Businesscommunication 130926055210 Phpapp01

Business Communication
Preji. M.P,
UGC- NET, Tourism Administration &
Management
Study Material prepared for School of Tourism
Studies(STS), Mahatma Gandhi University,
Kerala.
Preji M.P, UGC-NET, prejimp@gmail.com 1

AIDA
While drafting a message ,you must
convince your reader that your request or
Idea is reasonable.
Organize your message using the AIDA plan.

AIDA Plan
Attention
Interest
Desire
Action

Attention
Begin every message with an attention
getting statement that is
personalised,complete with you attitude,
Straight forward, relevant or something that is
of real interest or value.

Interest
Build the audience interest by further
explaining the benefits and appealing to the
audience emotions or logic. It can be done
through
1. Emotional appeal
2. Logical appeal

Emotional appeals
o It calls on human feelings, basing the
argument on audience needs and
sympathies.
o Use words like Success
,Prestige,Comfort,savings,Free,Value
etc. which can put the audience in a
frame of mind which persuade them to
accept your message.
o Emotional appeals are not sufficient by
themselves, emotions have to work with
the logic.
Logical appeal
It calls on human reason
In order to persuade an audience, a claim is

made and then reasons and evidence are given
to support it.

Desire
Build desire by showing how your offer can
really help the reader.

Action
Suggest a specific step that the audience can

take and restate to the course of action that
you had already persuades them to commit.

Types of Business Messages
Letters and Memos
Reports and Proposal
Notices and Circulars
Most of the Business communication are used

for routine, day to day exchange of
information in an Organization.

Purposes of Business
Messages
1) Informing
2) Instructing
3) Enquiring
4) Apologizing
5) Reminding
6) Requesting
7) Explaining

Informing
Just before leaving for office in the
morning,kannan receives a note from his
friend Krishnan. The brief given below is an
important note of Information to Kannan.
(Informal)
Kannan,
Sharma hospitalized. High B.P,MCH
Room no:17,Would you like to come with
us at 11 o Clock.
Krishnan

Samples
C:\Users\Preji\Desktop\Hyper Link PPT\Letter
of Inquiry.docx
C:\Users\Preji\Desktop\Hyper Link PPT\REM
IND LETTER.docx
C:\Users\Preji\Desktop\Hyper Link PPT\reque
st letter.docx

Format of Formal Informing
letter
C:\Users\Preji\Desktop\Hyper Link PPT\Preji_re
signation.docx

Reports
A professional Report may be defined as a
formal communication written for a specific
purpose conveying authentic information to
a well defined audience in a completely
impartial manner and containing
recommendations if required

Reports
Its a major form of professional
communication
Extensively used by government, business
and industry as well as professionals
It facilitates decision making
It acts as an instrument in nurturing the
health of an organization and promoting its
growth.
Used to study the present situation and to
access the progress of the ongoing
business

Types of Reports
Voluntary/Authorized
Routine/Special report
Internal/External
Short/Long
Informational/Analytical

Voluntary Report or Authorized Report
Voluntary Reports Authorized Reports
Prepare at the request of some one

Prepare at your own initiative else
Require more detail and support Requires less detail
More background information must be
They are more specific
provided
They are organised to the readers
needs

Routine/Special report
Routine Reports Special Reports
Non recurring reports

Presents results of investigation or
These are submitted on a recurring basis other one time studies
(daily,weekly,monthly etc)
There by requires more introduction
E.g:-Financial reports, sales report
and background information.
Organised in a structured way

Internal/External Report
Internal Report External Report
Designed to sent people outside the

Organisation
o Designed to use within the Organisation
o Usually under ten pages
They are more formal in nature
Can be in a letter format ( Up to five
pages or in a manuscript form
(Exceeding 5 pages )

Short/Long Reports
Short Reports Long Reports
10 pages or more
1 9 pages
Examine a problem in detail
Discuss just one part of the problem
Requires extensive research
May not require a formal research
Consumes more time to prepare

Informational/Analytical Reports
Informational Analytical
Designed to solve a problem

Convince readers on the reached
conclusions and recommendations
Focus on facts and figures
which are derived out of scientific
It explains a specific topic
study
Purpose is to inform and educate the readers
Contains datas,analysis and
interpretations.

Proposals
A proposal is a special type of analytical
report designed to get the products ,plans
or projects accepted by others. They
include bids to perform work under a
contract, pleas for financial support
Their acceptance can lead to significant
operational improvements and safer
working conditions.
Proposals can be 1 OR 2 pages or may be
100s of pages.

Types of Proposals
1. Internal and External Proposals

2. Solicited and Unsolicited Proposals
3. Long proposals
4. Short Proposals

Internal Proposals
They are submitted to decision makers in
ones own organisation.They have two
primary purposes.
1. To seek approval for a project or course of
action such as revising the eligibility of
certain posts, changing the training
schedules, etc
2. Request additional resources
such as capital assets ,human
resource or Operating funds.

External Proposals
External Proposals are submitted to decision

makers outside the Organization, such as
current or potential clients or Government
agencies. They make also seek for approval
for projects and funds.

Solicited and Unsolicited
Proposals
Solicited Unsolicited
Prepared not on request but on to

Prepared on Request obtain more business
RFP-Request for proposal which includes They are initiated mainly within the
Instructions that specify the exact type of organisation mainly for adopting a
work to be performed. Some companies
Publishes RFP along with their contract for programme,policy or idea.
proposal It was the writer who make an initial
move in an unsolicited proposal

Long Proposals
The main three parts of a Proposals are
Proposal Introduction
Background or statement of the problem
Solution
Scope (States the boundaries what you
will and will not )
Proposal body
Proposal closing

Short Proposal parts
1.Transmittal part
2.Body of the proposal with complete
information
3. Summary

Short Proposals
They are less formal in nature and may
include the following parts
1. Letter of Transmittal
if the proposal is solicited, then it follows a
direct approach highlighting the aspects
which gives a competitive advantage
If solicited, then it follows the AIDA pattern

Memorandum reports (Memos)
They use
From
To
Date
Subject
Good Memos discuss only one topic and
their tone is Conversational.

Memos
Memos goes within the organization
Most common form of written communication
between people or departments in an
organisation.

Memo/INTER OFFICE
CORRESPONDENCE
To
date:
From
Subject:-

Notices and Circulars
Notices
A notice is a written communication which

presents news about past or present or future
events.
It can be informal or formal but mostly the
latter.
It is meant to read by a specific section of the
audience.

Circulars
A written communication intended for a
large audience
It imparts some specific information to a
large target audience
Communication is general in Character and
does not cater to the needs of few
individuals alone.

Circular Vs Notices
Circulars
They are more formal
Audience are usually
large in number Notices
Can be informal and formal
They are the field of Audience are usually small in number
reference in the future Not used for any future course of action as
reference
Self explanatory and Not rigid in its content and always open to
changes
there should not be
any doubt in the
content

Purpose of a Circular
To catch public attention
Intimating customers about the changes
Expansion of business
Joining of a new partner
Retirement of a partner or Director
To promote sales
Passing information's

Sample of a Circular
C:\Users\Preji\Desktop\Hyper Link PPT\Circular(1
).
pdf

Letters
A commercial business letteris a written
form of business communication usually in
formal language, mainly used when writing
from one business organization to another, or
for correspondence between such
organizations and their customers, clients and
other external parties. The overall style of
letter will depend on the relationship between
the parties concerned.

Types of Letters
Formal Letters
Business Letters
Complaint Letters
Application Letters
Credit letters
Collection Letters
Informal Letters
Personal Letters

Letters and Memos can be
classified by function in three
categories
Routine, Goodwill and Good news

messages
Bad news
Persuasive (Influential)messages

Application Letters
Whenever you submit your resume, accompany
it with a cover to let readers know what you are
writing

Types of Application Letters
Solicited Unsolicited
It is written in response of an announced job It is sent to an organization that has

opening.
not announced an opening.
You usually knows what qualifications the
organizations are seeking. This letter stands a better chance of
Will have more competition as hundreds of being read and receiving
applicants will be vying for the same job. individualized attention.

Differences/Similarities
In a Solicited letter, You need no special
attention because you are invited to apply
In an unsolicited letter, the readers attention
and interest has to be Captured

A model, Solicited
Hyper Link PPT 1\Solicited letter.docx

Reply Letter
Replies can either be positive or stating an
inability to supply goods or to render the
service they are asked to do.
If the reply letter is positive ,they are
attached with a pricelist along with other
relevant details that will help the
prospective buyer.
Replies should also contain terms and
conditions of the payment and also made a
reference to the enquiry letter.

Points kept in mind while expressing your
inability
Appreciate your enquirer for showing an interest in you

Apologize for not being able to give information
requested
Give the correct reason for not been able to help them
Suggest some other source of information

Sample reply letter
Dear Sir,
Thank you for showing an interest in our company and
contacting us. Though we are serving customers,we are
not in the position to take on any new orders at present.
This is because we are facing some financial problems due
to non- receivables.
I will however give you the address and telephone number
of some other companies who are engaged in the
manufacture of the same products.
We will however be ready to serve you in the near future
Please accept our apologies for the inconvenience.
Yours truly
Sd/-
Name
Order Letter
Order Letter are the main letters of a
company.
All the other letters arise from these .
They are standardized letters .
It is very Important that the order to be
detailed and complete so that it can be
promptly executed.

Points for writing an Order
The seller should be thanked for his
quotation
Give complete specification of the goods
you are ordering
Number/Quantity
Size
Colour
Style
Brand
Model Number
Unit Price
Quality
State How you will pay for the
goods/Services
By Cash
Post dated cheque( Credit)
Account remittance
Discounts if any?
Mention if you want insurance during
transport
Mention the date by which you need the
goods
At the end, mention what is most important
to you
Quality
Prompt delivery/Good packing etc
Sample order letter
Hyper Link PPT 1\Order letter.docx

Order form
An order form is a preprinted paper kept to be filled up.
It is also called an order blank .It has routine headings
and subheadings which are normally found in all orders.
The Person placing the order fills up all necessary
particulars.
They are time saving

Facilitate quick filling and serve as a ready reference
Very common for repeat and large orders
Companys can keep pre-printed order forms

Orders
C:\Users\Preji\Desktop\Hyper Link PPT\GO.P.4-11-
Fin.pdf
Hyper Link PPT 1\GO.P.50-11-Fin.pdf

Complaint letter
Drafting a complaint letter requires special
care.
It should be done carefully.
The letter should be courteous and clear.
The letter should not have an offensive tone .
The complaint should be made politely but
firmly without displaying emotions of anger or
annoyance.

Points to be kept in mind while writing a
complaint letter
Reference should be made to the date of the order and order

number
A clear description of the mistake or deficiency in service to
be mentioned
Nothing should be left to imagination
The loss suffered should be mentioned accurately without
any exaggeration
The possible action that can be taken by the supplier can
also be suggested
Be firm about your need
Be definite about what you are asking for and appeal to the
suppliers sense of goodwill

Complaint letter
Hyper Link PPT 1\COMPLAINT LETTER 1.docx

Credit and Credit Letters
Most of the business and trade are today

based on credit. Credit which refers to Buy
now pay later is opposed to the Cash
concept "Buy now, pay now

Credit
75 % of the business are of credit sales
account
It always carries an element of risk of non
payment
All business men prefer to make a number
of enquiries before extending credit to
some one

Credit Letters
Letters regarding credit are important
letters and have to be written with great
care and after a full investigation only or
there are good chances that it may prove
disastrous.

Points to be kept in mind while writing a letter to the
potential customer to ask the names of references
about him
Thank the party for the order

Assure him that you are willing to extend credit to
him
Tell about your company policy of conforming with
references about the financial standing of the
potential customer before extending credit to him.
Explain why you need the information
Assure him that you will keep the information
confidential
Request customer to send the required
information as fast as possible
Make a request for complete information so that
you do not have to trouble him again.
Sample of credit letter requesting
for references
Hyper Link PPT 1\Credit letter.docx

Credit sanctioning letter
Hyper Link PPT 1\Credit Sanctioned.docx

If Credit is refused,
Refusal of credit must be specified in the
beginning itself
Do not build false hope
Letter should be extra polite
Express extreme confidence on the buyer
End on a hopeful note

Sample of a refused Credit Letter
Hyper Link PPT 1\Credit 3.docx

Collection Letters
The problem facing today is the collection
of payments from their customers, as most
of the business is transacted on Credit. To
take care of the receivables, one have to
write so many collection letters to the
concerned

Collection Letters are sent for any of the
following Purposes
Sending a statement showing the accounts
position
Reminding about the credit and its due
date
Discussion
Appeal
Warning/Legal Action

Statement showing Accounts
At this stage no request for payment
normally made. It is assumed that the
debtor will pay in due course. This letter is
very simple and an attachment showing
the details of the amount to be paid is sent.
It will mention the way the payment is to be
made, for eg:-Demand draft,Cheque etc

Reminding
At this stage ,the benefit of the doubt is
given to the customer .We should not
assume that he is not paying purposely.
There can be many reminders sent in case
the client does not pay. Each reminder
must be stronger than the previous one. A
maximum of three reminders can be sent.

Sample-Collection letter reminding
Hyper Link PPT 1\Collection letter_reminding.do
cx

Collection Letter Discussion
Letter which is written to find out what the
problem actually is- ie defective goods, late
delivery etc
The supplier should try and take interest in
the customers problem ,try and offer to
solve them
You must try to reach an amicable solution

Sample_ Collection Letter_Discussion
Hyper Link PPT 1\Collection_discussion.doc
x

Appeal_ Collection letter
A letter of this will be written if there is no

proper response from the side of the buyer.
The other portion is to sent a strong
threatening letter
Appeal should be made to arouse his self
esteem and prestige
Please say how your business has
tampered because of his credit due

Warning/Legal
When all appeals fail to bring any response
from the debtor, there is no choice left but to
threaten with legal consequences.
Considered it as the last stage of the
collection series
The tone of the letter written must be very
strong, but it must not be rude
The client should be informed about the legal
action which is going to be taken against him
Regret the situation, but express your
inability to change it

Sample _Collection letter_Warning
Hyper Link PPT 1\Complaint_warning.docx

Sales Letter
Selling is the most important functions for
business. It is the sales letters that secures
orders and brings in money for business to
survive.
How effectively you can able to
communicate the benefits of your products
to the customers will determine the sales
that will be generated by the company.
All is been carried out by the Sales letters

Uses of sales Letter
It is a main source of securing orders
It helps to introduce new products and
services in a cheaper way
It can reach out to more people in a
cheaper way
It can present more information about the
product than that of an advertisement
Less expensive to advertisement
They can read it at their leisure time

Points to be kept in mind while drafting sales
letter
Begin in a forceful way
Describe the product or service
Use positive words and phrases
High light + ve areas of your product ( low
price)
Make the letter simple and easy to follow
Induce the reader for an easy action
Close the letter by saying the reader what to
do and how to do that
Be truthful. Do not write anything false
Sample Sales letter
Hyper Link PPT 1\Sales letter_.docx

Complaints and Collection
letters
C:\Users\Preji\Desktop\Hyper Link PPT\Complai
nt Letter.docx
C:\Users\Preji\Desktop\Hyper Link PPT\Collection

letter.docx

Lay out of a business letter
A business letter have a distinctive style
and appearance. Each of the parts of the
letter has a specific style, function and
position. By following the layout principles,
we can make the content more clear and
easily understandable.

Essential part of a Business
Letter
1. Heading or Letterhead
2. Dateline
3. Inside address
4. Salutation
5. Body of the letter
6. Complimentary clause
7. Signature

The heading or Letterhead
Business letter usually consists of a printed
part which contains the name of a company
or person along with a complete mailing
address and telephone number of the
company
Executive letter heads are personalized of a
particular individual. His/her name
appeared first followed by the designation,
mailing address (postal and e-mail) and
telephone number of the organisation

Dateline
Every official document must be dated.
This makes filing easier and enables quick
reference in the future
Helps in further correspondence
If using letterhead, the date should be put
one line below the lowest line of the
letterhead

Inside address
The inside address which identifies the
recipient of the letter which typed two or
three lines below the date
It contains the name and address of the
firm or the individual to whom the letter is
written. It should start from the left margin

Salutation
This will begin at the left margin, two line spaces below the
inside address. your relationship with the with the addressee
will decide the formality of the situation
1. Dear Sirs or Sirs
2. Dear Sir or Sir
3. Dear Madams or Madam
. When it is a mixed group, you would say Ladies and

Gentlemen
. When you address the following group, use relationship
they share with you
Dear Colleague,Dear Policy Holder, Dear Customer
. If you are not sure about the concerned authority you are
addressing, then you can use
To Whom It May Concern
Body of the Letter
The Opening Paragraph
The Main Paragraph
The Closing paragraph

Complimentary Close
This is merely a polite way of ending a letter.
It is placed on the right or left and can be
followed by a Comma. The first word begins
with a capital letter
The more common ones are
Yours faithfully
Faithfully yours
Yours truly
Yours cordially
Yours sincerely
Sincerely yours

Signature
This is placed just below the
complementary close. It signifies that the
writer is giving ascent to whatever has
been mentioned in the letter

Drafting Telegrams
We sent telegrams when we have to
communicate important messages Urgently
Messages are always very short
Usually send when we have short period of
time

Parts of a Telegram
1. The address
2. Text
3. Senders name
4. Senders signature and address

Points to be keep in mind while
sending a telegram
Be brief but cannot be so brief that you
cannot understand
The message must contain main points only
Remember you will be charged for each word
Ambiguity should be avoided
The message must be in capital letters. This
will prevent misrepresentation.
Every telegram must be followed by a letter.
The letter can convey the whole issue in
detail.
Sample telegram
C:\Users\Preji\Desktop\Hyper Link PPT\PERS
ONAL TELEGRAM.docx

Representations
Always frame with a FYI approach(for your
Information)
Always use a Cover Letter
Avoid silly and unprofessional messages and
tone
Write a simple subject line
Be precise and focus on the content

Sample of a a Representation
C:\Users\Preji\Desktop\Hyper Link PPT\KGMFA-L
etter-To-HM-TRANSFER.jpg

Etiquettes
Etiquette is also about being comfortable
around people and making them comfortable
around you. There are many written and
unwritten rules and guidelines for etiquette.

Telephone etiquettes
When you initiate a call ,tell them the basic
nature of your call
Always return calls
When you are on the receiving end of a phone
call, identify yourself and your department
Always spoke nicely so that the person at the
other end can sense it.
Make sure that your voice system is working
properly

Advantages/Disadvantages
Advantages Disadvantages
It is convenient Dependant only on the voice

It is economical Face to face communication is not
It has many add on facilities
possible
It can help you to keep in touch with anyone
around the world Does not provide a legal record of
Can get immediate feedback the communication

Impact of technology on communication
Positive Impacts
1. Distance is no longer considered as a barrier.An
individual can reach people within seconds, thereby
revolutionising the concept of communication
2. Communication technologies avoid errors and
duplication to a great extent. Any quantity of
information can be within a fraction of a second
3. Standardization can be achieved through these
technology which ensure consistency in the work
4. Office records become more uniform and
professional ,thereby promoting goodwill outside

Negative Impacts
1. Cost factor cannot be ignored in
communication technology. It includes both
the installation cost and the recurring
maintenance cost. Small organisations may
find it difficult to afford such costs.
2. The new communication technologies are
accompanied by an increase in information,
which leads to psychological, physical and
social problems. There would be anxiety,
delayed decisionmaking,retention problem
and reduced attention plan.
3. Mechanization can leads to unemployment as
is substitutes human labour.
Communication and Tourism Promotion
The role of promotion is to communicate with
individuals, groups or organizations so as to
directly and indirectly facilitate exchanges by
informing ,persuading, encouraging the
customers
By effective promotion, we can influence the
potential customers and trade
intermediariesliketravelagents,touroperators,
reservation services, hotels about the
benefits of the product.
The promotion can create awareness about
the product
We can increase the awareness among the customers
in Tourism industry by
The methods which are being used by almost all

the marketing organizations are
Public Relations
Advertising
Sales promotions
Publicity

Advertising
Its a paid form of non personal
communication about an organization's
product or service communicated through a
message.
The sales message is delivered through a paid
medium for the purpose of influencing the
buying behavior of the purchasers.

Sales message
The sales message is defined as any activity
designed to spread information with a view to
promoting the sales of marketable goods and
services

Mode of operation of sales
message
Firstly ,by spreading information among
customers ,about the possibilities of
consumption
Secondly, by seeking to influence their
judgment in favor of the particular goods
which are subject of the advertisement.

Unless a communication has as its purpose a
sale of a product or service, it is not properly
considered to be advertising.
for eg:-the publication of a message, in a
newspaper by a philanthropic organization
soliciting funds is not an advertising activity.
It is only a public announcement as there is no
sale of product involved.

We can Advertise for
1. Encouraging potential customers to visit
dealers or distributors
2. Announcing special sales
3. Securing new dealers or distributors
4. Inducing professionals to recommend a
product
5. Demonstrating the benefits of a product
6. Showing how a product must be used

Advertising Advantages
Wider coverage
Frequent appeal
Lower cost

Wider Coverage
Advertising is especially appropriate for
communication with a large number of
perspective purchasers of a commodity or a
service. A uniform sales is directed towards
all prospective purchasers. An advertisement
can be placed before a large number of
prospective customers as compared with the
efforts of a salesman.

Frequency
It can make its appeal frequently
No other means can make any appeal as
frequent as that of the advertisement

Lower Cost
Lower cost is another advantage of
advertisement
Large numbers can be reached economically
Advertisement has lower cost per contact of a
customer than any other means of promotion

Public Relations
Continuous and consistent representation of
an organizations policies to the public at large
and to sections of the public who have a
special interest in the organization's activities.
It is a deliberate, planned and sustained effort
to establish and maintain mutual
understanding between an organisation and
its public

Public Relations in Tourism
Public relations is one of the important
functions of the official tourist
organisation.the objectives of public relations
in tourism may be divided into two groups
1. Dissemination of information
2. Creation of favorable image for the tourist
product

Public relation Techniques
News and Feature stories
Press releases
Films and slides
Booklets and brochures
News letters
Newspapers
Radio and TV
Sales letter

Brochure
Brochure is a document bound in the form of a
booklet
It is a voluminous publication with special
emphasis on the quality of the paper
It contains comprehensive and detailed
information

Tips for designing Brochure
Quality of a paper
Layout
Quality of printing
Photography
Detailed itineraries
Weather conditions
Maps of areas
Tour conditions

Folder
A folder is a single piece of illustrated paper
which can be folded
As compared to a brochure ,a folder is less
voluminous and is less time consuming
It can be used alone or in conjunction with a
sales letter
A folder is much short, tastefully illustrated
and attractively designed and produced

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Business Communication

Preji M.P, UGC-NET, prejimp@gmail.com 1

Organize your message using the AIDA plan.

Preji M.P, UGC-NET, prejimp@gmail.com 2

Preji M.P, UGC-NET, prejimp@gmail.com 3

Preji M.P, UGC-NET, prejimp@gmail.com 4

Preji M.P, UGC-NET, prejimp@gmail.com 5

In order to persuade an audience, a claim is

Preji M.P, UGC-NET, prejimp@gmail.com 7

Preji M.P, UGC-NET, prejimp@gmail.com 8

Suggest a specific step that the audience can

Preji M.P, UGC-NET, prejimp@gmail.com 9

Most of the Business communication are used

Preji M.P, UGC-NET, prejimp@gmail.com 10

Preji M.P, UGC-NET, prejimp@gmail.com 11

Preji M.P, UGC-NET, prejimp@gmail.com 12

Preji M.P, UGC-NET, prejimp@gmail.com 13

Preji M.P, UGC-NET, prejimp@gmail.com 14

Preji M.P, UGC-NET, prejimp@gmail.com 15

Preji M.P, UGC-NET, prejimp@gmail.com 16

Preji M.P, UGC-NET, prejimp@gmail.com 17

Prepare at the request of some one

Preji M.P, UGC-NET, prejimp@gmail.com 18

Routine Reports Special Reports

Non recurring reports

Preji M.P, UGC-NET, prejimp@gmail.com 19

Internal Report External Report

Designed to sent people outside the

Preji M.P, UGC-NET, prejimp@gmail.com 20

Preji M.P, UGC-NET, prejimp@gmail.com 21

Designed to solve a problem

Preji M.P, UGC-NET, prejimp@gmail.com 22

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1. Internal and External Proposals

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External Proposals are submitted to decision

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Prepared not on request but on to

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A notice is a written communication which

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Routine, Goodwill and Good news

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It is written in response of an announced job It is sent to an organization that has

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