Business Communication

Cizí jazyk – Angličtina vyučující: PhDr. Peter Jan Kosmály, PhD.

AMAK 28.11.2012

zadání: každý týden krátký přízpěvek citující jeden literární zdroj nebo

pramen k dané témě jeden přízpěvek může po předělání na článek posloužit jako

první seminární práce na kurs Úvod do studia (odborný přízpěvek)

Business Communication

• Business commnication – who gets what?

• Marketing concepts

• Promotion and company´s communication

• Creating proposals for business communication

• Web presentations and video-conferences

• Emails, Reports, Presentations, Telephone calls

• Face-to-face communication

• A draft of communication proposal – choosing the appropriate one

Business Communication

Remember? Political scientist Harold Lasswell defined politics as "who gets what, when, and how“

Business communication is communication that promotes a product, service, or organization; relays information within a business; or functions as an official statement from a company.

Business Communication

Business communication (or simply "communications", in a business context) encompasses such topics as marketing, brand management, customer relations, consumer behaviour, advertising, public relations, corporate communication, community engagement, reputation management, interpersonal communication, employee engagement, and event management.

sources: http://en.wikipedia.org/wiki/Business_communication and http://1.bp.blogspot.com/

The basic functions of management (Planning, Organizing, Staffing, Directing and Controlling) cannot be performed well without effective communication. Business communication involves constant flow of information. Feedback is integral part of business communication There are various levels of hierarchy in an organization. Greater the number of levels, the more difficult is the job of managing the organization. Communication here plays a very important role in process of directing and controlling the people in the oragnization. Immediate feedback can be obtained and misunderstandings if any can be avoided. There should be effective communication between superiors and subordinated in an organization, between organization and society at large... Communication gaps should not occur in any organization. source: http://www.managementstudyguide.com/business_communication.htm

Business Communication

Business Communication is goal oriented. The rules, regulations and policies of a company have to be communicated to people within and outside the organization. Business Communication is regulated by certain rules and norms. Business Communication can be of two types: Oral Communication - An oral communication can be formal or informal. Generally business communication is a formal means of communication, like : meetings, interviews, group discussion, speeches etc.

Written Communication - Written means of business communication includes - agenda, reports, manuals, etc. sources: http://www.managementstudyguide.com/business_communication.htm and http://thunderpup.com/images/services/goal.jpg

Business Communication

Business Communication

Marketing concept: Research – Market research Segmentation – Targeting, Positioning, Branding Marketing Mix – Product, Price, Place, Promotion Implementation – Execution, Quality, Experience Control – Monitor, Evaluate, Improve

source: http://sinergikonsultanmanajemen.files.wordpress.com/2011/06/marketing_process_o1.jpg

Business Communication

Marketing concept: Research – Market research Segmentation – Targeting, Positioning, Branding Marketing Mix – Product, Price, Place, Promotion Implementation – Execution, Quality, Experience Control – Monitor, Evaluate, Improve

source: http://sinergikonsultanmanajemen.files.wordpress.com/2011/06/marketing_process_o1.jpg

Business Communication

The Marketing Mix According to Prof. Peter Drucker, the first function of marketing is to create a customer or market. James Culliton, the American marketing expert, coined the expression Marketing Mix and described the marketing manager as 'mixer of ingredients" as he has to establish fair balance among the four elements of marketing mix in order to achieve marketing targets. The four components of marketing mix are also called "marketing mix variables" or "controllable variable“

source: http://kalyan-city.blogspot.cz/2010/05/marketing-marketing-mix-4-ps-of.html

source: http://lh4.ggpht.com/_iFIztPmvqg8/S_9HzkbOe3I/AAAAAAAACcc/d8TBVA4FXPk/Marketing-Mix.png

Business Communication

Promotion and company´s communication Public relations is an organization’s communications that seek to build good relationships with an organization’s publics, including consumers, stockholders, and legislators. It includes obtaining favorable publicity, building up a good “corporate image,” and handling or heading off unfavorable rumors, stories, and events. Publicity is unpaid communication about an organization that appears in the mass media. ... Unlike sales promotions, public relations activities do not usually seek a short-term increase in sales. Instead, they try to craft a long-term positive image for the product or the organization. Compared with personal selling, advertising, and sales promotions, expenses for public relations are usually low in most organizations. We can divide public relations into marketing or non-marketing public relations source: http://ww2.nscc.edu/gerth_d/MKT2220000/Lecture_Notes/unit12.htm

Business Communication

Nonmarketing public relations refers to a company’s messages about general management issues. When a company makes a decision that affects any of its publics, input from public relations specialists can help to smooth its dealings with those publics. A company, for example, that decides to close a plant would need advice on how to deal with the local community. Other examples include a company’s attempts to gain favorable public opinion during a long strike or an open letter to Congress published in a newspaper during congressional debates on a bill that would affect a particular industry. Marketing public relations refers to narrowly focused public relations activities that directly support marketing goals. Marketing public relations ... can be either proactive or reactive. With proactive marketing public relations, the marketer takes the initiative and seeks out opportunities for promoting the firm’s products, often including distribution of press releases and feature articles. Reactive marketing public relations responds to an external situation that has potential negative consequences for the organization. The goal in this case is to manage the flow of information ... so that consumers don’t panic and distributors don’t abandon the product. source: http://ww2.nscc.edu/gerth_d/MKT2220000/Lecture_Notes/unit12.htm

Business Communication

Public Relations Objectives: Companies that practice integrated marketing communication strategies know that public relations strategies are best used in concert with advertising, sales promotion, and personal selling in order to send a consistent message to customers and other stakeholders. Public Affairs – Building and maintaining national/local community relations. Lobbying – Building and maintaining relations with legislators and government officials to influence legislation and regulation. Investor Relations – Maintaining relationships with shareholders and others in the financial community. Development – Public relations with donors or members of nonprofit organizations to gain financial or volunteer support. Location PR – Enhancing the image of a city, region, or country. Press Relations – Creating and placing newsworthy information in the news media to attract attention to a person or product. Product Publicity – Publicizing specific products to consumers as well as other organizations.

source: http://ww2.nscc.edu/gerth_d/MKT2220000/Lecture_Notes/unit12.htm

Business Communication

Public Relations Tools:

News,

Speeches,

Special Events,

Mobile Marketing,

Written Materials,

Audiovisual Materials,

Corporate Identity Materials,

Public Service Activities

source: http://www.atkinson.yorku.ca/~lripley/zchtprtools.jpg

Business Communication

Public Relations Tools: One of the major tools is news. PR professionals find or create favorable news about the organization and its products or people. Speeches can also create product and company publicity. Increasingly, company executives must field questions from the media or give talks at trade associations or sales meetings. Another common PR tool is special events, ranging from news conferences, press tours, grand openings, and fireworks displays to laser shows, hot air balloon releases, multimedia presentations and star-studded spectaculars, and educational programs designed to reach and interest target publics. Recently, mobile marketing—traveling promotional tours that bring the brand to consumers—has emerged as an effective way to build one-to-one relationships with targeted consumers. Public relations people also prepare written materials to reach and influence their target markets. These materials include annual reports, brochures, articles, and company newsletters and magazines.

source: http://ww2.nscc.edu/gerth_d/MKT2220000/Lecture_Notes/unit12.htm

Business Communication

Public Relations Tools: Audiovisual materials, such as films, slide-and-sound programs, and video- and audiocassettes, are being used increasingly as communication tools. Corporate identity materials can also help create a corporate identity that the public immediately recognizes. Logos, stationery, brochures, signs, business forms, business cards, buildings, uniforms, and company cars and trucks—all become marketing tools when they are attractive, distinctive, and memorable. Finally, companies can improve public goodwill by contributing money and time to public service activities. Planning a Public Relations Campaign: 1. Developing Objectives, 2. Executing, and 3. Evaluating. source: http://ww2.nscc.edu/gerth_d/MKT2220000/Lecture_Notes/unit12.htm

Business Communication

Creating proposals for business communication Business communication is a common topic included in the curricula of Masters of Business Administration (MBA) programs of many universities. AS well, many community colleges and universities offer degrees in Communications.

There are several methods of business communication, including:

• Web-based communication • Video conferencing • E-mails • Reports • Presentations • Telephoned meetings • Forum boards • Face-to-face meetings

Choose one and write a draft! source: http://en.wikipedia.org/wiki/Business_communication

Business Communication

Web-based communication - for better and improved communication, anytime anywhere, websites, portals, web encyclopedia, e-book, etc. Video conferencing allows people in different locations to hold interactive meetings; NetMeeting, Anymeeting, e-education, Coursera.org E-mails provide a medium of written communication worldwide; coposinf, persuasion, style, image, corporate values and image, etc. Reports are important in documenting the activities of any department; research reports, development reports, etc. Presentations are very popular method of communication in all types of organizations, usually involving audiovisual material, like copies of reports, or material prepared in Microsoft PowerPoint or Adobe Flash; Telephone meetings allow long distance speech and instant communication Forum boards allow people to instantly post information at a centralized location; to discuse and produce new ideas unlimitedly Face-to-face meetings provide vis-a-vis contact , they should be succeeded by a written followup.

source: http://en.wikipedia.org/wiki/Business_communication

Finally

Thank You for Your attention See You next week... Please, study texts, write the article (commentary on the studied literature)

Prepare for the next lesson

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