Chapter 1-Professional Communication in Today's Digital, Social and Mobile World

ĐẠI HỌC FPT CẦN THƠ
Chapter 1: Understanding Business

Communication in Today’s Workplace
SC101 - Business Communication

Learning Objectives
• Define communication and explain the importance of

LO 1.1 effective business communication
• Explain what it means to communicate as a professional

LO 1.2 in a business context.
• Describe the communication process model, and explain

how social media are changing the nature of business
LO 1.3 communication.
• Outline the challenges and opportunities of mobile

LO 1.4 communication in business.
Chapter 1: Understanding Business Communication in Today’s Workplace - MSc. Tran Thi Dieu 2
Learning Objectives
• Define ethics, explain the difference between an ethical

dilemma and an ethical lapse, and list six guidelines for
LO 1.5 making ethical communication choices.
• Explain how cultural diversity affects business

communication and describe the steps you can take to
LO 1.6
communicate more effectively across cultural
boundaries.
• List four general guidelines for using communication

LO 1.7 technology effectively.
LO 1.1 - Define communication and explain the
importance of effective business communication
What is COMMUNICATION?
“Communication is the process of transferring information

and meaning between senders and receivers, using one or
more written, oral, visual or digital media”.
o Written
o Oral
o Visual
o Digital
Understanding Why Communication Matters
Communicating Is Important
to Your Career
Leadership
Management
Chapter 1: Understanding Business Communication in Today’s Workplace - MSc. Tran Thi Dieu 1-7
Communication is
Important
for Your Company
•Closer ties with communities in the Marketplace

•Influence Conversations and Trends
•Productivity and Problem-solving
•Financial Outcomes
•Timely Information
•Decision-Making
•Persuasive Marketing Messages
•Employee Engagement
What Makes Business Communication Effective?
1.Practical: Useful
2.Factual
3.Concise, efficient
4.Clear
5.Persuasive
LO 1.2 Explain what it means to communicate as a
professional in a business context.
Communicating as a
Professional
Professionalism is the quality of

performing at a high level and
conducting oneself with purpose
and pride.
Six elements of Professionalism
• Strive to excel To be the best they can be at everything they do.

Excelling at every level.
• Be dependable and Keep promises and meet commitments.
accountable Learn from mistakes and take responsibility for
errors.
• Be a team player Know how to contribute to a larger cause.
Make others around better.
• Demonstrate etiquette Know that business etiquette is a sign of respect for
those around.
Respecting others.
• Make ethical decisions Avoid ethical lapses.
Weight options carefully when facing ethical
dilemmas.
• Maintain a positive outlook Believe in what they do and themselves.
Don’t complain; rather, find and fix them.
Understanding What Employers Expect
From You
• Digital information fluency: search techniques

• Organizing ideas
• Expressing coherently and completely
• Persuasive arguments
• Evaluating data
• Actively listening
• Understanding diversity
• Tech savvy
• High-quality writing
• Adapting your message
• Business etiquette
• Ethical
• Confidentiality
• Laws and regulations
• Time management
Communicating in an organizational
context
Skills in business environment may be different

from social and scholastic environments.
You need to adjust your business communication
habits to the more formal demands of business and
the unique environment of your company.
Adopting in an audience-centered
approach
Focus on understanding and meeting the needs of

the readers and listeners.
Information
Ability to listen
Style of writing and speaking
Maintain positive working relationships.
Respect, courtesy (lịch sự), and common sense will
help you avoid etiquette (phép xã giao) mistakes.
(LO 1.3) Describe the communication process
model and the ways social media are changing the
nature of business communication.
Form a group of 4-5 students, arrange these
steps to make a communication process
Audience decodes the message

Audience might also provide feedback to the sender
Audience receives the message
Audience responses to the message
Sender transmits the message through a channel
Sender encodes that idea in a message
Sender has an idea
Sender produces that message in a medium
The Basic Communication Model
Example of Communication channels
Steps in Communication Process
Sender has an idea: the nature of the idea and the motivation for sending it
Sender encodes that idea in a message: put ideas into a message,
expressing in words or images.
Sender produces that message in a medium: media choices to present
the message to the intended audience.
Sender transmits the message through a channel.
Audience receives the message: not only arrivals but the recipient has to
sense, select and perceive.
Audience decodes the message: extract the idea from the message.
Audience responses to the message: the audience has to remember, be
able to act on, be motivated to respond.
Audience might also provide feedback to the sender: verbal or
nonverbal or both
Communicating Is Important
to Your Career
A hybrid approach
Traditional approach Social Communication Model
quân bình
vô định hình
The Mobile Revolution
LO 1.4 - Outline the challenges and opportunities of

mobile communication in business.
Mobile is the primary communication
tool for many business professionals
Smartphones keep people connected
of global Internet
users access the
web with a
mobile device
50% of U.S. consumers use mobile

devices exclusively to search online
Group discussion
In what ways does mobile technology change the

practice of business communication?
Mobile Technology and Business
Communication Practices
Challenges of constant connectivity: Personal and
professional time.
Challenges for creating/consuming content: easier to be

read on mobile devices.
Multitasking and other distractions
Chapter 1: Understanding Business Communication in Today’s Workplace - MSc. Tran Thi Dieu Chapter 1 - 25
Assistance with business tasks: From research to
presentation
Decision making and problem solving: right information,
right people, right time
Engaging experiences for customers: cameras,
compasses, gps, etc.
Mobile can complicate but enhance business

communications
Ngoi` pun` hok bjk lem` je^`, vo^ tinh` nghj~ den'
anh, hok bjk jo` nay` anh dang lam` j` ”
Hum ni là 14-2 đéy pà kon ạ, đư pợn na dwc twng hoa

kua! Ko 1 fan twng hoa jo min nen thay zui zui…”
Pressures on standards of writing: pressure on traditional

grammar and writing
Sensory and cognitive extensions: Experience more of the

environment
Security and privacy concerns

Productivity and collaboration
Committing to Ethical Communication
(LO 1.5) Define ethics, explain the difference

between an ethical dilemma and an ethical lapse,
and list six guidelines for making ethical
communication choices.
Committing to Ethical Communication
Ethics are the accepted principles of conduct that

govern behavior within a society.
Ethical communication includes all relevant
information, is true in every sense, and is not
deceptive (lừa dối) in any way.
Unethical Communication
Omitting
Plagiarism Essential
Information
Misrepresenting Unethical Risking Privacy

Numbers Communication and Security
Selectively Distorting
Misquoting Visual Displays
Stealth Marketing
advertising a product in such a way that people are

not aware that you are trying to persuade them to
buy it:
Product placement in films is a form of stealth

marketing.
Transparency
Transparency involve giving audiences access to

the information they need in order to make
effective decisions.
Stealth marketing is considered unethical by
some observers because it prevents consumers
from making fully informed decisions.
Distinguishing Ethical Lapses from Ethical
Dilemmas
An ethical dilemma
involves choosing
among alternatives
that aren't clear-cut.
An ethical lapse is a
clearly unethical or
illegal choice.
Making Ethical Choices
Have you defined the situation fairly and accurately?

Why are you communicating?
What impact will your message have?
What good or harm will be achieved?
Will your assumptions change over time?
Are you comfortable with the decision? Ask yourself how would your idol
think of your decision.
Communicating in a World of Diversity
(LO 1.6) Explain how cultural diversity affects

business communication and describe the steps you
can take to communicate more effectively across
cultural boundaries.
Communicating in a World of Diversity
A broad and useful

definition of diversity:
All the characteristics and
experiences that define each
of us as individuals.
The Advantages and Challenges of a
Diverse Workforce
Advantages Challenges
Obtaining More Views and Understanding the Effects
Ideas of Culture: people assume
Understanding Diverse that everybody thinks and
Markets feels the same.
Accessing a Wider Pool of Developing Cultural
Talent Competency.
Chapter 1: Understanding Business Communication in Today’s Workplace - MSc. Tran

Thi Dieu 37
Social Customs
Space
Differences – There can be a lot!
Ability
Gender
Age
Religious
Cultural Context
More Less
Low-Context Culture
Message Content
Circumstances
nonverbal actions
environmental setting
High-Context Culture
Less More
Legal and Ethical Differences
Seek Mutual
Withhold Judgment
Ground
Send Honest Respect Cultural

Messages Differences
Key Aspects of Cultural Diversity
Cultural Context Age Differences
Legal and Ethical Gender Differences
Social Customs Religious Differences
Nonverbal Signals Ability Differences

Advice for Improving Intercultural
Communication
AVOID:
Ethnocentrism
Stereotyping
Assumptions
TOLERATE:
Differences
Ambiguity
Superficial factors (nông
cạn)
LEARN:
Respect for cultures
Your own cultural biases
To be flexible
Be prepared to change your habits and attitudes;
observe and learn – the more you know, the more effective you’ll be.
Writing for Multilingual Audiences
• Be brief and clear – use

plain language
• Avoid words with multiple
meanings
• Avoid slang, and
abbreviations
• Cite numbers carefully
• Use short paragraphs
• Use transitions generously
Speaking with
Multilingual Audiences
Speak clearly and simply
Look for feedback
Rephrase as needed
Clarify your meaning with examples
Don’t “talk down” to other person
Learn common greetings and key phrases
Listen with care and respect
Adapt your style to the other person
Check for comprehension often
Clarify what will happen next
Using Technology to Improve Business
Communication
(LO 1.7) List four general guidelines for using

communication technology effectively.
Using Technology
to Improve
Business
Communication
Keep technology in perspective
Technology is an aid
to communication,
not a replacement
for it.
Guarding Against Information Overload
49
Reconnecting with People Frequently

Chapter 1-Professional Communication in Today's Digital, Social and Mobile World

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ĐẠI HỌC FPT CẦN THƠ

Chapter 1: Understanding Business

SC101 - Business Communication

• Define communication and explain the importance of

• Explain what it means to communicate as a professional

• Describe the communication process model, and explain

• Outline the challenges and opportunities of mobile

• Define ethics, explain the difference between an ethical

• Explain how cultural diversity affects business

• List four general guidelines for using communication

“Communication is the process of transferring information

•Closer ties with communities in the Marketplace

Professionalism is the quality of

• Strive to excel To be the best they can be at everything they do.

• Digital information fluency: search techniques

Skills in business environment may be different

Focus on understanding and meeting the needs of

Audience decodes the message

Example of Communication channels

LO 1.4 - Outline the challenges and opportunities of

Smartphones keep people connected

50% of U.S. consumers use mobile

In what ways does mobile technology change the

Challenges for creating/consuming content: easier to be

Multitasking and other distractions

Mobile can complicate but enhance business

Hum ni là 14-2 đéy pà kon ạ, đư pợn na dwc twng hoa

Pressures on standards of writing: pressure on traditional

Sensory and cognitive extensions: Experience more of the

Security and privacy concerns

(LO 1.5) Define ethics, explain the difference

Ethics are the accepted principles of conduct that

Misrepresenting Unethical Risking Privacy

advertising a product in such a way that people are

Product placement in films is a form of stealth

Transparency involve giving audiences access to

Have you defined the situation fairly and accurately?

(LO 1.6) Explain how cultural diversity affects

A broad and useful

Chapter 1: Understanding Business Communication in Today’s Workplace - MSc. Tran

Send Honest Respect Cultural

Cultural Context Age Differences

Legal and Ethical Gender Differences

Social Customs Religious Differences

Nonverbal Signals Ability Differences

• Be brief and clear – use

(LO 1.7) List four general guidelines for using

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