Achieving Success Through Effective Business Communication Copyright 2011

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 © 2011 Pearson Education, Inc. publishing as Prentice Hall 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 © 2011 Pearson Education, Inc. publishing as Prentice Hall 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 © 2011 Pearson Education, Inc. publishing as Prentice Hall 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 © 2011 Pearson Education, Inc. publishing as Prentice Hall 6

Communication Benefits • Clear, persuasive marketing messages • Enhanced professional images • Greater employee engagement • Better financial results for investors • Stronger connection with stakeholders Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 7

Forms of Communication • Internal – Planned communication – Casual communication • External – Planned communication – Unplanned communication Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 8

Organizational Communication • Formal – Upward – Downward – Horizontal • Informal – Grapevine

Effective Communication • Practical information • Factual information • Concise, efficient information • Clear expectations and responsibilities • Persuasion and recommendations Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 10

What Employers Expect • Organizing ideas and information • Expressing ideas and information • Listening actively to others • Communicating with diverse groups • Using communication technology Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 11

What Employers Expect • Writing and speaking effectively • Adapting to audiences and situations • Applying business etiquette • Communicating ethically • Managing time and resources Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 12

Challenges of Business Communication • Globalization and diversity • Information value • Pervasiveness of technology • Evolving organizational structures • Reliance on teamwork Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 13

Globalization and Workforce Diversity • Challenges and advantages – Products and markets – Business partnerships – Workers and executives Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 14

Increasing Value of Business Information • Knowledge workers – Competitive insights – Customer needs – Regulations and guidelines Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 15

Pervasive Technology • Communication • Skill requirements • Competitive advantage Copyright © 2011 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 • Give and receive feedback • Observe business etiquette Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 19

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 produces the message 4. Sender transmits the message Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 21

Communication Process 5. Audience receives the message 6. Audience decodes the message 7. Audience reacts to the message 8. Audience sends feedback Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 22

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 © 2011 Pearson Education, Inc. publishing as Prentice Hall 25

Decoding Messages • Cultural issues • Beliefs and biases • Language issues • Thinking

Responding to Messages • Memory • Ability • Motivation Copyright © 2011 Pearson Education,

Minimize Distractions • Use common sense • Be courteous • Respect personal differences • Limit distractions • Acknowledge emotions • Anticipate reactions Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 28

The Audience-Centered Approach • The “You” attitude – Understanding – Respecting – Relating –

Build Communication Skills • On-the-job training • Communication classes Copyright © 2011 Pearson Education,

Giving and Responding to Feedback • Constructive feedback – Process focused – Outcome focused • Destructive feedback – Personal attacks – Unclear guidelines Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 31

Etiquette in Business • Respect • Courtesy • Common sense Copyright © 2011 Pearson

Using Communication Technology • Maintaining perspective • Avoiding information overload • Using technology productively • Reconnecting with people Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 33

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

Unethical Communication • Committing plagiarism • Omitting essential information • Selective misquoting • Misrepresenting numbers • Distorting visuals • Abusing privacy or security Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 35

Recognizing Ethical Issues • Ethical dilemma – Stakeholders: competing interests and difficult tradeoffs • Ethical lapse – Business pressures: produce results and justify decisions Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 36

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 © 2011 Pearson Education, Inc. publishing as Prentice Hall 38