Chapter 1
Facing today’s communication
challenges
Communication Skills:
Your ticket
to work...
OR
Your ticket out the door!
Mary Ellen Guffey, Essentials of Business Communication,
8e
Chapter 1, Slide 2
Topics in the Chapter-1
▪What is communication?
▪What is business communication?
▪Why Good communication skills are essential?
▪Succeeding in the changing world of work
▪Examining the Process of Communication
▪Nonverbal Communication
▪Culture and Communication & Dimensions of
Culture
▪ Tips for minimizing written miscommunication
among cross cultural audiences
Mary Ellen Guffey, Essentials of Business Communication,
8e
Chapter 1, Slide 3
What is Communication?
In general, communication means exchange of ideas,
message, information data etc. between two or more
persons. Communication takes place orally, non-orally,
symbolically or in writing.
▪ According to W.H. Newman and C. F. summer, Communication
is an exchange of facts, ideas, opinions, or emotions by
two or more persons.
▪ According to William Scott, Communication is a process
which involves transmission and accurate replication of
ideas ensured by feedback for the purpose of eliciting
action which will accomplish organizational goals.
Mary Ellen Guffey, Essentials of Business Communication,
8e
Chapter 1, Slide 4
What is Business communication?
✓ When business related information is transferred
from one person to another it is called business
communication.
✓
Business communication may occur internally
or externally.
✓
If business oriented events, thinking, thoughts
and emotions or transactions are exchanged
among businessmen it is referred to as business
communication.
Mary Ellen Guffey, Essentials of Business Communication,
8e
Chapter 1, Slide 5
Good communication skills
are essential for
▪ Job placement
▪ Job performance
▪ Career advancement
▪ Success in the new world
of work
Mary Ellen Guffey, Essentials of Business Communication,
8e
Chapter 1, Slide 6
Succeeding in the changing world of work
Information
as a
corporate asset
New
work
environments
Flattened
management
hierarchies
More
participatory
management
Trends in
the new
workplace
Innovative
communication
technologies
Increased
emphasis
on teams
Heightened
global
competition
Mary Ellen Guffey, Essentials of Business Communication,
8e
Chapter 1, Slide 7
The Process of Communication
Mary Ellen Guffey, Essentials of Business Communication,
8e
Chapter 1, Slide 8
The Process of Communication
How may the sender
encode a message?
Verbally or nonverbally.
By speaking, writing,
gesturing.
What kinds of
channels carry
messages?
Letters, e-mail, memos,
TV, telephone, voice,
body. Others.
Mary Ellen Guffey, Essentials of Business Communication, 8e
Chapter 1, Slide 9
The Process of Communication
How does a receiver
decode a message?
Hearing, reading,
observing
When is
communication
successful?
When a message is
understood as the sender
intended it to be.
How can a
Ask questions, check
communicator
reactions, don’t dominate
provide for feedback? the exchange.
Mary Ellen Guffey, Essentials of Business Communication,
8e
Chapter 1, Slide 10
Nonverbal Communication
Silent messages communicated by:
▪Eye contact
▪Facial expression
▪Posture and gesture
▪Time (punctuality and structure)
▪Space (arrangement of objects)
▪Territory (privacy zones)
▪ Appearance(Appearance of business
documents, Appearance of people)
Mary Ellen Guffey, Essentials of Business Communication,
8e
Chapter 1, Slide 11
Culture and Communication
Good communication
demands special
sensitivity and skills
when communicators
are from different
cultures.
© 2008 Image Source Black/Jupiter Images
Mary Ellen Guffey, Essentials of Business Communication,
8e
Chapter 1, Slide 12
Dimensions of Culture
Context
Time
Orientation
Individualism
Culture
Communication
Style
Mary Ellen Guffey, Essentials of Business Communication, 8e
Formality
Chapter 1, Slide 13
Dimensions of Culture
Context
High-context cultures (those in Japan,
China, and Arab countries) tend to be
relational, collectivist, and contemplative.
Mary Ellen Guffey, Essentials of Business Communication,
8e
Chapter 1, Slide 14
Dimensions of Culture
Context
Low-context cultures (those in North
America, Scandinavia, and Germany)
tend to be logical, linear, and actionoriented.
Mary Ellen Guffey, Essentials of Business Communication,
8e
Chapter 1, Slide 15
Dimensions of Culture
Individualism
▪ High-context cultures tend to prefer
group values, duties, and decisions.
▪ Low-context cultures tend to prefer
individual initiative, self-assertion, and
personal achievement.
Mary Ellen Guffey, Essentials of Business Communication,
8e
Chapter 1, Slide 16
Dimensions of Culture
Formality
▪ North Americans place less emphasis
on tradition, ceremony, and social rules.
▪ Other cultures prefer more formality.
Mary Ellen Guffey, Essentials of Business Communication,
8e
Chapter 1, Slide 17
Dimensions of Culture
Communication Style
High-context cultures rely on
nonverbal cues and the total
picture to communicate.
Meanings are embedded at
many socio-cultural levels.
Mary Ellen Guffey, Essentials of Business Communication,
8e
Chapter 1, Slide 18
Dimensions of Culture
Communication Style
Low-context cultures
emphasize words,
straightforwardness, and
openness. People tend to
be informal, impatient, and
literal.
Mary Ellen Guffey, Essentials of Business Communication,
8e
Chapter 1, Slide 19
Dimensions of Culture
Time Orientation
▪ Time is precious to North
Americans. It correlates with
productivity, efficiency, and
money.
▪ In some cultures time is
unlimited and never-ending,
promoting a relaxed attitude.
Mary Ellen Guffey, Essentials of Business Communication,
8e
Chapter 1, Slide 20
Tips for minimizing written miscommunication among
cross cultural audiences
1. Adopt local style: Use local formats and styles
used in the intended reader’s country.
2.Consider hiring a translator: Engage a translator
if
• Document is important
• Document will be distributed to many readers
• To be persuasive
3.Use short Sentences and short paragraphs:
sentences with fewer than 15 words and paragraphs
with fewer than 5 lines are most readable.
Mary Ellen Guffey, Essentials of Business Communication,
8e
Chapter 1, Slide 21
Tips for minimizing written miscommunication among
cross cultural audiences
4. Avoid ambiguous wording:
➢ Include relative pronouns (that , which, who) for clarity in
introducing clauses
➢ Stay away from contractions (especially like Here’s the problem)
➢ Avoid idioms (once in a blue moon)
➢ Slang (my presentation really bombed)
➢ Acronyms (ASAP for as soon as possible)
➢ Abbreviations
➢ Jargon (input, output, bottom line)
➢Use action specific verbs(purchase a printer rather than get a
printer)
Mary Ellen Guffey, Essentials of Business Communication,
8e
Chapter 1, Slide 22
Tips for minimizing written miscommunication among
cross cultural audiences
• 5.
Cite Numbers Carefully
➢Use figures(15) instead of spelling them out
(fifteen)
➢Always convert dollar figures into local currency
➢ Avoid using the figures to express the month of
the year. (In North America June 17, 2013 is
written as 6/17/13 while in Europe 17.6.13)
Mary Ellen Guffey, Essentials of Business Communication,
8e
Chapter 1, Slide 23