Chapter 1

©2016 Cengage Learning. All Rights Reserved.
May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
©denphumi/ThinkStock 1
What Are
Communication Skills?
Traditional New
abilities requirements
Reading Media savvy

Listening Good judgment online:
Nonverbal skills • Maintaining positive
Speaking image and presence
Writing • Protecting employer’s
reputation
©2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Ch. 1 / Slide 2
The Digital Revolution and You
• Even technical fields require

communication skills.
• Businesses use a variety of media
and messages.
• Professional, businesslike writing
is in your future.
Skills Employers Want
• Excellent oral and written

communication skills
• Ability to work in teams
• Professionalism and work ethic
• Critical thinking and analytical
reasoning
• Unblemished social media presence
Your Education
Drives Your Income
Advantages of a college degree

• Higher lifetime earnings
• Less unemployment
• Wider variety of career options
• Access to highest-paying,
fastest-growing careers
Meeting the Challenges
of the Information Age
Significant Trends
• Rapidly changing communication technologies
• Self-directed work groups and virtual teams
• Growing workforce diversity
• Heightened global competition
• Renewed emphasis on ethics
• Flattened management hierarchies
• “Anytime, anywhere” and nonterritoral offices
Listening: A Career-Critical Skill
• Many of us are poor listeners.
• We listen at only 25 to 50 percent
efficiency.
• Poor listening skills affect
professional relationships.
• Costly errors may result from poor
listening habits.
Ten Keys to Building
Powerful Listening Skills
1. Stop talking and let others speak.

2. Control external and internal
distractions.
3. Be receptive and keep an open mind.
4. Listen for main points.
5. Capitalize on lag time.
Ten Keys to Building
Powerful Listening Skills
6. Listen between the lines.

7. Judge ideas, not appearances.
8. Avoid interrupting.
9. Take selective notes to ensure
retention.
10. Provide feedback and confirmation.
Building Strong Nonverbal Skills
• Establish and maintain eye contact.

• Use posture to show interest.
• Reduce or eliminate physical barriers.
• Improve your decoding skills.
• Probe for more information.
Building Strong Nonverbal Skills
• Interpret nonverbal meanings in

context.
• Associate with people from diverse
cultures.
• Appreciate the power of appearance.
• Observe yourself on video.
• Enlist friends and family.
High and Low Context
Low-context cultures High-context cultures

• Tend to be logical, • Tend to be relational,
linear, and action collectivist, intuitive, and
oriented contemplative
• Favor explicit messages • Leave much unsaid and
that they consider to be transmit communication
objective, professional, cues by posture,
and efficient voice inflection, gestures,
and facial expression
Individualism and Collectivism
Low-context cultures High-context cultures
• Tend to prefer initiative, • Tend to prefer group
self-assertion, and values, duties, and
personal achievement decisions
• Believe in individual • Emphasize membership
action and personal in organizations, groups,
responsibility and teams
• Desire a large degree of • Encourage acceptance of
freedom in their group values, duties, and
personal lives decisions
Communication Style
High-context cultures Low-context cultures

• Rely on nonverbal • Emphasize words,
cues and the total directness, and
picture to openness
communicate • Tend to be informal,
• Meanings are impatient, and literal
embedded at many
sociocultural levels
Improving Intercultural
Effectiveness
• Curb ethnocentrism.
• Understand generalizations and
stereotyping.
• Practice empathy.
• Build cultural self-awareness.
• Remain open minded.
Enhancing Intercultural
Oral Communication
• Encourage accurate feedback.

• Speak slowly and enunciate
clearly.
• Use simple English.
• Check for comprehension.
Enhancing Intercultural
Oral Communication
• Listen without interrupting.

• Smile when appropriate.
• Observe eye messages.
• Follow up in writing.
• Accept blame.
Improving Intercultural
Written Communication
• Consider local styles and conventions.

• Hire a translator.
• Use short sentences and short
paragraphs.
• Avoid ambiguous wording.
• Cite numbers carefully.
Growing Workforce Diversity
Benefits to consumers, work teams,
and businesses:
• A diverse staff is better able to respond to
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.
Tips for Communicating With
Diverse Audiences on the Job
• Seek training.
• Understand the value of differences.
• Learn about your cultural self.
• Make fewer assumptions.
• Build on similarities.
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©2016 Cengage Learning. All Rights Reserved.

Reading Media savvy

• Even technical fields require

• Excellent oral and written

Advantages of a college degree

1. Stop talking and let others speak.

6. Listen between the lines.

• Establish and maintain eye contact.

• Interpret nonverbal meanings in

Low-context cultures High-context cultures

High-context cultures Low-context cultures

• Encourage accurate feedback.

• Listen without interrupting.

• Consider local styles and conventions.

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