Achieving Success
Through Effective
Business Communication
© Prentice Hall, 2008
Excellence in Business Communication, 8e
Chapter 1 - 1
Achieving Success in Today’s
Competitive Environment
• Competing for jobs
• Winning customers
– Writing
– Speaking
– Listening
– Adapting
© Prentice Hall, 2008
Excellence in Business Communication, 8e
Chapter 1 - 2
Effective Communication
• Faster decision making and problem
solving
• Earlier warning of potential problems
• Improved productivity and work flow
• Stronger business relationships
© Prentice Hall, 2008
Excellence in Business Communication, 8e
Chapter 1 - 3
Effective Communication
• Stronger marketing messages
• Enhanced professional image
• Lower turnover and higher employee
retention
• Better results and higher returns for
investors
© Prentice Hall, 2008
Excellence in Business Communication, 8e
Chapter 1 - 4
Communication in
Organizational Settings
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Internal communication
External communication
Formal communication
Informal communication
© Prentice Hall, 2008
Excellence in Business Communication, 8e
Chapter 1 - 5
Internal Communication
• Formal communication network
– Upward
– Downward
– Horizontal
• Informal communication network
– The grapevine
– Unofficial lines of power
© Prentice Hall, 2008
Excellence in Business Communication, 8e
Chapter 1 - 6
External Communication
• Formal contacts
– Marketing
– Public relations
• Informal contacts
– Industry gatherings
– Social networking
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Excellence in Business Communication, 8e
Chapter 1 - 7
Recognizing Effective
Communication
• Practical information
• Factual information
• Concise, efficient information
• Clear expectations and responsibilities
• Persuasive arguments and
recommendations
© Prentice Hall, 2008
Excellence in Business Communication, 8e
Chapter 1 - 8
What Employers Expect
• Organizing ideas and information
• Expressing ideas and information
• Listening effectively
• Communicating with people from
diverse backgrounds
© Prentice Hall, 2008
Excellence in Business Communication, 8e
Chapter 1 - 9
What Employers Expect
• Using communication technologies
• Delivering high-quality speaking and
writing
• Practicing business etiquette
• Communicating ethically
© Prentice Hall, 2008
Excellence in Business Communication, 8e
Chapter 1 - 10
Why Is Business
Communication Unique?
• Globalization and diversity
• Information value
• Pervasiveness of technology
• Reliance on teamwork
• New corporate structures
• Communication barriers
© Prentice Hall, 2008
Excellence in Business Communication, 8e
Chapter 1 - 11
Increasing Value of Business
Information
• Knowledge workers
– Competitive insights
– Customer needs
– Regulations and guidelines
© Prentice Hall, 2008
Excellence in Business Communication, 8e
Chapter 1 - 12
Globalization
and Workforce Diversity
• Globalization
– Market products
– Partner with businesses
– Employ workers and executives
• Workforce diversity
– Communication challenges
– Competitive advantages
© Prentice Hall, 2008
Excellence in Business Communication, 8e
Chapter 1 - 13
Pervasive Technology
• Voice systems
• Virtual agents
• Mobile communication
• Networking advances
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Excellence in Business Communication, 8e
Chapter 1 - 14
Evolving Organizations
• Tall structures
• Flatter structures
• Flexible structures
• Corporate cultures
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Excellence in Business Communication, 8e
Chapter 1 - 15
Reliance on Teamwork
• Full-time assignments
• Temporary projects
• Communication challenges
© Prentice Hall, 2008
Excellence in Business Communication, 8e
Chapter 1 - 16
Effective Communication
• Connect with the audience
• Minimize communication barriers
• Use audience-centered approach
• Improve communication skills
• Provide constructive feedback
• Observe business etiquette
© Prentice Hall, 2008
Excellence in Business Communication, 8e
Chapter 1 - 17
Connect with the Audience
• The communication process
• Barriers to communication
• Inside the mind of the audience
© Prentice Hall, 2008
Excellence in Business Communication, 8e
Chapter 1 - 18
The Communication Process
1. Sender has an idea
2. Sender encodes the idea
3. Sender produces the message
4. Sender transmits the message
5. Audience gets the message
6. Audience decodes the message
7. Audience responds to the message
8. Audience provides feedback to sender
© Prentice Hall, 2008
Excellence in Business Communication, 8e
Chapter 1 - 19
Communication Barriers
• Noise and distractions
• Competing messages
• Filtering of messages
• Channel breakdowns
© Prentice Hall, 2008
Excellence in Business Communication, 8e
Chapter 1 - 20
The Mind of the Audience
• Receiving messages
• Decoding messages
• Responding to messages
© Prentice Hall, 2008
Excellence in Business Communication, 8e
Chapter 1 - 21
Receiving Messages
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Consider audience expectations
Ensure ease of use
Emphasize familiarity
Practice empathy
Design for compatibility
© Prentice Hall, 2008
Excellence in Business Communication, 8e
Chapter 1 - 22
Decoding Messages
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Cultural issues
Individual beliefs
Language differences
Thinking styles
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Excellence in Business Communication, 8e
Chapter 1 - 23
Responding to Messages
• Memory
• Ability
• Motivation
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Excellence in Business Communication, 8e
Chapter 1 - 24
Minimizing Distractions
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Use common sense
Be courteous
Respect personal differences
Insulate yourself
Avoid unnecessary messages
Prioritize messages
Recognize your feelings
Anticipate emotional reactions
© Prentice Hall, 2008
Excellence in Business Communication, 8e
Chapter 1 - 25
Audience-Centered Approach
• The “you” attitude
– Focus on your audience
– Care about your audience
• Emotional intelligence
– Learn about your audience
– Relate to your audience
© Prentice Hall, 2008
Excellence in Business Communication, 8e
Chapter 1 - 26
Build Communication Skills
• On-the-job training
• Communication classes
© Prentice Hall, 2008
Excellence in Business Communication, 8e
Chapter 1 - 27
Giving and Responding to
Feedback
• Constructive feedback
– Process focused
– Outcome focused
• Destructive feedback
– Personal attacks
– Unclear guidelines
© Prentice Hall, 2008
Excellence in Business Communication, 8e
Chapter 1 - 28
Etiquette in Business
• Respect
• Courtesy
• Common sense
© Prentice Hall, 2008
Excellence in Business Communication, 8e
Chapter 1 - 29
Communication Technology
• Maintaining perspective
• Improving productivity
• Reconnecting with people
© Prentice Hall, 2008
Excellence in Business Communication, 8e
Chapter 1 - 30
Ethical Communication
• Includes relevant information
• Is true in every sense
• Not deceptive in any way
© Prentice Hall, 2008
Excellence in Business Communication, 8e
Chapter 1 - 31
Unethical Communication
• Plagiarism
• Selective misquoting
• Misinterpreting numbers
• Distorting visuals
© Prentice Hall, 2008
Excellence in Business Communication, 8e
Chapter 1 - 32
Making Ethical Choices
• Ethical dilemma
– Stakeholders
• Conflicting loyalties
• Difficult tradeoffs
• Ethical lapse
– Business pressures
• Illegal choices
• Unethical choices
© Prentice Hall, 2008
Excellence in Business Communication, 8e
Chapter 1 - 33
Ensuring Ethical Business
Communication
• Individual employees
• Corporate leadership
• Policies and structures
© Prentice Hall, 2008
Excellence in Business Communication, 8e
Chapter 1 - 34
Legal and Ethical Behavior
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Promotions
Contracts
Employment
Intellectual property
Financial reporting
Defamation
© Prentice Hall, 2008
Excellence in Business Communication, 8e
Chapter 1 - 35