1

Unit 1 - 5 Corporate Communication

Unit I
Module I
Introduction
In this module, you will learn about the objectives of business communication, the components of
communication, and the types of communication. The communication model consists of five components: the
stimulus, filter, message, medium, and destination. Ideally, the process ends with feedback to the sender,
although feedback is not necessary for communication to have taken place.

You will also learn about the formal communication network in organizations. Within the organization,
information may be conveyed from superiors to subordinates (downward communication), among people at the
same level on the organizational chart (horizontal communication), from subordinates to superiors (upward
communication), and among people in different departments within the organization (cross-channel
communication). These four types of communication make up the organization’s formal communication
network. In addition, you will learn about the categories of barriers to communication.

Finally, you will learn about the informal communication network in organizations.
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Unit 1 - 5 Corporate Communication

Unit I
Module I
Module Summary
You have reached the end of this module. Let us revise the key points. You learned to:

• Explain the objectives of business communication.

o The objectives of business communication are: to inform, to persuade, to educate, to train, to
motivate, to integrate, to relate, and to entertain.
• State the components of communication.
o The communication model consists of five components: the stimulus, filter, message, medium,
and destination. Ideally, the process ends with feedback to the sender, although feedback is
not necessary for communication to have taken place.
• List the types of communication.
o The types of communication are given below.
ƒ Oral communication forms one of the most essential functions in business. You can
clear up any questions right away; employ nonverbal clues; give additional information;
and use pauses, emphasis, and voice tone to emphasize certain points.
ƒ Written communication is more difficult than oral communication because you have to
get your message correct the first time. You do not have the benefit of immediate
feedback and nonverbal clues such as facial expressions to help you attain your
objective.
• Describe the formal communication network.
o Within the organization, information may be conveyed from superiors to subordinates
(downward communication), among people at the same level on the organizational chart
(horizontal communication), from subordinates to superiors (upward communication), and
among people in different departments within the organization (cross-channel
communication). These four types of communication make up the organization’s formal
communication network.
• List the barriers to communication.
o Some of the barriers to communication are: semantic barriers, organizational barriers,
interpersonal barriers, individual barriers, cross-cultural barriers, physical barriers, and
technological barriers.
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Unit 1 - 5 Corporate Communication

Unit I
Module II
Introduction
In this module, you will learn about the variables of group communication and initial group goals. Three factors
— conflict, conformity, and consensus — greatly affect the efficiency with which a team operates and the
amount of enjoyment that members derive from it.

You will learn about how conflicts can be resolved in groups. In addition, you will learn about the six most
common types of nonverbal communication in business such as body movement, physical appearance, voice
qualities, time, touch, and space and territory.

You will also learn about the strategies for communicating across cultures. In addition, you will learn about the
steps for conducting business meetings.

Finally, you will learn about business etiquette and manners.

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Unit 1 - 5 Corporate Communication

Unit I
Module II
Module Summary
You have reached the end of this module. Let us revise the key points. You learned to:

• Describe the variables of group communication.

o The variables of group communication are given below.
ƒ Conflict is what group meetings are all about. One purpose of collaborating on a
project is to ensure that various viewpoints are heard, so that an agreement on the
most appropriate course of action can emerge. Groups can use conflict productively to
generate and test ideas before they are implemented. Thus, conflict is the essence of
group interaction.
ƒ Conformity means agreement with regard to ideas, rules, or principles. Group
members can be encouraged to disagree about the definition of a problem or possible
solutions, but they must agree on certain fundamental issues, such as how the group
should operate.
ƒ Consensus means reaching a decision that best reflects the thinking of all team
members. It refers to finding a solution that is acceptable enough so that all members
can support it (perhaps, though, with reservations) and no member actively opposes it.
• Discuss how conflicts can be resolved in groups.
o Some of the methods to resolve conflicts are given below.
ƒ Most conflicts in groups can be anticipated or prevented if the members spend time
developing the group into a team, get to know one another, establish ground rules, and
discuss norms for group behavior.
ƒ Consider each problem as a group problem. Groups should avoid the temptation to
defuse conflicts by making a scapegoat of one member. Rarely is one person solely
responsible for the success or failure of group effort. Analyze each problem in light of
what the group does to encourage or allow the behavior and what the group can do
differently to encourage more positive behavior.
ƒ Finally, be realistic. Do not assume responsibility for the happiness of others. You do
need to behave ethically and treat other group members with respect. However, the
purpose of the group is not to develop lifelong friendships or to solve other people’s
time-management or personal problems.
• List the most common types of nonverbal communication in business.
o The six most common types of nonverbal communication in business are: body movement,
physical appearance, voice qualities, time, touch, and space and territory.
• Explain the strategies for communicating across cultures.
o When communicating with people from different cultures, whether abroad or in one’s own
country, adopt the following strategies.
ƒ Maintain Formality - By both verbal and nonverbal clues, convey an attitude of
propriety and decorum.
ƒ Show Respect - Hold back judgment, accepting the premise that attitudes held by an
entire culture are probably based on sound reasoning. Listen carefully to what is being
communicated, making an attempt to understand the other person’s feelings.
ƒ Communicate Clearly - Avoid slang, jargon, and other figures of speech; be specific
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Unit 1 - 5 Corporate Communication

and illustrate your points with real examples; and provide and ask for feedback;
summarize regularly; provide a written summary of the points covered in a meeting;
ask your counterpart to rephrase what has been said; encourage questions.
ƒ Value Diversity - Those who consider diversity among employees as a source of
richness and strength for the organization can help in bringing several benefits to their
organization.
• List the steps for conducting business meetings.
o Plan the meeting - This includes identifying the purpose of the meeting, determining whether a
meeting is necessary, preparing an agenda, deciding who should attend, and determining
logistics.
o Conduct the meeting - This includes following the agenda, leading the meeting, and adopting
parliamentary procedure.
o Follow-up the meeting - This includes writing the minutes of the meeting and sending it to the
participants.
• Discuss about business etiquette and manners.
o Business etiquette is the practice of well-mannered and suitable behavior in business settings.
It specifies what behaviors are apt and under what circumstances. Thus, business etiquette is
concerned with interaction between people and it is not a meaningless ritual.
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Unit 1 - 5 Corporate Communication

Unit II
Module I
Introduction
In this module, you will learn about the evolution of corporate communication in India, the placement of
corporate communication within organizations, and the troika in corporate communication. A corporate
communication practitioner needs to work on the troika or trinity of audience, message, and medium to achieve
the goals.

You will also learn about employee communication, the theories influencing employee communication, and the
media used in internal communication within organizations. Employee communication media includes house
journals, video magazines, open house/events, idea boxes, shop-floor discussions, bulletin boards, and
employee blogs.
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Unit 1 - 5 Corporate Communication

Unit II
Module I

Module Summary
You have reached the end of this module. Let us revise the key points. You learned to:

• Describe the meaning of corporate communication.

o Corporate communication is the integrated approach to all kinds of communications produced
by an organization, directed at all relevant target groups. Each item of communication must
convey and emphasize the corporate identity.
• Discuss the evolution of corporate communication in India.
o After independence, public sector undertakings (PSUs) were established in almost all facets
of the economy, namely infrastructure, heavy machinery, power, aviation, steel, oil, surface
transport, and insurance.
o Although the public sector kept growing, it was often on the media radar, which constantly
blamed it for corruption, nepotism, bureaucratization, and losses, among other things.
o Concerned about the increasing poor performance of many PSUs and their poor public image,
Mrs. Indira Gandhi, the then Prime Minister of India, under the aegis of the Standing
Conference of Public Sector Enterprises (SCOPE) set the foundation for PR, where all central
PSUs were mandated to have a PR department headed by a professional.
• Explain the placement of corporate communication within organizations.
o There are opposing views on where corporate communication is to be placed in the
organizational hierarchy. Some believe that an independent department reporting directly to
the CEO is the ideal solution. However, others opine that since corporate communications is
the umbrella term used to indicate various specialist communication functions in a company,
there is really no need for a separate department.
o As the corporate communication department communicates on various issues pertaining to
the organization and its stakeholders, an independent department with specialized staff is
preferred. This department is expected to perform the staff function of helping and advising
the top management and other departments on their issues that require communication
expertise.
• Recognize the troika in corporate communication.
o A corporate communication practitioner needs to work on the troika or trinity of audience,
message, and medium to achieve the goals.
• State the theories influencing employee communication.
• Some of the theories that influence employee communication are: systems theory, persuasion theories,
and theories of behavior and attitude change. Theories of behavior and attitude change include Albert
Bandura's social learning theory, Martin Fishbein's theory of reasoned action, and Leon Festinger's
cognitive dissonance theory.
• Identify the various media used in internal communication in organizations.
o Internal communication often needs designing and producing media materials, which broadly
include a wide variety of corporate identity manuals, employee magazines, safety manuals,
instruction materials, and bulletin boards.
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Unit 1 - 5 Corporate Communication

Unit II
Module II
Introduction
In this module, you will learn about the symbiotic relationship between business and government, the
relationship between industry associations such as the Federation of Indian Chambers of Commerce and
Industry (FICCI), the Association of Chambers of Commerce and Industry of India (ASSOCHAM), the
Confederation of Indian Industry (CII), and the government.

You will also learn about lobbying, the history of lobbying in India, and the process of lobbying. In addition, you
will learn about issue management and the imperatives of government relations.

You will also learn about the various sources of information for media, the topics that media writing would
broadly cover such as news releases, press handouts, press notes, rejoinders, and features. In addition, you
will learn about how a news release is structured and how to manage media events.

You will also learn about how effective media relations can be built and how media and the corporate
communication department are dependent on each other.

Finally, you will learn how to prepare a spokesperson for media interaction.
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Unit 1 - 5 Corporate Communication

Unit II
Module II

Module Summary
You have reached the end of this module. Let us revise the key points. You learned to:

• Describe the relationship between industry associations and government.

o The relationship between the government and an industry, especially in a free economy, is
marked by interdependence. The Indian industry has numerous associations such as the
Federation of Indian Chambers of Commerce and Industry (FICCI), the Association of
Chambers of Commerce and Industry of India (ASSOCHAM), and the Confederation of Indian
Industry (CII) that play a vital role in interacting with the government and setting up agendas to
suit the interests of various sectors.
• Explain the meaning of lobbying.
o Lobbying is any action that is designed to influence the action of institutions or government.
That means it covers all parts of central and local government, and other public bodies. Its
scope includes legislation, regulatory, and policy decisions, and negotiations on public sector
contracts or grants.
• Identify the issue management process.
o The following are the various steps in the issue management process.
ƒ Step One: Problem definition/identification of the problem - An unbiased analysis of the
situation to determine its strengths, weakness, opportunities, and threats (SWOT) is a
must.
ƒ Step Two: Analysis of the problem - After understanding what the problem is, it is
imperative to know the source of the existing perceptions.
ƒ Step Three: Identification of stakeholders - The people and institutions whose support
is required need to be identified accurately.
ƒ Step Four: Developing strategies - This step includes determining what one wants to
change - the 'current mind-set' as against the 'desired mind-set'.
ƒ Step Five: Action programming - Creative solutions must be explored for the proposed
change management program. PR, advertising, lobbying, and the other below-the-line
activities, depending on the strategy and requirements, need to be decided upon.
ƒ Step Six: Evaluation - This involves carrying out a constant assessment while the
campaign is on.
• Recognize the various sources of information for media.
o The primary sources of media include those that journalists get when they personally go to the
sites of events and meet the concerned persons to gain first-hand information, besides
receiving information from news sources directly through phone calls or press releases.
o Secondary source implies that the information already exists somewhere, for instance, in
books, journals, the Internet, newspapers, and new releases, which need to be accessed for
use.
• Describe the topics that media writing would broadly cover.
o A corporate communication professional has to do considerable writing. The media writing
should broadly cover the following:
ƒ News releases;
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Unit 1 - 5 Corporate Communication

ƒ Press handouts, press notes, and rejoinders; and

ƒ Features.
• Identify how a news release is structured.
o Most writers speak of the foolproof 'five Ws and one H' formula to cover an event, which cover
who, what, when, where, why, and how. Which Ws are to be given performance in the first
and the second lead is a matter of judgment.
o Over a period of time, press releases written in the 'inverted pyramid' style have gained
acceptance in media circles. The inverted pyramid is defined as writing the most vital
information in the first one or two paragraphs to cover the essential 'five Ws and one H'. As
one proceeds with writing a press release, one has to ensure that one progresses from the
most important facts to the less important facts.
• Discuss how to manage media events.
o A press conference is an occasion when an organization invites a cross section of media
reporters through a formal invitation, at a designated time and place.
o A press conference should ideally be organized when the press release cannot be substituted
for it. The following preparations are required for holding a press conference.
ƒ Pre-event,
ƒ Event, and
ƒ Post-event
o A press briefing is informal and does not require elaborate arrangements. Press briefings can
be both proactive and reactive. Proactive means that certain clarifications or points have to be
given after a crisis. In a reactive press briefing, a reporter can seek an audience with the chief
spokesperson for certain clarifications or to get the spokesperson's opinion before filing the
story.
o A press tour, also known as facility visit or a press junket, is much like a press conference
except that it needs elaborate arrangements. The occasions that warrant such visits include a
landmark achievement/commissioning of a plant or an accident at a site. Both kinds of
occasions require careful handling.
• Describe how effective media relations can be built.
o The following issues are crucial for building effective media relations.
ƒ Develop one's organization as a beat;
ƒ Create a media cell within the corporate communication department;
ƒ Maintain media archives;
ƒ Understand journalists' needs; and
ƒ Handle negative press.
• Discuss how to prepare a spokesperson for media interaction.
o One of the primary tasks of the corporate communication manager is to help and advise the
top management on media handling, and prepare the spokesperson for media interactions.
o Some of the media interactions and how to prepare spokespersons for these interactions are
given below.
ƒ Face-to-face interviews - The first step is to be well prepared on the subject / issue of
the press conference. It would be a good idea to get all the concerned experts together
and discuss all the possible questions that journalists could possibly ask.
ƒ Facing journalists in a press conference - Maintaining equanimity, poise, and balance
is very essential. Journalists often ask provocative questions to compel the
spokesperson into giving them a good sound byte. The spokesperson needs to be
advised that questions rarely appear; rather, it is the answers that may bring damage if
one is not careful.
ƒ One-to-one interviews - The CEO must be told to try to avoid giving any spontaneous
remarks, as these often become the headlines. If he/she does not wish to be quoted
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Unit 1 - 5 Corporate Communication

on a certain issue, the journalist must be informed in advance.

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Unit 1 - 5 Corporate Communication

Unit III
Module I
Introduction
In this module, you will learn about how corporate communication integrates with marketing communication to
support brand communication through various methods such as consumer public relations (PR), sponsorships,
media endorsements, and events.

Marketing planning includes various tasks such as conception, pricing, promotion, and distribution of a product.
Consumer PR is a key tool of promotion in the mix that aims to connect the brand with consumers in a subtle
way.

Sponsorship refers to the monetary support provided by an organization to an activity of another organization
for an event not only to meet a specific commercial objective, but also to create goodwill with the organization
that has requested for the sponsorship.

Organizations make two-pronged use of events in brand promotion, namely sponsorship of certain events to
get the necessary exposure through sponsorship as well as events specially created for a brand launch or
brand promotion.
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Unit 1 - 5 Corporate Communication

Unit III
Module I

Module Summary
You have reached the end of this module. Let us revise the key points. You learned to:

• Identify the various tools and strategies employed in consumer public relations (PR) for brand promotion.
o Marketing planning includes various tasks such as conception, pricing, promotion, and
distribution of a product. Consumer PR is a key tool of promotion in the mix that aims to
connect the brand with consumers in a subtle way. In future, the use of online marketing and
PR is likely to become a major part of consumer PR for many organizations.
o Marketers in India are using innovative methods to reach out to potential customers, which
may not involve the use of any formal media. The disruptions in conventional marketing mean
that organizations have to change their mindset about technology and consumer PR across
the board. Having said that, the traditional expectations from PR – third-party endorsement
through media and building events and activities to extend their news values to additional
audiences – remain crucial.
• Describe the concept of sponsorships.
o Sponsorship refers to the monetary support provided by an organization to an activity of
another organization for an event not just with a specific commercial objective in mind, but
also to create goodwill with the organization that has requested for sponsorship.
o In online sponsorship, the company that sponsors and the organization that has received the
sponsorship put the necessary information on their Web sites. Thus, each time a user uses a
search engine to gather information about the event, many Web pages open up, including
those of both the companies.
• Discuss the stages involved in event management.
o Organizing an event involves complex activities that require precision management. Event
management is defined as the application of the management principles of project
management to the creation and development of festivals and events.
o Event organizers are now undertaking projects from concept to commissioning. This means
they take charge of the entire range of work involved in organizing events. Their tasks involve
giving a client the objectives of the proposed event, selecting the theme, planning, preparing
the inventory, selecting the venue, getting clearances from authorities, setting up the
venue/décor, preparing the guest list, sending out invitations, and taking care of hospitality
and publicity arrangements.
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Unit 1 - 5 Corporate Communication

Unit III
Module II
Introduction
In this module, you will learn about financial communication, the evolution of financial communication in India,
and the key publics for financial communication.

Financial communication is an important factor that can reduce the cost of capital, provided the company is
willing to furnish complete, timely, and relevant information about its financial situation.

You will also learn about the functioning of various financial institutions in India, the various financial
instruments in the capital market, and financial advertising—a term used for communication aimed at raising
money from the capital market.

In addition, you will learn about the importance of crisis communication. Whenever an organization faces a
crisis, it has to communicate with several stakeholders from its perspective. It also needs to respond to the
information needs of these stakeholders. The success of crisis management depends on how the organization
responds to the victims and whether it communicates what it is doing and how it will bounce back.

Moreover, you will learn about corporate governance, which refers to the relationship of a company to its
shareholders, or more broadly, its relationship to society.
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Unit 1 - 5 Corporate Communication

Unit III
Module II

Module Summary
You have reached the end of this module. Let us revise the key points. You learned to:

• List the key publics for financial communication.

o The following are the key target audiences for financial communication by an organization.
ƒ Analysts,
ƒ The city,
ƒ Financial journalists,
ƒ Institutional investors (for investor relations),
ƒ Merchant bankers,
ƒ Private investors (for investor relation), and
ƒ Stockbrokers.
• Describe the functioning of various financial institutions in India.
o The functioning of the major financial institutions in India is described below.
ƒ Reserve Bank of India (RBI) - The RBI is the apex monetary institution of India, also
referred to as the central bank of the country. It acts as the apex body with regard to
monetary matters.
ƒ Securities and Exchange Board of India (SEBI) - SEBI was established to safeguard
the interests of investors in securities and to enable the development and effective
regulation of the securities markets.
ƒ National Stock Exchange (NSE) - The NSE is involved in the trading of equity shares,
bonds, and government securities.
ƒ Bombay Stock Exchange (BSE) - The BSE launched its first BSE 200 index in 1994,
under which 200 companies were selected based on market capitalization, value of
turnover, and other fundamental factors, keeping 1989-90 as the base year.
ƒ Foreign Investment Promotion Board (FIPB) - Some of the functions of FIPB include
the following.
• Creating a process for implementation of proposals,
• Setting friendly guidelines to facilitate more investors,
• Inviting more and more companies to make investments,
• Formulating proposals for promoting investments, and
• Recommending to the Government of India actions that would attract more
investments.
o Discuss the various financial instruments in the capital market.
ƒ There are several financial instruments that are issued in the capital market. A few of
them are discussed below.
• Government Securities - Referred to as G-secs, these are very popular among
institutional purchasers such as commercial banks, central and state
governments, and public sector organizations.
• Bonds/debentures - A bond or a debenture is an instrument of loan floated by
the government or a company against a particular interest rate and a promised
date of repayment.
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Unit 1 - 5 Corporate Communication

• Mutual funds – They are collective investment schemes that collect money
from many investors and invest it in different securities.
• Certificate of deposit (CDs) – They are similar to commercial papers and are
mainly issued by banks.
• Commercial papers - Corporate businesspersons issue commercial papers to
fund their working capital needs.
o Describe the meaning of financial advertising.
ƒ Financial advertising is a term used for communication aimed at raising money from
the capital market.
ƒ In other words, it is a paid form of communication pertaining to various financial
instruments by using mass media.
o List the four principles of crisis communication.
ƒ James Grunig proposes the following four principles of crisis communication.
• The relationship principle,
• The accountability principle,
• The disclosures principle, and
• The symmetrical communication principle.
o Discuss the importance of crisis communication.
ƒ Whenever an organization faces a crisis, it has to communicate with several
stakeholders from its perspective. It also needs to respond to the information needs of
these stakeholders. The success of crisis management depends on how the
organization responds to the victims and whether it communicates what it is doing and
how it will bounce back.
o Explain the meaning of corporate governance.
ƒ Corporate governance refers to the relationship of a company to its shareholders, or
more broadly, its relationship to society.
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Unit 1 - 5 Corporate Communication

Unit IV
Module I
Introduction
In this module, you will learn about the features of business reports and the common types of reports. The
common types of reports include periodic reports, proposals, policies and procedures, and situational reports.

You will also learn about collecting data through questionnaires and interviews. In addition, you will learn about
creating tables and constructing charts. A table is a systematic arrangement of data into columns and rows. A
table presents numerical data more efficiently than narrative text. The proper use of well-designed charts and
graphs can facilitate reader comprehension, highlight certain data, generate interest, and save time and space.
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Unit 1 - 5 Corporate Communication

Unit IV
Module I

Module Summary
You have reached the end of this module. Let us revise the key points. You learned to:

• Describe the features of business reports.

o To better comprehend your role as a business writer, consider the following four characteristics
of business reports:
ƒ Reports vary widely, in length, formality, complexity, and format.
ƒ The quality of the report-writing process affects product quality.
ƒ Precision is the most vital trait of a report.
ƒ Reports are usually the result of collective effort.
• List the common types of reports.
o The common types of reports include periodic reports, proposals, policies and procedures, and
situational reports.
• Explain how to collect data through questionnaires and interviews.
o A survey is a method of collecting data through questionnaires, telephone or e-mail inquiries, or
interviews. A questionnaire (a written instrument with questions designed to obtain information
from the individual being surveyed) is the most frequently used method in business research.
For collecting data through questionnaires, you need to construct the questionnaire keeping the
audience profile in mind and include a cover letter that convinces the reader that it is worthwhile
to complete the questionnaire.
• Discuss the reasons for creating tables and charts in reports.
o A table is a systematic arrangement of data into columns and rows. A table presents numerical
data more efficiently than narrative text. It provides more information than a graph, although with
less visual impact.
o The proper use of well-designed charts and graphs can facilitate reader comprehension,
highlight certain data, generate interest, and save time and space.
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Unit 1 - 5 Corporate Communication

Unit IV
Module II
Introduction
In this module, you will learn about the process of a report that involves planning, drafting, revising, formatting,
and proofreading.

Planning a report involves deciding on the structure of the report, the organization of the content, and the
framework of the headings before you start writing and also as you write. Drafting a report involves writing
down your ideas as they flow, without worrying about style, correctness, and format.

The final process of a report involves revising, formatting, and proofreading a report for content, style,
correctness, and readability.
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Unit 1 - 5 Corporate Communication

Unit IV
Module II

Module Summary
You have reached the end of this module. Let us revise the key points. You learned to:

• Describe the planning process of a report.

o Planning a report involves deciding on the structure of the report, the organization of the
content, and the framework of the headings before you start writing and also as you write.
• Discuss how to draft a report.
o Drafting a report involves writing down your ideas as they flow, without worrying about style,
correctness, and format.
o In the drafting process, you need to draft the body of the report, which consists of the
introduction, findings, summary, conclusions, and recommendations.
• Explain the meaning of documentation.
o Documentation involves the identification of sources by giving credit to another person, either
in the text or in the reference list, for using his or her words or ideas. You need to provide
appropriate documentation whenever you quote, paraphrase, or summarize other people’s
work.
• Discuss how to revise, format, and proofread a report.
o Revise the report first for content. Ensure you have included enough information to support
each point and that you have added no extraneous information. After you are satisfied with the
content of the report, revise it for style. Do ensure that your writing is clear and that you have
used short, simple, and concise sentences. After you are sure about the content and style of
your draft, revise another time for correctness. This revision step, known as editing, identifies
and resolves any problems with spelling, grammar, punctuation, and word usage.
o To a certain extent, the physical format of your report (margins, spacing, etc.) depends on the
length and complexity of the report and the format that either the organization or the reader
would prefer. Consistency and readability are the mainstays of an effective format. You can
distinguish among headings by using different fonts, font sizes, styles (such as bold or italic),
and horizontal alignment.
o After making all your revisions and formatting the various pages, proofread each page. Check
carefully for typographical errors and also check for appearance.
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Unit 1 - 5 Corporate Communication

Unit V
Module I
Introduction
In this module, you will learn about business presentations. Both written reports as well as oral presentations
are crucial in helping an organization accomplish its objectives. In addition, you will learn about work-team
presentations. Work-team presentations are common strategies adopted to communicate about complex
projects. Such presentations, whether written or oral, require extensive planning, effective coordination, in
addition to maturity and goodwill.

You will also learn about visual aids used in business presentations. In addition, you will learn about audience
handouts, which are printed copies of notes, tables, or illustrations.

Finally, you will learn how to deliver an effective presentation.

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Unit 1 - 5 Corporate Communication

Unit V
Module I

Module Summary
You have reached the end of this module. Let us revise the key points. You learned to:

• Describe the process of making a business presentation.

o The logical process for making a business presentation is described below.
ƒ Planning: Deciding the purpose of the presentation, analyzing the audience, and
deciding on the timing and method of delivery.
ƒ Organizing: Compiling the data and arranging it in a logical order.
ƒ Developing visual aids: Choosing the type, number, and content of visual aids.
ƒ Practicing: Preparing by simulating the actual presentation conditions as closely as
possible.
ƒ Delivering: Dressing suitably, maintaining eye contact with the listeners, speaking
effectively, and answering questions with confidence.
• Explain the concept of work-team presentations.
o Work-team presentations are common strategies adopted to communicate about complex
projects. Such presentations, whether written or oral, require extensive planning, effective
coordination, in addition to maturity and goodwill.
• List the different types of visual aids used in business presentations.
o Visual aids are quite simple to create. They help the audience understand the presentation,
particularly if it covers complex or statistical material. Some of the common types of visual
aids used in business presentations are:
ƒ Transparencies,
ƒ 35 mm slides,
ƒ Videotapes,
ƒ Flipcharts,
ƒ Handouts, and
ƒ Electronic presentations.
• Explain the meaning of audience handouts.
o Audience handouts are printed copies of notes, tables, or illustrations. They are important in
helping the audience to follow a presentation. They form a normal part of most business
presentations, because they provide not only a review but also new information for the
audience even after you finish making your presentation.
• Discuss the guidelines for delivering an effective presentation.
o The guidelines that needed to be followed for delivering an effective presentation are listed
below.
ƒ Ensure your shoes are of the same color or are darker than the hemline of your pants
or skirt.
ƒ Always wear long sleeves when presenting. They indicate authority and a higher level
of professionalism and respect. Short sleeves indicate a more casual approach.
ƒ Ensure that the tip of a man’s tie hits the middle of his belt buckle.
ƒ Be aware that the higher the stage, the shorter a woman’s skirt appears. The optimum
skirt length is mid-knee for women of short or medium height and a few inches below
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Unit 1 - 5 Corporate Communication

mid-knee for taller women.

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Unit 1 - 5 Corporate Communication

Unit V
Module II
Introduction
In this module, you will learn about the stages involved in planning a career. The first stage is self-analysis,
followed by research. The third stage is gathering industry and company information and the final stage is
networking.

You will also learn about resume preparation and the important elements in a resume. A resume is an outline
of one’s personal details and qualifications, prepared by an applicant for a job. In addition, you will learn how to
prepare a job application letter.

Finally, you will learn how to prepare for a job interview and follow up the interview.
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Unit 1 - 5 Corporate Communication

Unit V
Module II

Module Summary
You have reached the end of this module. Let us revise the key points. You learned to:

• Discuss the stages involved in planning a career.

o The stages involved in planning a career include:
ƒ Self-analysis - When it is time for you to decide on what job you would like get into,
you need to do some soul-searching to decide how you wish to spend the working
hours of your life. Think about your life, your interests, things you are good at (and also
those you are not), and the experiences that have given you the most satisfaction.
ƒ Research - After self-analysis, you need to gather additional information about
possible professions, demographic trends, and the industries and organizations in
which you are interested.
ƒ Gathering industry and company information – In this stage, you will research industry
and company information. You must remember that every organization is affected by
the social, economic, and political environment in which it operates. After learning
about the industry, choose a few companies to explore further.
ƒ Networking – This refers to developing a network of companies that might provide job
leads and career guidance. It forms a vital job-getting tool.
• List the steps involved in resume preparation.
o The following are the steps involved in resume preparation.
ƒ Deciding on the resume length,
ƒ Freezing the resume format, and
ƒ Deciding on the resume content.
• List the important elements of a job application letter.
o An application letter communicates to a prospective employer your interest in and
qualifications for a position inside the organization. This letter is also called a covering letter,
because it presents the major points in your resume, which you need to include with the
application letter.
o Some of the important elements of a job application letter are:
ƒ Address and salutation,
ƒ Opening,
ƒ Body, and
ƒ Closing.
• Discuss how to prepare for a job interview.
o In preparing for a job interview, a person should first research the organization, then practice
answering the likely interview questions, prepare his/her own questions, and dress
appropriately for the interview.