BUSINESS COMMUNICATION
Chapter 1: ORGANIZATIONAL COMMUNICATION
a) Definition
Organizational communication is the process by which information, meaning, and understanding are exchanged among individuals, groups, or departments within an organization. It encompasses all forms of communication, both formal and informal, that occur to achieve the organization's goals, coordinate activities, manage resources, and establish relationships with external stakeholders. Essentially, it is the lifeline of the organization, ensuring all parts function together cohesively.
b) Functions of Business Communication
Business communication serves several critical functions that are essential for the survival and efficiency of any enterprise:
Informative Function: This involves sharing necessary data, facts, and knowledge required for decision-making and task execution. This includes reports, memos, and policy documents.
Regulatory/Control Function: Communication helps establish rules, policies, and procedures to guide employee behavior and actions. It ensures compliance and order within the system.
Integrative Function: It helps connect different departments and employees, fostering a sense of unity and shared purpose. This is vital for teamwork and cross-functional coordination.
Motivational Function: Communication, particularly from leaders, is used to boost employee morale, encourage high performance, and reinforce the organization's mission and values.
Emotional/Expressive Function: It provides a channel for employees to express feelings, share grievances, and build social relationships, which contributes to a positive work environment.
c) Principles of Effective Communication
To ensure communication achieves its intended purpose, it must adhere to certain principles, often known as the "7 Cs" of communication:
Clarity: The message must be clear, precise, and easily understandable. Use simple language and structure.
Conciseness: Get to the point directly. Avoid unnecessary words, repetition, or overly lengthy sentences.
Completeness: The message must contain all the information the receiver needs to take action or understand the context.
Correctness: All facts, figures, and language usage (grammar, spelling) must be accurate and free of errors.
Concreteness: Use specific facts and figures instead of vague, general statements. This builds confidence and trust.
Courtesy: The message should be polite, friendly, and respectful, showing consideration for the receiver's viewpoint and feelings.
Consideration: This involves anticipating the receiver's needs, background, and attitude (the "You" attitude) to tailor the message for maximum impact.
d) Types of Communication
i. Formal Communication
Formal communication flows along the officially established channels and hierarchical structure of the organization. It is authoritative, documented, and required for official business activities.
Upward Communication: Information flows from subordinates to superiors. This includes reports, suggestions, feedback, grievances, and performance data. Its function is to keep management informed about employee issues, operational challenges, and results at the lower levels.
Downward Communication: Information flows from superiors to subordinates. This is used to convey policies, instructions, rules, organizational goals, job assignments, and performance appraisals. Its function is to direct and control employee work.
Horizontal Communication: Communication flows between individuals or departments at the same hierarchical level (peers). This is vital for coordination, problem-solving, information sharing across units, and building teamwork.
Diagonal Communication: Communication flows between people at different levels who are not in direct reporting relationships. For example, a marketing manager communicating directly with a manufacturing specialist. This is often used to speed up action and decision-making on specific cross-functional projects.
ii. Informal communication/ Grapevine
Informal communication, or the grapevine, operates outside the formal structure. It is spontaneous, rapidly transmitted, and typically relies on social relationships rather than official authority. While it can sometimes carry rumors or inaccurate information, it serves important social functions like satisfying employee needs for interaction, providing rapid feedback, and strengthening team bonds. Managers often monitor the grapevine to gauge employee morale and identify potential issues early.
Chapter 2: EFFECTIVE WRITING
a) Importance of Written Communication
Written communication is crucial in the business world for several reasons:
Documentation and Permanence: Written records (emails, reports, contracts) serve as evidence and reference for future use, unlike verbal communication which is easily forgotten.
Accuracy and Precision: It allows for careful drafting and revision, ensuring the message is precise, complete, and correct before it is sent.
Legal Validity: Contracts, agreements, and official policies must be in writing to hold legal standing.
Reaching a Mass Audience: Written forms like newsletters, websites, and manuals can effectively convey information to a large, scattered audience simultaneously.
Thought Organization: The act of writing forces the sender to organize their thoughts logically and systematically.
b) Types of Business Message
i. Positive Message
A positive message conveys good news, favorable information, or affirmation (e.g., granting a request, announcing a promotion, accepting an invitation). These messages are typically structured directly, with the good news stated upfront, followed by necessary details and a positive closing.
ii. Negative Message
A negative message delivers bad news or unfavorable information (e.g., rejecting a job applicant, denying a claim, announcing layoffs). These messages often use an indirect approach, starting with a buffer statement, providing reasons for the bad news, stating the bad news clearly but kindly, and closing with a constructive statement to maintain goodwill.
iii. Neutral Message
A neutral message conveys routine or straightforward information that is neither significantly good nor bad for the receiver (e.g., meeting announcements, confirmation of an order, status updates). These are written using a direct approach, placing the main idea in the opening sentence.
iv. Persuasive Message
A persuasive message is written to convince the reader to take a specific action, change a belief, or adopt a new idea (e.g., sales proposals, fundraising letters, recommendations for change). These messages typically follow the AIDA structure: Attention, Interest, Desire, and Action. They aim to appeal to the reader's logic and emotions.
c) Stages of Writing Business Message
Effective written communication is a deliberate, multi-step process:
Prewriting: This planning stage involves defining the purpose of the message, analyzing the audience (their knowledge, attitude, and potential reaction), gathering relevant information, and outlining the content. The goal is to determine why you are writing and what you need to say.
Drafting: This is the phase where you actually compose the message. Focus on rapidly getting the thoughts onto paper or screen, paying primary attention to content flow and structure, and less on perfection.
Revising: In this stage, you review the draft for clarity, conciseness, completeness, and tone. You refine the content, improve sentence structure, strengthen arguments, and ensure the message meets its intended purpose.
Formatting: This involves applying visual design elements to enhance readability. This includes appropriate use of headings, bullet points, white space, fonts, and margins, ensuring the document is aesthetically pleasing and easy to navigate.
Proofreading: This is the final check for mechanical errors. The focus is exclusively on correcting typos, grammar mistakes, spelling errors, and punctuation slips that were missed during revision.
d) Types of Writing
i. Expository Writing
Expository writing's purpose is to explain, inform, or clarify a topic. It is objective, logical, and structured to present facts and evidence.
Examples: Writing articles, newsletters, instruction manuals, recipes.
ii. Persuasive Writing
Persuasive writing aims to convince the reader to agree with a particular viewpoint or take a recommended action. It relies on logic, emotional appeals, and credibility.
Examples: Writing company brochures, advertisements, notices, recommendation letters.
iii. Descriptive Writing
Descriptive writing focuses on vividly describing a person, place, thing, or event using sensory details to create a clear image in the reader's mind.
Examples: Writing diaries, personal journals, passage writing (focused on scenery or characters).
iv. Narrative Writing
Narrative writing tells a story, often following a plot and featuring characters, conflict, and a sequence of events.
Examples: Short stories, poems, memoirs, novels.
Chapter 3: BUSINESS CORRESPONDENCE
a) Principles of Effective Business Correspondence
i. Reader-centric Approach (You-Attitude)
The correspondence should focus on the reader's needs, interests, and benefits, not the writer's. Instead of "We are pleased to announce..." (I-attitude), use "You will benefit from..." (You-attitude).
ii. Note Main Points
The core message must be clear and easily identifiable. For routine correspondence, the main point should be stated in the opening, ensuring the reader immediately grasps the letter's purpose.
iii. Maintain Appropriate Tone
The tone should be professional, courteous, and confident. Avoid overly informal language, slang, aggressive phrasing, or condescending remarks. The tone must be carefully tailored to the message type (e.g., sensitive for bad news, enthusiastic for sales).
iv. Write Effective Opening
The opening sentence or paragraph is crucial. It must clearly state the purpose of the communication unless the indirect approach is required for bad news. A strong opening grabs attention and provides necessary context (e.g., "Thank you for your inquiry about...").
v. Write Effective Conclusion
The conclusion should clearly state the desired action or provide a courteous, forward-looking closing statement. It must motivate the reader to act or affirm goodwill (e.g., "Please call me with any questions," or "We look forward to receiving your application.").
b) Types and Formats of Business Letters
Business letters typically follow a formal format including sender/recipient addresses, a date, a formal salutation, body paragraphs, and a complimentary closing with a signature.
i. Cover Letter (Letter of Application)
Sent with a résumé, this letter introduces the applicant, expresses interest in a specific job, and highlights key qualifications relevant to the position. It acts as a persuasive bridge between the applicant and the company.
ii. Letter of Recommendation
Written by a referrer on behalf of an applicant, this letter assesses the applicant's character, skills, performance, and potential for success in a new role or academic program. It is highly confidential and persuasive in nature.
iii. Letter of Acceptance
A formal document written by an individual to confirm their acceptance of a job offer, contract, or proposal. It outlines the agreed-upon terms (start date, salary) and expresses gratitude.
iv. Job Offer Letter
A formal letter from an employer to a candidate, officially extending an offer of employment. It details the position, salary, benefits, start date, and conditions of employment.
v. Apology Letter
Written to formally acknowledge a mistake, express sincere regret, and often outline the steps being taken to correct the error or prevent recurrence, aiming to restore goodwill with a client, partner, or customer.
c) Writing Effective Memo
A memo (Memorandum) is a concise, internal form of written communication used to convey information within an organization. Effective memos are characterized by:
Clear Subject Line: A specific subject line that immediately tells the reader the memo's topic and purpose (e.g., "Action Required: Quarterly Budget Submission Deadline").
Standard Headings: Always include TO, FROM, DATE, and SUBJECT.
Directness: Get straight to the point in the opening paragraph.
Action Orientation: The body clearly explains the purpose, provides necessary details, and the closing explicitly states the required action or next steps.
d) Types of Office Memorandum
Memos can be categorized by their purpose:
Instruction Memos: Used to issue official orders, policies, or detailed procedures that employees must follow.
Request Memos: Used to solicit information, ask for resources, or request permission for an action.
Report Memos: Used to document findings, status updates, or progress on a project.
Confirmation Memos: Used to officially document a prior verbal agreement, decision, or understanding.
Chapter 4: BUSINESS REPORTS & RÉSUMÉ WRITING
a) Types of Reports
i. Formal Reports
Formal reports are meticulously structured, detailed documents that address complex problems, often requiring significant research and analysis. They are typically presented to external stakeholders or senior management. They include elements like a title page, table of contents, executive summary, extensive discussions, and appendixes. Examples include feasibility studies, annual reports, and research findings.
ii. Informal Reports
Informal reports are shorter, less rigid in structure, and often take the form of letters, memos, or email. They deal with routine matters and internal communications. Examples include progress reports, incident reports, or brief justification reports.
b) Steps in Writing Routine Business Report
The process involves planning, gathering, drafting, and finalizing.
Define the Problem/Purpose: Clearly identify the report's objective, scope, and target audience.
Gather Information: Collect all necessary data through interviews, observations, surveys, or existing documents.
Analyze Data: Evaluate the collected data, looking for patterns, trends, and connections to derive meaningful conclusions.
Organize and Outline: Structure the findings logically. For a routine report, this often means following the Introduction-Discussion-Conclusion format.
Draft the Report: Write the content, focusing on clarity, objectivity, and accuracy.
Revise and Edit: Review the draft for readability, tone, and grammar, ensuring it meets all purpose and audience requirements.
c) Parts of a Report
i. Introductory, Discussions
Introductory Section: This section sets the stage. It includes the authorization (who requested the report), the purpose (the main goal), the scope (what is included and excluded), and a preview of the main topics.
Discussions Section: This is the core of the report. It presents the findings, data analysis, and factual evidence. It is organized logically, often using headings and subheadings to guide the reader through the evidence and analysis that supports the report's conclusions.
ii. Summary/ Conclusion
Summary: A brief, concise restatement of the major findings presented in the discussions section. It gives the reader a quick overview of the essential information.
Conclusion: The interpretations derived from the findings. It answers the question, "What do these findings mean?" and draws logical inferences about the problem addressed in the report. This is often followed by Recommendations, which are specific actions suggested based on the conclusions.
d) Writing Office Meeting Report
Also known as meeting minutes, this report is a formal, objective record of what transpired at a meeting.
Preparation: Note the date, time, location, list of attendees, and the person who called the meeting to order.
Action Focus: Document key decisions made, assignments given, and action items with deadlines, rather than transcribing every comment.
Structure: Follow the agenda items precisely, reporting the discussion and outcomes for each item.
Review: Circulate a draft to attendees for corrections before finalizing and officially archiving the minutes.
e) Plagiarism
Plagiarism is the act of using another person's words, ideas, research, or work without proper acknowledgment or attribution, presenting it as one's own. In the business and academic world, this is a serious ethical violation that can result in disciplinary action, termination, or academic failure. Avoiding plagiarism requires citing all sources using footnotes, endnotes, or parenthetical citations, and using quotation marks when directly quoting material.
f) Importance of Résumé
The résumé (or curriculum vitae) is a crucial marketing tool. Its importance lies in:
First Impression: It serves as the applicant's initial introduction to a prospective employer, creating the first impression of their professionalism and fit.
Screening Tool: It allows Human Resources to quickly screen candidates, matching qualifications against job requirements to select applicants for interviews.
Summary of Qualifications: It provides a concise summary of the applicant's education, experience, skills, and achievements, demonstrating their value proposition.
g) Format of Résumé
A résumé should be structured to be highly scannable and readable. Common elements include:
Contact Information: Name, phone number, professional email, and sometimes a LinkedIn profile URL.
Summary/Objective: A brief, compelling statement (2-3 lines) summarizing the applicant's top skills and career goals.
Education: Degrees, institution names, locations, and dates of graduation.
Professional Experience: A reverse-chronological list of jobs, including job title, company name, dates of employment, and bulleted lists of responsibilities and achievements.
Skills: Technical competencies, language proficiency, and relevant soft skills.
Optional Sections: Awards, volunteer work, or certifications.
h) Guidelines for Résumé Writing
Targeted Content: Customize the résumé for each job application, using keywords from the job description.
Action Verbs: Start every bullet point under experience and achievements with a strong, dynamic action verb (e.g., Managed, Developed, Achieved).
Quantify Achievements: Whenever possible, use numbers, percentages, or metrics to demonstrate the scope and impact of accomplishments (e.g., "Increased sales by 15%").
Proofread Thoroughly: Eliminate all spelling and grammar errors, as these immediately signal a lack of attention to detail.
Clean, Professional Design: Use a simple, modern font, sufficient white space, and consistent formatting to ensure readability.
i) Write Résumé
Note: A résumé is a personal document and cannot be fully generated without specific user information. Below is a structural outline that serves as a template.
[Your Name] [Phone Number] | [Professional Email Address] | [City, State] | [LinkedIn Profile URL (Optional)]
Professional Summary Highly results-oriented marketing professional with five years of experience specializing in digital campaign management and content strategy. Proven ability to increase brand engagement and drive lead generation. Seeking to leverage analytical and creative skills to achieve challenging organizational goals.
Experience
Marketing Specialist TechSolutions Inc. | City, State | 2021 – Present
Managed all organic social media channels, leading to a 40% increase in follower engagement over 18 months.
Drafted and edited all company newsletters and blog posts, maintaining a consistent brand voice.
Coordinated with the sales team to develop three new product launch campaigns, generating $\$250,000$ in first-quarter revenue.
Marketing Assistant Creative Agency X | City, State | 2019 – 2021
Supported senior staff in creating client presentations and managed administrative documentation for the department.
Education
Bachelor of Arts in Communications State University of [Name] | City, State | Graduation Date: 2019
Skills
Software: Adobe Creative Suite (Intermediate), HubSpot, Google Analytics, Microsoft Excel (Advanced)
Languages: English (Native), Spanish (Conversational)
Marketing: SEO/SEM, Content Strategy, Email Marketing, Social Media Management
Chapter 5: TECHNOLOGY-ENABLED BUSINESS COMMUNICATION
a) Use of Technology-Based Communication Tools
i. Telephone/ Voicemail
The telephone remains vital for immediate, personal, two-way communication.
Telephone Use: Requires clear speaking, active listening, and a professional greeting.
Voicemail: Used to leave important messages when the recipient is unavailable. Messages should be concise, state the purpose clearly, and provide a callback number. Good voicemail etiquette dictates frequent checking and professional recordings.
ii. Internet-Enabled Desktop/ Laptop
Email Etiquette: Email is the most common form of digital written communication. Etiquette requires a professional subject line, addressing the recipient appropriately, maintaining a polite and concise tone, checking grammar and spelling, and using the Blind Carbon Copy (BCC) and Carbon Copy (CC) fields judiciously.
Netiquette: Ethical Web Browsing: Netiquette refers to the rules of polite behavior on the Internet. Ethical web browsing includes respecting copyrights, avoiding malware/viruses, and using company resources only for official business purposes.
Social Networking: Businesses use platforms like LinkedIn and X (formerly Twitter) for professional networking, marketing, recruitment, and corporate announcements. Proper use involves maintaining a professional image, engaging with customers politely, and safeguarding proprietary information.
Online Product Marketing: This involves using digital channels (websites, social media, email) to promote goods and services. It requires crafting persuasive, targeted content and analyzing digital metrics to optimize campaigns.
iii. Conferencing
Audio Conferencing: Connects multiple parties by telephone line for verbal discussion. It is cost-effective but lacks visual cues, making preparation and clear verbal communication (identifying oneself before speaking) essential.
Video Conferencing: Connects multiple parties with both audio and video, allowing participants to see non-verbal cues. It requires reliable internet and good lighting. Etiquette demands professional dress and minimizing background distractions.
Web Conferencing (Webinars): Used for large-scale presentations or collaborative work, often including screen sharing, presentation slides, and interactive features like chat or polls. It is excellent for training and sharing detailed information with large groups.
b) Criteria for Selection of Appropriate Communication Technology
Choosing the right tool is key to effectiveness. Selection criteria include:
Purpose: What is the goal? (e.g., A formal decision requires email/report; a quick clarification requires a phone call.)
Audience: How many people and where are they located? (e.g., Global teams might need web conferencing.)
Speed/Immediacy: How quickly must the information be conveyed? (e.g., Urgent matters need a phone call or instant message.)
Cost: What is the budget for the technology?
Confidentiality: Is the information sensitive? (e.g., Highly confidential data should not be shared via public social platforms.)
Need for Documentation: Is a permanent, searchable record required? (e.g., Email or a formal report is better than a verbal conversation.)
c) Positive & Negative Impact of Communication Technology at the Workplace
Positive Impacts
Increased Speed and Reach: Information is transmitted instantly across global distances, enabling faster decision-making and wider organizational reach.
Enhanced Collaboration: Tools like shared documents and web conferencing allow geographically dispersed teams to work together in real-time.
Cost Reduction: Technology reduces the need for physical travel, paper, and postage, saving operational costs.
Improved Documentation: Digital records (emails, meeting transcripts) provide a clear audit trail for actions and decisions.
Negative Impacts
Information Overload: The sheer volume of digital communication (emails, notifications) can lead to stress, reduced productivity, and difficulty prioritizing tasks.
Loss of Non-Verbal Cues: Relying heavily on written communication (email, chat) leads to misinterpretation of tone and intent.
Privacy and Security Risks: Increased reliance on digital networks creates vulnerability to data breaches, hacking, and unauthorized information sharing.
Constant Availability: Technology blurs the lines between work and personal life, creating an expectation of instant response and 'always-on' availability, which can lead to burnout.
Digital Divide: Employees who lack access to the necessary technology or digital literacy skills can be disadvantaged.
Click here for PPT