(i)

130

BUSINESS

COMMUNICATION - IIF.Y.B.M.S., F.Y.B.A.F., F.Y.B.F.M., F.Y.B.B.I.,

F.Y.B.T.M., F.Y.B.I.M.

Semester - II

© Author and Publisher

Dr. Ishrat Ali LalljeeM.A., B.Ed., M.Phil., Ph.D. (Eng. Lit.)

Associate Professor, Head of Department of English :

K.P.B. Hinduja College of Commerce, Mumbai.

Research Guide:

University of Mumbai

Fifth Edition

ISBN 978-93-5249-056-1

Undergraduate LevelTextbook as per Syllabus

with effect from Year 2016-2017

RISHABH PUBLISHING HOUSEGala No. 18, C. S. No. 2/152, Plot No. 16/18,Nasarwanji Petit Street, Grant Road (East),Mumbai 400 007.www.RPHep.com, rphep1@gmai l.com + 91 9082001130

since 2007

Bom

bay

Booksellers Publi shers

Member

(ii)

Published & Vijay SugnaniPrinted by : RISHABH PUBLISHING HOUSE

Gala No. 18, C. S. No. 2/152, Plot No. 16/18,Nasarwanji Petit Street, Grant Road (East),Mumbai 400 007.www.RPHep.comrphep1@gmail.com+91 9082001130

Disclaimer : The book has been written for Subject teachersand concerned students.The content is for reading, reference andrevision purposes only and does not purport tobe a legal document.We do not warrant the accuracy orcompleteness of the information, text, graphics,links or other items contained within this.We accept no liability for any loss, damage orinconvenience caused as a result of reliance onsuch content.Only the Author is the authority for thesubjective content and may be contacted on theaddress mentioned below the Author’s name.Any specific advice or reply to query on anycontent is the personal opinion of the Authorand is not necessarily subscribed to by anyoneelse.In case of any variance between the syllabusand the content in the book, it will be revisedand updated in the next edition.

Warning : No part of this book shall be reproduced,reprinted or translated for any purposewhatsoever without the prior written permissionof the Author.All disputes are subject to Mumbai Jurisdictiononly.

(iii)

Preface

A communication revolution has virtually taken over the worldover the last thirty-six years since January 01, 1983 when researchersbegan to assemble the ‘network of networks’ that became the modernday Internet. A dozen years later, on August 15, 1995, India enteredthe channel when Videsh Sanchar Nigam Limited (VSNL) launchedpublic Internet access in India. Since then communication graduallybecame wireless, virtual and widespread and expectedly resulted inthe expansion of business activities. This in turn, has made BusinessCommunication an almost indispensable branch of study.

As a committed academician I have endeavoured to adhere tothe syllabus and provide updated information in straightforwardlanguage with Review Questions, Crosswords, Word Searches, SpecimenGroup Discussions etc. I have also incorporated constructive feedbackreceived from students and fellow teachers such as providing solutionsfor Teaching-Learning Aids. I am optimistic that my endeavour will assistyoung learners to master the subject at the undergraduate level andeven prepare them for professional and competitive examinations thatthey may desire to appear for at a later date.

In keeping with my faith, I thank God for his grace; my family fortheir unstinting support and Rishabh Publishing House for the

opportunity to author the book.

- Dr. Ishrat Ali Lalljee

(iv)

SyllabusBusiness Communication - II

Modules at a Glance

Sr. No. Modules No. of Lectures

1. Presentation Skills 152. Group Communication 153. Business Correspondence 154. Language and Writing Skills 15

Total 60

Sr. No. Modules/Units

1. Presentation Skills(To be tested in Tutorials only)� Four Principles of an Effective Presentation� Effective Use of an OHP� Effective Use of Transparencies� How to Make a Power Point Presentation

2. Group CommunicationInterviews:� Group Discussion� Preparing for an Interview� Types of Interviews – Selection, Appraisal, Grievance, ExitMeetings:� The Need and Importance of Meetings� Conduct of a Meeting� Group Dynamics� The Role of a Chairperson� The Role of Participants� Drafting a Notice, Agenda and ResolutionsConferences:� The Meaning of a Conference� The Importance of a Conference� Organizing a Conference� Modern Methods – Videoconferencing and TeleconferencingPublic Relations:� The Meaning of Public Relations (PR)� The Functions of the Public Relations Department of an Organization� External and Internal Measures of Public Relations

3. Business CorrespondenceTrade Letters:Only a brief introduction to be given for:Order, Credit and Status Inquiry and Collection LettersThe following Letters to be taught in detail:� Letters of Inquiry

(v)

� Letters of Complaints, Claims and Adjustments� Sales Letters, Promotional Leaflets and Fliers� Consumer Grievance Letters� Letters under the Right to Information (RTI) Act

(Teachers must provide students with theoretical constructs wherevernecessary in order to create awareness. However, students shouldnot be tested on theory)

4. Language and Writing SkillsReports:� Parts of a Business Report� Types of Business Reports� Feasibility Reports� Investigative ReportsSummarization:� Identification of Main and Supporting/Sub-points� Presenting the Points in a Cohesive Manner

Question Paper Pattern

Maximum Marks: 75Questions to be Set: 05Duration: 2 ½ Hrs.All Questions are Compulsory.All Questions Carry 15 Marks Each.

Question Particular MarksNo

Q-1 Objective Questions 15 MarksA) Sub Questions to be asked 10 and to be answered any 08B) Sub Questions to be asked 10 and to be answered any 07

(*Multiple choice / True or False /Match the Columns/Fill in the Blanks) 15 Marks

Q-2 Full Length Practical QuestionOR

Q-2 Full Length Practical Question 15 Marks

Q-3 Full Length Practical Question 15 MarksOR

Q-3 Full Length Practical Question

Q-4 Full Length Practical Question 15 MarksOR

Q-4 Full Length Practical Question

Q-5 A) Theory Questions 08 MarksB) Theory Questions 07 MarksOR

Q-5 Short Notes 15 MarksTo be asked 05 and to be answered any 05

Note:Practical Questions of 15 marks may be divided into two Sub Questions of7/8 or 10/5 marks. If the topic demands, instead of practical questions,appropriate theory question may be asked.

CONTENTS

MODULE - 1

Presentation Skills

1. Presentations 1

MODULE - 2

Group Communication

2. Group Discussion 15

3. Interviews 27

4. Meetings 42

5. Conferences 59

6. Public Relations 66

MODULE - 3

Business Correspondence

7. Trade Letters - An Overview 75

8. Letters of Inquiry 79

9. Letters of Complaints, Claims and Adjustment 86

10. Sales Letters 103

11. Promotional Leaflets and Fliers 114

12. Consumer Grievance Letters 118

13. Letters under the Right to Information (RTI) Act (2005) 127

MODULE - 4

Language and Writing Skills

14. Report Writing 131

15. Summarization 143

� Solutions to Word Search and Crossword

Teaching/Learning Aids 149

� University Question Papers (April 2017) 155

(Oct. 2017)

(April 2018)

(Oct. 2018)

(April 2019)

(vi)

Presentations 1

MODULE - 1 Presentation Skills

CHAPTER 1

Presentations

SYNOPSIS

1.1 The Four Basic Principles of an Effective Presentation

1.2 Effective Use of an Overhead Projector (OHP)

1.3 Effective Use of Transparencies

1.4 Preparing a Power Point Presentation

� Review Questions

� Teaching / Learning Aid - Word Search

1.1 THE FOUR BASIC PRINCIPLES OF AN EFFECTIVE PRESENTATION

The Four Basic Principles or the Four P’s of an effective Presentation are Plan, Produce, Practise and Present.

Plan: To plan an effective Presentation one must keep the following

factors in mind:

a. The Presenter must be clear about the goals of the Presentation.

b. The Presenter must do an audience analysis. He must be clear about the age, sex, socio-economic background, education level etc. of the audience to be able to prepare a Presentation that is suitable for them.

2 Business Communication - II (F.Y.BMS, BAF, BFM, BBI, BTM, BIM – Sem. – II)

c. The Presenter must know the amount of time that has been allotted for the Presentation and then do effective time management.

d. A structure for the Presentation must be adopted. For example, it could either be text followed by images or vice versa or both text and images presented together; the images could either be clip arts or photographs; the tone of the text could either be formal or semi-formal or informal etc.

Produce: To produce an effective Presentation one must keep in mind the following basic design guidelines:

a. The font size should be about 30.

b. Too many font types should not be used.

c. Too many colours should not be used.

d. The background colours, designs and images should not be too cluttered.

e. The background colour should contrast with the font colour so that reading the text is easy.

f. ‘A picture is worth a thousand words’ is a well-known idiom and fact. Images always make a Presentation more attractive. However, the images used in a Presentation should be relevant and limited in number and they should have a similarity. For example, one should preferably use either photographs or clip art or cartoons etc.

g. There should ideally be only 6 - 8 lines per slide.

h. There should ideally be only one point per slide.

i. The Presenter must keep self-prompting notes handy.

j. Hand-outs may be given to the viewers to facilitate understanding and to reinforce the Presentation.

Practise: ‘Practise makes perfect.’ The more the practise, the higher will be the level of perfection. While practising for an effective Presentation one must do the following:

a. Go through the Presentation several times.

b. Identify and correct words that may have been mispelt or could be mispronounced.

Presentations 3

c. Know the contents of the Presentation thoroughly so that reading the Presentation and reference to self-prompting notes are minimized, and there is greater interaction with the audience.

d. Be familiar with the operation of the equipment to avoid fumbling at the time of Presentation.

e. Have a back-up plan ready.

f. Rehearse the Presentation, preferably in front of a mirror to identify one’s shortcomings.

g. Record one’s Presentation and view the recording to identify one’s shortcomings.

Present: After planning, preparing and practicing comes presenting which is the final outcome. To do this effectively the following points must be kept in mind:

a. Speak loudly and clearly, but not too loudly.

b. Speak, don’t read from the Presentation.

c. If a microphone is being used keep it at least 2 – 4 inches away from the mouth.

d. Do not keep the microphone directly in front of the mouth. Keep it at an angle away from the mouth, either to the left or right. Simply speaking, keep the microphone at an 11 o’clock or a 1 o’clock position, not at a 12 o’clock position.

e. Face the audience and not the Presentation.

f. Make eye contact with the audience.

g. Do not keep a stiff posture.

h. Speak with ease, enthusiasm and confidence.

1.2 EFFECTIVE USE OF AN OVERHEAD PROJECTOR (OHP)

What is an OHP? How does it work?

An Overhead Projector (OHP) is a variant of a Slide Projector. It

is used to display images to an audience. It shows information or images on

a wall or screen by shining a light through a sheet which has information or

images on it.

4 Business Communication - II (F.Y.BMS, BAF, BFM, BBI, BTM, BIM – Sem. – II)

The OHP continues to be a popular Audio-Visual (AV) Aid, even

though with the growing use of LCD Projectors and Power Point

Presentations its popularity is on the decline.

To make Effective Use of an OHP the following points must be kept

in mind:

a. Show pictures and diagrams using a pointer on the transparency

rather than the screen.

b. Use a felt pen or a wax-based pencil to add details or to make

points on the transparency while displaying it.

c. Control presenting the information by covering the transparency

with a sheet of paper and exposing it gradually as the

Presentation progresses. This is known as the ‘Progressive

Exposure Technique.’

d. Stand on the side of the OHP while operating it.

e. Stand to the left of the OHP if you are right handed and to the

right of it if you are left handed.

f. Face the audience and not the screen while making the

Presentation.

g. The OHP should be placed on a low table so that it neither blocks

the Presenter nor the screen.

Presentations 5

h. The top of the screen should be tilted forward towards the OHP to

prevent the top of the text/image from appearing larger than the

bottom. This is known as the ‘Keystone Effect.’

i. Carry a spare bulb for an emergency.

j. Switch off the OHP when not referring to a transparency to

prevent it from overheating.

k. Keep a fan/ an air conditioner on while operating an OHP to

prevent it from overheating.

l. Do not move the OHP immediately after use as the filament will

be very hot and may break.

m. Tape the power cord to the floor to prevent it from getting

entangled or tripping over it.

1.3 EFFECTIVE USE OF TRANSPARENCIES

What is a Transparency?

A Transparency, also known as a Viewgraph or a Viewfoil is a thin sheet of transparent flexible material, usually of A4 size, either made of plastic or acetate. Clear Plastic Sheets and cleaned X-ray Plates can also be used as Transparencies. Matter can either be written or printed or photo copied on a Transparency which can then be used on an OHP to display matter to the audience.

Steps to Prepare an Overhead Transparency

1. Leave a margin on all four sides of the Transparency so that none of the matter is cut out.

2. Matter on the Transparency may be added during the course of the Presentation with a felt pen or a wax based pencil.

3. Use bold lettering and simple drawings with minimum labeling.

4. Place a sheet of plain paper between Transparencies so that they do not stick together.

5. Store Transparencies in an airtight container to protect them from moisture and contamination.

6. Switch off the OHP when not referring to the Transparency to prevent the OHP from overheating and mutilating the Transparency.

6 Business Communication - II (F.Y.BMS, BAF, BFM, BBI, BTM, BIM – Sem. – II)

1.4 PREPARING A POWER POINT PRESENTATION

A step by step guide with screenshot images for preparing a Power Point Presentation is a follows:

Step 1: Open Microsoft Power Point.

Presentations 7

Step 2: Choose either a Blank Presentation or the Template of your choice.

8 Business Communication - II (F.Y.BMS, BAF, BFM, BBI, BTM, BIM – Sem. – II)

Step 3: Select the Slide Layout of your choice.