The traditional path to a college degree isn't for everyone. Many individuals find themselves seeking education and personal development opportunities outside the confines of a formal degree program. Non-degree college courses have become increasingly popular for those who want to acquire new skills, explore their interests, and enhance their professional prospects without committing to a full degree. In this article, we will explore the world of non-degree college courses, shedding light on their benefits, types, and how to make the most of them. What Are Non-Degree College Courses? Non-degree college courses, often referred to as continuing education or adult education, encompass a wide array of learning opportunities offered by colleges and universities. These courses do not lead to a degree but instead provide a more flexible, accessible, and targeted approach to learning. Non-degree courses are designed for individuals of all backgrounds and ages who wish to gain specific know...
Chapter 1: Effective Business Communication
Communication is like a mix of activities, skills, and art that comes from what humans have learned about many things. Think of it like telling stories, which is an ancient way we've shared information. Stories help us understand our world, predict what might happen, and also just have fun. When you tell a story, it's not just about you speaking – it's also about the people listening and how they respond. How you expect, react, and adjust during this process decides how well you can communicate. You didn't automatically know how to talk or write when you were born, but as you grew up, you learned how to share stories both verbally and in writing.
Learning to communicate effectively is a bit like learning to text. You didn't become a texting pro in one day, and you certainly didn't learn all the codes, like LOL (laugh out loud) or BRB (be right back), instantly. Similarly, getting good at communication means looking at how others have done it. You study how they express themselves, and then you apply what you've learned to whatever you're doing – be it sending a quick text to a friend, talking about your skills in a job interview, or writing a business report. You already have skills and knowledge that form a solid base as we dive into understanding the communication process.
Being good at communication is all about getting ready, practicing, and sticking with it. There are different ways to pick up communication skills. Sometimes, you learn from real-life experiences, the kind that can be tough. However, in a business setting, learning from a tough experience, like a messed-up presentation to a client, can damage your reputation. That's where the classroom comes in handy. It's like a safe space where you can test out new ideas and skills before you have to use them for real – like making a sale or forming a new partnership. By listening to yourself or hearing what others have to say, you can figure out better ways to express thoughts, ideas, and concepts. The end result? You grow, and your ability to communicate in business gets better, opening up more opportunities than you might expect.
As you go through the material in this text, each part adds to the whole. The more attention you give to it, the more your communication skills for business will improve, giving you more chances to succeed.
1.1 Why Is It Important to Communicate Well?
Being able to communicate well is crucial for your success – whether it's in relationships, at work, as a citizen of your country, or throughout your life. Your communication skills grow with experience, and while experience is a great teacher, this text and the business communication course it's connected to give you a ton of experiences from professional speakers throughout their lives. You get to learn from the lessons they've learned, making you a more effective communicator right from the start.
Think of business communication like solving a puzzle. It's about addressing questions like:
• What is the situation?
• What are some possible communication strategies?
• What is the best course of action?
• What is the best way to design the chosen message?
• What is the best way to deliver the message?
We're going to look at this process of solving problems and guide you in applying it to the situations you'll probably face in your career.
Communication Influences Your Thinking about Yourself and Others
We all have this basic need to communicate. Communication is about understanding and sharing meaning. You share meaning through what you say and how you say it, whether you're speaking or writing. Imagine a life without communication – endless frustrations, not being able to express your needs, or understand others' needs.
Being unable to communicate could mean losing a part of yourself because you express your self-concept, your sense of self and awareness of who you are, in many ways. Do you enjoy writing? Is making a phone call to a stranger or talking to a room full of people easy for you? Maybe someone mentioned that you need to improve your grammar or speak more clearly. Does that make you more or less likely to want to communicate? For some, it might be a positive challenge, while for others, it could be discouraging. Regardless, your ability to communicate is crucial to your self-concept.
Check out your clothes. What brands are you wearing? What do you think they tell about you? Do you believe that specific types of shoes, jewelry, tattoos, music, or even cars reflect who you are? Part of how you see yourself might be expressed through texting, writing longer pieces like essays and research papers, or the way you talk.
On the flip side, your communication skills are not just about expressing yourself; they also help you understand others. It's not only their words but also their tone of voice, nonverbal gestures, or how they structure their written documents that give you hints about who they are and what matters to them. Being a good communicator involves not just speaking but also active listening and reading.
Communication Influences How You Learn
As a baby, it took many months to learn how to talk. Growing up, you didn't pick up skills like riding a bike, driving a car, or texting on your cell phone in a snap. Improving your speaking and writing is a process that demands effort, persistence, and being open to self-correction.
Becoming a good public speaker starts with having conversations, then sharing your opinions in class, and eventually, delivering a formal speech. Similarly, learning to write begins with reading, then practicing critical thinking through writing. Your speaking and writing mirror your thoughts, experiences, and education. Part of this mix involves listening to other speakers, reading various documents, and studying formats similar to what you want to create.
While studying business communication, you'll likely get suggestions for improvement from more experienced speakers and writers. Take these as challenges to get better; don't give up if your first speech or draft doesn't convey your message as intended. Persevere until you get it right. Effective communication is a skill that applies to almost every job and influences your relationships with others.
Remember, luck is a mix of preparation and timing. Be ready to communicate well when the opportunity arises. Each successful attempt adds to your success and opens doors for more opportunities.
Communication Represents You and Your Employer
Whether it's with friends, family, instructors, or your employer, making a good first impression matters. Everyone around you wants you to show a positive image because it reflects on them. As you step into your career, you'll be representing your business or company through both spoken and written communication. Being professional and paying attention to details will not only reflect well on you but also pave the way for success.
Being able to communicate clearly, both when speaking and writing, is a valuable skill. These skills are not just for now; you'll carry them with you throughout your life. Improving these skills will positively impact your relationships, job prospects, and your ability to make a positive impact in the world.
Communication Skills Are Desired by Business and Industry
Year after year, employer surveys consistently place oral and written communication skills among the top ten desirable qualities. Some high-powered business executives even hire coaches to help them enhance their communication abilities. According to the National Association of Colleges and Employers, the top five qualities or skills employers look for are:
Communication skills (verbal and written)
Strong work ethic
Teamwork skills (works well with others, group communication)
Initiative
Analytical skills
Understanding this, it's clear that a way for you to succeed and boost your chances for promotion is to improve your ability to speak and write effectively.
In September 2004, the National Commission on Writing for America’s Families, Schools, and Colleges conducted a study involving 120 human resource directors. Titled "Writing: A Ticket to Work…Or a Ticket Out, A Survey of Business Leaders," the study revealed that "writing is both a ‘marker’ of high-skill, high-wage, professional work and a ‘gatekeeper’ with clear equity implications," as stated by Bob Kerrey, president of New School University in New York and chair of the commission. According to him, "People unable to express themselves clearly in writing limit their opportunities for professional, salaried employment" (The College Board, 2004).
On the other side, more than forty million Americans are estimated to be illiterate or unable to functionally read or write. If you're reading this, you might not be part of a group in need of basic skill development, but additional training and practice can still be beneficial as you enhance your skills.
An individual with excellent communication skills is an asset to any organization. Regardless of your chosen career, learning to express yourself professionally, both in speech and writing, will play a crucial role in helping you achieve your goals.
1.2 What Is Communication?
Various theories aim to describe, predict, and grasp the behaviors and phenomena that make up communication. However, in business communication, our focus is often more on achieving desired results than delving into theories. Still, to ensure our communications are effective, it's beneficial to grasp what communication is and how it functions.
Defining Communication
The Latin root of the word "communication" is communicare, which translates to "share" or "make common". In modern terms, communication is defined as the process of understanding and sharing meaning.
At the core of our exploration of communication is the relationship involving interaction among participants. This definition, with its focus on the process of effectively comprehending and sharing another's point of view, guides our study throughout this text.
The first crucial term in this definition is "process." A process is a dynamic activity that's challenging to describe because it evolves (Pearson & Nelson, 2000). Imagine being alone in your kitchen, lost in thought. Then, someone you know, like your mother, enters, and you engage in a brief conversation. What changes? Now, imagine a stranger joins your mother, attentively listening as you speak, almost as if you were delivering a speech. What changes now? Your perspective might shift, and you might choose your words more carefully. The feedback or response from your mother and the stranger, essentially your audience, may prompt you to reassess what you're saying. In our interactions, various factors, and more, influence the communication process.
The second crucial term is "understanding." To understand means to perceive, interpret, and relate our perception and interpretation to what we already know (McLean, 2003). If a friend shares a story about falling off a bike, what image forms in your mind? Now, imagine your friend points out the window, revealing a fallen motorcycle. Understanding the words and the concepts or objects they refer to is a vital aspect of the communication process.
Following understanding is the word "sharing." Sharing involves doing something collectively with one or more people. In communication, sharing happens when you express thoughts, feelings, or ideas together, similar to participating in a joint activity like compiling a report or jointly benefiting from a resource, such as sharing a pizza with coworkers.
Communication isn't just about conveying thoughts to others; it's also about sharing with yourself (intrapersonal communication). Intrapersonal communication happens when you bring ideas to your consciousness, reflect on your feelings about something, or solve a problem, experiencing that classic "Aha!" moment when everything becomes clear.
Lastly, what we exchange through communication is meaning. For example, the word "bike" can represent both a bicycle and a short name for a motorcycle. By examining the context in which the word is used and asking questions, we can uncover the shared meaning of the word and grasp the intended message.
Eight Essential Components of Communication
In order to better understand the communication process, we can break it down into a series of eight essential
components:
1. Source
2. Message
3. Channel
4. Receiver
5. Feedback
6. Environment
7. Context
8. Interference
Each of these eight components serves an integral function in the overall process. Let’s explore them one by one.
The Source and Message Delivery
In communication, the source is the one who imagines, creates, and sends the message. In public speaking, the source is the person delivering the speech. They share new information with the audience, not just through words but also through tone of voice, body language, and clothing choices. The process starts with the speaker deciding on the message — what to say and how to say it. Next is encoding, where the speaker carefully arranges the words to convey the intended meaning. The third step is presenting or sending the information to the audience. Lastly, the source gauges the audience's reaction, and based on this, provides clarification or additional information if needed.
Crafting the Message
The message, in communication, is the stimulus or meaning created by the source for the receiver or audience. When you plan to give a speech or write a report, your message isn't just the words you choose; that's just the starting point. The words come together with grammar and organization. You might decide to save your most important point for last. The message also includes how you say it — in a speech, through your tone of voice, body language, and appearance; in a report, through your writing style, punctuation, and the chosen headings and formatting. Additionally, part of the message may be the environment or context in which you present it and any noise that could make your message hard to hear or see.
For instance, if you're addressing a large audience of sales reps and are aware there's an important World Series game tonight, your audience might be restless. Choosing to open with, "I understand there's an important game tonight," acknowledges and addresses something most people in your audience are aware of, helping you capture and focus their attention.
The Communication Channel
The channel is how a message travels between the source and receiver. Think of your television as an example. Each channel, even in a digital world, occupies space in the cable or signal carrying the message to your home. Television combines an audio signal with a visual signal to convey the message to the audience. Try turning off the volume on your TV – often, you can still understand what's happening because body language contributes to the message. Now, turn up the volume but turn around so you can't see the TV; you can still follow the dialogue and story.
Similarly, when you speak or write, you're using a channel to convey your message. Spoken channels include face-to-face conversations, speeches, telephone conversations, voice mail, radio, public address systems, and voice over Internet protocol (VoIP). Written channels encompass letters, memorandums, purchase orders, invoices, newspaper and magazine articles, blogs, email, text messages, tweets, and more.
The Receiver's Role
The receiver takes in the message from the source, analyzing and interpreting it in ways both intended and unintended by the source. To grasp this, think of a receiver in football. The quarterback throws the football (message) to a receiver who must see and interpret where to catch the ball. The quarterback may intend for the receiver to catch his message in one way, but the receiver may see things differently and miss the football (the intended meaning) altogether.
As a receiver, you use your senses—listening, seeing, touching, smelling, and/or tasting—to receive a message. Your audience also evaluates you, much like you assess them before taking the stage or speaking. The nonverbal responses of your listeners provide clues on how to adjust your opening. By putting yourself in their shoes, you anticipate what they would look for. Just as a quarterback plans where the receiver will be to throw the ball correctly, you too can recognize the interaction between source and receiver in a business communication context. All of this happens simultaneously, showing why and how communication is always changing.
The Importance of Feedback
When you respond to the source, whether intentionally or unintentionally, you're providing feedback. Feedback consists of messages the receiver sends back to the source. Whether verbal or nonverbal, these signals help the source gauge how well, how accurately (or inaccurately) the message was received. Feedback also allows the receiver to seek clarification, express agreement or disagreement, or suggest ways the source could make the message more interesting. As the amount of feedback increases, so does the accuracy of communication.
For instance, imagine you're a sales manager in a conference call with four sales reps. As the source, you want to convey the idea of leveraging the World Series season to boost sales of baseball-related sports gear. You state your message, but there's no immediate response from your listeners. While you might assume they understood and agreed, discovering later that few sales were made could be disappointing. If you had followed up with a request for feedback like, "Does this make sense? Any questions?" you could have clarified your message and learned if any sales reps believed your suggestion wouldn't work with their customers.
The Impact of Environment
The environment is the overall atmosphere, both physical and psychological, where messages are sent and received. This includes elements like tables, chairs, lighting, and sound equipment in the room — essentially, the room itself. The environment also encompasses factors like formal dress, which may signal whether a discussion is casual and open or more professional and formal. People are more likely to have an intimate conversation when physically close, and less likely when they can only see each other from a distance. In that case, they might opt to text, a more intimate form of communication influenced by the environment. As a speaker, your environment will impact your speech. It's always a good idea to check out where you'll be speaking before the actual presentation day.
Understanding Context
The context of a communication interaction encompasses the setting, scene, and expectations of the individuals involved. In a professional communication context, environmental cues like business suits can directly or indirectly influence language and behavior expectations among participants.
A presentation or discussion doesn't happen in isolation. When you come to class, you come from somewhere, as does the person next to you and the instructor. The formality or informality of the environment depends on the contextual expectations for communication held by the participants. Your classmate might be accustomed to informal communication with instructors, but the instructor may expect verbal and nonverbal displays of respect in the academic environment. While your classmate's question of "Hey Teacher, do we have homework today?" might seem normal to them, you may find it rude and inconsiderate. The instructor's nonverbal response will provide clues about how they perceive the interaction, considering both the word choices and how they were said.
Context revolves around what people expect from each other, often shaped by environmental cues. Traditional events like weddings or quinceañeras are typically formal. There's a time for quiet greetings, a moment of silence during key moments, and specific rituals like a father-daughter dance. These contexts influence presentations, timing, and effectiveness if you're called upon to give a toast.
In a business meeting, the order of speakers often relates to the positions and roles individuals hold outside the meeting. Context, especially across cultures, plays a crucial role in determining communication dynamics.
Dealing with Interference
Interference, also known as noise, can come from any source and is anything that blocks or alters the source's intended meaning of the message (McLean, 2005). For instance, if you drove a car to work or school, chances are you were surrounded by noise—car horns, billboards, or even the radio in your car might have disrupted your thoughts or conversation with a passenger.
Psychological noise occurs when your thoughts distract you while you're listening to or reading a message. Imagine your boss emails you at 4:45 p.m. asking for sales figures and projections. You quickly respond, thinking you've covered everything, only to realize the next day that you missed a crucial detail because you were already formulating your response.
Interference can stem from various sources. Maybe hunger distracts you from listening attentively, or an uncomfortably warm office affects your focus. If you were part of an audience listening to an executive speech, the environment's conditions could impact your ability to engage.
Noise disrupts the regular encoding and decoding of messages through the channel between source and receiver. While not all noise is negative, it does interfere with the communication process. For example, your cell phone ringtone may be pleasant to you, but it can disrupt the class and bother your classmates.
Two Models of Communication
Researchers have noted that during communication, both the sender and receiver often convey messages concurrently, leading to overlap. As the speaker, you frequently inhabit both roles – that of the source and the recipient – focusing on both conveying and absorbing messages from your audience. Feedback from the audience serves as valuable cues in this dynamic exchange. While numerous communication models exist, we'll delve into two that offer insights and strategies particularly relevant for business communicators.
Rather than treating communication as a linear process of sending and receiving messages, researchers often conceptualize it as a transactional exchange (see Figure 1.3, "Transactional Model of Communication"), wherein actions occur simultaneously. In conversational turn-taking, for instance, participants seamlessly switch between sender and receiver roles, blurring the distinction between the two.
Figure 1.3, "Transactional Model of Communication
Researchers have also explored the concept that individuals construct their own interpretations of messages. As exemplified by the State Department quote at the outset of this chapter, what is spoken and what is heard can diverge significantly. In the constructivist model (refer to Figure 1.4, "Constructivist Model of Communication"), emphasis is placed on negotiating meaning or finding common ground when discussing communication (Pearce & Cronen, 1980).
Consider a scenario: you're dining in Atlanta, Georgia, and when asked if you'd like a "Coke," you respond with "sure." Subsequently, the waiter repeats the question, prompting you to clarify, "Coke is fine." Even after the third inquiry about your soft drink preference, the misunderstanding persists. Herein lies the peculiarity: in Atlanta, often dubbed the headquarters of the Coca-Cola Company, most carbonated beverages are universally referred to as "Coke." Thus, specifying your desired soft drink becomes imperative, regardless of whether it's a cola or not, or even if it's not produced by Coca-Cola. Conversely, individuals from other parts of the United States might commonly use terms like "pop," "soda pop," or simply "soda" to denote a carbonated beverage, without necessarily implying the brand "Coke."
In this example, both you and the waiter comprehend the term "Coke," but each assigns it a different meaning. Effective communication necessitates acknowledging and reconciling these differing interpretations to establish mutual understanding and provide appropriate responses.
Figure 1.4, "Constructivist Model of Communication"
Given that we each harbor diverse interpretations of words, gestures, and concepts, relying solely on a dictionary as a guide may prove insufficient. Even with its assistance, we inevitably find ourselves engaged in the ongoing process of negotiating meaning.
Exercises:
1. Draw what you think communication looks like. Share your drawing with your classmates.
2. List three environmental cues and indicate how they influence your expectations for communication. Please share your results with your classmates.
3. How does context influence your communication? Consider the language and culture people grew up with,
and the role these play in communication styles.
4. If you could design the perfect date, what activities, places, and/or environmental cues would you include to
set the mood? Please share your results with your classmates.
5. Observe two people talking. Describe their communication. See if you can find all eight components and
provide an example for each one.
6. What assumptions are present in transactional model of communication? Find an example of a model of
communication in your workplace or classroom, and provide an example for all eight components.
1.3 Communication in Context
Now that we've dissected the eight components of communication, let's contextualize our understanding. Is a quiet dinner conversation with a loved one akin to a classroom discussion or delivering a speech? Can sending a text message to a friend be equated with drafting a professional project proposal or a purchase order? Each context exerts its own influence on the communication process, shaping the dynamics accordingly. Furthermore, these contexts often intersect, leading to a more complex and dynamic exchange. Throughout your lifetime, you've engaged in communication across various contexts, allowing you to leverage your experiential knowledge in navigating business communication scenarios.
Intrapersonal Communication
Have you ever found yourself lost in your thoughts during a speech or lecture, completely tuning out the speaker? Or perhaps during a phone conversation, you were preoccupied with what you wanted to say next, rather than actively listening to the other person? Furthermore, after writing a document or delivering a presentation, have you ever reflected on your performance and evaluated yourself? This internal dialogue, commonly referred to as intrapersonal communication, involves conversing with oneself.
Intrapersonal communication, which revolves around one individual, is often termed "self-talk" (Wood, 1997). Donna Vocate's book on intrapersonal communication elucidates how we use language to navigate our own experiences, guiding ourselves through various situations. For instance, the internal voice that motivates you with phrases like "Keep going! You can do it!" during a challenging five-mile race, or reassures you with "This report I've written is pretty good." Such self-dialogue can either be positive or negative, significantly impacting how we perceive and respond to situations and interactions with others.
Furthermore, our cultural background, native language, and worldview heavily influence our perceptions during communication, as noted by the German philosopher Jürgen Habermas: "Every process of reaching understanding takes place against the background of a culturally ingrained preunderstanding" (Habermas, 1984). For instance, your expectations regarding time and punctuality are shaped by the cultural norms you were exposed to while growing up. What was considered normal behavior by those around you becomes ingrained in your own perception of normalcy. However, it's crucial to acknowledge that what's deemed normal varies among individuals and cultures.
When your supervisor schedules a meeting for 7 p.m., does that mean sharp at 7, around 7, or perhaps even closer to 7:30? In the business realm, when a meeting is slated for 9 a.m., is it strictly at 9 a.m.? Time perceptions vary widely depending on regional, national, and corporate cultures.
In certain companies, there's an expectation for everyone to arrive ten to fifteen minutes prior to the stated start time, ensuring readiness to commence business right at 9 a.m. Conversely, in other corporate environments, a brief "meeting and greeting" period from around 9 to 9:05, or even extending to 9:10, is customary. When unsure of the precise expectations for a business engagement, it's prudent to lean towards punctuality, regardless of one's internal assumptions regarding time and timeliness.
Interpersonal Communication
The second significant context within the realm of communication is interpersonal communication. Interpersonal communication typically involves two individuals and can span the spectrum from deeply personal and intimate to formal and detached. For instance, you might engage in a heartfelt conversation with a loved one, sharing a profound concern. Conversely, at work, you might have a brief chat with the security guard about weekend plans as you head home.
What sets these scenarios apart? Both involve interpersonal communication, but differ in the level of intimacy. The first scenario suggests a close, trusting relationship built over time between two caring individuals. On the other hand, the second scenario implies some prior acquaintance, with the interaction primarily serving as a form of acknowledgment rather than an exchange of substantive information, akin to a casual greeting or farewell.
Group Communication
Have you ever observed how a small group of individuals in class tend to gravitate towards each other? Whether they share membership in the same sports program or simply consider each other friends, they often engage in group communication.
Group communication is described as a dynamic process wherein a small number of individuals participate in a conversation (McLean, 2005). Typically involving three to eight people, group communication has a tendency to fragment further into smaller subgroups as the size of the gathering increases.
Drawing inspiration from marketing, it's pertinent to inquire whether your audience comprises distinct segments or exhibits points of convergence and divergence. By considering factors like age, education, gender, and geographical location, we can gain insights into the preferences and aversions of various groups. Within the broader audience, you may identify several distinct groups based on specific educational backgrounds, for example. Leveraging this understanding can significantly enhance your effectiveness as a business communicator.
Public Communication
In public communication, an individual addresses a group of people, whether through spoken or written means. Similarly, in public written communication, one person crafts a message intended for consumption by a small or large audience. While the speaker or writer may prompt questions and foster discussion (evidenced in written forms like email threads or a series of letters to the editor), the dynamics of the interaction differ from those in group communication, where distinct rules apply. In public speaking scenarios, the group typically accords authority to the speaker. For instance, in a corporate setting, the boss delivers a speech to the sales team, who listen attentively without interruption.
However, this traditional dynamic is evolving as societal norms and expectations shift. Many cultures embrace practices like "call outs" or interjections, which are not perceived as interruptions or attempts to wrestle control of the conversation but rather as affirmations of engagement. For example, during a rousing motivational speech, the boss might exclaim, "Do you hear me?" to which the sales team responds with a resounding "Yes Sir!" Recognizing that intrapersonal communication (the thoughts of individual team members) or interpersonal communication (communication among team members) may disrupt the traditional dynamic of one addressing many, savvy public speakers incorporate attention-grabbing and engagement strategies to maintain the audience's focus on the message.
Mass Communication
How do you disseminate information about class locations and schedules to everyone on campus? While a speech from the front steps might suffice for very small schools, a more effective approach would be a written schedule listing all classes. Similarly, how do you alert everyone about a sale in your store, promote a new product, or communicate your stance on a political issue to constituents? The answer lies in mass communication – reaching out to as many people as possible with a single message.
However, it's important to recognize that not everyone receives mass communication in the same manner they would a personal phone call. Many individuals may perceive mass mailings as "junk mail" and discard them unopened, or they might tune out television advertisements or delete tweets without a second thought. Nevertheless, mass media remains a potent force in modern society, continually adapting to new technologies.
Mass communication involves broadcasting a single message to a large group, which limits our ability to tailor the message to specific audiences, groups, or individuals. As a business communicator, you can leverage multimedia tools as visual aids or reference popular programs, films, or images familiar to your audience to enhance engagement. A well-crafted tweet with a compelling image, for instance, can evoke a significant response. By selecting messages or references that resonate with a broad audience, you can establish common ground and increase the appeal of your communication.
Exercises:
1. Please recall a time when you gave a speech in front of a group. How did you feel? What was your
experience? What did you learn from your experience?
2. If you were asked to get the attention of your peers, what image or word would you choose and why?
3. If you were asked to get the attention of someone like yourself, what image or word would you choose and
why?
4. Make a list of mass communication messages you observe for a one hour period of time. Share your list
with classmates.
1.4 Your Responsibilities as a Communicator
Whenever you communicate in a business setting, you bear responsibilities to your audience, your employer, and your profession. Your audience expects you to fulfill these responsibilities, which may vary depending on the context or environment, but two core principles remain constant: preparation and ethics.
Communicator Is Prepared
Preparation, as the primary responsibility of a business communicator, encompasses several key elements: organization, clarity, and brevity, along with punctuality.
Being prepared entails selecting a topic suitable for your audience, gathering sufficient information to address the topic comprehensively, arranging your information in a logical order, and considering the most effective way to present it. For written communication, this involves creating an outline and at least one draft, reviewing and refining your writing to enhance clarity and correctness, and seeking feedback when appropriate. In the case of oral communication, thorough preparation entails practicing multiple times before the actual presentation.
The Prepared Communicator Is Organized
Being prepared entails being organized, a concept Aristotle referred to as logos or logic. This involves outlining the steps or key points that guide your communication towards a conclusion. Once you've conducted research on your topic, it's crucial to narrow your focus to a few essential points and decide how to present them effectively. Given the abundance of information available on any topic, your role as a communicator is to act as a gatekeeper, selecting pertinent information while omitting irrelevant points.
Additionally, it's important to consider how to connect your main points for your audience. Using transitions helps provide signposts or cues for your audience to follow your train of thought. For instance, phrases like "Now that we've examined X, let's consider Y" serve as transitional statements, signaling a shift from one topic to another. Being well-organized allows your listeners or readers to easily follow your message from point to point, enhancing their understanding and engagement.
The Prepared Communicator Is Clear
We've all likely encountered the frustration of reading or listening to a communication that's vague and meandering. Being prepared entails clarity. If your message lacks clarity, your audience will lose interest and disengage, undermining effective communication.
Interestingly, clarity begins with intrapersonal communication: you must have a clear understanding in your mind of what you want to convey before articulating it clearly to others. At the interpersonal level, clarity involves considering your audience, selecting words and phrases they comprehend, and avoiding jargon or slang that may be unfamiliar to them.
Moreover, clarity extends to presentation. A brilliant message written in illegible handwriting or presented in faint gray type on gray paper will not be clear. In oral communication, mumbling, speaking too quickly, using a monotonous tone, or stumbling over words diminishes clarity.
Technology also plays a role; for instance, if you're using a microphone or conducting a teleconference, clarity relies on properly functioning equipment. Hence, preparation is crucial, not only for crafting your speech but also for testing the equipment beforehand.
The Prepared Communicator Is Concise and Punctual
Conciseness entails being brief and direct to the point. In most business communications, the expectation is to immediately address the main purpose. Being prepared involves the ability to articulate your points clearly and support them with evidence in a straightforward, linear manner.
While it might be tempting to showcase your knowledge by including additional information, doing so risks boring, confusing, or overwhelming your audience. Going off on tangents or delving too deeply into topics can hinder your audience's comprehension. Thus, it's essential to be concise in your choice of words, organization, and visual aids.
Being concise also means being mindful of time constraints. How often have you heard a speaker say "in conclusion" only to continue speaking indefinitely? Similarly, how many meetings or conference calls have you attended that started late or extended beyond the scheduled end time? The solution lies in being punctual and prepared. If you're tasked with delivering a five-minute presentation, your colleagues won't appreciate it if you take fifteen minutes, just as your supervisor wouldn't appreciate receiving a fifteen-page report when asked for five. For oral presentations, practice timing yourself to ensure you can convey your message within the allotted time frame.
There is one potential exception to this principle. In many non-Western cultures, there's a preference for a less direct approach to business communication. This often involves starting with social or general comments that a U.S. audience might deem unnecessary. Additionally, some cultures have a more flexible interpretation of time schedules and punctuality. While it's crucial to acknowledge that different cultures have varying expectations, the overarching rule remains: effective business communication does not squander words or time.
Communicator Is Ethical
The second fundamental responsibility of a business communicator is to be ethical. Ethics encompasses a set of principles or rules for proper conduct, echoing what Aristotle termed ethos – the communicator's reputation for doing what is right. Ethical communication involves embodying traits such as egalitarianism, respectfulness, and trustworthiness – essentially, adhering to the "golden rule" of treating your audience as you would wish to be treated.
Communication possesses the power to mobilize communities, shape cultures, and alter history. It can inspire people to take action, contemplate an argument, or make a purchase. The extent to which you consider both the common good and the fundamental principles you uphold when crafting your message directly influences how your message will impact others.
The Ethical Communicator Is Egalitarian
The term "egalitarian" derives from the root "equal." To be egalitarian is to advocate for basic equality, asserting that all individuals should have an equal share in the benefits and responsibilities of society. It signifies that everyone deserves the same level of respect, expectations, access to information, and rewards for participation within a group.
To communicate in an egalitarian manner, it's important to speak and write in a manner that is understandable and relevant to all your audience members, not just those who share similar characteristics such as age, gender, race, ethnicity, or other traits.
In a business context, you often communicate with individuals possessing specific professional qualifications. For instance, you might draft a memo addressed to all nurses in a hospital or deliver a speech to all insurance adjusters in a particular branch of an insurance company. Being egalitarian doesn't mean avoiding professional terminology understood by nurses or insurance adjusters. However, it does entail ensuring that your communication is inclusive and relevant to all recipients. For example, a memo to hospital nurses should be tailored to encompass all nurses—not just female nurses, those working directly with patients, or those under a certain age. An egalitarian communicator strives to unite the audience by employing ideas and language that are suitable for all recipients of the message.
The Ethical Communicator Is Respectful
Emotions, alongside logic, play a significant role in influencing people. Aristotle identified pathos, or passion, enthusiasm, and energy, as the third crucial component of effective communication, following logos and ethos.
We've likely witnessed audiences swayed by a "cult of personality," blindly accepting whatever a speaker says due to their dramatic delivery. However, such manipulation fails to respect the audience and can have negative consequences. Additionally, we may have witnessed individuals hurt by sarcasm, insults, and other disrespectful forms of communication.
Nevertheless, passion and enthusiasm are essential in business communication. Demonstrating genuine interest in your message helps engage your audience. If your topic warrants attention, make an effort to convey its significance enthusiastically or through dynamic writing. Doing so demonstrates respect for your audience's time and intelligence.
However, it's crucial for ethical communicators to express passion and enthusiasm without being disrespectful. Losing one's temper or being abusive is generally viewed as unprofessional and could result in legal repercussions for you or your employer. When facing disagreement with a coworker, frustration with a challenging customer, or criticism of a competitor's product, it's vital to express such sentiments respectfully. For instance, instead of saying, "I'm fed up with your complaints!" a respectful business communicator might say, "I'm having difficulty understanding how to resolve this situation. Could you please clarify your expectations?"
The Ethical Communicator Is Trustworthy
Trust is a vital element in communication, particularly in business. Consider this: as a consumer, would you purchase products from a company you didn't trust? Or, as an employer, would you hire someone you didn't trust?
As a communicator, your objective is to cultivate a strong relationship with your audience. To achieve this, you must demonstrate why they can trust you and why the information you're about to convey is credible. One effective method is to commence your message by offering details about your qualifications and background, your passion for the subject matter, or your rationale for communicating at that specific moment.
Your audience expects you to convey the truth as you understand it. This means refraining from intentionally omitting, deleting, or distorting information to prove your points. They not only listen to what you say and how you say it but also pay attention to what you don't say or do. It's important to consider multiple perspectives on your topic, ultimately selecting the perspective you believe to be correct and providing concrete reasons for your conclusion. Acknowledging various perspectives demonstrates that you've thoroughly researched the topic, earning trust from your audience.
Trustworthiness is earned over time with your audience. Many wise individuals have noted that trust is challenging to establish but easy to lose. It's acceptable for a communicator to admit when they lack knowledge on a topic. However, it's a breach of trust to feign knowledge or provide inaccurate information. Communicate what you know, and if you're unsure about something, commit to researching it before speaking or writing. If asked a question to which you don't know the answer, it's preferable to honestly admit, "I don't know the answer, but I will research it and get back to you." Following through on this promise is far more favorable than attempting to bluff your way through an answer or falsely presenting yourself as knowledgeable on a topic you're not familiar with.
The “Golden Rule”
When uncertain, recall the "golden rule," advising to treat others as you would wish to be treated. In its various iterations, the golden rule embodies human kindness, collaboration, and mutual respect across diverse cultures, languages, backgrounds, and interests. No matter where you go, whom you interact with, or the nature of your audience, consider how you would perceive your communication if you were in their position, and behave accordingly.
Exercise
Think back to a moment when someone’s words or tone rubbed you the wrong way. What factors made it feel offensive to you? Share your thoughts with the class.
Describe a situation where you walked away from a conversation feeling hurt or disrespected. What made it feel that way? Add your reflections for classmates to discuss.
Reflect on a time when a comment or interaction struck you as insulting. What elements shaped your reaction? Share your perspective with your peers.
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