CONCEPT AND PRACTICE OF EFFECTIVE COMMUNICATION Effective communication means communicating in a way that accomplishes the intended goal and objective. The sender must have a clear goal, use skills to formulate the message through language, non-verbal means, and feedback. The sender must also know when to choose the most suitable medium for conveying the message. To prepare a message, the sender should organize their thoughts and ideas into a suitable structure. Most business messages can follow a fourpoint framework: 1. Opening/Introduction 2. Providing information the required insisting on action, refusing requests, or noting mistakes, tact is essential. Ways to frame requests for action include polite routine forms, brisk direct commands, formal "I/We request" forms, and indirect questions or statements of appreciation if the request is granted. Each has a different tone and influence. Emphasize positives over negatives for better response. Avoid negative words and associations. Express negatives positively by focusing on what something IS rather than what it is NOT, what you/product/company CAN do rather than CANNOT, starting with positive ACTION rather than explanation/apology, and avoiding unpleasant words. 3. Requesting action/response from sender or recipient Support refusals with acceptable, explained reasons, apologies, and alternative offers/suggestions. Skilful “no”s win reader goodwill. 4. Closing Active and Passive Voice First decide the content and note it down in logical order. The opening needs 1-2 sentences, the main content several paragraphs, and the ending (points 3 and 4) one sentence each. Carefully structure the main content, putting the reader's interests and convenience first. Possibilities include using the original message's order in a reply, chronological order for events, or ascending/descending order of importance. Tactful Use of Language Effectiveness depends greatly on the sender's language use. Tactless, inconsiderate language will not properly influence the receiver. When Active voice is more direct, passive more indirect. Active emphasizes the doer, passive the action. Use active for pleasant actions, taking responsibility, improving image. Use passive for unpopular policies, protecting information sources, general opinions, and describing processes. Discussing Errors Discuss errors constructively, not accusingly. Passive voice avoids mentioning the person who erred. It draws attention to the action rather than the doer. Use passive to point out errors politely without blaming. Emphasis Techniques Emphasize points by placing first in sentence/paragraph/text, giving more sentences, using sentence types that stress aspect you want, and highlighting mechanically. But don't overdo mechanical emphasis.