ТЕРНОПІЛЬСЬКИЙ НАЦІОНАЛЬНИЙ ЕКОНОМІЧНИЙ УНІВЕРСИТЕТ УКРАЇНО–НІДЕРЛАНДСЬКИЙ ФАКУЛЬТЕТ ЕКОНОМІКИ І МЕНЕДЖМЕНТУ BUSINESS COMMUNICATION для студентів третього курсу Україно–нідерландського факультету економіки і менеджменту Тернопіль 2010 Затверджено на засіданні кафедри ділової комунікації та організаційної поведінки, протокол № _____ від _____________________ 2010 р. Укладач: доцент кафедри ділової комунікації та організаційної поведінки Батрин Н.В. SECTION 1 TEXT 1. BUSINESS COMMUNICATION When you think of business communications, what springs to mind? The telephone? E-mail? Online forums? Reports and accounts? A receptionist? All these could be examples of business communications - it is a very big area. Businesses also know that they communicate with us in very subtle ways - sometimes the business might not even know what it is communicating! Other times, the business communicates in ways that it really does not want to. If this all sounds a bit like a riddle, then you are right - we need to look in a little more detail at what business communication is all about. Communication in today‘s business place has become more complex, with the introduction of technology presenting both opportunities and challenges. Robust organizations demand effective communicators that can effectively manage business and organizational changes, concerns or events using technological as well as traditional means. Business Communication: communication used to promote a product, service, or organization; relay information within the business; or deal with legal and similar issues. It is also a means of relying between a supply chain, for example the consumer and manufacturer. Business Communication encompasses a variety of topics, including Marketing, Branding, Customer relations, Consumer behavior, Advertising, Public relations, Corporate communication, Community engagement, Research & Measurement, Reputation management, Interpersonal communication, Employee engagement, Online communication, and Event management. It is closely related to the fields of professional communication and technical communication. Business Communication can also refer to internal communication. A communications director will typically manage internal communication and craft messages sent to employees. It is vital that internal communications are managed properly because a poorly crafted or managed message could foster distrust or hostility from employees. There are several methods of business communication, including: Web-based communication - for better and improved communication, anytime anywhere; E, which provide an instantaneous medium of written communication worldwide; Reports - important in documenting the activities of any department; Presentations - 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; Telephoned meetings, which allow for long distance speech; Forum boards, which allow people to instantly post information at a centralized location; and Face to face meetings, which are personal and should be succeeded by a written follow-up. Business communication is any communication used to build partnerships, intellectual resources, to promote an idea, a product, service, or an organization – with the objective of creating value for your business. Business communication skills Here are five basic steps you can take that will make you a more effective communicator: 1. Get to know what your client’s business is really about In order to deliver what your client really wants and needs, you need to understand what is most important to them and their business. This will help keep you focused and ensure the work you do for them will complement their existing activities. 2. Build a real relationship For many people, a major attraction of working with soloists is the personal attention they can provide, so make sure your clients are getting that from you. Take an interest in their personal lives and ask them about projects you know are important to them. You should also be willing to share some of your own personal life with them. You don‘t have to become best friends, but you do have to understand where they‘re coming from and the pressures they are facing – it‘s the difference between supply and service. 3. Establish from the outset that you want regular feedback and discussion Emphasize from day one that you want your working relationship to be based on open and regular communication. Don‘t be afraid to ask for feedback throughout a project, rather than only at the end. Encourage your client to offer you new opinions and ideas as they arise. 4. Pick up the phone While email is a great tool, it shouldn‘t be your primary method of communication. Face-to-face or telephone contact is much more personal and much more effective in getting your views across. You‘ll reduce ambiguity and unclog your client‘s inbox at the same time. 5. Use language that supports, challenges, encourages and respects your client Remember that you are here to help your client and improve their business as a whole. Be generous with your time and advice, and be flexible. It‘s also important to respect that your client knows their business well – that means better than you do. While you may have a lot of expertise in a particular area, ultimately you need to deliver something that works for your client and which makes them comfortable. We all know that it‘s much less effort to keep existing clients than to search for new ones, and the best way to do that is simply to be a dream to work with. Your clients are people, and people thrive on strong, supportive relationships. Stand out from the crowd as an effective communicator. Answer the following questions: 1. What is business communication? 2. What are examples of business communication? 3. What do robust organizations demand nowadays? 4. What does business communication encompass? 5. What is internal communication? 6. What is external communication? 7. What are the methods of business communication? 8. What are five basic steps you can take that will make you a more effective communicator? 9. What do you need to understand in order to deliver what your client really wants and needs? 10. What language do effective communicators use? Definition Test 1 Business The methods and activities employed to establish and promote a favorable relationship with the public. 2 Business Process of buying and selling in a market. communication 3 Communication The occupation, work, or trade in which a person is engaged 4 Marketing Communication used to promote a product, service, or organization 5 Management Process of transferring information 6 Advertizing The activity of attracting public attention to a product or business 7 Public relations The act, manner, or practice of managing; handling, supervision, or control 8 Report The act of presenting 9 Presentation A group of persons organized for a particular purpose 10 Organization An account presented usually in detail Insert the following words: Foster, hostility, employees, craft messages, employees, professional communication, internal communication, to promote, service, relay, deal with, relying, supply chain, consumer, manufacturer, 1. Business Communication is communication used ____________ a product, ___________, or organization; __________ information within the business; or ____________legal and similar issues. 2. It is also a means of ________ between a _____________, for example the __________ and ___________. 3. Business Communication is closely related to the fields of __________________ and technical communication, and besides Business Communication can also refer to ______________________. 4. A communications director will typically manage internal communication and ___________ sent to ______________. 5. It is vital that internal communications are managed properly because a poorly crafted or managed message could __________ distrust or ___________ from ____________________. Translate into English Ділове спілкування визначається як специфічна форма контактів і взаємодії людей, які представляють не лише самих себе, а й свої організації. Воно включає обмін інформацією, пропозиціями, вимогами, поглядами, мотивацією з метою розв'язання конкретних проблем як всередині організації, так і за її межами, а також укладення контрактів, договорів, встановлення інших відносин між підприємствами, фірмами, організаціями. До безпосередньої ділової комунікації можна віднести збори, бесіди, переговори, торги, презентації. У ситуаціях безпосереднього ділового спілкування, як правило, функціонує діалогічне та монологічне мовлення. Таким чином, спеціалісти економісти беруть участь у діалогічному спілкуванні на зборах, ділових бесідах, переговорах, презентаціях, прес-конференціях, під час укладання договорів, контрактів, а в монологічному – на конференціях, семінарах, публічних виступах. TEXT 2. BUSINESS COMMUNICATION TYPES Imagine a CEO of a large conglomerate announcing plans for new products to a group of stockholders. Now imagine a supervisor telling his or her subordinates what to do that day on the job. Both examples describe situations in which someone is sharing official information with others who need to know this information. This is referred to as formal communication. The formally prescribed pattern of interrelationships existing between the various units of an organization is commonly described by using a diagram known as an organization chart. Such diagrams