Page 1
Chapter-Heads PAGE
Preface to the Fourth Edition I-5
Preface to the First Edition I-7
Some opinions about the book I-9
Contents I-15
PART 1
COMMUNICATION - AN OVERVIEW
CHAPTER 1 : COMMUNICATION : ITS MEANING AND NATURE 3
CHAPTER 2 : IMPORTANCE AND PURPOSE OF COMMUNICATION 7
CHAPTER 3 : DIMENSIONS OF COMMUNICATION 10
CHAPTER 4 : CHANNELS OF COMMUNICATION : FORMAL vs. INFORMAL 14
CHAPTER 5 : PATTERNS OF COMMUNICATION OR ‘COMMUNICATION NETS’ IN ORGANISATIONS 18
CHAPTER 6 : MEANS/MEDIA OF COMMUNICATION : IMPORTANCE OF VERBALIZATION OR USE OF WORDS 21
CHAPTER 7 : A LOOK AT SOME PROMINENT TRADE NAMES 26
CHAPTER 8 : VERBAL COMMUNICATION : ORAL 29
CHAPTER 9 : TELEPHONE CONVERSATION 33
CHAPTER 10 : VERBAL COMMUNICATION : WRITTEN 38
CHAPTER 11 : NON-VERBAL COMMUNICATION : KINESICS OR BODY LANGUAGE 41
CHAPTER 12 : NON-VERBAL COMMUNICATION : PARALANGUAGE OR PARALINGUISTICS 46
CHAPTER 13 : NON-VERBAL COMMUNICATION : PROXEMICS OR SPACE LANGUAGE, TIME LANGUAGE & SURROUNDINGS 50
CHAPTER 14 : NON-VERBAL COMMUNICATION : SIGN LANGUAGE - VISUAL AND AUDIO ELEMENTS 54
CHAPTER 15 : CULTURE AND COMMUNICATION 57
CHAPTER 16 : FUNCTIONS OF COMMUNICATION 60
CHAPTER 17 : EMOTIONAL INTELLIGENCE 64
Page 2
CHAPTER 18 : CONFLICT AND NEGOTIATION 67
CHAPTER 19 : GROUP DECISION-MAKING 73
CHAPTER 20 : PRESENTATIONS AND INTERVIEWS 83
CHAPTER 21 : SPEECHES : PREPARED vs. IMPROMPTU 92
CHAPTER 22 : COMMUNICATION AND CUSTOMER CARE/CUSTOMER RELATIONS 106
CHAPTER 23 : BUSINESS ETIQUETTE 111
CHAPTER 24 : ADVERTISING 115
CHAPTER 25 : COMMUNICATION FOR PUBLIC RELATIONS 125
CHAPTER 26 : CORPORATE COMMUNICATION 129
CHAPTER 27 : TECHNOLOGY OF BUSINESS COMMUNICATION 133
CHAPTER 28 : ETHICS AND VALUES IN BUSINESS COMMUNICATION 138
CHAPTER 29 : BARRIERS AND BREAKDOWNS IN COMMUNICATION 145
CHAPTER 30 : GUIDELINES FOR EFFECTIVE COMMUNICATION 150
PART 2
ENGLISH FOR EFFECTIVE BUSINESS COMMUNICATION
CHAPTER 31 : BUSINESS ENGLISH OR ENGLISH FOR BUSINESS? 157
CHAPTER 32 : TIPS FOR CLEAR WRITING 161
CHAPTER 33 : TIPS FOR PERSUASIVE WRITING 172
CHAPTER 34 : AVOIDING SUBSTANDARD WRITING 178
CHAPTER 35 : PUNCTUATION 187
CHAPTER 36 : ENGLISH SPELLING 192
CHAPTER 37 : ENGLISH PRONUNCIATION 198
CHAPTER 38 : WAYS TO ENRICH VOCABULARY 204
CHAPTER 39 : SOME FOREIGN WORDS AND PHRASES 225
CHAPTER 40 : AMERICAN ENGLISH AND SOME RECENT ADDITIONS TO ENGLISH VOCABULARY 228
CHAPTER 41 : SOME COMMON IDIOMS AND PHRASES 233
CHAPTER 42 : ABBREVIATIONS AND ACRONYMS 238
CHAPTER 43 : NUMERALS 248
CHAPTER 44 : DOCUMENTATION AND RESEARCH TOOLS 251
PART 3
THE ART OF BUSINESS LETTER WRITING
CHAPTER 45 : ESSENTIALS OF EFFECTIVE CORRESPONDENCE 261
CHAPTER 46 : THE LAYOUT OF A BUSINESS LETTER 268
CHAPTER 47 : PLANNING THE LETTER 277
CHAPTER 48 : KINDS OF BUSINESS LETTER 284
CHAPTER 49 : ENQUIRIES AND REPLIES 287
CHAPTER 50 : PLACING AND FULFILLING ORDERS 294
Page 3
CHAPTER 51 : COMPLAINTS AND FOLLOW UP 303
CHAPTER 52 : STATUS ENQUIRIES 309
CHAPTER 53 : COLLECTION OR DUNNING LETTERS 315
CHAPTER 54 : SALES LETTERS OR OFFERS 320
CHAPTER 55 : GOODWILL LETTERS, GREETINGS, ETC. 329
CHAPTER 56 : CIRCULAR LETTERS 334
CHAPTER 57 : APPLICATIONS FOR EMPLOYMENT 342
CHAPTER 58 : EMPLOYEMENT RELATED CORRESPONDENCE (OTHER THAN APPLICATION) 357
CHAPTER 59 : CORRESPONDENCE OF A COMPANY SECRETARY 366
CHAPTER 60 : CORRESPONDENCE WITH BANKS 374
CHAPTER 61 : IMPORT-EXPORT CORRESPONDENCE 381
CHAPTER 62 : INSURANCE CORRESPONDENCE 388
CHAPTER 63 : AGENCY CORRESPONDENCE 392
CHAPTER 64 : CORRESPONDENCE WITH GOVERNMENT AUTHORITIES 396
CHAPTER 65 : REPRESENTATIONS TO PUBLIC AUTHORITIES, TRADE ASSOCIATIONS AND CHAMBERS OF COMMERCE 401
PART 4
INTRA-ORGANISATIONAL COMMUNICATION
CHAPTER 66 : MEMORANDA 407
CHAPTER 67 : NOTICES, CIRCULARS AND ORDERS 415
CHAPTER 68 : STAFF SUGGESTIONS AND COMPLAINTS 420
CHAPTER 69 : CORRESPONDENCE WITH REGIONAL/BRANCH OFFICES 424
CHAPTER 70 : AGENDA AND MINUTES 427
CHAPTER 71 : SUMMARISING OR PRECIS WRITING 435
CHAPTER 72 : REPORT WRITING-1 444
CHAPTER 73 : REPORT WRITING-2 451
CHAPTER 74 : PROPOSAL WRITING 455
CHAPTER 75 : PERIODICAL PUBLICATIONS FOR INTERNAL CIRCULATION 458
PART 5
EXTERNAL COMMUNICATION
CHAPTER 76 : PRESS RELEASES AND NOTICES 465
CHAPTER 77 : INVITATIONS TO TENDER AND BID, AUCTION NOTICES, ETC. 473
CHAPTER 78 : EXPRESSION OF INTEREST (EOI) 478
CHAPTER 79 : PRESS CONFERENCES, EXHIBITIONS, LAUNCHES 481
CHAPTER 80 : MAGAZINES, BROCHURES, ETC. 485
CHAPTER 81 : MAILSHOTS AND REPLY COUPONS 488
CHAPTER 82 : ADVERTISEMENTS FOR SENIOR POSITIONS 492
Page 4
CHAPTER 83 : TELEGRAM, TELEX, FAX MESSAGES, CELLPHONE SMS, ELECTRONIC MAIL, BLOG AND TWITTER 496
CHAPTER 84 : INTERNET AND E-COMMERCE 512
CHAPTER 85 : BRANDS VIS-A-VIS SOCIAL NETWORKING 516
PART 6
ESSAY WRITING
ESSAY WRITING 521
QUALITIES OF A GOOD MANAGER 523
ECONOMIC REFORMS AND THE FUTURE OF INDIAN INDUSTRY 525
ROLE OF CONSULTANCY ORGANIZATIONS 527
THE CONSUMER MOVEMENT IN INDIA 529
THE QUALITIES OF A SUCCESSFUL ENTREPRENEUR 531
SMALL SCALE INDUSTRIES 532
COMPUTERS IN BUSINESS 534
HANDLING CUSTOMER COMPLAINTS 535
INDIAN TOURISM INDUSTRY 536
THE USES AND ABUSES OF ADVERTISING 538
MULTINATIONALS IN INDIA 540
TRADE FAIRS 542
SCIENCE AND INDUSTRY 543
INDUSTRIAL POLLUTION 544
BUSINESS MORALITY 545
THE EXPANDING ROLE OF A COMPANY SECRETARY 547
THE QUALITY OF LIFE AND ECONOMIC DEVELOPMENT 549
THE EMERGENCE OF NEW FINANCIAL INSTITUTIONS 551
MEDIA IN ADVERTISING 553
TACKLING THE PROBLEM OF UNEMPLOYMENT 555
PUBLIC RELATIONS IN INDIA TODAY 557
THE PROBLEM OF UNACCOUNTED MONEY 559
SUGGESTED READING 561
INDEX 563
Page 5
Contents PAGE
Preface to the Fourth Edition I-5
Preface to the First Edition I-7
Some opinions about the book I-9
Chapter-heads I-11
PART 1
COMMUNICATION - AN OVERVIEW
1
COMMUNICATION : ITS MEANING AND NATURE
Meaning of Communication 3
Social Aspect 3
Ingredients of Communication 3
Features of Communication 4
Conversational in Nature 5
Key Points 5
Review Questions 6
2
IMPORTANCE AND PURPOSE OF COMMUNICATION
Introduction 7
Part of the process of change 7
Factors responsible for importance of communication 7
Large Size of Organizations 7
Growth of Trade Unions 8
The Human Relations Aspect 8
Public Relations Aspect 8
Technological advancement 8
Advances in Behavioural Science 8
Purpose of internal communication 8
Purpose of external communication 9
Key Points 9
Review Questions 9
3
DIMENSIONS OF COMMUNICATION
Page 6
Introduction 10
Downward Communication 11
Problems of downward communication 11
Upward Communication 12
Problems of upward communication 12
The Concept of Ombudsperson 12
Lateral or Horizontal Communication 12
Diagonal or Crosswise Communication 12
Key Points 13
Review Questions 13
4
CHANNELS OF COMMUNICATION : FORMAL vs. INFORMAL
Introduction 14
Formal Channel of Communication 14
The influence of formal channels of communication 14
Informal channel of communication 14
Factors responsible for the grapevine phenomenon 15
Types of grapevine chains 15
Merits of the Grapevine 15
Demerits of grapevine 16
Effective use of the grapevine 16
Key Points 17
Review Questions 17
5
PATTERNS OF COMMUNICATION OR ‘COMMUNICATION NETS’ IN ORGANISATIONS
Introduction 18
The basic question 18
Factors influencing organizational communication 18
Formal channels of communication 18
Authority structure 19
Job specialization 19
Information ownership 19
Patterns of communication 19
Limitations of communication patterns 20
Key Points 20
Review Questions 20
6
MEANS/MEDIA OF COMMUNICATION : IMPORTANCE OF VERBALIZATION OR USE OF WORDS
Page 7
Introduction 21
Man‟s compulsive instinct to verbalize 21
Content words vs. function words 22
The living dynamic nature of language 22
Words and dictionaries 22
The contribution of the corporate world 23
The American influence 23
The importance of English 23
Three crucial factors regarding the use of words 24
The location of meaning in the mind 24
Denotative vs. connotative meaning 24
Context 24
Key Points 24
Review Questions 25
7
A LOOK AT SOME PROMINENT TRADE NAMES
Introduction 26
Coinage of trade names 26
Key Points 28
Review Questions 28
8
VERBAL COMMUNICATION : ORAL
Introduction 29
Formal vs. Informal oral communication 29
Advantages of oral communication 29
Limitations of oral communication 30
Listening 30
Silence as communication 31
Key Points 32
Review Questions 32
9
TELEPHONE CONVERSATION
Introduction 33
Answering a business telephone call 33
Telephone etiquette 34
Some likely situations 35
Booking an airline ticket 36
Page 8
Dealing with a complaint 36
Key Points 37
Review Questions 37
10
VERBAL COMMUNICATION : WRITTEN
Introduction 38
Salient features of written communication 38
Written communication in business 39
Advantages of written communication 39
Limitations of written communication 40
Conclusion 40
Key Points 40
Review Questions 40
11
NON-VERBAL COMMUNICATION : KINESICS OR BODY LANGUAGE
Introduction 41
Reflection of thought, feelings and position 41
Importance of body language 41
Facial expression 42
Eye contact 42
Gestures 42
Head, body shape and posture 43
Appearance 43
Effective use of body language 43
Advantages of body language 44
Limitations of body language 44
Key Points 45
Review Questions 45
12
NON-VERBAL COMMUNICATION : PARALANGUAGE OR PARALINGUISTICS
Introduction 46
Voice 46
Pitch variation 46
Speaking speed 46
Pause 47
Non-fluencies 47
Volume variation 47
Proper Word Stress 47
Page 9
Mixed Signals 48
Overall Impression of Oral Message 48
Advantages of paralanguage 48
Limitations of paralanguage 48
Key Points 49
Review Questions 49
13
NON-VERBAL COMMUNICATION : PROXEMICS OR SPACE LANGUAGE, TIME LANGUAGE & SURROUNDINGS
Introduction 50
Proxemics or Space Language 50
Intimate Space Language 51
Personal Space Language 51
Social Space Language 51
Public Space Language 51
Fixed and Semi-fixed Spaces 51
Space Use 52
Time Language 52
Surroundings 52
Colours 52
Layout and Design 52
Conclusion 52
Key Points 53
Review Questions 53
14
NON-VERBAL COMMUNICATION : SIGN LANGUAGE - VISUAL AND AUDIO ELEMENTS
Introduction 54
Visual signs 54
Audio/sound signals 55
Advantages of visual and audio/sound signals 55
Limitations of sign language 56
Key Points 56
Review Questions 56
15
CULTURE AND COMMUNICATION
Introduction 57
The question/problem of cultural diversity 57
What is culture? 57
Page 10
Implications for verbal communication 58
Implications for non-verbal communication 58
Key Points 59
Review Questions 59
16
FUNCTIONS OF COMMUNICATION
Introduction 60
Information 60
Control 60
Motivation 61
Emotional expression and interdependence 61
Conclusion 62
Key Points 62
Review Questions 62
17
EMOTIONAL INTELLIGENCE
Introduction 64
Negative and Positive Emotions 64
What is Emotional Intelligence (EI)? 64
Relevance of Emotional Intelligence 65
Importance of Emotions 65
The Child in Everybody‟s Heart 65
Conflict Resolution 65
Conclusion 66
Key Points 66
Review Questions 66
18
CONFLICT AND NEGOTIATION
Introduction 67
Conflict defined 67
Negotiation defined 67
Characteristics of negotiation situations 68
Factors important to successful negotiation 68
Structure of negotiation process 69
Functional/linguistic content of negotiation 69
Integrative and distributive processes of negotiations 70
Guidelines for successful negotiation 70
Page 11
Key Points 72
Review Questions 72
19
GROUP DECISION-MAKING
Introduction 73
What is discussion? 73
Ingredients of discussion 73
Groups vs. The Individual 74
Advantages of Groups 74
Disadvantages of Groups 74
Techniques of group decision-making 75
Committees and Committee Meetings 75
Working of a Committee 75
The role of the group leader/chairperson 75
Command Meetings 77
„Groupthink‟ and „Groupshift‟ 77
Brain-storming Sessions 77
Nominal Group Technique 77
Delphi Technique 78
Effectiveness of different group decision-making techniques 78
Conferences 79
Seminars and workshops 79
Employees input in decision-making : An example 80
Guidelines for attending a meeting 80
Conclusion 81
Key Points 81
Review Questions 82
20
PRESENTATIONS AND INTERVIEWS
Introduction 83
Presentations : Occasions and definition 83
Guidelines for the use of visual aids 86
Interview : Meaning and purpose 87
The essential features of an interview 87
The structure of an interview 88
How to conduct an interview? 88
Guidelines for the interviewee 90
Key Points 90
Page 12
Review Questions 91
21
SPEECHES : PREPARED vs. IMPROMPTU
Introduction 92
Likely occasions for speech making 92
Guidelines for preparing a speech 93
Speech No. 1 95
Speech No. 2 97
Comments on the reproduced speeches 99
Emulation of great speakers/speeches 101
Making impromptu speeches 102
Key Points 104
Review Questions 104
22
COMMUNICATION AND CUSTOMER CARE/ CUSTOMER RELATIONS
Introduction 106
Striving toward competitive advantage 106
An Example : The Customer Orientation of Modern Banks 106
The overall changing scenario 107
Customer as partner in production and distribution 107
Customer friendly orientation of employees 108
Implications for hiring the right people 108
A proposed framework for communication with customers 108
Conclusion 109
Key Points 109
Review Questions 109
23
BUSINESS ETIQUETTE
Introduction 111
The first meeting 111
Dressing appropriately 112
Business meals 112
Attending meetings 113
Giving gifts 113
Kindest consideration for others 113
Key Points 114
Review Questions 114
Page 13
24
ADVERTISING
Introduction 115
Kinds of advertisement 115
Recent trend in advertising 116
A look at four model advertisements 116
Advertisement No. 1 116
Advertisement No. 2 117
Advertisement No. 3 117
Advertisement No. 4 118
Basics of an advertisement copy 119
Display vs. Classified advertisements 119
Resourcefulness of advertising 120
A look at the language of advertisement 121
Deceptive aspects of advertising 122
Key Points 123
Review Questions 123
25
COMMUNICATION FOR PUBLIC RELATIONS
Introduction 125
The „public‟ of an organization 125
Selling a product v. Selling the image 125
Functions/activities of public relations department 126
Key Points 128
Review Questions 128
26
CORPORATE COMMUNICATION
Introduction 129
Whom does a corporation communicate to? 129
Corporate communication strategy 129
Image, identity and reputation 130
Corporate Social Responsibility (CSR) 130
Crisis Communication 131
Key Points 131
Review Questions 132
27
TECHNOLOGY OF BUSINESS COMMUNICATION
Page 14
Introduction 133
The three „waves‟ 133
Early innovations and conventional office 133
Electronic revolution and other advances 134
Telecommunications 134
Integration of modern technologies 136
Key Points 136
Review Questions 137
28
ETHICS AND VALUES IN BUSINESS COMMUNICATION
Introduction 138
Social implications 138
Traditional approach 138
Ten commandments of ethical communication 139
Certain unethical practices 139
A look at some genres from ethical viewpoint 140
Some Cardinal Ethical Questions 141
Organizational set up and ethics 141
Ethics in advertising 142
Ethical challenges in the internet age 143
Key Points 143
Review Questions 143
29
BARRIERS AND BREAKDOWNS IN COMMUNICATION
Introduction 145
Noise 146
Lack of planning 146
Wrong/unclarified assumptions 146
Semantic problems 146
Cultural barriers 147
Socio-psychological barriers 147
Emotions 147
Selective perception 147
Filtering 147
Information overload 147
Loss by transmission 147
Poor retention 148
Poor listening 148
Page 15
Insufficient period for adjustment 148
Goal - Conflicts 148
Offensive style of communication 148
Key Points 148
Review Questions 149
30
GUIDELINES FOR EFFECTIVE COMMUNICATION
Introduction 150
Clarity of purpose 150
Shared activity 150
Common set of symbols 150
Focus the needs of the receiver 150
„Use feedback‟ 151
Active listening 151
Controlling emotions 151
Politeness 151
Eliminate noise 151
Clarify assumptions 151
Avoiding connotations and ambiguities 151
Socio-psychological aspect 151
Completeness 152
Conciseness 152
Proper use of body language 152
Key Points 152
Review Questions 152
PART 2
ENGLISH FOR EFFECTIVE BUSINESS COMMUNICATION
31
BUSINESS ENGLISH OR ENGLISH FOR BUSINESS?
Introduction 157
Commercial/business english 157
English for business 158
Business purpose and functions 159
Business skills 159
Key Points 160
Review Questions 160
Page 16
32
TIPS FOR CLEAR WRITING
Introduction 161
Tips regarding choice of words 161
Tips for sentence construction 166
Tips for paragraph design 169
Key Points 171
Review Questions 171
33
TIPS FOR PERSUASIVE WRITING
Introduction 172
Highlight the positive 172
Strive to satisfy 173
Do more than you are bound to 175
Avoid exaggeration and overstatement 175
Respect your reader 176
Make an appeal 176
Key Points 177
Review Questions 177
34
AVOIDING SUBSTANDARD WRITING
Errors in the use of pronouns 178
Errors in the use of adjectives 179
Errors in the use of verbs 180
Errors in the use of adverbs 182
Some errors in the use of prepositions 182
Errors in using conjunctions 183
Errors in the use of articles 183
Errors in sentence construction 185
35
PUNCTUATION
Full stop (.) 187
Question mark (?) 187
Exclamation mark (!) 187
Comma (,) 188
Semicolon (;) 189
Colon (:) 189
Page 17
Apostrophe (‟) 189
Inverted commas („ ‟) (“ ”) 190
Dash (—) 191
Round brackets () 191
Square brackets [] 191
Hyphen (-) 191
36
ENGLISH SPELLING
Silent-letter words 192
Double-letter words 193
Word groups 193
Some common homophones 194
Some spelling rules 194
37
ENGLISH PRONUNCIATION
Introduction 198
The Difference Between English and Hindi Pronunciation 198
British or American? 198
The phonetic script 199
Some Difficult Sounds for Indian Students 200
Words in Connected Speech 200
Stress 201
Rhythm 202
Intonation 202
Internal Juncture or Pause 202
Key Points 203
Review Questions 203
38
WAYS TO ENRICH VOCABULARY
Learning Derivatives 204
Building Vocabulary with Prefixes and Suffixes 205
Words Often Confused 206
Pairs/Groups of words 208
Synonyms and Antonyms 211
Choice of words - A 215
Choice of words - B 218
One word substitution 220
Page 18
39
SOME FOREIGN WORDS AND PHRASES
Some Foreign Words and Phrases 225
40
AMERICAN ENGLISH AND SOME RECENT ADDITIONS TO ENGLISH VOCABULARY
American spelling 231
41
SOME COMMON IDIOMS AND PHRASES
Idiomatic expressions 233
Phrasal verbs 234
42
ABBREVIATIONS AND ACRONYMS
Abbreviations and Acronyms 238
43
NUMERALS
Numerals 248
44
DOCUMENTATION AND RESEARCH TOOLS
Citing references (documentation) 251
Standard reference forms 253
A Sample Questionnaire 255
Key Points 257
Review Questions 257
PART 3
THE ART OF BUSINESS LETTER WRITING
45
ESSENTIALS OF EFFECTIVE CORRESPONDENCE
Introduction 261
Simplicity 261
Conversational Style 263
Clarity of goal 263
Public relations aspect 264
You-attitude 264
Page 19
Courtesy 264
Persuasion 265
Sincerity 265
Positive language 265
Due emphasis 265
Coherence 265
Care for culture 265
Tactful approach 266
Ethical standard 266
Key Points 266
Review Questions 266
46
THE LAYOUT OF A BUSINESS LETTER
Introduction 268
Key Points 275
Review Questions 276
47
PLANNING THE LETTER
Introduction 277
Thinking about the reader 277
Steps to plan the letter 277
The three approaches 278
Rhetorical conventions 278
Functional analysis of a business letter 281
Writing out the letter 282
Key Points 283
Review Questions 283
48
KINDS OF BUSINESS LETTER
Introduction 284
A look at different types of letters 284
Key Points 285
Review Questions 286
49
ENQUIRIES AND REPLIES
Enquiries 287
Page 20
Replies 287
Quotations 287
Sample letters 288
Key Points 293
Review Questions 293
50
PLACING AND FULFILLING ORDERS
Introduction 294
Ways to place orders 294
Fulfilling orders 297
Model invoice 299
Dealing with incomplete or problem orders 299
Key Points 302
Review Questions 302
51
COMPLAINTS AND FOLLOW UP
Introduction 303
Complaining and apologising 303
Guidelines for drafting complaints 304
Guidelines for drafting replies to complaints 304
Key Points 307
Review Questions 307
52
STATUS ENQUIRIES
Introduction 309
Sources of information about creditworthiness 309
Conclusion 314
Key Points 314
Review Questions 314
53
COLLECTION OR DUNNING LETTERS
Introduction 315
Stage 1 „will pay‟ : Reminders 316
Stage 2 „should pay‟ persuasive letters 316
Stage 3 „must pay‟ : Last resort letters 318
Key Points 319
Review Questions 319
Page 21
54
SALES LETTERS OR OFFERS
Introduction 320
Characteristics of sales letters 320
Lengthy Discourse 320
Focus on a Particular Class 320
Specialized Information 320
Arresting Opening 321
Emotional vs. Rational Appeals 321
Highly Conversational Style 321
You-attitude 321
Urging Action 321
Postscript 322
Promise of Continued Contact 322
Highlighting Important/Exciting Parts of the Message 322
Key Points 328
Review Questions 328
55
GOODWILL LETTERS, GREETINGS, ETC.
Introduction 329
Kinds of goodwill letters 329
Salient features of a goodwill letter 329
Recent changes 330
Key Points 333
Review Questions 333
56
CIRCULAR LETTERS
Introduction 334
Situations requiring circular letters 334
Salient features of a circular letter 334
Key Points 340
Review Questions 340
57
APPLICATIONS FOR EMPLOYMENT
Introduction 342
Solicited vs. Unsolicited applications 342
Page 22
Application formats 342
Letters of application 342
Applications with enlisted particulars 344
The covering letter 345
The curriculum vitae/resume 346
Applications on prescribed form/format 350
Key Points 354
Review Questions 355
58
EMPLOYMENT RELATED CORRESPONDENCE (OTHER THAN APPLICATION)
Introduction 357
Letter calling a candidate for written test 357
Letter calling a candidate for interview 358
„Thank you‟ letter following the interview 358
Writing a follow-up to an application 358
Letter from a prospective employer to referee 359
Sample letter asking for reference 359
Letter of appointment 361
Job acceptance/consent letter 362
Job refusal letter 363
Letter informing non-selection 363
Key Points 364
Review Questions 365
59
CORRESPONDENCE OF A COMPANY SECRETARY
Introduction 366
Secretarial correspondence 366
Key Points 373
Review Questions 373
60
CORRESPONDENCE WITH BANKS
Introduction 374
Key Points 379
Review Questions 379
61
IMPORT-EXPORT CORRESPONDENCE
Page 23
Introduction 381
Letter of credit 382
A glossary of some of the technical terms 383
Key Points 387
Review Questions 387
62
INSURANCE CORRESPONDENCE
Introduction 388
Fire Insurance 388
Accident Insurance 388
Marine Insurance 388
Life Assurance/Insurance 388
Key Points 391
Review Questions 391
63
AGENCY CORRESPONDENCE
Introduction 392
Salient features of agency correspondence 392
Key Points 395
Review Questions 395
64
CORRESPONDENCE WITH GOVERNMENT AUTHORITIES
Introduction 396
Key Points 399
Review Questions 400
65
REPRESENTATIONS TO PUBLIC AUTHORITIES, TRADE ASSOCIATIONS AND CHAMBERS OF COMMERCE
Introduction 401
Salient features of a representation 401
Key Points 403
Review Questions 403
PART 4
INTRA-ORGANISATIONAL COMMUNICATION
66
Page 24
MEMORANDA
Introduction 407
The memo format 407
Tips on writing a memo 408
Key Points 413
Review Questions 414
67
NOTICES, CIRCULARS AND ORDERS
Introduction 415
Notices 415
Circulars and questionnaires 416
Office orders 418
Key Points 419
Review Questions 419
68
STAFF SUGGESTIONS AND COMPLAINTS
Introduction 420
Sample suggestion letters 420
Grievances/complaints 421
Key Points 423
Review Questions 423
69
CORRESPONDENCE WITH REGIONAL/ BRANCH OFFICES
Introduction 424
Key Points 426
Review Questions 426
70
AGENDA AND MINUTES
Introduction 427
Notification of board meeting 427
Compiling minutes 428
Technique of compiling minutes 428
Key language points 429
Key Points 433
Review Questions 433
Page 25
71
SUMMARISING OR PRECIS WRITING
Introduction 435
The key language points 435
Summary of correspondence 439
Key Points 443
Review Questions 443
72
REPORT WRITING-1
Introduction 444
The technique of writing a report 444
The letter-style report 445
A report with enumerated paragraphs 446
The schematic report 447
Key Points 450
Review Questions 450
73
REPORT WRITING-2
Introduction 451
Guidelines for writing a market survey report 451
Key Points 454
Review Questions 454
74
PROPOSAL WRITING
Introduction 455
Types of proposal 455
Letter of transmittal 455
Key Points 457
Review Questions 457
75
PERIODICAL PUBLICATIONS FOR INTERNAL CIRCULATION
Introduction 458
Objectives of internal publications 458
Tips on producing a house journal 459
Key Points 462
Page 26
Review Questions 462
PART 5
EXTERNAL COMMUNICATION
76
PRESS RELEASES AND NOTICES
Introduction 465
Press releases 465
Press/public notices 469
Key Points 471
Review Questions 471
77
INVITATIONS TO TENDER AND BID, AUCTION NOTICES, ETC.
Introduction 473
Key language points 476
Key Points 476
Review Questions 477
78
EXPRESSION OF INTEREST (EOI)
Introduction 478
Analysis 480
Key language points 480
Key Points 480
Review Questions 480
79
PRESS CONFERENCES, EXHIBITIONS, LAUNCHES
Introduction 481
Invitation to press conference 481
Exhibition/launch of products/services 482
Key Points 484
Review Questions 484
80
MAGAZINES, BROCHURES, ETC.
Introduction 485
Salient features of company journals 485
Page 27
Key Points 487
Review Questions 487
81
MAILSHOTS AND REPLY COUPONS
Introduction 488
Types of mail shots 488
Key Points 490
Review Questions 491
82
ADVERTISEMENTS FOR SENIOR POSITIONS
Introduction 492
Salient features of advertisements for senior positions 492
Key Points 495
Review Questions 495
83
TELEGRAM, TELEX, FAX MESSAGES, CELLPHONE SMS, ELECTRONIC MAIL, BLOG AND TWITTER
Introduction 496
Sending Telegrams 496
Condensing a letter into a telegram 498
Telexes 498
Telex Format 499
FAX 499
Cell phone and SMS 500
Triumph of spoken form over written 501
Internet and electronic mail 502
E-mail 503
The pros and cons of e-mail 503
Writing e-mail messages 506
Do‟s and don‟ts of e-mail style 506
Smileys 507
Attaching a letter or memo to an e-mail 507
Speedy transmission 507
Using e-mail 507
E-mail abbreviations and acronyms 508
Blog and twitter 508
Key Points 510
Review Questions 511
84
Page 28
INTERNET AND E-COMMERCE
Introduction 512
What is e-commerce ? 512
Inter and intranet 512
Advantages of electronic commerce 513
Growth of internet 514
The question of e-commerce security 514
Key Points 515
Review Questions 515
85
BRANDS VIS-A-VIS SOCIAL NETWORKING
Introduction 516
Implications for businesses/brands 516
E-Buying Trends 517
Travel Websites 517
Conclusion 518
Key Points 518
Review Questions 518
PART 6
ESSAY WRITING
ESSAY WRITING 521
QUALITIES OF A GOOD MANAGER 523
ECONOMIC REFORMS AND THE FUTURE OF INDIAN INDUSTRY 525
ROLE OF CONSULTANCY ORGANIZATIONS 527
THE CONSUMER MOVEMENT IN INDIA 529
THE QUALITIES OF A SUCCESSFUL ENTREPRENEUR 531
SMALL SCALE INDUSTRIES 532
COMPUTERS IN BUSINESS 534
HANDLING CUSTOMER COMPLAINTS 535
INDIAN TOURISM INDUSTRY 536
THE USES AND ABUSES OF ADVERTISING 538
MULTINATIONALS IN INDIA 540
TRADE FAIRS 542
SCIENCE AND INDUSTRY 543
INDUSTRIAL POLLUTION 544
BUSINESS MORALITY 545
THE EXPANDING ROLE OF A COMPANY SECRETARY 547
Page 29
THE QUALITY OF LIFE AND ECONOMIC DEVELOPMENT 549
THE EMERGENCE OF NEW FINANCIAL INSTITUTIONS 551
MEDIA IN ADVERTISING 553
TACKLING THE PROBLEM OF UNEMPLOYMENT 555
PUBLIC RELATIONS IN INDIA TODAY 557
THE PROBLEM OF UNACCOUNTED MONEY 559
SUGGESTED READING 561
INDEX 563
