2. Achieving Success Through Effective Business Communication
Chapter 1
Achieving Success Through Effective Business Communication
Discover how to excel in business and enhance your career through vital business communication skills.
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3. Learning Objectives
Explain the importance of effective communication to your career and to the companies where you will work
Explain what it means to communicate as a professional in a business context
Identify five unique challenges of business communication
Describe the communication process model and the ways social media are changing the nature of business communication
List four general guidelines for using communication technology effectively
Define ethics, explain the difference between an ethical dilemma and an ethical lapse, and list six guidelines for making ethical communication choices
LEARNING OBJECTIVES
After studying this chapter, you will be able to do the following:
Explain the importance of effective communication to your career and to the companies where you will work
Explain what it means to communicate as a professional in a business context
Identify five unique challenges of business communication
Describe the communication process model and the ways social media are changing the nature of business communication
List four general guidelines for using communication technology effectively
Define ethics, explain the difference between an ethical dilemma and an ethical lapse, and list six guidelines for making ethical communication choices
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4. Communication is Important to Your Career
Share Complex Ideas
Enhance Entrepreneurial Endeavors
Become an Effective Leader
In a business environment you need to be prepared to share complex ideas. Simplify your communications by being specific, including appropriate details, and by being concise. Even if you decide to work for yourself and build your own business your confidence will increase when you are able to communicate with a wide range of audiences, from attorneys to prospective investors. Additionally, whether you work for someone else or yourself, become an effective leader and Increase your odds of getting a new client or getting promoted to management by proving your ability to speak and write effectively.
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5. Communication is Important to Your Company
Influence Perceptions
Increase Productivity
Improve Employee
Satisfaction
Improve Decisions
Whether you are working for a company or for yourself, effective communication will contribute to an organization’s success. Persuade customers through clear, detailed, data driven, and ethical communications. Increase employee productivity and workplace satisfaction through practical, concise, factual communication. Improve decision making with timely and reliable information.
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6. Be An Effective Communicator
Provide Useful Information
Give Facts and Evidence
Be Concise
Be Clear
Explain Benefits
Provide useful information to recipients to aid them in responding to your message, where appropriate. Avoid including unnecessary and irrelevant details, instead provide practical content. Include all of the necessary facts and information in your messages and support your message with appropriate data or evidence to avoid being vague. Spend time editing your message to be concise. Don’t waste your audience’s time by including unnecessary content.
Review your message for clarity to ensure your audience understands the intended meaning and, where applicable, explain how your audience will benefit from your message.
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7. Professionalism Traits
Be the best
Be dependable
Be a team player
Be respectful
Be ethical
Be positive
Consider exhibiting the following traits in an organizational environment. Build your career by focusing on being your best. Keep your commitments and learn from mistakes. Contribute to the greater good and help out team members. Avoid being disrespectful, such as talking on your personal cell phone when you are in the office. Try to focus on the positive and avoid complaining about problems at work. Instead think about how you can help be a part of the solution to existing problems.
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8. What Employers Expect Organize Ideas Listen Actively Basic Technology
Skills
No matter how good you are at accounting, engineering, law, or whatever professional specialty you pursue, employers expect you to be competent at a wide range of communication tasks. In fact, employers start judging your ability to communicate before you even show up for your first interview, and the process of evaluation never really stops. Fortunately, the following skills that employers expect are the same skills that will help you advance in your career:
Organizing ideas and information logically and completely
Expressing ideas and information coherently and persuasively
Actively listening to others
Communicating effectively with people from diverse backgrounds and experiences
Using communication technologies effectively and efficiently
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9. What Employers Expect Adapt to Audiences Communicate Ethically
Manage Time &
Resources
Following accepted standards of grammar, spelling, and other aspects of high quality writing and speaking
Adapting your messages and communication styles to specific audiences and situations
Communicating in a civilized manner that reflects contemporary expectations of business etiquette
Communicating ethically, even when choices are not crystal clear
Managing your time wisely and using resources efficiently
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10. The Audience-Centered Approach
The “You” Attitude
Understanding
Respecting
Relating
Emotional Intelligence
An audience-centered approach means understanding and respecting the members of your audience, and making every effort to get your message across in a way that is meaningful to them. This approach is also known as adopting the “you” attitude (focusing on the audience), as opposed to writing messages that are about “me’ (focusing on yourself). Learn as much as you can about your audience, such as their biases, education, and personal and professional styles. If you are addressing strangers and unable to find out more about them, use your common sense and imagination to project yourself into their position.
This ability to relate to the needs of others is a key part of emotional intelligence, widely considered to be a vital characteristic of successful managers and leaders. The more you know about the people that you are communicating with, the easier it will be to relate to their needs—which, in turn, will make it easier for them to hear, understand, and respond to your message.
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11. Communicating in an Organizational Context
Formal
Informal
Upward Downward Horizontal
Grapevine Rumor Mill Social Media
In a formal communication network, information flows along the lines of command in a company’s organizational structure:
Upward communication flows from employees to executives.
Downward communication flows from executives to employees.
Horizontal communication flows between departments.
Every organization also has an informal communication network (a grapevine) that operates anywhere two or more employees are in contact. Some of this informal communication takes place naturally as a result of employee interaction both on the job and in social settings, and some of it takes place when the formal communication network does not provide the information that employees want. In fact, the inherent limitations of formal communication networks helped spur the growth of social media and the Business Communication 2.0 concept.
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12. Formal Communication Network
 The formal communication network is defined by the relationships between the various job positions in the organization. Messages can flow upward (from a lower-level employee to a higher-level employee), downward (from a higher-level employee to a lower-level employee), and horizontally (across the organization, between employees at the same or similar levels).
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13. Unique Challenges of Business Communication
Globalization of Business
Knowledge Workers
Technological Advancements
Evolution of Organizational Structures
Teamwork an Essential Competitive Advantage
Whether Consider the evolving role these unique business challenges present to an organization and it’s employees. A diverse workforce requires intercultural sensitivity. In order for companies to remain competitive employees must be knowledgeable in a variety of competitive areas. Today’s employee must know how to work with basic technology and be receptive to learning new tools as technology evolves. Additional unique business challenges require employees to be flexible in responding to diverse organizational environments and related leadership styles. Finally all worker’s must be able to flourish working in a group settings.
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14. Exploring The Communication Process
Even with the best intentions, communication efforts can fail. Messages can get lost or sim- ply ignored. The receiver of a message can interpret it in ways the sender never imagined. In fact, two people receiving the same information can reach different conclusions about what it means.
Fortunately, by understanding communication as a process with distinct steps, you can improve the odds that your messages will reach their intended audiences and produce their intended effects.
By viewing communication as a process, such as the following, you can identify and improve the skills that you need to be more successful.
The sender has an idea.
The sender encodes the idea as a message.
The sender produces the message in a transmittable medium.
The sender transmits the message through a channel.
The audience receives the message.
The audience decodes the message.
The audience responds to the message.
The audience sends feedback.
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15. Barriers to Effective Communication
Communication Barriers
Noise & Distraction
Audience Perception
Expectations
Audience Beliefs & Biases
Cultural Influences
Within any communication environment, messages can be disrupted by a variety of communication barriers including noise and distraction, filters, or channel breakdowns. Additionally, consider how your audience will receive a message and factor in their personal perceptions to anticipate their reaction. Finally keep in mind that how an audience extracts meaning from a message is influenced by the individual’s cultural experiences, background, etc.
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16. Social Communication Model
Interactive
Conversational
Active Participants
Social Media
The basic communication model reviewed in the previous slide shows how a single idea moves from one sender to one receiver. The social communication model on the other hand illustrates how new technologies have facilitated a more interactive and conversational approach to communication.
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17. Business Communications 1.0 Versus 2.0 Tendencies
Traditional business communication strategies tend to include limited channels for message distribution and they are typically unidirectional. Business communication 2.0 tendencies however encourage collaboration and message delivery through many channels.
his social communication model is interactive, conversational, and usually open to all who wish to participate. Audience members are no longer passive recipients of messages but active participants in a conversation. Social media have given customers and other stakeholders a voice they did not have in the past. And businesses are listening to that voice. In fact, one of the most common uses of social media among U.S. businesses is monitoring online discussions about a company and its brands.17
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18. Using Communication Technology
Aid to Interpersonal
Communication
Avoid Information
Overload
Use Productively
Reconnect With
People
Anyone who has used a computer knows that the benefits of technology are not automatic. The following methods can help you use communication technology effectively:
Keep technology in perspective. Technology is an aid to interpersonal communication, not a replacement for it. By focusing on your message and your audience, you can avoid falling into the trap of letting technology get in the way of successful communication.
Guard against information overload and information addiction. The overuse or misuse of communication technology can lead to information overload, in which people receive more information than they can effectively process. Beyond simple overload, some workers are beginning to show signs of information technology addiction—to the point of craving the stimulation of being connected practically around the clock, even while on vacation. As a recipient, you often have some level of control over the number and types of messages you choose to receive. Use the filtering features of your communication systems to isolate high-priority messages that deserve your attention. Also, be wary of subscribing to too many blog feeds, Twitter follows, Facebook updates, and other sources of recurring messages. Focus on the information you truly need to do your job.
Use technological tools productively. Facebook, Twitter, YouTube, IM, and other technologies are key parts of what has been called the “information technology paradox,” in which information tools can waste as much time as they save. Concerns over inappropriate use of social networking sites, for example, have led many companies to ban employees from accessing them during work hours.
Reconnect with people frequently. Even in the best circumstances, technology can not match the rich experience of person-to-person contact. Therefore, even enthusiastic users know that technology has limits. Remember to step out from behind technology frequently to learn more about the people that you work with—and to let them learn more about you.
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19. Technology Tools for Communication
Web-Based Meetings
Shared Online Workspaces
Blogging, Microblogging
Social Networking
Business Applications
Media Curation & Content Sharing
Crowdsourcing
The tools of business communication evolve with every advance in digital technology. The technologies highlighted in this chapter help businesses redefine the office, collaborate and share information, connect with stakeholders, and build communities of people with shared interests and needs.
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20. Commit to Ethical Communications
True in Every Sense
Includes Relevant Information
Not Deceptive in
Any Way
Ethics are the accepted principles of conduct that govern behavior within a society. Put another way, ethical principles define the boundary between right and wrong. Ethical communication is true in every sense, includes all relevant information, and is not deceptive in any way.
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21. Unethical Communication
Plagiarism
Selective Misquoting
Distorting Visuals
Omitting Information
Misrepresenting Data
Abusing Privacy or Security
Unethical communication can include falsehoods and misleading information. Some examples of unethical business communication include the following:
Plagiarism. Stealing someone else’s words or other creative products and ideas and claiming them as your own.
Selective misquoting. Deliberately omitting damaging or unflattering comments to paint a better (but untruthful) picture of you or your company.
Distorting visuals. Making a product look bigger or changing the scale of graphs and charts to exaggerate or conceal differences.
Omitting essential information. If your audience needs certain information to make intelligent, objective decisions, then that information is essential.
Misrepresenting numbers. Falsifying statistics or manipulating data to support your assertions.
Failing to respect privacy or information security needs. Failing to respect the privacy of others or failing to protect information entrusted to your care can also be considered unethical.
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22. Unethical Communication Sample
SunStar Sports
Confidential Memorandum
“SUBJECT: Pegasus market confirmation”
In addition to being misleading, using “confirmation” in the subject line slants readers’ perceptions before they have a chance to read the research results and decide for themselves.
“Given the momentum we’ve already built up, coupled with this powerful endorsement of the concept, we’re confident the executive committee will reach the same strategic conclusion that we have and continue funding the project.”
The writers bias the conversation again by implying that the executive committee would be making a mistake if it disagreed with them.
Figure 1.8 Unethical Communication The writers of this memo clearly want the company to continue funding their pet project, even though the marketing research doesn’t support such a decision. By comparing this memo with the version shown in Figure 1.9, you can see how the writers twisted the truth and omitted evidence in order to put a positive “spin” on the research.
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23. Ethical Communication Sample
SunStar Sports
Confidential Memorandum
“SUBJECT: Market research summary for Pegasus project”
The neutral subject line doesn’t try to “sell” the conclusion before readers have the opportunity to review the evidence
for themselves.
“We recommend that further development be put on hold until the design can be clarified and validated with another round of consumer testing.”
The recommendation states clearly and honestly that the project probably will not live up to original hopes.
Figure 1.8 Unethical Communication The writers of this memo clearly want the company to continue funding their pet project, even though the marketing research doesn’t support such a decision. By comparing this memo with the version shown in Figure 1.9, you can see how the writers twisted the truth and omitted evidence in order to put a positive “spin” on the research.
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24. General Ethical Guidelines
Have you defined the situation?
Why are you communicating?
What impact will your message have?
What good or harm will be achieved?
Will your assumptions change?
Are you comfortable with the decision?
Whether or not formal guidelines are in place, every employee has the responsibility to communicate in an ethical manner. In the absence of clear guidelines, ask yourself the following questions about your business communications:
Have you defined the situation fairly and accurately?
What is your intention in communicating the message?
What impact will the message have on the people who receive it, or who might be affected by it?
Will the message achieve the greatest possible good while doing the least possible harm?
Will the assumptions that you have made change over time? That is, will a decision that seems ethical now seem unethical in the future?
Are you comfortable with your decision? Would you be embarrassed if it were printed in tomorrow’s newspaper or spread across the Internet? Think about a person whom you admire and ask yourself what he or she would think of your decision.
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25. Summary of Objectives
This section covered the following elements involved in Committing to Ethical Communications:
The Importance of effective communication to your career and to the companies where you will work
What it means to communicate as a professional in a business context
Five unique challenges of business communication
The communication process model and the ways social media are changing the nature of business communication
Four general guidelines for using communication technology effectively
Definition of Ethics and an explanation of the difference between an ethical dilemma and an ethical lapse, and list six guidelines for making ethical communication choices
Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

26. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall