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ORAL COMMUNICATION

When messages or information is exchanged or communicated is orally is called oral

communication. It is word based communication system but in oral form. Most of the time, we
use oral communication. Executive spend 60 to 90 percent of their time talking to people. Face to
face conversations, group discussions, counseling, interview, radio, television, telephone calls
etc. is used to express meaning in oral communication. Some definitions of oral communication
are as follows:

According to Ricky W. Griffin, “Oral communication takes place in face-to-face conversations,

group discussions, telephone calls and other circumstances in which spoken word is used to
express meaning.”

According to S. K. Kapur, “Oral communication takes place when spoken words are used to
transfer information and understanding form on person to another.”

So, oral communication is the process in which messages or information is exchanged or

communicated within sender and receiver through the word of mouth.

TYPES OF ORAL COMMUNICATION

GROUP DISCUSSION: Group communication is an extension of interpersonal communication

where more than two individuals are involved in exchange of ideas, skills and interests.

INTERVIEW-An interview is a conversation where questions are asked and answers are
given.[1] In common parlance, the word "interview" refers to a one-on-one conversation between
an interviewer and an interviewee. The interviewer asks questions to which the interviewee
responds, usually so information may be transferred from interviewee to interviewer (and any
other audience of the interview). Sometimes, information can be transferred in both directions.
communication, unlike a speech, which produces a one-way flow of information.

LECTURE-A lecture is an oral presentation intended to present information or teach people

about a particular subject, for example by a university or college teacher. Lectures are used to
convey critical information, history, background, theories, and equations.

DEBATE-Debate is a process that involves formal discussion on a particular topic. In a debate,

opposing arguments are put forward to argue for opposing viewpoints. Debate occurs in public
meetings, academic institutions, and legislative assemblies.

TELEPHONIC CONVERSATION-A telephone conversation is a verbal communication

between two or more people carried on by means of either mobile or landline telephones. It can
be short and casual, or it can be longer and more formal. The format typically varies based on the
relationship of the people talking on the phone.
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Advantages of oral communication

Oral communication is the most frequently used means of sending
messages. Some of its advantages are given below:
1. Immediate feedback
It provides immediate feedback and clarification. People listening to
the speaker can ask questions, makes comments, add to the clarification.
People listening to the speaker can ask questions, makes comments, add
to the information provided and so on. Both the speaker and the
listener/listeners by turn can enter into a kind of short dialogue and
make the whole communication event purposeful.
2Promotes friendliness
It builds up healthy climate in the organization by bringing the
superior and the subordinate together. This gives the subordinate a
feeling of importance and the superior a better understanding of his
mind. Informal or planned meetings can greatly contribute to the
understanding of problems/issues in which they become partners.
3.Time-saving Oral communication is a time-saving device. While a letter, dictate
and typed, entered in the diary, put in the envelope and carried to the
person addressed will take a long time, oral transmission of the message
makes the communication immediately effective.
4.Powerful means of persuasion
It is the most effective tool of persuasion as it lends a personal
touch to the whole business. Resolving a conflict will not be possible in
the absence of oral communication. Unless a manager / supervisor ‘talks’
to the workers in a persuasive tone, the conflict will remain there. No
exchange of letters can achieve what a meeting can.
Oral communication is very effective in interacting with groups.
The speaker can immediately understand the group’s reaction and arrive
at a satisfactory conclusion by putting his views across and exchanging
points.
5.Money-Saving
Oral communication is also very economical, both in terms of
money and time. It saves the money spent on stationery in organizations
in which the managers insist on every instruction, every message in
writing.
6. Quick clarification is possible
Oral communication provides ample scope to the sender of the
message to make himself clear by suitably changing his words, voice,
tone, pitch, etc. On the other hand, the words once written cannot be
changed. In other words, the message once transmitted in written form
cannot be retracted. Oral communication on the other hand, has the
advantage of on-the-spot adaptation/improvement.
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Barriers of oral communication

Oral communication also suffers from the following limitations:
1. Oral messages cannot be retained for a long time
It means
that they must be acted upon immediately. They cannot be
found in record books and we cannot refer back to them.
This is a serious limitation of oral communication.
2. Lack legal validity
In the absence of a taped or written record, oral messages do
not have any legal validity.
3. Chances of misunderstanding
Oral communication can lead to misunderstanding if the
speaker has not carefully organized his thought or the
listener misses the message on account of his
inattentiveness.
4. Responsibility cannot be fixed
It is difficult to assign responsibility for anything going amiss
or any mistake by omission or commission in oral
communication.
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Mass Media

Mass media refers to communication devices, which can be used to communicate

and interact with a large number of audiences in different languages. Be it the
pictorial messages of the early ages, or the high-technology media that are
available today, one thing that we all agree upon, is that mass media are an
inseparable part of our lives. Entertainment and media always go hand in hand, but
in addition to entertainment, mass media also remains to be an effective means of
communication, spreading information, advertising, marketing, and in general, of
expressing and sharing views, opinions, and ideas.
There are different types of mass media that we are accustomed to in this day and
age. Whether it's children, young people, or adults, we've all had our share of
media-related exposure every day.

There are several types of Mass Media:

1) Print Media:
•Newspapers
•Magazines
•Booklets and Brochures
•Billboards

2) Electronic Media:
•Television
•Radio
•Mobile Phones
•Computers
•Internet
•Electronic Books

1)Print media encompasses mass communication through printed material. It

includes newspapers, magazines, booklets and brochures, house magazines,
periodicals or newsletters ,flyers, billboards, press releases, and books.

Newspapers: Newspapers enjoyed the position of the most preferred medium to

reach a wider audience until electronic communication emerged on the media
scene. In the early days, newspapers were the only medium that masses at large
depended on, for daily news. A newspaper carries all kinds of communication
related to a variety of topics like politics, current affairs, entertainment, finance,
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stocks, etc. Apart from this, it also includes topics which are in lighter vein like
cartoons, crosswords, Sudoku, movie reviews, book reviews, puzzles, crosswords,
etc. This captivates the imagination and interests of readers from all age groups
Newspapers are an important platform of mass communication as they reach
everynook and corner of the world where electronic media fails to reach. It plays a
pivotal role in providing authentic firsthand information, building opinions,
updating the knowledge of the reader, and serves as a good platform for advertisers
to promote their products. However, with the emergence of the Internet, which
updates information every second and is just a click away, the popularity of
newspapers has reduced.
Magazines: Magazines are another type of popular culture print media. They
usually cater to a specific type of audience who are looking for information based
on a particular subject. Magazines cover a plethora of topics like current affairs,
business, finance, consumers, gadgets, self-help, luxury, lifestyle, beauty, fashion,
entertainment, travel, etc. Magazines like TIME and Reader's Digest include
information which is all-pervasive. The frequency of magazines can be weekly,
fortnightly, bi-monthly, quarterly, half-yearly, or yearly. These magazines are the
best forum for advertisers as they have a niche readership. The readers look for a
specific type of information; say for example, a camera ad in a Gadget magazine
will definitely have a direct brand impact on the reader who wants to buy a camera.

Booklets and Brochures: Booklets and brochures are part of the promotional
literature of a product, or an organization. There are two types of booklets and
brochures.
•Pre-buying promotion: Usually in malls and stores, promotional literature is
distributed free to all (with discount offers, or other schemes which seem
profitable). For example, a free booklet about cosmetics will include information
about the products, latest trends, contents, the benefits of using them, the available
range, or colors, discount coupons, etc. This, will most likely, have a positive
impact on your decision-making.
•Post-buying promotion: These booklets and brochures are usually given with a
product for better customer experience and easy usage post purchasing. You must
have observed when you buy any new item that it is usually accompanied with a
small booklet giving details about the benefits of using the product, usage
directions, cleaning and storage instructions. The guidelines are usually followed
by a series of 'how to' images which facilitate easy information about the product.
These booklets may also include ‘Other offerings’ section. People "do judge the
book by its cover", and hence, these booklets and brochures are designed in an
attractive format using colors and photos.
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Billboards: Billboards are huge advertisements that are put up at a height in

strategic locations to draw more attention. They usually attract the target audience
by their bold colors, attention-grabbing headlines, creativity, designs, special
effects, etc. Initially, billboards started by hand painting huge boards, and
eventually graduated to putting up printed sheets. Later came a trend for
incorporating neon signs, videos, and cut-outs which extend out from the boards,
3D rubber, or plastic balloon objects, etc. Such billboards are called bulletins. They
command the best customer exposure. Communication in these types of billboards
should be in minimum words. The images should speak louder than the words.
They are a successful medium of communication as they are good at captivating
and retaining customer’s attention.
2)Electronic media is the kind of media which requires the user to utilize an
electric connection to access it. It is also known as 'Broadcast Media'. It includes
television, radio, and new-age media like the Internet, computers, telephones, etc.
Television: Television appeals to both the auditory and visual senses, and hence is
an important communication device as it beholds the attention of the audience. For
many people, it is impossible to imagine a life without their television sets, be it
the daily news, or even the soap operas. Television has become an advertising hub
where advertisers are ready to spend huge amounts of money for an ad of a few
seconds, especially for programmes with high viewership. It offers various
programs to appeal to the masses of different age groups. It is a popular means of
communication which provides both information and entertainment. This category
also includes electronic media like movies, CDs and DVDs as well as the
electronic gadgets.
Radio: Radio has a significant reach. A considerable number of people tune into
radio every week while on their way to work. Advertising on the radio with catchy
jingles and phrases is a tried and tested means of communication. Radio lost its
popularity with the boom of television. But till day, radio remains one of the
favorite means of electronic communication. Moreover, it is an interactive means
of communication with all the dial-in programs which give the listeners an
opportunity to feature on radio.

Mobile Phones: Mobile phones have become a boon to mankind. It has made
communication possible at any time, and from anywhere. Nowadays, a smart
device like a mobile phone is not only used for interaction, but also for other
technical utilities like operating pumps from remote locations, etc. You can also
get alerts of your monetary transactions on a mobile phone. About a decade ago,
who would have thought of having the Internet on mobiles? Today, we can stay in
touch with the whole world via the Internet on our mobile phones.
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Computers: With the invention of computers the impossible has become possible.
We virtually get information about everything from pin to piano with the help of
computers. It has added speed and multimedia to the information which was earlier
available only in the print format. Also, anyone can voice their opinions through
computers. Computers have added a new breakthrough in the mass media by
combining human intelligence with the cutting edge technology.
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Nature of Mass Communication

Mass communication is the type of communication process of sending message to
a large number of audiences at a time by using some media. It possesses all the
features of great communication. But there are some unique characteristics of
mass communication. The nature of mass communication can be divided into two
types which are as follows:
1. Micro and Macro- Mass Communication.
2. Capitalistic and Socialistic Patterns of Mass Communication.

The following short description of each may give a better idea:

1. Micro and Macro Mass Communication

I. Micro Mass Communication When any individual interact with his

higher officials, subordinates or colleagues in terms of any message, nes
or information, it is called micro mass communication. such
communication happens within the limited persons and within the
organization e.g. production report placed to the Chief Executive Officer.

II. Macro Mass Communication Whereas when communication is intended

towards general people, it is called macro mass communication. such
communication happens to consider the external and large people outside
the organization. This is also called universal communication e.g.
advertisement of any product in radio or television.

2. Capitalistic and Socialistic Patterns of Mass Communication

I.Capitalistic Mass Communication

In capitalistic society, market pays the major role in the economy. People
have freedom to raise their voice and therefore there are free flows of news or
information. There is no restriction towards the media agencies and therefore
they can independently perform their functions or activities.
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II.Socialistic Patterns of Mass Communication

But in socialistic economy, mass communication is subject to various

limitations or regulations imposed by the state. Information or news cannot
freely move as state always has control over them and state sometimes censors
many information for its interest. People have little and limited voice and
therefore mass communication is always found to be problematic.
Scope of Mass Communication

The simplest definition of mass communication is “public communication

transmitted electronically or mechanically.” In this way messages are
transmitted or sent to large, perhaps millions or billions of people spread
across the world.
Because of advancement of world civilization, the scope of economic activities is
increasing day by day. Particularly after the industrial revolution a rapid
development happened in trade, commerce, and industrial sector. All these have
given emphasis to the mass communication .

1. Trade and Commerce

A large scale organization needs a huge quantity of raw materials, tools, automatic
machinery and various fuel or energy. It also requires a large number of human
resources for production and other activities. Mass communication facilitates the
organization to meet its various purposes or functions.

2. Social Affairs
Mass communication also influences our social affairs. Unbearable sufferings
caused by natural calamities or disasters get noticed by the help of such
communication. People at home and abroad come forward and raise their helping
hands to the victims. Other social activities, events or problems are highlighted
through the channel of mass communication.

3. Human Resources Management

Business organizations require human resources for its various operations or
functions. So, It recruits skilled, semi-skilled or unskilled manpower from the
society. It gives further training to recruited manpower and makes them familiar
with the job. Here business organizations take the help of mass communication to
reach out to the potential employees.

4. Political Affairs
Mass communication has powerful access to political affairs, creation of any
public issue, convincing people, expressing feelings and agreements to the general
public and other. Political activities require a great deal of mass communication in
terms of radio, news papers, television etc. Even international politics are also
influenced largely by mass communication through electronic media.
5. State Affairs
The annual plan, policy, program & procedure of a state are circulated through
mass communication and it performs a vital role here and uses various electronic
media to serve their purposes.

6 . International Affairs
People now a days have every opportunity to visualize the activity happening in
any part of the world because of advancement of technology. With the passage of
time, communication is getting more and more strength and therefore covering the
whole world. People get to know about what his happening in the other parts of the
world through television and newspapers.

7. Education
It is the another way where mass communication is widely used. Education such as
primary, vocational or technical are highly encouraged through television, radio
and newspapers. There are various educational programmes started by government
to educate the citizens through the audi-visual media. E.g. the Gyan Darshan
channel in india.

8. Advertisement of Products and Services

Mass communication is using widely for products and services publicity. There is
no alternative of mass communication for products publicity. For this reason
business organization use mass media like radio, newspapers and television.

Actually the scope of mass communication is unlimited. It surrounds directly or

indirectly, all the affairs related to human being.
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Shannon and Weaver Model of Communication

In 1948, Shannon was an American mathematician, Electronic engineer and Weaver was an
American scientist both of them join together to write an article in “Bell System Technical
Journal” called “A Mathematical Theory of Communication” and also called as “Shannon-
Weaver model of communication”.

This model is specially designed to develop the effective communication between sender and
receiver. Also they find factors which affecting the communication process called “Noise”. At
first the model was developed to improve the Technical communication. Later it’s widely
applied in the field of Communication.

The model deals with various concepts like Information source, transmitter, Noise, channel,
message, receiver, channel, information destination, encode and decode.

Sender : The originator of message or the information source selects desire message
Encoder : The transmitter which converts the message into signals
Note: The sender’s messages converted into signals like waves or Binary data which is
compactable to transmit the messages through cables or satellites. For example: In telephone
the voice is converted into wave signals and it transmits through cables
Decoder : The reception place of the signal which converts signals into message. A reverse
process of encode
Note : The receiver converts those binary data or waves into message which is comfortable and
understandable for receiver. Otherwise receiver can’t receive the exact message and it will
affect the effective communication between sender and receiver
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Receiver : The destination of the message from sender

Note : Based on the decoded message the receiver gives their feed back to sender. If the
message distracted by noise it will affect the communication flow between sender and receiver
Noise: The messages are transferred from encoder to decoder through channel. During this
process the messages may distracted or affected by physical noise like horn sounds, thunder
and crowd noise or encoded signals may distract in the channel during the transmission process
which affect the communication flow or the receiver may not receive the correct message
Note : The model is clearly deals with external noises only which affect the messages or signals
from external sources. For example: If there is any problems occur in network which directly
affect the mobile phone communication or distract the messages
Practical Example of Shannon-Weaver model of communication :
Thomson made call to his assistant “come here I want to see you”. During his call, noise
appeared (transmission error) and his assistant received “I want” only. Again Assistant asked
Thomson (feedback) “what do you want Thomson”.

Sender : Thomson

Encoder : Telephone (Thomson)

Channel : Cable

Noise : Distraction in voice

Reception : Telephone (Assistant)

Receiver : Assistant.

Due to transmission error or noise, Assistant can’t able to understand Thomson’s messages.

*The noise which affect the communication flow between them.

Criticism of Shannon-Weaver model of communication :

1. One of the simplest model and its general applied in various communication theories
2. The model which attracts both academics of Human communication and Information
theorist to leads their further research in communication
3. It’s more effective in person-to-person communication than group or mass audience
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4. The model based on “Sender and Receiver”. Here sender plays the primary role and
receiver plays the secondary role (receive the information or passive)
5. Communication is not a one way process. If it’s behaved like that, it will lose its strength.
For example: Audience or receiver who listening a radio, reading the books or watching
television is a one way communication because absence of feedback
6. Understanding Noise will helps to solve the various problems in communication
Types of Information
Information constitutes an important facet of business communication. The first
and foremost objective of any communication is to reach out and inform.
Information is power.

In business organizations and among people in business, sharing of information

takes place rampantly. Such flow of information may be from business to business
(B2B) or business to customer (B2C).

Further, flow of information could be both internal and external. Very often, in
large business organizations, sharing information with employees across all
functional departments, geographical areas and hierarchical levels would call for
organized efforts.

If information flow has to happen periodically and consistently, appropriate

processes have to be designed and implemented. Information systems, therefore,
become an integral part of the overall business communication framework.

Information can be classified in different ways. One way is to classify it in terms of

its users—management information, executive information, customer information,
employee information, etc.

Another type of classification relates to the key objective in providing information

and the form it assumes. In that sense, information is of the following types: order,
advice, suggestion, motivation, persuasion, warning and education.

As business communicators, it is essential for us to note that each piece of

information has distinct characteristics. In the following paragraphs, we shall be
covering in brief the features of these.

1. Order:
An order is an instruction from an authority that is in a position to issue and
enforce such instructions. Although orders can be both oral and written, in business
organizations, it is a common practice to issue written orders.
Orders are generally issued by people who are superior in position and are placed
higher in the organizational hierarchy. An order is issued by the organizational
hierarchy.

An order is issued by the chairman to the general managers, general manager to the
regional managers, vice-president to the branch managers, and manager to the
employees and so on.

In military there are orderlies, who are soldiers who take orders and messages from
their officers. T

It is something that is taken seriously and implemented. In business organizations,

we regularly come across orders or instructions, such as work order, transfer order,
suspension order, punishment order and report order.Not obeying the order entails
penal action. An order may take the form of a letter, note, circular, memo, etc.

There are innumerable types of orders that are issued in business organizations. An
order is explicitly stated for the sake of clarity.

The choice of words is important while conveying an order. The word ‘order’ is to
be specifically mentioned. Some examples of an order are as follows:

1. ‘It is hereby ordered that all our offices will remain closed on 30 June for stock
taking.’

2. ‘You are hereby ordered to report for duty, without fail, by 10 April.’

3. ‘By this office order, you are instructed to complete the pending work within
three weeks from the date of this order.’

4. ‘By this order, you are hereby transferred to our regional office at Bhopal, and
are instructed to join there within 10 days of relief from our Nagpur office.’

The word ‘order’ is also used to convey purchase items or orders for supply of
goods, services, etc. A purchase order is issued by way of a letter or as per a
specific format from a buyer to a manufacturer, seller or supplier. Any such
purchase order should specifically convey the following for the sake of clarity:
1. Quantity or number

2. Quality—size, colour, specifications, features, etc.

3. Price—with or without tax, etc.

4. Discounts and concessions

5. Payment terms

6. Penalty clauses, if any.

It is essential that due care is taken in mentioning all relevant details while issuing
a purchase order so that the recipient understands exactly what is to be supplied,
and the scope for misunderstanding is eliminated.

2. Advice:
Advice relates to a communication, often in writing, that tends to inform, tell or let
someone know. Advise is the verb for the noun ‘advice’. An advice relates to
suggestions, opinions or comments given to someone on what they should do in a
particular suggestion.

In the business context, an advice is an official note about a transaction, credit, etc.
Thus, there are credit advices, debit advices, payment advices, etc. While an order
is a clear instruction that should be obeyed, an advice is by nature a suggestion or
recommendation that may be considered or examined.

It is expected that when any advise is given, it is given due consideration by the
recipient. Advises are conveyed through letters to employees, customers, debtors,
suppliers, etc. Advises may take many forms, ranging from a mildly worded
request to a veiled threat.

Sometimes, although letters take the form of an advisory, they are indeed an
instruction or an item to be complied with. For example, regulatory bodies issue
advisories that have to be complied with. Some examples of an advice are as
follows:

1. ‘You are hereby advised to contact your branch manager at the earliest.’
2. ‘You are advised to send us your lowest offer within a weak.’

3. ‘You are advised to make the payment of Rs 10,000 before the 25th of this
month so as to avoid any further action.’

4. ‘You are advised to read our manual of instructions for details of procedures to
be followed.’

Whether advice is actually a request or a suggestion or something that is in the

nature of an instruction that should not be taken lightly, depends on the authority
issuing it, the context and the context.

It is worth emphasizing here that often writers tend to use the wrong spelling and
use the word ‘advice’ instead of ‘advise’ or vice versa. Advice is a noun that refers
to a suggestion or intimation, whereas advice is a verb that refers to the act of
giving advice.

3. Suggestion:
A suggestion is a proposal, a plan, a recommendation or an idea that is put up by
an individual, group, committee, federation or an organization. To suggest
something is to put forward something as a possibility or recommendation.

Unlike an order or an advice, which normally emanates from a higher authority or

a senior, a suggestion can be made by anyone irrespective of his hierarchical
position. A suggestion is more like a request put up for consideration. It can be
made by employees, customer, associations or anyone interested in the business or
organization.

Suggestions should be brief, clear and specific. The person making the suggestion
should keep in view the reasonableness or acceptability of the suggestion and its
relevance to the receiver.

Some examples of a good opening sentence for a suggestion are as follows:

1. ‘I am happy to offer my suggestion relating to work simplification in your

organization.’
2. ‘We wish to submit the following suggestions aimed at bringing about cost
reduction.’

3. ‘I am making this suggestion to you for introducing a flexi-deposit scheme for

the senior citizens.’

The best approach in drafting a suggestion is the direct one, where the writer
comes straight to the point and clearly states the nature of the suggestion. It is not
enough just to state the suggestion or the recommendation.

The person making a suggestion should go one step further and spell out the details
of the idea, and how it will benefit the receiver if it is implemented. Since a person
making a suggestion does so in the interest of the organization, it is essential that
the receiver acknowledges it and considers its merits.

4. Motivation:
Motivation constitutes another very important facet of business communication. To
motivate means to cause or stimulate a person to act. Motivation is the noun that
refers to the act of motivating a person. Motive is the cause of action or underlying
reason for the intended action to take place.

Motive provides the power or force for action. Motive stimulates action. That is
why the words motive power and motive force is commonly used. The word
‘motive’ has evolved from the Latin word ‘movere’, which means ‘to move’.

Motivation thus refers to the ability to move or stimulate a person to act in the
desired manner, and motivational communication relates to a piece of writing that
endeavours to prompt action from the receiver of the communication.

In business pretence, motivational communication is associated with positive

writing that not only informs, but also enthuses and stimulates the recipient to act
and respond favourably. Motivation can take place through both written and
spoken communication.

Motivation is an important area of study in psychology and there is a vast literature

on the subject of motivation. What motivates people to act, whether it is to work,
or to buy something, or reply or give feedback, is not something easy to
comprehend.

Human beings are known to respond differently to different situations. Not only
that, even the same person may not respond the same way to the same situation at
different times. How people respond to various stimuli is an interesting study by
itself.

For the present purpose, the business communicator should note that motivational
communication consists of letters, circulars, memos, etc., which use positive words
that have the power to stimulate the reader.

In fact, motivation is a fascinating area, and leaders and accomplished writers

develop a wide array of motivational skills. A good business communicator should,
over a period of time, progressively improve his/her motivational communication
skills, both verbal and written.

Persuasion is another type of communication that is widely prevalent in business.

Like motivation, persuasion is also a very intense form of writing or speaking. The
word ‘persuade’ means to urge someone to do something successfully.

To persuade also means to induce, to convince and urge with tact and reasoning.
Persuasive writing is of great value in business communication. In everyday
business situations, people need to be not merely informed, but also persuaded.

The ability to persuade others into some specific action, both verbally and in
writing, is put to test very rampantly. By persuasive communication, the writer is
making out a strong case as to why something is true, valid, advisable or desirable.

Effective writers develop strong persuasive powers. The words chosen, the style of
writing and the sequencing of arguments or reasoning come into full play in any
persuasive writing. Let us look at some examples where persuasive writing would
be relevant:

1. Where the seller is persuading the buyer to buy the product: Here the persuasion
will have to be done with reference to the quality, price, limited period offer and
such other features of value to the buyer.
2. Where the personnel manager is persuading the manager to accept a certain
assignment in a far away place: Here the persuasion should be in terms of the
future prospects, challenging nature of the work, why the other person is most
suited and such other relevant points that would appeal to the person who is being
persuaded.

3. Where the regional manager is persuading the branch manager to accept a higher
business target: The objective in setting challenging goals, the potential in the
command area, the manager’s past track record and the strength of his team are
aspects that can be gainfully brought into play in making persuasion effective.

As we discuss topics like how to make communication effective and the rules of
good writing, one can acquire a better understanding of effective writing
techniques, including persuasive writing.

5. Warning:
Warning is a very different type of communication compared to what we have
discussed hitherto. Unlike the positive approach in motivation or advice, the
approach would be somewhat negative in a warning.

In fact, warning, by its very nature, is the last resort for a communicator. No
communicator should start with a warning. Warning is adopted only when the
other types of information do not succeed.

The word warn has different shades of meaning such as (1) to notify in advance,
(2) to caution, (3) to admonish, (4) to advise someone strongly and (5) to rebuke or
admonish someone with a threat of punishment for a repletion of the act.

Warning is a precursor of punishment. In the organizational context, there are

everyday occasions where some kind of warning is to be given for errant
employees, habitual offenders, those indulging in activities inimical to the interest
of the organization and so on.

Such warning may be both oral and written. When the oral warnings are not
heeded, warnings have to be made in writing and it becomes essential to create a
record of such warnings before further punitive action is initiated.
Let us look at some examples of warning statements in organizations and
businesses:

a. You are hereby warned that continued absence from duty will be sternly dealt
with.

b. All our employees participating in the illegal strike will be discussed from the
services of the bank.

c. We would like to caution you about the leaking confidential information relating
to the company to our competitors.

It is worth noting here that while the word ‘warning’ may have to be used
depending upon the severity of the act, a milder word like cautioning may also be
used to convey the message. In any warning, because of its very nature, relatively
stronger words may have to be used to convey that the matter is being viewed
seriously.
E-Mail

E-mail is a system that allows messages to be sent and received by computers. E-mail is
the most common form of electronic communication.

E-mail messages are text-based, but other types of file can also be sent as ‘attachments’.

E-mails that are received wait in a user's inbox until the user is ready to read them. (Unlike a
telephone call, the user is free to ignore e-mails until they have time to deal with them.)

An e-mail message usually has the following parts:

To send and receive e-mail, you need to have an e-mail address.

An address is made up of two parts: a username and an e-mail provider, with an '@' symbol in
the middle:

username@provider

To The address(es) of the person who the message is for

Subject A short sentence describing what the message is about

Message The text of the message. This can be as long as you like

An e-mail may also include the following parts:

CC The address(es) of people to copy the e-mail to (Carbon Copy)

The address(es) of people to copy the e-mail to without anyone else

BCC
knowing (Blind Carbon Copy)

Attachments Files linked to the message (images, documents, etc.)

 Social media

Social media are computer-mediated tools that allow people or companies to create, share, or
exchange information, career interests, ideas, and pictures/videos in virtual
communities and networks. Social media is defined as "a group of Internet-based applications
that build on the ideological and technological foundations of web that allow the creation and
exchange of user-generated content." Furthermore, social media depend on mobile and web-
based technologies to create highly interactive platforms through which individuals and
communities share, co-create, discuss, and modify user-generated content. They introduce
significant and pervasive changes to communication between businesses, organizations,
communities, and individuals.

Here are some prominent examples of social media:

 Facebook- Facebook is a popular free social networking website that allows registered
users to create profiles, upload photos and videos, send messages and keep in touch
with friends, family and colleagues.
 Twitter- Twitter is a free micro blogging service that allows registered members to
broadcast short posts called tweets. Twitter members can broadcast tweets and follow
other users' tweets by using multiple platforms and devices.
 Google+ -Google+ (pronounced Google plus) is Google's social networking project,
designed to replicate the way people interact offline more closely than is the case in
other social networking services. The project’s slogan is “Real-life sharing rethought for
the web.”
 Wikipedia- Wikipedia is a free, open content online encyclopedia created through the
collaborative effort of a community of users known as Wikipedians. Anyone registered
on the site can create an article for publication; registration is not required to edit
articles. Wikipedia was founded in January of 2001.
 LinkedIn- LinkedIn is a social networking site designed specifically for the business
community. The goal of the site is to allow registered members to establish and
document networks of people they know and trust professionally.
 Pinterest-Pinterest is a social website for sharing and categorizing images found online.
Pinterest requires brief descriptions but the main focus of the site is visual. Clicking on
an image will take you to the original source, so, for example, if you click on a picture of
a pair of shoes, you might be taken to a site where you can purchase them.

Social media is becoming an integral part of life online as social websites and applications
multiply. In business, social media is used to market products, promote brands, connect to
current customers and foster new business.
 1

Berlo's SMCR Model of

Communication
In 1960, David Berlo postulated Berlo's Sender-Message-Channel-Receiver
(SMCR) Model of Communication from Shannon Weaver's Model of
Communication (1949). He described factors affecting the individual
components in the communication making the communication more efficient.
This model also focuses on encoding and decoding which happens before sender
sends the message and before receiver receives the message respectively.

Components of Berlo's Model of

Communication
Berlo's Model has mainly, four components to describe the communication
process. They are sender, message, channel and receiver. Each of the component is
affected by many factors.
 2

S -Sender
Sender is the source of the message or the person who originates the message.
The person or source sends the message to the receiver. The following are the
factor related to sender and is also the same in the case of receiver:

 Communication Skills:
Communication skills of a person is a factor that affects the
communication process. If the sender has good communication skills, the
message will be communicated better than if the sender's communication
 3

skills are not good. Similarly, if the receiver can not grasp the message,
then the communication will not be effective. Communication skills
include the skills to speak, present, read, write, listening, etc.
 Attitude:
The attitude of the sender and the receiver creates the effect of the
message. The person's attitude towards self, the receiver and the
environment changes the meaning and effect of the message.
 Knowledge:
Familiarity with the subject of the message makes the communicated
message have its effect more. Knowledge on the subject matter makes
the communicator send the message effectively.
 Social Systems:
Values, beliefs, laws, rules, religion and many other social factors affect
the sender's way of communicating the message. It creates difference in
the generation of message. Place and situation also fall under social
systems.
 Culture:
Cultural differences make messages different. A person from one culture
might find something offensive which is very much accepted in another
culture.

M-Message
A message is the substance that is being sent by the sender to the receiver. It
might be in the form of voice, audio, text, video or other media. The key factors
affecting the message are

 Content:
Content is the thing that is in the message. The whole message from
beginning to end is the content.
 Elements:
Elements are the non verbal things that tag along with the content like
gestures, signs, language, etc.
 4

 Treatment:
Treatment is the way in which the message is conveyed to the receiver.
Treatment also effects the feedback of the receiver.
 Structure:
The structure of the message or the way it has been structured or
arranged, affects the effectiveness of the message.
 Code:
Code is the form in which the message is sent. It might be in the form of
language, text, video, etc.

C-Channel
Channel is the medium used to send the message. In mass communication and
other forms of communication, technical machines might be used as a channel
like telephone, internet, etc. But in general communication, the five senses of a
human being is the channel for the communication flow and it affects the
effectiveness of the channel.
 Hearing- We receive the message through hearing.

 Seeing- We perceive through seeing. We also get non-verbal messages by

seeing.
 Touching- Many of the non-verbal communication happens from touching
like holding hands.
 Smelling- We collect information from smelling.

 Tasting- Taste also provides the information to be sent as a message.

R- Receiver
Receiver is the person who gets the message sent in the process. This model
believes that the thinking pattern and all other factors mentioned above must
be in sync to that of the sender for the communication to be effective. The
message might not have the same effect as intended if the receiver and sender
are not similar. The receiver must also have a very good listening skill. Other
factors are similar to that of the sender.
 5

 Communication skills
 Attitudes

 Knowledge

 Social Systems

 Culture

Criticisms of Berlo's SMCR Model:

 There is no concept of feedback, so the effect is not considered.

 There is no concept of noise or any kind of barriers in communication process.

 It is a linear model of communication, there is no two way
communication.
 Both of the people must be similar according to all the factors mentioned
above.
 1

Advantages and Disadvantages of Social Media for Society

S ocial media has grown tremendously in the last few years. The growth rate is

unexpectedly very high. Specially Facebook and Twitter have grown much faster and
captured millions of users in just a few years. The way technology is growing, it is
obvious that more and more people are going to grasp its benefits. It has brought a lot
of advantages for the society.

However, on the other hand it has also affected the society in the negative way. Just
like anything which can be used for both good and bad, social media have also provided
the negative and positive ways for the people. It is all about the usage and getting
things done positively by using the power of social media. It is in the hands of the user
to use to its advantage. But willingly or unwillingly it can still have negative impacts on
the users. Today in this article I am going to discuss both the advantages and
disadvantages of the social media for the society.

Let’s start with the disadvantages first, because the advantages are numerous and
everything is perceived to have a positive effect unless it is used negatively.
 2

Disadvantages of Social Media for the Society

1:- Cyberbullying – Since anyone can create a fake account and do anything without
being traced, it has become quite easy for anyone to bully on the Internet. Threats,
intimidation messages and rumors can be sent to the masses to create discomfort and
chaos in the society.
2: – Hacking – Personal data and privacy can easily be hacked and shared on the
Internet. Which can make financial losses and loss to personal life. Similarly, identity
theft is another issue that can give financial losses to anyone by hacking their personal
accounts. Several personal twitter and Facebook accounts have been hacked in the
past and the hacker had posted materials that have affected the individuals personal
lives. This is one of the dangerous disadvantages of the social media and every user is
advised to keep their personal data and accounts safe to avoid such accidents.

3:- Addiction – The addictive part of the social media is very bad and can disturb
personal lives as well. The teenagers are the most affected by the addiction of the
social media. They get involved very extensively and are eventually cut off from the
society. It can also waste individual time that could have been utilized by productive
tasks and activities.
 3

4:- Security Issues – Now a day’s security agencies have access to people personal
accounts. Which makes the privacy almost compromised. You never know when you
are visited by any investigation officer regarding any issue that you mistakenly or
unknowingly discussed over the internet.
5:- Reputation – Social media can easily ruin someone’s reputation just by creating a
false story and spreading across the social media. Similarly businesses can also suffer
losses due to bad reputation being conveyed over the social media.
6:- Cheating and Relationship Issues – Most of the people have used the social
media platform to propose and marry each other. However, after some time they turn to
be wrong in their decision and part ways. Similarly, couples have cheated each other by
showing the fake feelings and incorrect information.
7:- Health Issues – The excess usage of social media can also have a negative impact
on the health. Since exercise is the key to lose weight, most of the people get lazy
because of the excessive use of social networking sites. Which in result brings disorder
in the routine life. This research by discovery will shock you by showing how bad your
health can be affected by the use of the social media.
8:- Glamorizes Drugs and Alcohol – One of the disadvantages of the social media is
that people start to follow others who are wealthy or drug addicted and share their views
and videos on the web. Which eventually inspires others to follow the same and get
addicted to the drugs and alcohol.

Advantages of Social Media for the Society

1:- Connectivity – The first and main advantage of the social media is connectivity.
People from anywhere can connect with anyone. Regardless of the location and
religion. The beauty of social media is that you can connect with anyone to learn and
share your thoughts.
2:- Education – Social media has a lot of benefits for the students and teachers. It is
very easy to educate from others who are experts and professionals via the social
media. You can follow anyone to learn from him/her and enhance your knowledge about
 4

any field. Regardless of your location and education background you can educate
yourself, without paying for it.
3:- Help – You can share your issues with the community to get help and giddiness.
Whether it is helping in term of money or in term of advice, you can get it from the
community you are connected with.
4:- Information and Updates – The main advantage of the social media is that you
update yourself from the latest happenings around in the world. Most of the time,
Television and print media these days are biased and does not convey the true
message. With the help of social media you can get the facts and true information by
doing some research.
5:- Promotion – Whether you have an offline business or online, you can promote your
business to the largest audience. The whole world is open for you, and can promote to
them. This makes the businesses profitable and less expensive, because most of the
expenses made over a business are for advertising and promotion. This can be
decreased by constantly and regularly involving on the social media to connect with the
right audience.
6:- Noble Cause – Social media can also be used for the noble causes. For example,
to promote an NGO, social welfare activities and donations for the needy people.
People are using social media for donation for needy people and it can be a quick way
to help such people.
7:- Awareness – Social media also create awareness and innovate the way people live.
It is the social media which has helped people discover new and innovative stuffs that
can enhance personal lives. From farmers to teachers, students to lawyers every
individual of the society can benefit from the social media and its awareness factor.
8:- Helps Govt and Agencies Fight Crime- It is also one of the advantages of the
social media that it helps Governments and Security Agencies to spy and catch
criminals to fight crime.
9:- Improves Business Reputation – Just like it can ruin any business reputation, It
can also improve business sales and reputation. Positive comments and sharing about
a company can help them with sales and goodwill. Since people are free to share
 5

whatever they want on the social media, it can impact positively when good words are
shared.
10:- Helps in Building Communities – Since our world has different religions and
beliefs. Social media helps in building and participating in the community of own religion
and believes to discuss and learn about it. Similarly, people of different communities
can connect to discuss and share related stuffs. For example Game lover can join
games related communities, car lover can join communities related to cars and so on.

These are some of the advantages and disadvantages of social media for the society.
However, these are the enough advantages and disadvantages to decide which way to
go on the social media.
 1

TYPES OF LETTERS

1) Letter of complaint: Complaint letter is a letter written by a customer to a manufacturer or retailer

regarding the problem with a product or service. This type of letter is written with the expectation the
corrective action will be taken.

2) Adjustment Letter: Adjustment letter is a letter sent to a customer by a business representative. It is

generally written as a response to the claim/complaint letter written by the customer. An adjustment
letter explains how a problem with a product or service may be resolved.

3) Letter for Job: A letter for job is a document sent with your resume to provide additional information
about your skills and experience.

4) Letter negotiating a job offer: Letter negotiating a job offer is a written response to a job offer from
an employer. A candidate may send such a letter if he/she doesn’t not consider the salary package,
place of posting or the timing of the work acceptable.

5) Letter of thanks: A letter of thanks or thank-you letter is a letter that is used when one person/party
wishes to express appreciation to another. Personal thank-you letters are sometimes hand-written in cases in
which the addressee is a friend, acquaintance or relative. Thank-you letters are also sometimes referred to
as letters of gratitude. These types of thank-you letters are usually written as formal business letters
 Difference between Resume, C.V. and BioData
RESUME
Resume is a French word meaning "summary". A resume is ideally a summary of one's education, skills and
employment when applying for a new job. A resume does not list out all details of a profile, but only some specific
skills customized to the target job profile. It thus, is usually 1 or at the max 2 pages long. A resume is usually written
in the third person to give it an objective and formal tone.
Structure: A good resume would start with a Brief Profile of the candidate, Summary of Qualifications, followed by
Industry Expertise and then Professional Experience in reverse chronological order. Focus is on the most recent
experiences (with responsibilities and accomplishments), and previous experiences are only presented as a
summary. This would be followed by Education details and/or Professional Affiliations and/or Voluntary Initiatives.

C.V. - CURRICULUM VITAE

Curriculum Vitae is a Latin word meaning "course of life". It is more detailed than a resume, generally 2 to 3 pages, or
even longer as per the requirement. A C.V. lists out every skill, all the jobs and positions held, degrees, professional
affiliations the applicant has acquired, and in chronological order. A C.V. is used to highlight the general talent of the
candidate rather than specific skills for a specific position.
BIO-DATA

Bio Data is the short form for Biographical Data and is an archaic terminology for Resume or C.V. In a bio data, the
focus is on personal particulars like date of birth, gender, religion, race, nationality, residence, marital status, and the
like. A chronological listing of education and experience comes after that.
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To summarize
- A resume would be ideally suited when experience people apply for specific positions where certain specific skills
are more important than education.
- A C.V., on the other hand should be the preferred option for fresh graduates or people looking for a career change.
It could also be used by people applying for academic positions.
- The term bio-data is mostly used in India when people apply for government jobs, or for research grants where one
has to submit descriptive essays. Bio Datas are not common in the international markets where personal information
like age, gender, religion are not required to be submitted by candidates.
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