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Chapter 1
Achieving Success
Through Effective
Business Communication
Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall
Chapter 1 - 2
Learning Objectives
1.
Explain the importance of effective communication to your career and to the
companies where you will work
2.
Explain what it means to communicate as a professional in a business
context
3.
Identify five unique challenges of business communication
4.
Describe the communication process model and the ways social media are
changing the nature of business communication
5.
List four general guidelines for using communication technology effectively
6.
Define ethics, explain the difference between an ethical dilemma and an
ethical lapse, and list six guidelines for making ethical communication
choices
Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall
Chapter 1 - 3
Communication is
Important to Your Career
• Share Complex
Ideas
• Enhance
Entrepreneurial
Endeavors
• Become an
Effective Leader
Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall
Chapter 1 - 4
Communication is
Important to Your Company
• Influence Perceptions
• Increase Productivity
• Improve Employee
Satisfaction
• Improve Decisions
Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall
Chapter 1 - 5
Be An Effective
Communicator
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Provide Useful Information
Give Facts and Evidence
Be Concise
Be Clear
Explain Benefits
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Chapter 1 - 6
Professionalism Traits
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Be the best
Be dependable
Be a team player
Be respectful
Be ethical
Be positive
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Chapter 1 - 7
What Employers Expect
• Organize Ideas
• Listen Actively
• Basic Technology
Skills
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Chapter 1 - 8
What Employers Expect
• Adapt to Audiences
• Communicate
Ethically
• Manage Time &
Resources
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Chapter 1 - 9
The Audience-Centered
Approach
The “You” Attitude
Understanding
Respecting
Relating
Emotional Intelligence
Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall
Chapter 1 - 10
Communicating in an
Organizational Context
Formal
Informal
Upward
Downward
Horizontal
Grapevine
Rumor Mill
Social Media
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Chapter 1 - 11
Formal Communication
Network
Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall
Chapter 1 - 12
Unique Challenges of Business
Communication
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Globalization of Business
Knowledge Workers
Technological Advancements
Evolution of Organizational
Structures
• Teamwork an Essential Competitive
Advantage
Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall
Chapter 1 - 13
Exploring The
Communication Process
Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall
Chapter 1 - 14
Barriers to Effective
Communication
• Communication Barriers
– Noise & Distraction
• Audience Perception
– Expectations
• Audience Beliefs & Biases
– Cultural Influences
Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall
Chapter 1 - 15
Social Communication
Model
Interactive
Conversational
Active
Participants
Social Media
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Chapter 1 - 16
Business Communications
1.0 Versus 2.0 Tendencies
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Chapter 1 - 17
Using Communication
Technology
• Aid to Interpersonal
Communication
• Avoid Information
Overload
• Use Productively
• Reconnect With
People
Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall
Chapter 1 - 18
Technology Tools for
Communication
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Web-Based Meetings
Shared Online Workspaces
Blogging, Microblogging
Social Networking
Business Applications
Media Curation & Content Sharing
Crowdsourcing
Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall
Chapter 1 - 19
Commit to Ethical
Communications
• True in Every Sense
• Includes Relevant Information
• Not Deceptive in
Any Way
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Chapter 1 - 20
Unethical Communication
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Plagiarism
Selective Misquoting
Distorting Visuals
Omitting Information
Misrepresenting Data
Abusing Privacy or Security
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Chapter 1 - 21
Unethical Communication
Sample
SunStar Sports
Confidential Memorandum
“SUBJECT: Pegasus market confirmation”
In addition to being misleading, using “confirmation” in the subject line slants
readers’ perceptions before they have a chance to read the research results
and decide for themselves.
“Given the momentum we’ve already built up, coupled with this powerful
endorsement of the concept, we’re confident the executive committee will
reach the same strategic conclusion that we have and continue funding the
project.”
The writers bias the conversation again by implying that the executive
committee would be making a mistake if it disagreed with them.
Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall
Chapter 1 - 22
Ethical Communication
Sample
SunStar Sports
Confidential Memorandum
“SUBJECT: Market research summary for Pegasus project”
The neutral subject line doesn’t try to “sell” the conclusion before readers
have the opportunity to review the evidence
for themselves.
“We recommend that further development be put on hold until the design can
be clarified and validated with another round of consumer testing.”
The recommendation states clearly and honestly that the project probably
will not live up to original hopes.
Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall
Chapter 1 - 23
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?
• Are you comfortable with the decision?
Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall
Chapter 1 - 24
Summary of Objectives
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Chapter 1 - 25
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Chapter 1 - 26