1PART1 UnderstandingtheFoundationsofBusinessCommu.docx

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PART1 UnderstandingtheFoundationsofBusiness
Communication
CHAPTER
1ProfessionalCommunicationinaDigital,Social,MobileWorld
(http://content.thuzelearning.com/books/Bovee.7626.18.1/sectio
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2Collaboration,InterpersonalCommunication,andBusinessEtique
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CHAPTER
3CommunicationChallengesinaDiverse,GlobalMarketplace
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No other skill can help your career in as many ways as
communication. Discover what business communication is all
about, why communication skills
are essential to your career, how social and mobile technologies
are revolutionizing business communication, and how to adapt
your communication
experiences in life and college to the business world. Improve
your skills in such vital areas as team interaction, etiquette,
listening, and nonverbal
communication. Explore the advantages and the challenges of a
diverse workforce and develop the skills that every

communicator needs to succeed
in today’s global, multicultural business environment.
El Nariz/Shutterstock
https://content.ashford.edu/books/Bovee.7626.18.1/sections/p70
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1 ProfessionalCommunicationinaDigital,Social,MobileWorld
LEARNINGOBJECTIVES
After studying this chapter, you will be able to
1
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Explain the importance of effective communication to your
career and to the companies where you will work.
2
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0000000000010D8
Explain what it means to communicate as a professional in a
business context.

3
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000000000001167
Describe the communication process model and the ways
social media are changing the nature of business
communication.
4
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00000000000121D
Outline the challenges and opportunities of mobile
communication in business.
5
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List four general guidelines for using communication
technology effectively.
6
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000000000001395
De�ine ethics, explain the difference between an ethical
dilemma and an ethical lapse, and list six guidelines for making
ethical
communication choices.
MyBCommLab®
ImproveYourGrade!
More than 10 million students improved their results using

Pearson MyLabs. Visit
mybcommlab.com(http://mybcommlab.com)for simulations,
tutorials, and end-of-chapter problems.
COMMUNICATIONCLOSE-UPAT
JetBlue
twitter.com/jetblue(http://twitter.com/jetblue)
If you have ever worked in retail, customer service, or a similar
job, you know what a challenge it can be to make sure each
customer has a great
experience with your company. Imagine the challenge of
keeping 35 million customers happy. That’s how many
passengers JetBlue carries every year
—an average of roughly 95,000 customers per day.
As a relatively new airline, taking its �irst �light in 2000,
JetBlue has always tried to differentiate itself from the older
carriers in the business. A great
example is its pioneering use of Twitter as a customer service
platform. JetBlue joined Twitter in 2007, only a year after the
microblogging service
launched and well before most companies were aware of its
potential for business communication. The company views its
website as the central hub
of its online presence, but social media (the company is quite
active on Facebook as well, with over a million likes) provide a
vital connection between
customers and the website. In fact, digital communication of all
forms is so important that the company considers itself a digital
brand.
JetBlue’suseofsocialmediaforcustomersupportcoincidesperfectly
withairtravelers’useofmobiledevices.
© AR Images/Alamy Stock Photo

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http://mybcommlab.com/
http://twitter.com/jetblue
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The airline was also one of the �irst companies to truly get the
social part of social media—that Twitter and other systems were
about more than just
pushing information outward. Morgan Johnstone, the JetBlue
communications staffer who got the company started on Twitter,
recognized early on
the power of listening via social media. He wanted to hear what
people were saying about the company, whether it was plea for
help during travel, a
compliment for a company employee, or even an unpleasant
criticism. This interaction became so valuable to the company

that it now has more than
two dozen Twitter agents all ready to interact in real time with
the 2 million travelers who follow the company. They answer
questions, resolve
problems and complaints, and even rebook �lights on the spot
if needed. (When a customer needs speci�ic help, JetBlue’s
Twitter team usually takes
the conversation private via direct messaging, and its Twitter
homepage now encourages customer with service issues to
phone or email for help.)
For a company that is all about moving people from point A to
point B, it’s no surprise that mobile communication has become
an essential part of
JetBlue’s connection with its customers. Customers who ask for
help or who post complaints on Twitter often do so via their
mobile devices, whether
they’re on their way to catch a �light, stuck in an airport trying
to rebook on a different �light, or even on board an aircraft
waiting to take off. Mobile
is now a core element in the company’s communication
strategy, with a mobile-friendly website and JetBlue smartphone
apps. However the company
innovates as it moves forward, its focus will be on using digital,
social, and mobile communication to make sure customers have
the best possible
experience.1
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1.1UnderstandingWhyCommunicationMatters
LEARNINGOBJECTIVE
1 Explain the importance of effective communication to your
career and to the companies where you will work.
Whether it’s as simple as a smile or as ambitious as JetBlue’s
social media program (pro�iled in the chapter-opening
Communication Close-Up),
communication
ns/p7001012451000000000000000001433#P7001012451000000
000000000001441)is the
process of transferring information and meaning between
senders and receivers, using one or more media and
communication channels. The essence
of communication is sharing—providing data, information,
insights, and inspiration in an exchange that bene�its both you
and the people with whom
you are communicating.2
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00000000000156E)As
Figure1.1
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indicates, this sharing can happen in a variety of ways,
including simple and successful transfers of information,
negotiations in which the sender and
receiver arrive at an agreed-on meaning, and unsuccessful
attempts in which the receiver creates a different message than
the one the sender
intended.

Communication is the process of transferring information and
meaning between senders and receivers.
You will invest a lot of time and energy in this course
developing your communication skills, so it’s fair to ask
whether the effort will be worthwhile.
This section outlines the many ways in which good
communication skills are critical for your career and for any
company you join.
COMMUNICATIONISIMPORTANTTOYOURCAREER
Ambition and great ideas aren’t enough; you need to be able to
communicate with people to succeed in business.
Improving your communication skills may be the single most
important step you can take in your career. You can have the
greatest ideas in the world,
but they’re no good to your company or your career if you can’t
express them clearly and persuasively. Some jobs, such as sales
and customer
support, are primarily about communicating. In �ields such as
engineering or �inance, you often need to share complex ideas
with executives,
customers, and colleagues, and your ability to connect with
people outside your �ield can be as important as your technical
expertise. If you have the
entrepreneurial urge, you will need to communicate with a wide
range of audiences—from investors, bankers, and government
regulators to
employees, customers, and business partners.
The changing nature of employment is putting new pressure on
communication skills, too. Many companies now supplement
their permanent
workforces with independent contractors who are brought on for

a short period or even just a single project. Chances are you
will spend some of
your career as one of these freelancers, working without the
support network that an established company environment
provides. You will have to
“sell yourself” into each new contract, communicate
successfully in a wide range of work situations, and take full
responsibility for your career
growth and success.
If you launch a company or move into an executive role in an
existing organization, you can expect communication to
consume the majority of your
time. Top executives spend most of their workdays
communicating, and businesspeople who can’t communicate
well don’t stand much chance of
reaching the top.
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Figure1.1 SharingInformation
These three exchanges between a software project manager
(left) and his boss (right) illustrate the variety of ways in which
information is shared

between senders and receivers. In the top exchange, the sender’s
meaning is transmitted intact to the receiver, who accepts what
the sender says at
face value. In the middle exchange, the sender and receiver
negotiate the meaning by discussing the situation. The
negotiated meaning is that
everything is �ine sofar, but the risk of a schedule slip is now
higher than it was before. In the bottom exchange, the receiver
has a negative emotional
reaction to the word think and as a result creates her own
meaning—that everything probably isnot �ine, despite what the
sender says.
In fact, improving your communication skills may be the single
most important step you can take in your career. The world is
full of good marketing
strategists, good accountants, good engineers, and good
attorneys—but it is not full of good communicators. View this
as an opportunity to stand out
from your competition in the job market.
Strong communication skills give you an advantage in the job
market.
Employers sometimes express frustration at the poor
communication skills of many employees—particularly recent
college graduates who haven’t
yet learned how to adapt their communication styles to a
professional business environment.3
ns/p7001012451000000000000000001433#P7001012451000000
000000000001570)If you
learn to write well, speak well, listen well, and recognize the
appropriate way to communicate in any situation, you’ll gain a
major advantage that will
serve you throughout your career.4

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REAL-TIMEUPDATES
LEARNMOREBYVISITINGTHISWEBSITE
Checkoutthecuttingedgeofbusinesscommunication
This Pinterest board created by the authors highlights some of
the most important changes taking place in the �ield of
business communication.
Go to real-timeupdates.com/bct14(http://real-
timeupdates.com/bct14)and select Learn More in the Students
section.
COMMUNICATIONISIMPORTANTTOYOURCOMPANY
Aside from the personal bene�its, communication should be
important to you because it is important to your company.
Effective communication helps
businesses in numerous ways, by promoting5
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Effective communication yields numerous business bene�its.
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http://real-timeupdates.com/bct14

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A stronger sense of trust between individuals and organizations
Closer ties with important communities in the marketplace
Opportunities to in�luence conversations, perceptions, and
trends
Increased productivity and faster problem solving
Better �inancial results and higher return for investors
Earlier warning of potential problems, from increasing business
costs to critical safety issues
Stronger decision making based on timely, reliable information
Clearer and more persuasive marketing messages
Greater employee engagement with their work, leading to higher
employee satisfaction and lower employee turnover
WHATMAKESBUSINESSCOMMUNICATIONEFFECTIVE?
Effective communication strengthens the connections between a
company and all of its stakeholders
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0000000000014A9)—those
groups affected in some way by the company’s actions:
customers, employees, shareholders, suppliers, neighbors, the
community, the nation, and the
world as a whole.6
ns/p7001012451000000000000000001433#P7001012451000000
000000000001576)To make
your communication efforts as effective as possible, focus on
making them practical, factual, concise, clear, and persuasive:
Effective messages are practical, factual, concise, clear, and

persuasive.
Providepracticalinformation. Give recipients useful information,
whether it’s to help them perform a desired action or understand
a
new company policy.
Givefactsratherthanvagueimpressions. Use concrete language,
speci�ic detail, and information that is clear, convincing,
accurate, and
ethical. Even when an opinion is called for, present compelling
evidence to support your conclusion.
Presentinformationinaconcise,ef�icientmanner. Concise
messages show respect for people’s time, and they increase the
chances of a
positive response. Do your best to simplify complex subjects to
help your readers, and make sure you don’t inadvertently
complicate simple
subjects through careless writing.7
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The ability to explain a complex subject in simple terms is
immensely valuable, whether you’re training new employees or
pitching a
business plan to investors.
Clarifyexpectationsandresponsibilities. Craft messages to
generate a speci�ic response from a speci�ic audience. When
appropriate,
clearly state what you expect from audience members or what
you can do for them.
Offercompelling,persuasiveargumentsandrecommendations.
Show your readers precisely how they will bene�it by
responding to
your message in the way you want them to.
Keep these �ive important characteristics in mind as you

compare the ineffective and effective versions of the message in
Figure1.2
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1.2CommunicatingasaProfessional
LEARNINGOBJECTIVE
2 Explain what it means to communicate as a professional in a
business context.
You’ve been communicating your entire life, of course, but if
you don’t have a lot of work experience yet, meeting the
expectations of a professional
environment might require some adjustment. A good place to
start is to consider what it means to be a professional.
Professionalism
ns/p7001012451000000000000000001433#P7001012451000000
00000000000149D)is the

quality of performing at a high level and conducting oneself
with purpose and pride. It means doing more than putting in the
hours and collecting a
paycheck: True professionals go beyond minimum expectations
and commit to making meaningful contributions.
Professionalism can be broken
down into six distinct traits: striving to excel, being dependable
and accountable, being a team player, demonstrating a sense of
etiquette, making
ethical decisions, and maintaining a positive outlook (see
Figure1.3
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00000000000110C)on page
8(http://content.thuzelearning.com/books/Bovee.7626.18.1/secti
ons/p70010124510000000000000000010d4#page_8)).
Communication is an essential part of being a successful
professional.
A key message to glean from Figure1.3
ns/p70010124510000000000000000010d4#P7001012451000000
00000000000110C)is how
much these elements of professionalism depend on effective
communication. For example, to be a team player, you have to
be able to collaborate,
resolve con�licts, and interact with a wide variety of
personalities. Without strong communication skills, you won’t
be able to perform to your
potential, and others won’t recognize you as the professional
you’d like to be.
Figure1.2 EffectiveProfessionalCommunication
At �irst glance, the top email message here looks like a

reasonable attempt at communicating with the members of a
project team. However, compare
it with the bottom version by referencing the notes lettered (a)
through (h) to see just how many problems the original message
really has.
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Figure1.3 ElementsofProfessionalism
To be respected as a true professional, develop these six
qualities.
This section offers a brief look at the skills employers will
expect you to have, the nature of communication in an
organizational environment, and the
importance of adopting an audience-centered approach.
UNDERSTANDINGWHATEMPLOYERSEXPECTFROMYOU
Today’s employers expect you to be competent at a wide range
of communication tasks. Fortunately, the skills employers
expect from you are the
same skills that will help you advance in your career:8

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Employers expect you to possess a wide range of
communication skills.
Recognizing information needs, using ef�icient search
techniques to locate reliable sources of information (particularly
from online
sources), and using gathered information ethically; this
collection of skills is often referred to as
digitalinformation�luency9
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00000000000157C)
Organizing ideas and information logically and completely
Expressing ideas and information coherently, persuasively, and
concisely
Actively listening to others
Communicating effectively with people from diverse
backgrounds and experiences
Using communication technologies effectively and ef�iciently
Following accepted standards of grammar, spelling, and other
aspects of high-quality writing and speaking
Communicating in a civilized manner that re�lects
contemporary expectations of business etiquette, even when
dealing with indifferent or
hostile audiences
Communicating ethically, even when choices aren’t crystal clear
or you have to share news that people don’t want to hear
Managing your time wisely and using resources ef�iciently
Using criticalthinking
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000000000001459)

, which is the ability to evaluate evidence completely and
objectively in order to form logical conclusions and make sound
recommendations
You’ll have the opportunity to practice these skills throughout
this course, but don’t stop there. Successful professionals
continue to hone
communication skills throughout their careers.
COMMUNICATINGINANORGANIZATIONALCONTEXT
In addition to having the proper skills, you need to learn how to
apply those skills in the business environment, which can be
quite different from the
social and scholastic environments you are accustomed to.
Every organization has a formalcommunicationnetwork
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which ideas and information �low along the lines of command

(the hierarchical levels) in the company’s organization structure
(see Figure1.4
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000000000001148)).
Throughout the formal network, information �lows in three
directions. Downwardcommunication �lows from executives to
employees, conveying
executive decisions and providing information that helps
employees do their jobs. Upwardcommunication �lows from
employees to executives,
providing insight into problems, trends, opportunities,
grievances, and performance, thus allowing executives to solve
problems and make intelligent
decisions. Horizontalcommunication �lows between
departments to help employees share information, coordinate
tasks, and solve complex
problems.10
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A company’s formal communication network mirrors its
organizational structure.
Every organization also has an informalcommunicationnetwork
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000000000001489), often
referred to as the grapevine or the rumormill, which
encompasses all communication that occurs outside the formal
network. Some of this informal
communication takes place naturally as a result of employee
interaction on the job and in social settings, and some of it
takes place when the formal
network doesn’t provide information that employees want. In

fact, the inherent limitations of formal communication networks
helped spur the
growth of social media in the business environment.
ADOPTINGANAUDIENCE-CENTEREDAPPROACH
An audience-centered approach involves understanding,
respecting, and meeting the needs of your audience members.
Figure1.4 FormalCommunicationNetwork
The formal communication network is de�ined by the
relationships between the various job positions in the
organization. Messages can �low upward
(from a lower-level employee to a higher-level employee),
downward (from a higher-level employee to a lower-level
employee), and horizontally
(between employees at the same or similar levels across the
organization).
An audience-centeredapproach
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000000000001439)involves
understanding and respecting the members of your audience and
making every effort to get your message across in a way that is
meaningful to
them. This approach is also known as adopting the “you”attitude
ns/p7001012451000000000000000001433#P7001012451000000
0000000000014B1), in
contrast to messages that are about “me.” Learn as much as
possible about the biases, education, age, status, style, and
personal and professional
concerns of your receivers. If you’re addressing people you
don’t know and you’re unable to �ind out more about them, try

to project yourself into
their position by using common sense and imagination. This
ability to relate to the needs of others is a key part of
emotionalintelligence, a
combination of emotional and social skills that is widely
considered to be a vital characteristic of successful managers
and leaders.11
ns/p7001012451000000000000000001433#P7001012451000000
000000000001580)The
more you know about the people you’re communicating with,
the easier it is to concentrate on their needs—which, in turn,
makes it easier for them
to hear your message, understand it, and respond positively.
REAL-TIMEUPDATES
LEARNMOREBYWATCHINGTHISVIDEO
Thefundamentalsofemotionalintelligence
Understand the �ive elements that make up this essential
quality for business success. Go to real-
timeupdates.com/bct14(http://real-
timeupdates.com/bct14)and select Learn More in the Students
section.
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Etiquette, the expected norms of behavior in a particular
situation, can have a profound in�luence on your company’s
success and
your career.
A vital element of audience-centered communication is etiquette
ns/p7001012451000000000000000001433#P7001012451000000
00000000000147D), the
expected norms of behavior in any particular situation. In
today’s hectic, competitive world, etiquette might seem a quaint
and outdated notion.
However, the way you conduct yourself and interact with others
can have a profound in�luence on your company’s success and
your career. When
executives hire and promote you, they expect your behavior to
protect the company’s reputation. The more you understand
such expectations, the
better chance you have of avoiding career-damaging mistakes.

The principles of etiquette discussed in Chapter2
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you communicate with an audience-centered approach in a
variety of business settings.
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1.3ExploringtheCommunicationProcess
LEARNINGOBJECTIVE
3 Describe the communication process model and the ways
social media are changing the nature of business
communication.
Even with the best intentions, communication efforts can fail.
Messages can get lost or simply ignored. The receiver of a
message can interpret it in
ways the sender never imagined. In fact, two people receiving
the same information can reach different conclusions about what
it means.
Viewing communication as a process helps you identify steps
you can take to improve your success as a communicator.
Fortunately, by understanding communication as a process with
distinct steps, you can improve the odds that your messages will
reach their

intended audiences and produce their intended effects. This
section explores the communication process in two stages: �irst
by following a message
from one sender to one receiver in the basic communication
model and then by expanding on that approach with multiple
messages and participants
in the social communication model.
THEBASICCOMMUNICATIONMODEL
By viewing communication as a process (Figure1.5
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000000000001171)), you
can identify and improve the skills you need to be more
successful. Many variations on this process model exist, but
these eight steps provide a
practical overview:
Figure1.5 TheBasicCommunicationProcess
This eight-step model is a simpli�ied view of how
communication works in real life; understanding this basic
model is vital to improving your
communication skills.
Thesenderhasanidea. Whether a communication effort will
ultimately be effective starts right here and depends on the
nature of the
idea and the motivation for sending it. For example, if your
motivation is to offer a solution to a problem, you have a better
chance of
crafting a meaningful message than if your motivation is merely
to complain about a problem.
Thesenderencodestheideaasamessage. When someone puts an
idea into a message

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—which you can think of as the “container” for an idea—he or
she is encoding
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000000000001465)
it, or expressing it in words or images. Much of the focus of
this course is on developing the skills needed to successfully
encode your ideas
into effective messages.
The medium is the form a message takes, whereas the channel is
the system used to deliver the message.
Thesenderproducesthemessageinatransmittablemedium. With the
appropriate message to express an idea, the sender now needs
a communicationmedium
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00000000000144D)
to present that message to the intended audience. To update
your boss on the status of a project, for instance, you might
have a dozen or
more media choices, from a phone call to an instant message to
a slideshow presentation.
Thesendertransmitsthemessagethroughachannel. Just as
technology continues to increase the number of media options at
your
disposal, it continues to provide new communicationchannels
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000000000001449)
you can use to transmit your messages. The distinction between
medium and channel can get a bit murky, but think of the
medium as the

form a message takes (such as a Twitter update) and the channel
as the system used to deliver the message (such as a mobile
phone).
Theaudiencereceivesthemessage. If the channel functions
properly, the message reaches its intended audience. However,
mere arrival at
the destination is no guarantee that the message will be noticed
or understood correctly. As “How Audiences Receive
Messages” (page12
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many messages
are either ignored or misinterpreted as noise.
Theaudiencedecodesthemessage. After a message is received,
the receiver needs to extract the idea from the message, a step
known as
decoding
ns/p7001012451000000000000000001433#P7001012451000000
00000000000145D)
. “How Audiences Decode Messages” (page13
01012451000000000000000001163#P700101245100000000000
0000001171
01012451000000000000000001433#P700101245100000000000
0000001495
01012451000000000000000001433#P700101245100000000000
0000001465
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000000144D
01012451000000000000000001433#P700101245100000000000

0000001449
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01012451000000000000000001433#P700101245100000000000
000000145D
01012451000000000000000001163#page_13
/
ns/p7001012451000000000000000001163#page_13)) takes a
closer look at this
complex and subtle step in the process.
Theaudiencerespondstothemessage. By crafting messages in
ways that show the bene�its of responding, senders can
increase the
chances that recipients will respond in positive ways. However,
as “How Audiences Respond to Messages” (page14
ns/p7001012451000000000000000001163#page_14)) points out,
whether a
receiver responds as the sender hopes depends on the receiver
(1) remembering the message long enough to act on it, (2) being
able to act
on it, and (3) being motivated to respond.
Theaudienceprovidesfeedbacktothesender. In addition to
responding (or not responding) to the message, audience
members may
give feedback
ns/p7001012451000000000000000001433#P7001012451000000
000000000001481)
that helps the sender evaluate the effectiveness of the

communication effort. Feedback can be verbal (using written or
spoken words),
nonverbal (using gestures, facial expressions, or other signals),
or both. Just like the original message, however, this feedback
from the
receiver also needs to be decoded carefully. A smile, for
example, can have many meanings.
Considering the complexity of this process—and the barriers
and distractions that often stand between sender and receiver—
it should come as no
surprise that communication efforts often fail to achieve the
sender’s objective. Fortunately, the better you understand the
process, the more
successful you’ll be.
The following sections take a closer look at two important
aspects of the process: environmental barriers that can block or
distort messages and the
steps audiences take to receive, decode, and respond to
messages.
BarriersintheCommunicationEnvironment
Within any communication environment, messages can be
disrupted by a variety of communicationbarriers
ns/p7001012451000000000000000001433#P7001012451000000
000000000001445). These
barriers include noise and distractions, competing messages,
�ilters, and channel breakdowns:
A number of barriers can block or distort messages before they
reach the intended audience.
Noiseanddistractions. External distractions range from

uncomfortable meeting rooms to computer screens cluttered
with instant
messages and reminders popping up all over the place. Internal
distractions are thoughts and emotions that prevent audiences
from
focusing on incoming messages. The common habit of
multitasking—attempting more than one task at a time—is
practically guaranteed to
create communication distractions. Multitasking dramatically
increases the workload on your brain because you’re forcing it
to constantly
switch between sets of rules and contexts, which requires it to
reorient each time.12
ns/p7001012451000000000000000001433#P7001012451000000
000000000001582)
Rather than getting more done, research shows that chronic
multitasking often reduces productivity and increases errors.13
ns/p7001012451000000000000000001433#P7001012451000000
000000000001584)
As more communication takes place on mobile devices, the need
to insulate yourself from noise and distractions will keep
growing.
Competingmessages. Having your audience’s undivided
attention is a rare luxury. In most cases you must compete with
other messages
that are trying to reach your audience at the same time.
Filters. Messages can be blocked or distorted by �ilters, any
human or technological interventions between the sender and
the receiver.
Filtering can be both intentional (such as automatically �iling
incoming messages based on sender or content) or unintentional
(such as an
overly aggressive spam �ilter that deletes legitimate emails).

As mentioned previously, the structure and culture of an
organization can also
inhibit the �low of vital messages. And in some cases the
people or companies you rely on to deliver your message can
distort it or �ilter it to
meet their own needs.
Channelbreakdowns. Sometimes the channel simply breaks
down and fails to deliver your message. A colleague you were
counting on to
deliver a message to your boss might have forgotten to do so, or
a computer server might have crashed and prevented your blog
from
updating.
Minimizing barriers and distractions in the communication
environment is everyone’s responsibility.
Everyone in an organization can help minimize barriers and
distractions. As a communicator, try to be aware of any barriers
that could prevent your
messages from reaching their intended audiences. As a manager,
keep an eye out for any organizational barriers that could be
inhibiting the �low of
information. A small dose of common sense and courtesy goes a
long way in any situation. Silence your phone before you step
into a meeting. Don’t
talk across the tops of other people’s cubicles. Be sensitive to
volume when you’re listening to music or podcasts or watching
videos; even if you’re
wearing headphones, audio that leaks into your colleagues’
spaces can disrupt their work�low and concentration.
Finally, take steps to insulate yourself from distractions. Don’t
let messages interrupt you every minute of the day. Instead, set
aside time to attend to
messages all at once so that you can focus the rest of the time.

If the environment is noisy or busy, �ind ways to block out
distractions, such as
wearing noise-canceling headphones.
InsidetheMindofYourAudience
After a message works its way through the communication
channel and reaches the intended audience, it encounters a
whole new set of challenges.
Understanding how audiences receive, decode, and respond to
messages will help you create more effective messages.
HowAudiencesReceiveMessages
For an audience member to receive a message, three events need
to occur: The receiver has to sense the presence of a message,
select it from all the
other messages clamoring for attention, and perceive it as an
actual message (as opposed to random, pointless noise).14
ns/p7001012451000000000000000001433#P7001012451000000
000000000001586)You can
appreciate the magnitude of this challenge by driving down any
busy street in a commercial section of town. You’ll encounter
hundreds of messages
01012451000000000000000001163#page_13
01012451000000000000000001163#page_14
01012451000000000000000001433#P700101245100000000000
0000001481
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0000001445

01012451000000000000000001433#P700101245100000000000
0000001582
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0000001584
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0000001586
/
—billboards, posters, store window displays, car stereos,
pedestrians waving or talking on mobile phones, car horns,
street signs, traf�ic lights, and
so on. However, you’ll sense, select, and perceive only a small
fraction of these messages.
To truly receive a message, audience members need to sense it,
select it, then perceive it as a message.
Today’s business audiences are much like drivers on busy
streets. They are inundated with so many messages and so much
noise that they can miss
or ignore many of the messages intended for them. Through this
course, you will learn a variety of techniques to craft messages
that get noticed. In
general, follow these �ive principles to increase your chances
of success:
To improve the odds that your messages will be successfully
perceived by your audience, pay close attention to expectations,
ease of
use, familiarity, empathy, and technical compatibility.

Consideraudienceexpectations. Deliver messages using the
media and channels that the audience expects. If colleagues
expect meeting
notices to be delivered by email, don’t suddenly switch gears
and start delivering the notices via blog postings without telling
anyone. Of
course, sometimes going against expectations can stimulate
audience attention, which is why advertisers sometimes do
wacky and creative
things to get noticed. For most business communication efforts,
however, following the expectations of your audience is the
most ef�icient
way to get your message across.
Ensureeaseofuse. Even if audiences are actively looking for
your messages, they probably won’t see them if you make them
hard to �ind,
hard to navigate, or hard to read.
Emphasizefamiliarity. Use words, images, and designs that are
familiar to your audience. For example, most visitors to
company websites
expect to see information about the company on a page called
“About” or “About Us.”
Practiceempathy. Make sure your messages speak to the
audience by clearly addressing their wants and needs—not
yours. People are
inclined to notice messages that relate to their individual
concerns.15
ns/p7001012451000000000000000001433#P7001012451000000
000000000001588)
Designforcompatibility. For the many messages delivered
electronically these days, be sure to verify technological
compatibility with your
audience. For instance, if your website requires visitors to have
a particular video capability in their browsers, you won’t reach
those

audience members who don’t have that software installed or
updated.
HowAudiencesDecodeMessages
A received message doesn’t “mean” anything until the recipient
decodes it and assigns meaning to it, and there is no guarantee
the receiver will
assign the same meaning the sender intended. Even well-crafted,
well-intentioned communication efforts can fail at this stage
because assigning
meaning through decoding is a highly personal process that is
in�luenced by culture, individual experience, learning and
thinking styles, hopes, fears,
and even temporary moods. Moreover, audiences tend to extract
the meaning they expect to get from a message, even if it’s the
opposite of what the
sender intended.16
ns/p7001012451000000000000000001433#P7001012451000000
00000000000158A)In fact,
rather than “extract” your meaning, it’s more accurate to say
that your audience members re-create their own meaning—or
meanings—from the
message.
Decoding is a complex process; receivers often extract different
meanings from messages than senders attempt to encode in
them.
Cultural and personal beliefs and biases in�luence the meaning
audiences get from messages. For instance, the human brain
organizes incoming
sensations into a mental “map” that represents the person’s
individual perception

ns/p7001012451000000000000000001433#P7001012451000000
000000000001499)of
reality. If an incoming detail doesn’t �it into that perception, a
message recipient may simply distort the information to make it
�it rather than
rearrange his or her mental map—a phenomenon known as
selectiveperception
ns/p7001012451000000000000000001433#P7001012451000000
0000000000014A1).17
ns/p7001012451000000000000000001433#P7001012451000000
00000000000158C)For
example, an executive who has staked her reputation on a
particular business strategy might distort or ignore evidence
that suggests the strategy is
failing.
Selective perception occurs when people ignore or distort
incoming information to �it their preconceived notions of
reality.
Differences in language and usage also in�luence received
meaning. If you ask an employee to send you a report on sales
�igures “as soon as
possible,” does that mean within 10 seconds, 10 minutes, or 10
days? By clarifying expectations and resolving potential
ambiguities in your messages,
you can minimize such uncertainties. In general, the more
experiences you share with another person, the more likely you
are to share perception
and thus share meaning (see Figure1.6
ns/p7001012451000000000000000001163#P7001012451000000
0000000000011DB)).

Individual thinking styles are another important factor in
message decoding. For example, someone who places a high
value on objective analysis and
clear logic might interpret a message differently than someone
who values emotion or intuition (reaching conclusions without
using rational
processes).
01012451000000000000000001433#P700101245100000000000
0000001588
01012451000000000000000001433#P700101245100000000000
000000158A
01012451000000000000000001433#P700101245100000000000
0000001499
01012451000000000000000001433#P700101245100000000000
00000014A1
01012451000000000000000001433#P700101245100000000000
000000158C
01012451000000000000000001163#P700101245100000000000
00000011DB
/
Figure1.6 HowSharedExperienceAffectsUnderstanding
The more two people or two groups of people share
experiences—personal, professional, and cultural—the more
likely it is that receivers will
extract the intended meanings senders encode into the messages.

HowAudiencesRespondtoMessages
Your message has been delivered, received, and correctly
decoded. Now what? Will audience members respond in the way
you’d like them to? Only if
three events occur.
Audiences will likely respond to a message if they remember it,
if they’re able to respond, and if they’re properly motivated to
do so.
First, the recipient has to remember the message long enough to
act on it. Simplifying greatly, memory works in several stages:
Sensorymemory
momentarily captures incoming data from the senses; then,
whatever the recipient pays attention to is transferred to short-
termmemory. Information
in short-term memory quickly disappears if it isn’t transferred
to long-termmemory, which can be done either actively (such as
when a person
memorizes a list of items) or passively (such as when a new
piece of information connects with something else the recipient
already has stored in
long-term memory). Finally, the information needs to be
retrieved when the recipient wants to act on it.18
ns/p7001012451000000000000000001433#P7001012451000000
00000000000158E)In
general, people �ind it easier to remember and retrieve
information that is important to them personally or
professionally. Consequently, by
communicating in ways that are sensitive to your audience’s
wants and needs, you greatly increase the chance that your
messages will be
remembered and retrieved.

Second, the recipient has to be able to respond as you wish.
Obviously, if recipients simply cannot do what you want them
to do, they will not respond
according to your plan. By understanding your audience (you’ll
learn more about audience analysis in Chapter4
ns/p7001012451000000000000000001f59#P7001012451000000
000000000001F59)), you
can work to minimize these unsuccessful outcomes.
By explaining how audiences will bene�it by responding
positively to your messages, you’ll increase their motivation to
respond.
Third, the recipient has to be motivated to respond. You’ll
encounter many situations in which your audience has the
option of responding but isn’t
required to. For instance, a record company may or may not
offer your band a contract, or your boss may or may not respond
to your request for a
raise. Throughout this course, you’ll learn techniques for
crafting messages that can help motivate readers to respond
positively to your messages.
REAL-TIMEUPDATES
LEARNMOREBYWATCHINGTHISVIDEO
TheInternetofThings
See how the IoT is reshaping numerous business processes,
including business communication. Go to real-
timeupdates.com/bct14
(http://real-timeupdates.com/bct14)and select Learn More in the
Students section.

THEFUTUREOFCOMMUNICATION
TheInternetofThings
The InternetofThings(IoT) refers to the billions of devices now
connected to the Internet and the networking potential of having
all these gadgets
communicate with each other, feed data into vast information
warehouses, and interact with people and the physical
environment. These “things”
range from simple sensors that measure temperature, location,
and other parameters all the way up to robots and other complex
systems. People
and animals with Internet-capable sensors (such as implanted
chips) or devices also qualify as things in this model.
Imagine you walk into a department store and your mobile
phone automatically gives you directions to the aisle where you
could �ind the clothing
styles you have recently been browsing online or discussing in
social media. When you reach that aisle and start browsing, a
coupon pops up on
your phone, offering discounts on the speci�ic items you’re
considering. When you pull a garment off the rack, the store’s
customer database
checks other purchases you’ve made and suggests which items
you already own that coordinate with this piece. If you could
use an accessory to
complete the out�it, the store’s computers can tell your phone
just where to take you. And if you need more advice, you can
text or talk—and
possibly not know whether you’re conversing with a store
employee or an automated chatbot on a computer somewhere.

01012451000000000000000001433#P700101245100000000000
000000158E
01012451000000000000000001f59#P7001012451000000000000
000001F59
/
Now imagine this simple concept expanded and applied in
various ways to industrial facilities, agriculture, transportation,
buildings, health care,
and other systems. By relying on networked IoT devices for
such communication functions as observing, measuring, and
reporting, these
enhanced systems can supplement or replace communication
�lows that were previously carried out by human participants.
IoT is poised to reshape many business processes on a scale that
some experts compare to the Industrial Revolution of the 19th
century. It also
seems likely to in�luence business communication as it takes
over some routine tasks and brings the power of smart
networking and computing to
others. Basic communication skills will remain as essential as
ever, but don’t be surprised if some of the conversations you
have in the future
aren’t with your fellow humans.
WHAT’SYOURPREDICTION?
Research the current state of IoT innovation to identify one way
in which the technology has the potential to change business
communication
practices, such as automated report writing or conversational

bots that mimic human speech or writing. Do you agree with the
predictions the
experts make? Why or why not?
Sources: Stacey Higginbotham, “IBM Is Bringing in Watson to
Conquer the Internet of Things,” Fortune, 15 December 2015,
fortune.com(http://fortune.com); Jacques
Bughin, Michael Chui, and James Manyika, “An Executive’s
Guide to the Internet of Things,” McKinseyQuarterly, August
2015, www.mckinsey.com
(http://www.mckinsey.com); Cora Cloud, “Internet of Things
(IOT) Role in Business Communications,” Digium, 9 April
2015, blogs.digium.com(http://blogs.digium.com);
Danial Burrus, “The Internet of Things Is Far Bigger Than
Anyone Realizes,” Wired, accessed 3 March 2016,
www.wired.com(http://www.wired.com).
THESOCIALCOMMUNICATIONMODEL
The basic model presented in Figure1.5
ns/p7001012451000000000000000001163#P7001012451000000
000000000001171)
illustrates how a single idea moves from one sender to one
receiver. In a larger sense, it also helps represent the traditional
nature of much business
communication, which was primarily de�ined by a publishing
or broadcasting mindset. For external communication, a
company issued carefully
scripted messages to a mass audience that didn’t have many
options for responding to those messages or initiating messages
of their own.
Customers and other interested parties had few ways to connect
with one another to ask questions, share information, or offer
support. Internal
communication tended to follow the same “we talk, you listen”
model, with upper managers issuing directives to lower-level

supervisors and
employees.
The conversational and interactive socialcommunicationmodel
is revolutionizing business communication.
In recent years, however, a variety of technologies have enabled
and inspired a new approach to business communication. In
contrast to the
publishing mindset, this socialcommunicationmodel
ns/p7001012451000000000000000001433#P7001012451000000
0000000000014A5)is
interactive, conversational, and usually open to all who wish to
participate. Audience members are no longer passive recipients
of messages but
active participants in a conversation. Social media have given
customers and other stakeholders a voice they did not have in
the past. And businesses
are listening to that voice. In fact, one of the most common uses
of social media among U.S. businesses is monitoring online
discussions about a
company and its brands.19
ns/p7001012451000000000000000001433#P7001012451000000
000000000001590)
The social communication model can increase the speed of
communication, reduce costs, improve access to expertise, and
boost
employee satisfaction.
Instead of transmitting a �ixed message, a sender in a social
media environment initiates a conversation by asking a question
or sharing valuable
information. Information shared this way is often revised and

reshaped by the web of participants as they forward it and
comment on it. People can
add to it or take pieces from it, depending on their needs and
interests. Figure1.7
ns/p7001012451000000000000000001163#P7001012451000000
00000000000120B)lists
some of the signi�icant differences between the traditional and
social models of business communication.
http://fortune.com/
http://www.mckinsey.com/
http://blogs.digium.com/
http://www.wired.com/
01012451000000000000000001163#P700101245100000000000
0000001171
01012451000000000000000001433#P700101245100000000000
00000014A5
01012451000000000000000001433#P700101245100000000000
0000001590
01012451000000000000000001163#P700101245100000000000
000000120B
/
Figure1.7 TheSocialCommunicationModel
The social communication model differs from conventional
communication strategies and practices in a number of
signi�icant ways. You’re probably
already an accomplished user of many new-media tools, and this

experience will help you on the job.
For all their advantages, social media tools also present a
number of communication challenges.
The social communication model offers many advantages, but it
has a number of disadvantages as well. Potential problems
include information
overload, a lower level of engagement with tasks and other
people, fragmented attention, information security risks,
reduced productivity, and the
dif�iculty of maintaining a healthy boundary between personal
and professional lives.20
ns/p7001012451000000000000000001433#P7001012451000000
000000000001592)All
business professionals and managers need to choose and use
digital tools wisely to control the �low of information they
receive.
Of course, no company, no matter how enthusiastically it
embraces the social communication model, is going to be run as
a club in which everyone
has a say in every business matter. Instead, a hybrid approach is
emerging in which some communications (such as strategic
plans and policy
documents) follow the traditional approach, whereas others
(such as project management updates and customer support
messages) follow the
social model.
You can learn more about business uses of social media in
Chapter8
ns/p7001012451000000000000000003454#P7001012451000000
000000000003454).

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0000001592
01012451000000000000000003454#P700101245100000000000
0000003454
/
1.4TheMobileRevolution
LEARNINGOBJECTIVE
4 Outline the challenges and opportunities of mobile
communication in business.
As much of a game changer as social media have been, some
experts predict that mobile communication will change the
nature of business and
business communication even more. The venture capitalist Joe
Schoendorf says that “mobile is the most disruptive technology
that I have seen in 48
years in Silicon Valley.”21
ns/p7001012451000000000000000001433#P7001012451000000
000000000001594)The
researcher Maribel Lopez calls mobile “the biggest technology
shift since the Internet.”22
ns/p7001012451000000000000000001433#P7001012451000000
000000000001596)
Companies recognize the value of integrating mobile
technology, from communication platforms to banking to retail.
Mobile apps and communication
systems can boost employee productivity, help companies form

closer relationships with customers and business partners, and
spur innovation in
products and services (see Figure1.8
ns/p7001012451000000000000000001219#P7001012451000000
000000000001222)). Given
the advantages and the rising expectations of employees and
customers, �irms on the leading edge of the mobile revolution
are working to integrate
mobile technology throughout their organizations.23
ns/p7001012451000000000000000001433#P7001012451000000
000000000001598)
This section offers a high-level view of the mobile revolution,
and you’ll see coverage of speci�ic topics integrated
throughout the book—everything
from collaborative writing and research to presentations and job
search strategies.
Figure1.8 MobileCommunicationTools
Mobile technologies offer multiple ways to improve
communication and other key business processes. For example,
note-taking apps such as Note
Taker HD offer an easy and unobtrusive way to take notes
during meetings, site visits, and other business functions.
Software Garden
THERISEOFMOBILEASACOMMUNICATIONPLATFORM
Whether it’s emailing, social networking, watching videos, or
doing research, the percentage of communication and media
consumption performed
on mobile devices continues to grow. For millions of people
around the world, a mobile device is their primary way, if not

their only way, to access
the Internet. Globally, more than 80 percent of Internet users
access the web with a mobile device at least some of the time.24
ns/p7001012451000000000000000001433#P7001012451000000
00000000000159B)
Mobile devices are rapidly taking over as the primary
communication platform for many business professionals.
Mobile has become the primary communication tool for many
business professionals, including a majority of executives under
age 40.25
ns/p7001012451000000000000000001433#P7001012451000000
00000000000159D)Email
and web browsing rank �irst and second in terms of the most
common nonvoice uses of smartphones, and more email
messages are now opened on
mobile devices than on PCs.26
ns/p7001012451000000000000000001433#P7001012451000000
00000000000159F)Roughly
half of U.S. consumers use a mobile device exclusively for their
online search needs, and many online activities that eventually
migrate to a PC screen
start out on a mobile screen.27
ns/p7001012451000000000000000001433#P7001012451000000
0000000000015A1)For
many people, the fact that a smartphone can make phone calls is
practically a secondary consideration; data traf�ic from mobile
devices far outstrips
voice traf�ic.28
ns/p7001012451000000000000000001433#P7001012451000000

0000000000015A3)
01012451000000000000000001433#P700101245100000000000
0000001594
01012451000000000000000001433#P700101245100000000000
0000001596
01012451000000000000000001219#P700101245100000000000
0000001222
01012451000000000000000001433#P700101245100000000000
0000001598
01012451000000000000000001433#P700101245100000000000
000000159B
01012451000000000000000001433#P700101245100000000000
000000159D
01012451000000000000000001433#P700101245100000000000
000000159F
01012451000000000000000001433#P700101245100000000000
00000015A1
01012451000000000000000001433#P700101245100000000000
00000015A3
/
Moreover, mobile phones—particularly smartphones—have
become intensely personal devices in ways that PCs never did.
For many users, the

connection is so close they feel a sense of panic when they
don’t have frequent access to their phones.29
ns/p7001012451000000000000000001433#P7001012451000000
0000000000015A5)When
people are closely attached to their phones, day and night, they
are more closely tied to all the information sources,
conversations, and networks that
those phones can connect to. As a result, mobile connectivity
can start to resemble a continuous stream of conversations that
never quite end, which
in�luences the way businesses need to interact with their
stakeholders. If wearabletechnologies become mainstream
devices, they will contribute even
more to this shift in behaviors (see Figure1.9
ns/p7001012451000000000000000001219#P7001012451000000
000000000001235)).
REAL-TIMEUPDATES
LEARNMOREBYVIEWINGTHESEPRESENTATIONS
Exploringthepotentialofwearabletechnologies
Will wearable technologies in�luence business and business
communication? These presentations explore the potential. Go
to real-
timeupdates.com/bct14(http://real-timeupdates.com/bct14)and
select Learn More in the Students section.
The parallels between social media and mobile communication
are striking: Both sets of technologies change the nature of
communication, alter the
relationships between senders and receivers, create
opportunities as well as challenges, and force business

professionals to hone new skills. In fact,
much of the rise in social communication can be attributed to
the connectivity made possible by mobile devices. Companies
that work to understand
and embrace mobile, both internally and externally, stand the
best chance of capitalizing on this monumental shift in the way
people communicate.
HOWMOBILETECHNOLOGIESARECHANGINGBUSINESSCO
MMUNICATION
Figure1.9 WearableTechnology
Smartwatches and other wearable mobile devices offer
intriguing possibilities for business communication. The Uno
Noteband incorporates Spritz
speed-reading technology that makes it easier to read message
content quickly.
Used by permission of Uno Inc.
The rise of mobile communication has some obvious
implications, such as the need for websites to be mobile
friendly. If you’ve ever tried to browse
a conventional website on a tiny screen or �ill in complicated
online forms using the keypad on your phone, you know how
frustrating the experience
can be. Users increasingly expect websites to be mobile
friendly, and they’re likely to avoid sites that aren’t optimized
for mobile.30
ns/p7001012451000000000000000001433#P7001012451000000
0000000000015A7)As
mobile access overtakes computer-based access, some
companies now take a mobile-�irst approach, in which websites
are designed for optimum

viewing on smartphones and tablets rather than conventional PC
screens.31
ns/p7001012451000000000000000001433#P7001012451000000
0000000000015A9)Another
successful approach is creating mobile apps that offer a more
interactive and mobile-friendly experience than a conventional
website can provide.
However, device size and portability are only the most obvious
changes. Just as with social media, the changes brought about
by mobile go far deeper
than the technology itself. Mobile changes the way people
communicate, with profound implications for virtually every
aspect of business
communication.
People who grew up with mobile phones often expect to have
the same level of connectivity in their roles as both customers
and as
employees.
The social media pioneer Nicco Mele coined the term
radicalconnectivity to describe “the breathtaking ability to send
vast amounts of data instantly,
constantly, and globally.”32
ns/p7001012451000000000000000001433#P7001012451000000
0000000000015AB)Mobile
plays a major and ever-expanding role in this phenomenon by
keeping people connected 24/7, wherever they may be. People
who’ve grown up with
mobile communication technology expect to have immediate
access to information and the ability to stay connected to their
various social and
business networks.33

ns/p7001012451000000000000000001433#P7001012451000000
0000000000015AD)
Here are the most signi�icant ways mobile technology is
changing the practice of business communication:
Constant connectivity is a mixed blessing: You can work from
anywhere at any time, but it’s more dif�icult to disconnect
from work and
recharge yourself.
01012451000000000000000001433#P700101245100000000000
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0000001235
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00000015AD
/
Constant connectivity is a mixed blessing. As with social media,

mobile connectivity can blur the boundaries between personal
and
professional time and space, preventing people from fully
disengaging from work during personal and family time. On the
other hand, it can
give employees more �lexibility to meet their personal and
professional obligations.34
ns/p7001012451000000000000000001433#P7001012451000000
0000000000015AF)
In this regard, mobile plays an important role in efforts to
reduce operating costs through telecommuting and other
nontraditional work
models.35
ns/p7001012451000000000000000001433#P7001012451000000
0000000000015B1)
Small mobile displays and sometimes-awkward input
technologies present challenges for creating and consuming
content, whether it’s
typing an email message or watching a video. As you’ll read in
Chapter6
ns/p7001012451000000000000000002ade#P7001012451000000
000000000002ADE)
, for example, email messages need to be written and formatted
differently to make them easier to read on mobile devices.
Mobile users are often multitasking—roughly half of mobile
phone usage happens while people are walking, for instance—so
they can’t give
full attention to the information on their screens.36
ns/p7001012451000000000000000001433#P7001012451000000
0000000000015B3)
Moreover, mobile use often occurs in environments with
multiple distractions and barriers to successful communication.

Mobile communication, particularly text messaging, has put
pressure on traditional standards of grammar, punctuation, and
writing in
general. Chapter4
ns/p7001012451000000000000000001f59#P7001012451000000
000000000001F59)
has more on this topic.
Mobile devices can serve as sensory and cognitive
extensions.37
ns/p7001012451000000000000000001433#P7001012451000000
0000000000015B5)
For example, they can help people experience more of their
environment (such as augmented reality apps that superimpose
information on
a live camera view) and have instant access to information
without relying on faulty and limited human memory. The
addition of location-
awarecontent, such as facility maps and property information,
enhances the mobile experience.
Mobile devices create a host of security and privacy concerns
for end users and corporate technology managers alike.38
ns/p7001012451000000000000000001433#P7001012451000000
0000000000015B7)
Companies are wrestling with the “bring your own device” or
“BYOD” phenomenon, in which employees want to be able to
access company
networks and �iles with their personal smartphones and tablets,
both in the of�ice and away from it. These devices don’t always
have the
rigorous security controls that corporate networks need,
however, and users don’t always use the devices in secure ways.

Mobile tools can enhance productivity and collaboration by
making it easier for employees to stay connected and giving
them access to
information and work tasks during forced gaps in the workday
or while traveling.39
ns/p7001012451000000000000000001433#P7001012451000000
0000000000015B9)
Mobile apps can assist in a wide variety of business tasks, from
research to presentations40
ns/p7001012451000000000000000001433#P7001012451000000
0000000000015BB)
(see Figure1.10
ns/p7001012451000000000000000001219#P7001012451000000
00000000000125F)
). Companies aren’t restricted to commercially available apps,
either. With digital publishing tools, companies can create
custom apps with
content and capabilities geared speci�ically toward their
customers or employees.41
ns/p7001012451000000000000000001433#P7001012451000000
0000000000015BD)
Figure1.10 MobileCommunication:OpportunitiesandChallenges
From 24/7 connectivity to business-oriented apps that let
professionals perform work tasks on the go (such as making
notes for a
presentation, as shown here on the mobile version of
PowerPoint), mobile technology is revolutionizing business
communication.

MS PowerPoint by Microsoft Corporation
Mobile connectivity can accelerate decision making and
problem solving by putting the right information in the hands of
the right people at
the right time. For example, if the people in a decision-making
meeting need more information, they can do the necessary
research on the
spot.42
01012451000000000000000001433#P700101245100000000000
00000015AF
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00000015B1
01012451000000000000000002ade#P7001012451000000000000
000002ADE
01012451000000000000000001433#P700101245100000000000
00000015B3
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000001F59
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00000015B5
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00000015B7
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00000015B9
01012451000000000000000001433#P700101245100000000000

00000015BB
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000000125F
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00000015BD
01012451000000000000000001433#P700101245100000000000
00000015BF
/
ns/p7001012451000000000000000001433#P7001012451000000
0000000000015BF)
Mobile communication also makes it easier to quickly tap into
pockets of expertise within a company.43
ns/p7001012451000000000000000001433#P7001012451000000
0000000000015C1)
Customer service can be improved by making sure technicians
and other workers always have the information they need right
at hand.44
ns/p7001012451000000000000000001433#P7001012451000000
0000000000015C3)
Companies can also respond and communicate faster during
crises.45
ns/p7001012451000000000000000001433#P7001012451000000
0000000000015C5)

Collaboration and problem solving are two key areas where
mobile connectivity can boost productivity by enabling real-
time
interaction and access to vital information.
With interactivity designed to take advantage of the capabilities
of mobile devices (including cameras, accelerometers,
compasses, and GPS),
companies can create more engaging experiences for customers
and other users.46
ns/p7001012451000000000000000001433#P7001012451000000
0000000000015C7)
The mobile revolution complicates business communication in
some ways, but it can enhance communication in many other
ways if done
thoughtfully.You’ll read more about mobile in the chapters
ahead.
01012451000000000000000001433#P700101245100000000000
00000015BF
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00000015C1
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00000015C3
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00000015C5
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00000015C7

/
1.5UsingTechnologytoImproveBusinessCommunication
LEARNINGOBJECTIVE
5 List four general guidelines for using communication
technology effectively.
Today’s businesses rely heavily on technology to enhance
communication. In fact, many of the technologies you might use
in your personal life, from
microblogs to video games, are also used in business.
Technology is discussed extensively throughout this book, with
speci�ic advice on using both
common and emerging tools. The four-page photo essay
“PowerfulToolsforCommunicatingEffectively
ns/p7001012451000000000000000001270#P7001012451000000
0000000000012B3)” (see
pages22(http://content.thuzelearning.com/books/Bovee.7626.18.
1/sections/p7001012451000000000000000001270#page_22)–25
ns/p7001012451000000000000000001270#page_25)) provides
an overview of the
technologies that connect people in of�ices, factories, and other
business settings.
MOBILEAPP
Pocket collects content you’d like to read or view later and
syncs it across your mobile devices.
However, anyone who has used advanced technology knows the
bene�its are not automatic. Poorly designed or inappropriately
used technology can

hinder communication more than help. To communicate
effectively, learn to keep technology in perspective, guard
against information overload and
information addiction, use technological tools productively, and
frequently disengage from the computer to communicate in
person.
KEEPINGTECHNOLOGYINPERSPECTIVE
Don’t rely too much on technology or let it overwhelm the
communication process.
Perhaps the single most important point to remember about
technology is that it is simply a tool, a means by which you can
accomplish certain tasks.
Technology is an aid to interpersonal communication, not a
replacement for it. Technology can’t think for you or
communicate for you, and if you lack
some essential skills, technology can’t �ill in the gaps.
Throughout the book, you’ll see advice on keeping the focus on
your messages and your
audiences, and using technology to enhance the communication
process.
GUARDINGAGAINSTINFORMATIONOVERLOAD
Information overload results when people receive more
information than they can effectively process.
The overuse or misuse of communication technology can lead to
informationoverload
ns/p7001012451000000000000000001433#P7001012451000000
00000000000148D), in
which people receive more information than they can effectively
process. Information overload makes it dif�icult to discriminate

between useful and
useless information, reduces productivity, and ampli�ies
employee stress both on the job and at home, even to the point
of causing health and
relationship problems.47
ns/p7001012451000000000000000001433#P7001012451000000
0000000000015C9)
You often have some level of control over the number and types
of messages you choose to receive. Use the �iltering features of
your communication
systems to isolate high-priority messages that deserve your
attention. Also, be wary of subscribing to too many Twitter
streams and other sources.
Focus on the information you truly need in order to do your job.
An important step in reducing information overload is to avoid
sending unnecessary messages.
As a sender, you can help reduce information overload by
making sure you don’t send unnecessary messages. In addition,
when you send messages
that aren’t urgent or crucial, let people know so they can
prioritize. Also, most communication systems let you mark
messages as urgent; however,
use this feature only when it is truly needed. Its overuse leads
to annoyance and anxiety, not action.
USINGTECHNOLOGICALTOOLSPRODUCTIVELY
Facebook, Twitter, YouTube, and other technologies are key
parts of what has been called the
informationtechnologyparadox, in which information
tools can waste as much time as they save. Social media are a
particular source of concern: While they offer great
opportunities for connecting with

customers and other stakeholders, the potential for distraction
can waste signi�icant amounts of employee time.
MOBILEAPP
WhatsApp lets you send and receive messages, videos, and
other content via your phone’s Internet
connection.
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00000012B3
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000000148D
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00000015C9
/
Inappropriate web use not only distracts employees from work
responsibilities, it can leave employers open to lawsuits for
sexual harassment if
inappropriate images are displayed in or transmitted around the
company.48
ns/p7001012451000000000000000001433#P7001012451000000
0000000000015CB)Social
media have created another set of managerial challenges, given
the risk that employee blogs or social networking pages can

expose con�idential
information or damage a �irm’s reputation in the marketplace.
With all these technologies, the best solution lies in developing
clear policies that are
enforced evenly for all employees.49
ns/p7001012451000000000000000001433#P7001012451000000
0000000000015CD)
Communicating in today’s business environment requires at
least a basic level of technical competence.
Managers need to guide their employees in the productive use of
information tools because the speed and simplicity of these
tools are also among
their greatest weaknesses. The �lood of messages from an
expanding array of digital sources can signi�icantly affect
employees’ ability to focus on
their work. In one study, workers exposed to a constant barrage
of emails, instant messages, and phone calls experienced an
average 10-point drop
in their functioning intelligence quotient.50
ns/p7001012451000000000000000001433#P7001012451000000
0000000000015CF)
DIGITAL+SOCIAL+MOBILE:TODAY’SCOMMUNICATIONE
NVIRONMENT
It’sAllFunandGames—andEffectiveBusinessCommunication
The fact that millions of people spend billions of hours playing
games on their mobile devices is not lost on companies looking
for ways to enhance
communication with employees and customers. Whether they
feature skill, chance, or compelling story lines, successful

games try to engage users
intellectually and emotionally—just as successful business
communicators try to do.
Gami�ication is the addition of game-playing aspects to an
activity or a process with the goal of increasing user
engagement, and it’s a natural �it
for social media and mobile devices. Foursquare’s check-in
competitions, in which the person who “checks in” using
Foursquare the most times
during a certain time window is crowned the “mayor” of that
location, were an early use of gami�ication. Foursquare wasn’t
invented as a way for
people to become imaginary mayors of places where they shop
or eat, of course. It is an advertising platform that relies on user
activity and user-
generated content, and the game element encourages people to
use the app more frequently.
Foursquare is a simple example of gami�ication, but other
companies are pushing the concept in new ways to engage and
motivate employees and
other stakeholders. For example, Bunchball’s Nitro software
applies gami�ication concepts to a number of business
communication platforms. On a
customer-service system, the software rewards employees for
increasing their productivity, meeting their service
commitments to customers, and
sharing knowledge with their colleagues. On several
collaboration and brainstorming systems, gami�ication
encourages people to make more
connections, share ideas, and boost their in�luence within a
community. Employee orientation systems can use game
concepts to help new hires
learn their way around the organization.

Gami�ication is also a key strategy for many companies trying
to improve customer loyalty. Badgeville’s Reputation
Mechanics system, for example,
boosts the pro�ile of knowledgeable customers who share
expertise on social media sites and other online forums. By
rewarding their product
champions (see
page345(http://content.thuzelearning.com/books/Bovee.7626.18.
1/sections/p7001012451000000000000000004a7a#page_345))
this
way, companies encourage them to keep contributing their
expertise, thereby helping other customers be successful and
satis�ied.
Incidentally, if you are in the Millennial generation—those born
between about 1981 and 1995—you’re a special target of
gami�ication in the
workplace and the marketplace, given your generation’s
enthusiasm for video games. Don’t be surprised to �ind more
gami�ied apps and systems
on the job and everywhere you turn as a consumer.
CAREERAPPLICATIONS
1. Gami�ication is about in�luencing employee and customer
behaviors in ways that bene�it a company. Is this ethical?
Explain your answer.
2. Assume a company provides a job-search game app that helps
you navigate your way through applying for a job, explore
various job
openings, and understand what it would be like to work there.
Would the app make you feel more positively about the
company, or
would you �ind that using a game for this purpose would
trivialize something as important as your job search? Explain

your answer.
Sources: Bunchball website, accessed 3 March 2016,
www.bunchball.com(http://www.bunchball.com); Badgeville
website, accessed 3 March 2016, badgeville.com
(http://badgeville.com); Foursquare for Business website,
accessed 3 March 2016,
business.foursquare.com(http://business.foursquare.com);
Christopher Swan,
“Gami�ication: A New Way to Shape Behavior,”
CommunicationWorld, May–June 2012, 13–14.
In addition to using your tools appropriately, knowing how to
use them ef�iciently can make a big difference in your
productivity. You don’t have to
become an expert in most cases, but you do need to be familiar
with the basic features and functions of the tools you are
expected to use on the job.
As a manager, you also need to ensure that your employees have
suf�icient training to productively apply the tools you expect
them to use.
REAL-TIMEUPDATES
LEARNMOREBYVISITINGTHISWIKI
Getthelatestnewsongami�ication
The Gami�ication Wiki offers information on gami�ication
concepts and examples across a variety of industries. Go to real-
timeupdates.com/bct14(http://real-timeupdates.com/bct14)and
select Learn More in the Students section.
RECONNECTINGWITHPEOPLE

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00000015CB
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00000015CD
01012451000000000000000001433#P700101245100000000000
00000015CF
01012451000000000000000004a7a#page_345
http://www.bunchball.com/
http://badgeville.com/
http://business.foursquare.com/
/
Even the best technologies can hinder communication if they
are overused. For instance, a common complaint among
employees is that managers
rely too heavily on email and don’t communicate face to face
often enough.51
ns/p7001012451000000000000000001433#P7001012451000000
0000000000015D1)
Speaking with people over the phone or in person can take more
time and effort and can sometimes force you to confront
unpleasant situations
directly, but it is often essential for solving tough problems and
maintaining productive relationships.52
ns/p7001012451000000000000000001433#P7001012451000000
0000000000015D3)
No matter how much technology is involved, communication is

still about people connecting with people.
Moreover, even the best communication technologies can’t
show people who you really are. Remember to step out from
behind the technology
frequently to learn more about the people you work with and to
let them learn more about you.
POWERFULTOOLSFORCOMMUNICATINGEFFECTIVELY
The tools of business communication evolve with every advance
in digital technology. The 20 technologies highlighted on the
next four pages
help businesses rede�ine the of�ice, collaborate and share
information, connect with stakeholders, and build communities
of people with
shared interests and needs. For more examples of business uses
of social media tools in particular, see pages207
ns/p7001012451000000000000000003480#page_207)–214
ns/p700101245100000000000000000353f#page_214)in
Chapter8
ns/p7001012451000000000000000003454#P7001012451000000
000000000003454).
REDEFININGTHEOFFICE
Thanks to advances in mobile and distributed communication,
the “of�ice” is no longer what it used to be. Technology lets
today’s professionals
work on the move while staying in close contact with
colleagues, customers, and suppliers. These technologies are
also rede�ining the very
nature of some companies, as they replace traditional

hierarchies with highly adaptable, virtual networks.
Web-BasedMeetings
Andrey Popov/Shutterstock
Web-based meetings allow team members from all over the
world to interact in real time. Meetings can also be recorded for
later playback and
review. Various systems support instant messaging, video,
collaborative editing tools, and more.
VideoconferencingandTelepresence
dotshock/Shutterstock
Videoconferencing provides many of the beneits of in-person
meetings at a fraction of the cost. Advanced systems feature
telepresence, in
which the video images of meeting participants are life-sized
and extremely realistic.
SharedOnlineWorkspaces
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00000015D1
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00000015D3
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0000003454
/
Microsoft Of�ice 2013, copyright © 2013 Microsoft
Corporation.
Online workspaces help teams work productively, even if they
are on the move or spread out across the country. In addition to
providing
controlled access to shared �iles and other digital resources,
some systems include such features as project management tools
and real-time
document sharing (letting two or more team members view and
edit a document on screen at the same time).
VoiceTechnologies
Fancy Collection/Superstock
Speechrecognition (converting human speech to computer
commands) and speechsynthesis (converting computer
commands to human
speech) can enhance communication in many ways, including
simplifying mobile computing, assisting workers who are
unwilling or unable to
use keyboards, and allowing “one-sided” conversations with
information systems. Speechanalyticssoftware can evaluate
conversations to
improve customer service and other interactions. MobileVoIP
lets people make voice calls on WiFi networks to save
connection and roaming
charges.
MobileBusinessApps

Courtesyofbossjockstudio,www.bossjockstudio.com(http://www.
bossjockstudio.com)
ITranslateapp.com(http://ITranslateapp.com)
Courtesy of Hipmunk,
http://www.hipmunk.com(http://www.hipmunk.com)
As the range of business software applications on smartphones
and tablet computers continues to expand, almost anything that
can be
accomplished on a regular computer can be done on a mobile
device (although not always as ef�iciently or with the same
feature sets).
COLLABORATINGANDSHARINGINFORMATION
The need to work with and share information quickly and easily
is a constant in business. A wide variety of tools have been
developed to
facilitate collaboration and sharing, from general purpose
systems such as instant messaging to more specialized
capabilities such as data
visualization.
InstantMessaging
http://www.bossjockstudio.com/
http://itranslateapp.com/
http://www.hipmunk.com/
/
Microsoft Outlook, copyright © 2013 Microsoft Corporation.

Instant messaging (IM) is one of the most widely used digital
communication tools in the business world, replacing many
conversations and
exchanges that once took place via email or phone calls.
EnterpriseIMsystems are similar to consumer IM systems in
many respects but have
additional security and collaboration features.
Groupmessagingsystems add �ile sharing and information-
management tools to help teams work
more ef�iciently.
Wikis
Screenshot “The Motley Fool” from The Motley Fool website.
Copyright © by Erik Stadnik. Used by permission of Erik
Stadnik
Wikis promote collaboration by simplifying the process of
creating and editing online content. Anyone with access (some
wikis are private;
some are public) can add and modify pages as new information
becomes available.
CrowdsourcingandCollaborationPlatforms
Innocentive, Inc.
Crowdsourcing, inviting input from groups of people inside or
outside the organization, can give companies access to a much
wider range of
ideas, solutions to problems, and insights into market trends.
DataVisualization

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