Sie sind auf Seite 1von 46

Business Communication

Course Tutor
Lecturer Ana Mihaela Istrate, PhD.
2015-2016

1st Semester

Communication definition, functions, types of

communication; paralanguage, body language


- Communication Styles: Agressive, Passive, Passive
Agressive and Assertive Communication
- Communication models
Communication an important tool of the modern
manager

1st Semester
Managerial Communication

Intercultural communication

Team building skills


Conflict management and conflict resolution
Leadership development
Communication Enhancement . technological

development, Powerpoint presentations

2nd Semester
Marketing and Advertising Communication
Integrated Marketing Communication (IMC)
Consumer Behavior

Persuasion in Marketing
Public Relations

Sales Promotion and Management


Advertising Management

Course Objectives
1. Define the term communication.
2. Explain the different types of communication: verbal

3.
4.
5.
6.

and nonverbal communication; formal informal


communication.
Explain in detail the category of nonverbal
communication with its subcategories.
Present and explain the term paralanguage.
Offer details about formal and informal
communication.
Communication styles: passive; aggressive, passiveaggressive and assertive.

Explain why there are several ways to

define culture
Make a better use of stereotypes
Recognize the various layers of culture
Comprehend the concept of cultural
dimensions

The Iceberg Cultural Model

Culture is the collective programming of the human mind,

in this definition collective indicates a group or subgroup


we belong to.
There are different subgroups or subcultures we belong to:
Continental Asian subculture
Country (Dutch, Polish, French)
Ethnic (Moroccan community
in Paris, Turkish community in Germany)
Regional the culture of Brabant, Bavaria, etc
Corporate subculture (IBM, Oracle, Renault-Dacia)

Urban vs. rural


Religious subculture

(Jewish, catholic, orthodox, etc)


Gender (differences between
the culture of men, women,
gay culture, etc)
Age (young people, pre-war
generation, etc)
Profession (health care system,
economics, management, etc)

Norman Sigband, supports the idea that a

definition of the term communication does


not exist, because it involves too many
elements from function to structure that
it would simply impose some restrictions to
the term.

Communication - definition

Communication is a process that involves exchange of

information, thoughts, ideas and emotions.


Communication involves the sender and the receiver of

the message.
Depending on the channel and style of communication,

there can be various types of communication.

Communication refers to the process of human beings


responding to the () symbolic behavior of other persons.

Types of Communication Based on


Communication Channels
Verbal Communication
o Written
Via snail mail
Via e-mail
Oral spoken words in the communication process.
face-to face
conversations

Types of Communication Based on


Communication Channels
Non-verbal Communication

Body Language

- body postures
- hand gestures
- body movements
Pictorial representations
Signboards
Photos, sketches, paintings

Albert Mehrabian, in his study Nonverbal

Communication, supports a very interesting point


of view, according to which the total impact of a
message is represented by the equation:

Impact = 0.07 verbal + 0.38 vocal +0.55


facial/body
7% of the message is verbal , while 93% is body

language, facial expressions and vocal elements.

Categories of nonverbal communication


Martin Hayes refers to:
Kinesics
Paralanguage
Proxemics

Goldhaber comes with a different division:


Body
Voice
Environment

Ekman and Friesen have come up with a


classification of the body language into 5
categories:
Emblems gestures with a pre-understood meaning
Illustrators body movements
Affect displays facial motions
Regulators head or eye movements
Adaptors subconscious movements (scratching
ones nose, uncontrolled movements with the
fingers, etc.)

Paralanguage

a) Voice qualties: rythm, pitch, volume, tempo

b) Vocal characteristics: grunts, coughs, yawns,

laughs, etc.

c) Vocal quantifiers: variations in volume and tone


d) Vocal isolators: pauses ad silence

The environment (the proxemics)


When communicating, people need vital space as

follows:
An intimate zone up to 45 cm.
A personal zone from 45 cm to 1.2 m.
Social space 1.2 3.6 m.
Public space more than 3.6 m.

When people do not take into consideration the

space limits people tend to be nervous, embarrased


or the communication channel is closed.

Types of Communication Based on Style


and Purpose
Formal Communication
Instances where communication occurs in a formal
format.
Business or corporate communications, such as:
written memos, corporate letters, conferences.
The style is very formal and official.

Types of Communication Based on Style


and Purpose
Informal Communication
Instances of free unrestrained communication between

people.
It occurs between friends and family members.
Does not have rigid rules and guidelines.
Informal conversations dont have boundaries of time,
place or subject matter.

How cultural differences affect business?


When colouring in 800,000 pixels on a map of

India, Microsoft coloured eight of them a different


shade of green to represent the disputed Kashmiri
territory. The difference in greens meant Kashmir
was shown as non-Indian, and the product was
promptly banned in India. Microsoft was left to
recall all 200,000 copies of the offending
Windows 95 operating system software to try and
heal the diplomatic wounds. "It cost millions,"
Microsoft's Tom Edwards said. (Byte level
research, www.bytelevel.com)

How cultural differences affect business?


When Gerber started selling baby food in Africa,

they used the same packaging as in the U.S., with


the beautiful Caucasian baby on the label. Later
they learned that in Africa, companies routinely
put pictures on the label of what's inside, since
most people can't read.

How cultural differences affect business?


A well-designed American car did not sell well in

Japan because the chassis was just an inch too


long for the standard parking space available at
most Japanese commercial garages. (Quality
Function Deployment website, www.qfdi.org)

How cultural differences affect business?


A TV commercial boasted about the temperature-

sensitive washing power of a brand new laundry


detergent, also developed by a well respected
American company. The only problem was that at
the time, in many traditional Japanese homes,
laundry machines were hooked to cold water only;
thus, the feature did not make sense to consumers in
that particular market.

How cultural differences affect business?


Coca-Cola tried marketing its domestically

successful two litre bottle in Spain. It finally


withdrew the bottle from the Spanish market when
it discovered that the refrigerator compartments
were too small to hold the litre size. (eBook "How
to Localize Products for Success in Foreign
Markets" by Silk Road Communications.)

How cultural differences affect business?


Pepsodent tried to sell its toothpaste in Southeast

Asia by emphasizing that it "whitens your teeth."


They found out that the local natives chew betel
nuts to blacken their teeth which they find
attractive.
A company advertised eyeglasses in Thailand by
featuring a variety of cute animals wearing
glasses. The ad was a poor choice since animals
are considered to be a form of low life and no self
respecting Thai would wear anything worn by
animals.

How cultural differences affect business?


A type of Cologne for men pictured a pastoral

scene with a man and his dog. When it was


marketed in Islamic North Africa the dog is
considered unclean and a sign of bad luck. (Silk
Road Communications eBook)

An American oil rig supervisor in Indonesia

shouted at an employee to take a boat to


shore. Since it is no one berates an
Indonesian in public, a mob of outraged
workers chased the supervisor with axes.

How cultural differences affect business?


The translation of documents, brochures,

advertisements and signs also offers us some


comical cross cultural blunders:
Kellogg had to rename its Bran Buds cereal in
Sweden when it discovered that the name roughly
translated to "burned farmer."
American medical containers were distributed in
Great Britain and caused quite a stir. The
instructions to "Take off top and push in bottom,"
innocuous to Americans, had very strong sexual
connotations to the British.

Communication Styles
Aggressive
Passive

Passive-Aggressive
Assertive Communication

Which is the Best Style?


All styles have their proper place and use.
Assertive communication is the healthiest.
Boundaries of all parties are respected.
Easier to problem-solve; fewer emotional
outbursts.
It requires skills and a philosophy change, as
well as lots of practice and hard work.
When both parties do it, no one is hurt in any
way and all parties win on some level.

Communication Styles
Passive

Assertive

Aggressive

Definition

Communication style in which


you put the rights of others
before your own, minimizing
your own self worth

Communication style in
which you stand up for your
rights while maintaining
respect for the rights of
others

Communication style in
which you stand up for your
rights but you violate the
rights of others

Implications to
Others

my feelings are not important


I don't matter
I think I'm inferior

we are both important


we both matter
I think we are equal

your feelings are not


important
you don't matter
I think I'm superior

Verbal Styles

apologetic
overly soft or tentative voice

I statements
firm voice

you statements
loud voice

Non-Verbal
Styles

looking down or away


stooped posture, excessive
head nodding

looking direct
relaxed posture, smooth
and relaxed movements

staring, narrow eyes


tense, clenched fists, rigid
posture, pointing fingers

Potential
Consequences

lowered self esteem


anger at self
false feelings of inferiority
disrespect from others
pitied by others

higher self esteem


self respect
respect from others
respect of others

guilt
anger from others
lowered self esteem
disrespect from others
feared by others
by Christopher L. Heffner, M.S.

Aggressive Communication

You choose and make decisions for others.

You are brutally honest.


You are direct and forceful.
You are self enhancing and derogatory.

You are a win-win business partner.


You feel righteous, superior, controlling later possibly

feeling guilt.
Others view you as angry, vengeful, and fearful.

Examples of Aggressive
Communication
I dont know why you cant see that this is

the right way to do it.


Its going to be my way or not at all.
Youre just stupid if you think that will
work.
That kind of logic will sink the company.
Who cares what you feel. Were talking
about making things work here.

Passive Communication
You allow others to choose and make decisions for you.
You are emotionally dishonest, indirect and self denying;

you are inhibited.


If you get your own way, it is by chance.
You feel anxious, ignored, helpless, manipulated, angry at
yourself and/or others.
Others view you in the exchange as a pushover and that
you dont know what you want or how you stand on an
issue.

Examples of Passive Communication


I dont know.
Whatever you think.
You have more experience than I. You

decide.
Ill go with whatever the group decides.
I dont care. It doesnt matter to me.
Yes, yes, yes, yes, yes, yes, yes. . . NO!

Passive-Aggressive Communication

You manipulate others to choose your way.


You tend towards indirectness with the air of being direct.

If you dont get your way youll make snide comments or

pout and be the victim.


You feel confused, unclear on how to feel, youre angry
but not sure why.
Your underlying belief is that you need to fight to be heard
and respected. If that means you need to manipulate, be
passive or aggressive, so be it.

Assertive Communication
You are direct, self-respecting, self expressive and

straight forward.
You convert win-lose situations to win-win ones.
You are willing to compromise and negotiate.
You feel confident, self-respecting, goal-oriented,
valued.
Others view you with respect, trust and understand
where you stand.
The outcome is determined by above-board
negotiation. Your rights and others are respected.

Examples of Assertive Communication


So what youre saying is. . . .
I can see that this is important to you, and it is also

important to me. Perhaps we can talk more respectfully


and try to solve the problem.
I think. . . I feel. . . I believe that. . . .
I would appreciate it if you. . .

Assertiveness Skills

I - Persistence
1.

2.

3.

Stay focused on the issue do not get distracted,


defensive, or start justifying yourself.
Repeat the bottom line to keep the
conversation on track and your issues on the
table (e.g., I understand that, however we are
talking about. . .).
Alternative styles would withdraw or would
escalate this to a battle of wills that would
override compromise.

II - Objectivity
1. Focus on the problem, not on the emotions

that often accompany and cloud problems.


Postpone discussion if emotions cannot be
contained.
2. Use the validation skill (next) to handle
others emotions so you can focus on
objective issues.

III - Validation
Allow people to have their experience, but try to

move beyond it to a discussion about the problem.


You do not necessarily have to disagree or agree
peoples perspectives are important, but they are
not the heart of the issue, so dont make a battle
over them. Validate them and get to the issue.
If thats how you see it, thats fine.
I can see that this upsets you, and from your
perspective, I can see why. Now, what can we do
to make this better for both of us?

IV - Pumping the Negatives


When criticized, ask for more negative feedback

do so assertively, as though you are trying to learn


more about how to be better in that area (and in
fact, that should be your goal). E.g., Tell me
more about what is bothering you about my
report.
Stay task oriented!!! If you slip into emotions and
get offended, you lose. Pump practical negatives
(not baseless criticisms) and how your actions can
be improved to help solve the problems.

Summary
Every time we decide to communicate with

another person, we select a style of


communication. Notice yours, and notice
theirs.
Being assertive is not synonymous with an
anger management problem it is
protecting your rights without violating
others.

Summary, cont.
Get ALL the facts you can before you pass

judgment.
Assertiveness allows you to face confrontation in
a healthy way and without getting overly
emotional.
People are not difficult. They only seem difficult
to the extent that we do not have the skills to deal
with what they bring to the table. It is our lack of
knowledge that makes the situation difficult.

Das könnte Ihnen auch gefallen