Excellence in

Business Communication
Chapter 1
Professional Communication in a Digital,
Social, Mobile World
 Learning Objectives (1 of 2)
1. Explain the importance of effective
communication to your career and to the
companies you where you will work.
2. Explain what it means to communicate as a
professional in a business context.
3. Describe the communication process model
and the ways social media are changing the
nature of business communication.
 Learning Objectives (2 of 2)
4. Outline the challenges and opportunities of
mobile communication in business.
5. List four general guidelines for using
communication technology effectively.
6. Define ethics, explain the difference
between an ethical dilemma and an ethical
lapse, and list six guidelines for making
ethical communication choices.
 Understanding Why
Communication Matters
(LO 1) Explain the importance of effective
communication to your career and to the
companies where you will work.
Communication Is important
to Your Career
Freelancers Executives Entrepreneurs

Clarity Persuasion

Writing Listening Speaking

 Communication Is Important
(1 of 2)

•Closer Marketplace Ties

To Your Company

• Opportunities for Influence

• Better Productivity and Problem Solving

• Better Financial Returns and Results

 Communication Is Important
(2 of 2)

•Earlier Warning of Potential Problems

To Your Company

• Stronger, More Timely Decision Making

• Clear, Persuasive Marketing Messages

• Increased Employee Engagement

 What Makes Business
Communication Effective?
• Provide practical information.
• Give facts, not vague impressions.
• Deliver information concisely and efficiently.
• Clarify expectations and responsibilities.
• Offer compelling, persuasive arguments and
recommendations.
Communicating as a Professional

(LO 2) Explain what it means to

communicate as a professional in a business
context.
Elements of Professionalism
Effective Professional
Communication (1 of 2)
Effective Professional
Communication (2 of 2)
Understanding What Employers
Expect from You (1 of 2)
• Possessing digital information fluency
• Organizing ideas and information
• Expressing coherent, persuasive ideas
• Listening actively to others
• Communicating in diverse situations
Understanding What Employers
Expect from You (2 of 2)
• Using communication technologies
• Using standard grammar and spelling
• Communicating in a civilized manner
• Practicing ethical communication
• Managing time and resources
 Communicating in an
Organizational Context
Upward

Downward Formal Horizontal

Interaction Informal Grapevine

Social Media
Formal Communication
Network
 Adopting an Audience-
Centered Approach

Emotional “You” Business

Intelligence Attitude Etiquette
 Exploring the
Communication Process
(LO 3) Describe the communication process
model and the ways social media are changing
the nature of business communication.
 The Basic
Communication Model
Social Communication Model
Social Communication Model
(in Practice)

Social
Traditional Hybrid
Media
Approach Method Approach

Strategic Customer Project

Policies
Plans Support Updates
 The Mobile Revolution

(LO 4) Outline the challenges and

opportunities of mobile communication in
business.
 The Rise of Mobile as a
Communication Platform
• Globally, about 80% of internet users
access the web with a mobile device.
• Mobile is the primary communication tool
for many business professionals.
• About 50% of U.S. consumers use mobile
devices exclusively to search online.
• Smartphones keep people connected 24/7.
Mobile Technologies Are Changing
Business Communication

Mobile-First Radical
Approach Connectivity
Mobile Technology and Business
Communication Practices (1 of 2)
• Challenges of constant connectivity
• Challenges for creating/consuming content
• Multitasking and other distractions
• Pressures on standards of writing
• Sensory and cognitive extensions
Mobile Technology and Business
Communication Practices (2 of 2)
• Security and privacy concerns
• Productivity and collaboration
• Assistance with business tasks
• Decision making and problem solving
• Engaging experiences for customers
 Using Technology to Improve
Business Communication
(LO 5) List four general guidelines for using
communication technology effectively.
 Keeping Technology
in Perspective
What Help You Accomplish Essential Tasks
Technology
Can Do Support Interpersonal Communication

What Replace Interpersonal Communication

Technology
Cannot Do Think for You or Supply Essential Skills
Using Tools Productively

Using Technologies Effectively

Using Technologies Efficiently

Learning Advanced Features

 Guarding Against
Information Overload
Message Recipients Message Senders

Set Filters and Priorities Consider the Audience

Limit RSS and Twitter

Meet Audience Needs
Feeds
 Reconnecting with
People Frequently
Solve Tough Problems

Maintain Interpersonal Relationships

Learn about Other People

Let People Get to Know Who You Are

 Committing to
Ethical Communication
(LO 6) Define ethics, explain the difference
between an ethical dilemma and an ethical
lapse, and list six guidelines for making ethical
communication choices.
Unethical Communication
(1 of 2)

Plagiarizing Ideas or Products

Omitting Essential Information

Selectively Misquoting
Unethical Communication
(2 of 2)

Misrepresenting Numbers

Distorting Visual Displays

Risking Privacy and Security

Distinguishing Ethical Lapses
from Ethical Dilemmas
What’s an Ethical What’s an Ethical
Dilemma? Lapse?

Choosing From Making a Choice

Among Conflicting That’s Clearly
Alternatives Unethical
 Making Ethical Choices
• Have you defined the situation?
• Why are you communicating?
• What impact will your message have?
• What good or harm will be achieved?
• Will your assumptions change?
• Are you comfortable with the decision?