Chapter 1 Professional Communication in A Digital, Social, and Mobile World

Business Communication Today
Thirteenth Edition
Chapter 1
Professional
Communication in
a Digital, Social,
and Mobile World
Copyright © 2016, 2014, 2012 Pearson Education, Inc. All Rights Reserved.
Learning Objectives (1 of 2)
1. Explain the importance of effective communication to

your career and the companies where you will work.
2. Explain what it means to communicate as a
professional in a business context.
3. Describe the communication process model and the ways
social media are changing the nature of business
communication.
Learning Objectives (2 of 2)
4. Outline the challenges and opportunities of mobile

communication in business.
5. List four general guidelines for using communication
technology effectively.
6. Define ethics, explain the difference between an ethical
dilemma and an ethical lapse, and list six guidelines for making
ethical communication choices.
Understanding Why Communication
Matters
LO 1.1 Explain the importance of effective communication to
your career and to the companies where you will work.
Communication is the process of transferring information and

meaning between senders and receivers, using one or
more media and communication channels.
Ambition and great ideas aren’t enough; you need to be able to

communicate with people to succeed in business.
Communication Is Important for Your
Career
Communication Is Important (1 of 2)
For Your Company:

• Closer Marketplace Ties.
• Opportunities for Influence.
• Better Productivity and Problem Solving.
• Better Financial Returns and Results.
Communication Is Important (2 of 2)
For Your Company:

• Earlier Warning of Potential Problems.
• Stronger, More Timely Decision Making.
• Clear, Persuasive Marketing Messages.
• Increased Employee Engagement.
What Makes Business Communication
Effective?
• Provide practical information.
• Give facts, not vague impressions.
• Deliver information concisely, precisely, and efficiently.
• Clarify expectations and responsibilities.
• Offer compelling, persuasive arguments and
recommendations.
Effective messages are

practical, factual, concise,
clear, and persuasive.
Summary of Discussion (1 of 6)
• In this section, we discussed the following:

– Importance of Communication to Your Career
– Importance of Communication to Your Company
– What Makes Business Communication Effective?
• The next section will cover Communicating as a
Professional.
Communicating as a Professional
LO 1.2 Explain what it means to communicate as a
professional in a business context.
What Is Professionalism?
Understanding What Employers
Expect From You (1 of 3)
• Organizational Skills.
• Coherence and Persuasion.
• Active Listening Skills.
• Communication Diversity.
• Communication Technology.
• Writing and Speaking Skills.
• Business Etiquette.
• Ethical Communication.
• Time Management Skills.
Communicating in an Organizational Context
Adopting an Audience-Centered
Approach
An audience-centered approach
involves understanding,
respecting, and meeting the
needs of your audience
members.

– What Is Professionalism?
– What Do Employers Expect?
– Communicating in an Organizational Context
– Adopting an Audience-Centered Approach
• The next section will cover Exploring the Communication
Process.
Exploring the Communication
Process
LO 1.3 Describe the communication process model and the
ways social media are changing the nature of business
communication.
The Basic Communication Model (1 of 2)
1. Sender Has an Idea.

2. Sender Encodes Idea as a Message.
3. Sender Produces the Message.
4. Sender Transmits the Message.
The medium is the form a
message takes, whereas the
channel is the system used to
deliver the message.
5. Audience Receives Sender’s Message.

6. Audience Decodes the Message.
7. Audience Responds to the Message.
8. Audience Gives Feedback to Sender.
Barriers in the Communication
Environment
• Noise and Distractions.

• Competing Messages.
• Message Filtering.
• Channel Breakdowns.
A number of barriers can block
or distort messages before they
reach the intended audience.
Inside the Mind of Your Audience
• How Audiences Receive Messages.

• How Audiences Decode Messages.
• How Audiences Respond to Messages.
Social Communication Model
Social Communication Model (in
Practice)
Social
Traditional Hybrid Media
Approach Method Approach
Strategi Custome Project

Policies
c r Updates
Plans Support
– The Basic Communication Model
– Barriers in the Communication Environment
– Inside the Mind of Your Audience
– The Social Communication Model
• The next section will cover The Mobile Revolution.
The Mobile Revolution
LO 1.4 Outline the challenges and opportunities of mobile

communication in business.
The Rise of Mobile as a
Communication Platform
• Globally, about 80% of internet users access the web with a

mobile device.
• Mobile is the primary communication tool for many
business professionals.
• About 50% of U.S. consumers use mobile devices
exclusively to search online.
• Smart phones keep people connected 24/7.
How Mobile Technologies Are
Changing Business Communication
• Mobile-First Approach.
• Radical Connectivity.
Mobile Technology and Business
Communication Practices (1 of 2)
• Challenges of constant connectivity.

• Challenges for creating/consuming content.
• Multitasking and other distractions.
• Pressures on standards of writing.
• Sensory and cognitive extensions.
Mobile Technology and Business
Communication Practices (2 of 2)
• Security and privacy concerns.
• Productivity and collaboration.
• Assistance with business tasks.
• Decision making and problem-solving.
• Engaging experiences for customers.
– The Rise of Mobile as a Communication Platform
– Mobile Technologies Are Changing Business
Communication
– Mobile Technology and Business Communication
Practices
• The next section will cover Using Technology to Improve
Business Communication.
Using Technology to Improve
Business Communication
LO 1.5 List four general guidelines for using communication

technology effectively.
Keeping Technology in Perspective
• What Technology Can Do
– Help You Accomplish Tasks
– Support Interpersonal Communication
• What Technology Cannot Do
– Replace Interpersonal Communication
– Think for You or Supply Essential Skills
Guarding Against Information
Overload
• Receivers of Digital Correspondence
– Filter and prioritize all incoming messages.
– Limit the number of Rich site summary (RSS) feeds
and Twitter streams.
• Senders of Digital Correspondence
– Don’t send unnecessary messages.
– Don’t send “urgent” messages without justification.
Using Technological Tools
Productively
Reconnecting with People
• Solving difficult problems
• Maintaining productive relationships
• Learning about other people
• Letting people get to know you
– Keeping Technology in Perspective
– Guarding Against Information Overload and Addiction
– Using Technological Tools Productively
– Reconnecting with People
• The next section will cover Committing to Ethical and Legal
Communication.
Committing to Ethical and Legal
Communication
LO 1.6 Define ethics, differentiate between an ethical
dilemma and an ethical lapse, and list six guidelines for
making ethical communication choices.
Unethical Communication (1 of 2)
• Plagiarizing Ideas or Products
• Omitting Essential Information
• Selectively Misquoting
Unethical Communication (2 of 2)
• Misrepresenting/deviate Numerical Data
• Distorting Visual Displays
• Ignoring Privacy and Security
Distinguishing Ethical Lapses from
Ethical Dilemmas
• What’s an Ethical Dilemma?
– Choosing from among Conflicting Alternatives
• What’s an Ethical Lapse?
– Making a Choice That’s Clearly Unethical
Ensuring Ethical Communication
• Ethical Individual Employees
• Ethical Company Leadership
• Appropriate Policies and Structures
Ensuring Legal Communication
• Promotions and Contracts
• Employment Communication
• Intellectual Property
• Financial Reporting
• Defamation
• Transparency
– Unethical Communication
– Distinguishing Ethical Lapses/Ethical Dilemmas
– Ensuring Ethical Communication
– Ensuring Legal Communication
• This concludes our discussion of Chapter 1: Professional
Communication in a Digital, Social, Mobile World.
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Business Communication Today

1. Explain the importance of effective communication to

4. Outline the challenges and opportunities of mobile

Communication is the process of transferring information and

Ambition and great ideas aren’t enough; you need to be able to

For Your Company:

For Your Company:

Effective messages are

• In this section, we discussed the following:

• In this section, we discussed the following:

1. Sender Has an Idea.

5. Audience Receives Sender’s Message.

• Noise and Distractions.

• How Audiences Receive Messages.

Strategi Custome Project

LO 1.4 Outline the challenges and opportunities of mobile

• Globally, about 80% of internet users access the web with a

• Challenges of constant connectivity.

LO 1.5 List four general guidelines for using communication

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