1.

0 Business communication
No other skill can help your career in as many ways as communication. Discover what business
communication is all about, why communication skills are essential to your career, how social and
mobile technologies are revolutionizing business communication, and how to adapt your
communication experiences in life and college to the business world. Improve your skills in such vital
areas as team interaction, etiquette, listening, and nonverbal communication. Explore the
advantages and the challenges of a diverse workforce and develop the skills that every
communicator needs to succeed in today's global, multicultural business environment.

1.1 Introduction to business communication

1.1.1. Understanding Why Communication Matters
Communication is the process of sharing information and meaning between people using various
media and channels. It involves exchanging data, information, insights, and inspiration in a way that
benefits both the sender and the receiver. Whether it's a simple smile or a complex social media
program, communication is about sharing and mutual benefit.

Communication can take various forms, including successful information sharing, negotiations where
both parties agree on meaning, and unsuccessful attempts where the message is misunderstood.

In this course, you'll work on improving your communication skills, and it's important to know why
it's worthwhile. Good communication skills are crucial for your career and beneficial for any
company you work for.

1.1.2. Communication is Important to Your Career

Improving your communication skills is incredibly important for your career. Even the best ideas are
ineffective if you can't express them clearly. Jobs like sales and customer support rely heavily on
communication. In fields like engineering or finance, you'll need to convey complex ideas to various
audiences, not just colleagues in your field. If you have entrepreneurial aspirations, you'll need to
communicate with investors, regulators, employees, and more.

The modern job landscape includes short-term or project-based work, where good communication is
crucial as you won't have the support network of a permanent job. If you start a company or move
into an executive role, effective communication will be a significant part of your daily
responsibilities. Top executives spend most of their time communicating, so strong communication
skills are essential for career success.
These three conversations between a software project manager and their boss show different ways
information is shared:

i. In the top exchange, the message is clear, and the receiver accepts it without question.
ii. In the middle exchange, both sender and receiver discuss and negotiate the meaning,
reaching an understanding that there's a higher risk of a schedule delay.
iii. In the bottom exchange, the receiver interprets the word "think" negatively and forms their
own meaning, implying that things are probably not fine, despite what the sender said.

These examples illustrate how communication can vary in interpretation and understanding.

Improving your communication skills is the most important career step. Many people excel in their
professions, but fewer are strong communicators. This skill can make you stand out in the job
market. Many employers are frustrated with the communication skills of employees, especially
recent college graduates who struggle to adapt to a professional environment. Learning to write,
speak, listen effectively, and adapt your communication style will give you a significant advantage in
your career

1.1.3. Communication is Important to Your Company

Effective communication benefits both you and your company in many ways:
• Builds trust between individuals and organizations.
• Strengthens connections with important market communities.
• Offers opportunities to shape conversations and trends.
• Enhances productivity and problem-solving.
• Leads to better financial results and investor satisfaction.
• Provides early warnings of potential issues.
• Supports informed decision-making.
• Delivers clear and persuasive marketing messages.
• Boosts employee engagement, satisfaction, and retention.

1.1.4. What Makes Business Communication Effective?

Effective business communication strengthens connections with stakeholders. To make it effective,
follow these principles:

 Provide practical information that helps recipients act or understand company policies.
 Use facts, not vague impressions, with clear, convincing, accurate, and ethical information.
 Be concise to respect people's time and increase positive responses.
 Clarify expectations and responsibilities in your messages.
 Offer compelling, persuasive arguments and show the benefits of following your message.
These principles improve communication effectiveness and can be applied to both simple and
complex topics.

1.1.5. Communicating as Professional

Being a professional means performing at a high level with purpose and pride. It goes beyond just
doing the minimum and collecting a pay check; true professionals make meaningful contributions.
Professionalism consists of six traits: striving for excellence, dependability, teamwork, etiquette,
ethics, and a positive outlook. Effective communication is essential for all of these traits, as it enables
collaboration, conflict resolution, and interaction with different personalities. Without strong
communication skills, you can't reach your potential, and others won't see you as the professional
you aspire to be.
The top email seems fine at first but has several problems when compared to the improved version
at the bottom, noted as (a) through (h).
1.1.6. Elements of Professionalism
To be respected as a true professional, develop these six qualities. This section offers a brief look at
the skills employers will expect you to have, the nature of communication in an organizational
environment, and the importance of adopting an audience-centred approach.

1.1.7. Understanding What Employers Expect from You

Employers expect you to have a range of communication skills that also benefit your career:
 Digital information fluency: Finding and using information effectively, especially online.
 Organizing ideas logically.
 Expressing ideas clearly and persuasively.
 Active listening.
 Communicating with diverse people.
 Using technology efficiently.
 Maintaining good writing and speaking standards.
 Practicing business etiquette, even with difficult audiences.
 Ethical communication, even in tough situations.
 Time management and resource efficiency.
 Critical thinking: Evaluating evidence to form logical conclusions.
You'll practice these skills in this course, but remember to keep improving them throughout your
career.

In a business environment, you need to apply your communication skills differently than in social or
academic settings. Organizations have formal communication networks where information flows
along the lines of command: downward (from executives to employees), upward (from employees to
executives), and horizontally (between departments).

Besides the formal network, there's also an informal one called the grapevine or rumor mill. This
informal communication happens naturally through employee interactions and can also occur when
the formal network doesn't provide needed information. The limitations of formal networks have led
to the growth of social media in business.
1.1.8. Communication in Organizational Context
In a business environment, you need to apply your communication skills differently than in social or
academic settings. Organizations have formal communication networks where information flows
along the lines of command: downward (from executives to employees), upward (from employees to
executives), and horizontally (between departments).

Besides the formal network, there's also an informal one called the grapevine or rumor mill. This
informal communication happens naturally through employee interactions and can also occur when
the formal network doesn't provide needed information. The limitations of formal networks have led
to the growth of social media in business.

1.1.9. Adopting an Audience-Centred Approach

An audience-centered approach means understanding and respecting your audience's needs and
preferences. It's about adopting a "you" attitude instead of making it all about "me." To do this:
Learn about your audience's biases, education, age, status, style, and concerns.

If you can't learn much about them, put yourself in their shoes using common sense and
imagination.

This ability to relate to others is part of emotional intelligence, which is crucial for successful
managers and leaders.

Knowing your audience makes it easier for them to understand and respond to your message.

Etiquette, the expected behavior in different situations, is also important. It can impact your
company's success and your career. Understanding these norms helps you avoid career-damaging
mistakes. Chapter 2 will cover etiquette principles for audience-centered communication in various
business settings.
 The formal communication network above is based on job positions in the organization. Messages
move up (lower-level to higher-level employees), down (higher-level to lower-level employees), and
horizontally (between employees at similar levels).

1.1.10. Exploring the Communication Process

Communication can sometimes go awry, even with good intentions. Messages may be ignored or
misinterpreted, leading to different conclusions by different people. However, understanding the
communication process can improve your chances of getting your message across effectively.
Communication involves distinct steps, and we'll explore it in two stages:

i. Basic Communication Model:

 Message from sender to receiver.
 Helps ensure your message reaches its intended audience and has the desired impact.
ii. Social Communication Model:
 Involves multiple messages and participants.
 Helps us understand how communication works in group settings.

By learning and applying these models, you can enhance your communication skills.

1.1.10.1.The Basic Communication Model

Effective communication involves several steps:

1. Idea Generation: It all begins with the sender having an idea, and the effectiveness of the
communication depends on the nature of this idea and the sender's motivation. Offering solutions
tends to work better than just complaining.
2. Message Encoding: The idea is transformed into a message, which is like a container for the idea.
This process involves expressing the idea in words or images.
3. Choosing a Medium: Once the message is ready, the sender must select the best way to present it
to the intended audience. This could be through options like a phone call, instant message, or a
slideshow presentation.
4. Message Transmission: The sender uses a communication channel to send the message. Think of
the medium as the form the message takes, and the channel as the system used to deliver it (e.g.,
Twitter as the medium, a mobile phone as the channel).
5. Audience Reception: If the channel works well, the message reaches the audience. But just arriving
doesn't guarantee notice or understanding. Many messages are ignored or misinterpreted.
6. Message Decoding: The audience must extract the idea from the message. This is known as
decoding and can be a complex step.
7. Audience Response: Senders can increase the likelihood of a positive response by crafting messages
that show the benefits of responding. But the receiver's response depends on factors like
remembering the message, ability to act on it, and motivation.
8. Feedback: The audience might provide feedback to help the sender understand the effectiveness of
their communication. Feedback can be verbal or nonverbal (gestures, facial expressions) and must
be carefully interpreted as it can have various meanings.

In essence, successful communication is a multi-step process that involves encoding an idea into a
message, selecting the right medium and channel, decoding the message, and eliciting a meaningful
response while being open to feedback.
1.1.10.2.How Shared Experience Affects Understanding

After your message is received and decoded, getting the response you want depends on three key
factors:

1. Memory: The recipient must remember your message long enough to act on it. Memory has stages -
sensory memory briefly holds incoming data, then attention transfers relevant information to short-
term memory. To be effective, the information must move to long-term memory, and it's easier to
remember things that are personally or professionally important. Your message should cater to your
audience's needs to enhance recall.
2. Ability to Respond: Recipients must have the ability to act as you desire. If they can't, your plan
won't succeed. Understanding your audience through audience analysis can help you ensure that
your message aligns with their capabilities.

In essence, crafting messages that consider what's important to your audience and aligning with
their abilities increases the chances of getting the response you desire.

3. To get the response you want, the recipient must also be motivated to act. In many cases, your
audience has the choice to respond or not, like a record company deciding whether to offer your
band a contract or your boss responding to your raise request. In this course, you'll learn methods
for creating messages that encourage a positive response and motivate your audience to act as you
intend.

1.1.11. The Future of Communication

1.1.11.1.The Internet of Things (IoT)
is about connecting countless devices to the internet, allowing them to communicate, share data,
and interact with people and the environment. These "things" can range from simple temperature
sensors to complex systems and even people and animals with internet-connected devices.
Imagine walking into a store, and your phone guides you to the clothing aisle you've been looking for
online or discussing on social media. It even offers you discounts on specific items you're interested
in. If you pick up a garment, the store's database suggests coordinating items you might own. If you
need accessories, your phone can help you find them, and you can seek advice through text or voice,
possibly from an automated chatbot.

This concept extends to industries like agriculture, transportation, healthcare, and more. IoT devices
can observe, measure, and report, replacing or enhancing tasks previously done by humans. It's like
a modern-day Industrial Revolution, reshaping business processes and impacting how we
communicate. While essential communication skills remain, future conversations may not always
involve just humans.

1.1.12. The Social Communication Model

In recent years, technology has transformed business communication. The traditional, one-way
communication approach is evolving into a social communication model. This new model is
interactive and open to everyone. Instead of passive audiences, people are active participants in
conversations. Social media has given customers and stakeholders a voice they didn't have before,
and businesses are paying attention.

In the social model, instead of sending fixed messages, senders start conversations by asking
questions or sharing valuable information. This information is continuously reshaped as participants
comment and share. However, the social model also has some downsides, like information overload,
reduced productivity, and challenges in maintaining personal and professional boundaries.

Business professionals must wisely choose and use digital tools to manage information flow. While
not every company will adopt the social model for all communications, a hybrid approach is
emerging. Some communications follow the traditional approach, while others, like project updates
and customer support messages, embrace the social model. This hybrid approach provides flexibility
in communication methods.
1.1.13. The Rise of Mobile as a Communication Platform
Mobile phones have become the primary communication tool for many, especially younger
executives. Email and web browsing are the top uses for smartphones, and people open more emails
on mobiles than on computers. About half of U.S. consumers use mobiles exclusively for online
searches. For many, making calls is a secondary function; mobile data usage is much higher than
voice calls.

Mobiles, especially smartphones, are deeply personal, leading to attachment and panic when they're
not accessible. This constant connection to phones creates a continuous stream of conversations,
changing how businesses interact with stakeholders. Wearable tech can intensify this shift.

The similarities between social media and mobile communication are evident. Both transform
communication, affect sender-receiver relationships, and offer opportunities and challenges. Much
of the growth in social communication is due to mobiles. Businesses that embrace mobile
technology internally and externally can benefit from this shift in communication behavior.

Mobile technology is changing business communication in significant ways:

 Constant Connectivity: Mobiles make it hard to disconnect from work, but they also offer
flexibility for telecommuting and cost reduction.
 Challenges with Displays: Small screens and input methods can be a hurdle for creating and
consuming content, requiring adjustments in formatting and design.
 Multitasking and Distractions: Mobile users often multitask and are in distracting environments,
impacting their attention to information.
 Impact on Language: Mobile communication, especially texting, has influenced grammar and
punctuation standards.
 Sensory and Cognitive Extensions: Mobile devices expand sensory experiences and provide
instant access to information, like augmented reality apps.
 Security and Privacy Concerns: Companies face challenges with employees using personal
devices to access corporate networks, often without rigorous security measures.
 Productivity and Collaboration: Mobile tools enhance productivity by keeping employees
connected and providing access to work-related tasks while on the go.

Business Apps: Mobile apps support various business activities, from research to presentations, and
can be customized for specific needs.

1.1.14. Using Technology to Improve Business Communication

In today's business world, technology plays a crucial role in enhancing communication, just as it does
in our personal lives. From social media to video games, many of the technologies we use are also
used in business settings. However, it's important to remember that the benefits of technology are
not automatic. Poorly designed or improperly used technology can actually hinder communication.

To communicate effectively in a business environment, here are some key tips:

 Keep technology in perspective: Don't rely on it too heavily. Balance digital communication
with face-to-face interactions.
 Guard against information overload and addiction: Don't let yourself become overwhelmed
by the constant flow of information. Take breaks when needed.
 Use technological tools productively: Make the most of the technology available to you for
better communication.
 Don't forget in-person communication: Sometimes, step away from your computer or
device and communicate with others in person.

These guidelines will help you make the most of technology while ensuring effective communication
in a business setting.

1.1.15. The Potential Benefits of Communication Technology

 Greater Effectiveness: Communication technology allows for more direct and impactful
communication. For instance, a company can use email marketing to reach a larger and
more targeted audience, increasing the effectiveness of their marketing efforts compared to
traditional methods like direct mail.
 Greater Efficiency: Tools like project management software enable teams to collaborate
seamlessly, making project tracking and coordination more efficient. For example, a business
can use software like Trello or Asana to assign tasks, set deadlines, and monitor progress,
saving time and reducing errors in project management.
 Better and Easier Research: The internet and search engines like Google facilitate quick and
convenient research. Researchers can access a vast amount of information at their
fingertips. For instance, a student can easily find academic articles, online libraries, and
educational resources to support their research.
  Improved Decision Making: Data analytics tools and business intelligence software help
organizations make data-driven decisions. An example would be a retail store using point-of-
sale data and customer analytics to make informed decisions about inventory, pricing, and
marketing strategies.
 Fewer Barriers: Communication technology breaks down geographical and language
barriers. Video conferencing platforms such as Zoom and Skype allow international business
partners to hold meetings without the need for travel. This enhances global collaboration
and communication.

1.1.16. Effective Use of Technology

 Keep Technology in Perspective: In a business meeting, use technology like projectors and
presentation software for visual aids, but remember that the core of your communication is
the message you convey. Don't allow technology to overshadow your presentation or
become the focus.
 Guard Against Information Overload: Use email filters and prioritize messages based on
urgency. Avoid sending overly long emails with excessive details, and encourage concise,
well-structured messages to prevent email overload in your team.
 Use Your Tools Wisely: In a team collaboration environment, use project management
software to streamline tasks, track progress, and communicate effectively. Ensure that
everyone understands how to use the software and follows best practices to avoid
miscommunication.
 Use Your Tools Efficiently: Utilize automation tools like chatbots for customer support. This
helps efficiently handle routine inquiries, allowing your support team to focus on more
complex and meaningful customer interactions.
 Reconnect with People: Encourage periodic in-person meetings or video conferences with
remote team members to maintain a personal connection. This helps strengthen
relationships and teamwork, which can sometimes weaken in a purely digital environment.

1.1.17. The Spectrum of Cotemporary Communication

Technology

 Social and Workgroup Communication Systems: Power Tool Example: Microsoft Teams is a
comprehensive communication and collaboration platform. It combines chat, video
conferencing, file sharing, and integration with various productivity apps (e.g., Microsoft
Office) to facilitate efficient team communication and project collaboration. Teams also
allow the creation of various channels for different projects or teams, ensuring organized
and focused communication.
 Mobile Communication: Power Tool Example: Zoom is a powerful mobile communication
tool that provides high-quality video conferencing and collaboration features. With the
Zoom mobile app, employees can join meetings, participate in webinars, and share screens
from their smartphones or tablets. This tool ensures that mobile workers can stay engaged
and productive while on the go.

 Intelligent Communication Technology: Power Tool Example: Salesforce Einstein is an

intelligent communication tool used for customer relationship management (CRM). It
employs AI to analyze customer data and interactions, offering insights to sales and support
teams. Salesforce Einstein helps businesses communicate more intelligently by personalizing
customer interactions, automating routine tasks, and making data-driven decisions.
 1.1.18. Social & Workgroup Communication System

 Share Content: Stakeholders can share a company's social media posts, such as product
announcements, special promotions, or blog articles. By sharing this content with their
followers, they help increase the reach and visibility of the company's message. For
example, a customer might share a post from a clothing brand about a new collection,
effectively promoting it to their network.
 Revise Content: Users can provide feedback and suggestions by commenting on or sharing
posts. For instance, a software company might post about a new feature, and customers can
comment with suggestions for improvements or revisions. This input can be valuable for the
company in refining its products or services.
 Respond to Content: Stakeholders, such as customers or clients, can respond to a company's
social media posts with questions, concerns, or reviews. Companies can use this feedback to
address issues, provide support, or acknowledge positive comments. For instance, if a
restaurant posts a photo of a new dish, customers can comment with questions about the
ingredients, and the restaurant can respond promptly.
 Contribute New Content: Stakeholders can actively contribute content that aligns with a
company's brand or values. For example, a brand's customers may post user-generated
content, such as photos of themselves using the product. This content, when shared or
reposted by the company, can serve as powerful testimonials and endorsements, showing
how stakeholders contribute to the brand's narrative.

1.2 Challenges in business communication

1.2.1. Barrier in Communication Environment

In communication, various barriers can disrupt the process:

1. Noise and Distractions: These can be external (like a noisy room or digital distractions) or internal
(your own thoughts and emotions). Multitasking can overload your brain, reducing productivity. As
communication moves to mobile devices, noise and distractions become more significant.
2. Competing Messages: Getting undivided attention is rare; your message often competes with others
trying to reach your audience simultaneously.
3. Filters: Messages may be blocked or altered intentionally (e.g., spam filters) or unintentionally
(organization culture). People or organizations delivering your message might also modify it for their
purposes.
4. Channel Breakdowns: Sometimes, the channel fails to deliver your message due to forgetfulness or
technical issues.

To overcome these barriers:

 Be aware of barriers preventing your message from reaching the audience.

 As a manager, identify organizational barriers hindering information flow.
 Use common sense and courtesy (e.g., silence your phone in meetings, avoid loud disruptions).
 Block out distractions, manage your messages efficiently, and find ways to maintain focus.
In essence, be mindful of barriers and distractions, and consider both sender and receiver
perspectives in your communication efforts.

1.2.2. Committing to Ethical and Legal Communication

Ethics are the principles that guide behavior within a society. Ethical communication is a crucial
concern for companies, as it is under close scrutiny from various stakeholders like regulators,
legislators, investors, and consumer groups. Ethical communication means providing all relevant
information truthfully and without deception.

Unethical communication involves tactics such as:

 Plagiarism: Presenting someone else's work as your own, which can be illegal if it violates
copyrights.
 Omitting essential information: Withholding necessary information for an informed
decision.
 Selective misquoting: Distorting or hiding the true intent of someone else's words.
 Misrepresenting numbers: Manipulating statistics by altering, exaggerating, or omitting
data.
 Distorting visuals: Deceptive image or chart manipulation.
 Failing to respect privacy or information security: Not protecting others' privacy or
entrusted information is considered unethical.

Transparency, especially in the age of social media, is crucial. It means being open and honest, giving
people access to information and revealing when they are being marketed to. For instance, stealth
marketing, where people promote products without disclosing the true nature of the
communication, is considered deceptive. Critics, including the U.S. Federal Trade Commission, argue
that it doesn't allow people to defend against persuasive marketing messages.

Aside from ethical concerns, such practices can harm a company's reputation and lead to public
backlash. It's essential for businesses to maintain transparency and uphold ethical communication to
build trust and credibility.

1.2.3. Ethical Communication

Ethical questions can be easy to resolve in some cases but challenging in complex business
situations. An ethical dilemma occurs when you have to choose between alternatives that aren't
clear-cut. Often, different groups inside and outside a company have competing interests. For
example, employees may want higher wages, while investors want management to keep costs low
to boost profits and stock prices. Both sides have valid ethical positions.

On the other hand, an ethical lapse is a clear unethical choice. The pressure to produce results or
justify decisions in communication can sometimes lead to unethical choices. For instance, lying to a
potential customer about meeting a project deadline when you know it's impossible is simply
dishonest, with no ethical dilemma involved.
1.2.4. Forms of Unethical Communications
 Withholding Information: A company is aware of a product defect that could pose safety
risks to consumers, but it chooses not to disclose this information to regulatory authorities
or the public. By withholding this critical information, the company puts consumers at risk
and engages in unethical business communication.
 Distorting Information: An advertising campaign for a weight loss product uses "before and
after" photos that have been digitally altered to exaggerate the weight loss results. The
distortion of information misleads consumers, resulting in deceptive advertising practices
and unethical communication.
 Plagiarizing: A marketing agency submits a proposal to a client, presenting ideas and
strategies copied from a competitor's campaign without proper attribution. Plagiarizing in a
business proposal is unethical and damages the agency's reputation for originality and
trustworthiness.