1. Chapter 1, Slide 1Mary Ellen Guffey, Essentials of Business Communication, 8e
Chapter 1
Facing today’s communication
challenges

2. Chapter 1, Slide 2Mary Ellen Guffey, Essentials of Business Communication, 8e
Communication Skills:
Your ticket
to work...
OR
Your ticket out the door!

3. Chapter 1, Slide 3Mary Ellen Guffey, Essentials of Business Communication, 8e
Topics in the Chapter-1
What is communication?
What is business communication?
Why Good communication skills are essential?
Succeeding in the changing world of work
Examining the Process of Communication
Nonverbal Communication
Culture and Communication & Dimensions of Culture
Tips for minimizing written miscommunication
among cross cultural audiences

4. Chapter 1, Slide 4Mary Ellen Guffey, Essentials of Business Communication, 8e
What is Communication?
In general, communication means exchange of ideas,
message, information data etc. between two or more
persons. Communication takes place orally, non-orally,
symbolically or in writing.
 According to W.H. Newman and C. F. summer, Communication
is an exchange of facts, ideas, opinions, or emotions by
two or more persons.
 According to William Scott, Communication is a process
which involves transmission and accurate replication of
ideas ensured by feedback for the purpose of eliciting
action which will accomplish organizational goals.

5. Chapter 1, Slide 5Mary Ellen Guffey, Essentials of Business Communication, 8e
What is Business communication?
 When business related information is transferred
from one person to another it is called business
Communication.
 Business communication may occur internally
or externally.
 If business oriented events, thinking, thoughts
and emotions or transactions are exchanged
among businessmen it is referred to as business
communication.

6. Chapter 1, Slide 6Mary Ellen Guffey, Essentials of Business Communication, 8e
Good communication skills
are essential for
 Job placement
 Job performance
 Career advancement
 Success in the new world
of work

7. Chapter 1, Slide 7Mary Ellen Guffey, Essentials of Business Communication, 8e Chapter 1, Slide 7Mary Ellen Guffey, Essentials of Business Communication, 8e
Information
as a
corporate asset
New
work
environments
Innovative
communication
technologies
Heightened
global
competition
Increased
emphasis
on teams
More
participatory
management
Flattened
management
hierarchies
Trends in
the new
workplace
Succeeding in the changing world of work

8. Chapter 1, Slide 8Mary Ellen Guffey, Essentials of Business Communication, 8e Chapter 1, Slide 8Mary Ellen Guffey, Essentials of Business Communication, 8e
The Process of Communication

9. Chapter 1, Slide 9Mary Ellen Guffey, Essentials of Business Communication, 8e
Verbally or nonverbally.
By speaking, writing,
gesturing.
How may the sender
encode a message?
Letters, e-mail, memos,
TV, telephone, voice,
body. Others.
What kinds of
channels carry
messages?
The Process of Communication

10. Chapter 1, Slide 10Mary Ellen Guffey, Essentials of Business Communication, 8e
The Process of Communication
Hearing, reading,
observing
How does a receiver
decode a message?
When a message is
understood as the sender
intended it to be.
When is
communication
successful?
Ask questions, check
reactions, don’t dominate
the exchange.
How can a
communicator
provide for feedback?

11. Chapter 1, Slide 11Mary Ellen Guffey, Essentials of Business Communication, 8e
Nonverbal Communication
Silent messages communicated by:
Eye contact
Facial expression
Posture and gesture
Time (punctuality and structure)
Space (arrangement of objects)
Territory (privacy zones)
Appearance(Appearance of business
documents, Appearance of people)

12. Chapter 1, Slide 12Mary Ellen Guffey, Essentials of Business Communication, 8e
Culture and Communication
Good communication
demands special
sensitivity and skills
when communicators
are from different
cultures.
© 2008 Image Source Black/Jupiter Images

13. Chapter 1, Slide 13Mary Ellen Guffey, Essentials of Business Communication, 8e
Time
Orientation
Communication
Style
Formality
Individualism
Context
Culture
Dimensions of Culture

14. Chapter 1, Slide 14Mary Ellen Guffey, Essentials of Business Communication, 8e
Dimensions of Culture
High-context cultures (those in Japan,
China, and Arab countries) tend to be
relational, collectivist, and contemplative.
Context

15. Chapter 1, Slide 15Mary Ellen Guffey, Essentials of Business Communication, 8e
Dimensions of Culture
Context
Low-context cultures (those in North
America, Scandinavia, and Germany)
tend to be logical, linear, and action-
oriented.

16. Chapter 1, Slide 16Mary Ellen Guffey, Essentials of Business Communication, 8e
Dimensions of Culture
Individualism
 High-context cultures tend to prefer
group values, duties, and decisions.
 Low-context cultures tend to prefer
individual initiative, self-assertion, and
personal achievement.

17. Chapter 1, Slide 17Mary Ellen Guffey, Essentials of Business Communication, 8e
Dimensions of Culture
Formality
 North Americans place less emphasis
on tradition, ceremony, and social rules.
 Other cultures prefer more formality.

18. Chapter 1, Slide 18Mary Ellen Guffey, Essentials of Business Communication, 8e
Dimensions of Culture
Communication Style
High-context cultures rely on
nonverbal cues and the total
picture to communicate.
Meanings are embedded at
many socio-cultural levels.

19. Chapter 1, Slide 19Mary Ellen Guffey, Essentials of Business Communication, 8e
Dimensions of Culture
Communication Style
Low-context cultures
emphasize words,
straightforwardness, and
openness. People tend to
be informal, impatient, and
literal.

20. Chapter 1, Slide 20Mary Ellen Guffey, Essentials of Business Communication, 8e
Dimensions of Culture
Time Orientation
 Time is precious to North
Americans. It correlates with
productivity, efficiency, and
money.
 In some cultures time is
unlimited and never-ending,
promoting a relaxed attitude.

21. Chapter 1, Slide 21Mary Ellen Guffey, Essentials of Business Communication, 8e
Tips for minimizing written miscommunication
among cross cultural audiences
1. Adopt local style: Use local formats and styles
used in the intended reader’s country.
2. Consider hiring a translator: Engage a translator
if
• Document is important
• Document will be distributed to many reader
• To be persuasive
3. Use short Sentences and short paragraphs:
sentences with fewer than 15 words and paragraphs
with fewer than 5 lines are most readable.

22. Chapter 1, Slide 22Mary Ellen Guffey, Essentials of Business Communication, 8e
Tips for minimizing written miscommunication
among cross cultural audiences
4. Avoid ambiguous wording:
Include relative pronouns (that , which, who) for clarity in
introducing clauses
Stay away from contractions (especially like Here’s the problem)
Avoid idioms (once in a blue moon)
Slang (my presentation really bombed)
Acronyms (ASAP for as soon as possible)
Abbreviations
Jargon (input, output, bottom line)
Use action specific verbs(purchase a printer rather than get a
printer)

23. Chapter 1, Slide 23Mary Ellen Guffey, Essentials of Business Communication, 8e
Tips for minimizing written miscommunication
among cross cultural audiences
5. Cite Numbers Carefully
Use figures(15) instead of spelling them out (fifteen)
Always convert dollar figures into local currency
Avoid using the figures to express the month of the year.
(In North America June 17, 2013 is written as 6/17/13 while
in Europe 17.6.13)