1. Veronica Sterling, B.A., LNHA

2. 
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Information sharing
Idea sharing
Planning and expectation setting
Main objective of all communication is the
transmission of the meaning of information
from one to another
(Colorado State University Global Campus, 2014)

3. Written
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Resumes
Sales Reports
Email
Business Plans
Project Proposals
Annual Reports
Press Releases
Social Media
Shareholder Newsletters
Interoffice Memos
Oral
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Interviews
Teaching Workshops
Recruiting
Firing Someone
Boardroom Presentation
Sales Call
Social Media Videos
Project Campaigns
Team Leading
Persuasive Presentation

4. 
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Job Outlook Survey ranked communication skills as the #1
asset in potential candidate evaluation (Huhman, 2010).
80.4% of managers consider employee’s communication
skills when measuring performance (American
Management Association, 2010).
Effective communicators earn 47% higher returns for
shareholders (Colorado State University Global Campus,
2014).
Employees who are satisfied with company’s
communication are 4 times more likely to recommend
others (Colorado State University Global Campus, 2014)

5. Skills
• Effective
Communication
• Ethical
Communication
• Professionalism
• Intercultural
Business
Communication
Strategies
• Writing Tips
• Presentation
Delivery
Channels
• Electronic
Messages
• Digital Media
• Positive
Messages
• Business
Reports
• Negative
Messages
• Plans and
Proposals

7. 
The Communication Process:
◦ Idea Developed by Sender
 Sender forms an idea
 Simple or complex
◦ Idea Encoded Into a Message
 Senders encodes idea into a message
 Includes words, gestures, all efforts to promote understanding
◦ Idea Received
 Receiver decodes the message
 Goal is for understanding
◦ Receiver Provides Feedback
 Receiver gives feedback – verbal reply, body language
 Sender may need to encourage feedback
(Guffey and Lowey, 2011)

8. • What is the purpose or desired outcome?
Analyze
• Who is the audience?
• Determine only info sharing, or need for persuasion
• Organized and understandable content
• Professional image
Compose • Effective message delivery
• Revise, edit, proofread, practice presentation
• Is desired outcome achieved?
Evaluate • Is there a more effective way to deliver message?
Useful process for verbal and written communication
(Snyder and Shwom, 2011)

9. 
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Communication fails when we don’t consider how
others will respond (Snyder and Shwom, 2011)
Communication fails when there is
misunderstanding (Guffey and Lowey, 2011)
Four primary obstacles:
◦
◦
◦
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Bypassing
Differing frames of reference
Lack of language skills
Distractions
 (Guffey and Lowey, 2011)

10. 
Anticipate the outcome
◦ How will the receiver respond to my message?
◦ Does the receiver know enough to understand?
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Ask for feedback
◦ Offer phone number or email on written messages
◦ Ask for immediate feedback in conversations
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Focus on soft skills
◦ Consider if you’ve chosen the best channel for message
delivery (written or verbal)
◦ Pay attention to tone, body language, eye contact
◦ Mind your manners… and observe the body language of
the receiver

11. 
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The expanding market requires global scale
companies to adapt to local cultural norms.
Future outlook: Immigrants will account for
half of the U.S. work force (Guffey and Lowey,
2011).
Diverse companies are more innovative,
better problem solvers, and achieve greater
business outcomes (Dotson, 2012).

12. Respectful
Language
Formal
Language
Clear
Language
Ethnicity
Understand
Cultural Norms
Eye Contact
Tone, speed,
articulation
Gender
Age
Strict
Professionalism
Word Choice
(Colorado State University Global Campus, 2014)

13. 
Ethics: “conventional standards of right and
wrong (Guffey and Lowey, 2011).”
◦ Is it legal?
◦ Is it honest?
◦ What would others think of your choice?
◦ What is your obligation to stakeholders?

14. 
Know the law
◦ Avoid copy right issues, language that violates antidiscrimination laws, and plagiarism.
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Tell the truth
◦ Purposeful falsehoods cause misunderstanding –
and maybe illegal fraud.
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Don’t substitute facts with opinions
◦ Ethical communication can be verified.
(Guffey and Lowey, 2011)

15. 
Avoid Bias
◦ Recognize and report any conflict of interest.
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Keep communication clear
◦ Chose direct communication that listeners can
follow – intentionally confusing or ambiguous
messages are unethical.
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Give credit to others
◦ Never plagiarize others’ written works, or take
credit for some one else’s great idea
(Guffey and Lowey, 2011)

17. 
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3X3 Method – a fluid process for the writer
Remember, business writing goals differ from
academic writing goals
• Analyze
Writing
• Revise
• Anticipate
• Research
• Proofread
• Adapt
• Organize
• Evaluate
Prewriting
• Compose
Revising
(Guffey and Lowey, 2011)

18. 
Purposeful
◦ Solving a problem? Sharing info? Other reason for
presentation?
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Persuasive
◦ Is your message credible and convincing to the
audience?
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Economical
◦ Don’t waste anyone’s time. Your message should add
value
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Audience Oriented
 Always ensure meaning and understanding are relayed in
your presentation
(Guffey and Lowey, 2011)

19. 
Start by determining the purpose for your
presentation
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Then, shift all prep focus to the audience
◦ Persuasion fails unless message is understood and
perceived a valuable
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3X3 Method and ACE Method valuable
strategies for any presentation style
Consider if presentation channel achieves
audience oriented goals

20. Positive Messages
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Routine information
Call to action
Step-by-step
instructions
Thank you notes
Sympathy cards
May consider
Direct Approach
Negative Messages
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Rejecting requests
Declining invites
Damage control
Personal bad news
Avoid legal liability
risks
May consider
Indirect Approach
(Colorado State University Global Campus, 2014)
(Guffey and Lowey, 2011)

22. Audience
Situation
Purpose
Identify Best Communication
Delivery Channel

23. 
Audience
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Situation
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Purpose
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Additional Notes
◦ 3X3 & ACE – Analyze and Anticipate
◦ Be considerate of time – main points in first paragraph
◦ Negative message? Maybe avoid this channel
◦ Good choice for routine info, requests, and instructions
◦ Maybe not best when need to persuade a group
◦ Consider privacy risks
◦ Use spell check and review work to promote professional
image
◦ Eliminate extra wordy explanations
◦ Creates dated and time stamped record – consider legal
risk

24. 
Audience
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Situation
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Purpose
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Additional Notes
◦ May be distracted when receiving your message
◦ Should be encouraged to give feedback
◦ Relationship building – general positive good will
◦ Damage control
◦ Helps promote branding and consumer engagement
◦ Blend of written and video messages allows for increased
persuasion opportunities and increased understanding of
message
◦ Need strategy to control unsolicited negativity from others

25. 
Audience
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Situation
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Purpose
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Additional Notes
◦ Understand knowledge level
◦ Presentation success completely dependent on anticipating audience
response
◦ Friendly? Neutral? Uninterested? Hostile?
◦ Consider the environment and minimize distractions
◦ Do you need to gain control? Motivate? Educate?
◦ 3X3 & ACE – info sharing? Persuasion?
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3X3 & ACE – practice, evaluate, and revise deliver method
Informative handouts
Offer break times
Encourage interaction to maintain engagement

26. 
Audience
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Situation
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Purpose
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Additional Notes
◦ Usually has a decision to make or problem to solve
◦ Need may require empathy, confidentiality, or other
considerations
◦ Informal approach may be for usual business
◦ Formal approach may be for larger scope project
◦ Present explanation of research conducted
◦ Outline root causes of problems or key factors for decision
consideration
◦ Suggest possible outcomes
◦ Success depends on a confident, educated and professional
presentation

27. 
Organization
◦ Include title page and opening letter
◦ Table of contents
◦ List of charts or images

Executive Summary
◦ Concise – highlights key points and purpose
◦ Considerate of audience time and values
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Body of Report
◦ In-depth discussion, analysis, and interpretation
provided
◦ Offer conclusions and recommendations

29. American Management Association. (2010). AMA 2010 Critical Skills Survey. Retrieved February 22, 2014, from
http://www.amanet.org/news/AMA-2010-critical-skills-survey.aspx
Colorado State University Global Campus. (2014). ORG 536 – module 1. Effective, ethical, and professional business
communication. Retrieved from https://csuglobal.blackboard.com/bbcswebdav/pid-1290144-dt-content-rid6223663_2/courses/KEY_ORG536/courseModules_winter2013a/org536_1/org536_1.html
Colorado State University Global Campus. (2014). ORG 536- module 2. Intercultural Communications. Retrieved
from https://csuglobal.blackboard.com/bbcswebdav/pid-1290144-dt-content-rid6223664_2/courses/KEY_ORG536/courseModules_winter2013a/org536_2/org536_2.html
Colorado State University Global Campus. (2014). ORG 536 – module 5. Workplace communication: Positive and
negative messages. Retrieved from https://csuglobal.blackboard.com/bbcswebdav/pid-1290144-dt-contentrid-6223667_2/courses/KEY_ORG536/courseModules_winter2013a/org536_5/org536_5.html
Dotson, E. (2012). Setting the stage for a business case for leadership diversity in healthcare: History, Research, and
Leverage. Journal of Healthcare Management, 57(1). p. 35-46. Retrieved from www.proquest.com
Guffey, M. & Loewy, D. (2011). Business communication: Process and product (7th ed). Independence, KY: Cengage
learning.
Huhman, H. (21 January, 2010). Survey: Research shows employers favor communication skills[Web log post].
Retrieved from http://www.examiner.com/article/survey-research-shows-employers-favor-communicationskills
Snyder, L. G. & Shwom, B. (2011). Teaching effective communication skills with ACE: Analyzing, composing, &
evaluating. Journal of Applied Research for Business Instruction, 9 (3). Retrieved from www.proquest.com