Professional Communication in a

1 Digital, Social, Mobile World

LEARNING OBJECTIVES
After studying this chapter, you will be able to COMMUNICATION CLOSE-UP AT

Explain the importance of effective communication to Dabur

your career and to the companies where you will work. India's fourth-largest fast moving consumer goods (FMC6)

2Explain what it means to communicate as a profes- company, Dabur India Limited, was founded by Dr. S.
K. Burman, a West Bengal-based physician. Dr. Burman
SIonal in a businesS Context.
Was a name well known in the medical fraternity for having
introduced Ayurvedic cures for malaria and cholera. His
3 Describe the communication process model and the
ways social media are changing the nature of business medicines became popular and people started calling him

CommunIcation. "Daktar meaning "trusted doctor.

Although Dabur was initially started as a family-based

4 Outine the challenges and opportunities of mobile enterprise, it is now a highly professional business entity. It

communication in business. is one of the most trusted names in India and the largest
manutacturer of Ayurvedic medicines in the world. It

5 general guidelines for using communication

List four manufactures more than 380 popular products, across 21
technology effectively. categories. In 2015-16, Dabur generated revenues in excess

its market capitalization was more than T501

Define ethics, explain the difference between an ethical of R84 billion and
billion. Currently, Dabur's main goal is to use the immense
dilemma and an ethical lapse, and list six guidelines for
potential of online technology and incorporate modern digital
making ethical communication choicesS.
its prOcesses.
strategies to create brand visibility and rebuild
With online retail giants, Such as Snapdeal, Amazon,
and Flipkart, having already established themselves through
a strong network of distributors and warehousing facilities,
Dabur started using an innovative online platform to reach
out to its Customers. The firm collaborated with some
online grocery stores, such as BigBasket and Grofers
Additionally, it worked toward improving its websites so
that they were more informative and user-friendly. From its
initial three websites, it is now down to a single website that
into the company. The firm also launched its
provides insight
channels, NewU and DaburUveda.com, in an effort to reach
out to geographically dispersed customers. Over the last few
years, Dabur has been actively involved in transforming its
perception into a "young. modern, and socially conscious
organization."
In a continued eftort to associate more with
its customers, Dabur has launched a portal named
mybeautynaturally.com. The potal aims at customer
engagement and relationship building. The company also

sells some of its popular products through popular onine

portals; for example, it sells Chyavanapravash on Amazon.

3
 Communication
Foundations of Business
PART 1 Understanding the

to some estimates, it wll be around 11% by the year 2019

Such a strategy has helped Dabur give its products a more
contemporary and modem look, which has resuted ina
better conect with the youth. Dabur 's online grocery stores
have proved to be a huge hit, resulting in better returns.
Regular and constant consumption is the key featureof
Judging by the trends of the online sector, most of the big
names offline will be forced to become members of the
online mediums. The Reliance Group is one such example
In 2009, it started selling FMCGs under the name "Reliance

FMCG products, consequently, making them popular
objects in horizontal maketplaces.
In 2015-16, Dabur achieved a 13% growth rate even
after facing some operational issues. Through online sales,
Dabur has given itself a strong opportunity for creating high
Visibility and brand rebuilding. Currently, the retail sector is
mere 29% of the entire e-commeroe industry. but according
Fresh, but later came up with reliancefreshdirect.com, an
online portal for selling its products. Dabur has adapted
very well to the changes in the external environment and
has achieved this through a digital transtormation of its
core processes, mainly sales and distribution. With the
a e-commerce market set to grow even further, Dabur seems
to be on course to attain further
efficiency.

LEARNING OBJECTIVE
TExplain the importance of
effective communication to your
career and to the companies
where you will work.
Communication is the process
of transferring information
and meaning between senders
and receivers.
Understanding Why
Communication Matters
Whether it's as simple as a smile or as ambitious as Dabur's digital and social media
program (profiled in the chapter-opening Communication Close-Up), communication
is the process of building credible and visible connect by transferring information and
meaning between senders and receivers, using one or more media and communication
channels. The essence of communication is sharing-providing data, information,
insights, and inspiration in an exchange that benefits both you and the people with
whom you are communicating. As Figure 1.l indicates, this sharing can happen in a
variety of ways, including simple and successful transfers of information, negotiations in
which the sender and receiver arrive at an agreed-on meaning, and unsuccessful
attempts
in which the receiver creates a ditferent message than the one the sender intended.
You will invest a lot of time and energy in this course
developing your commu
nication skills, so it's fair to ask whether the effort will be worthwhile. This section
outlines the many ways in which good communication skills are critical for your
career and for any company you join.

cOMMUNICATION IS IMPORTANT TO YOUR CAREER

Ambition and great ideas
aren't enough; you need
to be able to communicate
with people to succeed in
bus1ness.
Improving your communication skills may be the single most important step you can
take in your career. You can have the greatest ideas in the world, but they're no good to
your company or your career if you can't express them clearky and persuasively Some
jobs, such as sales and customer support, are primarily about communicating. In fields
such as engineering or finance, you often need to share complex ideas with executives,
customers, and colleagues, and your ability to connect with people outside your field
can be as important as your technical expertise. If you have the entrepreneurial urge,
you will need to communicate with a wide range of audiences-from investors, bank-
ers, and government regulators to employees, customers, and business partners
Thechanging nature of employment is putting new pressure on communica-
tion skills, too. Many companies now supplement their permanent work forces with
independent contractors who are brought on for a short period or even just a single
project. Chances are you will spend some of your career as one of these freelanc
ers, working without the support network that an established company environ-
ment provides. You will have to "sell yourself" into each new contract, communicate
 32 PART 1 Understanding the Foundations of Business Communication

Governments around the world are takino .

Transparency requirements.
that and other parties know who is behind the
help ensure consumers

tion they particularly

receive. when appears online.
it The European Union
instance, outlaws a number of online marketing tactics, including " or
for "fake blogs." in which an employee oraa paid agent posing as an
hort
indepe
dent consumer posts positive stories about a company's products
States, FTC guidelines require bloggers and other social media users who revi
In the

products to disclose it they receive compensation for writing reviews, Iew

If have any doubts about the legality ot a message you intend to

vou

ute, ask for advice from your

distrih
company's legal department. A small dose of Cau
tion can prevent huge legal headaches ana protect your
company's reputation in th.
marketplace.

COMMUNICATION CHALLENGES AT Dabur

ASSume that you have been recruited by the social media did what was supposed to be done? Was the
response
epartment at Dabur and will be working with 10 other reflective of the excellent levels of customer satistaction
Communication experts. Your task is to constantly monitor that
the company boasts of? If
you were the custorner, wOuld
vanous posts on Dabur 's ofticial Facebook page and other
you be happy with the resolution?
Customer-created forums on Facebook that discuss the
TEAM CHALLENGE: Collect a team of individuals and
Customer service issues of the company. You are
supposed
to keep an eye, respond to complaints and critically analyze at least 15 different Facebook posts fromn
queries, and, at the official Facebook
times, intiate some conversations too. Using page of Dabur. Examine them based
the insights on critical factors, such as grammar, language
gained in this chapter, address these fwo communication suitabilty,
chalenges. understandability, and the "you" attitude. Then, pick upa
Dabur competitor and select an equal number of
INDIVIDUAL CHALLENGE: Search for
recent Facebook
a
posts from
its official Facebook
conversation between a Dabur customer and some page. Examine it exactly in the same
manner and compare the results. How do
executive from the social media they stand? Does
department regarding Dabur fare better or worse? Does Dabur engage with its
a complaint.
Critically review the manner in which the CUustomers more,
complaint was addressed. Do you think that the executive
answer promptly, and resolve complaints
quickly? Summarize the findings with suitable
examples.
 Collaboration, Interpersonal
2 Communication, and Business
Etiquette
LEARNING OBJECTIVES
After studying this chapter, you will be able to
1LIst the advantages and disadvantages of working in
teams. descnbe the characteristics of effective teams,
and highlight four key issues of
group dyrnamics.
2 Offer guidelines ftor collaborative communication
dentity major collaboration technologies, and
how to give constructive feedback.
3 the key steps needed to ensure productive tean
meetings
4ldentty the major technologies used to enhance or
replace in-person meetings.
5 ldentty three major modes of listening, describe the
listening prOcess, and explain the problem of selective
istening
6Explain the importance of nonverbal communication,
and identity Six major categories of nonverbal
expression.
7Explain the importance of business etiquette, and
Identify four key areas in which good etiquette is
essential.
COMMUNICATION CLOSE-UP AT
Airtel
with more than 183 milion subscribers, Artel was the
larges
cellular service provider in India at the end of May 2012
According to the subscriber base, it was the third- largest
mobile operator after China Mobile and China Unicom Airtel
explain nas its roots in Bharti Telecom Lirnited. FOunded in 1986, the
Company IS Considered the first in India to offer push-button
telephones when the country was still using rotary phones
It has also introduced India's first fax machines and cordless
telephones in the early 1990s.
In 1992, Airtel was awarded a contract to build a
cellular phone network in Delhi. In 1996. the firm extended
the cellular service to the state of Himachal Pradesh. In
1999, Bharti Enterprises acquired JT Hoidings. extending
its cellular operations to the states of Karnataka and
Andhra Pradesh. Bharti acquired Skycell Communications.
Chennai, in the year 2000, and Spice Cell, Kolkata. in
2001. Bharti Enterprises went public in 2002. and the
Company was listed on the Bombay Stock Exchange and
the National Stock Exchange of India. In 2003, Bhart
introduced the brand name, Airtel. under which its cellular
phone operations were to operate. In 2004, Bharti began
operations in Rajasthan through its acquisition of Hexacom
and in 2005, the company expanded to Andaman and
Nicobar, allowing it to start voice services throughout
India. In 2009, Sri Lanka became the first international
destination where Airtel launched its mobile network
Airtel introduced the concept of a unique "AlR culture."
which is Similar to a culture statement that aims to capture
the company's HR strategy: "Our values are imbibed
in what we do and how we do it. To further explain
the statement, the firm came up with three elements:
Alive-implying that the Airtel employees are alive to the
Customers' needs. Ihis means that the passion of energy
drives them and they possess a can-do attitude. The
company holds the tirm beliet that a way of doing things
exists for everything, and that they will not take a "no" for
an answer. The second element is Inclusive-which implies
that the company is well aware of the fact that its primary
39

40 PART 1 Understanding the
IS to serve varied communities,
OUSiness
S imperative to 'align employees to their
in tems of working. anticipating.
groups
that ennich their lives The third
Oelhvenng solutions
LEARNING OBJECTIVE
TList the advantages and
disadvantages of working
n teams, describe the
charactenstics of eftective
teams and highlight four key
sSues of group dynamics
Collaboration working
together to solve complex
problems-Is an cssential skill
tor workers in nearly cvery
protcssion.
leam members have a shared
missaon and are collectively
responsible for their work.
theorganizational structure. Committees typically deal with regularly recurring tasks,
Fffective teams can pool
knowledge, take advantage of
diverse viewpoints, increasc
acceptance of solutions the
team proposes, and achieve
higher pertormanc.
Cormmunication
Foundations of Business
Respectful-where the company's employees aare a
is
and. therefore, it d honesty
virtues of hurility and honesty, whh
made aware of the
diverse customer
are considered to be of utriost importance in Custo
stomer
adapting. and
elerment service
Communicating Effectively in Teams
The three elements -Aliue, Inclusue, and Respectful introducing the unique
culture" at Airtel (profiled in the chapter-opening Communication Close.
"AIR
illustrate how collaboration, interpersonal communication, and business etiau
quete
can lead to success. Collaboration working together to meet complex challenwr
nges-
is a prime skill expected in a wide range of protessions. No matter what career path
you pursue, it's a virtual guarantee that yOu will necd to collaborate in at least som
Some
of your work activities. Your communication skills will pay off handsomely in the
thee
interactions hecause the productivity and quality of collaborative efforts depen
pend
heavily on the communication skills of the professionals involved.
A team is a unit of two or more people who share a mission and the responsibil.
ity for working to achieve a common goal. Problem-solving teams and task force
assemble to resolve specitic issues and then disband when their goals have been accom
plished. Such teams are oftencross-functional, pulling together people from a variey
of departments who have different areas of expertise and responsibility. The diversity
of opinionsandexperiences can lead to better decisions, but competing interests Can
cause tensions that h1ghlight the need tor ettective communication. Committees are
formal teams that usually have a long lite span and can become a permanent part of
such as an executive committee that meets monthly to plan strategies and review
results.
ADVANTAGES AND DISADVANTAGES OF TEAMs
When teams are successful, they can improve productivity, creativity, employee
involvement, and even job security' Tcams are often at the core of
participative management, the effort to involve employees in the company's decision
making. A successful team can provide a number of advantages:
Increased information and knowledge. By pooling the experience of several ind:
viduals, a team has access to more intormation.
Increased diversity of views. Team
members can bring a varicty of perspectives
to the decision-making process-as long as these diverse viewpoints are guided
by a shared goal."
Increased acceptance of a solution. Those who participate in making a decision
are more likely
support it and encourage others to accept
to
Higher performance levels. Working in teams can unleash new levels of creativity
and energy in workers who share a sense of purpose and mutual accountability
Efective teams can be better than top-performing individuals at solving complex
problems.
Although teamwork has many advantages, it also has a number of potential dis
advantages. At the worst, work1ing in teams can be a frustrating waste of time. Teams
 CHAPTER 2 Collaboration, Interpersonal Communication, 41
and Business Etiquette

ETHICS DETECTIVE

Solving the Case of the Missing Team

When the company president assembled the team to find
creative solutions to the company's cash tlow problems,
tew people thought it would succeed. Through plenty of
hard work. howeer. you and your colleagues have found
new sources of investment capital. Now it's time to pres-
ent your accomplishments to the board of directors, and
your entire team has becn looking forward to this meeting
for wecks. Because appear1ng im tront of the board can
be a major carcer boost, the team planned to present the
results together, giving cach person a few minutes in the
limelight.
However. Jackson Mucller, the chief financial offi-
cer and leader ot your team, had a surprise for you this
morning. He'd received word at the last minute that the
board wanted a short, concise presentation, and he said
the best way to comply was with a single presenter. No
one was happy about the change, but Mueller is the high-
est-ranking employee on the team and the only one with
experience presenting to the board.
Disappointment turned to dismay as you and your
teammates watched from the back of the conference
Mucller
room. deftly compressed your 60-minute presen
tation down to 20 miutes, and the board showered him
never introduced any of the
with praise. However, he
other
team members, so your potential moment in the sun passed
without recognition.
ANALYSIS
1. Did Mueller behave unethically by not introducing
you and your colleagues to the board? Explain your
answer.
2. Later, you complain to a colleaguc that by stressingg
my team" so often, Mueller actually made the pre-
sentation all about hinm, not the team. But one of your
colleagues argues that the team's assignment was to
solve the problem, not to score career points with the
board, so that goal shouldn't have been such a top
priority Explain why you agree or disagre.

and business leaders necd to be aware of and work to counter the following potential
disadvantages:
Groupthink. Like other social structures, business teams can generate tremendous Teams need to avoid the nega-
pressure to contorm with accepted norms of behavior. Groupthink occurs when tive impact of groupthink,
peer pressure causes individual team members to withhold contrary or unpopular hidden agendas, excessive
opinions. Teams afflicted with groupthink can be so focused on protecting group cots, and employee overload.
harmony that they oversimplity problems, ignore intormationthat threatens con-
sensus, and fail to consider risks and negative consequences.
Hidden agendas. Some team members may have a hidden agenda--a private, coun
terproductive motive, such as a desire to take control of the group, to undermine
someone else on the team, or to pursue a business goal that runs counter to the
team's mission.
Cost. Aligning schedules, arranging meetings, and coordinating individual parts
of a project can eat up a lot of time and money
Overload. Some companies have embraced collaborative work approaches to such
an extent that they're overloading employees with team assignments. Moreover,
as a company's best contributors gain a reputation tor helping others and getting
things done, they often find themselves assigned or invited to even more team
efforts. As a result, team activities can take up so much of a person's day that
individual responsibilities get pushed to nights and weekends, leading to exhaus-
tion and lower productivity"

Eftective teams have a clear

CHARACTERISTICS OF EFFECTIVE TEAMS sense ot purpose, open and
honest communication, con-
The most efective have clear objective and shared sense have
teams a
of purposc,
strong sense of trust in each other, communicate openly and honestly, reach decisions
a sensus-based decision making,
creativity, and effective conflict
by consensus, think creatively, know how to resolve contlict, and believe that their resolution.
 CHAPTER 2 Collaboration, Interpersonal Communication, and Business Etiquette 65

mak ing cxcessive or unnecessary personal calls during work hours, invad1ng
COne's privacy by using your phonc s camera without permission, taking or mak-
alls in restrooms and other inappropriate places, texting during a meal or while
Ing
some
mcone is talking to you, allowIng incoming calls to interrupt meetings or discus-
ons
sIons
thewe are all dhsrespectul chowes that reflect negatively on you."In general
Virtual assistants and other
older employecs, managers, and customers are less tolerant of mobile device use than
vounger pcople are, so don't asume that your habits will be universally mobile phone vnce teatrures
can annoy and disrupt the
aceptable.
workplace and social settings
Virtual assistants, such as the Siri voice recognition system in Apple iPhones, raise
it not used with respect tor
ther new etiquette dilemma. From doing simple web searches to dictating entire others.
memos, these systems may be convenient for users, but they can create distractions
and annovances tor other people. " As with other publie behaviors, think about the

MOBILE APP
cffect you have on others betore using these technologies.
Locale can "geofence your
Note that expectations and policies regarding mobile device use vary widely
smartphone, automatically
from company to company. At one extreme, the venture capitalist Ben Horowitz
changing settings based on your
fines his emplovees it they even look at a mobile device while an entrepreneuris
location-Such as actvating
pitching a business plan because he considers it disrespectful to people making silent mode when you arrive at
presentations. Not all bosses are quite so strict, but make sure you understand your office.
the situation in your workplace.

COMMUNICATION CHALLENGES AT Airtel

You have been hired by the advertising division of Airtel in mind that the advertisements have to be highily creative.

India and ill be joining a team of 15 communication of the kind that no competitor has come up with.

launch
experts given the responsibility to create and TEAM CHALLENGE: OCollect a team of individuals and work

advertisement campaigns for the company. Using the on a comprehensive communications strategy for Airtel's
in this chapter, address the following two 4G service. You need to cover all possible media, such
insights gained
as print, electronic, outdoor, and digital. First, discuss the
challenges.
INDIVIDUAL CHALLENGES: Your first major task is to create various media, their probable reach, the costs involved. and
their effectiveness. Then, prepare a time-bound action plan.
an ad campaign for Aitel>'s upcoming 4G service that will
be launched in New Delhi. You have to create a blueprint starting two monthsbefore the launch. The company wishes
to spend the maximum on the electronic and digital media.
for a print media ad campaign for the entire National Capi
tal Region (NCR). Part of the task is to ensure maximum
What wil your team suggest? DisCuSS reasons for and
Do you have a revolutionary idea that
reach within budgetary constraints. You can review previous against the proposal.
advertisement activities of the company for inspiration. Keep can do wonders for the campaign?
 68 PART 1 Understanding the Foundations of Business Communicatiorn
Test Your Knowledge
o review chapter content related to each question, refer to
the indicated
Learning Objective.
2-1. How can organizations and employees benefit from
sCcessful reamwork? |LO.1
22. What is groupthink, and how can it affect an
zation? |LO-1||
organi-
25. How can emplovees and companies take advantage
of social nctworking technologies to promote team-
work? |LO-21
4.hat isparliamentary procedure? |LO.3|
2-5.What are the advantages of virtual meetings? |LO-4)
26. What are the main activitics that make up the listen-
ingprocess? |LO-S]
2-7. How docs content listening differ from eritical listen-
ing and cmpathic listening? |LO-5]
2-8. What are the six major categories of nonverbal com-
munication? |LO-6]
2.9, Why do mobile devices present unique ctiquette chal-
lenges |L0-7]
Apply Your Knowledge
To review chapter content related
to cach question, refer to
the indicated Learning Objective.
2-10. You head up the interdepartmental design review
team for a manufacturer of high-performance motor
cvcles, and things are not going wel. The design engi
ncers and marketing strategists kcep arguing about
which should be a higher priority, pertormance or
aesthetics, and the accountants say both groups
are driving up the cost of the new model by adding
too many new features. Everyone has valid points
to make, but the team is bogging down in conflict.
Explain how you could go about resolving thestale
mate. |LO0-1]
2-11. You and another manager in your company disagree
about whether employees should be encouraged to
create online profiles on I.inkedln and other business
oriented social networking websites. You say these
connections can be valuable to employees by helping
them meet their peers throughout the industry and
valuable to the company by identifying potential sales
leads and business partners. The other manager says
that encouraging employees to become better known
in the industry will only make it easier for competi-
tors to lure them away with enticing job offers. Write
a brief email message that outlines your argunment.
(Make up any intormation you need about the com-
pany and its industry) |L.0-2
2-12. How can nonverbal communication help you run a
meeting? How can it hclp you call a meeting to order,
emphasize important topics, show approval,
reservations, regulate the How of conversation. expre
invite a colleague to continue with a comment2
[LO.
31, LO-6]
2-13. Why do you think people are more likely to enps
in rude behaviors during online communicationth
than
during in-person communication? [LO-7|
2-14. You're giving your first major presentation at yo
your
the people in
new job and you notice at least halt he
small conference room are looking at their mob.
devices more than they are look1ng at you. H
should you handle the situation? |LO-7]
Practice Your Skills
2-15. Message for Analysis: Planning Meetings |LO-3|
A project lcader has made notes about covering the
following items at the quarterly budget meeting. Pre.
pare a formal agenda by putting these items into a
logical order and rewriting, where necessary, to give
phrases a more consistent sound.
Budget Committee Meeting to be held on De
cember 12, 2018, at 9:30 a.m., and we have allot-
ted one hour for the meeting
.I will call the meeting to order.
Real estate director's report: A closer look at cost
overruns on Greentree site. (10 minutes)
The group will review and approve the minutes
from last quarter's meeting. (5 minutes)
. I will ask the finance director to report on actual
versus projected quarterly revenues and expenses.
(15 minutes)
I will distribute copies of the overall divisional
budget and announce the date of the next budget
meeting
Discussion: How can we do a better job of antici
pating and preventing cost overruns? (20 minutes)
Meeting will take place in Conference Room 3,
with WebEx active for remote employees.
What additional budget issues must be consid
ered during this quarter?
Exercises
Each activity is labeled according to the primary skill or
skills you will need to use. To review relevant chapter co
In
tent, you can reter to the indicated Learning Objective.
in
some instances, supPporting intormation will be tound
another chapter, as indicated.
2-16. Collaboration: Working in Teams |LO-1). ILO-2] ln
teams assigned by your instructor, prepare a 10-min
of
ute presentation on the potential disadvantages
 CHAPTER 2
Collaboration, Interpersonal
bcial media for busiess communication.
ng
t h e presentation Is ready, discuss how effective
theteam
was using the criteria of (a) having a clear
obyective and a share sense of purpose. (b} commu
openly and honestly, (c) reaching decisions
by conscnsus, (d)thinkingcreatively, and (e) knowing
how conflict. Be prepared to discuss
to resolve
your
the rest of the class.
findings with
17. Negotiation and onflict Resolution: Resolving
Conticts; Communication Ethics: Providing Ethical
eadership |LO-11, Chapter 1 During team meetings,
one membet constantiy calls tor votes or decisions
hetore all thc members have voiced their views. As
the leader, you asked this member privately about
is hehavior. He replied that he is trying to move the
team toward its goals, but you are concerned that
he is really try1ng to take control. How can you deal
with this situation without removing the member
trom the group?
218. Collaboration: Collaborating on Writing Projects;
Media Skills: Blogsing |LO-2) In this project you will
conduct research on your own and then merge your
results with those of the rest of your team. Search
Twitter for messages on the subject of workplace
safety (You can use Twitter's advanced search func-
tion or use the "twitter.com site qualifier on a regu-
lar search eng1ne.) Compile at least five general safety
tips that apply to any office setting, and then meet
with your team to select the five best tips from all
those the team has collected. Collaborate on a blog
post that lists the team's top five tips.
2-19. Communication Etiquette: Etiquette in the Work
place, Participating in Meetings [LO-3], [LO-7] In
group meetings, some of your colleagues have a habit
of interrupting and arguing with the speaker, taking
credit for ideas that aren't theirs, and shooting down
ideas they don't agree with. As the newest person in
the group, you're not sure if this is accepted behavior in
this company, but it concerns you both personally and
professionally. Should you go with the flow and adopt
their behavior or stick with your own communication
sty le, even though you might get lost in the noise? In
for your class
Two-paragraph email message post
or
blog, cxplain the pros and cons of both approaches.
220. Collaboration: Participating in Meetings |LO-3] With
a classmate, attend a local community or campus
meeting where you can observe a group discussion,
vote, or take other group action. Take notes indh
VIdually during the meeting and, afterward, work
together to answer the following questions.
a. What is your evaluation of this meeting?
ln your
answer, consider (1) the leader's ability to ciearly
articulate the meeting's goals, (2) the leader's
69
Communication, and Business EtIaue
abilhty to engage members in a meaningful discus
(3) the group's dynamics, and (4) the group's
Ston,
listening skills.
b. How did group members make decisions? Drd
they vote? IDid they reach decisions by consen
sus? Did those with dissenting opinions get an
opportunity to voice their objections?
c. How well did the individual partic1pants
listen? How could you tell
d. Did any participants change their
expressed
views or their votes during the meeting?
Why might that have happened?
c. Did you observe any of the communication
barriers discussed in Chapter 1? ldentify them.
. Compare the notes you took during the
with those of your classmate. What
meeting
differences do you notice? How do you ac-
count for these differences?
2-21. Collaboration: Leading Meetings |LO-3], Chapter
3 Every month, each employec in your department
Is expected to give a brief oral presentation on the
status of his or her project. However, your depart
ment has recently hired an employee who has a severe
speech impediment that prevents people from under-
standing most of what he says. As the department
manager, how will you resolve this dilemma? Please
explain.
2-22. Collaboration: Using Collaboration Technologies
LO-4) In a team assigned by your instructor, use
Zoho (free for personal use) or a comparable system
to collaborate on a set of directions that out-ot-town
visitors could use to reach a specitic point on your
campus, such as a stadium or dorm. The team should
choose the location and the mode(s) ot transporta-
tion involved. Be creative-brainstorm the best ways
to guide first-time visitors to the selected location
using all the media at your disposal.
2-23. Interpersonal Communication: Listening Actively
LO-S] For the next several days, take notes on your
listening pertormance during at least a halt-dozen
situationsin class, during social activities, and at
work, if applicable. Reterring to the traits of ettective
listeners in Table 2.3, rate yourself on these positive
listening habits using aluays, frequently, occasion
ally, or never. In a report no longer than one page,
summarize your analy sis and identity specitic areas
in which you can imprOve your listening skills.
2-24. Nonverbal Communication: Analyzing Nonverbal
Signals |LO-6| Select a business letter and envelope
you have received at work or home. Analyze their
appearance. What nonverbal messages do they send?
Are these messages consistent with the content of
the letter? If not, what could the sender have done to
 98 PART 1 Understanding the Foundations of Business
Communication

mesage welcoming employees recently transf

Test Your Knowledge to your department trom the company's Hone
eview chapter content related to cach questuon, reter t
branch. These employees, all of whom are
the indu ated I earning Obiectne Kong natives, speak English, but your boss asb

W h a t are the potenual adv antages of a diversC woTk° to review his message for clarity. What uld ye
the
tore? IO1| suggest your boss change in tollowing cmail mne
sage? Why? Would you consider this message
-2 What is ultural compctence? |LO2
s-5. What is cthnoentrism, and how can it be overcome
audicnce centered? Why or why not? (Hint Do *Some

quick rescarch on Hong Kong to identify the

n communication? |LO-2
English that people there are ikely to speak.) le of
S. How do high-context cultures differ
tet cultures? |LO-3
fromn low-con
Iwanted to welcorne you ASAP to our ittle family here n
55. In add1tion to contextual difterences, what other cat-
the States. It's high time we shoOK hands n person and nrs
cgories of cultural ditterences exIst? |LO-3| just across the sea I'm pleased as punch about getting to
S6 How docs a sense of humor come in handy during
know you all, and I for one will do my level best to sllyou
intereulrural communication? |LO.4]
on America.
H o w can the CGolden Rule cause problenms in intercul-
tural communication? |LO-4
-8. What steps can vou take to help someone from
Exercises
another culture adapt to vour culture? |LO-5]
Each activity is labeled according to the
primary skill o
skills you will need to use. To review relevant chapter con.
tent, you can refer to the indicated Learning Objective. In
Apply Your Knowledge some instances, supporting intormation will be found in
related to cach question, refer to another chapter, as indicated.
To review chapter
the indicated
content

Learning Objcctive. 3-15. Intercultural Communication: Recognizing Cultural

3-9. Make a list of the top five priorities in your lite (tor
Cxample, fame, wealth, family, spirituality, peace of
mind, individuality, artistic expression). Compare
vour list with the priorities that seem to be valued
in the culture in which you are
currently living. (You
can be as broad or as narrow as you like in defining
Culture tor this exercise, such as overall U.S. culture
the culture in your college or university) Do your
or
personal priorities align with the culture's priorities?
It not, how might this disparity affect your commu-
nication with other members of the culture?
3-10. How does making an effort to avoid assumptions con-
tribute to the practice of cultural pluralism? [LO-2]
3-11. Why is it important to understand your own culture
Variations LO-1, ILO-3, [LO-4] Rcview the dei
nitions of the generations on page 82. Based on your
year of birth, to which generation do you belong
Do you feel a part of this generation? Why or why
not? If you were born outside the United States,
do the generational boundaries seem accurate to
you? Now consider the biases that you might have
regarding other generations. For example, if you ar
a member of Generation Y, what do you think about
the Baby Boomers and their willingness to embrace
|LO-2] new ideas? Identiky several of
your generational
biases that could create friction in the workplace.
Summarize your responses to these questions in a
post on your class blog or an email message to your

when attempt1ng to communicate with people from instructor.

other cultures? |LO-4] 3-16. Interecultural Communication: Adapting to Culrural
3-12. Think about the last three movies or television shows Variations |LO-4| You are a new manager at K &
set in the United States that you've watched. In what Brick, a masonry products company that is now run
ways would these entertainment products be helpful by the two sons of the man who founded it 50 year
or
unhelpful for people from other countries trying ago. For ycars, the co-owners have invited the man
to learn about U.S. culture? |LO-5) agement team to a wilderness lodge tor a combina
3-13. How can helping someone adapt to your culture help tion of outdoor sports and annual business planning
you gain a better understand of it yourself? |LO-5]| meetings. You don't want to miss the event, but you
know that the outdoor activities weren't designed
tor someone like you, whose physical impairments

Practice Your skills prevent participation in the sporting events. Dratt

a

short email message to the rest of the management

3-14. Message for Analysis: Adapting to Cultural Differ team, suggesting changes to the annual event that
ences |LO-5] Your boss wants to send a
brief email will allow all managers to participate.
 CHAPTER3 Communication Challenges in a Diverse, Global Marketplace
a.17. Intercultural Communication: Writing for Multiple
Language Audiences |LO-5] Reading English-lan
guage content written by nonnative English speakers
can be a good reminder of the challenges of com-
municating in anotheT language. The writing can be
confusing or even amusing at first glance, but the key
to remember here is that your writing might sound
just as confusing or amusing to someone else if your
roles were reversed.
ldentity a company that is based in a non-
English-speaking country but that includes English-
language text on its website. (The advanced search
capabilities of your favorite search engine can help
vou locate websites trom a
particular country) Study
the language on this site. Does it sound as though
it was written by someone adept at English? If the
first site you've found does have writing that sounds
narural to a native US. English speaker, find anorher
company whose website doesn't. Select a section of
text (at least several sentences long) and rewrite it to
sound more "American."Submit the original text and
vour rewritten version to your instructor.
-18. Intercultural Communication:Writing for Multiple
Language Audiences; Collaboration: Team Projects
LO-5]. Chapter 2 With a team assigned by your
instructor, review the Facebook pages of five com-
panies and look for words and phrases that might be
confusing to a nonnative speaker of English. If you
(or someone on the team) are a nonnative speaker,
explain to the team why those word choices could
be confusing. Choose three sentences, headlines,
company slogans, or other pieces of text that con-
tain potentially confusing words and rewrite them to
minimize the chances of misinterpretation. As much
as possible, try to retain the tone of the original-
although you may find that this is impossible in some
instances. Use Google Docs to compile the original
selections and your revised versions, then email the
documents to your instructor.
3-19. intercultural Communication: Speaking with Mul-
tiple-Language Audiences; Collaboration: Team
Projects |LO-5), Chapter 2 Working with two other
students, prepare a list of 10 examples of slang (in
your own language) that might be misinterpreted
or
misunderstood dur1ng a business conversation with
someone from another culture. Next to cach exam-
ple, suggest other words you might use to convey the
same message. Do the alternatives mean exactly the
same as the original slang or idiom? Submit your list
of original words and suggested replacements, with
an explanation of why each replacement is better
than the original.
-20. Intercultural Communication: Writing for Mulüple-
Language Audiences |LO-5] Explore the powers and
99
limitations of free online translation services such as
Google Translate. Enter a sentence from this chap
ter, such as "It gets even more daunting when you
add the challenges of communication among medical
staff and between patients and their caregivers, which
often takes place under stressful circumstances.
First, translate the sentence from English to Span
ish. Next, copy the Spanish version and paste it into
the translation entry box and hack-translate it from
Now repeat this test for another
English.
Spanish to
language. Did the sentence survive the round trip
Does it still sound like normal business writing when
translated back into English?
(a) What are the implications for the use of automared
translation services for international correspondence
(b) Would you feel comfortable using an online tool
such as this to translate an important business message
(c) How might you use this website to sharpen your
intercultural communication skills? Summarize your
findings in a bricf report.
3-21. Intercultural Communication: Speaking with Mul
tiple-Language Audiences; Media Skills: Podcasting
LO-51, Chapter 7 Your company was one of the
first to use podcasting as a business communication
tool. Executives frequently record messages (such
as monthly sales summaries) and post them on the
company's intranet; employees from the 14 offices
in Europe, Asia, and North America then dow nload
the files to their musie players or other devices and
listen to the messages while riding the train to work,
eating lunch at their desks, and so on. Your boss asks
you to draft the opening statement tor a podcast that
will announce a revenue drop caused by intensive
competitive pressure. She reviews your script and
hands it back with a gentle explanation that it needs
to be revised for international listeners. Improve the
following statement in as many ways as you can:
Howdy, comrades. Shouldn't surprise anyone that we took
a beating this year, gven the insane pncing moves our
knucklehead competitors have been mak1ng. I mean, how
those clowns can keep turning a profit is beyond me, what
with steel costs stil going through the roof and labor costs
heating up-even in countnes where everybody goes to find
cheap labor-and haardous waste disposal regs adding to
operating costs, too.
Expand Your Skills
Critique the Professionals
Find an online business documentsuch as a company web-
page, blog post, Facebook Into tab, or Linkedin profile
that you believe commits an intercultural communication