Achieving Success

Through Effective
Business Communication

© Prentice Hall, 2008 Business Communication Today, 9e Chapter 1 - 1

 Achieving Success in Today’s
Competitive Environment
• Competing for jobs
• Winning customers

• Express
• Facilitate (Arranging)

© Prentice Hall, 2008 Business Communication Today, 9e Chapter 1 - 2

 Effective Communication

• Faster decision making and problem

solving
• Earlier warning of potential problems
• Improved productivity and work flow
• Stronger business relationships

© Prentice Hall, 2008 Business Communication Today, 9e Chapter 1 - 3

 Effective Communication

• Clearer and Persuasive messages

• Images of employers and companies
• Low employee turnover
• Higher return for investor

© Prentice Hall, 2008 Business Communication Today, 9e Chapter 1 - 4

Organizational Communication

• Internal communication
• External communication
• Formal communication
• Informal communication

© Prentice Hall, 2008 Business Communication Today, 9e Chapter 1 - 5

 Internal Communication

• Formal communication network

– Upward (insights about problems, Trends,
performance---Allowing executives to solve
problems)
– Downward (Conveying decisions,
information which helps employees to do their
job effectively)
– Horizontal (Coordination)
© Prentice Hall, 2008 Business Communication Today, 9e Chapter 1 - 6
 Internal Communication

• Informal communication network

– The grapevine (anywhere when two employees
are in contact)

© Prentice Hall, 2008 Business Communication Today, 9e Chapter 1 - 7

© Prentice Hall, 2008 Business Communication Today, 9e Chapter 1 - 8
 External Communication

• Formal contacts
– Marketing
– Public relations
• Informal contacts
– Industry gatherings
– Social networking

© Prentice Hall, 2008 Business Communication Today, 9e Chapter 1 - 9

 Characteristics
of Effective Messages
• Practical information (Useful Information
which can help them to do desired task)
• Factual information (Correct, specific details,
Ethical)
• Concise, efficient information (Highlighting
the most relevant and important information)

© Prentice Hall, 2008 Business Communication Today, 9e Chapter 1 - 10

 Characteristics
of Effective Messages
• Clear expectations and responsibilities
(What you want and what you can do)
• Persuasive arguments and
recommendations (talk about their benefit)

© Prentice Hall, 2008 Business Communication Today, 9e Chapter 1 - 11

 Why Is Business
Communication Unique?
• Globalization and diversity
• Information value
• Pervasiveness of technology
• New corporate structures
• Reliance on teamwork

© Prentice Hall, 2008 Business Communication Today, 9e Chapter 1 - 12

 Globalization
and Workforce Diversity
• Globalization
– Market products
– Partner with businesses
• Workforce diversity
– Communication challenges
– Competitive advantages

© Prentice Hall, 2008 Business Communication Today, 9e Chapter 1 - 13

 Increasing Value of Business
Information
• Knowledge workers (Specialized in
acquiring, processing and communicating
information)
– Competitive insights
– Customer needs
– Regulations and guidelines

© Prentice Hall, 2008 Business Communication Today, 9e Chapter 1 - 14

 Pervasive Technology

• Virtual agents
• Mobile communication
• Networking advances

© Prentice Hall, 2008 Business Communication Today, 9e Chapter 1 - 15

 Evolution of Organizational
Structures
• Tall structures
• Flatter structures
• Flexible structures
• Corporate cultures

© Prentice Hall, 2008 Business Communication Today, 9e Chapter 1 - 16

 Reliance on Teamwork

• Full-time assignments
• Temporary projects

© Prentice Hall, 2008 Business Communication Today, 9e Chapter 1 - 17

 Effective Communication

• Connect with the audience

• Minimize communication barriers
• Use audience-centered approach
• Improve communication skills
• Provide constructive feedback
• Observe business etiquette
© Prentice Hall, 2008 Business Communication Today, 9e Chapter 1 - 18
Connect with the Audience

• The communication process

• Barriers to communication
• Inside the mind of the audience

© Prentice Hall, 2008 Business Communication Today, 9e Chapter 1 - 19

The Communication Process
1. Sender has an idea
2. Sender encodes the idea
3. Sender produces the message
4. Sender transmits the message
5. Audience gets the message
6. Audience decodes the message
7. Audience responds to the message
8. Audience provides feedback to sender

© Prentice Hall, 2008 Business Communication Today, 9e Chapter 1 - 20

 Communication Barriers

• Noise and distractions (External and

Internal)
• Competing messages
• Filtering of messages
• Channel breakdowns

© Prentice Hall, 2008 Business Communication Today, 9e Chapter 1 - 21

 The Mind of the Audience

• Receiving messages (getting their

attention)
• Decoding messages
• Responding to messages

© Prentice Hall, 2008 Business Communication Today, 9e Chapter 1 - 22

 Receiving Messages

• Consider audience expectations

• Ensure ease of use
• Emphasize familiarity
• Practice empathy
• Design for compatibility

© Prentice Hall, 2008 Business Communication Today, 9e Chapter 1 - 23

 Decoding Messages

• Cultural issues (Cooperative ,

Individualistic)
• Individual beliefs (Selective
Perception)
• Language differences
• Thinking styles

© Prentice Hall, 2008 Business Communication Today, 9e Chapter 1 - 24

 Responding to Messages

• Memory (Short term, Long term)

• Motivation

© Prentice Hall, 2008 Business Communication Today, 9e Chapter 1 - 25

 Minimizing Distractions
• Use common sense
• Be courteous
• Respect personal differences
• Insulate yourself
• Avoid unnecessary messages
• Prioritize messages
• Recognize your feelings and emotional
reactions
© Prentice Hall, 2008 Business Communication Today, 9e Chapter 1 - 26
Audience-Centered Approach

• The “you” attitude

– Focus on your audience
– Care about your audience
• Emotional intelligence
– Learn about your audience
– Relate to your audience

© Prentice Hall, 2008 Business Communication Today, 9e Chapter 1 - 27

Improve Communication Skills

• On-the-job training
• Business communication course
– Planning and producing documents
– Collaborating in teams
– Listening effectively
– Improving nonverbal communication
– Communicating across cultures

© Prentice Hall, 2008 Business Communication Today, 9e Chapter 1 - 28

 Giving and Responding to
Feedback
• Constructive feedback
– Process focused
– Outcome focused
• Destructive feedback
– Personal attacks
– Unclear guidelines

© Prentice Hall, 2008 Business Communication Today, 9e Chapter 1 - 29

Observe Business Etiquette

• Respect
• Courtesy
• Common sense

© Prentice Hall, 2008 Business Communication Today, 9e Chapter 1 - 30

 Communication Technology

• Maintaining perspective
• Improving productivity
• Reconnecting with people

© Prentice Hall, 2008 Business Communication Today, 9e Chapter 1 - 31

 Ethical Communication

• Includes relevant information

• Is true in every sense
• Not deceptive in any way

© Prentice Hall, 2008 Business Communication Today, 9e Chapter 1 - 32

 Unethical Communication
• Plagiarism
• Selective misquoting
• Misinterpreting numbers
• Distorting visuals

© Prentice Hall, 2008 Business Communication Today, 9e Chapter 1 - 33

Ethical Dilemmas vs. Lapses
• Ethical dilemma
– Stakeholders
• Conflicting loyalties
• Difficult tradeoffs

• Ethical lapse
– Business pressures
• Illegal choices
• Unethical choices

© Prentice Hall, 2008 Business Communication Today, 9e Chapter 1 - 34

 Ensuring Ethical
Communication
• Individual employees
• Corporate leadership
• Policies and structures

© Prentice Hall, 2008 Business Communication Today, 9e Chapter 1 - 35

Ensuring Legal Communication

• Promotions
• Contracts
• Employment
• Intellectual property
• Financial reporting
• Defamation

© Prentice Hall, 2008 Business Communication Today, 9e Chapter 1 - 36