Quick Revision

1. Internal and External Communication

a. Internal communication

Definition: Exchange of information, messages, and ideas within an organization.
Benefits: Coordinates departments, improves morale, speeds up decisions, builds company culture.

b. Directions of internal flow

Downward: Top to bottom (policies, instructions, feedback).
Upward: Bottom to top (status reports, suggestions, complaints).
Horizontal: Peer to peer (interdepartmental coordination, meetings).

c. External communication

Definition: Messages exchanged with outside stakeholders (clients, media, government).
Goals: Brand goodwill, sales growth, legal compliance, investor confidence.

d. Internal vs external comparison

Internal: Operational focus, employees, informal to semi-formal.
External: Brand and sales focus, public and clients, strictly formal and legally checked.

e. Grapevine communication

Definition: Informal, unofficial communication network outside formal hierarchy.
Traits: Fast, 70-80% factual core, oral, thrives in uncertainty.
Pros: Vents anxiety, gauges employee sentiment, builds social bonds.
Cons: Spreads false rumors, lacks accountability, creates panic.
Management: Be transparent, communicate early, correct rumors with facts, listen to staff.

2. Planning Business Messages

a. Characteristics of good message

Purposeful: Has a clear business objective.
Audience-centered: Focuses on reader needs using the "You" attitude.
Concise: Clear and direct without unnecessary filler.

b. Three-step writing process

Planning (50%): Analyze situation, gather info, select channel, organize points.
Writing (25%): Adopt reader perspective, compose paragraphs.
Completing (25%): Revise, format, proofread, distribute.

c. Channel selection factors

Speed and urgency: Calls or instant messages for urgent issues; email or memo for routine.
Cost: Digital is cheap; travel and in-person is costly.
Detail and complexity: Written documents (PDFs, reports) for technical data.
Permanent record: Required for legal contracts, policy notices, approvals.
Feedback: Rich media (meetings) for two-way discussions; lean media (fliers) for one-way updates.

3. Writing Business Messages

a. "You" attitude and tone

"You" attitude: Write from reader's perspective instead of sender's.
Positive emphasis: State what can be done instead of what cannot.
Politeness: Respectful language, sincere apologies, no finger-pointing.
Bias-free: Neutral terms (e.g., "sales rep" instead of "salesman").

b. Direct (deductive) vs indirect (inductive) approach

Direct approach (deductive): Main point first -> Explanations -> Close.
- Use for: Good news, routine requests, positive announcements.
Indirect approach (inductive): Buffer -> Reasons -> Bad news -> Close.
- Use for: Bad news, job rejections, refusals, sensitive matters.

c. Active vs passive voice

Active: "The manager reviewed the report." (Direct and energetic).
Passive: "The report was reviewed by the manager." (Diplomatic, de-emphasizes blame).
Use passive when: Delivering criticism diplomatically ("An error was found" instead of "You made an error").

4. Persuasive Messages

a. Logic (logos) vs emotion (pathos)

Logical appeal (logos): Facts, statistics, evidence, and financial benefit.
Emotional appeal (pathos): Security, prestige, convenience, and pride.
Persuasive business writing blends both to justify and motivate.

b. AIDA model

A - Attention: Hook the reader with a relevant statistic or problem.
I - Interest: Explain how the solution solves their specific problem.
D - Desire: Build conviction using proof, guarantees, and results.
A - Action: Provide a clear, low-friction next step with a deadline.

5. Promotional Emails

a. Key components

Subject line (35-50 chars): Clear, benefit-driven, no spam trigger words.
Opening hook: Immediate value proposition.
Body: Scannable, bullet points, benefit-focused.
Call to Action (CTA): Single, obvious action button ("Claim Your Offer").
Footer: Physical address and working unsubscribe link.

6. Letters, Memos, and Emails

a. Quick format distinction

Letter: External, printed on letterhead, formal salutation and signature.
Memo: Internal, printed or digital, standard header (TO, FROM, DATE, SUBJECT), no formal signature.
Email: Both internal and external, flexible tone, professional digital signature.

7. Business Reports and Proposals

a. Informational vs analytical

Informational report: Data, facts, and updates without causes or recommendations.
Analytical report: Data plus analysis, problem causes, and recommendations.

b. Report vs proposal and RFP

Report: Evaluates past or present situation.
Proposal: Pitches future plan or service to win a contract or funding.
Request for Proposal (RFP): Official document asking outside vendors for competitive proposals.

c. Report planning and analytical flow

Planning steps: Analyze situation -> Define problem -> Write statement of purpose.
Analytical flow: Findings (Data) -> Conclusions (Meaning) -> Recommendations (Action)

8. Resume Formats

a. Three types

Chronological: Work history in reverse order. Best for steady career in one field.
Functional: Skills and achievements first. Best for career changers or job gaps.
Combination: Blends skills summary with chronological work history. Most balanced.

b. Rules

Avoid personal pronouns ("I", "my").
Avoid photos, marital status, religion, age.
Use action verbs and measurable results ("Reduced costs by 15%").

9. ATS-Friendly Resume

a. What is an Applicant Tracking System (ATS)?

Software that screens, parses, and ranks resumes before a human recruiter sees them.

b. DOs and DON'Ts for ATS compliance

DO: Use standard headings (Work Experience, Education, Skills).
DO: Use standard fonts (Arial, Calibri, Times New Roman, 10-12 pt).
DO: Save as text-based PDF or Word document (.docx).
DO: Include exact keywords from job description.
DON'T: Do not use tables, text boxes, columns, or graphics.
DON'T: Do not place contact info inside header or footer zones.

10. AIDA in Cover Letters

Attention: Mention specific job title and referral or company connection.
Interest: Match your education and skills to the job requirements.
Desire: Share a concrete achievement with measurable results.
Action: Request an interview and provide phone and email details.

11. Channel Selection Case (Sarah Case)

Scenario: Early arrival of dresses; launch tomorrow; staff need stock, display, and pricing rules.
Solution: Virtual Meeting (Video Conference) for immediate team alignment and questions + Detailed Email with PDF for written reference on the sales floor.
Criteria: Speed (fast), Cost (low), Detail (high via PDF), Feedback (instant via call), Record (permanent via email).

12. Negative Message Case (Rafi Case)

Mistakes: Failed to understand customer anxiety, hostile tone ("stop contacting us"), no apology, vague timeline ("whenever it arrives").
Solution: Use indirect approach:
1. Buffer: Thank customer for their order.
2. Reason: Explain supplier component delay honestly.
3. Action: Give exact new ship date and tracking link.
4. Goodwill: Offer sincere apology and a store credit voucher.
5. Contact: Provide dedicated support phone and email.

13. Business Report and Proposal Scenarios

Monthly sales volume and inventory numbers:
- -> Informational Report (Presents factual operational figures only).
Investigation into why employee turnover spiked by 35%:
- -> Analytical Report (Explores causes and recommends solutions).
Cybersecurity infrastructure pitch to a bank:
- -> Business Proposal (Persuasive offer for contract services).

On this page