Chapter 1

Achieving Success
Through Effective
Business
Communication
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Learning Objectives
Learn why communication matters
Identify skills todays employers expect
Learn the audience-centered approach
Assess the communication process
Review communication technology
Explore ethical communication

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Understanding Why
Communication Matters

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Career Success
Leadership
Management

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Communication and Your

Company
Closer ties with the marketplace
Conversations, perceptions and trends
Productivity and problem solving
Financial results and returns

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Communication and Your

Company
Warning of potential problems or issues
Stronger business decision making
Clear, persuasive marketing messages
Employee engagement and satisfaction

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Effective Communication
Practical information
Factual information
Concise, efficient information
Clear expectations and responsibilities
Persuasion and recommendations

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Communicating in Todays
Global Business
Environment

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Unique Challenges of
Business Communication
Globalization and diversity
Information value
Pervasiveness of technology
Evolving organizational structures
Reliance on teamwork

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Globalization and Diversity

Opportunities and challenges
Products and markets
Business partnerships
Workers and executives

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Business Information Value

Knowledge workers
Competitive insights
Customer needs
Regulations and guidelines

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Pervasive Technology
Communication
Skill requirements
Competitive advantage

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Organizational
Structures and
Leadership
Styles
Tall structures

Flatter structures
Flexible structures
Corporate cultures

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Reliance on Teamwork
Business usage
Complex dynamics
Communication skills

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What Employers Expect

Organizing ideas and information
Expressing ideas and information
Listening actively to others
Communicating with diverse groups
Using communication technology

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What Employers Expect

Writing and speaking effectively
Applying business etiquette
Communicating ethically
Managing time and resources
Lifelong learning

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Organizational Context
Internal communication
Formal: upward, downward, horizontal
Informal: the grapevine

External communication
Formal: marketing and public relations
Informal: industry gatherings and social
networking
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Center on Audience
Audience focus
The you attitude
Emotional intelligence
Business etiquette

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Exploring the
Communication Process

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The Communication
Model
1. Sender has an idea
2. Sender encodes the idea
3. Sender produces the message
4. Sender transmits the message

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The Communication
Model
5. Audience gets the message
6. Audience decodes the message
7. Audience responds to the message
8. Audience provides feedback

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External Barriers
Noise and distractions
Competing messages
Filtering of messages
Channel breakdowns

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Audience Mindset
Receiving
Decoding
Responding

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Business Communication
2.0
Traditional model
Broadcasting and publishing

Social model
Interaction and conversation

Hybrid model
Social model and traditional model
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Using Technology to
Improve Business
Communication

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Maintain Perspective
Technology
Business tools
Business value

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Guard Against Problems

Information overload
Technology addiction

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Productive Use of
Technology
Policies
Guidelines
Training

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Reconnect with People

Face-to-face contact
Telephone conversations

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Committing to Ethical and

Legal Communication

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Unethical
Communication
Committing plagiarism
Omitting essential information
Selective misquoting
Misrepresenting numbers
Distorting visuals
Ignoring privacy or security
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Ethical Questions
Ethical dilemma
Stakeholders: conflicting loyalties and
difficult tradeoffs

Ethical lapse
Business pressures: illegal and
unethical choices

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Ethical Communication
Individual employees
Company leadership
Policies and structures

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All rights reserved. No part of this publication may be reproduced, stored in a

retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written
permission of the publisher. Printed in the United States of America.

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