Download Business Communication

Business Communication
Cizí jazyk – Angličtina
vyučující: PhDr. Peter Jan Kosmály, PhD.
AMAK 28.11.2012
Business Communication
zadání: každý týden krátký přízpěvek
citující jeden literární zdroj nebo
pramen k dané témě
jeden přízpěvek může po předělání na článek posloužit jako
první seminární práce na kurs Úvod do studia (odborný
přízpěvek)
Business Communication
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Business commnication – who gets what?
Marketing concepts
Promotion and company´s communication
Creating proposals for business communication
Web presentations and video-conferences
Emails, Reports, Presentations, Telephone calls
Face-to-face communication
A draft of communication proposal – choosing the
appropriate one
Business Communication
Remember? Political scientist Harold Lasswell defined
politics as "who gets what, when, and how“
Business communication is communication that promotes a product, service,
or organization; relays information within a business; or functions as an official
statement from a company.
Business communication (or simply
"communications", in a business context)
encompasses such topics as marketing,
brand management, customer relations,
consumer behaviour, advertising, public
relations, corporate communication,
community engagement, reputation
management, interpersonal
communication, employee engagement,
and event management.
sources: http://en.wikipedia.org/wiki/Business_communication
and http://1.bp.blogspot.com/
Business Communication
The basic functions of management (Planning, Organizing, Staffing,
Directing and Controlling) cannot be performed well without effective
communication. Business communication involves constant flow of
information. Feedback is integral part of business communication
There are various levels of hierarchy in an organization. Greater the
number of levels, the more difficult is the job of managing the organization.
Communication here plays a very important role in process of directing
and controlling the people in the oragnization. Immediate feedback can
be obtained and misunderstandings if any can be avoided. There should be
effective communication between superiors and subordinated in an
organization, between organization and society at large...
Communication gaps should not occur in any organization.
source: http://www.managementstudyguide.com/business_communication.htm
Business Communication
Business Communication is goal oriented. The rules, regulations and
policies of a company have to be communicated to people within and
outside the organization. Business Communication is regulated by certain
rules and norms.
Business Communication can be of two types:
Oral Communication - An oral communication can be formal or informal.
Generally business communication is a formal means of communication,
like : meetings, interviews, group discussion, speeches etc.
Written Communication - Written means of business communication
includes - agenda, reports, manuals, etc.
sources: http://www.managementstudyguide.com/business_communication.htm and
http://thunderpup.com/images/services/goal.jpg
Business Communication
Marketing concept:
Research – Market research
Segmentation – Targeting, Positioning, Branding
Marketing Mix – Product, Price, Place, Promotion
Implementation – Execution, Quality, Experience
Control – Monitor, Evaluate, Improve
source: http://sinergikonsultanmanajemen.files.wordpress.com/2011/06/marketing_process_o1.jpg
Business Communication
Marketing concept:
Research – Market research
Segmentation – Targeting, Positioning, Branding
Marketing Mix – Product, Price, Place, Promotion
Implementation – Execution, Quality, Experience
Control – Monitor, Evaluate, Improve
source: http://sinergikonsultanmanajemen.files.wordpress.com/2011/06/marketing_process_o1.jpg
Business Communication
The Marketing Mix
According to Prof. Peter Drucker, the first
function of marketing is to create a customer
or market.
James Culliton, the American marketing
expert, coined the expression Marketing Mix
and described the marketing manager as
'mixer of ingredients" as he has to establish fair
balance among the four elements of marketing
mix in order to achieve marketing targets.
The four components of marketing mix are also
called "marketing mix variables" or
"controllable variable“
source: http://kalyan-city.blogspot.cz/2010/05/marketing-marketing-mix-4-ps-of.html
source:
http://lh4.ggpht.com/_iFIztPmvqg8/S_9HzkbOe3I/AAAAAAAACcc/d8TBVA4FXPk/Mar
keting-Mix.png
Business Communication
Promotion and company´s communication
Public relations is an organization’s communications that seek to build
good relationships with an organization’s publics, including consumers,
stockholders, and legislators. It includes obtaining favorable publicity,
building up a good “corporate image,” and handling or heading off
unfavorable rumors, stories, and events. Publicity is unpaid
communication about an organization that appears in the mass media. ...
Unlike sales promotions, public relations activities do not usually seek a
short-term increase in sales. Instead, they try to craft a long-term
positive image for the product or the organization. Compared with
personal selling, advertising, and sales promotions, expenses for public
relations are usually low in most organizations.
We can divide public relations into marketing or non-marketing public
relations
source: http://ww2.nscc.edu/gerth_d/MKT2220000/Lecture_Notes/unit12.htm
Business Communication
Nonmarketing public relations refers to a company’s messages about
general management issues. When a company makes a decision that
affects any of its publics, input from public relations specialists can help to
smooth its dealings with those publics. A company, for example, that decides
to close a plant would need advice on how to deal with the local community.
Other examples include a company’s attempts to gain favorable public opinion
during a long strike or an open letter to Congress published in a newspaper
during congressional debates on a bill that would affect a particular industry.
Marketing public relations refers to narrowly focused public relations
activities that directly support marketing goals. Marketing public relations ...
can be either proactive or reactive. With proactive marketing public
relations, the marketer takes the initiative and seeks out opportunities for
promoting the firm’s products, often including distribution of press releases
and feature articles. Reactive marketing public relations responds to an
external situation that has potential negative consequences for the
organization. The goal in this case is to manage the flow of information ... so
that consumers don’t panic and distributors don’t abandon the product.
source: http://ww2.nscc.edu/gerth_d/MKT2220000/Lecture_Notes/unit12.htm
Business Communication
Public Relations Objectives:
Companies that practice integrated marketing communication strategies
know that public relations strategies are best used in concert with advertising,
sales promotion, and personal selling in order to send a consistent message
to customers and other stakeholders.
Public Affairs – Building and maintaining national/local community relations.
Lobbying – Building and maintaining relations with legislators and
government officials to influence legislation and regulation.
Investor Relations – Maintaining relationships with shareholders and others
in the financial community.
Development – Public relations with donors or members of nonprofit
organizations to gain financial or volunteer support.
Location PR – Enhancing the image of a city, region, or country.
Press Relations – Creating and placing newsworthy information in the news
media to attract attention to a person or product.
Product Publicity – Publicizing specific products to consumers as well as
other organizations.
source: http://ww2.nscc.edu/gerth_d/MKT2220000/Lecture_Notes/unit12.htm
Business Communication
Public Relations Tools:
News,
Speeches,
Special Events,
Mobile Marketing,
Written Materials,
Audiovisual Materials,
Corporate Identity Materials,
Public Service Activities
source: http://www.atkinson.yorku.ca/~lripley/zchtprtools.jpg
Business Communication
Public Relations Tools:
One of the major tools is news. PR professionals find or create favorable news
about the organization and its products or people. Speeches can also create
product and company publicity. Increasingly, company executives must field
questions from the media or give talks at trade associations or sales meetings.
Another common PR tool is special events, ranging from news conferences,
press tours, grand openings, and fireworks displays to laser shows, hot air
balloon releases, multimedia presentations and star-studded spectaculars, and
educational programs designed to reach and interest target publics. Recently,
mobile marketing—traveling promotional tours that bring the brand to
consumers—has emerged as an effective way to build one-to-one relationships
with targeted consumers. Public relations people also prepare written
materials to reach and influence their target markets. These materials include
annual reports, brochures, articles, and company newsletters and magazines.
source: http://ww2.nscc.edu/gerth_d/MKT2220000/Lecture_Notes/unit12.htm
Business Communication
Public Relations Tools:
Audiovisual materials, such as films, slide-and-sound programs, and videoand audiocassettes, are being used increasingly as communication tools.
Corporate identity materials can also help create a corporate identity that
the public immediately recognizes. Logos, stationery, brochures, signs, business
forms, business cards, buildings, uniforms, and company cars and trucks—all
become marketing tools when they are attractive, distinctive, and memorable.
Finally, companies can improve public goodwill by contributing money and
time to public service activities.
Planning a Public Relations Campaign:
1.
Developing Objectives,
2.
Executing, and
3.
Evaluating.
source: http://ww2.nscc.edu/gerth_d/MKT2220000/Lecture_Notes/unit12.htm
Business Communication
Creating proposals for business communication
Business communication is a common topic included in the curricula of
Masters of Business Administration (MBA) programs of many universities.
AS well, many community colleges and universities offer degrees in
Communications.
There are several methods of business communication, including:
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Web-based communication
Video conferencing
E-mails
Reports
Presentations
Telephoned meetings
Forum boards
Face-to-face meetings
Choose one and write a draft!
source: http://en.wikipedia.org/wiki/Business_communication
Business Communication
Web-based communication - for better and improved communication,
anytime anywhere, websites, portals, web encyclopedia, e-book, etc.
Video conferencing allows people in different locations to hold interactive
meetings; NetMeeting, Anymeeting, e-education, Coursera.org
E-mails provide a medium of written communication worldwide; coposinf,
persuasion, style, image, corporate values and image, etc.
Reports are important in documenting the activities of any department;
research reports, development reports, etc.
Presentations are very popular method of communication in all types of
organizations, usually involving audiovisual material, like copies of reports,
or material prepared in Microsoft PowerPoint or Adobe Flash;
Telephone meetings allow long distance speech and instant communication
Forum boards allow people to instantly post information at a centralized
location; to discuse and produce new ideas unlimitedly
Face-to-face meetings provide vis-a-vis contact , they should be succeeded
by a written followup.
source: http://en.wikipedia.org/wiki/Business_communication
Finally
Thank You for Your attention
See You next week...
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(commentary on the studied literature)
Prepare for the next lesson
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