Business

Communicatio
n
By
Prof. Shakeel Amjad

Objective
This
This course
course is
is designed
designed to
to help
help students
students
learn
learn business
business communication
communication by
by
developing
developing in
in them
them both
both written
written and
oral
oral skills of communication,
they
they need to be successful in
their professional lives.
lives. To
To make
make
students
familiar
with
the
real
students
familiar
with
the
real
communication
issues,
personal
communication
issues,
personal
interviews
interviews with
with business
business associates
associates and
and
academics
academics other
other than
than the
the theoretical
theoretical
discussions
discussions will
will be
be the
the hallmark
hallmark of
of this
this

Why Study Business

Communication?

Five ways that make a difference

First, the subject matter is different:
here you will get a chance to practice
communicating with concepts and
techniques.
Second, you will, for example,
practice writing memos, letters and
business reports.
Third, you will have a chance to
practice your oral presentation skills,
being extensively used in business

Why Study Business

Communication?
Forth,
Forth, you
you may
may learn
learn a
a slightly
slightly different
different
style
style of
of writing
writing and
and speaking:
speaking: In
In general,
general,
business
business communication
communication is
is more
more objective,
objective,
systematic,
systematic, and
and concise
concise than
than creative
creative or
or
personal
personal writings.
writings.
Finally,
Finally, unlike
unlike assignments
assignments in
in other
other
courses,
courses, which
which may
may emphasize
emphasize the
the
message
message itself
itself or
or the
the personal
personal expression
expression
of
of the
the writer
writer or
or speaker
speaker business
business
communication
communication focuses
focuses on
on the
the response
response
you
you elicit
elicit from
from your
your reader
reader or
or listener.
listener.

What is Communication?
The word communication means the
act or process of giving or exchanging
of information, signals or messages as
by talk, gestures or writing. Technically
speaking, in the act of communication,
we make opinions,
opinions, feelings, information
etc. known or understood by others
through speech, writing or bodily
movement.

Why do we Communicate?
The
purpose
of
any
given
communication is:
stimulating some action.
giving information, ideas, attitudes,
beliefs or feelings.
establishing links or relations with
other people.

Stimulating Action
Stimulating action may be achieved by
two ways:
Expressing needs and requirements.
Persuading and motivating others the
way you want them to act.

Giving Information
Giving information, ideas, attitudes,
beliefs and
feelings may be done for any number of
purposes:
Creating awareness
Creating understanding
Persuading others
Influencing others

Importance of Communication
Effectively in speaking and writing is
useful in all areas of business, such
Services
Servicesas:
Worker
Worker

Management
Technical
Clerical
Social positions
Manage
Manage
rr

Cleric
Cleric
al
al

51.6%
51.6%
2

29.1%
29.1%
3

49.4%
49.4%
4
1

So
So poorly
poorly written
written messages
messages result
result in
in loss
loss
of
of time,
time, money
money and
and even
even life.
life.

40.7%
40.7%
Technical
Technical
Worker
Worker

Advantages of Communication
in your Career

Success
Success in
in your
your career
career is
is based
based on
on your
your
ability
ability to
to communicate
communicate effectively
effectively is
is a
a
valuable
valuable asset.
asset.
This
This is
is a
a valuable
valuable asset
asset of
of you.
you.
Strong
Strong communication
communication skills
skills are
are found
found in
in
every
every job
job description
description listed
listed by
by companies
companies
advertising
advertising positions.
positions.
Communication
Communication is
is a
a primary
primary responsibility
responsibility
Professional
Promoti
3
1 in
Job
Professional
Promoti
many
Job
in
many2 career
career
Reputation
on
Reputation
on
Community
clearly
internally
and
Community
clearly
internally
and
externally.
externally.
4
Communications
Communications

Requisite for Promotion

Prime
Prime requisite
requisite of
of a
a promo
promo table
table executive
executive
is
is ability
ability to
to communicate.
communicate.
Your
Your ability
ability to
to communicate
communicate is,
is, in
in fact,
fact, your
your
trademark.
trademark. The
The memos,
memos, letters
letters and
and reports
reports
you
you write,
write, demonstrate
demonstrate your
your ability
ability or
or lack
lack
of
of ability
ability to
to communicate.
communicate.
Poor
Poor communication
communication remain
remain buried
buried in
in
lower,
lower, dead-end
dead-end jobs.
jobs.

Requisite for Promotion

You
You may
may have
have capacity
capacity for
for hard
hard work.
work.
Ability
Ability to
to get
get thing
thing done
done with
with and
and through
through
people
people
Good
Good appearance
appearance
Self-confidence
Self-confidence
Sound
Sound decision-making
decision-making skills
skills
College
College education
education

Requisite for Promotion

Three
Three top
top responses
responses of
of promotable
promotable executive:
executive:
Business
Business letter
letter
Report
Report Writing
Writing
Oral
Oral Communication
Communication

Developing the Right Attitude

To
To the
the customer,
customer, you
you are
are the
the company.
company.
Each
Each message
message communicates
communicates the
the essential
essential
quality
quality and
and culture
culture of
of your
your company.
company.
To
To develop
develop the
the right
right attitude,
attitude, you
you need
need
certain
certain qualities:
qualities:
Careful
Careful and
and sound
sound judgment
judgment while
while choosing
choosing
ideas
ideas &
& facts.
facts.
Patience
Patience and
and understanding
understanding while
while dealing
dealing
with
with unjustly
unjustly persons
persons or
or managers.
managers.

Developing the Right

Developing the Right Attitude
Attitude
knowledge of English language,
knowledge
English
language.
knowledge
of
English
language.
processof
and
principals
of successful
processes
and
processes
and principals
principals of
of successful
successful
communication
communication.
communication.
Knowledge of cultural conventions of
Knowledge
Knowledge of
of cultural
cultural conventions
conventions of
of your
your audience.
audience.
your audience

Integrity.
Integrity
Integrity.

Cultural Diversity at Work

Todays
Todays workplace
workplace is
is increasingly
increasingly diverse
diverse in
in
age,
age, gender,
gender, and
and national
national origin.
origin.
Diversity
Diversity has
has brought
brought problems
problems to
to
organizations
organizations and
and has
has brought
brought strengths
strengths
too.
too.
To
To handle
handle diversity
diversity issues
issues in
in the
the workplace,
workplace,
companies
companies need
need to
to take
take certain
certain measures:
measures:
Seminars.
Seminars.
Managers
Managers needs
needs to
to be
be open
open minded.
minded.
Language
Language problems.
problems.

What is Organization?

An
An organization
organization is
is aa group
group of
of people
people
associated
for
business,
political,
associated
for
business,
political,
professional,
professional, religious,
religious, social
social or
or other
other
purposes.
purposes.
Its
Its activities
activities require
require human
human beings
beings to
to interact
interact
and
and react,
react, that
that is,
is, to
to communicate.
communicate.
They
They exchange
exchange information,
information, ideas,
ideas, plans,
plans,
order
order needed
needed supplies
supplies and
and make
make decisions,
decisions,
rules,
rules, proposals,
proposals, contracts,
contracts, and
and agreements.
agreements.
Communication
Communication is
is the
the Lifeline
Lifeline of
of every
every
organization
OR
lifeblood
of
any
organization
OR
lifeblood
of
any
organization.
organization.

Flow of Communication
Formal
Formal
Planned
Planned communication.
communication.
Memo,
Memo, letter,
letter, report,
report, e-mail
e-mail faxes
faxes that
that follow
follow
companys
companys chain
chain of
of command.
command.

Informal
Informal
Communication
Communication

Casual
Casual Communication
Communication among
among employees,
employees,
e-mails,
e-mails, face
face to
to face
face conversation,
conversation, phone
phone
calls
calls and
and discussions.
discussions.

Direction of flow within the organization

1
2

Internal Communication

The
The formal
formal flow
flow of
of information
information follows
follows the
the
official
official chain
chain of
of command.
command.

President

VP
Production

VP
Marketing

Sales
Manager
East

Sales
Rep

Sales
Rep

VP
Finance

VP
Sales

Sales
Rep

VP
Human
Resources

Sales
Manager
Midwest

Sales
Manager
West

Sales
Manager
International

District
1
Manager

District
2
Manager

District
3
Manager

Sales
Rep

Sales
Rep

Downward Communication

Organizational
Organizational decision
decision are
are made
made at
at top
top
level
level and
and then
then flow
flow down
down to
to the
the people
people
who
who carry
carry them.
them.
Employees
Employees become
become motivated
motivated and
and more
more
efficient.
efficient.
It
It increases
increases satisfaction.
satisfaction.
They
They need
need clear
clear job
job directions,
directions, safety
safety
rules,
facts
about
organizational
rules,
facts
about
organizational
strategies,
strategies, products,
products, and
and viewpoints
viewpoints on
on
important
important controversial
controversial issues.
issues.

Upward Communication

Communication
Communication that
that takes
takes place
place from
from the
the
lower
lower management
management to
to the
the upper
upper
management.
management.
It
It helps
helps the
the top
top management
management to
to make
make
intelligent
intelligent decisions.
decisions.
Upward
Upward communication
communication can
can be
be formal
formal
and
and informal.
informal.

Horizontal Communication

Horizontal
Horizontal flow
flow enables
enables two
two departments
departments
or
or two
two people
people to
to function
function properly.
properly.
It
It solves
solves problems,
problems, performs
performs job
job duties,
duties,
prepares
prepares for
for meetings
meetings and
and cooperates
cooperates on
on
important
important projects.
projects.

Informal Internal
Communication

Every
Every organization
organization has
has an
an informal
informal
communication
communication network
network a
a grapevine
grapevine
that
that supplements
supplements official
official channel.
channel.
It
It is
is important
important source
source of
of information.
information.
It
It is
is casual
casual conversation
conversation of
of an
an
organization.
organization.

External Communication

Communication
Communication that
that takes
takes place
place between
between two
two or
or
more
more than
than two
two organizations
organizations is
is called
called external
external
communication.
communication. The
The right
right letter,
letter, proposal,
proposal, report,
report,
telephone
telephone call,
call, or
or personal
personal conversation
conversation can
can win
win
back
back an
an angry
angry customer,
customer, create
create aa desire
desire for
for aa
firms
firms product
product or
or services,
services, encourage
encourage collections,
collections,
motivate
Formal
motivate performance
performance
and in
in general,
general, create
create
Formaland
goodwill.
goodwill.Planned
Planned communication
communication with
with outsides,
outsides,
memo,
memo, letter,
letter,
Report,
Report, e-mail,
e-mail, Faxes
Faxes that
that follow
follow companys
companys
chain
chain of
of
Command.
Command.

External
External
Communication
Communication
Casual
Communication
Casual
Communication among
among Customers,
Customers,
suppliers,
suppliers,
investors,
investors, e-mails,
e-mails, face
face to
to face
face
conversation,
conversation, phone
phone calls,
calls,
discussions
discussions

Various Aspects of External

Communication
14

13

12

Flow

11
4
5
10

7
8

Communication
Transmitting
Transmitting information
information from
from one
one person
person
to
to other
other person.
person.

The Communication
Process
Communication
Communication is
is a
a process
process of
of sending
sending and
and
receiving
receiving verbal
verbal and
and nonverbal
nonverbal messages.
messages.
Communication
Communication is
is considered
considered effective
effective
when
when it
it achieves
achieves the
the desired
desired reaction
reaction or
or
response
response from
from the
the receiver.
receiver.
Communication
Communication is
is a
a two
two way
way process
process of
of
exchanging
exchanging ideas
ideas or
or information.
information.

The Communication
Process
The
The process
process of
of communication
communication has
has six
six
components:
components:
1.
1. Context
Context
2.
2. Sender/Encoder
Sender/Encoder
3.
3. Message
Message
4.
4. Medium
Medium
5.
5. Receiver/Decoder
Receiver/Decoder
6.
6. Feedback
Feedback

Context
Every
Every message,
message, whether
whether oral
oral or
or written,
written,
begins
begins with
with context.
context.
Context
Context is
is a
a broad
broad field
field that
that includes
includes
country,
country, culture,
culture, organization
organization and
and external
external
and
and internal
internal stimuli.
stimuli.
Your
Your attitudes,
attitudes, opinions,
opinions, emotions,
emotions, past
past
experiences,
experiences, likes
likes and
and dislikes,
dislikes, education,
education,
job
job status
status and
and confidence.
confidence.

Message

31

The
The message
message is
is the
the main
main idea
idea that
that you
you wish
wish
to
to communicate.
communicate.
It
It is
is of
of both
both verbal
verbal (written
(written or
or spoken)
spoken)
symbols
and
nonverbal
(unspoken)
symbols
and
nonverbal
(unspoken)
symbols.
symbols.
First
First decide
decide exactly
exactly what
what your
your message
message is,
is,
also
also consider
consider the
the receiver
receiver of
of your
your message.
message.

Medium/Channel

32

It
It means
means the
the way
way by
by which
which a
a message
message is
is
communicated.
communicated.
You
You can
can choose
choose electronic
electronic mail,
mail, the
the printed
printed
word.
word.
The
The choice
choice of
of medium
medium is
is affected
affected by
by the
the
relationship
relationship between
between the
the sender
sender and
and the
the
receiver.
receiver.

Oral Communication

33

The
The oral
oral communication
communication brings
brings back
back
immediate
immediate feedback.
feedback.
It
It has
has a
a conversational
conversational nature
nature with
with shorter
shorter
words
words and
and sentences.
sentences.
It
It stresses
stresses on
on interpersonal
interpersonal relations.
relations.
This
This medium
medium needs
needs less
less technical
technical details.
details.
Its
Its sentence
sentence structures
structures are
are simple.
simple.

Written Communication

34

This
This medium
medium is
is more
more formal
formal with
with focus
focus on
on
contents.
contents.
It
It can
can convey
convey any
any amount
amount of
of technical
technical
information.
information.
It
It is
is best
best for
for permanent
permanent record.
record.
This
This medium
medium uses
uses longer
longer words
words and
and longer
longer
sentences.
sentences.
It
It brings
brings delayed
delayed feedback.
feedback.

Inside Your Organization

35

For
For internal
internal communication,
communication, written
written media
media
may
may be:
be:
Memos,
reports,
bulletins,
job
Memos,
reports,
bulletins,
job
descriptions,
descriptions, posters,
posters, notes,
notes, employee
employee
manuals,
manuals, electronic
electronic bulletin
bulletin boards
boards and
and
even
even internal
internal faxes.
faxes.
Oral
Oral communication
communication may
may take
take the
the form
form of:
of:
Staff
Staff meeting
meeting reports,
reports, face
face to
to face
face
discussions,
discussions, presentations,
presentations, audio
audio tapes,
tapes,
telephonic
telephonic chats,
chats, teleconferences
teleconferences or
or
videotapes.
videotapes.

36

Outside Your Organization

External
External written
written communication
communication media
media may
may
be:
be:
Letters,
Letters, reports,
reports, telegrams,
telegrams, cablegrams,
cablegrams,
mailgrams,
mailgrams, faxes,
faxes, telexes,
telexes, postcards,
postcards,
contracts,
contracts, ads,
ads, brochures,
brochures, catalogs,
catalogs, news
news
releases
releases etc.
etc.
Orally,
Orally, it
it may
may be
be
Face
Face to
to face
face discussions,
discussions, telephone
telephone or
or
presentations
presentations in
in solo
solo or
or panel
panel situations.
situations.

Receiver / Decoder

37

The
The receiver
receiver // decoder
decoder of
of your
your message
message is
is
your
your reader
reader or
or listener.
listener.
He
He is
is influenced
influenced by
by nonverbal
nonverbal factors
factors such
such
as
as touch,
touch, taste,
taste, and
and smell.
smell.
Receiver/Encoder
Receiver/Encoder

(experiences,
(experiences, attitudes,
attitudes, skills)
skills)
Receptor
Receptor mechanisms
mechanisms Perception
Perception
Decoding
Decoding
Idea
Idea interpretation
interpretation

Barriers in Effective
Communication /
Communication falloff

3
8

People
People in
in the
the world
world are
are not
not exactly
exactly alike.
alike. Cultures
Cultures or
or countries
countries
are
are not
not the
the same.
same. These
These differences,
differences, however,
however, can
can cause
cause
problems
problems in
in conveying
conveying your
your meanings.
meanings. Each
Each persons
persons mind
mind is
is
different
different from
from others.
others. As
As aa result,
result, message
message senders
senders meanings
meanings
and
and the
the receivers
receivers responses
responses are
are affected
affected by
by many
many factors.
factors.

Problem in Conventions of
Meaning

3
9

Denotation
Denotation
A
A denotation
denotation is
is usually
usually the
the dictionary
dictionary definition
definition of
of aa word.
word.
Denotative
Denotative meanings
meanings name
name objects,
objects, people
people or
or events
events
without
without indicating
indicating positive
positive or
or negative
negative qualities.
qualities. Such
Such
words
words as
as car,
car, desk,
desk, book,
book, house,
house, and
and water
water convey
convey
denotative
denotative meanings.
meanings. The
The receiver
receiver has
has aa similar
similar
understanding
understanding of
of the
the thing
thing in
in which
which the
the word
word is
is used.
used.

Problem in Conventions of
Meaning

4
0

Connotation
Connotation
A
A connotation
connotation is
is an
an implication
implication of
of aa word
word or
or aa suggestion
suggestion
separate
separate from
from the
the usual
usual definition.
definition. Some
Some words
words have
have
connotative
connotative meanings,
meanings, that
that is,
is, qualitative
qualitative judgments
judgments or
or
personal
personal reactions.
reactions. The
The word
word man
man is
is denotative,
denotative, father,
father,
prophet,
prophet, brother
brother are
are connotative.
connotative. Some
Some words
words have
have
positive
positive connotations
connotations in
in one
one context
context and
and negative
negative
meanings
meanings in
in others.
others. For
For example,
example, slim
slim girl
girl and
and slim
slim
chances.
chances.

Physical Barriers

4
1

Communication
Communication does
does not
not consist
consist of
of words
words alone.
alone. Another
Another
set
set of
of barriers
barriers is
is caused
caused by
by your
your own
own physical
physical
appearance,
appearance, your
your audience
audience or
or the
the context
context of
of the
the
document
document or
or the
the presentation.
presentation. Your
Your ideas,
ideas, however
however good
good
and
and however
however skillfully
skillfully imparted,
imparted, are
are at
at the
the mercy
mercy of
of
various
various potential
potential physical
physical barriers.
barriers.

Physical Barriers

4
2

For
For Writing
Writing
There
There is
is aa whole
whole barrage
barrage of
of possible
possible physical
physical blocks,
blocks,
jammed
jammed or
or jagged
jagged margins,
margins, fingerprints
fingerprints or
or smudges,
smudges,
unclear
unclear photocopies,
photocopies, unreadable
unreadable word
word processor
processor printout,
printout,
water,
water, coffee
coffee or
or tea
tea spots
spots etc.
etc.
For
For Speaking
Speaking
Mumbling,
Mumbling, not
not enunciating,
enunciating, speaking
speaking too
too quickly,
quickly, noises,
noises,
hissing
hissing ventilation,
ventilation, blowing
blowing air
air conditioner,
conditioner, ringing
ringing
telephones,
telephones, slamming
slamming doors
doors etc.
etc.

Psychological Barriers

4
3

Because
Because of
of the
the changing
changing world,
world, everyone
everyone has
has his
his own
own
concept
concept of
of reality.
reality. Our
Our sensory
sensory perceptions
perceptions touch,
touch, sight,
sight,
hearing,
hearing, smell
smell and
and taste
taste are
are limited
limited and
and each
each persons
persons
mental
mental filter
filter is
is unique.
unique. In
In our
our daily
daily interaction
interaction with
with others,
others,
we
we make
make various
various abstractions,
abstractions, inferences
inferences and
and evaluations
evaluations
of
of the
the world
world around
around us.
us.

44

Perceptional of Reality
Abstracting
Abstracting
Selecting
Selecting some
some details
details and
and omitting
omitting others
others is
is aa process
process called
called
abstracting.
abstracting.
Differences
Differences in
in abstracting
abstracting take
take place
place not
not only
only when
when persons
persons describe
describe
events
events but
but also
also when
when they
they describe
describe people
people and
and objects.
objects.

45

Perceptional of Reality
Inferring
Inferring
Conclusions
Conclusions made
made by
by reasoning
reasoning from
from evidence
evidence are
are called
called
inferences.
inferences. We
We make
make assumptions
assumptions and
and draw
draw conclusions
conclusions
even
even though
though we
we are
are not
not able
able to
to immediately
immediately verify
verify the
the
evidence.
evidence. Some
Some inferences
inferences are
are both
both necessary
necessary and
and
desirable;
desirable; others
others are
are risky,
risky, even
even dangerous.
dangerous.
Inferences
Inferences are
are necessary.
necessary. e.g.
e.g. ss
ss
When
When we
we reach
reach aa foreign
foreign country,
country, we
we are
are sure
sure that
that we
we will
will
be
be treated
treated politely.
politely.
When
When we
we post
post aa letter,
letter, we
we infer
infer that
that itit will
will reach
reach its
its
destination.
destination.

Barriers Involving Values,

Attitudes etc.

46

Both
Both personality
personality and
and attitude
attitude are
are complex
complex cognitive
cognitive
process.
process. The
The difference
difference is
is that
that personality
personality usually
usually is
is
thought
thought of
of as
as the
the whole
whole person
person whereas
whereas attitude
attitude may
may
makeup
makeup the
the personality.
personality. The
The term
term attitude
attitude describes
describes
people
people and
and explain
explain their
their behavior.
behavior. More
More precisely
precisely an
an
attitude
attitude can
can be
be defined
defined as
as aa persistent
persistent tendency
tendency to
to feel
feel
and
and behave
behave in
in aa particular
particular way
way towards
towards some
some object.
object.

Barriers Involving Values,

Attitudes etc.

47

A
A receivers
receivers attitude
attitude toward
toward aa message
message can
can determine
determine
whether
whether itit is
is accepted
accepted or
or rejected.
rejected. The
The effectiveness
effectiveness is
is
influenced
influenced also
also by
by the
the values,
values, attitudes
attitudes and
and opinions
opinions of
of
the
the communicators.
communicators. People
People react
react favorably
favorably when
when they
they
receive
receive agreeable
agreeable message.
message. Receivers
Receivers views
views of
of the
the
information
information will
will affect
affect their
their response.
response. This
This response
response could
could
be
be what
what the
the sender
sender desires
desires or
or just
just the
the opposite.
opposite.

Barriers Involving Values,

Attitudes etc.

48

Closed
Closed Mind
Mind
Some
Some people
people hold
hold rigid
rigid views
views on
on certain
certain subjects.
subjects. They
They
maintain
maintain their
their rigid
rigid views
views regardless
regardless of
of the
the circumstances.
circumstances.
Such
Such aa closed
closed minded
minded person
person is
is very
very difficult
difficult to
to
communicate
communicate to.
to.