McGraw-Hill/Irwin

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 Chapter 1
Succeeding in Business
Communication and
Management
Types Goodwill
Purposes Conventions
Audiences Analysis
Benefits and Costs Problem Solving
Criteria
1. Types of Communication
 Verbal  Nonverbal
 Face-to-face  Computer graphics
 Phone  Company logos
conversations  Smiles
 Informal meetings  Size of an office
 Presentations  Location of people
at meetings

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2. Communication Purposes
 All business communication has three
basic purposes
 To inform (explain)
 To request or persuade (urge action)
 To build goodwill (make good image)
 Most messages have more than one
purpose

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3. Audiences
 Internal
 People inside organization
 Ex: subordinates, superiors, peers
 External
 People outside organization
 Ex: customers, suppliers, distributors

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4. Benefits and Costs
 Effective communication
 Saves time
 Makes efforts more effective
 Communicates points more clearly
 Builds goodwill
 Poor communication
 Wastes time
 Wastes efforts
 Loses goodwill
 Creates legal problems
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5. Criteria for Effective Messages
 Clear
 Complete
 Correct
 Saves receiver’s time
 Builds goodwill

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6. Fastest Ways to Lose Goodwill
 Use improper courtesy titles
 Employ bureaucratic and legalistic
language
 Convey a selfish tone
 Bury the main point
 Make a vague request
 Misuse or misspell words

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7. Conventions
 Vary by organizational setting
 Help people recognize, produce, and
interpret communications
 Need to fit rhetorical situation:
audience, context, and purpose

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8. Analyze Situations: Ask
Questions
 What’s at stake—to whom?
 Should you send a message?
 What channel should you use?
 What should you say?
 How should you say it?

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9. Solving Business
Communication Problems
Application case BP and Toyota
A. Gather knowledge

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A. Gather Knowledge
 What are the facts?
 What can you infer from the
information given?
 What additional info might be helpful?
 Where could you get it?
 What emotional complexities are
involved?

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B. Six Analysis Questions
1. Who are your audiences?
 What are relevant characteristics?
 How do audiences differ?
2. What are your purposes?
 What must the message do?
 What must audience know, think, or
do?

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Six Analysis Questions, continued…
3. What information must you include?
 List all required points
 De-emphasize or emphasize properly
 To de-emphasize
 Write / speak concisely
 To emphasize
 Add descriptive details

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Six Analysis Questions, continued…
4. How can you support your position?
 Reasons for your decision
 Logic behind your argument
 Benefits adapted to the audience

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Six Analysis Questions, continued…
5. What audience objections do you
expect?
 Plan to overcome if possible
 De-emphasize negative information
6. What part of context may affect
audience response?
 Time of year
 Morale in organization
 Relationship between audience and
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C. Brainstorm Solutions
 Several possible solutions for every
communication problem
 First one you think of may not be the
best
 Measure solutions against audience
and purposes

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D. Organize to Fit Audience, Purpose,
and the Situation
1. Put good news first
2. Put the main point/question first
3. Persuade a reluctant audience by
delaying the main point/question

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F. Revise draft for tone
 Friendly
 Businesslike
 Positive
J. Edit draft for standard English
 Names  Numbers

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H. Use Response to Plan Next
Message
 Evaluate feedback you get
 If message fails, find out why
 If message succeeds, find out why
 Success = results you want, when you
want them

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