Unit 1

Communication Foundations

1
 Chapter 1
Business Communication in the Digital Age
Student PowerPoint Library, 9e

Guffey/Loewy, Business Communication: Process and Product, 9 th Edition. © 2018 Cengage. All Rights Reserved. May not be
2
scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
What Are Communications Skills?
Traditional abilities New requirements
Reading Media savvy
Writing Good judgment online:
Speaking • Maintaining positive image and presence
Listening • Protecting employer’s reputation
Nonverbal

Guffey/Loewy, Business Communication: Process and Product, 9 th Edition. © 2018 Cengage. All Rights Reserved. May not 3
be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Writing in the Digital Age
• Writing matters more than ever; online
media require more of it, not less.

• Communicating clearly and effectively has

never been more important than it is today.

• Life-changing critical judgments about

people are being made based solely on their
writing ability.

Guffey/Loewy, Business Communication: Process and Product, 9 th Edition. © 2018 Cengage. All Rights Reserved. May not 4
be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Tools for Success in the 21st-Century Workplace
• Knowledge and information workers engage in mind work.
• Knowledge available in the digital universe doubles every year.
• Workers of the future must make sense of words, figures, and data.
• Talent shortages plague a recovering U.S. labor market.

Guffey/Loewy, Business Communication: Process and Product, 9 th Edition. © 2018 Cengage. All Rights Reserved. May not 5
be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Thinking Critically in the Digital Age
Thinking creatively and critically means:

• Having opinions backed up by reasons and

evidence
• Anticipating and solving problems
• Making decisions and communicating them
effectively

Guffey/Loewy, Business Communication: Process and Product, 9 th Edition. © 2018 Cengage. All Rights Reserved. May not 6
be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Osborn-Parnes Creative Problem Solving Process

Guffey/Loewy, Business Communication: Process and Product, 9 th Edition. © 2018 Cengage. All Rights Reserved. May not 7
be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Social Media and Changing Communication Technologies

• To connect with • To improve • To announce

consumers products and promotions and
• To invite feedback services events
• To draw traffic to • To respond to crises
blogs, Twitter (khủng hoảng)
feeds, the company
website, and online
communities

Word of mouth, positive and negative, can travel instantly at the speed of
a few mouse clicks.

Guffey/Loewy, Business Communication: Process and Product, 9 th Edition. © 2018 Cengage. All Rights Reserved. May not 8
be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Anytime, Anywhere: 24/7/365 Availability (1 of 2)

The challenges of relentless connectedness (kết nối không ngừng)

across time zones and distances:
• Working long hours without extra compensation (tiền bồi thường)
• Being available practically anywhere and anytime
• Living with an increasingly blurry line (ranh giới mập mờ) between work and
leisure (thời gian rảnh)
• Remaining tethered (bó buộc) to the workplace with electronic devices
around the clock

Guffey/Loewy, Business Communication: Process and Product, 9 th Edition. © 2018 Cengage. All Rights Reserved. May not 9
be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Anytime, Anywhere: 24/7/365 Availability (2 of 2)

The challenges of relentless connectedness across time zones and

distances:
• The physical office is extending its reach by becoming mobile and always
“on.”
• Americans work 30 percent more than their colleagues in other industrialized
nations while enjoying the shortest paid vacations (15 vs. 28 days/year).
• A networked, information-driven workforce never goes “off duty” in an
organization that “never sleeps.”

Guffey/Loewy, Business Communication: Process and Product, 9 th Edition. © 2018 Cengage. All Rights Reserved. May not 10
be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
The Global Market Place and Competition (1 of 2)

Factors that prompted (thúc đẩy) companies to move to emerging (thành

lập) markets around the world:
• Rise of new communication technologies
• Removal of trade barriers
• Advanced forms of transportation
• Saturated (bão hòa) local markets

Guffey/Loewy, Business Communication: Process and Product, 9 th Edition. © 2018 Cengage. All Rights Reserved. May not 11
be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
The Global Market Place and Competition (2 of 2)

Requirements for successful communicators in new markets:

• Understanding different customs, lifestyles, and business practices
• Practicing cultural awareness, flexibility, and patience
• Coping with challenges of multiple time zones, vast distances (khoảng cách
rộng lớn), and different languages
• Developing new skills and attitudes

Guffey/Loewy, Business Communication: Process and Product, 9 th Edition. © 2018 Cengage. All Rights Reserved. May not 12
be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Shrinking (thu hẹp) Management Layers:
Advantages
• Cost savings and efficiency
• Fewer layers between managers and line
workers
• Shorter lines of communication
• Faster decision making
• Quick response to market changes

Guffey/Loewy, Business Communication: Process and Product, 9 th Edition. © 2018 Cengage. All Rights Reserved. May not 13
be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Growing Population Diversity

Guffey/Loewy, Business Communication: Process and Product, 9 th Edition. © 2018 Cengage. All Rights Reserved. May not 14
be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Growing Workforce Diversity
Benefits consumers, work teams, and businesses
• A diverse staff is better able to respond to an increasingly diverse customer
base locally and globally.
• Team members with various experiences are more likely to create products
that consumers demand.
• Consumers want to deal with companies respecting their values.

Guffey/Loewy, Business Communication: Process and Product, 9 th Edition. © 2018 Cengage. All Rights Reserved. May not 15
be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Virtual and Nonterritorial Offices
Mobile and decentralized (phi tập trung) workspaces
Flexible work arrangements
“Work shifters,” a new breed of telecommuter (những người làm việc từ xa)
“Coworking,” sharing communal office space as needed
Anytime, anywhere office enabled by technology

Guffey/Loewy, Business Communication: Process and Product, 9 th Edition. © 2018 Cengage. All Rights Reserved. May not 16
be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
The Networked Office in a Hyperconnected World

Smart electronic Mobility

devices

Social media
networks Interactivity (tính tương tác)

Biggest shift:
One-sided, slow Interactive, instant, paperless
forms of communication
communication

Guffey/Loewy, Business Communication: Process and Product, 9 th Edition. © 2018 Cengage. All Rights Reserved. May not 17
be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Media Richness
The more helpful cues and immediate feedback the medium provides, the
richer and less ambiguous (mơ hồ) it is:

RICH: Face-to-face and Complex issues, sensitive

telephone conversation subjects

LEAN: Written media (e-mail, Routine, unambiguous

letter, memo, note, problems
report)

Guffey/Loewy, Business Communication: Process and Product, 9 th Edition. © 2018 Cengage. All Rights Reserved. May not 18
be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Social Presence
Definition: The degree to which people are engaged online and ready to
connect with others.
Media with high social presence convey warmth and are personal.

HIGH in synchronous LOW in asynchronous

(đồng bộ) communication: (không đồng bộ)
face-to-face communication:
video conference e-mail
live chat social media post

Guffey/Loewy, Business Communication: Process and Product, 9 th Edition. © 2018 Cengage. All Rights Reserved. May not 19
be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Informal Communication Channels
The grapevine (tin vịt): gossip from the break room to the water cooler to
social media
• Carries unofficial messages
• Flows haphazardly (dòng chảy bừa bãi)
• Can be remarkably accurate (có thể có độ chính xác đáng kể)
• Is mostly disliked by management
• Thrives (phát hành) where official information is limited

Guffey/Loewy, Business Communication: Process and Product, 9 th Edition. © 2018 Cengage. All Rights Reserved. May not 20
be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Goals of Ethical Business Communicators
Abide (tuân thủ) Label opinions
by the law Give credit
Tell the truth Communicate clearly
Be objective
Use inclusive (bao
hàm) language

Guffey/Loewy, Business Communication: Process and Product, 9 th Edition. © 2018 Cengage. All Rights Reserved. May not 21
be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Choosing Tools for Doing the Right Thing
Five questions to guide ethical decisions:
1. Is the action legal?
2. Would you do it if you were on the opposite side?
3. Can you rule out a better alternative?
4. Would a trusted advisor agree?
5. Would family, friends, employer, or coworker approve?

Guffey/Loewy, Business Communication: Process and Product, 9 th Edition. © 2018 Cengage. All Rights Reserved. May not 22
be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
 End

Guffey/Loewy, Business Communication: Process and Product, 9 th Edition. © 2018 Cengage. All Rights Reserved. May not 23
be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.