Business Communication PDF

Lesson 01 Introduction to Business communication Intended Learning Outcomes After learning this lesson, students should be able to. Define what communication is and its importance. Explain the communication process. Describe the forms of communicatio...

Lesson 01 Introduction to Business communication Intended Learning Outcomes After learning this lesson, students should be able to. Define what communication is and its importance. Explain the communication process. Describe the forms of communication. Explain the communication structures. Examine the barriers to communication. Explain how to become an active listener. BBA University of Peradeniya Page 1 Lesson Structure 1.1 Introduction 1.2 Communication and its importance 1.2.1 Effective Communication 1.2.2 Communication and changing the world of work 1.3 Communication process 1.4 Modes of communication 1.4.1 Verbal Communication 1.4.2 Visual 1.4.3 Nonverbal Communication 1.4.4 Written 1.5 Communication structures : Based on the degree of formality 1.5.1 Formal Communication 1.5.2 Informal Communication 1.6 Barriers to communication and strategies to improve 1.6.1 Barriers to Effective Communication 1.6.2 Strategies to improve Communication 1.7 Barriers to effective listening and strategies to become an active listener. 1.7.1 Barriers to Effective listening 1.7.2 Strategies to become an active listener. 1.8 The Summary 1.9 References and Additional Reading Materials 1.10 Review questions 1.11 Self- Assessment questions BBA University of Peradeniya Page 2 1.1 Introduction Business communication may be defined as, the passing of information, message or news within or outside the company for the financial benefit of the organization It is hard to name a human activity in which communication does not play a significant role, and this holds true for an organization in which people assemble to achieve their common objectives through their coordinated efforts. This topic gives you an overview of communication and introduces you to the main elements in the communication process. It also highlights the structures and forms of communication. Furthermore this topic elaborates the importance of being an active listener so that you may become more proficient in effective communication. You will also learn about some of the common pitfalls which may impede the effectiveness of communication. Communication is simply the act of transferring information from one place, person or group to another. Every communication involves (at least) one sender, a message and a recipient. This may sound simple, but communication is actually a very complex process. The transmission of the message from sender to recipient can be affected by a huge range of things. These include our emotions, the cultural situation, the medium used to communicate, and even our location. The complexity is why good communication skills are considered so desirable by employers around the world: accurate, effective and unambiguous communication is actually extremely hard. Communication is such a vital part of each of us that it contributes heavily to the success or failure of every human activity.A lot of communication among organizational members is BBA University of Peradeniya Page 3 required to achieve the corporate goals. Therefore, understanding of communication and how it can be made efficient is important for managers. 1.2 Communication and its importance First it is important to understand what communication is and why it is important to us. Let’s have a look at some definitions of communication. The exchange of information or passing of information, ideas or thought from one person to the other or from one end to the other is communication. According to McFarland communication is, “a process of meaningful interaction among human beings. More specifically, it is the process by which meanings are perceived and understandings are reached among human beings.” Newman and summer defined communication as “an exchange of facts, ideas, opinions or emotions by two or more persons.” Communication is the “Transmission of information and meaning from one individual to another” or the “Interactive process of transmitting some information through an appropriate channel by one party to one another and getting feedback “ Next, we should understand why communication is important. The following points can illustrate the importance of communication In an organisation communication facilitates; The flow of information and understanding between different people and departments through different media using all the channels and networks. This flow of information is vital for managerial effectiveness and decision making in general. Communication helps understand people better removing misunderstanding and creating clarity of thoughts and expression. It also educates people. BBA University of Peradeniya Page 4  The communication brings people together, closer to each other. The communication is an important management function closely associated with all other managerial functions. It bridges the gap between individuals and groups through flow of information and understanding between them. Information is the most vital aspect for communication. It is the information which is transmitted, studied, analyzed and interpreted and stored. Communication acts as a base for any action. Starting of any activity begins with communication which brings information necessary to begin with. Also communication facilitates planning. Planning is made easy by communication. Any type of information regarding the human resource requirement of each department of the organisation with their qualifications, the type and kinds of job etc. can be collected through communication which helps in human resource planning. Communication is an important tool for coordinating the efforts of various people at work in the organisation. 1.2.1 Effective Communication An Effective Communication is a communication between two or more persons wherein the intended message is successfully delivered, received and understood. In other words, the communication is said to be effective when all the parties (sender and receiver) in the communication, assign similar meanings to the message and listen carefully to what all have been said and make the sender feel heard and understood. The sender receives useful information and the information is very clear and persuasive. The effective communication includes not just the way you use the words but also covers several other skills such as, non-verbal communication, ability to understand your own emotions as well BBA University of Peradeniya Page 5 as of the other person with whom you are communicating, engaged listening, ability to speak assertively, etc. 1.2.2 Communication and changing the world of work In this section, discussions regarding how the communication takes place in the modern world among the changes of the work place are carried out. Flattened management hierarchies A flat organization structure means that there are fewer layers of management between workers and top management. There are many advantages from such a lean structure, including improved and faster communications. With larger and taller structures, communication is difficult and has to travel through many layers of management to arrive at final decisions. Heightened global competition The World is getting to be global town now. Everything which is vital required for a life is effectively accessible simply next corner. Customers are not only looking at local suppliers but they are looking at international suppliers who would offer them the best value. To face the international completion, communication is extremely important since it provides lot of valuable information which helps to survive in the dynamic environment. Increased emphasis on self-directed work and project teams. A self-directed work team (SDWT) is a group of people, usually employees in a company, who combine different skills and talents to work without the usual managerial supervision toward a common purpose or goal. Effective communication is necessary across all management tiers and functions. In addition, it is an integral part of managerial decision- making. Innovative communication technologies BBA University of Peradeniya Page 6  With the increasing focus on teamwork over the individual and of open-concept designs over isolation in the office, a rising interest in innovative workplace communication exists. While cubicles used to house employees in all day, the removal of these and encouragement of company culture is becoming the norm. Whether it's an update in interior design or of the latest employee-encouraging apps, stimulating greater communication in the workplace can bring increased productivity, happier employees and greater understanding. Focus on information and knowledge as corporate assets All businesses have access to an extensive pool of knowledge - whether this is their understanding of customers' needs and the business environment or the skills and experience of staff. The way a business gathers, shares and exploits this knowledge can be central to its ability to develop successfully New work environments In the business world today, face-to-face communication and interactions aren’t happening as frequently as they probably did 20 years ago. Today, communication is reliant on conference calls, emails and even social media. And these tools have enhanced the speed, ease and feasibility of communication.Time zones and office hours matter less today. We’re always communicating, making decisions, seeking information and learning 24/7. More participatory management Participative Management refers to as an open form of management where employees are actively involved in organization’s decision making process. The idea behind employee involvement at every stage of decision making is absolutely straightforward. Open and honest communication always produces good results both for organization as well as workers. BBA University of Peradeniya Page 7  1.3 Communication process The communication is a dynamic process that begins with the conceptualizing of ideas by the sender who then transmits the message through a channel to the receiver, who in turn gives the feedback in the form of some message or signal within the given time frame. Let us look into the components of the communication process. 1. Sender: The sender or the communicator is the person who starts the conversation and has an idea that he intends to convey it to others. 2. Encoding: The sender begins with the encoding process wherein he uses certain words or non- verbal methods such as symbols, signs, body gestures, etc. to translate the information into a message. The sender’s knowledge, skills, perception, background, competencies, etc. has a great impact on the success of the message. 3. Message: Once the encoding is finished, the sender gets the message that he intends to convey. The message can be written, oral, symbolic or non-verbal such as body gestures, silence, sighs, sounds, etc. or any other signal that triggers the response of a receiver. 4. Communication Channel: The Sender chooses the medium through which he wants to convey his message to the recipient. It must be selected carefully in order to make the message effective and BBA University of Peradeniya Page 8  correctly interpreted by the recipient. The choice of medium depends on the interpersonal relationships between the sender and the receiver and also on the urgency of the message being sent. Oral, virtual, written, sound, gesture, etc. are some of the commonly used communication mediums. 5. Receiver: The receiver is the person for whom the message is intended or targeted. He tries to comprehend it in the best possible manner such that the communication objective is achieved. The degree to which the receiver decodes the message depends on his knowledge of the subject matter, experience, trust and relationship with the sender. 6. Decoding: Here, the receiver interprets the sender’s message and tries to understand it in the best possible manner. An effective communication occurs only if the receiver understands the message in exactly the same way as it was intended by the sender. 7. Feedback: The Feedback is the final step of the process that ensures the receiver has received the message and interpreted it correctly as it was intended by the sender. It increases the effectiveness of the communication as it permits the sender to know the efficacy of his message. The response of the receiver can be verbal or non-verbal. 8. Noise: The Noise shows the barriers in communications. There are chances when the message sent by the sender is not received by the recipient. 1.4 Modes of communication Now let us examine deep into the types of communication observed between the group of people or a formal team. There are 4 types of communication modes which will be discussed below. Namely Verbal, Visual, Non-verbal and Written communication. Let us examine each form one by one. BBA University of Peradeniya Page 9 1.4.1 Verbal Communication Verbal communication refers to the form of communication in which message is transmitted verbally; communication is done by word of mouth and a piece of writing. Objective of every communication is to have people understand what we are trying to convey 1.4.2 Visual Communication Communication through visual aids such as drawings, illustrations, colors, charts, photos, and other graphic designs is known as visual communication. This method of communication is often more effective than others. Visuals can simplify and enhance both non-verbal and verbal communication in many situations. The more visuals you incorporate, the easier it becomes to convey your message 1.4.3 Nonverbal Communication Nonverbal communication is the sending or receiving of wordless messages. We can say that communication other than oral and written, such as gesture, body language, posture, tone of voice or facial expressions, is called nonverbal communication. Nonverbal communication is all about the body language of speaker. Nonverbal communication helps receiver in interpreting the message received. Often, nonverbal signals reflect the situation more accurately than verbal messages. Sometimes nonverbal response contradicts verbal communication and hence affects the effectiveness of message. 1.4.4 Written Communication Written communication refers to conveying information through text-based mediums such as letters, newspapers, personal journals, reports, emails, and more. Since written documents can be edited and modified, messages can be tailored to meet specific needs and preferences. BBA University of Peradeniya Page 10 BBA University of Peradeniya Page 11 1.5 Communication structures : Based on the degree of formality Regardless of size, industry or structure, businesses must maintain clear and precise internal communication structures that allow managers to issue directions to front-line workers and allow workers to give feedback so managers can adjust their plans. Communication can flow downward from the top of the organization, upward from the lower ranks, horizontally among peers or diagonally among departments. The structure of the organization's communication networks dictates the methods and speeds by which ideas flow among managers and employees. Formal communication Informal structures communication Structures Upward downward Horizontal communication communication communication 1.5.1 Formal Communication Definition of Formal Communication The communication follows a hierarchical chain of command which is established by the organisation itself. In general, this type of communication is used exclusively in the workplace, and the employees are bound to follow it while performing their duties. Example: Requests, commands, orders, reports etc. BBA University of Peradeniya Page 12 The formal communication types: Upward or Bottom-up: The communication in which the flow of information goes from subordinate to superior authority. Downward or Top-down: The communication in which the flow of information goes from superior to subordinate. Horizontal or Lateral: The communication between two employees of different departments working at the same level. 1.5.2 Informal Communication Definition of Informal Communication The communication which does not follow any pre-defined channel for the transmission of information is known as informal communication. This type of communication moves freely in all directions, and thus, it is very quick and rapid. In any organization, this type of communication is very natural as people interact with each other about their professional life, personal life, and other matter. Example: Sharing of feelings, casual discussion, gossips, etc. 1.6 Barriers to Effective Communication and strategies to overcome the barriers 1.6.1. Barriers to Effective Communication The process of communication has multiple barriers. The intended communication will often be disturbed and distorted leading to a condition of misunderstanding and failure of communication. The Barriers to effective communication could be of many types. We will see all of these types in detail below. BBA University of Peradeniya Page 13  Perception Barriers Different people perceive the same things differently. This is a fact which we must consider during the communication process Knowledge of the perception levels of the audience is crucial to effective communication. All the messages or communication must be easy and clear. There shouldn’t be any room for a diversified interpretational set. Serial transmission barriers to communication It is found in the environment of communication and interrupts the communication process. Use of loud speakers and other noises interferes with communication Information Overload This acts like a barrier when the receiver does not have the capacity to receive all the information and can miss some important points or misinterpret the meaning of the whole message altogether 1.6.2 Strategies to improve Communication For many of us, communicating more clearly and effectively requires learning some important skills. Learning these skills can deepen your connections to others, build greater trust and respect, and improve teamwork, problem solving, and your overall social and emotional health. Following are some methods to improve communication. Two-way communication Effective communication depends on proper understanding of message by both sender and receiver. Two-way communication also positively contributes to the efficiency of the receiver and increases the efficiency of the communication process. BBA University of Peradeniya Page 14  Careful listening People want to know that they are being heard. Really listen to what the other person is saying, instead of formulating your response. Ask for clarification to avoid misunderstandings. One important point is to have one conversation at a time. This means that if you are speaking to someone on the phone, does not respond to an email, or send a text at the same time. The other person will know that she doesn’t have your undivided attention Sharing information Sharing clear and useful information builds strong relationships. Trust and loyalty are key factors in any relationship and both are boosted by communication that is focused on meeting individual needs, conveying important information and providing feedback – positive and constructive. Honesty and sincerity Honesty in communication means that in writing and in speech and other nonverbal communication, you are straightforward in expressing the truth without misleading. Sincerity implies connection to your beliefs, needs and wants while at the same time being open to other people’s worlds. Selection of appropriate channels Communication channels refer to the medium you use to send a message, such as the telephone or email. Effective communication requires selecting an appropriate communication channel to send your message. Selecting the wrong communication channel can cause communication obstacles including information overload and inadequate feedback. BBA University of Peradeniya Page 15 1.7 Barriers to effective listening and strategies to become an active listener 1.7.1 Barriers to effective listening It’s important to be aware of your listening skills, and one of the best ways to do this is by assessing some of the most common barriers to effective listening. Once you have identified how you react to these barriers, you can identify the best ways to overcome them in your business and personal life. Following are some common barriers to effective listening. Physical Barriers They are the most obvious barriers to effective listening. These barriers are mostly easily removable in principle at least. They include barriers like noise, closed doors, faulty equipment used for communication, closed cabins, etc. Sometimes, in a large office, the physical separation between various employees combined with faulty equipment may result in severe barriers to effective communication. Psychological barriers There are various mental and psychological issues that may be barriers to effective communication. Some people have stage fear, speech disorders, phobia, depression etc. All of these conditions are very difficult to manage sometimes and will most certainly limit the ease of communication Language problems The language barrier is one of the main barriers that limit effective communication. Language is the most commonly employed tool of communication. The fact that each major region has its own language is one of the Barriers to effective communication. Even in the same BBA University of Peradeniya Page 16  workplace, different employees will have different linguistic skills. As a result, the communication channels that span across the organization would be affected by this. Nonverbal distractions Being easily distracted, fiddling with your hair, fingers, a pen etc. or gazing out of the window or focusing on objects other than the speaker. Thought speed When we have a lot on our minds we can fail to listen to what is being said as We’re too busy concentrating on what we're thinking about. This is particularly true when we feel stressed or worried about issues. Fake attention When you’re preoccupied, your mind wanders. While you think you look engaged, you’re actually ‘faking attention.’ You can hear what the other party is saying, but you’re not really taking anything in. You might think they have no idea that you are not absorbing what they are saying, Grandstanding and other nonverbal clues. This means rather than listening what the other person is saying, trying to get the attention to himself/herself. This would also lead to ineffective listening since the listener rather than listening, has another objective in mind. 1.7.2 Strategies to become an active listener Listening is one of the most important skills you can have. How well you listen has a major impact on your job effectiveness, and on the quality of your relationships with others. Stop talking One of the ways to improve your listening skills is to stop talking when the other person speaks. This is where you make a conscious effort to hear not only the words that another BBA University of Peradeniya Page 17  person is saying but, more importantly, the complete message being communicated.In order to do this you must pay attention to the other person very carefully. Control your surroundings You cannot allow yourself to become distracted by whatever else may be going on around you, or by forming counter arguments while the other person is still speaking. Nor can you allow yourself to get bored, and lose focus on what the other person is saying Establish a receptive mind-set Give the speaker your undivided attention, and acknowledge the message. Recognize that non-verbal communication also "speaks" loudly Keep an open mind As you listen, be open, neutral, and withhold judgment and stereotypes Listen to main points Listening to the main point is key to actually understanding what the other person is trying to say. The main point is the most important concept or argument of the passage as a whole. Once you understand the main point, all the details will fall into place, but without the main point, nothing really makes sense. Capitalize on lag time As a listener, we listen to the speaker until they stop speaking but even when they stop or pause (lag time), we should still be focusing on what they have just said. When we stay on point with our thoughts and not allow our minds to wander off to another topic we keep ourselves focused BBA University of Peradeniya Page 18  Listen between lines Do not interrupt while the other person is speaking. Do not prepare your reply while the other person speaks; the last thing that he or she says may change the meaning of what has already been said. Judge ideas, not appearance Our personal filters, assumptions, judgments, and beliefs can distort what we hear. As a listener, your role is to understand what is being said. This may require you to reflect on what is being said and to ask questions Hold your fire Interrupting is a waste of time. It frustrates the speaker and limits full understanding of the message. You add nothing by attacking the speaker or otherwise putting her down. Take selective notes Taking notes helps you concentrate. In order to take notes - to write something sensible - you must understand what the other person is saying. Provide feed back Feedback helps to improve and enhance, interactions with others and that information can be used to make better informed decisions. It also allows us to build and maintain communication with others. BBA University of Peradeniya Page 19 1.8 Summary Communication is defined as the giving, receiving or exchanging of information, opinions or ideas so that the message is completely understood by everybody involved. It is important for a wide variety of reasons. It is important to identify the changes happening in the dynamic environment and communicate accordingly. A two-way process, communication comprises the following elements. A sender, message, channel, receiver, feedback, and noise There are different forms and structures of commination used by people. Barriers to effective communication and listening include information overload, perceptual, semi transmission barriers, status and roles, cultural differences, choice of communication channel, length of communication, disabilities, use of language, individual perceptions, noise and distraction, clarity of message, and feedback Following various strategies to improve communication and listening would lead to an enhanced communication process. BBA University of Peradeniya Page 20 1.9 References John V. Thill, Courtland L. Bovee, Ava Cross.(2005).Excellence in Business Communication,Pearson Education Canada; 2 Edition edition Guffey, Ellen M., and Loewy D. (2015) Essentials of business communication. Mason, OH: South-Western Cengage Learning. Dona J.Young (2006).Foundations of Business Communication.Mc Graw Hill India 1.10 Review questions 1. Are written communication more effective than Verbal Communication? Why? 2. Identify five (05) ways in which barriers to effective listening can be overcome 3. What do you mean by a barrier to communication? List all the important Barriers to effective communication? 4. What suggestions would you give your collogue to improve his/her communication? BBA University of Peradeniya Page 21 1.11 Self-Assessment questions 1. What is known as “effective communication”? An Effective Communication is a communication between two or more persons wherein the intended message is successfully delivered, received and understood. 2. What is not a component of the communication process a. Sender b. encoding c. Feedback d. recoding 3. The communication in which the flow of information goes from subordinate to superior authority is known as … Upward or Bottom-up … communication. 4. What do you mean by “physical barriers” to effective listening? They include barriers like noise, closed doors, faulty equipment used for communication, closed cabins, etc. Sometimes, in a large office, the physical separation between various employees combined with faulty equipment may result in severe barriers to effective communication. 5. List down strategies to become an active listener. Stop talking Control your surrounding Keep an open mind Hold your fire Take selective notes BBA University of Peradeniya Page 22 Lesson 02 Communication in the Workplace 2.1. Introduction Communication plays a crucial role in ensuring the effective functioning of an organization. Hence, businesses want people with good communication skills. Most of the surveys have found that communication ranks at or near the top of the business skills needed for success. Every administrative function and activity involve some form of direct or indirect communication. This implies that every person‟s communication skills affect both personal and organizational effectiveness. Moreover, communicating effectively is an art and must be practiced effectively at workplace for better output and successful achievement of the goals of an organization. Initially the lesson introduces the role of communication in business, next the challenges for business communicators, communicating in organizational setting followed by business communication in digital age and making ethical communication choices. 2.2. Role of Communication in Business According to Peter Drucker, one of the most respected management gurus, when commented on the significance of communication as, „In the very large organization……. this ability to express oneself is perhaps the most important of all the skills a person can possess.‟ BBA 1102 CDCE – University of Peradeniya Page 1  Communication adds meaning to human life. It helps to build relationship and fosters love and understanding. It enriches our knowledge of the universe and makes living worthwhile. The term business communication is used for all messages that we send and receive for official purposes. Business communication is marked by formality as against personal and social communication. The success of any business to a large extent depends on efficient and effective communication. It takes place among business entities, in marketplaces, within organizations and between various group of employees, owners and employees, buyers and sellers, service providers and customers, salespersons and prospects and also between people within the organization and the press persons. Whatever position you have in business, your performance will be judged largely on the basis of your ability to communicate. If you perform and communicate well, you are likely to be rewarded with career advancement. And the higher you advance the, the more you will need your communication ability. The evidence is clear: Improving your communication skills improves your chances for success in business. Communication is the life blood of any organization and its main purpose is to effect change to influence action. In any organization the main problem is of maintaining effective communication process. The management problem generally results in poor communication. The basic problem in communication is that the meaning which is actually understood may not be what the other intended to send. It must be realized that the speaker and the listener are two separate individuals having their own limitations and number of things may happen to distort the message that pass between them as mentioned in lesson 01. When people within the organization communicate with each other, it is internal communication. They do so to work as a team and realize the common goals. It could be official or unofficial. Modes of internal communication include face-to-face and written communication. Memos, reports, office order, circular, fax, video conferencing, meeting etc. When BBA 1102 CDCE – University of Peradeniya Page 2  people in the organization communicate with anyone outside the organization it is called external communication. These people may be clients or customers, dealers or distributors, media, government, general public etc. 2.3. Challenges for Business Communicators While communication is central to do business, the nature of work today presents special communication challenges for employees. They are as follows; i. The need for expanded media literacy Due to emergence of new media, such as blogs, tweets, podcasts, social networking, virtual meetings, videos, animation, simulations and even online games business writers now correspond electronically, and these forms of communication and the mobile devices are causing another revolution. It is easy now to network with anyone in the world and to tap the intelligence of those outside the boundaries of the organization. Hence employees should be highly conversant with digital networking and virtual collaboration. New media are also increasing the need for employees who have social intelligence, the ability to quickly assess the emotions of those around them and adapt their words, tone, and gestures accordingly. ii. Increasing Globalization and workplace diversity Countries and cultures continue to grow more interconnected as businesses expand their reach around the world. The likelihood of working on a global team is increasing, as is the importance of “global social networks”. Hence, Cross-cultural competency should be a part of your skillset. Businesspeople from other countries may have distinctly different attitudes and preferences shaped from their BBA 1102 CDCE – University of Peradeniya Page 3  own culture. Apart from that, differences among generational cohorts (Baby boomers, Generation X, Y & Z) and influx of women into the workplace will add more diversity. It means that “cultural agility” will need to figure into your workplace communications. iii. Increased need for strong analytical skills Adapting to a dynamic business landscape requires being able to assess relevant information quickly and interpret reliably and usefully as “smart machines” automate many workplace tasks, employees will spend more time on task that require “sense-making”, or imaginative component of them will add more value. All these are central components of successful business communication. iv. Increased focus on ethics and social responsibility On a moral level, doing business in a way that harms other is wrong. On a practical level, doing so undermines trust, which is critical to the success of a business. The best way to build rust is through respectful, honest communication backed up by quality goods and services. Businesses now operate in an age of social accountability, and their response has been the development of corporate social responsibility (CSR). Social issues will influence how you do business and communicate in business. 2.4. Communicating in Organizational Setting Messages flow into, through, and out of business organizations in a variety of ways.  Internal Communication: takes place between people inside a company  External Communication: takes place between a company and outside parties BBA 1102 CDCE – University of Peradeniya Page 4  Every organization has a formal communication network in which ideas and information flow along the lines of command (hierarchical levels) in the company‟s organization structure (Figure 2.1). Throughout the internal formal network, information flows in three directions.  Downward communication – flows from executives to employees  Upward communication – flows from employees to executives  Horizontal communication – flows between departments Figure 2.1 Formal Communication Network President Vice President Vice President Vice President Vice President of Finance of Marketing of R&D of Production Accounting Director of Director of Plant Manager Manager Sales Advertising & Promotion Industrial Sales Retail Sales E-Commerce Advertising Manager Manager Manager Manager Line A Line B Line C Supervisor Supervisor Supervisor Examples of downward communication Examples of upward communication Examples of horizontal communication Source: Bovee, C. and Thill, J., 2017. Business Communication Today, Global Edition. pp 6. BBA 1102 CDCE – University of Peradeniya Page 5  Every organization also has an informal communication network, often referred to as the grapevine or the rumor mill, which encompasses all communication, takes place naturally as a result of employee interaction both on the job and social meetings. This communication network is more valuable to the company‟s operation than a first impression might indicate. Certainly, it carries much gossip and rumor. Even so, the grapevine usually carries far more information than the formal communication system, and on many matters, it is more effective in determining the course of an organization. Skillful managers recognize the presence of the grapevine, and they find out who the talk leaders are and give them the information that will do the most good for the organization. They also make management decisions that will cultivate positive talk. Try Self-Assessment 01 2.5. Recognizing Effective Business Communication To make your messages effective, you need to make them practical, factual, concise, clear, and persuasive.  Provide practical information – Give recipients useful information, whether it is to help them perform a desired action or understand a new company policy.  Give facts rather than vague impressions – Use concrete language, specific detail, and information that is clear, convincing, accurate, and ethical. BBA 1102 CDCE – University of Peradeniya Page 6   Present information in a concise, efficient manner – Highlight and summarize essential points.  Clarify expectations and responsibilities – Write messages to generate a specific response from a specific audience.  Offer compelling, persuasive arguments and recommendations – Show your readers precisely how they will benefit from responding to your message the way you want them to 2.5.1. Understanding What Employers Expect from an employee  Organizing ideas and information logically and completely  Expressing ideas and information coherently and persuasively `  Actively listening to others  Communicating effectively with people from diverse backgrounds and experiences  Using communication technologies effectively and efficiently BBA 1102 CDCE – University of Peradeniya Page 7   Following accepted standards of grammar, spelling and other aspects of high-quality writing and speaking  Adapting messages and communication styles to specific audiences and situations  Communicating ethically  Managing time wisely and using resources efficiently 2.5.2. Unique Challenges of Business Communication Five issues help to illustrate why business communication requires a high level of skills and attention: i. The globalization of Business and the Increase in Workforce Diversity Today‟s businesses increasingly reach across international borders to market their products, partner with other businesses, and employ workers, an effort known as globalization. Hence, employees in these firms need to communicate with many other cultures. As people and products cross borders, businesses are paying more attention to workforce diversity, - all the differences among people who work together. Successful companies realize two important facts:  A diverse workforce can yield a significant competitive advantage by bringing new ideas and new communication skills  The more diverse their workforce, the more attention must be paid to communication ii. The Increasing Value of Business Information Information has become one of the most important resources in business today. Companies often rely on BBA 1102 CDCE – University of Peradeniya Page 8  knowledge workers, employees at all levels of an organization who specialize in acquiring, processing, and communicating information. Competitive insights, Customer needs and Regulations and guidelines have increased the value of information in today‟s economy. iii. The Pervasiveness of Technology Business communication today is heavily dependent on a growing array of technologies. Technology influences virtually every aspects of the field; hence, it is crucial to enhance the technical expertise if not it will put the organization at a disadvantage and complicate the communication process. iv. The Evolution of Organizational Structures Organizations with tall structures may unintentionally restrict the flow of information: flatter structures can make it easier to communicate effectively. Communication efforts will also be influenced by the organization‟s corporate culture. Open corporate cultures benefit from free-flow of information and employee input. v. The Growing Reliance on Teamwork Working in a team makes people responsible for communicating effectively. Teams are commonly used in business today, but they are not always successful, a key reason that teams fail to meet their objectives is poor communication. Lesson 12 will further elaborate on the insights of team skills and interpersonal communication. Try Self-Assessment 02 BBA 1102 CDCE – University of Peradeniya Page 9  2.6. Business Communication in the Digital Age Back in the old days, business communication was largely defined by a publishing or broadcasting mindset. However, with the passage of time the conversational and interactive social communication model is revolutionizing business communications. The audience is no longer a passive recipient of messages but an active participant in the conversation. Just as Web 2.0 signifies the second generation of World Wide Web (WWW) technologies (blogs, wikis, podcasts, and other social media tools) business communication 2.0 is a convenient label for this new approach to business communication. Today‟s communicators interact using mobile electronic devices and access information stored on remote servers, “in the cloud.” This mobility and instant access increase the numbers of workers in the organization to respond quickly. E-Mail, Instant Message (IM), the WWW and other technologies are key parts of what has been called the “Information technology paradox”, in which information tools can waste as much time as they save. Hence Managers need help ensure that employee can productively use the communication tools at their disposal. Further Reading: Bovee, C. and Thill, J., 2017. Business Communication Today, Global Edition. Harlow, United Kingdom: Pearson BBA 1102 CDCE – University of Peradeniya Page 10  2.7. Making Ethical Communication Choices Ethics are the accepted principles of conduct that govern behavior within a society. In another words, ethical principles define the boundary between right and wrong. Ethical communication includes all relevant information, is true in every sense, and is not deceptive in any way. In contrast, unethical communication can distort the truth or manipulate audiences in a variety of ways. Any time you try to mislead an audience, the result is unethical communication. 2.7.1. Ensuring Legal Communication In addition to ethical guidelines, business communication is governed by a wide variety of laws designed to ensure accurate, complete messages. It includes the following areas:  Promotional communication – addresses issues such as deceptive advertising and misleading or inaccurate labels on product packages.  Contracts – A contract is a legally binding promise between two parties, in which one party makes a specified offer and the other party accepts. (product sales, property rental, credit cards and loans and professional service agreements). BBA 1102 CDCE – University of Peradeniya Page 11   Employment communication – For an example, job descriptions must be written in a way that doesn‟t intentionally or unintentionally discriminate against women, minorities, or people with disabilities.  Intellectual property (IP) – In an age when instant global connectivity makes copying and retransmitting electronic files effortless, the protection of IP (patents, copyrighted materials, trade secrets, Internet domain names) has become a concern.  Financial reporting – must adhere to stringent reporting laws.  Defamation – negative comments about another party raise the possibility of defamation, the intentional communication of false statements that damage character or reputation. Activity 01: Why is ethical communication important? BBA 1102 CDCE – University of Peradeniya Page 12  2.8. Summary The goal of business communication is to create a shared understanding of business situations that will enable people to work successfully together. Timely and clear transfer of information is critical to businesses, now more than ever. The creation and maintenance of positive human relations is also essential to business and thus to business communication. Business communication can be challenging, it can also be extremely rewarding because of the results organization achives. 2.9 References  Lesikar, R.V., Flatley, M.E., Rentz, K., Lentz, Paula and Pande, N. 2015. Business Communication. 13th ed. New Delhi: McGraw Hill.  Bovee, C. and Thill, J., 2017. Business Communication Today, Global Edition. Harlow, United Kingdom: Pearson  Guffey, M.E. and Loewy, D., 2016. Essentials of Business Communication. 10th ed. Boston, USA: Cengage Learning. BBA 1102 CDCE – University of Peradeniya Page 13 Lesson 03 Oral Communication: Presentations (Audience Analysis, Presentation Design) 3.1 Introduction Presentations give you the opportunity to put all communication skills on display, from audience analysis and research to the design of presentation materials to public speaking. The need for communication skills particularly oral communication is important in all kinds of jobs. Since everyone communicates at work, the most important point we have to remember is whether we communicate effectively at work. Even though you may have a specialized knowledge in Human Resource Management, Accounting & Finance, Marketing, and Operations Management, you will not succeed without having effective communication skills. Speaking to an audience is a fact of life and we cannot avoid it at workplace. In this lesson, our primary focus is on ‗oral presentation skills‘ and it is the ability to communicate at various settings such as interviews, meetings, seminars, conferences, and negotiations make ‗oral presentation skills‘ as one of the top priorities employers often look for among candidates. Consequently, it is the effective oral presentation skills which enable you to persuade and influence a variety of stakeholders in an organizational setting, thereby facilitating your personal growth and success. BBA 1102 CDCE – University of Peradeniya Page 1  3.2. Preparing Effective Business Presentations Presentations give you a chance to demonstrate your abilities to think on your feet, grasp complex issues, and handle challenging situations within an organization. Perhaps best of all, oral presentations let your personality shine through in ways that even the best-written reports can‘t provide. At some point, however, all businesspeople have to inform others or sell an idea. Such informative and persuasive presentations are often conveyed in person and involve audiences of various sizes. If you are like most people, you have some nervousness when speaking in public. That‘s normal. Good speakers are made, not born. The good news is that you can conquer the fear of public speaking and improve your skills with instruction and practice. 3.2.1. Building your Career with Oral Presentations Many savvy future businesspeople fail to take advantage of opportunities in college to develop their speaking skills, even though such skills are often crucial for a successful career. Speaking skills rank very high on recruiters‘ wish lists. Most of the surveys show ‗spoken communication‘ as the most desirable ―soft skill‖ sought in job candidates. It even ranks above a strong work ethic, teamwork, analytical skills, and initiative. Speaking skills are useful at every career stage. You might, for example, have to make a sales pitch before customers, speak to a professional gathering, or describe your company‘s BBA 1102 CDCE – University of Peradeniya Page 2  expansion plans to your banker. This lesson prepares you to use speaking skills in making professional oral presentations, whether alone or as part of a team, whether face-to-face or virtually. The following section addresses the types of business presentations you may encounter in your career. 3.3. Understanding the Presentation Types A common part of a business professional‘s life is making presentations. Figure 3.1 shows a sampling of business presentations you may encounter in your career. Figure 3.1 Types of Business Presentations Briefing  Overview or summary of an issue, proposal, or problem  Delivery of information, discussion of questions, collection of feedback Report  Oral equivalent of business reports and proposal  Informational or persuasive oral account, simple or elaborate Podcast  Online, prerecorded audio clip delivered over the Web  Opportunity to launch products, introduce and train employees, and sell products and services Virtual  Collaboration facilitated by technology Presentation (telepresence or Web) BBA 1102 CDCE – University of Peradeniya Page 3   Real-time meeting online with remote colleagues Webinar  Web-based presentation, lecture, workshop, or seminar  Digital transmission with or without video to train employees, interact with customers, and promote products Source: Guffey, M.E. and Loewy, D., 2016. Essentials of Business Communication. pp. 390 3.4. Effective Presentation In an ideal situation, you create a triangle of interdependence between yourself, your audience, and your content (presentation). For instance, without having the right content in your presentation, your presentation skill alone is insufficient to convince the audience. Similarly, in the absence of presentation skills, even better content may not persuade the audience the way the presenter aspires. Finally, failure to consider the needs of audience can lead to negative consequences even if both the presenter and the content are effective. Figure 3.2 Effective Presentation: The Triangle The Presenter The Presentation The Audience (Content) (Final Arbiter) BBA 1102 CDCE – University of Peradeniya Page 4  3.5. Presentation Process When developing an effective presentation you need to follow a four steps process as depicted below. Figure 3.3 Presentation Process Audience Analysis Presentation Development Presentation Delivery Presentation Evaluation In this lesson the first two steps of the presentation process will be covered. And the last two steps will be elaborated in Lesson 04. 3.5.1. Audience Analysis Regardless of the type of presentation, you must prepare carefully to ensure that it is effective. The most important part of your preparation is deciding what you want to accomplish through your presentation. This can be identified as knowing your purpose or analyzing the situation. The purpose of most business presentations is to inform or persuade; you may also give BBA 1102 CDCE – University of Peradeniya Page 5  presentations designed primarily to collaborate with others. As in any type of communication, a second key element in preparation is analyzing your audience, anticipating its reactions, and adjusting to its needs if necessary. By anticipating your audience, you have a better idea of how to organize your presentation. Hence, organizations can develop an audience profile, which includes,  Who are they?  How many will be there?  Why are they coming?  What do they know about the subject?  Why are they interested in the subject?  What is their relationship to you? Knowing your audience‘s state of mind will also help you adjust both your message and delivery. There are different categories of audiences but no matter what type the audience is you need to plan your presentation well in advance so that it focuses on audience benefits. People in your audience will want to know what‘s in it for them. Other elements, such as the age, gender, education level, experience, and size of the audience, will affect your style and message. Following are a variety of audience mindsets,  Supportive - They like you and your topic  Interested but neutral - They are calm, rational; their minds are made up, but they think they are objective  Uninterested - They have short attention spans; they may be there against their will  Apprehensive – They are worried about your message BBA 1102 CDCE – University of Peradeniya Page 6   Hostile - They want to take charge or to ridicule the speaker; they may be defensive, emotional Try to learn as much as you can about the setting and circumstances of your presentations, from the size of the audience to potential interruptions. Adapting to your audience addresses a number of issues, from speaking style to technology choices. Activity 01: Draft an audience analysis from the point of view of the presenter on the following topic to following audiences. Deliver a presentation on ‘effective time management for better performance’.  to school children  to undergraduate students (1st year)  to undergraduate students (final year)  to executive level employees working in a private company 3.5.2. Presentation Development After determining your purpose and analyzing the audience, you are ready to collect information and organize it logically. Just like written documents, presentations consist of three distinct elements: the introduction, the body, and the close. BBA 1102 CDCE – University of Peradeniya Page 7  3.5.2.1. Capturing Attention in the Introduction How many times have you heard a speaker begin with, it‘s a pleasure to be here. Or, Today I‘m going to talk about.... Boring openings such as these get speakers off to a dull start. Avoid such phrases by striving to accomplish three goals in the introduction to your presentation:  Arousing audience interest If you are able to appeal to listeners and involve them in your presentation right from the start, you are more likely to hold their attention until the finish. Some speakers achieve involvement by opening with a question or command that requires audience members to raise their hands or stand up.  Build your credibility In addition to grabbing the audience‘s attention, your introduction needs to establish your credibility. To establish your credibility, you need to describe your position, knowledge, or experience—whatever qualifies you to speak. Listeners respond particularly well to speakers who reveal something of themselves and identify with them. BBA 1102 CDCE – University of Peradeniya Page 8  Ex: I’m Suresh De Silva, a market research analyst, with Neilsen Company. For the past five years, I’ve specialized in studying high-technology markets. Your Director of Operations, Nishantha Perera, has asked me to talk to you about recent trends in technology coupled with Artificial Intelligence in analyzing markets so that, you’ll have a better idea of how to direct your research efforts. This speaker establishes credibility by tying his credentials to the purpose of his presentation, without boasting. He connects his background to their concerns.  Preview your main points Use the preview to help your audience understand the importance, structure, and content of your message with a visual aid. 3.5.2.2. Organizing the Body of the Presentation The most effective oral presentations focus on a few principal ideas. Therefore, the body of your presentation should include a limited number of main points—say, two to four. Use transitions to repeat key ideas and to link between the main points or the divisions. The listener may miss them if they are not stressed adequately. How to organize and sequence main ideas may not be immediately obvious when you begin working on a presentation. The following methods provide many possible strategies and examples to help you organize a presentation: BBA 1102 CDCE – University of Peradeniya Page 9   Chronology: a presentation describing the history of a problem, organized from the first sign of trouble to the present.  Geography/space: a presentation about the changing diversity of the workforce, organized by regions in the country (East Coast, West Coast, and so forth)  Topic/function/conventional grouping: a presentation discussing mishandled airline baggage, organized by names of airlines.  Comparison/contrast (pro/con): a presentation comparing e-marketing with traditional direct mail.  Journalistic pattern (the six Ws): organized by who, what, when, where, why, and how.  Value/size: presentation describing fluctuations in housing costs, organized by prices of homes.  Importance: organized from the most important reason to the least important.  Problem/solution: a presentation offering a solution to a problem  Simple/complex: organized from simple to complex  Best case/worst case: a presentation analyzing whether two companies should merge, organized by the best- case results and the worst-case results. After you‘ve successfully captured your audience‘s attention in your introduction, you need to work to keep it through the body of your presentation. The most important way to hold audience members‘ attention is to show how your message relates to their individual needs and concerns. BBA 1102 CDCE – University of Peradeniya Page 10  3.5.2.3. Summarizing in the Conclusion Listeners will remember the conclusion more than any other part of a speech. Hence, you should spend some time making it as effective as you can. Strive to achieve three goals:  A restatement of the subject  A summary of the key points developed in the presentation  A statement of the conclusion / Ending on a strong note A conclusion is like a punch line and must be memorable. In your conclusion you could use an anecdote, an inspiring quotation, or a statement that ties in the opener and offers a new insight. Whatever you choose, be sure to include a closing thought that indicates you are finished. 3.6. Understanding Contemporary Visual Aids Before you make a business presentation, consider this wise proverb: ―Tell me, I forget. Show me, I remember. Involve me, I understand.‖ Your goals as a speaker are to make listeners understand, remember, and act on your ideas. To get them interested and involved, include effective visual aids. An oral presentation that incorporates visual aids is far more likely to be retained than one lacking visual enhancement. BBA 1102 CDCE – University of Peradeniya Page 11  3.6.1. Types of Visual Aids Speakers have many forms of media at their fingertips to enhance their presentations. Two of the most popular visuals for business presentations are multimedia slides and handouts. Zoom presentations, an alternative to multimedia slides, are growing in popularity. Visual aids can be segregated into two main categories as high-tech and low- tech, that can guide you in selecting the best one for any speaking occasion. Figure 3.4 Visual Aid Options High Tech Low Tech Multimedia slides Handouts Zoom presentations Flip charts or whiteboards Video Props BBA 1102 CDCE – University of Peradeniya Page 12  3.7. Summary Oral communication is often ranked as number one or number two priority among other priorities companies look for when it comes to recruitment for vacant positions. The only way to master skills in oral communication is through ‗practice‘ and it requires your commitment, dedication, and personal effort as well. In conclusion, when planning for a presentation you should follow a four steps process of which first two steps were discussed in this lesson as audience analysis and presentation development. Knowing your situation and audience beforehand would make the presentation more successful as the presenter can relate the topic with the audience accurately which leads to a satisfied audience. 3.8 References  Lesikar, R.V., Flatley, M.E., Rentz, K., Lentz, Paula and Pande, N. 2015. Business Communication. 13th ed. New Delhi: McGraw Hill Education Private Limited.  Bovee, C. and Thill, J., 2017. Business Communication Today, Global Edition. Harlow, United Kingdom: Pearson Education Limited.  Guffey, M.E. and Loewy, D., 2016. Essentials of Business Communication. 10th ed. Boston, USA: Cengage Learning.  Indezine. 2020. The Golden Triangle - Presenter, Audience, And Slides. [online] Available at: [Accessed 7 February 2020]. BBA 1102 CDCE – University of Peradeniya Page 13 Lesson 04 Oral Communication: Presentations (Presentation Delivery, Presentation Evaluation) 4.1. Introduction It is important to note that both presentation delivery and evaluation phases are as important as audience analysis and presentation design. Once you have completed the development of your presentation, you are ready to move onto the subsequent phases. As per the presentation process discussed in lesson 03, the third and fourth steps are presentation delivery and evaluation respectively. 4.2. Presentation Delivery Once you have organized your presentation and prepared visuals, you are ready to practice delivering it. You will feel more confident and appear more professional if you know more about delivery methods and techniques to use before, during, and after your presentation. 4.2.1. Choosing a Delivery Method You have a variety of delivery methods to choose from, some of which are easier to handle than other:  Memorizing – memorizing an entire presentation is generally not advisable, especially if it‟s a long one. However, memorizing significant parts the introduction, the conclusion, a meaningful quotation, and some strong finishing remarks can boost your confidence and strengthen your delivery. BBA 1102 CDCE – University of Peradeniya Page 1   Reading – unless you are required or expected to read your presentation, reading is usually not your best option as it is boring, and listeners will quickly lose interest.  Speaking from notes – speaking with the help of an outline or note cards is usually the easiest and most effective delivery mode. The outline or notes guide you through the flow of the speech while giving you the freedom to speak naturally and spontaneously, to maintain eye contact with your listeners, and to respond.  Impromptu speaking – unrehearsed speech without the benefit of any planning or practice. Take few minutes to figure out the one key idea you want to share with the audience. There‟s no harm in “looking thoughtful” while you decide what to say. You also need to pay attention to the audience, situation and other factors when selecting the most suitable delivery method. Try Self-Assessment 01 Regardless of which delivery mode you use, be sure that you are thoroughly familiar with your subject. Knowing what you are speaking about is the best way to build your self- confidence. Practice is key to the success of a presenter, no matter how much experience you have. Schedule plenty of BBA 1102 CDCE – University of Peradeniya Page 2  practice time when you‟re developing a high-profile presentation. 4.3. Before Your Presentation You need to prepare adequately and rehearse sufficiently in order to boost your confidence and to interact with the audience. The following points will help you for a smooth start.  Prepare Thoroughly - One of the most effective strategies for reducing stage fright is knowing your subject thoroughly. Research your topic diligently and prepare a careful sentence outline  Rehearse Repeatedly - When you rehearse, it is better to practice your entire presentation. You may also wish to include transitional sentences to help you move to the next topic as you practice. Rehearse alone or before friends and family. Also consider making an audio or video recording of your rehearsals so you can evaluate your effectiveness  Time Yourself - If you have a time limit, do not go over it  Dress Professionally - Dressing professionally for a presentation will make you look more credible to your audience. You will also feel more confident  Request a Lectern - It serves as a note holder and a convenient place to rest wandering hands and arms. BBA 1102 CDCE – University of Peradeniya Page 3  Don‟t, however, lean on it. Eventually, you will want to interact with the audience without any physical barriers  Check the Room - If you are using a computer, a projector, or sound equipment, be certain they are operational. Allow plenty of time to set up and test your equipment  Greet Members of the Audience - Try to make contact with a few members of the audience when you enter the room. Your body language should convey friendliness, confidence, and enjoyment  Practice Stress Reduction - If you feel tension and fear while you are waiting to speak, use stress-reduction techniques, such as deep breathing you can also try following techniques 4.4. Overcoming Anxiety It is important that you use this stage fright to your advantage. Think of nervousness as a positive indication that you care about your audience, your topic and the occasion.  Prepare more material than necessary  Practice, practice, practice  Think positively  Visualize your success  Take a few deep breaths  Be ready  Be comfortable  Do not panic  Concentrate on your message and your audience, not on yourself BBA 1102 CDCE – University of Peradeniya Page 4   Maintain eye contact with friendly audience members  Keep going Nonverbal signals tell the audience how you‟re feeling, so pay attention to the signals you send. 4.5. During Your Presentation To stay in control during your talk, to build credibility, and to engage your audience, follow these time-tested guidelines for effective speaking.  Start with a pause and present your first sentence from memory  Maintain eye contact  Control your voice and vocabulary  Show enthusiasm  Skip the apologies  Slow down and know when to pause  Move naturally  Use visual aids effectively  Avoid digressions  Summarize your main points and drive home your message BBA 1102 CDCE – University of Peradeniya Page 5  4.6. After Your Presentation As you are concluding your presentation, handle questions and answers competently and provide handouts, if appropriate. Try the following techniques;  Distribute handouts – giving handouts during the presentation will lead to distractions hence, distribute them after the presentation  Encourage questions but keep control – set a time limit for questions and answers  Repeat questions - begin each answer by repeating the question  Avoid yes, but answer - The word but immediately cancels any preceding message. Try replacing it with „and’. For example, ‘Yes, A has been tried. And B works even better because....’  End with a summary and appreciation – For instance, „we have time for just one more question……………’ 4.7. Presentation Evaluation Presentation evaluation phase involves analyzing whether you have achieved the intended aim and objectives which are set at the beginning. This means whether your audience are persuaded or convinced by your presentation and how they feel about the presentation as a whole. The presentation evaluation can be done several ways. For example, you can distribute a feedback form asking the participants to respond to a number of questions such as content of the presentation, presentation delivery, and physical environment. After analyzing the feedback given by the participants, you can understand „the areas you need further BBA 1102 CDCE – University of Peradeniya Page 6  improvement‟ and „the areas you are good at‟. Secondly, you can use your own „tape recorder‟ and record the whole presentation and play it back again later and see where you need further improvement and attention. Finally, if you wish, you can talk to one of the participants in an informal setting about the presentation and note down the responses. You have to remember that the purpose of undertaking „presentation evaluation‟ is to identify the areas and make improvements. 4.8. Summary As discussed in the lesson, presentation delivery is about choosing a delivery method and then using different techniques before, during and after the presentation in order to make sure that the audience is receiving the message as intended by the presenter. Finally, the evaluation of the presentation is required to make sure that the set objectives were achieved and accordingly the presenter can learn and correct the deviations or mistakes and deliver a better presentation next time. BBA 1102 CDCE – University of Peradeniya Page 7  4.9 References  Lesikar, R.V., Flatley, M.E., Rentz, K., Lentz, Paula and Pande, N. 2015. Business Communication. 13th ed. New Delhi: McGraw Hill Education Private Limited.  Bovee, C. and Thill, J., 2017. Business Communication Today, Global Edition. Harlow, United Kingdom: Pearson Education Limited.  Guffey, M.E. and Loewy, D., 2016. Essentials of Business Communication. 10th ed. Boston, USA: Cengage Learning. BBA 1102 CDCE – University of Peradeniya Page 8 Lesson 05 Business Writing - Writing Process and Basics 5.1. Introduction The purpose of this lesson is to help you understand the fundamental elements of effective business writing which requires a careful preparation and regard for their effect on the audience. Organizations may have numerous reasons for relying on business writing. Therefore, it is important to be aware of the purpose of writing which is intended for a particular individual or group. Along with the purpose, it is also crucial to understand the audience whom the message is intended and the appropriate tone of exchanging ideas through the written message in a given situation. In addition to that, this lesson will explain the process of writing which consists of three basic phrases namely, Prewriting, Writing and Revising. The primary focus of the writing process is to let you identify the systematic plan of writing for business audiences and implement that plan successfully when composing a message. 5.2. The Basics of Business Writing When it comes to creative writing for academic purposes, students are required to display knowledge about a given topic in a creative manner with a given word limit. Business writing is different from this type of BBA 1102 CDCE - University of Peradeniya Page 1 academic writing. It can have different reasons unlike other creative or academic writing. Business writing is one of a professional ways of conveying a message to a specific individual or group that can be aimed to exchange information such as research reports which is used to distribute knowledge; to deliver news regarding business activities; to direct and guide employees on doing certain activities; to provide a justification for an action that has already been taken and many more. Therefore, for effective business writing, it should include following fundamental elements.  Purposeful – specific objective/s to be fulfilled through the message to be conveyed  Economical – presenting information clearly and concisely  Audience oriented – developing the message in a reader/receiver centered perspective 5.2.1. Purposeful Normally in organizations, writing is done for at least one of three basic purposes: to create a record, to request or provide information, or to persuade. It is crucial for an organization to keep records regarding formal occasions for litigation purposes and to present as a proof for legal requirements. For example, sending a letter of demand to pay due mobile telephone bill to a customer who has quitted the service without paying the due amount that he has been used. The purpose of sending this kind of a letter can be to fulfill both providing information (i.e. educate BBA 1102 CDCE - University of Peradeniya Page 2 customer about legal actions that the company can take if he/she is not be able to pay the due amount) and to keep it as a record to introduce to courts if the company needs to take legal actions against the customer. Other than that, email messages and business letters are being written to persuade the recipient when making business deals. For an instance, when a company wants to sell goods to another company, seller company can send an email or a formal letter to a buyer organization mentioning all necessary details regarding the services that the particular organization can be able to offer them better than that of competitive organizations. 5.2.2. Economical When writing business documents, the writer is not evaluated his/her imagination for creative topic ideas. Moreover, it should not be written to dazzle readers with writer‟s extensive knowledge, powerful vocabulary or graceful phrasing. The goal of business writing is to express the intent precisely and concisely rather than impressing the recipient. Therefore, the document should not be unnecessarily too lengthy but should include all necessary information clearly and precisely. 5.2.3. Audience Oriented The written document in any form such as email, letter or memo, must be tailored to its intended audience, otherwise it will not accomplish the desired results. Therefore, the writer has to answer the following questions to make sure his writing is audience oriented. BBA 1102 CDCE - University of Peradeniya Page 3   Am I writing to one person or more than one?  What do they already know about the specific situation?  Why do they need this information?  Why the company needs to convey this message to them?  What factors might influence their response? First of all, the audience should be classified according to an appropriate base. For example, if the audience is sorted out based on the level that each recipient stands, the audience can be divided into three namely, layperson (non–expert), expert and executive. The non-expert does not possess significant prior knowledge of the field, whereas an expert obviously does. And executive recipient has the decision-making power. And then, the message should be amended in a way it is most appropriate for each level. Writer Centered Perspective Audience Centered Perspective If I can answer any questions, I‟ll If you have any questions, please ask be happy to do so We shipped the order this morning Your order was shipped this morning I‟m happy to report that You‟ll be glad to know that I would be happy to address any Please let me know if you have any concerns regarding this issue concerns regarding this issue We resolved your matter Your matter had been resolved BBA 1102 CDCE - University of Peradeniya Page 4 Moreover, when writing a business document, it is crucial to concentrate on looking at a problem from the reader‟s point of view instead of seeing it from the writer‟s perspective. Here are some examples of how to creatively change a writer centered perspective into audience centered perspective. 5.3. The Writing Process When an organization prepares a document in writing for business purpose, the process will be easier if they follow a systematic plan. In this lesson we will be learning the process of writing which provides a writer a proper systematic plan for writing a document for communication purpose in a business such as when writing a letter, memorandum, email message and etc. basically, the writing process we are going to discuss consists of three main phases with each phase divided into three major activities as shown in the following figure. Phase 1 Phase 2 Phase 3 Prewriting Writing Revising Analyse Research Revise Anticipate Organize Proofread Adapt Compose Evaluate Figure 5.1 The 3 × 3 Writing Process BBA 1102 CDCE - University of Peradeniya Page 5  5.3.1. Phase 01 – Prewriting The first phase of writing process involves analyzing the audience whom the writer should address to. Next, you need to be able to anticipate how your audience will react to your message. And then in the same prewriting phase you need to adapt to the audience‟s preference when you are developing the message. Try Self-Assessment 01 I. Analyze The analysis part can be further divided in to two as, i. Analyzing the purpose of writing. ii. Selecting the most suitable communication channel. In this sub stage, first, the writer needs to analyze the purpose of writing. In other words, you need to ask yourself, why am I sending this message? and what do I need to achieve? The response for these questions will determine how you organize and present your information. After analyzing the purpose of writing, you need to decide the most appropriate communication channel to send the message to the intended recipient/s effectively and efficiently. Whether to set up a meeting, send a message by e mail, letter or write a report depends on some of the following factors. BBA 1102 CDCE - University of Peradeniya Page 6   Importance of the message  Amount and speed of feedback required  Necessity of permanent record  Cost of the channel  Degree of formality desired  Best practices in your company These six factors will help the writer to decide which of the channels is most appropriate for delivering a message. Let‟s take a look at the following example to understand how to organize the prewriting stage step by step. Example 01  Identifying the Purpose Assume that you are a customer relationship manager of ABC electronic equipment selling company showroom and you want to inform a customer about your inability to offer the product; a branded rice cooker which the customer has ordered online (Panasonic). But the manager still wants to retain the order even though they do not have that brand with them in stock. Therefore, here the manager is concerned about two purposes. 1. To inform the customer about the situation that the company cannot fill the order. BBA 1102 CDCE - University of Peradeniya Page 7  2. To retain the customer by persuading to purchase the product in Philips brand which is available in stock and same in price, capacity and performance as well. 3.  Selecting the Communication Channel According to this scenario, the company intends to send the message to only one recipient. And through their message the company is expecting an immediate feedback from the particular customer in order to process the order. Therefore, by considering all these factors we can suggest e- mailing the information is the most appropriate channel of communication for this case as it is a method of two way communication where not only the company but also the customer can communicate with each other actively. Through an e-mail they can easily personalize the message and deliver it to the required recipient quickly within seconds. Not only that, but also the company can make sure whether the message has been received to the intended recipient or not, then and there. II. Anticipate Under this sub stage, the writer has to anticipate the audience by understanding what the reader is like and how will the reader reacts to the message. Picturing the right recipient is very important to develop the message effectively and efficiently. Therefore, for a better anticipation of the audience, this stage also can be divided into two namely, BBA 1102 CDCE - University of Peradeniya Page 8  i. Profiling the audience ii. Responding to the profile Profiling the Audience The audience whom the message is going to be read can be divided into two as the primary audience and the secondary audience when developing the profile of the audience.