Chapter 1: Introductory Communication

Definition of Communication

• Communicate (verb)- to impart, transmit (news, feelings,

etc.).
• Communication (noun)- science and practice of
transmitting information.
• Communication is the process of exchanging information
and meaning between or among individuals through a
common system of symbols, signs, and behavior.
• Communication is the process of sending and receiving
messages.
• Communication is the transmission of information to
achieve one’s objective (the sender’s objective). For
examples, expressing feelings, conversing, speaking,
corresponding, writing, listening, and exchanging.
• The only reason to communicate is to influence someone
to think or behave in a particular way.
Chapter 1
• To influence people, we must understand and relate to
their interests and needs.
• Effective communication is based on face-to-face
interaction between people working to establish and
maintain mutual trust and understanding because this
interpersonal communication provides to gauge if and how
people respond to our communication.
• However, this interpersonal communication must be
supported by the appropriate written, spoken, and
broadcast communication materials such as memos,
newsletters, news releases, speeches, video tapes and
other media.
• To increase the chances for success of any business
activity, develop a communication plan articulating a
clear purpose, the desired outcomes, and the messages
and methods that will work best with target audiences.
Chapter 1
The Communication Process
• It refers to the steps between a source and a receiver
that result the transference and understanding of
meaning.

SE L E C T S C H A N N E L
E N C O D E S M E SSA G E A N D T R A N SM IT S
M E SSA G E

S EN D ER S
E
C
N
E
R
E
F
R D E C O D E S M E SSA G E
E
T
N
I
R E C E IV E R

SE L E C T S C H A N N E L
A N D T R A N SM IT S E N C O D E S M E SSA G E
M E SSA G E

O R IG IN A L M E SSA G E FEED BA C K
Chapter 1
Steps in the Communication Process
2) Idea (message).
3) The sender encodes the message.
4) The sender selects an appropriate channel and transmits
the message.
5) The receiver encodes the message (feedback).
6) The receiver selects an appropriate channel.
7) The sender decodes the message (feedback).
Chapter 1
Communication Channels
• Two-way, face-to-face.
 Instant feedback.
 Nonverbal signals

• Two-way, not face-to-face.

 Instant feedback.
 Limited nonverbal signals.

• One-way, not face-to-face.

 No instant feedback.
 Minimal nonverbal signals.
Chapter 1
Levels of Communication.
2) Intrapersonal communication. (or Self- Talk)
3) Interpersonal communication.
4) Group communication.
5) Organizational communication.
6) Mass communication.
Chapter 1
Communication Goals
 Task Goals (Functional Roles).
 Initiating.
 Giving and seeking information.
 Coordinating.
 Procedure setting.
 Maintenance Goals (feel better about themselves as a
result of their interaction)
i. Self-Maintenance Goals (Disfunctional Roles)
 Controlling.
i) Group Maintenance Goals.
 Withdrawing.
(Functional Roles).
 Attention seeking  Encouraging.
 Diverting.  Harmonizing.
 Compromising.
Chapter 1
Basic Forms of Communication.
2) Verbal Comminication.
- uses words (written/ spoken).
- Example: letters, reports, email, speeches, websites,
instant messages, news releases, face-to-face
conversations, phone calls, blogs, meetings, interviews,
and resumes.
2) Nonverbal Communication.
- means “ without the use of words”.
- is the interpersonal process of sending and receiving
information, both intentionally and unintentionally,
without using written or spoken language.
Chapter 1
Nonverbal Signals

• Facial expression.
• Gesture and posture.
• Vocal characteristics.
• Personal appearance.
• Touch.

The Roles of Nonverbal Signals

• To complement verbal language.
• To reveal the truth.
• To convey information efficiently.
Chapter 1
Nonverbal Communication

Metacommunication
• is a message that , although not expressed in words,
accompanies a message that is expressed in words.
• Example: “Don’t be late for work”.
Implied meaning: - “You are frequently late”.
- “I’m warning you”.
- “ You are efficient”.
• Those who receive your message will be sensitive to
the message expressed. (speaking/ writing)
Chapter 1
Nonverbal Communication

Kinesic Messages
• An idea expressed through nonverbal behavior.
Receivers gain additional meaning from what they see and
hear.
 Visual (gesture, winks, smiles, frowns, sighs,
attire, grooming, all kind of body movements.)
 Vocal (intonation, projection, resonance of the
voice.)
• Example: A manager is habitually late for staff
meetings.
Meaning: “My time is more important than yours”.
Example: A wink follows a statement.
Meaning: “Don’t believe what I just said.
Chapter 1
Communication Barriers.

• Noise • Closed communication climate.

• Difference in perception• Unethical communication.
• Incorrect filtering • Inefficient communication.
• Language problems • Physical distractions.
• Poor listening • Differing background.
• Differing emotional • Information overloaded.
states. • Message complexity.
• Differing status.
• Lack of trust.
• Inadequate communication structures.
• Incorrect choice of medium.
Chapter 1
Listening v Hearing
• Listening- Decoding and interpreting sounds correctly.
• Hearing- Recognizing sounds.
Purpose of Listening
• Interacting socially.
• Receiving information.
• Solving problems.
• Sharing feelings with others.
Listening Styles (or combination)
• Casual listening.
• Listening for information.
• Intensive listening.
• Empathic listening.
Chapter 1
Bad Listening Habits.
• Faking attention.
• Allowing disruptions.
• Over listening.
• Dismissing subject as interesting.
• Failing to observe nonverbal aids.
Effective Listening.
• Minimize distractions.
• Get in touch with the speaker.
• Get the speaker knows you are actively involved
• Ask reflective questions that assess understanding.
• Use probing prompts to direct the speaker.
• Use time wisely.
Chapter 1
Criteria of Effective Communication.
• Effective communication is, when others understand
your message correctly and respond to it the way you
want them to.
 It is clear –same meaning.
 It is correct –free from errors.
 It is complete –all questions are answered.
 It saves the reader’s time- style, organization, visual
 It builds goodwill –positive image
Chapter 1
Traits of Successful Communicators.
 Perception -ability to predict.
 Precision -same mental picture.
 Control –can make you laugh or cry.
 Credibility –you trust their information.
 Congeniality – command your respect and goodwill.
Chapter 2: Communicating in the
Business Environment
In every part of business organization, communication provides
the vital link between people and information. You exchange
information inside your organization, called internal
communication, and you exchange information and ideas with
others outside your organization, called external
communication.
Management Functions.
Definition of Management
– is the process of getting things done through people. The
attainment of organizational goals in an effective and
efficient manner through planning, organizing, leading, and
controlling organizational activities and resources.
4) Planning - selecting goals and ways to attain them.
5) Organizing –assign responsibility for task accomplishment.
3) Leading (or Implementing) –using influence to motivate
employees.
4) Controlling - monitoring activities.
Chapter 2 Union External Audiences
s Professio
Stockholde nal
rs Services
Custom Lenders Union
ers s
Employm
Supplie
ent
rs
Agencies
Special Distribut
Interest ors
The Business
Groups
Trade Organization Wholesal
Associations ers
Competitors Franchise
es
Other
Businesses & Retailers
Legislator
Industries
The s Agents
Media Governm
Foreign
The Subsidiar ent
Governme
courts ies Agencies
nts
Chapter 2
Business Functions.
Business can be defined as commerce, occupation, and
organization.
3) Human Resource- Attracting, developing, and
maintaining human resources.
4) Accounting and Finance- Recording, sourcing and
using of funds.
5) Marketing- Satisfying customer needs and want
through exchange of values.
6) Operations- Converting resources into outputs.

Managers in business organizations coordinate and manage

business units to achieve organizational goals. Since goals
are attained through people, they have to communicate so
that the people think or behave in a particular way.
Chapter 2
Managerial Roles of Communication.
 Informational Roles.
 Monitor.
 Disseminator.
 Spokesperson.
 Interpersonal Roles.
 Figurehead.
 Leader.
 Liaison.
 Decisional Roles.
 Entrepreneurial.
 Disturbance Handler.
 Resource Allocator.
 Negotiator.
Chapter 2
Communication Flows in Organizations.
Communication Channels.
Communication occurs in a variety of ways in an organization;
some communication flow is planned and structured; some is
not. Some communication flow can be formally depicted, while
some defies description.

 Formal Channels.
Rules procedures, policy created by management to
control individual and group behavior.

 Informal Channels.
Patterns that emerge as people interact within a formal
system to create a satisfying environment. The
grapevine is an informal communication system.
Chapter 2

Forms of Internal External

Business
Communication

Formal Letters, reports, Letters, reports,

(Planned memos, email, and memos, speeches,
Communication) instant messages websites, instant
messages, and news
releases

Informal E-mail, instant Face-to-face

(Casual messages, face-to- conversations, e-
Communication) face conversations, mail, instant
phone calls, and messages, phone
blogs calls, and bloggs
Chapter 2
Communication Flows in Organizations.
U P W A R D C O M M U N IC A T IO N
P ro g ress r ep o r ts (o r a l a n d w r itten )
• R esu lts/ ac c o m p lish m en ts
• P ro b lem s/ c la r if ic atio n s
Flow of Formal Communication in an Organization.
D O W N W A R D C O M M U N IC A T IO N U P W A R D C O M M U N IC A T IO N
P o lic ies a n d p ro c ed u res I d ea s/ su g g estio n s
O rg an iz atio n a l g o als an d str ateg ies F eeli n g s/ a tti tu d es
W o r k a ssi g n m en ts
E m p lo y ee d ev elo p m en t
• J o b ro le/ resp o n sib ility
• P er f o r m a n c e a p p r a i sa l
(f o r m a l a n d in f o r m a l)
• C o n str u c tiv e cr iticism
• D eser v ed p r a ise an d rec o g n itio n
H O R IZ O N TA L O R
L A T E R A L C O M M U N IC A T IO N
C o o rd in atio n o f in ter related activ ities
P r o b l e m -s o l v i n g e f f o r t s
Chapter 2
Directions for Communication Flow.
The direction may be downward, upward, or horizontal (lateral).
 Downward Communication.
flows from supervisors to employee, from policy makers
to operating personnel, or from top to bottom on the
organization chart. It normally involves written and oral
methods
Example: Teaching people how to perform their specific
tasks.
 Upward Communication.
is feedback to downward communication.
Example: Employees talk to supervisor about themselves,
their fellow employees, their work and methods of doing
it, and their perceptions of the organization.
 Lateral Communication.
Communication describes interactions between
organization units on the same hierarchical level.
Chapter 2
Characteristics of Organization Communication.
2) Fostering an open communication climate.
3) Committing the ethical communication.
4) Understanding the difficulties involved in intercultural
communication.
5) Becoming proficient in communication technology.
6) Using and audience- centered approach to
communication.
7) Creating and processing message efficiently.
Chapter 2
Trends in Business Communication.
• Ten trends affect business communication
3. Focus on Quality and Customers’ Needs.
4. Entrepreneurship and Outsourcing.
5. Teams.
6. Diversity.
7. Globalization.
8. Technology.
9. Legal and Ethical Concerns.
10. Balancing Work and Family.
11. The End of the Job.
12. Rapid Rate of Change.
Chapter 3: Memos and Letters –
Informative Messages
Standard Business Letter Format.
• When you write a letter on behalf of your organization,
you want your readers to perceive you as a
professional organization.
• Letters normally go to people outside your
organization , while memos go to other people in your
organization.
• Memos and letters differ in format. Format means the
parts of a document and the way they are arranged on
the page.
• Format for Letters:
 Block Format.
 Modified Block.
 AMS Simplified>
Chapter 3
Business Letter Parts.
2. Heading –if letterhead stationary is not available, the
heading includes a return address (but no name).
3. Date –July 29, 2008.
4. Inside address –identifies the recipient of the letter.
5. Salutation –Dear Sir, Dear Madam, or Dear Sir/Madam
6. Subject line –tells recipients at a glance what the letter
is about.
7. Body –The body of the letter is your message.
8. Complimentary close –reflects the relationship between
you and the person you are writing to. Example: Yours
sincerely, or Yours faithfully.
9. Signature block – includes the sender’s signature,
name, and title.
Chapter 3
Additional Letter Parts.
2) Addressee notation – letters that have a restricted
readership or must be handled in a special way
Example: Personal, Confidential, or Please Forward.
3) Attention line – It can direct a letter to a specific
person, position title, or department.
Example: Attention: Dr. McHenry
Attention Director of Marketing
Attention Marketing Department
7) Second-page heading –bears the name (person or
organization) from the first line of the inside address,
the page number, the date, and perhaps a reference
number.
8) Company name –Include the company’s name in the
signature block only when the writer is serving as the
company’s official spokesperson or when letterhead
has not been used.
Chapter 3
Additional Letter Parts (Cont’).
2) Reference initials – When businesspeople keyboard their
own letters, reference initials are unnecessary.
Example: nt (preparer) , another person produces the
letter.
RSR/nt (writer/preparer), if the signature
block includes only the department.
JFS/RSR/nt (signer/writer/preparer), when
the writer and the signer are different people.
6) Enclosure notation .
Example: Enclosure
Enclosures (2)
Enclosures: Résumé
Photograph
Attachment
Chapter 3
Additional Letter Format (Cont’).
2) Copy notation –includes a courtesy copy (cc), photo
copier (pc), or copy (c).
Example cc:
pc:
c:
Copy to …
7) Mailing notation.
Example: Special Delivery
Registered Mail

11) Postscript.
Example: P.S., PS., or PS:
Chapter 3
Memo (Memorandum) Format.
• Many organizations have memo forms reprinted, with
labeled spaces for the recipient’s name, the sender’s
name, the date and the subject. If you use plain paper,
include a title such as MEMO or INTEROFFICE
CORRESPONDENCE (all in capitals) centered at the top of the
page or aligned with the left margin. Also at the top, include
the words To, From, Date, and Subject- followed by the
appropriate information- with a blank line between, as
shown here:

MEMO
FROM:
TO:
DATE:
SUBJECT:
Chapter 3
Memo Elements.
2. Addressee –You can also address memos groups of
people –All Sales Representatives, Production Group,
New Product Team.
3. Courtesy titles –You need not use courtesy titles.
4. Subject line –The subject line of a memo helps busy
recipients quickly find out what your memo is about.
5. Body – Like the body of a letter.
6. Writer’s initial – A memo does not require a
complimentary close or a signature to the right of the
writer’s name.
Chapter 3
Informative Messages.
• When we need to convey information to which the
reader’s basic reaction will be neutral, the message is
informative.
• If we convey information to which the reader’s reaction
will be positive, the message is a positive or good news
message.
• Informative messages include acceptances; positive
answer to reader requests; information about
procedures, products, services, or options;
announcement of policy changes that are neutral or
positive; and changes that are to the reader’s advantage.
Chapter 3
Purposes of Informative/ Positive Messages.
2) To give information or good news to the reader or to
reassure the reader.
3) To have the reader to read the message, understand it
and view the information positively.
4) To deemphasize any negative elements.
5) To build good image of the writer.
6) To build a good image of the writer’s organization.
7) To cement a good relationship between the writer and
the reader.
8) To reduce or eliminate future correspondence on the
same subject so the message doesn’t create more work
to the writer.
Chapter 3
Varieties of Informative and Positive Messages.
 Transmittals
When you send someone something in an organization,
attach a memo or letter of transmittal explaining what
you are sending.
 Conformations
To confirm informative messages recorded in oral
conversations.
 Summaries
To summarize a conversation, document, or meeting.
 Thank-You and Congratulatory Notes
To make people more willing to help you again in the
future.
 Adjustment and Responses to Complaints
Chapter 3
Organizing Informative and Positive Messages.
2) Give any good news and summarize the main point.
3) Give details, clarification and background.
4) Present any negative element as positively as possible.
5) Explain any reader benefits.
6) Use a goodwill ending (positive, personal and
forwarding looking).
Chapter 4: Memos and Letters –
Negative Messages (Bad
News Messages)
• In a negative message, the basic information we have to
convey is negative; we expect the reader to be
disappointed or angry.
• Initiating messages that convey bad news is as
important as responding “ No” to messages from customers
and others.
• The principles that apply to writing bad-news messages
also apply to oral messages that convey bad news.
• The purposes of a negative message are:
 To give the reader the bad news.
 To have the reader read, understand, and accept
the message.
 To maintain as much goodwill as possible.
Chapter 4
Giving Bad News to Superiors.
• Describe the problem.
 Tell what’s wrong, clearly and unemotionally.
• Tell how it happened.
 Provide the background. What underlying
factors led to this specific problem.
• Describe the options for fixing it.
 If different people will judge the options
differently, describe all the options, giving their
advantages and disadvantages.
• Recommend a solution and ask for action.
 Ask for approval so that you can go ahead to
make the necessary changes to fix the
problem.
Chapter 4
Giving Bad News to Peers and Subordinates.
• Describe the problem.
 Tell what’s wrong, clearly and unemotionally.
• Present an alternative or compromise, is one is available.
 It suggests that you care about readers and
helping them meet their needs.
• If possible, ask for input or action.
 Workers who make a decision are far more likely
to accept the consequences.

Situations when We Give Bad News Messages.

Explaining a Pay Mixup Refusing a Gift
Announcing a Rent Increase Refusing to Grant Credit
Refusing Part of a Guest’s Request Refusing to Participate
Rejecting a Job Application Saying No to Customers
Chapter 4
Organizing Bad News Messages Using Indirect Approach.

1. Buffer
 a neutral or positive statement that allow you
to delay the negative.
2. Reasons
 make the reason for the refusal clear and
convincing.
3. Refusals/Bad News Messages
 put the reason in the same paragraph. It is
better to state the refusal indirectly.
4. Alternatives/ Good News
 give readers all the information they need to
act on it, and let them decide whether to try
the alternatives.
5. Ending
 sincere ending plus good alternatives.
Chapter 4
Approaches to Bad News.

Direct Approach Indirect

Approach

Firmness and Displease and

routine emotion

Buffer

Bad News
Reasons

Reasons Bad News

Positive Positive
Close Close
Chapter 5: Memos and Letters –
Persuasive Messages
• A persuasive message is a
1) request for action when you believe the receiver
may be unknowing, disinterested, or unwilling.
or
2) communication to try to change the opinion of a
receiver.
• Persuasive messages are used in
 internal communication
Example: An employee’s memo to a manager
requesting that the organization initiate a flexi time
policy.
 external communication
A sales message is the most common persuasive
message in external communication -Chapter 6.
Chapter 5
Example: A telephone call to ask the manager of
another company to be the speaker at an annual banquet.
A letter to persuade readers to respond to a
questionnaire.
A letter requesting employment with an organization.
• Persuasive messages have to be designed to convince
receivers that taking the requested action is in their best
interest –useful or profitable to the receiver.
• Persuasive messages should be presented using an
indirect approach.
The advantages of using the indirect approach:
 It enables the sender to present first the
benefits that the receiver may gain.
 It prevents the receiver from objecting the
request.
Chapter 5
Using the Indirect Approach
II. Attention
-Attract receiver’s attention in opening sentence.
-Cause receiver to read or to listen to rest of message.
-Be positive and brief.
VI. Interest
-Build on attention gained in the opening
-Show benefits to receiver
-Motivate receiver to continue reading
X. Desire
-Build on receiver’s attention and interest by providing
proof or benefits.
-Re-emphasize benefits to receiver
-Downplay any negative points or obstacle.
Chapter 5
Using the Indirect Approach (Cont’)
II. Action
-Motivate receiver to take immediate action.
-Be positive.
-Make action easy.
• The indirect approach can be used for a variety of
persuasive messages –persuasive requests,
recommendations, special claims, sales messages,
collection messages, and employment.
Persuasive Request
 The complex request is a persuasive messages because in
it you will have to convince the receiver to take action.
 Example: Seeking an increase in department’s budget.
Wanting a donation to a community
organization.
Changing a work schedule
Chapter 5
Recommendations
 A recommendation is a message that attempts to
persuade the receiver to take an action proposed by
the sender.
 Example: Advising the firm to replace obsolete
equipment.
Changing a company policy
Using land for a park rather than a housing
project.
Special Claims
 Special or non routine claims are those claims in which
the fault is disputable.
 Example: You want a roofing contractor to replace the
shingles on your office building because they
are not aligned properly.
A work of art , which was purchased, was
found to be forgery.
Chapter 5
Sales Messages –Chapter 6
 Sales messages come in many different forms, such as
letters, brochures, leaflets, catalogs, radio and television
commercials, and billboards.
 Various techniques are used: color, sentence fragments,
catchy slogans, famous quotations, testimonials from
celebrities, and descriptions of benefits.
Collection Messages
 A collection message is used to collect overdue accounts.
 The purposes are two collect the money due, and to
retain goodwill with the customer.
 Collection messages are written in three stages –
reminder, appeal, and warning.
Chapter 6: Memos and Letters –
Sales and Fund-Raising

• Sales and fund-raising letters are a special category of

persuasive messages
• They are known as direct mail because they ask for an
order, inquiry, or contribution directly from reader.
• Direct mail is one form of direct marketing –catalog
sales, space ads in magazines and news papers that have
reply cards so that the reader can buy or contribute
directly, telemarketing, and TV direct response ads.
Chapter 6
Components of Good Direct Mail
 A good product
A good product appeals to a specific segment of people,
can be mailed, and provides an adequate profit margin.
 Service
A good service or cause fills an identifiable need.
 A good mailing list
A good mailing list has accurate addresses and is a good
match to the product.
 A good appeal
A good appeal offers a believable description of
benefits, links the benefits of the product or service to a need
or desire that motivates the reader, makes the reader want
to read the letter, motivates the reader to act.
Chapter 6
Basic Direct Mail Strategy
 Understand Your Product, Service, or Organization.
You should have product knowledge.
 Identify and Analyze Your target Audience.
Who are your customers? What are their needs and
wants?
 Choose a Central Selling Point
A central selling point is a reader benefit which by itself
could motivate you readers to act
Chapter 6
Organizing a Sales of Fund-Raising Letter Using Star-Chain-
Knot
 Opener (Star)
The opener of your letter give you 30 to 60 seconds to
motivate readers to read the rest of the letter. It
provides a reasonable transition to the body of the letter.
Four basic modes: questions, narration, startling
statements, and quotations.
 Body (Chain)
The chain is the body of the letter. A good chain
answers readers’ questions, overcomes their objections,
involves them emotionally.
 Action Close (Knot)
Tell the reader what to do.
Make the action sounds easy.
Offer a reason for acting promptly.
End with a positive picture
Chapter 6
Organizing a Sales of Fund-Raising Letter Using Star-Chain-
Knot (Cont’)

 Action Close (Knot)

Tell the reader what to do.

Make the action sounds easy.
Offer a reason for acting promptly.
End with a positive picture
 Using a P.S.
It may restate the central selling point or some other points.
 The body of a fund-raising letter must prove that:
i. The problem deserves the reader’s attention.
ii. The problem can be solved or at least alleviated.
iii. Your organization is helping to solve it.
iv. Private funds are needed
v. Your organization will use the funds wisely
Chapter 7: Memos and Letters -
Goodwill Messages
• A goodwill message is written to communicate your
concern and interest.
• Your goodwill messages should cause your receiver to
form a positive opinion of you.
Types of Goodwill Messages
4. Congratulations
 A message that praises the receiver for an
accomplishment is referred to as a message of
congratulations.
 Congratulatory messages are sent to both
individuals and organizations on the occasion of
a business-related accomplishment –attaining
the highest sales for the month, retiring after 30
years of service, or receiving a promotion, a
birthday, an engagement, a marriage,
announcement of a new product, or celebration
of an anniversary.
Chapter 6
Types of Goodwill Messages (Cont’)
2. Condolence
 A letter of condolence or sympathy deals with
misfortune, and the message should help ease
the pain felt by the receiver.
 Messages of sympathy may be sent for an illness,
death, natural disaster, or other misfortune.
3. Appreciation
 A message of appreciation that shows your
gratitude to the receiver.
 It may be sent to a loyal customer, a faithful
employee, a friend who has consistently
recommended a company and brought it many
customers, or a volunteer who has generously
contributed time and effort to charitable causes.