BUMGT 2621 - Business Communication Folio: Examples & Analysis

This project is a business communication folio, a collection of ten diverse examples of business communication styles and forms, including interviews, social media posts, cover letters, website content, memos, and social media campaigns. Each example is accompanied by a 250-word critical analysis, exploring aspects such as verbal and non-verbal communication, effective listening, relationship management, conflict resolution, and intercultural communication. The analysis highlights both strengths and weaknesses, drawing on key business communication theories and concepts to demonstrate an understanding of effective communication strategies. The folio examines instances of miscommunication, perception errors, and the impact of social media on brand image. The assignment aims to provide a comprehensive overview of the challenges and best practices in business communication, enabling a deeper understanding of how to communicate effectively in various professional contexts. The project showcases the application of communication theories in real-world scenarios, and the importance of clear, concise, and culturally sensitive communication in the business environment.

Different forms of busines communication

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EXAMPLES OF BUSINESS COMMUNICATION
Table of Contents
Example (1): A you tube clip on interview................................................................................1
Example (2): A suitable piece of business communication from social media.........................2
Example (3): A cover letter for job application.........................................................................2
Example (4): A suitable piece of business communication from official website.....................3
Example (5): Internal business communication through memos...............................................4
Example (6): Tweet of Malaysian Airline and misunderstandings............................................5
Example (7): Miscommunication due to perception error.........................................................6
Example (8): Miscommunication done by fast fashion giant H&M..........................................6
Example (9): Miscommunication done by Dolce & Gabbana...................................................7
Example (10): Miscommunication created by ‘Starbucks’........................................................8
References..................................................................................................................................9
Appendices...............................................................................................................................10

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EXAMPLES OF BUSINESS COMMUNICATION
Example (1): A you tube clip on interview
Description: This YouTube clip demonstrated very good verbal communication skills
including favourable gestures used by interviewee and interviewer. However the
improvement is needed in the non-verbal language used by both the candidates. The body
language of interviewee is not very much favourable. It can be clearly observed that the
person who is taking the interview is asking the question with a very good command over the
languages. This communication is a type of internal communication which takes place only
between two candidates that is why maintaining the eye contact is a very important for
effective communication. In the interview session, the command over the language for easy
and quick understanding by the candidate is essential. A person cannot be judged only on the
bases of his resume and answers. The non-verbal communication language, facial
expressions, gestures and body language plays a very crucial role in understanding the
person. The emotional intelligence and interpersonal skills can be recognised only on the
bases of non-verbal language used by the candidate.
This video clip is representing a very effective verbal communication skills used by the
candidate who is giving the interview. A good command over the language and positive
attitude can be judged by observing the candidate carefully in the interview. The person who
is going to hire for the company should be well in communication for performing his job
duties and performing good in team work. This video clip is showing a very good
communication skills and a very favourable attitude of the candidate who is giving the
interview. The pauses and gap between the sentences should be improved and the body
language should be a little bit more favourable.
Example (2): A suitable piece of business communication from social media
Description: The very famous bank of Australia named ‘Common Wealth Bank of Australia’
is using social media as one of the major communication tool to communicate its
philanthropically activities to the public. In the attached segment of CBA which is giving
information about its donation provided to the bushfire victims. The attached document is
using very professional language while explaining the activities of the organisation. It is a
kind of external communication which gives a lot of impact over the public. Wrong

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EXAMPLES OF BUSINESS COMMUNICATION
sentences, spelling mistakes and semantic barriers can badly impact the communication used
by the organisations on social media.
The companies are using social media channel of communication for promoting its brand and
establishing a fair public image. Sometimes the use of words having dual meaning and poor
language may give negative impression. In the attached segment, the CBA is providing the
message related to its activities of social services in a very short and concise form.
Unnecessary and extra information, use of heavy words may badly impact over the written
communication which sometimes creates a very bad impression among the audiences and
observers. The barriers in written communication used by social media may severely impact
over the public image of the company.
Example (3): A cover letter for job application
Description: This cover letter included all the necessary information which is required for
the job including all the details of education and technical skills required to perform the
duties of the job. This cover letter has equipped with good written communication skills by
the candidate. Cover-letters for job applications are used for internally communicate with the
management of the company for vacancies of the job. For making the internal communication
effective, use of correct language with conscious information would give a better image of
the candidate. In this cover letter of job application, large information is provided about the
candidate. The information must be reduced and filter for making the written communication
effective and easy to be understood by the recruiters. The information inside the cover letter
should be relevant, meaningful and should be as per the expectations of the recruiters.
This cover letter of job application is too long to study and the sentences also do not specify
the skills and talent of the candidates. A short and concise format of job application would be
suitable for the proper understanding of the recruiters. The major skills and talent of the
candidates should be highlighted in proper format so that the recruiter does not need to
consume long time in reading the cover letter. The candidate should give only relevant
information while applying for the job which should be presented in a systematic manner.
The cover letter for job application should be written in a sophisticated language which
should be free from jargons and heavy words.
Example (4): A suitable piece of business communication from official website

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EXAMPLES OF BUSINESS COMMUNICATION
Description: Many companies are using its official website in order to communicate its
schemes related to products to its customers and investors. For example the famous retail
company named ‘Woolworth’ is using its official website with displaying various products
with their images and price. It is also a very effective communication using official website.
In this field, only relevant and very short information should be provided to the clients in
order to make them aware about the quality, quantity and major characteristics of the
products. Sometimes the companies are using official websites for giving the information
related to various schemes like buy one get one free offers, discount offers, credit points and
other loyalty schemes. Communication through official website is one of the effective
methods of external communication. The only important thing is to focus on the content
which is going to display with the help of website. A very good command over the language
is required for this type of communication. The company need to focus on providing correct
and useful information to the clients which can be helpful for them in making the decisions
while purchasing the products. Effective communication through websites not only helps the
companies in enhancing the sales but also it leads towards maintaining a better public image
by offering its large variety of services to their clients, investors and the people of society.
Example (5): Internal business communication through memos
Description: Memorandums are used as a written communication method within the
organisation by writing memos in short form as an informal report. Still the use of correct
words and complete information is necessary to avoid the consequences of ineffective
communication. In 2013, a memorandum of the company ‘Yahoo’ was leaked and it was
proved as a major failure of the business communication strategies of the company because
the memo did not possesses complete information about the strategies of the company. This
memo was related to the employee policy which stated that telecommunicating and work
from home will not be available to the employee any more. The memo was unable to explain
that why the managers take this decision. This memo created a lot of chaos and
dissatisfaction among the employees because of its poor communication structure. The
company has to face bad name and dissatisfaction among the employee because its failure in
business communication. Company has to sort out this issue by giving a lot of efforts in
explaining the miscommunication take place by poor and insufficient information given by
the memo. The content of the memo should be short and very clear to be understood by
employees. A single mistake in business communication may prove fatal towards the image

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and operations of the company that is why it is very important to provide sufficient and
relevant information while adopting any business communication method for the wellbeing
of the organisation and its employees.
Example (6): Tweet of Malaysian Airline and misunderstandings
Descriptions: In a promotional campaign of the company, the Airline stated the tagline
‘Wanted to go somewhere but don’t know where?’ However, the tagline was related to the
adventure of the company and it wanted to motivate the people for excursion and to explore
new places but the communication proves a big failure because in the same year one
aeroplane was suddenly disappeared and the another one was accidentally blow down that is
why this tagline on twitter was on the strike of critics. A lot of people found the double
meaning in the tagline and negatively responded on the twitter. Everyone was criticising and
laughing on the tagline of the company because of its past incidences that is why it is
extremely important to analyse the scenario to avoid the double meaning sentences in
business communication. Airline of Malaysia found them in embarrassing position on
selecting a double meaning sentence in their marketing campaign and it was very tough to
cope up with the negative tweets and remarks of the company. The public image of the
company also affected because of poor communication skills. Any company has to make a
proper business communication strategy before implementing it through social media because
even a minor mistake in the concept of the advertisement or in sentence may prove fatal to
the image of the company. However, any company has to make a lot of attention while
selecting any tagline in advertisement to avoid these types of mistakes and
misunderstandings.
Example (7): Miscommunication due to perception error
Description: While speaking in a conference, the CEO of Satyam stated that the employees
should not ask for payment increase, instead of this they should wait for recognising their
work by the managers of the company. This statement of the CEO was criticised a lot by the
social media and local media because this statement is showing a negative approach towards
employees of the company which was also linked towards the previous statement of the CEO
of the company which was related to ‘Microsoft choice of insiders’. However, the CEO of the

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company tried his best to explain his statement which was perceived wrongly by the
employees and the public. This was also a failure of verbal communication that is used by the
CEO of the company. It is suggested that any manger need to analyse the words and
sentences properly before speaking in public because it is directly links with the image and
reputation of the company. He also has to make a control over his language. Verbal
communication should be free from bias and misinterpretations by the people that is why it is
essential to choose correct word with correct sentence while speaking in public. Effective
verbal communication skills with correct postures and favourable gestures are very crucial for
any manager of the company that is why a manager needs to be very careful while adopting
any business communication technique.
Example (8): Miscommunication done by fast fashion giant H&M
Description: The fast fashion giant H&M displayed an image of a young boy of America,
wearing a sweatshirt of green colour was doing modelling. The slogan attached with this
advertisement was ‘The coolest monkey in the jungle’. However, the company was only
promoting its brand by using the slogan still it was highly criticised by socialist. They
offended the company that they do not have cultural sense. They linked this advertisement
with previous advertisement in which a white boy was doing modelling with a slogan of ‘A
jungle survivor’. The company was seriously blamed for racist bias. Many of the people on
twitter said that the company intentionally represented the white boy as a survivor whereas
the black boy as a monkey. The company has to face very bad image and reputation due to
the wrong interpretation of the advertisement. That is why it is highly recommended that the
mangers of the company has to aware and control over the message which is going to deliver
in the public through the advertisement. The feelings of the people should not be hurt by
using any doubtful or embarrassing words or images. The companies and managers have to
take care about the religious and social believes and norms of the society while
communicating in the public. This advertisement of the company was excessively criticised
by the public because of use of the word ‘Monkey’ which is negatively perceived by the
people of the society.
Example (9): Miscommunication done by Dolce & Gabbana

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EXAMPLES OF BUSINESS COMMUNICATION
Description: This is a famous company of Italy which is dealing with Italian luxury fashion.
The company released a marketing campaign in which a Chinese model was trying to eating
food with chopstick and failed to use the chopstick. However, the company was only showing
the difference in the culture but this advertisement was severely criticised by Chinese people
because they feel that this advertisement is representing that Chinese people do not have
manners and etiquettes. They blamed over the company that they are downsizing the Chinese
people and want to downgrade their image. Simultaneously company has to face blame about
his unawareness about the cultural sensitivity.
For effective external business communication, companies have to obtain a good cultural
knowledge and the advertisements or campaigns should not hurt the feeling of the people of
different culture (Stephanie G. Schartel Dunn, 2019).
Example (10): Miscommunication created by ‘Starbucks’
Description: The miscommunication are done by the famous café ‘Starbucks’ when they
write ‘Race together’ on the cups of Starbucks as a promotional tool. Company was just
trying to promote the brand by using this slogan which is related to the unity of the people but
this slogan was criticised at extreme level and it has to face complain by the people that they
want to enjoy the coffee,, they do not want to have a competition or debate on the coffee
time. Ultimately company has to take back its promotional strategy because of poor
communication skills.
It is suggested that a proper analysis of business environment and a control over the words
and language should be adopted by the companies in order to avoid poor communication
practices and misunderstandings. Effective communication helps the organisation by
obtaining a good and fair public image. It is also very much beneficial for the business of the
company (Buzarna-Tihenea, 2019).

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EXAMPLES OF BUSINESS COMMUNICATION
References
ARGENTI, P. P. (2020, Jnauary 29). Top Five Communication Blunders of 2014. Retrieved
from The website of truck dart mouth:
https://www.tuck.dartmouth.edu/news/articles/top-five-communication-blunders-of-
2014
Bank, C. W. (2020, January 29). CBA DONATES $1 MILLION TO BUSHFIRE RECOVERY.
Retrieved from The website of common wealth bank:
https://www.commbank.com.au/guidance/newsroom/cba--1-million-bushfire-
donation-202001.html
Buzarna-Tihenea, A. (2019). Written Business Communication. Case Study: Auditor's
Report. “Ovidius” University Annals, Economic Sciences Series, 140-147.
Groosman, D. (2020, January 29). The Top 3 Corporate Communication Mistakes of 2013.
Retrieved from The website of your thought partner:
https://www.yourthoughtpartner.com/blog/bid/73501/The-Top-3-Corporate-
Communication-Mistakes-of-2013
group, W. (2020, January 29). Specials. Retrieved from The website of Woolworth:
https://www.woolworths.com.au/
Johnson, K. (2020, January 29). Short clip on job interview. Retrieved from YouTube:
https://cdnflare.online/watch?
v=OVAMb6Kui6A&__cpo=aHR0cHM6Ly93d3cueW91dHViZS5jb20
Morse, B. (2020, January 29). The 7 Most Embarrassing Branding Mistakes of 2018.
Retrieved from The website of inc: https://www.inc.com/brit-morse/2018-biggest-
marketing-branding-fails.html
novoresume. (2020, January 29). cover letter templates. Retrieved from Website of novo
resume: https://novoresume.com/cover-letter-templates
Stephanie G. Schartel Dunn, P. L. (2019). Do Interns Know What They Think They Know?
Assessing Business Communication Skills in Interns and Recent Graduates. Sage
Journals, 202-213.

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Appendices
Appendix (1) You Tube clip:
Source: (Johnson, 2020).

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EXAMPLES OF BUSINESS COMMUNICATION
Appendix (2) Business communication by social websites and official websites by CBA:
Source: (Bank, 2020).

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EXAMPLES OF BUSINESS COMMUNICATION
Appendix (3) A cover letter for job application:

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Source: (novoresume, 2020).
Appendix (4) Communication from Woolworth company using its official website:
Source: (group, 2020).
Appendix (5) Yahoo’s memo presentation:
Source: (Groosman, 2020).

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EXAMPLES OF BUSINESS COMMUNICATION
Appendix (6) Miscommunication by Malaysian Airlines:
Sources: (ARGENTI, 2020).
Appendix (7) Miscommunication by Microsoft company’s CEO:
Source: (ARGENTI, 2020).
Appendix (8) Miscommunication done by H&M:

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Source: (Morse, 2020).
Appendix (9) Miscommunication done by Dolce & Gabbana:
Source: (Morse, 2020).
Appendix (10) Miscommunication done by Starbucks:
Source: (ARGENTI, 2020).

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