Presentation of 2010 Business Communication Course


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Introduction to the 2010 Course of Business Communication of the Economics School at Navarra University

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Presentation of 2010 Business Communication Course

  1. 1. Business Communication Presentation Ricardo Leiva
  2. 2. <ul><li>PRESENTATION </li></ul><ul><li>Business Communication </li></ul><ul><li>To leverage student’s communication skills in the entrepreneurial and professional world and provide them with information and abilities to work in the corporate communication and business communication environment. </li></ul>
  3. 3. <ul><li>PRESENTATION </li></ul><ul><li>Business Communication </li></ul><ul><li>Issues: </li></ul><ul><ul><li>The Benefit of Effective Communication </li></ul></ul><ul><ul><li>The Benefit of the Financial and the Economic Transparency </li></ul></ul><ul><ul><li>How to Use New Media and New Technologies </li></ul></ul><ul><ul><li>How to Deal with a Communication Crisis </li></ul></ul><ul><ul><li>How to Improve the Reputation of our Company </li></ul></ul>
  4. 4. <ul><li>PRESENTATION </li></ul><ul><li>Evaluation </li></ul><ul><li>Half Semester Exam: Presentation of a Communication Strategic Plan (30%) </li></ul><ul><li>Final Exam: Presentation of an Communication Crisis Plan or Presentation of an Evaluation Media Report (30%) </li></ul><ul><li>Participation and work at class: 40% </li></ul>
  5. 5. <ul><li>PRESENTATION </li></ul><ul><li>Workshop: Practical Work </li></ul><ul><li>Two papers every class for the following week </li></ul><ul><li>One hour: theoretical class </li></ul><ul><li>One hour and a half: practical class </li></ul><ul><li>Break: 20-30 minutes </li></ul><ul><li>Few videos and images </li></ul><ul><li>A lot of brainstorming </li></ul><ul><li>The most important thing: SUBSTANCE </li></ul>
  6. 6. <ul><li>PRESENTATION </li></ul><ul><li>Big question: </li></ul><ul><li>Why do YOU </li></ul><ul><li>want to </li></ul><ul><li>communicate </li></ul><ul><li>effectively? </li></ul>
  7. 7. <ul><li>PRESENTATION </li></ul><ul><li>Second Big </li></ul><ul><li>Question: </li></ul><ul><li>How do YOU </li></ul><ul><li>communicate </li></ul><ul><li>effectively? </li></ul>
  8. 8. <ul><li>PRESENTATION </li></ul><ul><li>Permanent improvement: </li></ul><ul><li>Everyday training: </li></ul><ul><ul><li>to communicate effectively </li></ul></ul><ul><ul><li>to lead </li></ul></ul><ul><ul><li>to get promotions and better jobs </li></ul></ul><ul><ul><li>to have better personal relationships </li></ul></ul>
  9. 9. <ul><li>PRESENTATION </li></ul><ul><li>Communication is a must today </li></ul><ul><li>Companies have to communicate permanently </li></ul><ul><li>They are legally forced to communicate </li></ul><ul><li>A communication mistake can be very expensive </li></ul>
  10. 10. <ul><li>PRESENTATION </li></ul><ul><li>You are suppossed to write, to read and to talk effectively today: </li></ul><ul><li>“ Good writing is one of two key abilities I focus on when hiring; the other is the ability to read critically. I can train people to do almost anything else, but I don’t have time to teach this.” </li></ul><ul><li>Richard Todd </li></ul><ul><li>Federal Reserve Bank of Minneapolis. </li></ul>
  11. 11. <ul><li>PRESENTATION </li></ul><ul><li>Writing is an essential way to make yourself visible and to inform others about your accomplishments. </li></ul><ul><li>“ I’ve actually seen people lose promotions because they couldn’t write a proposal or stand in front of management team and make a presentation.” </li></ul><ul><li>Annette Gregorich </li></ul><ul><li>Vice president of Human Resources </li></ul><ul><li>Multiple Zones International. </li></ul>
  12. 12. <ul><li>PRESENTATION </li></ul><ul><li>The purpose of Bus Comm: </li></ul><ul><li>To meet an organizational need </li></ul><ul><li>Information is the blood of the organization </li></ul><ul><li>Information is a valuable resource </li></ul><ul><li>Prices are information </li></ul><ul><li>The economic system is an informational system </li></ul>
  13. 13. <ul><li>PRESENTATION </li></ul><ul><li>Audiences: inside and outside the organization. </li></ul><ul><li>Messages must be important, relevant, and interesting. </li></ul><ul><li>Attention is a scarce resource. </li></ul>
  14. 14. <ul><li>PRESENTATION </li></ul><ul><li>The style for Bus Comm is friendly, not formal. </li></ul><ul><li>Short and known words </li></ul><ul><li>A mix of sentence and paragraph lengths. </li></ul><ul><li>Graphs, visuals and slides for presentations (but don’t abuse) . </li></ul><ul><li>Remember: Substance!!! </li></ul>
  15. 15. <ul><li>PRESENTATION </li></ul><ul><li>Henry Mintzberg: </li></ul><ul><li>Managers have three basic jobs: </li></ul><ul><ul><li>to collect and convey information </li></ul></ul><ul><ul><li>to make decisions </li></ul></ul><ul><ul><li>to promote interpersonal unity, that is, to make people to want to work together to achieve organizational goals. </li></ul></ul><ul><li>All of these jobs happen through communication. </li></ul><ul><li>Effective managers are able to use a wide variety of media and strategies to communicate </li></ul>
  16. 16. <ul><li>GOOD MESSAGES </li></ul><ul><li>Messages in organizations have one or more of three basic purposes: </li></ul><ul><ul><li>to inform </li></ul></ul><ul><ul><li>to request or persuade </li></ul></ul><ul><ul><li>to build goodwill </li></ul></ul>
  17. 17. <ul><li>FIRST PURPOSE: TO INFORM </li></ul><ul><ul><li>When you inform, you explain something or tell readers something. </li></ul></ul><ul><ul><li>When you request or persuade, you want the reader to act. </li></ul></ul><ul><ul><li>The word request suggests that the action will be easy or routine. </li></ul></ul><ul><ul><li>The word persuade suggests that you will have to motivate and convince the reader to act. </li></ul></ul>
  18. 18. <ul><li>THE THIRD PURPOSE: BUILD GOODWILL </li></ul><ul><ul><li>When you build goodwill, you create a good image of yourself and of your organization. </li></ul></ul><ul><ul><li>It is the kind of image that makes people want to do business with you. </li></ul></ul>
  19. 19. <ul><li>AN EXPENSIVE RESOURCE </li></ul><ul><li>A company can spend $500,000 in one average proposal </li></ul><ul><li>1 million to write a large proposal. </li></ul><ul><li>Poor correspondence costs even more. </li></ul><ul><li>Wasted time, wasted efforts and lost goodwill. </li></ul><ul><li>Ineffective messages don’t get results. </li></ul>
  20. 20. <ul><li>AN EXPENSIVE RESOURCE </li></ul><ul><li>Every letter, memo or report serves either to enhance or to damage the image the reader has of the writer. </li></ul><ul><li>Poor messages damage business relationships. </li></ul><ul><li>Good communication is worth every minute it takes and every penny it costs. </li></ul><ul><li>CEOs said that communication yielded a 235% return on investment. </li></ul>
  21. 21. <ul><li>HOW TO BUILD GOOD MESSAGES </li></ul><ul><li>A good message meets five criteria </li></ul><ul><li>Is clear: The meaning the reader gets is the meaning the writer intended. </li></ul><ul><li>Is complete: All of the reader’s questions are answered. </li></ul><ul><li>Is correct: All of the information in the message is accurate. The message is free from errors. </li></ul>
  22. 22. <ul><li>HOW TO BUILD GOOD MESSAGES </li></ul><ul><li>A good message meets five criteria </li></ul><ul><li>Saves the reader’s time: the style, organization, and visual impact of the message help the reader to read, understand, and act on the information as quickly as possible. </li></ul><ul><li>Builds goodwill: the message presents a positive image of the writer and his organization. </li></ul>
  23. 23. <ul><li>HOW TO BUILD GOOD MESSAGES </li></ul><ul><li>Better writing helps you to: </li></ul><ul><li>Save time: </li></ul><ul><li>Make your efforts more effective: increase the number of requests that are answered positively and promptly on the first request. </li></ul><ul><li>Communicate your points more clearly. Reduce the misunderstandings. </li></ul><ul><li>Build goodwill. </li></ul>
  24. 24. <ul><li>HOW TO COMMUNICATE </li></ul><ul><li>To analyze Bus Comm: </li></ul><ul><li>You need to understand the situation. </li></ul><ul><li>What’s at stake—to whom? </li></ul><ul><li>Think not only about your own needs. </li></ul><ul><li>Think also about the concerns your boss and your readers will have. </li></ul>
  25. 25. <ul><li>HOW TO COMMUNICATE </li></ul><ul><li>To analyze Bus Comm : </li></ul><ul><li>Should you send a message? </li></ul><ul><li>Sometimes, especially when you are new on the job, silence is the most tactful response. </li></ul><ul><li>What channel should you use? </li></ul><ul><li>Sometimes you may need more than one message, in more than one channel. </li></ul>
  26. 26. <ul><li>HOW TO COMMUNICATE </li></ul><ul><li>To analyze Bus Comm: </li></ul><ul><li>What should you say? </li></ul><ul><li>The answer will depend upon the kind of document, your purposes, your audiences, and the corporate culture. </li></ul><ul><li>How should you say it? </li></ul><ul><li>How you arrange your ideas. </li></ul>
  27. 27. <ul><li>HOW TO COMMUNICATE </li></ul><ul><li>Bus Comm situation: </li></ul><ul><li>You need to develop a solution that will solve the organizational problem and meet the psychological needs of the people involved. </li></ul><ul><li>Understand the situation: </li></ul><ul><ul><li>What are the facts? </li></ul></ul><ul><ul><li>What additional information might be helpful? </li></ul></ul>
  28. 28. <ul><li>HOW TO COMMUNICATE </li></ul><ul><li>Brainstorm solutions: </li></ul><ul><ul><li>Develop several solutions. </li></ul></ul><ul><ul><li>Measure them against your audience and purposes. </li></ul></ul><ul><ul><li>Which solution is likely to work best? </li></ul></ul><ul><li>If you want to add or change information, get permission first. </li></ul>
  29. 29. <ul><li>END PRESENTATION </li></ul><ul><li>Now brake!!!! </li></ul><ul><li>Later: practical work!!! </li></ul>
  30. 30. <ul><li>PRACTICAL WORK </li></ul><ul><li>1) What communication skills do you want to train (name 5)? </li></ul><ul><li>2) Why consider these skills important? </li></ul><ul><li>3) Write a precise and correct statement (30’) </li></ul><ul><li>4) Present your arguments to the class </li></ul><ul><li>5) Asking and debating (45’) </li></ul>