Your company has decided to launch a new brand of soap in the market. You are
required to conduct a survey to find out the current brand preferences, their needs
and usage patterns (of soap) of the consumers in the market. Prepare a report for
the same highlighting the observations, conclusion and recommendations.
8. (a) You are an MBA fresher, with specialization in marketing. Write a job
application letter to a leading FMCG marketing company, applying for the
post of Management Trainee-Sales and Marketing.
(b)
. How are employment interviews useful? What are the various types of
interviews that a candidate is likely to face during his tenure in a company?

Corporate Communication

Transféré par

Informations du document

Copyright

Formats disponibles

Partager ce document

Partager ou intégrer le document

Options de partage

Avez-vous trouvé ce document utile ?

Ce contenu est-il inapproprié ?

Droits d'auteur :

Formats disponibles

Corporate Communication

Transféré par

Droits d'auteur :

Formats disponibles

Corporate Communication

Paper No. 1.8

For SDE Candidates admitted during 2011-12 and onwards

School of Distance Education

1.0 AIMS AND OBJECTIVES

8 Discuss the types of communication

1.2 BUSINESS COMMUNICATION

1.2.1 Role of Communication in Business

to regulate the behavior of people. Therefore, an organization issues notices, 11

1.2.2 Factors Determining Quantum of Communication

1.2.3 Success of Communication is the Success of Business

the most important component of communication. Effective communication takes 13

1.3.1 Process of Communication

One Way Process

14 The one way process of communication completes here.

Two Way Process

Perceived Meaning &

Figure 1.1: Two-way Communication Process

1.3.2 Which Component of Communication is more important? 15

1.4 TYPES OF COMMUNICATION

1.4.1 Based on Level

1.4.2 Based on Form/Medium Used

Diagonal Communication: Diagonal or Crosswise communication includes flow 17

1.4.3 Based on Context

Check Your Progress 2 19

1.5 FORMAL COMMUNICATION NETWORK

Planned communication among Planned communication with

insiders letters, reports, memos, outsiders (letters, reports, memos,

Figure 1.2: Features of Formal Communication

Top Level Management

Middle Level Management

First Line Supervisors

Employees/Shop Floor Employees

Figure 1.3: Organizational Pyramid/Structure

1.5.1 Advantages of Formal Communication

1.5.2 Disadvantages of Formal Communication

1.6 WORK TEAM COMMUNICATION

1.6.1 Work Team Variables

1.6.2 Goals of Work Team Communication

1.6.3 Conflict Resolution

Case: An Effective Communicator

24 Rahul: Sir, we dont stock seconds in this showroom.

1.7 LET US SUM UP

Work teams are cross-functional, multi-skilled, and self-directed group of employees 27

1.8 LESSON END ACTIVITY

1.10 QUESTIONS FOR DISCUSSION

Check Your Progress: Model Answers

1.11 SUGGESTED READINGS

2.0 AIMS AND OBJECTIVES

2.2 CHARACTERISTICS OF NON-VERBAL

2.3 RELATIONSHIP BETWEEN VERBAL AND

2.4 CLASSIFICATION OF NON-VERBAL

2.4.1 Kinesics or Body Language

34 Placing first finger on lips Be silent

Gestures showing Aggressiveness:

Gestures showing Rudeness:

Gestures showing Lack of Good Sense:

Body Shape and Postures

Effective Use of Body Language

38 Graceful movements and confident posture improve the atmosphere at the

Advantages of Body Language

Limitations of Body Language

2.4.3 Proxemics or Space Language

Everyone is aware of some of the ways space is used to communicate in business 41