Business Communication AECC-E-101 PDF

AECC-E-101 Business Communication SCHOOL OF HUMANITIES Uttarakhand Open University Vishwavidyalaya Marg, Behind Transport Nagar Haldwani (Nainital) 263139 Uttarakhand Phone no. (05946) -286000, 286001, 286002,286022 Toll Free No. 1800 180 4025 Fax No. 05946-264232, E-mail: [email protected] http://www.uou.ac.in Board of Studies Prof. Renu Prakash Prof. A. S. Adhikari Director Head of the Department School of Humanities Department of English Uttarakhand Open University Soban Singh Jeena University Prof. Malathy Mathur Prof. D. R. Purohit Director Retired Professor School of Foreign Languages Dept. of English and ME &OFL IGNOU H. N. B. Garhwal University New Delhi Srinagar Dr. Suchitra Awasthi Dr. Nagendra Gangola Assistant Professor and Coordinator Assistant Professor (AC) Department of English Nominated Member, Dept. of English Uttarakhand Open University Uttarakhand Open University Programme Co-ordinator Dr. Suchitra Awasthi (Coordinator) Assistant Professor Dept. of English Uttarakhand Open University Unit Source & Compilers Source: Coursesidekick.com Compiled by: Dr. Nagendra Gangola Unit 1 & 2 Dr. Megha Pant Unit 7 & 8 Nikita Kannaujia Unit 4, 5 & 6 Dr. Natasha Unit 3 & 9 Edition: 2023 ISBN No. Copyright : Uttarakhand Open University, Haldwani Published by : Registrar, Uttarakhand Open University, Haldwani Email : [email protected] Printed at : AECC-E-101 CONTENTS Business Communication BLOCK 1 Page No. Unit 1 What is Communication 5-19 Unit 2 Effective Business Writing 20-47 Unit 3 Barriers to Communication 48-71 BLOCK 2 Page No. Unit 4 Delivering Message 72-102 Unit 5 Understanding Your Audience 103-138 Unit 6 Non- Verbal Delivery 139-179 BLOCK 3 Page No. Unit 7 Intrapersonal and Interpersonal Business Skills 180-211 Unit 8 Negative News and Crisis Management 212-249 Unit 9 Group Communication, Team Work and Leadership 250-301 Uttarakhand Open University 3 BUSINESS COMMUNICATION AECC-E-101 UNIT 1 WHAT IS COMMUNICATION? 1.1. Introduction 1.2. Objective 1.3. What is Communication? 1.4. Process of Communication 1.4.1. Source 1.4.2. Encoding 1.4.3. Message 1.4.4 Channel 1.4.5 Receiver 1.4.6. Decoding 1.4.7. Feedback 1.4.8 Environment 1.4.9 Context 1.5. Models of Communication 1.5.1. Transactional Model of Communication 1.5.2. Constructivist Model of Communication 1.6. Types of Communication 1.7..Importance of Communication 1.8. Modal Questions 1.9. Reference and Bibliography Uttarakhand Open University 4 BUSINESS COMMUNICATION AECC-E-101 1.1. INTRODUCTION Communication is the process of two or more people or groups exchanging information, ideas, thoughts, and feelings. It is a basic human activity that enables individuals to communicate with one another and exchange ideas, feelings, and experiences. It is a fundamental part of human interaction and is essential for the functioning of any society. It is the process of transmitting information, ideas, and emotions from one person to another. In this unit, we will explore the different types of communication, the importance of effective communication, and strategies for improving communication skills. Whether you’re communicating with colleagues, friends, or family, understanding the basics of communication can help you build stronger relationships and achieve your goals. 1.2. OBJECTIVES After reading this unit, you should be able to discuss following topics:  Define communication and describe communication as a process.  Identify and describe all the essential components of communication.  Identify and describe two models of communication.  Understand various types of Communication  The importance of Communication 1.3. WHAT IS COMMUNICATION? The root of the word “communication” in Latin is communicare, which means to share, or to make common. Communication is defined as the process of understanding and sharing meaning (Pearson & Nelson, 2000). At the center of our study of communication is the relationship that involves interaction between participants. This definition serves us well with its emphasis on the process, which we’ll examine in Uttarakhand Open University 5 BUSINESS COMMUNICATION AECC-E-101 depth across this text, of coming to understand and share another’s point of view effectively. The first key word in this definition is process. A process is a dynamic activity that is hard to describe because it changes (Pearson & Nelson, 2000). Imagine you are alone in your kitchen thinking. Someone you know (say, your mother) enters the kitchen and you talk briefly. What has changed? Now, imagine that your mother is joined by someone else, someone you haven’t met before—and this stranger listens intently as you speak, almost as if you were giving a speech. What has changed? Your perspective might change, and you might watch your words more closely. The feedback or response from your mother and the stranger (who are, in essence, your audience) may cause you to reevaluate what you are saying. When we interact, all these factors—and many more— influence the process of communication. The second key word is understanding: “To understand is to perceive, to interpret, and to relate our perception and interpretation to what we already know.” (McLean, 2003) If a friend tells you a story about falling off a bike, what image comes to mind? Now your friend points out the window and you see a motorcycle lying on the ground. Understanding the words and the concepts or objects they refer to is an important part of the communication process. Next comes the word sharing. Sharing means doing something together with one or more people. You may share a joint activity, as when you share in compiling a report; or you may benefit jointly from a resource, as when you and several coworkers share a pizza. In communication, sharing occurs when you convey thoughts, feelings, ideas, or insights to others. You can also share with yourself (a process called intrapersonal communication) when you bring ideas to consciousness, ponder how you feel about something, or figure out the solution to a problem and have a classic “Aha!” moment when something becomes clear. Finally, meaning is what we share through communication. The word “bike” represents both a bicycle and a short name for a motorcycle. By looking at the context the word is used in and by asking questions, we can discover the shared meaning of the word and understand the message. Uttarakhand Open University 6 BUSINESS COMMUNICATION AECC-E-101 1.4. PROCESS OF COMMUNICATION In order to better understand the communication process, we can break it down into a series of eight essential components: 1. Source 2. Encoding 3. Message 4. Channel 5. Receiver 6. Decoding 7. Feedback 8, Environment 9. Context 10.Interference 1.4.1 SOURCE The source imagines, creates, and sends the message. In a public speaking situation, the source is the person giving the speech. He or she conveys the message by sharing new information with the audience. The speaker also conveys a message through his or her tone of voice, body language, and choice of clothing. The speaker begins by first determining the message—what to say and how to say it. The second step involves encoding the message by choosing just the right order or the perfect words to convey the intended meaning. The third step is to present or send the information to the receiver or audience. Finally, by watching for the audience’s reaction, the source perceives how well they received the message and responds with clarification or supporting information. 1.4.2 ENCODING Encoding is the process of turning thoughts into communication. The message generated by the sender is encoded symbolically such as in the form of words, pictures, gestures, etc. before it is being conveyed. The encoder must determine how the message will be received by the audience, and make adjustments so the message is received the way they want it to be received. Uttarakhand Open University 7 BUSINESS COMMUNICATION AECC-E-101 The encoder uses a ‘medium’ to send the message — a phone call, email, text message, face-to-face meeting, or other communication tool. The level of conscious thought that goes into encoding messages may vary. The encoder should also take into account any ‘noise’ that might interfere with their message, such as other messages, distractions, or influences. 1.4.3 MESSAGE “The message is the stimulus or meaning produced by the source for the receiver or audience.” (McLean, 2005) When you plan to give a speech or write a report, your message may seem to be only the words you choose that will convey your meaning. But that is just the beginning. The words are brought together with grammar and organization. You may choose to save your most important point for last. The message also consists of the way you say it—in a speech, with your tone of voice, your body language, and your appearance—and in a report, with your writing style, punctuation, and the headings and formatting you choose. In addition, part of the message may be the environment or context you present it in and the noise that might make your message hard to hear or see. Imagine, for example, that you are addressing a large audience of sales reps and are aware there is a World Series game tonight. Your audience might have a hard time settling down, but you may choose to open with, “I understand there is an important game tonight.” In this way, by expressing verbally something that most people in your audience are aware of and interested in, you might grasp and focus their attention. 1.4.4 CHANNEL “The channel is the way in which a message or messages travel between source and receiver.” (McLean, 2005) For example, think of your television. How many channels do you have on your television? Each channel takes up some space, even in a digital world, in the cable or in the signal that brings the message of each channel to your home. Television combines an audio signal you hear with a visual signal you see. Together they convey the message to the receiver or audience. Turn off the volume on your television. Can you still understand what is happening? Many times you can, because the body language conveys part of the message of the show. Now turn up the volume but turn around so Uttarakhand Open University 8 BUSINESS COMMUNICATION AECC-E-101 that you cannot see the television. You can still hear the dialogue and follow the story line. Similarly, when you speak or write, you are using a channel to convey your message. Spoken channels include face-to-face conversations, speeches, telephone conversations and voice mail messages, radio, public address systems, and voice over Internet protocol (VoIP). Written channels include letters, memorandums, purchase orders, invoices, newspaper and magazine articles, blogs, e-mail, text messages, tweets, and so forth. 1.4.5. RECEIVER “The receiver receives the message from the source, analyzing and interpreting the message in ways both intended and unintended by the source.” (McLean, 2005) To better understand this component, think of a receiver on a football team. The quarterback throws the football (message) to a receiver, who must see and interpret where to catch the ball. The quarterback may intend for the receiver to “catch” his message in one way, but the receiver may see things differently and miss the football (the intended meaning) altogether. As a receiver you listen, see, touch, smell, and/or taste to receive a message. Your audience “sizes you up,” much as you might check them out long before you take the stage or open your mouth. The nonverbal responses of your listeners can serve as clues on how to adjust your opening. By imagining yourself in their place, you anticipate what you would look for if you were them. Just as a quarterback plans where the receiver will be in order to place the ball correctly, you too can recognize the interaction between source and receiver in a business communication context. All of this happens at the same time, illustrating why and how communication is always changing. 1.4.6. DECODING The audience then ‘decodes’, or interprets, the message for themselves. Decoding is the process of turning communication into thoughts. For example, you may realize you’re hungry and encode the following message to send to your roommate: “I’m hungry. Do you want to get pizza tonight?” As your roommate receives the message, they decode your communication and turn it back into thoughts to make meaning. Uttarakhand Open University 9 BUSINESS COMMUNICATION AECC-E-101 1.4.7 FEEDBACK When you respond to the source, intentionally or unintentionally, you are giving feedback. Feedback is composed of messages the receiver sends back to the source. Verbal or nonverbal, all these feedback signals allow the source to see how well, how accurately (or how poorly and inaccurately) the message was received. Feedback also provides an opportunity for the receiver or audience to ask for clarification, to agree or disagree, or to indicate that the source could make the message more interesting. As the amount of feedback increases, the accuracy of communication also increases (Leavitt & Mueller, 1951). For example, suppose you are a sales manager participating in a conference call with four sales reps. As the source, you want to tell the reps to take advantage of the fact that it is World Series season to close sales on baseball-related sports gear. You state your message, but you hear no replies from your listeners. You might assume that this means they understood and agreed with you, but later in the month you might be disappointed to find that very few sales were made. If you followed up your message with a request for feedback (“Does this make sense? Do any of you have any questions?”) you might have an opportunity to clarify your message, and to find out whether any of the sales reps believed your suggestion would not work with their customers. 1.4.8 ENVIRONMENT “The environment is the atmosphere, physical and psychological, where you send and receive messages.” (McLean, 2005) The environment can include the tables, chairs, lighting, and sound equipment that are in the room. The room itself is an example of the environment. The environment can also include factors like formal dress, that may indicate whether a discussion is open and caring or more professional and formal. People may be more likely to have an intimate conversation when they are physically close to each other, and less likely when they can only see each other from across the room. In that case, they may text each other, itself an intimate form of communication. The choice to text is influenced by the environment. As a speaker, your environment will impact and play a role in your speech. It’s always a good idea to go check Uttarakhand Open University 10 BUSINESS COMMUNICATION AECC-E-101 out where you’ll be speaking before the day of the actual presentation. 1.4.9. CONTEXT “The context of the communication interaction involves the setting, scene, and expectations of the individuals involved.” (McLean, 2005) A professional communication context may involve business suits (environmental cues) that directly or indirectly influence expectations of language and behavior among the participants. A presentation or discussion does not take place as an isolated event. When you came to class, you came from somewhere. So did the person seated next to you, as did the instructor. The degree to which the environment is formal or informal depends on the contextual expectations for communication held by the participants. The person sitting next to you may be used to informal communication with instructors, but this particular instructor may be used to verbal and nonverbal displays of respect in the academic environment. You may be used to formal interactions with instructors as well, and find your classmate’s question of “Hey Teacher, do we have homework today?” as rude and inconsiderate when they see it as normal. The nonverbal response from the instructor will certainly give you a clue about how they perceive the interaction, both the word choices and how they were said. Context is all about what people expect from each other, and we often create those expectations out of environmental cues. Traditional gatherings like weddings or quinceañeras are often formal events. There is a time for quiet social greetings, a time for silence as the bride walks down the aisle, or the father may have the first dance with his daughter as she is transformed from a girl to womanhood in the eyes of her community. In either celebration there may come a time for rambunctious celebration and dancing. You may be called upon to give a toast, and the wedding or quinceañera context will influence your presentation, timing, and effectiveness. The process can be easily understood through the help of the figure given below- Uttarakhand Open University 11 BUSINESS COMMUNICATION AECC-E-101 1.5 MODELS OF COMMUNICATIONS Researchers have observed that when communication takes place, the source and the receiver may send messages at the same time, often overlapping. You, as the speaker, will often play both roles, as source and receiver. You’ll focus on the communication and the reception of your messages to the audience. The audience will respond in the form of feedback that will give you important clues. While there are many models of communication, here we will focus on two that offer perspectives and lessons for business communicators. 1.5.1. INTERACTION MODEL OF COMMUNICATION The Interaction Model of communication describes communication as a process in which participants alternate positions as sender and receiver and generate meaning by sending messages and receiving feedback within physical and psychological contexts (Schramm, 1997). Rather than illustrating communication as a linear, one-way process, the interaction model incorporates feedback, which makes communication a more interactive, two-way process. Feedback includes messages sent in response to other messages. For example, your instructor may respond to a point you raise during class discussion or you may point to the sofa when your roommate asks you where the remote control is. The inclusion of a feedback loop also leads to a more complex understanding of the roles of participants in a Uttarakhand Open University 12 BUSINESS COMMUNICATION AECC-E-101 communication encounter. Rather than having one sender, one message, and one receiver, this model has two sender-receivers who exchange messages. Each participant alternates roles as sender and receiver in order to keep a communication encounter going. Although this seems like a perceptible and deliberate process, you alternate between the roles of sender and receiver very quickly and often without conscious thought. 1.5.2. THE CONSTRUCTIVIST MODEL OF COMMUNICATION In the Constructivist Model we focus on the negotiated meaning, or common ground, when trying to describe communication, imagine that you are visiting Atlanta, Georgia, and go to a restaurant for dinner. When asked if you want a “Coke,” you may reply, “sure.” The waiter may then ask you again, “what kind?” and you may reply, “Coke is fine.” The waiter then may ask a third time, “what kind of soft drink would you like?” The misunderstanding in this example is that in Atlanta, the home of the Coca-Cola Company, most soft drinks are generically referred to as “Coke.” When you order a soft drink, you need to specify what type, even if you wish to order a beverage that is not a cola or not even made by the Coca-Cola Company. To someone from other regions of the United States, the words “pop,” “soda pop,” or “soda” may be the familiar way to refer to a soft drink; not necessarily the brand “Coke.” In this example, both you and the waiter understand the word “Coke,” but you each understand it to mean something different. In order to communicate, you must each realize what the term means to the other person, and establish common ground, in order to fully understand the request and provide an answer. Because we carry the multiple meanings of Uttarakhand Open University 13 BUSINESS COMMUNICATION AECC-E-101 words, gestures, and ideas within us, we can use a dictionary to guide us, but we will still need to negotiate meaning. 1.6. TYPES OF COMUNICATION Here are the types of communication: 1. Verbal Communication Words, whether spoken or written, are used in this sort of communication to communicate a message. It falls into two categories: written and oral. Face-to-face interactions, phone calls, and presentations all fall under the category of oral communication. Emails, letters, and text messages are all examples of written communication. There Are Certain Measures Which Enhance This More Effectively Firm and Confident Voice: Firm and confident communication reflects the personality of the person. It gives more certainty of completing any task. So always be confident so that your ideas are more precise and specific. Active listening: A good listener always tends to listen to everyone’s perspective or viewpoints. Active listening helps in identifying each one’s problem or thoughts in a more clear way. Ignore Filler Words: While giving a presentation, avoid using filler words such as yeah, like, so, etc. It might be distracting to your audiences. Try not to use them in official conferences or meetings. 2. Nonverbal Communication Body language, facial emotions, and other nonverbal indicators are used in this style of communication to communicate a message. Examples include body language, posture, and vocal tone. Even more so than verbal communication, nonverbal communication has the potential to be strong and successfully convey a message. Here are Certain Categories Where Non-Verbal Communication are Briefed Up Positive Body Language: Always carry a positive body language where you can carry your confidence for performing any task. This Uttarakhand Open University 14 BUSINESS COMMUNICATION AECC-E-101 type of communication gives support to your verbal talks and makes you more open to any kind of jobs. Imitate non-verbal communication you find useful: Some facial expression or body language can be found helpful in an interview. If an interviewer has positively nodded his head, it gives a clear positive sign in a closed way, i.e. non-verbal communication. 3. Communication across Cultures People from many cultural backgrounds exchange information and ideas through this style of communication. It can involve both verbal and nonverbal communication, and because of the varied languages, traditions, and values of other cultures, it can be difficult. In order to foster mutual understanding and cooperation between many cultures, intercultural communication is crucial. 4. Visual Communication To transmit a message, this style of communication makes use of visual components including pictures, videos, and graphics. There are several ways to employ visual communication, including in charts, info-graphics, and advertising. It is frequently employed to simplify and enliven difficult information. 5. Interpersonal Communication Information and ideas are exchanged between two or more persons during this style of conversation. It can take the shape of written messages, phone calls, or face-to-face interactions and can be formal or informal. Building and maintaining partnerships depend on interpersonal communication. 6. Mass Communications In order to reach a big audience, this style of communication uses mass media, including television, radio, newspapers, and the internet. Information that needs to be widely disseminated is frequently done so through mass communication, such as news updates, ads, and PSAs. 7. Electronic communication Digital technology, including the internet, social media, and mobile devices, are used in this sort of communication to spread a message. In recent years, digital communication has proliferated Uttarakhand Open University 15 BUSINESS COMMUNICATION AECC-E-101 more widely, changing the way individuals communicate and exchange information. 1.7. IMPORTANCE OF COMUUNICATION 1. The Basis of Co-ordination The manager explains to the employees the organizational goals, modes of their achievement and also the interpersonal relationships amongst them. This provides coordination between various employees and also departments. Thus, communications act as a basis for coordination in the organization. 2. Fluent Working A manager coordinates the human and physical elements of an organization to run it smoothly and efficiently. This coordination is not possible without proper communication. 3. The Basis of Decision Making Proper communication provides information to the manager that is useful for decision making. No decisions could be taken in the absence of information. Thus, communication is the basis for making the right decisions. 4. Increases Managerial Efficiency The manager conveys the targets and issues instructions and allocates jobs to the subordinates. All of these aspects involve communication. Thus, communication is essential for the quick and effective performance of the managers and the entire organization. 5. Increases Cooperation and Organizational Peace The two-way communication process promotes co-operation and mutual understanding amongst the workers and also between them and the management. This leads to less friction and thus leads to industrial peace in the factory and efficient operations. 6. Boosts Morale of the Employees Good communication helps the workers to adjust to the physical and social aspects of work. It also improves good human relations in the industry. An efficient system of communication enables the Uttarakhand Open University 16 BUSINESS COMMUNICATION AECC-E-101 management to motivate, influence and satisfy the subordinates which in turn boosts their morale and keeps them motivated. 1.8. MODAL QUESTIONS 1. Draw what you think communication looks like. Share your drawing with your classmates. 2. List three environmental cues and indicate how they influence your expectations for communication. Please share your results with your classmates. 3. How does context influence your communication? Consider the language and culture people grew up with, and the role these play in communication styles. 4. If you could design the perfect date, what activities, places, and/or environmental cues would you include to set the mood? Please share your results with your classmates. 5. Observe two people talking. Describe their communication. See if you can find all eight components and provide an example for each one. 6. What assumptions are present in transactional model of communication? Find an example of a model of communication in your workplace or classroom, and provide an example for all eight components. 1.9. REFERENCES AND BIBLIOGRAPHY Cronen, V., & Pearce, W. B. (1982). The coordinated management of meaning: A theory of communication. In F. E. Dance (Ed.), Human communication theory (pp. 61–89). New York, NY: Harper & Row. Leavitt, H., & Mueller, R. (1951). Some effects of feedback on communication. Human Relations, 4, 401–410. McLean, S. (2003). The basics of speech communication. Boston, MA: Allyn & Bacon. McLean, S. (2005). The basics of interpersonal communication (p. 10). Boston, MA: Allyn & Bacon. Uttarakhand Open University 17 BUSINESS COMMUNICATION AECC-E-101 Pearce, W. B., & Cronen, V. (1980). Communication, action, and meaning: The creating of social realities. New York, NY: Praeger. Pearson, J., & Nelson, P. (2000). An introduction to human communication: Understanding and sharing (p. 6). Boston, MA: McGraw-Hill. Weekley, E. (1967). An etymological dictionary of modern English (Vol. 1, p. 338). New York, NY: Dover Publications. https://www.toppr.com/guides/business- studies/directing/communication/ https://www.geeksforgeeks.org/what-is-communication/ https://open.lib.umn.edu/businesscommunication/chapter/1-2-what- is-communication/ https://www.coursesidekick.com/communications/study- guides/businesscommunication/1-2-what-is-communication Uttarakhand Open University 18 BUSINESS COMMUNICATION AECC-E-101 UNIT 2 EFFECTIVE BUSINESS WRITING 2.1. Introduction 2.2. Objective 2.3. Oral vs. Written Communication 2.4. How is Writing Learned 2.4.1. Reading 2.4.2. Writing 2.4.3. Constructive Criticism and Targeted Practice 2.4.4. Critical Thinking 2.5. Good Writing 2.6. Style in Writing Communication 2.6.1. Colloquial 2.6.2. Casual 2.6.3. Formal 2.7. Principles of written Communication 2.7.1. Words Are Inherently Abstract 2.7.2. Words Are Governed by Rules 2.7.3. Words Shape Our Reality 2.7.4. Words and Your Legal Responsibility 2.8. Modal Questions 2.9. Reference and Bibliography Uttarakhand Open University 19 BUSINESS COMMUNICATION AECC-E-101 2.1. INTRODUCTION Business writing is a type of writing that is used in a professional setting. It is a purposeful piece of writing that conveys relevant information to the reader in a clear, concise, and effective manner. It includes client proposals, reports, memos, emails, and notices. Proficiency in business writing is a critical aspect of effective communication in the workplace. Effective business writing is like oil in the machine of your daily operations—it makes everything run much smoother. Improving the efficacy of your organization’s writing imparts many essential benefits: - Boost productivity by reducing time spent writing and editing. - Prevent miscommunications, inefficiencies, or project failures. - Increase brand loyalty by enhancing the customer experience. Allow your team to refine and develop their writing in different areas. Ineffective communication can cause unnecessary confusion and complications at work. Your immediate relationships can suffer, your reputation is at risk, and your contributions are, literally, less meaningful. However, if you can improve your business writing, you can improve your effectiveness (and status) within your organization. 2.2. OBJECTIVES By the end of this section, you will be able to:  What is written Communication  Explain how written communication is similar to oral communication, and how it is different.  Explain how reading, writing, and critical thinking contribute to becoming a good writer. Uttarakhand Open University 20 BUSINESS COMMUNICATION AECC-E-101  Identify six basic qualities that characterize good business writing.  Identify and explain the rhetorical elements and cognate strategies that contribute to good writing.  Understand the rules that govern written language.  Understand the legal implications of business writing.  Describe some common barriers to written communication and how to overcome them. 2.3. ORAL VERSUS WRITTEN COMMUNICATION The written word often stands in place of the spoken word. People often say “it was good to hear from you” when they receive an e- mail or a letter, when in fact they didn’t hear the message, they read it. Still, if they know you well, they may mentally “hear” your voice in your written words. Writing a message to friends or colleagues can be as natural as talking to them. Yet when we are asked to write something, we often feel anxious and view writing as a more effortful, exacting process than talking would be. Oral and written forms of communication are similar in many ways. They both rely on the basic communication process, which consists of eight essential elements: source, receiver, message, channel, receiver, feedback, environment, context, and interference. Table 9.1 "Eight Essential Elements of Communication" summarizes these elements and provides examples of how each element might be applied in oral and written communication. Table 9.1 Eight Essential Elements of Communication Element of Oral Written Definition Communication Application Application A source Jay makes a Jay writes creates and telephone 1. Source an e-mail to communicates call to Heather. a message. Heather. A receiver Heather Heather 2. Receiver receives the listens to reads Jay’s Uttarakhand Open University 21 BUSINESS COMMUNICATION AECC-E-101 Element of Oral Written Definition Communication Application Application message from Jay. e-mail. the source. Jay’s e-mail The message is Jay asks asks the stimulus or Heather to Heather to meaning participate 3. Message participate produced by in a in a the source for conference conference the receiver. call at 3:15. call at 3:15. A channel is the way a The channel message The channel 4. Channel is the travels is e-mail. telephone. between source and receiver. Feedback is the Heather message the Heather replies with 5. Feedback receiver sends says yes. an e-mail in response to saying yes. the source. Heather is The traveling by Heather is environment is train on a at her desk the physical business when she 6. Environment atmosphere trip when receives where the she receives Jay’s e- communication Jay’s phone mail. occurs. call. Heather Heather expects Jay expects Jay to dial and The context to send an connect the involves the e-mail with call. Jay psychological the call-in 7. Context expects expectations of information Heather to the source and for the call. check her e- receiver. Jay expects mail for the to do so, call-in and does. information Uttarakhand Open University 22 BUSINESS COMMUNICATION AECC-E-101 Element of Oral Written Definition Communication Application Application so that she can join the call. Heather calls in at Also known as 3:15, but noise, she has Heather interference is missed the waits for a anything that call because phone call 8. Interference blocks or she forgot from Jay at distorts the that she is 3:15, but he communication in a doesn’t call. process. different time zone from Jay. As you can see from the applications in this example, at least two different kinds of interference have the potential to ruin a conference call, and the interference can exist regardless of whether the communication to plan the call is oral or written. Try switching the “Context” and “Interference” examples from Oral to Written, and you will see that mismatched expectations and time zone confusion can happen by phone or by e-mail. While this example has an unfavorable outcome, it points out a way in which oral and written communication processes are similar. Another way in which oral and written forms of communication are similar is that they can be divided into verbal and nonverbal categories. Verbal communication involves the words you say, and nonverbal communication involves how you say them—your tone of voice, your facial expression, body language, and so forth. Written communication also involves verbal and nonverbal dimensions. The words you choose are the verbal dimension. How you portray or display them is the nonverbal dimension, which can include the medium (e-mail or a printed document), the typeface or font, or the appearance of your signature on a letter. In this sense, oral and written communication are similar in their approach even as they are quite different in their application. Uttarakhand Open University 23 BUSINESS COMMUNICATION AECC-E-101 The written word allows for a dynamic communication process between source and receiver, but is often asynchronous, meaning that it occurs at different times. When we communicate face-to- face, we get immediate feedback, but our written words stand in place of that interpersonal interaction and we lack that immediate response. Since we are often not physically present when someone reads what we have written, it is important that we anticipate the reader’s needs, interpretation, and likely response to our written messages. Suppose you are asked to write a message telling clients about a new product or service your company is about to offer. If you were speaking to one of them in a relaxed setting over coffee, what would you say? What words would you choose to describe the product or service, and how it may fulfill the client’s needs? As the business communicator, you must focus on the words you use and how you use them. Short, simple sentences, in themselves composed of words, also communicate a business style. In your previous English classes you may have learned to write eloquently, but in a business context, your goal is clear, direct communication. One strategy to achieve this goal is to write with the same words and phrases you use when you talk. However, since written communication lacks the immediate feedback that is present in an oral conversation, you need to choose words and phrases even more carefully to promote accuracy, clarity, and understanding. 2.4. HOW IS WRITING LEARNED You may think that some people are simply born better writers than others, but in fact writing is a reflection of experience and effort. If you think about your successes as a writer, you may come up with a couple of favorite books, authors, or teachers that inspired you to express yourself. You may also recall a sense of frustration with your previous writing experiences. It is normal and natural to experience a sense of frustration at the perceived inability to express oneself. The emphasis here is on your perception of yourself as a writer as one aspect of how you communicate. Most people use oral communication for much of their self-expression, from daily interactions to formal business meetings. You have a lifetime of experience in that arena that you can leverage to your Uttarakhand Open University 24 BUSINESS COMMUNICATION AECC-E-101 benefit in your writing. Reading out loud what you have written is a positive technique we’ll address later in more depth. Martin Luther King Jr.’s statement, “Violence is the language of the unheard” emphasizes the importance of finding one’s voice, of being able to express one’s ideas. Violence comes in many forms, but is often associated with frustration born of the lack of opportunity to communicate. You may read King’s words and think of the Civil Rights movement of the 1960s, or perhaps of the violence of the 9/11 terrorist attacks, or of wars happening in the world today. Public demonstrations and fighting are expressions of voice, from individual to collective. Finding your voice, and learning to listen to others, is part of learning to communicate. You are your own best ally when it comes to your writing. Keeping a positive frame of mind about your journey as a writer is not a cliché or simple, hollow advice. Your attitude toward writing can and does influence your written products. Even if writing has been a challenge for you, the fact that you are reading this sentence means you perceive the importance of this essential skill. This text and our discussions will help you improve your writing, and your positive attitude is part of your success strategy. There is no underestimating the power of effort when combined with inspiration and motivation. The catch then is to get inspired and motivated. That’s not all it takes, but it is a great place to start. You were not born with a key pad in front of you, but when you want to share something with friends and text them, the words (or abbreviations) come almost naturally. So you recognize you have the skills necessary to begin the process of improving and harnessing your writing abilities for business success. It will take time and effort, and the proverbial journey starts with a single step, but don’t lose sight of the fact that your skillful ability to craft words will make a significant difference in your career. 2.4.1 READING Reading is one step many writers point to as an integral step in learning to write effectively. You may like Harry Potter books or be a Twilight fan, but if you want to write effectively in business, you need to read business-related documents. These can include Uttarakhand Open University 25 BUSINESS COMMUNICATION AECC-E-101 letters, reports, business proposals, and business plans. You may find these where you work or in your school’s writing center, business department, or library; there are also many Web sites that provide sample business documents of all kinds. Your reading should also include publications in the industry where you work or plan to work, such as Aviation Week, InfoWorld, Journal of Hospitality, International Real Estate Digest, or Women’s Wear Daily, to name just a few. You can also gain an advantage by reading publications in fields other than your chosen one; often reading outside your niche can enhance your versatility and help you learn how other people express similar concepts. Finally, don’t neglect general media like the business section of your local newspaper, and national publications like the Wall Street Journal, Fast Company, and the Harvard Business Review. Reading is one of the most useful lifelong habits you can practice to boost your business communication skills. In the “real world” when you are under a deadline and production is paramount, you’ll be rushed and may lack the time to do adequate background reading for a particular assignment. For now, take advantage of your business communication course by exploring common business documents you may be called on to write, contribute to, or play a role in drafting. Some documents have a degree of formula to them, and your familiarity with them will reduce your preparation and production time while increasing your effectiveness. As you read similar documents, take notes on what you observe. As you read several sales letters, you may observe several patterns that can serve you well later on when it’s your turn. These patterns are often called conventions, or conventional language patterns for a specific genre. 2.4.2 WRITING Never lose sight of one key measure of the effectiveness of your writing: the degree to which it fulfills readers’ expectations. If you are in a law office, you know the purpose of a court brief is to convince the judge that certain points of law apply to the given case. If you are at a newspaper, you know that an editorial opinion article is supposed to convince readers of the merits of a certain viewpoint, whereas a news article is supposed to report facts without bias. If you are writing ad copy, the goal is to motivate Uttarakhand Open University 26 BUSINESS COMMUNICATION AECC-E-101 consumers to make a purchase decision. In each case, you are writing to a specific purpose, and a great place to start when considering what to write is to answer the following question: what are the readers’ expectations? When you are a junior member of the team, you may be given clerical tasks like filling in forms, populating a database, or coordinating appointments. Or you may be assigned to do research that involves reading, interviewing, and note taking. Don’t underestimate these facets of the writing process; instead, embrace the fact that writing for business often involves tasks that a novelist might not even recognize as “writing.” Your contribution is quite important and in itself is an on-the-job learning opportunity that shouldn’t be taken for granted. When given a writing assignment, it is important to make sure you understand what you are being asked to do. You may read the directions and try to put them in your own words to make sense of the assignment. Be careful, however, not to lose sight of what the directions say versus what you think they say. Just as an audience’s expectations should be part of your consideration of how, what, and why to write, the instructions given by your instructor, or in a work situation by your supervisor, establish expectations. Just as you might ask a mentor more about a business writing assignment at work, you need to use the resources available to you to maximize your learning opportunity. Ask the professor to clarify any points you find confusing, or perceive more than one way to interpret, in order to better meet the expectations. Before you write an opening paragraph, or even the first sentence, it is important to consider the overall goal of the assignment. The word assignment can apply equally to a written product for class or for your employer. You might make a list of the main points and see how those points may become the topic sentences in a series of paragraphs. You may also give considerable thought to whether your word choice, your tone, your language, and what you want to say is in line with your understanding of your audience. We briefly introduced the writing process previously, and will visit it in depth later in our discussion, but for now writing should about exploring your options. Authors rarely have a finished product in mind when Uttarakhand Open University 27 BUSINESS COMMUNICATION AECC-E-101 they start, but once you know what your goal is and how to reach it, you writing process will become easier and more effective. 2.4.3 CONSTRUCTIVE CRITICISM AND TARGETTED PRACTICE Mentors can also be important in your growth as a writer. Your instructor can serve as a mentor, offering constructive criticism, insights on what he or she has written, and life lessons about writing for a purpose. Never underestimate the mentors that surround you in the workplace, even if you are currently working in a position unrelated to your desired career. They can read your rough draft and spot errors, as well as provide useful insights. Friends and family can also be helpful mentors—if your document’s meaning is clear to someone not working in your business, it will likely also be clear to your audience. The key is to be open to criticism, keeping in mind that no one ever improved by repeating bad habits over and over. Only when you know what your errors are—errors of grammar or sentence structure, logic, format, and so on—can you correct your document and do a better job next time. Writing can be a solitary activity, but more often in business settings it is a collective, group, or team effort. Keep your eyes and ears open for opportunities to seek outside assistance before you finalize your document. Learning to be a successful business writer comes with practice. Targeted practice, which involves identifying your weak areas and specifically working to improve them, is especially valuable. In addition to reading, make it a habit to write, even if it is not a specific assignment. The more you practice writing the kinds of materials that are used in your line of work, the more writing will come naturally and become an easier task—even on occasions when you need to work under pressure. 2.4.4 CRITICAL THINKING Critical thinking means becoming aware of your thinking process. It’s a human trait that allows us to step outside what we read or write and ask ourselves, “Does this really make sense?” “Are there other, perhaps better, ways to explain this idea?” Sometimes our thinking is very abstract and becomes clear only through the Uttarakhand Open University 28 BUSINESS COMMUNICATION AECC-E-101 process of getting thoughts down in words. As a character in E. M. Forster’s Aspects of the Novel said, “How can I tell what I think till I see what I say?” (1976, p. 99). Did you really write what you meant to, and will it be easily understood by the reader? Successful writing forms a relationship with the audience, reaching the reader on a deep level that can be dynamic and motivating. In contrast, when writing fails to meet the audience’s expectations, you already know the consequences: they’ll move on. Learning to write effectively involves reading, writing, critical thinking, and hard work. You may have seen The Wizard of Oz and recall the scene when Dorothy discovers what is behind the curtain. Up until that moment, she believed the Wizard’s powers were needed to change her situation, but now she discovers that the power is her own. Like Dorothy, you can discover that the power to write successfully rests in your hands. Excellent business writing can be inspiring, and it is important to not lose that sense of inspiration as we deconstruct the process of writing to its elemental components. You may be amazed by the performance of Tony Hawk on a skateboard ramp, Mia Hamm on the soccer field, or Michael Phelps in the water. Those who demonstrate excellence often make it look easy, but nothing could be further from the truth. Effort, targeted practice, and persistence will win the day every time. When it comes to writing, you need to learn to recognize clear and concise writing while looking behind the curtain at how it is created. This is not to say we are going to lose the magic associated with the best writers in the field. Instead, we’ll appreciate what we are reading as we examine how it was written and how the writer achieved success. 2.5 GOOD WRITING When we say that good writing follows the rules, we don’t mean that a writer cannot be creative. Just as an art student needs to know how to draw a scene in correct perspective before he can “break the rules” by “bending” perspective, so a writer needs to know the rules of language. Being well versed in how to use words correctly, form sentences with proper grammar, and build logical paragraphs are skills the writer can use no matter what the assignment. Even though some business settings may call for Uttarakhand Open University 29 BUSINESS COMMUNICATION AECC-E-101 conservative writing, there are other areas where creativity is not only allowed but mandated. Imagine working for an advertising agency or a software development firm; in such situations success comes from expressing new, untried ideas. By following the rules of language and correct writing, a writer can express those creative ideas in a form that comes through clearly and promotes understanding. Similarly, writing that is easy to read is not the same as “dumbed down” or simplistic writing. What is easy to read? For a young audience, you may need to use straightforward, simple terms, but to ignore their use of the language is to create an artificial and unnecessary barrier. An example referring to Miley Cyrus may work with one reading audience and fall flat with another. Profession-specific terms can serve a valuable purpose as we write about precise concepts. Not everyone will understand all the terms in a profession, but if your audience is largely literate in the terms of the field, using industry terms will help you establish a relationship with your readers. The truly excellent writer is one who can explain complex ideas in a way that the reader can understand. Sometimes ease of reading can come from the writer’s choice of a brilliant illustrative example to get a point across. In other situations, it can be the writer’s incorporation of definitions into the text so that the meaning of unfamiliar words is clear. It may also be a matter of choosing dynamic, specific verbs that make it clear what is happening and who is carrying out the action. Bailey’s third point concerns the interest of the reader. Will they want to read it? This question should guide much of what you write. We increasingly gain information from our environment through visual, auditory, and multimedia channels, from YouTube to streaming audio, and to watching the news online. Some argue that this has led to a decreased attention span for reading, meaning that writers need to appeal to readers with short, punchy sentences and catchy phrases. However, there are still plenty of people who love to immerse themselves in reading an interesting article, proposal, or marketing piece. Perhaps the most universally useful strategy in capturing your Uttarakhand Open University 30 BUSINESS COMMUNICATION AECC-E-101 reader’s attention is to state how your writing can meet the reader’s needs. If your document provides information to answer a question, solve a problem, or explain how to increase profits or cut costs, you may want to state this in the beginning. By opening with a “what’s in it for me” strategy, you give your audience a reason to be interested in what you’ve written. More Qualities of Good Writing To the above list from Bailey, let’s add some additional qualities that define good writing. Good writing  meets the reader’s expectations,  is clear and concise,  is efficient and effective. To meet the reader’s expectations, the writer needs to understand who the intended reader is. In some business situations, you are writing just to one person: your boss, a coworker in another department, or an individual customer or vendor. If you know the person well, it may be as easy for you to write to him or her as it is to write a note to your parent or roommate. If you don’t know the person, you can at least make some reasonable assumptions about his or her expectations, based on the position he or she holds and its relation to your job. In other situations, you may be writing a document to be read by a group or team, an entire department, or even a large number of total strangers. How can you anticipate their expectations and tailor your writing accordingly? Naturally you want to learn as much as you can about your likely audience. How much you can learn and what kinds of information will vary with the situation. If you are writing Web site content, for example, you may never meet the people who will visit the site, but you can predict why they would be drawn to the site and what they would expect to read there. Beyond learning about your audience, your clear understanding of the writing assignment and its purpose will help you to meet reader expectations. Our addition of the fifth point concerning clear and concise writing reflects the increasing tendency in business writing to eliminate Uttarakhand Open University 31 BUSINESS COMMUNICATION AECC-E-101 error. Errors can include those associated with production, from writing to editing, and reader response. Your twin goals of clear and concise writing point to a central goal across communication: fidelity. This concept involves our goal of accurately communicating all the intended information with a minimum of signal or message breakdown or misinterpretation. Designing your documents, including writing and presentation, to reduce message breakdown is an important part of effective business communication. This leads our discussion to efficiency. There are only twenty-four hours in a day and we are increasingly asked to do more with less, with shorter deadlines almost guaranteed. As a writer, how do you meet ever-increasing expectations? Each writing assignment requires a clear understanding of the goals and desired results, and when either of these two aspects is unclear, the efficiency of your writing can be compromised. Rewrites require time that you may not have, but will have to make if the assignment was not done correctly the first time. As we have discussed previously, making a habit of reading similar documents prior to beginning your process of writing can help establish a mental template of your desired product. If you can see in your mind’s eye what you want to write, and have the perspective of similar documents combined with audience’s needs, you can write more efficiently. Your written documents are products and will be required on a schedule that impacts your coworkers and business. Your ability to produce effective documents efficiently is a skill set that will contribute to your success. Our sixth point reinforces this idea with an emphasis on effectiveness. What is effective writing? It is writing that succeeds in accomplishing its purpose. Understanding the purpose, goals, and desired results of your writing assignment will help you achieve this success. Your employer may want an introductory sales letter to result in an increase in sales leads, or potential contacts for follow-up leading to sales. Your audience may not see the document from that perspective, but will instead read with the mindset of, “How does this help me solve X problem?” If you meet both goals, your writing is approaching effectiveness. Here, Uttarakhand Open University 32 BUSINESS COMMUNICATION AECC-E-101 effectiveness is qualified with the word “approaching” to point out that writing is both a process and a product, and your writing will continually require effort and attention to revision and improvement. Rhetorical Elements and Cognate Strategies Another approach to defining good writing is to look at how it fulfills the goals of two well-known systems in communication. One of these systems comprises the three classical elements of rhetoric, or the art of presenting an argument. These elements are logos (logic), ethos (ethics and credibility), and pathos (emotional appeal), first proposed by the ancient Greek teacher Aristotle. Although rhetoric is often applied to oral communication, especially public speaking, it is also fundamental to good writing. A second set of goals involves what are called cognate strategies, or ways of promoting understanding, developed in recent decades by Charles Kostelnick and David Rogers (1998). Like rhetorical elements, cognate strategies can be applied to public speaking, but they are also useful in developing good writing. Table 9.2 "Rhetorical Elements and Cognate Strategies" describes these goals, their purposes, and examples of how they may be carried out in business writing. Table: Rhetorical Elements and Cognate Strategies Aristotle’s Cognate Example in Business Rhetorical Focus Strategies Writing Elements An announcement will be made to the company later in the week, but I wanted to tell you personally that Clear as of the first of next Logos Clarity understanding month, I will be leaving my position to accept a three-year assignment in our Singapore office. As soon as further details Uttarakhand Open University 33 BUSINESS COMMUNICATION AECC-E-101 Aristotle’s Cognate Example in Business Rhetorical Focus Strategies Writing Elements about the management of your account are available, I will share them with you. In tomorrow’s conference call Sean wants to introduce the new team members, outline the Conciseness Key points schedule and budget for the project, and clarify each person’s responsibilities in meeting our goals. Our department has matrix structure. We have three product development groups, one for each category of product. We also have a manufacturing group, a finance group, Order, and a sales group; Arrangement hierarchy, different group members placement are assigned to each of the three product categories. Within the matrix, our structure is flat, meaning that we have no group leaders. Everyone reports to Beth, the department manager. Having known and worked with Jesse for more than five years, I can highly recommend him to Character, Ethos Credibility take my place as your trust advisor. In addition to having superb qualifications, Jesse is known for his dedication, Uttarakhand Open University 34 BUSINESS COMMUNICATION AECC-E-101 Aristotle’s Cognate Example in Business Rhetorical Focus Strategies Writing Elements honesty, and caring attitude. He will always go the extra mile for his clients. As is typical in our industry, we ship all merchandise FOB our Norms and warehouse. Prices are Expectation anticipated exclusive of any federal, outcomes state, or local taxes. Payment terms are net 30 days from date of invoice. According to an article in Business Week dated Sources and October 15, 2009, Doosan Reference frames of is one of the largest reference business conglomerates in South Korea. I really don’t have words to express how grateful I am for all the support Tone Expression you’ve extended to me and my family in this hour of need. You guys are the best. It was unconscionable for a member of our Pathos organization to shout an interruption while the Emphasis Relevance president was speaking. What needs to happen now—and let me be clear about this—is an immediate apology. Faithful soldiers pledge Engagement Relationship never to leave a fallen comrade on the battlefield. Uttarakhand Open University 35 BUSINESS COMMUNICATION AECC-E-101 Hence, Good writing is characterized by correctness, ease of reading, and attractiveness; it also meets reader expectations and is clear, concise, efficient, and effective. Rhetorical elements (logos, ethos, and pathos) and cognate strategies (clarity, conciseness, arrangement, credibility, expectation, reference, tone, emphasis, and engagement) are goals that are achieved in good business writing. 2.6. STYLE IN WRITING COMMUNICATION One way to examine written communication is from a structural perspective. Words are a series of symbols that communicate meaning, strung together in specific patterns that are combined to communicate complex and compound meanings. Nouns, verbs, adjectives, adverbs, prepositions, and articles are the building blocks you will use when composing written documents. Misspellings of individual words or grammatical errors involving misplacement or incorrect word choices in a sentence, can create confusion, lose meaning, and have a negative impact on the reception of your document. Errors themselves are not inherently bad, but failure to recognize and fix them will reflect on you, your company, and limit your success. Self-correction is part of the writing process. Another way to examine written communication is from a goals perspective, where specific documents address stated (or unstated) goals and have rules, customs, and formats that are anticipated and expected. Violations of these rules, customs, or formats—whether intentional or unintentional—can also have a negative impact on the way your document is received. Colloquial, casual, and formal writing are three common styles that carry their own particular sets of expectations. Which style you use will depend on your audience, and often whether your communication is going to be read only by those in your company (internal communications) or by those outside the organization, such as vendors, customers or clients (external communications). As a general rule, external communications tend to be more formal, just as corporate letterhead and business cards—designed for presentation to the “outside world”—are more formal than the e- mail and text messages that are used for everyday writing within the organization. Uttarakhand Open University 36 BUSINESS COMMUNICATION AECC-E-101 Style also depends on the purpose of the document and its audience. If your writing assignment is for Web page content, clear and concise use of the written word is essential. If your writing assignment is a feature interest article for an online magazine, you may have the luxury of additional space and word count combined with graphics, pictures, embedded video or audio clips, and links to related topics. If your writing assignment involves an introductory letter represented on a printed page delivered in an envelope to a potential customer, you won’t have the interactivity to enhance your writing, placing an additional burden on your writing and how you represent it. 2.6.1 COLOQUIAL Colloquial language is an informal, conversational style of writing. It differs from standard business English in that it often makes use of colorful expressions, slang, and regional phrases. As a result, it can be difficult to understand for an English learner or a person from a different region of the country. Sometimes colloquialism takes the form of a word difference; for example, the difference between a “Coke,” a “tonic,” a “pop, and a “soda pop” primarily depends on where you live. It can also take the form of a saying, as Roy Wilder Jr. discusses in his book You All Spoken Here: Southern Talk at Its Down-Home Best.Wilde, J., Jr. (2003). You all spoken here: Southern talk at its down-home best. Athens: University of Georgia Press. A colloquial saying like “He could mess up a rainstorm” or “He couldn’t hit the ground if he fell” communicate the person is inept in a colorful, but not universal way. In the Pacific Northwest someone might “mosey,” or walk slowly, over to the “café,” or bakery, to pick up a “maple bar”—a confection known as a “Long John doughnut” to people in other parts of the United States. Colloquial language can be reflected in texting: “ok fwiw i did my part n put it in where you asked but my ? is if the group does not participate do i still get credit for my part of what i did n also how much do we all have to do i mean i put in my opinion of the items in order do i also have to reply to the other team members or what? Thxs” Uttarakhand Open University 37 BUSINESS COMMUNICATION AECC-E-101 We may be able to grasp the meaning of the message, and understand some of the abbreviations and codes, but when it comes to business, this style of colloquial text writing is generally suitable only for one-on-one internal communications between coworkers who know each other well (and those who do not judge each other on spelling or grammar). For external communications, and even for group communications within the organization, it is not normally suitable, as some of the codes are not standard, and may even be unfamiliar to the larger audience. Colloquial writing may be permissible, and even preferable, in some business contexts. For example, a marketing letter describing a folksy product such as a wood stove or an old-fashioned popcorn popper might use a colloquial style to create a feeling of relaxing at home with loved ones. Still, it is important to consider how colloquial language will appear to the audience. Will the meaning of your chosen words be clear to a reader who is from a different part of the country? Will a folksy tone sound like you are “talking down” to your audience, assuming that they are not intelligent or educated enough to appreciate standard English? A final point to remember is that colloquial style is not an excuse for using expressions that are sexist, racist, profane, or otherwise offensive. 2.6.2. CASUAL Casual language involves everyday words and expressions in a familiar group context, such as conversations with family or close friends. The emphasis is on the communication interaction itself, and less about the hierarchy, power, control, or social rank of the individuals communicating. When you are at home, at times you probably dress in casual clothing that you wouldn’t wear in public—pajamas or underwear, for example. Casual communication is the written equivalent of this kind of casual attire. Have you ever had a family member say something to you that a stranger or coworker would never say? Or have you said something to a family member that you would never say in front of your boss? In both cases, casual language is being used. When you write for business, a casual style is usually out of place. Instead, a respectful, professional tone represents you well in your absence. 2.6.2 FORMAL Uttarakhand Open University 38 BUSINESS COMMUNICATION AECC-E-101 In business writing, the appropriate style will have a degree of formality. Formal language is communication that focuses on professional expression with attention to roles, protocol, and appearance. It is characterized by its vocabulary and syntax, or the grammatical arrangement of words in a sentence. That is, writers using a formal style tend to use a more sophisticated vocabulary— a greater variety of words, and more words with multiple syllables—not for the purpose of throwing big words around, but to enhance the formal mood of the document. They also tend to use more complex syntax, resulting in sentences that are longer and contain more subordinate clauses. The appropriate style for a particular business document may be very formal, or less so. If your supervisor writes you an e-mail and you reply, the exchange may be informal in that it is fluid and relaxed, without much forethought or fanfare, but it will still reflect the formality of the business environment. Chances are you will be careful to use an informative subject line, a salutation (“Hi [supervisor’s name]” is typical in e-mails), a word of thanks for whatever information or suggestion she provided you, and an indication that you stand ready to help further if need be. You will probably also check your grammar and spelling before you click “send.” A formal document such as a proposal or an annual report will involve a great deal of planning and preparation, and its style may not be fluid or relaxed. Instead, it may use distinct language to emphasize the prestige and professionalism of your company. Let’s say you are going to write a marketing letter that will be printed on company letterhead and mailed to a hundred sales prospects. Naturally you want to represent your company in a positive light. In a letter of this nature you might write a sentence like “The Widget 300 is our premium offering in the line; we have designed it for ease of movement and efficiency of use, with your success foremost in our mind.” But in an e-mail or a tweet, you might use an informal sentence instead, reading “W300—good stapler.” Writing for business often involves choosing the appropriate level of formality for the company and industry, the particular document and situation, and the audience.. 2.7. PRINCIPLES OF WRITTEN COMMUNICATION Uttarakhand Open University 39 BUSINESS COMMUNICATION AECC-E-101 You may not recall when or where you learned all about nouns, verbs, adjectives, adverbs, prepositions, articles, and phrases, but if you understand this sentence we’ll take for granted that you have a firm grasp of the basics. But even professional writers and editors, who have spent a lifetime navigating the ins and outs of crafting correct sentences, have to use reference books to look up answers to questions of grammar and usage that arise in the course of their work. Let’s examine how the simple collection of symbols called a word can be such a puzzle. 2.7.1 WORDS ARE INHERENTLY ABSTRACT There is no universally accepted definition for love, there are many ways to describe desire, and there are countless ways to draw patience. Each of these terms is a noun, but it’s an abstract noun, referring to an intangible concept. While there are many ways to define a chair, describe a table, or draw a window, they each have a few common characteristics. A chair may be made from wood, crafted in a Mission style, or made from plastic resin in one solid piece in nondescript style, but each has four legs and serves a common function. A table and a window also have common characteristics that in themselves form a basis for understanding between source and receiver. The words “chair,” “table,” and “window” are concrete terms, as they describe something we can see and touch. Concrete terms are often easier to agree on, understand, or at least define the common characteristics of. Abstract terms can easily become even more abstract with extended discussions, and the conversational partners may never agree on a common definition or even a range of understanding. In business communication, where the goal is to be clear and concise, limiting the range of misinterpretation, which type of word do you think is preferred? Concrete terms serve to clarify your writing and more accurately communicate your intended meaning to the receiver. While all words are abstractions, some are more so than others. To promote effective communication, choose words that can be easily referenced and understood. 2.7.2 WORDS ARE GOVERNED BY RULES Uttarakhand Open University 40 BUSINESS COMMUNICATION AECC-E-101 Perhaps you like to think of yourself as a free spirit, but did you know that all your communication is governed by rules? You weren’t born knowing how to talk, but learned to form words and sentences as you developed from infancy. As you learned language, you learned rules. You learned not only what a word means in a given context, and how to pronounce it; you also learned the social protocol of when to use it and when not to. When you write, your words represent you in your absence. The context may change from reader to reader, and your goal as an effective business communicator is to get your message across (and some feedback) regardless of the situation. The better you know your audience and context, the better you can anticipate and incorporate the rules of how, what, and when to use specific words and terms. And here lies a paradox. You may think that, ideally, the best writing is writing that is universally appealing and understood. Yet the more you design a specific message to a specific audience or context, the less universal the message becomes. Actually, this is neither a good or bad thing in itself. In fact, if you didn’t target your messages, they wouldn’t be nearly as effective. By understanding this relationship of a universal or specific appeal to an audience or context, you can look beyond vocabulary and syntax and focus on the reader. When considering a communication assignment like a sales letter, knowing the intended audience gives you insight to the explicit and implicit rules. All words are governed by rules, and the rules are vastly different from one language and culture to another. A famous example is the decision by Chevrolet to give the name “Nova” to one of its cars. In English, nova is recognized as coming from Latin meaning “new”; for those who have studied astronomy, it also refers to a type of star. When the Chevy Nova was introduced in Latin America, however, it was immediately ridiculed as the “car that doesn’t go.” Why? Because “nova” literally means “doesn’t go” in Spanish. By investigating sample names in a range of markets, you can quickly learn the rules surrounding words and their multiple meaning, much as you learned about subjects and objects, verbs and nouns, adjectives and adverbs when you were learning language. Long before you knew formal grammar terms, you observed how others communicate and learned by trial and error. Uttarakhand Open University 41 BUSINESS COMMUNICATION AECC-E-101 In business, error equals inefficiency, loss of resources, and is to be avoided. For Chevrolet, a little market research in Latin America would have gone a long way. 2.7.3. WORDS SHAPE OUR REALITY Aristotle is famous for many things, including his questioning of whether the table you can see, feel, or use is real (in McKeon, 1941). This may strike you as strange, but imagine that we are looking at a collection of antique hand tools. What are they? They are made of metal and wood, but what are they used for? The words we use help us to make sense of our reality, and we often use what we know to figure out what we don’t know. Perhaps we have a hard time describing the color of the tool, or the table, as we walk around it. The light itself may influence our perception of its color. We may lack the vocabulary to accurately describe to the color, and instead say it is “like a” color, but not directly describe the color itself (Russell, 1962). The color, or use of the tool, or style of the table are all independent of the person perceiving them, but also a reflection of the person perceiving the object. In business communication, our goal of clear and concise communication involves anticipation of this inability to label a color or describe the function of an antique tool by constructing meaning. Anticipating the language that the reader may reasonably be expected to know, as well as unfamiliar terms, enables the writer to communicate in a way that describes with common reference points while illustrating the new, interesting, or unusual. Promoting understanding and limiting misinterpretations are key goals of the effective business communicator. Your letter introducing a new product or service relies, to an extent, on your preconceived notions of the intended audience and their preconceived notions of your organization and its products or services. By referencing common ground, you form a connection between the known and the unknown, the familiar and the new. People are more likely to be open to a new product or service if they can reasonably relate it to one they are familiar with, or with which they have had good experience in the past. Your initial measure of success is effective communication, and your long term success may be measured in the sale or new contract for services. Uttarakhand Open University 42 BUSINESS COMMUNICATION AECC-E-101 2.7.4. WORDS ARE OUR LEGAL RESPONSIBILITY Here Your writing in a business context means that you represent yourself and your company. What you write and how you write it can be part of your company’s success, but can also expose it to unintended consequences and legal responsibility. When you write, keep in mind that your words will keep on existing long after you have moved on to other projects. They can become an issue if they exaggerate, state false claims, or defame a person or legal entity such as a competing company. Another issue is plagiarism, using someone else’s writing without giving credit to the source. Whether the “cribbed” material is taken from a printed book, a Web site, or a blog, plagiarism is a violation of copyright law and may also violate your company policies. Industry standards often have legal aspects that must be respected and cannot be ignored. For the writer this can be a challenge, but it can be a fun challenge with rewarding results. The rapid pace of technology means that the law cannot always stay current with the realities of business communication. Computers had been in use for more than twenty years before Congress passed the Digital Millennium Copyright Act of 1998, the first federal legislation to “move the nation’s copyright law into the digital age” (United States Copyright Office, 1998). Think for a moment about the changes in computer use that have taken place since 1998, and you will realize how many new laws are needed to clarify what is fair and ethical, what should be prohibited, and who owns the rights to what. For example, suppose your supervisor asks you to use your Facebook page or Twitter account to give an occasional “plug” to your company’s products. Are you obligated to comply? If you later change jobs, who owns your posts or tweets—are they yours, or does your now-former employer have a right to them? And what about your network of “friends”? Can your employer use their contact information to send marketing messages? These and many other questions remain to be answered as technology, industry practices, and legislation evolve (Tahmincioglu, 2009). “Our product is better than X company’s product. Their product is dangerous and you would be a wise customer to choose us for your product solutions.” Uttarakhand Open University 43 BUSINESS COMMUNICATION AECC-E-101 What’s wrong with these two sentences? They may land you and your company in court. You made a generalized claim of one product being better than another, and you stated it as if it were a fact. The next sentence claims that your competitor’s product is dangerous. Even if this is true, your ability to prove your claim beyond a reasonable doubt may be limited. Your claim is stated as fact again, and from the other company’s perspective, your sentences may be considered libel or defamation. Libel is the written form of defamation, or a false statement that damages a reputation. If a false statement of fact that concerns and harms the person defamed is published—including publication in a digital or online environment—the author of that statement may be sued for libel. If the person defamed is a public figure, they must prove malice or the intention to do harm, but if the victim is a private person, libel applies even if the offense cannot be proven to be malicious. Under the First Amendment you have a right to express your opinion, but the words you use and how you use them, including the context, are relevant to their interpretation as opinion versus fact. Always be careful to qualify what you write and to do no harm. 2.8. MODAL QUESTIONS 7. You are your own company. What words describe you? Design a logo, create a name, and present your descriptive words in a way that gets attention. Share and compare with classmates. 8. 1. Interview one person whose job involves writing. This can include writing e-mails, reports, proposals, invoices, or any other form of business document. Where did this person learn to write? What would they include as essential steps to learning to write for success in business? Share your results with a classmate. 9. For five consecutive days, read the business section of your local newspaper or another daily paper. Write a one-page summary of the news that makes the most impression on you. Review your summaries and compare them with those of your classmates. Uttarakhand Open University 44 BUSINESS COMMUNICATION AECC-E-101 10. Practice filling out an online form that requires writing sentences, such as a job application for a company that receives applications online. How does this kind of writing compare with the writing you have done for other courses in the past? Discuss your thoughts with your classmates. 11. Choose a piece of business writing that attracts your interest. What made you want to read it? 12. Choose a piece of business writing and evaluate it according to the qualities of good writing presented in this section. Do you think the writing qualifies as “good”? Why or why not? 13. Identify the ethos, pathos, and logos in a document. Share and compare with classmates. 14. List three words or phrases that you would say to your friends. List three words or phrases that communicate similar meanings that you would say to an authority figure. Share and compare with classmates. 15. When is it appropriate to write in a casual tone? In a formal tone? Write a one- to two-page essay on this topic and discuss it with a classmate. 16. How does the intended audience influence the choice of words and use of language in a document? Think of a specific topic and two specific kinds of audiences. Then write a short example (250–500 words) of how this topic might be presented to each of the two audiences. 2.9. REFERENCES AND BIBLIOGRAPHY Aristotle. (1941). De anima. In R. McKeon (Ed.), The basic works of Aristotle (J. A. Smith, Trans.). New York, NY: Random House. Bailey, E. (2008). Writing and speaking. New York, NY: McGraw- Hill. Forster, E. M. (1976). Aspects of the novel (p. 99). Oliver Stallybrass (Ed.). Harmondsworth, UK: Penguin. Kostelnick, C., & Roberts, D. (1998). Designing visual language: Strategies for professional communicators (p. 14). Needham Heights, MA: Allyn & Bacon. Uttarakhand Open University 45 BUSINESS COMMUNICATION AECC-E-101 Oldenburg, D. (2005, April 12). Old adage holds: Get it in writing. Washington Post, p. C10. Retrieved from http://www.washingtonpost.com/wp-dyn/articles/A45309- 2005Apr11.html. Russell, B. (1962). The problems of philosophy (28th ed., p. 9). Oxford, UK: Oxford University Press. (Original work published 1912). Sullivan, J., Kameda, N., & Nobu, T. (1991). Bypassing in managerial communication. Business Horizons, 34(1), 71–80. Tahmincioglu, E. (2009, October 11). Your boss wants you on Twitter: Companies recognizing value of having workers promote products. MSNBC Careers.Retrieved from http://www.msnbc.msn.com/id/33090717/ns/business-careers United States Copyright Office (1998). Executive summary: Digital millennium copyright act. Washington, DC: U.S. Government Printing Office. Retrieved from http://www.copyright.gov/reports/studies/dmca/dmca_executive.ht ml Uttarakhand Open University 46 BUSINESS COMMUNICATION AECC-E-101 UNIT 3 BARRIERS TO COMMUNICATION 1.1. Introduction 1.2. Objectives 1.3. Filtering 1.4. Selective Perception 1.5. Information Overload 1.6. Emotional Disconnects 1.7. Lack of Source Credibility 1.8. Semantics 1.9. Gender Differences 1.10. Biased Language 1.11. Differences in Meaning 1.12. Poor Listening and Active Listening 1.13. References 1.14. Model Questions 1.1. INTRODUCTION Uttarakhand Open University 47 BUSINESS COMMUNICATION AECC-E-101 Communication is crucial to the existence and survival of humans as well as an individual. In other words, communication is the exchange of information between two entities. Every action of ours can be seen as a means to communicate. This exchange is not necessarily in words only. It could be a gesture like a raised eyebrow or waving to a friend when you spot them in a crowd. Communication means sharing something with another person or a group of people. A communication barrier is anything that comes in the way of receiving and understanding messages that one sends to another to convey his ideas, thoughts, or any other kind of information. These various barriers of communication block or interfere with the message that someone is trying to send. There are numerous barriers to effective communication that can come in the way. It happens because the message sent by the sender might not be understood exactly as it is meant to be. It can get distorted during the communication exchange. These different types of communication barriers can come at any stage in the process of communication. It can come because of the bias or stereotyping and generalization that exists in the workplace. 1.2. OBJECTIVES A skilled communicator needs to have information about the different types of barriers to effective communication and try to prevent them. These barriers to effective communication can be overcome by active listening, reflection, etc. The communicator must

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