MANAGERIAL

COMMUNICATION

Study Material Prepared by...

Dr. R. THIRIPURASUNDARI,
Head – Dept. Of Business Administration,
Swami Dayananda College of Arts & Science,
Manjakkudi.
thiripurasundariramesh@[Link]
Unit 1

Communication
Meaning:
The English word ‘communication’ has been derived from the
latin word ‘communis’, which means common, consequently it
implies that the communication is common understanding through
communion of minds and hearts. This common understanding
results not only through transfer of information and idea but also
from transmission of the attitude.
Definition:
“communication is an exchange of facts, ideas, opinions or
emotion by two or more person.”
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Features of communication:
communication is unavoidable:
Communication is always an existing and unavoidable
phenomenon. Not to talk of facial expressions, position gestures
and other behavioral ways, even silence also conveys a lot about
the person’s attitude.
Continuous process:
Communication is not an art or event at an instance of time
rather it is a continuous process, incorporating various events
and activities that are inter-related and interdependent.
Two-way traffic:
Communication is not complete unless the receiver
understands the message. To ensure that the receiver has
understood the message, there should be some sort of feedback.
Thus, the communication is two way and not the one-way traffic.

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Universal:
Communication is universal phenomenon. All living creatures
(human beings, birds, beasts etc.) communicate through their own
symbols and signs.
Social process:
Communication is a social process as it enables everyone in
the society to satisfy his basic needs and desires through exchange
of written, spoken or non-verbal message. It is through
communication that two or more persons interact and influence
each other and consequently bridge the gap in their understanding.
Trans activity:
Since the communication process involves multiple causality
interaction and transaction, it is transactive. It has been observed
that in a gathering of five or six persons, when one person leaves,
the conversation change entirely. People change radically when
they one communication situation to another; sometimes
becoming talkative sometimes silent.
Multi dimensionality:
Communication is multidimensional. Its sources, channels,
audiences, and effects of these message are multidimensional.
Multi purposefulness:
Communication process is multipurpose. The participants,
act as sources to the extent they have purpose which they wish to
accomplish. Participants act as receivers too, to the extent they
have purpose they wish to accomplish.
Communication cycles:
SENDER RECEIVER
RECEIVER

DECODE
MESSAGE ENCODE CHANNEL
MEANING

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Sender:
The communication process starts with the sender, the
person or group who wants to transmit the message to another
person or group. He is not interested in the words, date or symbols
themselves but uses them for conveying meaning to others.
Message:
The physical form of the idea or information conveyed which
can be understood through receiver’s sensory receptors (hearing,
seeing, smelling, feeling, touching). Message are not the meanings
but indicative of meanings.
Encoding:
Encoding is putting the meaning of the message into
appropriate words, symbols, gestures or other form of expression
for the purpose of sending an intentional message.
Channel:
Channel or medium is the methods or vehicle used to
transmit the message. For business communication, commonly
used channels are telephone, letters, memos, e-mail, etc.
Receiver:
The person or group who perceives the message and attaches
some meaning to the message, is the receiver. In the reasonably
good communication situation, the intended message is received
by the receiver.
Decoding:
Decoding means attaching meaning to the message. Meaning
are already in the receiver’s mind, not in the message.
Feedback:
Feedback is the reversal of the communication process in
which the receiver expresses the response to the sender’s message.

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Significance (or) importance of communication:

(A) General significance of communication

Conducive Environment:
It is through communication that different persons exchanges
thoughts and feelings, and transmit understanding. When two or
more persons understand one another totally, conducive
environment of understanding is created in which disputes and
differences among individuals or groups are amicably settled.
Technological process:
Communication is essential to publicize and pass on the fruits
of scientific discoveries and inventions. Technological progress
would have been slow, had there been underdeveloped means of
communication. If we compare the technological progress and
communication infrastructure of different countries, we find
highly positive correlation between them.
Economic advancement:
To attain economic development communication plays
dominate role especially when the industrial economy is evolving
and ushering into digital economy in which information, services,
products and money are transferred and transacted electronically.
In the present era of e-commerce, no country can survive and
thrive unless it imbibes the e-ways.
Global village:
With the sweeping waves of liberalization and globalization, the
world has been reduced to a global village. Modern technology has
played and will continue to play significant role in breaking all
geographical barriers among different countries and continents
and has integrated various communication and cultures under
unified network.
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(B) Significance of communication to individual

Expression of oneself:
It is through communication process that one conveys
opinions, thoughts, feelings, etc. This helps in expressing oneself
and making other person understand one’s point of view.
Satisfaction of human needs:
Communication helps man to satisfy his emotion needs of
security, belongingness, recognition, etc. It is through
communication that man expresses himself and feels relieved of
emotional stress. If there had been no communication man would
have become passive, inactive, static and somewhat neurotic.
Building human relations:
It is through communication that man conveys his point of
view and understands other. As gaps is understanding are bridged,
human relations are strengthened. The two-way communication
promotes openness, trust, cooperation and harmony among
different individuals.
Career advancement:
Man’s ability to communicate effectively helps him to perform
effectively. Communication skills-writing, speech, listening, etc.-
play dominant role in one’s success in his profession.

(C) Significance of communication to business

Efficient working of the business:

Communication is essential for successful and smooth
running of an enterprise. It is through communication that healthy
and conducive environment id created, organizational goals and

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policies are conveyed to the employees and various resources
necessary for their accomplishment are co-ordinated.
Communication failures: costly:
The communication failures often prove costly for an
organization. They directly result into stoppage of production and
loss of man hours and indirectly create ill-will and low morale
among the employees and affect productivity and production.
Building human relations:
Healthy industrial relations are conducive to industrial peace
and prosperity. This is possible not only with good working
conditions and environment but also with communication among
the management and workers. Through effective communication
the management can convey its expectations to workers can put
their suggestions and grievances before the management.
Total quality management (TQM):
Communication is especially essential in total quality
organization because of involvement of various department and
specialist with varied allegiances and assumptions. In a total
quality organization with cross functional teams, until consensus
is reached between the executives and employees about achieving
quality, there will be a great deal of wasted efforts or no effort.
Job satisfaction and enrichment:
Bad communication results into illusions and
misunderstanding among employees and executives. As a result,
their behavior becomes defensive and consequently leads to low
morale, low job satisfaction and low productivity. Effective
communication overcomes illusion and misunderstanding among
people at work.

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Objectives of communication

1. Information
2. Advice
3. Suggestion
4. Order
5. Motivation
6. Persuasion
7. Warning
8. Negotiation
9. Education
Information:
One of the objectives of communication is enquiring,
supplying or receiving information through spoken or written
languages or through symbols, sign or signals. Information is
different from data. Data (plural of word dactum) are symbols,
signs or character without meaning; and information is processed
data, with meaning and value.
Advice:
Advice is the personal opinion about what to do, how to do,
when to do, and where to do a particular course of action in a
particular situation, with a view to change the behavior and
opinion of the receiver. Since it involves the personal opinion of the
advisor, it is likely to be subjective. It is not neutral, objective and
factual like information.
Suggestion:
Suggestion is the most important objective of communication.
Suggestions are the proposal by subordinates to higher authorities
indicating change required in the existing procedural and
operational matters.

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Order:
An order is the directive issued by management to
subordinates in authoritative manner, specifying to do or to
restrain from doing some course of action. Irrespective of the size
and nature of organization, issuing of order is essential to
accomplish the task.
Motivation:
Motivation channelizes the inner urges of man and to excel
towards the organizational goals. Everyone is worker as well as
shirker, and divine as well as devil. The business manager has to
motivated his employees to work with all their divine qualities in
the direction of organizational goals. .
Persuasion:
Persuasion is the act of influencing the other persons to
voluntarily change their attitudes, beliefs, feeling or thoughts.
Effective persuasion is a difficult and time-consuming task, but it is
also more powerful way than ordering or warning in command-
and-control style of management.
Warning:
Warning is informing about the unpleasant and unfavorable
consequences, if certain course of action is not changed. Such
course of action may be negligence, defiance, mishandling material
and machinery regularly, misbehaving with other, etc. the purpose
of warning is to ask the employee to abide by the rules and
regulations and to work with dedication and discipline.
Negotiation:
Negotiation is one of the objectives of business
communication. In negotiation two or more parties discuss the
proposals concerned with specific problem to find mutually
acceptable agreement. Usually it is done in informal way.

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Education:
Education is the most important objectives of
communication. Organization teach and train their executives and
employees, both existing as well as newly recruited to learn new
tools and techniques of performing various operations with
greater economy, efficiency and effectiveness.

Principle of communication

(A) 7Cs of communication

(B) Other principle of communication

(A) 7Cs of communication:

(1) Candid:
The message, to be communicated, should be candid (straight
forward, freak), it should not be indirect, multivocal or untrue.
To make communication effective, it is most imperative that the
message should be frank and straight forward. There should not be
beating about the bush or conveying something that hinders the
truth.
(2) Clear:
The message to be communicated, whether oral or written,
should be clear. For this, not only clarity of expression is must, but
also clarity of thought. It is the first and foremost requirement.
Clear message always stems from clear hearts. Since the message
to be communicated is first produced in the mind of the sender.
(3) Complete:
Completeness in necessary for effective communication.
Incomplete message breads misinterpretations. It leads ton further

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queries resulting into wastage of time and resources, and irritates
the receiver.
(4) Concise:
Conciseness means conveying the message in fewest possible
words without sacrificing its completeness and clarity. It
contributes to make the important ideas stand out, on the other
hand, aimless and unnecessary details distract the reader’s
attention . Concise message appears more interesting to the reader
and show respect for recipients by not letting their personal as well
as professional life bored with unnecessary information.
(5) Concrete:
The communicated statement should not be vague, rather, it
should be concrete and specific. Concrete expressions create
specific visual images in the mind of the receiver which vague or
generalized statement cannot.
(6) Correct:
The message to be communicated should be correct in spelling,
grammar, format, contents, statistical information, etc. incorrect
and inaccurate statements mislead the reader, lower his
confidence in the communicator and tarnish the image of the
organization.
(7) Courteous:
Courtesy, in the message as well as manners, plays dominating
role in this regard. While communicating, it is necessary that we
should be considerate, compassionate and friendly. We should
avoid becoming sarcastic, impatient and irritated by being aware
of ourselves.

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(B) Other principles of communication:

(1) Create synergetic environment:

Misunderstandings are rules rather than exceptions because of
unhealthy and uncongenial environment. The neutral words
attempting to convey position message convey negative message
because people possess different perceptions.
We notice defensive behavior of employees because of lack of
co-operation and trust among them in the organization.
(2) Two-way communication:
Effective communication is never one-way traffic rather two-
way channelization. The organization should ensure two way
communication, with sound feedback system to overcome the
communication gaps resulting from distortions, filtering, coloring,
etc.
(3) Strengthen communication flow:
The organization policy should simplify, streamline and
strengthen the flow of communication-both upward and
downward-through proper organizational structure, proper
decentralization and delegation of authorities.

(4) Proper medias:

Proper medias of communication should be followed. Any media
is not ideals for every situation. Illiterate workers should be
instructed through oral and visual communication. In case of
formal relations, written communication should be followed.
(5) Encourage open communication:
Lack of transparency and denial of information, breeds rumours
in the organization and consequently harms the organization
environment. To avoid this, management should make open-door
policy and manage by walking around.

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(6) Appropriate language:
Appropriate words, pictures, symbols should be used to the
message simple and easily comprehensible to concerned
employees. As far as possible technology and equivocal words
should be avoided and message should be supported by proper
diagram.
(7) Effective listening:
In oral communication, effective listening is vital. It is not only
the sender’s responsibility to make his message clear, complete
and concrete; but also, of the receiver to understand the message
in proper sense through effective listening.

Types of communication

1. One-way communication and two-way communication

2. Verbal communication and non-verbal communication
3. Formal communication and informal communication
4. Interpersonal and intrapersonal communication
5. Other types.
(a) group communication
(b) public communication
(c) mass communication
One-way communication and two-way communication:
(a) One-way communication:
One-way communication is characterized by absence of
feedback from the receiver to the sender. Here role of the sender
and the receiver are isolated, not interdependent. The sender
conveys the message and the receiver has to make out the meaning
on his own as there is no scope for check back.
(b) Two-way communication:
Two-way communication involves active feedback from the
receiver to the sender to ensure that the receiver has understood
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the same message which the sender intended to convey. This form
of communication being more interactive and interpersonal,
allows better mutual understanding.

Verbal communication and non-verbal communication:

(a) Verbal communication:
Verbal communication is communication through spoken or
written words. This verbal communication can be oral as well as
written.
(b) Nonverbal communication:
Non verbal communication is means transmission of meaning
other than oral or written words. This transmission can be through
facial expression, body postures, eye contacts, clothing, silence, etc.
studies reveal that more than 65% of human communication is
through nonverbal clues than through written or spoken words.

Formal communication and informal communication:

(a) Formal communication:
Formal communication is communication structured on the
basis of hierarchy, authority and accountability. Departmental
meetings, conference, circulars, company news, interviews, etc. are
examples of formal communication.
(b) informal communication:
Informal communication takes place outside the formally
prescribed and planned network or channel. Unlike formal
communication which is deliberately created or documented; it is
spontaneous and off records and beyond organizational hierarchy.

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Interpersonal and interpersonal communication:

(a) Intrapersonal communication:

Intrapersonal communication is internal dialogue occurring
within the mind of an individuals. It may be clear or confused,
depending upon the individuals state of mind. If the individuals
mind is in trouble and turmoil, the turmoil, the message will be
unclear, vague and confused. On the other hand, if the mind is silent
and still, the internal dialogue will become clear and perceptions of
the individual will be more wide and broad. To convey a message
in an effective’s way with desired effect, it is essential that intra-
personal communication should be clear.
(b) Interpersonal communication:
Interpersonal communication is communication among two or
more persons. It is an important element of the organization. On an
average, half or more item of executives and employees in spent in
interpersonal communication. Therefore marketing inter personal
communication is of great importance.

Other types:
(a) Group communication:
Group communication is an extension of interpersonal
communication. A group is an association of two or more persons
who interact with each other in such a way that each influences the
other. Group may be formal such as committees, board of directors,
quality circles, teams, etc.
(b) Public communication:
Public communication involves speech by one person to a large
group at a time. This is one-way communication as the speaker
gives speech and the audience listens only. Political leader,
religious preachers, trade union leaders, etc.

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(c) Mass communication:
Mass communication, the extension of public communication, is
the process of communicating to the public at large through mass
medias such as television, internet, films, publication, etc.

Medias of communication

(a) Oral communication

(b) Written communication

(A) ORAL COMMUNICATION MEANING:

Oral communication is vital for any business, social or political
organization. Whatsoever the form it may assume, it occurs
through spoken words, through spoken words, through speech
either face to face or through any electrical device such as phone,
teleconferencing, public address system, etc.
Principles of oral communication:

(1) Pronunciation:
All the words should be pronounced correctly and clearly. Bad
pronunication create adverse image in the mind of the listener.
(2) Self-confidence:
The person speaking must have self confidence which comes
with sufficient knowledge of the subject and overcoming inner
inhibitions.
(3) Concise and complete message:
The message to be presented must be concise and complete.
Over-loaded message diverts the reader’s attention whereas
underloaded message misleads him.

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(4) Logical sequence:
The speaker should present the message in logical sequence
with marshalled arguments. Only then, his message will be more
vivid and forceful.
(5) Nature voice:
The message should be presented in the nature voice. This voice
should be made pleasing and clear with practice, confidence and
emotional content.
(6) Tone:
The tone of the message should be according to the situation so
that the message should not only be intelligible to the mind but also
appealing to the heart.
(7) Variations is the intonation pattern:
The sound of the voice should not be steady and flat. These
should be variations in the intonation pattern i.e. both rising as
well falling pitch, according to the occasion. It definitely creates
interest and maintains the attention of the listener.

Advantage of oral communication:

(1) Immediate clarification:

In oral communication, the communicator can immediately
elarify the message if the receiver has any doubt about the
message. This is not possible in written communication which
requires certain time for feedback.
(2) Speedy:
Oral communication, whether face to face or through electrical
or electronic devices, is speedy. Unlike written communication, it
does not require time to be spent on dictating, drafting, printing,
proof reading, revising and recopying.

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(3) Suitable for emergency:
Since oral communication is the most speedy method of
communication, it is suitable for conveying emergency message.
With this, in instantaneous feedback is received that eliminates the
chances of misunderstanding and misinterpretation of the
message and simultaneously helps to convey the meaning and
sense without wastage of time.
(4) Lesser formal:
Oral communication is lesser formal as compared to written
communication. As a result, the concerned parties can exchange
their opinions frankly and fearlessly.
(5) Group communication:
Through oral communication, group communication is possible.
Therefore, this type of communication is most used in conferences,
meetings and seminars where different persons can interact with
each other.
(6) Personal quality:
Through oral communication, effective impact can be made
on the receiver through personal quality and influence of the
personality. Such advantage is not possible.

Disadvantages of oral communication:

(1) No record:
Since there is no documentary record of the oral
communication, it does not become legal evidence. It can be used
for future or legal reference, if it is tape recorded. But it is not
possible in every case.
(2) Lengthy message:
If the message is length the chances of its misunderstanding,
delusion and forgetting are very high. Lengthy message usually fail
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to retain listener’s attention; as a result communication failures
occur.
(3) Distortions:
In oral communication, misunderstanding and
misinterpretation of the message usefully occur because of the
distorted meaning by the receiver. The main theme of the message
is lost as a result of these distortions.
(4) Speaker’s ineffectiveness:
Speaker’s inability and ineffective ness adversely affect the
creation and retention of the listener interest. To make the oral
communication effective, speaker’s vitality and effectiveness are
essential.
(5) Limitations of human memory:
Because of limitations of human memory, oral
communication becomes ineffective. Human memory cannot
retain all the spoken words even if they have been clearly heard
and understood.
Oral communication takes place the following medias:
(1) Face to face
(2) Teleconferencing
(3) Telephone
(4) Voice mall

FACE TO FACE COMMUNICATION:

Face to face communication may be between two persons or
among small group or gathering of persons. It may also assume the
form of speech or address by one persons to an audience. Face to
face communication has the same pros and cons as oral
communication, except the following additionals.

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Benefits:

(1) Control over reader’s attention:

Compared with written or telephonic communication, face to
face communication provides the advantages of exercising control
over reader’s attention. The speaker can effectively capture the
listener’s attention by making his message clear and interesting.
(2) Effect of facial expressions:
Another advantages of face to face communication is that the
speaker can make it more vivid and forceful by conveying through
facial expressions, tone and pitch of the voice.
(3) Suitable for discussions:
Face to face communication is most suitable for discussion
where instantaneous feedback in imperative. Even communication
on telephone or teleconferencing is not as effective as it is in case
of face to face situation, when a lot of discussion for negotiation,
brainstorming or persuasion has to be done.
Limitations:

(1) Inattentive listening:

For effective communication, not only the ability of the
communicator matters but also the listening skill of the listener
plays important role. Most of the persons seem listening, but do not
listen because of wandering of mind to other matters, using or
selective perception, egoism, etc. as a result the communication
does not like place because of inattention listening.
(2) Difficult in arranging personal contacts:
Face to face communication suffers from the limitation of
arranging personal contacts. If the various department and
persons are working at different places, especially noticed in big

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organizations, it is not easy and economical, rather expensive and
time-consuming process.
(3) Unproductive in unhealth relations:
Face to face communication sometimes proves counter
productive when the relations between the parties are unhealthy.
It may lead to further conflict and confrontation among them.
Under such situation, better will be to avoid this mode of
communication. First, make the communication environment
congenial, then proceed with such medias of communication.

TELECONFERNCING:
Teleconferencing is the next substitute for face to face
communication, popularly used when two or more persons are
thousands of kilometers away from one another. Through
teleconferencing they can hear and see each other and talk with
one another as if they were sitting together in one room.
Advantages of teleconferencing include:

• Substitute for face to face communication.

• Communication is real time.
• Transcending barriers of distance.
• Connectivity of different persons sitting at different places.
• Saving in travelling costs of executives.
• Saving in time of holding meetings.
• Rapid expansion of knowledge of people sitting at different
places is possible.

The drawbacks of teleconferencing are:

• Blockage of space.
• Heavy capital costs.
• Not eafforsable by business house of small size and scale.

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TELEPHONE:
Telephone is one of the most frequently used means of oral
communication in the present business world. Most of the urgent
matter, are dealt with on phone. Not only one to one contact but
group communication is also possible through audioconferencing,
when more than two persons, sitting far away speak on telephone.

Merits of telephone:
(a) Through telephone, contact with persons sitting miles
away is possible.
(b) It saves the time wasted in transmission of message either
through first or personal contacts.
(c) On telephone instantaneous feedback is possible.
Consequently, the communicator can clarify the doubt if
receiver can adjust his message accordingly.
(d) Sometimes it is very difficult to contact a person busy with
his job. Through telephone, he can be contacted without
disturbing his busy schedule.
(e) Telephonic communication can be made more effective
than face to face communication, through modulations of
voice.

Demerits:
(a) Since telephone lacks visual feedback, it is difficult to
reveal the mood of the receiver. As a result, communication
becomes ineffective if the receiver is in hurry or anger.
(b) Unlike face to face communication, on telephone it is very
difficult to hold the receiver’s attention for a long time.
Therefore, it is not very suitable for conveying lengthy
message.

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(c) It is expensive especially when geographical distance
between the sender and receiver is more. But compared
with videoconferencing it is cheaper.
(d) Telephone message does not provide a permanent record
for legal purposes, unless they are recorded on audio tapes.
(e) It is very frustrating when the concerned persons can not
pick up the receiver, because of his touring or travelling.
Pagers and mobile phones have overcome this
disadvantage, but they are still expensive in India.

VOICECALL:
Sometimes it happens that the receiver is not available on first
or sometimes second, third or more attempts. To overcome this,
telephone tag, the electronic message system of voice mail is used.
This system allows the sender to leave the message with the
receiver who will pick it up later on. with this, the sender can feel
confident that the receiver will receive the message by listening to
his (spoken) voice.

(B) WRITTEN COMMUNICATION:

Written communication includes written words, graphs, charts,
reports, diagrams, pictures, etc. it comes in a variety of forms;
letters, memos, bulletins, reports, etc. it may be ordinary manual
based internal or external mail or may be based upon computer
technology. Whatsoever the form or channel it may assume, every
piece of written communication requires use of human memory,
imaginative power, ability to observe and think, mastery over
language and ability to write.

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Advantages of written communication:

(1) Permanent records:

Written communication has the advantage of being stored for
future reference or legal document. Therefore, policy matters,
procedural instructions and confidential orders are
communication through written communication.
(2) Easier to understand:
Written communication is easier to understand than speech as
it allows ample time to the reader to read at his leisure, analyse and
think about the message. He can take a break, if his interest wanes.
(3) Composing in advance:
Written communication can be composed in advance before it is
delivered. The sender can ponder over the words and their effect
on the receiver, and accordingly can change his message.
(4) Accuracy:
Written communication are less prone to errors, as they are
organized more carefully than the spoken message. While written
a message, superfluous words and all possible error should be
avoided to make it concise, clear and complete.
(5) Wider access:
Written messages, being frequently circulated, have wide access to
the employees. This is not possible in case of oral message.

Disadvantages of written communication:

(1) Time consuming process:

Written communication involves time in writing, rewriting,
printing or proof reading the message, to be communicated. In oral

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communication such problem is avoided with instantaneous
communication.
(2) Not suitable for illiterate:
Written communication is not suitable for illiterate people as
they cannot read or write.
(3) Formalism:
Written communication, is more formal and rigid than oral
communication. As a result, it leads to defensive behavior among
employees and red-tapism in organizations.
(4) Immediate feedback not possible:
Unlike oral communication, in written communication
immediate instantaneous feedback is impossible.
• Facsimile (fax)
• Electronic mail (e-mail) are the most used computer-
based medias for transmission of the written message.
They deserve special attention due to their growing
need in the present business organizations.

(1) Facsimile:
A facsimile or fax, machine is one of the most useful media for
transmission of written especially visual material such as
diagrams, copies, etc. fax machines are connected with telephone
both at transmitting and receiving end. In fax a document is fed in
the transmitting end which is converted into electrical signals.
These signals are transmitting through telephone lines to another
fax which reconverts these signals into printed out hand copy.
Advantages of fax:

• It is quick means of communication.

• It can contain pictures as well as words.

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• The recipient needs not to be at the receiving end to receive
the message.
• Generally, it is cheaper to fax the message than to send it
through postage or courier.

(1) Electronic mail (e-mail):

E-mail is another instantaneous medium of communication. It
transmits the written message via computers connected on
network. For access to network area, a computer, a telephone, a
modem with software are needed to function on e-mail. If the
network is linked with internet, it provides the added advantages
of global communication at local charges.
Advantages of E-mail:

• E-mail is easy quick and cheap means of communication.

• In the present business world, rapidly advancing towards less
formal structure, E-mail facilitates more paperless office and
enables the employees to function even without sitting at
office.
• The message sent by e-mails are in the form of text. As a
result, the correspondents can include them in computer
programmers of their own.
• E-mail has created an easy communication link among
executives and employees transcending hierarchical barriers
and has facilitated them to work at home beyond their duty
hours.
• E-mail is the instantaneous means of communication at
distant places at significantly cheaper rates.
• Through E-mail, message can be sent to large number or
selected persons simultaneously.
• Like fax, E-mail system also provides the advantages of
storage of message in the memory. As a result, it saves the
sender’s time wasted in telephone tags.

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• The sender Needs not to spend a lot of time worrying about
layout, typing faces, paper quality or print quality of the
message. Therefore he/she can focus his/her attention on the
words. As a result, e-mail message are short and informal.
• One can attach computer files-for example, desk top
publishing (DTP) pages, graphics or spread sheets-which
other can use in their own work.
• When one receives an email and wish to reply to it, one can
attach one’s reply to the message. This keeps that
correspondence together, which is useful when cheaking
back what has already been said.

Barriers of communication:

Meaning:
Communication is complete and perfect when the receiver
understands the message in the same sense and spirit as the
communicator intends to convey. But practically it has been
noticed that such perfect and complete communication does not
take place because of certain obstacles or other factors known as
communication barriers.

Types of barriers:

(a) Semantic barriers.

(b) Physical barriers.
(c) Organizational barriers.
(d) Psychological barriers.

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(a) SEMENTIC BARRIERS:
Semantic barriers are connected with problem and obstructions
in the process of encoding and decoding the message into words or
other impressions.
The use of different languages, different interpretations of
different words and symbols, poor grammatical knowledge are
some of the semantic barriers.

(1) Different languages:

Employees at organization have no common language. This is
obvious barriers when there is no common vehicle to convey ideas
and feelings. This problem is more acute in culturally diversified
organizations and multinationals. Even competent translator fail to
convey the exact meaning of different words of different languages.
(2) Different context for words and symbols:
The meanings of words are not in the words; they are in us,’’
hayakawa (author of languages in thought and action) profoundly
remarks.
Words and symbols used several meanings depending upon the
context in which they are used e.g.
Give me water to drink (here water means water of river)
(3) Poor vocabulary:
Poor vocabulary hinders the communicator to convey written or
verbal message in right sense. The communicator should know the
clear and precise meaning of the used words and their appropriate
replacement, if needed.

(a) PHYSICAL BARRIERS:

Some of the physical barriers are as follows:-

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(1) Noise:
Any disturbance or interference that reduces the clarity and
effectiveness of communication is called noise. It may be physical
or psychological, written or visual. Noise distracts the persons
communicating and acts as barriers to communication. Loud noise
of speaker playing outside or noise due to machines, affects
listening process of persons communicating.
• Physical noise.
• Psychological noise.
• Written noise.
• Visual noise.
(2) Improper time:
Improper timing of communication also hinders the process of
communication, e.g., an order at closing hour to execute an urgent
work, may cause resentment in the employee who has to catch
train for going back to his home. Message requiring action in
distant future may be forgotten. A phone call at midnight,
interrupting sleep, further irritates the receiver, if message is not
urgent.
(3) Distance:
The distance between sender and receiver acts as a barrier in
the communication process as the sender has to speak loudly to
convey the message, similarly in import-export transactions
because of distances of miles, communication may be ineffective if
proper use of fax, telephone is not made.
(4) Inadequate or overloaded information:
Inadequate information falls short to convey the message and
overloaded information distracts the reader’s attention and dilutes
the theme of message. It is imperative that information should be
adequate, neither less than desired, nor more than wanted. If this
is not so, if fails to serve the purpose of communication.

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(b) ORGANIZATIONAL BARRIERS:

(1) Organizational rules and regulations:

Organizational rules and regulations, prescribing the different
sub-matter along formal communication may restrict the flow of
message and act hindrance in the communication process.
Sometimes it happens that important messages are omitted or
manipulated.
(2) Non conducting of staff meetings:
To overcome the above barrier, certain organization conduct
staff meetings to know the grievances and suggestions of
employees. In organizations where such meeting and conferences
are missing, free flow of communication is interrupted and the
communication gap between persons being ruled and the ruling,
widens.
(3) Wrong choice of channels:
There are many mediums and channels of communication
available, like face to face, oral communication, telephonic, E-mail
and audio visual. Each channel is not ideal and perfect in every
situation.
(4) Hierarchical relationship:
Hierarchical, formal boss subordinate relationship in
organization structure also restricts the free flow of
communication specially in upward direction. The greater the
difference in hierarchical position, the greater is the
communication gap between employees and executives. The
employees are expected to contact executives through their
immediate bosses.

(c) PSYCHOLOGICAL BARRIERS:

Psychological barriers arise from motives, emotions, social
values, different perceptions, etc. These create a psychological
29
distance, cause misunderstanding among people at work and
hinder the communication process.

(1) Selective perceptions:

Our sensory receptors have their own limitations. As a result, we
perceive not the whole spectrum, but a few selective symbols
based upon our needs, motives, experience, background, etc. as
already explained we do not see the reality, as it is; but interpret
what we see and call it reality.
(2) Premature evaluation:
It is human tendency that we try to evaluate quickly. We do
not listen or read the whole, but try to infer from certain part of
the message. The moment we try to evaluate, we stop further
message visible to our sensory receptors. As a result, effective
communication does not take place because of premature
evaluation.
(3) Different comprehension of reality:
Reality is not absolute concept, it is relative to different
persons. Each person has unique sensory receptors and mental
filters. As a result, our abstractions, inferences and evaluations
are different. Abstraction is the process of focusing attention on
specific details and ignoring others. Due to abstracting we fail to
comprehend the situation as a whole and even fail to understand
other person’s point of view as we think ourselves right.
(4) Attitude of superiors:
The general attitude of the superiors about communication,
affects the flow of communication. If the superiors are afraid of
delegating authority and lack confidence in themselves as well as
in their subordinates, they will obviously try to conceal, color or
filter the information. They intentionally do so to twist the
situation to their favour or to mask their weaknesses.

30
(5) Attitude of subordinates:
The negative attitude of subordinates also affects the
communication flow. Their inferiority complexes, unwillingness to
share information and fear of action are the obvious barrier to
communication. Under such situation, organizational
communication becomes ineffective.
(6) Poor listening:
Poor listening is one of the psychological barriers in the effective
communication. Most of the people just hear, do not listen
attentively. If they listen, they listen selectively: taking the ‘desired
part’ and ignoring the ‘understand part’ of the message. They do
not listen to what the other is saying, but what they want to listen.
(7) Egotism:
Egotism is diametrically opposed to transmission of
understanding- the most vital aspect of communication. The self-
centered persons think that their own ideas are more important
and other are wrong. Such people are very bad listeners. They keep
their minds closed and alienate from the people with whom they
work.
(8) Emotions:
Positive emotions such as love, affection and compassion
smoothen the flow of communication whereas emotions such as
hatred, anger, anxiety obstruct the communication process.
Excited, nervous, frightened and perplexed individuals cannot
think rationally and consequently transmit their negativity to
others.

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Unit 2

Business letter
Meaning:
Business letters are important part of business
communication. These business letters serve as record for future
references, act as evidence of contract, serve as formal and
informal relations and helps to do business in remote areas.
Personal letter meaning:
Personal letters is differ from business letter, the objective of
personal letter is to establish a personal contract whereas the
objective of business letter is to do business through letters.

Functions of Business Letters:

(1) Record and Reference:
Business letters functions as a permanent record of dealing
with customers, suppliers and government agencies, etc.
Therefore, they can serve as a ready reference if certain quarries
arise relating to them.
(2) Evidence of Contracts:
Business letters act as a valid document and evidence of the
contracts between the two parties. A letter signed by the
proprietor, managing director or other responsible officer is an
authentic proof, fully recognized by the courts of law.
(3) Public Relations:
Business letter serve as format as well as informal business
relations even without personal contacts. They help to build
goodwill among clients and creditors and create a positive image
of the organization among the readers and win friendliness of the
other parties.
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(4) Business in remote:
Business letters serve the business in case of dealing with
personal operating in remote areas, where means of transport and
communication have not developed or the distance are too large to
deal with economically.

Parts of Business Letters:

(1) Heading:
The Heading of a letter consists of the printed letterheads that
mention the name of the company, its address, telephone and E-
Mails address, symbols and trademarks.
(2) Date:
Two or three lines below the letterhead, the date when the letter
was typed should be mentioned. This serves as an important
reference for the future.
(3) Inside Address:
Below the date line, the inside address is mentioned. It contains
the name, title or division or department (if any), mailing address
or pin code of the receiver.
(4) Salutation:
Below the inside address, the complimentary greeting which id
called ‘Salutation’ is made on the right or left side. This salutation
depends upon the writer’s relationship with the correspondent.
(5) Reference Lines:
For involving special attention to the subject matter of the letter
or singling out the person to whom the letter is addressed,
reference line is inserted below the inside salutation with word
’Subject’ or ‘Attention’.

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(6) Body:
Body is the main part of the letter with preceding and
succeeding parts as its ancillaries. These ancillaries are formalities,
yet convey certain message. The body of the letter starts two lines
down the salutation either in block style with no paragraphs,
indentations or semi block style with indented paragraphs.
(7) Complimentary close:
After the body of the letter, complimentary close is typed
whether on left or right side of the letter. This is conventional and
polite way of ending the letter.
(8) Signatures:
While typing the letter, two are three lines below the
complimentary closures, are left blank for the signatures of the
writer in ink. Just below, his name and designation are typed.
(9) Reference initials:
Below the name and the designation of the sender, the sender of
the letter puts his initials, which is called as the “Reference initials.”
(10) Enclosures:
This is the certain material enclosed with the letter for its
indication. Enclosures are put at the end of the letter.

Format of business letters:

(a) Full block

(b) Block
(c) Semi block
(d) Simplified

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Full block format:
In full block format all lines: data, inside address, salutation,
paragraphs and complimentary closure are flush with left margin.
In concentrates too much on the left margin rather than the
right. This form is popular due to its pleasant and informal look.
Exhibit I is an example of full block format.
Block format:
In block format all lines except data and complimentary
closures (along with signatures) are flush from the left margin.
However, data, complimentary closure, signatures are flush with
the right margin.
This form also saves time in typing as little adjustment is
required to be made. Because of its balanced look, this block form
is very popular and widely used form in business correspondence.
Semi block format:
In semi format (a) data, complimentary closer and signatures
are flush with the right margin (b) inside address and salutation
are set flush with the left margin and (c) paragraphs are indented.
Simplified format:
In simplified format like full block format all lines are flush
with the left margin but there is no salutation and complimentary
closers.
It eliminates the problem of gender specific salutation
(sir/madam) by doing away with salutation line altogether.
Because of its simple and direct form and quality of time saving.

How to make business letter effective:

Writing effectives and excellent business correspondences:

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Write naturally:
Letter writing is a piece of conversation by post or Email. It
should be as natural as the oral communication. Therefore, do not
sacrifice your naturalness for sake of literary endeavor. Think and
ask yourself, what you want to convey.
Take care of language:
Effective business correspondences require more attention
and awareness of the language and avoidance of outworn
expressions, wordy phrases and vague terms.
Clarity of the message:
The message of the letter should be clear, unambiguous and
self-explanatory. Remember that communication is complete only
when the receiver understands the message in the same sence and
spirit as the conveyor wants to convey.
Brevity:
The effective business letter always express the writer’s
message in a clear way and in as few words as possible.
Businessman have got limited time at their disposal to deal with
correspondences and will naturally like to get exact information
without the message the wastage of time.
Accuracy:
Business letters should convey accurate facts and figures to
the reader. Inaccurate information can cost money and goodwill
which no businessman can afford to sacrifice.
Check the tone:
Tone, the emotion content of the letters, can be formal,
informal, persuasive, humorous, positive or negative. Each tone
has a different role the play in a different context.

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Enquiry letter:

meaning:
Business organization have to write enquiry letter on number
of occasions. These enquiries may be in response to advertisement
(solicited enquiry) or at one’s initiative (unsolicited), while writing
enquiry letter, the writer should use direct approach, state clearly
the purpose of enquiry and ask about terms and conditions.
Reply letter:
These enquiries are replied in the form of quotations and
offers. These replies should clearly state quality and quantity of
goods, mode and terms of payment, methods of transportation, etc.

Opening and closing sentence:

Opening sentence:
Suitable opening sentence in a letter of enquiry include:
(a) We shall be grateful if you would kindly quote your lowest
rates for the following items.
(b) We shall be glad if you would kindly inform us of the terms
and conditions for the supply of following items.
(c) We would be glad to receive details of your terms and
condition of the sale for the supply of following items.
(d) We intent to buy the following items for our organization.
We are grateful if you would kindly quote your lowest rates
for this. The detailed specifications are given below.
(e) We are considering the purchase of……….. and are the
making preliminary enquiries from several supplies with a
view to compare prices and terms of sale.

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(f) May we request you to let us know your lowest rates for
the following items which are planning to purchase from
the supplier with lowest quotations?
(g) A business friend has given us your name as a reliable
firms, prepared to supply …….. we would welcome
information about your range of product.

Closing sentence:
(a) We hope the terms and condition you quote will be
satisfactory. We shall, of course, be happy to order all our
requirement from you.
(b) If your terms are favorable, we shall be pleased to send our
order immediately.
(c) As we need these goods urgently, we shall be grateful for
your prompt reply.
(d) Since we plan to contract for regular long run business, we
are sure that you will quote your most favorable terms.
(e) We look forward to your reply. If your quotations are
cheap and best, we shall be happy to buy from you.

For drafting enquiry letters, the following points should be

considered:
(1) Use direct and straight forward approach with confident
and positive tone.
(2) State clearly the purpose of enquiry in compact yet
complete language.
(3) Request for catalogue, price list or sample of desired goods.
(4) Ask terms and condition regarding discount, credit,
packing and forwarding.
(5) Express your gratitude for the time the reader has spent in
reading the letter. If enquiry is made for getting certain

7
information other than related with purchase of goods,
also include self-addressed envelopes in such cases.
(6) Avoid lengthy, unnecessary and unwarranted statements.

Quotations and offer:

After enquiries, quotations starting various terms and
condition, are stated or sometimes offer are made. The
acceptance of offer constitutes valid contract whereas such is
not in case of quotations.
While making offer or sending quotations, the seller must
touch following points:
• Quality and quantity of goods.
• Mode and terms of payment.
• Methods of transportation.
• Place and time of delivery.
• Charge on account of sales tax, octroi, freight and
insurance.
• Packing and forwarding charges.

While drafting letter of offer and quotations, consider the

following points:
(1) Reply promptly, if quotations and offers are to be made in
response to inquiry.
(2) Refer to the data or number of other parties ‘s letter in
response to which quotations are made.
(3) Be specific about the price, quantity, quality, terms of
payment, time and mode of delivery, sale tax and octroi
charges, packing and forwarding charge, etc.
(4) Express gratitude for the interest the enquires has taken in
the company and its products or services.

8
(5) Demonstrate the willingness to serve or help, if additional
information or classification is required.
(6) Be clear about the various terms used in quoting prices:
F.O.R. (free on railway), C.I.F. (cost, insurance, freight), etc.

Order, execution and cancellation:

Order meaning:
After receiving replies of various enquiries, the businessman
compares terms and conditions various suppliers before making
order. This order can be placed through letters which should give
full details of the goods, data of delivery, mode of transportation,
after sales services, etc. This receipt of order should be
acknowledged with thanks.
Drafting order:
Order placed by letters should:
(a) Give full details and quote catalogue numbers, if any.
(b) Give full description of the data of delivery, mode of
transportation, etc.
(c) Confirm the settled terms of price and payment.
(d) Thankyou the supplier for his or her quotation.
(e) Ask for after-sales service, if needed.

Acknowledgement meaning:
The receipt of order should be acknowledged in cheerful and
pleasant way. As this acknowledgement is a legal acceptance of all
the mentioned points, it is essential that the order should be
carefully read before acceptance and acknowledgement.

9
While writing letter of acknowledgement:
(a) Thankyou the party for the order.
(b) Mention the time when goods will be dispatched.
(c) State the total amount of invoice and attach the copy of
invoice to the letter.
(d) Specify the mode of dispatch or transportation like post,
railway, roads, etc.
(e) Maintain a placement and personal tone throughout the
letter and ensure the customer for your service in all
possible ways.
(f) Express the hope that the quality of goods will satisfy the
customer’s needs and requirements.

Cancellation of order:
Cancelling order means conveying bad news. Therefore, extra
care and caution should be taken to ensure that reader’s
annoyance is not provoked, and the principle of consideration and
courtesy towards the reader is not sacrificed. It requires etiquettes,
professionalism and use of appropriate words to letter cancelling
the order.

Complaint letters:

Meaning:
Complaint letter are written to being these mistakes to the
notice of the responsible person. The purpose of writing of writing
complaint letter is to inform the supplier about defects,
deficiencies or delays and to get the fault corrected or to get
compensation. The reputed business house always attend to their
customers and make adjustments very quickly.

10
Drafting of complaint letter:
(1) The writer should be very careful, conscious and
courteous.
(2) These letters are written to settle the claims without losing
relations.
(3) Therefore, the writer should keep his temper cool before
narrating the problem in objective way.
(4) He should make accurate and clear statements by giving
pertinent details and exact description of the goods, and its
default.
(5) He should not be offensive in his approach and should
avoid threats, accusations or veiled hints about the legal
action.
(6) At the end of the letter, he should make formal request to
the supplier to respond favorable and fairly to the claim.

Adjustment letter:

Meaning:
Adjustment letters are written as reply to the complaint’s
letters. The objectives of writing adjustment letter is to restore
customer’s confidence in the organization and the product and to
convince him that these mistakes or defects are rare instances, not
matters of routine. While handling complaints, the management
should be fair and friendly to the concerned party.

Beginning sentence:
(1) We regret to learn about your experience with
(2) Thankyou for bringing our attention to the defect in
(3) We are indeed very distressed to know that.
(4) Please accept our sincere apology for mistake in
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(5) We feel very sorry to know that

Concluding sentence:
(1) We assure you that in future these things will not happen.
(2) Thankyou you once again for drawing our attention to this
defect.
(3) We are in deeded very grateful to you for giving us an
opportunity to have a look at our working.
(4) We hope that our new arrangements will be highly suitable
and satisfactory for you.
(5) Kindly tell us if you wish us to do anything further. We are
always at your services.
(6) Please do inform us how you find the replacement. We
always value our customer very high.

12
UNIT – 3
COLLECTION LETTERS

COLLECTION LETTERS MEANING:

Collection leteer aim at collecting the duer without afecting the burinerr
eelationr. An impatient and earh appeoach afectr the curtomee’r eelation, while
negligence and delayr in collection eerult in oppoetunity cortr of inteeert paid oe
foegone along with inceeared porribility of bad debtr. The language and the tone
of collection leteer in not rame foe all the curtomeer. Companier weite a reeier of
collection leteer feom eaely polite eequertr, to rteongee e5equertr, to waeningr.

SERIES OF COLLECTION LETTERS:

First series of collectoo leeer:

The fert reeier collection leteer aee eequert and eemindeer foe non-
payment of billr. They aee weiten in polite languager that reek to jog the
curtomee’r conrcience about the unpaid billr. While weiting ruch leteer, one
rhould rtate the unpaid billr cleaely with dater, numbeer and amount unpaid,
rend the photo copier of the billr foe curtomee’r eary and quick eefeeencer and
demonrteate teurt in curtomee.

Secood series of collectoo leeers:

The recond reeier of collection leteer aee rteongee eemindeer, peerring the
curtomeer to take immediate action. There aee weiten in foemal but feiendly

1
tone. While weiting ruch reeier of leteer-aaoid uring haerh oe theeatening
language and expeerring doubtr about curtomee’r intention oe capacity, giae
eefeeencer of the eemindeer oe eequertr aleeady rent, tell the curtomee that he
ower a defnite amount which he ought to pay peomptly and expeerr hope that
amountr will be paid immediately.

Fioal collectoo leeers:

Final reeier of letee ir weiten with toughee tone but not with raceifce of
couetery. Thir letee leaaer no doubt in the eeadee’r mind that ruppliee intendr to
collect the amount. While deafing ruch leteer eefee to the part atemptr made
to collect the amount, giae the curtomee a fnal oppoetunity to pay within a
defnite time limit, eertate the conrequencer of failuee to pay the amount owed in
teemr of legal action and explain and explain that curtomee ir eerponrible foe the
unfoetunate rituation.

PERSUASIVE LETTERS

PERSUASIVE LETTERS MEANING:

In the peerent eea of geowing competition, peeruarion rkill har arrumed
added impoetance. Peeruading othee to act in derieed way eequieer changing theie
mindret and mental fltee conrirting of theie old peejudicer and peeceptionr.
Peeruariae leteer aee deafed oaeecome there mental baeeieer and to motiaate
the derieed action.

TYPE OF PERSUASIVE LETTERS:

2
1. Cieculae leteer
2. Saler leteer
3. Fund-eairing leteer
4. Job application leteer
5. Repoetr with eecommendationr
6. Solution leteer

PURPOSE OF PERSUASIVE LETTERS:

(1) Primary purposes:

 To motiaate the eeadee foe derieed action.
 To oaeecome eeadee’r mental eerirtance to derieed goal.
 To peoaide enough infoemation ro that the eeadee knowr exactly
what to do.
(2) Secoodary purposes:
 To ceeate healthy image about the weitee and the oeganization.
 To rteengthen the eelationrhip between the weitee and the eeadee.
 To eeduce oe eliminate futuee coeeerpondence on the rame rubject.

HOW TO PERSUADE OTHERS:

1. Identify the needr and inteeertr of the eeadee. Only afee thir, one
can talk about eewaedr and incentiaer to them.
2. Enhance youe ceedibility by rupplying eaidence and rtatirticr
eegaeding claimr. Without ceedibility, ure of appealr, emotionr and logic
will be conrideeed ar manipulation.
3. Talk about factr to thore who think analytically.
4. Appeal to relf-inteeert of the eeadee.
5. Ure relling woedr like now, exciting, farhionable, cort-efectiae, eary
to ure ruccerrful.

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6. Motvate thee reader for desired actoo.

APPPROACHES TO PERSUASIVE LETTERS:

1. Dieect appeoach

2. Indieect appeoach

(A) Direct approache:

In dieect appeoach, the weitee explain he eequert dieectly. He rtater the
eearonr foe faaoeable eerponre in rteaight away mannee and then complete letee
with a coueteour clore.

Thee direct approache sheould be used wheeo:

 The audience will do what you ark without any eerirtance.

 You need a eerponre only feom the people who aee willing to act.
 The audience ir bury and may not eead the entiee merrage eeceiaed.
 Youe oeganization’r cultuee peefeer dieect eequert.

Io direct-approache, thee leeer is drafed io theree parts.

1. Main idea. Requert foe derieed action.

2. Explanation. Eaidencer and detailr rtating eearonr foe the derieed
action.
3. Coueteour clore. At the end, the letee ir clored by arking foe the
derieed action.
(B) Iodirect approache:

4
When the rituation ir complex and complicated, it needr moee efoetr to
peeruade the audience. Indieect appeoach and peoblem rolaing pateen appeoach
ir followed in ruch a rituation.

Thee problem-solviog paeero sheould be used wheeo:

 The audience ir likely to object to do ar you ark.

 You need action feom eaeeyone.
 You teurt the audience to eead the entiee merrage.
 You expect logic to be moee impoetant than emotion in the decirion.

STEP INVOLVED IN PROBLEM- SOLVING MESSAGE:

Describe thee problem you bothe sheare:

Heee you rhould peerent the peoblem in objectiae way. Blamer and
accuration on peeronalitier rhould be aaoided.

Give thee details of thee problem:

You rhould giae the detailr of the peoblem, money and time inaolaed, etc.
You haae to conaince the eeadee that romething har to be done foe aeeiaing at the
rolution.

Explaio thee solutoo to thee problem:

Afee giaing detailr of the peoblem, explain the rolution to the peoblem. If
you know that the eeadee will faaoe anothee rolution, rtaet with that and rlowly
rhow why it will not woek. At thir rtage, aaoid the ure of woedr: I oe my,
ceiticizing peeronalitier.

5
Sheow theat aoy oegatve elemeots:
Show that any negatiae elementr (cort, timee etc. Aee you weighted by the
adaantager. At thir rtage, explain the beneftr of the peoblem. With thir, deriee
foe the peoporal will aeire.

Summarize aoy additooal beoefts of thee solutoo:

Afee explaining the main beneftr of the peoblem, mention additional
beneftr of the peoporal.

Ask for thee actoo you waot:

Afee explaining the aaeiour beneftr of the peoporal, ark the eeadee to act.

SALES LETEERS

SALES LETTER MEANING:

Saler leteer aee paet of publicity and adaeetirement campaign. They
peefoem ralerman’r function of educating and peeruading curtomeer. Befoee
weiting raler letee, the fert and foeemort eequieement ir identifcation of eeadee’r
inteeertr and needr, and the thoeough knowledge of the peoduct oe reeaicer being
ofeeed. Remembee, curtomee ir not buying the peoduct oe reeaicer, he ir buying
the beneftr (of peoduct oe reeaicee. Hence, we haae to appeoach the curtomee by
telling him the porrible and potential beneftr.

6
FORMULA OF SALES LETTERS:
Two most efectve formulas for orgaoiziog sales leeers are:

AIDA IDCA

A = Atention. I = Inteenet.

I = Inteeert. D = Deriee.

D = Deriee. C = Conaiction.

A = Action. A = Action.

PARTS OF SALES LETTERS:

Thee parts of sales leeers are as follows:

A. Inteoductoey paeageaph.
B. The body.
C. Concluding paeageaph.

(A) Iotroductory paragraphe:

The opening rentence playr a aital eole in aeeerting eeadee’r atention. It
rhould appeal to hir inteeertr, feelingr, aanity oe rocial renre.

(1) Makiog a strikiog statemeot:

Heee ir a rplendid oppoetunity foe you to buy T.V. at eeduced peicer.

(2) Statog a sigoifcaot fact:

The leading manufactueer of cooleer.

With moee than 1 lack rubrceiber one of the laegert in India.

7
You need not woeey about youe old age; jurt giae ur Rr/- 5000 today and 20
yeaer latee, we rhall eetuen Rr/- 50000 with thankr!

(3) Makiog special appeal to thee pride of possessioo, vaoity,

etc:
“Adding to youe faie and fabulour look “

(4) Askiog a questoo:

Doer youe cooking oil giae you tarte at the cort of youe health?

Do you want to deink watee abrolutely cleae and clean?

(5) Focusiog thee ceotral selliog poiot:

Kuelon. If you want a comfoetable rleep, pleare let ur know. Kuelon ir the
othee name of comfoet.

(B) Thee body:

Afee captueing the eeadee’r atention in the inteoductoey Paea, concenteate on
aeouring hir inteeert in the peoduct oe reeaice. Foe thir, deaelop a centeal idea
that explainr the qualitier and rpecial featueer of the peoduct/reeaice and
conaince the buyee about the potential beneftr. If the peoduct ir a conrumee
aeticle, make youe appeal on an emotional oe prychological plane. If you aee
relling machine to the burinerrman, appeal to hir knowledge and eequieementr.
In both carer, alwayr rubrtantiate youe claimr and rtatementr by well ertablirhed
factr, logic oe eeliable tertr.

(C) Coocludiog paragraphe:

In the concluding Paea, induce the eeadee to act within a ceetain time. Derpite
the will derigning of fert two paetr, you will not be able to clinch the irrue unlerr
youe paeageaph motiaater the eeadee foe derieed action.

8
STEPS INVOLVED IN WRITING SALES LETTERS:

(1) Capturiog thee reader’s aeeotoon

Staet with captueing the eeadee’r atention oe inteeert. Foe thir, you may ark
him quertion about raaing time oe money, getng betee reeaice.

(2) Stmulate reader’s desire:

Stimulate eeadee’r deriee foe peoduct oe reeaice in the following paeageaph, by
derceibing them in teemr of hir motiaation foe comfoet, leiruee, plearuee, raaing of
time oe money, etc.

(3) Support thee desirability of thee product:

Suppoet the derieability of the peoduct by ofeeing eaidencer feom ertablirhed
rtatirtical factr, independent terting reeaicer, oe guaeantee, etc.

(4) Motvatoo thee reader for actoo:

Motiaation the eeadee foe action at the end by telling him what exactly he ir to
do and how to do.

CIRCULAR LETTERS

CIRCULAR LETTER MEANING:

Cieculae letee aee ured when the rame infoemation and merrage ir to be
conaeyed to laege numbee of people, curtomeer, rhaee holdeer, membeer of
rocietier and ro on. They aee cieculated to the relected eeadee who har rame and

9
common inteeert in the infoemation. Becaure of theie wide cieculation, they
rhould be deafed with geeat caee, peinted in bulk on ateactiae letee headr and
rent on addeerrer obtained feom rpecialized dieectoeier.

THE OBJECTIVE OF WRITINGG CIRCULAR LETTER:

The objectiae of weiting cieculae letee may be to maeket the peoduct oe
idea, to infoem the eeadee eegaeding change of burinerr, place oe policier, oe to
eetain the eeadee oe curtomee by keeping hir inteeert aliae.

Circular leeers are wrieeo io case of:

(1e Opening of new beanch.

(2e Change in addeerr of burinerr peemirer.
(3e Reduction in raler peice.
(4e Admirrion, eetieement oe death of a paetnee; etc.
(5e Enteeing into joint aentuee with othee companier.
(6e Oeganization of reminae.
(7e Obtaining an agency.

PRECAUTIONS MUST BE TAKEN FOR DRAFTING CIRCCULAR:

(1e In deafing the cieculaer, following pointr rhould be conrideeed: 1. Captuee
and aeoure eeadee’r inteeert in the opening paeageaph.
(2e Giae the peeronal touch by weiting in feiendly tone and conaeerational rtyle
by addeerring like Deae Shaeeholdeer, Deae Curtomee, Deae Sie, Deae Feiend,
etc.
(3e Peint the letee on ateactiae and quality papee with ruitable letee heading.
(4e Be peecire but infoematiae.
(5e Ure appeopeiate tone.

10
(6e Thank the eeadee foe theie teurt and co-opeeation.
(7e Mention the main contentr of the letee in fert paeageaph. Foe example, in
care of change of addeerr of peemirer, new addeerr may be giaen in fert
paeageaph. Similaely in care of inteoduction of new peoduct, name of the new
peoduct rhould be mentioned in the opening paeageaph.
(8e Explain the beneftr and utilitier of new peemirer, peoduct oe peoporal to
the curtomee and othee paetier.
(9e Enruee the eeadeer youe peeronal atention in futuee.

11
UNIT 4

Baok correspoodeoce

INTRODUCTION:
Bankr aee indirpenrible paet of peerent day burinerr and commeece. Theie
paeamount impoetance ir felt in eaeey nook and coenee of the woeld becaure of
theie dealing in money the life blood of economic actiaitier.

12
FUNCTION OF BANK:

1. Acceptog:
Accepting people’r rueplur money theough aaeiour deporitr like raaing bank,
fxed deporitr, eecueeing deporitr, etc.

2. Leadiog mooey:
Leading money in the foem of aaeiour adaancer like oaeedeafr, carh ceedit,
loanr, etc. Againrt hypothecation of documentr of titler to peopeety, goodr, life
inrueance policy, etc.

3. Collectoo:
Collection of curtomee’r chequer, billr, diaidendr, etc.

4. Hoooriog:
Honoeing curtomee’r chequer.

5. Guaraotee:
Opening letee of ceedit on behalf of curtomee to peoaide guaeantee foe
payment to expoetee.

6. Staodiog order:
Paying inrueance peemiumr, telephone oe electeicity billr on rtanding oedee of
curtomee, etc.

7. Traosferriog mooey:
Teanrfeeeing money feom one place to anothee, etc.

13
CORRESPONDANCE WITH BANK (OR) BANK CORRESPONDANCE:
A burinerr houre har to coeeerpond with bank foe opening account,
peocueing aaeiour loanr oe ceedit, opening let3ee of ceedit, rtopping hank feom
making payment of paeticulae cheque etc. Mort of the coeeerpondence with
bankr ir on foem letee with blank rpacer lef. There raae time and eneegy berider
flling the foem leteer foewaeding leteer aee to be atached with them.

Wheile writog withe baok followiog poiots sheould be specially

coosidered:

1. Brevity:
The leteer rhould be beief and to the point. Theee rhould not be any
ieeeleaant matee in the coeeerpondence.

2. Clarity:
The leteer weiten to bank rhould be cleae and complete. They rhould conaey
the merrage in rimple and cleae language.

3. Accuracy:
The leteer weiten to bank rhould caeefully woeded to be accueate in fgueer,
dater, namer of paetier.

4. Tactfuloess aod courteousoess:

Atempt rhould made to maintain good eelationr with bank. Foe thir, language
of the leteer rhould be polite and coueteour.

14
Baoks required documeots to be furoisheed io thee followiog situatoo:

1. For opeoiog accouot:

Foe opening account, the burinerrman rhould fuenirh the letee of inteoduction
opened in the account holdee of bank and hir rpecimen rignatuee.

2. Leeer askiog to stop paymeot of a cheeque:

In care of letee arking to rtop payment of a cheque; the no, date, amount and
the name of paety in whore faaoue the cheque war weiten, rhould to be rtated.

3. Caocellatoo of draf:
In care of cancellation of deaf, the foewaeding letee rhould cleaely rtate the
amount, date, no., paety’r name in whore faaoue the deaf war weiten and the
place (at which deaf war to be encarede. Along with there paeticulaer, the
curtomee rhould alro rtate the mode of eeceipt like ceediting the peoceedr to hir
bank a/c no. …….

4. Caocellatoo of fxed deposit:

In care of application of fxed deporit befoee matueity, the curtomee rhould
rtate hir fxed deporitr no. …, the peincipal amount and the date. With
foewaeding letee he rhould annex oeiginal F.D., and the eelatiae eeceipt duly
rigned by him.

5. Applicatoo for loao:

In care of application foe loan--peinted application foem with eequieed
documentr complete in all eerpect rhould be rubmited.

6. For opeoiog leeer of credit:

15
Foe opening letee of ceedit –the curtomee rhould rtate the name of the
expoetee in whore faaoue L/C ir to opened the name of the adairing bank, the
amount of L/C, and the eequieed documentr that expoetee rhould hand oaee
againrt L/C.

7. For askiog baok to issue cheeque book:

Foe arking bank to irrue cheque book – the curtomee rhould rtate the eearonr
foe peocueing feerh cheque book. The eearon may be eithee peeaiour cheque book
har been exhaurted oe har been lort.

8. For writog leeer to baok regardiog iostructoo for traosfer of

fuods:
Foe weiting letee to bank eegaeding inrteuction foe teanrfee of fundr feom one
account to anothee-the curtomee rhould ark bank to teanrfee a rpecifed amount
feom hir oe hee account to anothee account.

(1) Specimeo leeer for opeoiog a curreot accouot by public

compaoy (Io Block Format).

Amrita Furoisheiog Limited,

87, Medavakkam Taok Road, Kilpauk, Cheeooai-600010.

Date: Apeil 10, 20…

To
The chief managee,

16
State Bank of India,

78, New Aaadi Road, Kilpauk,

Chennai-600010.

Dear Sir,
We would be thankful to you if a cueeent account in the name of Ameita
Fuenirhing Limited be opened in thir beanch. Foe thir, we aee encloring heee with
the following documentr along with application foem duly flled in and alro rigned
by the inteoducee Me. Arhok Aggaewal haaing account in youe bank:

(1) Ceetifcate of Incoepoeation.

(2) Ceetifcate of Commencement of Burinerr.
(3) Copy of Memoeandum and Aeticle of Arrociation.
(4) Ceetifed copy of eerolution of boaed of dieectoer authoeizing Me. Anil
Sundeam, Managing Dieectoe to opeeate the account. We aee deporiting
RS. 20,000 ar initial deporit. Kindly accept thir deporit and open a cueeent
account in the name of the company. Pleare alro irrue ur a cheque book of
100 leafr.

Yours faithefully,
Anil Sundeam

Managing Dieectoe.

(2) Specimeo leeer for opeoiog a saviog baok accouot by a

sole trader (Io Block Format)

17
Sudarsheao Traders

34, Lakshemi Talkies Road, Sheeooy Nager, Cheeooai-600030

Date: Aug. 17, 20….

To
The Managee,

Oeiental Bank of Commeece,

G.S.T. eoad, Tambaeam Wert,

Chennai-600045.

Dear Sir,
Pleare open a raaing bank account in the name of Sundaerhan Teadeer in youe
bookr and rupply me with cheque book of 50 leafr and a parr book.

I heeeby declaee that I am role peopeietoe of the burinerr. All chequer, oedeer and
communication in connection with thir account will be rigned by me.

With thir letee, I am encloring heeewith (1e application foem with rignatuee of Me.
Rajindee pal haaing account in youe bank (2e theee eecent parrpoet rize photor of
mine.

Thank you.

Yours faithefully,
A.K. Sudaerhan.

18
(3) Specimeo leeer for stoppiog paymeot of cheeque (Io Block
Format):

A.F. Cheemicals

Model Towo, Ambala

Date: Apeil 16, 20…

To
The Managee,

Punjab National Bank,

Model Town Beanch,

Ambala.

Sir,
Kindly rtop payment of cheque no. AX 38647 foe Rr. 2000 dated Apeil 18, 20….,
irrued in faaoe of Me. Ramerh Gupta.

Incidental chaeger of Rr. 20 may be debited to my cueeent A/C No. 5171

Siocerely,
Ratan Aeoea

Peopeietoe.

19
(4) Specimeo leeer applyiog for veheicle loao (Io Block Format):

Padmaoi Furoiture House

8, Poooamallee H. Road, Kilpauk, Cheeooai-600010.

Date: Septembee 12, 20…

To
The Managee,

State Bank of India,

A-4, Seiniaarapueam,

Chennai-600041;

Sir,
It ir rubmited that I want to puechare maeuti 1000 aan corting Rr.3, 75,000 in the
name of my burinerr conceen M/S Padmani Fuenituee Houre, Chennai. Foe thir, I
eequert you to ranction a loan foe Rr. 2, 75,000. The difeeence between the total
cortr of aehicle and the amount of loan, Rr. 1, 00,000 ir aleeady lying in fem’r
raaing bank a/c No. 43567862049.

20
Ar pee teemr and conditionr of loan, I ageee that bank will chaege inteeert @ 10
p.a. calculated quaeteely and will exeecire lien on the documentr of title of the
aehicle.

With thir letee, I am encloring loan application foem, letee of hypothecation and
a letee of guaeantee ar collateeal recueity. Pleare ranction the loan and eemit a
deaf of Rr. 3, 75,000 in faaoe of M/S Duggal Motoer, the authoeized dealee.

Thank you.

Siocerely yours,
Foe Padmani Fuenituee,

T.R. Ramerh

Peopeietoe.

Import-Export Correspoodeoce

INTRODCTION:
No nation in the woeld ir- rufcient and relf-dependent to all the needr of itr
inhabitantr. It har to buy oe impoet the goodr and reeaicer feom othee counteier
and expoet oe rell itr rueplur peoductr to the nationr needing thore.

IMPORTANT TERMS AND DOCUMENTS:

1. Free Aloogside sheip (F.A.S ),:

21
A peice quoted F.A.S includer cort and expenrer up to beinging the goodr to
the rhip. The cort of actual loading ir to be boene by the buyee.

2. Free oo Board(F.O.B):
A peice quoted F.O.B implier that expenrer up to beinging the goodr on the
rhip aee to be boene by the rellee.

3. Cost Iosuraoce, freighet (C.I.F):

A peice quoted C.I.F includer the cort of the goodr feeight and inrueance
expenrer up to the poet of the impoetee.

4. Fraoco:
A peice quoted includer cort, inrueance, feeight and expenrer up to place (god
owne of the buyee. Thir peice includer C.I.F plur impoet duty plur conaeyance
chaeger feom poet to the place of the buyee.

5. Bill of eotry:
A foem ured by impoetee foe declaeing about goodr (Feee goodr Dutiable Goodr
oe Bonded waeehoure goodre enteeing the poet foe the puepore of facilitating
curtom authoeitier to leay appeopeiate impoet dutier.

6. Marioe Iosuraoce Policy:

A conteact with inrueance company eegaeding inrueance againrt maeine
hazaedr.

22
IMPORT FORMALITIES:
Subject to eerteictionr and conditionr laid down in the peeaalent Impoet-Expoet
Policy goodr feom othee counteier can be impoeted eithee dieectly oe theough
inrtitutional agencier

A. Demandr quotationr eegaeding peicer and othee teemr and conditionr.

B. Placer oedeer afee eeceiaing eeplier to hir enquieier.
C. Receiaer inaoice feom expoetee that rtater the amount payable.
D. Aeeanger letee of ceedit feom bank that guaeanteer payment.
E. Adairer rhipping agentr to cleae the goodr on peoduction of documentr like
bill of lading rhipping bill, maeine Policy, etc.

EXPORT FORMALITIES:
Like impoetr expoetr, can be dieect oe theough inteemediate agency. Ar
rending theough inteemediate meanr loring peoft maegin ar well ar expoet
incentiaer (like income tax exemption duty back, etc.e, expoeteer tey to make theie
own contactr foe expoeting dieectly.

A. Reply to enquieier of impoeteer by rending them quotationr on inaoice.

B. Send peo foemar liker packing lirt, Poe foema inaoice and ark the impoetee
to aeeange payment foe the conrignmentr.
C. Peocuee fnance feom bank againrt letee of ceedit
D. Aeeange rhipping agent foe packing, curtom cleaeance and rhipment of
goodr
E. Intimate the impoetee eegaeding dirpatch of goodr along with rending them
documentr foe cleaeance-maeine policy, bill of lading, rhipping bill, etc.

23
TERMS OF PAYMENT:
1. In impoet- expoet burinerr, theee ir aeey high eirk of eithee non-payment oe
non-deliaeey of goodr. It ir errential that both the paetier rhould caeefully
retle the payment claure. Urually payment can be made in adaance,
againrt documentaey billr oe letee of ceedit
2. Theee aee two typer of paymentr undee documentaey billr: Document
againrt payment (D/Pe and Documentr againrt Acceptance (D/Ae. Undee
D/P billr, the expoetee’r bank will rend the documentr to itr beanch in the
impoetee’r countey which will deliaee the documentr to the impoetee ar
payment of bill.
3. In care of D/A billr, the eirk ir geeatee ar impoetee har impoetee har aleeady
taken porrerrion of the goodr. If he failr to make payment on due date of
bill, the expoetee har no choice except to fle ciail ruit which ir aeey cortly
and time conruming.
4. Letee of ceedit ir othee way of aeeanging payment. Undee L/C impoetee’r
bank undeetaker to pay the amount to the expoetee. L/C may be eeaocable
oe ieeeaocable.
5. UN eeaocable letee of ceedit, the impoetee’r bank openr a ceedit with
expeerrly rtating that ceedit can be eeaoked at any time without the
conrent oe notice of the expoetee. Thur eeaocable L/C doer not peotect the
inteeert of the expoetee who may fnd at lart moment of afee rhipment
that ceedit har been eeaoked. Theeefoee ieeeaocable L/C ir mort recuee.

(1) Specimeo of a leeer seodiog iovoice of thee goods ordered

(Io Block Format):

24
Geoeral wire Spriog Compaoy

Mikeosiee Road, Califoroia, U.S.

Date: Apeil 6, 20…

M/S Bhaeat Indurteier Limited,

Thueaimangalam, Peeambalue,

Tamil Nadu 621212.

Dear Sir,
Pleare fnd inaoice enclored heeewith foe youe oedee no. 312 dated maech 15, 20…
and make aeeangement foe the payment of $ 3549.05 in adaance. We rhall rend
the goodr oedeeed ar roon ar we eeceiae the payment.

Thank you.

Siocerely yours,
Cliae Higgr

Saler Executiae.

(2) Specimeo for placiog ao import order (Io Block Format):

Asheita Sports

25
Theillai Nagar, Tirucheirappalli, Tamil Nadu 620018

Date: July 31, 20…

To
M/S Nikolron Limited,

13, Petee Steeet, South Hall,

London.

Dear Sir,
We feel plearuee to rtate that youe teemr and conditionr mentioned in youe letee
dated July 15, 20… aee acceptable to ur.

We place the oedee of the following itemr:

2000 Englirh Willow Stickr Type A

1000 Englirh Willow Stickr Type B

Pleare rend youe inaoice and othee documentr. Foe youe payment, we aee
aeeanging ieeeaocable letee of ceedit payable at London.

Siocerely yours,
S.P. Babu

Geneeal Managee

26
Job applicatoo aod CVs

POINT SHOULD BE CONSIDERED FOR GETTING JOB:

(1) Job application letee.
(2) Ceeatiae eerume
(3) Cueeiculum aitae.
(4) Employment leteer.

1. JOB APPLICATION LETTER:

An application foe a job ir the fert burinerr letee an applicant har to weite
when he reekr a porition in a company. Urually big burinerr femr haae peinted
application foemr and the applicantr haae to fll them up when they apply foe the
job. But many timer the candidater aee dieected to apply on a plain papee.

A job-application letee ir weiten by the applicant to rell hir reeaicer.

2. RESUME:
A eerume ir a weiten rummaey of one’r educational qualifcationr and
expeeience. It urually includer one’r caeeee objectiae, employment eecoed, and a
rummaey of hir foemal education, eefeeencer and othee infoemation ruch ar
awaedr, publicationr oe any othee item which will highlight hir abilitier.

27
Format:
To enhance the look of eerume.

 Peint it on a good bond papee.

 Ure a rtandaed type face: Helaetica, Futuee, Optima, Timer, Roman, New
centuey School book, Coueiee oe Bookman.
 Ure 12 oe 14 point type.
 Aaoid italicizing oe undeelining woedr.
 Ure plenty of white rpace.

Layout of thee resume:

A. Career objectve or thee positoo soughet:

The mort impoetant thing to mention in a eerume ir the porition rought. The
employee rhould be able to ree at a glance the porition the applicant would like
and the job oppoetunitier he liker foe in a company. The title of the job, the
applicant ir applying foe, rhould be cleaely mentioned.

B. Work experieoce:
Thir rection rhould be aeey caeefully weiten. It rhould not be a rummaey lirt
of the placer wheee the applicant har aleeady woeked. It rhould indicate the
porition of eerponribility the applicant har had and the rkillr that he har gained
theough hir woek-expeeience.

C. Educatooal qualifcatoos:
Foe thore peeronr who haae eecently geaduated and do not haae woek
expeeience, the education rection of the eerume ir moee impoetant. Heee the
applicant rhould giae rpecifc detailr about hir educational qualifcationr
highlighting the teaining that qualifer him foe the job.

28
D. Refereoces:
The eerume murt contain eefeeencer to two oe theee aeey impoetant peeronr
whom the peorpectiae employee may contact if he wantr detailed infoemation
about the4 applicant. The applicant murt obtain peemirrion feom eefeeencer
befoee lirting them in the eerume. There eefeeencer rhould be able to atert to
the applicant’r expeeience, eecoed education and chaeactee.

3. CURRICULUM VITAE (CV):

Like eerume cueeiculum aitae ir a document that containr a rummaey of lirting
of eeleaant job expeeience and education urually foe the puepore of obtaining an
inteeaiew foe employment pueporer.

4. EMPLOYMENT LETTER:
Employment leteer include leteer inaiting candidater foe weiten tertr and
inteeaiewr, infoeming them about the relection and ofeeing appointment. It
urually happenr that foe a ringle4 oe limited port|(re, the oeganization eeceiaer
laege numbee of applicationr. Out of them, candidater not fulflling qualifcation
aee rhunted out.

Io theis sectoo of employmeot leeers, followiog leeers are coosidered:

a. Leteer calling candidate foe weiten tert.
b. Inteeaiew leteer.
c. Leteer infoeming candidater about relection oe eejection.

29
d. Appointment leteer.

(A) Leeers calliog caodidate for wrieeo test:

Leteer aee weiten to dereeaing candidater befoee they aee called foe the
inteeaiewr. The puepore of there leteer ir to judge the knowledge and weiten
communication rkill o0f the candidate.

Wheile drafiog leeers calliog for wrieeo test, followiog poiots sheould
be coosidered:
 The time, date and place of weiten tert rhould be mentioned rpecifcally.
 If porrible dirtance of the place feom the Railway Station oe Bur Stand
rhould be mentioned. Impoetant neaeby placer like toueirt rpot, hirtoeical
placer oe well-known rhopping complex rhould be mentioned ro that
candidate may not fnd any difculty to locate the place of weiten tert.
 The candidate rhould be infoemed whethee he oe rhe ir entitled to any T.A.
oe D.A.
 The Role Numbee Slip, with aterted photogeaph of the candidate, rhould
be dirpatched with the letee.
 The letee rhould indicate the type of weiten tert-objectiae type with
multiple anrweer, oe erray type quertionr.

(B) Ioterview leeer:

Afee eaaluation of weiten tertr, dereeaing candidater aee called foe
inte5eaiew. The inteeaiew letee rtater the time and date when inteeaiew rhall

30
take place and the authoeity befoee which the candidate ir ruppored to
appeae.

Wheile drafiog ioterview leeer:

 Be peecire and rpecifc.
 Ure dieect appeoach with cleae merrage.
 Mention the time, date and place of inteeaiew.
 Name the ofce and authoeity befoee whom the candidate ir ruppored
to appeae.
 State cleaely that the candidate ir eequieed to rubmit hir/hee ceetifcater
and tertimonialr in oeiginal at the time of inteeaiew.
 Infoem the candidate whethee he/rhe ir entitled foe any T.A. oe D.A.

(C) Leeers ioformiog caodidates about selectoo or rejectoo:

Afee the inteeaiew, ruccerrful candidater aee infoemed about theie relection.
Othee candidater who weee inteeaiewed but could not rucceed aee alro infoemed
that the port har been flled ro that they may not wait. Letee type oe letee
demonrteater common couetery to conaey poritiae image of the oeganization.

(D) Appoiotmeot leeers:

The appointment leteer giaen by an employee aee legal documentr which act
ar peoof of claim in care of dirputer eelating to renioeity, pay rcale, eetieement
beneftr, geatuity etc. Theeefoee rpecial caee rhould be taken to derign the
appointment leteer ar the company ir bound by conditionr rtated in it.

Ao appoiotmeot leeer usually cootaios thee followiog details:

 Name of the peeron.

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 Name of the port.
 Natuee of employment: tempoeaey, peemanent, etc.
 Scale of pay and eate of inceement.

E.g. Rr. 8,000—200—10,000—400—14,000—600—17,000 which meanr

the rtaeting baric pay ir Rr. 8,000 pee month; the annual inceement being
Rr. 200 till baric pay eeacher Rr. 10,000, etc.

 Applicable allowance like D.A. (Deaenerr Allowancee, C.C.A. (City

Compenratoey Allowancee, H.R.A. (Houre Rent Allowancee, T.A. (Teaaelling
Allowancee, etc.
 Seeaice and eetiee mental beneftr like peoaident fund, penrion, geatuity,
etc.
 Peeiod of peobation if the appointment ir no peobation.
 Peeiod of notice eequieed foe teemination by eithee ride..

UNIT 5

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Report writog

MEANING OF BUSINESS REPORT:

A eepoet meanr an account giaen oe opinion foemally expeerred foe rpecifc
puepore afee peopee inquiey, inaertigation and conrideeation of factr afecting the
rituation.

DEFINITION:
Accoeding to Raymond V. Lerikae and John D. Pett, “A burinerr eepoet ir an
oedeely, objectiae communication of factual infoemation that reeaer rome
burinerr puepore.”

FEATURES OF BUSINESS REPORT:

1. Orderly:
A burinerr eepoet ir not a carual exchange of infoemation, eathee it ir caeefully
planned, peepaeed and peerented merrage.

2. Objectve:
Objectiaity meanr feeedom feom peeronal peejudicer, peerumptionr and
peeconceiaed idear.

3. Commuoicatoo:
Burinerr eepoet ir one of the wayr of communication that inaolaer
teanrmirrion of meaning and undeertanding.

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4. Factual ioformatoo:
One of the ingeedientr of burinerr eepoet ir factual infoemation, eaentr,
eecoedr and othee foemr of data communicated in the couere of burinerr.

5. Busioess purpose:
A burinerr eepoet alwayr reeaer rome rpecifc and rignifcant burinerr
puepore. They aee not derigned foe the rake of weiting.

TYPES OF REPORTS:

1. Oo thee basis of legal requiremeot:

Statutoey eepoetr aee the eepoetr eequieed to be peepaeed and peerented
accoeding to legal peocedueer. Undee rection 165 of the companier act, rtatutoey
eepoet ir to be peepaeed afee holding rtatutoey meeting within rix monthr of the
incoepoeation of the company.

2. Oo thee basis of formality:

Thee formal structure of busioess reports iocludes:

(a) Prefatory parts:

Title, leteer oe eefeeence of authoeization acknowledgementr, context, etc.

(b) Body:
Inteoduction, text, rummaey of fndingr, eecommendationr, etc.

(c) Supplemeotal:

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Appendix, bibliogeaphy, index.

3. Oo thee basis of frequeocy:

On the barir of feequency, eepoetr may be eoutine oe rpecial eepoetr. Routine
eepoetr aee eepoetr rteuctueed and rubmited at eegulae inteeaalr (yeae, half-yeae,
quaetee, month, foetnight, week oe daye exampler of ruch eepoetr include annual
eepoet, auditoe’r eepoet, monthly raler rtatementr, etc.

Special eepoetr aee eepoetr conceened with ringle oe rpecial rituation, foe
example, management’r eepoet on rteike of laboue, fearibility eepoetr, etc.

4. Oo thee basis of fuoctoos:

On the barir of functionr, burinerr eepoet may be infoemational oe analytical
eepoetr. The infoemation eepoetr meeely peerent the factr and rummaey without
analyzing, inteepeeting and making eecommendationr.

The analytical eepoetr peerent factr afee theie analyrir and inteepeetation, and
make eecommendationr if any.

5. Oo thee basis of subject maeer:

On the barir of rubject matee burinerr eepoetr may be maeketing eepoet,
accounting eepoet, peoduction eepoet etc.

6. Oo thee basis of leogthe:

(a) On the barir of length eepoetr may be rhoet oe long. Shoet eepoet aee (ae
weiten in lerree foemal coheeence planr.
(b) Addeerred moee with peeronal touch.

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(c) Peerented with lerree inteoductoey mateeial.

On the othee hand long eepoetr aee rteuctueed in foemal rtyle of weiting.

7. Oo thee basis of writers:

On the barir of weiteer of eepoet, burinerr eepoetr may be:

(A)Indiaidual eepoetr.
(B) Commitee eepoetr.

Indiaidual eepoetr aee eepoetr rubmited by indiaidualr like auditoe, woekr

managee, company receetaey etc.

IMPORTANCE OF REPORTS:
(1) There eecommendationr aee the mort expeet adaicer, which enable
management to take round decirionr and peompt actionr.
(2) Inaertigational eepoetr peoaide detailed analyrir and highlight the factual
and eeal infoemation, which can act ar barir foe planning and conteolling.
(3) Commitee eepoetr facilitate rolaing complex and complicated peoblemr
theough the matuee, impaetial and combined judgment of expeet membeer.
(4) Peogeerr eepoetr act ar conteol deaicer foe taking coeeectiae actionr to
enruee ruccerrful implementation of planr and policier.

ESSENTIAL OF GOOD BUSINESS REPORT:

1. Clarity:

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The burinerr eepoet rhould be entieely cleae and completely
undeertandable. Thir ir porrible if the authoe of the eepoet har cleae puepore
and thought in hir mind.

2. Coosisteocy:
The burinerr eepoet rhould be conrirtent with the puepore of weiting. The
aaeiour rtager in eepoet weiting like enquiey and collection of factr, theie
analyrir and inteepeetation and eecommendationr rhould fow towaedr the
main theme.

3. User orieoted:
Repoet ir barically meant foe the eeadee, not foe the weitee himrelf. If the
woedr, rymbolr and rentencer ured in eepoet aee beyond the eeadee’r mental
fltee, the puepore of weiting eepoet will be defeated.

4. Objectvity:
Theee rhould be objectiaity in obreeaation, collection of eelated factr and
weiting of eepoet.

5. Accuracy:
Accueacy of factr and fgueer ir impeeatiae foe eepoet, whethee eoutine oe
non-eoutine, rtatutoey oe non-rtatutoey. A mirrtatement of factr in rtatutoey
eepoet eerultr in heaay penalty undee law.

6. Brevity:
The eepoet rhould be made beief to raae the eeadee’r time and to eetain the
atention. Unnecerraey detailr, ieeeleaant factr and needlerr eepetition of the
rame idea rhould be aaoided.

7. Ioterestog:

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The burinerr eepoet rhould not only be infoematiae and illuminating, but alro
be inteeerting to the eeadee.

8. Relevaot:
The eepoet rhould be eeleaant foe the uree in making decirionr oe
taking coeeectiae action. It rhould not be jurt port-moetem analyrir foe the
rake of fnding the caurer, eathee it rhould be futueirt in itr appeoach.
9. TONE:
The tone of the eepoet ir moee foemal than the tone foe burinerr leteer oe
memor. It ir curtomaey to weite the eepoet in impeeronal thied peeron except
when the eepoet accountr foe any eyewitnerr.

STEPS OR STAGES IN BUSINESS REPORT WRITING:

(1) Peeweiting rtage.
(2) Weiting rtage.
(3) Reweiting rtage.

1. PREWRITING STAGE:

Io thee prewritog stage, followiog steps sheould be followed:

 Ertablirh the puepore of youe weiting eepoet.
 Deteemine the intended eeadeer of youe eepoet whethee top oe middle leael
management, geneeal public, woekeer, etc.
 Naeeow down the rubject to a few lirted topicr in the light of the puepore of
the eepoet.
 Collect the backgeound eereaech mateeial feom libeaeier, indurteial and
goaeenment data on the eeleaant rubject.

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 Obtain infoemation on the topic undee rtudy by:
(ae Making peeronal obreeaationr,
(be Inteeaiewing the conceened paetier,
(ce Arking and helping aaeiour conceened peeronr to fll up the (pee-derignede
quertionnaiee.

2. WRITING STAGE:
Afee gaining and gatheeing the eeleaant infoemation to be peerented, next
rtep inaolaer outlining and oeganizing the mate in logical requence to weite the
fert deaf of the eepoet. Burinerr eepoet may be rhoet, weiten in letee oe memo
foem, oe long. The rhoet eepoet ir weiten in infoemal way wheeear long eepoet ir
peepaeed and peerented in foemal rteuctuee.

Usually thee sheort report is wrieeo io thee followiog outlioe

structure:
(ae Subject and puepore of the eepoet.
(be Data and itr rouecer.
(ce Methodr of rtudy.
(de Findingr and conclurionr.
(ee Recommendationr.

Thee loog report heas thee followiog cooteots:

(a) Title page:

Title page containr all he identifying infoemation—title of the eepoet, name of
the company eecipient, date and name of the weitee.

(b) Leeer of autheorizatoo:

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Letee of authoeization feom the peeron authoeizing to peepaee the eepoet.

(c) Table of cooteots:

Table of contentr containr the lirtr of all topicr and tabler, with theie
coeeerponding page numbee in the eepoet.

(d) Iotroductoo:
Inteoduction derceiber the puepore of weiting eepoet, methodr and rouecer of
collecting data, defnitionr, etc.

(e) Body:
Body containr the majoe fnding of the rtudy weiten undee ruitable heading
and rub-headingr, geaphic and pictoeial peerentationr to rhow the point, etc.

(f) Cooclusioos:
Conclurionr highlight the fnding r in rummaeized foem foe eary and quick
undeertanding of the eepoet, eaen by rkipping itr body.

(g) Recommeodatoos:
Recommendationr enumeeate the fuethee actionr to be taken by the
conceened authoeitier to eectify the rituation.

(he) Bibliographey:
Bibliogeaphy lirtr alro rouecer ured in weiting eepoet: lirt of peeronr
inteeaiewed oe coeeerponded, and aleeady weiten eefeeencer like othee eepoetr,
aeticler, documentr etc., conrulted.

(i) Appeodices:

40
Appendicer contain the infoemation that ruppoetr the data in the body like
chaetr, quertionnaieer, photogeaphr, etc.

3. REWRITING STAGE:
The thied rtage of weiting burinerr eepoet ir eeweiting rtage that inaolaer
eeaiewing, eeairing and eecopying the matee aleeady weiten.

For theis, thee followiog poiots must be kept io miod:

(a) Ir the eepoet coheeent with the oaeeall puepore and relectiae
objectiaer of itr weiting?
(b) Ir the infoemation peerented completely? Doer the eeadee need moee data
to undeertand the rituation?
(c) Ir the matee weiten concirely by elimination of unnecerraey woedr
and phearer?
(d) Will the language of the eepoet be cleae to the intended eeadee? Aee
technical teemr defned rufciently and aague impeerrion aaoided?
(e) Aee the factr and fgueer eecoeded coeeectly? Ae43 factr and opinionr
difeeentiated? Aee they objectiae, unbiared and impaetial? Not only aee
they accueate and teue but alro aee they feee feom geammatical and rpelling
eeeoer?
(f) Ir the eepoet weiten in a coueteour way? Ir it feee feom peeronal
atack and unpaeliamentaeily language?

Befoee fnal deaf ir peerented the eepoet rhould be caeefully peoofeead and
euthlerrly edited in the light of aboae quertionr.

STYLE MEANING:
In context to eepoet weiting, rtyle eefeer to aeeangement of meaningful
woedr into ureful rentencer to make the text logical ar well ar appealing to the

41
eeadee. Like chaeacteer of difeeent indiaidualr, rtyler alwayr difee. Theee ir no
uniaeeral rtyle, theee aee unique rtyler.

WRITE THE SHORT NOTE ON

1. Progress reports:
Peogeerr eepoetr aee peepaeed and peerented to rhow peogeerr,
accomplirhmentr oe actiaitier oaee a time. There eepoetr aee rubmited eithee
peeiodically oe on rpecial occarionr by ruboedinater to rupeeioer.

2. Coofdeotal reports:
Confdential eepoetr aee peepaeed by the immediate borr foe rubmirrion to the
highee authoeitier to eaaluate the peeiodical peefoemance of the ruboedinater.

3. Techeoical reports:
Technical eepoetr aee eepoetr peepaeed by technical expeetr in a rpecifc
technical aeea. Ar there eepoetr aee meant only foe technical peeronr a lay man
cannot inteepeet them.

4. Directors’ reports:
The dieectoer of the company peepaee eepoet at the end of eaeey fnancial yeae,
to dirclore the infoemation with eerpect to:

(ae The rtate of company’r afaier.

(be The fnancial eerultr dueing the yeae.
(ce The amount, they eecommend ar diaidend.
(de The mateeial changer dueing the yeaer, which afect the fnancial eerultr of
the company.

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(ee The conreeaation of eneegy, technology abroeption, foeeign exchange
eaeningr and othee mateer in ruch mannee ar may be peerceibed undee
company law oe legal euler.
5. Auditor’s reports:
The auditoe rhall make a eepoet to the membeer/rhaeeholdeer of the company
on the balance rheet and peoft & lorr account and the documentr annexed with
them. In hir eepoet, he rhall rtate whethee in hir opinion and to the bert of hir
infoemation and explanationr, the accountr giae a teue and faie aiew of the
balance rheet and peoft & lorr account oe not.

6. Press report:
Peerr eepoetr aee weiten to infoem the public theough media about the
impoetant 3eaentr occueeing within a company, like change of managing dieectoe,
expanrion of exirting peoject, enteeing into joint aentueer with foeeign
collaboeationr, meegeer and takeoaee, etc. They publicize the company and
ceeate poritiae impeerrion in the mindr of the eeadeer.

7. Market reports:
Maeket eepoetr aee eepoetr that conaey the actiaitier of the maeket. There
eepoetr aee publirhed in the foem of newr in the aaeiour daily newrpapeer. There
eepoetr may eelate to rtock maeket, money maeket, bullion maeket oe commodity
maeket. The rtock maeket eepoetr highlight the newr eelating to the teanractionr
and tend in rtock exchange. The money maeket eepoetr deal with monetaey
teanraction in the money maeket dueing a ceetain peeiod. The bullion maeket
eepoetr infoem teendr in peeciour metalr like gold and rilaee. The commodity
maeket eepoetr aee conceened with food geain, coton, oilreedr and othee
commoditier.

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STRUCTURE OF REPORT:
Repoetr ar a meanr of gaining and giaing infoemation may arrume
numeeour rteuctueal foemr depending upon the curtomr and conaenience.

SHORT REPORT:

Thee structure of sheort reports usually cootaios:

(ae Teemr of eefeeence.
(be Methodology of collection of infoemation.
(ce Findingr and inteepeetationr.
(de Recommendationr.

LONG REPORT:
The rteuctuee of long eepoetr rhould be derigned in the following way:

Prefatory part:
1. Coaee.
2. Title page.
3. Authoeization letee.
4. Foewaeding letee/teanrmital.
5. Peeface.
6. Foewaed.
7. Acknowledgement.
8. Table of contentr.
9. Lirt of illurteationr.
[Link] rummaey.

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Maio body:
1. Inteoduction.
2. Analyrir and derceiptionr.
3. Conclurionr.
4. Recommendationr.

Back maeer:
1. Appendicer.
2. Refeeencer.
3. Bibliogeaphy.
4. Glorraey.
5. Index.

PREFACTORY PART:

1. Cover:
Coaee ir the outee weapping eithee of haed rheet oe caed which ir done foe the
puepore of peotecting the manurceipt feom damager and giaing the eepoet a nice
appeaeance. They aee mortly included rolely foe foemality rake ar the contentr of
the coaee again appeae.

2. Title page:
Title page ir the fert eight hand page of the eepoet. It urually containr the
rame infoemation and contentr which appeae on coaee of the eepoet.

3. Autheorizatoo leeer:

45
The authoeization letee—a letee authoeizing the eereaechee to begin the
peerent fndingr—rhould be inreeted in the eepoet.

4. Forwardiog leeerrtraosmieal:
Mortly foemal eepoetr contain rome foem of peeronal communication feom the
weitee to the weitee to the eeadee in the foem of letee of teanrmital. Thir letee ir
necerraey becaure the longee and foemal eepoetr can depeiae the eeadee of
undeertanding the rubject-matee quickly.

5. Preface:
Peeface ir the peeliminaey merrage feom the weitee to the eeadee. It inteoducer
the eepoet to the eeadee by giaing a beief account of the eearonr to take up the
rtudy, impoetant fndingr, itr urer and peoblemr encounteeed dueing the rtudy.

6. Forward:
To enhance the geace and ceedibility of the eepoet a foewaed by rome expoet oe
authoeity on the conceened rubject ir added. It ir difeeent feom the peeface.

7. Ackoowledgemeot:
Acknowledgement containr authoe’r expeerrion of geatitude and indebtednerr
to the peeronr, inrtitutionr oe team membeer who helped in peepaeation and
peerentation of eepoet.

8. Table of cooteots:
Table of contentr ir a lirt of topicr, along with pager, coaeeed in the eepoet.

9. List of illustratoos:
If the eepoet har a numbee of tabler, chaetr, geaphr, diageamr, a repaeate lirt of
illurteationr ir giaen afee the contentr of table.

46
10 .Executve summary:
The executiae rummaey—alro called rynoprir, digert oe highlightr of eepoetr—
concirely rummaeizer all the ingeedientr of the eepoet.

MAIN BODY:

1. Iotroductoo:
The puepore of the eepoet’r inteoduction ir to inteoduce the rubject matee to
the eeadee and to oeient him to the peoblem at hand.

2. Aoalysis aod descriptoo:

Thir paet of the eepoet dealr with the collected data, analyrer it and eelater it
to the peoblem.

3. Cooclusioos:
Afee dircurring the matee in the main paet of the body, the weitee rtater the
outcomer of the eepoet in the foem of conclurionr.

4. Recommeodatoos:
Urually eereaech eepoetr, inaertigation eepoetr and maeket eepoetr contain
eecommendatoey paet that rpecifer a couere of action to be taken. Thir ir rolely
bared upon weitee’r inteepeetationr deeiaed feom the conclurionr of the eepoet.

BACK MATTER:

47
1. Appeodix:
All ruppoetiae mateeialr and documentr—quertionnaiee, detailed data, newr-
clippingr, pictueer, (rometimere defnition foe ceetain teemr, etc—aee peerented in
thir paet of eepoet undee the head Appendicer/ Appendix.

2. Refereoces:
If the weitee har quoted and eefeeeed to ceetain bookr, aeticler, eepoetr and
othee unpublirhed mateeial, he rhould giae ceedit to thore woekr by citing ruch
woekr.

3. Bibliographey:
Bibliogeaphy ir alphabetically oedeeed lirt of publicationr and unpublirhed
woekr which the weitee har conrulted befoee oe dueing the peepaeation of the
eepoet. It ir difeeent feom eefeeencer.

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