Prescription

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PHARMACEUTICAL COMMUNICATION (PHR 207) WORLD UNIVERISTY OF BANGLADESH Page 1

COURSE CODE: PHR 207 Pharmaceutical Communication CREDIT 3

A. Introduction to Business Communication and Report Writing: 1. Introduction: Concept, objective, types (Upward, downward and horizontal) and

Importance of Business communication, Principles of effective communication, Barriers of communication (Wrong choice of media, Physical, socio-cultural and semantic barriers)

2. Business Letters: Lay-out and kinds of business letters – Interview, Appointment,

acknowledgement, Claims, Orders, Grants, Promotion, Inquiries, Reply, Sales, Circular, Complaints, Credit refusals, personal evaluations etc.

3. Fundamentals of Report Writing: Definition, characteristics and types of reports;

Interpreting findings, Organizing report information, Writing the report, Writing references

4. Practical Aspects of Business Communication: Report writing, Public speaking,

Seminar, Presentation, Interviews, Group Discussion, Effective listening and Non-verbal Communications (Body language, space, time), Correctness of communication (Grammar, Spelling, Capitalization), Commercial terms and abbreviations; Handling mail, filing and indexing

B. Applied Communication (Communication in Hospital settings)

1. Hospital Management: Patient Communication, Purchase & Inventory record keeping, Vendors Dealing, Dispensing routine and record keeping, label symbols, procurement and execution of order forms, Inspection of nursing drub cabinets, emergency boxes, and night drug cabinets, patient admission and discharge forms; Clinical Drug literatures and information resources.

2. Handling Prescriptions: Common abbreviations used for prescriptions, Controlled drug prescriptions, checking and receiving prescriptions, consulting the prescriber, compounding and checking finished prescriptions, Record keeping and pricing, prescription ownership and refilling.

C. Industrial Communication (Communication in Pharmaceutical Industry and Regulatory Affairs)

1. Communication in Industry: Head office personnel communication with Sales,

Distribution, Plant and MIS Team; Production and QC validation protocol & interpretation of analytical data, Batch Manufacturing Record (BMR) for shifting duty personnel.

2. Communication with Regulatory Body:

A. Guidance for Industry -Submission of Clinical Trial Application for Evaluating Safety and Efficacy, Requirements for permission of New Drugs Approval, Post approval changes in biological products, Preparation of the Quality Information for Drug B. Submission for New Drug, Communication with DCC committee and Technical

Subcommittee for approval, Block list approval, Licensing authority of DGDA, Inspection report for Pharmaceutical industry and retail outlets.

C. International Marketing and Trade Related Barriers: Communication for outsourcing (contract manufacturing), technology transfer, Letter of Credit (LC) opening for export and Import.

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PHARMACEUTICAL COMMUNICATION (PHR 207) WORLD UNIVERISTY OF BANGLADESH Page 2 Lecture Plan

 A 2 Hour Lecture every week

 A 15 Min review of previous lecture in every class  10 Lectures on Business Communication

 7 Lectures on Pharmaceutical Communication  Total17 Regular Lectures

 Lecture 15 & 16 will be Power-point Projection  1 Hour Class Test after Lecture 17 (Total Marks 20)

 19th Lecture class will be a Presentation (Based on assigned topic for individual) (Total Marks 15)

1st Mid Hr 2nd Mid Hr Final Hr

Introduction 6 Practical Aspects of BusCOM

6 Industry

Communication

2

Business Letters 4 Hospital Management 2 Industry Guidance 2

Report Writing 4 Handling Rx 4 New Drug

Submission

2

Int. Marketing 2

Books Recommended

1. Lesikar's Basic Business Communication -Raymond V. Lesikar, John D. Pettit , Marie

Elizabeth Flatley

2. Essentials of Business Communication - Pal, Rajendra and Korlahalli, J. S. 3. Hospital Pharmacy – William E. Hasan, 5th edition, Lea & Febiger, Philadelphia.

4. The Drugs Acts and Rules 1940 to 2006 Published in Gazzette of India, Pakistan, Dacca

and Bangladesh

5. Guidance for Industry - DGDA Ministry of Health and Family Welfare, Government of

Bangladesh

6. Dispensing of Medication Eric W. Martin 7th Edition Mack Publishing Company

7. Remington The Science and Practice of Pharmacy –Lippincott Williams and Willkins 21st

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PHARMACEUTICAL COMMUNICATION (PHR 207) WORLD UNIVERISTY OF BANGLADESH Page 3 A. Introduction to Business Communication and Report Writing

Lecture 1. Introduction

Line Up. Concept, objective, types (Upward, downward and horizontal) and Importance of Business

communication, Principles of effective communication, Barriers of communication (Wrong choice of media, Physical, socio-cultural and semantic barriers)

Communication

Communication is the process by which information is transmitted between individuals and organizations so that an understanding response results.

o Sending and receiving information through messages o Once considered simply as response to a stimulus

o Now viewed as complex process __focuses on sender, receiver and the clarity of the message

Objectives of Communication

Various objectives of Communication are :—

1) Information: One of the most important objectives of communication is passing or receiving information about a particular fact or circumstance.

2) Advice: Advice is an important objective of communication as it involves personal opinions and is likely to be subjective. Advice is given to influence his/her opinion or behavior.

3) Order: Order is an authoritative communication. The downward flow of information is dominated by orders. Orders may be written or oral, general or specific, procedural or operational, mandatory or discretionary.

4) Suggestion: Suggestion enjoys great advantage over other means of communication like advice or order. Suggestion is supposed to be very mild and subtle form of communication. 5) Persuasion: It is an important objective of communication. In the office or the factory, the lazy, the incompetent and the disgruntled workers have o be persuaded to do their work. 6) Education: Education is a very conscious process of communication. The main purpose of education is to widen knowledge as well as to improve skills.

7) Warning: Warning is a forceful means of communication as it demands immediate action. If employees do not abide by the norms of the organization, or violate the rules and regulations, it may become necessary to warn them.

8) Raising Morale: Morale boosting is only possible through communication. High morale results in better performance.

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PHARMACEUTICAL COMMUNICATION (PHR 207) WORLD UNIVERISTY OF BANGLADESH Page 4 Different types of communications

A. Formal mode of communications

Downward Communication: Downward communication flows from a superior to the

subordinate staff. Its objectives are:— · To give directions about some job. · To explain policies and procedures. · To convey assessment of performance. · To explain the rationale of the job. Its limitations are:—

· Under communication or over communication. · Delay.

· Loss of information. · Distortion.

· Resentment by subordinate staff. To make it effective:—

· Managers should be adequately informed.

· Managers should be clear how much to communicate. · Information should be passed on to the correct person.

Upward Communication: Upward communication moves from the subordinate staff to the

superiors. Its importance is:— · Provides feedback to the superiors.

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· Provides the superiors with useful suggestions. · Promote harmony.

Its limitations are:—

· Employees are reluctant to express themselves.

· Employees fear that their criticism may be interpreted as a sign of their personal weakness. · Great possibility of distortion.

· Bypassed superiors feel insulted. · Resentment by subordinate staff. To make it effective:—

· Superiors should take initiative to get close to the subordinate staff. · Keep the lie of communication short.

Horizontal Communication:—

· It flows between people at the same level.

· It is important for promoting understanding and coordination among various people or departments.

· It is carried on through face to face discussion, telephonic talk, periodical meetings & memos.

Consensus:—

Consensus is the process of arriving at agreement through consultation.

B. Informal Communication:—

Grapevine:—

· It is an informal channel of communication.

· Primarily a channel of communication of horizontal communication, it can flow even vertically and diagonally.

It is of 4 types:—

· Single strand: Flows like a chain. · Gossip: One person tells everyone else.

· Probability: Information may move from anybody to anybody. · Cluster: Moves through selected group.

Importance:— · Emotional relief.

· Harmony and cohesiveness in the organization. · Fast channel.

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PHARMACEUTICAL COMMUNICATION (PHR 207) WORLD UNIVERISTY OF BANGLADESH Page 6 Lecture 2. Introduction (Continues……)

Demerits:—

· Distortion of information.

· May transmit incomplete information. · Travels with destructive swiftness. · Keep an eye on rumor-managers. · Use it primarily for feedback. · Contradict rumors promptly.

Media of communication

Written Communication: It includes letters, circulars, memos, telegrams, reports, minutes,

forms and questionnaires, manuals etc.

Therefore, everything in written form falls in the area of written communication. Merits:—

· Accurate · Precise

· Permanent Record · Legal Document

· Can reach a large number of people simultaneously. · Helps to fix responsibility.

Limitations:— · Time Consuming

· Expensive not in terms of postage but of the time of so many people. · Quick clarification is not possible.

Oral Communication: Includes face to face conversation, conversation over the telephone,

interview, and group discussion. Merits:— · Saves time · Saves money · Immediate feedback · Can be informal · Immediate clarification Limitations:—

· Not possible for distant people in the absence of mechanical devices. · Unsuitable for lengthy messages.

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· No legal validity

· Greater chances of misunderstanding · Not easy to fix responsibility

Face to Face Communication:—

Merits:—

· Expression and gestures makes communication very effective. · Very suitable for discussions.

Limitations

· Unsuitable for large organizations. · Unsuitable for large gatherings.

· Ineffective if the listener is not attentive.

Visual Communication: It encompasses gestures and facial expressions, tables, charts,

graphs, diagrams, posters, slides, film strips etc. It is suitable only to communicate elementary and simple ideas, can be effective if used in combination with other media.

Audio-Visual Communication: It encompasses television and cinema films that combine

the visual impact with narration.

Computer based Communication: It includes e-mails, voice mails, cellular phones, fax etc.

Advantage:—

· The quickest means of communication. · The barrier of space is conquered.

· Video-conferencing can replace personal meetings.

· Storage and retrieval of permanent record had become easier. Limitations:—

· Uncertain legal validity. · The virus malady.

· Fear of undesirable leakage.

Non-verbal Communication

Non-verbal Communication is communication transmitted without the use of words. Characteristics of non-verbal communication:—

1) Verbal and non-verbal clues co-exist.

2) Body postures, gestures and dress suggestive of social status and education level. 3) Non-verbal clues are more reliable than verbal clues.

4) Non-verbal clues carry cultural biases.

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PHARMACEUTICAL COMMUNICATION (PHR 207) WORLD UNIVERISTY OF BANGLADESH Page 8 KINESICS

Body Language -The study of body language is the most important aspect of non-verbal

communication. Body language includes facial expression, gestures, body movements, posture, eye contact and touch.

1. Facial Expression: Face is the index of the mind. A glance at someone’s face is enough to give them clues about the subject’s mental state.

2. Gestures: A gesture is a movement of the head, hands or legs to express an idea, feeling or emotions.

3. Body Movements: Body movements refer to the positioning or movement of the body. 4. Posture: Posture means the way in which someone usually stands or sits or holds his shoulders, neck and back.

5. Eye Contact: Eye contact is a very subtle aspect of body language. It regulates interaction. 6. Touch: Like gestures, touching is also one of the earliest methods of communication among human beings.

Barriers to communication

Each communication must be transmitted through an appropriate medium. An unsuitable medium is one of the biggest barriers to communication.

Physical Barriers:—

· Noise: Noise in a factory, external disturbance in telecom facilities, poor writing, bad photocopies etc.

· Time and Distance: It can also act as a barrier to communication. Semantic Barriers:—

· Interpretation of Words: It is quite possible that the receiver of a message does not assign the same meaning to a word as the transmitter had intended. This may lead to miscommunication.

· Words carry different meanings, shades or flavors to the transmitter and receiver. · To minimize semantic barriers, we should—

o Use familiar words. o Clarify the shades.

o As far as possible, use words with positive connotations. Barriers caused by different comprehensions of reality are:— · Abstracting means picking up few details and leaving out others. · Slanting means giving a particular bias or slant to the reality. · Inferring means drawing inferences from observation. Socio-Psychological barriers:—

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· Attitude and Opinions: We react favorable or are hostile according to our personal benefit. · Emotions: We cannot transmit nor receive anything correctly if our mind is agitated.

· Closed Mind: We hold our opinion so rigidly that we just refuse to listen.

The Source of Communication: We react according to the trust we have in the source of

communication.

· Inattentiveness: We unconsciously become inattentive if communication contains new idea or if we don’t like an idea.

· Faulty transmission: Part of the message is last in transmission and can also act as a barrier.

· Poor Retention: Oral messages in particular are lost due to poor human retention.

· Status Consciousness: We are over-conscious of our lower or higher rank and do not express ourselves candidly.

Importance of Effective Communication (Viewpoints of Employee & Employer Benefits)

o Employee Benefit

 Better application submitted

 Get more chances to call in interview  Better face that interview

 More possibility of job opportunity

 Become a good communicator and earn more attractions  Quickening of promotion

 More visible; Positive impact on career progression

 Becomes good Motivator, Efficient co-coordinator & Leader  Ensure better customer service in a service oriented company

o Employer Benefit: Prompt & quick decision making and effective communication save and earn a lot of money and a win-win situation maintained

Organizational Function of Communication

o Informing_ Sharing information, where 1st

party takes the initiative to communicate, gives message to the receiver that should be understandable and the 2nd party should have much interest.

o Controlling_ Regulate some activities and behavior of the other party, for eg. Camera/other electronic product manuals have detail information about what to do/what not to do.

o Persuading_ Influencing and convincing ability. Advertisements given in TV/other electronic media tries to make others agree they thought.

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PHARMACEUTICAL COMMUNICATION (PHR 207) WORLD UNIVERISTY OF BANGLADESH Page 10 Lecture 3. Introduction (Continues….)

Characteristics affecting Human behavior

A. Cultural Factors

Human behavior is deeply influenced by cultural factors such as: culture, subculture, and social class.

• Culture

Basically, culture is the part of every society and is the important cause of person wants and behavior. The influence of culture on behavior varies from country to country therefore marketers have to be very careful in analyzing the culture of different groups, regions or even countries.

• Subculture

Each culture contains different subcultures such as religions, nationalities, geographic regions, racial groups etc. Marketers can use these groups by segmenting the market into various small portions. For example marketers can design products according to the needs of a particular geographic group.

• Social Class

Every society possesses some form of social class which is important to the marketers because the buying behavior of people in a given social class is similar. Here we should note that social class is not only determined by income but there are various other factors as well such as: wealth, education, occupation etc.

A. Cultural  Culture  Sub-culture  Social class B. Social  Reference group  Family  Roles & status C. Personal  Age  Occupation  Economic condition  Lifestyle  Personality D. Psychological  Motivation  Perception  Learning  Beliefs & attitude

Human behavior

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PHARMACEUTICAL COMMUNICATION (PHR 207) WORLD UNIVERISTY OF BANGLADESH Page 11 B. Social Factors

Social factors also impact the human behavior. The important social factors are: reference groups, family, role and status.

• Reference Groups

Reference groups have potential in forming a person attitude or behavior. It also include opinion leader (a person who influences other because of his special skill, knowledge or other characteristics).

• Family

Human behavior is strongly influenced by the member of a family. Therefore marketers are trying to find the roles and influence of the husband, wife and children. Here we should note that buying roles change with change in consumer lifestyles.

• Roles and Status

Each person possesses different roles and status in the society depending upon the groups, clubs, family, organization etc. to which he belongs. For example a woman is working in an organization as finance manager. Now she is playing two roles, one of finance manager and other of mother. Therefore her buying decisions will be influenced by her role and status.

C. Personal Factors

Personal factors can also affect the human behavior. Some of the important personal factors that influence the buying behavior are: lifestyle, economic situation, occupation, age, personality and self concept.

• Age

Age and life-cycle have potential impact on the consumer buying behavior. It is obvious that the consumers change the purchase of goods and services with the passage of time. Family life-cycle consists of different stages such young singles, married couples, unmarried couples etc which help marketers to develop appropriate products for each stage.

• Occupation

The occupation of a person has significant impact on his behavior. For example a marketing manager of an organization will try to purchase business suits, whereas a low level worker in the same organization will purchase rugged work clothes.

• Economic Situation

Consumer economic situation has great influence on his behavior. If the income and savings of a customer is high then he will purchase more expensive products. On the other hand, a person with low income and savings will purchase inexpensive products.

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PHARMACEUTICAL COMMUNICATION (PHR 207) WORLD UNIVERISTY OF BANGLADESH Page 12 • Lifestyle

Lifestyle refers to the way a person lives in a society and is expressed by the things in his/her surroundings. It is determined by customer interests, opinions, activities etc and shapes his whole pattern of acting and interacting in the world.

• Personality

Personality changes from person to person, time to time and place to place. It has different characteristics such as: dominance, aggressiveness, self-confidence etc.

D. Psychological Factors

There are four important psychological factors affecting the human behavior. These are: perception, motivation, learning, beliefs and attitudes.

• Motivation

The motivation is the drive that leads the consumer towards buying a product or service. If the motivation is high, meaning the need or perception of need is high, the individual will actively seek to satisfy that need.

• Perception

A person’s meaningful experience of the surrounding world is called perception. There are three different perceptual processes which are:

Selective attention (current need): Marketers try to attract the customer attention

Selective distortion (pre-set mind): Customers try to interpret the information in a way that

will support what the customers already believe

Selective retention (remembers good points about favorable brands): Marketers try to retain

information that supports their beliefs.

• Beliefs and Attitudes

Beliefs are the way people think about a particular subject or product. An attitude is the individual's consistently favorable or unfavorable evaluation, tendency or feeling about a particular subject. These beliefs and attitudes shape the consumer's perception of the product.

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PHARMACEUTICAL COMMUNICATION (PHR 207) WORLD UNIVERISTY OF BANGLADESH Page 13 Lecture 4. Business Letters

Line Up. Lay-out and kinds of business letters – Interview, Appointment, acknowledgement, Claims, Orders, Grants, Promotion, Inquiries, Reply, Sales, Circular, Complaints, Credit refusals, personal evaluations etc.

Business Letter is important when

 A permanent record is required.  Formality is necessary.

 A message is sensitive.

 An organized, well-considered presentation is necessary.

THREE LEVELS OF LEARNING WRITING SKILLS

Learning how to write effective communication, can be described at three levels:  Choosing the right words

 Constructing sentences  Designing paragraphs

(1) Choosing the right words

A skilled writer should choose words such that the receiver gets the meaning in a precise manner, without different interpretations. Following guidelines are useful:

(i) Searching words that the receiver understands

Adaptation is a process of simplifying; it is not as easy as it sounds because:  Many individuals write at a more difficult level

 Writers know the subject better than the receiver Extensive experience supports simplification.

(ii) Using familiar words

Familiar words enhance communication because they are easy to understand and absorb. Human memory favors familiar words as it speeds up filing and storage! For example, use:

 “Show” in place of “demonstrate”

 “Use” instead of “utilize”

 “Try” for “endeavor”

(iii) Choosing short words

Short words communicate better; use:

 “Quit” in place of “terminate”

 “Agreed” in lieu of “accorded”

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PHARMACEUTICAL COMMUNICATION (PHR 207) WORLD UNIVERISTY OF BANGLADESH Page 14 (iv) Using technical words with caution

Every field of specialization has words that have specific meaning in that field and should be used when communicating with persons from the same area of specialization. They do not communicate well with others and hence should be used with caution, if at all.

(2) Constructing sentences

Length of the sentence is the most important feature of constructing sentences. In general, sentences should be adapted to readers. Long sentences are hard to read and harder to absorb. Short sentences enhance readability. A sentence should have 16 to 18 words, on the average. Sometimes longer or shorter sentences may be justified. A few good suggestions are:

(i) Limiting content of a sentence

Limiting content of a sentence would reduce its length. However, it should not be overdone. Too many short sentences make the reading choppy!

(ii) Economizing on words

Always look for shorter ways of saying things. A few suggestions are:

(a) Avoiding cluttering phrases

Go in for shorter expressions like:

 “If” for “In the event that”

 “Like” for “Along the lines of”

 “To” for “With a view to”

(b) Avoiding round about ways of saying things

Round about ways of saying add words and verbosity to the sentences. Being direct makes it simple, short and impressive.

(c) Avoiding repetition of words and phrases

Repeating words and phrases is very boring and should be excluded from ones‟ writing. Only exception is when the writers want to emphasize something.

(iii) Determining emphasis in the construction of sentence

Short sentences emphasize content and long sentences dilute it although determining emphasis in a sentence is largely a matter of judgement.

(iv)Using correct rules of grammar for sentence clarity

Rules of grammar have emerged as a result of some customs but mostly because they help write logically and clearly. Students must know these rules of grammar to acquire effective writing skills.

(v) Learning power of punctuation This is a group of distinctive signs that are used in

writing and every writer must learn them properly. Some of the uses change like fashion over time and writers must remain updated on them. They add power to ones‟ expressions.

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PHARMACEUTICAL COMMUNICATION (PHR 207) WORLD UNIVERISTY OF BANGLADESH Page 15 (3) Designing paragraphs

Paragraphs form the third link that is critical to acquiring effective writing skills. Besides words and sentences, they play a major role. Paragraph designing requires a clear thinking and a systematic mind. Design of paragraphs has a direct impact on the layout and presentation of the writing and contributes significantly in attracting and retaining readers‟ attention. A few guidelines are:

(i) Paragraphs should exhibit unity of idea or topic

Contents of a paragraph should relate to one idea (group of thoughts) or topic. However, unity can vary and so can the size of a paragraph. Ideally, a good test for a paragraph is that it should be possible to reduce the contents of a paragraph to one sentence or one statement. If it is not possible, unity of the paragraph is likely to suffer.

(ii) Paragraphs should be kept short

A paragraph should consist of 8 to 9 lines only. Paragraphs larger than 10 lines should be critically examined and „fat‟ cut off

 Large paragraphs are heavy and make reading dull and difficult

 Short paragraphs appear well-organized and invite readers to read on with attention Paragraph positioning enhances layout design. Suitable system of headings and subheadings can further improve the attractiveness of the prose. These days printers use colour schemes for titles etc to give „come hither‟ look to the readers.

(iii) Positioning topic sentence to advantage

Writers must become aware of the importance of positioning topic sentence in the design of a paragraph. It can help in designing good paragraphs. However, where it should be placed in a paragraph depends upon the writers‟ plan:

(a) Placing topic sentence first

It is the best option and many firms have adopted it as a policy guideline.

(b) Placing topic sentence last

Here the beginning sentence in the paragraph serves as an introduction. The paragraph ends with the topic statement that is the real content.

(c) Placing topic sentence in the middle

If topic sentence is placed in the middle of a paragraph, it dilutes the content. It is rarely used but, in specific situations, it can impart the requisite impact.

(iv) Leaving unnecessary details out of the paragraph

This requires good visualization of the receiver. One can make the paragraph smarter by omitting extraneous details. Much depends upon the writers’ judgment.

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PHARMACEUTICAL COMMUNICATION (PHR 207) WORLD UNIVERISTY OF BANGLADESH Page 16 Lecture 5. Business Letters (Continues….)

TYPES OF WRITTEN COMMUNICATION

Written communication has a very large variety: 1 Letters

2 Memos 3 Telegrams

4 Tele-printer messages 5 Short reports (Informal) 6 Long reports (Formal) 7 Proposals

8 Company profiles 9 Product profiles

10 Applicant profiles or resume/ writing 11 Abstracts or Summary writing 12 Reviews and Comments 13 Minutes of meetings etc 14 Research papers

Two popular forms – letters and memos are detailed below:

Letters and Memos

Letters and memos are the most traditional written business communication. Letters are commonly used to present official business information to other businesses, to individuals or to outside business stakeholders. Memos are usually an internal written communication format used to convey information to managers and employees. The three main types of written communication in business include business letters, memoranda and reports. Modern examples may extend to text messaging, social networking posts and multimedia business presentations.

Memo/Letter

Memo Letter

1. Short version usually not for external use. 1. A written form mainly for external use but can be internal as well

2. Less formal 2. More formal

3. Most popular for office & library correspondence.

3. News letters are like newspapers, policy statement/ code of conduct, reports, brochure, flyers and posters.

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PHARMACEUTICAL COMMUNICATION (PHR 207) WORLD UNIVERISTY OF BANGLADESH Page 17 IMPORTANCE OF BUSINESS LETTERS

(1) Role of Written Business Letters

Letter messaging is a significant form of business communication. It also constitutes the major component of written communication and forms the backbone of a successful enterprise. A good letter message:

 Can pacify an angry customer (and a bad letter can annoy a customer)

 May sell a new product (or spoil the sale of an established product)

 May collect debt without hurting customers‟ feelings (or lose both money and customer)

 May refuse a request yet win respect

 May grant a request yet incur ill will

(2) Need for Written Business Letters

(i) Every business has to maintain contacts with suppliers, customers / prospects, government agencies, employees, bankers, investors etc. Most often these happen through business letter. (ii) Companies have to correspond with other enterprises for varied reasons:

 Placing orders for goods & services required from other firms

 Acknowledging and executing orders for other firms

 Granting credits to other parties

 Negotiating credits from other parties

 Securing credit facilities etc from banks

 Sending statement of accounts for debtors

 Receiving statement of accounts from suppliers etc

(iii) Letter messaging may be of less importance for small businesses but it is not dispensable. In fact, a certain amount of letter writing is essential for day to day living in the modern knowledge society.

FUNCTIONS AND OBJECTIVES OF LETTER MESSAGING (1) Functions of Letter Messaging

According to a reputed expert, L Gartside, followings are the primary and secondary functions of letter writing:

(i) Primary functions

 Providing a convenient and inexpensive means of communications without personal contact

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 Furnishing evidence of transaction entered in to

 Providing a record for future reference

(ii) Secondary functions

 Creating goodwill for the company

 Making an impression as an efficient and reliable firm

(2) Objectives of Letter Messaging

More important ones are:

 Serves as a record for future use – copies can be sent to functionaries in different locations for future reference

 Leaves a more durable impression on the receiver than an oral message

 Can reach anywhere in the firms‟ hierarchy and even levels that are difficult to access normally

 Can be sent to different regions, countries and continents where oral or personal contacts are difficult, thus widening firms‟ reach and access

 Forms authoritative, legal document for contracts and collaborations in business

 Is used for building goodwill, image and reputation.

TRADITIONAL CLASSIFICATIONS OF LETTERS

Letter messages have evolved over a long time. A traditional way of classifying these letters in five different ways is as below:

(1) Classifying on the basis of nature of contact (i) Personal letters

These are written to friends and relatives and follow informal and friendly style. They help:

 Exchange information

 Seek information

 Seek help, guidance or advice etc

(ii) Impersonal letters

These are usually business letters written in formal style. They are intended to exchange communication among individual functionaries, firms and institutions.

(2) Classifying on the basis of approach

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PHARMACEUTICAL COMMUNICATION (PHR 207) WORLD UNIVERISTY OF BANGLADESH Page 19 (i) Direct letters

In these letters, one comes direct to the point without any introductory remarks. Such letters are useful for:

 Enquiries

 Quotations

 Orders

 Good news messages

 Offers of appointment

 Promotions

 Instructions for job

(ii) Indirect letters

Theme of such letters is not pleasant as they concern bad news like:

 Not being able to sanction the loan

 Cannot concede the claim preferred

 Not being able to accept the terms asked for

In such letters, there is always an introductory sentence that is intended to put the receiver in a good frame of mind.

(iii) Persuasive letters

These are mainly sales letters where one has to think of an opening that catches readers‟ attention immediately and prompts him to read on. The message is aimed at persuading readers to buy the product or acquire / experience the service offered.

(3) Classifying on the basis of types of communication

Four types are:

(i) Official letters

These are letters written to Government, semi-government and other statutory authorities and are addressed formally.

(ii) Demi-official (DO) letters

These are also official letters but are addressed to a person by name. DO letters are written if matter:

 Requires personal attention of the addressee

 Is of confidential nature

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PHARMACEUTICAL COMMUNICATION (PHR 207) WORLD UNIVERISTY OF BANGLADESH Page 20 (iii) Form letters

These are letters that are used for correspondence on routine and recurring issues. These are usually preprinted as forms with suitable blanks and hence the name. These are used for:

 Acknowledgement

 Reminders

 Interviews

 Notices

 Appointments etc

Sometimes, various possible alternative responses are preprinted and the applicable paragraph(s) are ticked. They lack personal touch but save effort and time.

(iv) Internal letters

These take the form of memos written among different functions and departments within an organization. They are eminently suitable for internal communication.

(4) Classifying on the basis of subject of the letters

These may be one of the several types as below:

 Enquiries

 Orders

 Credit information

 Collection of debts and dues

 Complaints

 Sales promotion

 Sales circulars

 Appointment of agencies etc

(5) Classifying on the basis of functions / departments of the firm

A few major functional heads are:

(i) Personnel letters

These are letters emanating from personnel / human resource department:

 Inviting applications for notified vacancies

 Calling for preliminary interviews

 Calling for written tests

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 Sending offers of appointment

 Issuing circulars for training and development

 Issuing promotion, increment or bonus letters

 Issuing warning letters etc

(ii) Purchasing letters

These letters cover the correspondence for purchasing and other allied functions in materials management, supply chain functions etc:

 Inviting tenders or quotations

 Placing orders for supplies and contracts for services & materials

 Sending reminders

 Sending complaint letters etc

(iii) Sales letters

These are letters pertaining to the marketing and sales activities of the firm:

 Advertising, publicity and marketing communication

 Marketing research and surveys of customers and competitors

 Sales circulars

 Giving and soliciting specific sales information etc

(iv) Accounting and finance letters

These letters may relate to:

 Account payable

 Account receivable

 Banking

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PHARMACEUTICAL COMMUNICATION (PHR 207) WORLD UNIVERISTY OF BANGLADESH Page 22 Lecture 6. Fundamentals of Report Writing

Line Up. Definition, characteristics and types of reports; Interpreting findings, Organizing report information,

writing the report, writing references

INTRODUCTION

Business Report is an impartial, objective, planned presentation of facts to one or more persons for specific, significant business purpose. A report is a method of giving information

about something seen or investigated. It is a formal presentation and is written complete with conclusions reached and recommendations made. It provides background material and relevant information in decision-making and action-taking. It is rightly said that reports carry information from those who have it to those who need it. They reflect flow of informat ion and have become integral part of modern information management for decision-making.

OBJECTIVES

After studying this unit, students shall be able to:

ring written reports

IMPORTANCE OF BUSINESS REPORTS

Reports have become, over time, basic management tools for decision-making. These are extremely important for firms that have grown in size. All the facts and figures cannot be masterminded by one individual like a proprietor / entrepreneur does in a small enterprise. For larger firms, reports are indispensable. They have emerged as a very good way of ensuring participative management for better decision-making and carrying the business forward faster on the path of growth and expansion.

ADVANTAGES OF WRITTEN REPORTS Among other merits, following could be enumerated: 1. Provide record for both the parties – sender and receiver 2. Provide a reference that can be distributed to all concerned 3. Writers have time to think and ponder before writing

4. Writers can change and chop the text several times before its submission 5. Receivers can go over the reports several times

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PHARMACEUTICAL COMMUNICATION (PHR 207) WORLD UNIVERISTY OF BANGLADESH Page 23 LIMITATIONS OF WRITTEN REPORTS

A few major ones are:

1. No immediate feedback is available. 2. Lack of personal contact with the readers

3. Readers cannot ask questions by way of clarification

4. Text of the reports is not adjustable as is possible with oral reports

CLASSIFICATION OF REPORTS

Reports can be classified in several ways as under:

(1) Classifying on the basis of form of communication  Oral reports

 Written reports

(2) Classifying on the basis of legality  Informal (short) reports

 Formal (long) reports

Formal reports can be further subdivided:

 Statutory reports

 Non-statutory reports

(3) Classifying on the basis of frequency of issue  Periodic reports (also called Routine reports)

 Special reports

(4) Classifying on the basis of functions  Informative reports

 Interpretive reports (also called Analytical or Investigative reports)

(5) Classifying on the basis of nature of subject  Problem determining reports

 Fact-finding reports

 Performance reports

 Technical reports

(6) Classifying on the basis of number of persons entrusted to draft reports  Reports by individuals

 Reports by team

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PHARMACEUTICAL COMMUNICATION (PHR 207) WORLD UNIVERISTY OF BANGLADESH Page 24 CHARACTERISTICS OF GOOD BUSINESS REPORT

Following features stand out:

(1) Accuracy of facts: Since reports are used for decision-making, inaccurate and unverified

facts can lead to disastrous results. It is said, „What is worse than no information is wrong information‟.

(2) Brevity: Difficult to define, it is also not possible to state it as a rule to be followed for

writing reports. Good reports are brief but brevity should not be achieved at the cost of clarity nor should it be at the expense of completeness. Thus the reports should include everything that is relevant yet be brief!

(3) Clarity: Clarity comes from orderly, systematic and clear thinking. Reports should be

skillfully divided in to short paragraphs, giving headings and inserting signposts to attract attention and securing sustained interest of the readers who are indeed customers.

(4) Free from grammatical errors: Good reports are a good piece of composition presented

attractively and free of any grammatical error. If choice of words is faulty, construction of sentences is confusing and design of paragraphs is dull, reports would find few readers. If reports require too much of sorting out of data and sifting out the meanings before taking decisions, it would always leave a lurking doubt in the decision makers‟ mind. And if decisions do not reflect the conviction of management, they are unlikely to be implemented properly.

(5) Objectivity of recommendations: Recommendations should be objective and impartial.

These must be based on logical conclusions of the investigation, analysis and findings. Self-interest of the individuals should not creep in directly or indirectly.

(6) Unity and Cohesion: If the writers are clear about the main purpose of the report, it gives

unity and cohesion to the report

(7) Precision: Reports avoid extraneous issues and are precise and incisive. Precision adds

value to the report.

(8) Reader-orientation: Reader orientation is customer orientation. Writers must always

keep the person(s) going to read the report in mind. Contents of reports to laypersons will be different from the reports prepared and submitted to experts and specialists.

(9) Relevance: The facts and data should have a direct bearing on the main purpose of the

message intended. Nothing relevant should be skipped nor any irrelevant data be added to make the report confusing. Exclusion of facts may make the report incomplete and is likely to mislead.

(10) Simple language: Reports using simple, familiar words and direct construction of

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persons to throw up and use simple words and phrases for expressions. Reports should be free of trite expressions, clichés and figures of speech.

PREPARING A WRITTEN REPORT

Written reports have emerged as very useful tools in decision-making in large organizations. Usually some vital decisions are taken and if companies have to survive and grow in competitive environments, quality and reliability of decisions must be world class. This requires great care while preparing the written reports. Six important steps are:

 Knowing the purpose of the report: This highlights the importance of crafting a good title for the report. The wordings of the title of the report should cover the purpose in a precise, concise and specific manner.

 Visualizing the reader(s): Reports should adapt to the mental frame of the readers. If report is meant for a larger group, the typical characteristics of the receivers must be visualized and borne in mind while writing the report. In short, writers must have a healthy love and respect for their readers – report has to attract and sustain their attention

 Choosing the ideas: After writing down the ideas, next step is to sequence them in some logical and systematic way for making it easier for the readers to understand and grasp the ideas.

 Collecting all facts and data backing the ideas: Having collected all the relevant data, writers must edit in terms of the most suitable sequencing of the ideas for influencing the receivers. For ease of readability, all the data may not have to be put in the main body of the report – detailed tables, charts etc may be put in the appendices at the end of the report.

 Organizing ideas in the most effective manner: The order in which the ideas will be presented is as important as the ideas themselves. The discipline of translating your thoughts in to appropriate words and organizing these thoughts and words logically has no equal in the intellectual training.

 Writing, rewriting and rewriting: To revise any draft effectively, it should be read objectively and with a fresh mind from the viewpoint of the readers. Writers must read paragraph by paragraph and check the continuity of the ideas. Every word, figure and image must be checked thoroughly.

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PHARMACEUTICAL COMMUNICATION (PHR 207) WORLD UNIVERISTY OF BANGLADESH Page 26 Lecture 7. Fundamentals of Report Writing (Continues….)

Ways to Organize Report Text Section

• By criteria or topics: This is the most common way. The main headings could be the standards, factors, solutions, benefits…etc.

• By order of occurrence. “Progress reports, • By order of location or space.

• By procedure or process.

• By order of importance or by alphabetization. • By order of familiarity or simplicity.

• By sources.

• By problem solution.

Five Important Cautions

1. Place the most important ideas (Criteria) in the highest degrees of heading, considering report length, subject matter, and reader.

2. Try to balance the sections as well as possible. For example, if section II.A, had 12 subheading and section II.B had no subheading, the proportion would be lopsided. Then try to narrow the scope of heading II.A (by rewarding it and by rearranging facts) and broaden II.B.

3. Have at least two subheading if you divide any topic; for example, A.1 and A.2 never ever only A.1.

4. The number of section headings neither too many nor too few. Usually three to seven main sections are desirable.

5. Do not consider the report title as a section heading, and do not begin the first sentence with exactly the same words as the heading.

Components of a Business Report 1. Title Page:

– Name of the report

– Name, title and organization of the individual receiving the report – Picture that is relevant to the report

– Authors name, title, and organization – Date submitted

2. Acknowledgement: In the compilation, analyses of data, facts etc for the preparation

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help and suggestions. It is a good practice to thank the persons individually or collectively for the help extended by them for the completion of the report. The acknowledgement should normally cover not more than half-full A-4 size word processed page and should be signed by all the persons who have authored the report.

3. Executive summary: The term „executive‟ has been derived from its usage in USA

where „executive‟ are members of the top rung of the organization covering Chief Executive Officer (CEO), Chief Operating Officer (COO), Chief Finance Officer (CFO), Chief Information Officer (CIO) etc. This is an extremely important page and must be written in very compelling language covering the main recommendations. Executives read this page

3. Table of Contents:

– Show the beginning page number of where each report heading appears in the report – Connect the page numbers and headings with spaced dots (leaders)

– Do not number this page

4. Introduction:

– Explain the purpose of the report

– Describe its background and significance

– Close the introduction by previewing the reports organization

5. Body/Results of study

– Discuss, analyze, and interpret the research findings – Discuss proposed solution to the problem

– Arrange findings in logical sequence

– Use clear, descriptive headings as well as charts, graphs and pictures to emphasize your points.

6. Conclusion and Recommendation

– Explain what the findings mean in relation to the original problem

– Use numbered recommendations that suggest actions for solving the problem

7. Bibliography and webliography

Writers tend to minimize the role of providing the necessary references in the bibliography. It gives a very favorable impression of the team and highlights the efforts put in by them for the in-depth study carried out. In the contemporary world, searching the web for seeking the latest development on any subject has become very popular especially with management students. The specific web sites consulted should get proper mention in the bibliography.

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PHARMACEUTICAL COMMUNICATION (PHR 207) WORLD UNIVERISTY OF BANGLADESH Page 28 Lecture 8. Practical Aspects of Business Communication

Line Up. Public speaking, Seminar Presentation, Interviews, Group Discussion, Effective listening and Non-verbal Communications (Body language, space, time), Correctness of communication (Grammar, Spelling, Capitalization), Negotiation Skills; Handling mail, filing and indexing, Media for communication, CRM

A. Public Speaking

Everyone seems to be talking to every other person. It is human nature to be communicating, negotiating and marketing all the time with the aim of persuading others to own point of view. The sole purpose is to change the mind or way of thinking about a topic. Budding managers / leaders must become aware of the role of different elements that go to make a person an effective, persuasive speaker:

(1) Articulation: Everyone should have a basic appreciation how the speech mechanism

works in humans. He should be able to adjust the faculty of speech to suit the occasion.

(2) Pronunciation: The speaker should be able to pronounce each word clearly and avoid

slang to make a point. He should not slur the words and avoid speaking filler phrases like “I think” or “you know” etc.

(3) Tone: One should avoid speaking in one tone, without varying it, as it will make the

speech very monotonous and dull. One should modulate one’s voice to make it sound interesting.

(4) Pitch: One should vary the wavelength and frequency of the voice. A good speaker keeps

the listeners on their toes by continually changing tone and pitch of voice. This precludes speeches becoming boring.

(5) Speed of delivery: An effective speaker has a control on his pace of delivery. A speed of

150 to 200 words per minute is normal. A faster delivery may appear insincere and a lower pace may sound like “lecturing”. It is possible to count words spoken per minute by tape-recording the speech. A human brain can easily hear up to 400 words per minute. If speaker is slow, listeners‟ mind may wander away.

(6) Pauses: Pause in speech is a critical tool. When speakers want to highlight any word, a

pause just before that word would ensure that. If they want to emphasize the importance of a word, a pause just before and after the word would do it effectively.

(7) Body language: The powerful language of gestures, sounds and expressions never tells a

lie and does not mislead those who have a deep knowledge of it. A proper posture is very important – saggy shoulders and cross-legged sitting postures will not appear to be honest.

(8) Volume: If one is screaming throughout one‟s speech, it may sound jarring and

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last row, may energize a speech and electrify the situation. It can be an effective tool for persuasion but should be used very carefully.

(9) Quality of voice: Quality of voice can be measured by the impact it has on the audience.

Everyone must try to keep the vocal quality high because it is what distinguishes one speaker from another!

(10) Variety in speaking: A seasoned speaker keeps varying the voice of delivery – tone,

pitch, speed and volume, to make it sound interesting. Change should be brought in every 30 seconds or after every paragraph. Variety in speech delivery keeps the listeners locked in to it as it sounds interesting. The speaker should let the words speak for themselves as listeners reflect on them through his voice.

B. Presentation Skill

Speakers lack the skills and confidence to make effective presentations. We have all been victims of speakers who put us to sleep. Despite knowing how ineffective many speakers are, many of us have found that, despite the best intentions, we haven’t fared much better.

Preparing Content: 3As

1. Analyze your AUDIENCE

 What are their names, titles, backgrounds, reasons for attending, etc…?

 What are their big concerns?

 What are their objectives, fears, hot buttons, and attitudes?

 What is their perception of you and your institution?

 What are their questions likely to be?

 What is personally at stake for them?

 How much detail do they need?

2. Define what ACTION you want them to take  What action do you want the audience to take?

 Define it in terms of the audience.

 What will they feel, believe, and do after hearing your talk?

3. Arranging Your ARGUEMENT  Shake hands with the audience.

 Get to the point.

 Present your theme.

 Develop your agenda point by point.

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PHARMACEUTICAL COMMUNICATION (PHR 207) WORLD UNIVERISTY OF BANGLADESH Page 30 Important considerations

1. Eye Contact

 Never let them out of your sight.

 Looking them in the eye makes them feel that they are influencing what you say.

 Eye contact allows the presentation to approximate conversation—the audience feels much more involved.

2. Voice  Articulation  Pronunciation  Vocalized pauses  Rate of speech  Volume  Pitch or tone  Emphasis

3. Body Language (Things not to do)  Stand immobile

 Use a single gesture repeatedly

 Examine or bite your fingernails

 Cross your arms in front of your chest

 Chew gum or eat candy

 Click or tap your pen, pencil or pointer

 Shuffle your notes unnecessarily

 Tighten your tie or otherwise play with your clothing

Interview Skills The Do’s

• Dress appropriately for the industry. When in doubt, go conservative.

• Personal grooming and cleanliness should be impeccable. Keep cologne or perfume to a minimum. Pay particular attention to hands and fingernails.

• Arrive 10 minutes early. Know the exact time and location of your interview; know how long it takes to get there, park, and find a restroom to freshen up.

• Offer a firm handshake, make eye contact, and have a friendly expression when you are greeted by the interviewer.

• Maintain good eye contact during the interview. • Sit still in your seat; avoid fidgeting and slouching.

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• Ask for clarification if you don’t understand a question; and be thorough in your responses while being concise in your wording.

• Treat the interview seriously and show interest in the employer and the opportunity presented and respond to questions in a positive manner.

• Evaluate the interviewer and the organization. An interview is a two-way street.

• Make sure you understand the employer’s next step in the hiring process; know when and from whom you should expect to hear next.

Interview Don’ts

• Don’t make excuses. Take responsibility for your decisions and your actions. • Don’t make negative comments about previous employers or supervisors (or others). • Don’t give the impression you are only interested in salary.

• Don’t act as though you would take any job or are desperate for employment. • Don’t chew gum or smell like smoke.

• Don’t take cell phone calls during an interview. If you carry a cell phone, turn it off during the interview.

Business Negotiation Skills

“Negotiation involves two or more parties with competing or conflicting interests or needs,

working towards an agreement on how they will cooperate.” (Tillett, 1991)

12 Conflict Resolution Skills

1. Think Win/Win

2. Creative responses that transform problems into creative opportunities 3. Build empathy by using active listening to clarify understanding 4. Apply assertiveness strategies to attack the problem and not the person 5. Eliminate “power over” to build “power with” others

6. Manage emotions by expressing fear, anger, hurt, and frustration wisely to effect change 7. Name personal issues that cloud the picture

8. Map the conflict by defining issues of common needs and concerns 9. Design creative solutions together

10. Plan and apply effective negotiation strategies to reach agreement 11. Help conflicting parties move towards solution through mediation 12. Broaden perspectives to evaluate problems in a broader context

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PHARMACEUTICAL COMMUNICATION (PHR 207) WORLD UNIVERISTY OF BANGLADESH Page 32 Business Discussions (Brainstorming)

Brainstorming is a group discussion in which individuals use the free flow of ideas to generate as many thoughts as possible within a defined period of time. Brainstorming is a great tool to:

 Expand creative thinking and identify issues or opportunities

 Identify possible causes of a problem and identify data collection requirements

 Identify possible solutions to a problem and see different points of view

5 Steps to Effective Brainstorming

1. Clearly define the topic to be brainstormed.

2. Aim to generate as many ideas as possible in 20-30 minutes. 3. Don't change, criticize or evaluate any idea.

4. Encourage each member to present as many ideas as possible. 5. Keep going until all ideas have been presented.

Evaluate Results

At the end of a successful brainstorming session you will have a long list of ideas. Now you will need to separate the “jewels” from the “junk” and create a manageable list of feasible ideas that are worthy of further investigation. Here's how:

 Clarify: Make sure everyone understands what each idea means.

 Categorize Ideas: Combine related ideas. Re-write your list or rearrange post-it notes. TIP: If you want to group the ideas, an affinity diagramming process might be the best way to proceed.

 Rank Order Ideas: Ranking the brainstorming results helps to focus a team's efforts to find workable solutions to the issue at hand.

The Leader's Role:

To successfully lead a brainstorming session it is often more effective to think of yourself as facilitating rather than leading. This distinction is particularly important if you happen to hold a leadership position in the company.

Here are some of the key responsibilities:

 Make sure the group is clear about the topic that is to be brainstormed and stimulate ideas

 Explain the rules and make sure they are followed

 Help phrase ideas clearly and write ideas down

 Don't let your extroverts dominate the discussion, solicit input from of quieter members

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PHARMACEUTICAL COMMUNICATION (PHR 207) WORLD UNIVERISTY OF BANGLADESH Page 33 Lecture 9. Practical Aspects of Business Communication (Continues ….)

Medias of Communication

Media Type

Potential Target Advantage Disadvantage TV Mass media –

can

reach many people; High status

Public Wide reach; High perceived credibility; Audio and visual; Good for simple messages and

slogans; Can help to generate

interest, awareness and excitement

Expensive;

Programs not always on at convenient

times; Not everyone has TV; No room for interaction unless linked to a TV call in show

Radio Same as above Public Medium to wide Reach; High status; Good for simple messages and slogans; Can help to generate

interest, awareness and excitement

Relatively inexpensive (compared to TV); Programs not always on at convenient times; No room for

Interaction; Audio only, no visual communication Newspap

er

Same as above Literate People Can review and re-read as needed

Requires literacy; Not as deep reach as TV or radio; Publication depends on the whim of editors Websites /internet & blogs Need to be computer literate Literate public; Specific list serves and networks can be set-up for particular

audiences/clients such as the

media directly

Global info can be

obtained, not only local or regional; Youth becoming computer savvy;

List-serves can be quite inexpensive; Can establish links

to other sites; Can also establish

pages on existing sites

Computers needed and may not be widespread; List serves and websites require someone to manage and facilitate them

and provide content as well as technical assistance Mobile phones and text messages Tremendous potential for 1 on- 1 communication directly. Specific publics, teenagers in particular Growing reach, especially in rural areas; Low cost for text messages; Highly popular

Text messages must be short; Best if linked or tied

to other

communication efforts

Posters No potential for feedback, unless widely tested or if produced together with communities through participatory processes General and specific publics

Can deliver simple messages and

slogans; Not necessarily expensive and can often be produced in-house

Requires visual and written literacy; Generally better for

simple messages and slogans

Brochure No potential for feedback, unless widely tested and produced General and specific publics

Can deliver more information than posters, good for instructional info; Don’t have to be

Limited to specific Distributions; Requires visual and

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PHARMACEUTICAL COMMUNICATION (PHR 207) WORLD UNIVERISTY OF BANGLADESH Page 34 through participatory workshops with participants expensively produced Fact sheets and flyers No potential for feedback General audiences Can be distributed after meetings, in markets; Can also be mailed; Cheap if done in B&W on colored

paper; reviewed at leisure; Inexpensive/cheap; Can be produced in house through desktop

publishing

limited to specific information for specific topics – single facts or tips

Newslett ers No potential for feedback unless produced with community input – then can be highly effective at promoting local innovations and activities particularly if local people ‘report’ and write the news items

General and specific publics

Can deliver more information than posters and brochures; Not necessarily expensive, can be done in-house; Good for reporting on progress and achievements; Credibility can be high if produced by community (people like to see themselves in print); Can be produced in house through desktop publishing Limited to specific Distributions; Requires visual and written literacy Instructio nal video Feedback and questioning can be built into the presentation and learning

Target audiences Can be paused for deeper discussion and replayed as Needed; Most communities are likely to have at least one VCR;

High status; Equipment is getting

cheaper to use and purchase; Can record ‘before’,

‘during’ and ‘after’ steps in process; Can be played back

immediately

Requires editing equipment and

software unless in camera taping is followed; Usually needs to be supported with other printed materials; Can be over-used when other methods may be more appropriate; More expensive costs up-front Public presentati ons & communi ty meetings, service clubs, etc. Lots of potential for interaction and participation Different audiences can be targeted directly Encourages group Formation; Helps to publicize

general info; Generates local

Ownership; Builds partnerships

Only good for one off moments in a process; Need to be held when people are available (nights, weekends); Don’t always attract

desired audience Power point presentati ons Can incorporate feedback

Good for more sophisticated audiences like service clubs and professionals,

If well done, good for marketing or

selling ideas and generating interest; Can be accessed over the internet

Requires computer skills and equipment to view, projectors; Cannot