BHARATI VIDYAPEETH (DEEMED TO BE UNIVERSITY)

Second Year BBA LLB Semester IV

Business Communication

Unit 6 : Personality Issues in Communication

1. Hard Skills v/s Soft Skills
i) Hard skills:

Hard skills are basically job-related competencies and abilities that are necessary to complete work.
They are often applicable to a certain career. Hard skills are specific abilities that one learns or
acquires through education and training. They are basically technical abilities and knowledge that
one gains through training, practice and education. They are known as “technical skills”, “academic
skills”, or “competency skills” which are definable and measurable.

Hard skills are job specific i.e., specific to a job or role, for example programming for developers.
Every job requires certain technical skills specific to that industry, for example, for an architect, he
or she needs to know drafting software; or for a nurse, he or she needs to know about anatomy; or
for a firefighter the skills to operate equipment to put off the fire. So, these are professional or
technical proficiencies and individual has gained through career, experience or formal training,
which are acquired by earning a degree, completion of on-the-job training, or taking courses.

Hard skills can be like: class management, video production, carpentry, search engine optimization,
budgeting, project management, engineering, copy writing, data mining, cardio-pulmonary-
resuscitation (CPR). Bilingual or multilingual, database management, Abode software suite,
network security, SEO/SEM, Statistical Analysis, Data Mining, Mobile development, user interface
design etc.

Hard skills of a nurse and that of a chef are different; but nurses and chefs could apply both the
same soft skills and be successful in their individual careers. Both hard skills and soft skills are
necessary for a successful career in any field.

ii) Soft Skills:

Soft skills are basically General Personality Traits i.e., soft skills are generally personality traits that
can be applied or useful to many roles and industries. Soft skills have an impact on how you work.
Soft skills are also called “People Skills”, i.e., good communication interpersonal skills, leaderships
problem solving, work ethics, time management, team work, etc.

Soft skills are also thought as “Behavioural Traits”, e.g., communication skills. These
characteristics or traits can be carried over to any position. They are transferable to any type of jobs.

Soft skills can be viewed as follows:

a) Communication = the ability to convey information clearly and effectively. In other words, good
communication skills.
b) Emotional Intelligence = the ability to understand and manage your own emotions, as well as of
others.
c) Adaptability = the ability to adjust to new situations and changing circumstances.
d) Problem solving = the ability to identify and address issues.
e) Leadership = the ability to guide, mentor and inspire others.
f) Team work = the ability to work together with others to achieve a common goal.
g) Time management = the ability to manage your time, and organize your tasks.

Other soft skills are like: critical thinking, strategic thinking, attitude, work ethics, honesty,
respectfulness, enthusiasm, confidence, patience, integrity, professionalism, conflict management,
open-mindedness, empathy, organizational interpersonal skills, resilience, dependability, net-
working, collaboration, willingness to learn, creativity, team-player.

So soft skills are like personal habits and traits that shape how one works on one’s own and with
others. Effective communication is a key soft skill which many employers seek. Some others
include active listening, effective team work and so on.

Both soft skills and hard skills are necessary for a successful career in any field.

2. Emotional Intelligence & Emotional Quotient

Emotional Intelligence and Emotional quotient are the terms very often used interchangeably.
Emotional Intelligence (EI) refers to the broader concept of understanding and managing one’s own
emotions and those of others. Whereas Emotional Quotient (EQ) is the numerical score that
measures how well someone demonstrates those emotional skills.
Emotional Intelligence is the ability. On the other hand, Emotional Quotient is the measurement of
that ability.

i) Concept v./s Measurement = Emotional Intelligence is the overall concept of emotional awareness
and management. However Emotional Quotient is a score that represents how well someone
performs on tests designed to measure those emotional abilities.

ii) Application= Emotional Intelligence helps us to understand how to navigate social situations and
interact with others effectively. Whereas Emotional Quotient provides a way to access and compare
and individual’s emotional intelligence level compared to others.

Someone with high Emotional Intelligence can easily perceive and respond to the emotions of
others. While their Emotional Quotient score would reflect their level of competence in those area
based on a specific assessment.

Emotional Intelligence refers to one’s ability to effectively recognize, understand, monitor and
manage not only one’s own emotions but also the emotions of others. It includes a range of skills
and abilities that empower individuals to understand and deal with the complexities of human
interaction with empathy, understanding and flexibility. Emotional Intelligence involves being
aware of emotions both ours and others, and using this awareness to guide our thinking, actions and
choices positively and constructively. Whereas standardized tests designed to measure Intelligence
Quotient scores assess cognitive abilities. Both intelligence quotient and emotional intelligence are
crucial for personal and professional success.

Scholars states that emotional intelligence is the skill to effectively recognize, understand, manage
and utilize emotions to improve interpersonal relationships, problem solving skills, cognitive
abilities within the broader scope of human intelligence.

Components of Emotional Intelligence

a}Self-awareness: This involves being aware of your own emotions, thoughts and behaviors. It
means understanding your own strengths, weakness, values and motivations. Self-aware individuals
can recognize how their emotions can impact their actions and decisions. They have a clear
understanding of their feelings and how they may influence their interactions with others.

b} Self-regulations: Self-regulation is about effectively managing your emotions once you are
aware of them. It means controlling impulsive behaviours, especially when things get tough. For
example, thinking before acting, staying calm in stressful situations, adapting calmly to change. It
also involves techniques like staying strong emotionally and reducing stress.

c} Motivation: Motivation is what pushes us to overcome challenges and achieve our goals, whether
they are personal or professional. It plays a vital role in managing emotions and behaviours. Having
high motivation enables us to maintain focus, bounce back from setbacks, and maintain a positive
outlook. Self-awareness and self-regulation are intertwined with motivation as they did in
comprehending our feelings and values motivating us to pursue our objectives.

d} Empathy: Empathy is a person’s ability to understand and feel someone else’s emotions by
putting yourself in their shoes. Empathetic people are sensitive to others’ feelings and respond with
kindness and understanding. They listen attentively, acknowledge others’ expressions and offer help
when needed. Having empathy is crucial for smooth social interactions, building trust and forming
strong professional and personal relationships.

e} Social Skills: Social skills enable people to work together, communicate and build relationships.
They include team work, empathy, listening, resolving conflicts, negotiating and communicating
both verbally and non-verbally. These skills are important for making managing relationships
because they allow us to navigate social situations with understanding, empathy and respect. Those
with strong social skills are quick in connecting with others, resolving conflicts, and fostering
positive relationships both personally and professionally.

Emotional Quotient is a vital measure of an individual’s emotional intelligence, reflecting their

ability to recognize, understand, manage and express emotions effectively. Unlike Intelligence
Quotient (IQ) which focuses on the intelligence aspect of a human being and measures one’s
cognitive ability. Emotional Quotient explores emotions, showing how people handle social
interactions, cope with challenges and build relationships.

Tools that measure Emotional Intelligence levels are like EQ-i (Emotional Quotient Inventory), and
MSCEIT (Mayer-Salovey-Caruso Emotional Intelligence Test). These assessments use self-report
questionnaires and performance tasks to evaluate different aspects of emotional intelligence.

Implementation of Emotional Quotient: Emotional Quotient play a role in various fields like:

In Education: Evaluating students’ emotional skills supports their overall development, academic
performance and success. Emotional Quotient assessments help teachers understand student’s
emotional needs, adjust teaching methods to suit different learning styles and cultivate a positive
classroom environment that fosters emotional growth and resilience.

In Workplace: Emotional Quotient assessments are quite beneficial for evaluating new hires and
improving team dynamics in companies. Employers can use them to identify candidates with the
right interpersonal skills, adaptability and resilience to thrive in various work environments. By
assessing one’s emotional competency during the hiring process, organizations can pinpoint areas
for skill development and foster better communication, collaboration and conflict resolution among
team members to enhance overall performance.

[[ A little deeper view of this very topic which is dealt above.

Emotional Intelligence (EI) v/s Emotional Quotient (EQ). Key differences.

a) Concept v/s Measurement: Emotional intelligence is a broad framework comprising of a diverse

range of one’s emotional ability and talent. It involves effectively grasping and regulating emotions,
fostering empathy and navigating social interactions with sensitivity and emotional understanding.
Whereas Emotional Quotient serves as a numerical indicator of one’s emotional intelligence,
measuring how well individuals demonstrate these emotional skills in various circumstances. Both
emotional intelligence and emotional quotient contribute to understanding how to measure
emotional intelligence matters, with emotional quotient as a quantifiable indicator of emotional
aptitude.

b) Quantitative v/s Qualitative: While emotional intelligence highlights the practical application of
emotional skills in real-life situations. On the other hand, emotional quotient scores are diagnostic
tools in exams or evaluations. Emotional Intelligence teaches individuals how to identify and
respond to their own and other’s emotions to cultivate healthy relationships and personal growth.
However emotional quotient scores offer information on an individual’s emotional intelligence,
indicating strengths and areas for development.

c) Development v/s Evaluation: Emotional Intelligence emphasizes the ongoing improvement of

emotional skills through self-awareness, reflection and practice. It empowers individuals to develop
empathy, regulate emotions and communicate complex ideas effectively to tackle life’s challenges.
On the other hand, Emotional Quotient’s evaluation involves analyzing an individual’s current level
of emotional intelligence using standardized tests designed for assessments, offering a snapshot of
their emotional capabilities at a specific moment in time.

Common misconceptions:

1. Emotional intelligence and emotional quotient are inter-changeable. This is a common

misconception that both are interchangeable. But actually, they represent distinct aspects of
emotional awareness and skills. Emotional intelligence covers a broader spectrum of emotional
abilities. And on the other hand, emotional quotient offers a measurable assessment of these
qualities.

2. Emotional Quotient is static. Another myth is Emotional Quotient is static, similar to Intelligence
Quotient (IQ). However, Emotional Quotient is actually dynamic and can evolve through deliberate
practice, self-reflection and education.

Importance of Emotional Intelligence and Emotional Quotient in various domains.

Personal Life: Emotional Intelligence and Emotional Quotient shape our interactions, relationships
and over-all well-being.

a) Enhancing Relationships= Good communication skills and empathy which are critical parts of
Emotional Intelligence are vital for healthy relationships. People with high emotional quotient
understand other’s feelings better, allowing them to communicate well, solve problems, build strong
connections. Developing these skills leads to more satisfaction in personal lives.

b) Self-Improvement= Emotional Intelligence helps with self-awareness and self-control, which are
important for a person’s emotional intelligence growth. They are being self-aware means
recognizing one’s own emotions and strengths or weaknesses, while self-control involves managing
one’s impulses and feelings. People with high emotional quotient handle challenges better, make
good decisions and work towards their goals.

Professional Life: Emotional Intelligence and Emotional Quotient influences success, leadership
abilities, team work etc.

a) Leadership and Management= Effective leadership goes beyond technical skills and good
emotional intelligence. Leaders with high emotional intelligence can inspire and motivate their
teams, foster collaborations, and navigate complex organizational dynamics.

b) Job Performance= Individuals with strong emotional intelligence excel in managing stress,
communicating effectively, interpersonal communications and navigating workplace relationships.
They are more adaptable, resilient, and good at problem solving skills and decision making.

Social Services: In social services, emotional intelligence and emotional quotient are vital for
effectively supporting individuals and communities facing challenges. Professionals need strong
emotional intelligence to communicate, empathize and provide appropriate assistance. High
emotional quotient helps them to manage their own emotions and prevent burnout, ensuring they
can offer empathetic support to those in need.

Health Care: In health care, emotional intelligence and emotional quotient are vital for fostering
patient trust, effective communication and empathy. They help healthcare providers manage stress,
collaborate in teams and advocate for patient’s needs. Emotional intelligence and emotional
quotient ensure compassionate, patient-centred care, leading to better health outcomes and provide
well-being.]]

3. Intelligence Quotient

Intelligence Quotient is a measure of cognitive abilities and is often used as an indicator of general
intelligence. According to Charles Spearman, who first described the existence of general
intelligence in 1904, and the followers of his theory, upheld that intelligence can be measured and
expressed by a single number, such as IQ. The IQ typically involves standardized tests that measure
a person’s abilities in areas such as logic, mathematics, language, memory and spatial reasoning. It
also measures an individual’s cognitive functioning which includes verbal, mathematical,
visuospatial reasoning, attention, language comprehension and production.

The intelligence quotient has long been associated with measuring cognitive intelligence. It assesses
an individual’s problem-solving abilities, logical reasoning, memory retention, comprehension and
analytical skills. While a certain level of cognitive ability is undoubtedly helpful in understanding
and structuring communication, Intelligence Quotient alone does not guarantee effective business
communication skills. However, intelligence quotient can and does affect communication in several
ways. People with high intelligence quotient may use technical or academic language that is not
easily understood by others. They may also be impatient with those who do not grasp their ideas
quickly or may lack empathy for those who struggle with the subject matter. Intelligence Quotient is
important in the workplace in so far as it can safely judge how well someone will understand
complex concepts, and creatively solve problems.

Intelligence Quotient effectively influence business communication can be viewed in following

ways:

a) Clarity and Structure: Individuals with higher intelligence quotients may be better at organizing
their thoughts logically and presenting information in a clear and structured manner, both in written
and verbal communication.

b) Understanding Complex Information: They can often grasp complex business concepts and data
more quickly, enabling them to communicate about intricate topics with greater accuracy.

c) Problem Solving: When communication breakdowns or misunderstanding occur, a strong

intellect can aid in analyzing the situation and finding effective solutions.
d) Vocabulary and Language Skills: A higher intelligence quotient person is often associated with a
broader vocabulary and better command of language, which can contribute to more precise and
nuanced communication.

e) Adapting to New Information: Intellectually agile individuals can adapt their communication
strategies more readily when faced with new information or changing circumstances.

Limitations of Intelligence Quotient in business communication

i) Emotional Intelligence (EQ) is Crucial: Effective communication heavily relies on emotional

intelligence which includes self-awareness, self-regulation, empathy, social skills and motivation.
An individual with a high IQ does not automatically translate strong EQ. Without EQ, individuals
may struggle with: understanding and responding to the emotions of others; building rapport and
trust; managing conflicts effectively; delivering sensitive messages with tact; working
collaboratively in teams.

ii) Communication Style and Delivery: Intelligence Quotient doesn’t dictate communication style.
Someone with a high IQ might communicate in a way that is perceived as condescending, overly
technical or insensitive if they lack awareness of their audience’s needs and understanding.

iii) Active Listening: Effective communication has a two-way mode that requires active listening.
IQ doesn’t guarantee that someone will be a good listener, paying attention to verbal and non-verbal
cues and understanding the other person’s perspective.

iv) Cultural Intelligence (CQ): In today’s globalized business environment, cultural intelligence is
increasingly important. CQ involves understanding and adapting to different cultural norms and
communication styles. IQ is separate from CQ.

v) Social Intelligence (SQ): This involves understanding social dynamics, building relationships and
navigating social situations effectively. While related to EQ, SQ encompasses a broader
understanding of social contexts, which isn’t directly measured by IQ.

vi) Communication Intelligence (CQ): Communication intelligence is the ability to communicate

effectively across different contexts, adapt communication styles and manage communication
anxiety. This is distinct from IQ.

So, while a strong intellectual foundation can be beneficial for understanding and structuring
business communication, it is not the sole determinant of effectiveness. Emotional intelligence,
cultural intelligence, social intelligence and specific communication skills are equally, if not more,
critical for success in the business world.

A high IQ individual who lacks empathy, has poor interpersonal skills or cannot adapt their
communication to different audiences will likely struggle in many business scenarios. Conversely,
someone with a moderate IQ but high EQ, CQ and strong communication skills can often be a far
more effective communicator and collaborator in a business setting.

Therefore, business should focus on developing a holistic set of communication skills in their
employees, encompassing both cognitive and emotional intelligence, rather than solely relying on
IQ as an indicator of communication potential.

4. Negotiations
Negotiation can easily be defined as “a process by which two parties interact to resolve a conflict
jointly.” It is a face-to-face decision-making process between parties concerning a specific product.

The distinguishing features of a negotiation are the following:

1) There is minimum of two parties present.

2) Both parties have predetermined goals.
3) Some of the predetermined goals are not shared by both participants.
4) There is an outcome.
5) Both parties believe the outcome of the negotiation may be satisfactory.
6) Both parties are willing to modify their position.
7) The parties’, incompatible positions make modification of position difficult.
8) The parties understand the purpose of negotiation.

It has been found by researchers that in case any of these features is not present, the interaction does
not qualify to be called a negotiation.

The first feature is a prerequisite in any face-to-face communication event. The second and third
features motivate the parties to enter into negotiation. The fourth and fifth features, dealing with the
outcome of the negotiation, show whether there is resolution and the process is satisfactory or not.
After this, the parties come to a ‘give and take’ in negotiation – the sixth feature. The seventh
feature shows that ‘give and take’ is difficult. Finally, the parties must share the socio-cultural
knowledge of the process of negotiation and conversational conventions. All parties must be
competent to understand the goals of the interaction that they are participating in. In cross-cultural
negotiation, i.e., in a situation where the negotiating parties belong to different cultural backgrounds
or nationalities while they understand the process differently, all shares an understanding of the
goals of the event. In other words, they understandably have the same goal in mind, and strive
towards its achievement.

In our day-to-day life, we witness or get into countless examples of negotiation. We negotiate with
a car dealer to buy a car. We negotiate with our friends or colleagues about cultural or recreational
activities. We negotiate with authorities about working hours and conditions. Top-level managers
negotiate with union leaders over contract provisions, with the environmentalists over the ‘best’
way to protect the environment or clean up pollution. Very often they have to negotiate with
employees over particular work assignments or bonus or incentives or such other matters.
Negotiation is a complex communication process. It becomes all the more complex in view of the
fact that one round of negotiation is just an episode in a long-term relationship. That is exactly what
happens in labour-management relations. Adequate preparation is a ‘key concern for the negotiation.
Before getting into the process of negotiation a review of the history of previous negotiating
sessions and their outcomes must be taken into account. Without careful consideration of the
previous sessions the negotiator runs a great risk. This will help him or her in planning his or her
move or moves. Anyway, before that, we must take note of the factors that vitally determine the
outcome of the negotiation process. They are: (a) whether the parties see their interests as
depending on each other; (b) the extent of trust or distrust that the parties’ repose in each other; (c)
the personalities of the people actually involved in negotiation; (d) the goals and interests of the
parties; and each party’s ability to communicate clearly, persuade, or coerce the other party to
accept its point of view.

5. Steps in Negotiation Process

Negotiation is a complex communication event and, therefore, has a complex structure. Marketing
researchers are generally of the opinion that negotiation is a four-stage process. Each researcher has
invented different names for these stages, or ‘moves’. They have, however, been generally labelled
as: 1. Opening, 2. Exchange of information, 3. Change of position, and 4. Closing.

These market researchers have not analyzed the language of negotiation. An analysis of the
language of a typical bargaining negotiation throws up nine stages or episodes that occur in the
following order:

1. Opening; 2. Exchange; 3. First Price; 4. Planning; 5. Discussion of Products; 6. Bargain; 7. Prices;

8. Pre-close; 9. Close.

It must, however, be pointed out that all nine language-based stages are not required to be present in
a negotiation. Many stages may be recursive, or may be repeated. Further, linguistic analysis of
negotiations taking place in ‘American English’, throw up the following six ‘distinctive episode’
structure:

a) Opening/Exchange; b) 1st Price; c) Bargain/Prices; d) Close.

The linguistic analysis of the distinctive episodes of negotiation supports the four-stage model put
forward by marketing researchers. Interestingly, it has also been found that no negotiation contains
only these episodes. This finding shows the richness and complexity of the negotiation process.

Integrative and Distributive Processes of Negotiations

Every negotiator is concerned with the outcome of the negotiation process in which he or she is
participating. In other words, the negotiating parties are interested in the stability aspect of the
outcome of negotiation. If there is any reason to regret or resent or withdraw certain moves the
parties would like to reopen the negotiations. If, on the other hand, the parties feel that they are
satisfied with the whole exercise of negotiation, its outcome will be fairly stable and they will have
no regrets. On the basis of the stability aspect of negotiated settlement, the negotiation process has
been divided into two categories: Integrative and Distributive.

In integrative process of negotiation is one in which parties on both the sides feel that they are
gaining what they expected. They are happily reconciled, empathetic, open, receptive and satisfied.
Such a situation has widely come to be known as a ‘Win-win situation’.

The distributive process of negotiation is one which each of the parties tries to grab maximum
benefit, and impose maximum losses on the other. This has come to be known as a win/lose
situation. Another nomenclature for it is ‘Zero Sum’ which means that one party’s gain
counterbalances the other party’s loss. Such a negotiation is based on contentions, and the outcome
is unstable.

Researchers have pointed out that both integrative and distributive processes are at work in every
negotiation. The negotiators can’t ideally choose to stick to one kind of process in preference over
the other. On the other hand, negotiations involve a tension between the two processes. It is on the
whole a healthy tendency as it enables the negotiator to protect his own interest, without, of course,
destabilizing the entire deal of process.

Guidelines for Successful Negotiation

Many instructions and guidelines are offered to be kept in mind while negotiating. So, a few can be
considered as follows:

1) Have a positive, generous, win-win attitude. Don’t start with a win-lose position as it is likely to
put the other party on the defensive from the beginning.

2) Narrow down your field to as few points of dispute as possible.

3) Adopt a step-by-step approach. Focus attention on one point or issue at a time and arrive at an
agreement before taking up any other item on the agenda.

4) Find out the other party’s state of mind, cultural background, likes and dislikes, etc. The key to
success is how well you influence your opponent’s perceptions.

5) Disguise your true desires. Showing too much eagerness gives the other party a chance to exploit
you.

6) Don’t disclose your deadline. Disclosing your deadline or time frame to the other party in the
beginning gives the other party a chance to delay the deal. Hence, it is better to focus on the deal
itself than on the time limit.
7) Know exactly what you want. Quite often people make an impulse purchase and incur loss. It is,
therefore, better to stop to think whether we really need an item or whether we are getting the best
value.

8) Think before you speak. It has been observed that generally the party that speaks first lacks
patience. Hence it is better to let the other person speak first or to make the first ‘move’.

9) Know your market. Information is the negotiator’s most powerful asset. If you are well-prepared,
you will rarely be fooled.

10) Understand your options alternatives. Recognizing your options can increase your negotiating
power.

11) Bring your own expert. When you lack authority on a certain issue or item, it is better to have
your own expert to confront the negotiator.

12) Know your adversary’s limits. How far can you push him before the negotiations reach a
decisive stage.

13) Keep a trump card, and bring it out at a crucial moment.

14) Keep talking. By keeping the door open some basis for a compromise can always be worked out.

15) Keep quiet. Silence can project the image that you have the upper hand.

16) Listen. The adversary’s tone of voice and gestures frequently give away his true motivations
and feelings.

17) Avoid personalities. Focus your arguments on the facts of the case.

18) Use bonuses, vacations, free services etc., as effective motivators.

19) Establish expertise early. In this way, your arguments or statements will carry more weight.

20) Be a gracious winner. Make the ‘vanquished’ party feel they’ve won.

21) Never look back. Always look forward. A deal is a deal. There is ample scope for other deals.

22) Control your emotions.

23) Don’t forget that negotiation by its very nature is a compromise.

24) Consider the impact of present negotiations on future ones. Implications for the future must
always be kept in mind.
6. Persuasion
Persuasion means making efforts to change or influence the attitudes and behaviour of others.
Persuasion is achieved by skillful appeal to emotions. The style and tone of persuasive
communication is different from the style and tone of informative communication.

Persuasion means using the best arguments to win over and convince others. It requires the skill and
ability to use the symbols of communication in an effective manner; the persuader should be able to
use words, both spoken and written, as well as non-verbal methods in such a way as to have the
most influential effect on the target audience.

Persuasion needs a basis of information; we cannot persuade customers to buy unless we give them
information about our goods and services.

A great deal of communication in an organization is persuasive. We use persuasion to motivate

employees to make better efforts or to accept a change; we use it to sell goods to customers and
collect dues from customers. A company uses it to get the public’s goodwill and investment.
Government uses persuasion to make people pay taxes.

There are three factors of persuasion:

The personal character and reputation of the persuader must be respected and accepted by others;
people believe what is said or written by a respected and reputable person or organization. This is
known as source credibility.

The emotional appeal made by the persuader must be suitable and effective. All persons have three
types of needs: physical needs, social needs and ego needs. Social and ego needs are the emotional
needs; social needs are the need to belong to a group, to have friends, to meet others and have social
interaction; ego needs are the need to win, to be successful, to do well, to be appreciated and
recognized and to feel good about oneself. If the persuader offers satisfaction of these emotional
needs, people respond favourably.

The logic of the presentation made by the persuader must be reasonable. People must be shown how
they will benefit by accepting the proposed ideas, views, or actions. The persuader needs knowledge
of the background and the present attitudes or views of the people in order to use the right appeals
and reasons.

7. Persuasion Skills
Persuasion skills are the ability to convince others to agree with an idea or take action. They are
valuable soft skills that can be used in many situations including in the workplace, in personal
relationships and in public speaking.
In the workplace: Persuasion skills can help you to sell products, negotiate deals, and get your ideas
heard.
In relationship: Persuasion skills can help you to influence others in your personal relationships.
In public speaking: Persuasion skills can help you to influence an audience.

Persuasion is a type of communication that aims to change or influence the beliefs, values or
attitudes of others. It can be used to change someone’s behaviour. It can be used in written text,
speeches or media campaigns.

Persuasion, the term means to force someone into something. The art of persuasion is the art of
finding the best available means of moving a specific decision. Persuasion communication means
persuading others to understand what one is trying to communicate. Persuasive communication has
one core purpose, get the reader to support, believe and act in favour of presenter. Persuasion is a
process in which one person or entity tries to influence another person or group of people to change
their beliefs and behaviours. It is distinct from coercion, because in this, people receiving the
message have a choice whether to act or not.

Goal of Persuasion -- The goal of communicating to persuade is to get your audience to understand
the benefits of a particular change, process or idea; as well as to get them to take action in some way;
even if the action is simply to think more positively about the change.

Role of persuasion in communication – All types of communication involve some form of

persuasion. Persuasion attempts to influence or convince others to take a specific action or to reach
a certain conclusion about an issue when we argue from our point of view.

How does persuasion work? Persuasion uses information to make claims that support or change
beliefs. It can be used to convince a single person or a large group. Persuasion is based on logic,
emotions or ethics. Persuasion can be effective if it’s delivered by a credible source. Appeal to
reason and emotion = Persuasion can use logic and reason or appeal to emotions. Build trust =
Persuasion is more effective when the audience trusts the communicator. Provide evidence = It can
use facts and arguments to support a claim. Find a common ground = It can be more effective when
the communicator and audience have a common ground.

Persuasion strategies: i) Common ground: Find shared interests or goals with the audience. ii)
Logical reasoning: Use induction, deduction or comparison. iii) Proposition-fact-evidence: Use
facts and evidences to support your claims. iv) AIDEA: Use a formulae that includes the following
– Attention, Interest, Desire, Evidence and Action.

Four factors or elements of Persuasion: a) Source: The credibility of the brand sharing the message.
b) Message: The words used to persuade. c) Medium: The channel used to share a persuasive
message. d) Public: The audience who are being persuaded.

Tips for Persuasion: - Be confident in your beliefs. – Use clear language and specify the action you
want your audience to take. – Use evidence from valid, unbiased sources. – Include a time frame
and contact information.
Examples of Persuasion: * Attempting to get a child to eat vegetables. * Convincing your shark
phobic friend to go snorkeling. * Motivating your team to adapt a new sales process. * A good
salesman persuades people to buy things. * Children persuade to get permission to do certain things.
* Editorials, advertisements, commercial scripts, argumentative essays and articles, etc.

8. Communication Ethics
Ethics has been defined as “study of questions about what is morally right and wrong.” It is one of
the most ancient theoretical disciplines that studies morality. Ethics have always been uppermost in
man’s mind while communicating with his fellow beings or in a business set.

Communication is an essential condition of mankind. Man is born to communicate. It is through

communication that we come to know the people around us and to know ourselves. It need not be
said that communication brings people together, whether in a family, in society, or in business
organization. How much we are attune about other’s feelings, thoughts, reactions etc., is a serious
question. It necessarily brings the question of being right or wrong and keeping up to a certain
standard. Hence, ethics is inextricably linked up with communication. They are more deeply linked
with business communication.

Social Implications

Ethics has a widespread of social implications all because all communication is based on role-
relationships. As all of us know, every organization is a society in itself. There are elders and
youngers, seniors and juniors, bosses and subordinates with each one of them having his or her
place and role well defined. In dealing with each other as well as justifying their own position, they
have to follow a well spelt out code of conduct. Their relationships, at bottom, are rather delicate
and it is unethical to cause a hurt and falling from the expected standard if they don’t observe
courtesy that is priceless value. In the same way there are other values like honesty, integrity and
loyalty to the organization. They have to be carefully cherished and promoted. No organization can
flourish in their absence.

Traditional Approach

Traditional approach to ethics in business communication has unfortunately been somewhat

lackadaisical, somewhat indifferent. For example, the question of accountability has not been given
all the serious thought it deserves. Suppose an employee’s probation period has been extended for
no fault of his or her. Or some important information has been leaked out without anybody knowing
it. It has been a common sight to see people pointing fingers at each other and muttering, ‘he/she
did it’, ‘he/she did it’ and so on. Moreover, serious discussions about ethical considerations in
business communication have not been encouraged. In the hectic life of an executive, they have
been regarded as frivolous.
It is only lately that, with the complexities of today’s technology driven society, people have woken
up to the strict observance of ethics and upholding of values. It is only that they vouch for truth,
insist on integrity and amply reward the employees for loyalty. Organizations have turned a new
page in the history of ethical communication.

Ten Commandments of Ethical Communication

Dealing with ethics in business communication, one should keep in mind the following ten
commandments.

1. Thou shalt not offend: We must take care that willy-nilly, overtly or covertly we do not offend
anybody. Employees, for example, may be offended if they are told to do something in a crude
manner. An effective communicator is one who couches his or her instructions or message in a soft,
subtle unoffending manner. Managers are advised to remember that they are not only conveying a
message but also, indirectly, the rules and policies of the organization.

2. Thou shalt not leak: Every organization has its secrets and confidential matters. It is the pious
duty of every employee to guard those secrets. Employees are also told about it in their appointment
letters. Even then, human weaknesses being what they are, one may be tempted to divulge. That is
highly unethical.

3. Thou shalt not make the audience uncomfortable: The idea is to develop a relationship with the
target audience in which they feel ‘at home’. We must aim at developing a one-to-one relationship
based on good will and trust. Only then will the audience repose their faith in us.

4. Thou shalt not interfere: Everybody has one’s own space, one’s own sphere, one’s own scope of
activities and duties. One has to mind one’s own business in as much as we have to mind our own
business. Interference is just irritating and contrary to ethics.

5. Thou shalt not withhold information: We may have some vital information about Government
policies, some latest development that may be useful to our organization. It is our duty to share it
with our bosses or colleagues or investors. Successful ‘corporate governance’ depends upon sharing
all useful information, especially with the investors’ community at large. By doing so we build up
better corporate image.

6. Thou shall not backbite: This is plain common sense. But it is of utmost importance in the
context of ethical business communication. All of us have our weaknesses and failings. But to talk
about them to others at their back is highly unethical. Certain people have no control on their tongue.
Little do they realize that they are easily exposed and come to be looked down upon. It also
tarnishes the image of the company.

7. Thou shalt not be disloyal: It has been said above that loyalty to the company is one of the
sterling values. Certain employees may be easily tempted by the sops offered by some other
organization. That shows disloyalty and is highly unethical. One must learn to be steadfast and loyal
to the employer.
8. Thou shalt not invade privacy: A person’s private life is sacred and sacrosanct. We have no
business to intrude into it. This commandment is all the more relevant in today’s highly
technological world. The widespread use of microcomputers, networks, and electronic mail has
given access to vital data about employees and customers. It may lead to highly unethical practices
violating the right to privacy.

9. Thou shalt not plagiarise: Plagiarism is using somebody else’s words as one’s own without
acknowledging the authorship. This tantamount to stealing and, thus, breaches all ethics.

10. Thou shalt not misrepresent: Quite often people increase or decrease numbers, exaggerate, alter
statistics, or omit numerical data without any compunction or prick of conscience. Such people have
questionable ethics and deserve derision.

Certain Unethical Practices

In spite of the strong urging to uphold ethical standards in life and in business communication, yet
there are some unethical practices prevalent in our society. One must be aware and guard against it.

a) Defamation: It is any false and malicious statement that is communicated to others and that is
injurious to a person’s good name and reputation.

b) Slander: It is a defamation in a temporary form such as in oral communication.

c) Libel: It is a defamation in a permanent form as in writing or videotape.

d) Invasion of privacy: It is an unreasonable intrusion into somebody’s private life or denial of a

person’s right to be left alone. For example, using a person’s name or photograph in a sales
promotion campaign without his or her permission is an invasion of privacy.

e) Fraud: It is a deliberate misrepresentation of the truth for the purpose of inducing someone to
give up something valuable.

f) Selective misquoting: This involves deliberately omitting damaging or unflattering comments to

paint a better but untruthful picture of a person or company.

g) Distorting visuals: This involves making a product look bigger or changing the scale of graphs
and charts to exaggerate or conceal differences.

h) Giving or accepting expensive gifts: It is widely regarded as unethical in the course of doing
business.

i) Exaggerated claims: It is quite often seen in advertising that is aimed at alluring customers.
j) Using ambiguous language: This style of communication hides the truth. That is why
organizations now-a-days are laying stress on ‘plain English’.

k) Racial discrimination: Discrimination of any type is unethical. But unfortunately, it is there in

many countries and places.

l) Overhearing: Overhearing any conversation is unethical, especially if somebody tries to do so.

m) Lying: A lie is a false statement aimed at deceiving. It is very common in business as in life.

Ethics in Advertising

It is not possible to conceive of life today without advertising. Advertising is everywhere and in all
imaginable mediums – writing, painting, photography, projections, broadcasting, telecasting,
cinematography, daily as well as periodical publications and so on. It seems as if the corporate
world cannot survive without advertising. Not only that, Government policies and proclamations are
also having recourse to advertising in a big way.

Advertisement today is the most ingenious use of language, most imaginative use of facts and
figures and most eye-catching use of news, views and media. Most accomplished artists are using
their talent for advertising, most well-known actors and actresses are charging millions for a few
second’s appearances as also the best speakers and musicians are lending their voice for the one
purpose – advertising. Day after day, life is becoming more and more full of excitement, interest
and persuasion. There is no aspect of life that is not touched by advertisement. Its scope is as vast as
life itself. And its two prolonged strategy is to inform or educate and to persuade.

While the advertiser does his or her job, there arise a few ethical questions. The first and foremost
question is about honesty. How honest are the advertisers when they say or show about a certain
balm that it leads from ‘Oh’ to ‘Ah’? In the same way, we may question whether our clothes
become ‘milk white’ with just one dip in a well-known detergent? There are numerous products in
the advertisement of which we can clearly see that there is dramatic exaggeration and that honesty
has been compromised. It becomes all the more serious when the health of the people is involved.
There are countless advertisement making tall but hollow claims about the efficaciousness of
medicines and other health products available over the counter.

Then there arises the question of impartiality when it comes to political advertising and publicity.
Certain parties or candidates may just be painted black without caring a bit that it may deeply hurt
and may lead to endless litigation. It is very common for political parties to exploit and misuse the
media for their own purposes very often to lead or mislead the masses, play upon their sentiments,
promising them a rosy future and total elimination of poverty and illiteracy. And this game has been
going on for ages. But now the masses are waking up, and seeing through the game and cannot be
led like dumb-driven cattle.

The question of sexual morality very often crops up in certain kinds of advertisements that portray
women as sex-objects, both visually and in the language they use. They cleverly exploit man’s
sexual propensity and titillate his imagination. They show scant regard to women’s delicate
sensibilities leading to protests, agitations and often withdrawal of the advertisement. This shows
that the sleaze factor in advertising is a major malevolent factor and must be put down.

Children are another vulnerable section of society that are blatantly exploited by advertisements.
They exploit their innocence, make them crave for harmful and undesirable things and make their
parents pay for them. Health of millions of children is affected by thoughtless consumption of fast
foods projected through unscrupulous advertising and visual publicity. They burn a hole in the
parents’ pockets and give rise to family tensions.

There arises the ubiquitous question of social responsibility. By playing upon human weaknesses
and temptations, advertising disturbs social harmony and undermines ethical standards and values.
Advertising is something that we cannot do without. But maintenance of ethics and values will go a
long way to improve our quality of life. In this way advertising can emerge as an instrument of
social and moral reform.

Ethical Challenges in the Internet Age

Communication today is dominated by the Internet that is a revolutionary, mind-boggling

development. while on the one hand, the Internet has made communication unbelievably easy and
fast, on the other hand it has presented before us unforeseen ethical challenges and dilemmas.
Thanks to the Internet, information is sweeping across the world at such a fast pace that we are
getting outdated almost every day. One can see this happening in various ways like:

i) Information overload: There is simply too much information. Organizations are being flooded
with so many documents that they find it difficult to discriminate between the useful and useless
ones. What is truly important and what is not – that is a big question facing them. Information
overload tells upon the efficiency of the executives. Organizations across the world are training
their employees to send fewer messages and to concentrate only one on the urgent ones.

ii) Invasion of privacy: This is a frequent complaint against the employees who are tempted to look
into other’s private messages. Actually, companies are advising their employees not to use e-mail
for their private purposes. Even then there may be some unavoidable circumstances. Moreover,
there may be some sensitive information regarding the organization.

iii) Data security: Before the advent of computers, companies conducted business mainly on paper,
carefully guarding sensitive documents and transporting them under lock and key. Only a limited
number of trusted workers were allowed access to vital data. But now, there is a real threat to
corporate data security. Unscrupulous workers may use it for their selfish ends. Hacking and
cracking are such unethical practices that unfortunately are on the rise. Cyber terrorism is another
serious threat misusing the company’s information systems for political and economics ends. It is
high time that the organizations became extra careful. Using security software, called ‘firewall’, is a
step in that direction. It is a special type of programme that controls access to the company’s local
network.
iv) Sexual harassment: Through offensive e-mail messages is another unethical practice. There have
been a large number of complaints made by female colleagues against immoral workers. Viewing
pornographic websites is also quite rampant.

v) Sabotage and theft: There are criminals using technology to disrupt computer operations through
viruses and worms. Companies are finding it a hard job to deal with them. It costs them lakhs of
rupees.

These are, unfortunately, some of the highly unethical practices that one could not foresee before
the Internet took over practically all communication.