Achieving Success Through Effective Business Communication Copyright 2010

Learning 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 Copyright © 2010 Pearson Education International Chapter 1 - 2

Learning 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 Copyright © 2010 Pearson Education International Chapter 1 - 3

Getting Ready for Business Communication 2. 0 • Traditional model – Broadcasting and publishing • Social model – Interaction and conversation • Hybrid model – Social model and traditional model Copyright © 2010 Pearson Education International Chapter 1 - 4

Achieving Success Today • Information and meaning between senders and receivers – Written –

Communication Benefits • Stronger decision making • Faster problem solving • Earlier warning of potential problems • Increased productivity and lower costs • Stronger business relationships Copyright © 2010 Pearson Education International Chapter 1 - 6

Communication Benefits • Clear persuasive marketing messages • Enhanced professional images • Greater employee engagement • Better financial results • Stronger connection with stakeholders Copyright © 2010 Pearson Education International Chapter 1 - 7

Forms of Communication • Internal – Formal: upward, downward, horizontal – Informal: the grapevine • External – Formal: marketing and public relations – Informal: industry gatherings and social networking Copyright © 2010 Pearson Education International Chapter 1 - 8

Effective Communication • Practical information • Factual information • Concise, efficient information • Clear expectations and responsibilities • Persuasion and recommendations Copyright © 2010 Pearson Education International Chapter 1 - 9

What Employers Expect • Organizing ideas and information • Expressing ideas and information • Listening actively to others • Communicating with diverse groups • Using communication technology Copyright © 2010 Pearson Education International Chapter 1 - 10

What Employers Expect • Writing and speaking effectively • Adapting to audiences and situations • Applying business etiquette • Communicating ethically • Managing time and resources Copyright © 2010 Pearson Education International Chapter 1 - 11

Challenges of Business Communication • Globalization and diversity • Information value • Pervasiveness of technology • Evolving organizational structures • Reliance on teamwork Copyright © 2010 Pearson Education International Chapter 1 - 12

Globalization and Workforce Diversity • Opportunities and challenges – Products and markets – Business partnerships – Workers and executives Copyright © 2010 Pearson Education International Chapter 1 - 13

Increasing Value of Business Information • Knowledge workers – Competitive insights – Customer needs

Pervasive Technology • Communication • Skill requirements • Competitive advantage Copyright © 2010 Pearson

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

Reliance on Teamwork • Business usage • Complex dynamics • Communication skills Copyright ©

Effective Communication • Connect with the audience • Minimize communication barriers • Use audience-centered approach • Improve communication skills • Provide constructive feedback • Observe business etiquette Copyright © 2010 Pearson Education International Chapter 1 - 18

Connect with the Audience • Communication process • Communication barriers • Mind of the

Communication Process 1. Sender has an idea 2. Sender encodes the idea 3. Sender

Communication Process 5. Audience gets the message 6. Audience decodes the message 7. Audience responds to the message 8. Audience provides feedback Copyright © 2010 Pearson Education International Chapter 1 - 21

Communication Barriers • Noise and distractions • Competing messages • Filtering of messages •

The Mind of the Audience • Business messages – Receiving – Decoding – Responding

Receiving Messages • Consider audience expectations • Ensure ease of use • Emphasize familiarity • Practice empathy • Design for compatibility Copyright © 2010 Pearson Education International Chapter 1 - 24

Decoding Messages • Cultural issues • Individual beliefs and biases • Language differences •

Responding to Messages • Memory • Ability • Motivation Copyright © 2010 Pearson Education

Minimize Distractions • Use common sense • Be courteous • Respect personal differences • Limit distractions • Acknowledge emotions • Anticipate reactions Copyright © 2010 Pearson Education International Chapter 1 - 27

Adopting an Audience. Centered Approach • The “You” attitude – Focus on your audience – Care about your audience • Emotional intelligence – Learn about your audience – Relate to your audience Copyright © 2010 Pearson Education International Chapter 1 - 28

Build Communication Skills • On-the-job training • Communication classes Copyright © 2010 Pearson Education

Giving and Responding to Feedback • Constructive feedback – Process focused – Outcome focused • Destructive feedback – Personal attacks – Unclear guidelines Copyright © 2010 Pearson Education International Chapter 1 - 30

Etiquette in Business • Respect • Courtesy • Common sense Copyright © 2010 Pearson

Communication Technology • Maintaining perspective • Avoiding information overload • Using technology productively • Reconnecting with people Copyright © 2010 Pearson Education International Chapter 1 - 32

Ethical Communication • True in every sense • Includes relevant information • Not deceptive

Unethical Communication • Committing plagiarism • Omitting essential information • Selective misquoting • Misrepresenting numbers • Distorting visuals • Ignoring privacy or security Copyright © 2010 Pearson Education International Chapter 1 - 34

Recognizing Ethical Issues • Ethical dilemma – Stakeholders: conflicting loyalties and difficult tradeoffs • Ethical lapse – Business pressures: illegal and unethical choices Copyright © 2010 Pearson Education International Chapter 1 - 35

Making Ethical Choices • Individual employees • Corporate management • Policies and structures Copyright

General Ethical Guidelines • 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? Copyright © 2010 Pearson Education International Chapter 1 - 37