Download Professional Communication - Melrose Municipal Schools

1
Objectives
• To identify purposes and types of
professional communications.
• To examine specific components of the
listening process in communication.
• To effectively communicate in
interviews and presentations.
• To effectively apply appropriate
etiquette and social responsibilities in
communication.
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Main Menu
Defining Professional
Communication
Listening Process
Components of Professional
Communication
Etiquette and Responsibilities in
Professional Communication
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Professional Communication
• Is the visual, written or
oral communication in
a workplace context
• Is the process of sharing
information, ideas or attitudes
between a sender and a receiver
• Can be either internal or external
business communication
Tip: Professional is a courteous, conscientious
businesslike manner in the workplace.
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Professional
Communication Channels
• Include:
–
–
–
–
–
–
face-to-face interaction
telephone conversations
presentations
reports
letters and memos
electronic media, such as:
 email
 video broadcast
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Internal Business
Communication
• Is the communication between a
business and its employees
• May include the corresponding that
occurs between employees
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External Business
Communication
• Is the way a business interacts with
those outside of the organization
• Includes the following fields:
–
–
–
–
public relations
media relations
advertising
marketing
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Public Relations
• Is the method of establishing and
maintaining a relationship between
an organization and the public
• Includes completing work to ensure
the company has a strong public
image
• Is typically conducted in the media
through:
– newspapers
– television
– magazines
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Public Relation Practitioners
• Plan overall public relations goals
for the organization
• Produce written materials, such as
newsletters, press releases and
annual reports
• Form relationships with employees,
consumers, media, community,
financial markets, government
agencies, etc.
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Public Relation Practitioners
• Contact media
• Speak for the organization
in public
• Plan and execute events
• Monitor and evaluate
public feedback
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Public Relations
• Requires the following skills:
– researching
– planning
– evaluation
– knowledge of the latest
communication technologies
– experience in graphic design and
audiovisual communication
– excellent written and oral
communication skills
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Media Relations
• Is the link between the
organization and the media
• Involves building relationships
with journalists in media
• Makes it easier for reporters
to uncover, understand and
clearly explain important
issues
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Advertising
• Is an act to bring public notice to a
product or service
• Acts as a paid communication that
attempts to influence opinion
• Is usually done using the following:
–
–
–
–
signs
brochures
commercials
direct mailings
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Marketing
• Is the process of planning, pricing,
promoting, selling and distributing
goods or services which help to
satisfy a market’s needs and wants
• Involves the 4 Ps:
– product
– price
– placement
– promotion
A market is a group of customers interested in
the selling or purchasing of a product.
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Professional
Communication Skills
• Include:
‒ writing
‒ reading
‒ editing
‒ speaking
‒ listening
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Professional Communication
• Is any written or oral message which
communicates the aims and
objectives of any specific business
message
• Includes:
–
–
–
–
reports
case studies
proposals
memos
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Reports
• Can include the following:
– firm’s history
– creditworthiness
– payment policies
– financial status
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Reports
• Can be divided into five different
parts:
– terms of reference
– procedures
– findings
– conclusions
– recommendations
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Proposals
• Refer to the communication
between a seller and buyer
• Are specific information about the
needs of the customers and the way
the seller is going to satisfy their
needs
• Can vary in size with specific
information or price lists
• Are key components in the sales
process
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Case Studies
• Are in-depth examinations of a
particular subject
• Are a study of an entity or part of a
company that attempts to determine
what factors led to its success
• Are used as training tools in business
schools and firms
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Memos
• Are short for memorandums
• Are short notes to aid
the memory process
• Are generally sent to co-workers
or colleagues
• Can be a short, basic form to
communicate messages, such as
meeting times and due dates
Fun Fact: Memos do not always have to
include a formal salutation or closing remark.
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ASSESSMENT
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Assessment
1. Which of the following is NOT a professional
communication channel?
A. Blog post
B. Face to face
C. Reports
D. Memo
2. Communication between a business and its
employees is called which of the following?
A. External communication
B. Public relations
C. Internal communication
D. Employer relations
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Assessment
3. Which of the following is NOT a field of
external business communication?
A. Public relations
B. Media relations
C. Advertising
D. State of the company address
4. Which of the following is paid
communication which attempts to influence
opinion?
A. Advertising
B. Public relations
C. News articles
D. Publicity
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Assessment
5. An in-depth examination of a particular
subject defines which of the following?
A. Case study
B. Proposal
C. Report
D. Memo
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The Listening Process
• Includes:
– hearing
 the ability to perceive sound
– focusing
 keeping attention on the message
– understanding
 comprehending the meaning of the
message
– remembering
 retaining information in the memory
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Deliberative Listening
• Refers to when the receiver listens to
only the content and not the feeling of
the message
• Is used when receiving and evaluating
persuasive messages
• Is used when making decisions
• Should make the receiver think
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Evaluative Listening
• Can also be called critical listening
• Refers to the process which involves
paying close attention to the
speaker’s tones and word choices
• Is used when the listener needs to
remember something important
• Is used in situations such as:
– listening to lectures in class
– listening to announcements
– getting directions
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Appreciative Listening
• Refers to listening for pleasure
or recreation
• Is one of the most enjoyable
types of listening
• Can be used in social situations
such as:
–
–
–
–
concerts
sporting events
poetry readings
plays
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Empathetic Listening
• Can also be referred to as active
listening
• Is used to participate in, enhance and
understand a relationship
• Is meant to develop an understanding
and appreciation of the sender’s
meanings and feelings
• Can most commonly be used in
interactions between two people
or in a small group
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False Listening
• Refers to the receiver pretending to
listen but thinking of other
occurrences
• Can also be called pseudo listening
• Is an undesirable, negative
kind of listening
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Selective Listening
• Refers to when a receiver is physically
hearing the message, but chooses not
to acknowledge the message
• Is also the act of listening to only the
things the receiver wants to hear
• Often occurs when a person’s mind is
distracted by instances such as:
– watching television
– reading
– playing computer or video games
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Partial Listening
• Is when a receiver is listening to
the sender with the intention to
understand but becomes
distracted
– distractions caused by a stray
thought or something said
• Is the most common
type of listening
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Full Listening
• Happens when the listener pays
close attention to what is being said
in order to fully understand the
message
• Takes more effort
from the listener
• Is an active form
of listening
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Deep Listening
• Refers to when a listener truly
understands a message
• Occurs when the mind is quiet and
free of distractions
• Often leads to feelings of connection,
caring and compassion
• Can be used in situations
such as listening to:
‒ favorite music
‒ a distressed family member
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Listening to a Speech
• Requires planning ahead
• Includes paying attention to
main points
• Involves “listening” to the
speaker’s nonverbal messages
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Plan Ahead
• By asking:
– “What will I learn from listening
to the speaker?”
– “What do I need to hear from
him or her?”
• By stating listening goals to create
motivation to get the most from the
speech
– for example: “In today’s lecture, I will
learn how to use Microsoft®
PowerPoint® software.”
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Pay Attention to Main Points
• In introductions
– provide the audience with the
main points
• In transitions
– inform the audience a main point is
about to be discussed
– are used to capture the audience’s
attention
• In conclusions
– allow the audience to review the speech
– help listeners refresh their memory of
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the main points
“Listen” to
Nonverbal Messages
• By watching for nonverbal cues to
better understand the speech
• For example:
– speakers are more likely
to slow down and raise
their voice when they are
trying to make an important point
– a direct eye gaze indicates an
important message is about to be
delivered
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ASSESSMENT
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Assessment
1. Which of the following is NOT included in
the listening process?
A. Hearing
B. Speaking
C. Focusing
D. Understanding
2. Which of the following occurs when the
receiver listens only to the content and not the
feeling of the message?
A. Appreciative listening
B. Evaluative listening
C. Full listening
D. Deliberative listening
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Assessment
3. Critical listening is also referred to as which
of the following?
A. Appreciative listening
B. Evaluative listening
C. Full listening
D. Deliberative listening
4. Which of the following is defined as listening
for pleasure or recreation?
A. Appreciative listening
B. Evaluative listening
C. Full listening
D. Deliberative listening
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Assessment
5. Which of the following involves the listener
paying close attention to what is being said
in order to fully understand the message?
A. Appreciative listening
B. Evaluative listening
C. Full listening
D. Deliberative listening
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Interviews
• Are formal meetings where a person
is asked to communicate skills,
experiences and interests
• Are often used for the following:
– for acceptance into a school or club
– for a media broadcast
– to fill a job
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Interviews
• Can be conducted in a variety of
different ways including:
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‒
‒
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phone
internet
face to face
group
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Verbal Communication
• Is the act of expressing thoughts
through spoken words
• Includes the following key
components:
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‒
‒
‒
sound
words
speaking
language
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Nonverbal Communication
• Refers to posture, gestures and
facial expressions which are
intentional or unintentional
• Is important in a workplace or
interview, so remember:
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‒
‒
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do not slouch
pay attention
be attentive and interested
do not interrupt
smile
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Group Discussions
• Are gatherings of people to exchange
information, ideas and suggestions
• Can be informal between a group of
friends or formal at a workplace or
school
• Can be used for:
‒ employee surveys
‒ school discussions
‒ brainstorming ideas
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Group Discussion
Participation
• Provides greater interaction between
leaders and participants
• Should include the display of respect
and the avoidance of putting others
down
• Includes the following keys to
remember:
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–
–
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be yourself
be positive
be poised
avoid talking too much
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Group Discussion
• Is most successful when it
includes the following:
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–
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–
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observation
listening
preparation
practice
participation
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A Group Discussion
• Should be set up by:
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–
–
–
choosing relevant topics
using a variety of topics
choosing a variety of group sizes
giving and encouraging
feedback
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Individual Presentations
• Are a way to communicate and present
ideas and information to an audience
• Can showcase a person’s personality better
than a report
• Allow for interaction among all participants
• Can be motivational, persuasive or
informative
• Are often supported by other media, such
as:
– computer software
– slides
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– printed handouts
Persuasive Presentations
• Are used to convince an audience to
accept a proposal
– for example, increase teamwork or
make a purchase
• Offer a solution to a controversy,
dispute or problem
• Are successful when there is
sufficient evidence and emotion to
sway the audience to the speaker’s
viewpoint
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Motivational Presentations
• Are a way to get the audience to act or
change a behavior or belief
– for example, a self-help or team morale
boosting presentation
• Are a form of persuasive presentations
with more of an emotional appeal
• Include, in a business context,
presentations to maintain a high level
of commitment
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Informative Presentations
• Are used to give specific information
about products, procedures, rules and
regulations
• Should include supporting facts and
material in order to enhance content
• Should contain useful information
which is unique and draws the
audience’s attention
• Are used to describe new
concepts and ideas in a business 58
ASSESSMENT
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Assessment
1. Which of the following is a formal meeting where a
person is asked to communicate their skills and
interests?
A. Interview
B. Presentation
C. Visual report
D. Evaluation report
2. Which of the following is NOT a part of verbal
communication?
A. Sound
B. Words
C. Speaking
D. Body language
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Assessment
3.Which of the following presentation types is used
to convince an audience to accept a proposal?
A. Persuasive
B. Informative
C. Generic
D. Forum
4. Which of the following presentation types is used
to get the audience to act or change a behavior
or belief and has emotional appeal?
A. Motivational
B. Informative
C. Generic
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D. Forum
Assessment
5. Which of the following presentation types
would be best for presenting specific
information about a product, procedure or
set of rules and regulations?
A. Persuasive
B. Informative
C. Generic
D. Forum
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Making Introductions
• Includes the following considerations:
– the more distinguished person should be
introduced first unless introducing a client
or customer
– the person who is being introduced
to should extend their hand first
– repeating the name of the person
introduced shows respect and can
help with remembering the
person’s name
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Handshakes
• Are typically the first interaction
between two people
• Require the following actions:
–
–
–
–
stand and come from around desk
make eye contact
use a firm grip
smile
Fun Tip: Avoid using the too soft (dead fish)
or too hard (bone crusher) handshake as
these are seen as insecurities.
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Telephone Etiquette
• Refers to the appropriate manners
used when:
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–
placing a call
receiving a call
leaving a message
using cell phones
Etiquette is generally accepted behavior required
in social relations, in a profession or in life.
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Phone Call “Dos”
• Include:
– identify first and last name when
receiving a phone call
– return calls in a timely manner, usually
within a 24-hour period
– identify company and nature of call
when placing a call
– speak clearly
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Phone Call “Don’ts”
• Include:
– wait outside a colleague’s office when
on the phone
– listen to co-workers’ conversations
– give out personal information about
yourself or co-workers
– leave someone on hold for a long time
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Phone Messages
• Are usually utilized when a person is
unavailable to answer the phone
• Which are successful, include the
following considerations:
– always give a return phone number
– identify who is calling and the
organization represented
– identify the reason for the call
– avoid long messages
– speak clearly
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Phone Messages
• Include outgoing voicemail
greetings, which require the
following:
– the receiver’s name and name
of the organization
– when callers can expect a return call
– the key a caller can press for immediate
assistance or the extension or number
of a colleague who can provide
assistance
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Criticism
• Refers to analysis, evaluation
or judgment
• Can also be a critical comment,
essay or article
• Can be positive, negative or both
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Offering Criticism
• Is most effective when:
– the reason for criticism is fully understood
– a person's behavior is criticized rather
than the person himself
– criticism is focused on behaviors which
can be changed
– criticism is focused on the present and
not past actions
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Receiving Criticism
• Involves:
– listening to understand accurately
– recognizing criticism can improve
production and relationships
– communicating clearly feelings
and thoughts concerning the
criticism received
– seeking changes to the
behavior which prompted the criticism
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Discrimination
in the Workplace
• Refers to an employer’s unfair
treatment of employees or job
applicants on the basis of specific
characteristics
• Can include discrimination based on:
– race
– age
– sex
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Discrimination
in the Workplace
• Is prohibited by law concerning the
following aspects of employment:
– hiring and firing
– benefits and perks
– retirement and disability
– leave
– promotions and layoffs
Not-So-Fun Fact: The EEOC reported 93,277
employment discrimination charges in 2009.
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Gender Discrimination
• Is unfair treatment of current or potential
employees on the basis of gender
• Can apply to male or female employees
• Federal law is filed under the Title VII of
the Civil Rights Act of 1964
• Laws also include:
–
–
–
–
Pregnancy Discrimination Act
Equal Pay Act
Fair Labor Standards Act
sexual harassment laws
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Age Discrimination
• Is when a current or potential
employee is discriminated against
solely on the basis of age
• Is often referred to when an employer
does one of the following:
– retires or dismisses an employee before
the employer’s usual retirement age
– decides not to employ
– denies promotions
and/or training
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Race or Ethnicity
Discrimination
• Occurs when employers show
prejudice against current or potential
employees because of their race or
color of skin
• Can be characterized by:
–
–
–
–
racial stereotypes
racial or ethnic slurs
racial jokes
derogatory language
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Communication Ethics
• Include:
– accepting responsibility for
consequences of communication
– striving to understand and respect
other communicators
– advocating integrity, accuracy and
honesty
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ASSESSMENT
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Assessment
1. Who should be introduced first?
A. A child
B. A teenager
C. A college student
D. A principal of a school
2. Which of the following can be defined as
generally accepted behavior required in
social relations?
A. Actions
B. Etiquette
C. Traditions
D. Body language
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Assessment
3. Which of the following is proper phone etiquette?
A. Listening to others’ phone calls
B. Giving out personal information
C. Leaving someone on hold for long periods of
time
D. Speaking clearly
4. Which of the following can be defined as analysis,
evaluation or judgment?
A. Criticism
B. Motivation
C. Etiquette
D. Behavior
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Assessment
5. Which of the following is NOT and example
of racial discrimination?
A. Racial stereotypes
B. Ethnic slurs
C. Derogatory language
D. Sexual harassment
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ASSESSMENT
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Assessment
1. All of the following are fields of external
communication except:
a. Public relations
b. Media relations
c. Advertising
d. Interviews
e. Marketing
2. All of the following are skills of public
relations except:
a. Writing
b. Selling
c. Editing
d. Reading
e. Speaking
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Assessment
3. Which term is NOT part of the four Ps
of marketing?
a. Product
b. Price
c. Placement
d. Promotion
e. Publication
4. In professional communication a
________ is best for a short message.
a. Memo
b. Report
c. Proposal
d. Case study
e. Guide
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Assessment
5. _______ listening can also be called pseudo
listening.
a. Selective
b. Deep
c. Partial
d. False
e. Evaluative
6. In _____, the United States passed legislation
prohibiting employers to discriminate against a
person based on the grounds of race, religion,
gender or ethnicity.
a. 2002
b. 1946
c. 1964
d. 1984
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e. 2009
Assessment
7. All of the following are parts of a report
except:
a. Terms of reference
b. Conclusion
c. Procedure
d. Introduction
e. Findings
8. Which type of listening should be used
when listening to a poem?
a. Empathetic
b. Evaluative
c. Deliberative
d. Deep
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e. Appreciative
Assessment
9. James recently learned he was not promoted
because the company wanted a younger
person to lead the group. This is an example of
_________ discrimination.
a. Gender
b. Race
c. Age
d. Ethnicity
e. Pay
10. A _________ presentation should be used to
sell a product.
a. Persuasive
b. Informative
c. Motivational
d. Individual
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e. Goodwill
Resources
•
•
•
•
Belch, G. E. & Belch, M. A. (1998). Advertising and
promotion: An integrated marketing communications
perspective (4th ed.). Boston, MA: Irwin, McGraw-Hill.
Doyle, T. A. (2000-2005). Perception and Listening.
Retrieved March 06, 2010, from The Interpersonal Web at
Northern Virginia Community College:
http://novaonline.nvcc.edu/eli/spd110td/interper/index.html
Introduction to public relations: Public relation the profession.
(2011). Retrieved on February 12, 2011, from
http://www.docstoc.com/docs/4025083/Introduction-toPublic-Relations-Part-One-Public-Relations-The-Profession.
Kim, M. (2008, September 4). Race, Age & Gender in the
Workplace. Retrieved March 5, 2010, from Level Playing
Field Institute : http://www.lpfi.org/docs/race-age-genderexecutive-summary.pdf
90
Resources
•
•
•
•
•
Kline, J. A. (1996). Listening effectively. Washington, DC :
US Government Printing Office.
O'Conner, J. (1988). Speech: Exploring Communication.
Englewood, NJ: Prentice-Hall, Inc.
O’Hair, D., Stewart, R., & Rubenstein, H. (2004). A speaker’s
guidebook. Boston, MA: Bedford/St. Martin’s
Satterfield, T. R. (2000, January). CONDUCTING
EFFECTIVE FOCUS GROUPS. Retrieved March 5, 2010,
from Loyloa University Chicago:
http://www.luc.edu/hr/pdfs/SHRMCONDUCTING_EFFECTIV
E_FOCUS_GROUPS.pdf
Straker, D. (2008). Changing Minds: in Detail. Syque Press .
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Resources
•
•
•
Sussman, D. L. (n.d.). Etiquette. Retrieved March 05, 2010,
from Welcome to effective communication:
http://cobweb2.louisville.edu/faculty/regbruce/bruce/mgmtwe
bs/commun_f98/Introduction.htm
Treuer, P. (2006, January 17). Listening Skills. Retrieved
March 06, 2010, from University of Minnesota Duluth:
http://www.d.umn.edu/kmc/student/loon/acad/strat/ss_listeni
ng.html
Walker, G. (n.d.). Dealing with critism . Retrieved March 06,
2010, from Oregon State University:
http://oregonstate.edu/instruct/comm440-540/criticism.htm
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Acknowledgements
Production Coordinators
Production Manager
Maggie Bigham
Daniel Johnson
Amy Hogan
Executive Producers
Brand Manager
Gordon Davis, Ph.D.,
Megan O’Quinn
Jeff Lansdell
Graphic Designer
Daniel Johnson
© MMXIII
CEV Multimedia, Ltd.
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