Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 1 - 1
Achieving Success Achieving Success Through Effective Through Effective
Business Business CommunicationCommunication
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 1 - 2
Learning ObjectivesLearning Objectives
• Explain how the business communication 2.0
concept is transforming the practice of
business communication
• Describe five characteristics of effective
business communication
• Describe six strategies for communicating
more effectively on the job
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Learning ObjectivesLearning Objectives
• Explain what an audience must do to receive,
decode, and respond to messages
• Explain four strategies for the effective use
of communication technology
• Discuss the importance of ethics in business
communication and differentiate between
ethical dilemmas and ethical lapses
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Getting Ready for Business Getting Ready for Business Communication 2.0Communication 2.0
• Traditional model
– Broadcasting and publishing
• Social model
– Interaction and conversation
• Hybrid model
– Social model and traditional model
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Achieving Success TodayAchieving Success Today
• Information and meaning between
senders and receivers
–Written
– Spoken
– Electronic
– Visual
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Communication BenefitsCommunication Benefits
• Stronger decision making
• Faster problem solving
• Earlier warning of potential problems
• Increased productivity and lower costs
• Stronger business relationships
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Communication BenefitsCommunication Benefits
• Clear persuasive marketing messages
• Enhanced professional images
• Greater employee engagement
• Better financial results
• Stronger connection with stakeholders
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Forms of CommunicationForms of Communication
• Internal– Formal: upward, downward, horizontal
– Informal: the grapevine
• External– Formal: marketing and public relations
– Informal: industry gatherings and social networking
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Effective CommunicationEffective Communication
• Practical information
• Factual information
• Concise, efficient information
• Clear expectations and responsibilities
• Persuasion and recommendations
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What Employers ExpectWhat Employers Expect
• Organizing ideas and information
• Expressing ideas and information
• Listening actively to others
• Communicating with diverse groups
• Using communication technology
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What Employers ExpectWhat Employers Expect
• Writing and speaking effectively
• Adapting to audiences and situations
• Applying business etiquette
• Communicating ethically
• Managing time and resources
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Challenges of Business Challenges of Business
CommunicationCommunication
• Globalization and diversity
• Information value
• Pervasiveness of technology
• Evolving organizational structures
• Reliance on teamwork
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Globalization Globalization
and Workforce Diversityand Workforce Diversity
• Opportunities and challenges
– Products and markets
– Business partnerships
–Workers and executives
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Increasing Value of Increasing Value of
Business InformationBusiness Information
• Knowledge workers
– Competitive insights
– Customer needs
– Regulations and guidelines
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Pervasive TechnologyPervasive Technology
• Communication
• Skill requirements
• Competitive advantage
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Organizational EvolutionOrganizational Evolution
• Tall structures
• Flatter structures
• Flexible structures
• Corporate cultures
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Reliance on TeamworkReliance on Teamwork
• Business usage
• Complex dynamics
• Communication skills
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Effective CommunicationEffective Communication
• Connect with the audience
• Minimize communication barriers
• Use audience-centered approach
• Improve communication skills
• Provide constructive feedback
• Observe business etiquette
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Connect with the Connect with the
AudienceAudience• Communication process
• Communication barriers
• Mind of the audience
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Communication ProcessCommunication Process
1. Sender has an idea
2. Sender encodes the idea
3. Sender produces the message
4. Sender transmits the message
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Communication ProcessCommunication Process
5. Audience gets the message
6. Audience decodes the message
7. Audience responds to the message
8. Audience provides feedback
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Communication BarriersCommunication Barriers
• Noise and distractions
• Competing messages
• Filtering of messages
• Channel breakdowns
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The Mind of the The Mind of the
AudienceAudience• Business messages
– Receiving
– Decoding
– Responding
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Receiving MessagesReceiving Messages
• Consider audience expectations
• Ensure ease of use
• Emphasize familiarity
• Practice empathy
• Design for compatibility
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Decoding MessagesDecoding Messages
• Cultural issues
• Individual beliefs and biases
• Language differences
• Thinking styles
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Responding to Messages Responding to Messages
• Memory
• Ability
• Motivation
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Minimize DistractionsMinimize Distractions
• Use common sense
• Be courteous
• Respect personal differences
• Limit distractions
• Acknowledge emotions
• Anticipate reactions
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 1 - 28
Adopting an Audience-Adopting an Audience-Centered ApproachCentered Approach
• The “You” attitude
– Focus on your audience
– Care about your audience
• Emotional intelligence
– Learn about your audience
– Relate to your audience
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Build Communication Build Communication SkillsSkills
• On-the-job training
• Communication classes
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Giving and Responding to Giving and Responding to FeedbackFeedback
• Constructive feedback
– Process focused
– Outcome focused
• Destructive feedback
– Personal attacks
– Unclear guidelines
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Etiquette in Business Etiquette in Business
• Respect
• Courtesy
• Common sense
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Communication Communication
TechnologyTechnology• Maintaining perspective
• Avoiding information overload
• Using technology productively
• Reconnecting with people
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Ethical CommunicationEthical Communication
• True in every sense
• Includes relevant information
• Not deceptive in any way
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Unethical Unethical CommunicationCommunication
• Committing plagiarism
• Omitting essential information
• Selective misquoting
• Misrepresenting numbers
• Distorting visuals
• Ignoring privacy or security
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter 1 - 35
Recognizing Ethical Recognizing Ethical IssuesIssues
• Ethical dilemma
– Stakeholders: conflicting loyalties and
difficult tradeoffs
• Ethical lapse
– Business pressures: illegal and
unethical choices
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Making Ethical ChoicesMaking Ethical Choices
• Individual employees
• Corporate management
• Policies and structures
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General Ethical General Ethical GuidelinesGuidelines
• Have you defined the situation?
• Why are you communicating?
• What impact will your message have?
• What good or harm will be achieved?
• Will your assumptions change?
• Can you live with the decision?
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Legal and Ethical Legal and Ethical BehaviorBehavior
• Promotions
• Contracts
• Employment
• Intellectual property
• Financial reporting
• Defamation