Unit 1
Communicating
in the Workplace
and the World
Objective
After reading this chapter, you will be able to:
; Define and recognize examples of professional
communication
; Understand the history of communication
; Explain ethical and social issues in professional
communication
; Describe communication in a diverse workplace
Bias
Business Ethics
Communication
Copyright
Creative Commons
Culture
Digital Citizenship
Diversity
Electronic Communication
Ethics
Fair Use
Hieroglyphic
Intellectual Property
Listening
Netiquette
Petroglyph
Plagiarism
Presenting
Professional
Communication
Reading
Social Responsibility
Speaking
Stereotype
Writing
© B.E. Publishing, Inc. All rights reserved.
Chapter 1
Key Terms
Communicating in the Workplace and the World Chapter 1
What is Professional
Communication?
Communication is the cornerstone of nearly every aspect of life. Without
communication, it would be impossible to grow and develop as an individual
and contribute to a global society. Communication is the process of exchanging
information between individuals through a shared mode of delivery—like writing
and speaking. We rely on communication to accomplish tasks, build relationships, and
share ideas.
Recognizing that communication is a vital tool to our well-being is the first step in
becoming an effective professional communicator. But the second—and perhaps
most important—step is differentiating communication skills so that you can
successfully navigate communication in varying environments from home to work to
school. This is where professional communication enters.
Employers seek individuals who are capable of effectively participating in professional
communication. Communicating in business and professional settings requires
different skill sets than communicating in your home life. This book will help you learn
how to acquire, practice, and master the skills necessary for successful communication
in the workplace.
4
Unit 1 · Chapter 1 Business & Professional Communications
© B.E. Publishing, Inc. All rights reserved.
Professional communication is exchanging information between individuals in any
type of professional and business context. This could include writing a report for work,
presenting at a company-wide meeting, or crafting an email to a coworker.
Chapter 1
Types of Business and Professional
Communication
You will encounter many different forms of communication in business and
professional settings, including the following types.
z Writing is the act of sharing information between individuals using
written characters and symbols.
z Reading is the act of interpreting and forming meaning from
written characters and symbols.
z Speaking is the act of using sounds to orally share information
between individuals.
z Presenting is the act of speaking to an audience.
z Listening is the act of interpreting and forming meaning from oral
communication.
Employers value employees who can confidently engage in the different
types of professional communication. Ideas and information are exchanged
with greater accuracy when we can successfully use writing, reading, speaking,
presenting, and listening to achieve our objectives.
CareerConnections
Agriculture, Food, and Natural Resources
Careers in Agriculture, Food, and Natural Resources include production, processing,
marketing, distribution, financing, and development of agricultural commodities and
resources such as food, fiber, wood products, natural resources, horticulture, and other
plant and animal products.
© B.E. Publishing, Inc. All rights reserved.
Communication is an important aspect to careers in this cluster because employees
are expected to be able to communicate technical knowledge that is specific to the
industry. Individuals working in this field also may prepare and deliver presentations,
write technical reports, and conduct surveys.
Source: www.careertech.org/agriculture
Business & Professional Communications Unit 1 · Chapter 1
5
1 · Communicating in the Workplace and the World
Communication and Career History
Communication has made significant advancements over time, particularly in
the workplace. In fact, professional communication is at the crux of nearly every
employment opportunity. Whether you are a pilot, a teacher, a mechanic, or an
accountant, communication is the driving force behind how your actions and
behaviors are delivered and interpreted by others.
Career Clusters
The National Career Clusters Framework breaks down careers into 16 different
clusters, shown in Figure 1.1. In 1996, the clusters began as part of the Building
Linkages project created collaboratively between the National Skills Standards
Board, National School to Work Office, and the Office of Vocational and Adult
Education. While each cluster demands professional communication to varying
degrees, careers that use communication as the foundational building block
fall within the Arts, A/V Technology, and Communications cluster. Each cluster
represents a nature of business—that is, an industry in which profit is generated.
There are different types of businesses that exist within each cluster, such as a
limited liability company, partnerships, corporations, and sole proprietorships,
which are further explained in Figure 1.2.
FIGURE 1.1
Career Cluster
Description
Agriculture, Food, and Natural Agribusiness, animal, environmental, food products and processing,
Resources
natural resources, plant, and power and technical systems
6
Arts, A/V Technology, and
Communications
A/V technology, film, printing, visual arts, performing arts, journalism,
broadcasting, and telecommunications
Business Management and
Administration
General management, business information, human resources, operations,
and administrative support
Education and Training
Administration, administrative support, professional support, and teacher
training
Finance
Securities, investments, business finance, accounting, insurance, and
banking services
Government and Public
Administration
Government, national security, foreign service, planning, revenue and
taxation, regulation, and public management and administration
Health Science
Therapeutic services, diagnostic services, health informatics, support
services, and biotechnology research and development
Unit 1 · Chapter 1 Business & Professional Communications
© B.E. Publishing, Inc. All rights reserved.
Architecture and Construction Design, pre-construction, construction, maintenance, and operations
Career Cluster
Description
Hospitality and Tourism
Restaurants and food beverage services, lodging, travel and tourism,
recreation, and amusements and attractions
Human Services
Early childhood development, counseling, mental health services, family
and community services, personal care, and consumer services
Information Technology
Network systems, information support, web and digital communications,
programming, and software development
Law, Public Safety,
Corrections, and Security
Correction services, emergency and fire management services, law
enforcement, legal services, and security and protective services
Manufacturing
Production, manufacturing production process development,
maintenance and installation, quality assurance, logistics and inventory
control, and health, safety, and environmental assurance
Marketing
Marketing management, professional sales, merchandising, marketing
communications, and marketing research
Chapter 1
FIGURE 1.1 • Continued
Science, Technology,
Engineering, technology, science, and mathematics
Engineering, and Mathematics
Transportation, Distribution,
and Logistics
Transportation operations, logistics planning and management,
warehousing and distribution center operation, facility and mobile
equipment maintenance, transportation systems, infrastructure planning,
sales and service, health, safety, and environmental management
Source:
https://web.archive.org
http://www.careerclusters.org
FIGURE 1.2
Limited Liability Company
A legal business structure in which owners cannot be held personally liable
for the company’s debt.
Partnership
A legal business structure in which multiple people share profits, liabilities,
and management.
Corporation
A legal business structure in which individuals are considered separate from
the company.
Sole Proprietorship
When a person owns a business and is responsible for the company’s debts
Business & Professional Communications Unit 1 · Chapter 1
© B.E. Publishing, Inc. All rights reserved.
Types of Businesses
7
1 · Communicating in the Workplace and the World
From Caves to Careers
Did You
Know?
The first written
communication was in the
form of marks and symbols,
and recorded more than
9,000 years ago.
Source:
www.newworldencyclopedia.org
The Arts, A/V Technology, and Communications career cluster encompasses
employment in designing, producing, exhibiting, performing, writing, and
publishing multimedia content. This includes visual and performing arts, design,
journalism, and entertainment services—all of which contribute to the economic
base of a community. An online news organization is an example of how economic
factors influence the industry as a whole and increase the economic base.
Online news organizations employ writers, editors, and designers. However, the
economic factors influencing the industry reach much further than one online
news organization. Advertisers, distributors, buyers, and printers are also gainfully
employed as a result of the communication industry—thus, increasing the
economic base for all individuals who are employed within the industry.
FIGURE 1.3
The Evolution of Communications
The timeline shows communication
history from 3500 BC to
modern day.
8
c. 38,000 BC
c. 3500 BC
c. 3200 BC
c. 2500 BC
Earliest
known cave
paintings and
petroglyphs
Cuneiform
writing on clay
tablets used by
Sumerians
Hieroglyphics
used as writing
system of
ancient
Egypt
Earliest
documents
written on
papyrus
1938
1927
1902
1900
1876
1868
All-electronic
television sets
sold to the
public
First successful
electronic
television
demonstrated
Wireless radio
message
crosses the
Atlantic from
North America
“Brownie”
camera makes
photography
popular with
the public
Bi-directional
transmission
telephone
invented by
Alexander Bell
Commercially
successful
typewriter
patented
in U.S.
1946
1948
1960
1975
1984
1990
First electronic
digital computer
is built
Network
television is
established
in the United
States
Development
of computer
networking
will become
the Internet
Microprocessor
makes personal
computers
affordable
Commercially
available
handheld
cellular
phone
Invention of
the World Wide
Web makes
the Internet
available
Unit 1 · Chapter 1 Business & Professional Communications
© B.E. Publishing, Inc. All rights reserved.
Although such a career path warrants its own cluster in our modern day, the premise
of this path has always been an important part of our human history. From early
cave drawings to modern day texting, communication remains a pivotal tool to
deliver messages. People began writing with petroglyphs, which are carvings
or inscriptions on a rock, and hieroglyphics, a system of writing using pictorial
characters. Today, people write using pen and paper, as well as various technologies.
Chapter 1
Past, Present, and Future
Communication tools evolve over time and based on the needs and demands of
society. Consider the pencil, for example. The first pencil was invented around 1565
when blocks of the mineral graphite were cut into sticks. By 1795, graphite was being
encased between two strips of wood. The pencil as we know it today with an eraser
fitted onto the end wasn’t born until 1858—nearly 300 years after the original design.
The same applies to the telephone. The first telephone developed in 1876 has now
morphed into a small computer that can be carried in our pockets—a feat that
would have seemed impossible in the 1800s.
Timelines tell a story—they tell us what resources, economic factors, and popular
topics existed throughout history. Review Figure 1.3 to examine how communication
has evolved from prehistory to today. What story is communication telling us from
the past that may predict where it will lead us in the future?
c. 1100 BC
c. 300 BC
105
c. 300
c. 400
c. 600
Alphabetic
writing is
spread by
Phoenicians
Library of
Alexandria is
considered
greatest in
ancient world
Papermaking
process
invented by
Ts’ai Lun in
China
The codex,
early form
of the book,
begins to
replace scrolls
Medieval
manuscripts
“illuminated”
with pictorial
decorations
China prints
whole pages
from wood
blocks
1844
1839
1792
1609
c. 1565
1451
Samuel Morse
sends first
long-distance
telegraphic
message
Daguerre
introduces
highly detailed
photography
Standardized
mail delivery
established in
America
First printed
newspapers
published
weekly in
Germany
Discovery of
graphite leads
to invention of
the pencil
Johannes
Gutenberg
develops
movable type
printing press
1993
2007
2010
2017
Cell phones
capable of
receiving and
sending text
messages
The iPhone
transforms cell
phone
use
The iPad
redefines the
computer
tablet market
Virtual
meetings and
learning are
mainstream
and affordable
Business & Professional Communications Unit 1 · Chapter 1
© B.E. Publishing, Inc. All rights reserved.
As modern-day communicators, we must be aware of the responsibilities we hold
when engaging in professional communication as our networks of communication
continually expand when new technological advancements are made.
9
1 · Communicating in the Workplace and the World
Communicating in the Global
Workplace
In many professional communication contexts, you will encounter electronic
communication, which is the transmittal of information using digital tools. Email, text,
microblogging—these are all types of electronic communication tools that we use to
communicate and increase productivity in a global world.
Humans were once limited to communicating only with other people directly within
their proximity and with limited tools, such as carving on rocks and using clay tablets
to record messages. Continual technology development has facilitated the expansion
of our limitations through each era of communication, allowing us to enhance our
productivity.
Technology developments have broadened our communication: first we were able to
call someone locally, then we could make calls across the country, and now we are able
to communicate with people from around the world. What does a global workplace
spurred by technology mean for you as a professional communicator?
Digital Citizenship
Do the rules we use for communication change when the tools we use to
communicate evolve? Just as there is professional etiquette in real life, there is also
etiquette when using digital devices. This is called netiquette—or the etiquette
governing communication on the Internet. Digital citizenship means that you
recognize and apply netiquette when using technology to communicate.
Since we rely heavily on technology to streamline productivity, it is important to
understand how to be a positive digital citizen. Review Figure 1.4 for best practices
in digital citizenship.
FIGURE 1.4
Digital Citizenship Rules
Use respectful language and appropriate grammar
Do not “hide” behind technology, such as posting anonymously to an online forum
Stay on topic when digitally communicating
Carefully consider your words before you post
10
Unit 1 · Chapter 1 Business & Professional Communications
© B.E. Publishing, Inc. All rights reserved.
Get permission before posting any photos, videos, or ideas that are not your own
While participating in the digital landscape, it is also important to be aware of your
behavior from an ethical perspective. Ethics is the principles of conduct governing
an individual or a group. Business ethics refers to the principles of conduct
within a business environment or professional organization. For instance, if you
witness a coworker steal money from the cash register, do you have an ethical
and moral responsibility to report what you saw? Most people would answer yes
without hesitation.
Chapter 1
Ethics in Communication
Technology & Communication
Netiquette is the etiquette that guides our communication on the Internet. Whether you are utilizing
email, forums, blogs, or social media, practicing positive netiquette is essential to being seen as a
professional communicator.
Do’s
• Do follow the same rules of common courtesy
that you use in real life
• Do give credit to sources when ideas, images,
or words are borrowed
• Do familiarize yourself with copyright and fair
use laws
Don’ts
• Don’t write in all capital letters—it can be
interpreted as shouting
• Don’t plagiarize
• Don’t use inappropriate language or language
that could be misinterpreted
© B.E. Publishing, Inc. All rights reserved.
Electronic communication can sometimes cloud our judgment and our ethical
conduct may not be as clear. For example, if a colleague makes a joke about
another employee, is it just an innocent and silly remark or could it possibly be
interpreted as offensive? Likewise, if you are participating in a group email and
observe two coworkers arguing vehemently over the topic at hand, at what point
do you intervene? When do productive disagreements turn into hateful upsets?
Part of being a professional communicator is taking responsibility for your oral and
written communication by being accountable for your actions and language.
Business & Professional Communications Unit 1 · Chapter 1
11
1 · Communicating in the Workplace and the World
Appropriate behavior in the workplace includes the following areas.
z Office relationships: what is your organization’s policy on office
relationships? Employees must follow rules and regulations concerning
office romances.
z Sexual harassment: unwanted advances in the workplace are not
accepted or appropriate behavior. Most organizations have procedures in
place for how to handle conflict concerning sexual harassment.
z Politics: discussing sensitive topics, such as politics or religion, can lead to
unnecessary conflict in the workplace.
z Business ethics: following your organization’s code of conduct can
eliminate inappropriate behavior.
z Customer and employee rights: different organizations have different
rights and responsibilities for customers and employees. When starting
at a new job, it is important to familiarize yourself with company policies,
rights, and procedures governing behavior.
Case Study
These examples present both ethical dilemmas and social responsibilities.
As professional communicators, we have social responsibilities to behave
appropriately within economic, social, and cultural exchanges. Being mindful
of your ethical and social responsibilities is a critical component to becoming a
professional communicator.
Ethics in Action
Jim is a marketing manager at a local car dealership, where he has been working for
more than 40 years. Although he is nearing retirement, he loves his job and is passionate
about marketing. He works regularly with Tiffany, a 29-year-old marketing manager at the
company’s dealership in the next city over. Tiffany just moved to the United States from
Germany and while she speaks English fluently, she has a strong accent.
Tiffany is adamant that they should use social media to draw people in. Jim thinks that
sending out direct mail is more effective. Jim dismisses Tiffany’s ideas, citing that she isn’t
even 30 years old so how would she know how to market a sales event? Jim doesn’t always
understand Tiffany’s accent so he discounts some of her statements with a wave of his hands.
Tiffany views Jim’s ideas as outdated and ineffective. She stands firm in her assertion that
social media is where people go to find out what events are happening in the area. They both
leave the meeting frustrated and no strategy is put in place for the campaign.
What went wrong here? What ethical considerations do you observe? What
biases do Jim and Tiffany hold?
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Unit 1 · Chapter 1 Business & Professional Communications
© B.E. Publishing, Inc. All rights reserved.
Together they brainstorm strategies for acquiring new customers, retaining existing
customers, and how best to reach their target demographic. In one of their monthly meetings,
Tiffany and Jim get into an argument about an upcoming marketing campaign for an annual
sales event that will take place at both of their dealerships.
With limitless access to data through the Internet, our jobs have become both
easier and more challenging. Our jobs are easy in that we can now search, find,
and share unlimited information and ideas, and difficult in that the transfer of data
opens ourselves up to legal ramifications.
Chapter 1
Copyright and Fair Use
There are many important copyright terms to know in professional communication.
As a participant in electronic communication, you should be aware of the legalities
outlined in Figure 1.5.
Term
What it means
What it looks like in the workplace
Copyright
The exclusive legal right to reproduce,
publish, sell, or distribute the matter and
form of something (as a literary, musical, or
artistic work)
Marketing content created by a company,
such as the writing on their website,
brochures, and reports are considered
copyrighted material
Fair Use
Portions of copyrighted materials may be
used without permission provided the use
is fair and reasonable, does not impair the
value of materials, and does not diminish
the profits expected by the owner
An entertainment magazine uses several
lyrics from a popular song to write a music
review
Plagiarism
Stealing ideas and words from someone
else and passing them off as your own or
failing to give credit to the original source
An employee copies an article from a
newsletter he receives and distributes it
to his colleagues under the guise that he
authored the article
Intellectual
Property
Property—ideas, inventions, processes—
that derive from the work of the mind or
intellect
A manufacturing company develops a new
tool to expedite their production
Creative
Commons
A type of copyright license that allows
work to be shared with the public as long
as attribution is given
An editor searches for a creative commons
image to use in a book and properly
attributes the image before publication
© B.E. Publishing, Inc. All rights reserved.
FIGURE 1.5
The copyright
symbol © is used
to inform the
public that a work
is protected by
copyright.
Business & Professional Communications Unit 1 · Chapter 1
13
1 · Communicating in the Workplace and the World
Cultural Diversity in the Workplace
Did You
Know?
73% of people say they
read or send a text
everyday. 82% make a call
on their cell phone and
50% use social media to
communicate. What is your
preferred communication
tool?
Source:
www.entrepreneur.com
As technology continues to make it easier to expand our networks outside of the
confines of a traditional office building, many employees find that they are now
communicating with individuals with regional, international, and cultural differences
from their own. For example, an engineer working at an internationally owned
company may start her morning with a conference call to Italy, have lunch with
visiting colleagues from Taiwan, and end the day with an email to a supplier in China.
Diversity in the workplace means working with individuals with different
backgrounds and cultures. Culture refers to someone’s beliefs, values, and
practices. Given our ability to easily communicate outside our immediate
domain—and in many employment cases, we will be expected to communicate
within diverse settings—what does this mean for how we should communicate?
What should we be aware of when speaking and listening to individuals from
different backgrounds, cultures, and workplace environments?
Demonstrating proper respect with customers, coworkers, subordinates, and
supervisors begins by understanding cultural norms, perceived boundaries,
stereotyping and bias, and how to maintain an open mind.
What may be standard practice in one culture—such as direct eye contact
or hand gestures like a high-five or thumbs up—could be considered
offensive or inappropriate in another culture. Employees should be mindful
of cultural practices when engaging in professional communication so as
not to offend the other party. Do your research prior to communication and
understand the values, beliefs, and practices of someone whose culture you
are unfamiliar with.
14
Unit 1 · Chapter 1 Business & Professional Communications
© B.E. Publishing, Inc. All rights reserved.
Cultural Norms
Just because a person may not share our same values, beliefs, and practices
does not mean that communication cannot thrive. In fact, communicating
in a diverse workplace creates ample opportunities to learn and grow from
the myriad of perspectives. Also keep in mind that diversity extends beyond
country of origin. Diversity encompasses many other perceived boundaries
such as gender, religion, upbringing, and age.
Chapter 1
Perceived Boundaries
Stereotyping and Bias
A stereotype is an oversimplified belief about someone with a particular
characteristic. For example, even though women make up half of today’s
workforce, some people still hold the stereotype that women are the
primary domestic caregivers. Stereotypes can often lead to bias—judgment
we place on others based on our prejudices. It is important to be aware of
your own stereotypes in the workplace so that you can avoid judging others
based on your bias.
Open Mind
Business & Professional Communications Unit 1 · Chapter 1
© B.E. Publishing, Inc. All rights reserved.
The key to building successful professional communication within a diverse
workplace is to be patient, maintain an open mind, and to be willing to
change communication tactics to best send and receive your message. It
may be difficult at first, for example, to communicate to a hearing person if
you are speech impaired. But this diversity in communication style should
not prohibit communication from happening. It will just require a different
approach, such as using universal gestures, body language, or writing to
express ideas.
15
1 · Communicating in the Workplace and the World
Modern Technology and
Terminology in the Workplace
In a professional setting, you will encounter a number of modern technology tools
that enhance business communication. For example, video conferencing is a popular
method of holding a meeting with people who may be working remotely. Video
conferencing transmits audio and video, allowing coworkers to easily communicate
regardless of their location to one another. Other business communication
terminology includes the following as listed in Figure 1.6.
FIGURE 1.6
Term
Description
CD-DVD ROM
A disc that can be used to store data, including audio and video files.
Flash Drive
A data storage device using flash memory. A flash drive can be plugged into a computer’s
USB port and is most commonly used to transfer files from one computer to another.
Smartphone
A cell phone that includes software such as email and Internet applications. An Internet
application is a program accessed through a web browser. Smartphones rely on cellular
technology—or a communication network—to operate.
Voice Recognition
Software
Software that allows a person to speak and then records the words into a word-processing
program. Commonly used as an alternative to typing on a computer.
WAN and LAN
WAN is an acronym for wide area network and LAN is an acronym for local area network.
WAN is a communication network that spans large distances. In contrast, LAN is a computer
network that links computers together in close proximity, such as an office building, hospital,
or school.
16
Webinars
A webinar is a seminar or other presentation that takes place on the Internet. Webinars
allow participants in different locations to see and hear the presenter, ask questions, and
sometimes answer polls.
Cloud Computing
An online database for shared data and resources such as documents, videos, photos, and
more.
Unit 1 · Chapter 1 Business & Professional Communications
© B.E. Publishing, Inc. All rights reserved.
Video Conferencing Video conferencing is a technology that allows users in different locations to hold face-toSoftware
face meetings without having to move to a single location.
Communicating in the Workplace and the World
In this chapter you learned about the importance and history of professional communication.
Learning how to communicate in a diverse workplace while navigating social and ethical
responsibilities is central in your development as a professional communicator.
Instructions
Demonstrate your knowledge of this chapter
by completing the following review activities.
Note: If you do not have access to the eText
of this book, Chapter Review worksheets
will be provided by your instructor.
Define Key Terms
Apply your knowledge of the chapter
reading by defining key vocabulary terms.
Chapter 1 Review
Chapter Review
Test Your Knowledge
Test your knowledge of the chapter reading
by answering true or false and short answer
questions.
Read and Write
Review the Case Study: Ethics in Action,
about two marketing managers with
different approaches to their work. Apply
what you have learned by writing an essay
about stereotypes, biases, and ethical and
social responsibilities.
Listen and Speak
Apply your knowledge of the chapter by
selecting, researching, and presenting on a
career from a specific career cluster.
Create and Design
Business & Professional Communications Unit 1 · Chapter 1
© B.E. Publishing, Inc. All rights reserved.
Use what you have learned in this chapter,
by creating a communication tools and
technology timeline.
17