Business Communication

Exercise
87
CHAPTER-8
APPLYING THE CASE STUDY METHOD 91-98
8.1
DEFINE CASE STUDY
91
8.2
THE CASE METHOD AS A LEARNING TOOL
91

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Contents
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8.3
TYPES OF CASE STUDY
92
8.4
HOW TO DO A CASE STUDY
93
8.5
PREPARING A CASE STUDY
93
8.6
APPROACHES TO CASE STUDY
96
8.7
DO’S AND DON’TS FOR CASE PREPARATION
97
Exercise_97_CHAPTER-9'>Exercise
97
CHAPTER-9
PRESENTATION SKILL 99-106
9.1
PRESENTATION
99
9.2
ELEMENTS OF PRESENTATION
99
9.3
DESIGNING A PRESENTATION
100
9.4
USING VISUAL AIDS
100
9.5
APPEARANCE AND POSTURE
101
9.6
REHEARSAL FOR PRESENTATION
101
9.7
TIPS FOR AN EFFECTIVE PRESENTATION
102
Exercise
106
CHAPTER-10
GROUP COMMUNICATION 107-120
10.1 MEETINGS
107
10.1.1 Meaning, Objectives and Types of Meeting
108
10.1.2 Procedure of Convening a Meeting
109
10.2 MEDIA MANAGEMENT
112
10.3 PRESS RELEASES
112
10.3.1 Characteristics of a Good Press Release
113
10.4 PRESS CONFERENCE
114
10.5 MEDIA INTERVIEW
116
10.6 SEMINARS
117
10.7 WORKSHOP
117
10.8 CONFERENCE
118
10.9 BUSINESS ETIQUETTE
118
Exercise
120
APPENDIX
121

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B
USINESS
 C
OMMUNICATION
:
A
N
 I
NTRODUCTION
1.1 I
NTRODUCTION
1.2 R
OLE
 
OF
 C
OMMUNICATION
 
IN
 B
USINESS
1.3 D
EFINITIONS
 
OF
 C
OMMUNICATION
1.4 P
URPOSE
 
OF
 C
OMMUNICATION
1.5 T
HE
 C
OMMUNICATION
 S
ITUATION
1.6 T
HE
 C
OMMUNICATION
 P
ROCESS
/C
YCLE
1.1 INTRODUCTION
The word “communication” derived from the Latin word ‘communicare’ that means to impart, to
participate, to share or to make common. It is a process of exchange of facts, ideas, opinions and as a
means that individual or organization share meaning and understanding with one another. In other
words, it is a transmission and interacting the facts, ideas, opinion, feeling and attitudes.
It is the ability of mankind to communicate across barriers and beyond boundaries that has ushered
the progress of mankind. It is the ability of fostering speedy and effective communication around the
world that has shrunk the world and made ‘globalization’ a reality. Communication had a vital role to
play in ensuring that people belonging to a particular country or a culture or linguistic group interact
with and relate to people belonging to other countries or culture or linguistic group. Communication
adds meaning to human life. It helps to build relationship and fosters love and understanding. It
enriches our knowledge of the universe and makes living worthwhile.
1.2 ROLE OF COMMUNICATION IN BUSINESS
The term business communication is used for all messages that we send and receive for official purpose
like running a business, managing an organization, conducting the formal affairs of a voluntary
organization and so on. Business communication is marked by formality as against personal and social
communication.
The success of any business to a large extent depends on efficient and effective communication. It
takes place among business entities, in market and market places, within organizations and between
various group of employees, owners and employees, buyers and sellers, service providers and
customers, sales persons and prospects and also between people within the organization and the press

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