Business Communication : Concepts, Cases and Applications (for Chaudhary Charan Singh University)

248 Pages·2011·4.038 MB·English

by  P. D. Chaturvedi, Mukesh Chaturvedi

Business
Communication
Concepts, Cases, and Applications
P. D. CHATURVEDI
Former Professor and Head
Department of Languages
Birla Institute of Technology and Science, Pilani
MUKESH CHATURVEDI
Professor
Birla Institute of Management Technology
Greater Noida
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ISBN 9788131763735
eISBN 9789332509443
Head Office: A-8(A), Sector 62, Knowledge Boulevard, 7th Floor, NOIDA 201 309, India
Registered Office: 11 Local Shopping Centre, Panchsheel Park, New Delhi 110 017, India
To the ever-loving memory of
Mrs Pramilla Chaturvedi
Dr Tapesh Chaturvedi
and
Mr Atul Chaturvedi
This page is intentionally left blank.
Contents
Syllabus xiii
Preface xv
About the Authors xxi
PART I THEORY OF BUSINESS COMMUNICATION
Case Study : The Profi le of an Eff ective Communicator 1
1. The Nature and Process of Communication 7
Th e Role of Communication 7
■ AN INSTANCE OF UNCLEAR COMMUNICATION 8
Defi ning Communication 8
Classifi cation of Communication 9
Th e Purpose of Communication 9
Communication to Inform 9
Communication to Persuade 10
Th e Process of Communication 11
Th e Linear Concept of Communication 11
Th e Shannon–Weaver Model 11
Th e Two-way Communication Process 13
Th e Elements of Communication 13
Th e Major Diffi culties in Communication 14
Barriers to Communication 15
Incorrect Assumptions 16
Psychosocial Barriers 16
Conditions for Successful Communication 17
Th e Seven C’s of Communication 18
Universal Elements in Communication 20
■ HOW SENTENCE STRUCTURE AFFECTS MEANING 21
Communication and Electronic Media 23
Communication and Social Media 23
Summary 23
Case: Communication Failure 24
Review Your Learning 24
Refl ect on Your Learning 24
Apply Your Learning 25
Self-check Your Learning 25
Endnotes 26
2. Organizational Communication 27
Th e Importance of Communication in Management 27
Some Important Functions of Management 27
How Communication Is Used by Managers 28
Communication Concerns of the Manager 29
Human Needs 30
Th eory X and Th eory Y 31
vi CONTENTS
Communication Training for Managers 32
Communication Structures in Organizations 32
Vertical Communication 32
Horizontal Communication 33
Line and Staff Management 34
Formal Communication 34
Informal Communication 35
Information to be Communicated at the Workplace 37
Summary 37
Case: Communication Breakdown at City Hospital 38
Review Your Learning 39
Refl ect on Your Learning 39
Apply Your Learning 39
Self-check Your Learning 39
Endnotes 40
PART II FORMS OF BUSINESS COMMUNICATION
3. Oral Communication 41
What Is Oral Communication? 41
Importance of Oral Communication Skills 41
Choosing the Form of Communication 42
Principles of Successful Oral Communication 42
Guidelines for Eff ective Oral Communication 44
Barriers to Eff ective Oral Communication 44
Th ree Aspects of Oral Communication—Conversing, Listening, and Body Language 44
Intercultural Oral Communication 45
■ INTERCULTURAL COMMUNICATION 45
Oral Communication and Electronic Media 46
Phones 47
Voice Mail 47
Conference Calls 47
Cell Phones 48
Video Conferencing 48
Summary 48
Case: Dealing with Outsourcing Backlash 49
Review Your Learning 49
Refl ect on Your Learning 49
Apply Your Learning 49
Self-check Your Learning 50
Endnotes 50
4. Listening 51
What Is Listening? 51
How Do We Listen? 51
Listening As a Management Tool 52
Th e Process of Listening 52
Factors that Adversely Aff ect Listening 53
Lack of Concentration 53
Unequal Statuses 54
Th e Halo Eff ect 54
Complexes 54
CONTENTS vii
A Closed Mind 54
Poor Retention 54
Premature Evaluation and Hurried Conclusions 55
Abstracting 55
Slant 55
Cognitive Dissonance 55
Language Barrier 55
Characteristics of Eff ective and Ineff ective Listeners 56
Guidelines for Improving Listening Skills 57
Responsive Listening 58
Basic Refl ective Response 58
Basic Clarifi cation Response 60
Summary 62
Case: Too Busy to Listen? 62
Review Your Learning 63
Refl ect on Your Learning 63
Apply Your Learning 63
Self-check Your Learning 63
Endnotes 64
5. Non-verbal Communication 65
What Is Non-verbal Communication? 65
Meta-communication 66
Kinesic Communication 66
Characteristics of Non-verbal Communication 66
Classifi cation of Non-verbal Communication 67
Ekman’s Classifi cation of Communicative Movements 67
Face Facts 68
Positive Gestures 68
Negative Gestures 69
Lateral Gestures 69
Responding to Power Posturing 71
Guidelines for Developing Non-verbal Communication Skills 73
Communication Breakdown 74
Summary 76
Case: Everest Textile Mills 76
Review Your Learning 77
Refl ect on Your Learning 77
Apply Your Learning 77
Self-check Your Learning 78
Endnote 78
6. Written Business Communication 79
Th e Art of Writing 79
Th e Skills Required in Written Communication 79
■ INFORMATORY WRITING 80
Th e Purpose of Writing 80
Writing to Inform 80
Writing to Persuade 80
■ PERSUASIVE WRITING 81
Clarity in Writing 81
■ EXAMPLES OF CLEAR AND UNCLEAR WRITING 83
Principles of Eff ective Writing 83
viii CONTENTS
Accuracy 83
Brevity 83
Language, Tone, and Level of Formality 86
■ REWRITING A LETTER 87
Summary 93
Case: On Writing Well 93
Review Your Learning 93
Refl ect on Your Learning 94
Apply Your Learning 94
Self-check Your Learning 94
Endnotes 94
PART III TYPES OF WRITTEN BUSINESS COMMUNICATION
7. Business Letters, Memos, and E-mails 95
Introduction 95
Writing Routine and Good-News Letters 95
Routine Claim Letters and “Yes” Replies 96
Routine Request Letters and “Yes” Replies 98
Routine Orders and Th eir “Yes” Replies 98
Guidelines for a “Yes” Reply 98
Guidelines for a “No” Reply 101
Writing Persuasive Letters 102
■ WRITING A PERSUASIVE LETTER 103
Writing Memos 105
How to Write a Memo 105
Uses of a Memo 105
Essentials of Good Business Letters and Memos 107
Simplicity 107
Clarity 107
Conciseness 108
Standard and Neutral Language 108
You-Attitude 108
Sincerity and Tone 108
Emphasis 109
Planning, Writing, and Revising: Th e Th ree Steps of Successful Writing 109
■ REDRAFTING A MEMO 110
Form and Layout of Business Letters 111
Business-letter Styles 111
Layout and Formatting Guidelines 114
Writing E-mails 115
Receiver’s E-mail Account 115
Subject Line 115
Sending Copies 115
■ A SERIES OF E-MAILS 117
Summary 119
Case: A Reply Sent to an Erring Customer 119
Review Your Learning 119
Refl ect on Your Learning 120
Apply Your Learning 120
Self-check Your Learning 120
CONTENTS ix
8. Report Writing 121
What Is a Report? 121
Th e Purpose of a Report 122
Kinds of Reports 122
Th e Terms of Reference 123
Th e Objectives of a Report 123
Planning and Organizing Information 124
Sequencing Information 124
Outline As a Structuring Device 125
Writing Reports 127
Structure of a Report 128
Basic and Subsidiary Parts of a Report 128
Short Management Reports 129
Memos 129
Letters 129
Long Formal Reports 131
Th e Title Page 131
Acknowledgements 131
Cover Letter 131
Letter of Transmittal 132
Table of Contents 132
Abstract and Executive Summary 132
Discussion and Analysis of Findings 135
Glossary 136
Appendix 137
Bibliography and References 137
Index 138
Using Diagrams and Visual Aids in Reports 138
Use of Tables 138
Use of Graphics in Reports 139
How to Use Figures and Diagrams in Reports 142
Summary 143
Case: Survey Report for India Representative Offi ce of HRC Business School, France 143
Review Your Learning 144
Refl ect on Your Learning 145
Apply Your Learning 145
Self-check Your Learning 145
Endnotes 146
PART IV APPLICATIONS OF BUSINESS COMMUNICATION
9. Presentation Skills 147
Introduction 147
What Is a Presentation? 147
Essential Characteristics of a Good Presentation 148
Th e Diff erence Between a Presentation and a Lecture 148
Th e Diff erence Between a Presentation and a Written Report 148
Preparing a Presentation 148
Identify the Purpose of the Presentation 149
Analyse the Audience and Identify Th eir Needs 149
Design and Organize the Information 150
Decide on the Medium of Presentation and Visual Aids 152