DIPLOMA IN MANAGEMENT DIM-8 Business Communication ..., Exams of Communication

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DIPLOMA IN MANAGEMENT

DIM-

Business

Communication

and Soft Skills

Block

Business Communication

Unit – 1

Oral and Written Communication

Unit – 2

Business Presentation

EXPERT COMMIITTEE

DIPLOMA IN MANAGEMENT

Prof.DrBiswajeet Pattnayak Director, Asian School of Business Management, Bhubaneswar Chairperson

Dr.Suresh Chandra Das Deptt. Of Commerce,UN College of Science and Technology,Adaspur,Cuttack Member

Dr.Suddhendu Mishra Dept of Tourism and Hospitality Management,BJB(Autonomous)College,Bhubaneswar Member

Dr.Ratidev Samal Asst. Professor,Regional College of Management

• Member

Dr.Susanta Moharana Former Principal,Regional College ofManagement,Bhubaneswar- Convener

Course Writer Dr. Sharmila Subramanian Principal, Astha School of Management Bhubaneswar, Odisha

information and ideas and promotes a positive business culture and maintenance of good professional relations. Communication in the business environment takes place orally and in writing, using formal/informal channels. Both oral and written forms are extremely important.

1.2. Definitions

Oral communication is the process of expressing information or ideas by talking. It is predominantly referred to as speech communication. Speech is for others to understand. The confusion and misunderstanding in conversation are due to ineffective, faulty and vague speech. Speaking a language intelligibly is essential because speech is effective only if the listener has understood it. In an organisational situation, speech is used in conversations, discussions, and for addressing the public/ large gatherings.

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 Bovee and others, “Oral communication expresses ideas through the spoken word.”

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

Thus, 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, people prefer 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.

Written communication involves any type of message that makes use of the written word. Written communication is the most important and the most effective of any modes of business communication. Examples of written communications generally used with clients or other businesses include letters, proposals, advertisements emails, internet, website etc… written communication within an organisation includes circular

letter, inquiry letter, order letter, collection letter etc. all these letters serve important and multidimensional business purposes.

Written communication is a form of verbal communication. The communication which is performed through various written documents is called written communication. It is a word based communication that takes place in a written form. The instruments of this type of communication are follows:

• Letter
• Memos
• Written Instruction
• Notes
• Reports
• Journal etc. (business dictionary)

Wikipedia defines writing as a medium of human communication that represents language and emotion through the inscription or recording of signs and symbols. In most languages, writing is a complement to speech or spoken language.

Writing is a method of representing language in visual or tactile form. Writing systems use sets of symbols to represent the sounds of speech, and may also have symbols for such things as punctuation and numerals. (omniglot.com)

Steven Roger Fischer argues that no one definition of writing can cover all the writing systems that exist and have ever existed. Instead he states that a 'complete writing' system should fulfill all the following criteria:

• it must have as its purpose communication;
• it must consist of artificial graphic marks on a durable or electronic surface;
• it must use marks that relate conventionally to articulate speech (the systematic arrangement of significant vocal sounds) or electronic programming in such a way that communication is achieved.

1. Conversation skills
2. Discussion skills 3. Telephonic communication skills 4. Presentation skills 1. Conversation Skills A manager has to converse with people on a day to day basis. For this conversation skills are needed. The situation is usually, face-to-face. For involving others in a good conversation, a manager needs social skills as well. Knowledge without social skills makes conversations boring and tight. Good social skills also include smart body language such as smiling, making eye contact and a firm handshake.

For effective conversations following points can be of great help-

Introductions

later.

nt a peer in your organization to a peer in another organization

Conversation Control

 Ability to notice other person’s body language and get hints of likes and dislikes  Listening actively to understand other’s perspectives  Interpreting signs and signals of others  No cross talking or arguments

 Reflection of similar information, thoughts, ideas and feelings  Showing assertiveness  Appropriate turn taking by giving others a chance to speak  Showing empathy  Sense of time to end the conversation

2. Discussion Skills Two very important skills required for a Group Discussion are speaking skills and listening skills. Other parameters may include reasoning skills, leadership skills, initiation, assertiveness, flexibility, awareness etc. The skills required for a group discussion are-

Articulation or language skill – what one thinks is expressed through verbal interaction and the non-verbal cues used.

The verbal part or the language displays the clarity of thought of a person, and whether the same is communicated to others. Aptness of language is also judged through articulation or language skills. The non-verbal part includes ones expressions and body language. Many a times individuals get angry if they do not get a chance to speak or if their viewpoint is not agreed upon. One should remember that in a business environment discussion is meant to take decisions and not create conflict. So, one should not display anger by shouting, thumping the desk or any similar act.

2. Listening skill – The ability of a person to listen to others is very important in a discussion. So, one should try to avoid interrupting others. Also, one should maintain eye contact with the speaker to demonstrate that one is listening. This also help in getting cues about when is the speaker going to stop. This will hel avoid cross talking and facilitate turn taking. Speaking without listening to others makes a person a bad team player and thus such a person is difficult to work with. 3. Reasoning skills – One has to speak relevant to the topic of discussion. Talking unnecessarily will waste time and no conclusion can be drawn. 4. Leadership skills – A person, who is able to maneuver the flow of the discussion, is named the leader. A leader also encourages opinions from all the members. She/he should be able to motivate the other members during the discussion. 5. Initiation – Initiative taken by a person shows his/her inclination to do work..

4. Presentation skills

The public presentation is generally recognized as the most important of the various genres of oral business communication. Business presentations tend to have one of three general purposes: to persuade, to inform or instruct, or to entertain. These ideas should be researched thoroughly and adapted to the needs of the audience.

The ideas should then be organized to include an introduction, a main body or text, and a summary or conclusion. Or, as the old adage about giving speeches goes, "Tell them what you're going to tell them, tell them, and tell them what you told them."

Visual aids can be a useful component of some presentations. Whether they are projected from a PC, displayed on chalkboards, dry-erase boards, or flip charts visual aids should be meaningful, creative, and interesting in order to help the speaker get a message across. The key to successful use of visual aids is that they should support the theme of the presentation. Once the presentation has been organized and the visual aids have been selected, the speaker should rehearse the presentation out loud and revise as needed to fit time constraints.

The delivery of effective oral presentations requires a speaker to consider his or her vocal pitch, rate, and volume. It is important to incorporate changes in vocal pitch to add emphasis and avoid monotony. It is also helpful to vary the rate of speaking and incorporate pauses to allow the listener to reflect upon specific elements of the overall message.

Nonverbal elements such as posture, gestures, and facial expressions are also important factors in developing good oral communication skills. "Your outward appearance mirrors your inner mood," Hildebrandt, Murphy, and Thomas say. "Thus good posture suggests poise and confidence; stand neither at rigid attention nor with sloppy casualness draped over the podium, but erect with your weight about equally distributed on each foot." Some movement may be helpful to hold listeners' attention or to increase emphasis, but constant shifting or pacing should be avoided. Likewise, hand and arm gestures can be used to point, describe, or emphasize, but they should be varied, carefully timed, and adapted to the audience. Finally, good speakers should make frequent eye contact with the audience, let their facial expression show their interest in the ideas they are presenting, and dress in a way that is appropriate for the occasion.

These skills of presentation make a manager an effective oral communicator.

1.4. Written Communication Skills

Written communication is the most common form of business communication. It is essential for managers to develop effective written communication skills and to encourage the same in all employees. The information age has altered the ways in which we communicate and place an increasing emphasis on written communications.

To make written communication skills appropriate and effective, one needs to use the 7 C’s of communication.

1. Completeness - The communication must be complete. It should convey all facts required by the audience. The sender of the message must take into consideration the receiver’s mind set and convey the message accordingly. A complete communication has following features:  Complete communication develops and enhances reputation of an organization.  Moreover, they are cost saving as no crucial information is missing and no additional cost is incurred in conveying extra message if the communication is complete.  A complete communication always gives additional information wherever required. It leaves no questions in the mind of receiver.  Complete communication helps in better decision-making by the audience/ readers/ receivers of message as they get all desired and crucial information.  It persuades the audience. 2. Conciseness - Conciseness means wordiness, i.e, communicating what you want to convey in least possible words without forgoing the other C’s of communication. Conciseness is a necessity for effective communication. Concise communication has following features:

 It is both time-saving as well as cost-saving.  It underlines and highlights the main message as it avoids using excessive and needless words.  Concise communication provides short and essential message in limited words to the audience.

 Courtesy implies taking into consideration both viewpoints as well as feelings of the receiver of the message.  Courteous message is positive and focused at the audience.  It makes use of terms showing respect for the receiver of message.  It is not at all biased.

7. Correctness - Correctness in communication implies that there are no grammatical errors in communication. Correct communication has following features:

 The message is exact, correct and well-timed.  If the communication is correct, it boosts up the confidence level.  Correct message has greater impact on the audience/ readers.  It checks for the precision and accurateness of facts and figures used in the message.  It makes use of appropriate and correct language in the message. Awareness of these 7 C’s of communication makes one an effective communicator.

Writing skills include the following:

1. Understanding Purpose, Style and Format
2. Using proper mechanics of writing
3. Using the correct format
4. Making the right impact 1. Understanding Purpose, Style and Format

Lesikar introduces the necessity of audience-centric writing. This means writing for specific audience keeping in view their respective profiles.

The purpose of language is to inform, enquire, attract, influence, regulate, and entertain. The following can be cited as examples:

 “The earth moves round the sun, so it is called a planet of the sun. There are other planets of the sun such as Venus, Jupiter, Mars and others.” (The purpose is to inform)  “ Where are you going?” (The purpose is to enquire)  “Free! Free! Free! Avail free gifts at GMG stores.” (The purpose is to attract)

 “200 bike accidents in 20 days…a record…a history. The average age of the drivers is 15…Minors biking out in the streets without proper traffic training is what is creating this dreadful scene. Isn’t it time to say, ‘Enough is enough?’ Don’t you think it’s time to stop our children from venturing before there is another accident? (The purpose is to influence)  “Take a left turn from here and go straight until you reach the end of the road. Take a right turn from there to reach the station square.” (The purpose is to regulate)  Ram: Shyam, why isn’t your watch working today? Shyam: Because today is Sunday. (The purpose is to entertain)

Language is also used to seek permission, request, greet, console, persuade, record etc… There are different styles of writing depending on the need purpose and audience. Some styles include creative style for literature, communicative style for business, persuasive style for marketing and sales, legal style for law and journalistic style for media. In fact, within business style there are methods like KISS, BIF, BILL and FEEL that are important to address different needs of the receiver.

2. Mechanics of writing

The written document consists of the words, the structure and the punctuation. These elements provide the document a meaningful shape. The basics of English language is given below-

Part of speech

function or “job”

example words

example sentences

Verb action or state

(to) be, have, do, like, work, sing, can, must

I like football. I play football every day.

Noun thing or person

pen, dog, work, music, town, India, teacher, Kevin

This is my teacher. He teaches in my school.

The BIF style focuses on the Big Idea First. In fact, it insists that if good news is to be delivered, let the main idea be written in the beginning. Good news should never be given in a roundabout or a camouflaged manner. The reader feels delighted to receive good news messages that are direct and emphatic.

(Inappropriate)

Dear Sir,

We bring to your notice that, the Insurance of your vehicle expires on date… Mishap strikes without a notice. Please be informed that, Maruti Udyog Limited is providing unbelievable insurance facility for its Maruti owners. Irrespective of Insurance Company you have had during the preceding year, you can renew under the Maruti Insurance and you can enjoy the unsurpassed benefits. All facilities including No Claim Bonus **(NCB) can be extended to the customer who are renewing under Maruti Insurance.

This is indeed an unbelievable Insurance facility; which Maruti is providing to its privileged & valued customers, what we call it as one stop solution. Here is some of the highlights of the said Insurance.

In case of claim:

i. You needn’t to go to Insurance office. ii. You needn’t to hunt for Insurance surveyor. iii. You needn’t to pay total cost of repair(pay only depreciation amount and take back the vehicle)

The following documents are required to renew the Insurance Policy.

i. Old Insurance policy of the preceding year. ii. Xerox copy of the Registration Certificate

For any clarification regarding Insurance renewal of your vehicle, please feel free to contact on phone No……

It will be prudent decision of you part to renew your Insurance Policy under Maruti Insurance

Thanking you and assuring our best service at all times.

Yours faithfully

displeasure and so on. However, this method should not be confused with issuing of a warning letter that is for official record.

FEEL is a style where one appropriately matches the readers’ opinions, feelings and rationale. This style helps in writing message that are in line with the emotions of the readers and appeals to their logic as well. FEEL refers to Factual, Emotional, and Empathetic

Inappropriate

Sponge Iron Company

Dear Sir,

We are in receipt of your letter dtd: regarding the goods for delivery for the month of June 2009. We regret to inform you that at present, we do not have the capacity in our firm to supply the material.

Yours faithfully

Language. It means that the writer needs to understand the expectation of the reader and match the same. This style is useful when it comes to addressing complaints and grievances. In such kind of correspondence, the reader looks for right logic and appropriate emotions. Following is an example of a letter that exhibits FEEL style.

1.5. Advantages and Disadvantages of Oral and Written Communication

Good communication should be complete, concise, clear, concrete, correct, considerate, and courteous. More specifically, this means that communication should: answer basic questions like who, what, when,

Dear Sir,

Ref: Your letter dated.. regarding our Orange Cream biscuits 100g pkd. 11/04 and batch no: 28 B

Your patronage of our products is greatly appreciated. The unfortunate experience you had with one of our products is an exception rather than the rule. We thank you for bringing this incident to our attention.

Permit me to inform you that we, here at Parle, are doing our utmost to maintain the high standard of our products and we always look towards our customers’ satisfaction.

It would have helped us immensely if you had sent us the biscuits with which you were dissatisfied for our thorough investigation whereby we could have pin-pointed the cause of your dissatisfaction.

Please accept 4 packets of our Orange Cream biscuits to replace the one you had purchased and were not fully satisfied with.

Hope you do not mind the delay in response.

Thanking you, Yours faithfully, For PARLE PRODUCTS