The document is a presentation on effective business communication tailored for the 2009 convocation committee at UKM. It emphasizes the importance of understanding communication as an exchange of meaning rather than just information transfer, highlights the role of non-verbal cues in communication, and outlines guidelines for professional appearance and attire in business settings. Additionally, it covers presentation planning and delivery strategies, decision-making processes, and types of decision-makers, aiming to enhance overall communication effectiveness in professional environments.

1. KURSUS KOMUNIKASI KORPORAT
UNTUK AJK PESTA KONVOKESYEN UKM 2009
INTRODUCTION TO EFFECTIVE
BUSINESS COMMUNICATION
ZAINI ABDUL WAHAB
B.Eng(Hons.), UKM, 1997
Date: 9 May 2009
Venue: Tekam Plantation Resort, Jerantut, Pahang

2. What Is Communication?
 Communication is often mistaken as being a means of
transferring information.
 For human beings communication is much more than an
information transfer, it is more clearly described as an exchange
of meaning. Note the two words ‘exchange’ and ‘meaning’.
 Exchange means that there is always more than one person
actively involved, communication with an active speaker and a
passive listener, for example writing an article in a company
newsletter, is not an exchange of meaning.
 Meaning is more than words, it involves all that is behind the
words, the context in which they are used, the persons involved
in the communication, the non verbal elements such a tone and
body language. It involves both the creator of the message and
the recipient.

3. The Meaning Of Words
 If I told you I was driving the latest model Rolls Royce
you may wonder what such an important person would
be doing here spending time in a class room. So you
can see what the use of a familiar word can do and how
the image can be simply enhanced, or changed by the
addition of another simple word. Language is very
powerful.

4. Our Understanding of Words
 If words can convey powerful images, words we don’t know or
haven’t experienced before do nothing for us. We constantly
confronted with words we don’t understand.
 Technical jargon (words we know but no one else understands)
are wasted if our communication is not with an other person
familiar with exactly the same technology.
 Beware of jargon!

5. Non Verbal Communication
 We are all familiar with verbal communication but we tend to
overlook the non verbal aspects of communication. We seem
to accept non verbal communication without a lot of thought.
We do it naturally and we respond to it naturally.
 The two most powerful non verbal messages that can enhance
your presentations are sincerity and determination.
 The slickness of the presentation and the degree of nervousness
you are experiencing have little effect but if you are really sincere
and determined to achieve the outcomes you believe are best for
the business you will impress.

6. Our Preferences For Taking In
And Processing Information
 People have certain ways of taking in information and in
processing that information. We can’t tell what the preferences
of our audience are so it is important to cover all possibilities.
 To illustrate what I mean by preference please write your name.
 Now write your name again using your other hand.
 Now you know what I mean by preference. You prefer using
one hand rather than the other for writing and clearly one does a
better job more easily than the other. In the same way we have
preferences for gathering and processing information.

7. PROFESSIONAL APPEARANCE
FOR BUSINESS

8. Introduction
 First impressions count. This professional dress code
is codified because many professionals have never
been taught appropriate professional appearance and
demeanor.
 Professional dress code standards are alive and well in
major financial and executive management. Anyone
who aspires to top management knows that personal
appearance counts.
 If you look and behave like a highly trained and well-
groomed professional, you will win the respect and
honor of our valued clients.

9. First Things First
 Some of the perceptions people can form solely from
your appearance are:
 Your professionalism.
 Your level of sophistication.
 Your intelligence.
 Your credibility.

10. The Basics
 So what's right and what's wrong?
 First, there is no single set of rules that will work for
everyone; sometimes the only written rules are
expressed in your organization's dress code, if it has
one. But there are a handful of characteristics that most
successful business communicators share when it
comes to dress and grooming.

11. Fashionable Of Foolish
 The corporate culture and the role you play in it should guide
your choice of business attire.
 More businesses are moving to full-time business casual at every
level in the organization. Some just have one or two days each
week that are casual. And the definition of business casual varies,
ranging from jeans to blazers.
 Just as in business communication, business dress requires you
to know your audience. You need to gauge what attire will be
right for the audience and the circumstance. This all hinges on
the norms of the culture of the industry, region, company,
division, department, and function.
 While your attire can be a vehicle for personal expression, you
can pay a price for violating the written and unwritten codes of
your culture. Always know the price before you pay.

12. Dress To Fit Your Audience
 When you're in front of a group giving a presentation, making a speech or just
plain talking, you need to choose your attire to match the event.
 Regardless of what you're wearing, make sure it works. Make a thorough
assessment of how you look in front of a full-length mirror. And don't
hesitate to get a second opinion.
 Hands speak worlds about capability. They also reinforce your words. Hiding
them can send a subtle message of incompetence.
 If you are not wearing a long-sleeved blouse under a jacket, the jacket sleeve
should extend to the end of the wrist bone. This will preserve the visibility of
your hands without calling attention to the bareness of your forearms.

13. Dress For Business, Not Pleasure
 Business attire is different from social attire and tends to be
more formal. The parameters that cover business attire are
narrower than they are for social attire. For example, social attire
can be more suggestive or flashier or make more of a statement,
while business attire should be tuned to the needs of the
business circumstance.
 Your clothing and grooming should not distract. Rather, they
should direct attention to your face and particularly your eyes.
When you connect with someone else's eyes, they tend to listen.
But who can stay focused on eyes when your purchasing agent
has a copper ring pierced through his nose?
 Typical formal business attire has an advantage because it can
easily direct listeners to your eyes.

14. Look Down
 The great American dancer, Fred Astaire, who wrote
the book on popular dance, said this about footwear:
“If you want to know if a fellow is well dressed, look
down.”
 Couturier Diana Vreeland, renowned in women's
fashion for wardrobe development, said: “First, I'd put
money into shoes. No variety, just something I could
wear with everything. ... Whatever it is you wear, I think
shoes are terribly important.”

15. Speak Tight, Dress Right
 Business presenters need more than a professional look. They
need to be able to move in their clothes. Narrow skirts, tight
pants, or confining jackets restrict movement.
 To capitalize on large body gestures, be sure your clothes fit so
you can move. And make sure they really fit.There is no excuse
for ill-fitting business attire. If it doesn't fit, you must adjust it.

16. Testing, Testing. One, Two Three!
 Here's a simple test you can take before choosing attire
for an event that puts you in the spotlight. Ask yourself:
 What's appropriate for this audience? This event?
 What image do I want to project?
 For my company?
 For my department?
 For myself?

17. Formal attire is for everyone as a part of the international
business language

18. Business Attire For Men
 Traditional two-piece suit, or sport jacket with dress trousers in a dark color (NO
KHAKIS).
 White freshly-pressed shirt.
 Conservative print or solid tie. No theme ties.
 Jewelry should be kept to a minimum, and can include a wedding band, class or other
signet ring, and watch.
 All body piercings, including earrings, should be removed.
 Do not wear cologne or aftershave. Some people may be allergic! Your personal
hygiene products will provide enough fragrance.
 Hair and facial hair should be neatly groomed and trimmed. Long hair should be worn
in a low, neat ponytail. However, being clean shaven and having a short haircut is
generally preferred.
 Limit the size of bags/briefcases and avoid over-stuffing them. No backpacks. A
simple leather-like portfolio and planner will suffice.

19. Business Attire For Men
Business formal Business casual

20. Business Attire For Men
 Shoes should be polished, and with a hard bottom, no rubber
soles, worn with dark socks.
 A pair of top-quality shoes is a good investment because they
can be resoled as needed and last for decades

21. Business Attire For Women
 Traditional two-piece suit with a blazer and skirt or pants in a dark color or small pattern. Skirts
must be knee length or below (when seated). Blouse should be buttoned up, or a crew neck shell
may be worn in a conservative color (no prints).
 Shoes should be polished, and with a hard bottom, no rubber soles, and with a closed toe. No toe
cleavage. Heel should be 1-2 inches.
 Neutral hose should always be worn. Avoid patterned tights or wild colors.
 Accessories such as scarves should be in a conservative print.
 Limit your jewelry to one set of earrings, a wedding set, and a watch. Avoid multiple rings or
noisy bracelets.
 Bags should be limited to one briefcase. Leave purses behind to avoid fumbling with them. Or,
forego the bag completely, and use a simple leather-like portfolio and planner.
 Clothing should fit well and not be too tight, too short, too low-cut, or show bare arms.
 Makeup should enhance your features, not draw attention to them!
 Nails should be trimmed and polished with clear or neutral tones.

22. Formal Attire For Women
Business casual
Business formal

23. BUSINESS
PRESENTATION

24. Define The Situation
Why are you giving the presentation?
 Know your purpose
 Specify your objective
Who is your audience?
 Analyse your audience (needs, attitude, what at stake, interest)
How much time do you have?
 Define the scope
 Allocate the time
 Time of the day/day of the week (impact on audience and organization)
What delivery medium should you use?
 You!
 Low tech (handouts, flipcharts,OHP)
 High tech (LCD Projectors, Presentation Softwares, multimedia)

25. Presentation Format
1. Introduction: Set the tone and the theme
2. Motivation opening: Tell them why to listen; lift your visor
3. Outline of agenda: Help them to understand and picture the
structure of your material
4. Present your basic idea: Explain the whole idea first so
whatever further explanation comes next can be hung from
the framework you create right at the beginning
5. Content – section by section: Begin to break into segments;
present each segment with its details

26. Presentation Format
6. Recap each section: Build in a recap at the end of each
section before you finish and go on, for reinforcement and
additional clarification
7. Make transitions to next section: Let everyone know you're
about to go to a new topic; this makes your outline structure
continuously clear
8. Wrap-up: At the end of all the components, wrap up by
restating the whole idea, hitting the major points
9. Conclusion: Finish memorably with a grand finale – bringing
together all the elements of your presentation by reviewing the
highlights and restating your major argument.

27. Preparing A Presentation
Steps:
1. Decide the outcome you want
2. Decide the core message you want your audience to accept
3. Write the core message
4. Write the supporting evidence around the core message to meet the needs of the
different preferences for gathering and processing information that your audience
may have
5. Check through the supporting information to make sure you limit it to the bare
minimum
6. Arrange the presentation in a logical flowing order
7. Prepare supporting graphs and diagrams
8. Make a time for the presentation and invite your audience to attend
9. Practice what you want to say as often as you can manage

28. DELIVER THE PRESENTATION

29. Deliver The Presentation
 Creating impressions
When we talk, giving speech or presenting, we create an impression on the
people/audience
 Physical presence
How we say and what we look like when we say it is much more important
than what we say. Your credibility will be assessed by the people/audience
based on how you look and move.
 Eye contact (psychological handshake)
Direct eye contact- look into the person’s eye
Establish eye contact with several people
Maintain eye contact for 3-5 seconds
Reestablish eye contact throughout the presentation.

30. Deliver The Presentation
 Facial expression
Congruent with the intended message
Show interest in the subject matter with the participants
 Movement
Move with purpose (to emphasize important points/change
topic)
 Gestures
To clarify and reinforce our points

31. Deliver The Presentation
 Appearance
Dress, grooming, posture
 Your voice
Projection – loud, clear and matching the context
Tone – high and low
Enunciation-Pronounce correctly and clearly, avoid filler words
(uh’s, um’s), complete each words, emphasize important words
Pace – speak fluently with varying speed

32. Deliver The Presentation
 Appropriate word choice
Not lose participants with unfamiliar words
Not insult participants with too simple words
 Stick with the script
Don’t rely on memory and unless you are very experienced in
giving presentations don’t make it up as you go. Remember you
have put a lot of effort into the preparation so don’t waste it.
Allow the audience to seek further clarification either during the
presentation or at the end. You need to tell them which would
suit you.
Be as nervous as you like. Audiences are generally very
sympathetic with nervousness, they have probably all been there
too.

33. UNDERSTANDING
THE DECISION MAKING PROCESS
AND DECISION MAKERS

34. Decision Making Process
 Making decisions based on logic or values
Logic
 People who prefer using logic may be said to construct formulae
in their minds, they enter the data, process the data and out
comes the result on which a decision is made. Using this
method ensures consistency in results as long as the formula
doesn’t change. Decisions made this way tend to be based on
impersonal, objective logic.
 People who prefer to make decisions using logic are likely to:
 focus on facts and principles
 ignore their own and other people’s emotions
 be good at analysing a situation
 concentrate on people’s thoughts rather than their feelings

35. Decision Making Process
 Making decisions based on logic or values
Values
 People who prefer to use values for their decision making see values as
guideposts which cannot be violated. So their decisions are directed
towards ensuring they remain true to their values. The questions they
would ask when having to come to a decision are such as; how would
the other person feel if I did this? or is this an honourable thing to do?
 People who prefer to make decisions according to their values are
likely to:
 decide things according to their own personal values
 focus on the values of other people and organisations
 ignore impersonal principles
 be good at understanding people and their principles
 concentrate on people’s feelings and thoughts

36. Decision Making Process
 Some key words which show the difference in logic and values
intuition
 LOGIC
Head, distant, things, objective, criticise, analyse, firm but fair
 VALUES
Heart,personal,people, subjective, praise, understand, merciful
 Which do you think your preference is?
 These differences in the way we take in information and process
it have a profound effect on how we communicate.

37. Decision Making Process
 You won’t know the preferences of the people to whom you
make presentations so it is wise to cater for all possibilities.
 For the people who prefer:
 LOGIC
Show the logic of your argument in clear and precise terms and
show the cost saving that will resultfrom your proposal.
Also show in logical form how you will go about achieving the
outcomes you intend to deliver.
 VALUES
Show what the people in the business think about this, how it will
affect them and make the company a better place
to work, more productive, and a better corporate citizen.

38. Types Of Decision Makers
 Based on nearly year study carried out in United States
of America, decision makers can be classified into the
following types:
i) Charismatic (25%)
 Description: Looking for next big things ideas. Easily
enthralled with bold and innovative approaches
 Prominent Examples: Richard Branson, Oprah
Winfrey
 Characteristics: Enthusiastic imaginers, innovative
risk seekers,Proactive and decisive,Responsible and
accountable, bottom liners, interactive

39. Types Of Decision Makers
ii) Thinkers (11%)
 Description: Need to cautiously and methodically work
through each pro and con of every conceivable option
before rendering a decision.
 Prominent Examples: Bill Gates, Warren Buffet,
Michael Dell,Alan Greenspan
 Characteristics: Methodical and process oriented,
information driven,Quantitative and precise,Relentlessly
thorough,Guarded and cautious, balanced, intellectually
fluid

40. Types Of Decision Makers
iii) Sceptics(19%)
 Description: Inherent suspicious of any information
that doesn’t fit their worldview. Need to hear things
from very credible sources
 Prominent Examples: Larry Ellison
 Characteristics: Brazenly outspoken, fearlessly
confident, assertive and demanding, determined and
driven, visionary

41. Types Of Decision Makers
iv) Followers(36%)
 Description : Make decisions based on how other
trusted executives (including themselves) have made in
the past
 Prominent Examples: Carly Florina
 Characteristics: Devoted to the tried and the true,
averse the new, conscientious corporate citizens, deft
people handlers, emphatic, difficult to identify

42. Types Of Decision Makers
v) Controllers(9%)
 Description: Must be in charge of every aspect of
decision making process. Need to have some
ownership of an idea before proceeding with it
 Prominent Examples: Martha Stewart
 Characteristics: Driven by fear, proactive, fiercely self
reliant, absolute and resolute, meticulous, unyielding
perfectionists

43. Ways Of Persuasion
Charismatic
 Give the headline first
 Stay grounded no matter what
 Address risks upfront
 Follow through, follow through and follow through
Thinkers
 Tell your story chronologically
 Involve the thinker in your process’
 Be exhaustive but patient
 Allow (and encourage) others to join the thinking
Sceptics
 Above all, establish your credibility
 Hold your ground but find middle ground
 Keep your emotions and your ego in check
 Go to the source of credibility

44. Ways Of Persuasion
Followers
 When in doubt, assume
 Supply proof, proof and more proof
 Keep it simple
 Link the new to the old
Controllers
 Enable action but don’t force it
 Fly below the radar
 Build alliances
 Draw your line and hold on it

45. Common Mistakes
In Dealing With Decision Makers
 Word versus action
Pay attention to the person’s actions
 Personality versus decision making style
Don’t confuse the two. Can be dramatically different
 A specific instance versus general behaviour
Don’t classify the decision making style based on one case
 Sceptics versus controllers
Share same characteristics but different way of deciding
 Thinkers versus controllers
Both need copious data but using the info differently
 Followers versus everybody else
Often to be something else mainly because they way they tend to project themselves

46. Common Barriers And Weaknesses In
Business Communication
 Language proficiency
 Written: conventional (letter, fax) and electronic
correspondences (e-mail)
 Oral: presentation, tele-conversation, meeting,
discussion, negotiation and etc.
 Lacking of knowledge and information on the
following:
 Prospective people and organization
 Own products/services and organization
 Failure to address the needs and restrictions of the
prospective clients
 Unattractive packaging of products/services offered
 Business/official appearances

47. CONCLUSION
 Communication in a business organization provides
the critical link between core functions due to:
 The changing environment and increasing complexity
of the 21st century workplace make communication
even more important.
 The world’s economy is becoming increasingly global
 Communication is crucial to business. Specialized
business knowledge is important, but not enough to
guarantee success. Communication skills are vital.

48. CONCLUSION
 Think before you communicate. Be an active listener.
Be focused on your audience in your response. Be brief
and be gone.
 Effective communication in the workplace to be
essential

49. Thank you!
Q&A