Professional Documents
Culture Documents
Download pdf Communicating For Results A Canadian Students Guide 5Th Edition Carolyn Meyer ebook full chapter
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Oxford University Press is a department of the University of Oxford.
It furthers the University’s objective of excellence in research, scholarship,
and education by publishing worldwide. Oxford is a registered trade mark of
Oxford University Press in the UK and in certain other countries.
Published in Canada by
Oxford University Press
8 Sampson Mews, Suite 204,
Don Mills, Ontario M3C 0H5 Canada
www.oupcanada.com
Every effort has been made to determine and contact copyright holders.
In the case of any omissions, the publisher will be pleased to make
suitable acknowledgement in future editions.
1 2 3 4 — 23 22 21 20
Brief Contents
From the Publisher xiii
Acknowledgements xviii
Notes 585
Index 597
Contents
From the Publisher xiii
Acknowledgements xviii
Organizational Communication 51
Intercultural Communication 52
Mass Communication 52
Non-Verbal Communication 53
Components of Non-Verbal Communication 55
Communication Competence 59
Communicating in Organizations 60
Internal and External Communication 60
Essential Skills for Workplace Communication 60
Informal and Formal Channels 61
The Flow of Information 62
Cross-Cultural Communication 63
Communicating in a Global Economy 63
Diversity in the Workplace 63
Understanding Cultural Differences 64
Defining Intercultural Communication 64
High- and Low-Context Communication Styles 65
Communicating Interculturally 66
Notes 585
Index 597
From the Publisher
With the expansion of the knowledge-based economy, Canadian employers are—now more than ever—
increasingly interested in hiring individuals who are able to communicate clearly and effectively.
Building on the foundation of its predecessors, the fifth edition of Communicating for Results continues
to address the needs of today’s students by providing them with a thorough understanding of how to com-
municate effectively in multicultural Canadian business environments. A thorough, hands-on approach
engages students in the processes of critical thinking, stylistic development, and content evaluation. Ex-
tensive models and organizational plans for letters, memos, e-mails, reports, and presentations—as well
as extensive exercises based on real-life situations—help to simplify the writing process, banish writer’s
block, and ease fears about public speaking.
Throughout, this highly effective approach emphasizes practical knowledge that will give students
a head start in the business world. They will develop confidence in their skills and will ultimately have
everything they need to become competent and successful communicators who get their message across,
get noticed, and get results.
their stakeholders, getting attention quickly and memorably and forging connections
and affinities online matters more now than it has ever before. REPETITION
Social media, along with mobile communications, play an equally important role in • Non-verbal displays can repeat a verbally delivered message.
• E.g., Instructing a computer technician to repair
the share (or peer) economy. The share economy is based on the idea of collaborative share (or peer) economy An
"this computer" while pointing at the computer
consumption, or sharing as reinvented through network technologies, with a “shift in economic system centred
on access to rather than
consumer values from ownership to access.”51 This new peer-to-peer economic model is ownership of resources.
based on some old and familiar concepts: sharing, renting, swapping, gifting, lending,
bartering.52 App-based services such as Airbnb (accommodation), Lyft (ride sharing), and
TaskRabbit (micro jobs) have disrupted previously regulated taxi, car-rental, and hotel CONTRADICTION
industries. Because share economies place a monetary value on access to assets, they • Non-verbal messages can conflict with verbal messages,
posing challenges for the decoder.
enable people who control that access to become part-time entrepreneurs.53 • E.g., A job candidate saying she is confident but
avoiding making eye contact.
term Indigenomics describes the effort of Indigenous peoples to build their future and
improve their communities and quality of life through equity ownership, environmental
planning, and procurement.55 According to the Social Sciences and Humanities Research
SUBSTITUTION
Council of Canada, Indigenous entrepreneurship can be distinct from mainstream under- • Sometimes a non-verbal display can stand in for a verbal message.
standings of entrepreneurship because of its emphasis on collectiveness and community Decoders with expressive sensitivity can "read" facial expressions,
gestures, and posture.
development and its foundations in Indigenous knowledge (IK)—understandings and
• E.g., Team members might guess that an important contract
ways of knowing that are cumulative and interconnected and emphasize the related- has been lost if their team leader enters the meeting room
ness of all living things.56 For Winnipeg-based Manitobah Mukluks, whose 300-strong with slouched shoulders and a downcast expression.
workforce creates handmade moccasins and mukluks sold around the world, with sales
topping $25 million annually, being an Indigenous business means supporting Indige-
ACCENTING AND COMPLEMENTING
nous communities, sharing success, keeping traditions alive, and celebrating Indigenous • Non-verbal displays can undermine, amplify, or tone down a verbal message.
values.57 Its Storyboot Project embodies these values by creating partnerships with elders This is accenting.
and artisans and guaranteeing them 100 per cent of the proceeds for every pair of muk- • E.g., pounding the table while exclaiming "We have to cut our budget, now!"
• Complementary non-verbal cues reinforce or affirm a message,
luks or moccasins they craft the traditional way. Behind the steady growth of Indigenous making it easier to remember.
business are organizations such as the Canadian Council for Aboriginal Business (CCAB), • E.g., A boss who shakes a junior associate's hand while praising him or her.
which supports the building of relationships between Aboriginal and non-Aboriginal
businesses and communities. Business success stories represent a broad range of sectors: FIGURE 2.4 Non-verbal Communication Cues Can Play Five Roles in Relation to Verbal Communication
• Spirit Bear Lodge, owned and operated by the Kitasoo/Xai’xais Nation, employs These non-verbal cues have the power to both intensify a message and contradict its
10 per cent of the local population and practices a community-driven, non-ex- primary aim. A nod of the head, a point of a finger, a steady gaze, a slumped posture, a
tractive method of eco-tourism. frown—these signals, like all non-verbal cues, are powerful indicators of feelings and
• The Toquaht First Nation of BC is building a $1.35-million marina.58 attitudes in verbal communication (Figure 2.4).
• The Fisher River Cree Nation north of Winnipeg is behind the first utility-scale Non-verbal cues enrich verbal messages, as it is not always what you say but how you
solar project in Manitoba, a megawatt facility that will supply revenue to the com- say it that people will remember. Non-verbal cues can be misleading when they are taken
munity and link to the province’s power grid.59 out of context, largely because their meaning is often culturally determined. Developing
• Nk’Mip Cellars, the #2 winery in BC according to WineAlign 2018, is one of many an awareness of intentional and unintentional non-verbal signals can help you not only
ventures from the Osoyoos Indian Band and has the distinction of being the first decipher them, but also regulate how they impact your communication. Non-verbal skills
Indigenous-owned and -operated winery in Canada.60 and abilities fall into three general domains, all essential to achieving competence as a
non-verbal communicator (Figure 2.5).
New coverage on Indigenous Peoples in business and A dynamic new full-colour design, featuring new
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522 Communicating for Results 14 | Social Media and Mobile Communications 523
Dfree/Shutterstock.com
UGC campaign, the seasonal #redcupcontest. For businesses wanting to achieve similar
success through a UGC campaign, best practices include the following:
Encouraging users to post company- or product-related videos on these highly popular • internal and external communications
sites, often for contests, is another way organizations carry their brand name forward. • customer identification and profiling (i.e., developing sales and marketing leads)
The most up-to-date coverage of business communication available, the fifth edition of Communicating
for Results provides relevant, engaging, current coverage, including topics such as the Gen Z workforce,
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A letter or memo
of transmittal
Opening expression of Dear Registrants: introduces the
sympathy also announces the report and provides
bad news Unfortunately, the course you registered for has been cancelled. a permanent
Gives no reason for the record of document
cancellation and does not It looks like we may not be able to make this course available to employees for at MEMORANDUM delivery. This report
identify the cancelled course, least another few months. is for company
Offers no alternative— insiders, so it is sent
another course or possible We hate to disappoint our registrants, but I am sure you understand our TO: Dr. Vivian Foster, Dean and Director of Programs in memo form. It is
rescheduling budgetary constraints. usually formatted
FROM: Sebastian Marceau, Special Programs Development Officer to allow for a 1¼- or
Closing an afterthought 1½-inch (or 3 - or
that reminds readers, SUBJECT: Assessment of College Summer Arts Program 4-centimetre) top
somewhat facetiously, of margin.
their disappointment DATE: November 15, 2020
FIGURE 8.5 Ineffective Direct-Approach Message (extract)
Begins with
Here is the report, which you authorized on October 15, about the status of our a statement
Summer Arts Program in its first year of operation. The study involved a review of indicating the
topic of the report
program enrolment figures, revenue variances, staff and classroom expenses, course and the fact that
From Ahmed Khan <akhan@eureka.ca> March 3, 2020, 7:56 AM curriculum design, class size, and student exit evaluations, as well as an assessment the report is being
transmitted.
To learning@eureka.ca of the program mandate and the current and future educational needs of the greater
Clairmont community.
Refers to the
Subject Python for Data Visualization Course Cancellation
Detailed writing samples respond to real-life situations and show students the level of excellence they
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should strive to achieve in their own writing. Marginal tips draw students’ attention to important features
of the samples, and “ineffective” samples show students what to avoid in their own writing.
From the Publisher xv
4 | Business Style: Word Choice, Conciseness, and Tone 145 146 Communicating for Results
Identify Strategies for Concise Messaging Create Constructive, Inclusive, and Reader-Oriented Messages
4. Achieving Conciseness by Eliminating Clutter. e) For each and every customer who is dissatis- 8. Being Positive. Revise the following sentences to 10. Being Polite.
Revise the following sentences to
Edit and revise the following sentences by elimi- fied, there isn’t only a sale that is lost, there create a positive impression. make them courteous.
nating noun conversions, long lead-ins, expletive is a lifetime value of that customer that is lost
Sample: Because you failed to provide us Sample: You had better get moving on that
constructions, prepositional phrases, and relative as well.
with your postal code, we could not draft proposal.
clauses. 5. Achieving Conciseness by Eliminating Redun-
send you the estate-planning pack- Revision: Please begin work on the draft pro-
dancies and Repetition. Revise the following
Sample: The company undertook action that age you requested. posal as soon as possible.
sentences to eliminate obvious statements and
was decisive despite the fact that Revision: Please tell us your postal code so
unnecessary repetition. a) If you honestly expect me to meet the
the resources it had were limited. that we may send you your estate-
Revision: The company acted decisively de- Sample: Her sister is a woman who works
November 21 deadline, I need the latest sales
planning package.
spite its limited resources. as an investment advisor at Forest
figures and I need them now. Can you at least
Financial.
a) We never fail to offer our GIC investors the hand them over?
a) It was a clerk from accounting who located the most highly competitive rates. b) We have far better things to do here at Apex
Revision: Her sister is an investment advisor
spreadsheets that had been missing. b) In your e-mail to our customer service depart- Industries than speak with customers who
at Forest Financial.
b) A senior engineer will complete an inspection ment, you allege that our Dependability-Plus could easily find the same information on our
of the safety requirements and, if necessary, a) If you refer back to the final section of the model printer is defective. website.
make changes to them. report, you will see that the recommendations c) Aren’t you being unreasonable in asking for c) Have the decency to let me know how the
c) By and large, it is our assumption that share suggest we should continue on with the cur- your vacation at this time of year? meeting went.
prices have been sagging due to the fact rent profit-sharing plan. d) It is categorically impossible for us to obtain d) Since you’re the team leader, motivating team
that there is by all accounts weakness in this b) In view of the fact that your freight has not model A311, which is no longer in production. members is your problem, not mine.
particular sector. arrived as scheduled, we have asked our su- Only model A312 is available.
d) In response to your letter of August 16 that pervisor of shipping to make the necessary 11. Using Inclusive Language. Revise the following
9. Stressing Reader Benefits and Relevance. Revise
was received August 18, we cannot act in ac- inquiries. sentences so that they are bias-free, gender-
the following sentences so that they reflect the
cordance with your express wishes in making a c) During the course of the meeting, the need neutral, and non-discriminatory.
reader’s viewpoint.
refund due to the fact that the warranty of the for mutual co-operation was brought to Sample: John is the best disabled IT special-
product you purchased from us has expired. our attention. Sample: We charge our guests only $175 per
ist we’ve ever had.
person for one night’s accommo-
Revision: John is one of the best IT specialists
Differentiate between Personal and Impersonal Styles dation at our deluxe resort, a full
we’ve ever had.
spa treatment, and dinner at our
6. Writing Conversationally and Informally. Re- c) The customer service department should award-winning restaurant. a) The suspension of mandatory retirement
write the following sentences in a less formal, continue to monitor all calls for purposes of Revision: For only $175 (per person), you can means that old folks can stay in their jobs as
impersonal style. quality control. enjoy a night’s accommodation at long as they like.
7. Writing Informally. Lessen the formality of the our deluxe resort, a full spa treat- b) Jennifer suffers from bouts of clinical depres-
Sample: Subscription rates have increased
following e-mail message. ment, and dinner at our award- sion, but she still gave a great presentation
by less than 5 per cent.
winning restaurant. yesterday.
Revision: I am sorry to tell you that subscrip- It is most important to note that, as of today,
c) All executives and their wives are invited to
tion rates have increased by less advertisements for departmental job open- a) I will allow you to take your vacation during
our annual Christmas party. Every executive
than 5 per cent. ings must be routed through the human re- the last two weeks of August.
will have his choice of seating arrangement.
sources department. This improvement is b) We are currently seeking individuals to be part
a) Those interested in volunteering for the United d) Our director is committed to improving ser-
made in accordance with the company’s of our highly focused and dedicated team.
Way fundraising committee should inform vice provision for Aboriginal Canadians. Our
commitment to efficiency and operating ex- c) We are pleased to announce a new rewards
human resources at their earliest convenience. new program also has options for Inuit people
penditure reduction. Following this new pro- program that guarantees discounts on future
b) Supervisors should discipline brokers who use and the Métis.
cedure will save employees work and enable purchases.
discriminatory language when communicating
human resources to help employees fill their d) I am enclosing Form C52, which must be com-
with clients and co-workers.
openings more quickly. pleted before we can reimburse you for your
educational expenses.
Extensive new and updated end-of-chapter exercises—featuring individual and group activities, writing
improvement exercises, case study exercises, and online activities—provide realistic business situations
mey36127_ch04_117-150.indd 145 01/31/20 06:32 PM mey36127_ch04_117-150.indd 146 01/31/20 06:32 PM
that encourage students to develop their critical-thinking, problem-solving, and collaboration skills.
Case Study
NYCStock/Shutterstock.com
In January 2019, Vancouver-founded tech company Slack reported that it had over 10 million daily
active users1 in companies that include 21st Century Fox, Dow Jones, and the NASA Jet Propulsion
Laboratory.2 Have you used Slack, or a program like it, in a workplace?
7
Routine and Learning Objectives As more work moves online, the nature of internal communication continues to evolve
Goodwill
1. Use a direct writing plan for with new technologies. One company at the forefront of changing business communication
routine business messages. is Slack Technologies Inc., founded in 2009 by Canadian entrepreneur Stewart Butterfield in
2. Vancouver. Slack is a workplace collaboration platform that allows co-workers to message
Messages
Request general information and
claims adjustments. each other and chat about work and the workplace on searchable, hashtagged “channels.”
3. Order services and merchandise. Slack’s friendly, easy-to-use interface has proven popular in many companies.
4. Respond positively to requests While many users know Slack as an office-based social media site that primarily serves
for information, purchase orders,
Chapter Preview and claims adjustments.
as an alternative for e-mail, Slack can be used to deliver many forms of informal reports—
including social engagement and web traffic reports—that help managers stay aware of
5. Write messages confirming
This chapter focuses on strategies for sharing good news and neutral metrics and key progress indicators.3 In its promotional material, Slack promises to help
contracts and arrangements.
information. Both types of information are so essential to business that businesses function more efficiently by offering an easy way to compile progress reports
6. Compose messages of
handling and managing them are considered routine—key competencies appreciation, congratulations, and stay up-to-date on ongoing projects.4 As you develop your skills and knowledge of
expected of employees on a daily basis. You’ll see how the adaptable and sympathy. internal reports through this chapter, consider how your abilities to write clear, professional
direct writing plan can be applied for specific purposes to different types 7. Write announcements, cover reports and produce meaningful graphics could transfer to platforms like Slack, and the
of routine messages. As formal business letters are still the preferred way (or transmittal) letters, and kinds of data collection that they facilitate.
to communicate important information, you’ll discover their essential instructional letters.
elements and standard approaches to their format. 8. Format formal letters in a variety
of ways.
each chapter.
xvi From the Publisher
Work Schedule
TO: Tomas Simic, Campus Planning
Investigate newspaper and magazine articles Mar. 10–14
FROM: Arley Simpson, Registrar Conduct an internal audit—What do we do best? Mar. 17–21
SUBJECT: Fall Registration for Continuing Education Courses Conduct cost–benefit analysis Mar. 24–28
Investigate system options and service providers Mar. 31
DATE: July 23, 2020 Interpret and evaluate findings Apr. 1–4
Opens directly with a polite Compose a draft of the first report Apr. 7–11
command and uses active Please distribute the enclosed calendars and remind your staff that the Department
Revise draft Apr. 14–18
voice sentence of Continuing Education is now accepting registration for its fall courses.
Submit final report Apr. 21
Explains the opening request, College staff members are eligible to enrol tuition-free in up to five full courses per
offers details, and supplies end year. A $25 processing fee is applicable to each course registration. Please note
date for action that the registration closes September 5.
FIGURE 12.3 (continued)
Explains enclosed material, Enclosed are five copies of the fall 2017–summer 2018 calendar listing over 200
cites reader benefits, and offers personal enrichment and professional development courses. Courses in areas such
additional information
as IT management and computer applications offer staff the opportunity to upgrade Time Management
work-related skills for professional success. For detailed course descriptions and
easy online registration, visit our new website at http://omnistudies.manitou.ca. In report writing, time is of the essence. Few reports are assigned without a deadline, so
Please call me if you have questions about our range of programs or require effective time-management skills and up-front planning are essential.
additional calendars.
Expresses appreciation Thank you for your help in distributing the calendars.
for action QUICK TIPS
AS: ml
Time Management
ENC. 5
• Learn how you work best and design a system that works best for you by figuring
out when you waste time and when you work most effectively.
• Set priorities and try your best to ignore distractions. Give the task you are work-
ing on the attention it deserves.
FIGURE 6.1 Sample Paper-Based Memo • Start early. Don’t procrastinate or leave an important task or project until the last
minute. Leave room for unexpected occurrences, such as computer trouble or
power outages.
• Break tasks into component parts with time for each.
Checklist • Ask for additional information and resources if you need them.
Memos • Let people know as soon as possible if you are running seriously behind.
❑ Fill in appropriate information, including a strong subject line, after headers.
❑ Be brief.
❑ Follow the style guidelines of your organization. Peer-Reviewing and Team Writing
❑ Be direct and begin with your most important point when relaying routine news or More than any other type of business document, a report often has multiple authors.
information.
Team writing a report requires careful collaboration. If you do not establish clear guide- team writing The practice
❑ Provide only as much background or evidence as your reader needs to act on your lines and processes, different sections of a team-written report can be strikingly unlike of multiple writers working
instructions or information. together to produce a single
each other in tone, sentence and paragraph length, and word choice. Here are some ideas document.
❑ Itemize supporting details, related questions, and additional requests in bulleted or for collaborating successfully with co-workers on a written report:
numbered lists in parallel form.
❑ End courteously with a request for specific action, reason for the request, and • Agree on style points—the degree of formality and use of personal pronouns—
deadline. before you start the drafting process.
• Tidy up the draft to minimize sharp contrasts in writing styles from section to section.
Checklists and quick tips boxes summarize key points for easy reference.
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mey36127_ch06_181-210.indd 188 01/31/20 06:32 PM
FIGURE 2.1 Transactional Communication Model Communication isn’t something that just happens as a part of work life. It is a process or
series of actions aimed at achieving a desired outcome or goal. Senders and receivers of
information are involved in this partnership. Communication is therefore the means by
Channel which we create our professional world and relationships and conduct business activities.
The channel is the medium by which the message is transmitted. Delivery can be by channel A communication This partnership involves an exchange that takes place through language or a set
spoken word, letter, memo, report, telephone, computer, voice, or gesture. A medium pathway or medium over of signs and symbols (e.g., words or gestures). In this exchange, a sender transmits a
which a message travels.
can be synchronous (i.e., communication take places directly, at the same time or in real thought that carries an agreed-upon meaning within a particular context with the aim of
time) or asynchronous (i.e., information is stored or archived and accessed later so that eliciting a receiver’s response. The receiver must be able to understand what is significant
sender and receiver do not need to be present at the same time). Face-to-face conver- about the data and make meaning out of it in order for this exchange to be truly effective.
sations, telephone conversations, synchronous texting, synchronous social-media mes- Through communication, we assign meanings to the world around us, though the reali-
saging, and audio and video conferencing involve synchronous delivery and enable both ties we create are shaped by our cultural experiences and individual knowledge.
spontaneous interaction and rapid feedback. E-mail, faxes, blogs, and discussion boards
involve asynchronous delivery, which allows receivers more time to reflect on a message. Elements of the Communication Process
Receiver How does communication “work”? Many conceptual models have been developed to explain
The receiver is the person or group at whom the message is directed. The receiver is re- receiver The participant in a it, including the Shannon-Weaver model from Bell Telephone Laboratories, the mother of
sponsible for decoding the message—extracting meaning from its symbols. The receiv- communication transaction all conceptual models developed by scientist Warren Weaver and engineer Claude Shannon,
for whom a message is the father of the computer age. For communication to occur, Shannon, Weaver, and others
er’s life experiences, knowledge, attitudes, and context can influence how they interpret
intended and who decodes
and respond to the message. the message by extracting
claimed, there must be both a source and a destination—someone at one end to formulate
meaning from it. message Any type of and launch the message and someone at the other end to receive and respond to it (see
oral, written, or non-verbal Figure 2.1).9 The goal is for the message to be understood as it was intended. The process,
Feedback decoding Extracting communication that is
Feedback is the receiver’s discernible response to a message. It can be non-verbal, like meaning from the symbols transmitted by a sender to a
unfortunately, is not always as simple and straightforward as it sounds. Difficulties with
nodding one’s head during a face-to-face conversation; oral, like the “umms” or “ahhs” of spoken, written, and non- receiver or audience. transmission, reception, and interference can disrupt the communication process.
verbal communication.
during a telephone conversation; or written, like the reply e-mail that conveys a reaction.
Feedback is a vital part of communication, allowing for clarification and ensuring that the feedback The receiver’s Sender
response to a message sender The participant The sender, also called the transmitter or the communicator, is the person or group with
message has been properly understood. Frustration can occur when there is no opportu-
that confirms if the original in a communication
nity for feedback; it can also occur when the sender requires immediate feedback to their a particular idea or purpose in mind and an intention to express that purpose in the form
message was received transaction who has an idea
message but chooses a medium whereby feedback is delayed. and understood. and communicates it by
of a message. The form that the idea ultimately assumes—its content, tone, emphasis,
encoding it in a message. and organization—is shaped by the sender’s context, knowledge, attitudes, background,
and other assumptions based on the sender’s experience. Taking ideas and putting them
Barriers to Effective Communication into a code is known as encoding. The message can be encoded verbally or non-verbally—
encoding Converting
ideas into code in order to in writing, speech, or gestures—with the goal that it will eventually be understood. For
Anyone who has experienced a dropped cellphone call or had an argument as a result of a
convey a written, an oral, or a
misunderstanding can appreciate that the course of communication does not always flow non-verbal message.
this to happen, however, the sender must consider the receiver’s context, knowledge, at-
smoothly. In today’s fast-paced business environment, there is always the potential for titudes, and communication skills and then choose the right code to convey the intended
meaning; otherwise, the communication transaction can fail.
A marginal glossary defines key terms and concepts at their first appearance in the text.
From the Publisher xvii
For Instructors
• A comprehensive instructor’s manual provides an extensive set of pedagogical tools and sugges-
tions for every chapter, including overviews and summaries, concepts to emphasize in class, sugges-
tions for class discussion, additional exercises, and an answer key for end-of-chapter exercises.
• Newly updated for this edition, classroom-ready PowerPoint slides summarize key points from
each chapter and incorporate figures and tables drawn straight from the text.
• An extensive test generator enables instructors to sort, edit, import, and distribute hundreds of
questions in multiple-choice, true–false, and short-answer formats.
For Students
• Communicating for Results is available in various formats, including print, loose-leaf, and—new for
this edition—enhanced ebook, which includes all of the content as well as quizzes and reviews
through¬out that further enhance the learning experience.
• The Student Study Guide includes chapter summaries, study questions, and self-grading quizzes to
help you review the textbook and classroom material.
• Other available resources for students include case studies, additional grammar quizzes, interactive
activities, videos, and flashcards to further support your understanding of the material in the text-
book.
www.oup.com/he/Meyer5e
Acknowledgements
The development of a new edition is a process that involves the expertise, insights, and dedication of
many people. I am grateful to have worked alongside and in collaboration with the editorial and produc-
tion team at Oxford University Press, including developmental editor Peter Chambers. I wish to also offer
my sincere thanks to Brenda La Rose, Partner, Leaders International Executive Search, for her advice and
generosity in speaking with me.
To my colleagues and associates, internationally, across Canada, and in the School of Professional
Communication at Ryerson University, I owe my gratitude for their inspiring engagement with the field
of professional and managerial communication.
I also thank the many reviewers from across Canada who originally recommended the project and
who have since offered insightful recommendations that helped in the process of shaping and re-shaping
Communicating for Results over editions to meet the needs of faculty and students. In addition to those
who provided anonymous feedback for the fifth edition, I would like to thank the following individuals:
Robert C. Ackroyd, Northern Alberta Institute Heather Madden-Johns, British Columbia Institute
of Technology of Technology
Matt Archibald, University of Ottawa Patrick Michalak, Centennial College
Heather Burt, Langara College Karen Riley, Southern Alberta Institute of
Leda Culliford, Laurentian University Technology
Sara Earley, Mount Royal University Diana Serafini, Dawson College
Karen Grandy, Saint Mary’s University J.A. Sharpe, University of Manitoba
D.A. Hadfield, University of Waterloo Oksana Shkurska, Dalhousie University
Susan Hesemeier, MacEwan University Gillian Suanders, University of Victoria
Linda Howell, University of the Fraser Valley Tara Williams, Medicine Hat College
Laurie Jackson, Camosun College Aidan Wyatt, Southern Alberta Institute of
Keith Johnson, University of the Fraser Valley Technology
Brenda Lang, Mount Royal University
Finally, on a personal level, I want to thank my family—Margaret Meyer, the late George Homer Meyer,
Dr. Bruce Meyer, Kerry Johnston, and Katie Meyer—whose unfailing support, kindness, and patience
have made it possible for me to produce the first edition and to do it all again a second, third, fourth, and
now fifth time.
Carolyn Meyer
To my mother, Margaret
—and in memory of my father, George Homer
Issues and
1
Learning Objectives
Trends in 1. Identify the link between effective
business communication and
Professional personal career success.
2. Understand professionalism and
Communication 3.
professional boundaries.
Identify the importance, types,
and characteristics of workplace
teams and models for team
decision-making.
Chapter Preview 4. Recognize key changes and
trends in the workplace.
This chapter introduces you to the contemporary workplace and what it
5. Identify the goals and
takes to be a professional, both individually and as part of a team. You’ll
standards of ethical business
see why it’s important to be honest and principled and to keep private communication.
information private. 6. Understand workplace privacy
issues and identify strategies to
safeguard personal information.
iStock.com/scyther5
2 Communicating for Results
For LaRose, GoToMeeting comes with the added advantage of enabling participants to see
as well as hear each other. “You’ve got to be able to work together, trust each other, and like
each other to be part of a team. If you’re not communicating, not working together, and not
spending time together, you can’t be a team.”1
The ability of businesses to manage and adapt to change is a popular topic with
communicators. According to Andy Canham, president of SAP Canada, and Tony Olvet,
president of research at IDC Canada, the changes facing Canadian business not only
involve global competition, but transformations brought by the digital revolution.
Machine learning, the Internet of Things, cloud computing, artificial intelligence, big data,
and blockchain are all part of what they call “the wave of change [that] is washing over
Canadian business.”2 Digital transformation—applying technologies to change the way
something is done—is resulting in new ways of creating, selling and delivering products
and services.3
the highest marks. Rather, it’s the people with the hard work ethic, creativity and good
communication skills.”8
Businesses across North America collectively spend billions every year training their
employees to communicate effectively, in part because business practitioners can spend
up to 80 per cent of a work day engaged in oral and written communication9 and compa-
nies with effective communication outperform less communication-savvy competitors.10
The Conference Board of Canada argues that progress in the work world depends on the
ability to do the following:
Developing these skills leads to advantages that have lasting benefits for organizations
and stakeholders. Advantages include enhanced problem-solving and decision-making;
increased efficiency, workflow, and productivity; and improved professional image, busi-
ness relationships, and group dynamics.
that “the creative age” has seen the rise of two social classes: the creative class—con-
sisting of workers in science and technology, arts and culture, entertainment, health
care, law, and management—and the service class.12 A 2015 study by the Martin Pros-
perity Institute shows that Canada’s economy is at a crossroads: it is transitioning from
a natural resource–based economy to a knowledge-based economy but lags behind its
international peers.13
Publicly accessible search engines (such as Google) and open-access business en-
gines and databases have spurred the spread of information and made the acquisition
of knowledge more democratic. Today, workers are expected to have both the skills
necessary to find and evaluate information through these resources and the know-how
to process and communicate that information effectively. The information age makes
researchers of us all, no matter our occupation or job profile. Common for large busi-
nesses and, increasingly, smaller ones is algorithm-based big data analytics, the prac-
tice of collecting, analyzing, and comparing large data sets, and identifying patterns in
them to better understand consumer preferences, forecast trends, and attune strate-
gies, products, and services. Although many companies do not have fully data-driven
cultures, 73 per cent of surveyed businesses reported gaining value from the data and
artificial intelligence (AI) projects they launched in marketing, customer-relationship
management, data sharing, human resources and hiring, and security enhancement.14
The Toronto Raptors front office has drawn insights from big data since 2016, when it
partnered with IBM to use its AI-based Watson technology to make the strategic draft
picks that helped it clinch the 2019 NBA championship.15 Companies now also rely on
competitive intelligence—the practice of deriving data insight from external sources
to gain a competitive advantage by utilizing information about a competitor’s prod-
ucts, services, and customers to make business decisions.16 These analytical practices
yelo34/©123RF.com
The Toronto Raptors are just one of the businesses, ranging from large to small, that are using the
power of big data and AI to improve their products, market knowledge, and processes.
1 | Issues and Trends in Professional Communication 7
are part of the Insight Economy, a data-driven approach to business and business
processes. Shared workspaces—areas hosted by a web server where colleagues in any
location can share information and documents—and company intranets—private
communications networks that allow employees to share insider information in a pro-
tected web environment—are prime examples of how this era is radically reshaping
business environments.
Corporations hold significant power and influence in the world. In fact, 42 of the
100 largest economies in the world are companies.19 According to Kristen Coco,
strategic communications consultant at the UN Global Compact (UNGC), the
8 Communicating for Results
corporate social corporate social responsibility (CSR) movement was born in the 1990s amid
responsibility (CSR) A growing stakeholder concerns over environmental catastrophes (such as the sinking
company’s voluntary
contributions to sustainable
of the Exxon Valdez oil tanker), the first sustainability reports from forward-looking
development through companies such as Ben & Jerry’s, and the emergence of the anti-globalization move-
the support of non-profit ment.20 Today, important initiatives such as the UNGC drive transparency on how
organizations and/or the
creation of socially conscious
corporations earn their money, treat their employees, and protect the planet’s finite
corporate policies. resources. The UNGC asks companies to embrace, support, and enact core values re-
lated to particular areas:
• human rights
• labour standards (such as bans on forced and child labour, recognition of collective
bargaining rights, and elimination of employment discrimination)
• the environment (adoption of environmental protection initiatives and
environmentally friendly technologies, and use of precautionary approaches to
environmental challenges)
• anti-corruption (zero tolerance for all forms of corruption, including bribery and
extortion)21
• strengthen the link between a company and its stakeholders and increase stake-
holder value
• boost financial performance
• showcase efficiency in production and lead to better use of company assets and
innovative technology
• increase the company’s appeal to socially responsible investors
• build industry credibility, set an example, and enhance company reputation
• work-life balance
• ongoing learning, coaching, and real-time feedback
• fulfillment—work that is authentic and allows them to be themselves and de-
velop their strengths
• being kept in the loop—having access to all workplace information that they per-
ceive to be relevant to them and to their jobs.29
Millennials are also known for their willingness to work in teams, communicate openly
with managers, embrace new communication technologies, and change jobs frequently,
in fact twice as often as previous generations, in order to achieve career goals.30 A full
70 per cent of millennials prefer to work from home,31 making telecommuting, mobile
offices, online collaboration tools, and cloud software more than just passing trends.
gig economy a labour Eighty per cent of millennials and Gen Zs find the gig economy, based in freelance and
market characterized by a contract work, appealing, because of the opportunity to work part time and supplement
high number of freelance
and contract jobs.
existing employment.32 If this new generation of employees has a personality, it could be
summed up as the Pew Research Center has described it: confident, connected, and open
to change.33
Disruptive Technologies
Technology and language-use shaped by technology now filter our perspective of the
world. Our communications are mediated through many different technologies and elec-
tronic forums. Many of these are what Harvard professor of business administration
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