Download Chapter 5 Business Communication: Creating and Delivering

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Chapter 5 Business Communication: Creating and Delivering Messages That
Matter
Ch. 5, Part 1/3
Much of your success in business will depend on your ability to influence the
people around you. Great communication skills can dramatically boost your chance for
success, while poor communication skills can bury even the most talented people.
Effective communication only happens when you transmit meaning —relevant
meaning—to your audience. Communication must be dynamic, fluid, and two-way,
which includes listening. Seeking and understanding feedback from your audience—and
responding appropriately—forms the core of successful business communication.
The main culprit preventing effective communication is noise: any interference
that causes the message you send to be different from the message your audience
understands. There are numerous communication barriers. Physical barriers range from a
cluttered page layout to a freezing cold presentation room. Language barriers like slang,
jargon, and regional accents can cause problems even among those who share the same
native tongue. Wrong body language can speak louder than your words. Perceptual
barriers—how an audience perceives you and your agenda—can also create obstacles.
Organizational barriers within companies can hamper information flow. In addition,
cultural barriers can range from how you greet colleagues to how you eat business meals,
and as globalization gains speed, intercultural communication will become increasingly
pivotal to long-term business success.
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While most of us focus on “what” we say, “how” we say it matters even more.
Strong, deliberate nonverbal communication can dramatically magnify the impact of your
messages. Positive nonverbal communication in North American culture includes
sustained eye contact, variation in tone of voice, appropriate facial expressions, and
gestures and posture that is confident, open, and coherent. Not sure of the message you’re
sending? One of the easiest, most effective ways to improve your body language is to
practice verbal communication in front of the mirror. Or video your performance and
evaluate what you see.
How we listen—or don’t listen—also sends a high-impact, nonverbal message.
Strong listening skills—or active listening—play an obvious role in business success. The
higher you go in an organization, the more you find that people are listening. You’ll find
that people tend to tell more to those who listen better, so if you polish your listening
skills, you’re also likely to buff up the quality of what you know and when you know it.
Ch. 5, Part 2/3
Figuring out the right way to send a message can be a daunting challenge,
especially in light of the growing number of choices. The various options are called
communication channels. Today, there are numerous channels available, including
memos and reports, e-mail, instant messages, voice mail, telephone conversation,
videoconferencing, in-person presentation, and face-to-face meetings.
Understanding the impact of each channel will help you make the best decision
regarding which to use. Communication channels differ from one another in terms of how
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much information—or richness—they communicate to the recipient. For example, if you
have an uncontroversial message that you need to get to many people, memos, reports, or
e-mail are great channels. However, if your content is more personal or controversial,
then a telephone conversation or face-to-face meeting is more appropriate.
The needs and expectations of your audience play a crucial role in your choice of
communication channel. If you send your message through a channel that the audience
doesn’t expect, understand, or like, you cripple your chance for successful
communication. Analysis and consideration of your audience should also be a top
priority. Meeting the needs of your audience will give you a crucial edge in developing a
message that works.
In the business world, where your messages are competing with so many others
for the all-too-limited attention of the recipient, the right words can encourage your
audience to stay with you long enough to absorb your message.
To find the right words, consider the expectations, education level, and profession
of your audience. And while it pays to be clear and concise in virtually all business
communication, don’t be concise at the expense of completeness. Include all information
that your audience may need—it will save you time down the road.
Unless you’re absolutely certain that your audience will understand and
appreciate it, do not use slang in either written or verbal communication. The risk of
unintentionally alienating yourself from your audience is simply too high.
Intentionally or unintentionally, words can communicate biases that can interfere
with your message, alienate your audience, and call your own character into questions.
Three kinds of bias are common. Gender bias consists of words that suggest negative or
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stereotypical attitudes toward a specific gender. That can come into play when you apply
for a job in writing. So instead of addressing your letter to “Dear Sir” or “Dear Madam,”
use the title of the position, such as “Dear Hiring Manager.”
Age bias refers to words that suggest negative attitudes toward people of specific
ages. Age bias happens most often to older people in North American culture. An
example might be an ad that reads: “We need someone young and dynamic in this
position!” Change “young” to “energetic” and you eliminate the bias and increase your
applicant pool.
Words can also suggest negative or stereotypical attitudes toward specific races,
ethnicities, and nationalities. Your best plan for avoiding bias is to forgo any references
to race, ethnicity, or nationality unless they are directly relevant and clearly necessary.
Ch. 5, Part 3/3
In today’s cluttered business world, your challenge as a writer is to make your
message a must-read. Good business writing sounds natural. It flows like spoken
language, and reads like a conversation on paper. Imagine yourself speaking to the
recipient of your message, and you’ll find that the right tone emerges naturally. Also, use
common words, active voice, personal pronouns when appropriate, and contractions as
often as you would if you were speaking.
But don’t get casual in your efforts. Grammatical errors will distract your reader
from your writing and undermine your credibility.
Block paragraphs have become standard for business writing over the past decade,
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as writers include more headings and illustrations. There are three elements to block
paragraphs: use single spacing, double space between paragraphs, and do not indent the
first sentence of your paragraphs. Block paragraphs create a more organized look for your
page, guiding the reader’s eye through the key elements of your structure.
Both headings and bulleted lists will also guide your reader more easily through
your writing. And the easier it is for your reader, the more likely that he or she will
absorb your message.
According to the Book of Lists, public speaking ranks as the No. 1 fear for most
people—outranking even death, which came in a No. 4. Following some guidance on
how to create and deliver a high-impact verbal presentation can help mitigate your fears
of public speaking.
The opening of your presentation gives you a chance to grab the attention of the
audience. If your opening hooks them, you’ve boosted the likelihood that you will hold
their attention throughout the presentation. You can develop a hook by providing an
interesting or startling statistic, pulling the audience into your opening by asking them to
“imagine with me,” offering a compelling story or anecdote that is directly relevant to the
audience, using a relevant simile or metaphor, or presenting an engaging question for the
audience to ponder.
One of the most common presentation mistakes is to include too many key ideas
in the body. Audiences cannot absorb more than two to four main points, and three are
ideal. Specific examples and vivid comparisons will illustrate your points and bring them
to life, while trusted sources, specific data, and expert quotations will increase your
credibility and persuasiveness.
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You should verbally signal to your audience when you are about to conclude—by
saying “in summary,” for instance—then be sure that you actually do conclude. Ideally,
the close of your presentation will summarize your key points.
At the start of your presentation, decide whether you want to handle questions
throughout your talk or save them for the end. Tell your audience your preference
upfront; most of the time they will respect it.
Visual aids are also key to effective presentations. In business communication,
PowerPoint slides are the most common option. But remember: Showing works better
than just telling, so use pictures and graphs when possible. Less is more: no more than
seven words per line or seven lines per slide. Instead of just reading slides, paraphrase,
give examples, and offer analysis and interpretation. Go easy on special effects. And
don’t let your slides upstage you—look at your audience, not your slides.
Some nervousness can actually be useful before a presentation. A little adrenalin
can help you perform better, think faster, and focus more completely. But out-of-control
nerves can interfere with effectiveness. To mitigate speech anxiety, trying giving yourself
positive messages like “I will be dynamic and engaging.” Take 10 slow, deep breaths.
Drink a sip of water to loosen your throat muscles. Pick a friendly face or two in the
audience and imagine yourself speaking only to them. And then remind yourself that the
audience also wants you to succeed.
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