PRINCIPLES OF BUSINESS COMMUNICATION

UNIT 1: INTRODUCTION TO COMMUNICATION UNIT 2: VERBAL & NON-VERBAL COMMUNICATION UNIT 3: PRINCIPLES OF COMMUNICATION IN BUSINESS UNIT 4: BUSINESS COMMUNICATION IN PRACTICE

UNIT 1: INTRODUCTION TO COMMUNICATION

I. DEFINITION OF COMMUNICATION Communication is the process of sending and receiving information among people. It is the way of reaching others by transmitting ideas and thoughts, feeling and values. II. THE IMPORTANCE OF COMMUNICATION Communication and information play an important role in the creation of preconditions for peace, dignitiy, justice, disarment and solving of universal problems. Communication is vital in all areas of our lives. We use it for persuasion; to influence relationships; to inform; to share; to discover, and uncover information. To live is to communicate. To communicate effectively is to enjoy life more fully. III. COMMUNICATION PROCESS The communication process has 7 main elements: 1. Sender: the person who has something to communicate 2. Message: what needs to be communicated 3. Receiver: the person who will receive the message 4. Feedback: the receivers response to the attempt by the sender to send message 5. Channel/Medium of transmission: the means of communication

6. Context or setting: circumstances wsithin which communication takes place 7. Interference or noise: stimuli that interferes with communication process.

a. The sender: is an individual, group, or organization whi initiates the comm. b. Message: are the verbal utterances and noverbal behaviours to which meaning is attributed during comm. Messages make a connection between senders and receivers. c. Enconding: in order to convey meaning, the sender must begin encoding, which means translating information into a message in the form of symbols that represent ideas or concepts. This process translate the ideas or concepts into the coded message that will be communicated. The symbols can take on numerous forms such as langauges, words, or gestures. d. Channels: is the means used to convey the message. e. Decoding: is conducted by the receiver. The receiver begins to interpret the symbols sent by the sender, translating the message to their own set of experiences in order to make the symbols meaningful. f. The receiver: is the individual or individuals to whom the message is directed. g. Feedback: is the final link in the chain of the commun process, it is also the key component in the comm process since it allows the sender to evaluate the effectiveness of the message. h. Context: consists of the situation, circumstances or setting within which comm takes place. - Physical context: is the nature of relationship that may already exist between senders and

receivers. Ex: most people change how they interact when talking with their paretns or siblings as compared to how they interact when talking with their friends. - Historical context: is the background provided by previous comm episodes between the communicators. It affects understandings in the current encounter. Ex: An asked Tam will you go there tonight? Tam answer no. There means the party they are both invited to come. - Psychological context: includes the moods and feeings each person brings to the encounter. Ex: suppose Alice is under a strain, Tommy pass by and tell her a joke, Alice may explode with frustration. - Cultural context: includes the values, attitudes, beliefs, orientations, and underlying assumptions prevalent among people in a society. Culture penetrates into every aspect of our lives, affecting how we think, talk and behave. Ex: the role of Asian students may mean being very quiet, respectful and never challenging others views; while the student role in US classrooms may mean being talkative, assertive, and debating the views of others. i. Interference or noise Noise can be physical (external sounds) or psychological (internal distractions) - Physical noise includes the sights, sounds and other stimuli in the environment that draw peoples attention away from intended meaning. - Psychological noise includes internal distractions based on thoughts, feelings or emotional reactions to symbols and can fall into two categories: internal noise and semantic noise. + Internal noise refers to the thoughts and feelings that compete for attention and interfere with the communication process. (Ex: a student does not hear a lecture since he is thinking about lunch. ) + Semantic noise refers to the distractions aroused by certain symbols that take our attention away from the main message. (Ex: Tommy told Alice that Jane is not a good guy. He always tell bad about anyone he met. Alice may not hear the rest of what Tommy says since she thinks Jane is a name for girl, why Tommy call Jane he?) j. Perception: is the way people understand or give meaning to their environment. Perception and interpretation of the same message evaries according to how each individuals perception is influenced by experience, attitudes and beliefs and a range of acquired skills or expectation. Ex: one may perceive the color red as lively, hot and love while another may see red as angry or war.

IV. COMMUNICATION FUNCTIONS 1. We communicate to meet our social needs: Just as we need food, water and shelter, so we, as social animals, need contact with other people, too. Similarly, we greet others as we pass by to meet social obligations. 2. We communicate to develop and maintain our sense of self: Through our interactions, we learn who we are, what we are good at, and how people react to how we behave. 3. We communicate to develop relationships: Not only do we get to know others through conversation with them but, more importantly, we develop relationships with them. 4. We communicate to exchange information: We discuss communication as information exchange. 5. We communicate to influence others: you convince your friends to go shopping with you, you persuade your parents to allow you to study abroad

V. CHARACTERISTICS OF COMMUNICATION 1. Communication has purpose When people communicate with each other, they have purpose for doing so. Speakers may not always be aware of the purpose. 2. Communication is continous Because comm is nonverbal as well as verbal, we are always sending behavioral messages from which others draw inferences or meaning. Even silence or absence is comm behavior if another person infers meaning from it. Ex: if you are cold, you shiver. If you are hot or nervous, you perspire. 3. Communication messages vary in conscious thought - Many of our messages are spontaneous expressioons, spoke without much conscious thought. Ex: when we burn our finger, you may blurt out Ouch - Our messages are scripted, phrasings that we have learned from our past encounters and judge to be appropriate to the present situation. Ex: Please pass the sugar. Thanks - Our messages may be carefully constructed to meet the unique requirements of a particular situation.

4. Communication is relational Our messages always reflect two important aspects of our relationships: immediacy and control. - Immedicay is the degree of liking or attractiveness in a relationship. - Control is the degree to which one participant is perceived to be more dominant or powerful. 5. Communication is guided by culture Culture may be defined as systems of knowledge shared by a relatively large group of people. We must be sensitive to how differences among people based on sex, age, class, physical characteristics and sexual orientation affect communication. 6. Communication has ethical implications Ethics is a set of moral principles that may be held by a society, a group, or an idividual. When we choose to violate the standards that are expected, we are viewd to be unethical. Here are 5 ethical standards that influence our comm and guide our behavior. - Truthfulness and honesty mean refraining from lying, cheating, stealing, or deception. - Integrity means maintaing a consistency of belief and action (keeping promises) - Fairness means achieving the right balance of interests without regard to ones own feelings and without showing favour to any side in a conflict. To be fair to someone is to listen with an open mind, to gather all the relevant facts, consider only circumstances relevant to the decision at hand, and not let prejudice or irrelevancies affect how ou treat others. - Respect means showing regard or consideration for others and their ideas, even if we do not agree with them. Respect is not based on someones affluence, job status or ethnic background. - Responsibility means being accountable for ones actions and what one says. Messages can hurt and messages can soothe. A responsible comm would not spread a false rumor about another friend. 7. Communicaiton is learned Just as you learned to walk, so did you learn to communicate. Since comm is learned, you can improve your ability

VI. LEVELS OF COMMUNICATION Intrapersonal comm is comm that occurs within us. It involves thoughts, feelings, and the way we look at ourselves. You are the only sender-receiver.

Interpersonal comm refers to comm that takes place between two or more persons who establish a communicative relationship. Public comm is characterized by a speakers sending a message to an audience.

UNIT 2. VERBAL & NON-VERBAL COMMUNICATION

I. VERBAL COMMUNICATION 1. Definition of verbal comm Verbal comm can be defined as communicating your thoughts through words. 2. The nature and use of language Language affects how people think and what they pay attention to. Language allow sus to perceive certain aspects of the world by naming them and allows us to ignore other parts of the world by not naming them. Uses of language a. We use language to designate, label, define and limit. b. We use language to evaluate: through language we convey positive or negative attitude toward our subject. c. We use language to discuss things outside our immediate experience: you talk about yourself, you past and future. d. We use language to talk about language: discuss how someone phrased a statement and whether different wording would have had a better outcome or a more positive response. Cultural and gender influences on language usage Culture and gender both influence how words are used ad interpreted. In low-context cultures, like US and most northern European nations, messages are direct and language is very specific. In high-context culture, like Latin American and Asian, verbal messages may be indirect, using more general and ambiguous language. Social expectations for masculinity and femininity influence language use. Feminine styles of language typically use words of empathy and support, emphasize concrete and personal language, and show politeness and tentativeness in speaking. Masculinity styles of language often use words of status and problem solving, emphasize abstract and general language, and

show assertiveness and control in speaking. 3. Improving Language Skills We can improve our messages by following ways: a. Choosing specific language: Specific words clear up confusion; specific words are momre concrete and precise than general words. To increase your vocabulary is to study vocabularybuilding books, use a dictionary or use a thesaurus b. Develop verbal vividness and emphasis: Vividness can be achieved quickly through using similes (so snh) and metaphors (n d). Emphasizing by repeating means important words or ideas more than once. c. Provide details and examples: clarity can be achieved by adding details or examples. d. Date information: means to specify the time or time period that a fact was true or known to be true. e. Index generalizations: While we might generally think that people who buy Mercedes are rich, that might not be true for all Mercedes buyers. To index, consider whether what we are about to say applies a generalization to a specific person, place or thing. f. Speaking appropriately: means choosing language and symbols that are adapted to the needs, interests, knowledge and attitudes of the listeners and avoiding language that alienates them. It is important that we consider

II. NON-VERBAL COMMUNICATION 1. Definition of non-verbal communication Non-verbal comm is everything that is communicated beyond what is expressed in words. 2. The importance of non-verbal communication Non-verbal comm takes place whether humans think it is important or not. We are evaluating everything about what the person is doing, not just what they are saying. 3. Functions of nonverbal communication - Nonverbal cues complement a verbal message when they add to its meaning. - Nonverbal messages can repeat the message the person is making verbally such as pointing when giving directions. - Nonverbal messages regulate verbal comm when they help to maintain the back and forth sequencing of conversations. Ex: if we are talking to our boss or our teacher, they might get

up our of her chair, or might look pointedly at the clock on the wall to indicate that the conversation is over. - Nonverbal messages can substitue for verbal messages. Ex: the wave our hands when we leave instead of saying goodbye or simply nod our heads instead of saying yes. - Nonverbal messages can sometimes conflict with the verbal message. Ex: one can say im not upset while his or her facial expression and tone of voice indicate the opposite. - Nonverbal messages accent what we are saying. Ex: the politician pounds the lectern to make sure everyone realizes his or her message is important.

4. Types of nonverbal communication a. Paralanguage (ni ngn) Paralanguage (sometimes called vocalics) is the study of nonverbal cues of the voice. It may change the meaning of words. Paralangauge includes tone, pitch, volume, rate, vocal quality, rhythm. b. Extralanguage (ngoi ngn) - Body lanugage / Kinesics + Gestures + Postures + Eye-contact + Facial expressions + Touch / Haptics - Objective language / Artifacts + Physique, height, weight, hair, skin color, gender, and clothing - Environmental language + Conversational distance / Proxemics: The space btw sender and receiver of a mess influences the way the mess is interpreted. + Time / Chronemics: include punctuality and willingness to wait, the speed of speech and how long people are willing to listen.

5. Improving your non-verbal communication - Pay attention to the feedback we get from others. - Record your actions in a videotape. - Observe people in the role they play. - Tell your family and friends to remind you so that you can break your bad habit. III. VERBAL AND NON-VERBAL DIFFERENCES

Verbal Environment

Non-verbal If someone get into your roon without you being present, he may learn quite a bit about you from your environment. Since ones envi can give so much info, we often feel we cannot get to know a person until we visit the place she/he lives.

Feedback

Much of our emotional response is expressed by facial expressions and the positioning of our bodies. Verbal comm begins and ends with words Verbal comm requires a single channel (words) Non-verbal comm is continuous. Non-verbal comm uses several channels (posture, facial expression, gestures, hairdo, ) Non-verbal comm is under our control only part of the time. Only clothes can be controlled, your body language can not. Much of non-verbal comm occurs unconsciously => there is no planned sequence.

Continuity

Channel

Control

Verbal comm is under control since we can choose our words

Structure

Verbal comm is structured. It follows rules of grammar

Acquisition

Many of formal rules for verbal comm (grammar) are taught in formal environment such as school.

Much of non-verbal comm is not formally taught, we pick it up from imitating others.

UNIT 3: PRINCIPLES OF COMMUNICATION IN BUSINESS

I. COMMUNICATION BARRIERS 1. Muddled messages Effective comm starts with a clear message. Muddled messages are a barrier to comm since the sender leaves the receiver unclear about the intent of the sender. Feedback from the receiver is the best way for a sender to be sure that the message is clear rather than muddled. Ex: Please be here at 7am tomorrow morning vs Please be here about 7m tomrrow morning. 2. Perceptional barriers Comm depends on our perception, or how we perceive people, their motives, and intentions and sometimes we build some prejudice inside our comm. We should improve our self-awareness of our own values, belief and attitudes and how they affect our perception; and also improve our understand of, and sensitivity to, others. 3. Different cultural background - Cognitive constraints: They are the way people view the world based on their culture, sometimes religion, the area you live, the school you went to or even the books you have read. - Behavior constraints: They are the ways people behave from different cultures. This can be eye contact or how close you should be to somebody. - Emotional constraints: different cultures regulate the display of emotion differently. Some cultures get very emotional when they are debating an issue. They yell, cry, get angry. Other cultures try to keep their emotions hidden or sharing only the rational or factual aspects of the situation. 4. Stereotyping

Stereotyping causes us to typify a person, a group, an event or a thing on oversimplified conceptions, beliefs or opinions. Ex: Ford as better than Chevrolet; white people are more intelligent than black people. 5. Wrong channel Variation of channel helps the receiver understand the nature and importance of a message. We should plan to use the media that beest fits our style and qualities. One medium may work better than another. However, in many cases a combination of media may be used for the communication process to function effectively. Ex: a man proposes to a woman by drawing on the sand a heart with a question inside will you marry me?

6. Language Barriers related to language may be linguistics barriers (different languages or vocabulary, variations in language accent, dialect); or semantic barriers (we assign a meaning to a word often because of culture) Ex: each new employee needs to be taught the language of the company or region; or a new word being born by young generations such as chuoi, sen 7. Physical barriers Physical distractions are the physical things that geet in the way of communication. Examples of such things include the telephone, a pici-up truck door, a desk, an uncomfortable meeting place or even noise. For writing, physical barrier can be an unreadable document For speaking, it can be noise occuring inside the room itself 8. Emotional barriers Your emotions could be a barrier to comm if you are engrossed in your emotions for some reasons. In such cases, you tend to have trouble listening to others or understanding the message conveyed to you. We should be aware of the feelings that arise in ourself and in others as we communicate, and attempt to control them. 9. Lack of feedback Feedback is the mirror of comm. Feedback should be helpful rather than hurtful. Feedback should deal in specifics rather than generalities. 10. Poor listening skills

One important listening skill is to be prepared to listen. Shut up is a useful listening guideline. Providing feedback is the most importatnt active listening skill. Focus on what the other person is saying. Repeat key points. 11. Interruptions Interruptions may be due to something more pressing, rudeness, lack of privacy for discussion, a drop-in visitor, an emergency, or even the curiosity of someone else wanting to know what two other people are saying. 12. Gender There are distinct differences between the speech patterns of man and those in women. Women like to ask questions before starting a project, while men tend to jump right in. We should keep in mind that men tend to focus more on competition, data and orders in their comm, while women tend to focus more on cooperation, intuition and requests.

II. PRINCIPLES OF EFFECTIVE COMMUNICATION 1. Completeness Your business message is complete when it contains all facts the reader or listener needs for the reaction you desire. a. Provide all necessary information b. Answer all questions asked c. Give something extra, when desirable 2. Conciseness Conciseness is saying what you have to say in the fewest possible words without sacrificing the other C qualities. a. Eliminate wordy expressions use single word in place of phrases. b. Include only relevant material c. Avoid unnecessary repetition 3. Consideration Consideration means preparing every message with the message receivers in mind, try to put yourself in their place. a. Focus on you attitude instead of I and we. b. Show audience benefit or interest in the receiver

c. Emphasize positive, plesant facts 4. Concreteness Communicating concretely means being specific, definite and vivid rather than vague and general. a. Use specific facts and figures b. Put action in your verbs c. Choose vivid, image-building words 5. Clarity Getting the meaning from your head into the head of your reader is the purpose of clarity a. Choose precise, concrete and familiar words b. Construct effective sentences and paragraphs 6. Courtesy Knowing your audience allows you to use statements of courtesy; be aware of your message receiver. a. Be sincerely tactful, thoughtful and appreciative b. Use expressions that show respect c. Choose nondiscriminatory expressions. 7. Correctness At the core of correctness is proper grammar, punctuation and spelling. a. Use the right level of language b. Check accuracy of figures, facts and words c. Maintain acceptable writing mechanics.

UNIT 4: BUSINESS COMMUNICATION IN PRACTICE

I. Parts in a business letter A business letter layout has seven essential parts, each with a specific purpose. 1. Writers name and address

2. Date 3. Inside (intended readers) address 4. Greeting 5. Body of the letter 6. Complimentary close 7. Writers signature and job title or designation A sample business letter