Business Communication – Achieving Results by Lori Harvill Moore

Business Communication – Achieving Results by Lori Harvill Moore

Chapter 1: From Sumer to Social Media Business Communication – Achieving Results by Lori Harvill Moore

Key Concepts:

1. Historical Evolution of Communication:
   • From cuneiform tablets to digital media.
   • Core purposes: inform, persuade, document, critique, educate.
2. Shannon-Weaver Communication Model:
   • Components: Sender → Encoder → Channel → Decoder → Receiver + Feedback Loop.
   • Limitations: Linear structure; lacks organizational context.
3. Organizational Communication Theories:
   • Attraction-Selection-Attrition (ASA) Framework (Schneider, 1987): Employees shape organizational culture through shared traits.
   • Diffusion of Innovations (Rogers): Adoption stages (innovators, early adopters, majority, laggards) and strategies for change management.
4. Communication Barriers:
   • Structural: Hierarchical vs. horizontal organizations.
   • Intrapersonal: Knowledge gaps, emotional states.
   • Interpersonal: Perceived credibility, conflicting assumptions.
   • Channel Choice: Balance efficiency (emails) vs. effectiveness (face-to-face).

Action Items:

• Analyze your organization’s structure: Is it hierarchical or horizontal? How does this impact communication?
• Role-play a scenario where you introduce a new tool to colleagues using Rogers’ adoption stages.The Role of Customer Service in African E-Commerce Success: Building Trust, Loyalty, and Growth”

Chapter 2: Understanding Semantic Noise

Key Concepts:

1. Semantics & Linguistics:
   • Words evolve (e.g., “Kleenex” generalizes; “starve” becomes specific).
   • Chomsky’s Universal Grammar: Innate language capacity; syntax vs. meaning.
   • Hayakawa’s Ladder of Abstraction: Avoid empty statements (e.g., “Drive productivity”).
2. Shared Meaning:
   • Contextual clues and avoiding jargon (e.g., industry-specific acronyms confusing cross-departmental teams).
3. Active Listening:
   • Physiological and psychological engagement; reduces misinterpretation.
4. Non-Verbal Cues:
   • Body language, tone, and gestures (e.g., lack of eye contact undermines credibility).

Case Study Analysis:

• Example 2.8.1 (Division President’s Assistant vs. Analyst): Identify interpersonal barriers and propose solutions (e.g., clarifying roles).
• Example 2.8.3 (Email Archiving Presentations): Compare abstract vs. detailed approaches; highlight the value of balanced communication.

Action Items:

• Rewrite a company slogan to avoid ambiguity (e.g., “Cash is king” → “Liquid assets ensure operational flexibility”).
• Practice active listening in a team meeting and note improvements in understanding.

Chapter 3: Internal Communications

Key Concepts:

1. Project Teams:
   • Group dynamics: Avoid “groupthink” by encouraging diverse input.
   • Communication Plan: Identify stakeholders, channels (email, PPT), and feedback loops.
2. Communication Audits:
   • Assess message effectiveness via surveys, focus groups, and channel analysis (e.g., intranet vs. newsletters).
3. Business Process Documentation:
   • Write clear, step-by-step instructions; test with unfamiliar users.

Case Study: Elite Customer Solutions

• Solved email overload with tailored intranet modules (news alerts, forums, surveys).
• Lesson: Combine technology with training for cultural change.

Action Items:

• Draft a communication plan for a hypothetical project (e.g., software rollout) using Figure 9 (page 37).
• Conduct a mini-audit of your team’s communication channels (e.g., Slack usage vs. email).

Chapter 4: External Communication

Key Concepts:

1. Marketing Communication:
   • Align campaigns with company values (e.g., sustainability messaging for eco-friendly brands).
   • Media Mix Matrix: Track reach, cost, and ROI across PR, ads, and social media.
2. Community Outreach:
   • Build goodwill via events (e.g., charity runs, volunteer days).
   • Match activities to business impact (e.g., environmental firms prioritize eco-initiatives).

Case Study: Company X’s Media Mix (Figure 11, page 49):

• Analyze how coordinated messages (blogs, webinars, ads) amplify campaign success.

Action Items:

• Design a community outreach plan for a local business (e.g., sponsoring a school STEM program).
• Critique a recent marketing campaign using the “Analysis-Strategy-Implementation-Measurement” framework.

Chapter 5: Putting It All Together

Key Concepts:

1. Effective Writing:
   • Emails: Clear subject lines, bullet points, concise attachments.
   • Reports: Logical structure (introduction → data → conclusions).
2. Public Speaking:
   • Practice delivery, manage Q&A, and use visuals sparingly.
3. Conference Calls:
   • Agenda sharing, time management, post-meeting follow-ups.

Action Items:

• Draft a meeting agenda for a virtual team using the guidelines on page 58.
• Record a 2-minute elevator pitch for a project and refine based on feedback.

References & Further Reading

• Key Theorists: Shannon & Weaver, Chomsky, Hayakawa, Rogers.
• Books: Diffusion of Innovations (Rogers), Language in Thought and Action (Hayakawa).
• Case Studies: Elite Customer Solutions (internal comms), Company X (media mix).

Final Exercise:
Create a 1-page “Communication Checklist” summarizing best practices from all chapters (e.g., “Avoid jargon,” “Use feedback loops,” “Align messages with company values”)

https://mhaagj.org/2013-%E1%8A%A0%E1%8B%8B%E1%8C%86%E1%89%BD-%E1%8B%A8%E1%8A%95%E1%8C%8D%E1%8B%B5-%E1%88%95%E1%8C%8D/