Anul III Limba Engleză Eugenia Irimias

Eugenia Irimiay
Business Communication Topics

Course for the 3
rd
year business students

Cluj-Aapoca
212

Universitatea 'Babes-Bolyai Facultatea de Stiinte Economice Catedra de Limbi Moderne Aplicate n Economie

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TABLE OF CONTENTS

PreIace ....................................................................................................................... 6
I. COMMUNICATING IN BUSINESS ..................................................... 10
II. PROFESSIONAL COMMUNICATION .................................................. 20
III. TYPES OF COMMUNICATION ............................................................. 22
IV. COMMUNICATION STYLES ................................................................. 23
V. EFFECTIVE LISTENING. THE AUDIENCE ....................................... 26
VI. AVOIDING DISCRIMINATION IN COMMUNICATION ............. 28
VII. COMMUNICATION AND RECRUITEMENT ................................. 30
VIII. WRITING EMPLOYMENT DOCUMENTS ..................................... 32
THE APPLICATION LETTER ........................................................................ 32
CURRICULUM VITAE ..................................................................................... 35
IX. INTERVIEWS ................................................................................................ 36
X. BUSINESS CORRESPONDENCE ........................................................... 37
XI. COMMUNICATION INSIDE THE FIRM ............................................ 38
MEMOS .................................................................................................................. 38
MINUTES ............................................................................................................... 38
REPORTS ............................................................................................................... 39
XII. COMMUNICATION WITH PARTNERS ............................................ 40
XIII. BUSINESS LETTERS .............................................................................. 41
XIV. BUSINESS REPORTS ............................................................................. 43
XV. PRESENTATIONS ..................................................................................... 44
XVI. BUSINESS MEETINGS .......................................................................... 46
XVII. NEGOTIATING IN BUSINESS .......................................................... 47
XVIII. INTERCULTURAL ASPECTS OF BUSINESS
COMMUNICATION ........................................................................................... 49
BIBLIOGRAPHY ................................................................................................. 51


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6

Preface

Objectives

The purpose oI Business Communication Topics, as an interactive course
Ior the students in the third or Iourth year at the Faculty oI Economics, is
to develop their written and oral communication skills. Functional
situational in approach, the course Iocuses on several vital areas oI the
learning process: improving reading and writing skills, practising
speaking abilities, as well as developing learning skills. The subject
matter, drawn Irom various business Iields, is provocative and, to a
certain degree specialized, since it addresses the students in senior years
oI study.

Eighteen units are devoted to training students in the skills oI
comprehensive reading, developing vocabulary, speaking and writing.
As students are guided through the process oI learning eIIectively, they
are able to develop communicative strategies that carry over into real-liIe
situations. Proving essential practice in controlled exercises, the text
enables students to Iocus on Iorms, Iunctions, and the processes oI
written discourse. These units are designed to help students:
Become Iamiliar with the various vocabulary items related to
business English
Become Iamiliar with the various expressions related to speciIic
language Iunctions
Improve reading skills by Iocusing on both content and the use oI
theses expressions in task-based writing exercises
Build up writing skills by practicing the contextual use oI the
vocabulary items and Iocusing on grammar in controlled practice
exercises.
Learn and review basic business vocabulary

The main objectives oI the course are meant to be externally oriented
and internally useIul. The structure oI the units is systematic, concise and
explicit, responsive to the variety oI communicative circumstances in
business. The content is Iormative, aiming at developing students`
awareness Ior the need Ior communicating correctly in a Ioreign
language. Mainly designed to be used as selI-study material, the book
intends to encourage students to take individual study more seriously, to

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oIIer standardized exercises, to provide concrete examples, to Iocus on
language use (knowledge oI language, language skills, awareness oI the
nature oI learning, awareness oI the reading process, attitudes to reading:
unknown words, strategies, meaning`, opportunities Ior discussion/
exchanges oI opinion).

The texts provide opportunities Ior review and expansion oI the skills
throughout the term. Furthermore, the units` organization allows the
student to take advantage oI individual study. The abundance oI material
in the texts makes them easily adaptable to varying learner interests,
student specialties, and language levels. The students can select the
exercises, topics, and activities that are most relevant to their needs.


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Introduction: to the student

This book is designed to help you improve your reading, speaking and
writing skills in business English. The units oI the book deal with
careIully chosen texts that oIIer you the possibility oI learning speciIic
vocabulary, grammar structures and Iunctional language in appropriate
contexts. The tasks you will have to carry out will help you develop your
language skills in an integrated way, i.e. extracting the main ideas Irom a
text// taking notes// writing a report etc.

The structure oI each unit is the Iollowing:
a. Basic notions
b. Discussion
c. Reading
d. Comprehension
e. Vocabulary
I. Language Iocus
g. Speaking
h. Writing

The basic notions section provides you with the theoretical knowledge
you need to approach the topic oI each unit.

The discussion section is devised to introduce you in the topic oI the
unit. It consists in questions or exercises that Iorecast the subject matter
to be discussed in the reading section.

The reading section contains texts that oIIer both inIormation connected
with the business environment and the opportunity to improve and enrich
your vocabulary with new words and expressions.

The comprehension section provides you with opportunities to express
business concepts and perIorm various discussion activities.

The vocabulary section contains exercises with lexical items Irom the
text and expands the learning context to the lexical areas oI the words/
expressions studied. It presents both general and specialized vocabulary
and the activities initiated here require a sustained individual work with
the dictionary with the aim oI building your vocabulary.

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The language focus section starts Irom examples Iound in the text. It
mainly deals with the theoretical input oI a certain grammar problem
(rules, examples etc.) but it also contains diIIerent types oI exercises
designed to give you practice in using the language correctly and
improving your control oI grammar.

The speaking section contains diIIerent topics you could develop in an
oral presentation. This may help you to become Iamiliar with
circumstances in which you will have to use your speaking skills. You
can also add variety to your language. The more expressions that you are
able to use, the more eIIective you can be as a speaker oI a Ioreign
language.

The writing section contains suggested writing activities in order to
Iocus your attention on individual activities that oIIer you the possibility
oI making use oI the knowledge you acquired within each unit, as a
whole.

The selection oI diIIerent excerpts Irom each chapter oI the course book
was made with a clear aim: to get you accustomed with various tasks and
exercises you have to solve and to oIIer you a bird`s eye view oI the
course, as a whole.


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I. COMMUNICATING IN BUSINESS

'Some writers have other goals (to impress, to
entertain). Business communication should seek onlv to
communicate.`
(Lesikar, Petit, Flatley 1993: 15)

BASIC NOTIONS

1. What do you know about the Iollowing Iorms oI communication?
Where/ when/ how/ by whom are they used?

FORMS OF COMMUNICATION
NON-VERBAL
ORAL
WRITTEN
COMPUTER

2. Does the process oI human communication diIIer, depending on the
speciIic Iorm oI communication?

THE PROCESS OF HUMAN
COMMUNICATION
The message is sent.
The message enters in the sensory
world.
The message is detected by the
senses.
The message goes through a
Iiltering process.
A response is Iormed and sent.
The cycle is repeated.

3. Can you identiIy some other imperIections oI the communication
process?

Meanings sent are not always received.
The symbols oI communication are
imperIect; e.g. communication across
cultures is especially diIIicult.

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IMPERFECTIONS OF
THE
COMMUNICATION
PROCESS
Stress on adaptation: Iitting the message to
the recipients.
...................

4. Read about some Iorms oI communication in business. Can you
identiIy some other examples?

FORMS OF
COMMUNICATION
IN BUSINESS
INTERNAL
OPERATIONAL:
the communicating
done in conducting
work within a
business
i.e.: giving
orders,
assembling
reports, writing
memorandums,
and
communicating
by computers
T
e
c
h
n
o
l
o
g
y

(
c
o
m
p
u
t
e
r
,

I
a
x
)

a
s
s
i
s
t
s

i
n

m
a
k
i
n
g

&

s
e
n
d
i
n
g

t
h
e
s
e

EXTERNAL
OPERATIONAL:
work-related
communication with
people outside the
business
i.e.: personal
selling,
telephoning,
advertising, and
letter writing
PERSONAL: non-
business-related
exchanges oI
inIormation and
Ieelings among
people.
It may aIIect worker
attitudes, which, in
their turn, aIIect worker
perIormance.

5. Use the inIormation in the table below and describe the
communication network in an organization you know.

COMMUNICATION NETWORK
OF THE ORGANIZATION
The inIormation Ilow in business
can be: downward/ upward/
hori:ontal
The communication channels can
be: formal/ informal
(adapted Irom R. Lesikar, J. Petit, M. Flatley 1993: 3-15)


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1. Discussion

1. 1. Explain the importance of communication to vou and to business.
Debate upon what Peter Drucker, a well-known management consultant,
states about the role of communication in business. In his opinion, the
basic skill colleges teach students as future emplovees is 'the abilitv
to organi:e and express ideas in writing and speaking`. Then, he
continues.

'.your eIIectiveness depends on your ability to reach others through
the spoken or the written word. And the Iurther away your job is Irom
manual work, the larger the organization oI which you are an employee,
the more important it will be that you know how to convey your thoughts
in writing or speaking. In the very large organization . this ability to
express oneselI is perhaps the most important oI all the skills a person
can possess.

1. 2. Discuss the following statements. Do vou agree or disagree with
them?
All organized eIIort, including the work oI business, requires
communication.
Communication is vital to every part oI business.
Business needs good communicators, but most people do not
communicate well.
By improving your communication ability, you improve your
chances Ior success.
The extent oI a business`s communication depends on the nature
oI the business, its operating plan, and the people involved.

2. Reading

2. 1. Read about the importance of effective communication in the work
place. The concluding sentence in some paragraphs of the text (1-7) has
been removed. Choose the best sentence from the list below (A-I) to
conclude each paragraph. There is one sentence that vou do not need.
There is an example at the beginning (0 D ).

A We can only discuss them very brieIly here, although each oI these
Iour is worth an essay on its own.
B Encouraging a Iree Ilow oI input Irom the receiver is the best way oI
ensuring that understanding has been achieved.

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C The task oI the communicator is to change the aspect oI "Iear" into
that oI "understanding".
D They need to realize that successIul communication is no one-way
process.
E Assimilation oI a concept presented by management, or by another
worker, goes a long way towards ensuring active participation, and
harmonious cooperation, in the workplace.
F To communicate successIully managers and supervisors have to
understand the other person, and have to work hard to get the other
person to understand them.
G However, respect Ior the other person is an important prerequisite Ior
attention getting.
H The originator oI the message must play his part, too, with abundant
support and encouragement.
I EIIective communication requires tools and planning.

Communicating Effectively in the Workplace: Four Essential Steps

The wav companv personnel communicate with each
other can make all the difference between efficiencv and
ineptitude, success and failure, making monev or losing it.
by Azriel Winnett

IneIIective communication is a major, yet avoidable, obstacle to
business productivity. And yes, it can be avoided. Given the will, the
bleakest oI situations can be turned around Ior the better. Management
must Iace squarely the challenge oI Iormulating strategies to encourage
personnel to communicate eIIectively. On the other hand, managers
themselves have to set the example. /0 D/
On the contrary, reciprocity is the essence oI communication. This
applies whether the process is conducted verbally or through the medium
oI the written word. Managers are human beings involved with other
human beings. They are Iar more than givers oI inIormation or
instructions. Communication is as much a matter oI human relationships
as it as about transmitting Iacts. /1/
The vital Iour steps in eIIective communication might well help
people to correct this distorted view oI the communication process.
Some call them the Iour A's oI communication. /2/
Attention. Winning the attention oI the person with whom we
wish to communicate, is an obvious Iirst step. In order to achieve this
goal, we must Iirst try to eliminate - as Iar as is humanly possible - what

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experts in this Iield call "noise". This includes everything that distracts,
be it noise in the literal sense, physical or emotional discomIort, personal
problems, negative attitudes, or distracting mannerisms or dress. The
human greeting, or inquiry about the other person's health or personal
circumstances, is an eIIective catalyst in this process. To be sure, iI such
introductions are Ialse or stereotyped they might serve little purpose.
Real empathy, all the more so important in downward communication
Irom superior to subordinate, leads quickly to the second step in the
process - apprehension. /3/
Apprehension. Although this word usually carries the connotation
oI "Iear", its primary meaning is "understanding". We have preIerred the
term "apprehension" here primarily to retain the mnemonic oI "Iour A's"
Its two meanings, however, are related; they are two sides oI one coin.
/4/
Achieving apprehension is a critical part oI the communication
process, but it is a very subtle one also. Managers sometimes deIend
their inability to communicate by asking, "Do you understand?" This is
usually an unIair question, and even the somewhat improved "What do
you understand?" is oIten perceived as a threat.
On the other hand, iI there is the right relationship between the
transmitter and the receiver oI a message, indirect ways oI establishing
the degree oI understanding will present themselves. /5/
Assimilation. As crucial as is the Iunction oI apprehension (in its
positive sense as we deIined it,) it is not enough. OIten, a person has
understood a message perIectly, but he or she has not accepted it.
Alternatively, it is accepted in a halI-hearted manner, without any
conviction. Communication is still incomplete iI he has not assimilated
the inIormation into his own being.
The initiator has achieved an ideal result iI the recipient has assimilated
the message to the extent that he becomes one with the sender, as it
were. /6/
Action. This is the Iinal step in our communication process. It is
that ingredient which propels abstract or theoretical knowledge into the
world oI reality. So oIten a good idea in business (no less than in other
spheres) meets with Iacile acceptance or agreement, but is not translated
into action. II assimilation has indeed taken place, action on the part oI
the receiver should Iollow inevitably. But what we have said about the
two-sided nature oI communication applies here as well. /7/
(http://www.hodu.com/business-communication.shtml)


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2. 2. Read the following text about the tvpes of communication and
answer the questions.

Types of Communication
"You cant do without communication and computers, thev
are absolutelv kev to the success of vour business."
Gwyn Myers, Management Consultant

Communication is key to any business success! Unless potential
clients and customers are aware oI your business, they will not have the
inIormation to contact you or to purchase your products. When they are
aware oI your business, they must be able to contact it easily.
Two types oI communication are essential - external and internal.
External communication reaches out to the customer to make
them aware oI your product or service and to give them a reason to buy.
This type oI communication includes your brochures, various Iorms oI
advertising, contact letters, telephone calls, web sites and anything else
that makes the public aware oI what you do.
Image is extremely important in external communication! Your
logo should represent who you are; your letterhead should be a selling
tool; your telephone message should reIlect your proIessionalism.
Internal communication is essential to attracting and retaining a
talented staII. You must provide the direction Ior the company by
consistently communicating that message; you must motivate your staII
through various Iorms oI communication, which can include awards,
newsletters, meetings, telephone calls and Iormal and inIormal
discussions.
EIIective communication requires tools and planning. The tools
that Iacilitate that key element oI your business communication, can be
grouped into 1) basic communication tools, 2) computers, and, 3) the
Internet.
(http://www.myownbusiness.org/s3/#1)

3. Comprehension

Answer the questions.

What do you think Gwyn Myers means by being 'aware oI your
business?
What communication means` give the customer 'a reason to buy?
What motivates the company staII?

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4. Vocabulary

Read the text that highlights the importance of mastering modern
communication technologv in business bv giving advice on what to do or
not do when using modern technologv. Build the word familv of the
words written in bold.

Top Ten Do's and Don'ts
1op ten do's

1. Gain the capability to do word processing, spreadsheets, presentations
and e-mail.
2. Consider using an accounting soItware program appropriate Ior your
business.
3. Consider a laptop computer iI your business requires mobility.
4. Learn digital technology including use oI pictures Ior marketing
purposes.
5. Consider using a headset Ior cordless and cell phones.
6. Plan ongoing internal communications including awards, newsletters
and discussions.
7. When leaving messages, clearly and slowly repeat your name and
number.
8. Use a remote Voice Mail answering system rather than an answering
machine.
9. Use separate dedicated phone lines Ior your business and Iax lines.
10.Develop a logo to represent who you are: Ior stationery, signs, cards
and website.

1op ten don'ts

1. Don't start your business without knowledge about and possession oI
computer tools.
2. Don't overlook making regular external back-ups to computer
programs.
3. Don't overlook the Internet as an important business tool.
4. Don't purchase more equipment than will meet your need Ior the next
two years.
5. Do not spend Ior a top-oI-line computer unless it is required in your
business.

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6. Do not sign up Ior extended time periods on any service including
phone and mobile.
7. When plans change, be sure to request inIormation on communication
plans that more closely meet your new requirements.
8. Don't Iail to exercise your rights on return policies within time limits
allowed.
9. Don't Ieel an 800 number is important unless you are receiving orders
by phone.
10.Do not sign up Ior long term plans with Internet Service Providers.
(http://www.myownbusiness.org/s3/#1)

5. Language focus

THE RIGHT WORD

The two most important aspects oI word choice in business
communication are:
Correctness
EIIectiveness

In order to achieve these text characteristics you should pay attention to
the Iollowing tips:

Strategies Communication targets
Use Iunctional words correctly.
Functional words express relations
among content words and have
only one unchanging meaning in
any given context (e.g.
conjunctions, prepositions, articles,
and pronouns)
Use them correctly!
Choose content words careIully:
they carry the meaning oI the
sentence (e.g. nouns, verbs,
adjectives, and adverbs)
Develop your ability to choose the
right content words Ior your
message!
Pay attention to connotation and
denotation.
Denotative meaningdictionary
meaning
Connotative meaningassociative
meaning
Use terms that are low in
connotative meaning!

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Mind abstraction/ concreteness oI
the words you use.
Abstract words: concepts, qualities,
characteristics
Concrete words: stand Ior
something particular, they are clear
and exact
Use speciIic terms whenever
possible.
Use abstractions only when
necessary.
Choose strong words! These are the
nouns and the verbs not the
adjectives and the adverbs.
Use Iamiliar words (but avoid
overworked terms).
Use short words rather than longer
ones.
Do not turn verbs into nouns and
adjectives it weakens your
writing style.
Be clear, concise and accurate!
Avoid biased language (sexist,
racial, ethnic, age disability)
Be Iair and objective in content!
(adapted Irom Bovee, Thill 1992: 113)

5.a. Read the following list of words and group them into two categories.
familiar/ unfamiliar. Find some other examples.

Familiar Unfamiliar
Find out, learn Ascertain
Close, bring about Consummate
Avoid Circumvent
Growth, increase Increment
...... .........
........ ..........

5. b. Use the following pairs of words correctlv in sentences of vour own,
after vou discuss the differences in meaning.

accede exceed
accept except
access excess
allot a lot
born borne
complement compliment
discreet discrete
levee levy
loath loathe
material materiel
moral morale
shear sheer

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correspondent correspondent
council counsel
deIer diIIer
stationary stationery
waive wave
weather whether
(selected Irom Bovee, Thill 1992: 613)

5. c. Find some other pairs that can be easilv confused. Use them
correctlv in the appropriate context.

6. Speaking

Take into account the following positions. companv president,
chief accountant, supervisor, business consultant, and worker. To
what extent is the abilitv to communicate important to the
successful performance of each of them? Address the question to
some other fobs vou consider worth discussing.
How much personal communication should be permitted in a
business organi:ation?
What companies require extensive communication and what
companies require little communication? Discuss the list vou have
made with vour colleague.

7. Writing

In not more than 200 words, describe the network of communication in
an organi:ation with which vou are familiar.


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II. PROFESSIONAL COMMUNICATION

BASIC NOTIONS

Communication is deIined as an exchange oI messages resulting in
shared meaning.
ProIessional communication is a specialized exchange oI messages
resulting in shared meaning.

Discussion

KEY ELEMENTS OF PROFESSIONAL COMMUNICATION

1. 1. Describe the kev elements of professional communication
mentioned in the chart vou will find in the course. Feel free to enrich the
list with some other characteristics defining professional
communication.

1. 2. Which of them are, in vour opinion, highlv important for the
business communication? Defend vour view.

1. 3. Identifv the tvpes of technologv used primarilv in internal and
external- operational communication to transmit messages.

Speaking

Describe how managers use communication.
Emplovees belong to various groups, each with their own
characteristics. What role does communication plav in
establishing their membership in each group? Give examples.
Choose two fobs vou might like to have after vou graduate. What
communication skills do vou think would be most important to vou
in these positions?


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Writing

Think of an organi:ation vou are familiar with and make a list of the
means used for downward communication (i. e. methods used bv top
executives to inform individuals about the organi:ation itself,
organi:ation policies, emplovee or member responsibilities etc.).
Compare vour list with another, described bv one of vour colleagues.
Which of the svstems described is better? How could the organi:ation
improve its downward communication?


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III. TYPES OF COMMUNICATION

BASIC NOTIONS

When diIIerent types oI communication are discussed one should
consider mainly the varieties (non-verbal/verbal; oral/written) and
Iunctions these types exhibit. The course describes them in detail,
together with their main characteristics and importance.

Speaking

Is written communication or spoken communication more
susceptible to be misunderstood and misinterpreted?
Jerbal communication skills are verv important in business.
Evaluate vour own skills in this field, present them to vour
colleagues and ask their help. how can vou improve them?

Writing

Think of a communication experience vou have had recentlv. Describe it
taking into account the main elements communication involves (sender,
receiver, the message, the transmission channel, feedback, anv possible
barriers which affected the communication process).


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IV. COMMUNICATION STYLES

BASIC NOTIONS

Composition is deIined as the process oI draIting a message. When
composing the message you should create a tone that suits the particular
situation you are reIerring to. You can do that by using the right style.

The particular way you use words to achieve an overall impression or a
certain tone in your message is the style oI that message.

Read and, if possible, improve the table below.

types of
style/registers
types of style
(another
classification)
key elements for a successful
business style
Formal

informal
ForceIul Chose a warm but businesslike
tone
Passive Emphasize the positive.
Personal Establish credibility.
Impersonal Be polite.
ColorIul Project the company`s image.
Colorless ..............

Discussion

There alwavs exists a companv stvle vou should be prepared to adfust to
as an emplovee. Think of a companv whose emplovee vou would like to
become. What do vou know about that companvs stvle? Could vou
subordinate vour own stvle to that of the companv vou chose?

When delivering speeches and presentations vou have to decide on the
stvle vou will use casual or formal. Identifv some particular events and
topics, decide upon the appropriate stvle and give vour reasons for the
choice vouve made.


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Reading

Read the following text about stvle in business communication.

Have you got style?

Most people connect the word stvle with Iashion, particularly with
clothes. In a sense, language too is either "dressed up" or "dressed
down", depending on the situation you are in or who you are talking to.
Style covers a variety oI subjects but two aspects oI style which are
vitally important in business communication are Iormality and
diplomacy.
Formality. English is diIIerent Irom many other languages in that
its spoken Iorm diIIers considerably Irom its written Iorm. Naturally,
written English tends to be more Iormal.
Spoken English contains a great many contractions such as "its",
meaning "it is" or "it has", "Ive", meaning "I have", "hes", meaning "he
is" or "he has", "wed", meaning "we would" or "we had". These
contractions, used widely in conversation, are not used in written English
(except, perhaps, in inIormal Iriendly letters). They would not be used in
a Iormal letter or report.
Another aspect oI Iormality which is important in report writing,
Ior example, is the use oI the passive voice. II you were giving advice in
spoken English, Ior example, you would probably use an "active"
sentence, such as "II I were you, I'd relocate the Iactory." This type oI
sentence would not be used in a business letter or report. The sentence
would probably read: "It is recommended that the Iactory be relocated."
In Iormal written English, it is also oIten preIerable to avoid using
personal pronouns, such as I or we, in order to make the text more
impersonal.
Diplomacy. In addition to Iormal written style, English also has a
unique diplomatic spoken style. Native speakers oIten try not to sound
too direct. Examples oI this tactIul style include using Id like instead oI I
want, e.g. "I'd like to hear your proposals", rather than "I want to hear
your proposals... Another example is "Perhaps we should now
consider..." rather than "Now, it's time to consider...".
Native speakers also try to avoid giving an unnecessarily negative
impression. For example, instead oI saying "That is impossible" they say
"That is not verv likelv". Or, instead oI saying, "Wednesdav is
impossible" they might say "Would Mondav be more convenient?
Notice the use oI would which gives a more tentative sound to a

25

statement or question. For example, "That is too expensive" can become
"That would be rather expensive". Statements are usually soItened by
qualiIiers such as rather, somewhat, quite, some etc. For example, "I
dont fully agree" or "There is a slight problem".
ModiIying your language in this way can be a useIul tactic in
business dealings when you are trying to establish a pleasant cooperative
atmosphere, particularly with people oI other cultural backgrounds.
Indeed, in many business meetings and negotiations such diplomatic use
oI the English language can be a very positive aid to avoiding direct
conIrontation with your counterparts and a useIul tactic.
Non-native speakers whose own language is Iar more direct may
Iind it odd to use such diplomatic language. However, they should at
least be aware oI its existence, especially iI they are doing business with
native speakers oI English.
(http://www.linguarama.com/ps/294-6.htm)

Comprehension

Write questions, relating to the text, to which these could be the answers.

1. Formality and diplomacy are vitally important in business
communication.

2. Its spoken Iorm diIIers considerably Irom its written Iorm.

3. The use oI the passive voice.

4. An example is "Perhaps we should now consider..." rather than "Now,
it's time to consider...

5. QualiIiers such as rather, somewhat, quite, some etc.

6. The diplomatic use oI the English language.

7. Non-native speakers whose own language is Iar more direct.


26

V. EFFECTIVE LISTENING. THE AUDIENCE

BASIC NOTIONS

Listening represents a vital skill in business.

Do you usually listen according to the Iive steps mentioned in the table
below?
Which oI the three types oI listening do you preIer? Why?

steps in
listening
1. sensing

types of
listening
1. content listening
(understand and
retain the message)
2. interpreting
3. evaluating 2. critical listening
(evaluate the
inIormation)
4.
remembering
3. active/ emphatic
listening (to
understand the other
person)
5. responding

What type oI a listener are you?

types of listeners
SelI-centered: superimpose their
experience on yours.
DeIensive: they view every comment
as a personal attack
Good/ eIIective: receptive to both
inIormation and Ieelings.

Does audience represent a problem Ior you? In what respect?

profile needs (information,
motivational, practical)

27

audience

take into account:

Audience`s size and
composition (Who?)

Reaction (How?
Why?)

Level oI
understanding (How
much?)

Relationship with the
sender oI inIormation
(What type?)
a. Make the diIIerence: what do
they want/ need to know?
Anticipate possible questions.
Mind the quality oI inIormation
(accuracy, logic, importance,
speciIicity)
b. Try to win the audience to your
point oI view (agreement).
c. Current problems audience may
Iace: lack oI time, distraction, and
problem priority. Overcome them
by: a convenient Iormat oI your
message, use devices that make
the message easy to understand
(summaries, overviews, headings,
lists, appendixes, handouts, charts,
graphs etc.)


28

VI. AVOIDING DISCRIMINATION IN COMMUNICATION

Possible situations in which
discrimination by
communication occurs
a. the interview Ior a job
(discriminatory questions)
b. giving/ checking reIerences Ior a
post
c. employment testing
d. others......

Discussion

Read and comment the table above. Can communication be
discriminatorv in certain situations? Explain.
Is distorted information a source and a tool of discrimination in
communication?

Reading

Read the following article about language discrimination and decide
whether the following statements (1-7) are true (T) or false (F).

1. Language discrimination is based on the type oI style used while
speaking.
2. Sometimes people loose their jobs Ior the way they speak.
3. People talking to someone who doesn't speak exactly like them do not
Iind it diIIicult to communicate with that person.
4. Communication barriers originate Irom social inequality.
5. There is language discrimination in the workplace.
6. A Mutual LiIe Insurance is related to English-speaking proIiciency.
7. In American schools there is discrimination against children whose
home language was "black English."

Language Discrimination: Is it fair?
by Suzanne Crisanti

Language discrimination is when a person is treated diIIerently Ior
the way he or she speaks. It is not based on a person's appearance, but

29

strictly on the type oI style used while speaking. This is wrong! Because
oI this, people who are discriminated against Ior the way they speak may
Iind it diIIicult to get a job. Some people have even lost their job Ior the
way they speak.
However, communication may not be the only barrier Ior people.
While talking to someone who doesn't speak exactly like you do you
ever Iind it diIIicult to communicate with that person? Do you Ieel
Irustrated, upset, and even angry? This is not uncommon. People have
diIIerent ways oI communicating with others that are inIluenced by
where they are Irom. A question may be asked but the desired response
may not be given because that person answered the question according to
the way he/she understood it. Yet, the person who asked the question
might think that the response was one way oI dodging the question.
There are many communication barriers that exist among various
races and groups oI all sorts which includes ethnic, regional, and socio-
economic. This is related to the way people treat those types oI people.
The chart above shows historical Iactors as being the primary cause Ior
social inequality. Following the arrows, you can see how each part oI the
chart is related to one another. It is interesting to see that iI a person has
trouble communicating to people living in a particular area how easy it
becomes Ior them to make that person Ieel lesser when they speak.
Language Discrimination in the Workplace (Meyer v. Nebraska):
In 1919, the Nebraska Supreme Court Iound Robert Meyer guilty Ior
teaching a young student a Bible story in German. However, the United
States Supreme Court rejected this decision on the basis oI the
Fourteenth Amendment.
Language Discrimination in the Consumer Industry (Kim v.
Northwestern Mutual LiIe Insurance Company): A Korean-American
Iamily sued Northwestern Mutual LiIe Insurance Company Ior its denial
oI an application related to English-speaking proIiciency. The company
apparently has a requirement that applicants Ior insurance must be
English-proIicient. II not, their application is denied. The case resulted in
a settlement. Northwestern could no longer deny people insurance
because they do not speak English well enough.
Language Discrimination in Education (Martin Luther King Junior
Elementary School Children et al., v. Ann Arbor School District): The
main issue in this case was alleged discrimination against children whose
home language was "black English." The court decided that it was
appropriate that the School Board take steps to help the teachers better
understand and recognize the language spoken at home by the children.
(http://www.uwm.edu/Course/350-192/discrimination.html)

30

VII. COMMUNICATION AND RECRUITEMENT

BASIC ELEMENTS

Read about the essential use of communication in recruitment activitv.
Consider the steps vou have to take, the activities vou should perform
and the skills vou mav be required in applving for a fob. Do vou have
suggestions of vour own to improve the table below?

Essential use of communication in recruitment activity

steps activities skills required
the job
search
- analyze your work
skills and
qualiIications
- list your best
prospects Ior
employment (build
a network oI
contacts)
- develop a strategy
Ior selling yourselI
- analytical and synthetic
judgment
- assessment ability
- creative thinking
..............
..............
the interview - apply Ior an
interview
- attend the
interview
1. Skills Ior the position you apply
Ior:
- Iunctional skills (leadership,
speaking ability, .......
- education and experience
- personal characteristics (i.e.
outgoing, articulate, great with
people, aggressive, .)
2. Skills Ior the interview and the
written documents you have to
produce
- speaking and writing skills
- use correct business vocabulary
- use correct grammar
- .............
the job
application
- write your CV
(resume)
- write the
application letter
(cover letter)

31


32

VIII. WRITING EMPLOYMENT DOCUMENTS

THE APPLICATION LETTER

Application letter examples
Read the following letters. Discuss their content (logical sequence of
ideas, accuracv, tone, stvle, lavout etc.). Notice what are the points the
applicants are making.

1707 Guernesey Lane
Austin, TX 78759

6 June 1997

John G. Holloway
Brackenridge Hospital
4505 W. Tom Thumb Ave.
Austin, TX 78703

Dear Mr. Holloway:

I am writing in response to your classiIied ad in the Austin-American
Statesman Ior Assistant Director oI Materials Management. Based on my
experience and continuing education, I believe that I am qualiIied to Iill
this position.

For the past Iour years, I have been employed in the materials divisions
with two diIIerent manuIacturing companies, XETEL Corporation and
Fisher Controls International. My experience there has ranged Irom
controlling, buying, analyzing, to planning materials.

Currently, I am attending night school at Austin Community College
where I lack only nine hours to complete my Associate Degree in
Business Administration. When I complete this degree, I hope to return
to St. Edward's University to complete my course work Ior a degree in
Technical Business.


33

Brackenridge Hospital and the Children's Hospital supply such a vital
service to the Travis county area that I would be proud to be a part oI
your team. I hope to get a chance to discuss my qualiIications and goals
with you. I can be reached at (512) 877-0991 aIter 5 p.m.

Sincerely yours,

John M. Owens

Encl.: resume
(http://www.io.com/~hcexres/tcm1603/acchtml/applex1.html)

3303 West Valley Cove
Round Rock, Texas 78664

August 5, 1990

Personnel Assistant
JD Employee Credit Bank oI Texas
P.O. Box 32345
Austin, Texas 78745

Dear Personnel Assistant:

I am writing about your newspaper ad in the August 1 Austin-American
Statesman concerning your need Ior an experienced programmer in the
database environment. I believe that I have the qualiIications and
experience that you are looking Ior.

As Ior my experience with database programming, I have worked Ior the
past year as a programmer/analyst in the Query database environment Ior
Advanced SoItware Design. In that capacity, I have converted a large
database that was originally written in a customized C language database
into the Query database environment. I am currently working on a
contract with Texas Parks and WildliIe to make major modiIications to
its existing Query database application. On both oI these assignments, I
have also served as customer contact person.


34

Related to this database-programming experience is the work I have
been doing to write and market an automated documentation utility Ior
Query database applications. This product was written using a
combination oI C, Pascal, and Query programming languages. I was
responsible Ior the authorship oI the Pascal and Query programs. The
Pascal programs are completely responsible Ior the user interIace and
system integration management.

Enclosed you will Iind a resume, which will give you additional
inIormation on my background and qualiIications. I would welcome a
chance to talk Iurther with you about the position you are seeking to Iill.
I can be reached by phone between 9:00 a.m. and 6:00 p.m. at (512) 545-
0098.

Sincerely,

Virginia Rementeria
Encl.: resume
(http://www.io.com/~hcexres/tcm1603/acchtml/applex2.html)


35

CURRICULUM VITAE

BASIC NOTIONS
RESUME LAYOUT

A resume should contain:

name and address, phone number
career objective: be as speciIic as possible
education: it contains: the school you most recently attended, list
Ior each school you attended (the name and location)
work experience: should list all the related jobs you`ve had
activities and achievements: projects, community service
activities
personal data (hobbies, etc)
other relevant facts: miscellaneous Iacts: Ioreign languages
proIiciency, computer expertise, date oI availability, reIerences

Writing

Write vour resume according to the standard procedure being careful to
include the elements below.

Arrange logically the inIormation on education (dates, institutions,
degrees, major Iield); employment (dates, places, Iirms, duties); personal
details (interests, memberships, achievements), special inIormation
(achievements, qualiIications, abilities), reIerences.

36

IX. INTERVIEWS

BASIC ELEMENTS
The interview is a planned conversation with a specific purpose
involving two or more people.

Types of interviews
job interview (directed, less Iormal,
unstructured, simultaneous, simulating,
stress interview etc.)
inIormation interview
persuasive interview
exit interview
evaluation interview
counseling interview
conIlict resolution interview
disciplinary interview
(Irom C. L. Bovee, J. V. Thill, Business Communication Todav, New York: Mc Graw Hill
Inc., 1992.)

Discussion

Work in groups. Choose one of the eight tvpes of interviews from the
table above and make a list of some specific communication skills vou
suppose it calls for. Present the list to the class and bring arguments in
favour of vour choice.

Trv to find similarities and differences between the interviewer and
interviewee (purpose, skills thev need, stvle etc.).

37

X. BUSINESS CORRESPONDENCE

BASIC NOTIONS

Types of business correspondence
inside the Iirm: memos, minutes,
reports
outside the Iirm: business letters
(oI inquiry, complaint order,
warning etc.)

Steps (i) Steps (ii) Type

1. planning
1. deIining
the purpose
General: to inIorm, persuade, collaborate
SpeciIic: to present speciIic data., to
convince somebody to do something, to
help somebody to do something
2. analyzing
the audience
(audience
proIile)
Small/ large
InIormed/ uninIormed
Specialists/ casual public motivated/
unmotivated etc.
3.
establishing
the main
idea
It should make a statement about the topic.
4. selecting
the channel
and medium
Oral/ written communication

2. composing
The result should be a well organized message, with:
- clear subject and purpose,
- inIormation related to the subject and purpose
- logically grouped and presented ideas
- all necessary inIormation included

3. revising

Review the message Ior content and organization

38

XI. COMMUNICATION INSIDE THE FIRM

MEMOS

MEMO LAYOUT
The memo is usually used Ior the routine, day-to-day exchange oI
inIormation within a company.
A typical memo contains:

Date:
To:
From:
Subject:

Many organizations have memo forms printed and contain the 4 pieces
oI inIormation (arranged in almost any order, as long as they are
present).

MINUTES

MINUTES LAYOUT

SUBJECT:
DATE:
PRESENT: (attendees are listed, generally by rank, in alphabetical
order, or in some combination)
ABSENT:

THE BODY OF THE MINUTES
includes all major decisions reached at the meeting, all
assignments oI tasks to meeting participants, all subjects that were
deIerred to a later meeting
it objectively summarizes important discussions and the names oI
those who contributed major points

39

additional documentation may be added, iI necessary (i.e. tables,
charts, reports etc.

CLOSE
ending Iormula: Submitted bv (signature oI the person who took the
minutes, Iollowed by the typed name and position oI the person); the
typist initials should be added iI someone else typed the minutes.

REPORTS

BASIC NOTIONS

A business report is an orderly and objective communication oI
Iactual inIormation that serves a business purpose.

Prerequisites of a good report:
CareIully prepared
Unbiased approach
Based on real events, objective records and accurate data
UseIul Ior the organization


40

XII. COMMUNICATION WITH PARTNERS

BASIC NOTIONS

Letter layout

The logo oI the Iirm
The sender`s address

1he recipient's address Your ref:
Our ref:

1he date

1he salutation (Dear Sir/ Sirs/ Madam/ Mr. Thomson/ Mrs../ Miss/
Ms./ Kate)

Heading (it says what the letter is about)

1he body of the letter
Introduction: it says why you are writing
The main message: details
The close: it usually mentions a Iuture, planned activity

1he ending of the letter

Closing Iormula

The signature

1he name (typed)


41

XIII. BUSINESS LETTERS

Classification

By function By message
direction
Miscellaneous
Direct requests/ Routine inquiries

I. Initiating
letters

II. Response
letters
ReIusing a request
Inquiries about people Adjustment grants
Favourable responses/ Routine,
good-news, and good-will messages
Adjustment reIusal
Bad-news messages/ Claims
Credit reIusal
Persuasive messages Sales letter
Orders Order
acknowledgements
(adapted Irom Bovee, Thill 1992: 70 and Lesikar, Petit and Flatley 1993: XVII)

Discussion

You have here a long list of letters that can be written in business
environment. Read the list and trv to figure out what particular
situations do thev serve for. Describe the situation in vour own words.
Trv also to assign them to a particular tvpe from the table above.

letters oI acceptance
letters accepting a job oIIer
letters acknowledging orders
letters oI appreciation
letters approving credit
letters oI authorization
letters checking a reIerence
letters Ior claims and adjustments
letters oI condolence
letters oI congratulations
letters conveying news about
products
letters oI job application
letters oIIering a job
letters placing orders
letters providing credit reIerences
letters oI recommendation
letters replying to requests
letters requesting action/ credit/
inIormation/ a recommendation/ a
time extension
letters oI resignation
letters responding to customer
claims

42

letters declining a job oIIer
letters denying routine requests
letters giving unIavourable replies
to orders
letters oI greetings
letters oI inquiry

sales letters
reminder letters
order conIirmation
order letters
response letters
request letters
Iollow-up letters

Writing

Write a letter of inquiry and booking accommodation using the
following information.

you require a single room
the dates are Irom 20 May to 23
you need a room with shower and seashore view
You would like to have conIirmation that your room will be
available at the required date, Irom 9 a.m.

Write a letter in which vou complain about the poor qualitv of the after-
sales services of the firm that sold vou 20 computers and 2 OHPs,
including the following suggestions.
begin with a reIerence to the date oI the original letter oI
complaint and to the purpose oI your letter
express your concern over the writer`s troubles and your
appreciation that he has written you
conclude cordially, expressing conIidence that you and the writer
will continue doing business


43

XIV. BUSINESS REPORTS

BASIC ELEMENTS

Essentials in report
writing
format letter, memo,
manuscript
style Iormal/inIormal,
impersonal/personal
organization grouping oI ideas

Discussion

Which are the factors that affect the report format, stvle and
organi:ation?
What tvpes of reports do vou know?

Consider the following and fill in the table below with the corresponding
tvpes of reports.

Origin: who initiated the report? (yourselI voluntary report; another
person authorized reports)
Subject: What subject does the report cover? (economic, accounting, .)
Timing: When is the report prepared? (routine/ special reports)
Distribution: Where is the report being sent? (internal/ external reports)
Purpose: Why is the report being prepared? (inIormational reports
Iocused on Iacts; analytical reports that include analysis, interpretation,
conclusions, recommendations)
Probable reception: How receptive is the reader?

Types of reports
Voluntary/authorized
Technical, business etc.
Routine/ special
Internal/external
......
........
.........


44

XV. PRESENTATIONS

BASIC NOTIONS: the components oI a presentation; presentation
making: techniques and strategies

Definition: A presentation is a prepared talk given by a speaker (the
transmitter) to one or more listeners (the receivers)

Elements of an effective
presentation
Targets
organization of
information
structure transparency
content organization
inIormation level
Delivery of information 1.image (Iormal/inIormal; relaxed/ high
powered etc.)
2. audience Ieatures
3. non-linguistic techniques
4. linguistic techniques (sentences, voice,
silence, humour, questions)
5. technical support (slides, diagrams,
transparencies, handouts etc.)
use of language vocabulary
grammar
pronunciation
Iluency
logic
care for the audience never Iorget the audience
let them ask questions or make comments
(Ieedback)

Speaking

Present some advantages and disadvantages of getting feedback
during a presentation.
Discuss some good and bad techniques of using visuals.

45

Make a presentation to a hvpothetical group of investors that mav
help vou begin a new business.

Writing

Prepare outlines for the following speaking situations.

a Iive-minute talk to 15 workers that must improve the quality oI
their work.
A 10-minute inIormative presentation to a group oI high school
pupils interested in attending the Faculty oI Economics
A 20-minute sales presentation to a 5-member group oI top
executives interested in ordering some oI your products.


46

XVI. BUSINESS MEETINGS

PLANNING AND STEPS OF A MEETING

BASIC NOTIONS

DeIinition: The gathering together oI a group oI people Ior a controlled
discussion with a speciIic purpose.

Essential elements of a meeting
PURPOSE: Problem-solving, idea-
gathering, training
AGENDA (list oI points)
MEMBERS: the chairman, the
secretary, the other participants
RESULT (the goal oI the meeting)
REPORT: the minutes oI the
meeting

Prerequisites of a good meeting:
good chairing skills: controlling, directing conversation towards
conclusions, bringing people in, stopping people talking, keeping
an eye on the time, controlling decision-making, indicating
Iollow-up tasks
good participating skills: listen actively, clariIying problems,
sticking to the point
good language skills: asking Ior repetition and clariIication,
preventing irrelevance, paraphrasing, summarizing
good behavioural skills


47

XVII. NEGOTIATING IN BUSINESS

BASIC NOTIONS

Consider the negotiating process an exchange oI inIormation and
opinions whose target is to obtain a mutually acceptable solution.

It is important Ior a businessperson to constantly improve his/her
negotiating skills. ThereIore he/she has to be well inIormed, to know
his/her goals, to seek the best solution Ior both parts, to resist pressure
etc.

Discussion

Evaluate the importance of negotiating in business.
Can vou imagine business world without negotiations? How would it
look like?
What are, in vour opinion, the most important elements of a negotiation?
Is it advisable to negotiate when applving for a fob? State vour reasons.

What is, in vour opinion the kev to being an effective negotiator?
Here are some tips for achieving this essential business skill, but thev
are not arranged in the order of their importance. Would vou find their
right sequence?

do your homework: gather inIormation that supports your position
resist the pressure to cave in: time pressure, Iear oI loss, extreme
proposals
know what you want: deIine your goals
consider the other person`s needs: see that the other person
beneIits too
rehearse: the more you rehearse, the better your perIormance will
be; practice what you will say
know your strengths and weaknesses: minimize your
disadvantages and make the most oI your strong points
search Ior mutually satisIactory solutions: look Ior compromises
that result in joint gain

48

Negotiating interculturally

A. It is well known that there are cultures in which a deal is not a deal
unless bargaining is involved. Can vou give some examples?

B. There are people that consider customarv and necessarv to win some
concessions. How do vou behave when vou have to negotiate?

C. Elements of intercultural communication are verv important and
should be considered carefullv in the negotiating process. It is well
known, for example that is not advisable to send a businesswoman to
negotiate with vour Arab or Japanese partner. Can vou explain whv?
Give other examples vou know.


49

XVIII. INTERCULTURAL ASPECTS OF BUSINESS
COMMUNICATION

BASIC ELEMENTS

Culture:
The way people in an area view human relationships.
A shared system oI symbols, belieIs, attitudes, values, expectations, and
norms Ior behaviour.

Cultural differences affect communication in two major ways:
diIIerences in body positions and movements
diIIerences in attitudes toward various Iactors oI human relationships
(time, space, intimacy etc.)

body positions and movements attitudes toward:
Sitting/ hunkering TIME (e.g. punctuality)
Manners oI walking SPACE (e.g. distance between
interlocutors)
Manners oI communicating with
body parts (head, hands, arms etc.)
ODOURS (e.g. body odours)
Eye movement FRANKNESS (e.g. directness in
relationships)
Handshaking, touching RELATIONSHIPS (e.g. roles and
status: intimacy among people
varies, superior/subordinate
relations, women role)
Smiling VALUES (attitude toward work,
employee-employee relations,
authority)
SOCIAL BEHAVIOUR (e.g.
aIIection, laughter, emotion,
animation displayed)
(adapted Irom Lesikar, Petit, Flatley 1993 and Bovee, Thill 1992)


50

Business communication techniques are aIIected by cultural diIIerences;
e.g. letter-writing techniques are not universally acceptable; they`re
certain barriers both to written and to oral communication.

Communication across cultures could be improved by:
word processing
communications soItware
translation

Discussion

Explain the language equivalencv problem as a cause of
miscommunication (the huge number of languages used 3000, their
difference in grammar and svntax, words with multiple meanings,
difficult equivalencv in translation)

What can one do to overcome the language equivalencv problem?

51

BIBLIOGRAPHY

BeresIor, Cynthia. Business Communication. Practical Written English
for the Modern Business World, BBC English by Radio and
Television, 1984.
BeresIord, Cynthia. Business Communication. Practical Written English
for the Modern Business World, BBC English by Radio and
Television, 1995.
Bovee, Courtland L, Thill, John V., Business Communication Todav,
McGraw-Hill, Inc., New York etc., 1992.
Brieger, N, S. Sweeney. The Language of Business English. Grammar
and Functions, Prentice Hall, New York, 1994.
Lasswell, D. Harold. Structure et fonction de la communication dans la
societe, in Sociologie de la inIormation, textes Iondamentaux,
Paris, Larousse, 1973.
Lesikar, R., J. Petit, M. Flatley. Basic Business Communication, IRWIN,
Illinois, 1993.
Matthew, Candace, Joanne Marino. Professional Interactions. Oral
Communication Skills in Science, Technologv, and Medicine,
Prentice Hall, New York, 1990.
Nevin, Edward. Textbook of Economic Analvsis, Third Edition,
Macmillan: London, 1971.

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