Busnies Communication

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Effective Communication in Business:-
Q No. 01: What is Communication? Write a detailed note on the importance and benefits
of communication in the modern world of business?
Ans: Business Communication:
According to Oxford Advance Learner’s Dictionary, communication means “to

exchange information, news, ideas, etc with somebody”. The word exchange is very important here
as some other words like transfer, send, convey are not enough to explain the idea of
communication So it is to make one’s ideas, feelings, etc clear to others. In other words
communication is to have good relationships because of shared feelings and interest. That’s why
communication is said to be “a highway to build human relationships”. So it is to be connected with
somebody for making relations and for certain general and specific purposes. Two people are in
communication, when they correspond on telephone or meet and talk with each other. It may also
be defined as “the process by which message evokes response”. Communication is effective when
the other person receives the message and responses positively according to the desire of the sender
of the message. It means that communication, whether written or oral, takes place when the other
person receives the message. If it is not received, there will be no response and, therefore, no
communication will take place.
Importance of Business Communication:
The effective communication in speaking and writing is extended to all sections of business
profession including management, technical, clerical and social positions. In the present modern
age, commerce and industry have extended to a greater space and therefore, business
communication has acquired great importance and significance. According to Herta Murphy
“Communication is the life-blood of every organization.” A business organization is a group of
people belonging to different cultures, having different religions and speaking different languages
but they are gathered there for one specific goal. Its activities require human beings to interact and
react i.e. to communicate and only communication will give way to progress and improvement to
every activity within or outside the organization.It includes the exchanging of information, ideas
plans,of making decisions, rules, contracts and agreements for the betterment of the organization.
No organization can function without effective communication. Its great function is to establish a
contact between two persons and two departments in an organization and also two organization
separated by long distance throughout the world. A garments dealer at Karachi,Pakistan can deal
with their counterparts all over the world by means of communication.
Kinds of communication
In an organization,there are two main kinds of business communication i.e. external and internal
communication. Both have importance of their own, internal communication is limited to a
company itself that is communication inside the company. There are three sub kinds of internal
communication, Downward, Upward and Horizontal.
Downward communication IS from management to employees as the employees need jobs
directions, and instructions in many important matters of the organization. They are motivated and
become more efficient through effective downward communication. It is also concerned with
Prepared by Sir Jawwad Mushtaq
Typed & Composed by Saeed Khan
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employees’ benefits such as health care, insurance, promotions, pension, work environment,
retirement etc. Employers who communicate effectively have more productive and efficient
employees.
Upward communication is from employees to employer. It is significant as in the modern
business that many executives want comments from employers. Successful businessmen listen
seriously to the opinions, complaints, problems and suggestions especially when they are
effectively stated. In the same way, effective horizontal communication among businessman or the
colleagues of the equal ranks in order to solve problems and co-operate in important issues and
projects is also essential and in the interest of the organization..
External communication is to communicate with people outside the organization. Effective
external communication creates good reputation of the company. It brings the ultimate success. The
right personal conversations, letters, proposals, reports or telephone calls can create a desire for
company’s product, win back a lost customer, encourage collections, motivate performances and
create goodwill. Communication is the medium through which an organization achieves its goals.
Poor and ineffective communication is the wastage of time and money. It also destroys the
goodwill of the company. According to Herta Murphy,” For the customer, you are the company”.
In external communication, a person who goes to another organization is the representative of his
organization.He is not only a person but the whole organization. He will communicate on the behalf
of his organization. So he is the spokesperson of the organization. But the way, he will
communicate is completely his own.
Benefits of Effective Business Communication:
Effective business communication plays a very important role in the successful professional
career of a businessman. The job, promotion and professional reputation depends on effective
written and oral communication. Besides business, effective communication is also helpful in
personal life. Strong and effective communication skills are required for getting a good job.
Different communication skills are required for different jobs e.g.
Job title Communication skill

Finance associate Must be able to communicate clearly to the clients.
Fiscal officer Superior writing and presentation skills.
Product manager Communicate product objectives and strategies.
Communication is the primary responsibility in many careers such as customer relations,

marketing and public relations etc. It is an essential for promotion. The ability to communicate
leads to success. The people who cannot communicate effectively always remain in lower and dead
jobs. The ability to communicate effectively is followed by different steps as is shown in the
following figures.
The communication affects the personality and company of a businessman. Developing the
right attitude and preparing effectively is essential in dealing with international business
professionals outside your organization all over the world.
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Q No. 02: What are the Components of Communication? (Communication Process)
Answer: Communication is a process of sending and receiving verbal and non-verbal massages. It
is effective when it achieves the desired reaction or response from the receiver. It includes six
components. All these components have their own individual roles in the communication process.
These components are
1. Context
2. Sender-Encoder
3. Massage
4. Medium
5. Receiver-Decoder
6. Feedback.
1. Context: Every massage either oral or written begins with the context. It includes
country, culture, and organization. There are two stimuli i.e.; external and internal.Both external
and internal stimuli affect message encoding and decoding. Every country, culture and organization
has its own way of communicating in formations. External stimuli make a person to send the
massage. The source may be a letter, memo, email, fax, telephonic call, a meeting or even an actual
conversation. An internal stimulus is related with the opinion, attitude, emotions and past
experience of the sender. His ability to analyze his receiver is also a part of internal stimuli.
b. Sender -Encoder: A person who sends a message is “encoder. In written

communication, he is a writer and in oral communication he is a speaker. The sender encoder uses
the symbols that express his message and brings the desired results. Having all the factors in his
mind, he will decide which symbols (words, graphics or pictures) best convey his message and
what channels will be more effective in both the oral and written communication.
c. The Massage: The massage is the main idea. It consists of both verbal and nonverbal
symbols. The sender should be very clear and vivid the purpose of message should be clearly stated
to avoid all kinds of confusions and miscommunication. The sender keeps in his mind the receiver
and his backgrounds. It will help him to understand how the receiver will react. Message could be
very short and it could be very detailed as well.
d. Medium: In the communication process, the medium can be in the printed words,
electronic-mail or sounds. In the written communication, the medium is letter or e-mail etc. But in
oral communication it is sound because when we speak we produce sounds. The medium is
influenced by the relationship between the sender and the receiver. If the matter is urgent, oral
communication is more effective. To keep in mind the culture of receiver, whether oral or written
message is welcomed, is also helpful in selecting the medium. The oral medium brings immediate
feedback consisted of short words and sentences focused on interpersonal relations and bring back
prompt action. On the other hand, the written medium brings delayed feedbacks, consisted of
longer words and a sentence focused on content and brings delayed action. The written channel is
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preferred when the message is long, formal and it is important to be documented. The oral medium
is used when the message is urgent, personal and immediate. In internal communication, written
medium may be memos, reports, bulletins, job description, posters, notes and internal faxes. Oral
communication consists of staff meetings, presentations, telephone chats etc. In external
communication the medium may be letters, reports, proposals, telegrams, faxes, advertisements etc.
the oral medium is used in meetings, briefings, face-to-face discussions, telephone calls etc.
e. Receiver-Decoder: The message receiver is decoder.When the receiver listens or

reads the message, he decodes it in his mind.Without decoding the receiver can not give back yhe
positive feedback. In case of oral communication, he is a listener and in written communication he
is a reader. He is mostly influenced by the context, content and by his mental filter. The nonverbal
factors also influence the receiver-decoder. He analyses all the factors of message according to his
views and experiences. Miscommunication occurs when the receiver misinterprets the sender’s
intended meanings because of his personal observations, perceptions, attitudes and values.
Sometimes miscommunication is also caused because of some faults of the speaker mostly when
speaker himself is not clear about his message.
f. Feedback: Feedback is the reaction or response of the receiver after the message is
sent by the sender. The receiver gives the desired response based on clear
understanding of symbols and undesired response because of miscommunication. The
desired response is the positive feedback.The undesired response is the negative
feedback. The feedback can be oral as well as written. There are three kinds of
feedback positive feedback, negative feedback and natural feedback. So it could be
either positive or negative or only simply silence. Silence again means two things. It
means that either the receiver does not know the answer and so he is silent or he
knows the answer but he is delaying the feedback because of certain reasons Sender
needs feed backs from the receiver in order to determine the success or failure of the
message.
Context
Sender Message Receiver

(Encoder) Medium (Decoder)
feedback
Figure 2 A communication model

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Q No. 03: What are the Concepts and Problems of Communication?
Answer: In this world every person and culture is unique. No two people are exactly same and no
two cultures or countries are the same. According to Herta Murphy “Every person’s mind is a
unique filter.” Problems in the process of effective communication occur when the communicators’
filters are sharply different. In the message sender’s meanings and the receiver’s response are
affected mostly by following three factors:
a. Conventions of Meanings.
b. Perception of Reality.
c. Values, Attitudes and Opinions.
a. Conventions of Meanings:
In fact, words are symbols. It is a fundamental principle of communication that the symbols
the sender uses to communicate messages must have the same meanings in the minds of both the
sender and the receiver. The difference between the sender’s intended meanings and receiver’s
interpreted meanings can cause miscommunication. In the same way, many acronyms are accepted
in the Standard English. Most people understand these but the acronyms related to certain fields,
professions and subjects can cause confusion. For example, the people who are not accountant or
who do not have business and commerce as their subject can not understand FIFO and LIFO.
Words have both denotative and connotative meanings. A denotation is generally the dictionary
definition of a word which is direct and simple. The receiver can understand the denotations easily.
But a connotation is implied and suggested meaning of words in addition to its dictionary
meanings. Connotation can cause confusion for the receiver. Miscommunication occurs when the
sender and receiver have different meanings for the symbols used. For example:
Words Implied meanings

Bimonthly a. Twice a Month
b. Every two Months
Tenement a. A huge Building.
b. A holding of Land
To avoid miscommunication, the sender should be sure that his words convey the intended
meanings. The sender must be aware of connotative meanings of his words. He should choose his
language carefully and consider both its denotations and connotations to convey the exact idea for
achieving his desired results. In this case he should analyze the receiver whether they are from his
profession or from some other profession. So he must use the jargon if the receiver is from his own
profession otherwise he should use denotations to avoid all possible confusions in the mind of the
receivers.
b. Perception of Reality:
In this world every human being has his own view of world, society, people etc. every one
has unique mental filter. The human sense perception i.e. sight, hearing, smell, touch, and taste are
limited. So every person has his own perception about everything. We make different abstractions,
inferences and calculations of the world around us. Perception is based on the reality which a
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person observes. Different people react differently even on one same observation because of their
different mental filters and their unique perceptions.
Abstracting is the process of selecting some facts and omitting others. Only those facts
should be included which are necessary for the purpose. Mostly those informations are included
which are not known to the receiver and those informations are excluded which are already known
to the receiver. In most cases abstracting is necessary. Slanted statements can cause confusion. The
difference in abstracting occurs when sender and receiver describe people, events, projects, objects
etc. they should select those facts, which are truly representative of the whole message.
Inferences are the conclusions based on observations. Not all the times our inferences are
right. Sometimes we make a very hasty conclusion without full consideration and analyzing of the
facts. So it could also be a great and serious cause for miscommunication.
c. Values, Attitudes & Opinions:

Values, attitudes and opinions also influence effective communication. These are both
individual and social. These are also present in their mental filter. The response of the receiver is
favorable when the message is in accordance with his views towards information and facts. His
attitude will show whether the message is accepted or rejected. Mostly people react according to
their own values, attitudes and opinions. Some people are flexible in their views but some people
are very rigid and close minded people. So it becomes very difficult to deal with such kind pof
people. To communicate with such a person needs a mediator or a court of law to resolve the
dispute. On the other way, many people react according to their attitude towards the source of
information or sometimes to the information itself. For getting a favourable response, the sender
and message both should be credible, fair and trustworthy.
The business messages are also influenced by personal, social and business problems. In
such case, message may get negative response. To tackle this problem, the sender will have to be
sensitive to his as well as the state of the mind of the receiver. It will help him to convey his
message in a positive way.
Q No. 04: What is non-verbal Communication” Describe its importance in Effective

Business Communication?
Answer: Non-verbal communication comprises all communication, which is neither written nor
oral. It is communication without words. The importance of NVC cannot be overlooked in effective
Business Communication. Both verbal and non-verbal communication is essential for the success of
a message. And the success of the message means that feedback is positive. Feedback can also be
non verbal like the message itself. Non-verbal message often contradict the verbal message. Not all
the times the times the impression taken from non verbal similar to the verbal message NVC
includes
A) Appearance
B) Body language
C) Silence, time and space.

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A) Appearance: Appearance conveys non-verbal messages and affects the receiver’s
attitude before he reads or listens the message.
i) Effect on Written Message: Appearances, for example, colour, size, postage,

envelops etc impresses the reader and shows whether it is a routine or important mail.
The courier mail will show the urgency and importance of the matter. In the same
way, the title page, kind of paper, length, format and neatness convey the message
nonverbally. The language itself conveys some impression non-verbally. Correct
spellings, grammar and punctuation impress the readers.
ii) Effect on Oral Message: Personal appearance and the appearance of the surrounding
convey nonverbally and affect the attitudes of the listener. The personal experience
includes clothing, hair-style, neatness, jewelry, cosmetics, perfumes, postures and
statures. They convey impression about age, profession nationality, social and
economic level, job status. The appearance of surroundings includes room size,
location, furnishing, architecture, lightening, windows, and views, pictures etc.
Surrounding settings vary according to religion, status, culture and country.
B) Body Language: Body language includes facial expressions, gestures, postures, and
movements, smell and touch and voice and sounds. It is said “Face is an index to
mind”. It means whatever is happening in the mind of the receiver, is reflected by his
face. In facial expressions, eyes and face communicate nonverbally and reveal hidden
emotions like happiness, anger, confusion, excitement, fear, surprise, joy, uncertainty
etc. Sometimes they contradict verbal statements. The eye contact between speaker
and listeners make the message delivery more effective and successful. The eye
contact makes the speaker more confident, honest and trustworthy. Gestures, postures
and movements of the body convey nonverbally and add to or subtract from oral
message. In some cases actions speak louder than words. For example, the whole
traffic of the crowded roads depends upon a small posture of traffic constable. Deaf
people communicate with a language composed of hands, fingers and eye
movements. It is called sign language.
Gestures and movements are culture specific. The meaning of gestures in

America may completely be different than Europe and Asia. In America, a clenched
fist pounding on table can indicate either anger or emphasis but in Asia. It would be
unacceptable. Continued gestures such as going back and forth show nervousness.
Legs also convey nonverbally, for example, a man sitting with his legs stretched out
on top of movement show self confidence, status and interest. Various smells and
fragrances convey the emotions of the sender and affect the reaction of the receiver if
he is sensitive to perfumes. Touching communicates friendship, love, hatred, anger or
other feelings. A kiss on the cheek, pat on the shoulder a slap on back etc. all show
different emotions and feelings. The Para language voice quality and sound also
communicate nonverbally. It includes rate, pitch, volume and other sounds such as
throat clearing and sighing. A loud and fast voice shows urgency, anger and
nervousness. A soft and slow voice shows peace, satisfaction and calmness. A good

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speaker should not be monotone. Emphasizing sudden words create feelings that are
important and need stress.
v) Silence, Time & Space: Silence, time and space communicate different feelings and
reactions of peace, satisfaction, delays in action loss of business and profit. Silence
may cause confusion if the sender gets no response. Sometimes silence may become
positive because of facial expressions. Time is important in many ways. If a person is
kept waiting for hours after the scheduled time, he becomes bore and annoying.
Punctuality should be observed. Time is culture specific as well, if in Pakistan, you
reach a function before ten minutes, you will be very much surprised to see that the
chief guest who has come before time. But in the western countries time is strictly
observed by everyone whether a common person or the president of the state. The
need for personal space increases as the number of people increases. There should be
a space of 18 inches in a two person conversation. Space is also cultural specific.
Different cultures have their own space settings. In all cultures, space should be
appropriate both for the speaker and listener.
Q No. 05: What are the seven Cs of Business Communication? Describe their importance
in Effective Business Communication?
Answer: For the writing of an effective messages whether a speech, letter, report or a proposal
certain principles are applied. Without these principles communication can never be effective and
can be converted into miscommunication. If these principles are not applied in their true spirit then
the message can never be complete and perfect so it can never achieve it s desired feedback .The
main cause of miscommunication is the difference between sender’s intended meanings and
receiver’s interpreted meanings. These particular principles are helpful in the removal of this
difference and make the message more effective and comprehensible. These qualities are seven in
number. Since each begins with “C” so they are called “Seven Cs”. These seven Cs are applied
both in oral and written communication. The seven Cs are
1. Completeness
2. Conciseness
3. Consideration
4. Concreteness
5. Clarity
6. Courtesy
7. Correctness
1) Completeness:
The business message is complete when it contains all the facts that are the needs of
the receiver. If the message is complete, the reaction of the receiver will be according to the desire
of the sender. The sender should answer all the five W’s i.e. who, when, where, what and why to
make the message clear. He should also give extra information if necessary and desirable to make
the message more effective. According to Herta Murphy” omissions caste suspicion” so to avoid all
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kinds of confusions and doubts, the sender should be very clear and should never leave any
information that could cause suspicion in the mind of the readers.
2) Conciseness:
Conciseness is saying or speaking the fewest possible words without sacrificing the
other C qualities. Conciseness mean that message should be short but complete. A concise message
is complete without being left any relevant information. Businessmen and other professionals
cannot find time to read long message and understand their subject-matter. Conciseness may save
time for both sender and receiver. To achieve conciseness signal words should be used instead of
phrases. In the same way, short sentences should be preferred on long sentences. Only the relevant
informations related to the purpose should be included. Using his knowledge and good judgment
the writer should omit this information which is already known to the receiver of the message.
Irrelevant words and rambling sentences are boring and cause confusion. Sometimes repetition is
necessary for emphasis but unnecessary repetition is boring and useless. The message should
include enough language to achieve its purpose.
3) Consideration:
Consideration means preparing every message with the message receiver in mind.
The sender should put himself in the readers’ place. The sender should keep in his mind all the
backgrounds of the receiver i.e.; personality, education, profession, rank or designation, language,
culture and religion. He should be fully aware of the needs, desires, problems, circumstances,
emotion and also the possible reaction of the receiver. This thoughtful consideration is also called
the “you attitude” empathy and understanding of human nature. The you attitude means writing
from the point of view of the receiver. It means talking about him and his benefits that he will get
by buying the good and services. So the sender should focus on “you” instead of “I” and “We”.
Readers may react positively if benefits are shown to them. Even In an application, letter for
employment the “you attitude” can be emphasized. If the sender convinces the employer that his
firm will benefit by employing him, he is sure to get his job.
4) Concreteness:
Concreteness means being specific, definite and accurate rather than general and
vague. The denotation that is dictionary and direct meanings should be used instead of connotation
that is suggested and indirect meaning of words. It should be so because misunderstanding of words
produces a lot of problems in business and non business matters. The sender should use specific
facts and figures. The definite and accurate facts and figures must bring the desired results. Active
voices, instead of passive make the message concrete in the same way. The sender should put
action in verbs rather than nouns as the verbs are representatives for the action. The descriptive
words and figurative language will make the message clearer and forceful. The image building
words will create concrete images in the minds of the receiver and it some idea more clear. So
concreteness requires accuracy in statement of facts end even in the use of words.

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5) Clarity:
To convey the message to the receiver as it is in the mind of the sender. But message
should be vivid and clear in the mind of the sender first even than he will be able to
convey it clearly to the receiver. The message is clear when the receiver understands
accurately what the sender wants to say. In other words, if the sender’s intended
meanings and the receiver’s interpreted meanings are same it means that the message
achieved the purpose of clarity. Clarity in writing comes from clear thinking. So it is
necessary to think about the purpose of the message. The sender’s should be clear
first, and then he will be able to achieve the purpose, which is the focal point of the
message. He expresses his ideas in accurate and familiar words. The familiar, simple
and to the point words are always appreciated. The sentences should be familiar to
receiver i.e. according to his educational and cultural backgrounds. The familiar
acronyms are also desirable in the message. The sentences should be coherent for
expressing intended meanings. Then there should be emphasis on important and main
ideas in oral communication but these ideas should be written bold in written
communication. The urgent request or offer should also be emphasized.
6) Courtesy:
Courtesy is to show respect and honour to the message receiver. It means being
tactful, thoughtful and appreciative. It builds goodwill for the sender. Courteous words and
statements indicate a polite attitude towards the other person. While composing a message such
phrases and words should be avoided that may offend the reader. The negative remarks about the
receiver are also a cause of discourtesy. To write a letter to a customer outside also demands tacts.
The receivers always like polite and courteous approach in both written and oral communication.
Respect showing statements should be used. Courtesy is a sincere “you attitude”, please, thanks and
others courteous remarks are appreciated but they should not be used too much. The whole message
must have a courteous tone. While using different statements of courtesy, the message receiver’s
backgrounds i.e. his educational, cultural, social backgrounds and his designation and past
experience should be kept in mind.
7) Correctness:
At the core of correctness are proper grammar, punctuation and spelling. But
correctness should achieve the purpose of message. Sometimes a message is correct grammatically
but it may lose the customer. The sender should use the right level of language. Formal language
should be written in very serious, important, official and legal matters. Informal writing is more
appropriate in business communication. Hence, those words are used which are short, well known
and conversational. E-mail messages also contain the informal language. The substandard language
is annoying and is often dislike by the receiver. The accuracy of words, facts and figures should be
checked to make the message perfect. As the language is ever changing, the sender should be
careful while selecting words. All the words should convey the intended meanings. Some mistakes
are so crucial that they can cause great harm. Therefore, it is essential to check every letter before
mailing it. The sender can take help from another person by letting him read the message.
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Q No. 06: Write a detailed note on the Process of Preparing an Effective Business
Message?
Answer: Message, whether oral or written can be effective only when it is effectively planned,
organized, drafted and revised. During the process of preparing message, all the seven Cs should be
kept in mind and they should be completely applied. The following steps should be followed while
preparing the effective message:
a) Five Planning Steps.

b) Basic organizational plans.
c) Beginnings and endings.
d) Composing the message.
a) Five Planning Steps:
i) Identification of Purpose: Why the writer is writing the message? What is the
purpose behind writing of the message? He has to decide weather his message is
informative, persuasive or entertainment? Whether he is granting or refusing a
request. While refusing a request in the message has two fold purpose i.e. refusal as
well as maintaining of the goodwill.
ii) Analyze Your Audience: After determining the purpose, the writer has to
focus his attention on the message receiver. His point of view on the subject and his
needs, interests, attitudes, mental filters and even information about culture are very
helpful for the writer while analyzing him. The writer should also be familiar with the
educational cultural, regional, professional and religious backgrounds of the receiver.
iii) Choose Your Ideas: The ideas chosen for the message depend upon the type
of message, the situational and the cultural contents. All those ideas which are the
need of receiver and are relevant to the purpose should be written. The ideas should
be positive and beneficial for the receiver.
iv) Collect Your Data: The data collected for the message should support the
ideas selected. All the names, dates, facts, figures and statistical data should be
checked for precision. The sender should be fully aware of his company’s policy,
procedures and product details along with date, time picture or product sample that
are required for enclosing.
v) Organize Your Message: There are two kinds of organizational plans.

Organizational plans are chosen for a message according to the nature of the news,
informations and ideas. If the sender has good news for the receiver then he will
organize his message according to good news message plan. On the other hand if he
has bad news and informatons for the receiver then he will choose the bad news
message plan
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b. Basic organizational Plans: There are two basic organizational plans for the
organization of a business message.
1. The Direct Organizational plan or Good News Message Plan

2. The Indirect Organizational Plan or Bad News Message Plan
The choice of organizational plan depends upon a number of factors:

(i) What can be the possible reactions of the receiver?
(ii) How much is his knowledge about the subject?
(iii) What his cultural conventions are?
(iv) What are his needs?
For business letters and memos, one has to choose one of the four basic organizational plans:
1. Direct Request Plan.
2. Good news Plan
3. Bad News Plan.
4. Persuasive Request Plan.
The first and the second use the direct approach while the third and the fourth use the
indirect approach.
Direct (Deductive) Approach: The direct approach is used when the sender expects
favourable or neutral reaction from the receiver. Definitely, the receiver will react favorably when
the ideas in the message will be according to his needs and hence favourable. The messages open
with the main ideas or the best news. In the middle the explanatory details are written in one or
more paragraphs. The letters end with the paragraphs containing friendly and courteous statements.
Choosing the direct approach is used when:
a. A request requires less persuasion.
b. Granting a Request.
c. Announcement of favourable or neutral information.
d. Exchange routine information.
The Indirect (Inductive) Approach: The indirect approach is used when the sender expects
an unfavorable or negative response from the receiver. Certainly, the receiver will react negatively
when the information in the message will be unfavorable for him. The message opens not with the
main idea but with the buffer. Buffer is a receiver’s benefit statement which refuses the affect of the
bad news in the message. Explanations are given in the middle portion of the message which
includes necessary data, reader’s benefit reasons, and decision along with offer of health or
suggestion. The third part will be again positive and friendly close, containing appreciation, reader
goodwill, willingness to correspond further in the future etc. Mostly bad news and persuasive
request plans use the indirect approach. The bad news message is very difficult to prepare because
readers may react negatively. In the same way, the persuasive request may face resistance so to
maintain goodwill and to show receiver benefit is essential.
Beginnings and Endings: After reaching a decision about the organizational plan, the writer
has to focus his attention on the two very important positions of the business message viz the
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opening and the closing paragraphs. The favourable ideas should be place at the beginning and and
less favorable in the ending of the message keeping in mind the purpose of the message and needs
of the receiver.
Opening Paragraph: The opening of a message determines whether the reader continues
reading, puts the message aside for latter consideration or discards it. It is said by Herta Murphy
that “First impressions are lasting.” but the first impression can be lasting if it is maintained
throughout from the beginning to the ending of the message. The main idea or the good news
should be written first e.g. “enclosed is the cash refund for the defective wrist watch that you sent
us recently”
In the bad news message buffer should be written at first e.g. because of large number of
applications for the post of product manager, “we have had to turn away many person besides you.
But, hopefully, we shall call you for our next project.” The opening should be considerate,
courteous, concise and clear. The position and beneficial points of the message should be focused.
The opening should be complete from all aspects.
Closing Paragraph: It is said by Herta Murphy that “We remember best what we read last”
if the closing is stronger, clear and polite, it will motivate the reader and make him to act as you
have requested him to act. This is the final opportunity to bring focus on the desired action and to
leave sense of goodwill with the reader. The closing should reinforce the central purpose of the
message. All the 5 Ws i.e.; who, where, when, why, what and one H i.e. How should be checked to
make action easy for the receiver. He should sum up the message with a positive and courteous
thought e.g. “we wish you success in you search for position.”The sender should be friendly,
courteous and concise and correct in the closing paragraphs.
Composition of the Message: When the opening and closing paragraphs of the business
message are finalized then comes the final step in the process of preparing effective business
message. This final step is composing the message. It again consisted of three steps:
1. Drafting the Message.

2. Revising the Message.
3. Editing and Proof-reading the Message.
Every person has his own way of writing the first draft. Whatever may be the style of the
writer, it is important to get the most important information of the message on the paper. Revising
the message is to polish and refine the document. While revising the first draft, the writer includes
necessary information and delete unnecessary. He also checks:
1. Whether the ideas are adequately supported?

2. Whether the organizational approach is right?
3. Whether all the communication principles i.e.’ 7 C’s are observed?
4. Does his message accomplish its purpose?
5. Have he used variety in his sentence structure?

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In the same way, editing is important to ensure that message has no mistakes in grammar,
spelling, punctuation or word choice.
Q No. 07: What is a good news message? How a good news message can be organized?
Answer: When the sender writes some favourable and positive information for the receiver, the
message is said good news message. It tells the readers some useful, pleasant and beneficial
information. Whenever someone gives information, grants adjustments, approves credit, accepts
the job, acknowledges order, grants favours or delivers goodwill messages. He can response in the
way which is pleasant to the sales, events procedures, policies, responsibilities, honours and
activities of people.
Organizational Plan:
For the good news message, the direct approach (the good news message plan) has three
parts:
1. First: The best News the/ main idea

2. Middle: Explanation with all the necessary details.
3. Last: Positive, friendly ending with a clear statement of action desired, motivation to
action, appreciation etc.
1. All the necessary details:

2. It includes at the facts, reasons, explanations that pertain to the main idea. The sender
should consider whether 5Ws are the need of the receiver or not? Sometimes not all
the5 are the need of the receiver and the senderhas to focus his attention on the
receiver’s needs.
3. Educational Information:
4. It needs educational facts about a product or service the customer has bought. He
should give the receiver much information which is enough for him to get benefit.
5. Sales Promotion:
6. It includes suggestion about other products or services related to those the customer
has bought or considering buying. It will provide the reader with benefits.
7.
Some of the important good news messages are:
1. Answering inquiries.
2. Granting requests for adjustment.
3. Approving credit.
4. Acknowledging order.
5. Granting favours and other requests.
6. Goodwill messages.
(Page 10 as notes)
Q No. 08: Write a note on answering inquires message. What is the best approach used for its
organization?
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Answer: Inquires are requests for information about personnel and credit applicants. If the
personnel for jobs and applications of credit are commended then the answer to the inquires are
favourable. In answering inquiry message, all the information are given about applicant’s
qualification, character and general conduct. It should be addressed to a specific person interacted
to inquiry rather than to “To whom it may concern”. While writing recommendation in response of
an inquiry, the writer has to be fair with the applicant, the inquirer, his own conscience and
reputation and civil laws of the state regarding the job requirements. Answering inquires of
favorable replies are organized in good news plan i.e. the direct approach.
1. Main idea
2. Explanatory details.
3. Friendly closing.
Main ideas includes applicant’s full name, his relation with the applicant—an employee,
customer, friend etc. dates, duration, type of job as well as an expression of pleasure. The
explanatory details include the answer of all questions asked and the applicant’s performance
record. His evaluation includes his specific job duties work habits and his duties relevant to the
position, if there is any negative material, the suggestion should be considered in the section.
“Recommendation for candidates with shortcomings”
The ending includes the personal opinion of the sender and applicant’s fitness for the
position, credit or membership in a club. The writer should correlate his opinions with the
documented facts. While writing recommendations for candidates with shortcomings, the sender
must decide what to select and what to omit. Weaknesses of applicant can be mentioned before the
inquirer if:
1. It is relevant to the job or the credit for which the applicant has applied.
2. It is sufficient, serious and important to check applicant’s fitness for that responsibility.
3. It is not writer’s personal prejudice or jealousy.
4. It is worth mentioning and contains a spirit of goodwill.
Inquires responses are incomplete and misleading if they ignore and hide the truth and
relevant information. It is moral duty of the sender to state what they know honestly. If there is one
shortcoming, the favourable information should be written at first and unfavorable later.
Q No. 09: What is a letter of adjustment? When it is granted? When it is refused? Discuss its
organization?
Answer: Sometimes the customers find fault in the product or service of the company. In this situation,
they write complaint or claim letters to the company concerned. In this massage, they demand repairing or
(if possible) replacement of the product and betterment and improvement of service. Adjustment letter is the
reply to customers if they are honest in their claims so it is better for the company to make the desired
adjustment for the customer while writing an adjustment letter. The considerate and courteous tone is
important while granting an adjustment. The receiver is already irritated and disturbed. The tone of the
message can develop or destroy the goodwill of the company. When the company is definitely at fault and it
is proved only one apology in the explanation is enough for this situation.
(Page 188 for examples)

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Organization and content when seller is at fault:
Opening Paragraph:
The sender has to start with the best news for the receiver if the customer has requested for
something specific such as refund exchange, speedier service then it should be granted immediately. He
should express his regret on the happening and appreciate him for his thoughtfulness. He should create
report with the receiver in the following example the request is granted immediately.
1) You will be glad to hear that we have found a new way to send delivery of fresh vegetables to
you. From now on your produce can reach you within two hours. In the following example, the request is
granted after creating report to the receiver.
2)Please give us the opportunity to restore the lost spirit for your children; we want to do the best we
can to make them happy with new toys.
Explaining what caused the mistake:
The company should accept its fault promptly. He should make sure his receiver that this mistake is
very and does not promise that error will never occur again. But to explain why the error occurred is very
important. “Apparently all the order and shipping papers, including those that should have been kept for our
use, were sent to you, resultantly we have no records. We are certainly sorry that we you became
inconvenienced and dissatisfied by our negligence But let me make you sure that this was not a deliberate
mistake. We always try to be careful in processing every customer request very carefully and promptly.
Ending Paragraph:
For pleasant close
1) Suggested action with sales promotion material

2) Comment as the reader benefit
3) Appreciation for receiver
4) Invitation for future correspondence
5) Do not suggest future trouble
Organization when the buyer or the third party is at fault:
In this situation, refusing instead of granting the complaint is justified sometimes. It is advisable to
grant an adjustment when the buyer or third party is at a fault. In this situation the sender helps to
understand the receiver that mistreatment of the product causes the problem. His purpose is always to
maintain goodwill. On the other hand, in indirect approach he has to begin with the material statement that
creates report such as appreciation of the customer promptness in reporting the problem. Then a tactful
explanation of mistake should be given. Finally, the claim is granted. It creates company’s goodwill and
leaves a good impression on the part of the company that it takes care of the customer even when he is at
fault. When the third party is at fault its legal responsibility is to adjust the claim. In this case, most of the
sellers do not prefer to get involved.
Organization when the fault did not yet determined:
In this situation, let the buyers know that the company is investigating the claim though it has not
granted the claim. The best organizations:
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1) To express interest in problem

2) To assume counter about investigation
3) To include brief resale material
4) To give facts as soon as available.
Q No. 10) How will you grant a favor? During the organization of a favor granting massage what
steps you have to take and what rules you have to observe? (Goodwill massages)
Answer: Whenever anybody is requested to serve on a committee, to speak at a convention or a social

gathering, to donate money for a welfare project, to lend firm equipment without charges then if he accepts
the request then he uses the good news plan. To write a granting favor massage is a simple but important
task. The best news i.e. acceptance comes first, relevant comments or explanation next and letters ends with
a positive and friendly closing like granting favor massage. Job acceptance letters also have three parts.
Firstly, the sender accepts the position and expresses his thanks for the offer. Secondly, he confirms the
details and asks any question that has not been answered. Thirdly, he writes pleasant closing that shows his
excitement and enthusiasm for the job. These letters are generally short and often salary & starting dated of
the job are confirmed. E.g. (page 195) B.C (letters 4)
Goodwill Massage: Goodwill massage are different form others business documents because they
express feelings and emotions rather then informations and persuasions. The major goodwill massages are
appreciations, congratulations and expressing sympathy. These massages are usually short containing a
sincere tone and are focused on the receiver.
1. Letters of appreciation:
These massages should be written whenever someone does a favor or his action deserves praise.
These are written to customers for their order and colleagues for there support and some individuals for any
special favor that they have done for him or his company. Here good news plan is best.
2. Letters of congratulation:
These letters are sent for business and personal achievements and milestoneS. Again good news
organization plan is the best e.g. (page 196)
3. Letters of condolence:
Expression of sympathy to a person who has experiences some grief or tragedy is very difficult to
write. The writer should be very sensitive. The direct approach (not the good news in this case is the best)
but he should be sincere. The letter should benign with sympathetic reference to death or other misfortune
or loss. They praise for the deceased and reinsurance of the person. Help is offered when apt e.g.; (letters 6
page 196)
Question No. 11) What are approving credit massages? Describe their organization with examples?
Answer: When a credit of money or product is requested if the request is accepted then approving credit
massage will be written. While granting credit, good news plan is followed. The best news is written at first
then terms of resale, sales promotion and appreciations are included.

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Most of the firms present form letter for approving credit that also contain all needed information.
a) Decision or shipment in the first paragraph: If the customer has not yet ordered any merchandize
on credit the massage should begin with credit granting decision and a warm welcome. If the order
was sent with the request for credit, the date of delivery and the method by which the goods are
being shipped should come at first.
b) Including the quantity of goods, send them price and total charges should be made clear to the
receiver.
c) Explanation of credit terms in explanatory details and the basis on which credit was earned is
mentioned. A clear explanation of credit terms helps reduce collection problems later.e.g. (page
192).
In a credit granting message, stating that the customer has “Earned” credit communicates a “you
attitude” wile “grant” reflects a “we attitude”. Be tactful in telling the customer when the payments are due.
f) Resale / sales promotion: The credit granting message should include resale information
about the firm’s services, which are customer benefit. Sometime it is also desirable to
include sale promotion material about forthcoming sales, new seasonal merchandize, or
the products that are ordered. Such news encourages the customer to use credit (for
example page 192).
g) Future service closing: The credit letter should be closed with the writers desire to serve
the customer in future or with listing of special services. For example inviting customer
to a special sale helps encourage them to use their account (for example letter 3 page
193).
h)
Q No. 12: What are bad news messages or negative replies to request or unfavourable
replies?
Answer: When the sender writes some unfavorable or negative information to the receiver, the
message is said to be a bad news message. It tells the reader something unpleasant, negative and
disappointed.
Organizational Plan:
For the bad news messages, the indirect approach that is conductive approach is said. Every
bad news message has two-fold purpose i.e. to present the unpleasant facts in such a way that the
sender considers the sender fair and reasonable and remain well-wisher of organization. In most
bad news message the same indirect plan is preferred. Its structure is:
1) Buffer
2) Explanation and analysis of the circumstances.
3) Decision, implied or expressed, with resale or helpful suggestion.
4) Friendly and positive close.

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Mostly people appreciate hearing some explanation before the bad news decision especially
if it seriously affects them a good technique to consider is “Give good news quickly but take more
time with the bad”.
1. Buffer:
Buffer is the “reader’s benefit statement”, a bad news message should be started with the reader
interest information. It should be honest, neutral and pleasant in tone. The misleading or confusing
statements should be avoided because these lead to think that the writer is granting the request. If
the sender is not at fault, then apologies are not recommended in buffer. The following are ways to
begin a bad news letter. These are different cases of buffer applicable in different situations
according to the nature of the bad news and purpose of the message.
i. Agreement: Agreement with the reader on something for example on business

condition if possible.
ii. Appreciation: Including the thanking statement for cooperation, inquiry and request.
iii. Insurance: Of careful consideration and honest explanation of all available facts
about the problem.
iv. Complements: Complements is something good about reader past record.
v. Cooperation: Cooperation and a sincere desire to be as helpful as possible.
vi. Good News: In case any part of request can be granted.
vii. Neutral Courtesy: Including words that are neutrals.
viii. Understanding: To be sympathetic with the reader about problem.
ix. Explanation and Analysis: To justify why the request is not granted is a difficult
task. If the matter is routine and obvious, an explanation is unnecessary. Sometimes, explanation
can be presented before the decision which is a usual position. But it can also be placed after
negative news. The sender has to convince the reader that despite refusal, he is acting in his best
interest in the long run or according to a policy that is applicable to all. He should explain all the
facts and figures courteously and show that the request has been thoroughly considered and the
decision is made keeping in view the benefits of the company as well as the readers.
3. Decision, Implied / Expressed with Resale and helpful suggestion: To make the decision
clear, positive and concise, there are four alternatives:
a. If the reasons are so clear that the reader conclude the writer must refuse the
sender can omit negatives and made the bad news decision clear.
b. If an implied or indirect decision may cause confusion, then the decision should
be written clearly after explanation.
c. If possible, the sender should offer constructive suggestions and alternative
courses of action. By emphasizing what can be done, the sender may clearly imply
what cannot be done without actually using negative language or tone.
d. The company can resell the reader its services if possible.
Friendly, Positive Close:

a. Often announce that the sender appreciates the reader as a customer.
b. Future cooperation invited.
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c. Action required should be made clear.
d. The sender should express continued interest and reader’s interest. The bad news
should not be repeated in the closing.
(Direct plan: page 216/217)
Q No.13: What is the right attitude to write a bad news message?
Answer: A bad news message is different from a good news message including tone and
information so a bad news message is more difficult to write than a good news message. Hence
there is need for right attitude message in the bad news message; the right attitude will improve the
tone and effectiveness of message. While writing bad news messages, the following suggestions
should be adopted to maintain the right attitude.
a. The sender should put himself in the receiver’s place. He has to convince his receiver
though his decision is contrary to his desire but is advantageous for him in future.
b. Do not focus company’s rules or polices to emphasize bad news but focus customer’s
benefits that are more important for the sender.
c. If it is assumed that the customer wants to do the right thing, even though he may be
mistaken. In this case, following expressions show confidence in the receiver.
(i) You understand that…………..
(ii) You are probably wondering that how you
can……..
d. While praising, people should be signaled out but put them in groups while criticizing
them, for example, singling out: “You have made a crucial mistake Mr. Arshad.”
As a group: “People sometimes do not care about company’s policies and rules.” For
mentioning mistakes, impersonal grammatical constructions should be used.
Impersonal: “Some of the staff members need to be monitor.”
e. The sender should be courteous and should keep in his mind reader’s dignity and
pride.
Less courteous: “If you would have read the instructions on the label, you have been
careful not to put the garment in the hot water.”
Tactful (More courteous): “Water can discolor the garments as it is clearly stated as the
label.”
f. Talk with not talk down with the reader: Do not consider the reader inferior to you.
All these suggestions are applied equally while dealing with international clients. They
words should be chosen carefully and all these suggestions should be applied with great
care.
Q No. 08: Form and Style of Business Letter?
Answer: The reader of business letter is impressed not only by its content but also by its form and
style. The receiver often makes judgment about the sender by the way he has presented his letter or

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typed with a maintaining balance in its different parts. The parts of a modern business letter can be
divided into two categories, the essential and the non-essential parts.
1. The Essential Parts of a Letter:
a. The Heading: The heading consists of the name of the firm and its full address.
Most business companies use printed letter-heads, besides name and address the letter-heads also
contains telephone number, telegram address, e-mail etc. The heading should be written at the right
margin of the page. It should not begin from the left or the center even if there is a long line in the
address. It should be typed about two inches below the top of the paper.
b. The Date: The date is written below the last line of the heading. The date should
be written in full as “November 30, 1995.” The month or year should not be abbreviated as date
written in figure on 30/11-1995 cause misunderstanding.
c. The Inside Address: The inside address consists of the name and address of the
proper company or department whom the letter is sent. It is called inside address because the same
address is written outside on envelop. These two addresses must be in the same form. The inside
address performs three functions. It is an identification for a record of the sender and it provides an
additional address for delivery to the receiver of envelop is somehow separated from the letter.
Normally three to four lines are used in inside address. The first line of the inside address must
always been at the left margin below the date. In a semi official letter the inside address is written
below the signature at the left margin. The article “They should be used before the names of a
company and the names of the positions such as Manager”, “Chairman” or Secretary should be
written in full after their names.
d. The Salutation: The salutation always starts at the left margin and is followed by a
common or colon. It is an expression of courtesy for the reader in a friendly frame of mind It
depends upon the relation of the sender with the receiver. Sir, respected sir, honorable sir and
madam according to the gender and the rank of the receiver and the relation pf the receiver with the
sender.
e. The Body: The body of the letter contains the message. It should be written below
the salutation. If the subject line is also written then two it should be written two spaces below the
salutation but single space makes the appearance of the letter very impressive. In short letters
double spaces are used to make for shortness of body. The average business letter is approximately
three quarters of a page. The paragraph should be reasonable and short particularly the opening and
the closing in short paragraphs give more emphasis on the meaning than longer ones.
f. The Complimentary Close: The closing is a kind of goodbye. The different forms
are used according to the required degree e.g. yours respectfully (1) Yours obediently with “sir” or
“Madam”. (2) Yours truly with “Dear Sir” Yours very faithfully with “Dear Sir” or “dear madam”
or yours very faithfully. And (3) yours sincerely “Dear Mr……”or yours cordially “Dear……..”
yours is always included. The complimentary closing is written below the last line.

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g. Signature: The position of the signature is two spaces below the closing paragraph.
The signer’s name is to be typed below the signature. Two spaces should be left
between the closing and the type written name. The letter should always be signed. In
large business companies, it is not possible for head of the business to sign every out
going letter. Therefore, some senior employees are authorized to sign for the firm.
h.
The Non Essential Parts of a Letter:

Following are the non essential part of business letter.
1. Reference line denotes the references number of letter. The purpose is to enable the replies
to connect with previous correspondence and to find their way quickly to the right branch,
department or official. Often the reference lines are pointed just below the letter-heads towards the
left hand margin as:
The Heading
The Date
Our Reference No.

Your Reference No.
2. Attention Line is written after the reference number. The name of the receiver is written in the
attention line with his designation and the name of the department. It means that only this person is
supposed to read this letter.
3. Subject Line is placed between the salutation and the first paragraph of the letter. It begins
like every other part with the left hand margin. It states the central idea of the letter. It enables the
reader to understand at a glance what the letter in about.
4. Identification Line is used in business letters only and not in personal correspondence. The
initials show that dictated the letter and not typed it. The dictator’s place two space below the
signature at the left side as:
Signature JR:AM is
JR: dictated by Jamil-ur-Rehman is typist i.e. dictation was taken by Amer Malik.
5. Enclosure: If a letter contains an enclosure (a copy of another letter or a document here is

more than one enclosure of the message the number. The number of enclosure should be indicated
6. Carbon Copies: If carbon copies are being sent to other person this should be indicated
immediately below the identification line.
Part – II
Q No. 09: Good News Messages?

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Answer: A message which contains useful information or something pleasant for the receiver is
good news message. It will always receive a favourable reaction from the reader. These messages
are generally organized by the direct approach also known as the good news message plan. The
three parts are.
1. First: Best new or the main idea.

2. Middle: Explanation i.e. all necessary details.
3. Last: Positive and friendly ending and action desired is mentioned.
The following kinds of letters and memorandums can be organized by this plan:
1. Recommendation or Answering Inquiries: Among the most frequent non-sales related

inquiries are requests for information. It should be addressed to a specific person rather
“To Whom it may concern”. In the main idea applicant’s full name his relation to the
sender, dates, types of credit etc. should be mentioned. There should be an expression of
pleasure. In explanation, all questions should be answered. The statements of
performance should be supported with specific facts. In the ending, the personal opinion
about the applicant’s fitness for position or credit should be included.
2. Granting Requests for Adjustment: An adjustment letter is the reply to a complaint

called a claim letter. Your customer has the claim and he writes you about service,
product or general deficiency. A good company welcomes customer’s comments because
they get an opportunity to remedy the faults that may exist. This message should be
written without any delay. In the main idea the customer should be satisfied that you
understand this problem. In explanation, the customer should be informed about what
you are going to do about the problem. In the ending, try to convince your receiver and
avoid negative statements.
3. Approving Credit: The message telling the customer that you are granting credit often
includes all parts of the basic good news plan. Begin you letters with the credit granting
decision and a cordial welcome. If an order was sent with the request for credit, begin
with the date and method by which the products are being shipped. In explanation,
mention briefly the bases on which credit was earned and clarify the terms which helps to
reduce collection problems latter. The credit statement indicating your desire to serve the
customer in future.
4. Acknowledging Orders: An acknowledgement orders performs several important

functions. It informs the buyer that the order has been received, is appreciated and is
given attention. These orders build good completes a valid contract between the buyer
and seller. Therefore, it must be definite and complete. There are two types of order (1)
First orders (2) repeat orders.
The message content for both the types will be quite different.
a. Acknowledgement of the First Order:

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The best beginning for this order is to state what when and how you shipped then
appreciation for the order should be expressed then the sender should explain why and when the
reminder of the order will be sent separately and take care of any needed details about payments.
The message should be ended looking for future orders and include order informations to make the
desired action easy.
b. Acknowledgement of Repeat Orders:

Most orders come from repeat customers who do not expect a latter of
acknowledgement. However, this letter builds goodwill and it provides all information about terms
and delivery date and appreciation of the customer inform him how the order is being hurdled and
write few cordial comments about your past relationship and future plans to supply the customers’
needs.
5. Grating Favors and Other Request: To grant a favor is comparatively a simply task. It
may be serving on a committee, speaking at a convention, denoting money, or lending
your firm’s equipment without charges. Here the good news plan is the best to use. Write
good news i.e. acceptance first, explanation next and end the message with a cordial
statement.
6. Job Acceptance Letters: A letter accepting a job offer is generally short and express
confirmation of the details of the position such as salary and starting date. There are three
parts of a job acceptance letter (1) you accept the position and express your thanks for the
offer (2) you confirm the detail and ask any question that has not been answered. (3) You
write a pleasant closing expressing your excitement for the opportunity.
7. Goodwill Messages: Goodwill message are different from the usual business message
because they express feelings rather than information and persuasion. There are printed
cards for goodwill messages but to send a written message is more meaningful and
personal. Goodwill messages are usually short. They have a personal attitude and
reactions to things. Goodwill messages are usually short. They should have sincere lone
and should be focused on the reader.
There are three kinds of goodwill message.

(1) Letter of appreciation: These are written when someone does you a favour or
when an action deserves praise. Here good news plan and reader focus IS
essential.
(2) Letter of Congratulations: This letter should be sent on business and personal
achievements. Here, too, good new plan and reader focus is essential. Appreciate
you reader according to his achievement.
(3) Letters of Condolence: These are the letters expressing sympathy to someone
who has experienced some grief or misfortune. These are difficult to write as they
demand special sensitivity on the part of the writer. The direct approach (in this
case not called the good news plan) is the best. Begin with a sensitive reference to
death, other grief or praise for deceased and the offer of help is appropriate.
Q No. 10: Neutral Messages?

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Answer: The neutral messages are unsolicited messages for example announcements and
transmittals.
a. Announcements: Announcements of good or neutral information should follow the good

news plan. The main idea should come first followed by a satisfactory explanation and ending
should be positive and pleasant. If there is an invitation besides the announcement the same
organization plan will be used.
(i) The opening paragraph should include 5 Ws (i.e. what, who, when, why, where)
Also appreciate your customer.
(ii) Announcing procedure policies and Responsibilities. Some business companies use
“directives” to announce the employed responsibility. These directives can be updated as
the need arises. They consist of a wide variety of topics. Ranging from parking spaces,
office hours to policies about salary increase retirement, benefits, overtime and medical
treatment of customers. While writing directives two things should be remembered.
 Clarity of ideas.
 Pleasant tone
 Announcing on policies to foreign customers is either sent to the customer directly
or to the legal firm handling policy issues.

Some announcements must be written in more than one language i.e. English and language
of foreign customers.
(iii) Announcing honour on activities of people: The function of these announcements is to
inform the employees and customers about promotion, awards, honors and new
appointments, retirements and other recognizing deserving activities. The good news
plan will be used in these announcements. The first paragraph which states the good
news often begins with words such as “we are pleased to announce that”. The second
paragraph gives detail about award or any other honor or activity. There will be
congratulation for the receiver or wishing for his success and happiness.
(iv) Transmittals: It is a letter that is simply a document to the reader, also called covering
letter. These ranges from short 5-10 lines note with lengthy official letters that
accompany explanation or justification documents. Generally, they too follow the good
news plan for routine business to customer’s employees or other persons a cordial short
note is sufficient to transmit one or more items such a check policy, plan book map etc.
Transmittals that accompany official documents like bid application, proposal or formal
report should be carefully worded letters.
Q No. 11: Bad News Massages?

Answer: A bad news message is different from a good news message in structure, tone and
information. Bad news message is disappointing and unfavourable for the reader. To compose a
bad news message is much difficult because it is more argumentative and at the same time the
writer has to do two things:
1. To convey a bad news message.
2. To create and maintain goodwill for you and your organization. These are negative messages
because they are unfavourable for the reader.
The Right Attitude:

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In bad news messages the writer has to apply all the communication process such as
consideration and courtesy towards listener or reader. In any negative message, your tone should be
appropriate as it makes the messages effective.
Following suggestions should be kept in mind while writing a bad news message:
a. Put yourself in the reader’s place. Your aim is to convince your reader that your decision
although contrary to his request is necessary and reasonable and can be beneficial to him in
future.
b. Do not write that “it is against our company’s policy to do as you have asked” but write the
customer’s benefits and reasons for creating goodwill.
c. Assume that customer wants to do the right thing even then the following expressions show
confidence in the reader.
(i) You are probably wandering how you can…….
(ii) You understand that…………..
(iii) Single out people when you praise them e.g. you have made great achievements Mr.
Khan. But put them in groups when you criticize them i.e. people sometime do not
care about the policies of their company .Mention mistakes by using impersonal
constructions e.g. some of the figures need to be checked.
(iv) Be courteous and tactful to your reader.
(v) Talk with not talk down to the reader.
Plans for Bad News Messages:

The purpose of any bad news message is to present the unpleasant facts in such a way that
the reader will consider you reasonable and remain a friend of company you represent. The
message plan based on your purpose as well as your relationship with the reader and the facts in
each case. In this regard you have two organization plans.
1. The indirect.
2. The direct.
1. The Indirect Plan: In most bad news message the indirect organization approach will be
used. If you open your letter with some kind of agreeable statement news. Most people will
consider and accept the new idea of you and your company. It is followed by a negative
news, additional explanation and a courteous close.
Explanation is appreciated before bad news decision. A good rule to consider is “Give good
news quickly but take more time with the bad.” Thus while the good news message follows the
direct approach the bad news usually follows organization structure.
a) Buffer: Buffer is a receiver’s benefit statement. Begin your message with reader’s interest
information. Your buffer should be pleasant, honest and neutral in tone. Do not mislead the
reader and never make him think that the news is good. Apologies are not apt if your
company is not at fault. Try to appreciate your reader and praise him on his past record.
Sympathize with the reader’s problem and show a sincere offer of help. If you can grant any
part of request, begin with that news because it will please your reader.
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b) Explanation and Analysis: The explanation of a negative message is very difficult to

present. The writerneeds the convincing reasons to make it effective. Explanation will come
before decision and it can also be placed after the negative news. The following suggestion
should be followed.
(i) Try to convince the reader that this decision is in his interest in future in the long run..
Avoid reasons that suggest benefits only to your firm.
(ii) Express all facts courteously. First mention the favourable facts and then less favourable
facts.
(iii) Show that the request is completely considered then the decision is made in his interest as
well as your company’s.
c) Decision: To make the decision clear and positive you have these alternatives:
(i) If your reader is expecting a refusal you can omit negative entirely and name the bad
news decisions clear by implication.
(ii) If an implied decision is not understood express your decision clearly after
explanation. Do not create uncertainly for the reader. The best place for negative
decision is the middle of paragraph.
(iii) If possible, offer suggestions and propose an alternative course of action. By
emphasizing what can be done, you may clearly imply what cannot be done you may
clearly imply what can be done with actually using negative.
d) Friendly Positive Close: Ending should be pleasant for the reader and it should show the
future’s suggestions for the reader’s benefits:
(i) Appreciate your reader as a customer.
(ii) Invite future co-operation and correspondence.
(iii) Express your continued interest and sincere wish for the reader’s success. Do not
repeat the bad news as “I trust our decision is satisfactory”.
2. Direct Plans:Sometimes the direct organization plan can also be used for unfavourable
messages. If will depend upon context and particular situations. The direct approach is effective in
one of the following cases:
a) A routine matter in which the message is between employees of two business firms or
within the same firm.
b) A reader who is known to prefer reading the bad news in the first paragraph.
c) An urgent message for calling the receiver’s attention as in the late cases of collection
procedure.
The pattern will be the same as the direct good news plan except that the opening contains
best instead of good news:
(i) Bad News Decision.

(ii) Explanation.
(iii) Courteous Ending.
Q No. 12: Negative Replies to Request?

Answer:
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a) Answering non sales related inquiries when the information is undesirable. In
business occasionally you may have to write bad news answers to inquires about matters
not relating to sales. Your reply will follow the bad news plan. The best policy is to be
honest, tactful and aware of your fourfold responsibility to the applicant, to the addressee,
to yourself and to civil rights laws. Omit any statement that you cannot verify in a court
of law.
b) Refusing Adjustments on Claims & Complaints: complaints while refusing a request
for adjustment resale constructive suggestion and sales promotion should be included
besides buffer and explanation. Here you may have to write two kinds of refusals.
i. When the customer is at fault regarding a product. In most cases the customers are
at fault because they do not follow the instruction for using the particular product. They
claim free replacement or repair of the product. When the customer is at fault special
tact must be used. Do not say in the letter again “you violated the instructions or you
did not take care of a product”. Letters should include a satisfactory explanation
implied but clear refusal and constructive suggestions.
ii. When the customer is in mistakes about the account or service: there are
unwarranted claims about the account balances of the customers and unjustified
complaint about you firm’s services. These complaints are mostly handled on telephone
when the claims are unjustified; the explanation for misunderstanding becomes
important in order to maintain reader goodwill. If the matter is too figures or a photo
static copy of record. If a customer does complain a detailed oral or written explanation
about the product should be included.
iii. Refusing Credit: While refusing a credit application, try to continue business on case
basis. A credit makes decisions concerning credit. Some create departments use the
telephone for all refusals most written refusals include bad news organization plan.
Some large firms use printed forms with customer’s opening paragraph and then a list
of several reasons for credit refusal. All the reasons which are applicable to the reader
are marked positive language should be used while starting an unfavourable decision.
iv. Acknowledge Orders you can not fill now or at all: If you get an order that you can
not fill immediately or in the way the customer expects your response will be
temporarily a bad news. This happen in the following:
1. In complete or vague orders: When the customer omits necessary information on
an order you can not process it.
2. Order for out of stock items to be back order: If your stock of an ordered item is
temporarily short and you expect a new shipment within a week or two you have to
convince you reader to wait rather than your reader to wait rather than to cancel the
order.
a. Orders for out of stock items for which you suggest a substitute: When you
get an order for a certain model that you cannot supply soon by back order
suggest a substitute if possible.
b. Declining Invitations and Requests for Favours: Sometime you have to refuse
the invitations or requests of customer’s non customer and employees. Some of
these requests are non-business and personal. The bad news plan is the best for
refusing invitations and requests for favour. Some of the request for factors that
a customers asks for changing requirements, payments, due dates, borrowing
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your company’s equipment or seeing your firm’s confidential material. Non-
business requests for favours include donation of your time, money, property or
other help.
c.
Q No. 13: Unfavourable Unsolicited Message:

Some time you may have to send bad news messages that are not response to inquires or
complaint. Unfavourable unsolicited message contains unfavourable announcements about prices
and services rules and procedures and other bad news if the bad news is routine, you may choose to
use the direct organizational plan. However, if your reader can be disappointed or angered by the
news, use the indirect i.e. bad-news plan.
a) Announcing Bad News about Prices and Services: When your firm finds it necessary to
increase prices or cut service to customers you should begin your letter with buffer followed by
explanation and negative decision and at the end a courteous close. You can also use the news
direct approach opening when giving an unfavourable message to employees e.g. message (3).
b) Penalizing for non-conformity to rules or procedures: In announcement about punishment
for breaking the firm’s rules and laws the message often begins with bad news. In an urgent or
very important situation, direct approach should be used.
c) Conveying Other Bad-news: All the news unsolicited and solicited messages can be handles
by the bad news plan. In a case you have made a mistake it is the best strategy to accept your
error in the beginning of message. The letter of resignation is another bad-news announcement
you may have to write if resigning (bad-health better position etc, appreciation and pleasant
comments abut people you are leaving, perhaps a statement of regret, definite date for
resignation and a sincere friendly end should be stated). Before organizing the direct & indirect
plan for your message, you must show your relationship to the reader. You have to generate
goodwill also. (e.g. page 237).
Q No. 14: What are persuasive sales letters? Discuss in detail the process and organization
Sales Letters?
Answer: The purpose of sales letter is to sell the product through presenting the advantages of
goods or services in a manner that makes the buyer to accept the offer. The seller has to following
four steps:
a) Attracting Attention.
b) Creating Desire.
c) Convincing the reader.
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d) Stimulating Action.
Selling is a business term means to influence, to convince, to make a person act a you wish
him to act. To achieve the purpose of sales letter, the writer must cover the above four steps
carefully.
There are two kinds of sales letter.
a. Solicited sales letter.
b. Unsolicited sales letters.
Suggestion for writing solicited sales letters.

These are the letters in which the organization invites the customer to buy its product or to
use its service to promote sales of the products. The main purpose in writing a solicited letter is to
give response quickly to someone’s request for information. The solicited sales letters should begin
with good news. The above four steps should be kept in mind.
Suggestion for Writing Unsolicited Sales Letters: These are the letter which the organization
sends an uninvited request to buy a product or service. The letter demands a superior writing skill.
While writing unsolicited sales letters you must have the following capabilities:
a) To know the central selling point whether the purpose is to make a direct sale, stimulate a
future sale or win back the last customer.
b) To understand whether the purpose is to make a profit by your product or service.
c) To know every detail about your product and service.
d) To be aware of place and timing.
e) To give thought to the size of your letter.
AIDA is very important to follow for making your sales letters more effective and successful
 A-Attention.
 I-Interest
 D-Desire
 A-Action.
(i) Attract Your Reader’s Attention:
If you want to attract the reader’s attention you have to keep the opening short as
short paragraphs are easy to read. It will make the reader to continue reading. Clichés should
be avoided e.g. “I am sorry”, “I am Writing you late.”
(ii) Arouse your reader’s interest and desire: Now inform you reader about the product
and services and their benefits for the reader. You should emphasize that what your
product will do for the reader. At the same time you have to create a desire pointing out
the positive features of the product or service.
iii) To convince the reader you should also:
a) Develop central selling point in the light of benefits.
b) Attach testimonials of satisfied users.
c) Include sample of the product.
d) Make payment simple to do and understand.
iv) Induce reader action: Action at the endings should be clear. Placing benefits at the end
is acceptable. Remember the following points:
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(i) State clearly the action you desire.
(ii) Make the action easy.
(iii)Date the action (when desirable).
(iv) Offer persuasions to act by a specific time (when desirable).
Some other ways to end with action:
(i) Free trial of the product.
(ii) No obligations to buy.
(iii) Higher earnings.
(iv) Special price for a limited time.
To write a persuasive sales letter is difficult. Some letters may take weeks to perfect but
financial return can be great. Good selling presents the benefits and achieves its aim. Achieving aim
requires careful editing and revising.
Q No. 15: What are the Direct Requests? Discuss in detail the purpose and organization of the
direct requests?
Answer: Direct request are those messages in which the main purpose is to ask the reader to answer
questions or do something. The sender requests the receiver and demands a favourable reply. The
organization of direct request depends upon the nature of the request and expectations of the
sender.
There are two organizational plans for direct request, i.e. direct request plan and persuasive
request plan.
The direct request plan will be used for a routine inquiry or request that the sender assumes
the reader will act as he requests. In this regard, the reader also understands what the sender wants
and why he wants it.
The direct request plan contains following three parts:
a) Main Idea: Request, questions, statement and reasons.
b) Explanation: Details need to help the reader respond correctly.
c) Courteous close: With motivation to whatever action is desired.
Inquires:
Inquires letters are written requesting information. The questions asked are important in all
inquires whether they are in a letter, memo or a long survey questionnaire.
Wording and Arrangement of Questions: If the sender wants to get the exact information, he must
be careful while planning the questions included in the inquiry.
The following suggestions can be applied to all kinds of direct-request inquires:
a) The questions should be specific. If the product about which the inquiry is made is
technical, all the dimensions, technical specifications and architectural drawings are
included to help the respondent. A single general question is not enough in this regard.
b) There should be separate paragraphs for each main question if it requires explanation.
c) The questions should be numbered. Few questions may be placed in the body but more
questions require separate sheet.
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d) The question should be worded to get more detail that simply “Yes or No”.
e) Some minor questions are worded to get “Yes or No” answers.
f) Only one topic should be covered in each question.
g) If the sender wish the reader to analyze a person, product or services, it may be better to
define each category on sender’s own analyzing scale.
h) The question should be arranged carefully-generally starting with the ones that are
easiest to answer.
i) If the questions are worded in a neutral way, the senders do not influence the answer.
Inquires About Persons:
When the information is needed about a person, the sender usually directs his request to a
reference-a responsible source of information. He asks the reference-by phone or letter-to give
information about an applicant for a job, a loan, credit membership in an organization or some
special training or insurance protection. Inquires to a reference may be made by the applicant or by
the person who seeks information about the applicant.
Applicant’s Request to a Reference:

Sometimes an applicant asks references if they will send a recommendation directly to some
who needs confidential information about the applicant. In the first paragraph of the message, the
sender will state his purpose and tell the respondent what the recommendation is for. If he has not
been in touch with the references for sometime, he has to refresh their memory about himself. The
explanation should include a brief summary of facts about him. For example, if the reference is a
former professor, he might choose the following appropriate facts:
a) The course he studied under the reference-when and where and his grade.
b) His overall performance at college.
c) Positions he held and dates employed.
d) Honours, scholarship awarded.
e) Leadership qualities, activities-tutoring etc goals and objectives are necessary for the
sender to obtain recommendation about his work in specific courses or jobs in which
his work was qualitative.
Inquiries Request to a Reference:
The most frequent requests to references are those telephoned or written by people who need
confidential information about an applicant. The inquiry can be organized according to the direct
request pattern. The opening statements usually include the applicant’s full name and why the
sender is calling or writing to the reference. The explanatory section should include:
Sufficient details about the requirements of the job, loan, credit, scholarship or membership
for which the applicant is being considered.
Clear statement what the sender exactly wants to know about the applicant. They may include
relevant information about unique capabilities, character and special qualities.
A few facts that the applicant has already told such a length of time worked for the
reference, job title, achievements etc. to check his accuracy and honesty.
If inquiry request is written to a business executive at a business address, the enclosed reply
envelop should be omitted because they prefer to use their own firm’s stationary. However if it is

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written to someone who may be in on-person office or in a non-profit organization, it is appropriate
to enclose a stamped reply envelop.
Example: Inquiry.
Personal request listing numbered questions in letter (explanation with questions).
Full Name:
Reasons for Request:
We are seriously considering Mr. Mary for a position in our research department. As she
gave your name for a reference. I will appreciate your comments.
Detail Applicant Work:

Mr. Mary has been working in a part time clerical position for about a year in our branch
office. Now she has expressed interest in getting into more professional work and pursuing her
career in writing for our head-office.
Details Specific Request and Explanation:

Because of Ms. Mary’s outstanding record in college and here hard work, we are making
every effort to find or create a position for her. For that reason, I am asking for help in finding out
as much as possible about her strengths and weaknesses. Then we will be able to find a job
according to her talents and our own needs.
Questions with Details:

a) Ability to organize her worm.
b) Originality, initiative and reliability.
c) Ability to work smoothly with others while under pressure.
d) Degrees of supervision and guidance.
A Promise:
Your statement will, of course, be kept confidential; I look forward to your helpful reply.
Easy Action (Phone):
I will appreciate either a letter or a phone call from you, which ever you prefer. You can
contact as during the whole week except Sunday between 09:00 am and 01:00 pm.
Inquiries about Product or Services:
Both as a consumer and as a business or professional person, there comes many occasions to
seek information from the seller of products and services or from customer, employees and others.
Direct Requests to the Seller:

While inquiring a seller whether he is a manufacturer, retailer, investment broker or a hotel
clerk. His self-interest should make him glade to comply with sender’s wishes. The sender (i.e.
buyer) wants a free catalogue, price list or a booklet about product, deliveries or payments plans. At
such time, the complete direct request need only on request for example (please end me your latest
sporting equipment catalogue and he descriptive folder your advertised in April on the inure of
sportsman illustrated. But for some other problems the sender need to ask question for which the
respondent does not have prepared answer. According to the direct request plan the main idea is
included in the first paragraph. Here reason and request should be presented according to need.

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After the opening paragraph, all needed question and explanation should be included. The final
paragraph contains the action request.
Direct Request to Customer, Employees and Others:

As the seller of product or services the sender can often use direct request inquiries win back
“missed” customer who had have not bought from his firm for some time. He can also obtain
information and opinion from customer and others about his product or service.
“Miss You” Messages:
Many firms have revived hundreds of unused accounts by mailing a series of direct request
ranging from colour postcards to forms letter on specially designed stationary. Such messaged till
the reader that they are missed, appreciated and important and hence, asked to come back. Some
may also ask “what is wrong” and if a former customer has a complaint, they can express if they
have done, they will say so and probably place another order. Either way, the silence has been
broken and a did account may be revived. The firm can also gain useful comments about its product
and services.
Other Inquires About Firm’s Product and Services:

Sometimes information from employees, colleagues or other person is needed. When
question or easy to answer and no persuasion is necessary, the inquiry is easy to compose either
inside or outside the organization.
Claims (Complaints) and Request for Adjustment:

Whenever there is this satisfaction with a product services or policy, it is in sender’s and
company’s advantage to communicate with the right person immediately about the desired
correction. Oral complaints to sale representative often do not b desired results. A better procedure
is to write an effective letter to the proper and responsible company official who will do some thing
to solve it. Most business managers want to please there customer because it is in their own interest,
reputation and benefit. When a complaint stated unusually a claim or request is made for some kind
of adjustment. All such request is claim letters. Claim letter should be organized by the direct
request pattern. Whenever they involve a routine matter that is covered by a guarantee or by
established procedure for customer relations. Some typical situation for direct request claims
include defective material or workmanship, mal functioning parts, defective item or product that are
nor what customer ordered. Claim about services include delivery mix-ups, broken promises,
discourtesy, carelessness, clerical or book keeping errors and minor inconveniences relating to
violation of published company polices, for those claims that involve controversial issues, large
sums of money, repeated errors or other serious matters, persuasive requests will be written.
Characteristics of Well-Written Claims:
Claims to the seller about product and services should be written immediately. All the ‘Cs’
qualities are applied according to the need and context. The sender fairness of the reader-e, they
will make the adjustment after knowing the facts. When there is a complaint about the poor
condition of a product, all the facts should be included with relevant materials. He should not
exaggerate the poor condition and never guess to blame any one. When the sender’s purpose is to
call attention to employee’s poor service, he should make clear that the behavior is not
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representative of the firm’s usually good customer relations polices. There should not be any anger
or name calling because it lowers the chance of satisfactory adjustments as well as degrade the
respondent. As an agent of employer or business, the writer should be more careful. Different
tactless behaviors not only reflect unfavorably on the writer and his company. Appreciation about
the product as well as honour is appropriate according to the matter and need.
Organization and Content of the Simple Direct Claim:
The direct claim is started with main idea. The main idea is the need for an adjustment or
correction of an error. In the explanatory paragraph or paragraphs include all facts the render will
need to understand his claim clearly. For example, if the wishes free repairs on an item that is
malfunctioning within the guarantee, present evidence of the date of his purchase, model number,
price, he should also follow the operating instructions and state clearly what is wrong. In action
paragraph, he asks what he wants or leaves the decision to the reader. Depending on the
circumstances, he will usually request one or more of the following:
a) Refund for all or part of purchase price.
b) A new shipment with the correct item ordered.
c) Free replacement of defective part.
d) Free repairs.
e) Reduction in the price (because of a product or service defunct).
f) Free inspection, complete overhaul.
g) Explanation or change in policy or procedure.
h) Cancellation of an order or part of an order.
i) Correction of a billing error.
Requests Degrading Routine Business or Public Causes:
These messages include business or professional people’s request that are directly related to
routine business or to public issues that effect their firm or industry. The discussions and example
are grouped in two categories whether the request go to persons outside or within the organization.
Requests to Persons outside Organization:
As a business or professional person, the writer may need to ask his customer, supplier,
Transportation Company or others to sign and enclosed signature card or document. He may need
missing answers on a customer’s credit application or a correction of an irregularity in a check sent
to his firm. He can also request for public officials about concerns that are in the best interest of his
business or industry. These and a lot of other problems may handled by the direct request plan.
These letters should be concise, clear and courteous. They begin with the reason or request either in
the first paragraph or at the beginning of the second. When a similar request goes to several
customers, the sender can use processed form letters each may contain reader’s name, address, and
salutation in certain places. (Examples)
In request letters to public officials, it is preferred to begin the opening paragraph with the
main idea, then mention a reason and end with a frank request (examples).
Requests to Persons within Your Organization:
These are straight forward request exchanged between employers, colleagues, superiors and
subordinates who are part of an organization. For example, if a sales manager asks the Field
Representative to send monthly report, he will request in the first paragraph. In the explanatory
paragraph he will give details related to past and correct trends. Besides, he will attach a sample
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report for the help of the receiver. In the action paragraph, he will state clearly when and where
reports should be sent. And appreciate him at the end.
Invitations, Orders, Reservations:
Though quite different form each other, invitations, orders and reservations are similar in
that the reader is asked for participation, merchandise or facilities. Here the direct approach is used.
Invitations:
Invitations that require to persuasion can be classified as both good news announcements
and simple request. Again there is three part plan, main idea, explanation and action. The main idea
in the first paragraph is the invitation request. Five Ws are included according to the need. In the
explanation paragraph of direct request invitation, all the details that the reader appreciate or need
are included. The ending paragraph clearly states the desired reader action and makes the action
easy. If reply is needed by a certain date, the writer should mention it.
Orders and Reservations:
When the writer is ordering supplies or equipment and do not have an order blank or a
purchase form of the company with he is placing the order. He can achieve his purpose by writing a
letter according to the direct request plan. The same is true when he wishes to reserve hotel
accommodation, a meeting room, parking facilities for a conference or any other premises. In both
order and reservation messages, the main idea in the first paragraph is that where he is ordering or
serving something. The explanatory paragraph gives the details that the order or reservation
requires. The last paragraph focuses on desired action.
Order letter include following three kinds of facts:

a) Details about what you are ordering.
b) Directions for shipment.
c) Manner of payment.
The quantity, colour style, size, price, payment, location, shipment date, place etc and other
special instructions that are needed by the receiver are included.
To reserve hotel accommodations and other premises, the context of explanatory paragraph
will depend on the event and number of persons needing rooms, if he is reserving room for one or
two people, he may only state the dates, desired room size, location, any special facilities required
and inquire about rental fees. But if the writer is the president of a conference, his letter will require
many other details. These may include inquires about available meeting rooms, size, seating
arrangements, lectures visual equipment, facilities for real parking and rates.
BUSINESS REPORTS:
A business report is defined as “a document in which a given problem is examined for the
purpose of conveying information, report findings, putting forward ideas, and sometimes making
recommendations. In fact, a business report is “a very useful tool, an instrument of managerial
control”. To put it simply, a business report may be explained as a special kind of information on
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which a man in authority may take a special decision to solvesaomeproblem, to make a planor to
make a policy.
Kinds of Business Report
There are two kinds of business reports:

1. Routine Reports.( Informal and short)
2. Special Reports. (Forma and long)
Routine report is an important part of business office which requires ability for obtaining
details. Such reports are usually written by sub-ordinates. The special report, on the other hand, is
written by a man whose training and experience make him expert in the field which the report is
concerned. A special report is always specially authorized.
The Importance of Business Reports

In the modern highly complex business world, important decisions have to be taken almost
daily because complicated and difficult problems continue to crop up. The management engages
the services of well qualified and experience persons to write special reports on the problems. They
write these reports by conducting surveys, investigating the matter thoroughly and submitting their
findings along with their recommendations or suggestions. As the report writers are experienced
and well qualified persons, the management always relies on them and accepts their
recommendations and suggestions if they are found useful. These reports play a great role in the
planning and organization of business. When the industry is to be expanded, a lot of special reports
have to be prepared and gone through before the board of directors can arrives at a safe decision.
Sometimes routine matters also require the assistance of special reports whenever serious problems
crop up.
The Short and Long Reports:

1. Short Report or Informal Reports.
2. Long Reports or Formal Reports.
1. The Short Report:

The short report may range from a short statement of fact presented on a single page to a
longer presentation taking several pages. The short report is usually submitted in the form of letter
or memorandum. It does not carry a cover, table of contents or any special display. In style, it is
personal, informal and relaxed. It is written in the first person i.e. I and we.
2. The Long Reports:

The long report is always long and consists of all or only some of these parts, cover page,
title page, contents page, and letter of transmittal, summary, introduction. The body of report,
conclusion with recommendations, appendix, bibliography and index. It is sometimes printed and in
the form of a book when it is very longer with a summary and its introduction. In style, it is

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impersonal and formal. It is written in third person references such as “it was found” and “the
writer is of the opinion”.
Essential Qualities of a Good Business Report

A well written report should have the following qualities:
1. Accuracy: It must be accurate. The facts should be gathered carefully and interpreted
honestly. Facts and opinions should not be mixed. The decisions are made on accurate reports.
2. Clarity: It must be clear. The ideas should be presented in order. There should be simple,
direct, and short sentences and paragraphs. The reports should be understood by the reader as it is
intended.
3. Conciseness: It must be concise and to the point and not longer than it needed.
4. Tone: The tone for a report is more formal than business letter. It is, therefore, customary to
write it in the third person.
Main Parts of the Long Report

The long business report is consisted of the following parts.
1. Cover.
2. Title page.
3. Contents page.
4. Letter of transmittal.
5. Introduction.
6. Table of contents.
7. Table of chart.
8. Summary
9. Body of the report.
10. Appendixes bibliography.
11. Index.
These parts are adequate even for the longest of the report varies from the standard cover of
a book to the ordinary filing folder. On this cover is written, or printed the name of the writer, of
subject of the course, and the dates are also be added. The title page describes only the name of the
reports and the name of the report writer. The letter of authorization is a letter from the office to
the writer asking for the report. the letter of transmittal is the covering letter attached to the report
and is a kind of reply to the letter of the authorization. Introduction or preface should be used to
describe the method employed in writing the report, the scope and limitations of report, any
special problem faced, any unexpected conclusion, or finding reached at. The table of contents
mentions, in the form of a list, the various parts of each. Similarly, the table of chart lists the chart
or illustrations with page number of each chart on which of begins. The summary gives the resume
or highlights of the whole report. It mentions the main point of the report alongwith findings or
recommendations. The body of the report is the actual report where the given problem has the
complete description and explanation of the problem, explaining with chart, graphs, tables, and
other similar materials. Here, the seven principles of communication should be applied. The body
should be written followed a careful and well prepared outline. The appendix is formed of the
material which is quite relevant to the report but is not included in the body because it is needed as
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reference only. Only a few parts have a bibliography in them but if the report is based mostly on the
material taken from a library, it should be mentioned in the bibliography by giving a list of books,
magazines, journals and other materialized in compiling the report. An index is given only in a
very long report. It should be prepared carefully.
How to Prepare a Long (Formal Business) Reports?
When the purpose of the report is clearly determined, there are three important stages in its
preparation which are mentioned below:
1. Gathering the Data.

2. Organization the data.
3. Composition of the Message.
1. Gathering the Data:
For gathering information there are two methods.

a. Library method.
b. Field method.
a. Material from library :

The report writer should select the best books related to the purpose of his report. All
these reference books provide useful information which should be helpful in writing the
findings of the report. Other helpful materials from library are magazines, newspapers,
pamphlets etc. indexes to magazines and journals are very important for the report writer.
Sometimes a subject is so new that the books are of little use and this material can be found
in magazines and newspapers. The useful indexes for the report writer are industrial indexes,
accountants’ indexes and engineering indexes.
b. Material from Field:

There are three ways for getting information from the field. The material can be
gathered through observation, surveys and interviews i.e. by means of questionnaires
chiefly.
(i) Observation:
In some simple business reports, observation may be the chief or could be the only
source of information. If we are going to make a comparison of two well-established and
popular newspapers to judge their comparative roles as our advertising media. By direct
observation, we will see the column length of advertising, the number of classified
advertisements, the relation of advertising matter to news matter and the variations in
advertising from day today or from week to week. Then we will be able to decide which
paper would be the better medium for company’s advertisements.
(ii) Interviews:

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For preparing a good report, interview is very important. A good reporter should
be a good interviewer. Only on good interviewer can obtain useful information from the
other person. The interviewer must decide in advance what exactly he wants and prepares
a set of questions. He must be tactful in his approaching different people otherwise the
other person can refuse to talk and answer not in accordance with the desire and
objectives of the reporter.
(iii) Questionnaire:
A lot of business informations can be obtained through the mail. The main device
to get information through mail in the questionnaire. The questioners should be used
properly. The mailing list should be prepared carefully. The questionnaire should be
short and to the point. There should be no ambiguity and all the questions should be to
the point. A stamped envelop should be enclosed for an answer.
2. Organization of Information and Data:

If the report has been well planned and the collection of material is systematic then the
organization of material is not so difficult. If the material from library and field is well searched,
then the organization of material is not so difficult. If the material from library, observation and
interview are in good order, these facts can be arranged. Our conclusion will depend upon the
impression we have gained during our work. Graphic representation i.e. the use of tables, diagrams,
charts, maps, graphs and list is usual in business report.
2. Outlining the Report:

The report should be fully organized before the actual report is written. Making the out line
means selecting the material to be used in the report and also determining the sequence of
presentation. Good and comprehensive outline will make the actual writing easier. The report writer
will write confidently and rapidly having the outline before his eyes.
Market Reports
Market and Classification of Market
Market:
The word “market” is derived from Latin “meracatties” meaning goods’ traffic or trade. The
term “market” is very common in both business and every day life. Generally, a market is a place
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where people go to buy and sell commodities. It is the meeting place of buyer and seller. Today the
whole world has become a market because buying and selling can be done sitting at home over the
telephone and through e-mail. However, basically, a market is a place of business.
The main features of Modern Market Organization:

a) The modern market has been expanded. As a result, the market has been divided into
different sections. Each section of market deals in one commodity.
b) Transaction in market is generally made by samples. This system saves time and money.
To bring the whole quantity of goods to the market is not necessary. This system not only
saves time and money but also helps in fixing transacations at distant markets by sending
out the samples only.
c) A large number of middlemen known as brokers, agents, dealers and jobbers act in the
markets on the representatives of buyers and sellers. The face to face meeting of the
buyers and sellers is not necessary at the market. They generally sit at their respective
sale depots or manufacturing or producing centers while intermediaries act on their
behalf in buying and selling commodities. These intermediaries are middlemen. They
occupy an important place in modern market. They usually get their fees in the form of
commission at certain rates.
d) In business, speculation denote a kind of business activity which one under takes with the
hope of making profit as a result of movement of price in future. In this kind of business,
there is great risk in foreseeing the change of prices either inside or outside the market.
The speculator buys or sells with the intention of agents who undertake this business are
known as bulls and bears. The speculator who buys forward with the intention of re-
selling and thereby making some profit before the date of delivery is called a bull. The
speculator who sells expecting a fall in price with the intention of re-buying it in future
before the date of delivery and thereby makes some profit is called a bear.This system of
speculation has resulted in the kind of business which is technically called “future” in
which both buyers and sellers only make contracts of sale and purchase at a future date
neither making delivery of the commodity nor paying the price until the period of
contract is completed.
e) The modern highly advanced means of communication have influenced greatly the
organization of modern marketing system. Goods can be transported in a very short
period from one corner of the world to the other. The changes in price occurring distant
places can be communicated with the help of telephones, telegrams and even through e-
mails. Thus the prices are stabilizing all over the world and there remains a fair
competition in healthy atmosphere.
f) In modern world no country can live in isolation. In the field of commerce, we find a sort
of central organization of the market, farming certain polices and upholding them for the
purpose of protecting the common interests of one class of business.

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g) The modern market organization of most countries makes necessary arrangements for
making available to the business transactions experts advice and information.
Commercial information, bulletins and market reports are prepared by experts and
published daily, weekly, monthly or even annually. The public is kept aware of the rise
and fall of price in the market and they take necessary steps to safeguard their interests.
Market Report:
The modern market make it possible for the buyer and seller to know the condition of the
market, volume of business transaction and prices of different commodities by publishing
periodical magazines published at regular intervals bulletins. The state of the market in a given
commodity for a certain period constitutes market report. Market reports are prepared by business
experts. These reports make businessman and public aware of the conditions of the market. Today
the market reports broadcasted on radio. T.V and computer through internet. The main purpose of
market report is show the movement of prices and internal and external causes for such movements.
It is an index of business condition happening in a market of one or more commodities over a
period of time. Every market report usually contains the following essential information:
a) Dates on which business was transacted.

b) Place of business transacted.
c) Period under review.
d) Name of commodities, their types and qualitative.
e) Position of demand and supply at the time of report.
f) Volume of business transacted including the available stock.
g) Different levels of prices of commodities ruling the market.
h) Rise and fall in prices.
i) Terms of delivery and payments.
j) The overhaul impression in the market.
k) Comments for the reports on future business or possibilities.
Importance:
The publication of the reports tells the businessman in particular and the public in general
about present trend and future tendency of the market. According to the report, they take certain
steps like selling stock or buying goods in order to safeguard their benefits.
A market report shows the future development to the business condition happening in the
market at certain period. The prices mentioned in the market report are only current prices which
may rise or fall from day to day. Therefore, a seller may demand a higher price for a commodity
then one mention in the previous market report. Moreover, the prices of perishable commodities
such as fish and vegetables constantly fall or rise. So market reports give us valuable information.
Different Types of Market Reports:

The market reports may be drawn up daily, weekly, monthly, half yearly, even annually
depending on the cases of transactions and amount of consumption. There are three major types of
market report.
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1. Daily Market Report.

2. Weekly Market Report.
3. Monthly Market Report or Seasonal Review.
1. Daily Market Report:

It is usually published in daily news paper and shows the rates prices, supply and demand of
commodity of every day use, it includes:
a) Closing Rates of Previous Day.
b) Opening Rates of Market day.
c) The highest and Lowest Rates.
d) The closing rates of the day under review.
This report is more important for the customers than traders and investors.
2. Weekly Market Report:

It reviews the market of similarly nature for six working days i.e. from Monday to Saturday.
It includes
a) The closing rate of the last week.
b) The opening rate of week under review.
c) The highest and lowest rates.
d) The closing rates of the week
This report is suitable for a stable market. It also indicates different internal and external
factors responsible for price fluctuation. In conclusion, there is general indication of the trend of
price movement that may take place in the coming week.
3. Monthly Market Report or Seasonal Review:

These are published about those commodities, prices and demand which are more or less
stable. Annual reports show the trend of prices over a long period. They help not only traders but
also for government for assessing the position of a market over a long period and in taking
necessary steps. Either to stimulate or control prices.
Special Terms Used in Market Reports

Market Terms/Business Terms
To write a market report is the work of highly specialized report writer who is familiar with
appropriate use of market terminology. The following are the common terms and phrases used in
the market reports.
a) Arbitrage: It is transaction of business in which the profit is made by the difference in

prices in a particular commodity in the different markets at the same time or new.
b) Arrival: Fresh stocks of commodities that are brought to the market in a given period
i.e. required time are called arrivals. Arrivals are quoted in the market reports in order
to show the increase in the supply of goods. It will determine the cause of prices in
future. Large arrivals indicate a rise.

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c) Bear: A bear is a business operator who at present enters into the contract of selling of
goods but does not deliver the goods, or accepts the price till a stipulated time in future
is called a bear. He sells when the price is high and buys when price falls. So the
difference makes his profit.
d) Bearish: The market is called bearish when there is a general expectation of fall in
price in future.
e) Bull: A bull is opposite to a bear. He speculates a rise in price in future. So he buys at
present when the price is low and sells in future when price rises up and thus making a
profit out of the balance.
f) Bullish: The market is having a bullish tendency / trend when there is general
expectation of rise in price in future.
g) Bull Campaign: When the bull operator fined that their calculations have proved
wrong and the expected prices do not rise up or fall, they try to influence the market by
spreading rumors. In this way, they can make profit. It is bull campaign.
h) Dumping: When a country tries to capture the market of foreign country through a
tough competition as a result of which they prices of commodities imported from the
country are sold much below the current market price, the first country may get the
monopolistic control of the markets of second country. This kind of competition is
known as dumping.
i) Ex-Factory / Ware House: It means that the delivery of goods is to take place at the
seller’s factory or ware house i.e. go down.
j) Ex-ship: If the delivery is taken by the buyer at the dock after paying all the costs for
their conveyance home, the sale is ex-ship.
k) Haggling: It is practice of wrangling over price.
l) Glut: It is an excessive supply of any commodity.
m) Market price: It is a price which is actually paid in current market dealings.
n) Market Value: It is the price of certain commodity which the dealer expert to get in
the market. It is the average value of a particular commodity for a short time.
o) Off take: It indicates the total quantity of goods purchased on an exchange during a
particular period. It includes both ready and future deliveries.
p) Turnover: It means the total amount of transactions done any day or in a particular
period. It also includes the total sale in term of amount of price received or quantity of
goods.
q) Rigging: It is the manipulation of the prices of commodities by bogus transaction
practice by the bulls.
r) Tendency / Trend: It is the movement of prices due to the effect of demand and
supply of the commodities.
s) Volume of Business:
(i) When a small business is done in the market for a particular period, the terms are:
1. Dull – Stagnant.
2. Uncertain.
(ii) In case of some heavy business the terms are:
1. Brisk
2. Broad scale.

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t) With Buyer Over or Seller Over: When the buyers in the market try their best to buy,
the result is that the prices are goes up against their expected prices, hence are
compelled to withdraw from the business, “with buyer over” is used. If the prices touch
the lowest limit which compels sellers to withdraw from business, the term “with seller
over” is used.
u) Set back: If there is low price in the market in the form of sudden fall in the volume of
transactions it is termed as “set back”.
v) Flat: It indicates the very low price of commodities in the market.
w) Shade: It means a little rise or fall in the prices with the narrow margin. It indicates
decreasing prices or low prices prevailing in market.
x) Boom: It is the period of heavy business and rising prices.
y) Reaction From: It means a fall in price from highest level and hence shows a
downward trend of prices.
z) Nature of Business: It indicates the terms and conditions of the delivery of good
bought or sold. When the goods bought or sold are to be delivered with in a few hours
or days it is called ready delivery, spot delivery, ready lots, near position, local
deliveries. On the other hand, when the good bought or sold are to be delivered after a
month or at some future date, is called “forward” or “future”. This type of transaction is
also termed as “distant”.
aa) Ardor of the Market: It shows the tone or state of the market.
bb) Buoyancy of the Market: It indicates the better tone or state of the market with
increasing tendency of prices.
cc) Subdued Note: It indicates that the tendency of the market is downward.
dd) Give way: Falling or decreasing prices.
ee) Lame Duck of the Market: These are the goods which suffered most because of fall
in price. These may be because of much bear speculation.
ff) Counters of issues: These are all kinds of shares issued by the joint stock companies
and these are listed in the stock exchange as fairly goods.
gg) Pegging: When the rate is artificially maintained a certain level mainly by
manipulation of price is called pegging.
hh) Clogging: It is a situation when the market is full with supplier’s funds prevents the
program of normal operation of business.
ii) Striding: When the market operators take advantage of the abnormal differences in the
rates of different classes of bills in the same market and carry on arbitrage by selling
one kind of bills to buys other kind of bills is called striding.
jj) Street Price: After the stock exchange is closed sometimes the selling of the securities
is done outside the exchange at a privately quoted price. This is known as street price.
kk) The Tone of the Market: The tone of the market refers to the sate of the market i.e.
the courses of business. The tone may be quite or firm, strong or weak, cheerful or
depressed, confident or hesitant. When the tone is firm or bright it means that the
number of buyers is greater than that of sellers therefore, prices are better. The dull or
weak tone is opposite to the firm tone. Some time a market may open firm close flat.
ll) The Tendency of the Market: It refers to the movement of prices the tendency of the
market may be rising or falling, optimistic or pessimistic. If the market is rising it

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means the presence of good demand and much transaction and rising price, while a
downward tendency means the reserve.
Nature of the business also may be mentioned in the report terms as forward i.e. sale for
future delivery. Ready or stop i.e. sale for immediate delivery or use to indicate the nature of
business.
Volume of the business is very important in the market report. It shows the quantity of goods
sold or bought. It also affects the prices. Business in small quantities is expressed in terms as dull,
uncertain, irregular, small account, or small lot while the business in large quantities is expressed in
terms as heavy brisk, large account or broad scale.
Proposals
Proposals are to written to the reader to make him to do something and to accept written plan
for completing a task. Writing proposals is persuasive writing. As the sender wants the reader to
accept his recommendations. The proposal is a full document. The proposals are internal as well as
external. The internal proposals are written to departments within your own company while the
external proposals are written to outside requesters. There are a lot of proposals written to different
companies as well as departments. The highly experience professors submit proposals to the
companies stating that they can help in solving their problems or completing their projects.
Different companies submit proposals to foreign governments that they can build every thing from
small bridges to large and gigantic buildings. A good proposal should contain well structure.
The request for proposals may appear in trade publications or newspapers or sometimes it is
directed toward a company with a specific expertise,as the following examples explain:
a) To sell property e.g. machine and building.
b) To construct buildings, bridges, highways, power plants and water systems.
c) To survey water areas for possible oil fields.
d) To plan and construct airport luggage conveyor system.
All the above are large scale projects. Some smaller projects are:
a) Improving engineering and just in time performance within a company.

b) Communicating different issues throughout the company.
c) Preparing foreign managers to work in country.
d) Constructing buildings as part of a large project.
The purpose of proposal is similar to that of a recommendation justification report. The

purpose of both is to solve a problem, change a procedure and find answer to questions and offer
advice and training or making research on a topic of interest to both parties. In some cases,
proposals are sent to outside readers or a review committee besides the requesting agency or
company. These experts evaluate and can make recommendations about the credibility of the
purposes. They will also analyze all the aspects of proposed benefits of the proposed services and

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other relevant topics. Basically, requesters are concerned with one question: “will the proposal as
stated meet our needs?”
Kinds of Proposals
1. Research Proposals:
A research proposal is usually academic in nature. Professors or other experienced people
desire to obtain a grant in response to request or announcement from the government or other
agency. The school or university departments often submit requests for research proposals.
2. Business Proposals:
Most business employees submit business proposals that may be solicited or unsolicited. An
organization often knows in advance those individuals and corporations that are qualified to bid on
a job or help to solve a problem. As the RFP i.e.; requests for proposals may come through mail,
or in case of government through the daily published newspapers. Depending on the type of project,
the purpose needs everything from on electronic black board to a small airplane.
3. Personnel:
If you have not included brief information as the individual involved in the project in the
introduction, include it in this section. The personnel agreements, qualification should be expressed
in complete biographic form. Include also the percentage of time that personnel will devote to the
project.
4. Budget:
Sponsors or organizations requesting proposals specify how the budget should be presented.
While some budget section may be in tabular or even a form of visual aid. It is to include a “budget
justification” section, stating in a paragraph form a further rational (proof / reason / principal) for
your financial figures.
5. Appendixes:
Appendix is not an essential part of a long proposal. If it is not effectively written, it can
create a negative impression. Maps or graphs, and same relevant letters of support and endorsement
(approval) must be added.
Short Proposals
Short proposals are written for smaller projects. These proposals do not have a much detail
and are written for smaller sums of money. The following are the main part of a short proposal.
1. Letter of transmittal.
2. Summary
3. Body of Proposal.
1. Letter of Transmittal: It is the important part of short proposal. It is simply to send a

document to the receiver. It is a covering letter that explains and justifies the proposal.
e.g. “with pleasure owe respond to your request for proposal sent to use on August 20,
2004. We construct two units of your power plant.”
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2. Summary: Summary is comprehensive short note of the whole proposal. e.g.

“engineering companie is capable of constructing two required units of utility company
power plants projects for a total cost of Rs. 100 million.
3. Body of Proposal: The body of proposal includes information on project team, scope of
services, construction contract packages, computerized engineering system, financial
details etc.
a. Project Team e.g. Mr. John William
Project Manager etc.
b. Scope of Series e.g. (i) General description of units.
(ii) Organization charts of the owner and engineering company.
(iii) Administrative procedure.
(iv) Engineering / economic criteria.
(v) List of research to be performed.
d. Construction Contract Packages: General series: checked security series and install
temporary construction power.
e. Computerized Engineering System: For years engineering company is using computer
assisted engineering techniques. We have to computer programmers two technical
experts. So a software package developed in house will be used through out the project.
A good short proposal should have complete and accurate information. It is said “once the
proposal is signed, the real bargaining begins.
Long Formal Proposals

Large project require proposals with much detail. These projects are of large amounts in
million and billion dollars. They are move complex and detailed that the short proposals.
1. Request for Proposal RFP: A Government company or agency or an individual sends an

RFP to outside experts whom they think or able to complete a given project e.g.
Requester Possible Experts

a Foreign government Construction Companies in Japan and US
) (Singapore Airport Expansion)
b Auto Company Major Universities with expertise in the country in

) (Foreign Auto Plant Expansion) which the auto company desires to expand.
2. Chronology Order of Procedures for Solicited major Proposals: A complete order of the
entire process for a major proposal is consisted of eight steps.
a) The soliciting company announces a project in newspapers or writes to certain
companies asking if they are interested in bidding on the project.
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b) Constructed companies and other who want to bid on the project submitted initial
proposals asking for initial information.
The soliciting company considers all submitted documents and makes a short list of analysts.
The soliciting company asks each of finalists bidding for the contract to submit a highly
detailed proposal and sets deadlines for receiving the proposal.
Finalist companies select their written and oral presentation terms.
Finalist companies submit proposals to the soliciting group dates are fixed for the oral
presentation to the soliciting group.
Finalist companies make their presentations.
Finalist companies wait for response from one month to half a year or longer.
3. Sample sections of Long Proposal: When a person is writing a proposal for the
government it is necessary to meet each agencies proposal requirements.
For some firms, proposals are so important that they have spent thousands of dollars for
meeting the proposals are so important that they have spent thousands of dollars for through
proposals. There main purpose is to fulfill the needs of there requesters through proposals i.e.
solicited and unsolicited. Sometimes a large amount is spent on preparing the visual appearance for
the proposal.
The following three are some of the longer formal proposal:
a) General Formal Proposal.
b) A construction Management Proposal.
c) A research proposal.
1. A General Formal Proposal:

a) Introductory Part:
(i) Title Page
(ii) Letter of Transmittal.
(iii) List of Table / Figures.
(iv) Summary.
b) Body of Proposal:
(i) Introduction.
(ii) Problem
(iii) Need
(iv) Background
(v) Objectives purposes.
(vi) Plans and activities.
(vii) Proposals Qualifications.
(viii) Evaluation.
(ix) Budget of cost / price.
c) Supplementary Parts:
(i) Agency Forms.
(ii) Budget justification.
(iii) Table, maps and graphs.
2. A Construction Management Proposal:
a) Introduction Parts:
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(i) Cover with the title.
(ii) Title page.
(iii) Table of contents.
(iv) Request for proposal letter.
(v) Response to proposal letter.
(vi) Description of owner’s requirements.
(vii) Scope of services.
(viii) Contracts.
(ix) Schedule.
(i) General format.
(ii) Capabilities of firm.
(iii) Firm information.
(iv) Contract terms and conditions.
(v) Fee.
c) Supplementary Parts:
(i) Project schedule.
(ii) Table defining direct cost.
3. A research Proposal:
a) Introductory Part:
(i) Title.
(ii) Summary.
(iii) Table of content.
(iv) Introduction including statement of problem, purpose of research and
significance of research.
(i) Background.
(ii) List of references.
(iii) Per Second.
(iv) Budget.
(v) Description of proposal research and relevant resources.
Writing style and Appearance:

While writing a business proposal all business communication principles and report
writing techniques should be applied. Appearance of proposal will also have nonverbal impact.
The seven Cs i.e. completeness, conciseness, consideration, concreteness, clarity, courtesy and
correctness and important and necessary in the business proposal as in the business letters.
First impression plays a very important role in the success of a proposal. The reader
appreciated the proposal in the term of:
1. General appearance.
2. Style.
3. Neatness.
4. Title
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5. Competence
6. Professionalism.
7. Appearance of contents, list of figures, title page, maps, graphs and charts.
The final drafts of the proposal should be refined again and again. All these
suggestion on proposal outline, format, writing style and appearance can be adapted to all
kinds of proposal. Clarity is most important factor to be observed in proposal.
Strategies for Successful Speaking and Listening

Oral communication is as old as the history of man himself is; oral communication is the
biggest and the most effective way of interaction among the human beings. Great Roman and
Greek writers such as Aristotle and Cicero set rules of the art of the oral communication i.e.
rhetoric. In our daily life, we orally communicate different people i.e. relatives, familiars and
strangers. Our language is the mean of the oral communication. In our personal life as well as in the
world of business, we have to communicate orally with the customer, colleagues, associates,
employer, employees etc. The success in the business depends upon our experience as well as our
way of communication. N.V.C plays very important role in effective oral communication.
Oral Presentation:
Description and methodology:
1. Strategies for Improving Oral Presentation:
During the career of a businessman, he will have to give a lot of oral presentations. The
capabilities and skills of businessman are measured in his oral communication. Effective oral
communication needs a specific strategy containing the following steps:
a) Steps for preparing effective oral communication.
b) Kinds of oral presentation.
c) Ways of delivering the oral message.
d) Strategy for using an effective oral delivery.
e) Strategies for effective non verbal delivery.
a) Steps for Preparing Effective Oral Communication:
Seven steps are essential for successful oral presentation. The preparation and plan before
delivering the presentation make the speaker confident before audience.
(i) Determine the Purpose: We communicate to get desired results. The three basic
purposes of communication are informing, persuading, and entertaining. When the
speaker will determine the purpose, his communication becomes more effective and
to the point and it brings back the desired feedback.
(ii) Analyze the Audience And Occasion: The speaker should focus his attention on the
audience, he should be well aware of their backgrounds, needs, qualification, status
etc. in the same way, the speaker has to deliver his speech according to the occasion
and its importance. The occasion could be national day ceremony, a business deal, a
religion gathering etc.
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(iii) Select the Main Idea for the Message: The main idea / theme should be selected
according to the need. All the related ideas should present the whole message.
(iv) Research the Topic: The speaker will collect facts, data and other relevant
information on the main them of the message. During this research, he wills gain
more knowledge and new information.
(v) Organize Data and Write: After gathering the whole information, the speaker will
organize the data. A good speech has three parts.
a. Introduction: An introduction includes three major parts called “PAL” (Porch, Aim,
and Layout).
Porch is opening remarks including greeting, preface, beginning with a quotation or
reference etc.
Aim is the purpose of the message.
Layout is the agenda of the message. It tells the audience the , road map to Message.
b. Body: The body is the heart of the message. It is organized for central and main
purpose of the speaker. It should be limited to two or three main parts.
c. Summary / Conclusion: Summary is the revision of what has been said. Conclusion
draws inference from the data. The details and remarks should be concluded
impressively.
(vi) Create Visual Aids: Visual aids are not essential in each setting of oral
communication. These should be used where necessary to make the message more
informative, interesting and colorful.
(vii) Rehearsal the Talk: Rehearsal makes the speaker more comfortable, confident and
fluent. Three rehearsals are recommended. Some time the rehearsal makes the
speaker remember the message. During the rehearsal:
a. Audience should be kept in mind.
b. Take all important points for conveying.
c. Anticipation of questions from the audience.
d. Stop at the allotted time.
b. Kinds of Oral Presentation:
Three major kinds of oral presentation are:
a) Informative oral presentation.
b) Persuasive oral presentation.
c) Entertainment oral presentation.
Some other oral presentations are.
a) Motivation.
b) Inspiration.
c) Eulogization.
Normal oral presentation may range from one to ten minutes. It could be introduction,
presentation and reward, giving a briefing to visitors etc. Sometimes the speaker can also present
himself outside his company. The long presentation decreased the interest of audience. Therefore,
oral presentation should be concise but complete.
c. Ways of Delivering the Oral Message:
There are four ways of delivering an oral message:

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a) Extemporaneous: In this method, the speaker makes an outline of his presentation. It
is liked both by speaker as well as audience because it involves more eye-contact as
well as more verbal and non verbal involvement.
b) Reading: some great politicians and businessmen do not want to make a mistake
during their oral presentation because it leads to their disgrace and can also cause a
great damage. Nowadays, these people as well as other common speaker’s at
television often read from a teleprompter, a device allowing them to read their words
directly from a script passing in front of the camera lens.
c) Memorization: This method is a great risk. No doubt, some speaker’s memorize
complete speeches but in most cases the speech ends in failure. It is effective only
when the speaker is an experienced and professional speaker and great memory
power.
d) Impromptu: It is a speech delivered without any advance presentation. Again it
depends upon speaker’s capability as a speaker. It is not so effective because it can
bore the audience and cause a bad reputation and heavy damage.
d. Strategies for an Effective Oral Delivery:
A successful speaker will have to be bold and confident during his speech. In his verbal
message, he has to prepare it according to business communication principles, and the quality of his
message will be enhanced by non verbal delivery. The voice of the speaker is the most important
factor because it gives life to the written speech. Oral delivery can be more effective in sound of the
speaker by fives ways:
a) Pitch: Pitch is the rise or fall of voice. Pitch changes according to the matter of the
speech, if a speaker is monotone, it is his drawback. The speaker should underline those
points which he wanted to stress for emphasis. He should make difference between the
important and unimportant words by pitch. Pitch can show an order, a request, a
question, or a final decision. Pitch can also change the meaning of a sentence. So one
sentence may have more than one sense and meaning according to the variation in the
pitch.
b) Rate: According to communication experts, an average person speaks 250 words per
minute. So the rate of speech changes from individual to individual. If a person is very
slow in speaking, he is considered dull. In the same way, a rapid speaker’s remarks can
not be understood by the audience. So the middle way i.e.; the average speed is the best
technique. The speaker should take “pauses” between major thoughts. Pauses will make
speaker to relax his voice and to see the audience. And pauses will let the audience know
that the first idea is completed and the second is going to be started.
c) Volume: The volume is the loudness or softness of voice. It is based on the context of
the speech. If it is persuasive, it demands a loud voice but if it is related to some loss, the
volume should be soft. Breathing should be in control of speaker. In a big hall for a large
gathering, the speaker demands a loud speaker.
d) Vocal Quality: Everyman’s voice is different from other. There are uncountable kinds of
human vocal qualities. The vocal quality must be according to the nature of the speech,
the purpose of the speech and occasion of the speech. A speaker should improve his
vocal quality through the relaxation of throat.
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e) Pronunciation: In the business world, the correct pronunciation is must. The audience
may react negatively when any word is mispronounced. The speaker should learn jargon
pronunciation often for abbreviation. He should also have different accents of the
language in which he is going to communicate. He should always speak the standard
dialect of language which is understood and appreciated by everyone. All the words
should speak fully because broken words cause confusion. Speaker should also take
guidance from great orators’ speeches. He should also consult the current dictionary of
the particular language for new words pronunciation.
Strategies for an Effective Non Verbal Delivery:

Non verbal communication is more effective and essential in oral communication than in
written communication. The movements and expressions of the speaker convey non verbally.
1. Posture: Posture is the particular position of the body at one particular point of time. It
changes even with slight change in the body movement of the speaker. Posture is short
movement like standing, sitting etc. when the speaker stands straight and balance, he
gives the impression of complete control and balance the outward appearance of speaker
reflect the inner thoughts of the speaker.
2. Movement: The movements of body, conveys non verbally. The speaker should move to
get attention, to get rid of nervousness, to suggest change and to increase emphasis. He
should move with assurance, determination and excitement.
3. Gestures: The movements of hand, arms head and shoulders are termed gestures. The
important gestures and the meaning conveyed by them are:
a. Emblems: (i.e. a symbol) is very common and easily understood e.g. thumb upward
for victory, the wave for goodbye or hello.
b. Illustrators: These are gesture like arms used to describe a circle and finger pointing
out to a picture etc.
c. Affect Display: These are facial expressions like happiness, sadness, anger, fear,
surprise, disappointment, interest etc.
d. Regulators: These gestures are made to find out the responses made by audience e.g.
nodding head, maintain eye-contact, shift their posture and incline their heads to hear
better.
e. Adaptors: These are unintentional movements like scratching a nose, twisting a
pencil, smoothing hair etc. Hands and arms gestures are used for emphasis, pointing
out, rejecting, and description of pictures or figures etc. The same gestures which are
repeated too much bore the audience. The gestures should be used properly and for
making emphasis.
4. Facial Expressions: Facial expressions should convey primary gestures. So a smile or
laugh suggests the interest of the speaker. A glare (angry look) or frowns (making lines
on forehead) suggest that the speaker is angry, worried or ill. Facial expressions also
include eye-contact. Not to see the audience lose the sense of relation. Eye-contact with
the audience suggests respect, goodwill and favourable impression of the speaker.
5. Appearance: The appearance includes dress, hair style, perfumes. The western attire is
accepted socially throughout the world. However, every person has a right to wear his

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traditional dress according to his culture. But a person should never be dress conscious.
The dress which suits a person is the best dress for him.
Strategies for Reducing Stage Fright

To speak before a gathering on a stage is, no doubt, a very difficult job. Even some great
personalities were fearful of stage speech. However, it is not impossible to deliver a speech on the
stage. Some of the signs of discomfort are heart beat increase, blood pressure rise, body
temperature rise, trembling of the body and sweating on the forehead and palms. But these signs are
not visible to the audience. To avoid fear, the most important thing is self-confidence. It is the
feeling and belief that you know better and more than your listeners. The helpful ways to decrease
fear are:
a) The rehearsal of the speech in the room where the speaker has to speak actually.
b) He should use lectern (holding + hand trembling).
c) A pen or pencil or pointer in hand.
d) Breath should be balanced.
e) The movements before the audience make them attentive.
f)
Listening description
Strategies for Improving Listening Skills:
Listening is a significant part of communication skills. The effective listening skills bring the
desired results. For listening, the listener should be expert in the language in which the speech is
made. The improvement in listening can be seen to three factors.
1. Faults in Listening.
2. Purpose for listening.
3. Result of good listening.
1. Faults in Listening: Listening is an important like the other three components of the
language. The audience lost much information. Some causes of listening drawbacks are:
a. Prejudice against the Speaker: If the views of the speaker and listener are opposite,
the listener does not take any interest in the speech because he already has made up
his mind on the subject.
b. External Distractions: The speaker’s appearance and voice make the listener to
think as personality rather than his talk. Other non verbal factors like noisy fans, dim
or bright lights, the background music, ceremony decoration of room also affects the
listener understanding. Besides, some individual disturb their seat fellows during the
speech.
c. Thinking Speed: The listener has to think according to the speaking speed of the
speaker. Otherwise, he will miss some important points.
d. Premature Evaluation: Sometimes, the listeners interrupt the speaker before
conclusion. The listener makes a quick conclusion which is quite different from that
the speaker intended and asks a question during the speech.

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e. Semantic Stereotypes: Some words cause anger among the listeners as well as create
negative reactions. They lack interest because of these words are repeated and used
against their desire.
f. Delivery: A monotone can put listeners to sleep or cause them to lose interest. It is
very annoying and create disturbance for the listener because the listeners become
bored, uninterested and critical of the message. The speaker becomes a symbol of
boredom.
2. Purposes for Listening:
The speaker is not completely responsible for the poor listening skills of the audience.
Sometimes we read the whole page but can not understand it fully. No doubt, some speakers
create confusion for the audience. But poor listening skill is not entirely the fault of speaker.
There are four purposes for listening:

a. To Gain New Information and Ideas: In the modern age, every person wants to
gain new and current information. Students get new information and knowledge
through lectures, visitors get information through briefings, common people get
knowledge through religious sermons, persuasive statements give both information
and reasons for buying. The goal of the listener should make a conclusion which is
beneficial as well as effective.
b. To Question and Test Evidence and Assumption: The message of speaker often
consists of facts or opinions. Good listener always asks questions the speaker.
c. To Inspired: The listener wants to be inspired by the speech by the religious sermon.
In business presentation, the speaker has to impress his listeners. The inspiration can
be achieved through tone, mood and language accuracy of the speaker.
d. To improve their own Communication: The listener can improve their
communication skills which is a continuous process. The useful ways are a listener
should listen different business official speaking on T.V. He will know about new
ideas and his vocabulary will increase and pronunciation will improve.
3. Result of Good Listening:
The audience will take the following four benefits if they listen purposefully and
positively:
a. Good listening leads to make positive attitude.
b. It makes both the speaker and listener to improve their communication because both
are important to understand each others views.
c. Good listening makes the listeners to obtain useful information and make an accurate
decision.
d. It makes listener to understand others and so they work with others.
Strategies for Successful Normative and Persuasive Speaking

The general purpose of oral presentation is to inform through (reports, goodwill statements,
briefing and instructions) and to persuade (on issues of policy, procedure, value and fact). Both are
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different but are essential for each other. The informative communication frequently provides the
background for persuasion. Information makes ideas clear and persuasion demands acceptance of
ideas.
Purpose of Informative and Persuasive Speaking:
There are two major purposes of oral communication: A
1. General or macro purpose i.e. to inform or persuade.
2. Specific or micro purpose i.e. praise objective to be communicated.
3. informative specific purpose: The speaker should state his specific purpose clearly
to avoid confusion e.g. if his purpose is give information on the coming election and
its schedule , he should not just say selection 2000” after stating his specific purpose,
he can relates three things i.e. the title of the talk, the general purpose and the specific
purpose.
Title International business
a. General purpose To inform
Specific purpose To gain knowledge and ideas on the words major.
4. Chronological Organization: It states form beginning and goes to ends e.g.

a.. General purpose To inform
Specific purpose To suggest the procedure for interview and selection.
Main points:
a) Visit to the bank.
b) Initial test
c) Interview (oral)
d) Final selection.
5. Topical Organization: If the process is more complicated, the heading should be selected of
the main points of the process. Often the process discuss on begins with general headings and then
comes less important heading e.g.

a.. General purpose Learning Microsoft word
b. Specific purpose to introduced users to the basic process of learning Microsoft word
Main Points:
a) Word disks.
b) Microsoft word manual.
c) Word pocket guide.
d) Fast results: A sampler
e) Quick help
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Policy as Purpose: The new employees of company should be made familiar with the
company’s policies. They should be informed on a new policy, a correct policy or changes to
existing company’s policy. Policy speeches are more difficult.
Persuasive Specific Purpose: The daily newspapers, weekly magazines and T.V
commercial are full persuasive speaking. Persuasive statements also have a general or specific
purpose. If the purpose of the speaker is to sell his product, he should also present its benefit and
merit to the customer and not just say his name e.g. “cooking oil”. As persuasion is difficult, a
thoughtful preparation should be made mentioning the specific purpose because around it the whole
speech revolves.

General purpose to persuade
Specific purpose To recommend three options for company consideration and select “call back”
as the preferred method.

General purpose to persuade
Specific purpose To overcome shortage of refined oil in the specific region.
Kinds of Informative and Persuasive Speaking
1. Informative Speaking: There are four informative speaking: report, goodwill, briefings and
instructions.
a) Reports: The report should be interesting, for its attracts for employees. The most common oral
informative business reports are:
(i) Programmed report on sales.
(ii) Reports on area responsibilities.
(iii) Reports on manufacturing problems.
(iv) Monthly personnel reports.
(v) Contact report for month.
(vi) Reports on problems with vender.
To hear reports in weekly meeting or a monthly board of directors meeting can be the setting for
making some thing clear to listeners.
b) Goodwill: In the business world oral speech is often used for company in the positive society.
The business communication experts in every company speak in different public meeting.
c) Briefings: In the business world short problem-solving seniors are called briefings. Briefings
include background information, current situation, options to meet the situations etc. these
briefings with the comments make the management to make the decisions.
d) Instruction: an experienced business msn will give instructions to inexperienced and younger
employees who can get benefit from their experiences. His responsibility can be instructing
some people or some occasions a whole group of recruits new to the firm. The main aim of an
instructor is to make clear a process, policy of the company. He wants his listeners to follow his
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instructions and then apply this knowledge within the organization. Here his role is like a
teacher. The speaker can show his individual creativity in his instructions. He can present his
experience through his own point of view. His main purpose is to prepare employees to do a
better job for managing and then preparing them to instruct others.
2. Persuasive Speaking: There are four major categories of persuasive speaking i.e. policy, procedure,
value and fact:
a) Policy: Policy refers to a course of action to be taken or not to be taken. Policy answers the
questions on the following:
(i) What policy should we follow regarding investment in Japan?
(ii) Which change in the policy does the board recommend in the salary of the factory
workers?
(iii) What is the university policy about science classes in the new campus?
These questions should be answered in the way to arrive at a decision should be recommended to
another always gives reasons for accepting his recommendations.
b) Procedure: A procedure is requested in the following question:

(i) How will the policy be made?
(ii) What steps should be followed in implementing the policy.
(iii) What steps should be carried out.
A persuasive speaker always persuades audience which procedure is more desirable. He should also
use visual aids if he wants to change the current procedure of the policy.
c) Value: Value persuasive speaking will answer the following questions:

(i) What benefits did we get from our policies?
(ii) Give any four reasons why our business condition i.e. bottom line will improve if we
invest in India.
(iii) Give a list of good speakers in the organization.
Here the speaker will present his views in the light of facts.
d) Facts: In persuasive speaking, facts are related to present, past and future. The questions
related to past and future are:
(i) What happened in the company?
(ii) When some particular event occurred?
(iii) Who did some praiseworthy work?
(iv) Why is the present condition worse then the past?
The future facts are related to the organization of long-term goals, many internal and external
problems must be considered. As the future planning is based on the progress of the past, so there is much
guess work involved. Future strategies and planning is risky. The persuasive speaker should base his facts
on the past and present accurate knowledge and experience.
Title : Environmental pollution in Pakistan.

General Purpose : To persuade.
Specific Purpose : To offer facts that Pakistan will not be able to overcome this
problem in next ten years.
Main Points:
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a) Background to the problem.
b) Surveys of the country inhabitants concerning pollution i.e.
(i) Drinking water.
(ii) Soil.
(iii) Air.
c) Impacts of pollution on forming.
d) To propose governmental action on a result of gathered information.
Audience Analysis for Informative and Persuasive Speaking:

It is essential for a speaker to analyze his audience. In a pre-arranged speech, the speaker gathers
information about culture, educational, business and sometimes religious background of the audience.
Having his audience in mind, the speaker will deliver his speech according to the need, attitudes and
interests of the audience. If the audiences are new then analysis becomes more difficult. To know about
occasion and location of the presentation also leads to successful speech.
Degree of Interest and Attitudes
Informative Speaking: Different audiences have different levels of interest. Their interest is based
on the topic of the speech. Then each listener has his own level of comprehension. If they understand the
subject-matter of the speech, their interest goes on increasing. Then the audience are divided into two
categories i.e. informed and uninformed. Informed audience has more knowledge about the speech while
uninformed audience has less knowledge or in some cases no knowledge. The speaker will omit basic
information for the informed audience. He will describe more advanced explanation:
Very Interested
interested
Very Uninterested
uninterested
Figure Degree of Interest
Persuasive Speaking: In persuasive speaking, different audiences hve their levels of agreements
and disagreement. The speaker will analyze this situation through face reading of audience. As a good
persuasive speaker is always a good face reader. The attitude of the audience can be for (pro) or against
(con) the speaker. If the audience strongly agree, then the speaker’s task is easier. But if they strongly
disagree, the speakers work becomes more difficult.
Strongly Neutral
Agree Disagree Strongly
agree

Page 61 of 64
Figure Degrees of Agreement
If the speaker is going to face hostile or prejudiced audience, he has to cope with the situation by
following two ways:
1. Search for commonality.
2. Comparison of agreement and disagreement.
a) Search for Commonality: The speaker starts his speech with commonly accepted ideas
shared goodwill comments produced little disagreement. The speaker should praise the
organization and its members. He has to be polite having positive attitudes. The speaker
comments should be culture specific as every culture has different ideas and approaches.
b) Comparison of Agreement and Disagreement: The speaker should compare his

opposite views to audience views. These two approaches can not solve all the problems while
facing a hostile gathering. A group completely opposed the ideas will force a change in the
approach of the speaker. But a neutral group offers few problems.
c) Occasion: A good speaker always analyze the occasion for making his speech according to the
needs of occasion. Different occasion are staff meeting, policy description, new investment and
briefing etc. the speaker has to face both internal and external groups. If the audiences are
known and familiar, it is easy to speak and persuade. But outside organization, the speaker not
only has to speak effectively but also to convince the audience. Here he is a representative of his
company. Sometimes, the speech is to support the position of the company in contrast to his
company. Sometimes, the speech is to support the position of the company in contrast to other
companies. The speaker is needed to have general knowledge of different issues related to his
topic. He should always be aware of present business trends.
d) Location: Different locations have different physical environment. The location can be indoor
as well as outdoor. Business speeches are mostly delivered in indoor basements, auditoriums,
conference rooms as well as meeting chambers. To know location before speech help the
speaker to overcome his nervousness and his non verbal communication will influence his
address.
Organization for Informative and Persuasive Speaking:

When the preparation is over and the speaker has his purpose whether he will inform or persuade. Now
he has to organize his data after starting his special purpose and analyzing his audience. The most
recognized pattern of every speech is introduction, body / discussion and summary or conclusion.
1. Introduction: Introduction is composed of three parts i.e. PAL (Porch, Aim, and Layout) approaches
for using porch.
a. To tell an amusing statement and interesting events e.g. “there are two thing to be liked by every
one – music and interesting story. I will narrate an interesting tale on our past performance……..”
b. To quote a statement that gives inspiration to speech e.g. it is said: “hard work is the key of
success”. In the light of this statement, we are going to launch our new project………”
c. To greet audience sincerely e.g. “I am coming before you after two months. It is my pleasure to be
with you now”.
d. To make a remarkable / astonishing statement e.g. “last year, we achieved our target and now we
are going to extend our business”.

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e. To ask question that make audience start to thing e.g. “let me begin asking some general questions:
“What will be the response of employees about our new policy”. In which branches our policy will
be implemented”.
3. The Aim: The aim is stating the purpose of presentation e.g. “I am here before you to discuss with
you about our retirement policy”. OR “my point is to inform you about our promotion policy”. The
speaker should be precise and exact while stating his purpose.
4. The Layout: Layout is the agenda of the message. It is the description of major points that are
covered in the speech e.g. “I am going to support the old policy of the company which was changed
because of certain reasons. This policy will be more beneficial because of the following four
reasons………..”sample introductions using the complete PAL techniques are e.g.
Persuasive:
Porch: “Here is a very interesting discussion that I am going to share with you”
Aim: “My objective is to favour our old business rivals in the construction of 50 storied building”.
Layout: “Our Company will gain the following four benefits in this project”.
b) The Body:
Informative Speaking: Body is the main section of the speech. Body contains the ideas in detail. It
also supports the aim and the specific purpose of the speaker. The body of the informative speaking can be
organized by several ways:
a) By Topical Organization: Here topic will organize into some kinds of general classification.
Every person organizes his message according to his purpose. A speech on “current business
condition in foreign branch” can be organized as:
(i) The location and its climate.
(ii) Project as a joint venture.
(iii) Satisfaction of workers.
(iv) Goodwill and reputation.
(v) Target being achieved.
b) By Chronological Organization: Listeners like to follow material according to the order in
which events take place i.e. past, present and future. Instructing a group of middle managers are
“preparing for meeting” could include:
(i) Decision before the meeting.
(ii) Notification of members.
(iii) Arrangement for the meeting.
(iv) Arrangement for the meeting.
(v) The leader’s role.
(vi) The participant’s role.
(vii) Evaluating the meeting.
These are the main headings according to the chronological order. Further subheading can be used.
c) By Cause to Effect: It is a universal truth that certain motions cause other things to happen e.g.
pushing down a button makes the bulb to light, pressing down on the accelerator makes a car go
faster, advertising money in a project brigs profit etc. if the causes are not there, no effect can
be occurred. There could be several causes for a single effect. All causes are not equal effect.
All causes are not equal as some are major and other minor.
Persuasive Speaking: Like informative speaking, persuasive speaking can also be organized by
various ways. Here the purpose is to persuade the audience i.e. to make them to accept speaker’s position.
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The aim is often expressed as a claim, assertion, thesis, generalization, proposition, resolution, a legal
statement etc. persuasive speaking may use the same kinds of organizations use for informative speaking,
i.e. topical, chronological and cause to effect. But most persuasive business peaking uses the problems
solution format proposing a change from the status quo or recommending that things remain as they are.
Problems Solution – For Change: The problem-solution benefit organizational structure are often
used in persuasive speaking. First, the speakers will convince the listens that there is a problem and he has
the solution to solve the problem. There is something working as failures are more than successes, costs are
outrunning profits, negative exceed the positive, and the situation is so bad that some thing must be done.
There is a need for change e.g.
Problem: There is a need for improving communication between upper and lower management.
Lower management feels they are being talk down to downward communication is often without
explanation.
You must now present the solution for solving the problem. The solution should be reasonable and
politely stated. The speaker satisfied the listener by answering their questions. Then he presents the
recommendation to overcome the problem.
The Solution or Recommendation:

a) Publish monthly newsletter inform all levels of organization.
b) Promotes visits between the levels of management.
c) Employees are encouraged by their involvement at all levels. The speaker advocates the change
which is in favour of company. He also shows the advantages of his solution by accepting and
disadvantages of solution by not accepting. He should not hesitate in showing that if his
proposal is not accepted. The company will face negative and dangerous consequences.
Problem Solution – No Change: To convince the audience that no problem exits in a difficult as to
arguer that a problem does exits most people like things to remain as they are. If the current situation is
acceptable and hence no change is needed, the speak support his ideas and satisfied the listeners.
c) The Summary or Conclusion: It is the short collection of the main ideas of the speech, in the
description of summary, visual aids support the persuasion. It is a frame for entire speech. Conclusions
draw inferences and judgment based on the material. It is the last appeal to make audience to accept ideas.
The speaker proves that his observations and evidence is sufficient to support his position and at the end
requests the audience to accept his ideas e.g. “and so out conclusion is escapable: we must approve the four
steps recommended for improving our preparation for rate case hearings.” To review, I sincerely ask for
you support is trying different methods of opening lines of communication between upper and lower
management” Through newsletters and through personnel visits between management levels”
Support for Informative and Persuasive Speaking: It is historical fact and recognized by great
orators / writers that good oral communication depends upon ethos, pathos and logos. All the three
terms are Greek in nature still they are included in our written and oral communication. Ethos is to give
listeners impression that the speaker is a trustworthy person. He has a high moral character. He is absolutely
sure about his material.
JAWAD MUSHTAQ
Lecturer in English
Department of English
Government Postgraduate College
Page 64 of 64
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Page 1 of 64

Effective Communication in Business:-

According to Oxford Advance Learner’s Dictionary, communication means “to

Benefits of Effective Business Communication:

Job title Communication skill

Communication is the primary responsibility in many careers such as customer relations,

Q No. 02: What are the Components of Communication? (Communication Process)

b. Sender -Encoder: A person who sends a message is “encoder. In written

e. Receiver-Decoder: The message receiver is decoder.When the receiver listens or

Sender Message Receiver

Figure 2 A communication model

Prepared by Sir Jawwad Mushtaq

Q No. 03: What are the Concepts and Problems of Communication?

Words Implied meanings

c. Values, Attitudes & Opinions:

Q No. 04: What is non-verbal Communication” Describe its importance in Effective

Prepared by Sir Jawwad Mushtaq

i) Effect on Written Message: Appearances, for example, colour, size, postage,

Gestures and movements are culture specific. The meaning of gestures in

Prepared by Sir Jawwad Mushtaq

Prepared by Sir Jawwad Mushtaq

a) Five Planning Steps.

a) Five Planning Steps:

v) Organize Your Message: There are two kinds of organizational plans.

1. The Direct Organizational plan or Good News Message Plan

The choice of organizational plan depends upon a number of factors:

1. Drafting the Message.

1. Whether the ideas are adequately supported?

Prepared by Sir Jawwad Mushtaq

1. First: The best News the/ main idea

1. All the necessary details:

(Page 188 for examples)

Prepared by Sir Jawwad Mushtaq

Explaining what caused the mistake:

1) Suggested action with sales promotion material

Organization when the buyer or the third party is at fault:

Organization when the fault did not yet determined:

1) To express interest in problem

Answer: Whenever anybody is requested to serve on a committee, to speak at a convention or a social

Prepared by Sir Jawwad Mushtaq

Prepared by Sir Jawwad Mushtaq

i. Agreement: Agreement with the reader on something for example on business

Friendly, Positive Close:

Q No.13: What is the right attitude to write a bad news message?

Q No. 08: Form and Style of Business Letter?

Prepared by Sir Jawwad Mushtaq

1. The Essential Parts of a Letter:

Prepared by Sir Jawwad Mushtaq

The Non Essential Parts of a Letter:

Our Reference No.

5. Enclosure: If a letter contains an enclosure (a copy of another letter or a document here is

Prepared by Sir Jawwad Mushtaq

1. First: Best new or the main idea.

1. Recommendation or Answering Inquiries: Among the most frequent non-sales related

2. Granting Requests for Adjustment: An adjustment letter is the reply to a complaint

4. Acknowledging Orders: An acknowledgement orders performs several important

a. Acknowledgement of the First Order:

b. Acknowledgement of Repeat Orders: