C
H
1
A
P
T
E
R
Facing Today’s
Communication Challenges
Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning
Learning Objectives
 Examine the process of communication.
 Understand the powerful effect culture has on
communication.
 Compare key North American cultural values
with those of other cultures.
 Describe methods for improving cross-cultural
communication.
 Discuss the effects of changing markets, work
practices, and workforce diversity.
Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning
Learning Objectives
 Identify specific techniques that develop
effective communication among diverse
workplace audiences.
 Explain how computer technologies help
business communicators collect information and
process words.
 Explain how electronic mail and presentation
software enhance communication for
businesspeople.
Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning
The Communication Process
Communication is the transmission of
information and meaning from one
individual or group to another.
Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning
The Communication Model
Sender
Has
Idea
Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning
The Communication Model
Sender
Has
Idea
Sender
Encodes
Message
Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning
The Communication Model
Sender
Has
Idea
Sender
Encodes Channel Carries Message
Message
Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning
The Communication Model
Sender
Has
Idea
Sender
Encodes Channel Carries Message
Message
Receiver
Decodes
Message
Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning
The Communication Model
Sender
Has
Idea
Sender
Encodes Channel Carries Message
Message
Receiver
Decodes
Message
Receiver
Understands
Message
Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning
The Communication Model
Sender
Has
Idea
Sender
Encodes Channel Carries Message
Message
Receiver
Decodes
Message
Receiver
Understands
Message
Feedback
Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning
Communication Model
Expanded
Stimulus
Encoding
Understanding
Decoding
Person A
Sending Channel
B
A
R
R
I
E
R
S
Feedback Channel
Decoding
Understanding
Encoding
Person B
Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning
Factors Affecting Receiver
Understanding
Form and appearance of message
Subject of the message
Attitude toward the message
Communication skills
Physical conditions
Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning
Barriers to Communication
Physical distractions
Long communication chains
Lack of interest in the message
 Emotional interference
Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning
Overcoming Barriers to
Communication
Realize that communication is imperfect.
Adapt the message to the receiver.
Improve your language and listening skills.
Question your preconceptions.
Plan for feedback.
Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning
Culture and Communication
Good communication demands special
sensitivity and skills when communicators
are from different cultures.
Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning
Dimensions of Western
Culture
Individualism
Initiative
Self-assertion
Personal
achievement
Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning
Dimensions of Western
Culture
Informality
 In
dress
 Less
emphasis placed on rituals, ceremonies,
rank
Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning
Dimensions of Western
Culture
Communication style
 Value
directness
 Impatient
 Use
with delays
words literally
Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning
Dimensions of Western
Culture
Time orientation
 Precious
 Correlates
 Limited
with productivity
supply
Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning
Controlling Ethnocentrism and
Stereotyping
Avoid ethnocentrism (the belief that one’s
culture is superior; judging others by one’s
cultural norms).
Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning
Controlling Ethnocentrism and
Stereotyping
Develop tolerance.
 Practice
empathy.
 Become
nonjudgmental.
 Celebrate
 Develop
diversity.
patience.
Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning
Controlling Ethnocentrism and
Stereotyping
Move beyond stereotypes.
 Look
beneath surface.
 Discover
individual personal qualities.
Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning
Adapting Oral Messages to
Intercultural Audiences
 Learn some language of the host country.
 Use plain English.
 Observe nonverbal communication.
 Encourage feedback.
 Check frequently for comprehension.
 Speak slowly and enunciate clearly.
 Accept blame for any misunderstandings.
 Listen without interrupting.
Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning
Adapting Written Messages to
Intercultural Audiences
Use a translator for important and persuasive
documents and those with wide distribution.
Write with short sentences and short
paragraphs.
Include relative pronouns (that, which, who).
Use precise, simple words (end instead of
terminate).
Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning
Adapting Written Messages to
Intercultural Audiences
Avoid contractions (they are instead of
they're).
Avoid idioms (right as rain), slang (burned
out), acronyms (snafu), abbreviations (ad, rep),
and jargon (green mail).
Write out most numbers; for money, use the
listener's currency.
Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning
Changing the Structure of
Business
Businesses will adopt the following practices:
Team-oriented management
Employee empowerment
Flattened organizations
Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning
Identifying the Benefits of
Diversity
Diversity benefits:
Consumers
Work teams
Business organizations
Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning
Communicating Effectively in
a Diverse Workplace
Invite, use, and give feedback.
Make fewer assumptions.
Learn about your cultural self.
Learn about other cultures and identity
groups.
Seek common ground.
Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning
Communicating Effectively in
a Diverse Workplace
Understand the value of differences.
Don’t expect conformity.
Create zero tolerance for bias and
stereotypes.
Practice focused, thoughtful, and openminded listening.
Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning
Using Communication
Technologies
Information collection
Word processing
Electronic mail
Presentations
Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning
Using Communication
Technologies
Information Collection
Use internal company databases for such
information as customer names, addresses,
preferences.
Use commercial on-line services, such as
Electric Library Canada and Lexis-Nexis, to
collect specialized information.
Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning
Using Communication
Technologies
Information Collection
Use Sympatico and AOL Canada for
cheaper, generalized services.
Use Internet for access to World Wide Web
sites.
Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning
Using Communication
Technologies
Word Processing
Learn to use features of your program
competently.
Develop keyboarding skills so that you can
compose quickly and accurately.
Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning
Using Communication
Technologies
Electronic Mail
Eliminates “telephone tag” and cuts
telephone bills.
Improves response time and reduces timezone barriers.
Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning
Using Communication
Technologies
Electronic Mail
Enables writer to digest message and
respond thoughtfully.
Reduces paper use, filing space, and printer
use.
Major Disadvantage: Information over-load
resulting from mass of unsorted messages.
Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning
Using Communication
Technologies
Presentations
Windows-based graphics programs produce
professional presentations.
Most popular programs are Corel
Presentations and Microsoft PowerPoint.
Templates help beginners create special
effects.
Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning
Try Your Skill
1. Encoding is the process of:
a. Creating a meaningful dialogue.
b. Selecting and organizing symbols to
represent a message.
c. Understanding the meaning of a message.
Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning
Try Your Skill
1. Encoding is the process of:
a. Creating a meaningful dialogue.
b. Selecting and organizing symbols to
represent a message.
c. Understanding the meaning of a message.
Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning
Try Your Skill
2. Decoding is the process of:
a. Avoiding noise and interference.
b. Selecting and organizing symbols for
feedback.
c. Interpreting the meaning of
communicated symbols.
Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning
Try Your Skill
2. Decoding is the process of:
a. Avoiding noise and interference.
b. Selecting and organizing symbols for
feedback.
c. Interpreting the meaning of
communicated symbols.
Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning
Try Your Skill
3. Stereotyping can be defined as:
a. Belief in the superiority of one’s own
race.
b. Oversimplified behavioural pattern
applied uncritically to groups.
c. Empathic, appreciating beliefs and
practices differing from your own.
Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning
Try Your Skill
3. Stereotyping can be defined as:
a. Belief in the superiority of one’s own
race.
b. Oversimplified behavioural pattern
applied uncritically to groups.
c. Empathic, appreciating beliefs and
practices differing from your own.
Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning
Try Your Skill
4. Ethnocentrism can be defined as:
a. Belief in the superiority of one’s own
race.
b. Oversimplified behavioural pattern
applied uncritically to groups.
c. Sympathetic and appreciating beliefs and
practices differing from your own.
Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning
Try Your Skill
4. Ethnocentrism can be defined as:
a. Belief in the superiority of one’s own
race.
b. Oversimplified behavioural pattern
applied uncritically to groups.
c. Sympathetic and appreciating beliefs and
practices differing from your own.
Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning
Try Your Skill
List four electronic resources you can use to
collect business information.
1.
2.
3.
4.
Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning
Try Your Skill
List four electronic resources you can use to
collect business information.
1. Internal company databases
2. Commercial on-line services
3. Generalized services
4. The Internet
Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning
Try Your Skill
Select the communication technology that . . .
1. Is a collection of voluntarily linked
computer networks.
a. Word processing
b. Internet
c. Electronic mail
Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning
Try Your Skill
Select the communication technology that . . .
1. Is a collection of voluntarily linked
computer networks.
a. Word processing
b. Internet
c. Electronic mail
Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning
Try Your Skill
Select the communication technology that . . .
2. Carries messages electronically over
networks connected by telephone lines and
satellites.
a. Word processing
b. Internet
c. Electronic mail
Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning
Try Your Skill
Select the communication technology that . . .
2. Carries messages electronically over
networks connected by telephone lines and
satellites.
a. Word processing
b. Internet
c. Electronic mail
Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning
Try Your Skill
Select the communication technology that . . .
3. Is software used to write, edit, and format
letters and other business documents.
a. Word processing
b. Internet
c. Electronic mail
Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning
Try Your Skill
Select the communication technology that . . .
3. Is software used to write, edit, and format
letters and other business documents.
a. Word processing
b. Internet
c. Electronic mail
Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning
Essentials of Business Communication Third Canadian Edition by Mary Ellen Guffey and Brendan Nagle Copyright 2000 Nelson Thomson Learning