Business Communication for Success Chapter 2
2.0.1 What is
successful business
communication?
2.1.1 What is
language?
2.1.2 What is the role
of language in
perception and the
communication
process?
2.2.1 What are three
different types of
messages and their
functions?
2.2.2 What are five
different parts of a
message and their
functions?
Writing and speaking well, being articulate with words, understanding the
culture of ourselves and those around us, and making your meaning clear.
“a system of symbols, words and/or gestures used to communicate
meaning”. Language changes depending on where you are in the world and
the context you are in. The words we use have multiple meanings and we in
context give them meaning.
Language is bound by context and by the receiver’s ability to interpret the
message we are sending. Within the communication process, language, at
times, may cause interference because the receiver has a different context
or perception of the word or message. “The meaning we associate with [a
word] may not be what we intended.” In one language a word may have a
one meaning but it is changed when you move to another language.
1. Primary message: “The intentional content in a message, both verbal and
nonverbal.” For example the words you say in a greeting such as “Here,
have a seat” are your primary message. Even still, someone may
misunderstand the expression if they are unfamiliar with the expression.
2. Secondary message: “The unintentional content in a message, both
verbal and nonverbal.” For example, your speech patterns, age, gender,
how well you are put together all give your audience a perception of you on
both the negative and positive levels.
3. Auxiliary message: “The intentional and unintentional ways a primary
message is communicated.” For example, the way you say something, the
gestures you use, your posture, or your rate of speech have an effect on the
way your message is interpreted. All of these attributes tell the receiver an
underlying message.
1. Attention statement: “the way you focus the audience’s attention on you
and your speech” For example, introducing yourself, “telling them how your
message can benefit them”, or telling a joke or story that connects to your
message can grab the audience’s attention.
2. Introduction: “part of a speech that establishes a relationship with your
audience and clearly states your topic” During your introduction you can
draw on familiar or shared experiences with your audience, tell them your
credentials, why they should listen to you, or why this topic is important to
you.
3. Body: “main content area of a speech” In your body, make your points
clear, provide support for them, and guide your listeners through your
speech with smooth transition.
4. Conclusion: “part of the speech that provides the audience with a sense
of closure by summarizing the main points and relating the points to the
overall topic” In your conclusion, summarize your main points but not
simply restate them. Give your audience the feeling you accomplished what
you set out to do.
5. Residual message: “message or thought that stays with your audience”
This message is the main idea that you want them to remember later.
Business Communication for Success Chapter 2
2.3.1 What are the five
key principles of verbal
communication?
2.3.2 How do the rules
of syntax, semantics,
and context govern
language?
2.3.3 How does
language serve to
shape our experience
of reality?
2.4.1 What are six ways
in which language can
be an obstacle or
barrier to
communication?
2.4.2 What are the
differences among
clichés, jargon, and
slang?
2.4.3 What is the
difference between
sexist or racist
language and
legitimate references
to gender or race in
1. Language has rules: syntax or order of words, semantics or nuanced
meaning of words, and context or what’s going on behind the words
(situational knowledge).
2. Our reality is shaped by our language: the way we view the world or
understand the world is shaped by the type or amount of language that we
have to interpret our culture.
3. Language is arbitrary and symbolic: We give words symbols which stand
for concepts in our experience. For example, if I taught my dog that the
word “sit” means to make a sound come from her throat, that is the
meaning to her. A word simply means what we, as a culture, create. Look at
all of our new and old slang words as another example.
4. Language is abstract: Words “may describe an important idea or concept,
but the very act of labeling and invoking a word simplifies and distorts our
concept of the thing itself.” Think of the word “love” and all its varied
meanings. I love my husband. I love chocolate. I love my daughter. I love
that dress.
5. Language organizes and classifies reality:
These three rules work in tandem to help the receiver interpret the
message. Errors in syntax and semantics can completely change the
meaning of a message, just as even with errors, sometimes a receiver can
correctly interpret a message, especially with enough context clues.
We learn our values through our use of language. Our knowledge of words
and their many meanings can impact our understanding of the world
around us. For example, someone who has studied the Bible extensively
will have a different understanding of the word “hallowed” than someone
who has not. Someone who has grown up around people who cuss will
react differently to hearing curse words than someone who has not.
1. Cliché
2. jargon
3. slang
4. sexist and racist language
5. euphemisms: substitute an acceptable word or phrase for an offensive,
controversial, or unacceptable one. For example, “passed away” instead of
died.
6. doublespeak: “deliberate use of words to disguise, obscure, or change
meaning”
Clichés are overused expressions that often sound silly or boring, while
jargon refers to terms that are technical in nature and apply to a specific
occupation or group. Slang, on the other hand, are words whose meanings
are invented or changed to give new meaning to the phrases. Clichés have
been around for a long time while slang changes on a regular basis.
Sexist or racist language are used to discriminate against a group while
legitimate references are done with respect and with a genuine purpose
such as the number of women attending a particular conference compared
with men in order to analyze marketing techniques.
Business Communication for Success Chapter 2
business
communication?
2.5.1 What are four
strategies that can give
emphasis to your
message?
2.5.2 What is an
effective use of visuals
in an oral or written
presentation?
2.5.3 How are
signposts, internal
summaries and
foreshadowing, and
repetition effectively
used in presentations?
2.6.1 What are the six
strategies for
improving verbal
communication?
2.6.2 What would the
appropriate use of
definitions in oral and
written presentation
look like?
2.6.3 How do you
assess an audience,
choose appropriate
tone, and check for
understanding and
results in an oral and
written presentation?
1. visual communication: images
2. signposts: key words that indicate a change
3. internal summaries and foreshadowing: review what has been covered
and indicates what is coming up
4. repetition: purposefully saying a word or phrase over and over to make it
memorable
Visuals need to be directly connected to your message and purposeful in
that they add meaning or clarity to the words you are using. They should be
carefully researched, organized, and presented.
These strategies are used effectively when they are carefully and
purposefully placed to help the audience follow the organization of your
presentation and to leave a lasting memory of what you want your
audience to remember. For example, saying you have three main points
and then numbering them off as you go helps your audience keep track of
where you are and what to look for. Saying “in conclusion” let’s your
audience know that you are wrapping up your presentation that they can
expect to hear your most important message summed up.
1. define your terms: think about words that might be unfamiliar to your
audience; either substitute it or define it.
2. choose precise words: use words that paint a vivid, accurate picture.
3. consider your audience: think about your audience’s knowledge,
comfort, and expectations.
4. take control of your tone: be sure your tone matches your intentions.
Read your document out loud to see how it sounds and get feedback from
others.
5. check for understanding: in face-to-face comm. watch for body language
that indicates understanding or confusion.
6. Be results oriented: begin with the end in mind, get feedback, and meet
your deadline!
You could state the meaning directly or rephrase it in different terms, or
you could give examples or illustrations that show the meaning.
You assess an audience by asking them questions, looking at their body
language, and by asking them for verbal feedback. You choose an
appropriate tone by making it match your intentions—get feedback on how
it sounds. You check for understanding by using an audience’s feedback—
verbal and body language.