Chap 1 (Thill, Chap 1) Stud

Excellence in Business
Communication
Twelfth Edition
Chapter 1
Professional
Communication
in a Digital,
Social, Mobile
World
Copyright © 2017, 2015, 2013 Pearson Education, Inc. All Rights Reserved.
Learning Objectives (1 of 2)
1.1 Explain the importance of effective communication to
your career and to the companies you where you will
work.
1.2 Explain what it means to communicate as a professional
in a business context.
1.3 Describe the communication process model and the
ways social media are changing the nature of business
communication.
Learning Objectives (2 of 2)
1.4 Outline the challenges and opportunities of mobile
communication in business.
1.5 List four general guidelines for using communication
technology effectively.
1.6 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.
Understanding Why Communication
Matters
Communication is the process of transferring information

and meaning between senders and receivers, using one or
more written, oral, visual, or electronic channels.
Communication Is Important to Your
Career
Communication Is Important (1 of 2)
To Your Company
• Closer Marketplace Ties
• Opportunities to influence conversations, perceptions, and
trends
• Better Productivity and Problem Solving
• Better Financial Returns and Results
Communication Is Important (2 of 2)
To Your Company
• Earlier Warning of Potential Problems
• Stronger, More Timely Decision Making
• Clear, Persuasive Marketing Messages
• Increased Employee Engagement with their work
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.
Communicating as a Professional
Professionalism is the quality of performing at a high level
and conducting oneself with purpose and pride.
Communication is an essential part of being a successful

professional.
Effective Professional
Communication (1 of 2)
Figure 1.2 Effective Professional Communication
Ineffective
Effective Professional
Communication (2 of 2)
[Figure 1.2 continued]
Effective
Elements of Professionalism
Figure 1.3 Elements of Professionalism
Understanding What Employers
Expect from You (1 of 2)
• Possessing digital information fluency
(Recognizing information need, using efficient search techniques
to locate reliable information sources, and using gathered
information ethically)
• 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 efficiently
Communicating in an Organizational
Context
Formal Communication Network
Figure 1.4 Formal Communication Network
Adopting an Audience-Centered
Approach
• Involves understanding, respecting, and meeting the
needs of your audience members.
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
Figure 1.5 The Basic Communication Process
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 Approach: in which websites are designed

for optimum viewing on smartphones and tablets.
• Another successful approach is creating mobile apps that

offer a more interactive and mobile-friendly experience than a
conventional website can offer.
Mobile Technologies Are Changing
• Radical Connectivity: “breathtaking ability to send vast

amounts of data instantly, constantly, and globally”.
• People who grew up with mobile communication expect to
have immediate access to information, and ability to stay
connected
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
• Enhancing Productivity and collaboration
• Assistance with business tasks
• Accelerating Decision making and problem solving
• Engaging experiences for customers
Using Technology to Improve
(LO 5) List four general guidelines for using communication
technology effectively.
Keeping Technology in Perspective
• What Technology Can Do
– Help You Accomplish Essential Tasks
– Support Interpersonal Communication
• What Technology Cannot Do
– Replace Interpersonal Communication
– Think for You or Supply Essential Skills
Using Tools Productively
• Using Technologies Effectively
• Using Technologies Efficiently
• Learning Advanced Features is not a must unless you will
need them
Guarding Against Information
Overload
• Information overload happens when people receive more
information than they can effectively process.
• Information overload is a barrier to communication

– Making it difficult to judge between useful and useless
information
– Lowering productivity
– Increasing employee stress
Guarding Against Information
Overload
Message Recipients
• Set Filters and Priorities
• Limit RSS and Twitter Feeds
Message Senders
• Consider the Audience
• Meet Audience Needs
Reconnecting with People Frequently
Technology can prevent communication if it is overused, so
reconnect 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.
Committing to Ethical Communication
• Ethics are the accepted principles of conduct that govern
behavior within a society.
• Ethical communication includes all relevant information,

is true in every sense, does not violate the rights of others,
and is not deceptive in any way.
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 Dilemma?
– Choosing From Among Conflicting Alternatives
• What’s an Ethical Lapse?
– Making a Choice That’s Clearly 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?
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Excellence in Business

Communication is the process of transferring information

Communication is an essential part of being a successful

Strategic Customer Project

• Mobile-First Approach: in which websites are designed

• Another successful approach is creating mobile apps that

• Radical Connectivity: “breathtaking ability to send vast

• Information overload is a barrier to communication

• Solve Tough Problems

• Ethical communication includes all relevant information,

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