Integrated Business Communication: In a Global Marketplace

ISBN-13: 9780470027677 / Angielski / Miękka / 2007 / 448 str.

Bonnye E. Stuart; Marilyn S. Sarow; Laurence Stuart

Opis

Integrated Business Communication applies communication concepts and issues from various fields such as marketing, public relations, management, and organizational communication and packages them into a dynamic new approach - Integrated Communication. It is designed to give business students a basic knowledge and broad overview of communication practices in the workplace. Ultimately, the book should be seen as a practical guide to help students understand that communication is key to decision making and fundamental to success in a global marketplace. This book uses an interdisciplinary approach to its discussion of integrated communication by incorporating theory, application, and case studies to demonstrate various concepts. Theory will be introduced when necessary to the understanding of the practical application of the various concepts. This co-authored book will be broad enough in scope and method to be used as a core text in business communication. Case studies will be an integral part of the material.

• The book focuses on the practical application of theory and concepts
• Presents case studies from many sectors to illustrate concepts
• The book will have an interdisciplinary approach utilizing examples from communications, mass communications, marketing, public relations, management, and intercultural and organizational communication being used in many countries throughout the world
• There will be a strong pedagogical structure within the text with a website providing additional materials for students and lecturers
• Contributions from Katherine Van Wormer, Theresa Thao Pham, Charles Lankester, Elizabeth Dougall, Jean Watin-Augouard, Kristi LeBlanc, Geof Cox

Spis treści

About the Authors xiii

Preface xv

Acknowledgements xvii

Introduction xix

PART 1 Communication in Daily Life 1

Chapter 1 The Building Blocks of Communication 3

Executive Summary 3

Introduction to Integrated Communication 4

Silo mentality 5

Why Does Integrated Business Communication Work? 6

What Is Communication? 7

The Development of Theory 9

The boom years 9

Communication education today 10

Forms of Communication 11

Intrapersonal communication 11

Interpersonal communication 12

Mediated communication 12

Business communication 14

Integrated business communication 14

Understanding What This Means to You 15

Shaping the Communication Process 17

Chapter 2 The Complex World of the Sender 27

Executive Summary 27

Introduction to the World of the Sender 28

Understanding Verbal Language 29

Word choice 29

What is paralanguage? Should I care about it? 30

Non–verbal Communication is Complex and Ever Changing 34

Body language 35

Persuasion as a Communication Tool 36

Using persuasive tactics to reach your audience 38

Language in the Global Setting 39

Words both denote and connote information 39

Using concrete words 41

Using abstract words 41

Barriers to direct and ethical language 43

Chapter 3 Knowing the Receivers of Your Messages 51

Executive Summary 51

Introduction to Understanding Receivers 52

Looking at a Global Audience 53

Globalization and localization 53

Diversity and individualism in the workplace 54

Knowing Your Audience 56

Defining stakeholders 57

Qualitative research 61

Quantitative research 63

Reaching Your Audience 63

Abraham Maslow and the hierarchy of needs 64

Profiling and narrowcasting 65

Cultural Influences Affect Receivers of Messages 69

Types of Audience 71

Interested/disinterested 72

Voluntary/captive 72

Eager/resistant 72

Chapter 4 Breaking Through the Noise 81

Executive Summary 81

Introduction to Message Perception 82

What is Noise? 83

External noise 84

Internal noise 85

Semantic noise 85

Filtering Out Unwanted Noise 86

Cognitive dissonance 87

Selective filters 87

Information overload 90

Multitasking as noise 90

Hearing Versus Listening 92

The complex listening process 93

Types of listener 95

Chapter 5 Communication Channels 103

Executive Summary 103

Introduction to Message Delivery 104

Spoken Language 105

Written Language 105

Printed Language 106

Electronic Language 107

Advantages and Disadvantages of Oral and Written Channels 108

Oral communication 109

Written communication 109

Choosing a Channel 111

The Mechanics of Effective Messaging 112

Outlining 112

Organizational patterns for outlines 113

Formal Written Communication Formats 115

Formal business letters 115

Office memoranda 118

Oral Communication Guidelines 118

Art/science dichotomy 119

Speech delivery formats 123

Effective presentations 125

Electronic Communication 128

Technology and communication 128

PART 2 Towards Integrated Business Communication 137

Chapter 6 Business Communication, Public Relations and Integrated Marketing Communication 139

Executive Summary 139

Introduction to the Practice of Persuasive Communication 140

Early History 141

Revolution and persuasion 142

Industrial Revolution 142

Twentieth Century 144

Mergers and acquisitions 144

What s in a name? 145

Models of public relations management 145

The Public Relations Industry Today 147

Significant Publics 149

External publics 149

Internal publics 150

Why Integrated Communication? 151

Impact of globalization 153

Influence of integrated marketing communication (MARCOM) 154

Characteristics of integrated business communication 155

Strategic planning 156

Meeting Public Expectations 157

Chapter 7 External Communication: Messaging to Your Publics 165

Executive Summary 165

Introduction to Recognizing Publics 166

Stakeholders primary publics 166

Secondary publics 170

Forms of Corporate Messaging 170

Vision statements 171

Mission statements 172

Marketing and public relations 173

Advertising 176

Promotions 177

Communicating with special publics 179

Protecting a brand 184

Chapter 8 Internal Communications: Messaging Within Your Company 191

Executive Summary 191

Introduction to Sending Messages Within the Company 192

Organizational Communication 193

Internal Verbal Communication 195

Face–to–face communication 196

Telephone and voice mail 197

Meetings 198

Videoconferencing 201

Special events for employees 201

Written Internal Communication 204

Memos 204

Traditional memo 205

High–impact memo 205

Email memo 206

Newsletters 206

Blogs 208

Supplemental internal publications 209

Protecting Your Company Image from Within 210

Chapter 9 The Importance of Effective Communication in the Workplace 219

Executive Summary 219

Introduction to Effective Workplace Communication 220

The Changing Workplace 221

Diversity in the workplace 221

Increased use of technology 224

Communicating to Employees 225

Two ways to reach employees 226

Two–way Open Communication 226

Employee and management empowerment 228

Sharing knowledge 229

Encouraging innovation 230

Effective Communication as a Function of Management 232

Listening 232

Recruitment 233

Training 233

Communication Challenges 235

Strategic Planning 236

Planning for the future 237

Goals, objectives and tactics 238

Chapter 10 Issues of Organizational Leadership 247

Executive Summary 247

Introduction to the Role of Communication in Management and Leadership 248

Institutional Cultures in International Business 249

Reading institutional culture 251

Leadership or Management? 251

Leadership Theory 252

Trait approach 252

Situational approach 253

Style approach 255

Transformational and transactional approaches 257

Challenges in Leadership Communication 258

Leaders Emerge when Ethical and Legal Issues Arise 258

Definition of ethics 259

Cross–cultural issues 260

Legal issues 261

PART 3 Integrated Business Communication 271

Chapter 11 Global Communication Expands 273

Executive Summary 273

Introduction to Global Communication as Everyday

Communication 274

The World Is Indeed Flat 275

Overriding stereotypes 276

Think Globally, Act Locally 278

Changing Markets 279

Traditional markets 280

Emerging markets 280

Communication Technology in the Global Marketplace 281

Websites 282

Social media 283

Communicasting 284

Datacasting 286

Applied Global Communication 287

Chapter 12 Communication in the New Management World 295

Executive Summary 295

Introduction to Communication Challenges 296

Strategic Communication Management 297

Visibility of the executive 297

The executive as team builder 299

The executive as mediator 301

The executive as negotiator 302

The executive as educator 303

The executive as facilitator of creativity and innovation 303

Accountability and Decision–making 304

Leading the Way for Effective Communication for the Future 306

Measuring communication effectiveness 306

Reading, researching, learning 307

Sound decision–making 308

Improving Two–way Communication 312

Chapter 13 Emerging Issues Affecting Communication Strategy 319

Executive Summary 319

Introduction to New Approaches to Communication Strategy 320

Bridging the Communication Gap between Executives and Employees 321

Bridging the Communication Gap between Employees and Customers 322

Issues Management Strategy 323

Internal issues management 326

Crisis management and risk assessment 328

Steps in crisis communication planning 330

Public affairs takes new directions 331

Trendwatching: What s on the Horizon? 332

Reactive responses to trends 333

Proactive trendwatching 336

Chapter 14 New Focus on Responsible Communication 347

Executive Summary 347

Introduction to New Communication Directions 348

Integrated Marketing Communication 349

Steps in integrated marketing communication planning 350

Developing and Implementing Communication Strategies 350

Choosing communication channels 350

The business of branding 352

Specialized marketing techniques 353

Integrated Business Communication 356

The foundations of integrated business communication (IBC) 356

The integrated business communication model 356

Making IBC work 358

Issues in IBC Planning 360

The corporate social responsibility movement 360

Customer communication management 362

Employee communication management 365

Laying the foundation 366

Chapter 15 Looking Ahead 373

Executive Summary 373

Introduction to Communicating in the Future 374

Organizational and Technological Changes 376

Organizational changes 377

Technological changes 382

New Communication Challenges Emerge 382

Ethical uncertainties 383

Security issues 385

Creativity Rules the New Global Marketplace 386

Training Communicators for the New Global Marketplace 386

Educational training 386

Futurists See the World from a Different Perspective 387

Glossary 395

Index 413

O autorze

Bonnye Stuart is an instructor at Winthrop University.  She has previously been an instructor at several universities in the United States, among them the UNC Charlotte, Pfeiffer University, the Johnson C. Smith University, North Carolina State Univesity, Groupe ESC Grenoble, St Cloud State University and the University of West Florida.  Ms Stuart has also worked as a Communications Manager for Whitesands Marketing, Inc and was a PR coordinator at SAGE Inc.  She has a BA in Journalism from Louisiana State University and an MA in Communications from the University of New Orleans.

Dr. Marilyn Sarow, Associate Professor at Winthrop University, was manager of internal communications and assistant director of public affairs at the Chandler Medical Center, University of Kentucky, Lexington, four years and public information coordinator and publications manager of the University of Wisconsin Centers, Madison, seven years.  She taught mass communication at the University of Wisconsin–LaCrosse two years.  Previously she taught high school English and journalism in Illinois and Michigan. Sarow was president of the Charlotte, N.C. chapter of Women in Communications, Inc., one year and secretary of the YWCA Board of Directors, Madison, Wis., four years.  She joined the Winthrop faculty in 1990.  She earned her B.S. at Western Michigan University her M.A. at Southern Illinois University–Carbondale and her Ph.D at the University of South Carolina.  

Laurence Stuart is the CEO and founder of the College to Career Seminars, Inc.   He was previously the Senior Vice President for Sales, Promotion and Marketing at Belk Stores and also Saks Inc (Hergerger′s Division).  He has also worked for Whitesands Marketing Group, Warnaco New York, Hartmarx Corporation in Chicago and Wemco Inc in New Orleans.  He has a BA in Journalism from Louisiana State University.  Mr Stuart′s area of expertise is in external and internal communications, media relations and advertising.

Blurb

"This is an excellent introduction to the area of Integrated Business Communication. The text provides a solid platform for those students engaged in studying professional business communication. The text is accessible with issues and concepts anchored with effective contemporary examples and case studies, supported with well integrated theories and models. The authors have defined and explored the area of ′integrated communication′ and its importance to effective business practice, an area of some focus within business strategy today."
Gary Lunt, Programme Leader for the BA (Hons) Communication, Advertising & PR, School of Creative Industries, Napier University.

Integrated Business Communication in a Global Marketplace stresses an interdisciplinary approach to communication through collaborative learning strategies. The book presents current theory as well as practical examples and explanations of various business communication. Underlying the discourse is the belief that communication is fundamental to effective decision–making, team–building and leadership.

This user–friendly book covers communication concepts and issues from marketing, management, public relations, promotions and organisational communications. It introduces new media and social media, framing, diffusion of innovation, cultural differences and precision listening among others. Through interviews, case studies, real–world business communication examples, research studies and interactive class exercises, students are exposed to effective business communication practices. Integrated Business Communication in the Global Marketplace helps students to understand the role effective communication will play in their future business success.

This book is essential reading for students studying business communication. The website wileyeurope.com/college/stuart, includes an online glossary of key terms, samples of business correspondence, and communication examples for students. It also contains PowerPoint slides, essay questions, additional case studies and a test bank with questions and answers for lecturers.