JUW/JTW 106E/JTW 117E

Business Communication

Chapter 3 & 4
Dr Afezah ext 4565
afezah@usm.my
Fb for Buss Comm:
https://www.facebook.com/groups/319623808182673/
 Chapter 3

Communication Challenges
In A Diverse, Global
Marketplace
 Understanding Global Market

1. Diversity-all the characteristics and

experiences that define each of us as
individuals.
2. Intercultural communication- the process of
sending and receiving message between
people whose cultural backgrounds could lead
them to interpret verbal and non-verbal signs
differently.
Opportunities in a Global Marketplace

International communication skills provide:

a. Increased profits
b. Increased revenue
c. Increased market share
d. More valued employees
 Advantages of A Diverse Workforce
1. Opportunity to connect with customers.
2. A broadest possible pool of talent to recruits.
3. A broader range of views and ideas.
4. Help business understand the markets.
5. Wider and stronger business.
 Disadvantages of A Diverse
Workforce
1. Language barriers
2. Prejudice
3. Biases
4. Negative attitudes
5. Harassment
Advantages vs Disadvantages

Opportunity Liability
 Variations in A Diverse World
1. Cultural Context
a) high-context culture – less verbal communication e.g.
Asian countries.
b) low-context culture –rely more on verbal
communication e.g western countries like US.
2. Legal and ethical
3. Social
4. Age
5. Gender
6. Religious
7. Ability
 Diversity
https://www.youtube.com/watch?v=8aLQytU
M5dU

2.04 min
Credit to Potential (Jan 8, 2018).
The Importance of Diversity
 Challenges of Intercultural
Communication

1. Connecting and motivating diverse employees.

2. Fostering harmony in diverse teams.
3. Ensuring that messages are sent, received, and
properly encoded.
Components of Successful Intercultural
Communication
 Cultural Competency

1. Requires a combination of attitude, knowledge,

and skills.
2. Appreciation for cultural differences that affect
communication and ability to adjust one’s
communication style to ensure the messages
across cultural boundaries are successful.
 Culture

1. A shared system of symbols, beliefs, attitudes,

values, expectations, and norms for behaviour.
2. Learn culture both directly and indirectly.
3. Offers views of life that are logical and
consistent.
4. Cultural background influences the way you
think, attitude, and behavior.
5. People learn culture from other members of the
group.
Culture
 Cultural Differences
Low-Context Culture (Western) High-Context Culture (Asian)

1. Relies more on verbal 1. Relies more on

communication. nonverbal
2. Less emphasis on communication.
nonverbal 2. Less emphasis on
communication. verbal communication.
3. Direct method of 3. Indirect method of
communication. communication.
4. The goal is to exchange 4. The goal is to build
information rather than relationships rather
build relationships. than exchange
information.
 How to Develop Cultural
Competency?
Appreciate the cultural differences that affect
communication and be able to send and receive
messages across cultural boundaries
 Cultural Competence

https://www.youtube.com/watch?v=jlaCa8y-LiM

2.05
Credit to Gregg Learning (Oct 24, 2018).
Video # 2
 Improving Intercultural
Communication Skills
1. Study other cultures and languages.
2. Respect preferences for communication style.
3. Write clearly.
4. Speak and listen carefully.
5. Use interpreters, translators or software.
6. Help others to adapt to the culture.
Overcoming Cultural Differences

1. Change the way you think, less biases.

2. Treat people the way they want to be treated.
3. Exercise tolerance, flexibility, and respect.
4. Practice patience and maintain a sense of
humor.
5. Avoid assumptions/judgments.
 Legal and Ethical Differences

1. Actively seek mutual ground (flexible).

2. Send and receive messages without judgment
(trust each other).
3. Aware of personal and cultural biases when
sending the messages.
4. Show respect for cultural differences.
 Chapter 4
Planning The Business
Messages
Why Do You Need To Understand
The Writing Process?
1. To communicate effectively with a lot of people
from different backgrounds.
2. Get the message across and efficient (time).
3. The way we communicate will have different
impacts on different people.
4. The way people receive and interpret the
messages might be different between people with
different backgrounds.
 The Process…

In order to create successful/powerful messages to

meet audience needs and highlight your skills as a
business professional, you need 3 processes:
• Plan
• Write
• Complete
The Three Step Writing Process
 Planning
1. Analyze the situation (define the purpose and develop
audience profile).
2. Gather information (audience’s needs).
3. Select the right medium to deliver your message (oral,
written, visual/slides).
4. Organize information (define your main idea, limit scope,
select approach, outline content).
5. Adapt to your audience.
6. Allocate your time.
7. Compose the message by choosing strong words.
 Planning to Write

1. Put all the information.

2. Think about the proper writing style.
3. Compose to deliver the message.
4. Make the purpose clear to fit the need of the audience
(what you hope to accomplish, audience expectations,
and level of audience understanding).
5. Use creative sentences.
6. While composing the message, make it interesting,
choose the right/compelling words.
7. Assemble the information needed.
 Creative Sentences
The examples…….
1. The food looks so appealing.
2. After reading the book, she had an
epiphany, and everything became clear.
3. The article contained a plethora of
information.
4. Her house is always pristine.
 Planning Business Messages

https://www.youtube.com/watch?v=L-L6n7bjo0Y
2.19
Credit to Frances Walton (Feb 1, 2018).
Video # 3
 Benefits of Planning
1. Make the actual writing faster, easier and less
stressful.
2. Provide the right information in the right format to
the right people.
3. Expedite writing.
4. Minimize mistakes.

Notes: Skipping the planning often creates extra work later in the process.
 Writing
Two types of purposes/goals:
a) General- to inform, to persuade or to collaborate
with the audience.
b) Specific- what you hope to accomplish with your
message and what your audience should do or
think after receiving the message.
 Writing the Messages
1. Adapt to Your Audience
• Sensitivity
• Relationship skills
• Appropriate writing style
2. Compose Your Message
• Choosing strong words
• Creating effective sentences
• Developing coherent paragraphs
 Writing Business Messages

https://www.youtube.com/watch?v=j-tJApG4s
O0
1.08
Credit to Andy Burns (Aug 26, 2015).
Video #4
 The Writing....

1. Developing coherent paragraphs.

2. After writing the 1st draft, read it.
3. Check for grammar, punctuation, and format.
4. Evaluate the content.
5. Re-write, edit to make it concise and clear.
6. Proofread and produce the message.
Notes: Optimize your time. Plan wisely e.g. 50% planning ,
25% writing and another 25% completing the message.
 Mistakes in Effective Business
Writing
https://www.youtube.com/watch?v=8PrPq9BN
D1c
1.56
Credit to Rhonda Malomet (2014).
Video # 5
 Developing An Audience Profile
1. Identify primary audience (address the concern
of key decision makers).
2. Determine the size of audience.
3. Look at the geographic distribution.
4. Study audience composition
(similarities/differences of audience).
5. Level of understanding (depends on audience
background).
 Audience Preferences
1. Direct approach - audience is more receptive.
(start with the main idea then supporting
evidence).
2. Indirect approach - audience is skeptical. (start
with evidence first, then build your case, and
main idea).
 Building Reader Interest

1. Interest- people in Germany might prefer different

type of media as compared to the Japanese.
2. Build readers interest with story telling
techniques to deliver the messages.
3. Help readers understand the messages easier.
 Engaging the Reader
https://www.youtube.com/watch?v=Pc-wqUS
1FQs
2.06
Credit to Amberley Parson (Oct 17, 2010).
Video # 6
 Four Types of Media/Channels

1. Oral media
2. Written media
3. Visual media
4. Electronic media
 Media/Channels

1. Oral: face to face conversations, interviews,

speeches, presentations, and meetings.
2. Written: memos, reports, e-mails, blogs, and
instant messages.
3. Visual: television, radio and internet.
4. Electronic: video and audio recordings, slide
presentations, CDs, podcasts and Skype.
 Factors to Consider When
Choosing Media/Channels
1. Richness-ability to convey the message.
2. Formality-style and tone in sending the message.
3. Media and channel limitations - effectiveness to convey
the message.
4. Urgency- choose the media wisely to deliver the message
fast.
5. Cost- depends on the your budget or company’s budgets.
6. Audience preferences
a. Direct approach
b. Indirect approach
7. Security and privacy.
 Scope

1. Scope is the range of information you present

to support your main idea.
2. Length of the message.
3. Time.
4. Approach-direct or indirect.
Notes: Must be able to convey the main points!
Recap: Planning Business Messages

1. First impression count!!

2. Take action-gather information, organize it.
3. Clearly state your idea/main points.
4. Keep it plain and simple to understand.
5. Deliver the message in efficient manner.
6. Use powerful words (write from your heart).
7. Know your audience.