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Session 4-5

Media of Written Communication

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The other name of media of communication is tools of written communication. It also, means the instrument or instruments applied in communicating any written message.

There are several media of written communication. The executive can select one or two suitable for specific purposes and particular and peculiar circumstances. It is vice versa also i.e. executive by and large, depend on various media.

List of Written Media

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1. Directives2. Forms3. News Bulletin4. Proposal5. Agreements6. Handbook7. Pamphlets8. Brochures9. Job Application10. Letter

Contd…

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11. Letters12. Booklets13. Memoranda14. Office Orders15. Instructions16. Manual17. Office notes18. Explanation19. Magazines20. Circulars

Contd…

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21. Newspapers22. Posters23. Leaflets24. Forms25. Bulletins26. Catalogues27. Union Publications28. Complaints & Suggestions29. House Journals30. Handbooks31. Hand files

1) Directives:

A directive is a general instruction as to what is to be done, followed etc., issued by a higher authority to subordinates. Directives are issued, pointing out to those to whom it is meant, i.e., guidelines, for the performance given task and accomplishing given objectives. There are several types of directives like simple, complex, lengthy, short, technical, legal, specific and general. It is a formal medium downwards form the purpose of communicating policies, rules, regulations, procedures, practice etc.

(2) FormsForms are written documents of a definite format. Forms, as a versatile medium, serve for many purposes like schedule, questionnaire for collection of data, information, attitudes, opinions, recording technical information like production performance, capacity utilization, legal forms, form of notices, accounting forms, bills etc. Similarly forms may be different types such as long forms, machine rotated forms, financial forms, marketing forms, personal forms and proposal forms. Generally, different coloured forms are meant for different purposes.

(3) News Bulletin:A bulletin is an official written report of news. It is a printed information sheet in the form of a newspaper. Sometimes, a bulletin board is used which is a notice board. News bulletin is a sort of house magazine, in miniature. These are published to include news and notes of current topics.It is the best medium of communication with employees in the organization.

(3) News Bulletin: Cont…

The advantage of news bulletin is that it is personal and friendly containing up-to- date and latest news which promotes the credibility of the management.

The Editor of a bulletin plays an important role in its quality production to convey policy decisions and fresh news. Like a handbook, it informs the employees about the company's policies, practices, procedures, rules, regulations, plans, future strategies etc.

The employees can know the nature and type of the work to be done from the bulletin. Other items often found in the bulletin are service matters, sports, recreation, transfers, including some paid advertisements.

Generally, news bulletins are published weekly or fortnightly.

(4) Proposals:Proposal is a written medium of communication. Its object is to offer something in writing. It is something proposed or suggested.Proposals may include a plan, alterative for consideration or adoption. A proposal may be legal, technical, financial, short, or long proposal. There are four types of proposal, namely, a. Bids,b. Personnel, c. Organizational, and d. Product or service.

(4) Proposals: Cont…a. Bids: A bid is offering a quoted price for a

product or service deals with customers located outside the company.

b. Personnel: It relates to members of the organization dealing with shifts, promotions, hiring, replacements, commitment etc. An application from a candidate in response to a given employment notification is a proposal.

c. Organizational: Organizational proposals deal with changes in policies, rules, procedures, practices of organization. Hence, it is called as organizational proposal.

(5) Agreements:Agreement is a written document signifying the state of agreeing.

A written arrangement between the persons agreeable to them signifies a legal document.

A contract is an agreement enforceable by law.

Every agreement legally binds the persons, creating and defining of obligations between the parties.

An agreement is a very wide term, it may be a social agreement or a local agreement. All contracts are agreements but all agreements are not contracts.

A contract creates a legal tie which imposes upon a definite person or persons the necessity of doing or abstaining from doing a definite act or acts.

An agreement which gives rise to a social legation is not a contract.

An agreement not enforceable at the option of the parties is avoidable contract.

Thus, agreements impose upon the parties obligations to accept, follow, performance of certain code of conduct etc.

Agreements are used to create legal binding to buy, sell, to pay or other negotiable instruments.

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(6) Handbook:It provides important information relating to

policies, rules, procedures, practices as well as how to do a particular thing, serves particularly newly appointed employees.

Companies which are making and issuing handbooks promote organizational image and impression.

Big industrial groups use employee's handbooks. A separate page in the handbook is meant for entering the name of the employee, age, token number, department, address, phone numbers etc.

It contains introductory portion, indicating a profile about the company describing its short history, background, growth and development, structure, organization, policies, practices, rules, procedures, regulations etc.

A number of subsidiary handbooks can be prepared such as Recruitment Handbook, Wage and Salary Handbook, Benefits Handbook, Policy Handbook etc.

7.Pamphlets:Also called "home pamphlets“.Oxford English Dictionary: 'More

specifically, a treatise of the size and form described on some subject or question of current or temporary interest, personal, social, political, ecclesiastical or controversial, on which the writer desires to appeal to the public.

pamphlets cover a wide variety of topics such as interior decoration, embroidery, cooking, sports, health, personal and family topics.

Big organizations generally publish these pamphlets for distribution among the employees.

Pamphlets give information expressing an opinion on a matter.

Pamphleteer is a person who writes a pamphlet.This is merely a consequential specialization.

(8) Brochures:Brochure is a short booklet generally consisting of printed or

cyclostyled pages and gives information on various subjects such as advertising, holidays, products, provident fund, standing orders etc. generally prepared in a standard format and style.

Big organizations make a more profitable use of the brochure. It may be circulated not only among the employees but also to external market areas or target market audience.

Brochures are prepared in different forms and quality, depending on the resources ranging from very simple printed or zeroed to sophisticated form.

Brochures may be brought out in different types like folders, pamphlets, catalogue, house journal, mail covers and enclosures etc.

It has the purpose of Informing the people concerned to persuade, building image, repetition, impression and to supplement other advertising documents.

The examples of brochure are brochure of advertisement, brochure of holidays, brochure of product information etc.

It is like a pamphlet on which anything is written or published in a pamphlet form.

(9) Job Application:

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Job application contains a resume and a letter of application.

Application conveys a message of consent to work in the organisation.

It also contains the requisite qualifications, capacity to accomplish a given task and ability to move; adjust and to get along with others.

The resume is prepared by the applicant after examining his own qualifications and his particular aspirations and desires.

(10) Pay Envelope Inserts:

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The wage payment department prepares pay envelopes every month for payment of wages. Along with cash, a message slip is also included in the envelopes. They are called by different names, such as pay pocket inserts, enclosures in pay slips. They are forms of written media of communication which carry some message to the employees.

Pay packet inserts, however are not an important method of conveying information. They serves some useful purpose as they carry some messages about employees’ earnings.

(11) Letters:

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In the restless world of written communication, letters are business. Letters which enable one person to reach another and thus ensures the

two-way communication. Writing a letter is an art: it represents a written message sent by post,

sometimes, includes an envelope, a post card or an inland. letter. A letterhead is a printed heading on a paper used for identity, or

publicity etcThrough the medium of letter a person reaches to another and as such

it is still the most important of all media of mass communication. Total mail load consists of personal, official and commercial

correspondence. A letter speaks to wider cross-section like wholesalers, retailers,

editors, dealers, pleaders, auditors, employees, students, foreigners, etc. Friendship, business relations and personal relationships depend, to a very large extent, on letters.

The quality of the letter written promotes the image of the companies. The essential of good letter-writing is to put ideas in a clear manner,

convey the message in such a way as understandable by the recipient. Though the principles of writing a letter are uniform, there is a lot of

difference between business, personal, and official correspondence.

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Some views on letters are: "A letter does not Blush"- Cicero . "Carrier of News and Knowledge, Instrument of Trade and Industry, Promotion of Mutual Acquaintance, Of peace and Goodwill, Among Men and Nations"- Charles W. Elliot. "The Letters Are the Soul of Trade"- James Howell.

A letter may be descriptive, narrative, technical, legal, domestic, public, private, foreign, confidential, personal, official, semi-official.

The world of letters may be broadly classified as introductory letters, business letters, letters of application, marriage letters, thanking and congratulating letters, letters of condolences and obituary, letter of advice and recommendation.

A letter must create the first impression and motivate the reader to respond positively.

A good letter must have at least seven main parts like letter-head, inside address, salutation, body, complimentary close, signature and signature identification.

(12) Booklets:

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The word "booklet" signifies a small, thin book.Companies publish booklets on the history of the concern or a

product. They are issued generally for publicity and information

purposes.Prime among these objects is to provide an overall picture of

the organisation to the visitors, prospective customers, investors, executives, trainees, newly-recruited employees and other specialised audiences.

Booklets are distributed to tell the story, background, information quickly and effectively to the interested persons.

It may be mentioned here that booklets are only supplementary and secondary, not primary. Personal meet, handshake, face-to-face communication, informal gathering are primary media. A small book is often paper-bound.

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Prof. K. R. Balan classified booklets and pamphlets into three types:

(i) Indoctrination booklets welcome the new soldier, employee, association member, student, supplier, or visitor. (Literature for the customer or product-owner, usually emanates from the sales or advertising department).

(ii) Reference guides : They concern with the group insurance plan, pension plan, suggestions, systems, hospitalization, profit sharing, housekeeping and safety, library content, recreation programme and facilitates, contest rules, campus geography, and the like.

(iii) Institutional booklets, books and brochures have subject matter devoted to an idea or a philosophy, total concept or entity.

(13) Memorandum:

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According to Oxford English Dictionary: "An informal epistolary communication, without signature or formulate of address or subscription, usually written on paper with a printed heading bearing the word 'Memorandum' and the name and address of the sender."

Memorandist is one who writes the memoranda.

(14) Office Orders:

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Office orders may be usually issued to a particular person or persons. Transfers or promotions, increments sanctioned etc., are normally given effect to by an office order. It is divided into one or two paragraphs.

Essentials of a good office order are that it should be simple, brief, easily understandable by the recipient.

15. Official Routine:

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An official order is an authoritative direction, injection, mandate or command.

Models of official orders: (i) A decision of a Board that union meetings should not be conducted during office hours in the premises. (ii) A written direction to pay money or deliver property given by a company legally entitled. (iii) A direction to make purchases of goods or supply of goods.

(iv) A written direction to the borrower to make, provide or furnish anything as a good security for a loan.

Thus, office order is a written specific command or notice issued by the commanding authority.

It is an authoritative direction how to proceed or act in more restrictive application.

(16) Instructions:

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The ordinary meaning of the word implies to teach or to direct.

Instructions may be more from executives to the lower level, from top levels to the middle level and so on and so forth.

The basic advantage of instruction is that it helps to educate or lengthen on a particular subject.

Some specimen instructions are as under: (i) Instructions to individuals

(a) Please get ready the agenda and the minutes of the last meeting. (b) Please pay Rs .... as donation to the flood relief fund and claim deduction. (c) Please check-up the stock position and place order immediately.

.

(ii) Instructions to a group (a) Workers of semi-skilled category are advised to

go to Unit II, the management instructs.(b) Salesmen of Territory II must please get

ready to go to field survey. (iii) Instructions to the employees of the company

(a) Employees of the company are requested not to hold an election meeting during the office hours.

(b) Employees who are desirous of taking festival advance must intimate the accounts section at least one week before to facilitate the office for making necessary arrangement to

disburse. (iv) External instructions

(a) Applicants are advised to write their examination in Hindi or English only.

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17) Manuals:

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A manual is a compilation of directions and instructions in book or booklet form.

Manuals are in popular use both for internal and external communication.

It is a medium of exchanging facts, ideas concerned to all people in the organisation.

It is usually a one-way communication originating from the top authority on established principles, rules to be followed in the organisation.

It gives information about a particular field of subject.

Manual of law, manual of procedure, manual of duties, responsibilities, handbook of planning, handbook of labour relations, handbook of public relations. They speak to them about the rules and the need and benefits following them. They seek to install a team spirit.

(18) Office Notes:

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A tool of internal communication, and hence it is useful in all organizations.

A note is a piece of writing to call attention to something. Message written down in a short form. A short

explanation of the main subject matter. A subject matter of notes is worth taking notice.

Notes are used in all official communications for getting information passed around or up and down. They are one way to communicating instructions, explanations, clarifications etc.

The basic responsibility of official notes rests on the originator or transmitter of the message.

They avoid delay. They should be short, brief, precise and simple to the receiver.

(19) Explanations:

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It is an instrument of internal written communication originating from the dealing or concerned authority giving in brief clarifications and explanations, so as to enable the recipient to come to a correct decision.

Correct and perfect decision-making is possible when the written subject mailer is fully clarified and explained. This is achieved with the help of explanation. Explanations are communicated to make the main subject matter clear or easy to understand.

Explanations should be clear in approach, simple in language, supported with necessary references and information.

(20) Magazine (periodicals as Media):

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Magazine is a publication issued regularly containing information.

The periodicity of a magazine may be a week, fortnight, month, quarterly, half-yearly and annually.

A magazine contains articles, opinions, findings of studies, advertisement, etc.

A magazine is the most important internal communication medium.

Magazine is the most 'important communicating and advertising medium, irrespective of its being monthly, bi-monthly, semi-monthly, weekly, bi-weekly, semi-weekly, and tri-weekly.

Next to newspapers, magazine is the best form of a written communication and offers vast scope for product advertisement.

They offer appeals to all kinds of people..

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The Magazine Publishers' Association, Marketing Division, U.S. suggests the following reasons why magazines sell:

(i) Authority: Magazine authority dates back to man's very acceptance of the printed word as dependable to his own signature which is accepted by a binding pledge.

(ii) Colour: Magazine colour spreads before the reader a spectrum of exciting visual pleasures. Colour stimulates interest -creates desire, enhances image, identifies the package.

(iii) Believability: Magazines believability builds readers confidence. It influences, affects ideas, opinions and desires. People believe what magazines have

(iv) Performance: Magazines last. People save them aside for future reference, return to m again and again. The permanence of magazines gives your advertising the time it needs for careful consideration, the time that it deserves.

(v) Selectivity: Magazine selectively targets places and people. It reaches your best prospects -wherever they are - while they are most receptive to ideas and information.

(vi) Flexibility: Magazines offer a full range of prospects - with diverse interests - in one all of the nation's key markets. The degree to which an advertisement stimulates, dramatizes; products is entirely at the discretion of the advertiser.

(vii) Efficiency: The ability of a magazine to offer the widest range of incomparable values which can be translated into dollar sales makes magazines the choice of leading advertisers ..

(21) Circulars:

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It is mostly used for internal communication to intimate or inform the employees.

A notice especially advertising something sent to a number of persons. A number of copies of the same matter circulated among the group. To circulate means to go round. Matters of centralized communication relating to all the people concerned, circulated to the whole department.

In other words, circulars are letters or notices usually printed, cyclostyled and are addressed to a Dumber of persons in the organisation.

They are normally issued on some infrequent occasions like a change of specimen signature, admission or retirement of a partner, amalgamation, change of address etc.

The other considerations are short matter, simple language, selecting appropriate words, drawing attention to the central theme etc.

The following are the models of matter written in circulars: (i) Circular notifying holidays. (ii) A rumor circulating that he/she is getting married.

(22) Newspapers:

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It is an effective external communication instrument. A newspaper is a daily or weekly publication. It contains

news and opinions of current events. The most important communication medium in terms of

coverage is Daily newspapers. It represents the most important advertising medium. A newspaper may be a local paper, state and national

level. There are a number of business publications and editions

such as Economics Times, Financial Express etc. The importance of the newspaper as an effective mass

medium of communication is indicated by coverage.

(23) Posters:

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Yet another form of written communication is the poster, generally used for external communication.

A poster is a large notice or advertisement for sticking on a wall.

A written document, a placard pasted or displayed in public places as an announcement or advertisement.

It may include pictorial or picture poster, a placard consisting mainly of a picture of illustration.

A poster gives an opportunity to the by-passer to see and read.

A poster in a prominent place attracts a great variety of cross-sections of the people.

Posters are generally used for product advertisements.

(24) Leaflets:

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A leaflet is a small printed document containing information.

A written medium of external communication to inform people outside the organisation.

It is used as an instrument to inform the public about the product, its uses, qualities and characters.

The main drawback of a leaflet is that it does not serve as a medium of two-way communication.

Oxford English Dictionary: “A small sized leaf of paper or a sheet folded into two or more leaves, but not stitched, and containing printed matter, chiefly for gratuitous distribution'.

Thus, leaflet is a printed or written folding circular having several unsowed, unstitched pages in one strip. It is a leaf like part.

(25) Bulletins:

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Bulletin is an official report of news. It is issued to state about the product,

progress results, achievement etc. The news given out as a bulletin on a very

recent matter of attraction. The news bulletins are broadcasted on radio

or TV in exact terms in which they are written or sometimes may be amended.

A bulletin board is a notice board of news. Bulletins are entirely different from posters.

It is an arrangement for outdoor advertisements on printed bulletins.

(26) Catalogues:

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Catalogues are mostly used as a written form of external communication.

They contain relevant information about products and educate the public about the prospects to make a purchase. It is a direct medium to draw the attention of the reader.

It provides valuable information and can be used as a substitute for the sales information.

Special catalogues may be prepared for certain classes of customers, and for certain type of products and for certain occasions.

(27) Union Publications:

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Union periodicals or set of issues has a channel of communication upon which many employees depend for information.

Define the periods of insecurity and uncertainty, union literature gives members of the organisation an outlet to ventilate freely or express their fears, attitudes and thoughts.

The collective decisions, opinions, ideas, feelings or actions of the members are transmitted through this medium.

Management cannot ignore or eliminate the union activities, for it will survive in spite of everything, and it can make use of the union for effective communication network and can be used to send messages quickly.

Union's publications in written communication field give confidence to the employees and strengthen the employers. Because of illiteracy among workers, trade union literature plays a very important role in transmitting the message to them. A formal communication with the workers is not effective.

(28) Complaints and Suggestions:

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Employees individually or in a group lodge complaints or offer suggestions in writing.

Generally, a Complaint and suggestion box is installed at a prominent place or places within the premises.

The employees who are desirous to make a complaint or any matter like working condition, facilities and on general matters etc., and to offer suggestions put them in complaint and suggestion box. It is a good example of upward communication.

There are many reasons for failure of the suggestions and complaints box: (i) Employees are afraid to lodge complaint, (ii) Inability to express ideas in black and white, (iii) Management may ignore the matters, (iv) Lack of full knowledge on the issue, (v) There is no interpersonal exchange, (vi) The system is impersonal.

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(29) House Journals: In-house publication, house magazine or journal, is published to keep employees or customers informed. House journal serves as a useful and common platform to convey the views of management. For instance, the "Brooks News" the employees magazine of the Brook Bond of India Limited, "The Youth News" of the YMCA etc.

(31) Handouts: A leaflet of information given to the concerned people. It is similar like handbook meant for external communication.

(32) Hand files: Like leaflets, hand files are tools of external communication to make the people outside the organisation well informed about something. They do not serve two-way communication.

House Journal Meaning and Nature

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House journal is also called "house magazine", "in-house magazine" or ''journal'' or "house organs."

These magazines are private journals. The word "house" indicates a trading

establishment. The term "organ" means a medium of communicating information or opinion.

Internal publications, house magazine or journal is published to keep employees, customers, shareholders etc., informed.

House journal serves as a useful and common platform to convey the views of management.

Nature and Characteristics

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(1) Ownership: The basic characteristic of house organ is a company magazine distributed to employees, shareholders, dealers, customers etc:

(2) Not Advertising Media: The house organ is not in a true sense an advertising media, in the sense that the term has been used for other publications.

(3) Selling Space: Companies may sell magazine space for advertising to have income which can partially offset costs, make them self-liquidating or actually make the publication a profitable venture.

(4) Sale of Copies.: Another method is the sale of copies to the employees to pay for their house journal.

(5) Internal Communication Tool: In-house organs are intended merely to serve as an internal communication tool between the organisation and its internal and external public.  

(6) Public Relations: They are primarily public relations vehicles. As such the majority of the house journals are regarded as a part of the public relations program.

(7) Business Publication: Though most of the house organs do not sell space, in format most of the house organs resemble business publications more than other form of advertising.

(8) Free Circulation: When house organ solicits advertising from manufacturers to defray the cost of production, in such cases the house journal fulfils some of the characteristics of the free circulation business publication.

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(9) Internal and External Relations: House organs are designed primarily to help in promoting and maintaining good employer-employee relations or external public relations.

(10) Dealer Promotion: Sometimes, the function of a house organ may be largely in the area of dealer promotion.

(11) Variety of House Organs: A company may publish a number of house organs for each group, for each product, division or each manufacturing plant. For instance, General Motors in the U.S.A. publishes 53 different company magazines, most of which go to separate employee groups.

(12) Publishers: In-house journals(13) Contents: House organs have a

specific readership interest. Our modern house organs provide entertainment, information, educational materials so that the reader may relax, escape from fatigue and promotes friendly relations between the management and managed.

(14) Size of Media: A house journal is both of local medium as well as national medium.

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