Stand up and Shakehands

with as many people as you

can in one minute
How to give a proper handshake
NOW DO IT AGAIN
WELCOME
LECTURER:

Ms. Pham Thanh Hang [email protected]

University of Surrey - UK

Lecturer at Hanoi University

 Assessment
1. Written communication Letter test (20%)

2. Oral communication presentation (20%)

3. Employment communication

4.Class attendance (10%)

5.Final Test (50%): Written test

What do you expect from you?

- Write emails professionally to teachers

- Communicate orally in a proper manner
- Know how to apply for your target jobs and more
importantly, how to prepare for them
- Understand and Apply the theories
CLASS RULES

RESPECT OTHERS
- 10 minutes
- 1-1
Important

1. Download and print out the latest version of SUBJECT

OUTLINE from your Google Classroom. It is TOTALLY
DIFFERENT from previous years.
2. Lecture slides will not include all information. You are
advised to take your own notes so that you remember and
understand the subject better.
 FOUNDATION OF
BUSINESS
COMMUNICATION
Lecture 1
Learning Outcomes

○ Why - Explain why business communication is important to

individuals and organisations.
○ What - Definition and goals of business communication
○ Who - The patterns of business communication
○ Where & When - Place and time
○ How
■ Types of communication
■ Form of Communication
■ Communication process
■ Audience- centered approach
■ Barriers in the Communication
 Why
Important to your career
• Your career will give you the opportunity to communicate, collaborate and
share ideas with many people, both inside and outside your organization

• You may be an employee, executive, consultant or freelancer to a company

• You may become an entrepreneur

• In all these roles, communication skills may be the single most important
skill you possess
Important to your company

Regardless of where you work, effective communication

helps businesses be successful in numerous ways,
including
Building Trust
Closer Ties to the Community
Client Relations
Increased Productivity Why

Marketing and Sales What

Employee Relations Who

Where & When

How
What

Communication: the process of transferring

information and meaning between senders
and receivers

Why

What

Who

Where & When

How
 GOals of business communication
RECEIVER UNDERSTANDING--The receiver understands the message
as the sender intends.

RECEIVER RESPONSE--The receiver provides the necessary response

to the sender.

FAVORABLE RELATIONSHIP--The sender and receiver maintain a

favorable relationship.

ORGANIZATIONAL GOODWILL--The sender's organization gains

goodwill.
● Receiver understanding
● Most important
● Clear message => receiver understands it as the
sender means it to be understood.
● Successful communication => Sender & receiver must
achieve shared meaning.
● Eg: Supervisor sends an email to a subordinate: “No
one plans for a meeting like you do”
● Receiver response
● Positive, negative or neutral
● Conveyed through words, actions or both
● Sender should assist the receiver to respond
○ Eg: reply this email
● Favourable relationship
● Focus on the people involved in communication
process
● Sender and receiver should relate to each other
in three important ways: POSITIVELY,
PERSONALLY, PROFESSIONALLY.
● Sender = primary responsibility for creating and
maintaining a favorable relationship:
●Stress receiver’s interests and benefits
●Use positive wording
●Do more than is expected
● Organisational goodwill

● Goodwill = part of a company's value that includes

things that cannot be directly measured, for
example, its good reputation or its customers'
loyalty:
● Sender: communication reflect positively on
quality of company’s products, services and
personnel.
 Strategic Communication

● Strategic communication is planned and

accomplishes a purpose.
● Strategic communication is targeted to a
particular audience or audiences.
● Strategic communication is designed and
delivered to produce the desired outcomes
which may be changes in policy, practices of an
organisation or individual behaviour.
● Strategic communication aims to achieve results
with the best possible use of time and resources.
A communication strategy requires
analysing certain variables
…. and then making certain
decisions
KEY STEPS FOR COMMUNICATION PLANNING
1. Analysis of the issue and the role of
communication
2. Defining target audiences
3. Determining the the communication targets
4. Developing the strategy
5. Determining the messages
6. Selecting the communication means
Step 1: Analysis of the issue and role of communication
● Define the issue and how communication can contribute to solving it
○ What is the issue?
○ What makes the issue urgent? Which are the consequences if no
action is taken?

● Clarify the desired changes in the people involved

○ Is it to change the attitudes of people and/or organisations, or
○ change the mind sets—the way people look at a certain issue, or
○ change the way people feel about an issue, or change behaviour?

To assess the role of communication in this change process it is necessary to

understand if the problem is due to:
• A lack of awareness that the issue is important;
• Negative attitudes towards the issue or the solutions;
• Lack of skills or “know how” to make a change.
Step 2: Defining Target Audiences

○ Who: demographic factors

(gender, age, occupation,
income)
○ How: reaction
○ What: pain points, needs,
interests, benefits
Step 3: Determining the communication targets
Providing knowledge: when the target groups are not, or
insufficiently, informed; do not have information about the
problem at hand; the cause and effect relationship; or potential
solutions, then the communication target is aimed at
developing the appropriate knowledge and understanding

Changing attitudes: when target groups have the ‘wrong’

attitude about the problem or issue or towards potential
solutions, then the communication target relates making a shift
in that attitude, so that at least the attitude does not negatively
impact on the conservation issue.

Changing behaviour: when the target groups behave in a way

which endangers biodiversity, then the target of communication
is to stop or change that behaviour.
Step 4: DEVELOPING THE STRATEGY
1. Is it more effective to communicate directly with the target
groups or more effective to communicate through intermediaries
and partners?
It may be that working with intermediaries is an effective and
efficient way to reach your target groups

2. Is it more effective to focus on sending messages or more

effective to initiate a two way process?
- When tackling a relative simple and straightforward problem,
focusing on sending messages can be very effective (e.g. to
prompt visitors of a national park to stop littering).
- When the problem is more complex and cooperation of different
target groups with different interests is required, a two-way
communication process will be most effective.
Step 5: DETermining the messages
Checklist:
Step 6: DETermining the Communication means

Communication form:
●Verbal communication
●Non-verbal communication
■ Body movement
■ Posture
■ Eye movements
■ Facial expressions
■ Vocalisations
■ Voice qualities

●Graphics communication
●Written communication
 ● Written
● Select message medium and channel. ● Oral
● Nonverbal

Written message channel Oral message channel

● Memos ● Face-to-face
● Letter conversations
● Web pages ● Telephone
● Notes ● Voice mail
● Reports ● in -person conferences
● Newsletters ● Video
● Speeches
Checklist:
● Using the audience-centered approach
● An audience-centered approach (“you” attitude/ “you”-viewpoint) involves
understanding, respecting and meeting the needs of your audience members
● Think from receiver’s perspectives & Stressing their interests and benefits
● Learn as much as possible about the biases, education, age, status, style and
personal & professional concerns of your receivers => the more you know, the
easier to focus on their needs => easier for them to hear your message,
understand & respond positively
● Etiquette: expected norms of behavior in a particular situation => important in
you-viewpoint & can have profound influence on your company’s success & your
career
Examples
You will be happy to know…
I am happy to report….
Apple makes iPhone for you in three models:
We make Iphone in three models:
You can enjoy an additional two percent
We allow a two percent discount is
saving by paying invoices before the 10th of
the bill is paid by the 10th of the
the month
month.
Thursday you will have an opportunity to
Thursday you will have to present share your knowledge of business
about business communication. communication.
Practice You-view point
Please share your valuable thoughts about parking on
the attached survey; your opinions matter.
We need your survey response by Friday
Because your ideas count, give us your thoughts on the
attached survey about parking.

Would it be possible for you to tell me what type of

model you have so that I can help you solve this
I need to know what type of model you have problem?
before I can do anything. I can help you solve this problem. Would it be possible
for you to tell me what type of model you own?
What barriers do we have in
this lecture delivery?
Misunderstanding in non-verbal communication
Misunderstanding in verbal communication
Appearance of the message
Appearance of the Sender
Grammar, punctuation & spelling
Language style
 “What we say is not necessarily heard, what is
heard is not necessarily understood, what is
understood is not necessarily acted upon, what
is done is not necessarily repeated”.
 Any
questions?