Eng 11b- Technical Business Communication

Introduction to Technical Business Communication

Business Communication

1.0 Objective

What is communication and why is it important?

*Communication is one of the more essential human activities that enable us to

make connections, create meanings and nurture understanding.
*It is an activity that we practice every day with the people around us.

The word communication has been derived from the Latin words
'communicare/ communis' which means ‘to share’.

Communication may be defined as interchange of thought or information

between two or more persons to bring about mutual understanding and desired
action. It is the information exchange by words or symbols. It is the exchange
of facts, ideas and viewpoints which bring about commonness of interest,
purpose and efforts.

Communication is neither transmission of message nor a message itself. It is

the mutual exchange of understanding, originating with the receiver.
Communication needs to be effective in business.

Communication is essence of management. The basic functions of

management (Planning, Organizing, Staffing, Directing and Controlling)
cannot be performed well without effective communication.

What is Technical Business Communication?

Technical communication is a term that encompasses the strategies used to

convey complex information about technical services, products, systems, or
processes to targeted audiences.

Technical communication is used to convey scientific, engineering, or other

technical information. Individuals in a variety of contexts and with varied
professional credentials engage in technical communication. Some individuals
are designated as technical communicators or technical writers. These
individuals use a set of methods to research, document, and present technical
processes or products. Technical communicators may put the information they
Eng 11b- Technical Business Communication

capture into paper documents, web pages, and computer-based training, and
digitally stored text, audio, video, and other media.

The Society for Technical Communication defines the field as any form of
communication that focuses on technical or specialized topics, communicates
specifically by using technology, or provides instructions on how to do
something.

Understanding the Importance of Technical Business Communication

*Business Communication involves constant flow of information.

Organizations these days are very large. It involves number of people. There are
various levels of hierarchy in an organization. Greater the number of levels, the
more difficult is the job of managing the organization.

Communication here plays a very important role in process of directing and

controlling the people in the organization. Immediate feedback can be obtained
and misunderstandings if any can be avoided. There should be effective
communication between superiors and subordinated in an organization,
between organization and society at large (for example between management
and trade unions). It is essential for success and growth of an organization.
Communication gaps should not occur in any organization.

*Business Communication is goal oriented.

The rules, regulations and policies of a company have to be

communicated to people within and outside the organization.
Business Communication is regulated by certain rules and norms.
In early times, business communication was limited to paper-work,
telephone calls etc. But now with advent of technology, we have
cell phones, video conferencing, emails, and satellite
communication to support business communication. Effective
business communication helps in building goodwill of an
organization.

*Business communication skills are critical to the success of

any organization despite its size, geographical location, and
its mission.
Business communication is interlinked with internal culture and
external image of any organization. So it is the determining factor
to communication inside the organization. Good Business
Eng 11b- Technical Business Communication

communication practices assist the organization in achieving its

goal of informing, persuading, favorable relationship, and
organizational goodwill.

Organizations can only survive if they accept the rapidly changing

global challenges and the communication processes are structured
and delivered. The present workforce is dynamic in nature so
communication is a challenge when executed against the backdrop
of culture, technology and competition.
The success of any business to a large extent depends on efficient
and effective communication. It takes place among business
entities, in market and market places, within organizations and
between various groups of employees, owners and employees,
buyers and sellers, service providers and customers, sales persons
and prospects and also between people within the organization and
the press persons. All such communication impacts business.
Done with care, such communication can promote business
interests. Otherwise, it will portray the organization in poor light
and may adversely affect the business interest.

*Communication is the life blood of any organization and its

main purpose is to effect change to influence action.
In any organization the main problem is of maintaining effective
communication process. The management problem generally
results in poor communication. Serious mistakes are made
because orders are misunderstood. The basic problem in
communication is that the meaning which is actually understood
may not be what the other intended to send. It must be realized
that the speaker and the listener are two separate individuals
having their own limitations and number of things may happen to
distort the message that pass between them. When people within
the organization communicate with each other, it is internal
communication. They do so to work as a team and realize the
common goals. It could be official or unofficial.
Modes of internal communication include face-to-face and written
communication.
Eng 11b- Technical Business Communication

Memos, reports, office order, circular, fax, video conferencing,

meeting etc. are the examples of internal communication. When
people in the organization communicate with anyone outside the
organization it is called external communication. These people may
be clients or customers, dealers or distributors, media,
government, general public etc. are the examples of external
communication.

Effective Business Communication in the Workplace

Why Is It Important to Communicate Well?

Communication is key to your success—in relationships, in the workplace, as a

citizen of your country, and across your lifetime. Your ability to communicate
comes from experience, and experience can be an effective teacher, but this
text and the related business communication course will offer you a wealth of
experiences gathered from professional speakers across their lifetimes. You can
learn from the lessons they’ve learned and be a more effective communicator
right out of the gate.
Business communication can be thought of as a problem solving activity in
which individuals may address the following questions:

• What is the situation?

• What are some possible communication strategies?
• What is the best course of action?
• What is the best way to design the chosen message?
• What is the best way to deliver the message?

*Communication Influences Your Thinking about Yourself and Others

We all share a fundamental drive to communicate. Communication can be

defined as the process of understanding and sharing meaning (Pearson &
Nelson, 2000). You share meaning in what you say and how you say it, both in
oral and written forms. If you could not communicate, what would life be like?
A series of never-ending frustrations? Not being able to ask for what you need
or even to understand the needs of others?
Being unable to communicate might even mean losing a part of yourself, for
you communicate your self-concept—your sense of self and awareness of who
you are—in many ways. Do you like to write? Do you find it easy to make a
phone call to a stranger or to speak to a room full of people? Perhaps someone
told you that you don’t speak clearly or your grammar needs improvement.
Does that make you more or less likely to want to communicate? For some, it
may be a positive challenge, while for others it may be discouraging. But in all
cases, your ability to communicate is central to your self-concept.
Eng 11b- Technical Business Communication

Take a look at your clothes. What are the brands you are wearing? What do
you think they say about you? Do you feel that certain styles of shoes, jewelry,
tattoos, music, or even automobiles express who you are? Part of your self-
concept may be that you express yourself through texting, or through writing
longer documents like essays and research papers, or through the way you
speak.
On the other side of the coin, your communications skills help you to
understand others—not just their words, but also their tone of voice, their
nonverbal gestures, or the format of their written documents provide you with
clues about who they are and what their values and priorities may be. Active
listening and reading are also part of being a successful communicator.

Communication Influences How You Learn

When you were an infant, you learned to talk over a period of many months.
When you got older, you didn’t learn to ride a bike, drive a car, or even text a
message on your cell phone in one brief moment. You need to begin the process
of improving your speaking and writing with the frame of mind that it will
require effort, persistence, and self-correction.
You learn to speak in public by first having conversations, then by answering
questions and expressing your opinions in class, and finally by preparing and
delivering a “stand-up” speech. Similarly, you learn to write by first learning to
read, then by writing and learning to think critically. Your speaking and writing
are reflections of your thoughts, experience, and education. Part of that
combination is your level of experience listening to other speakers, reading
documents and styles of writing, and studying formats similar to what you aim
to produce.
As you study business communication, you may receive suggestions for
improvement and clarification from speakers and writers more experienced
than yourself. Take their suggestions as challenges to improve; don’t give up
when your first speech or first draft does not communicate the message you
intend. Stick with it until you get it right. Your success in communicating is a
skill that applies to almost every field of work, and it makes a difference in your
relationships with others.
Remember, luck is simply a combination of preparation and timing. You want
to be prepared to communicate well when given the opportunity. Each time you
do a good job, your success will bring more success.

Communication Represents You and Your Employer

You want to make a good first impression on your friends and family,
instructors, and employer. They all want you to convey a positive image, as it
reflects on them. In your career, you will represent your business or company
in spoken and written form. Your professionalism and attention to detail will
reflect positively on you and set you up for success.
In both oral and written situations, you will benefit from having the ability to
communicate clearly. These are skills you will use for the rest of your life.
Eng 11b- Technical Business Communication

Positive improvements in these skills will have a positive impact on your

relationships, your prospects for employment, and your ability to make a
difference in the world.

Communication Skills Are Desired by Business and Industry

Oral and written communication proficiencies are consistently ranked in the

top ten desirable skills by employer surveys year after year. In fact, high-
powered business executives sometimes hire consultants to coach them in
sharpening their communication skills. According to the National Association
of Colleges and Employers, the following are the top five personal qualities or
skills potential employers seek:

1. Communication skills (verbal and written)

2. Strong work ethic
3. Teamwork skills (works well with others, group communication)
4. Initiative
5. Analytical skills

Knowing this, you can see that one way for you to be successful and increase
your promotion potential is to increase your abilities to speak and write
effectively.

Communication Process: A Review

The Communication Process

We communicate various meanings all the time in the everyday conversations
we have and hear around us. And these are largely spontaneous and
unrehearsed.
But there are factors such as audience, context and purpose that shape the
way a conversation begins, continues and ends.
How we communicate depends on who we are talking to, what we are
discussing and when and where the conversation is taking place.
The communication process is a complex set of three different and interrelated
activities intended to result in shared meaning. (Burleson, 2009)
These sub-processes are affected by the channels used and by
interference/noise.
Sub-Processes of Communication
The three sub-processes must be performed to achieve shared meaning are
message production, message interpretation, and interaction coordination.
First, message production- is what you do when you encode a message.
- You begin by forming goals based on your understanding of the
situation and your values, ethics, and needs. Based on these goals,
Eng 11b- Technical Business Communication

you recall a canned plan and script that was effective in achieving
similar goals and adapt it to the current situation. Then you share
your message.

Vocabulary
*canned plan- a “mental library” of scripts each of us draw from to
create messages based on what worked for us or others in the past

*script- is an actual text of what we say and do in a specific situation

Second, message interpretation- is what you do when you decode a message.

- The process begins when you notice someone is trying to
communicate with you. You read or listen to his/her words, observe
his/her non-verbal behavior, and take note of other visuals. You then
interpret the message based on the canned plan scripts you
remember that seems similar. And based on this interpretation, you
prepare a feedback message, which leads us into the third sub-
process, interaction communication.
Interaction Coordination- consists of the behavioral adjustments each
participant makes in an attempt to create shared meaning.
( Burgoon et. Al., 2002)
For example:
If your partner’s message is more positive that you expected, you might adjust
your behavior by mirroring that positive behavior. If your partner’s message is
more negative that you expected, you might respond in kind with a negative
message of your own or, you might behave in a more positive manner to
encourage your partner to reciprocate. Shared meaning occurs when the
receiver’s interpretation is similar to what the speaker intended.
The extent to which we achieve shared meaning can be affected by the
channels we use and by the interference or noise.
Channels, Interference/ Noise
Channels- are both the route traveled by the message and the means of
transportation.
Face-to-face communication has three basic channels: verbal symbols,
nonverbal cues and visual images.
Technologically mediated communication uses the same channels, though
nonverbal cues such as movement, touch, and gestures are represented by the
visual symbols like emoticons (textual images that symbolizes the sender’s
mood, emotion or facial expression) and acronyms ( abbreviations that stand
in for common phrases).
Interference/ Noise- is any stimulus that interferes with the process of
sharing meaning. Noise can be internal, external or semantic.
External noises- are sights, sounds and other stimuli that draws
people’s attention away from the message.
Eng 11b- Technical Business Communication

Example: While we discuss here, you are navigating your phone and got
distracted by live online selling and or that big sign from Lazada 9.9 sale.
Internal noise- are thoughts and feelings that draw people’s attention
away from the message.
For example: You might lose track of a message because you are daydreaming
or t6hinking about something you need to do later.
Semantic Noise- are emotional distractions aroused by specific word
choice. It is the psychological interference during the construction of a message
when a speaker and a listener have different interpretations of the meaning of a
certain words.
For example:
The word “weed” can be interpreted as an undesirable plant in a yard or as a
euphemism for marijuana

Model of the Communication Process

We have defined communication as the process of understanding and sharing
meaning (Pearson & Nelson, 2000).
In order to better recall and understand the communication process, let’s take
a look at this figure. 1

The communication process begins with the source or the sender.

For that message to be received, the sender must first encode the messages in
a form that can be understood and transmit it.
The person whom the message is directed to is the receiver, he receives the
message or information and decodes or interprets it.
And if the message has been successfully transmitted and understood, the
receiver then responds to the sender in the form of verbal or non-verbal
response. And this is called feedback.
Eng 11b- Technical Business Communication

And in the process of sending and receiving information or ideas, noise may
interfere in the process.
Noise can be any source of interference such as literal or external or internal
noise or esoteric noise as misinterpreting a local custom.

*FIN*

References:
Suarez, C., Perfecto M., Canilao, M., Paez, D. Purposive Communication in
English, Ateneo de Manila Press, 2018
Balofinos T et.al. , Purposive Communication, Central Philippine Universitty
Printing Press,2018
Verderber, K., Sellnow, D., Verderber, R., COMM3, Cengage Learning, 2015,
2012, 2009
Business Communication For Success ,University Of Minnesota Libraries
Publishing Edition, 2015.
1.1 Understanding the Unique Challenges of Business Communication

Learning Objective: Identify the five unique challenges of business

communication. Define ethics and list six guidelines for making ethical
communication choices.
Although you have been communicating with some success your entire life,
business communication is often more complicated an demanding than the
social communication you typically engage in with family, friends and school
associates. Today’s lesson highlights five issues that illustrate why business
communication requires a high level of skill and attention.

1. The Globalization of Business and the Increase in Workforce

Diversity
Today’s businesses increasingly reach across international borders to market
their products, partner with other businesses, and employ workers and
executives- an effort know as globalization.
Globalization- is the word used to describe the growing interdependence of
the world's economies, cultures, and populations, brought about by cross
border trade in goods and services, technology, and flows of investment, people,
and information.
Example:
Many U.S. companies rely on exports for a significant portion of their sales,
sometimes up to 50 percent or more, and managers and employees in these
firms all around the world vie for a share of the massive U.S. market, so
chances are they will do business with or even work for a company based in
another country at some point.
Businesses are also paying more attention to workforce diversity,
Workforce Diversity refers to the individual characteristics employees have
that make them unique. The workforce diversity definition can include gender,
race, ethnicity, religion, age, sexual orientation, physical abilities and
ideologies. Diversity also includes employees’ life experiences, how they solve
issues and socioeconomic status.
So all the differences among people who work together, including differences in
age, gender, sexual orientation, education, cultural background, religion,
ability and life experience.

Here are some examples of workforce diversity:

 Cognitive diversity: Employees have different styles of thought in

 recognizing problems and finding solutions.

 Lifestyle diversity: People lead various lifestyles outside of work that

 influence their professional life.

  Brand and reputation diversity: Some companies are more inclusive in

their hiring practices and creating teams, which can

help attract more diverse employees and clients.

2. The Increasing Value of Business Information

As global competition for talent, customers, and resources continues to grow,

the importance of information continues to escalate as well. Companies in
every virtual industry, rely heavily on knowledge workers, employees at all
levels of an organization who specialize in acquiring, processing, and
communicating information.
Three examples help to illustrate the value of information in today’s economy:

 Competitive insights.
The more a company knows about its competitors, and their plans, the
better able it will be to adjust its own business plans.

 Customer needs.
Information about customer needs can be analyzed and summarized in
order to develop goods and services that better satisfy customer
demands.

 Regulations and guidelines.

Today’s businesses must understand and follow a wide range of
government regulations and guidelines covering such areas as
employment, environment, taxes and accounting.

3. The Pervasiveness of Technology

Technology influences virtually, every aspect of business communication today.
The benefit from technological tools, however, you need to have at least a basic
level of skills. If your level of technical expertise doesn’t keep up with that of
your colleagues and coworkers, the imbalance can put you at a disadvantage
and complicate the communication process.

4. The Evolution of Organizational Structures and Leadership Styles

Every firm has a particular structure that defines the relationships among
units in the company and these relationships influence the nature and quality
of communication throughout the organization.
Example:
Tall structures have many layers of management between the lowest and
highest positions, and they can suffer communication breakdowns and
messages as messages are passed up and down through multiple players. To
overcome such problem, many businesses have adopted flat structures that
reduce the number of layers and promote more open and direct
communication. However, with fewer formal lines of control and
communication in these organizations, individual employees are expected to
assume more responsibility for communication.
Specific types of organization structures present unique communication
challenges.
In a matrix structure for example, employees report to two managers at the
same time, such as a project manager and a department manager. The need to
coordinate workloads, schedules and other matters increase the
communication burden on everyone involved.
In a network structure, sometimes known as virtual organization, a company
supplements the talent of its employees with services from one or more
external partners, such as a design lab, a manufacturing firm or a sales and
distribution company.
Regardless of the particular structures a company uses, communication efforts
will be influenced by the organization’s corporate culture: the combination of
values, traditions and habits that gives a company its atmosphere and
personality. Many successful companies encourage employee contribution by
fostering an open climate that promotes candor and honesty, helping
employees feel free enough to admit their mistakes, disagree with the boss and
share negative or unwelcome information.

5. A Heavy Reliance on Teamwork

Both traditional and innovative company structures can rely heavily on
teamwork, and you will probably find yourself on a dozen of teams throughout
your career. Teams are commonly used in business today, but they’re not
always successful—and a key reason that team fails to meet their objective is
poor communication.
 Using Technology to Improve Business Communication

Learning Objective: List the four general guidelines for using communication
technology effectively.

Today’s businesses rely heavily on technology to enhance communication. In

fact, many of the technologies you might use in your personal life, from
microblogs to video games are also used in business. Of course anyone who
has used advanced technology knows the benefits are not automatic. Poorly
designed or inappropriately used technology can hinder communication more
than help. To communicate effectively, learn to keep technology in a
perspective, guard against information overload and information addiction, use
technological tools productively, and disengage from computer frequently to
communicate in person.

1. Keeping technology in perspective

Perhaps the single most important point to remember technology is that
it is simply a tool, a means by which you can accomplish certain tasks,
Technology is an aid to interpersonal communication, not a replacement
for it. Technology can’t think for you or communicate for you, if you lack
some essential skills, technology can’t fill in the gaps.

2. Guarding against information overload

The overuse or misuse of communication technology can lead to

information overload in which people receive more information than they
ca effectively process.

Information overload makes it difficult to discriminate between useful

and useless information, lowers productivity, and amplifies employees
stress both on the job and at home – even to the point of causing health
and relationship problems.

You often have some level of control over the number and types of
message that you choose to receive. Use the filtering features of your
communication system to isolate high priority messages to that deserve
your attention. Also, be wary of subscribing to too many twitter streams
and other resources. Focus on the information you truly need in order to
do your job.

As a sender, you can help reduce information overload by making sure

you don’t send unnecessary messages. In addition, when you send
message that aren’t urgent or crucial, let people know so that they can
manage what to prioritize. Most communication systems let you mark
messages as urgent; however, use this feature only when it is truly
needed. Its overuse leads to annoyance and anxiety, not action.
3. Using Technological Tools Productively

Facebook, Twitter, YouTube, IM (instant messaging) 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 lead many companies to ban employees from accessing
them during work hours. Inappropriate web use not only distracts
employees from work responsibilities but can leave employers open to
lawsuit for sexual harassment if inappropriate images are displayed in or
transmitted around the company.

Social media have created another set of managerial challenges, given

the risk that employee blogs or social networking pages can expose
confidential information or damage the firm’s reputation in the market
place. With all these technologies, the best solution lies in developing
clear policies that are enforced evenly for all employees.

In addition, using your tools appropriately, knowing how to use them

efficiently can make a big difference in your productivity. You don’t have
to become an expert in most cases, but you need to be familiar with the
basic features and functions of the tools you are expected to use on the
job.

4. Reconnecting with People

Even the best technologies can hinder communication if they are

overused. For instance, a common complaint among employees is that
managers rely too heavily on email and don’t communicate face-to-face
enough. Speaking with people over the phone or in person can take more
time and effort and can sometimes force you to confront unpleasant
situations directly, but it is often essential for solving tough problems
and maintaining productive relationships.

Moreover, even the bets communication technologies can’t show people

who you really are. Remember to step out from behind the technology
frequently to learn more about the people you work with—and to let them
learn more about you.
 Communicating to Ethical and Legal Communication

Learning Objective: Identify the five unique challenges of business

communication. Define ethics and list six guidelines for making ethical
communication choices.

What is ethics?
Ethics are the accepted principles of conduct that govern behavior within a
society.
Ethical behavior is a companywide concern, but because communication
efforts are the public face of a company, they are subjected to particularly
rigorous scrutiny from regulators, legislators, investors, consumer groups,
environmental groups, labor organizations, and anyone else affected by
business activities.
Ethical communication includes all relevant information, is true in every
sense, and is not deceptive in any way.
In contrast, unethical communication can distort the truth or manipulate
audiences in a variety of ways.
Here is a list of
Unethical Behaviors to Avoid in Business Communication
Plagiarizing/ Plagiarism
Is presenting someone else’s works or other creative product as your own.
Note that plagiarism can be illegal if it violates a copyright.
*Vocabs- A copyright is a form of legal protection for the expression of
creative ideas.

Omitting essential information

Is not including something or someone in an activity or piece of work,
deliberately or accidentally.
Information is essential if your audience needs it to make an intelligent,
objective decision.
Selective misquoting
Refers to deliberately omitting unflattering or damaging comments to paint a
better but false picture of you or your group
Distorting or hiding the true intent of someone else’s words is unethical.
Misrepresenting numbers
A false or misleading statement or a material omission which renders other
statements misleading, with intent to deceive.
Statistics and other data can be unethically manipulated by increasing or
decreasing numbers, exaggerating, altering statistics, or omitting numeric data.
Distorting Visuals
Is to alter or to give a false or unnatural picture or account.
Images can be manipulated in an unethical way, such as altering photos in
order to deceive audience or change the scale of graphs and charts to
exaggerate or conceal differences.
Failing to respect privacy or information security needs/
Invasion of Privacy
A situation in which someone fails to respect a person's right to keep certain
personal information from being known.
Failing to respect the privacy of others or failing to adequately protect
information entrusted to your care can also be considered unethical and is
sometimes illegal.

So this widespread adoption of social media has increased the attention given to
the issue of transparency/ openness or giving all the participants in the
conversation an access to the information they need to accurately process the
message they are receiving. And every time you try to mislead the audience, the
result is unethical communication.
 Ensuring Legal Communication

Last meeting we talked about Ethical guidelines, in addition to that, business

communication is also bound by a wide varieties of laws and regulations
including the following areas:

1. Promotional Communication:
refers to the use of different marketing channels and tools in
combination. Marketing communication channels focus on how
businesses communicate a message to its desired market, or the market
in general. It is also in charge of the internal communications of the
organization. Marketing communication tools
include advertising, personalselling, directmarketing, sponsorship, comm
unication, public relations, social media, customer journey and
promotion
Marketing specialists need to be aware of the many laws that govern
truth and accuracy in advertising. These laws address such issues as
product reviews written by bloggers who receive compensation from the
companies involved, false and deceptive advertising, misleading or
inaccurate labels on product packages and “bait and switch” tactics in
which a store advertises a lower-priced product to lure the customers
into a store but then tries to sell them a more expensive item.
2. Contract
A contract is a legally binding promise between two parties in which one
party makes a specified offer and the other party accepts. Contracts are
fundamental to every aspect of business, from product sales to property
rental to credit cards and loans to professional service agreements.
3. Employment communication
A variety of local, state and federal laws govern communication between
employers and both potential and current employees.
For example:
Job description must be written in a way that doesn’t intentionally or
unintentionally discriminate against women, minorities, or people with
disabilities.
4. Intellectual property
In an age when instant global connectivity makes copying and
retransmitting electronic files effortless, the protection of intellectual
property (IP). Intellectual property Includes patents, copyrighted
materials, trade secrets, and even internet domain names. Bloggers in
 particular need to be careful about IP protection, given the carefree way
that some post the work of others without offering proper credit.
5. Financial Reporting
Is the process of producing financial statements that disclose an
organization's financial status to stakeholders, including management,
investors, creditors and regulatory agencies.
Finance and accounting professionals who work for publicly traded
companies (those that sell stock to the public) must adhere to stringent
reporting laws. For instance, a number of corporations have recently
been targets of both government investigations and shareholder lawsuits
for offering misleading descriptions of financial results and forecasts.
6. Defamation
Negative comments about another party raised the possibility of
defamation, the intentional communication of false statements that
damage character or reputation.
Someone suing for defamation must prove:
1. Statement is false;
2. The language is injurious to the person’s reputation; and
3. The statement has been published.

Vocabs:

Libel- defamation in written form

Slander- defamation in spoken form

7. Transparency Requirements.
Governments around the world are taking steps to help ensure that
consumers and other parties know who is behind the information they
receive, particularly when it appears online.

Example:
In the United States, the FTC requires product-review bloggers to
disclose any relationship—such as receiving whose products they discuss
in their blogs.

In the future, if you have any doubts about the legality of a message you
intend to distribute, ask for advice from your company’s legal
department. A small dose of caution and prevent a huge legal headache
and protect your company’s reputation in the market place.
 Powerful tools for Communicating Effectively

The tools of communication evolve with every advance in digital

communication. Here are the 20 technologies that help businesses redefine the
office, collaborate and share information, connect with stake holders and build
communities of people with shared interests and needs.

REDEFINING THE OFFICE

Thanks to advances in mobile and distributed communication, the “office” is no
longer what is used to be. Technology lets today’s professionals’ work on the
move while staying in close contact with colleagues, customers, and suppliers.
These technologies are also redefining the very nature of some companies, as
they replace traditional hierarchies with highly adaptable, virtual networks.

1. Web-Based Meetings
Web-based meetings allow team members from all over the world to interact in
real time. Meetings can also be recorded for later playback and review. Various
systems support instant messaging, video, collaborative editing tools, and
more.
2. Videoconferencing and Telepresence
Videoconferencing provides many of the benefits of in-person meetings at a
fraction of the cost. Advanced systems feature telepresence, in which the video
images of meeting participants are life-sized and extremely realistic.
3. Mobile Business Apps
As the range of business software applications on smartphones and tablet
computer continues to expand, almost anything that can be accomplished on a
regular computer can be done on a mobile device (although not always as
efficiently or with the same feature sets).
4. Shared Online Workspaces
Online workspaces help team work productively, even if they are on the move
or spread out across the country. In addition to providing controlled access to
shared files and other digital resources, some systems include such features as
project management tools and real-time document sharing (letting two or more
team members view and edit a document on screen at the same time).
5. Voice Technologies
Speech recognition (converting human speech to computer commands) and
speech synthesis (converting computer commands to human speech) can
enhance communication in many ways, including simplifying mobile
computing, assisting workers who are unwilling or unable to use keyboards,
and allowing “one-sided” conversations with information systems.
 COLLABORATING AND SHARING INFORMATION
The need to work with and share information quickly and easily is a constant
in business. A wide variety of tools have been developed to facilitate
collaboration and sharing, from general purpose systems such as instant
messaging to more specialized capabilities such as data visualization.
1. Instant Messaging
Instant messaging (IM) is one of the most widely used digital communication
tools in the business world, replacing many conversations and exchanges that
once took place via email or phone calls. Enterprise IM systems are similar to
consumer IM systems in many respects but have additional security and
collaboration features.
2. Data Visualization
Data visualization is a powerful tool for presenting and exploring sets of data
that are very large, complex, or dynamic. As more companies rely on “big data”
to identify and capitalize on market opportunities, the ability to extract insights
from these large data sets can be an important competitive advantage.
3. Interactive Websites
Interactivity can make online communication much more engaging and
effective, such as by personalizing the presentation of information or allowing
website visitors to isolate and focus on specific topics.
4. Wikis
Wikis promote collaboration by simplifying the process of creating and editing
online content. Anyone with access (some wikis are private; some are public)
can add and modify pages as new information becomes available.

5. Crowdsourcing and Collaboration Platforms

Crowdsourcing, inviting input from groups of people inside or outside the
organization, can give companies access to a much wider range of ideas,
solutions to problems, and insights into market trends.

CONNECTING WITH STAKEHOLDERS

Electronic media and social media in particular have redefined the
relationships businesses have with internal and external stakeholders. Any
groups affected by a company’s decisions now have tools to give voice to their
opinions and needs, and companies have many more conversational threads
that need to be monitored and managed.
1. Applicant Tracking Systems
Applicant tracking systems now play a huge role in employment-related
communications. At virtually all large companies and many medium and small
companies, your résumé and application information will be entered into one of
these systems. Recruiters use various tools to identify promising candidates
and manage the interview and selection process. After hiring, some firms use
talent management systems to track employee development through workers’
entire careers at the company.
2. Online Video
The combination of low-cost digital video cameras and video-sharing websites
such as YouTube has spurred a revolution in business video. Product
demonstrations, company overviews, promotional presentations, and training
seminars are among the most popular applications of business video. Branded
channels allow companies to present their videos as an integrated collection in
a customized user interface.
3. Blogging
Blogs let companies connect with customers and other audiences in a fast and
informal way. Commenting features let readers participate in the conversation,
too.
4. Media Curation and Content Sharing
Media curation, selecting videos and other items of interest to followers of a
website or blog, has become one of the most popular ways to connect with
stakeholders. Pinterest and Scoop.it are among the leading technologies in this
area.
5. Podcasting
With the portability and convenience of downloadable audio and video
recordings, podcasts have become a popular means of delivering everything
from college lectures to marketing messages. Podcasts are also used for
internal communication, replacing conference calls, newsletters, and other
media.

BUILDING COMMUNITIES
One of the most significant benefits of new communication technologies is the
ease with which companies can foster a sense of community among customers,
enthusiasts, and other groups. In some instances, the company establishes
and manages the online community, while in others the community is driven
by product champions or other enthusiasts.

1. User-Generated Content Sites

User-generated content sites let businesses host photos, videos, software
programs, technical solutions, and other valuable content for their customer
communities.
2. Microblogging
Microblogging services (of which Twitter is by far the best known) are a great
way to share ideas, solicit feedback, monitor market trends, and announce
special deals and events.
3. Gaming Technologies
Encouraging people to play games, even games as simple as “checking in” at
various retail locations, can build interest in a company and its brands.

4. Social Networking
Businesses use a variety of social networks as specialized channels to engage
customers, find new employees, attract investors, and share ideas and
challenges with peers.

5. Community Q&A Sites

Many companies now rely heavily on communities of customers to help each
other with product questions and other routine matters.