Suport de curs

LIMBA ENGLEZA

Anul III, sem 1

Asist.univ.dr. Sergiu Zagan

2013-2014

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 Business Communication
Introduction
The word “communication” derives from the Latin word ‘communicare’ that means to impart, to
participate, to share or to make common. It is a process of exchanging verbal and non verbal
messages so, it demands a two-way interaction. Communication is not static and it pushes
forward through interaction with another person or other persons. Communication is neither
transmission of message (informing) nor message itself (information). It is the mutual exchange
of understanding, originating with the receiver. Communication is not an innate, but a learned
process.

Definitions of Communication
‘Communication is any behaviour that results in an exchange of meaning’. American
Management Association

‘Communication is the process by which information is transmitted between individuals and/or

organizations so that an understanding response results’. Peter Little

‘Communication is an exchange of facts, ideas, opinions or emotions by two or more persons’.

Newman and Summer Jr.

‘The process of passing the information and understanding from one person to another. It is
essentially a bridge of meaning between the people. By using the bridge a person can safely
across the river of misunderstanding’. Keith Davis

‘Communication is the sum total of all the things that a person does, when he wants to create an
understanding in the mind of another. It involves a systematic and continuous process of telling,
listening and understanding’. Louis A. Allen

Business Communication
The term business communication is used for all messages that we send and receive for official
purpose like running a business, managing an organization, conducting the formal affairs of a
voluntary organization and so on. Communication needs to be effective in business and that’s
why it must be goal oriented. The basic functions of management (Planning, Organizing,
Staffing, Directing and Controlling) cannot be performed well without effective communication.
Business communication involves constant flow of information. The rules, regulations and
policies of a company have to be communicated to people within and outside the organization.
Business communication is regulated by certain rules and norms. In early times, business
communication was limited to paper-work, telephone calls etc. But now with advent of
technology, we have cell phones, video conferencing, emails, etc.

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The main components of the effective communication process are: the Sender-Encoder (making
use of symbols – words, graphic or visual aids - to convey the message and produce the required
response), the Message (the key idea, the sign that elicits the response of recipient), the Context
(physical, social, chronological or cultural), the Medium (the Channel used to transmit the
message), the Receiver-Decoder (the person for whom the message is intended / aimed /
targeted), the Feedback (the main component of the communication process which helps the
sender in confirming the correct interpretation of message by the decoder).

Formal vs. Informal Communication

Formal communication typically occurs through prescribed reporting channels established by a
company's hierarchy structure. With formal communication, more accountability is expected.
Informal communication is commonly known as the grapevine and includes conversations
among employees that take place outside of regular work activities.

Read the two letters below which deal with the same subject but are different in degrees of formality.

Dear Jim

I’m very glad that you’ll be here with us at the end of June. I can certainly pick you up at the
Otopeni airport at 20.30.

I already booked you into Intercontinental Hotel, and I hope we’ll have dinner together. I’m
looking forward to seeing you again.

Best regards,

Dear Mr. Windford

We are delighted to know that you will be in Bucharest on June 20 th. This is to confirm our
telephone conversation. We shall meet you at the Otopeni airport at 20.30.

We have reserved a room for you at the Intercontinental Hotel for the 20th and 21st.

I look forward to meeting you on the 20th.

Yours sincerely

Compare the informal language used in the letter to Jim with the most formal language in the
letter to Mr. Windford.

‘I’m glad that you’ll be here with us …’

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‘We are delighted to know that you will be …’

‘I can certainly pick you up at the airport …’

‘We shall meet you at the Otopeni airport …’

‘I have already booked you into the Intercontinental Hotel …’

‘We have reserved a room for you at the Intercontinental Hotel …’

‘I’m looking forward to seeing you …’

‘I look forward to meeting you …’

Note how the letter a) contains a higher proportion of words which are of Anglo-Saxon origin
(shorter, more concrete) and phrasal verbs, such as ‘pick up’, ‘book into’.
Note how the letter b) has a higher proportion of Latin words, such as: ‘delighted’,
‘conversation’, ‘reserved’.
Also note the letter ending and notice:
‘I look forward’ (simple present) is more formal than ‘I’m looking forward’ (less formal).
The opening and closing phrases are also important as they establish the tone of the letter.
Dear Sir/Sirs/Madam ……………………………Yours faithfully

Dear Mr X/Ms X ………………………………... Yours sincerely

Gentlemen (AE) ……………………………….. Yours truly/Truly yours

FORMAL STYLE INFORMAL STYLE

More complex sentences Short sentences

Abstract nouns (words of Latin origin) Short words (mostly of Anglo-Saxon origin)

Avoiding contractions and abbreviations Contractions and abbreviations

Colloquial language

Decide which of these sentences are informal and which are formal.

1. I am pleased to learn that you are giving us every assistance.

2. Prior to any firm commitment on our part, we would have to assess the ecological
implications.
3. Say hello from me and tell Teddy to get better soon.
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4. I suggest we consider Mr Johnson’s proposal.
5. Thanks for your recent note.
6. How about looking at Carol’s idea?
7. We can’t do anything about it, so we can’t give you the money back.
8. I acknowledge receipt of your letter of 8 October.
9. I would be grateful if you would convey my best wishes to Mr Jones.
10. It’s great to know you’re backing us.

Make the following sentences sound more formal:

1. Normally a test certificate runs out after a year.

The date of expiry …………………………….
2. We are very glad to hear about your appointment.
Your appointment …………………………….
3. Congratulations!
………………………………………………….
4. I’ll give you a ring when I come back.
………………………………………………….
5. All the very best for the future.
I wish …………………………………………..
6. I am very sorry that I can’t come to the meeting.
…………………………………………………..
7. Thanks a lot for your letter, which I got on Monday.
……………………………………………………
8. Sorry I haven’t got back to you sooner.
……………………………………………………..
9. Hope this is OK.
………………………………………………………
10. If there’s anything else you want to know drop me a line.
………………………………………………………

Rephrase the following sentences in an informal style:

1. However, the following are my comments on the various points you raise.
…………………………………………………………
2. I will be in England from 3 – 20 June and suggest we meet then if this is convenient.
………………………………………………………….
3. It would be useful to arrange an appointment to discuss the contract.

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 ……………………………………………………………
4. I look forward to hearing from you.
…………………………………………………………….
5. I regret to inform you that I am not in a position to assume such responsibilities.
…………………………………………………………….
6. We would like to apologise for the inconvenience you were caused.
…………………………………………………………….
7. We have already dispatched replacements.
……………………………………………………………..
8. I am delighted that your talent and hard work have been rewarded.
………………………………………………………………
9. I offer you my sincere congratulations.
………………………………………………………………
10. I hoped that I might be able to congratulate you in person.
………………………………………………………………..

Avoid using words denoting gender.

Incorrect Correct
Anchorman News anchor
Businessman Business executive
Congressman Member of Congress
Craftsman Artisan
Forefathers Ancestors
Foreman Supervisor
Mailman Letter carrier
Mankind People
Manpower Workforce
Policeman Police officer
Salesman Salesclerk
Workmen’s compensation Workers’ compensation

Avoid using words that demean a person because of age:

Incorrect Correct
Young, upstart intern Newly hired intern
For our elderly employees For experienced employees

Avoid using words that show racial and ethnic bias:

Incorrect Correct
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Blacks who are less fortunate … Individuals who are less fortunate …
Mary, the Jewish secretary who was … Mary, the secretary who was …

The following sentences contain sexist language. Rewrite them to eliminate all sexist words
and phrases:

a. The Constitution of our country promises each man freedom of speech.

b. The city will hire more firemen and policemen at the beginning of the fiscal year.
c. Our office advertised for a couple of girls to work part-time as receptionists in a 20-man
department.
d. All attorneys and their wives are invited to attend the reception.
e. On the medical-surgical floors, every nurse is required to rotate her work shift.
f. The new financial programme is designed to help the common man.
g. Each pilot is required to have his physical examination this month.
h. The businessman’s lunch offers a variety of specials.
i. Job applicants should always spell the employer’s name correctly. Otherwise, he may not
respond favourably to their letter.
j. Every shopper should realize the importance of her coupons.

Verbal Communication vs. Non-verbal Communication

Verbal communication refers to the form of communication in which the message is transmitted
verbally; communication is done by word of mouth or a piece of writing. Verbal Communication
is divided into: Oral Communication and Written Communication

Oral vs. Written Communication

Advantages of Oral Communication

 There is high level of understanding and transparency in oral communication as it is

interpersonal.
 There is no element of rigidity in oral communication. There is flexibility for allowing
changes in the decisions previously taken.

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  The feedback is spontaneous in case of oral communication. Thus, decisions can be made
quickly without any delay.
 Oral communication is not only time saving, but it also saves upon money and efforts.
 Oral communication is best in case of problem resolution. The conflicts, disputes and
many issues/differences can be put to an end by talking them over.
 Oral communication is essential for teamwork and group energy.

Disadvantages/Limitations of Oral Communication

 Relying only on oral communication may not be sufficient as business communication is

formal and very organized.
 Oral communication is less authentic than written communication as it informal and not
as organized as written communication.
 Oral communication is time-saving as far as daily interactions are concerned, but in case
of meetings, long speeches consume lot of time and are unproductive at times.
 There may be misunderstandings as the information is not complete and may lack
essentials.
 It requires attentiveness and great receptivity on part of the receivers/audience.
 Oral communication (such as speeches) is not frequently used as legal records except in
investigation work.

Advantages of Written Communication

 Written communication helps in laying down apparent principles, policies and rules for
running of an organization.
 It is a permanent means of communication. Thus, it is useful where record maintenance is
required.

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  It assists in proper delegation of responsibilities. While in case of oral communication, it
is impossible to fix and delegate responsibilities on the grounds of speech as this can be
taken back by the speaker or he may refuse to acknowledge.
 Written communication is more precise and explicit.
 Effective written communication develops and enhances an organization’s image.
 It provides ready records and references.
 Legal defenses can depend upon written communication as it provides valid records.

Disadvantages of Written Communication

 Written communication does not save upon the costs. It costs huge in terms of stationery
and the manpower employed in writing/typing and delivering letters.
 Also, if the receivers of the written message are separated by distance and if they need to
clear their doubts, the response is not spontaneous.
 Written communication is time-consuming as the feedback is not immediate. The
encoding and sending of the message takes time.
 Effective written communication requires great skills and competencies in language and
vocabulary use. Poor writing skills and quality have a negative impact on the
organization’s reputation.
 Too much paper work and e-mails burden is involved.

Non-verbal Communication

Nonverbal communication is the sending or receiving of wordless messages. We can say that
communication other than oral and written, such as gesture, body language, posture, tone of
voice or facial expressions, is called nonverbal communication. Non-verbal communication is
all about the body language of speaker.

Nonverbal communication helps the receiver in interpreting the message received. Often, non-
verbal signals reflect the situation more accurately than verbal messages. Sometimes non-verbal
response contradicts verbal communication and hence affects the effectiveness of the
message.

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Non-verbal communication has the following three elements:

 Appearance
Speaker: clothing, hairstyle, neatness, use of cosmetics
Surrounding: room size, lighting, decorations, furnishings

 Body Language
facial expressions, gestures, postures
 Sounds
Voice Tone, Volume, Speech rate (paralanguage)

Paralanguage contributes significantly to the message that others receive from the deliverer.
People who consistently speak too loudly are perceived as aggressive or overbearing, while
people who speak too softly are believed to be shy and timid. Those individuals, who speak fast,
are generally viewed as competent and eager while those who speak slowly can potentially
convey dim-wittedness, caution, or lack of interest. The use of too many filler words projects
that the speaker is unprepared or not knowledgeable. The overall quality of your own use of
paralanguage will rely on your ability to balance each of these nonverbal indicators and your
ability to manipulate them to get the results you need from those to whom you are
communicating.

The 7 C’s of effective communication

There are 7 C’s of effective communication which are applicable to both written as well as oral
communication. These are as follows:

Completeness - The communication should convey all facts required by the audience. The
sender of the message must take into consideration the receiver’s mind set and convey the
message accordingly.

Conciseness - Conciseness means wordiness, i.e, communicating what you want to convey in
least possible words without forgoing the other C’s of communication.

Consideration - Consideration implies “stepping into the shoes of others”. Effective

communication must take the audience into consideration, i.e, the audience’s view points,
background, mind-set, education level, etc.

Clarity - Clarity implies emphasizing on a specific message or goal at a time, rather than trying
to achieve too much at once. Clarity in communication has following features:

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Concreteness - Concrete communication implies being particular and clear rather than fuzzy and
general. Concreteness strengthens the confidence. Concrete message has following features:

Courtesy - Courtesy in message implies the message should show the sender’s expression as
well as should respect the receiver. The sender of the message should be sincerely polite,
judicious, reflective and enthusiastic.

Correctness - Correctness in communication implies that there are no grammatical errors in

communication.

General Punctuation

BE Sign AE
full stop . period
question mark ? question mark
ditto “ ditto
comma , comma
semicolon ; semicolon
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colon : colon
quotation marks “” quotation marks/quotes
inverted commas ‘’ inverted commas
apostrophe ’ apostrophe
dash - dash
hyphen - hyphen
exclamation mark ! exclamation mark
brackets () parentheses
ellipsis/dots … ellipsis/dots
stroke/oblique / slash

A. Use of Comma

1. To separate a non-defining (‘extra information’) relative clause:

My friend Thomas, who comes from Hamburg, is a student of Business Administration.
Note: No comma with defining (necessary) relative clauses:
Do you know the student who lives next door?
2. When an adverbial clause comes before the main clause:
If you don’t attend his lectures, you may fail the exam.
Note: You may fail the exam if you don’t attend his lectures. (No comma!)
3. To separate appositions:
Bill Clinton, the President of the United States, declared …
4. To separate ‘connectives’ (e.g. however, though, of course, then, nevertheless, too,
moreover, in addition)
His plan, however, was rejected by the majority.
5. To separate items in a list/series:
The president visited Hungary, Greece, Portugal and Spain.
6. To separate ‘sentence adverbs’ in mid-position:
They failed, in spite of all their effort, to complete the project on time.
Note: No comma is used before that, what, where, when, if, ofter verbs of saying/thinking and
before reported speech.

B. Use of Apostrophe

 Possessive forms (singular and plural): Peter’s room, the boy’s room, the students’ room
 Contractions: we’ll, can’t, don’t (not used in formal letters)

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 Plural of numbers: In the 1990’s

What is the difference in meaning between the two sentences below?

a. The wine bottles, which were packed in wooden crates, will be delivered on 1st
November.

b. The wine bottles which were packed in wooden crates will be delivered on 1st November.

Punctuate the sentences below according to the situations:

1. The travelers who knew about the floods took another road.
2. This machine which I have looked after for twenty years is still working.
3. The care whose handbrake was not very good began to slide.
4. I told Peter who said it was not his business.
5. His inefficiency which we have put up with too long begins to annoy our customers.
6. He said he had no money which was not true.
7. Mr. Robinson who represents our company in Bucharest will visit you next week.
8. All the furniture items which were seashipped arrived safely whereas the items which
were airshipped arrived damaged.

Note how to say and how to write the dates

You say You write

The first of January two thousand 1st January 2000
January 1st, 2000
January 1 2000
The twenty-third of June two thousand and 23rd June 2001
one 23 June 2001
June 23rd 2001
June 23 2001
The fifth of September nineteen hundred 5th September 1900
5 September 1900
September 5th 1900

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 September 5 1900

Be careful with the dates! As you can see from the examples above, in Britain, they write the
day first, but in the United States they write the month first.

11.08.2000

is the eleventh of August in Britain, but in the United States it is the eights of November. To
avoid unpleasant misunderstandings you should write the date like this:

11 August 2000

Linking devices

Ideas in writing can be connected by different devices, such as:

 By using a conjunction (and, before, because, although…)
 By an adverbial phrase (because of this, as a result, during this time …)
 By a preposition (before, after, during …)
 By an infinitive clause to show purpose (in order to …)

A. Rephrase the following sentences using conjunctions instead of prepositional

phrases:
1. Due to the fall in the number of orders the factory closed down.
2. After the holiday they will get in touch with the manager.
3. They went to see the new department after looking round the offices.
4. Because of some technical problems there was a delay.
5. In spite of his illness he completed his work on time.
6. The guests arrived during our lunch break.
7. I will have to see the boss before accepting your order.
8. You should never sign a letter before reading it through.

B. Join the two halves of the sentences below so that they make sense:
I.

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1. The consignment was delivered A. for which there are no close substitutes.
2. They called him back B. due to our packing procedure.
3. The goods arrived in good condition C. although we were very busy.
4. Our exports become more expensive D. in order to save time and money.
5. Accounting and bookkeeping have been E. despite periods of cyclical instability.
computerized
6. Economic growth in the US has been F. because of the rising customs duties.
impressive
7. In the short run a firm should produce G. as to how conducive pure monopoly is
to technological advance.
8. No sooner had the board decided on a H. if it can achieve a profit or attain a loss
course of action which is smaller than its fixed costs.
9. Economists disagree I. than news came of a strike call at one of
the factories.
10. A pure monopolist is the sole producer of J. so that he could confirm details.
a commodity

II.
1. Heathrow is Europe’s most modern a. Further, it may be addictive.
airport.
2. I would like to spend more time with my b. However, it is severely congested.
family.
3. The drug has powerful side effects. c. Moreover, competition in the US and
Europe is increasing.
4. The weak demand for our products in the d. On the other hand, it did give him first-
domestic market hit us harder than hand experience of factory work.
expected.
5. Mary has been under a lot of pressure e. I have therefore decided to resign
lately. chairman.
6. Tom didn’t enjoy the time he spent on the f. As a result, she’s decided to take time
production line. off to relax a little.

C. Arrange the following linking devices in the chart below according to their functions:
Addition Comparison Condition Contrast Examples Result Sequence

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 For example, similarly, first, so, if, also, but, however, unless, moreover, likewise, therefore,
nevertheless, thus, in addition, for instance, then, furthermore, should, although, yet,
despite, like, as, alternatively, finally, instead, on condition that, because, since.

D. Fill in the gaps with the correct linking device from the box below:
but that before in addition
since furthermore while rather
just exclusively such as always
in particular as

The English economist John Keynes initiated modern employment theory in 1936, …1… many
others have …2… refined and extended this work. The modern aggregate expenditures model
reflects Keynesian economics, not …3… the economics of Keynes. Keynesian economics says
…4… capitalism is not a self-regulating system capable of uninterrupted prosperity …5… it is
an excellent engine of long-term economic growth, we cannot …6… depend on it to run itself …
7…, economic fluctuations are not associated …8… with external forces …9… wars, droughts,
and similar abnormalities. …10…, the Keynesian view sees the causes of unemployment and
inflation …11… the failure of certain fundamental economic decisions …12…, savings and
investment decisions to be completely synchronized …13…, product prices and wages are
downwardly inflexible, meaning that extended and costly periods of recession or depression will
prevail …14… significant declines in prices and wages occur.

Select the appropriate word in the following sentences:

a. Regardless of (it’s/its) price, buy the property so the firm does not (lose/loose) it.
b. She kept the (stationary/stationery) on the desk where she could easily reach it
(beside/besides) her printer.

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 c. The fabric was (coarse/course) and cheap, and the buyer refused to (chose/choose) it.
d. Please (except/accept) this (complementary/complimentary) offer with our best wishes.
e. Smoking (affects/effects) blood pressure.
f. (Its/It’s) possible to find a (peace/piece) of material in the shop.
g. The applicant (who’s/whose) credentials were so suitable for our position took another
job working for a (pare/pair) of attorneys.
h. She was very (adept/adapt) at (adapting/adopting) the new guidelines to suit our agency.
i. The new floor manager was on her feet (continually/continuously) during the month of
August to assist customers.
j. Each applicant was asked to fill out his or her (respectful/respective) questionnaire.

Writing Letters
Planning the Letter

Planning is a key factor in the accomplishment of any goal. Letter writing is no exception. To
successfully construct a clear, effective letter, you need a good plan.
The following three steps are essential in the planning of any letter:
1. Researching the facts
2. Analyzing the subject and reader
3. Knowing your objectives and how to accomplish them
Before you write a letter, it makes sense to know what you plan to talk about. If you wing it and
write whatever comes into your head, chances are you will end up with a confused, ineffective
letter. Get the facts together prior to composing anything resembling a first draft of a letter. For
example, if you are corresponding with a customer, examine all previous correspondence with
him or her. Depending upon the volume of this correspondence, and assuming the customer to be
a fairly good letter writer, you can learn a good deal about the personality, interests, and values of
the person to whom you are writing.

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An outline is a good method of organizing topics and visualizing the order in which you wish to
discuss them in the letter. You can order the letter chronologically, by importance of the topics
discussed, or in whatever order is most effective. Your choice is flexible, but it must be logical
and you should not mix thoughts in sentences or drop them before they are completed.

When you analyze the subject matter to be covered in your letter, you should also keep in mind
the research you did on your customer. Your research can serve as a brief analysis of your
customer’s personality, interests, and values. All of this information is important to remember as
you organize the information to be included in your letter. What is important to you may not
necessarily be as important to your reader. Your letter must be aimed toward your reader. With
outline in hand or in your head, you can now begin to write your letter. Keep in mind that, in
order to be as clear as possible, you should write simple sentences, avoiding any unnecessary
information. Don’t try to combine ideas in sentences. In order to get your point across most
clearly, write about one thing at a time.

Components of an Effective Letter

Planning by itself is not enough to assure you of a positive response from

your reader. There are, however, essential components of any letter that can
multiply the chances of its effectiveness.
Language - Clarity vs. Ambiguity
Language is a means of communication. This may seem like a foolishly simple observation to
make, but remember that for communication to be completed successfully a sender must convey
his or her message so that the receiver not only receives, but also understands, the message. If
language is not used clearly and accurately, the communication process cannot be successfully
completed. Be clear and straightforward in your letters. Write what you mean. Don’t write in
circles, making your reader guess what you mean. Be as direct as possible in your letter
writing. If you can convey your message in five words instead of ten, do so. Avoid the use of
pompous or inflated language in your letters. It may sound lofty to write, ‘‘My
correspondence was initiated to inform you of . . . ,’’ but you are not writing to see how you can
turn a catchy phrase on the page. You are writing to communicate with your reader, and if you
mean, ‘‘I am writing to you about . . . ,’’ you should write what you mean. Be clear, direct, and
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unambiguous in your letter writing. Sometimes when you think you are communicating
clearly in a letter, the reader receives a different message from the one you intended. If such
ambiguity is present in your letters, you can never be sure that the reader will understand your
message.
A classic example of ambiguity is the following:
The loan officer approved the loan for David Marshall because he was obviously of superior
moral fiber.
From what is written above we cannot tell who is of superior moral fiber, the loan officer or Mr.
Marshall. The pronoun ‘‘he’’ can refer to either the loan officer or Mr. Marshall. To avoid
ambiguity, the sentence could be written:
Because David Marshall was obviously of superior moral fiber, the loan officer approved the
loan.
Or:
Because the loan officer was of superior moral fiber, he approved the loan for David Marshall.

Tone—Personality

The tone or personality of a letter can help you get a positive reaction from a reader. The tone
should be set at the very start of a letter and maintained throughout. The tone of any business
letter should be courteous and friendly, and written as if you were talking with the reader. You
don’t want to get too technical in a letter. Write in language that the reader can understand.
Consider Sample Letter 2.1. The letter sets a tone emphasizing efficiency and personal response
to the reader from the beginning by addressing both the writer’s past involvement with the
customer and the customer’s needs. Credit manager Nilges comes directly to the point by
announcing that his letter contains a credit proposal for his customer’s company. In the first
paragraph, the writer establishes the tone of the letter: We are proud to have you as a customer. In
the second paragraph, Nilges addresses his customer by his first name, maintaining a personal,
courteous tone. Not only does Nilges express positive feelings about his customer, he also
suggests that the tone of the entire letter will remain one of positive feelings. Sample Letter 2.1 is
written with a positive tone directed toward its reader, which is maintained throughout the letter.
If the reader is convinced that he is receiving a fair proposal from an official who is committed to
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helping the reader’s company, then chances are the letter will be successful. A positive tone
increases the likelihood of a positive response.

SAMPLE LETTER 2.1. Business letter with effective and personal tone.

[date]

Mr. Bertrand R. Levine

Levine’s Lumber Land
P.O. Box 567
Richmond, South Dakota 34345

Dear Mr. Levine:

Welcome! Your account at Nilges Wood Supply has been approved. We are proud to have you as a
customer.

Bert, as you probably know, Nilges Wood Supply is a 50-year-old company, with 85 stores in nine
Midwestern states.We supply a complete line of building products to our customers, including
millwork, plumbing, electrical, paint, kitchen supplies, bath supplies, hardware, and tools. As a
leader in this industry, we strive to provide the best service possible to our customers. Our goal is
to be your most valuable supplier. Customer satisfaction is our number-one priority.

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 Your approved credit line is $2,000, with billing terms of net 10. Monthly statements are mailed on
the first or second working day each month. A service charge is added to past-due balances that
are not paid by the twenty-fifth day of the billing month.

We at Nilges Wood Supply welcome the opportunity to serve you and look forward to a long and
prosperous relationship.

Your branch manager is Sheila McGulicuty. Her telephone number is 890-555-8765.

Yours very truly,

Larry E. Nilges
Vice President—Credit Sales

len/jls

How to be concise

When writing sentences, try to choose your words carefully. Unnecessary words clutter up your
sentences, cover up your meaning, and often frustrate your reader. Here are some ways to say
what you really want to say.

Get rid of that, who, and which when you can.

INSTEAD OF WRITING TRY
It was a trip that was very memorable. It was a memorable trip.
She wished that she had taken the job offer She wished she had taken the job offer more
that she had been given more seriously. seriously.
Let’s eat in the restaurant that is air Let’s eat in the air-conditioned restaurant.
conditioned.
My neighbor, who is the president of the PTA, My neighbor, the president of the PTA, has six
has six children. children.
The building next door, which used to be The building next door, once abandoned, is
abandoned, is now a community center for now a community center for kids after school.
kids after school.
Anyone who is pregnant should avoid roller Pregnant women should avoid roller coasters.
coasters.
21
 Try to avoid using there is and it is.
INSTEAD OF WRITING TRY
It was with great regret that I fired my Regrettably, I fired my secretary.
secretary.
There is no reason for the department to pursue The department has no reason to pursue a
a criminal investigation. criminal investigation.
Use prepositional phrases when they are appropriate.
INSTEAD OF WRITING TRY
When you come to the second stop sign, turn At the second stop sign, turn right.
right.
While we were at the dinner party, an allergy During the dinner party, an allergy attack
attack caused him to sneeze. caused him to sneeze.
Replace so and so that with infinitive phrases (to + verb).
INSTEAD OF WRITING TRY
I want to smell the fish so that I am sure it’s I want to smell the fish to make sure it’s fresh.
fresh.
Close the windows so that the air conditioning Close the windows to keep the air conditioning
stays inside the house. inside the house.
Replace because of the fact that with because.
INSTEAD OF WRITING TRY
Because of the fact that Manny realizes he Because Manny realizes he doesn’t want to be
doesn’t want to be like Lenny, he finally feels like Lenny, he finally feels at peace with
at peace with himself at the end of the novel. himself at the end of the novel.
Because of the fact that I love you, I know we Because I love you, I know we will always stay
will always stay together. together.

Rewrite the following paragraph using the strategies above:

A person’s accomplishments in life are dependent upon his personal prediction of his
performance. In actuality, anyone can effect his own future, positively or negatively, through
truthful evaluation of his self-esteem. If an individual sees himself as incapable of producing
anything that is of value, he is correct. Difficulties will be encountered that are overwhelming in
his pursuits of success because of the fact that he is beginning with self-doubt. Although he
might be qualified to accomplish a particular project, he will probably fail because of the fact
that he will be easily persuaded to surrender his efforts and stop struggling toward his goal

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Business Letters

23
24
25
Letter of Request
26
27
28
29
Letters Giving Information

30
31
32
33
Letters of Complaint

34
35
36
37
Letters of Apology

38
39
Letters of Application

40
41
42
43
Transactional Letters

44
45
46
47
Report Writing

48
Useful Language

49
50
 Look at the notes below:

1-4 Standard headings to begin a short report

4 Subject should be concise and helpful
5 Headings make it clear what each section is about, and reflect (in the same order) the 4
bullet points giving details of what you are required to cover.
6 Nowadays the active form (I have asked, I led) is often used, particularly in reports
written for known readers.
6-8 The 3 main elements of the method (questionnaire, focus group and records) are referred
to later
10-12 Several phrases are used to show knowledge of standard vocabulary concerned with this
topic.
14-17 Note the use of a complex sentence to relate two points.
18-22 This paragraph goes into some detail about the poor management mentioned in 16.
24 Shows the writer has weighed up both the pros and cons of what they are going to
propose.
28-31 Bullet points are used to draw attention to each recommendation.

Note the use of headings to structure the report. They reflect the four bullet points listing what
should be included, and so Symptoms and Possible causes are more appropriate than Findings.

Note that the writer’s personal opinion is expressed only in the Recommendations section.

 The Managing Director of your organization is concerned about the poor level of staff
motivation and has asked you to write a report on the situation.
 Write your report for the Managing Director.
 outlining how you carried out your research
 describing the symptoms of the poor motivation
 suggesting possible causes
 proposing how to improve the level of motivation.
 Write 200-250 words.

51
1 To Shelley Howells
2 From Jerry Handley
3 Date 3 October
4 Subject Staff motivation

5 Method
6 I have asked all staff to fill a questionnaire, and 45 per cent of them did so. I
7 Led a focus group discussion with six of those who returned the questionnaire.
8 And examined staff absence records.

9 Symptoms
10 The main symptoms of poor motivation that I found are rising rates of
11 Absenteeism and stuff turnover; poor timekeeping and the loss of several long-
12 Term customers

13 Possible causes
14 Although in the questionnaire most people identified the level of pay and
15 Benefits as their main area of dissatisfaction, the in-depth focus group
16 Discussion concluded that this is less important than poor management and the
17 “blame culture”

18 Many perceive management as being carried out by a combination of threats

19 And criticism, with an almost total absence of encouragement and praise.
20 Several people claimed that their treatment by managers means that they
21 Dread coming in to work, and makes them unwilling to ask for help or to admit
22 Mistakes

23 Recommendations
24 Despite the difficulty of radically changing management style, this is the most
25 Pressing requirement if the loss of customers is to be stemmed. Other changes
26 Are also required, to give staff greater ‘ownership’ of their work. I therefore
27 Recommend:
28  Managers should attend training by an external body, such as a consultancy
29  Team work should be introduced wherever possible, to give staff at all levels
30 Greater responsibility for organizing their work and checking its quality.
31  Increased opportunities for training and job rotation should be created.

52
Assessment Reports

53
54
55
56
Informative Reports

57
58
A Survey Report

59
60
61
62
Proposal Reports

63
 Look at the notes below:

1-4 Standard top section

5 An often used heading to explain why the proposal or report has been written.
9-15 Note that the two proposals are introduced (line 10), and set out in separate paragraphs,
with one and secondly to mark each one clearly.
17-20 Note that the writer gives reasons for the suggestions regarding implementation i.e. as
the process is likely to take two or three months and since the positions are unlikely to
attract people living outside this area. These explanations make the proposal far more
convincing than simply writing The recruitment of new staff should be given top
priority.
21 Note the way of moving from recruitment to the discount scheme: both a new
paragraph and the introductory phrase as regards.
25-27 This section gives a disadvantage, as required by the task. Note that by dealing with the
objection, the proposal ends positively.

Note the use of headings for each section of the proposal.

Note the range of common business expressions, e.g. customer loyalty, repeat orders, natural
wastage, customer retention.
Note the attempt to avoid repeating words, e.g. the use of personnel and staff; customer retention
and customer loyalty; as and since.

 Too many customers purchase from your company once only, and the Sales Manager has
asked staff to think of ways to retain more of them.
 Write your proposal for the Sales Manager,
 suggesting a reason for the lack of repeat orders
 putting forward one or two ways to retain customers
 outlining how your ideas could be implemented
 mentioning one or two possible disadvantages of your ideas.
 Write 200-250 words

64
1. To: Customer Service Manager
2. From: Geraldine Salmon
3. Date: March 21
4. Subject Customer loyalty

5. Background
6. The proposition of customers placing repeat orders has halved in the last two
7. years to 12 per cent. One possible cause is the reduction in our sales
8. personnel through natural wastage.

9. Proposals
10. I suggest two ways of improving the customer retention rate.

11. One is to recruit three new sales people, to return to the full complement that
12. we had until two years ago. This would relieve the pressure on all sales staff

13. Allowing them to devote more time to maintaining relationships with customers.

14. Secondly I propose offering corporate customers a discount in return for a

15. commitment to buy goods to a certain value within a set period.

16. Implementation
17. The recruitment of new staff should be given top priority, as the process is
18. likely to take two or three months. Advertising the vacancies in local
19. newspapers is probably the most effective way of reaching potential applicants.
20. since the positions are unlikely to attract people living outside this area.

21. As regards the discount scheme, perhaps a small group comprising staff from
22. Finance, Production and Sales could work out a viable scheme, which would
23. be attractive to customers but still give adequate profit margins.

24. Possible drawback

25. Clearly both schemes, particularly the recruitment of new staff, would entail
26. considerable costs. However, increasing the level of repeat orders would lead
27. to savings on advertising, and in the long run should improve profits.

65
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 Bibliography

1. Evans, V. (1999). Successful Writing - Proficiency. Berkshire: Express

Publishing

2. Nicolae, M. et al. (2002). Commercial Communication. Bucuresti: Crison

3. Petrut, M. (2006). A Study Guide to Business Communication. Cluj-Napoca:

Napoca Star

4. Seglin, J. (2002). The AMA Handbook of Business Letters. New York: AMA

5. http://www.managementstudyguide.com/seven-cs-of-effective-
communication.htm

6. http://www.directionservice.org/cadre/section4.cfm

7. http://www.newagepublishers.com/samplechapter/001680.pdf

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