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SAILESH SENGUPTAProfessor of Communication & Management
Visiting FacultyBusiness and Mangement Institutes
New Delhi
New Delhi-1100012011
BUSINESS AND MANAGERIAL COMMUNICATIONSailesh Sengupta
© 2011 by PHI Learning Private Limited, New Delhi. All rights reserved. No part of this book may bereproduced in any form, by mimeograph or any other means, without permission in writing from thepublisher.
ISBN-978-81-203-4435-8
The export rights of this book are vested solely with the publisher.
Published by Asoke K. Ghosh, PHI Learning Private Limited, M-97, Connaught Circus,New Delhi-110001 and Printed by Rajkamal Electric Press, Plot No. 2, Phase IV, HSIDC,Kundli-131028, Sonepat, Haryana.
Dedicated to the respectful memoriesof my parents
Mrs. Prabhabati Senguptaand
Dr. Nagendra Nath Sengupta
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Preface xvAcknowledgements xvii
Chapter 1: Fundamentals and Functions of Communication ...................................... 1–32
Learning Objectives 1What is Communication? 1Communication: Definitions 3The Role of Communication 3The Starting Point 5Processes of Communication 5Elements of Communication 6Communication Flows 8Models of the Communication Process 11Need for Communication 16Scope and Functions of Communication 18How Do You Respond?—Take This Test 24CASE STUDY: BY ALL MEANS COMMUNICATE 26Summary 28Key Terms 28Concept Review Questions 29Analytical Exercises 30References 31HOW DO YOU RESPOND—ANSWERS AND SCORING 31
Chapter 2: Barriers and Malfunctions in Communication:Perception and Reality ...................................................................................... 33–55
Learning Objectives 33Barriers and Malfunctions 33CASE STUDY 2.1: COMMUNICATION BARRIERS IN FATHER-SON RELATIONSHIP 37
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Barriers at Every Step 39Limitations of communications 45Basics of Good Communication 46Perception and Reality in Communication 46CASE STUDY 2.2: PRODUCTIVITY CHALLENGES 50Summary 52Key Terms 52Concept Review Questions 53Project Tasks 54Analytical Exercises 54References 55
Chapter 3: Building Active Communication Skills: The Process, Contextand Classifications ........................................................................................... 56–89
Learning Objectives 56Communication as a Perspective 56Non-verbal Expressions 60Written Communication 63Non-verbal Communication 65Non-verbal and Verbal Communication: A Comparison 66The Corporate Body Language 70Visual and Audio-visual Communication 72Guidelines for Use of Aids 80CASE STUDY 3.1: ARE THE WORDS STILL MIGHTIER? 80CASE STUDY 3.2: VISUALS SPEAK LOUDER THAN WORDS 83Summary 85Key Terms 86Concept Review Questions 87Project Tasks 87Analytical Exercises 88References 89
Chapter 4: Communication Requirements and Characteristics ofManagerial Communication ........................................................................ 90–111
Learning Objectives 90Organisational Needs and Demands 90Kinds of Communication 95Interpersonal Relationships 99Interpersonal Communication: Take This Test 101Communication Management 102CASE STUDY: PHYSICIAN—PATIENT COMMUNICATION 106Summary 107Key Terms 108Concept Review Questions 109Project Task 109
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Analytical Exercises 109References 110INTERPERSONAL COMMUNICATION: ANSWERS AND SCORING 111
Chapter 5: Speech and Speaking ... Towards Endless Perfection ........................ 112–135
Learning Objectives 112Speech and Speaking 112CASE STUDY 5.1: AN AUTHENTIC SPEAKER … IS SOMETHING AMISS? 116Road-blocks to Good Speaking 117The Fundamentals of Speaking 120Elements of Effective Speaking 120How to Speak—Why Speak? 121Speaking and Technology 122Writing the Speech 122Practise—Speak 123Some Quotes of Historic Speeches 128CASE STUDY 5.2: TALKING INFORMALLY 130Summary 132Key Terms 133Concept Review Questions 134Project Tasks 134Analytical Exercises 135References 135
Chapter 6: Conversational Skills: Listening and Persuasive Speaking .............. 136–153
Learning Objectives 136Conversational Communication 136Persuasive Functions in Conversation 146CASE STUDY: COMMUNICATING WITH GEN Y @ WORKPLACE 148Summary 150Key Terms 150Concept Review Questions 152Project Task 152Analytical Exercises 152References 153
Chapter 7: Effective Business Communication: A Bundle of Skills ................... 154–181
Learning Objectives 154Effective Nature of Communication 154Murphy’s Seven Cs 160The Ten Cs of Non-Communication 161A Bundle of Skills 162Communication Skills: Conscious and Unconscious Stages 172Project Task 177CASE STUDY: FRUITFUL COMMUNICATION WITH CUSTOMERS 177
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Summary 178Key Terms 179Concept Review Questions 179Analytical Exercises 180References 181
Chapter 8: Communication in Organisations ............................................................. 182–210
Learning Objectives 182Problems and Challenges in Organisational Communication 182What is an Organisation? What is Management? 183Defining Organisational and Managerial Communication 184How Good Are You in Communication as a Manager? Take This Quiz 189Organisational Communication: Need, Functions, Objectives 190Impact of Information Technology on Organisational Communication 200CASE STUDY: TODAY’S COMMUNICATION CHALLENGES 201Summary 203Key Terms 204Concept Review Questions 205Project Tasks 206Analytical Exercises 207References 208HOW DO YOU COMMUNICATE—ANSWERS AND SCORING 209
Chapter 9: Business Writing ........................................................................................... 211–240
Learning Objectives 211Business Writing 211The Fundamentals of Good Writing 215Key to Effective Business Writing 217The Stages of Writing 220Print Materials and Writing Tasks 222The News Release 223Direct Mail and New Channels of Communication 224Secrets of Good Writing 225Tata Capital Limited: A New World of Offerings 226Annual Report and Balance Sheet as a Part of Business Communication 227Writing Feature Articles 228CASE STUDY: LAUNCH OF A NEW CAR 233Summary 235Key Terms 235Concept Review Questions 236Project Task 237Analytical Exercises 237References 238BUSINESS COMMUNICATION: GRAMMAR TASK ANSWERS 238
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Chapter 10: Business Correspondence, Business Meetings and Technology.... 241–274
Learning Objectives 241The Language of Business 241Seven Cs of Good Business Correspondence 243Thinking about the Grammar 246Practices in Writing (Grammar) 247Tools of Writing 249Why a Business Letter? 252Evolution of Computer Networking 252Invitation 256Internet and E-mail for Customer Relations 257CASE STUDY: USE OF INFORMATION SYSTEM 258Inter Cultural Communication 260Business Meetings 261Telecommunications and Networks in Business Organisations 264How to Rebrand Your Web Site 267Summary 268Key Terms 269Concept Review Questions 270Project Tasks 271Analytical Exercises 272References 272Practices in Writing (Grammar) Answers 273More Grammar Task (Solutions) 274
Chapter 11: Business Letters ........................................................................................... 275–317
Learning Objectives 275Writing Business Letters 275Basic Structure of a Letter 277Claim Letters 280Order Letter 286Memorandum Letter 292Sales Letters 294CASE STUDY: LETTER TO PROPOSE AN IDEA 313Summary 314Key Terms 314Concept Review Questions 315Project Tasks 316Analytical Exercises 317References 317
Chapter 12: Business and Technical Report Writing ............................................... 318–350
Learning Objectives 318An Introduction to Reports 318CASE STUDY 12.1: BUSINESS PROMOTION MECHANISM 323
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Synopsis of a Project Report 326Hypothesis 327Methodology 327Content Format 328Case Study Report 328What is a Case? 329Executive Summary 329Classifications of Multimedia 331Types of Business Reports 331Technical Reports 332A Few Guidelines for Report Writing 332Database Reports 334CASE STUDY 12.2: PROPOSED FACT FINDING AND REPORTING 335Annual Report 336A Major PR-Finance—Company Secretary Interface 336Corporate Governance Report 338Parts of a Report 341Feasibility Report 342CASE STUDY 12.3: BUSINESS REPORT 343Summary 345Key Terms 346Concept Review Questions 348Project Tasks 348Analytical Exercises 349References 350
Chapter 13: Lateral and Soft Skills in Communication and Managing Self .... 351–377
Learning Objectives 351What is Lateral? 351Thinking the Lateral Way 352Vision and Communication 353Lateral Leadership Skills: Characteristics 355Creativity and Lateral Thinking 355The Art of Excelling at Work 359Soft Skills 361IQ and EQ 364Personality and Self-development 365CASE STUDY: INNOVATION—WHAT AN IDEA! 370Summary 372Keys Terms 373Concept Review Questions 374Project Task 375Analytical Exercises 375References 376
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