Business Communication Today: Fifteenth Edition

Business Communication Today
Fifteenth Edition
Chapter 1
Professional Communication in a
Digital, Social, Mobile World
Copyright © 2021, 2018, 2016 Pearson Education, Inc. All Rights Reserved.
Learning Objectives (1 of 2)
1.1 Explain the importance of effective communication to
your career and to the companies where you will work.
1.2 Explain what it means to communicate as a professional
in a business context.
1.3 Contrast the conventional communication process
model with the social communication model.
Learning Objectives (2 of 2)
1.4 Identify five major benefits of business communication
technology and three major innovations that are
reshaping the practice of communication.
1.5 Define ethics, explain the difference between an ethical
dilemma and an ethical lapse, and list five guidelines for
making ethical communication choices.
1.6 Identify six related skills that you will have the
opportunity to develop as you work on your
communication skills in this course.
Understanding Why Communication Matters
• L O 1.1 Explain the importance of effective communication
to your career and to the companies where you will work.
Communication is Important to Your Career
• Your career will give you the opportunity to communicate,
collaborate and share ideas with many people, both inside
and outside your organization
• You may be an employee, executive, consultant or
freelancer to a company
• You may become an entrepreneur
• In all these roles, communication skills may be the single
most important skill you possess
Figure 1.1 Sharing Information
Communication is Important to Your Company
• Aside from personal benefits, communication should be
important to you because it is important to your company in
three essential areas:
– Operations
– Intelligence
– Relationships
What Makes Business Communication
Effective?
• Provide practical information
• Give facts rather than vague impressions
• Present information in a concise, efficient manner
• Clarify expectations and responsibilities
• Offer compelling, persuasive arguments and
recommendations
Communicating as a Professional
• L O 1.2 Explain what it means to communicate as a
professional in a business context.
Understanding What Employers Expect
From You
• Acquiring, processing, and sharing information.
• Using communication to foster positive working
relationships.
• Representing your employer in the public arena.
• Efficiently using the tools that your employer provides.
Elements of Professionalism
Communicating in an Organizational
Context (1 of 2)
• Every organization has a formal communication network
– Downward communication
– Upward communication
– Horizontal or lateral communication
• Every organization also has an informal communication
network
Communicating in an Organizational
Context (2 of 2)
Figure 1.4 Formal Communication Network
Adopting an Audience-Centered Approach
• Focus on the “You” Attitude
– Emotional Intelligence
– Business Etiquette
– What is important to your audience?
 Biases
 Education, Age, and Status
 Style
 Personal and Professional Concerns
Exploring the Communication Process
• L O 1.3 Contrast the conventional communication process
model with the social communication model.
The Conventional Communication Model
Figure 1.5 The Conventional Communication Process
Barriers in the Communication Environment
• Noise and distractions
• Competing messages
• Filters
• Channel breakdowns
Inside the Mind of Your Audience
• How Audiences Receive Messages
• How Audiences Decode Messages
• How Audiences Respond to Messages
How Audiences Receive Messages
• Consider audience expectations
• Make messages user-friendly
• Emphasize familiarity
• Practice empathy
• Design for compatibility
How Audiences Decode Messages
• Perception
• Selective Perception
• Cultural Beliefs
• Personal Beliefs
• Individual Thinking Styles
How Audiences Respond to Messages
• Must Remember Message
• Must Be Able to Respond As You Wish
• Must Be Motivated to Respond
Figure 1.6 How Shared Experience Affects
Understanding
Figure 1.7 The Social Communication
Model
Using Technology to Improve Communication
• L O 1.4 Identify five major benefits of business
communication technology and three major innovations that
are reshaping the practice of communication.
The Potential Benefits of Communication
Technology
• Greater effectiveness
• Greater efficiency
• Better and easier research
• Improved decision making
• Fewer barriers
Effective Use of Technology
• Keep technology in perspective
• Guard against information overload
• Use your tools wisely
• Use your tools efficiently
• Reconnect with people
The Spectrum of Contemporary
Communication Technology
• Social and Workgroup Communication Systems
• Mobile Communication
• Intelligent Communication Technology
Social and Workgroup Communication
Systems
• Social media are digital platforms that empower
stakeholders as participants in the communication process.
– Share content
– Revise content
– Respond to content
– Contribute new content
Mobile Communication
• Greater flexibility
• Enhance productivity and collaboration
• More engaging experiences for customers and other users
Rather than an extension of a traditional work computer,
mobile devices can be the primary interface that connects
employees to the company’s information networks.
Intelligent Communication Technology
• Artificial intelligence to enhance the communication
process.
• Machine learning and deep learning
• Natural language processing
• Computer vision
Committing to Ethical and Legal
Communication
• L O 1.5 Define ethics, explain the difference between an
ethical dilemma and an ethical lapse, and list five
guidelines for making ethical communication choices.
Ethical Communication
Ethics are the accepted principles of right and wrong that
govern behavior and decision making within a society.
• Includes all relevant information
• Is true in every sense
• Is not deceptive in any way
Forms of Unethical Communication
• Withholding information
• Distorting information
• Plagiarizing
Distinguishing Ethical Dilemmas from
Ethical Lapses
Ethical Dilemmas Ethical Lapses
Choosing among alternatives that are Clearly unethical choice

not clear-cut
Ensuring Ethical Communication
• Three Elements
– Ethical individuals
– Ethical company leadership
– Appropriate policies and structures
 Code of Ethics
 Ethics Audits
Ensuring Legal Communication
• Laws and Regulations Govern
– Promotional communication
– Contracts
– Employment communication
– Intellectual property
– Financial reporting
– Defamation
– Transparency requirements
Developing Skills for Your Career
• L O 1.6 Identify six related skills that you will have the
opportunity to develop as you work on your communication
skills in this course.
Skills Experts Say Are Vital for Success
• Critical Thinking
• Collaboration
• Knowledge application and analysis
• Business ethics and social responsibility
• Information technology skills
• Data literacy
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