TOPIC: BUSINESS COMMUNICATION, MANAGEMENT, AND SUCCESS

To learn how to:

 Begin to understand the organizational purposes and context

for your message.

 Begin to analyze business communication situations.

 Begin to analyze your audiences.

 Begin to develop effective messages.

 Think creatively.

Business Communication

-is information sharing between people within and outside an

organization that is performed for the commercial benefit of the

organization. It can also be defined as relaying of information

within a business by its people.

Verbal Communication

-is a type of oral communication wherein the message is

transmitted through the spoken words. Here the sender gives words

to his feelings, thoughts, ideas and opinions and expresses them

in the form of speeches, discussions, presentations, and

conversations.
Verbal communication includes;

 Face-to-face or phone conversations

 Meetings

 E-mail and voice-mail messages

 Letters and memos

 Reports

Nonverbal Communication

-is the process of conveying meaning without the use of

words either written or spoken.

Nonverbal communication includes;

 Pictures

 Company Logos

 Gestures and body language

 Who sits where at meeting

 How long someone keeps a visitor waiting

WILL I REALLY HAVE TO WRITE?

 Secretaries will do all my writing.

o Downsizing and voice mail have cut support staffs

nationwide. Of the secretaries who remain, 71% are

 administrative assistants whose duties are managerial,

not clerical.

 I’ll use form letters or templates when I need to write.

o Form Letter is a prewritten fill-in-the-blank letter

designed to fit standard situations.

o Form letters cover only routine situations.

o The higher you rise, the more frequently you’ll face

situations that aren’t routine and that demand creative

solutions.

 I’m being hired as an accountant, not a writer.

o Almost every entry-level professional or managerial job

requires you to write e-mail messages, speak to small

groups, and write paper documents. People who do these

things well are more likely to be promoted beyond the

entry level.

 I’ll just pick up the phone.

o Important phone calls require follow-up letters, memos,

or e-mail messages.

o People in organizations put things in writing to make

themselves visible, to create record, to make things

convenient to the reader, and to convey their own

messages more effectively.

 o Writing is an essential way to make yourself visible,

to let your accomplishments be known.

BUSINESS COMMUNICATION DIFFERS FROM OTHER SCHOOL WRITING.

PURPOSE

 The purpose of school writing is usually to show that you

have learned.

 The purpose of business communication is to meet an

organizational need.

AUDIENCE

 The audiences for school writing are limited: usually just

the instructor/teacher and other students.

 The audiences for business communication include both people

inside and outside the organization.

INFORMATION

 Information in school writing may be new to you but is

rarely new to your instructor.

 Information in business communication is usually new to your

reader.

ORGANIZATION

 School writing often follows the traditional essay form.

  Business communication is organized to meet the

psychological needs of the reader.

STYLE

 The style for school writing is often formal.

 The style for business communication is friendly, not

formal. Short words and a mix of sentence and paragraph

lengths are best.

DOCUMENT DESIGN

 School writing often reward long paragraphs. Papers are

often double spaced, with no attention to visual design.

 Business people want a skim documents with single-spaced

paragraphs and double spacing between paragraphs help

readers find information quickly.

VISUALS

 In school writing classes expect to contain anything other

than words.

 In business communication business writers expected to

choose the most effective way to convey information.

COMMUNICATION HAS BOTH INTERNAL AND EXTERNAL AUDIENCES.

INTERNAL AUDIENCES

-other people in the same organization. This includes

subordinates (sales representative/ rank-in-file), superiors

 (Presidents and Vice Presidents), and peers (Managers and

Supervisors).

EXTERNAL AUDIENCES

-people outside the organization. This includes customers,

suppliers, shareholders, government agencies, and the

general public.

THE INTERNAL AND EXTERNAL AUDIENCES

3 BASIC PURPOSES OF MESSAGES IN ORGANIZATION

1. To Inform
 -to explain or tell readers something.

2. To Request or Persuade

-to motivate and convince the reader or audience to

react.

3. To Build Goodwill

-to create good or positive image of yourself as a

speaker and of your organization.

A GOOD BUSINESS WRITING MEETS FIVE (5) CRITERIA.

1. Is Clear

-the reader doesn’t have to guess.

2. Is Complete

-all the reader’s questions are answered.

3. Is Correct

-the message is free from errors like punctuation,

spelling, word and grammar.

4. Saves the reader’s time

-the style, organization, and visual impact of the

message help the reader to read, understand, and act on

the information as quickly as possible.

5. Builds Goodwill

-the message presents a positive image of the writer

and his or her organization.

A better writing helps you to:

 Save time

 Make your efforts more effective

 Communicate your points more clearly

 Build goodwill

How to analyze business communication situation?

-use the PAIBOC to analyze your purpose, your audience, and

the situation.

P What are your purposes in writing or speaking?

-specify what you want your reader to know, to think, or do.

And what kind of image of yourself and of your organization

you want to project.

A Who is (are) your audience(s)?

-How much does your audience know about your topic? How will

the audience members respond to your message? Whenever you

write to several people or to a group, try to identify the

economic, cultural, or situational differences that may

affect how various subgroups respond to what you have say.

I What information must your message include?

-Make a list of the points that must be included; check your

draft to make sure you include them all.

B What reasons or reader benefits can you use to support your

position?
 -reasons and reader benefits do not have to be monetary.

Making the reader’s job easier or more pleasant is a good

reader benefit. In your message, use those that you can

develop most easily and most effectively. Be sure that the

benefits are adapted to your reader.

O What objections can you expect your reader(s) to have?

-what negative elements of your message must you deemphasize

or overcome? Some negative elements can only be

deemphasized. Others can be overcome. You can rephrase or

redefine the negative to make the reader see it differently.

C How will the context affect the reader’s response?

-think about your relationship to the reader, morale in the

organization, the economy, the time of year, and any special

circumstances.
TOPIC: ADAPTING YOUR MESSAGE TO YOUR AUDIENCE

To learn how to:

 Continue to analyze your audiences.

 Begin to adapt your message to your audiences.

 Begin to understand what your organization wants.

AUDIENCE

- is one of the most important rhetorical concerns for

technical communicators. Technical information may need to

be conveyed, but if information does not appropriately

address an audience, the communication opportunity may have

been lost. Audience especially becomes highlighted when

technical communicators are required to convey the same

information to different audiences.

FIVE (5) SEPARATE AUDIENCES OF A MESSAGE:

1. INITIAL AUDIENCE
 - is the person or persons that may see a message for

the first time before a message is sent to primary

readers.

2. PRIMARY AUDIENCE

- consists of person(s) to whom a message is directed.

- will decide whether to accept your recommendations or

will act on the basis of your message.

3. SECONDARY AUDIENCE

- consists of persons who may not be direct recipients

of communication, but may have some interest in the

message for record-keeping or other reasons.

- may be asked to comment on your message or to

implement your ideas after they’ve been approved.

4. GATEKEEPER

-has the power to stop your message before it gets to

the primary audience.

5. WATCHDOG AUDIENCE

-though it does not have the power to stop the message

and will not act directly on it, has political, social,

or economic power. Watchdog pays close attention to the

transaction between you and the primary audience and

may base future actions on its evaluation of your

message.
THE COMMUNICATION PROCESS

ELEMENTS OF COMMUNICATION PROCESS:

 SENDER

-The person who intends to convey the message with the

intention of passing information and ideas to others.

 RECEIVER

-the person who receives the message or for whom the

message is meant for. It is the receiver who tries to

understand the message in the best possible manner in

achieving the desired objectives.

 PERCEPTION

- is the process of selecting, organizing, and

interpreting information.
 INTERPRETATION

-translate information.

 CHOICE/ SELECTION

-choose or select the information you want to send to

the person.

 ENCODING

- translating information into a message in the form of

symbols that represent ideas or concepts.

 CHANNEL

- is the means used to convey the message. Most

channels are either oral or written. Common channels

include the telephone and a variety of written forms

such as memos, letters, and reports.

 DECODING

-The person who receives the message or symbol from the

communicator tries to convert the same in such a way so

that he may extract its meaning to his complete

understanding.

 FEEDBACK

- is a key component in the communication process

because it allows the sender to evaluate the

 effectiveness of the message. Without feedback, the

sender cannot confirm that the receiver has interpreted

the message correctly.

 NOISE

-refers to influences on effective communication that

influence the interpretation of conversations.

 PSYCHOLOGICAL NOISE - results from preconceived

notions we bring to conversations, such as

racial stereotypes, reputations, biases, and

assumptions.

 PHYSICAL NOISE - any external or

environmental stimulus that distracts us from

receiving the intended message sent by a

communicator. Examples of physical noise include:

others talking in the background, background music,

a startling noise and acknowledging someone outside

of the conversation.

 CHANNEL OVERLOAD

- Occurs when the channel cannot handle all the

messages that are being sent.

 INFORMATION OVERLOAD

- Occurs when more messages are transmitted that the

human receiver can handle.

ANALYZING INDIVIDUALS AND MEMBERS OF THE GROUP

EMPATHY

-is the art of seeing the world as someone else sees it.

When you have empathy, it means you can understand what a

person is feeling in a given moment, and understand why

other people's actions made sense to them.

INFORMATION THAT IS MOST OFTEN HELPFUL TO AUDIENCE INCLUDES THE

FOLLOWING:

 KNOWLEDGE

- How much the audience knows about your topic.

 DEMOGRAPHIC FACTORS

o Demographic Characteristics – are measurable features

that can be counted objectively: age, sex, race,

religion, education level, and income.

 PERSONALITY

- Refers to individual differences in characteristic

patterns of thinking, feeling and behaving.

o MYERS-BRIGGS TYPE INDICATOR:

 Introvert-extravert: Introvert is a person who

tends to shrink from social contacts and to become

 preoccupied with their own thoughts; extravert is

a person concerned more with practical realities

than with inner thoughts and feelings.

 Sensing-intuitive: Sensing types gather

information step-by-step through their sense.

Intuitive types see relationships among ideas.

 Thinking-feeling: Thinking types use objective

logic to reach decisions. Feeling types make

decisions that feel “right”.

 Judging-perceiving: Judging types like disclosure.

Perceptive types like possibilities.

 VALUES AND BELIEFS

o Psychographic characteristics – can be defined as a

qualitative methodology used to describe consumers on

psychological attributes. Psychographics have been

applied to the study of personality, values, opinions,

attitudes, interests, and lifestyles.

 PAST BEHAVIOR

- The best predictor of future behaviour.

ANALYZING PEOPLE IN ORGANIZATIONS

DISCOURSE COMMUNITY
 - A group of people who share assumptions about what

channels, formats, styles to use, what topic to

discuss and how to discuss them, and what

constitutes evidences.

- is a group of people who share a set of discourses,

understood as basic values and assumptions, and ways

of communicating about those goals.

ORGANIZATION’S CULTURE

- its values, attitudes and philosophies.

- a system of shared assumptions, values, and beliefs,

which governs how people behave in organizations.

These shared values have a strong influence on the

people in the organization and dictate how they

dress, act, and perform their jobs.

ANALYSIS ADAPTATION

 STRATEGY

- Make the action as easy as possible.

- Protect the reader’s ego.

- Decide how to balance logic and emotion.

- Choose appeals and reader benefits that work for the

specific audience.

 ORGANIZATION
 - Make the organizational pattern clear to the audience.

 STYLE

- Use easy-to-understand words.

- Avoid words that sound defensive or arrogant.

- Avoid hot buttons or “red flag” words.

- Use the language(s) that your audience knows best.

 DOCUMENT DESIGN

- Use list, headings, and a mix of paragraph lengths to

create white space.

 PHOTOGRAPHS AND VISUALS

- Use bias-free photographs.

NEEDS OF GATEKEEPERS AND PRIMARY AUDIENCES

 Content and Choice of Details

 Organization

 Level of Formality

 Use of Technical Terms and Theory

HOW DO I REACH MY AUDIENCE(S)?

COMMUNICATION CHANNELS
 - refers either to a physical transmission medium such

as a wire, or to a logical connection over

a multiplexed medium such as a radio channel

in telecommunications and computer networking.

Communication channels vary in:

 Speed

 Accuracy of transmission

 Cost

 Number of messages carried

 Number of people reached

 Efficiency

 Ability to promote goodwill

WRITTEN MESSAGE

- involves any type of interaction that makes use of the

written word.

It makes easier to:

 Present many specific details of a law, policy, or

procedure.

 Present extensive or complex financial data.

 Minimize undesirable emotions.

 E-mail Message

- It is appropriate for routine messages to people you

already know.
  Message on Paper

- Usually better for someone to whom you’re writing for

the first time.

ORAL MESSAGES

- It involves gathering or disseminating information

through spoken words.

It makes easier to:

 Answer questions, resolve conflicts, and build

consensus.

 Use emotion to help persuade the audience.

 Get immediate action or response.

 Focus the audience’s attention on specific points.

 Modify a proposal that may not be acceptable in its

original form.

SIMILARITIES OF ORAL AND WRITTEN MESSAGES:

 Adapt the message to specific audience.

 Show the audience members how they benefit from the idea,

policy, service, or product.

 Overcome any objections the audience may have.

 Use you-attitude and positive emphasis.

 Use visuals to clarify or emphasize material.

  Specify exactly what the audience should do.

REFERENCES:

http://www.yourarticlelibrary.com/business-communication/7-major-
elements-of-communication-process/25815
https://en.wikipedia.org/wiki/Communication_noise
https://www.improveyoursocialskills.com/empathy
https://www.vocabulary.com/dictionary/introvert
https://en.wikipedia.org/wiki/Psychographics
https://en.wikipedia.org/wiki/Discourse_community
https://study.com/academy/lesson/what-is-organizational-culture-
definition-characteristics.html
https://en.wikipedia.org/wiki/Communication_channel
https://www.inc.com/encyclopedia/written-communication.html
https://en.wikipedia.org/wiki/Business_communication
https://businessjargons.com/verbal-communication.html
http://www.typhonsecurity.com/author/tlesiczkagmail-com/page/2/
https://www.nhcc.edu/student-resources/tutoring/writing-center/
writing-tips/considering-your-audience
http://open.lib.umn.edu/communication/chapter/2-1-perception-
process/
https://web.njit.edu/~lipuma/352comproc/comproc.htm