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Copyright 2012 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s).

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This is an electronic version of the print textbook. Due to electronic rights restrictions,some third party content may be suppressed. Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. The publisher reserves the right to remove content from this title at any time if subsequent rights restrictions require it. Forvaluable information on pricing, previous editions, changes to current editions, and alternate formats, please visit www.cengage.com/highered to search by ISBN#, author, title, or keyword for materials in your areas of interest.

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Essentials of Business Communication, Seventh Canadian Edition

by Mary Ellen Guffey and Richard Almonte

CoPyRIgHt © 2013, 2012, 2007 by Nelson Education Ltd.

Adapted from Essentials of Business Communication by Mary Ellen Guffey, published by Cengage Learning. Copyright ©2010 by Cengage Learning.

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library and Archives Canada Cataloguing in Publication

Guffey, Mary Ellen

Essentials of business communication / Mary Ellen Guffey, Richard Almonte. — 7th Canadian ed.

Includes bibliographical references and index. ISBN 978-0-17-650357-4

1. Business writing—Textbooks. 2. English language—Business English—Textbooks. 3. Business communication—Textbooks.I. Almonte, Richard II. Title.

HF5718.3.G84 2012 808’.06665 C2011-904352-1

ISBN-13: 978-0-17-650357-4 ISBN-10: 0-17-650357-9

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Chapter 1Career Success Begins With Communication Skills

Communicating Today1U N I T 1

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Summarize the article you’ve just read in a two- to three-sentence paragraph. Answer the following questions, either on your own or in a small group. Be prepared to give your answers in a short presentation or in an e-mail to your instructor.

QUesTIoNs:

1. How does what you’ve learned in this article change your perception of business communication?

2. How might what you’ve learned in this article change your own communication style?

3. Come up with pro and con arguments for the following debate/discussion topic: Employers need to accom-modate their young employees’ communication styles, instead of expecting new employees to communicate in old-fashioned ways.

CommuniCation teChnology in the newsTexting Lingo Shows Up at Office; Set Limits but Don’t Discourage Young Employees

Source: Derek Sankey, “Texting lingo shows up at office.” National Post, April 14, 2010, p. FP 12. Material reprinted with the express permission of POSTMEDIA NEWS,

a division of Postmedia Network Inc.

CALGARY – While Maria Bakardjieva was conducting research about how people across the world integrate the Internet and technologies into their lives, she was astounded by stories she heard from teachers.

In one group of 11- and 12-year-olds in Britain, the teacher asked her students to recount how they spent their summers. One girl wrote a paper entirely in the lingo of texting.

“It was hilarious. It was impossible. Not simply abbre-viated words in the way they are spelled, but also abbre-viated thoughts,” recalls Ms. Bakardjieva, a professor of communication at the University of Calgary.

Now, texting shortcuts are creeping into everyday communication, even in the workplace.

“There are these discreet, almost distinct speech genres appropriate for different situations, at the same time they always overlap and influence one another and there is overflow from one into the other,” Ms. Bakardjieva says.

Some academic researchers examine different speech genres and how we recognize how to communicate in different situations specific to that culture or situation. It can be a fine line for some people when deciding what’s appropriate—even decipherable—in the workplace.

Technology gadgets also appear to be hampering workplace etiquette.

About 42 percent of more than 270 chief informa-tion officers across Canada with 100 or more employees stated the number of breaches in workplace etiquette have increased as a result of mobile electronic gadgets, a study by Robert Half Technology found.

“Electronic gadgets have facilitated increased produc-tivity amongst employees, but they may also cause inter-ruptions,” says Megan Slabinski, president of Robert Half’s Canadian operations.

The report identifies several examples, such as the “misguided multi-tasker,” referring to somebody who thinks e-mailing or texting during a meeting demonstrates efficiency; the “broadcaster” who has no shame about when and where these mobile devices are used, such as the washroom; and the “distractor,” who has good inten-tions by setting the device to vibrate, but a constant flow of buzzing on a desk can be a huge distraction.

It’s not that proper grammar has been erased or oblit-erated either, but there clearly is a new genre of com-munication resulting from technology. Deciding on appropriate language in the workplace is common sense for many, but there is still a need for employers to be clear about it by setting guidelines, Ms. Bakardjieva says.

“People who are socialized in this culture, educated in this culture, they know how to switch from one to the other.”

“[Employers] have to set clear limits. They have to engage with this problem head on and show clearly to their employees where the boundaries are drawn,” she says.

At the same time, they cannot ignore the fact these technologies are ubiquitous and workers—in particular, younger generations—rely on them to carry out their tasks.

“I don’t think they should be completely fascist and limiting about these things,” she says. “This is the way this generation breathes. You want to have an engaged, happy employee.”

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Chapter 1: Career Success Begins With Communication Skills 3NEL

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Career success Begins with

Communication skills

Employers… have two options. They can refuse to adapt to the Net Gen, stick to their old hierar-chies, and reinforce the genera-tional firewall that separates the managers from the newly hired minions.… In this complex busi-ness environment, that would be a bad choice. Instead… the win-ners will be those companies… who choose… to embrace the Net Geners’ collaborative ways.

Don Tapscott, Grown Up Digital: How the Net

Generation Is Changing Your World1

learNINg objeCTIves

1. Understand the importance of becoming an effective business communicator in today’s changing workplace.

2. Identify ways in which technology helps improve business writing.

3. Discuss how to become an effective listener.

4. Analyze nonverbal communication and explain tech-niques for improving nonverbal communication skills.

5. Explain how culture affects communication and describe methods for improving cross-cultural communication.

6. Identify specific techniques that improve effective communication among diverse workplace audiences.

becoming an effective business Communicator

People with different backgrounds bring varied views to decision making. As Don Tapscott shows in his influential recent book on new digital working styles, embracing new ways of doing things at work (in this case collaborative com-munication practices and technologies) is what will lead to business success in the knowledge economy of tomorrow. Businesses must rely on their employees’ ability to work with a highly diverse group of people who are located across international borders. The more effectively employees work together, the more successful their company is. In this age of information, career success is directly related to good communication, a skill that is made more challenging by tremen-dous changes in technology, the workforce, work environments, and the global-ization of business.

The information revolution has made communication skills extremely important.

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NEL4 Chapter 1: Career Success Begins With Communication Skills

Through e-mail, instant messaging, and other technology-based communica-tion channels, business communicators today are doing more writing than ever before. Their writing is also having a more immediate impact. This book focuses on developing business writing skills. But you will also learn to improve your listening, nonverbal, and speaking skills.

While you are born with the ability to acquire language and to listen, effective business communication skills are learned. Good communicators are not born; they are made. Your ability to thrive in the dynamic and demanding contemporary world of work will depend on many factors, some of which you cannot control. One factor that you do control, however, is how well you communicate.

The goals of this book are to teach you basic business communication skills, such as how to write an effective e-mail, memo, or letter and how to make a presen-tation. Anyone can learn these skills with the help of effective instructional materials and good model documents, all of which you’ll find in this book. You also need practice—with meaningful feedback. You need someone such as your instructor to tell you how to modify your responses so that you can improve.

We’ve designed this book to provide you with everything necessary to make you a successful business communicator in today’s dynamic workplace. Given the increasing emphasis on communication, Canadian corporations are paying mil-lions of dollars to communication coaches and trainers to teach employees the very skills that you are learning in this course. For example, Ottawa-based Backdraft Corporation, a leading provider of corporate writing training, and the first writing services company in the world to be granted ISO 9000 registration, lists among its clients the Royal Bank of Canada, Siemens Canada, the National Gallery of Canada, and the Government of Alberta.2 Your coach is your instructor. Get your money’s worth! Pick his or her brains.

Once you’ve had a couple of years of business experience, you will look back on this course and this textbook as the most important in your entire postsecondary education. To get started, this first chapter presents an overview. You’ll take a look at (1) the changing workplace, (2) the communication process, (3) listening, (4) nonverbal communication, (5) culture and communication, and (6) workplace diversity. The remainder of the book is devoted to developing specific writing and speaking skills.

because communication skills are learned, you control how well you communicate.

This book and this course might well be the most important in your postsecondary education.

WorkplaCe IN foCUs

today’s graduates are light-years ahead when it comes to computer know-how. however, the long hours they spend instant messaging and

“twittering” could be hampering important career skills. Nearly two thirds of employers say that college students are not prepared to work in the global economy, and communication is the skill that professionals find

most lacking among new recruits. tech-savvy youth are certainly expert at sending cryptic text messages at rapid-fire speed; however,

analysts spot a correlation between prolonged use of electronic communication and the erosion of solid writing and speaking abilities. What specific communication skills are essential for career success?

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succeeding in the Changing World of Work

The entire world of work is changing dramatically. The kind of work you’ll do, the tools you’ll use, the form of management you’ll work under, the environment in which you’ll work, the people with whom you’ll interact—all are undergoing a pronounced transformation. Many of the changes revolve around processing and communicating information, as you can see in Figure 1.2 on page 8. As a result, the most successful players in this new world of work will be those with highly developed communication skills. The following business trends illustrate the importance of excellent communication skills.

• Innovative communication technologies. E-mail, instant messaging, the Web, mobile technologies, audio- and videoconferencing—all of these technologies mean that you will be communicating more often and more rapidly than ever before. Your writing and speaking skills will be showcased and tested as never before.

• Flattened management hierarchies. To better compete and to reduce expenses, businesses have for years been trimming layers of management. This means that as a frontline employee, you will have fewer managers. You will be making decisions and communicating them to customers, to fellow employees, and to executives.

• More participatory management. Gone are the days of command-and-control management. Now, even new employees will be expected to understand and contribute to the success of the organization. Improving productivity and profit-ability will be everyone’s job, not just management’s.

• Increased emphasis on self-directed work and project teams. Businesses today are often run by cross-functional teams of peers. You can expect to work with a team in gathering information, finding and sharing solutions, implementing deci-sions, and managing conflict. Good communication skills are extremely impor-tant in working together successfully in a team environment.

• Heightened global competition. Because Canadian companies are required to move beyond local markets, you may be interacting with people from many dif-ferent cultures. At the same time, because of increased immigration, you may be expected to interact with people from many cultures in your local market as well as in your organization.3 As a successful business communicator, you will want to learn about other cultures. You’ll also need to develop interpersonal skills including sensitivity, flexibility, patience, and tolerance.

• New work environments. Mobile technologies and the desire for better work/family balance have resulted in flexible working arrangements. You may become part of the 1.5 million Canadians engaged in full- or part-time telecommuting.4 Working away from the office requires exchanging even more messages in order to stay connected.

• The move to a knowledge economy. As Statistics Canada researchers Desmond Beckstead and Tara Vinodrai show in their paper “Dimensions of Occupational Changes in Canada’s Knowledge Economy, 1971–1996,” the decrease in the importance of sectors such as manufacturing and agriculture has taken place at the same time as “the importance of knowledge occupations has continuously increased over the last three decades.”5 By definition, such “knowledge occupa-tions,” many of which are in business, require excellent communication skills.

how Technology Improves business Writing

Another basic for beginning business communicators is learning to use technology to enhance their writing efforts. Although computers and software programs cannot actually do the writing for you, they provide powerful tools that make the entire process easier and the results more professional. Technology can help you improve written documents, oral presentations, and Web pages.

Trends in the new world of work emphasize the importance of communication skills.




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1. Designing and producing professional-looking documents, presentations, and Web pages. Most popular word processing programs include a large selec-tion of scalable fonts (for different character sizes and styles), italics, boldface, symbols, and styling techniques to help you produce consistent formatting and professional-looking results. Moreover, today’s presentation software, such as Microsoft’s PowerPoint, enables you to incorporate animated slide effects, colour, sound, pictures, and even movies into your talks for management or customers. Web document builders also help you design and construct Web pages. Another widely used software is Adobe’s Portable Document Format, or PDF for short. A PDF is a file format that creates a document that is more permanent, transferable, and difficult to make changes to. Businesses use PDFs regularly for important forms that shouldn’t be changed by the receiver. These tools can be used effectively to help you reinforce your message and help your audience understand and remember your message.

2. Using templates. One of the most useful and time-saving features of today’s word processing software for the business writer is templates. As Figure 1.1 illustrates, templates are pre-formatted documents; business writers simply add the content. Any time you open up a new document in Microsoft Word, for example, on the right-hand side of your document you will see the option to choose a template. Typical templates include memos, letters, résumés, and reports. For the purposes of your business communication course, you should always choose a “professional” template, such as Word’s Professional Letter template. Templates save time for business writers because instead of memo-rizing the various parts of a letter (e.g., how many spaces from the top the date and address should be placed), they can now concentrate on the more impor-tant things, such as making sure grammar and style are perfected. This is not to say that knowing the parts of a letter is unimportant (see Appendix A), only that most of us don’t have time to think about these features every time we sit down to write. In many large companies, templates have been customized for that company’s needs, and few people write letters from “scratch” anymore. Similarly, doing an Internet search on “templates” will bring up thousands of other non-corporate and non-proprietary templates that you might use in your daily business writing.

powerful writing tools can help you fight writer’s block, collect information, outline and organize ideas, improve correctness and precision, add graphics, and design professional-looking documents.

fIgUre 1.1 Microsoft Templates




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3. Collecting information electronically. Much of the world’s information is now accessible by computer. Through a library’s online databases you can locate many full-text articles from magazines, newspapers, and government publica-tions. Massive amounts of information are available from the Internet and from online services. Through specialized library online databases such as ABI-INFORM and CBCA Reference you can have at your fingertips the latest busi-ness, legal, scientific, and scholarly information.

4. Adding graphics for emphasis. Your letters, memos, and reports may be improved by the addition of graphs and artwork to clarify and illustrate data. You can import charts, diagrams, and illustrations created in database, spreadsheet, and graphics programs, or from Internet sites such as Google Images. Moreover, ready-made pictures, called clip art, can be used to symbolize or illustrate ideas.

5. Improving correctness and precision. Word processing programs today pro-vide features that catch and correct spelling and typographical errors. Poor spellers and weak typists universally bless their spell checkers for repeatedly saving them from humiliation. Most popular word processing programs today also provide grammar checkers that are markedly improved over earlier ver-sions. They now detect many errors in capitalization, word use (such as it’s/its), double negatives, verb use, subject–verb agreement, sentence structure, number agreement, number style, and other writing faults. However, grammar programs don’t actually correct the errors they detect. You must know how to do that. Similarly, spell checkers don’t catch all misspelled words. This is espe-cially important in Canada because most spell checkers use American spelling. For example, if you have written the word traveling in your memo and your spell checker hasn’t caught the mistake, this is because traveling is the correct American spelling, whereas travelling is the correct Canadian spelling. You must know how to correct your own spelling mistakes.

6. Using software for team writing. As part of today’s team-based work environ-ment, you can expect to work with others on projects. Word processing pro-grams usually have an editing feature with commenting and strikeout that allows you to revise easily, to identify each team member’s editing, and to track multiple edits. E-mail and instant messaging programs allow group members to share documents and information freely and work on the same document from several remote locations at the same time. Other computer-based communica-tion systems such as wikis allow members of a team or community group or online group to collectively add information to an evolving site. Some wikis are free to access and create (if you Google “wiki” you’ll see the variety of free sites) while others are proprietary software, such as Microsoft’s SharePoint. While collaboration between team and group members is a positive aspect of computer-based writing, such collaboration also entails an extra responsibility. When a number of people are working on an assignment and using computers to piece together the various parts they’ve worked on, there is often a tempta-tion not to revise the document sufficiently.

Remember to build in enough time to edit and proofread the document that has been created by pasting together the work of numerous people, so

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8 Chapter 1: Career Success Begins With Communication Skills

Company IntranetsTo share insider information, many companies provide their own protected Web sites called intranets. An intranetmay handle companye-mail, announcements, anemployee directory,

a policy handbook, frequently asked questions, personnelforms and data, employee discussion forums, shared documents, and other employee information.

Video PhonesUsing advanced video compression technology, video phones transmit real-time audio and video so that communicators can see each other as they collaborate. With a video phone, people can videoconference anywhere in the world over a broadband IP (Internet Protocol) connection without a computer or a television screen.

Voice RecognitionComputers equipped with voice recognition software enable users to dictate up to 160 words a minute with accurate transcription. Voice recognition is particularly helpful to disabled workers and to professionals with heavy dictation loads, such as

physicians and attorneys. Users can create documents, enter data, compose and send e-mails, browse the Web, and control the desktop—all by voice.

Open Offices Widespread use of laptop computers, wireless technology, and VoIP have led to more fluid, flexible, and open workspaces. Smaller computers and flat-screen monitors enable designers to save space with boomerang-shaped workstations and cockpit-style work surfaces rather than space-hogging corner work areas. Smaller breakout areas for impromptu meetings are taking over some cubicle space, and digital databases are replacing file cabinets.

Telephony: VoIP Savvy businesses are switching from traditional phone

service to Voice over Internet Protocol (VoIP). This technology allows callers tocommunicate using a broadband Internet connection, thus eliminating long-distance and local telephone charges. Higher-end VoIP systems now support

unified voice mail, e-mail, click-to-call capabilities, and softphones (phones usingcomputer networking). Free or low-cost Internet telephony sites, such as the

popular Skype, are also increasingly used by businesses.

Today's workplace is changing dramatically as a result of innovative software, superfast wireless networks, and numerous technologies that allow workers to share information, work from remote locations, and be more productive in or away from the office. We are seeing a gradual progression from basic capabilities, such as e-mail, instant messaging, and calendaring, to deeper functionality, such as remote database access, multifunctional devices, and Web-based collaborative applications. Becoming familiar with modern office and collaboration technologies can help you be successful in today's digital workplace.

VideoconferencingVideoconferencing allows participants to meet in special conference rooms equipped with cameras and television screens. Groups see each other and interact in real time although they may be continents apart. Faster computers, rapid Internet connections, and better cameras now enable 2 to 200 participants to sit at their own PCs and share applications, spreadsheets, presentations, and photos.

Web Conferencing With services such as GoToMeeting, WebEx, Microsoft LiveMeeting, or the free Skype, all you need are a PC and an Internet connection to hold a meeting (webinar) with customers

or colleagues in real time. Although the functions areconstantly evolving, Web conferencing currently incorporates screen sharing, chats, slide presentations,text messaging, and applicationsharing.

Voice Conferencing Telephone “bridges” allow two or more

callers from any location to share thesame call. Voice conferencing (also called

audioconferencing, teleconferencing,or just plain conference calling) enables

people to collaborate by telephone.Communicators at both ends use

enhanced speakerphones to talk and beheard simultaneously.

Blogs, Podcasts, and Wikis

Global competition, expanding markets, and the ever-increasing pace of business accelerate the development of exciting collaboration tools. New tools make it possible to work together without

being together. Your colleagues may be down the hall, across the country, or around the world. With today’s tools, you can exchange ideas, solve problems, develop products, forecast future performance, and complete team projects any time of the day or night and anywhere in the world. Blogs and wikis,

part of the so-called Web 2.0 era, are social tools that create multidirectional conversations among customers and employees. Web 2.0 moves Web applications from “read only” to “read-write,” thus

enabling greater participation and collaboration.

Presence Technology Presence technology makes it possible to locate and identify a computing device as soon as users connect to the network. This technology is an integral part of communication devices including cell phones, laptop computers, PDAs, pagers, and GPS devices. Collaboration is possible wherever and whenever users are online.

Communication Technologies: Reshaping the World of Work Collaboration Technologies: Rethinking the Way We Work Together

Multifunctional Printers Stand-alone copiers, fax machines, scanners, and printers have been replaced with multifunctional devices. Offices are transitioning from a “print and distribute” environment to a “distribute and print” environment. Security measures include pass codes and even biometric thumbprint scanning to make sure data streams are not captured, interrupted, or edited.

Handheld Wireless Devices A new generation of lightweight, handheld

smartphones provide phone, e-mail, Web browsing, and calendar options anywhere there is a wireless

network. Devices such as the BlackBerry, the iPhone, and the Palm Treo now allow you to tap into corporate

databases and intranets from remote locations. You can check customers' files, complete orders, and send

out receipts without returning to the office.

Electronic Presentations Business presentations in PowerPoint can be projected from a laptop or PDA or posted

online. Sophisticated presentations may include animations, sound effects, digital photos, video clips, or hyperlinks to Internet sites. In some industries, PowerPoint slides

(“decks”) are replacing or supplementing traditional hard-copy reports.

A blog is a Web site with journal entries usually written by one person and comments by others. Businesses use blogs to keep customers and employees informed and to receive feedback. Company developments can be posted, updated, and categorized for easy cross-referencing. Podcasts are usually short audio or video clips that users can either watch on a company Web site or download and view or listen to on their computers or MP3 players on the go. A wiki is a Web site that allows multiple users to collaboratively create and edit pages. Information gets lost in e-mails,

but blogs and wikis provide an easy way to communicate and keep track of what is said. RSS (really simple syndication) feeds allow businesspeople and customers to receive updates automatically whenever podcasts, news stories, or blog entries become available on their favorite Web sites.

fIgUre 1.2 Communication and Collaborative Technologies

8 Chapter 1: Career Success Begins With Communication Skills NEL

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Company IntranetsTo share insider information, many companies provide their own protected Web sites called intranets. An intranetmay handle companye-mail, announcements, anemployee directory,

a policy handbook, frequently asked questions, personnelforms and data, employee discussion forums, shared documents, and other employee information.

Video PhonesUsing advanced video compression technology, video phones transmit real-time audio and video so that communicators can see each other as they collaborate. With a video phone, people can videoconference anywhere in the world over a broadband IP (Internet Protocol) connection without a computer or a television screen.

Voice RecognitionComputers equipped with voice recognition software enable users to dictate up to 160 words a minute with accurate transcription. Voice recognition is particularly helpful to disabled workers and to professionals with heavy dictation loads, such as

physicians and attorneys. Users can create documents, enter data, compose and send e-mails, browse the Web, and control the desktop—all by voice.

Open Offices Widespread use of laptop computers, wireless technology, and VoIP have led to more fluid, flexible, and open workspaces. Smaller computers and flat-screen monitors enable designers to save space with boomerang-shaped workstations and cockpit-style work surfaces rather than space-hogging corner work areas. Smaller breakout areas for impromptu meetings are taking over some cubicle space, and digital databases are replacing file cabinets.

Telephony: VoIP Savvy businesses are switching from traditional phone

service to Voice over Internet Protocol (VoIP). This technology allows callers tocommunicate using a broadband Internet connection, thus eliminating long-distance and local telephone charges. Higher-end VoIP systems now support

unified voice mail, e-mail, click-to-call capabilities, and softphones (phones usingcomputer networking). Free or low-cost Internet telephony sites, such as the

popular Skype, are also increasingly used by businesses.

Today's workplace is changing dramatically as a result of innovative software, superfast wireless networks, and numerous technologies that allow workers to share information, work from remote locations, and be more productive in or away from the office. We are seeing a gradual progression from basic capabilities, such as e-mail, instant messaging, and calendaring, to deeper functionality, such as remote database access, multifunctional devices, and Web-based collaborative applications. Becoming familiar with modern office and collaboration technologies can help you be successful in today's digital workplace.

VideoconferencingVideoconferencing allows participants to meet in special conference rooms equipped with cameras and television screens. Groups see each other and interact in real time although they may be continents apart. Faster computers, rapid Internet connections, and better cameras now enable 2 to 200 participants to sit at their own PCs and share applications, spreadsheets, presentations, and photos.

Web Conferencing With services such as GoToMeeting, WebEx, Microsoft LiveMeeting, or the free Skype, all you need are a PC and an Internet connection to hold a meeting (webinar) with customers

or colleagues in real time. Although the functions areconstantly evolving, Web conferencing currently incorporates screen sharing, chats, slide presentations,text messaging, and applicationsharing.

Voice Conferencing Telephone “bridges” allow two or more

callers from any location to share thesame call. Voice conferencing (also called

audioconferencing, teleconferencing,or just plain conference calling) enables

people to collaborate by telephone.Communicators at both ends use

enhanced speakerphones to talk and beheard simultaneously.

Blogs, Podcasts, and Wikis

Global competition, expanding markets, and the ever-increasing pace of business accelerate the development of exciting collaboration tools. New tools make it possible to work together without

being together. Your colleagues may be down the hall, across the country, or around the world. With today’s tools, you can exchange ideas, solve problems, develop products, forecast future performance, and complete team projects any time of the day or night and anywhere in the world. Blogs and wikis,

part of the so-called Web 2.0 era, are social tools that create multidirectional conversations among customers and employees. Web 2.0 moves Web applications from “read only” to “read-write,” thus

enabling greater participation and collaboration.

Presence Technology Presence technology makes it possible to locate and identify a computing device as soon as users connect to the network. This technology is an integral part of communication devices including cell phones, laptop computers, PDAs, pagers, and GPS devices. Collaboration is possible wherever and whenever users are online.

Communication Technologies: Reshaping the World of Work Collaboration Technologies: Rethinking the Way We Work Together

Multifunctional Printers Stand-alone copiers, fax machines, scanners, and printers have been replaced with multifunctional devices. Offices are transitioning from a “print and distribute” environment to a “distribute and print” environment. Security measures include pass codes and even biometric thumbprint scanning to make sure data streams are not captured, interrupted, or edited.

Handheld Wireless Devices A new generation of lightweight, handheld

smartphones provide phone, e-mail, Web browsing, and calendar options anywhere there is a wireless

network. Devices such as the BlackBerry, the iPhone, and the Palm Treo now allow you to tap into corporate

databases and intranets from remote locations. You can check customers' files, complete orders, and send

out receipts without returning to the office.

Electronic Presentations Business presentations in PowerPoint can be projected from a laptop or PDA or posted

online. Sophisticated presentations may include animations, sound effects, digital photos, video clips, or hyperlinks to Internet sites. In some industries, PowerPoint slides

(“decks”) are replacing or supplementing traditional hard-copy reports.

A blog is a Web site with journal entries usually written by one person and comments by others. Businesses use blogs to keep customers and employees informed and to receive feedback. Company developments can be posted, updated, and categorized for easy cross-referencing. Podcasts are usually short audio or video clips that users can either watch on a company Web site or download and view or listen to on their computers or MP3 players on the go. A wiki is a Web site that allows multiple users to collaboratively create and edit pages. Information gets lost in e-mails,

but blogs and wikis provide an easy way to communicate and keep track of what is said. RSS (really simple syndication) feeds allow businesspeople and customers to receive updates automatically whenever podcasts, news stories, or blog entries become available on their favorite Web sites.

fIgUre 1.2 Communication and Collaborative Technologies


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that it reads as if it was written by one person. Another danger in collaborative writing is plagiarism. Plagiarism is the stealing of another writer’s words or ideas by putting them in one’s own assignment without crediting the original author. Plagiarism is the most serious of academic offences, usually leading to a failing grade on the assignment, if not the course. When proven in the work world, plagiarism may lead to the firing of the guilty person.6 Plagiarism is discussed in greater detail in Chapter 9.

examining the Communication process

As you can see, in today’s workplace you can expect to be communicating more rapidly, more often, and with greater numbers of people than ever before. Since good communication skills are essential to your success, we need to take a closer look at the communication process.

Just what is communication? For our purposes communication is the trans-mission of information and meaning from one individual or group (the sender) to another (the receiver). The crucial element in this definition is meaning. Communication has as its central objective the transmission of meaning. The pro-cess of communication is successful only when the receiver understands an idea as the sender intended it. This classic theory of communication was first articulated by theorist Harold Lasswell (1947) and later expanded upon by Claude E. Shannon and Warren Weaver (1949). This theoretical process generally involves five steps, discussed here and shown in Figure 1.3.

Communication is the transmission of information and meaning from one individual or group to another.

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fIgUre 1.3 Communication Process

Communication barriers may cause the communication process to break down.




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1. Sender forms an idea. The idea may be influenced by the sender’s mood, frame of reference, background, and culture, as well as the context of the situation. (For example, an accountant realizes income tax season is about to begin.)

2. Sender encodes the idea in a message. Encoding means converting the idea into words or gestures that will convey meaning. A major problem in com-municating any message is that words have different meanings for different people. That’s why skilled communicators try to choose familiar words with concrete meanings on which both senders and receivers agree. (For example, the accountant writes an e-mail asking all her clients to begin scheduling income tax appointments.)

3. Message travels over a channel. The medium over which the message is transmitted is the channel. Messages may be sent by computer, telephone, fax, BlackBerry, traditional mail, Web site, or blog. Because both verbal and non-verbal messages are carried, senders must choose channels carefully. Any barrier that disrupts the transmission of a message in the communication process is called noise. Channel noise ranges from static that disrupts a telephone con-versation to spelling and grammar errors in an e-mail message, to e-mails that are not sent because of firewalls. Such errors can damage the credibility of the sender. (For example, the accountant sends her e-mail to 125 clients in late December.)

4. Receiver decodes message. The person for whom a message is intended is the receiver. Translating the message into meaning involves decoding. Successful communication takes place only when a receiver understands the meaning intended by the sender. Such success is often hard to achieve because barriers and noise may disrupt the process. (For example, client reads accountant’s e-mail, but decides to do his taxes himself this year.)

5. Feedback travels to sender. The response of the receiver creates feedback, a vital part of the entire communication process. Feedback helps the sender know that the message was received and understood. Senders can encourage feedback by including statements such as Please let me know what you think as soon as possible. Senders can further improve feedback by delivering the mes-sage at a time when receivers can respond. Senders should also provide only as much information as a receiver can handle. Receivers can improve the process by paraphrasing the sender’s message. They might say, Thanks for your e-mail explaining the new safe procedure. (For example, client calls accountant, leaves voice mail thanking her for e-mail but letting her know he’s going to do his taxes himself this year.)

A good summary and critique of the work of the transmission theorists (Lasswell, Shannon, and Weaver) can be found on the Web site Cultsock: Communication, Culture, Media (http://www.cultsock.org/) by searching under “Shannon-Weaver model.” For example, well-known Canadian communication theorist Marshall McLuhan (1911–1980) believed that communication couldn’t be theorized in the straightforward, linear way that Lasswell, Shannon, and Weaver articulated. “McLuhan,” it has been argued, “worked to disprove that communication moved in a singular line from transmitter to audience. Rather, he insisted communication was more like a field, creating an environ-ment from which meanings were derived.”7 A good example of McLuhan’s “field” is synchronous communication such as instant messaging. In instant messaging, there’s hardly enough time for the traditional communication cycle, as described by Lasswell, to take place. Receivers decode messages and send feedback almost instantaneously on a screen in real time.

The communication process has five steps: idea formation, message encoding, message transmission, message decoding, and feedback.

Marshall McLuhan

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As another example, McLuhan might argue that the widespread use of e-mail and texting in today’s society, both at home and at work, has changed the environ-ment in which we live. He’d be less interested in theorizing a neat pattern about how an e-mail or a text message is sent, received, and understood than in claiming that, because we now routinely use e-mail and texting, we talk on the phone and in person much less, we work much more after hours and on weekends, and so on. Where the transmission theorists saw communication as a hermetically sealed pro-cess, McLuhan would argue that the process has repercussions beyond itself.

Developing better listening skills

Due to the synchronous, interruption-prone nature of modern technology (e.g., you may have received three text messages while reading these words, whereas if you had been reading them 30 years ago you would be much less likely to be inter-rupted), an incredibly important part of the communication process is effective listening and attention-paying. By many accounts, however, most of us are not very good listeners. Do you ever pretend to be listening when you’re not? Do you know how to look attentive in class when your mind wanders far away? How about losing interest in people’s messages when their ideas are boring or complex? Do you find it hard to focus on ideas when a speaker’s clothing or mannerisms are unusual?

You probably answered yes to one or more of these questions because many of us have developed poor listening habits. In fact, some researchers suggest that we listen at only 25 percent efficiency. Such poor listening habits are costly in busi-ness. Letters must be rewritten, shipments re-shipped, appointments rescheduled, contracts renegotiated, and directions restated.

To improve listening skills, we must first recognize barriers that prevent effec-tive listening. Then we need to focus on specific techniques that are effective in improving listening skills.

barriers to effective listeningAs you learned earlier, barriers and noise can interfere with the communication process. Have any of the following barriers and distractions prevented you from hearing what’s said?

• Physical barriers. You cannot listen if you cannot hear what is being said. Physical impediments include hearing impairments, poor acoustics, and noisy surroundings. It’s also difficult to listen if you’re ill, tired, uncomfortable, or worried.

• Personal barriers. Everyone brings to the communication process a different set of cultural, ethical, and personal values. Each of us has an idea of what is right and what is important. If another person’s ideas run counter to our preconceived thoughts, we tend to lose interest in his or her message and thus fail to hear.

• Language problems. Unfamiliar words can destroy the communication process because they lack meaning for the receiver. In addition, if a speaker’s oral com-munication skills are compromised by a thick accent or pronunciation mistakes, listeners may be unable to understand what follows.

• Nonverbal distractions. Some of us find it hard to listen if a speaker is dif-ferent from what we are expecting. Unusual clothing, speech mannerisms, body twitches, or a radical hairstyle or hair colour sometimes cause enough distraction to prevent us from hearing what the speaker has to say.

• Thought speed. Because we can process thoughts over three times faster than speakers can say them, we can become bored and allow our minds to wander.

• Faking attention. Most of us have learned to look as if we are listening even when we’re not. Faked attention seriously threatens effective listening because it encourages the mind to engage in flights of unchecked fancy. Those who practise faked attention often find it hard to concentrate even when they want to.

Most individuals listen at only 25 percent efficiency.

barriers to listening may be physical, personal, verbal, or nonverbal.

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Listening is hard work. Unlike hearing, it demands total concentration. It is an active search for meaning, while hearing is passive.




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• Grandstanding. Would you rather talk or listen? Naturally, many of us would rather talk. Since our own experiences and thoughts are most important to us, we want the attention in conversations. We sometimes fail to listen carefully because we’re just waiting politely for the next pause so that we can have our turn to speak.

• Technological barriers. Sometimes your ability to listen attentively is under-mined by your habitual need to check various devices such as your Blackberry or cell phone. Different workplaces will accommodate this lack of attention in different ways, from accepting it to banning it.

Tips for becoming an active listenerYou can reverse the harmful effects of poor listening habits by making a conscious effort to become an active listener. This means becoming involved and taking responsibility for understanding. The following techniques will help you become an active and effective listener.

• Stop talking. The first step to becoming a good listener is to stop talking. Let others explain their views. Learn to concentrate on what the speaker is saying, not on what your next comment will be.

• Control your surroundings. Whenever possible, remove competing sounds. Close windows or doors, turn off handheld devices such as cell phones and BlackBerrys, turn off radios and noisy appliances, and move away from loud people or engines. Choose a quiet time and place for listening.

• Establish a receptive mindset. Expect to learn something by listening. Strive for a positive and receptive frame of mind. If the message is complex, think of it as a mental challenge. It’s hard work but good exercise to stretch and expand the limits of your mind.

• Keep an open mind. We all sift and filter information through our own biases and values. For improved listening, discipline yourself to listen objectively. Be fair to the speaker. Hear what is really being said, not what you want to hear.

• Listen for main points. Concentration is enhanced and satisfaction is heightened when you look for and recognize the speaker’s central themes.

• Capitalize on lag time. Make use of the quickness of your mind by reviewing the speaker’s points. Anticipate what’s coming next. Evaluate evidence the speaker has presented. Don’t allow yourself to daydream.

• Listen between the lines. Focus both on what is spoken and what is unspoken. Listen for feelings as well as for facts.

• Judge ideas, not appearances. Concentrate on the content of the message, not on its delivery. Avoid being distracted by the speaker’s looks, voice, or mannerisms.

• Be patient. Force yourself to listen to the speaker’s entire argument or message before reacting. Such restraint may enable you to understand the speaker’s rea-sons and logic before you jump to false conclusions.

• Take selective notes. For some situations thoughtful note taking may be neces-sary to record important facts that must be recalled later. Select only the most important points so that the note-taking process does not interfere with your concentration on the speaker’s total message.

• Provide feedback. Let the speaker know that you are listening. Nod your head and maintain eye contact. Ask relevant questions at appropriate times. Getting involved improves the communication process for both the speaker and the listener.

Most North americans speak at about 125 words per minute. The human brain can process information at least three times as fast.

To become an active listener, stop talking, control your surroundings, develop a positive mindset, listen for main points, and capitalize on lag time.

listening actively may mean taking notes and providing feedback.




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Improving Your Nonverbal Communication skills

Understanding messages often involves more than listening to spoken words. Nonverbal clues, in fact, can speak louder than words. These clues include eye con-tact, facial expression, body movements, space, time, distance, and appearance. All these nonverbal clues affect how a message is interpreted, or decoded, by the receiver.

Just what is nonverbal communication? It includes all unwritten and unspoken messages, whether intended or not. These silent signals have a strong effect on receivers. But understanding them is not simple. Does a downward glance indicate modesty? Fatigue? Does a constant stare reflect hostility? Dullness? Do crossed arms mean defensiveness? Withdrawal? Or do crossed arms just mean that a person is cold?

Messages are even harder to decipher when the verbal and nonverbal codes do not agree. What would you think if Scott says he’s not angry, but he slams the door when he leaves? Or what if Fatimah assures her server that the meal is excellent, but she eats very little? The nonverbal messages in these situations speak more loudly than the words.

When verbal and nonverbal messages conflict, research shows that receivers put more faith in nonverbal cues. In one study speakers sent a positive message but averted their eyes as they spoke. Listeners perceived the total message to be negative. Moreover, they thought that averted eyes suggested lack of affection, superficiality, lack of trust, and nonreceptivity.8

Successful communicators recognize the power of nonverbal messages. Although it’s unwise to attach specific meanings to gestures or actions, some cues broadcast by body language are helpful in understanding the feelings and attitudes of senders.

how the eyes, face, and body send silent MessagesWords seldom tell the whole story. Indeed, some messages are sent with no words at all. The eyes, face, and body can convey a world of meaning without a single syllable being spoken.

eye Contact. The eyes have been called the “windows of the soul.” Even if they don’t reveal the soul, the eyes are often the best indicator of a speaker’s true feelings. Most of us cannot look another person straight in the eyes and lie. As a result, in Canada we tend to believe people who look directly at us. Sustained eye contact sug-gests trust and admiration; brief eye contact signals fear or stress. Good eye contact enables the message sender to see if a receiver is paying attention, showing respect, responding favourably, or feeling distress. From the receiver’s viewpoint, good eye contact reveals the speaker’s sincerity, confidence, and truthfulness.

facial expression. The expression on a person’s face can be almost as revealing of emotion as the eyes. Experts estimate that the human face can display over 250,000 expressions.9 To hide their feelings, some people can control these expressions and maintain “poker faces.” Most of us, however, display our emotions openly. Raising or lowering the eyebrows, squinting the eyes, swallowing nervously, clenching the jaw, smiling broadly—these voluntary and involuntary facial expres-sions can add to or entirely replace verbal messages.

posture and gestures. A person’s posture can convey anything from high status and self-confidence to shyness and submissiveness. Leaning toward a speaker suggests attraction and interest; pulling away or shrinking back denotes fear, dis-trust, anxiety, or disgust. Similarly, gestures can communicate entire thoughts via simple movements. However, the meanings of these movements differ in other cul-tures. Unless you know local customs, they can get you into trouble. In Canada, for example, forming the thumb and forefinger in a circle means everything’s OK. But in Germany and parts of South America, the gesture is obscene.

Nonverbal communication includes all unwritten and unspoken messages, intended or not.

When verbal and nonverbal messages clash, listeners tend to believe the nonverbal message.

The eyes are thought to be the best indicator of a speaker’s true feelings.

Nonverbal messages often have different meanings in different cultures.




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Understanding body language, gestural literacy, and other nonverbal messages requires that you be aware that they exist and that you value their importance. To take stock of the kinds of messages being sent by your body, ask a classmate to cri-tique your use of eye contact, facial expression, and body movements. Another way to analyze your nonverbal style is to videotape yourself making a presentation and study your performance. This way you can make sure your nonverbal cues send the same message as your words.

how Time, space, and Territory send silent MessagesIn addition to nonverbal messages transmitted by your body, three external ele-ments convey information in the communication process: time, space, and distance.

Time. How we structure and use time tells observers about our personality and attitudes. For example, if a financial planner sets aside one-hour blocks of time for client meetings, he is signalling respect for, interest in, and approval of the visitor or the topic to be discussed. If, however, he schedules only a 15-minute meeting, the client may feel less important.

space. How we order the space around us tells something about ourselves and our objectives. Whether the space is a bedroom, a classroom, an office, or a department, people reveal themselves in the design and grouping of their furniture. Generally, the more formal the arrangement, the more formal the communication. The way office furniture is arranged sends cues on how communication is to take place. An instructor who arranges chairs informally in a circle rather than in straight rows conveys her desire for a more open exchange of ideas. A manager who creates an open office space with few partitions separating workers’ desks seeks to encourage an unrestricted flow of communication and work among areas.

Territory. Each of us has certain areas that we feel are our own territory, whether it’s a specific spot or just the space around us. Family members may have a favourite living-room chair, students who sit in a chair during their first class may return to that chair throughout the term, a cook might not tolerate intruders in his or her kitchen, and veteran employees may feel that certain work areas and tools belong to them.

We all maintain zones of privacy in which we feel comfortable. Figure 1.4 categorizes the four classic zones of social interaction among North Americans, as formulated by anthropologist Edward T. Hall.10 Notice that North Americans are a bit standoffish; only intimate friends and family may stand closer than about 45 cm (1.5 feet). If someone violates that territory, North Americans feel uncomfortable and defensive and may step back to re-establish their space.

people convey meaning in how they structure and organize time and how they order the space around themselves.

The distance required for comfortable social interaction is controlled by culture.

Zone Distance Uses

intimate 0 to 45 cm (1.5 feet) reserved for members of the family and other loved ones.

Personal 45 cm to 123 cm (1.5 to 4 feet)

for talking with friends privately. the outer limit enables you to keep someone at arm’s length.

Social 123 cm to 360 cm (4 to 12 feet)

for acquaintances, fellow workers, and strangers. Close enough for eye contact yet far enough for comfort.

Public 360 cm and over (12 feet and over)

for use in the classroom and for speeches before groups. Nonverbal cues become important as aids to communication.

fIgUre 1.4 Four Space Zones for Social Interaction




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how appearance sends silent MessagesThe physical appearance of a business document, as well as the personal appearance of an individual, transmits immediate and important nonverbal messages.

appearance of business Documents. The way an e-mail, letter, memo, or report looks can have either a positive or a negative effect on the receiver. Sloppy e-mail messages send a nonverbal message that says you are in a terrific hurry or that the reader or message is not important enough for you to care. Envelopes—through their postage, stationery, and printing—can suggest routine, important, or junk mail. Letters and reports can look neat, professional, well organized, and attractive—or just the opposite. In succeeding chapters you’ll learn how to create documents that send positive nonverbal messages through their appearance, format, organization, readability, and correctness.

appearance of people. The way you look—your clothing, grooming, and posture—sends an instant nonverbal message about you. On the basis of what they see, viewers make quick judgments about your status, credibility, personality, and potential. Because appearance is such a powerful force in business, some aspiring professionals are turning for help to image consultants. For example, Kingston, Ontario-based image consultant Catherine Bell’s company Prime Impressions offers corporate training in the areas of professional attire, dining protocol, and interview coaching among many others. Bell even offers a “telecoaching” service that provides training over the phone.11

Tips for Improving Your Nonverbal skillsNonverbal communication can outweigh words in the way it influences how others perceive us. You can harness the power of silent messages by reviewing the fol-lowing tips for improving nonverbal communication skills:

• Establish and maintain eye contact. Remember that in Canada appropriate eye contact signals interest, attentiveness, strength, and credibility.

• Use posture to show interest. Encourage communication interaction by leaning forward, sitting or standing erect, and looking alert.

because nonverbal clues can mean more than spoken words, learn to use nonverbal communication positively.

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• Improve your decoding skills. Watch facial expressions and body language to understand the complete verbal and nonverbal message being communicated.

• Probe for more information. When you perceive nonverbal cues that contradict verbal meanings, politely seek additional clues (I’m not sure I understand, Please tell me more about . . ., or Do you mean that . . .).

• Avoid assigning nonverbal meanings out of context. Make nonverbal assess-ments only when you understand a situation or a culture.

• Associate with people from diverse cultures. Learn about other cultures to widen your knowledge and tolerance of intercultural nonverbal messages.

• Appreciate the power of appearance. Keep in mind that the appearance of you, your business documents, and your business space sends immediate positive or negative messages to receivers.

• Observe yourself. Ensure that your verbal and nonverbal messages agree by filming and evaluating yourself making a presentation.

• Enlist friends and family. Ask them to monitor your conscious and unconscious body movements and gestures to help you become a more effective communicator.

Understanding how Culture affects Communication

Comprehending the verbal and nonverbal meanings of a message is difficult even when communicators are from the same culture. But when they are from different cultures, special sensitivity and skills are necessary.

Negotiators for a Canadian company learned this lesson when they were in Japan looking for a trading partner. The Canadians were pleased after their first meeting with representatives of a major Japanese firm. The Japanese had nodded assent throughout the meeting and had not objected to a single proposal. The next day, however, the Canadians were stunned to learn that the Japanese had rejected the entire plan. In interpreting the nonverbal behavioural messages, the Canadians made a typical mistake. They assumed the Japanese were nodding in agreement as fellow Canadians would. In this case, however, the nods of assent indicated comprehension—not approval.

Every country has a common heritage, joint experience, and shared learning that produce its culture. These elements give members of that culture a complex system of shared values and customs. The system teaches them how to behave; it conditions their reactions. Comparing Canadian values with those in other cultures will broaden your world view. This comparison should also help you recognize some of the values that shape your actions and judgments of others.

Comparing key Cultural valuesWhile it may be difficult to define a typical Canadian, one poll found that Canadians are convinced that a unique national identity exists—even if they are unable to agree on what it is. When asked what makes Canadian individuals distinct, respondents highlighted the tendency toward nonviolence and tolerance of others. When asked what makes Canada as a country distinct, respondents cited social programs and a nonviolent tradition as the two leading factors that make Canada different from the United States and other countries.12

Research shows that Canadians tend to be more collective, conforming, and conservative than their U.S. neighbours. Canadians are more supportive of civil and political institutions and collective decision making. Americans, on the other hand, tend to be much more supportive of individual decision making and questioning of collective decisions.13

Despite the differences outlined above, most Canadians have habits and beliefs similar to those of other members of Western, technologically advanced societies.

verbal and nonverbal meanings are even more difficult to interpret when people are from different cultures.




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It’s impossible to fully cover the many habits and beliefs of Western culture here, but we can look at four of the crucial ones that characterize the Canadian context.

Individualism versus Collectivism. One of the most identifiable charac-teristics of Western culture is its built-in tension between individualism, an attitude of independence and freedom from control, and collectivism, the idea that the group or nation is more important than its individual citizens. Political scientist Seymour Martin Lipset has persuasively argued that Canadians are more collectivist than Americans (e.g., they support universal health care).14 Today, however, regional tensions over oil revenues, for example, between some parts of Western Canada and Central Canada, demonstrate that Canadians’ collectivist past may not be as assured in the future. Some non-Western cultures are even more collectivist than Canada. They encourage membership in organizations, groups, and teams and acceptance of group values, duties, and decisions. Members of these cultures sometimes resist independence because it fosters competition and confrontation instead of consensus.

formality. A second significant dimension of Canadian culture is its attitude toward formality. Canadians place less emphasis on tradition, ceremony, and social rules than do people in some other cultures. We dress casually and are soon on a first-name basis with others. Our lack of formality is often characterized by directness in our business dealings. Indirectness, we feel, wastes time, a valuable commodity.

Communication style. A third important dimension of our culture relates to communication style. We value straightforwardness, are suspicious of evasive-ness, and distrust people who might have a “hidden agenda” or who “play their cards too close to the chest.” Canadians also tend to be uncomfortable with silence and impatient with delays. Moreover, we tend to use and understand words literally. Another feature of our collective communication style is our well-known politeness. Academics, journalists, and bloggers continue to debate whether this extra-politeness is real or not: you can Google “politeness Canada” for a taste of the debate. Still, some recent informal research has proved that Canadians tend to communicate and act in a more polite and reserved way than people from other countries.15

While Canadians value both individualism and collec-tivism, as well as personal responsibility, other cultures emphasize group- and team-oriented values.

Canadians tend to be direct and to understand words literally.

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country, india has become a hot market for out-sourced call centre jobs. to accommodate the

high demand for international customer support professionals in india, the city of Delhi offers more

than 300,000 english and communication skills classes—and that is in addition to call centre

training offered locally through multinational corpora-tions such as iBm and Wipro. What challenges do

India’s call centre professionals face when com-municating with customers from across the globe?




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Time orientation. A fourth dimension of our culture relates to time orienta-tion. Canadians consider time a precious commodity to be conserved. We equate time with productivity, efficiency, and money. Keeping people waiting for business appointments wastes time and is also rude. In other cultures, time may be perceived as an unlimited and never-ending resource to be enjoyed.

Controlling ethnocentrism and stereotypingThe process of understanding and accepting people from other cultures is often hampered by two barriers: ethnocentrism and stereotyping. These two barriers, however, can be overcome by developing tolerance, a powerful and effective aid to communication.

ethnocentrism. The belief in the superiority of one’s own culture is known as ethnocentrism. This attitude is found in all cultures. If you were raised in Canada, the values just described probably seem “right” to you, and you may wonder why the rest of the world doesn’t function in the same sensible fashion. A Canadian businessperson in a foreign country might be upset at time spent over coffee or other social rituals before any “real” business is transacted. In many cultures, however, personal relationships must be established and nurtured before earnest talks may proceed.

Ethnocentrism causes us to judge others by our own values. We expect others to react as we would, and they expect us to behave as they would. Misunderstandings naturally result. A Canadian who wants to set a deadline for completion of a deal may be considered pushy overseas. Similarly, a foreign businessperson who prefers a handshake to a written contract is seen as naive and possibly untrustworthy by a Canadian. These ethnocentric reactions can be reduced through knowledge of other cultures and development of flexible, tolerant attitudes.

stereotypes. Our perceptions of other cultures sometimes cause us to form stereotypes about groups of people. A stereotype is an oversimplified behavioural pattern applied to entire groups. For example, the Swiss are hard working, efficient, and neat; Germans are formal, reserved, and blunt; Americans are loud, friendly, and impatient; Canadians are polite, trusting, and tolerant; Asians are gracious, humble, and inscrutable. These attitudes may or may not accurately describe cul-tural norms. But when applied to individual business communicators, such stereo-types may create misconceptions and misunderstandings. Look beneath surface stereotypes and labels to discover individual personal qualities.

Tolerance. Working among people from other cultures demands tolerance and flexible attitudes. As global markets expand and as our multicultural society con-tinues to develop, tolerance becomes critical. Tolerance does not mean “putting up with” or “enduring,” which is one part of its definition. Instead, tolerance is used in a broader sense. It means having sympathy for and appreciating beliefs and prac-tices that differ from our own.

One of the best ways to develop tolerance is by practising empathy. This means trying to see the world through another’s eyes. It means being nonjudgmental, rec-ognizing things as they are rather than as they “should be.” It includes the ability to accept others’ contributions in solving problems in a culturally appropriate manner. When a few Canadian companies began selling machinery in China, an Asian advisor suggested that the companies rely less on legal transaction and more on creating friendships. Why? In China, the notion of friendship implies a longer-term relationship of trust and loyalty where business obligations are transacted. Instead of insisting on what “should be” (contracts and binding agreements), these companies adopted successful approaches by looking at the challenge from another cultural point of view.16

Canadians equate time with productivity, effi-ciency, and money.

ethnocentrism is the belief in the superiority of one’s own culture and group.

a stereotype is an oversimplified behav-ioural pattern applied to entire groups.

Developing intercultural tolerance means practising empathy, being nonjudg-mental, and being patient.




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Making the effort to communicate with sensitivity across cultures can be very rewarding in both your work life and your personal life. The suggestions below provide specific tips for preventing miscommunication in oral and written transac-tions across cultures.

Tips for Minimizing oral Miscommunication among Cross-Cultural audiencesWhen you have a conversation with someone from another culture, you can reduce misunderstandings by following these tips:

• Use simple English. Speak in short sentences (under 15 words) with familiar, short words. Eliminate puns, specific cultural references, slang, and jargon (special busi-ness terms). Be especially alert to idiomatic expressions that can’t be translated, such as burn the midnight oil and under the weather.

• Speak slowly and enunciate clearly. Avoid fast speech, but don’t raise your voice. Over-punctuate with pauses. Always write numbers for all to see.

• Encourage accurate feedback. Ask probing questions, and encourage the lis-tener to paraphrase what you say. Don’t assume that a yes, a nod, or a smile indicates comprehension or assent.

• Check frequently for comprehension. Avoid waiting until you finish a long explanation to request feedback. Instead, make one point at a time, pausing to check for comprehension. Don’t proceed to B until A has been grasped.

• Observe eye messages. Be alert to a glazed expression or wandering eyes. These tell you the listener is lost.

• Accept blame. If a misunderstanding results, graciously accept the blame for not making your meaning clear.

• Listen without interrupting. Curb your desire to finish sentences or to fill out ideas for the speaker. Keep in mind that Canadian listening and speaking habits may not be familiar to other cultures.

• Remember to smile. Roger Axtell, international behaviour expert, calls the smile the single most understood and most useful form of communication in either personal or business transactions.

• Follow up in writing. After conversations or oral negotiations, confirm the results and agreements with follow-up letters or e-mails. For proposals and contracts, engage a translator to prepare copies in the local language.

Tips for Minimizing Written Miscommunication among Cross-Cultural audiencesWhen you write to someone from a different culture, you can improve your chances of being understood by following these tips:

• Adopt local styles. Learn how documents are formatted and how letters are addressed and developed in the intended reader’s country. Use local formats and styles.

• Consider hiring a translator. Engage a translator if (1) your document is impor-tant, (2) your document will be distributed to many readers, or (3) you must be persuasive.

• Use short sentences and short paragraphs. Sentences with fewer than 15 words and paragraphs with fewer than 5 lines are most readable.

• Avoid ambiguous wording. Avoid idioms (once in a blue moon), slang (my presentation really bombed), acronyms (ASAP for as soon as possible), abbrevia-tions (DBA for doing business as), and jargon (input, output, bottom line). Use action-specific verbs (purchase a printer rather than get a printer).

• Cite numbers carefully. Always convert dollar figures into local currency. Avoid using figures to express the month of the year. For clarity, always spell out the month so it doesn’t get confused with the day (e.g., 03/05/06 can be read as March 5, 2006 or May 3, 2006).

You can improve cross-cultural oral communication by using simple english, speaking slowly, enunciating clearly, encouraging feedback, observing eye messages, accepting blame, and listening without interruption.

You can improve cross- cultural written commu-nication by adopting local styles, using short sen-tences and short paragraphs, avoiding ambiguous wording, and citing numbers carefully.




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Capitalizing on Workforce Diversity

As global competition opens world markets, Canadian businesspeople will increas-ingly interact with customers and colleagues from around the world. At the same time, the Canadian workforce is also becoming more diverse—in race, ethnicity, age, gender, national origin, physical ability, and countless other characteristics. For example, the latest Statistics Canada data shows that the Canadian labour force is made up of 8.4 million men and 7.5 million women, with the gap between the two genders closing quickly.17

No longer, say the experts, will the workplace be predominantly male or ori-ented toward Western cultural values alone. The majority of new entrants to the workforce are women, First Nations, new Canadians, and other visible-minority groups. The Canadian workforce is getting older as the baby-boom generation ages and mandatory retirement laws are abolished or changed in various parts of the country. By the year 2016 half of the Canadian population will be over 40 and 16 percent over 65. At the same time, the proportion of people under 15 will shrink to 19 percent from the current 25 percent.18

While the workforce is becoming more diverse, the structure of many businesses across Canada is also changing. As you learned earlier, workers are now organized by teams. Organizations are flatter, and employees are increasingly making deci-sions among themselves and being asked to manage relationships with customers, suppliers, and others along the supply chain. What does all this mean for you as a future business communicator? Simply put, your job may require you to interact with colleagues and customers from around the world. Your work environment will prob-ably demand that you cooperate effectively with small groups of coworkers. And these coworkers may differ from you in race, ethnicity, gender, age, and other ways.

A diverse work environment has many benefits. Customers want to deal with companies that reflect their values and create products and services tailored to their needs. Organizations that hire employees with different experiences and back-grounds are better able to create the customized products these customers desire. In addition, businesses with diverse workforces suffer fewer human rights com-plaints, fewer union clashes, and less interpersonal conflict. That’s why diversity is viewed by a growing number of companies as a critical bottom-line business strategy to improve employee relationships and to increase productivity. For some businesses, diversity also makes economic sense. As Virginia Galt reports in The Globe and Mail, “There is one token Canadian on Western Union’s national mar-keting team in Canada. The rest come from China, India, Colombia, Poland, the Philippines.” According to Galt, while “Western Union may be further along than most employers in diversifying its work force … others are planning to follow suit, driven by a competitive need to expand into international markets and serve the increasingly diverse population at home.”19

Tips for effective Communication With Diverse Workplace audiencesCapitalizing on workplace diversity is a challenge for most organizations and indi-viduals. Harmony and acceptance do not happen automatically when people who are dissimilar work together. The following suggestions can help you become a more effective communicator as you enter a rapidly evolving workplace with diverse colleagues and clients.

• Understand the value of differences. Diversity makes an organization innova-tive and creative. Sameness fosters “groupthink,” an absence of critical thinking sometimes found in homogeneous groups. Diversity in problem-solving groups encourages independent and creative thinking.

You can expect to be inter-acting with customers and colleagues who may differ from you in race, ethnicity, age, gender, national origin, physical ability, and many other characteristics.

Diversity programs have become an important business strategy because of the benefits to con-sumers, work teams, and organizations.




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• Don’t expect conformity. Gone are the days when businesses could demand that new employees or customers simply conform to the existing organization’s culture. Today, the value of people who bring new perspectives and ideas is rec-ognized. But with those new ideas comes the responsibility to listen and to allow those new ideas to grow.

• Create zero tolerance for bias and stereotypes. Cultural patterns exist in every identity group, but applying these patterns to individuals results in stereotyping. Assuming that Canadians of African descent are good athletes or that women are poor at math fails to admit the immense differences in people in each group. Check your own use of stereotypes and labels. Don’t tell sexist or ethnic jokes. Avoid slang, abbreviations, and jargon that imply stereotypes. Challenge others’ stereotypes politely but firmly.

• Practise focused, thoughtful, and open-minded listening. Much misunder-standing can be avoided by attentive listening. Listen for main points; take notes if necessary to remember important details. The most important part of listening, especially among diverse communicators, is judging ideas, not appearances or accents.

• Invite, use, and give feedback. As you learned earlier, a critical element in suc-cessful communication is feedback. You can encourage it by asking questions such as Is there anything you don’t understand? When a listener or receiver responds, use that feedback to adjust your delivery of information. Does the receiver need more details? A different example? Slower delivery? As a good listener, you should also be prepared to give feedback. For example, summarize your understanding of what was said or agreed on.

• Make fewer assumptions. Be careful of seemingly insignificant, innocent work-place assumptions. For example, don’t assume that everyone wants to observe the holidays with a Christmas party and a decorated tree. Celebrating only Christian holidays in December and January excludes those who honour Hanukkah, Chinese New Year, and Ramadan. Moreover, in workplace discussions, don’t assume that everyone is married or wants to be, and don’t assume people’s sexual orientation. For invitations, avoid phrases such as “managers and their wives.” Spouses or partners is more inclusive.

• Learn about your cultural self. Knowing your own cultural biases helps you become more objective and adaptable. Begin to recognize the reactions and thought patterns that are automatic to you as a result of your upbringing. Become more aware of your own values and beliefs. That way you can see them at work when you are confronted by differing values.

• Seek common ground. Look for areas where you and others not like you can agree or share opinions. Be prepared to consider issues from many perspectives, all of which may be valid. Accept that there is room for different points of view to coexist peacefully. Although you can always find differences, it’s much harder to find similarities. Look for common ground in shared experiences, mutual goals, and similar values. Professor Nancy Adler of McGill University offers three useful methods to help diverse individuals find their way through conflicts made more difficult by cultural differences: (1) Look at the problem from all participants’ points of view, (2) uncover the interpretations each side is making on the basis of their cultural values, and (3) create cultural synergy by working together on a solution that works for both sides.20 Looking for common ground and mutual goals can help each of you reach your objectives even though you may disagree on the approach you should take.

successful communicators invite, use, and give feedback; make few assumptions; learn about their own cultures and those of others; and seek common ground.




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this chapter described the importance of becoming an effec-tive business communicator in the knowledge economy. many of the changes in today’s dynamic workplace revolve around processing and communicating information. flattened man-agement hierarchies, participatory management, increased emphasis on work teams, heightened global competition, and innovative communication technologies are all trends that increase the need for good communication skills. today’s computer software provides wonderful assistance for business communicators. technological tools help you collect informa-tion, pour content into templates, improve correctness and pre-cision, add graphics, design professional-looking documents and presentations, and collaborate on team writing projects. to improve your skills, you should understand the commu-nication process. Communication doesn’t take place unless senders encode meaningful messages that can be decoded by receivers.

one important part of the communication process is lis-tening. You can become a more active listener by keeping an open mind, listening for main points, capitalizing on lag time, judging ideas and not appearances, taking selective notes, and providing feedback.

the chapter also described ways to help you improve your nonverbal communication skills.

You learned the powerful effect that culture has on commu-nication, and you became more aware of key cultural values. finally, the chapter discussed ways that businesses and indi-viduals can capitalize on workforce diversity.

the following chapters present the writing process. You will learn specific techniques to help you improve your written expression. remember, communication skills are not inherited. they are learned.

Ssumming Up and looking forward

1. Why should students and business professionals bother to worry about communication? Aren’t customer service, sales, and profit-making in general, the most important things in business?

2. if you were giving a presentation and you noticed that two of your colleagues weren’t listening to you but were speaking to each other, and another colleague was typing on his BlackBerry under the table, what would you do about it?

3. how are listening skills important to employees, super-visors, and executives? Who should have the best listening skills?

4. When and how do we learn about body language? if you had to give a one-hour seminar on body language, what would be your five important take-away points?

5. Since english is becoming the preferred language in busi-ness globally, why should Canadians bother to learn about other cultures?

CCritical Thinking

1. Are communication skills acquired by nature or by nurture? explain.

2. List seven trends in the workplace that affect business communicators. how might they affect you in your future career?

3. Name seven ways technology can help you improve written documents.

4. give a brief definition of the following words:

a. encode

b. Channel

c. Decode

5. List and explain 11 techniques for improving your listening skills.

6. What is nonverbal communication? give several examples.

7. Why is good eye contact important for communicators?

8. What is the difference between individualism and collectivism? Can you think of evidence to support the argument that Canadians are more collectivist than Americans?

9. What is ethnocentrism, and how can it be reduced?

10. List and explain seven suggestions for enhancing comprehension when you are talking with people for whom english is a second language.

11. List and explain eight suggestions for becoming a more effective communicator in a diverse workplace.

cChapter review




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NEL24 Chapter1:CareerSuccessBeginsWithCommunicationSkills

1.1GettingtoKnowYouYour instructor wants to know more about you, your motivation for taking this course, your career goals, and your writing skills.

YourTask.Send an e-mail or write a memo of introduction to your instructor. See Chapter 4 for formats and tips on preparing e-mail messages. In your message include the following:

a. Your reasons for taking this class

b. Your career goals (both temporary and long-term)

c. A brief description of your employment, if any, and your favourite activities

d. An assessment and discussion of your current communication skills, including your strengths and weaknesses

For online classes, write a letter of introduction about yourself with the preceding informa-tion. Post your letter to your discussion board. Read and comment on the letters of other students. Think about how people in virtual teams must learn about each other through online messages.

1.2ClassListeningObserve the listening habits of the students in one of your classes for a week. What barriers to effective listening did you observe? How many of the suggestions described in this chapter are being implemented by listeners in the class? Write a memo or an e-mail to your instructor describing your observations. (See Chapter 4 to learn more about memos and e-mails.)

1.3RolePlay:WhatWasThatYouSaid?Think of a recent situation in your life that matches one of these situations: someone wouldn’t stop talking, so you stopped listening; there was so much noise around you that you stopped listening; you didn’t agree with someone’s opinions or didn’t like the way he or she looked, so you stopped listening; or someone was talking and you didn’t provide feedback. With a partner, write a three-minute skit that dramatizes one of the above “before” situations. Then, write another three-minute skit that dramatizes an “after” situation where the poor listening situation was improved so that you could listen actively. Perform the two skits for your class.

1.4ListeningtotheNewsonTVExperts say there are several ways to teach listening besides just teaching people when to be quiet and pay attention. One way is to learn how to take notes and another way is to pre-dict what will come next. In order to practise these two listening skills, visit the CBC Digital Archives at http://archives.cbc.ca/economy_business/business/clips/8727/. Watch the TV clip from 2004 and

a. Stop the clip after the newsreader says “but as Michel Godbout reports.” What do you predict she might say next?

b. Keep listening to the clip. Stop it again when you hear the reporter say “She says the merger is a sad event in the family’s history.” What do you predict Karen Molson might say next?

c. Watch the clip one more time all the way through, taking notes about important facts, statistics, names, dates, etc. Then, answer the following questions:

i. What American company is part of this story?

ii. How much is the merger between the two companies worth?

iii. What reason does Eric Molson give for the merger?

iv. What is Karen Molson’s chief objection to the merger?

v. Why has the merger not yet taken place?

d. Come up with two more listening questions you could ask to test how well someone has listened to this clip.

AActivities and Cases

CRITICAL THINKING

WEB

TEAm




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Chapter1:CareerSuccessBeginsWithCommunicationSkills 25NEL

1.5VideoResearch:BodyLanguageinBusinessYouTube is an amazing resource when searching for visual elements to add to a presenta-tion. Imagine your boss has asked you, a manager, to improve the body language of your employees during presentations. Go to YouTube (http://www.youtube.com) and, using the search term “body language business,” find three high-quality videos that you can use in a 15-minute presentation to your employees to teach them three separate body language skills or types. Either e-mail the presentation to your instructor (including YouTube links) or give the presentation in front of your class.

1.6RolePlay:You’reinMySpaceWorking in groups of three or four, test the findings of anthropologist Edward T. Hall (see Figure 1.4 on p. 15) by writing a couple of short skits in which you turn his findings upside down. Begin by choosing a zone of social interaction (e.g., intimate), then write a one-minute skit where instead of standing at the correct distance (45 centimetres), a person communi-cating something intimate stands at an inappropriate distance (e.g., 4 metres) from his or her audience. Perform your skits for your class, and after each skit, ask the class what was wrong with the situation as you presented it. Can you or your classmates dramatize any situations where Hall’s findings don’t hold up?

1.7BodyLanguageWhat attitudes do the following body movements suggest to you? Do these movements always mean the same thing? What part does context play in your interpretations?

a. Whistling, wringing hands

b. Bowed posture, twiddling thumbs

c. Steepled hands, sprawling sitting position

d. Rubbing hand through hair

e. Pacing back and forth, twisting fingers through hair

f. Wringing hands, tugging ears

1.8TheTrueMeaningofDiversityYou are the new human resources manager of a fast-growing sports apparel company, Proforme Ltée, headquartered in Laval, Quebec. The company manufactures T-shirts and baseball caps as well as more specialized clothing for soccer, tennis, and hockey players. Due to increased immigration to the Montreal area (see endnote 3), Proforme’s CEO has asked you to propose a plan for diversifying the workforce. He says to you that this “should be easy as it’s just a matter of hiring a few immigrants, right?” You want to please your new boss, but you quickly realize that his understanding of diversity issues needs to be updated. A good friend of yours works for the National Bank, a company that has an advanced diversity policy. You can learn some information from the company’s Web site. Also research some other companies with strong diversity policies. Write your boss an e-mail that clears up his misconception about diversity (without offending him) and that proposes some positive steps Proforme can take.

Related Web site: http://www.nbc.caOn the home page, enter “diversity” into the Search box.

1.9AnalyzingDiversityatReebokReebok grew from a $12-million-a-year sport shoe company into a $3 billion footwear and apparel powerhouse without giving much thought to the hiring of employees. “When we were growing very, very fast, all we did was bring another friend into work the next day,” recalled Sharon Cohen, Reebok vice president. “Everybody hired nine of their friends. Well, it hap-pened that nine white people hired nine of their friends, so guess what? They were white, all about the same age. And then we looked up and said, ‘Wait a minute. We don’t like the way it looks here.’ That’s the kind of thing that can happen when you are growing very fast and thoughtlessly.”21

YourTask. In what ways would Reebok benefit by diversifying its staff? What competitive advantages might it gain? Outline your reasoning in an e-mail message to your instructor.

WEB




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1.10 Translating Idiomsexplain in simple english what the following idiomatic expressions mean. Assume that you are explaining them to people for whom english is a second language.

a. let the cat out of the bag

b. take the bull by the horns

c. he is a tightwad

d. putting the cart before the horse

e. to be on the road

f. lend someone a hand

g. with flying colours

h. turn over a new leaf

1.11 Role Play: Walking a Fine Line With a New ClientYou are an account manager at an up-and-coming advertising agency in Calgary named Crane & kim. You’ve recently landed a new client, iPCo Petroleum, one of Canada’s best-known oil and gas producers. iPCo has hired you to perk up its image, which hasn’t changed much in the last 20 years. As part of your mandate, you are to design and produce a television commercial and a series of newspaper advertisements promoting iPCo as a progressive company. Your design and production staff has come up with an energetic new campaign that features people of various ethnicities and racial backgrounds. When frank Pekar, director of marketing at iPCo, sees the campaign materials for the first time, he is anxious. he tells you that the blatant diversity in the materials is not really what he’s looking for. keeping in mind that you need to balance your personal belief in diversity and your belief in the strengths of diversity as a marketing tactic alongside Pekar’s reservations and his importance as a client, script a five-minute skit between yourself and Pekar where you try to settle the issue. Perform your skit with a partner for your class.

1.12 Interview: The Changing World of CommunicationA lot of workplaces are using new methods of communication, such as blogs, intranets, VoiP (Voice over internet Protocol), and videoconferencing.

Your task. interview a friend or family member who is working full-time. Ask him or her to explain the main changes in workplace communication over the past ten years. Next, ask him or her to tell you what a “day in the life” at the office is like, specifically concerning com-munication (for example, how many phone calls, e-mails, meetings, Web sites, blogs, instant messages, and so on he or she encounters). then, ask him or her to offer a list of pros and cons about new communication technologies used in the workplace. finally, ask one more communication technology-related question that you come up with by yourself. once your interview is finished, analyze what your interviewee told you in order to summarize the informa-tion for your instructor and your class. Create a five-slide PowerPoint presentation in which you summarize your interview.




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Ggrammar/Mechanics review—1

the following sentences contain a variety of inaccuracies, including grammar, punctuation, style, and spelling. revise each sentence making the appropriate corrections. then, learn about each type of error in the grammar/mechanics handbook at the back of this book. more exercises are located in the handbook to help reinforce your ability to write accurately.

Example: Before eating sixteen members of the Committee met in the sabin centre.

Revision: Before eating, 16 members of the committee met in the Sabin Centre.

1. At last Sundays graduation ceremonys Jennifer riddock who uses a wheelchair, was honoured because she was the only graduate who had never missed a day of classes.

2. if its not to late to register my brother and myself plan to take courses in history, management, and english.

3. in just two hours time i was able to locate 9 excelent Web sites, containing relevant infor-mation for my report.

4. mistakes are a fact of life, however it is the response to the error that really counts.

5. Complicating the problem is inefficent legislation, and lack of enforcement personel.

6. We cannot procede with the mailing, until the list of names and address are verified.

7. my new Sport utility Vehicle came equiped with: antilock brakes, alloy wheels and a trip computer.

8. my bosses biggest computer worry is the possibility of us being hacked, and not knowing it.

9. Beside your résumé and cover letter you must submit a seperate employment application form.

10. elizabeth was suprised that the ingles who once owned 2 popular resterants were now her neighbour.

11. Although the manufacture promised excelent milage my wife and me get only fifteen miles to the gallon.

12. Your bill of two hundred dollars is now ninety days overdue, therefore we are submitting it to a agency for collection.

13. if you have all ready sent your payment please disregard this notice.

14. of the 350 letters mailed only five were returned as reported by ms. Sandhus assistant.




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To:

From:

CC:

Date:

Re:

Tran Nguyen

Rachel Stivers, Manager

May 14, 2012

WORK AT HOME GUIDELINES

Memo

Clarity Communications Inc.

Hi Tran,

Since you will be completeing most of your work at home for the next 4 months. Follow these guidelines;

1. Check your message bored daily and respond promptly, to those who are trying to reach you.

2. Call the office at least twice a day to pick up any voicemail, returnthese calls promply.

3. Transmit any work you do, via e-mail to Jerry Jackson in our computer services department, he will analyze each weeks accounts, and send it to the proper Departments.

4. Provide me with monthly reports’ of your progress.

We will continue to hold once a week staff meetings on Friday at 10 a.m. in the morning. Do you think it would be possible for you to attend 1 or 2 of these meeting. The next one is Friday May 17th.

I know you will work satisfactory at home Tran. Following these basic guidelines should help you accomplish your work, and provide the office with adequate contact with you.

Cheers,

Rachel

Document for revisionthe following document contains some writing accuracy issues, including grammar, spelling, punctuation, and style. read the document and edit it as you go, identifying inaccuracies and fixing them. Your instructor will take up the correct answers with you.

Ggrammar/Mechanics Challenge—1




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NEL

What Employers Are Looking Forin this workshop, you will investigate the importance, prevalence, and relevance of communi-cation skills in today’s workplace.

Your Taskgo to http://www.workopolis.ca, the largest job-search site in Canada. Click on “Search Jobs.” Choose three different job categories that interest you (for example, accounting, mar-keting, financial).

• for each job category, find five entry-level jobs you might apply for at the end of your college/university program.

• for each of the 15 jobs you locate, read carefully the qualifications for the position. make a note of each time that communication skills are mentioned.

• Create three excel spreadsheets, one for each job category. in each spreadsheet, list the company, position, and communication-related skills and qualifications required.

• once you’ve filled in your three spreadsheets with the 15 jobs and their communication qualifications, analyze the results of your research in order to answer the following ques-tion: how important are communication skills to today’s employers?

related Web sites: You may also consider http://www.monster.ca for this workshop.

Communication Workshop

Web

Chapter 1: Career Success Begins With Communication Skills 29




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Notes

510 NEL

Chapter 11 Don Tapscott, Grown Up Digital: How the Net Generation Is

Changing the World (Toronto: McGraw Hill, 2009), 150.2 Backdraft Corporation, “History & Clients,” accessed

April 26, 2005, http://www.backdraft.org/history.htm.3 Statistics Canada predicts that by 2017, visible minorities will

in fact be the majority of the population in major centres like Toronto, Vancouver, and Montreal. See Statistics Canada, The Daily, March 22, 2005, http://www.statcan.ca/Daily/English/050322/d050322b.htm.

4 Anne Papmehl, “Remote Access,” CMA Management 75, no. 3 (May 2001): 11.

5 Desmond Beckstead and Tara Vinodrai, “Dimensions of Occupational Changes in Canada’s Knowledge Economy, 1971–1996,” The Canadian Economy in Transition Series, Catalogue no. 11-622-MIE—No. 004, Statistics Canada, 2003, accessed April 26, 2005, http://www.statcan.ca/cgi-bin/downpub/listpub.cgi?catno=11-622-MIE2003004.

6 James Adams, “Post Drops Columnist for Alleged Plagiarism,” The Globe and Mail, November 6, 2004, A12.

7 Sandra Gabriele and JoAnn Stober, “Old Messengers, New Media: The Legacy of Innis and McLuhan,” accessed May 26, 2008, http://www.collectionscanada.gc.ca/innis-mcluhan/index-e.html.

8 J. Burgoon, D. Coker, and R. Coker, “Communicative Explanations,” Human Communication Research, 12 (1986): 463–94.

9 Ray Birdwhistell, Kinesics and Context (Philadelphia: University of Pennsylvania Press, 1970).

10 Edward T. Hall, The Hidden Dimension (Garden City, NY: Doubleday, 1966), 107–22.

11 Catherine Bell, “Prime Impressions Corporate Training,” “Prime Impressions Telecoaching,” accessed April 26, 2005, http://www.prime-impressions.com.

12 Anthony Wilson-Smith, “A Quiet Passion,” Maclean’s, July 1, 1995, 8–12.

13 Jon P. Alston and Theresa M. Morris, “Comparing Canadian and American Values: New Evidence from National Surveys,” Canadian Review of American Studies 26, no. 3 (Autumn 1996): 301–15.

14 Seymour Martin Lipset, Continental Divide: The Values and Institutions of the United States and Canada (New York: Routledge, 1991).

15 Ian Austin, “Canucks Polite, Vancouverites More So, Readers Digest Finds,” accessed May 28, 2008, http://www.canada.com/theprovince/news/story.html?id=b3610ee8-156f-4d46 -aa69-d53c89bdc740.

16 Norman McGuinness and Nigel Campbell, “Selling Machinery to China: Chinese Perceptions of Strategies and Relationships,” Journal of International Business Studies 22, no. 3 (1991): 187.

17 “Labour Force Characteristics by Age and Sex,” accessed November 8, 2010, http://www40.statcan.ca/l01/cst01/labor20a-eng.htm.

18 Ibid.19 Virginia Galt, “Western Union Remakes Canadian Image:

Profits from Overseas Hiring, Staff Diversity,” The Globe and Mail, November 23, 2004, B1.

20 Lee Gardenswartz and Anita Rowe, Managing Diversity: A Complete Desk Reference and Planning Guide. New York: McGraw-Hill, 1998, 124.

21 Joel Makower, “Managing Diversity in the Workplace,” Business & Society Review 92 (Winter 1995): 48–54, accessed February 2, 2008, Business Source Premier database.

19_Guffey_Endnotes.indd 510 1/11/12 12:21 PM



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