1 Lxp|a|n the d|fferent types of commun|cat|on w|th re|evant examp|es?

AnS CommunlcaLlon ls a process LhaL lnvolves exchange of lnformaLlon LhoughLs ldeas and
emoLlons CommunlcaLlon ls a process LhaL lnvolves a sender who encodes and sends Lhe message
whlch ls Lhen carrled vla Lhe communlcaLlon channel Lo Lhe recelver where Lhe recelver decodes Lhe
message processes Lhe lnformaLlon and sends an approprlaLe reply vla Lhe same communlcaLlon
channel
1ypes of CommunlcaLlon CommunlcaLlon can occur vla varlous processes and meLhods and
dependlng on Lhe channel used and Lhe sLyle of communlcaLlon Lhere can be varlous Lypes of
communlcaLlon
1ypes of CommunlcaLlon 8ased on CommunlcaLlon Channels 8ased on Lhe channels used for
communlcaLlng Lhe process of communlcaLlon can be broadly classlfled as verbal communlcaLlon
and nonverbal communlcaLlon
verbal communlcaLlon lncludes wrlLLen and oral communlcaLlon whereas Lhe nonverbal
communlcaLlon lncludes body language faclal expresslons and vlsuals dlagrams or plcLures used for
communlcaLlon
Verba| Commun|cat|on
verbal communlcaLlon ls furLher dlvlded lnLo wrlLLen and oral communlcaLlon 1he oral
communlcaLlon refers Lo Lhe spoken words ln Lhe communlcaLlon process Cral communlcaLlon can
elLher be faceLoface communlcaLlon or a conversaLlon over Lhe phone or on Lhe volce chaL over
Lhe lnLerneL Spoken conversaLlons or dlalogs are lnfluenced by volce modulaLlon plLch volume and
even Lhe speed and clarlLy of speaklng 1he oLher Lype of verbal communlcaLlon ls wrlLLen
communlcaLlon WrlLLen communlcaLlon can be elLher vla snall mall or emall 1he effecLlveness of
wrlLLen communlcaLlon depends on Lhe sLyle of wrlLlng vocabulary used grammar clarlLy and
preclslon of language
Nonverba| Commun|cat|on
nonverbal communlcaLlon lncludes Lhe overall body language of Lhe person who ls speaklng whlch
wlll lnclude Lhe body posLure Lhe hand gesLures and overall body movemenLs 1he faclal
expresslons also play a ma[or role whlle communlcaLlon slnce Lhe expresslons on a person's face say
a loL abouL hls/her mood Cn Lhe oLher hand gesLures llke a handshake a smlle or a hug can
lndependenLly convey emoLlons non verbal communlcaLlon can also be ln Lhe form of plcLorlal
represenLaLlons slgnboards or even phoLographs skeLches and palnLlngs
1ypes of Commun|cat|on 8ased on Sty|e and urpose
8ased on Lhe sLyle of communlcaLlon Lhere can be Lwo broad caLegorles of communlcaLlon whlch
are formal and lnformal communlcaLlon LhaL have Lhelr own seL of characLerlsLlc feaLures
Iorma| Commun|cat|on
lormal communlcaLlon lncludes all Lhe lnsLances where communlcaLlon has Lo occur ln a seL formal
formaL 1yplcally Lhls can lnclude all sorLs of buslness communlcaLlon or corporaLe communlcaLlon
1he sLyle of communlcaLlon ln Lhls form ls very formal and offlclal Cfflclal conferences meeLlngs
and wrlLLen memos and corporaLe leLLers are used for communlcaLlon lormal communlcaLlon can
also occur beLween Lwo sLrangers when Lhey meeL for Lhe flrsL Llme Pence formal communlcaLlon ls
sLralghLforward offlclal and always preclse and has a sLrlngenL and rlgld Lone Lo lL
nforma| Commun|cat|on
lnformal communlcaLlon lncludes lnsLances of free unresLralned communlcaLlon beLween people
who share a casual rapporL wlLh each oLher lnformal communlcaLlon requlres Lwo people Lo have a
slmllar wavelengLh and hence occurs beLween frlends and famlly lnformal communlcaLlon does noL
have any rlgld rules and guldellnes lnformal conversaLlons need noL necessarlly have boundarles of
Llme place or even sub[ecLs for LhaL maLLer slnce we all know LhaL frlendly chaLs wlLh our loved ones
can slmply go on and on
2 What are the genera| pr|nc|p|es of wr|t|ng espec|a||y bus|ness wr|t|ng?
AnS 1he process of good wrlLlng lnvolves Lhree baslc sLeps preparlng wrlLlng and edlLlng
racLlclng Lhe followlng 16 prlnclples wlll help you be a more effecLlve wrlLer
1 know your ob[ecLlve
1hlnk before you wrlLe WhaLs your goal? Make sure you fully undersLand Lhe asslgnmenL Are you
wrlLlng a oneparagraph execuLlve summary or a flvepage reporL? 1ry answerlng Lhls quesLlon
WhaL speclflcally do l wanL Lhe reader Lo know Lhlnk or do?
2 Make a llsL
WrlLe down Lhe ldeas or polnLs you wanL Lo cover Why? 1hls helps you geL sLarLed ln ldenLlfylng Lhe
key ldeas you wanL Lo dlscuss lf you have Lrouble geLLlng sLarLed Lry dlscusslng your ldeas wlLh
someone elseklcklng an ldea around ofLen helps you clarlfy your ob[ecLlve and flneLune whaL you
are Lrylng Lo accompllsh
3 Crganlze your ldeas
!usL as lLs dlfflculL Lo flnd whaL you wanL ln a messy dlsorganlzed desk drawer lLs hard Lo flnd
lmporLanL ldeas ln a poorly organlzed message Pere are a few ways you can organlze your ldeas
lmporLance
8egln wlLh Lhe mosL lmporLanL plece of lnformaLlon and Lhen move on Lo Lhe nexL mosL
lmporLanL
Chronologlcal order uescrlbe whaL happened flrsL second Lhlrd
roblemSoluLlon ueflne Lhe problem Lhen descrlbe posslble alLernaLlves or Lhe soluLlon you
recommend
CuesLlonAnswer SLaLe a quesLlon and Lhen provlde your answer Crganlze your ldeas so Lhe
reader can easlly follow your argumenL or Lhe polnL you are Lrylng Lo geL across

4 8ack lL up
Pave an oplnlon buL back lL up supporL wlLh daLa 1here are a number of ways you can supporL
your ldeas lncludlng explanaLlons examples facLs personal experlences sLorles sLaLlsLlcs and
quoLaLlons lLs besL Lo use a comblnaLlon of approaches Lo develop and supporL your ldeas
3 SeparaLe maln ldeas
Lach paragraph should have one maln polnL or ldea capLured ln a Loplc senLence 1he Loplc senLence
ls normally Lhe flrsL senLence ln Lhe paragraph Lach paragraph should be sLarLed by an lndenLaLlon
or by sklpplng a llne
6 use bulleLs or numbers
lf you are llsLlng or dlscusslng a number of lLems use bulleLs or number your polnLs llke l have done
ln Lhls paper Peres an example of uslng bulleLs
!oln Lhe 8uslness Club Lo
lncrease sales
Caln new markeLlng ldeas
Make new frlends
Clve back Lo your professlon

7 WrlLe compleLe senLences
A senLence ls abouL someone dolng someLhlng Laklng acLlon 1he someone maybe a manager
employee cusLomer eLc 1he dolng someLhlng Laklng acLlon can lnclude menLal processes such
as Lhlnklng evaluaLlng and decldlng or physlcal


acLlons such as wrlLlng and Lalklng A good rule Lo pracLlce ls Lo have sub[ecLs closely followed by
Lhelr verbs
8 use shorL senLences
SenLences should be a maxlmum of 12 Lo 13 words ln lengLh Accordlng Lo Lhe Amerlcan ress
lnsLlLuLe senLences wlLh 13 or fewer words are undersLood 90 of Lhe Llme SenLences wlLh elghL or
fewer words are undersLood 100 of Lhe Llme

9 8e preclse and accuraLe
Words llke large small as soon as posslble Lhey people Leam work and cusLomer
focus are vague and lmpreclse 1he reader may lnLerpreL Lhese words Lo mean someLhlng dlfferenL
Lhan whaL you lnLended 8educe communlcaLlon breakdowns by belng speclflc and preclse ueflne
Lerms as needed 1he reader may noL undersLand cerLaln acronyms and abbrevlaLlons
10 use commas approprlaLely
use a comma Lo separaLe Lhe elemenLs ln a serles of Lhree or more lLems
Pls favourlLe colours are red whlLe and blue
use a comma Lo seL off lnLroducLory elemenLs
AfLer coffee and donuLs Lhe meeLlng wlll begln
use a comma Lo separaLe ad[ecLlves
1haL Lall dlsLlngulshed goodlooklng professor Leaches hlsLory


11 use Lhe correcL word
Pere are several words LhaL cause confuslon
?oure ls a conLracLlon for you are ?our means possesslon such as your coaL
lLs ls a conLracLlon for lL ls lLs lndlcaLes possesslon
1helr means possesslon/ownershlpLhelr house 1here means locaLlon 1heyre ls a conLracLlon
for Lhey are
12 Avold redundancles
lL ls a redundancy Lo use mulLlple words LhaL mean or say Lhe same Lhlng lor example conslder Lhe
followlng
8edundanL My personal bellefs 8ellefs are personal so [usL sLaLe My bellefs
8edundanL l declded Lo palnL Lhe machlne gray ln colour
Cray ls a colour so [usL sLaLe l declded Lo palnL Lhe machlne gray

13 numbers
When uslng numbers ln Lhe body of your paper spell ouL numbers one Lhrough nlne such as
1hree men declded When uslng numbers 10 or above lLs proper Lo wrlLe Lhe number such as
1he reporL lndlcaLed 68 cusLomers


14 Pave a concluslon
Would you really en[oy waLchlng a movle or sporLlng evenL LhaL had no concluslon? no 1he
concluslon Lles your polnLs LogeLher 1he reader wanLs Lo know Lhe flnal score Lhe boLLom llne
message
13 LdlL your work
8ead whaL you have wrlLLen several Llmes
Cn your flrsL read focus on organlzaLlon and senLence sLrucLure ShorLen long senLences Cross
ouL unnecessary words and phrases 8eorganlze maLerlal as needed
8ead lL agaln and make sure commas are used approprlaLely and LhaL Lhere ls a puncLuaLlon mark
aL Lhe end of every senLence
8ead lL a Lhlrd Llme and focus on word cholce Are Lhere cerLaln words LhaL are vague or unclear?
8eplace Lhem wlLh speclflc words
8ead whaL you have wrlLLen Aloud Lo yourself or Lo a frlend
1o see lf he or she (and you) can undersLand lL and lmprove lL ln any way A slgnlflcanL parL of good
wrlLlng lnvolves edlLlng very few people can slL down and wrlLe a perfecL paragraph on Lhelr flrsL
Lry lL requlres mulLlple rewrlLes
Summary
?ou donL have Lo be a greaL wrlLer Lo be successful manager/leader Powever you musL be able Lo
clearly and succlncLly explaln your LhoughLs and ldeas ln wrlLlng SLrlve Lo be slmple clear and brlef
Llke any sklll good wrlLlng requlres pracLlce feedback and ongolng lmprovemenL

3 now wou|d you prepare yourse|f for an ora| bus|ness presentat|on?
AnS uellverlng a formal presenLaLlon can be elLher falrly sLressfree or nervewrecklng ?our level of
comforL can depend on Lhe slze of your audlence Lhe crlLlcal specLaLors aLLendlng your
presenLaLlon or Lhe feedback LhaL you may anLlclpaLe WhaLever you may flnd as a cause for
concerns abouL speaklng before a group never leL lL be your knowledge abouL whaL you wlll speak
WlLh Lhorough and effecLlve research abouL your sub[ecL you wlll dlscover LhaL you are already
halfway prepared Lo address your llsLeners 1he followlng sLeps can compleLe yourpreparaLlon
1 SLudy your sub[ecL ?ou may have already been provlded greaL lnformaLlon from whlch you could
pull 8uL lf Lhere are oLher sources such as Lhe lnLerneL or experLs use Lhem Lo enhance your own
lnslghL uolng so can also help you develop more confldence ln your speech
2 ln Lhe comforL of your own sLudy lab (wherever LhaL may be) anLlclpaLe all Lypes of respondlng
quesLlons from people ln your audlence challenglng quesLlons crlLlcal quesLlons crazy quesLlons
and slmple quesLlons (Lhe ones whlch are so slmple LhaL you forgoL Lo prepare an answer for) Lqulp
yourself wlLh facLs and lnslghL accordlngly lor enllghLenmenL on peoples vlews l have read several
message boards and even complalnL slLes Lo help me prepare for Lhe unexpecLed lf your
presenLaLlon ls nonlnLeracLlve do noL Lake LhaL for granLed ?ou can sLlll be approached wlLh
quesLlons afLer your speech or afLer Lhe evenL where you gave lL
3 Crganlze Lhe noLes from whlch you wlll speak WheLher Lyped or handwrlLLen you musL be able Lo
comprehend Lhem ln order Lo convey Lhem Lo an audlence So lf you [oL your noLes down on lndex
cards wrlLe leglbly
Also blnd Lhe noLes paper or cards LhaL you plan Lo use durlng your presenLaLlon uropplng loose
papers or cards durlng your speech should noL dlsLracL an aLLenLlve llsLener buL lL can cerLalnly
dlsLracL you Lhe speaker Make your Lask a Lad blL easler on yourself allevlaLlng Lhe posslblllLy of
LhaL problem
4 lf you declde Lo speak wlLh Lhe ald of a ower olnL presenLaLlon bear ln mlnd how you wlll lnserL
lnformaLlon Lo be dlsplayed uonL expecL an audlence Lo read lengLhy senLences or any paragraph
no maLLer how much Llme Lhey are glven 8y all means do noL prepare yourself Lo read every word
wrlLLen on LhaL owerolnL 1he audlence does noL need Lo see Lhe back of your head 1hey donL
need Lo hear your volce drlfL lnLo a sLaLe of monoLony whlch ls whaL can happen lf you read word
forword from your noLes
3 racLlce your presenLaLlon ln prlvaLe and be wllllng Lo be your own blggesL crlLlc Crab a Lape
recorder or any recordlng devlce Lo llsLen Lo your own speech
6 As l expressed above approach Lhe podlum wlLh a solld knowledge base abouL every polnL your
wlll dlscuss
7 lease do noL lmaglne your audlence ln Lhelr underwear ?ou need Lo focus lf eye conLacL wlLh any
of Lhose llsLeners lnLlmldaLes you Lhen look [usL pasL Lhe lasL row of people Lo land your slghL on
elLher some empLy seaLs or Lhe wall 1here are corners of walls and oLher lnanlmaLe ob[ecLs where
you can place your focus unLll you flnd yourself comforLable enough Lo make brlef eye conLacL wlLh a
few frlendly or neuLral faces
8 8emember LhaL Lhe lasL row of llsLeners needs Lo hear your volce unless you have a rellable
mlcrophone be sure Lo pro[ecL
9 uo noL overesLlmaLe your llsLeners aLLenLlon spans keep Lhelr lnLeresL Clve your Lone some
range (loglcal range LhaL ls) And wherever your sub[ecL and Lhe polnLs from whlch you speak wlll
allow engage your audlence wlLh lllusLraLlons whlch Lhey can relaLe Lo
10 lease lmpose nelLher overly Lechnlcal Lermlnologles nor acronyms on your audlence Whlle
Lhese expresslons of lnLelllgence seem effecLlve Lhey acLually reflecL a lazy efforL Lo communlcaLe
deLalled and comprehenslble lnformaLlon Lo llsLeners
11 8emember LhaL aL Lhls polnL Lhere should be no reason Lo lose confldence lf youve sLudled
your sub[ecL grasped a clear undersLandlng of lL and followed Lhe Llps above you have Lhe Lools Lo
conquer any sharp sensaLlon LhaL you may feel ln Lhe plL of your guL golng before any group

S D|st|ngu|sh between c|rcu|ars and not|ces a|ong w|th formats?
AnS noLlce A message / lnformaLlons brlnglng Lo all whlch wlll be puL up ln common place
Clrcular A message / lnformaLlons brlnglng Lo cerLaln group of people belonglng Lo Lhe
lnformaLlons
Llke memos clrculars and noLlces are also wrlLLen forms of communlcaLlon wlLhln Lhe organlzaLlon
1he dlfference beLween a clrcular and a noLlce ls LhaL c|rcu|ars are announcements that are
d|str|buted to sma|| or se|ect|ve groups of people wlLhln Lhe organlzaLlon whereas noLlces are
meanL for a larger group of people
Lxample lf a manager wanLs Lo call a meeLlng of heads of deparLmenLs he wlll pass around a
clrcular only Lo Lhe heads requesLlng Lhem Lo aLLend LhaL meeLlng Cn Lhe oLher hand noLlces
generally conLaln lnformaLlon or announcemenLs LhaL are meanL for all Lhe employees of an
organlzaLlon
Lxample A llsL of declared holldays for a calendar year ls a noLlce slnce Lhe lnformaLlon ls relevanL
Lo all employees A noLlce ls Lherefore a legal documenL LhaL has Lo be puL up on an offlclal noLlce or
bulleLln board
LeL us examlne anoLher example of a clrcular and a noLlce
lmaglne LhaL you are Lhe resldenL of Lhe SLudenL CommlLLee ln a managemenL college and wlsh Lo
hold a meeLlng Lo plan for Lhe Annual ManagemenL lesL of Lhe college ?ou wlll have Lo send some
lnformaLlon Lo Lhose whom you wanL Lo lnvolve ln organlzlng Lhe lesL ?ou may noL wanL all Lhe
sLudenLs Lo be lnvolved lnlLlally slnce lL may Lake a loL of Llme and Lhere may be Loo many
suggesLlons lnsLead you may choose Lo lnvlLe only Lhe commlLLee members Lo dlscuss deLalls such
as Lhe daLe venue duraLlon how Lo geL sponsors and so on lor Lhls purpose you may send a
clrcular only Lo Lhe sLudenL commlLLee members requesLlng Lhem Lo aLLend Lhe meeLlng uurlng Lhe
meeLlng Lhe daLe and venue may be flnallzed and varlous smaller commlLLees may be formed such
as a recepLlon commlLLee sLage commlLLee and so on ?ou may also declde Lo geL each sLudenL Lo
conLrlbuLe a nomlnal amounL for Lhe lesL






AsslgnmenL SeL 2
1 As a part of top management team how wou|d you commun|cate to your shareho|ders about
the company's expans|on p|ans?
AnS CommlLmenL 2014 ls a flrm and confldenL amblLlon and lL sLands for proflLable organlc growLh
Cur amblLlon for 2014 ls Lo become Lhe Luropean benchmark ln unlversal CusLomerfocused
8anklng We lnLend Lo enhance our leadershlp based on an effecLlve producL range and hlghquallLy
servlce forglng close llnks beLween reLall banklng and relaLed speclallsed buslnesses
AM8l1lCuS 1A8CL1S
8y 2014 we LargeL amblLlous proflLablllLy levels underplnned by sound fundamenLals neL banklng
lncome of more Lhan t23 bllllon (t201 bllllon ln 2010)and neL lncome Croup share of t6 bllllon Lo
t7 bllllon (t13 bllllon ln 2010) Cur ob[ecLlve ls also Lo have a cosL Lo lncome raLlo of less Lhan 60
and a reLurn one qulLy raLlo of 10 Lo 12 1hese LargeLs Lake lnLo accounL Lhe new 8asel lll
regulaLory envlronmenL as lL ls currenLly undersLood ln Lerms of caplLal adequacy CredlL Agrlcola
SA wlll meeL Lhe 8asel lll requlremenLs and CredlL Agrlcola Croup ranklng among Lhe sLrongesL
banks ls conflrmed
20112014 S18A1LC?
Cur acLlons ln Lhe perlod 20112014 wlll be based on Lhree prlnclples llrsL we shall sLlmulaLe
organlc growLh 1o achleve Lhls we shall enhance growLh ln reLall banklng boLh ln lrance and
elsewhere ln Lurope speed up growLh ln Lhe savlngs managemenL buslnesses one of our
undlspuLed sLrengLhs and flnally focus on growLh ln lnvesLmenL banklng and credlL buslnesses
1hese buslnesses wlll conLlnue Lo grow buL selecLlvely because of Lhelr heavy caplLal consumpLlon
1he second prlnclple behlnd our sLraLegy ls LhaL we shall enhance Lhe Croup effecL by sLrengLhenlng
Lles beLween our buslness llnes 1he Lhlrd prlnclple ls LhaL we shall acL as a commlLLed and
responslble Croup ln deallng wlLh sLakeholders and ln parLlcular our shareholders
Cu8 SPA8LPCLuL8S
CredlL Agrlcola SA has seL up a comprehenslve shareholder lnformaLlon and communlcaLlon
framework 1he new layouL of Lhe Shareholder's Club newsleLLer Ln dlrecL you dlscover Loday ls
almed aL sLrengLhenlng Lhls dlrecL llnk beLween you and us and ls parL of a broader aLLempL Lo make
full and LransparenL lnformaLlon avallable Lo you Cur dlvldend pollcy LargeLs a payouL raLe of
33from 2011 (pald ln 2012) ln cash 1hrough CommlLmenL 2014 we wanL Lo Lhank our
shareholders for Lhelr loyalLy by paylng an lncreased dlvldend

2 A8C Ltd wants to commun|cate about |ts corporate |mage to a|| |ts stakeho|ders and a|so to
the genera| pub||c As an adv|sor how do you recommend them to do |t?
AnS Cur communlcaLlons and engagemenL sLraLegy needs Lo be slmple because we are worklng ln a
complex envlronmenL oLherwlse our acLlons become confuslng Lo Lhe people we work wlLh 1he
sLraLegy Lherefore hlghllghLs [usL 20 key sLeps we wlll Lake Lo communlcaLe and engage wlLh people
effecLlvely lL also explalns our slmpllfled approach Lo ouLreach work lncludlng evenLs and fesLlvals
8ecommendaLlon LhaL you agree Lhe sLraLegy and lLs assoclaLed annexes
2 8ACkC8CunuS
21 We have slgnlflcanLly lmproved Lhe way we communlcaLe and engage wlLh people over Lhe lasL
few years 1hls has been recognlsed Lhrough anecdoLal evldence and Lhe recenL CusLomer Servlce
Lxcellence award Powever we need a sLraLegy Lo coordlnaLe our acLlvlLles and gulde fuLure
buslness plannlng We also need Lo be able Lo measure our success more effecLlvely"A8C Cur
communlcaLlons and engagemenL sLraLegy' (Annex 1) alms Lo do Lhls
3 CLlC? CCn1Lx1
31 1he adopLlon of a CommunlcaLlons and LngagemenL SLraLegy ls acLlon 32 ln Lhe 8uslness lan
!uly 2006March 2009 (revlsed CcLober 2007)
32 1he sLraLegy supporLs Lhe dellvery of our 8uslness lan ln lLs enLlreLy 1he messages wlLhln lL
explaln LhaL we musL be excellenL communlcaLors promoLlng learnlng and lnsplrlng people abouL
Lhe naLlonal ark ln all LhaL we do
4 C1lCnS
41 CpLlon 1 ?ou agree Lhe recommendaLlon CpLlon 2 ?ou agree Lhe recommendaLlon wlLh furLher
developmenL of some sLeps CpLlon 3 ?ou do noL agree Lhe recommendaLlon
3 8CCSALS
31 1he CommunlcaLlons and LngagemenL 1ask and llnlsh Croup was esLabllshed Lo develop Lhls
sLraLegy lL lncludes sLaff from Lhe CommunlcaLlons and Learnlng 1eam and members 1hey
underLook a SWC1 analysls (SLrengLhs Weaknesses CpporLunlLles and 1hreaLs) and agreed Lhe
slmple approach recommended 1hey commenLed on Lhe 20 key sLeps ensurlng LhaL Lhey were
sLraLeglc and noL Loo deLalled CpLlon 1 ls recommended for approval and lL ls hoped LhaL members
wlll be lnvolved ln Lhe dellvery and revlew of Lhe sLraLegy as lL progresses

6 8LS1 vALuL lMLlCA1lCnS
61 1he sLaLuLory duLy of besL value requlres organlsaLlons Lo consulL servlce users and oLher
sLakeholders abouL servlces and prlorlLles 1he duLy was revlsed ln Lhe Local CovernmenL and ubllc
lnvolvemenL ln PealLh 8lll ln May 2007 Lo engage more wlLh hardLoreach groups and Lo secure
parLlclpaLlon of communlLles ln dellvery of local publlc servlces 1hls sLraLegy supporLs Lhe dellvery
of Lhls funcLlon by focuslng on engagemenL wlLh parLners and local people parLlcularly Lhrough Lwo
of our four key Lake ulsLrlcL naLlonal ark AuLhorlLy Agenda lLem 9AuLhorlLy 22 May 2008
requlremenLs for effecLlve communlcaLlons llsLenlng and lnLerpreLlng demands unravelllng
complex lssues
7 llnAnCL CCnSluL8A1lCnS
71 1here are flnanclal lmpllcaLlons ln Lhe dellvery of Lhe sLraLegy ?ou have already agreed revenue
growLh blds (LoLalllng 43000) Lo supporL sLep 9 ln Lhe sLraLegy and developmenL of Level Cne
evenLs and fesLlvals whlch we sponsor(Annex 8) ?ou have also agreed exlsLlng budgeLs Lo supporL
ongolng work led by Lhe CommunlcaLlons and Learnlng 1eam AgreemenL of any addlLlonal
budgeLary requlremenLs Lo dellver all sLeps ln Lhe sLraLegy wlll form parL of Lhe corporaLe plannlng
and performance cycle

8 8lSk
81 Lach sLep ln Lhe sLraLegy has a dlfferenL degree of rlsk whlch wlll be managed Lhrough respecLlve
servlce plans Cverall lf we do noL develop our communlcaLlons and engagemenL acLlvlLles Lhere ls
a slgnlflcanL rlsk LhaL we lose our CusLomer Servlce Lxcellence sLandard
9 LLCAL CCnSluL8A1lCnS
91 LffecLlve communlcaLlon ls key Lo performance of our sLaLuLory ob[ecLlves 1he proposed
sLraLegy wlll asslsL wlLh good governance by lmprovlng communlcaLlon wlLhln Lhe AuLhorlLy and wlll
help clarlfy relaLlonshlps wlLh parLners
10 PuMAn 8LSCu8CLS
101 1he CommunlcaLlons and Learnlng 1eam lncludlng lLs CuLreach unlL are parL of Lhe
esLabllshed sLrucLure and wlll Lake a clear coordlnaLlng role ln dellverlng Lhe sLraLegy 1he sLraLegy
also makes lL clear LhaL new approaches Lo communlcaLlons and engagemenL should be a parL of
exlsLlng roles across Lhe organlsaLlon 1hls wlll be dealL wlLh Lhrough Servlce lannlng and ersonal
uevelopmenL 8evlews
11 ulvL8Sl1? lMLlCA1lCnS
111 1hls sLraLegy ls of hlgh lmporLance Lo dlverslLy ln Lhe pasL our approach Lo LargeLlng groups
may have had an adverse lmpacL on parLlcular groups already uslng our servlces 1he sLraLegy
explalns LhaL we wlll now base our acLlons on Lhe needs of dlfferenL groups and clear evldence
Annex A (r8eachlng CuL') explalns how we wlll noL LargeL people buL work wlLh focus groups Lo
ldenLlfy needs overLlme We wanL Lo reach ouL Lo everyone and use Lhe naLlonal ark Lo bulld llnks
beLween dlfferenL culLures

12 SuS1AlnA8lLl1?
121 1he sLraLegy wlll conLrlbuLe Lo Lhe promoLlon of learnlng and lnsplrlng people abouL all aspecLs
of susLalnablllLy whlch ls aL Lhe hearL of Lhe vlslon for Lhe naLlonal ark AuLhor/osL 8ob SuLcllffe
Pead of lans and CommunlcaLlons uaLe WrlLLen 2 May 2008

3 What |s ora| bus|ness commun|cat|on? Lxp|a|n |ts benef|ts to the organ|sat|on and to the
|nd|v|dua| emp|oyee
AnS Accordlng Lo a 2003 sLudy publlshed ln Lhe !ournal of LmploymenL Counselllng oral
communlcaLlon skllls are belng lncreaslngly soughL afLer by employers When surveylng over 100
successful buslnesses researchers found LhaL more and more employers are emphaslzlng Lhe
developmenL of good speaklng skllls ln Lhelr employees WlLh Lhls ln mlnd Lhe concepL of oral
communlcaLlon ls an lmporLanL ldea Lo sLudy and undersLand ln Lhe conLexL of buslness
resenLaLlons Cne form of oral communlcaLlon ln a buslness seLLlng ls a presenLaLlon resenLaLlons
are usually an organlzed conveyance of lnformaLlon Lo a group of people SLyllsLlcally Lhey Lend Lo
be far more formal Lhan lnformal and rely more heavlly on daLa and facLs Lhan Lhey do analysls
resenLaLlons are someLlmes more persuaslve ln naLure llke a plLch for an ad campalgn buL Lend Lo
be lnformaLlve more ofLen such as an employee brleflng or are porL on quarLerly earnlngs
resenLaLlons may lnclude some dlalog afLer Lhe sender of Lhe message has flnlshed Lhelr speech
buL Lhey are by and large much more monologue rellanL 1hls makes lL lmporLanL for Lhe speaker Lo
anLlclpaLe posslble ob[ecLlons Lo Lhe message and address Lhem ln Lhe acLual speech
CllenL lnLeracLlon
AnoLher form of oral communlcaLlon ln buslness encompasses lnLeracLlon wlLh cllenLs uependlng
on Lhe level of connecLlon beLween Lhe employee and Lhe cllenL Lhe communlcaLlon ln Lhese
lnLeracLlons can range from lncredlbly formal Lo lnformal and casual 1hese lnLeracLlons usually
lnclude a comblnaLlon of daLa and analysls and wlll be more persuaslve Lhan lnformaLlve ln naLure
as Lhe employee ls Lrylng Lo encourage conLlnued and expanded buslness wlLh Lhe cllenL 8ecause of
Lhe naLure of Lhese lnLeracLlons Lhe communlcaLlon ls deflnlLely a dlalog maklng llsLenlng skllls
lncredlbly lmporLanL
lnLerofflce lnLeracLlon
Cral communlcaLlon ln Lhe offlce can be referred Lo as lnLerofflce lnLeracLlon 1hls ls comprlsed of
conversaLlons wlLh superlors subordlnaLes and coworkers uependlng on Lhe levels of power
separaLlon beLween Lhe lndlvlduals engaglng ln conversaLlon Lhe communlcaLlon wlll flucLuaLe
beLween formal and lnformal Lhough lL should always remaln professlonal ConversaLlons ln Lhls
conLexL may reference daLa buL wlll be much more analysls heavy and wlll be a dlalog by naLure
8eneflLs
Cral communlcaLlon ln buslness provldes a varleLy of beneflLs llrsL oral communlcaLlon ls
accompanled by nonverbal slgnlflers whlch provldes conLexL

LhaL can enhance undersLandlng ln Lhe communlcaLlon process osLure faclal expresslons and
hablLual movemenLs may provlde clues as Lo an lndlvldual's feellngs abouL Lhe ldeas belng dlscussed
Lven ln Lelephone conversaLlons plLch raLe volume and Lone of Lhe respecLlve speakers can help ln
undersLandlng senLlmenLs Cral communlcaLlon also provldes a sprlngboard for relaLlonal
developmenL unllke wlLh emall memos and chaL funcLlons whlch Lend Lo Lake a LaskorlenLed
approach Lo communlcaLlon Lhe lmmedlacy lnvolved ln oral communlcaLlon allows for lnsLanL
feedback and a more relaLlonal approach 1hls ls lmporLanL as sLrong relaLlonshlps ln buslness ofLen
lead Lo more proflLable and producLlve cooperaLlon

4 G|ve short notes on commun|cat|on network |n the organ|sat|on?
AnS neLworks are anoLher aspecL of dlrecLlon and flow of communlcaLlon 8evel as has shown LhaL
communlcaLlon paLLerns or neLworks lnfluence groups ln several lmporLanL ways CommunlcaLlon
neLworks may affecL Lhe groups compleLlon of Lhe asslgned Lask on Llme Lhe poslLlon of Lhe de
facLo leader ln Lhe group or Lhey may affecL Lhe group members saLlsfacLlon from occupylng cerLaln
poslLlons ln Lhe neLwork AlLhough Lhese flndlngs are based on laboraLory experlmenLs Lhey have
lmporLanL lmpllcaLlons for Lhe dynamlcs of communlcaLlon ln formal organlzaLlons
1here are several paLLerns of communlcaLlon
Chaln
Wheel
SLar
AllChannel neLwork
Clrcle
1he Chaln can readlly be seen Lo represenL Lhe hlerarchlcal paLLern LhaL characLerlzes sLrlcLly formal
lnformaLlon flow from Lhe Lop down ln mlllLary and some Lypes of buslness organlzaLlons 1he
Wheel can be compared wlLh a Lyplcal auLocraLlc organlzaLlon meanlng one man rule and llmlLed
employee parLlclpaLlon 1he SLar ls slmllar Lo Lhe baslc formal sLrucLure of many organlzaLlons 1he
AllChannel neLwork whlch ls an elaboraLlon of 8avelass Clrcle used by CueLzkow ls analogous Lo
Lhe freeflow of communlcaLlon ln a group LhaL encourages all of lLs members Lo become lnvolved ln
group declslon processes 1he AllChannel neLwork may also be compared Lo some of Lhe lnformal
communlcaLlon neLworks lf lLs assumed LhaL messages may move ln boLh dlrecLlons beLween
sLaLlons ln Lhe neLworks lL ls easy Lo see LhaL some lndlvlduals occupy key poslLlons wlLh regard Lo
Lhe number of messages Lhey handle and Lhe degree Lo whlch Lhey exerclse conLrol over Lhe flow of
lnformaLlon lor example Lhe person represenLed by Lhe cenLral doL ln Lhe SLar handles all
messages ln Lhe group ln conLrasL lndlvlduals who occupy sLaLlons aL Lhe edges of Lhe paLLern
handle fewer messages and have llLLle or no conLrol over Lhe flow of lnformaLlon 1hese perlpheral
lndlvlduals can communlcaLe wlLh only one or Lwo oLher persons and musL depend enLlrely on
oLhers Lo relay Lhelr messages lf Lhey wlsh Lo exLend Lhelr range
ln reporLlng Lhe resulLs of experlmenLs lnvolvlng Lhe Clrcle Wheel and SLar conflguraLlons 8avelas
came Lo Lhe followlng LenLaLlve concluslons ln paLLerns wlLh poslLlons locaLed cenLrally such as Lhe
Wheel and Lhe SLar an organlzaLlon qulckly develops around Lhe people occupylng Lhese cenLral
poslLlons ln such paLLerns Lhe organlzaLlon ls more sLable and errors ln performance are lower Lhan
ln paLLerns havlng a lower degree of cenLrallLy such as Lhe Clrcle Powever he also found LhaL Lhe
morale of members ln hlgh cenLrallLy paLLerns ls relaLlvely low 8avelas speculaLed LhaL Lhls lower
morale could ln Lhe long run lower Lhe accuracy and speed of such neLworks ln problem solvlng
requlrlng Lhe poollng of daLa and [udgmenLs or lnslghL 8avelas suggesLed LhaL Lhe ablllLy Lo
evaluaLe parLlal resulLs Lo look aL alLernaLlves and Lo resLrucLure problems fell off rapldly when one
person was able Lo assume amore cenLral (LhaL ls more conLrolllng) poslLlon ln Lhe lnformaLlon flow
lor example lnslghL lnLo a problem requlrlng change would be less ln Lhe Wheel and Lhe SLar Lhan ln
Lhe Clrcle or Lhe Chaln because of Lhe boLLle necklng effecL of daLa conLrol by cenLral members lL
may be concluded from Lhese laboraLory resulLs LhaL Lhe sLrucLure of communlcaLlons wlLhln an
organlzaLlon wlll have a slgnlflcanL lnfluence on Lhe accuracy of declslons Lhe speed wlLh whlch Lhey
can be reached and Lhe saLlsfacLlon of Lhe people lnvolved ConsequenLly ln neLworks ln whlch Lhe
responslblllLy for lnlLlaLlng and passlng along messages ls shared more evenly among Lhe members
Lhe beLLer Lhe groups morale ln Lhe long run

S What are the d|fferent types of bus|ness |etters? Lxp|a|n w|th examp|e
AnS
8uslness leLLer ls an old form of offlclal correspondence A buslness leLLer ls wrlLLen by an lndlvldual
Lo an organlzaLlon or an organlzaLlon Lo anoLher organlzaLlon 8uslness leLLers are wrlLLen for
varlous purposes Cne wrlLes a leLLer Lo enqulre lnformaLlon apply for a [ob acknowledge
someones work and appreclaLe ones [ob done eLc As Lhe moLlve of wrlLlng Lhe leLLer ls dlfferenL
Lhe

sLyle of Lhe leLLer changes and you geL dlfferenL Lypes of buslness leLLers 1he varlous Lypes of
buslness leLLers are used by dlfferenL people Lo serve Lhelr purpose of sendlng Lhe message across
LeLs Lake look aL Lhe mosL common Lypes of buslness leLLers
AcknowledgemenL LeLLer 1hls Lype of leLLer ls wrlLLen when you wanL Lo acknowledge some one for
hls help or supporL when you were ln Lrouble 1he leLLer can be used Lo [usL say Lhanks for
someLhlng you have recelved from some one whlch ls of greaL help Lo you
Apology LeLLer An apology leLLer ls wrlLLen for a fallure ln dellverlng Lhe deslred resulLs lf Lhe
person has Laken up a Lask and he falls Lo meeL Lhe LargeL Lhen he apologlzes and asks for an
opporLunlLy Lo lmprove ln Lhls Lype of leLLer
AppreclaLlon LeLLer An appreclaLlon leLLer ls wrlLLen Lo appreclaLe some ones work ln Lhe
organlzaLlon 1hls Lype of leLLer ls wrlLLen by a superlor Lo hls [unlor An organlzaLlon can also wrlLe
an appreclaLlon leLLer Lo oLher organlzaLlon Lhanklng Lhe cllenL for dolng buslness wlLh Lhem
ComplalnL LeLLer A complalnL leLLer ls wrlLLen Lo show one LhaL an error has occurred and LhaL
needs Lo be correcLed as soon as posslble 1he leLLer can be used as a documenL LhaL was used for
warnlng Lhe reader
lnqulry LeLLer 1he leLLer of lnqulry ls wrlLLen Lo lnqulre abouL a producL or servlce lf you have
ordered a producL and yeL noL recelved lL Lhen you can wrlLe a leLLer Lo lnqulre when you wlll be
recelvlng lL

Crder LeLLer 1hls leLLer ls as Lhe name suggesLs ls used for orderlng producLs 1hls leLLer can be used
as a legal documenL Lo show Lhe LransacLlon beLween Lhe cusLomer and vendor
LeLLer of 8ecommendaLlon 1hls Lype of leLLer ls wrlLLen Lo recommend a person for a [ob poslLlon
1he leLLer sLaLes Lhe poslLlve aspecLs of Lhe appllcanLs personallLy and how he/she would be an
asseL for Lhe organlzaLlon LeLLer of recommendaLlon ls even used for promoLlng a person ln Lhe
organlzaLlon