McGraw-Hill/Irwin

McGraw-Hill/Irwin Copyright © 2010 by ©2009

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 Chapter 1
Succeeding in Business
Communication and
Management
Types Goodwill
Purposes Conventions
Audiences Analysis
Benefits and Costs Problem Solving
Criteria
Types of Communication
 Verbal  Nonverbal
 Face-to-face  Computer graphics
 Phone  Company logos
conversations  Smiles
 Informal meetings  Size of an office
 Presentations  Location of people
 E-mail messages at meetings
 Web sites

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Communication Ability = Promotability

Good communicators
earn more

Good communicators
make good managers

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Communication Purposes
 All business communication has three
basic purposes
 To inform (explain)
 To request or persuade (urge action)
 To build goodwill (make good image)
 Most messages have more than one
purpose

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Audiences
 Internal
 People inside organization
 Ex: subordinates, superiors, peers
 External
 People outside organization
 Ex: customers, suppliers, distributors

1-6
 Example of External Audiences
Unions
Subsidiaries Professional services
Customers
Clients Suppliers
Stockholders
Investors Distributors
Lenders Wholesalers
Franchisees
Employment Retailers
Organization Agents
agencies
General public
Potential Legislators
employees, Gov.
stockholders,
customers Courts
Special interest
Foreign
groups
Competitors governments
Media
Trade assns. and offices
1-7
Benefits and Costs
 Effective communication
 Saves time
 Makes efforts more effective
 Communicates points more clearly
 Builds goodwill
 Poor communication 1. Stiff, leg
 al langu
Wastes time 2. Selfish t
on e
a ge
3. Main po
 Wastes efforts int
4. Vague re buried
quests
 Loses goodwill 5. Misused
words
 Creates legal problems
1-8
Criteria for Effective Messages
 Clear
 Complete
 Correct
 Saves receiver’s time
 Builds goodwill

1-9
 Goodwill = Positive Image
 A goodwill message
 Presents positive image of
communicators and their
organization
 Treats audience as a person,
not a number
 Cements good relationship
between audience and
communicator 432
1-10
Fastest Ways to Lose Goodwill
 Use improper courtesy titles
 Employ bureaucratic and legalistic
language
 Convey a selfish tone
 Bury the main point
 Make a vague request
 Misuse or misspell words

1-11
Conventions
 Widely accepted practices you
routinely encounter
 Vary by organizational setting
 Help people recognize, produce, and
interpret communications
 Need to fit rhetorical situation:
audience, context, and purpose

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Solving Business Communication
Problems
 Gather knowledge
 Answer six analysis questions in BAC
 Brainstorm solutions
 Organize information to fit
 Audiences
 Purposes
 Context
 Make document visually inviting
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Solving Business Communication
Problems, continued…
 Revise draft for tone
 Friendly
 Businesslike
 Positive
 Edit draft for standard English
 Names  Numbers
 Use response to plan future messages

1-14
Gather Knowledge
 What are the facts?
 What can you infer from the
information given?
 What additional info might be helpful?
 Where could you get it?
 What emotional complexities are
involved?

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Six Analysis Questions
1. Who are your audiences?
 What are relevant characteristics?
 How do audiences differ?
2. What are your purposes?
 What must the message do?
 What must audience know, think, or
do?

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Six Analysis Questions, continued…
3. What information must you include?
 List all required points
 De-emphasize or emphasize properly
 To de-emphasize
 Bury in ¶ and message
 Write / speak concisely
 To emphasize
 Place first or last in ¶ and message
 Add descriptive details

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Six Analysis Questions, continued…
4. How can you support your position?
 Reasons for your decision
 Logic behind your argument
 Benefits adapted to the audience

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Six Analysis Questions, continued…
5. What audience objections do you expect?
 Plan to overcome if possible
 De-emphasize negative information
6. What part of context may affect audience
response?
 Time of year
 Morale in organization
 Relationship between audience and
communicator

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