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How to Communicate Your Company’s Strategy Effectively

David Lancefield

Ditch the lofty purpose statements and lengthy slide decks.

For too long, communicating strategy has been an afterthought. Executives have shared long, bombastic documents or withheld critical information and expected people to just “get it.” And it hasn’t worked. Greater external uncertainty, collaboration, employee anxiety, and organizational openness demands a change of approach. The author presents five actions that will improve the clarity and quality of communication, enabling stakeholders to make a more substantive and meaningful contribution to the strategy.

Most people can’t recall the strategy of the organization they work for. Even the executives and managers responsible for strategy struggle, with one study reporting that only 28% of them could list three strategic priorities.

David Lancefield is a catalyst, strategist, and coach for leaders. He’s advised more than 40 CEOs and hundreds of executives, was a senior partner at Strategy&, and is a guest lecturer at the London Business School. Find him on LinkedIn (@davidclancefield) or at davidlancefield.com , where you can sign up for his free “Mastering Big Moments” workbook .

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How to Write an Effective Communications Plan [+ Template]

Published: January 05, 2023

Remember the " Tide Pod Challenge ?" That horrendous time at the beginning of 2018 when adolescents filmed themselves ingesting laundry detergent?

service leader creating a communications plan

While it was a funny (albeit dangerous) start to the new year, this small boost of infamy was a PR mess for the detergent brand in question, Tide , whose crisis communication team had to figure out how to respond to America's teens swallowing their toxic product. Tide's parent company, Procter & Gamble, was swift in their response, thanks in large part to their communication plan .

In this post, you'll learn how to create an effective communication plan that prepares you and your company for any situation.

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What is a communications plan.

A communications plan enables you to effectively deliver information to appropriate stakeholders. The plan will identify the messages you need to promote, to whom you're targeting those messages, and on which channel(s). Communications plans can be used in times of crises, but they are also used when pitching new initiatives or launching new products.

Communication plans can help you clarify the purpose of a product launch or new initiative and officially determine the messages you want to deliver to your intended audience(s).

Additionally, a communication plan can help your business during a time of crisis if a previous marketing message or business decision damages your reputation with internal stakeholders or customers.

If companies don't have a communication plan , they'll be unprepared when disaster strikes. It may be unlikely that your company will find teenagers eating your product for internet fame, but not so unlikely that you'll never find yourself needing a procedure to effectively handle difficult situations.

Need a free, easy-to-use communication plan template? HubSpot has 12. Check out this toolkit for everything you need to build your own.

This is part of a template offered in the toolkit. For this particular template, the organization is separated into phases, a description of that phase, and who needs to complete that action.

free editable Communication Plan Template

Download These Templates for Free

Now that we've gone over how a communication plan can be helpful, let's learn how to write one that will be effective.

How to Write a Communications Plan

Conduct an audit of your current communications materials.
Set SMART goals for your communications plan based on the results from your audit.
Identify the audience to whom you plan to deliver your communications plan.
Outline and write your plan, keeping your audiences in-mind.
Determine the channel(s) on which you need to deliver your messages.
Decide which team members are responsible for delivering the message.
Estimate a timeline for how long each step should take.
Measure the results of your plan after presenting to stakeholders, and determine successes and areas for improvement.

1. Conduct an audit of your current communications materials.

Before sitting down to get rollin' on your plan, you need to first decide where it'll fit into your business. So it's important you complete a "state of the union," or an audit of the current climate of communications within your company. This can help you identify any problem areas.

For instance, let's say you need to create a communications plan for a new product launch. To create your plan, you'll first need to perform an audit to identify gaps in your current marketing approach.

After performing the audit, you might find there is a major gap in your marketing materials in which you rarely discuss a topic that aligns well with your new product. You'll want to ensure this topic makes it into your communications plan.

Crisis Communication and Management Kit

Manage, plan for, and communicate during your corporate crises with these crisis management plan templates.

Free Crisis Management Plan Template
12 Crisis Communication Templates
Post-Crisis Performance Grading Template
Additional Crisis Best Management Practices

You're all set!

Click this link to access this resource at any time.

Free Communication Plan Template

Fill out the form to access the template..

To conduct an audit, you'll need to carefully gather and interpret data on your current marketing plan performance and build a path forward based on those results. Additionally, you might consider hosting focus groups or sending surveys to your audience to find gaps in your current communications materials.

Of course, you'll want to have the goal of your communications plan in-mind when conducting an audit. In the example above, noticing you're lacking material on a certain subject only matters if your goal is to drive leads and conversions to a product that aligns with that subject.

For instance, if you're launching a new email marketing tool and you notice you're lacking content on Google Ads, this might not be relevant information for your communications plan. However, if you're missing content on email marketing best practices, that's important information you can use to tailor your communications plan appropriately.

2. Set SMART goals for your communications plan based on the results from your audit.

After your audit, you'll want to lay out a few goals based on the data from the results. What do you want to achieve with this plan?

When in doubt, remember that your goals should be SMART : Specific, Measurable, Attainable, Relevant, and Time-based.

For instance, if a small agency is writing a communications plan for its client, they might write a goal along these lines: "We plan to increase employment applications for our client by 25% over the course of one quarter."

Alternatively, perhaps your HR team needs to write a communications plan to pitch designing a new growth matrix for individual contributors who don't want to become managers.

If that's the case, your HR team will need to identify specific goals they hope to achieve as a result of their plan, even if the results are less quantifiable — for instance, their goal might be to "increase employee retention rates by 10% over the next year" or even "increase employee satisfaction, as indicated by their next NPS scores." They'll need to pitch these goals to stakeholders to get leadership on-board.

Download Your Free SMART Goal Template

3. Identify the audience to whom you plan to deliver your communications plan.

Good communication starts with knowing and understanding your listener. In this case, if a crisis communication plan is for stakeholders, which one(s) are you writing for? Stakeholder examples include employees, investors, customers, local government officials, or media outlets.

If you're writing for media outlets, a press release detailing your goals is a good idea for that audience. There should be a process for who will speak to the media outlets, an outline of what they will say, and an action plan put in place moving forward.

Alternatively, if your audience is your employees, you might want to create an up-to-date internal document for employees to refer to, as well as the contact information for the internal DRI if they have follow-up questions.

4. Outline and write your plan, keeping your audiences in-mind.

When you're ready to outline and write your plan, it's likely easiest if you start with a table or chart to identify the messages you need to promote, to whom you're targeting those messages, and on which channel(s).

Once you've created a general outline, here's how you'll want to structure your communications plan (feel free to copy these sections into a Table of Contents for your own plan):

Purpose (what is this communications plan for)
Escalation Framework (including 'first line of defense' and 'greater response team')
Roles and responsibilities of each employee
Do's and Don'ts
How to maintain an effective response plan

(If you need help writing a communications plan, download our free, ready-to-use communications plan templates .)

When writing your communication plan, work with groups or representatives from your stakeholders to improve accuracy. Strategies should solve for goals or potential risks.

For instance, if you work for an agency aiming to promote a client's product, a risk might be spending money on paid ads without a guaranteed ROI. To solve for that risk, the agency should detail different steps to ensure the ads are effective before going public.

5. Determine the channel(s) on which you need to deliver your messages.

The channels you choose to communicate with your audience depends on your message, and to whom you want to deliver that message. For instance, if you're creating a communications plan for internal employees, you might send out your communications plan in a company-wide email, use a team communication app , or in-person team meetings to deliver your message.

Alternatively, if you're communicating with customers, you might determine it's best to communicate via an email newsletter, or via a press release.

Of course, the channel(s) you choose will depend on your goals, but it's important as you're writing your communication plan that you keep your distribution methods in-mind.

6. Decide which team members are responsible for delivering the message.

Once you determine your audience and channel(s) on which you'll deliver your communications plan, figure out the DRI for delivering the message.

For instance, if your HR team is pitching a new growth matrix to leadership, you might ask your Director of HR to deliver the initial pitch in the first meeting. Once leadership is on-board, you might ask each HR representative to deliver one training session for each internal team to ensure every employee understands what's changing internally, and why.

7. Estimate a timeline for how long each step should take.

You should have a ballpark estimate of how much time each step in executing your strategy will take. For instance, if your plan needs to go from the higher-ups down to the employees, it's good to take into account how long going through the chain of command will take. It's also smart to infer how long a media cycle will last.

For instance, for a minor slip-up on an ad campaign, the advertising agency might estimate the cycle for controlling the issue will take a month — including meeting with the client, stakeholders, and employees to discuss steps moving forward.

8. Measure the results of your plan after presenting to stakeholders, and determine successes and areas for improvement.

There's always room for improvement. Measure the results of the plan after presenting it to stakeholders, and determine aspects that went well, and areas for improvement next time.

For instance, the ad agency might not have met its goal of increasing prospective applications by 25% within a quarter. They might rework their goals to give themselves more time or pivot their quarterly focus to fit those goals.

Alternatively, if you notice certain language in your communications plan evokes a level of stress or fear with internal stakeholders, consider how you can re-word next time to ensure your communications plan feels helpful, beneficial, and positive.

Some aspects of building a communication plan can be a "choose your own adventure" journey. The key is choosing aspects that best reflect what your business needs in times when effective communication is key. What do your stakeholders need to know, and how are you going to best communicate that?

Communication Plan Examples

Strategic Communication Plan
Project Communication Plan
Marketing Communication Plan
Corporate Communication Plan
Crisis Communication Plan

Communication plans can get tricky, but writing an effective one will prove itself with its longevity. The following communication plans include analysis for stakeholders you'd respond to and the procedures for what to include in those communications.

1. Strategic Communication Plan

Bright Hub Project Management's communication plan explains how, when, and why communication happens within its organization.

This example is great because it details how communication managers write crisis plans and acknowledges that sometimes the busy marketer or project manager takes on this responsibility.

Image Source

2. Project Communication Plan

Here's an example of a Billing Upgrade Project from Simplicable . This communication plan maps out all the important meetings and documents needed for the project. As you can see, it also includes necessary sections including audience, goals, format, and DRI.

3. Marketing Communication Plan

A marketing communication plan is essential for communicating to your target market, especially when launching new products or initiatives. This example from Smartsheet allows you to plan marketing communications strategies for customers, sales prospects, media partners, internal stakeholders, and events.

Marketing Communications Plan Grid Template

4. Corporate Communication Plan

Corporate communication plans outline how organizations communicate internally and externally. This example from Smartsheet is a nine-step roadmap that includes space for a mission statement, executive summary, situation analysis, key messages, and more.

5. Crisis Communication Plan

This communication checklist below, by Prezly , gives a great overview of the details of a crisis plan from beginning to end. It can be used as an effective guide when drafting a crisis management strategy.

Communication Planning Tips

Communication planning can be tricky, so here are some extra tips to keep in mind to help your plan shine: when describing procedures for handling crises, include who the situation involves. This lets stakeholders envision decision-making processes.

Additionally, if you're part of a larger company with a broad stakeholder list, it's okay to split up target audiences for your plan.

For instance, maybe your audience is more than just "consumers." Split stakeholder groups for easier comprehension and more distinct solutions.

Ultimately, your communications plan needs to clearly and succinctly provide necessary information to everyone involved in the business decision, product launch, or PR crises. Use the strategy mentioned above, as well as our communication plan templates , to ensure yours is as effective as possible.

Editor's note: This post was originally published in September, 2019 and has been updated for comprehensiveness.

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Why a clear communication plan is more important than you think

More often than not, clear communication can make or break successful projects. Clear communication in project management isn’t just about where you should be communicating—it’s also about which team members should be receiving which types of messages.

The good news is, creating an effective communication plan isn’t difficult. All you need to do is define your communication channels and align on when team members should use each. In this article, we’ll walk you through how to set up a communication plan and show you a template so you can create your own.

What is a communication plan?

Sharing a communication plan can give your team clarity about which tools to use when and who to contact with each of those tools. Without a communication plan, you might have one team member trying to ask questions about work in a tool that another team member rarely checks. Rather than being able to clearly communicate and move forward with work, each team member would end up frustrated, confused, and disconnected from the work that matters. Then, if they don’t have clear insight into who is responsible for each channel, they might end up reaching out to an executive stakeholder with questions that person can’t answer. What started out as a simple miscommunication has spiraled into three frustrated team members—and all the while, work isn’t moving forward.

What should a communication plan include?

Your communication plan is your one-stop-shop for your project communication strategy. Team members should be able to use the communication plan to answer project questions like:

What communication channels are we using? What is each channel used for?

When should we communicate in person vs. asynchronously?

What are the project roles? Who is the project manager ? Who is on the project team? Who are the project stakeholders ?

How are important project details, like project status updates, going to be communicated? How frequently will these be shared?

What shouldn’t be included in a communication plan?

A communication plan will help you clarify how you’re going to communicate with your project team and project stakeholders—whether these are internal team members that work at your company, or external stakeholders like customers or contractors.

A communication plan in project management is not a PR plan. This plan will not help you align on your social media strategy, identify a target audience, or establish key messages for different demographics. If you need to build out those plans, consider creating a social media content calendar or a business strategy plan .

The benefits of a communication plan

Obviously clear communication in the workplace is a good thing. But do you really need a written communication plan to do that?

In a word: yes. A good communication plan can help you communicate the right information to the right project stakeholders. Executive stakeholders don’t need to be notified about every project detail—similarly, every project team member might not need to be on a conference call with your external partners. By clarifying where and how you’ll be communicating, you can reduce the guessing game and unblock your team.

Less app switching

We recently interviewed over 13,000 global knowledge workers and found that the average knowledge worker switches between 10 apps up to 25 times per day. Instead of focusing on high-impact work or even collaborating effectively with their team members, knowledge workers are sinking hours into simply trying to figure out where they should be communicating.

A communication plan can eliminate this guessing game. For example, if your team knows that you only communicate about work in a work management tool , they can search for key information there—instead of digging through document folders, Slack messages, and multiple email chains. Similarly, when you know that a team member is only tangentially working on the project—and is only being looped in during high-level status reports—you won’t bother them with a question about when the next project deliverable is due.

We have created communication guidelines around what software or what tools are best for what. Asana is for action, Slack is for quick responses or answers to things that are floating around. Email is more official and mostly external facing. By doing that, and creating the proper communications guidance, it really helps reduce the noise.”

Increased collaboration

Team collaboration isn’t an effortless process that happens by itself—it’s a skill that you and your team have to build. One part of creating effective team collaboration is clarifying your team’s communication conventions. That’s because a big barrier to effective collaboration is feeling comfortable communicating—especially if you work on a remote or distributed team . If your team feels unsure because they’re still trying to figure out how or where to communicate, they won’t be fully comfortable talking to one another.

Your communication plan is a chance to clarify where team members should be communicating. Depending on the level of detail, you can also include when team members should be communicating—and clarify team conventions towards setting “Do not disturb” mode or snoozing notifications.

By providing these guidelines, you’re effectively removing one of the biggest barriers to easy communication and collaboration between team members. When team members know where to communicate—and just as importantly, where not to communicate—they can be confident they’re sending the right message at the right time.

Less duplicative work

Currently, knowledge workers spend 60% of their time on work about work like searching for documents, chasing approvals, switching between apps, following up on the status of work, and generally doing things that take time away from impactful work. Part of this work about work is not knowing where things should be communicated.

If team members don’t have a clear sense of where information is shared—things like your project plan or project timeline —then they’ll have to dig through multiple tools or ask several team members just to find the right information. As a result, team members who are unclear about where they should be communicating about work also have a harder time simply finding existing work.

Work about work leads to more manual, duplicative work and less clarity overall. In fact, according to the Anatomy of Work Index , we spend 13% of our time—236 hours per year—on work that’s already been completed. By sharing your communication plan, you can give your team clarity into exactly where work lives, so they don’t have to spend all that time finding it themselves.

How to write a communication plan

A communication plan is a powerful tool—but it’s also relatively easy to create. You can create a communication plan in four steps.

1. Establish your communication methods

The first step to creating a communication plan is to decide where your team will communicate—and about what. This includes when to use which tools and when to communicate live vs. asynchronously. Live, synchronous communication is communication that happens in real time. Conversely, asynchronous communication is when you send a message without expecting someone to reply right away. We all use asynchronous communication every day without realizing it—most notably, every time we send an email.

As you define your communication plan, identify what to use each tool for. For example, you might decide to use:

Email to communicate with any external stakeholders.

Slack for synchronous communication about day-to-day updates and quick questions.

Asana to communicate asynchronously about work, like task details, project status updates , or key project documents.

Zoom or Google Meet for any team meetings, like project brainstorms or your project post mortem.

2. Align on communication cadence

Now that you know where you’ll be communicating, you also have to identify how frequently you’ll be communicating. Your communication cadence is your action plan for updating different stakeholders about different project details.

For example, you might decide to schedule:

Weekly project status updates posted in Asana to all project stakeholders and sponsors.

Monthly project team meetings to unblock any work or brainstorm next steps.

Asynchronous project milestone updates in Asana as needed.

3. Add a plan for stakeholder management

Running a successful project often depends on getting stakeholder support and buy-in. At the beginning of the project, you’ll do this during the project kickoff meeting —but it’s also critical to maintain stakeholder support throughout your project.

Take some time as you’re drafting your communication plan to detail when to communicate with each project stakeholder, and about what. Some people, like your key project team members, will be communicating about this project regularly—maybe even daily. Other project stakeholders may only need to be looped in during project status updates or maybe just at the final readout.

By listing out how you’ll be managing communication with stakeholders, you can ensure they’re being contacted at the right time about the right things. The communication they recieve should answer questions at their level of detail and with a focus on business results and overall, high-level impact.

4. Share your communication plan and update it as needed

Once you’ve created your communication plan, it’s time to share it with your project team. Make sure your communication plan is accessible in your central source of truth for all project information. We recommend using Asana to track all project communication and work, so you can talk about work where you’re working.

If any changes impact your project communication plan, make sure you update it and communicate those changes. That way, team members always have access to the most up to date information.

Example communication plan

Communication plan template

Description of communication.

What type of communication is it?

How often will you be communicating?

Which tool will you be using? Is this synchronous or asynchronous communication?

Who is receiving this communication?

Who is in charge of sending out this communication?

Good communication starts with a communication plan

Clear communication can help you send the right message at the right time. Empower effortless collaboration while also ensuring every team member is being looped in at the right times. That way, your team can spend less time communicating about work and more time on high-impact work.

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Business Communication for Success

(39 reviews)

ISBN 13: 9781946135056

Publisher: University of Minnesota Libraries Publishing

Language: English

Formats Available

Conditions of use.

Learn more about reviews.

Reviewed by April Schofield, Senior Lecturer and Director, Metropolitan State University of Denver on 7/15/22

This is a very comprehensive textbook and includes over 600 pages of content. It includes the necessary components to help students communicate effectively in business environments. read more

Comprehensiveness rating: 5 see less

This is a very comprehensive textbook and includes over 600 pages of content. It includes the necessary components to help students communicate effectively in business environments.

Content Accuracy rating: 4

The included content is very accurate. There are some areas that need updating to reflect the current business environment.

Relevance/Longevity rating: 3

Since the book was published in 2015, newer concepts are not addressed. For example, how to communicate effectively in virtual meetings or via social channels. The nature of how we communicate has significantly changed since 2015 so any business communication textbook that is older will have similar shortfalls. I do believe this content could be added in standalone sections or chapters.

Clarity rating: 5

The book is conversational and engaging. It is appropriate for an introductory level class and for students from various majors. I think all students could benefit from the communication concepts outlined in this book, not strictly business students.

Consistency rating: 5

The format and writing style are consistent throughout the entire book.

Modularity rating: 5

The book is easily broken up into smaller reading sections. I appreciated the questions to start each chapter, the reviews of important concepts, and the exercises at the end of each chapter. These could be used as classroom conversations, homework assignments, etc.

Organization/Structure/Flow rating: 5

The early chapters are foundational (why communication is important, the science of language and communication), followed by "how to" chapters. The table of contents provides a robust overview of topics, beyond chapter titles.

Interface rating: 5

There are multiple formats available, including PDF, ebook, online, XML, and ODF. I reviewed both the PDF and ebook versions. The various sections in the table of contents are hyperlinked. I found both formats easy to navigate and did not experience any issues.

Grammatical Errors rating: 5

The book is well-written and I did not notice grammatical errors. This is very important for a book focused on communication!

Cultural Relevance rating: 5

Intercultural and international communication is addressed throughout the book and an entire chapter is devoted to the topic.

Reviewed by Heather Leigh Maher, Adjunct Professor, City Colleges of Chicago on 5/31/22

Comprehensiveness rating: 4 see less

While the book covers many essential topics in detail, others are less updated than is optimal and yet others are intermingled with other chapter headings, making them harder to find than I am used to in this type of textbook (such as more basic but important principles, such as audience analysis, which is scattered throughout several other chapters beyond the one titled as containing such information). Some ideas are basic, which is great to cover survey and more advanced courses, but I have a feeling I'd be having students read selections from several chapters for several topics I'm used to having more consolidated. While the table of contents is hyperlinked in the online and PDF versions, there is no index, which makes it tedious to identify every location relevant to a topic without extreme front-loading in course planning. Despite this, if it had more information on electronic elements that have changed the business landscape in the past 10 years or so, it might be worth doing the work--and maybe even supplementing missing items.

Content Accuracy rating: 5

It is accurate, but missing definitions for some jargon that may be hard for brand new business students, while including others when they probably aren't necessary. It seems to be biased only in that it seems to have a very specific student audience in mind, but I cannot for the life of me imagine actually meeting a student with that exact blend of needed and unneeded knowledge in one of my classes. Again, good if you like to customize your reading selections a great deal, but not as great if you're looking for a single text to fill the majority of your course content with only a smaller percentage of supplements from other sources.

Relevance/Longevity rating: 2

The book is already missing any significant content on how technology has massively changed business communication in the past 10 years, and while it mentions it indirectly (basically saying "it's affecting things") in several places, without at least one chapter dedicated to those changes, it seems both incomplete and very hard to update and revise.

Clarity rating: 4

Some jargon isn't given enough context to be clear for the range of learning levels the book attempts to cover (by my assessment), but the prose, while very heavy (minimal application of actual business writing principles in terms of white space and using visuals), is clear and well-edited.

Consistency rating: 2

The writing is consistent, but the level of assumed pre-existing knowledge is not consistent from chapter section to chapter section, or across chapters (some are much more consistent than others). The organizational structure is the weakest element of the book, as I mentioned with overlapping concepts discussed in multiple chapters that are not labeled in ways that would lead a reader--much less a student--to expect to find certain pieces of information in them.

Modularity rating: 2

As mentioned, there's overlap across chapters on topics, but not information, so you really need the whole thing. It's loosely organized into "Business Communication", "Business Writing", "Business Presentations", a bit on rhetoric, and then what feels like the author felt was "left over" in that they are important topics that didn't fit into the original outline? Maybe in a revision? I can only speculate. It also is quite prose-heavy without bread for illustrative graphics, which are always better received at the undergraduate level.

Organization/Structure/Flow rating: 1

One of my comments on "Modularity" is really the core commentary for me on this category, as the structure and organization looked excellent in the chapter titles, but the content proved they were a bit unfocused and, in some cases, misleading as relevant ideas were discussed in completely different sections: "...there's overlap across chapters on topics, but not information, so you really need the whole thing. It's loosely organized into "Business Communication", "Business Writing", "Business Presentations", a bit on rhetoric, and then what feels like the author felt was "left over" in that they are important topics that didn't fit into the original outline? Maybe in a revision? I can only speculate."

Interface rating: 4

The table of contents for the electronic PDF and the online version is all hyperlinked, which is great. The drop-down menus listing sub-sections in the chapters in the online version, is a bit clunky and unintuitive.

Well-edited.

Cultural Relevance rating: 2

All inter- and intra-cultural information in smushed into one of the chapters that feels like an afterthought or revision chapter added later. There is no integration of global business communication in any regular manner throughout the text, and exercises (which are weak in general) are very monocultural. It reads like a textbook for upper-middle class white students, written by one just a generation older. This is definitely an area where you'd need to go find another, *much* more detailed and specific source, especially for examples and possible homework exercises or group activities to put into action.

In general, I feel that this book is dated--not as much in content (but technology and non-American business knowledge and potential issues absolutely need a major addition with details and specific information), but in what it appears to emphasize. Perhaps the author was teaching several levels of skill across various classes and wanted one book that they could pick appropriate sections for all of them, or even just to save students even more money, but it reads as poorly organized and needing a major editorial structural overhaul (although I don't think modern editors even do that much work with authors any more). If you are willing to read the entire book, pretty much make your own index for how you want to organize your class, and don't mind supplementing close to half of your readings with outside sources, it could be extremely useful. However, you will definitely need to find the cultural and technological information elsewhere. I have survey-level students who have offered more specific and detailed information on both areas, but I do teach at an extremely diverse college system with many 1st, 1.5, and 2nd generation immigrants, as well as international students, which are excellent resources themselves in these areas.

Reviewed by Jessica Rick, Assistant Professor of Communication Studies, University of Southern Indiana on 5/20/22

This book is a comprehensive look at business and professional communication. It covers almost everything I would cover in my business and professional communication class. I really like the chapter on intercultural and international business... read more

This book is accurate.

Relevance/Longevity rating: 4

I didn't find many errors, but the definitions and models of communication are outdated. I believe the author could have found more recent definitions, models, and conceptions of communication. I also would have liked to see more of a discussion of organizational communication concepts in business communication.

Students were able to read and understand the book and its contents.

The book uses consistent terms and structure throughout. Previous chapters provide a good scaffolding for later chapters.

Modularity rating: 4

This book is almost too comprehensive that it is hard to navigate. But I do like that I can mix and match different parts of the book to fit my schedule and class content.

Students were able to follow the organization of the book. The numbering system makes it easy for students to find what to read for each class period.

No issues with the interface of the textbook.

No issues with the grammar.

Cultural Relevance rating: 4

Some of the examples could be updated to reflect a more nuanced understanding of a variety of perspectives. But overall, I was pleased with the cultural contexts discussed.

Reviewed by Susan Lantz, Teaching Associate Professor, West Virginia University on 4/25/22

The book is comprehensive. It definitely covers the basics. It covers areas of writing that I might not use for more advanced college writers, but would be absolutely vital for beginning college writers. read more

The content was accurate. (Except for the page about web-search engines. . . which was outdated.)

For the most part, the authors/editors did a good job of avoiding language or references that were dated. They might want to revisit the page that lists "Some Examples of Internet Search Sites." They listed "Alta Vista" for example. . . which has since been taken over by Yahoo. They also list sites like dogpile, webcrawler, and The Encyclopedia Britannica. This information was pretty cutting edge in 2002, but times have changed.

The material was well-written, clear, and concise.

The text was internally consistent and easy to navigate. (This might change, though, according to formatting. I found the PDF easy to use, though.)

I was pleasantly pleased at how easy to the text was to read, divide, and excerpt.

The text was organized quite nicely. It was easy for me to find what I was looking for, and it followed a logical progression.

Navigation was no problem.

Grammar was fine. It was not (thankfully) overwritten.

I was very pleased to note that the text chose to discuss sensitive cultural issues in a very elegant manner.

Here's the thing about communication: The rules don't change much. Business Communication is all about getting the right information to the right person at the right time. What does change, is the technology we use to make it happen. It is nearly impossible to publish anything current that covers everything one needs to to about current methods of communicating using technology. The information is too "bleeding edge" and changes so quickly, that it would be out-dated almost immediately. The thing that this book does (and does very well) is stick to the basic rules of communication that don't change (with the exception of the search engine page.) Nearly every other section of the book sticks very firmly to the information that students need to know that does not change on a regular basis. The information about social media/videos/tiktok/instagram/facebook/YouTube/thenextbigthing is easily imporable from the web. This division makes it almost the perfect open educational resource.

Reviewed by Christina Wooten, Business Technology Faculty, Rogue Community College on 1/3/22

Comprehensiveness rating: 3 see less

The material covered in the text is comprehensive as expected from a Business Communications text. Basics of Communication, Message, Audience, Writing, Types of Delivery, as well as three sections on different styles of presentation are included. This text does not have an index or glossary. The table of contents is thorough with chapter and section headings linked for easy navigation.

The text accurately portrays the topics covered. It appears to be overall an unbiased text. The content is, overall, error-free.

Overall, the text is up-to-date with technical information. There are some cultural points that may become outdated quickly (or could feel alienating to some students). For example, in "Demographic Traits" on page 86, there is a heavy focus on male/female as an example of a demographic trait. However, later in the same chapter, a lengthy discussion on "mutuality and non-judgmental-ism" ensues. Chapter 9 covers "up-to-date" communication methods used in the business arena very well. These include text, email, netiquette, memos, letters, proposals, reports, resume, and sales messages. Chapter 18 covers Intercultural Communication. My concern with this section is the references used are from 1958 and 2005. I feel strongly that there are more recent examples of references that could be used.

Clarity rating: 3

The text is written clearly with many bold faced words. There is no glossary or side-bar definitions, so the student would need to be informed to look the words up in a different dictionary.

The book is consistent in terminology, ideology, and framework throughout. The flow would be easy for a student to follow through a course.

The text is laid out in such a way that reading assignments could easily be created. Also, the text is broken up with exercises and images (most of which are relevant, clear, and correctly cited.) While some sections of the text do not have images, the blocks of text are broken up into nice sized sections with headings.

One change I would make if I were to use this text would be as follows: Chapter 18: Intercultural and International Business Communication is the next to last chapter in the book. I would place this far earlier (around the section where Sender/Receiver and Audience are discussed). This was the only place in the text where the material appeared (or felt) "out of order" for overall flow.

The links provided in the chapters and in the additional resources all work accurately. Images are clear and mostly related to text. There are two images that could be changed to a better image (one is the iceberg in Figure 3.4 the second is a clip art type image in Figure 9.6 which looks strangely out of place.

I did not notice any glaring grammar issues or errors.

I did not notice any examples that could be exclusive other than the gender example previously mentioned. There are several images which appear culturally inclusive.

The exercises though out the book (questions) are excellent starter questions for online discussion forums. The "Additional Resources" links at the conclusion of each chapter are excellent and offer the student (and instructor) many additional resources for class. There is no glossary or index for this text.

Reviewed by Steven Bookman, Adjunct Assistant Professor, Pace University on 6/23/21

The text covers all areas in addition to topics (e.g., ) not always covered. However, I wish some topics have more coverage (i.e., business modalities) while others have less. Overall, the this text is good for an introductory business writing... read more

Content is accurate, error-free and unbiased.

The content is up-to-date. However, I wish the book was updated, so that it includes social media. Having said this, necessary updates would relatively easy and straightforward to implement. I had to bring in my own examples and case studies from other sources to supplement the text.

The author writes this text in a lucid, accessible prose, and provides adequate context for any jargon/technical terminology used.

The text is internally consistent in terms of terminology and framework.

The text is easily and readily divisible into smaller reading sections that can be assigned at different points within the course (i.e., enormous blocks of text without subheadings should be avoided).

The topics in the text are presented in a logical, clear fashion.

The text is free of significant interface issues, including navigation problems, distortion of images/charts, and any other display features that may distract or confuse the reader. There are a few options to read the book as well.

The text contains no grammatical errors.

The text is not culturally insensitive or offensive in any way although there could be some text with diversity, as this is a big issue these days. In the book's defense, it can easily be updated since it was written in 2015.

Reviewed by Karen Gaines, Associate Professor, Kansas City Kansas Community College on 5/7/21

The book is pretty thorough with the topics that are covered. In fact, there are topics in the presentation sections that are not normally covered in the business communications textbooks that I currently use. The order in which the subjects are presented is different than what I have been used to, and wanted to know if there was a particular reason for some of the ordering of subject matter.

Information is accurate and free of errors and bias.

Relevance/Longevity rating: 5

The information is relevant and timely. However, there should be more focus on virtual meetings, etiquette, how to productively run them, etc. and how to better engage others as there is less in-person interaction.

It was written in a clear and concise manner. The narrative was conversational and engaging.

Found the writing to be consistent throughout the book.

This book was easy to get to the specific information within each chapter with the use of subsections. Though there were some sections where they were text heavy, the use of the headings helped to break up the information into more visually appealing and practical hunks of information.

Organization/Structure/Flow rating: 4

It is easy to follow, but I am more used to having examples of writing styles (routine, persuasive, negative) grouped together earlier in the book.

This was an easy to navigate the book.

I did not see any grammatical errors.

The text is inclusive in its depiction of different groups of people.

Are there instructor resources available such as PowerPoints, more in-depth assignments, videos, and tests?

Reviewed by Terianne Brown, Lecturer, Hawaii Community College on 4/20/21

This is a thorough book but could benefit from certain chapters being expanded and others being condensed. read more

This is a thorough book but could benefit from certain chapters being expanded and others being condensed.

There are no issues with bias and no errors are evident.

There are a few references to outdated social media platforms, however, the text can be easily updated without taking away from the message of the contents.

The book uses appropriate language suitable for all readers.

The book has a consistent format. Headings and subheadings are standardized, as well as key terms being bolded.

The book can benefit by expanding the sections in Chapter 9 into individual chapters.

The book is well-organized and is easily followed.

Multiple interfaces are available and no immediate issues are evident. It was easy to Zoom into images in the online and digital pdf versions of the book.

There are no evident grammatical errors.

There are no direct references to specific races. The text does refer to race as something to consider in business communication but contains nothing culturally insensitive or offensive.

This is a well-written text that is well-suited for an Introductory to Business Communication course. The book could be improved by including more images and/or infographics to make it more interesting and less text-heavy.

Reviewed by Sharon McDermot, Business Adjunct, Northern Essex Community College on 3/18/21

The book is very comprehensive but I wish there were more coverage of business writing in different modalities. They do touch on texting and email but I think there needs to be more information on those subjects. The book does discuss business... read more

I did not see any inaccuracy.

This book was written in 2015. Many things have changed in business communication. I would like to see it updated to include the use of social media in business and how important that can be to the success of a business.

The book had good clarity.

The text was consistent with terminology and framework.

The text is easily broken up into smaller assignments and chapters.

The book can easily be arranged to prepare for a class using progression.

I did not see any interface issues nor did I have any problems with it.

The book does have chapters on intercultural communication which is great. I have been looking for that in an OER textbook.

If this book were revised to a more current date and included the social media aspect of business communication, I think it would be very useful. It does contain a lot of good information.

Reviewed by Dee Fretwell, Associate Professor, Southern Oregon University on 1/5/21

The subject is well covered for the introduction to Business Communication, with a gap in addressing very specific etiquette around professional communication via digital formats, such as emails, project management software, etc. until mid-way... read more

Quite on point! I was impressed with the direct nature of the content and the broad audience types the curriculum was trying to reach.

Nicely written for readers of all ages from many backgrounds.

Clean, concise and grammatically on point.

Consistency rating: 4

I noted no inconsistencies.

Chapters were broken up nicely with graphics and such, allowing the reader to not fatigue as quickly as they might otherwise.

Pretty well done, with a request to begin examples of proper business writings earlier in the chapters.

Easy, clean and totally relevant.

Seemed appropriate to me!

Well done! Will likely use next term!!

Reviewed by Katherine Hatzis, Senior Lecturer II, University of Massachusetts Boston on 6/27/20

The book covers everything that one would want to teach in a business communication course. read more

The book covers everything that one would want to teach in a business communication course.

As far as I could tell the book is accurate and free of error and biases.

The book is up to date and it can be easily updated in the future.

The writing is clear and it does not use difficult language so this text would be appropriate for ESL or International business students as well.

I enjoyed the fact that the book used the same format throughout. It started with learning objectives and ended with takeaways and exercises.

The text was well divided into smaller sections which can help when assigning reading homework.

The book was well organized and straightforward. I like that it has a table of contents which helps with reading through the material.

The book's interface was fine. I just wished it was linked at the bottom of the page rather than having to constantly to go back to the main menu to go be able to move and read the next section or chapter. I had to keep going back to the main menu when I wanted to go to the next section of the same chapter. I think it would have been easier if it had a link at the end of the section that connected the next section.

I did not notice any grammar errors.

The book appears to be culturally neutral.

Overall it is a good general Business Communication textbook and it has a lot to offer. This is a textbook that I am going to incorporate into my courses. The only thing that I didn't like was navigating through the textbook.

Reviewed by Kathleen Berry, Adjunct Professor, Massasoit Community College on 6/23/20

The text covers all areas of the subject appropriately. read more

The text covers all areas of the subject appropriately.

I found very few typos. The information was clearly unbiased.

Although the book was updated last year, I think it could use a little updating in both photos and information.

Any jargon that may have been used was explained thoroughly.

The information is consistent. However, it is duplicated in many chapters.

Most of the book is strictly text with limited images.

The book is organized in a clear fashion. However, when I used it, I did teach out of order.

The text does not indicate any interface issues.

I did not find any grammatical errors.

I did not find any culturally offensive material.

I would have liked to see more information about diversity and inclusion in the textbook. The pre- and post- exercises in each chapter were beneficial. Students would have preferred a way to annotate the textbook when reading it.

Reviewed by Alison Schirone, Adjunct Faculty, Roxbury Community College on 6/4/20

I used this book for a recently business communications course. Generally speaking, the book had all the requisite basics of business communications. I added a few modules to address today's social mediums in more detail. A great free text,... read more

Highly accurate, may be due for an update soon, just to bring things more current to how today's business communicators operate.

I studied business communications many moons ago. Some aspects of it have not changed since then; but we do have more social business communications mediums. The book can easily adapt to incorporation of more social communications mediums.

Appropriate for first year and beyond college students and community college students and/or management trainees.

Loved the questions prior to the start of the chapters; I often used them for class discussions and prompts. Good review of important aspects of each chapter. Good homework assignment ideas.

I mostly covered the chapters in order. Some I put more emphasis on; others I slid through speedily. For example, I did not spend as much time on International Business Communications.

Foundation chapters first; easy to apply those concepts to all other chapters that follow. I integrated some of the more current business communications tools like Linked In, resume building, and more in the writing sections. I had students who were preparing for the workplace so it was a practical diversion from the text.

Interface rating: 3

There were some useful bits that I wanted to use as handouts but the copying of those items were a bit fussy. Perhaps consider a collection of handouts/electronic worksheets?

I did not notice grammatical errors.

Ethnicity/race neutral. We had a great collection of people from diverse backgrounds in my course when I used this book, so we were able to apply some of the cultural communications ideas into discussion and assignment. I do think that perhaps some of the aspects of diversity could be updated to better reflect today's issues and people.

I did enjoy using it. I would have liked to see more updated business communications methods in use today, especially social mediums. I would have liked to see a workbook or case to be worked throughout the term. Slides would have been a plus! Overall, I enjoyed using it and it was my first OER text.

Reviewed by Adam Falik, Assistant Professor, SUNO on 4/27/20

The greatest asset of this book (and occasionally its weakness) is its attempt to be all encompassing. It definitely seeks comprehensiveness, to introduce a complete spectrum of business communication methodology. This is often effective. The book begins linguistically, introducing concepts of language and communication, shifts to audience and tone before touching upon actual writing. The move to presentation and group dynamics is in keeping with the wide-spectrum the book covers. Sometimes, though, this attempt at comprehensiveness results in the book being dilettantish. I am interested in this book as a textbook for a class in Professional and Technical Writing. My review should be seen through that lens.

Content is accurate enough, though sometimes thin. In Chapter 9: Business Writing in Action, for instance: What is provided is accurate, just somewhat inadequate. 9.2 covers Memos and Letters, but there are many types of business memos/letters. A more thorough exploration per section (instead of, for example, Section 6.3 Making an Argument then much later Section 17.2 Delivering a Negative News Message) would have been welcome. Again, the content is accurate, but it is necessary to hop, skip and jump around to make use of this book. Also, there is a serious lack of examples in this book. Show us some actual business letters, reports, etc. This is a serious deficiency.

This book needs updating to more thoroughly address evolutions in technologies. Business communications are (obviously) more digital than ever. It would be a service for this book to reflect more current communications, including how social media plays in the contemporary cultural and business landscape. As I write this review from the midst of the Covid-19 pandemic, Zoom and Skype meetings reign. Let’s see an exploration of these types of presentation environments.

The writing of this book is clear and accessible. There are, in fact, gems of writing to be found throughout. Section 4.4 Style in Written Communication, for instance. Here concepts of communication are clearly articulated enough to additionally demonstrate how writing inaccuracies leads to business miscommunications.

The book is consistent in its style, framework, and the rhythms of its language. It does, occasionally, repeat itself. Section 6.3 Making an Argument repeats itself (not just in ideas, but in complete pages) in Chapter 14.

There is a dependable structural modularity. A student can expect not only a clear, steady framework of Objectives, Takeaways and Exercises, but, most valuably, thorough chapter Reference sections.

Organization/Structure/Flow rating: 3

This is one of my chief issues with this book (besides the lack of practical workplace examples). The book is big and exploratory, but will require (for my purposes) a great deal of jumping around to make use of. I do not love its organization. Though it does build logically, many of its integral concepts are scattered throughout the book’s many chapters. The lack of index also weighs heavily.

Because this book requires a great deal of jumping around, I wish the interface was a little friendlier, more convenient. Internal, conceptual links would have been welcome. As certain ideas are linked (to inform, to persuade), internal links would have been appreciated. I often find myself having to scroll back to Contents.

This is a well-written and clear book without major grammatical issues.

Much like its technological relevancy, our culture shifts too quickly to give this book the highest marks. Though Chapter 18: Intercultural and International Business Communications is welcome, it does not address the truly identity-charged workplace atmosphere.

I will give this book a try for a Professional Writing class. I am curious to see what students make of it. I find it too expansive, its attempt to be all-encompassing creating qualitative and theoretical deficiencies, and its lack of actual workplace examples a serious deficit, but it does make easy access to core principles in accessible language. A final (negative) comment: The Exercises are often laughable. Their vagueness is connected to the book’s overall lack of practical workplace examples. If the student cannot see an example of how an actual business letter (for instance) is written, how can the book offer practical exercises that can be visualized? Though the book covers a great deal, an instructor had better be prepared to provide their own examples.

Reviewed by Megan Fitzmaurice, Adjunct Assistant Professor, University of Texas at Arlington on 4/22/20

This textbook address written, oral, nonverbal and interpersonal communication at large. Many business communication textbooks focus solely on written and oral communication, so including these other dimensions brings an important nuance to this subject. It also includes the foundational chapters for some of the most common business communication assignments: writing preparation, composition, and revision, business, delivering negative news, team communication, business presentations, etc.

Note: no index or glossary is provided.

Overall, I found no major inaccuracies in the book’s content. Chapter 2’s discussion about the parts of a message though is quite confusing – it is hard to discern what type of messages it is referring to. At some points in the section it seems like they are discussing formal written communication and speeches, while at other times any general kind of message. It isn’t well connected to the rest of the chapter and the explanation is not thorough enough. In general, I think this chapter could better connect fundamental theories about language to the business sphere specifically.

Like any textbook, incorporating technological advancements is a double-edged sword. Ignoring it is foolish, but discussion surrounding specific technologies is often obsolete by the time the book is published. I thought they did a great job not making and part of the text centered on specific technologies, but focused on timeless business communication principles. This should keep the book up to date for sometime.

Some of the included discussion questions are a little outdated. While the content in this textbook is really strong, the included learning exercises and discussion prompts are less helpful. For example, chapter 2 begins with a vocab-matching exercise that includes words such as “phat,” “ player,” “hooptie,” etc.

The language used in this textbook is very accessible for undergraduate students from a wide range of academic backgrounds. It does not assume a student has taken a communication course before, so I think it would work for a general education course. It also ties in theories and vocabulary from many subsets of communication (rhetoric, organizational communication, interpersonal communication, etc.) so it could also be a good choice for classes directed at communication majors.

The chapters are all organized in parallel structure and engage the same terminology. Specifically, chapters 4-7 build on each other and provide a consistent vocabulary and framework through which to teach writing as a process, not a product.

Chapters 1-15 could easily be grouped into three modules: Introduction to Communication, Writing in Business Settings, and Speaking in Business Settings. Chapters 16-19 are a little bit of a grab-bag with regard to their topics. I would think Chapter 17: Negative News and Crisis Communication would be better placed after Chapter 14: Presentations to Persuade. I think having overarching modules would help learners better understand the skills and objectives to be learned through the textbook. Within each chapter though are very distinct sub-sections that do help with modularity, allowing you to easily break up a chapter's reading over the course of a week.

Chapters are well structured. Each one begins with a brief introduction, and then is followed by several subsections. Each subsection starts with clear learning objectives, followed by the main content, key takeaways, and then learning exercises. While acquiring images is a challenge for all open-source textbooks, this one seems particularly text heavy. More charts and diagrams would help with readability.

I read through the book using both a PDF on a computer screen. The text was clear and easy to read. One thing that would be helpful would be including page numbers with the internal hyperlinks – the PDF did not allow me to just click on the blue links that would take the reader to other parts of the textbook (i.e., “Note 2.1 “Introductory Exercises”).

Some charts and graphs are fuzzy, while others could be adjusted for better formatting. For example, the chart on pg. 60 has the last 1-2 letters of the word listed on the subsequent line for several entries. This same issue was not apparent when I looked through the chapter on UMN’s website, so it may be an issue limited to the PDF version of the book.

I was impressed that the hyperlinks to additional resources at the end of each chapter were still active. The book does provide a good number of articles and websites at the end of each chapter for review.

Very small issue, but the references at the end of the chapters need to be reformatted with a hanging indent and consistent margins. Otherwise, I found no glaring grammatical errors or typos.

The book does do a really good job of incorporating a diverse range of experiences and perspectives. The authors have successfully worked to provide a global perspective on business communication. Rather than just incorporating snippets or vignettes in a couple chapters, they actually have a whole chapter dedicated to intercultural and international communication. Moreover, diversity is not just conceived of in racial or ethnic terms, but the authors make sure to incorporate identity topics related to gender, sexuality, age, and disability as well.

Overall, I would definitely consider using this textbook in my Professional and Technical Communication course. The textbook covers all major aspects of business communication – writing, speaking, and team communication, in addition to other important elements like interpersonal communication and nonverbal communication. The book is accessible for an undergraduate audience and uses engaging and relatable examples throughout the text. Each chapter is well organized with distinct subsections which would give the instructor flexibility in how they wanted to assign the text. The drawbacks to using this text include a lack of supplemental teaching resources, minimal graphics in the text, and lackluster chapter exercises. Given students’ preference to learn through group interaction and discussion anyways, these are drawbacks easily made up for in the classroom.

Reviewed by Amanda Carpenter, Associate Professor, John Tyler Community College on 3/30/20

This text was exceptionally well written and very comprehensive. The author was very eloquent in the way that they explained the content. The text covered critical topics for business communication. The book includes learning resources and... read more

The text was timely and accurately overviewed of jobs in communication as well as an overview of business norms.

The content of the text is still relevant today. The text could benefit from a section related to social media usage for businesses. The digital age requires this for those in business communications.

The book was well-written and concise. I was unable to get the search option to work on my Kindle.

I found no inconsistencies in the textbook.

This text is easy to sort into modules for course instruction. I could use the groupings of this text in my course.

Overall, the text was well organized and flowed well.

I had issues using the search option within Kindle with this text. It would be great if that function could be enabled.

Grammatical Errors rating: 4

The text was well written, and I found no grammatical errors.

The text is culturally relevant and would be very useful in business communication courses.

This text is an excellent resource for communications instructors.

Reviewed by Miriam Gershow, Senior Instructor II, University of Oregon on 6/6/19

Covers a broad array of business communication topics, from foundations of language, audience and rhetoric to common types of written and verbal business communications. read more

Covers a broad array of business communication topics, from foundations of language, audience and rhetoric to common types of written and verbal business communications.

Does an accurate job describing norms and responsibilities for different types of business communication tasks.

The real challenge is to stay up to date with technology. References to MySpace and parenthetical explanations of terms such as LOL date the information.

The prose is accessible and clear. Many of the Learning Objectives and Key Takeaways suggest an introductory-level rather than upper-level course.

The framework is clear and consistent throughout.

In considering this text for a Business Writing course, there are clearly chapters and sections that can be parted out for that purpose alone.

As with the consistency, the organization of material is intuitive, clear, and a strength of this text.

I read this book on two different devices, and the interface was clear on both.

No notable errors.

I was glad to see that inter- and intra-cultural communication was addressed throughout the book, not relegated only to the second-to-last chapter.

Reviewed by Shawn Gilmore, Senior Lecturer, University of Illinois at Urbana-Champaign on 5/14/19

The text descriptively covers nearly all the requisite topics and subtopics under the banner "business communication," as well as a number of related rhetorical and conceptual approaches that are fairly typical in the field. The text is divided into fairly compartmentalized chapters, which could be selectively assigned, but this leads to some issues of repetition across the full book, as well as some difficulty finding specific material. The text does not contain an index, though the table of contents is good, and the full text is searchable.

Most of the descriptive material is quite good, succinct, and explanatory, making it pretty easy to follow. The prose is fairly conversational, which makes some of it dated (slang from the mid-2000s, for example), but allows for the conceptual and practical material to shine. Most of the content appears clear and accurate, if sometimes selective.

Some aspects of the text are dated by their cultural and technological references--this is a perennial issue for texts that describe how to use specific software, document types and methods, etc. None of these passages seemed debilitating, and could likely be avoided by assigning chapters or sections selectively across the text.

The text is clearly written throughout, relying on a few pages of prose per section, which are well-segmented, and followed by "key takeaway" boxes and exercises. Jargon is used selectively and well-explained.

The text is presented in a consistent fashion, but varies in terms of depth and type. The sections on business communication and approaches are clearest and most consistent. Those on rhetorical approaches and issues vary from rhetorical theory to interpersonal analysis and considerations, which makes them feel a bit more scattered.

The text is quite modular, and selections or chapters could easily be grouped for different teaching purposes/approaches.

The text takes nearly a hundred pages to really get to writing and communication specifics, and it is not entirely clear why some (of the 19) chapters appear where they do. This might be to allow individual instructors a good deal of flexibility, but it also might leave some a bit at sea.

This might be the text's weakest point. The text is well-formatted and presented, but it is a lot of repetitive-looking material, with little breaking up the few formatting and interface choices that have been made. This is alleviated in other texts by the inclusion of example documents--which are very rare here--or by varying page layouts. Students and instructors alike might find it hard to parse some of the more visually-similar passages, though there are some tables and images periodically that help.

There were no significant or glaring grammatical issues.

Efforts seem to have been made to include a variety of cultural inclusion as appropriate. However, this text might need more framing for students for whom English is not their primary language, or who have been educated in other systems/backgrounds.

This is an easy text to recommend for more experienced instructors, as they may have assignments, exercises, and example documents already at hand. However, glaringly, this textbook doesn't quite have enough material to be as comprehensive as I would have liked, though it does include exercises after each section. This may depend on the other course materials already in play, and the text would serve very well in most business writing courses, given the right conditions.

Reviewed by Bonnie Buchanan, Associate Professor, OhioLink on 3/28/19

From A to Z, the main communication topics and concepts are covered in this text. From the basics of the communications model to group work effectiveness, this book has the components to teach students important skills they will need in the... read more

I was not able to find inaccurate information, based upon my background and ares of expertise. Information was accurate, supported and relevant to the subject.

Business communications, different speeches with different areas of focus and team work skills will always be relevant. Didn't see enough information on distance/telecommuting and communicating via video.

The text was written in a very straight-forward fashion and should be easily understood by most college students.

The activities and assignments found in each chapter are great and easy for students to quickly find. They are consistent among each chapter and offer relevant activities to reinforce learning. The text chapters were consistent in their layout, form and function.

Well-organized, easy to navigate and aligned with chapter objectives in a consistent fashion.

Topics are well-presented and done so in a logical format/layout. The topics/chapters flow nicely from one to the next.

I found all links working properly and all images used supported the subject and topics in the text.

Well-written, concise and succinct text. Free of major grammatical errors.

I did not find the text offensive or insensitive and found it to include a variety of examples so that no one group might feel excluded or offended.

I really enjoyed reviewing this text and think that countless students can benefit from the information and concepts it contains. From the basics, to targeted speech formats, all areas vital to good business communication skills are covered. I would have liked to have seen a formal proposal chapter, but overall, I would recommend this book for business programs and courses that want to engage students and teach them important skills vital to their success.

Reviewed by Cara Chang, Instructor, Leeward Community College on 2/10/19

This textbook was comprehensive in the sense that it covers broad concepts in communication and then narrows down specifically to business writing and oral communication. This semester, when I used part of this textbook for my business writing class, I had to find and create more examples for my students to view and analyze. Though the content in this text is good, I wish more examples were given in this textbook.

Furthermore, though this textbook does explain how to write a resume, memo, letter, business proposal, and report, it does not include any information on how to improve writing style or mechanics. If my students needed help with grammar, they would need to consult other resources for this.

There wasn’t an index or glossary, but there was a Table of Contents, which made it easy to navigate.

This text was unbiased and free from error. It covered a range of topics in a consistent manner.

I do think the information in this text is relevant. However, I did wish there were sections on other types of business writing. In my classes, I had my students create a website and blog, which to me, are important parts of business writing. Chapter 9, which shows Business Writing in Action covers other parts of business writing, which I taught and assigned to my students, but I also told students that blogging and creating a website are also important parts of maintaining a business. In this digital age, more topics related to online writing is necessary. It would be an easy addition.

The text is written in lucid, accessible prose. It would be appropriate for many different audiences: a business writing class, an oral communication class, etc.

This text was consistent in terminology and framework.

When teaching with this text, I had an easy time breaking up information and chunking it into sections that made it easy for my students to digest. I was also able to breakup information and organize in a way that best fit the flow and schedule of my teaching. The Table of Contents/headings made it easy to see how the text is organized, so anyone who wants to jump around and customize their teaching is able to.

The structure of the text is presented in a logical and clear fashion. It begins by explaining what effective business communication is and then moves to identifying what effective business writing looks like. Next, the text explains how to write different forms of business writing, clarifies different presentation strategies, and explores group communication.

This book is easy to navigate with clear headings. There was no problems accessing the text and viewing the images.

I did not notice any grammatical errors.

Cultural Relevance rating: 3

The book is not insensitive or offensive to any cultures, but it does not have many references to various races, cultures, etc. Incorporating different examples could be especially important in the International and Intercultural Business Communication chapter.

The main page states that the textbook is available in multiple formats, but I was only able to access it as a Pressbook and as a PDF. I do feel that more images and media can be added.

Reviewed by Kara Wicklund, Instructor, Lead Instructional Designer, Bethel University on 11/13/18

This book covers almost of all the topics I need to cover in my Business Communication course. The index is clear and easy to navigate, and the chapters are clearly labeled. read more

This book covers almost of all the topics I need to cover in my Business Communication course. The index is clear and easy to navigate, and the chapters are clearly labeled.

This textbook is error-free and accurate. It handles informative text with clarity and analyzes communication problems by applying concepts, without leaning too much on a specific bias.

The content in this text is specific and clear, and it it up-to-date. It is general enough, however, that it should remain generally relevant for several years. Some sections discuss the use of written and/or electronic communication, noting the prevalence (in percentages) of these communication forms in certain settings. These details may change or become outdated over time, but the general topic will likely remain relevant.

The clarity of this text is one of its strongest features. New vocabulary works are typed in bold and defined as well as supported with examples and/or cases to illustrate their context. Paragraphs are well-structured and easy to read, and sentence flow is easy for readers.

The text adheres to the same structure throughout each chapter. Concepts are referred to and applied in consistent ways throughout the text.

Modularity is another great strength of this text. It is easy to assign chapters and sections out of order, avoid a section, or substitute a section for another resource due to the self-sufficiency of the sections. Sections generally begin, develop, and wrap up concepts clearly within each section so students don't need to rely on other chapters/sections in the text to further explain the topic.

While I did not utilize the sections in this book the way the chapters are organized, they do seem organized overall in a logical fashion. Within the chapters, the information is laid out in a clear manner. Typically the chapters begin with basic concepts and vocabulary and then proceed to application. In some chapters, there are cases for students to read about, as well. This progression seems very effective for readers.

This book is very easy to navigate. The chapters are easy to locate and the images and text display well on screens.

There were no grammatical errors in this text.

This text has a strong focus toward the end of the book on culture and communication. In addition to handing interpersonal communication dynamics, the book includes a chapter regarding Intercultural and International Business Communication. This chapter explores cultural characteristics of communication and how these characteristics impact communication, both personally and in the workplace.

Reviewed by George Boone, Visiting Assistant Professor, Augustana College on 11/13/18

Overall, the book covers a wide range of topics. However, it offers breadth over depth, which is fine for an introductory business communication course. It lacks an index section, however, so unless your students know how to search a PDF for... read more

The book provided very accurate overviews of different theories and positions on communication.

The book had multiple examples, although some of the references might feel a bit dated for our students (ie. the Bush examples, for instance). However, the author could easily update the examples with more recent events.

The book was very clear and easy to understand.

The book has the strong ability to present multiple ideas relevant to business communication (and its underlying communication research) without getting lost in the theoretical differences that might go along with these different perspectives. Ultimately, those looking for a deeper theoretical look at the book will need to look elsewhere. More pragmatically oriented classes, however, will benefit from this instructional approach.

The book has nice chapter and section breakdowns with clear headings and effective demarcations.

The book needs a bit more explicit logic to chapter order. As a reader, I do not have a clear sense as to why chapters appear in a particular order. Perhaps overall chapter groups or headings might help resolve this issue.

The interface for the book has no issues that I noticed.

I did not notice any grammar issues.

I did not notice any particularly offensive texts or ideas.

Overall, the book provides a strong and pragmatic approach to communication in business and workplace contexts. I would gladly adopt it as a general text for a low-level 100 or 200 level course. Teachers looking for more in depth analysis of studies or more theory-driven analysis, however, might find the book lacking.

Reviewed by Jason Harper, Senior Lecturer and International Coordinator, Fort Hays State University on 11/12/18

The contents do offer instructors a comprehensive list of key writing areas that should be covered in a college writing class. For example, it includes topics like writing styles, active reading, writing a summary, and assessing writing situations to more practical areas like conventions, revision, and checklists. It also includes discussions on common challenges for multilingual and ESL writers from diverse backgrounds. Perhaps an instructor might see these as good guideposts, yet this reviewer believes that supplemental materials will be needed for a more in-depth and detailed coverage of these areas. Overall, the text is useful as a starting point for teaching to her/his strengths and contexts.

One of the outstanding strengths that this textbook offers is its lack of bias. The coverage given to the writing process and its practices is also particularly good -- something not often included in business communication-related texts.

Coverage of text messages, E-mail, and how social customs influence the ways we interact with each other in the online environment will not be difficult to update, as these norms and mores are changing by the minute. As these change, this textbook can still apply as strong beginning points for discussion in class.

Overall, a detailed process of business communication is shown in readable and clear style. Vocabulary and terminology is covered and there are avenues for instructors to add on.

Business Communication for Success is a consistent collection of significant skill sets accented by "Key Takeaways" that correlate well with the topic at hand. The book’s use of multiple sub-chapters helps to make the textbook much more detailed. While at times the bland blocks of content may render the page a bore, the instructor can breathe life into what is considered by many to be a dull subject. The creators' knowledge of the topic is obvious throughout the book. The credibility of the content is strengthened by the consistency.

The orderliness of the book conforms to an academic curriculum. While the chapters create neat packages, some skills to be taught can be better covered by the instructor creating additions to the chapter or by adding additional sections. Overall, the textbook provides well-organized material and content, which is held well by clear chapter numbers.

The organization of the book lends itself well to the study of business communication. Each chapter is broken down into sections, which typically fit logically into the topic of the chapter. All chapters are composed of several defining parts that maintain a sense of continuity throughout the volume. The Key Takeaways" sections leads refers well back to the introduction and the chapter goals.

With so few graphics in the book overall, display features are subsequently not so much of an issue. Within the text of the chapter, there are at times photo boxes that assist the learner in understanding particular points. Unfortunately, the open-sourced photos may also confuse readers when they are not as well-paired as a paid photo might have been. Navigation is not at all difficult, as the chapters are clearly segmented and there is a drop-down "Contents" bar for finding other sections fast. However, the textbook's overall appearance is quite bland.

It's refreshing to see a textbook so carefully edited. Once a textbook is provided to students, a certain expectation of correctness and clarity is expected, and cleanly edited chapters must be in place when teaching the units and individual lessons. This does not mean that the opportunity for learning about errors is lost -- even the cleanest of texts might still contain a hiccup here or there. Yet, with the goal being teaching toward the learning needs of the students in our classrooms, we educators need to set good examples for those educational needs and show, not tell, good grammar, without losing sight of the end goal.

Chapter 18 is pretty in-depth about the intercultural/international aspect. While certainly not comprehensive, variety of races, ethnicity, and backgrounds is addressed in general terms in Chapter 18 as strong beginning points for discussion in class. As stated as a Key Takeaway in 18.3, "All cultures have characteristics such as initiations, traditions, history, values and principles, purpose, symbols, and boundaries," and the instructor could certainly work with the class to develop how this applies or cold apply in different contexts.

Reviewed by Margarette Connor, Adjunct Assistant Professor, Lehman College/CUNY on 6/19/18

This text covers all the areas I would want to cover in my 300-level business writing class, including non-verbal communications and international communications, two topics I find are often underrepresented in many texts. Very clear and... read more

I've read a good portion of the book and find it accurate and error-free. Excellent quality.

I have been teaching business writing for over 20 years, and while the methods of communication have changed, how we write hasn't really. This book is certainly up to date, but not so much so that it will be obsolete within the next few years.

I would have liked to have seen a little more on online writing--blogs, websites, digital white papers--because while we can always upload a PDF of a traditional report to a website, many Millenials read differently and have different expectations of what they will read on the internet. This might be my personal soapbox, though, and the materials here can be easily adapted.

I very much like the writing in this book as I find it clear and to the point, much more so than the text I had been previously using. I think my students will find this more accessible. My students are mostly junior or senior business majors, and while there is jargon in the text, by this point, this is part of my students' professional vocabulary, so nothing that I find alienating for students.

Many of my students like pared down yet comprehensive texts, and I think they'd like this. They don't like to "waste" time with "unnecessary" material.

Very good job with consistency.

The modularity of the text is very well done. As I was reading it, I had the feeling that my students would find this easier to access than our current text. I can already see the course syllabus falling into place. Although I see myself changing the order of the text, I think jumping through the book will be quite easy.

The flow of the chapters is clear and logical, and while I'd change things, isn't that what we do as professors? I've never used a text book as if it were a novel.

Clear, easy to use. I've used other online texts, and I found this one to be very user friendly.

I am a stickler for grammar, and I found no errors in my reading. That's sadly rare!

There was nothing culturally insensitive or offensive in the parts of the text I read, which was much.

I am definitely adopting this book for my business writing course next term. It has everything my students need from a text at a price they can afford. That has been a problem for many. I actually like this text better as I think it's clearer and easier to follow. Excellent choice for an upper level business writing course.

Reviewed by Shannon Breske, Assistant Teaching Professor, University of Missouri on 6/19/18

Business Communication for Success provides an overview of the main areas of communication and highlights additional resources at the end of each chapter. When reviewing other texts, this text is consistent with topic areas covered. The text is organized well and can be navigated seamlessly with how each section is labeled. Students found this text easy to use, comprehend, and then able to apply knowledge to their assignments and in-class work.

Content is accurate. Consistent topics covered in Business Communication in Success text compared to other Business Communication texts. Some references, activities, and examples could be updated to provide a more inclusive tone.

The text is up to date but could include more details on how to communicate using social media platforms as well as customer relationship management (CRM) software. Could add the importance of how to successfully develop a communication plan using CRM.

Easy to read, understand, and apply. Students found it easy to read the chapters and comprehend.

The text is consistent with other texts and current literature. Liked how the earlier concepts are built upon in later chapters.

The text covers a lot of information however it is easily divided into subsections and does a nice job highlighting the important pieces in each area. Organized extremely well and easy to navigate through the online text.

Great job on the organization of the text. Found it clear and logical.

The interface is basic but functional and meets the needs of the user.

Well written. I did not find any grammatical errors.

Some references, activities, and examples could be updated to provide a more inclusive tone.

Great text! I use for 400+ students in an introductory course, and it is a great option. I supplemented additional information for class materials but overall extremely satisfied with text.

Reviewed by Alicia Edwards, Adjunct Professor, Business Management, Marketing and Communications, Northern Virginia Community College, Annadale Campus on 6/20/17

I was definitely impressed with the comprehensiveness Business Communication for Success. For every concept of the author introduced, he gave context, the why and if needed consequences if the conventions are not heeded. While there is not a... read more

Each chapter is effectively mapped out with subheadings so you could easily find the topic that you need. Because of this attention to detail, I can envision this book being an excellent resource for an entry level junior manager or a refresher for a seasoned professional as their communication needs evolve throughout their career.

In general, I felt that the author did pretty balanced job of avoiding stereotypes and clichés. He used a variety of quotes from people with origins in all parts of the world and historical periods.

This book was written in 2010 and focused more on written and verbal communication. Social media is not addressed but text, email, and netiquette were briefly touched upon. The information is still current and accurate but clearly lends itself to frequent updates. Since the bulk of business communication is online now, I would like to see at least full chapter dedicated to texting, email and internet communication. The way the book is laid out, this could be can easy addition.

Social Media is now an integral part of business communication internally and externally but it is STILL treated as an afterthought or footnote in academia. While not every platform is mainstream, the ones that are increasingly used in professional settings certainly need to be taught at the collegiate level in a comprehensive manner. LinkedIN, Twitter, Instagram and to some extent Pinterest have proven their marketing prowess and are structured enough to teach the business applications.

Since I did read the book on Apple device, Apple has built in technology that is helpful. For example, the book reference Aristotle and his concept of "ethos". While I knew he was from ancient Greece, I used the lookup feature on his name to fill in the historical timeframe that helped me fully understand what may have shaped his views. The look-up feature took me to several books, wesbites and a Wikipedia page.

While the book flows well from start to finish, the chapters and subheading are very specific and are quickly referencable. I read the book on my Ipad and I easily bookmarked pages when and highlight notes as needed. Each section can be understood independently, I didn't find myself having to reference previous chapters to make sense to the current one.

I downloaded the entire book as a PDF. It would be nice to have the option to download sections as needed.

The interface is very basic but effective. I read the book on my Ipad within the iBooks platform. I quickly find the section I wanted and go straight to whatever page I wanted. There are a lot of links to internet sites, I referenced quite a few and they seemed to load up quickly.

The charts and pictures that are included are without distortions. However, I would like to see more videos and visuals. Since readers will most likely reference this book from a laptop/phone or tablet, the assumption is that they would be able to seamlessly go from reading the material to answering the discussions via BlackBoard or whatever learning software their school adopts.

The author took the time to edit very well. I didn't see any glaring errors of any kind.

In general, I felt that the author did pretty balanced job of avoiding stereotypes and clichés. He used a variety of quotes from people with origins in all parts of the world and historical periods. I was disappointed with the slang used in Chapter 2's introductory exercises. The words used were outdated at the least and mildly offensive. All 10 examples of page 35, appeared to be derived from African American slang...certainly not inclusive. The population that attends NOVACC are very diverse culturally and linguistically so this would not go over well. Since slang and pop culture are moving targets, I would have eliminated that exercise completely and let the students self-direct this exercise by sharing slang words in their own language with the class. I would further reinforce the exercise by letting students that speak the same language but are from different countries share words that differ within their culture. I would also have them give examples of how they would speak around their peers, parents, and elders to drill down appropriateness and context.

The concepts that text introduces are consistent within each chapter and throughout the book as a whole. Other than expanding on email/text and internet communications and including social media, I did not see any gaps in knowledge. This book was written in 2010 and focused more on written and verbal communication. Social media is not addressed but text, email, and netiquette were briefly touched upon. The information is still current and accurate but clearly lends itself to frequent updates. Since the bulk of business communication is online now, I would like to see at least full chapter dedicated to texting, email and internet communication. The way the book is laid out, this could be can easy addition.

Social Media is now an integral part of business communication internally and externally but it is STILL treated as an afterthought or footnote in academia. While not every platform is mainstream, the ones that are increasingly used in professional settings certainly need to be taught at the collegiate level in a comprehensive manner. LinkedIn, Twitter, Instagram and to some extent Pinterest have proven their marketing prowess and are structured enough to teach the basic business applications.

Since readers will most likely reference this book from a laptop/phone or tablet, the assumption is that they would be able to seamlessly go from reading the material to answering the discussions via BlackBoard or whatever learning software their school adopts.

In general, I felt that the author did a pretty balanced job of avoiding stereotypes and clichés. He used a variety of quotes from people with origins in all parts of the world and historical periods.

I was disappointed with the slang used in Chapter 2's introductory exercises. The words used were outdated at the least and mildly offensive. All 10 examples of page 35, appeared to be derived from African American slang...certainly not inclusive. The population that attends NOVACC are very diverse culturally and linguistically so this would not go over well. Since slang and pop culture are moving targets, I would have eliminated that exercise completely and let the students self-direct this exercise by sharing slang words in their own language with the class. I would further reinforce the exercise by letting students that speak the same language but are from different countries share words that differ within their culture. I would also have them give examples of how they would speak around their peers, parents, and elders to drill down appropriateness and context.

Reviewed by Brandi Quesenberry, Advanced Instructor, Virginia Tech on 6/20/17

Solid overview of foundations of business communication. I would prefer a more advanced textbook but this text works well for a lower level or introductory course. Broad overview of both written and oral communication considerations and best... read more

Content is correct and consistent with other texts.

Due to nature of subject matter, some references will become outdated. Overall examples are current and helpful. Technology references can be easily updated due to formatting and section headings.

Clear language, easy to read, relevant examples.

Accurate use of terminology and framework.

Divided well. Only complaint is the redundancy of information across multiple chapters.

I would prefer oral communication chapters to come before written communication. Overall, flowed well.

Well written.

Relevant and diverse examples. Good discussion of cultural differences in business setting.

Good choice for an introductory business communication class.

Reviewed by Catherine Wright, Associate Professor, George Mason University on 6/20/17

It covers too many areas, would need to be "chunked" into smaller clusters. It tries to do too much for one text. read more

It covers too many areas, would need to be "chunked" into smaller clusters. It tries to do too much for one text.

I found it to be accurate.

I found it to be relevant. Since the format of Open Textbooks allows for things to be quickly updated, anything the authors found in need could be easily changed.

The overall writing in the text is great. Easy to read, easy to digest, easy to follow. It’s not taxing and presents information in a way that will engage the reader. The style is casual and informative. I found it inviting and I believe that students will want to read the chapters assigned.

I found it to be consistent with current literature and other texts.

It tries to cover too much in one text and would absolutely need to be made into modules.

Overall the organization is fine. The structure of the book in its entirety is too grand. It could/should be no less than three books.

I was easily able to gather information. I found no issues with this book.

so far, so good ;o)

This appeared to be fine too. I had no complaints.

The scope of the book, however is too broad. I would not use it for any Business Communication class that I personally taught.

The reason for this is that it focuses on several areas, which could not be adequately covered, or covered well, in one semester. I believe you would be able to do all of it at a very cursory level and none of it well in order to produce informed and prepared students. It really doesn’t cover “business.”

My recommendations for application follow: Chapters 4, 5, 6, 7, 8, and 9 could easily be one full semester, as they focus on writing. Chapters 10, 11, 12, 13, 14, and 15 are another semester, as they focus on public speaking. Chapters 16, 17, 18, and 19 are individually entire courses and almost seem extraneous here.

Part of what appeals to me about Open Textbook Library is the opportunity to take a text offered and to adjust it to make it something you could use in you class. This book has the potential to do so if the teacher reduces the number of chapters assigned during a semester. Rather than trying to do everything adequately, teachers would need to focus on only a few chapters to use this book well.

Reviewed by Rathin Basu, Professor, Ferrum College on 2/8/17

The text is quite comprehensive in its coverage of the key (and standard) topics and compares favorably with the very well known and widely used conventional text that I have been using in my Business Communications class, as well as others that I have used or reviewed in instructing the subject over the past 20 years. The sequence of the topics is somewhat different from some of the conventional texts but, over all, the content covers all aspects expected in this subject area. However, some of the important and fast developing and changing areas of communication which have developed in recent times (e.g. social media) and their models, challenges and impacts might have been included. They would also need to be discussed in the context of ethical communication as well. Another topic of importance that needed discussion is communication relating to applying for a job and preparing for interviews. A third aspect that I cover in my Business Communication class is formal business report writing, and this would need more coverage and even a chapter devoted to it. Despite these gaps, which are common to most current texts though, it generally covers the standard and essential areas of the subject well. It would have been useful, especially in an introductory text such as this, to have had a comprehensive index.

The content, in terms of the concepts and theories of communication, and the explanations and examples presented, is accurate and supported by citation of relevant and relatively recent sources. In addition, some of the seminal publications which may not be as recent but are essential sources are also referenced. There is no suggestion of any bias in the discussion and presentation of ideas and perspectives. It would have been helpful to have used colors or fonts in such a way that embedded active links could be clearly distinguished from highlighted terms. Also, if what might be more completely addressed is considered under this item, then inclusion of some of the most current, dynamic and important aspects of developments in communication especially relating to technology and society might be included.

Since the concepts and theories discussed are, in general fundamental ones, these aspects are not likely to require short-term changes. The examples used are also ones that are not limited in time or context and hence less susceptible to change. However, this does mean that some of the more dynamic areas of communication such as technology, social media, virtual teams might have been covered in greater depth given their increasingly important roles in communication. This is possibly the most important area that has been most dynamic in recent years and would need updating, when included. In addition, recent case studies of specific firms and incidents are one aspect that would be found in publisher based texts that open texts, by their nature, must sacrifice.

I found the very accessible prose and the personal and informal tone to be a particular strength of the book. Terms and jargon are explained with appropriate examples which students are generally likely to be able to relate to. In addition, not making this a reference text and overwhelming the undergraduate student with too many examples and too much detail has added to the clarity and relevance for the intended audience. The inclusion of pithy quotes, short exercises after each section, and sections and chapters which are not too long have also enhanced clarity and readability.

The text is internally consistent in terms of its tone, explanations, audience, and structure. In addition, the exercises have a consistency in framework and resulting time required to do them. The approach of starting sections with some questions which are then addressed with examples and explanations makes for an engaging, more Socratic and less pedantic method.

I found the breakdown of the topics into chapters and the chapters into sections, both of which are in sizes manageable for students, to be a strength of the text. This is contrast to many available texts which have long chapters which are dense with content, much of which is too much detail for an undergraduate course. The relatively short modules also suggested several possible ways in which I could smoothly reorganize them and use them in a class without making the sequence seem disjointed. The text draws in outside sources rather than being self-referential.

The organization of the text is something that I usually find to be one that I do not stick to, even with private market texts. The organization of the current text is also one that I would change to suit the particular circumstances of my students and institutional facilities (such as availability of the career center for mock interviews as part of course). However, with digital texts, I have had no difficulty in making the changes and even rearranging the chapters as needed.

In general, the book has no interface issues that I encountered, except the one that I found the use of the brown font for both terms (which were not live links) as well as live links was confusing. It would be helpful to have the standard blue font for the live links to distinguish them.

The book shows an appreciation of diversity and inclusion of various perspectives. Given the nature of the subject matter, which calls for discussion of various cultural perspectives, this is done in an interesting way that encourages exploration. It is particularly interesting that the cultural aspects are not confined to the standard understanding of the scope of such differences (such as races, ethnicities and nationalities) but also includes artifacts and examples which students can relate to and demonstrate that cultural differences can also be local, inter-generational, etc.

I found the text to be very readable, engaging and interesting and one that I am considering adopting. I would need to draw in some current case studies that involve relevant aspects of communication as well as introduce the topics of career related planning and communication (resume, cover-letter, job-related interviews and interviewing, follow-up), as well as formal business report writing.

Reviewed by Carrie Gay, Adjunct Professor, J. Sargeant Reynolds Community College, Richmond, VA on 2/8/17

This book is very comprehensive. Contains an vast array of business communication principles applicable to today's business environment. However, there is no index or glossary which makes the book somewhat ineffective for quick reference points. read more

I found the content of the chapters accurate and up-to-date. No grammatical errors were found. Material appears unbiased with prejudice.

Once again, the material is up-to-date. I enjoyed the introductory exercises and the learning objectives presented in each section. Students know exactly what to expect in each chapter. Easy to read and comprehend.

The text is well written, easy to understand. Technical terminology was comprehendable and use of jargon was acceptable. No errors detected.

The book is consistent in its chapter presentations. I appreciated the resources presented after each chapter. Great sources of additional information if the student is interested in searching for it.

The sections were easy to read and were divided adequately. Subunits could be reorganized and realigned if need be without too much effort. Readers should still be able to follow printed material even if it has been rearranged.

This appeared to be the weakest part of the book...the chapter arrangements. I believed the last chapter of the book, Chapter 19, could have appeared somewhat earlier in the book. I compared this book to a couple of others I have seen in recent years and the flow was "off." I still say good material presented throughout, however.

Very few graphics presented in the book overall. I clicked on several Web sites and had no interface/nor navigation issues.

I found no grammatical errors during my first reading of the material which speaks well of the book and the authors/proofreaders. Well written sentences and paragraph structure.

I did not find the book culturally insensitive in any way. I asked three students of Asian, Hispanic, and African-American descent to read Chapter 18, Intercultural Communication--none were offended.

Again, I believe the book requires an index or glossary. These would make word or phrase searches less time-consuming. Perhaps review the table of contents for chapter rearrangements too.

Reviewed by Bonnie Yarbrough, Lecturer, University of North Carolina at Greensboro on 12/5/16

This text covers all areas of the subject appropriately and provides a good Table of Contents. At roughly 600 pages, coverage of the subject matter is extensive. There is no glossary, however, and the index is less comprehensive than I would have... read more

The text has been updated (2015) from the first edition. In subject matter, the text is accurate, although there are occasional mechanical errors and typos that should have been caught.

The content is up to date, but will need to keep pace with evolving technology over each year. For example, the chapter containing a long discussion of mobile communication messages will need revision next year to accommodate changes in the marketplace and in the workplace. Some of the information here is basic, almost elementary, when measured against other more specialized texts. Still, it should be easy to update; discussions could be accommodated for individual audiences.

The text is extremely clear and compelling in its discussions of the material. Each area of the field is covered substantively and with effective examples.

Consistent in its terminology and organization. Concepts introduced early in the text and followed up in later sections of the book and built upon.

This text is already divided into small reading sections and each is numbered in a clear way, manageable online. The headings are descriptive and each section has numerous graphics, video links, and "key takeaways" that provide an ongoing summary of the material covered.

The organization raised some questions. There are several chapters that could be re-arranged or collapsed and presented in a different order. "Organization and Outlines," for example, is presented long after "Revising" and "Presenting" writing.

I ran across a couple of problems with connectivity or dead links.

This is a text about business communication; the grammar is accurate and contains no errors.

The text makes a point of being culturally inclusive, particularly since that is so important in business today. The examples are relevant and illustrative--compelling.

I would recommend this text for a course particularly in oral business communication--although it also covers writing. It has numerous helpful exercises in each chapter and ideas for further exploration of the subject matter. I didn't see any options for text banks, however; I would have liked to have additional resources for quizzes.

Reviewed by Joy Koesten, Lecturer, University of Kansas on 8/21/16

This textbook is very comprehensive, both in breath and depth. I would have like more information regarding how to facilitate a meeting, ethical communication, and organizational culture. The topics were well selected, though formal speaking always seems out of place in a business communication text. While some may need to make formal presentations, the majority of workers do not. It's more likely they will need to hone their interpersonal skills and how to speak up in a group.

I did not find an index or glossary, which would have been nice.

I think some might find the use of an egalitarian approach to be biased, but not me. Otherwise, I thought the book was well written, error free and unbiased.

I think the content is relevant and up to date. I'm seems updates would be easy and straightforward.

Very clearly written. I liked that key terms were highlighted. I thought the highlighted terms were linked to a glossary, but that wasn't the case. I downloaded it in KIndle, so maybe that was the problem.

I didn't find any inconsistencies in the text.

It seems this text could easily be divided into units or sections as needed. That is what I plan to do, so I hope that this is the case.

The presentations n section seemed out of place to me. But, otherwise the organization worked fine.

the only navigation issue I ran into was when I went back and forth to the table of contents. I always had to start at the top of the table for f contents and scroll all the way to the most recent chapter. Otherwise, I was not distracted by anything else.

Well written. No grammatical errors were found.

I didn't encounter anything in the text offensive, though I don't recall an emphasis on multiculturalism or a variety of races dipicted in the visuals. There weren't a lot of photos in the book.

I am very likely to use a good portion of this text in an upcoming course.

Reviewed by Sally Stanton, Senior Lecturer, UW-Milwaukee on 8/21/16

Comparable to most business communication texts available commercially. Coverage seems to be missing of social media as business communication (mentioned as a communication channel but not otherwise addressed specifically) and of how to... read more

Comparable to most business communication texts available commercially.

Coverage seems to be missing of social media as business communication (mentioned as a communication channel but not otherwise addressed specifically) and of how to cite/attribute sources in writing and speaking (styles and methods)

No index or glossary that I could locate in the e-pub version reviewed.

Appears to be accurate, error-free, and unbiased.

Some of the communication theories seem rather outdated, given the undeniable role of social media in the digital marketplace and the instant, global nature of communication in 2016. Thus, the text does not seem to reflect the significant need for theories and approaches that address the ability of today's customers, shareholders, competitors, etc. to immediately influence businesses through immediate and very public forms of communication. A bad review on Yelp! or Trip Advisor requires thoughtful handling; organizational communications strategies for dealing with such scenarios should be presented, along with relevant theory or/or research from the professional literature on online business communication. It's no longer enough to just "understand" your audience - business communicators now have a very much two-way, real-time relationship with them.

The topics of social media and managing interactive stakeholder communication could perhaps be added in Chapter 3 or Chapter 16.

Coverage of organizational communications theory and strategies is woven into much of the text but not in an explicit way - the focus is more on developing the individual's own strategy. When that conflicts with organizational strategy, what then?

Detailed coverage of ethics/ethical communication is limited and somewhat difficult to locate (especially since there is no index or glossary) - the chapter devoted to it is very short and lacks sufficient grounding in the professional literature.

Clear and conversational, easy to read.

Consistency rating: 3

It is definitely a broad, general overview of the subject matter. In the first three chapters it covers terms and theories common to both writing and speaking, and then devotes six chapters specifically to each. I would prefer to have chapters 16-19 at the beginning of the text along with chapters 1-3, as these topics equally relate to both writing and speaking, and are very timely - specifically intercultural communication and crisis communication. (Unfortunately topics presented at the end of the text/semester often get short shrift from students, or are cut because they don't fit easily in a 15-week semester. The framework would then proceed more logically from the general to the specific.

Modularity is very good; subheadings are used frequently to break up text, especially for online readers. I was surprised not to find hypertext links other than those in the citations - but I suppose that would make it difficult to publish in multiple formats, and managing broken links would be a nightmare.

An index/glossary would be a very strong addition.

As mentioned previously, I would prefer to have chapters 16-19 at the beginning of the text along with chapters 1-3, as these topics equally relate to both writing and speaking, and are very timely - specifically intercultural communication and crisis communication.

Serviceable interface, but it didn't particularly wow me. Use of grayed lines on charts makes it hard to see, especially on a smaller digital device (let's face it, students read books on their phones and iPads). Still it seems like it would be easily customized, which is a plus.

I understand that copyright issues prevent the use of the many photographic images found in commercial texts, but I find the lack of images is one downfall of using this kind of digital text. Students seem to read increasingly less, or if they do, don't comprehend well information presented only in lengthy textual form. Meaningful images can enhance understanding.

No problems found. Conversational tone makes it accessible.

Good specific coverage of intercultural communication, although as I mentioned before, this should come earlier in the text given how critical this topic has become in a globalized economy. Examples used seem to be quite diverse and appear throughout the text, not just in the specific chapter on intercultural communication. More examples of intercultural business writing would be helpful, though.

Overall, it seems to be a useful secondary text, or one used to provide additional coverage of specific topics, rather than as a primary text. However, it is difficult to find a textbook that provides both sufficient breadth and depth of coverage whether open-source or not. So, if you are interested in "slicing and dicing" content to fit your curriculum, this text would be a good place to start.

Reviewed by Eric Dodson, Instructor of ESOL, Portland State University on 1/7/16

This book includes a review of sentence grammar, paragraph structure, process writing, rhetorical styles, principles of judging sources, and business genre forms. The grammar sections provide a backbone; generally good examples provided. The individual grammar points require supplementary material for review of more examples and grammar-focused exercises. However, there are some exercises that marry both grammar and business writing functions.

The grammar points and exercises that I browsed were accurate. Rare typos.

Business norms may change, but the main focus is on underlying writing and rhetorical competency, and any updates will be relatively easy and straightforward to implement.

Some of the grammar for native speakers seems to be targeted for students who know some grammar terms, but do not know others. For example, the term “clause” is given a rough definition, but later the term “phrase” is used without a clear definition, in the context of “prepositional phrase.”

When discussing the specific genre of business writing (Ch. 10), the text often focuses on academic writing demands. Some sections are really focused on overall rhetorical styles and classical rhetoric, with a bit of business window dressing.

\The text is organized and composed in a perfect way for picking-and-choosing chapters or sections. Important concepts that are shared by several chapters (sentence fragments, for example) are generally introduced and explained in each chapter they appear in (though with different levels of detail, depending on the chapter).

No table of contents in the document, and correspondingly, no hyperlinks between sections. The first chapter’s grammar review and the second, punctuation, offer the chance to review a wide range of sentence grammar topics, but the topics are not ordered in a sequentially logical way. For example, adjectives and adverbs are tackled after sentence fragments and other sentence-level errors (which are unanalyzable if readers do not understand basic word-level grammar). The third chapter on word choices has a similar issue.

Some editing exercises are single-spaced, which makes them very difficult to correct via pen-and-paper. Example writing often is not clearly labeled or differentiated from the main text.

Rare omitted words or punctuation (e.g., p. 141). Otherwise clear and accurate.

Occasional glimpses of a multi-cultural reality via examples or use of names from different backgrounds. However, the focus is on (presumably) North American business English demands. The only issue with this is that this is not explicitly explained, and learners would need supplemental materials in order to raise awareness of the existence of different genre expectations internationally.

This work would offer a good set of resources for introductory university student writing courses or business English for speakers of other languages. For example, Chapter 3 has a welcome list of commonly confused words. However, this work would likely be most useful as a teacher planning supplement or to provide readings/exercises on specific topics. Much of the grammatical information, including the chapter for ESL students, does not offer much application to business contexts. For example, there is a review of the concept of idioms, and some example idioms, but not commentary on how students should use them in writing, or if they should use them at all. For the presentation of grammar and mechanics, I would supplement with more genre-specific projects, but the succinct and broad overview of grammar makes a good basic resource.

Reviewed by Judy Boozer, Business Faculty/AOP Program Lead, Lane Communicty College on 1/7/16

The book is comprehensive in regards to business communication, but it lacks a table of contents, index, or glossary for ease in finding the concepts presented in it. read more

The book is comprehensive in regards to business communication, but it lacks a table of contents, index, or glossary for ease in finding the concepts presented in it.

Content Accuracy rating: 3

This book has a few errors throughout--spaces missing between words, inconsistent formatting, lack of first line indents for paragraphs, etc. The content does appear for the most part to be unbiased and often gives both sides of concepts/views of proper communication.

Because paragraphs are not indented, it makes it extremely hard to see where paragraphs begin and end.

Content is relevant to today's world, but it lacks some of the more current digital communication options available to us. This would be easy to add.

The clarity of the book is quite good. The author has done a good job of explaining all content, especially if new or unusual terminology is used.

Each chapter in this text has been organized the same way. Although it is nice to be consistent, it almost makes it boring. A list of terms used in each chapter would be helpful.

As mentioned before, there is also inconcistency with the formatting of the contents of this book.

Modularity rating: 3

The book is clearly organized by chapter content and then by objectives within each chapter's topic(s). There are times, however, when few side headings are used, which makes it difficult to comprehend the material presented.

The topics are presented in a logical manner, and they often refer to previous topics as the reader progresses through the book.

There are no interface issues, except that there is not much to excite the reader into reading. There are very few graphics, tables, charts, used. A text only book is difficult to read and comprehend.

I find almost no grammatical errors. (necessary for a book on business communication)

The book is not insensitive or offense to any cultures, but it does lack too many references to various races, cultures, etc.

This book has a wealth of information with resources provided, but it lacks those elements that appeal to those learners that require more than just reading text in order to learn a topic. There are a wealth of exercises at the end of each lesson that students can complete to gain competency in the chapter's concept(s).

Reviewed by Carolina Selva, Adjunct Faculty, BA and MSD, Portland Community College on 1/7/16

Extremely comprehensive. Covers all critical areas of business communication including electronic messages, team communication, presentation skills, and even "language." Learning resources such as exercises and activities are included - many of... read more

Accurate and timely as of the date of publishing (2010). Good blend of theoretical and practical applications bolsters credibility. I found no errors or hints of bias.

Relevant in today's dynamic business environment. Many of the principles are (almost) timeless, but the book also includes chapters on newer dynamics of communication in the current climate. These chapters (specifically the last two - on intercultural communication and teamwork) may require more review/updating in coming years than much of the other material.

Clear and to the point - as business writing should be.

Very consistent tone and voice throughout.

Absolutely divisable into specific modules in order to assign at different points. I envisioned using this text in my current Business Communication course and thus assigning chapters out of order and it would work with no problems whatsoever.

Organization/structure is logical. If I were to assign chapters in sequential order, flow would be no problem here. As mentioned in the section on modularity, however, the chapters could stand on their own provided context was present.

Good interface and easy navigation. Some of the graphical elements were not as sharp as others, and some were a bit small. Overall, the book seemed text-heavy and could use visual elements (such as white space and/or more graphics/images) throughout.

No grammatical errors - good modeling of grammar usage.

No cultural insensitivities were perceived. I was impressed with the section on intercultural communication.

Reviewed by Gail Emily Fey, Ph.D., Lecturer, Eller College of Management, University of Arizona on 6/10/15

At nearly 800 pages, the text is immensely comprehensive. It includes both pre- and post-lesson exercises. Some of the exercises seem a bit “silly”; and the author seems to prefer “fives and sixes” for just about every exercise. Still, because... read more

One especially interesting section was LANGUAGE. It was thorough enough to get the main points across but not SO deep as to be offputting to those not into linguistics. Language seems to be a topic that is often eliminated or minimized in other business communication texts.

The author includes references at the end of each chapter. Moreover, the author’s brief bio makes it clear that he has expertise in the subject of Speech and Communication. That ethos lends credibility to the text.

The overarching principles of business writing (clarity, knowing audience, understanding context, bottom line on top, concision) are not likely to change any time soon. The last 2 chapters (intercultural and teamwork) are especially relevant for the near future. According to the SHRM (Society for Human Resource Management) “Changing demographics, relocation patterns and the globalization of business will be among the key trends influencing the workplace in the next five to 10 years.”

Fine job of clear writing. The author does a good job of modeling clear writing... necessary for business writers.

Since one individual authored the entire text, it has a consistent voice and tone.

Yes, the chapters can be individual modules for study.

However, as indicated below under my structural comments, really the modules are “Writing”, “Presentations”, and “Context”.

The structure can be thought of as comprising 3 parts: Background, Writing, Context. The author might consider 3 overarching headers under which to place the current chapter titles (e.g., “Writing” is the high-level category; then “Revising your Writing” would go under it. Similarly, “Context” would be the high-level category with “Intercultural and International” under it.).

The inclusion of “key takeaway” would be re-enforcing to students… especially those who read words but are not so good at making meaning of those words.

As much as I appreciated the Language section, its title of “Delivering your message” seems misleading. That title implies presentation/writing techniques. Why not entitle it simply “Using Language”?

No grammatical errors that this reviewer noticed.

Yes, absolutely. For the 21st century worker (in ANY discipline, but especially in business), communication is crucial. Warren Buffet stated that he thinks “The most valuable investment that you can make in yourself is to improve your ability to communicate. ‘Communication is enormously important; oral and written,’ said Buffett.” (Lukas Partners, posting on 3-2014, http://www.lukaspartners.com/communication-important-says-warren-buffett/).

One area that could be improved is that of visual design. The version I reviewed had next-to-no graphics. Quite possibly the no-graphics approach was an effort to prevent the book from becoming even longer.

Another formatting item that this reviewer found annoying was the omission of extra line space between paragraphs. I would vote for single line spacing within paragraphs and double line spacing between para’s to signal the reader a new paragraph was beginning.

Reviewed by Brandy A. Brown, Assistant Professor, University of Arizona on 6/10/15

I integrated this book as a supplement in a Psychology of Leadership course. Communication is such an essential leadership skill and myself and a fellow Associate Professor teaching this course found that student's skills in that area were... read more

One of my criticisms of the majority of open texts is that they do tend to fall out of date. This text uses a very simple communication model and doesn't provide additional information or models which would apply better to virtual teams and their communication.

This text is comprehensive enough to actually be used for a full business or professional communication course - several of my students chose to explore the entire book despite only being assigned specific chapters because they found it relevant and helpful to their lives, not just to their coursework.

For the majority of my students this was appropriate for their current level of knowledge. Nothing struck me as inaccurate, there were research bases for the material, however, my criticism of a lack of additional models and examples which would better apply to current prevalent business communications is appropriate for this as well (e.g. virtual distributed teams). Those would be expected in a publisher supported text.

At the risk of sounding like a broken record, this text does feel slightly limited (only one model of communication) and behind the current communication trends (virtual teams). Previous reviewer, Dr. Emery, said it perfectly, '....I'd like to see a deeper grounding in persausion, organizational communication, and business discourse."

Students found the text very clear, including my Japanese native student who struggles with English quite a bit. Another student remarked that it was an enjoyable read and that they at times found it funny. Those are quite the complement for a textbook.

The book felt like it was almost two separate books put together - which is part of why it can be considered so comprehensive. There were chapters focused on descriptions and definitions and lists, but then some which were very applied and focused on specific communications. I was able to assign these together (something I will address under modularity), but the book could have a better flow and be more narrow, given the focus of the title.

As noted under consistency the text can easily be mixed together, which is very important given the differences in certain types of chapters (list/definition chapters vs. actual applied writing chapters). I chose to assign only the chapters I felt were most relevant to the topics of leadership communication, but allowed students to do the others and provided quizzes they could complete for bonus points. They loved that approach, and how well it worked speaks to the appeal and flexibility of the text.

I did not follow the organization or structure of the text as it was in any way, that was the only challenge I found with using this text. While it was 'modular' based on the definition provided here and I did like the structure and flow of individual chapters, remixing the text was difficult and required students to find their own places in a Word document or PDF version which displayed differently than mine usually. If it were to be posted on a platform that made that easier to do that would be a large improvement.

Students registered no complaints, and overall I have no major issues with it. Nothing is distracting or confusing, but I also wouldn't rate it high on engagement (visuals are different in different formats and sometimes have issues with clarity). Students (and I) appreciated the chapter structure and outlines, but again the format to interact with the text (Word or PDF unless I find my own method to host or remix it) was limiting and not necessarily ADA compliant in the current formats.

Students commented on the accessibility of the tone, and I have found no errors.

Students in my program are often multicultural, they and I had no issues with the text. However, I am always looking for more examples to help them see the differences in cultures and how to handle communication in those instances.

This textbook saved my students and I from two large issues: 1) needing to deal with a difficult enrollment and grading interface process on another website, and 2) paying for the additional materials needed in this course on top of our current required items (which I am not able to break free from currently). It reduced both friction with our course materials and my need to be technical support, while increasing engagement through allowing students choices and the ability to pursue additional knowledge on their own. That is why texts like this one matter so very much. Many of my students struggle financially, and the option to enable them to learn more without adding any financial burden is invaluable.

Reviewed by Daniel Emery, Associate Professor of Business Communication, University of Oklahoma on 1/12/15

The book is exceptionally comprehensive, comparable to other large omnibus collections for business communication. The book would be suitable for business communication courses or business and professional speaking. It's arrangement and scope of... read more

I would describe the content as accurate and a good portion of the material presented had a clear basis in writing research. I find the author's sender/message/receiver model for communication somewhat dated theoretically, but that is also my critique of most textbooks in the area. In later chapters, the book could stand more examples from professional contexts and would benefit from thorough research in the business communication literature. I wouldn't call it inaccurate, but I find it underdeveloped.

Several of the examples and allusions are recent and relevant, but the development of the content is not what I would hope for developing a state of the art introduction to the field. It's no worse than the majority of books in the area, but I wish it were better. Specifically, I think the communication generalist approach of the text makes it somewhat accessible for a wide variety of instructors, but I'd like to see a deeper grounding in persuasion, organizational communication, and business discourse.

Very clear and often clever.

I would describe the book as somewhat over broad in its lexicon. Part of the issue may be with arrangement, but the opening chapters were rife with lists and redefinition of common terms. One of the challenges of working in Communication as a field is that much of our content is taken for granted or treated as common sense. A narrower focus and an emphasis on key ideas would be very helpful. An adopter of the book might do well to adopt the elements on communication or language, but probably not both to keep the content clear.

It looks very good to me. One of the things I appreciated most was that the elements of the book I think were strongest could be realigned and revised with relative ease. The volume tries to be an "everything book" in many ways, so the opportunity to cut and remix is its most useful property. Facutly who use the giant comprehensive industry standard books end up excising a ton of content anyway.

The weakest chapters of the book were those that discussed research in business writing. I'd recommend that the aothor consult with a buisiness librarian who migh offer a more comprehensive and effective review of sources of business information. Those modules should be much stronger.

The organizational strategy makes sense, but it isn't how I might prefer the book to be laid out. The opportunity to cut material would be an advantage here.

Textually, the book is solid. I appreciate the typographic choices and the chapter outlines are very clear and straightforward. The visuals are less effective, as the are occasionally too small and somewhat unfocused. The choice to use gray text boxes or filters over sample documents was a poor one.

Unsurprisingly, it's very good. I appreciated the converstional tone.

The book makes frequent mention of inrercultural issues in business communication, which is absolutely relevant to the globalized marketplace of today's graduates. Additional examples of itnernational correspondence would be potentially invaluable, even amid the chapters on genres.

I deeply appreciate McLean's Business Communication for Success as the first truly effective and customizable open source text in our area. The coverage of the book equals or exceeds that of the majority of the books available from publishers, and the exercises and activities are appropriate to a wide variety of teaching circumstances and environments. For an instructor or program looking for a low cost option for students, the content and customizability of this book is a welcome starting point regardless of the disciplinary or curricular home of a business communication course.

Chapter 1: Effective Business Communication
Chapter 2: Delivering Your Message
Chapter 3: Understanding Your Audience
Chapter 4: Effective Business Writing
Chapter 5: Writing Preparation
Chapter 6: Writing
Chapter 7: Revising and Presenting Your Writing
Chapter 8: Feedback in the Writing Process
Chapter 9: Business Writing in Action
Chapter 10: Developing Business Presentations
Chapter 11: Nonverbal Delivery
Chapter 12: Organization and Outlines
Chapter 13: Presentations to Inform
Chapter 14: Presentations to Persuade
Chapter 15: Business Presentations in Action
Chapter 16: Intrapersonal and Interpersonal Business Communication
Chapter 17: Negative News and Crisis Communication
Chapter 18: Intercultural and International Business Communication
Chapter 19: Group Communication, Teamwork, and Leadership

Ancillary Material

About the book.

Business Communication for Success (BCS) provides a comprehensive, integrated approach to the study and application of written and oral business communication to serve both student and professor.

This series features chapters with the following elements:

Learning Objectives
Introductory Exercises
Clear expectations, relevant background, and important theories
Practical, real-world examples
Key Takeaways or quick internal summaries
Key terms that are easily identified
In-chapter assignments
Postchapter assessments linked to objectives and skills acquisition

Each chapter is self-contained, allowing for mix-and-match flexibility and custom or course-specific design. Each chapter focuses on clear objectives and skill demonstrations that can be easily linked to your syllabus and state or federal requirements. Supported by internal and external assessments, each chapter features time-saving and learning-enhancement support for instructors and students.

BCS is designed to help students identify important information, reinforce for retention, and demonstrate mastery with a clear outcome product.

The text has three content categories:

Foundations
Process and products

The first three chapters form the core foundation for the study of oral and written business communication. The next sequence of chapters focus on the process of writing, then oral performance with an emphasis on results. The final sequence focuses on contexts where business communication occurs, from interpersonal to intercultural, from groups to leadership.

In each of the process and product chapter sequences, the chapters follow a natural flow, from prewriting to revision, from preparation for a presentation to performance. Each sequence comes together in a concluding chapter that focuses on action—where we apply the skills and techniques of written or oral communication in business, from writing a letter to presenting a sales speech. These performances not only serve to reinforce real-world applications but also may serve as course assessments.

This text has been used in classes at: Ohio University, Miami University – Oxford, Kent State University – Salem Campus, Cuyahoga Community College – West, University of Toledo, Cuyahoga Community College – District, Northern Arizona University, Gateway Community College, University of Arizona, Arizona Western College, Boise State University,Western Governors University, Doane College, Mcpherson College, University of Nebraska Med Center, Suny Fredonia, State University of New York Institute of Technology at Utica/Rome, Trinidad State Junior College, University of Delaware, Brenau University, Brewton-Parker College, Loras College, Kapiolani Community College, Muscatine Community College, Greenville College, University of Illinois – Chicago, Millikin University, Rockland Community College, Cornell University, National-Louis University – Lisle, St. Gregory's University, University of Southern Indiana, Missouri State University – W Plains, Bucks County Community College – Newton, Clarion University of Pennsylvania, Pulaski Technical College, Temple University, Dixie State College of Utah, Averett University, Virginia Polytech Institute, Fond Du Lac Tribal Community College, Lipscomb University, Edgewood College, University of Wisconsin – Stout, Wisconsin Lutheran College, Virginia State University, North Georgia Technical College – Blairsville, Paradise Valley Community College, Fordham University – Lincoln Center, New England College of Business/Finance, Eastern New Mexico University, University of Alabama, Albertus Magnus College, Pepperdine University, Fullerton College, Santa Ana College, Miracosta College – Oceanside, San Jose State University, De Anza College, University of The Southwest, Florida Institute of Technology, Forida State University, Dean College, California State University, University of Massachusetts, Suffolk University, Stevenson University, Worcester State College, University of Maryland, Clover Park Technical College, Minnesota State University – Moorhead, College of St. Scholastica, Ferris State University, Concordia University, Southern New Hampshire University, Lower Columbia College, University of North Carolina – Greensboro, Rockingham Community College, Stanly Community College, Wayland Baptist University, Bunker Hill Community College, Salve Regina University, University of The Incarnate Word, St. Mary's University, University of Rhode Island, Texarkana College, Renton Technical College, Tarleton State University, Wayland Baptist University – Plainview, University of Houston, Stephen F. Austin State University, Bates Technical College, Chabot College, Bakersfield College, Azusa Pacific University, University of Houston – Downtown, California Southern University, Miracosta College, American Public University, American Public University System, Huntington Junior College, Flat World Knowledge University, Jackson Senior High School, Holmes High School, Dlielc, Clintondale High School, American University in Kosovo in Conjunction with Rochester Institute of Technology, Southeast Lauderdale High School, Benedict Business Hotel Management School, University of the People, Kwame Nkrumah University of Science and Technology, New Brunswick College of Craft and Design, New England School of English, Comsats Institute of Information Technology, Wayland Baptist University – Anchorage, Volcano Vista High School, Wayland Baptist University – San Antonio, Morrill High School, North Island College – B Campus, Seneca College, APOU, University of North Carolina – Greensboro, Southern New Hampshire University, University of Maryland University College, Harrisburg High School

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Three Guiding Principles for Successful Communication

In this episode, Matt Abrahams shares top takeaways from 75 episodes and answers listeners’ questions.

February 15, 2023

For the 75th episode of Think Fast, Talk Smart, the podcast , we hosted a live “Ask Me Anything” event with host and strategic communications lecturer Matt Abrahams.

In this global gathering, listeners called in with questions ranging from making a first impression and giving negative feedback to presenting virtually and the worst communication advice Matt’s ever received. In addition to audience questions, Matt shares outlines his top three guiding principles for being a confident speaker and leader.

Listen & Subscribe

Think Fast, Talk Smart is a podcast produced by Stanford Graduate School of Business. Each episode provides concrete, easy-to-implement tools and techniques to help you hone and enhance your communication skills.

Full Transcript

Woman’s Voice: I am Leah, I’m calling from Australia. It is 3:00 AM here.

Man’s Voice: Hey, so I’m Danny calling in from Germany. First of all, Matt, this is amazing that you’re doing all of this. I really appreciate that you’re taking the time to answer all of our questions.

Woman’s Voice: Hi, Zinia here. I am from Manila, Philippines.

Woman’s Voice: Hi, this is Archana. I’m from India with calling in from London today.

Woman’s Voice: My name is Anna. I’m originally from Mexico, based in Mountain View, California. So my question is…

Jenny Luna: Hello and welcome to Think Fast Talk Smart, the podcast . Clearly, I’m not Matt Abrahams. I’m Jenny Luna, the executive producer for our show. And you just heard from some of our listeners who joined for the live event last month, where we celebrated our 75th episode of Think Fast, Talk Smart. In that live episode, Matt shared communication skills to help all of us become better, more confident and clear communicators In a minute, we will share those here, but you’ll also hear the Ask Me Anything where Matt answered questions from listeners like you from all over the world. We had almost 1200 people register. We had participants from all continents except Antarctica. We are incredibly honored and grateful to you, our listeners. Thank you for tuning in and thank you for supporting us. Now here’s Strategic Communications lecturer and our host Matt Abrahams.

Matt Abrahams: Well, hello, hello. So excited to be here with all of you and thank you so much to Jenny for getting us kicked off and for all of the hard work Jenny does to bring our episodes to you. I am thrilled to have an opportunity not only to share some key best practices for effective communication, but to take your questions. So thank you for spending part of your day with us today and we’re really excited to get going.

To start, I thought I’d introduce you to some key communication practices that I think can really make a difference in helping you be more confident, clear and connected in your communication. So I’m going to start with advice that if you are a listener of the podcast, you have heard many times, and that is, it’s really critical to know your audience. It starts with them. Many of us make the mistake when it comes to communication of starting with what we want to say rather than thinking about what our audience needs to hear.

So before we do anything in our communication, we have to do some reconnaissance, reflection and research. We have to think about who our audience is and what it is they need because if we can make our messaging relevant and salient for them, they’ll listen, they’ll learn and they’re more likely to act. So there are a few things I want you to think about the audiences you speak to. First and foremost is their knowledge level relative to the topic that we’re discussing. Do they know a lot or do they know just a little? We’ve all been in that where somebody has talked to high level or too low level for our knowledge and it just doesn’t feel good. If you already know it, then you feel like you’re wasting your time and if you don’t know enough, you feel lost. And that can be really disconcerting.

So, we have to think about knowledge level. We also have to think about attitudes. Is our audience likely to be supportive of what we’re saying or perhaps not supportive? And we’ll adjust our messaging depending. And then finally, we need to think about points of resistance or hesitation towards what we’re asking. Is it that it costs too much money, takes too much time, requires too much change? We must focus our messages to adjust and address the resistance we have. So just like all of our guests mentioned, it’s all about your audience, it’s not about you, it’s about them. There are three additional concepts I’d like to layer on top of knowing your audience. And the first is making sure that you have a clear goal for your communication. In all of my strategic communication classes, I teach at the business school, we really talk about the importance of having a goal.

Now, to my mind, a goal has three major parts. It’s about information, emotion, and action. In other words, what do you want your audience to know? How do you want them to feel and what do you want them to do as a result of your communication? And there’s one added bonus of having a clear goal. It gives you a way to judge and assess the success of your communication. You know, when I go all over the world doing this work, teaching communication skills, I’ll often ask people and I’ll say, how do you know if your communication was successful? And you know the most frequent answer I get, I got through it as if survival is the best metric of success. Now, of course, that’s ridiculous. The best metric of success is: Is your audience leaving knowing what you want them to know? Feeling how you want them to feel? And doing what you want them to do?

So, once you know your audience, you craft a goal. That goal leads you to structure a message. We need to put our messages inside a structure. Our brains are wired for structure. There are lots of structures you can use and those of you who’ve listened for a while know that I am a huge fan of the what. So what now, what structure? There are many structures, but this happens to be my favorite. You start by talking about what it is you’re discussing, your idea, your belief, your product, your service, your offering. And then you explain why it’s important, why is it important and relevant to the people that you’re talking to? And then finally, with the now what you explain what comes next, maybe it’s let’s have another meeting, or let me show you what I’m talking about or what questions do you have? So it has momentum built in, I think the what?

So what now, what structure is so powerful, not just for speaking but for writing. You can write emails in this structure. Then now what is the subject line and the what in the, so what are the body of the email? If somebody asks you for your feedback, the what is your feedback, the so what is why it’s important and the now what is what you’d like them to do differently or continue doing? Now I wanted to take a timeout in my classes. I call this a meta moment where we look at what we’ve just done. I actually used this structure to teach you this structure and I gave you some examples of how to use it. In fact, everything I’ve said so far has been in this structure. It’s very powerful. Now there are other structures that you can use and I encourage you to find structures that work well for you.

Having a structure helps you as a communicator because it gives you a map that you can remember and it helps your audience because it packages things up in a logical ordered way, and that’s what our brain’s like. So we start by knowing our audience. We then create a goal, no feel, do, and then we formulate a structure for our message to accomplish that goal for our audience. Now, once we deliver our message, we next have to think about what happens when our audience responds. And so my final tip and trick is to leverage paraphrasing. I think paraphrasing is so important, and you hear me in our podcast episodes, trying to practice it. Paraphrasing is where you distill down the information that you’re hearing or reading, you want to bring it to its essence. In other words, it’s the bottom line of what you’re hearing. And this bottom line allows you then to connect or question for what comes next.

So, we don’t just paraphrase to paraphrase, we paraphrase to then move on. So I encourage all of you to think about paraphrasing, and you can practice this when you’re in a meeting and you’re not talking, or it’s a topic that’s not directly relevant for you. Be thinking to yourself as you’re listening to others communicate, what’s the bottom line? What’s the takeaway When you’re reading something, challenge yourself to say, what’s the bottom line here? By drilling that, just like if you’re learning a new sport and would do the drills in that sport, this trains you to do it well. It really helps you focus. Now, paraphrasing can be used for many things. One, it’s a great way to signal that you’re listening and to validate others. So for example, if you are talking and ask me a question, I can paraphrase that question one to validate, yes, I heard you, thank you.

But I also validate the fidelity or accuracy of what I heard. There’s no sense me a answering a question you did not ask. So by paraphrasing, you can say Yes, Matt, that’s the question, or no, I really meant this. Paraphrasing also allows you to think paraphrasing is what we call a lower order cognitive skill. What that means is that I can paraphrase and still be thinking about what I want to say next. So it’s a wonderful way to buy yourself time. And then finally, I think paraphrasing is perhaps the most polite way to interrupt somebody or to move a conversation forward. We have all been part of meetings or presentations where somebody goes on too long and what we really want to say is, please stop or shut up. We’ve heard enough, but that’s not appropriate. So what we can do is we can paraphrase, we can highlight something of value or importance that the person has said, name it, maybe even comment on it and then move on.

So, imagine I’m in a meeting and somebody in the room is talking too much and I’m the leader of the meeting. I might highlight something they say, I might say, oh, cost is really important. In fact, Jenny, I’d love to hear your thoughts about cost. Do you see what I did there? I interrupted the person, validated what they were saying about cost, and then I literally took the content and moved it to somebody else. So I’ve just told that person and everybody else in the room we’re moving on. So paraphrasing is a tool for validating emotions and information for buying yourself time and for moving conversation forward. So taken together, knowing your audience, having a goal, no feel do and building out a structure like what? So what now? What can really help you make your communication more clear, concise, and focused. And having the ability to paraphrase helps you interact with your audience and move the conversation or the presentation forward. I truly hope that these skills are helpful for you and can help you hone your communication.

Matt Abrahams: Hi everyone. It was amazing to be live with our Think Fast Talk smart community. Thank you to those of you who joined us live. And thanks to all of you for tuning in. Now, I thoroughly enjoyed taking questions from listeners from all over the world. Let’s start off with two questions that directly relate to ideas from my talk.

Caller 1: Hi Matt, this is Matt from Switzerland. You know, you have shared tons of great communication advices through Think Fast Talk Smart , but what is the worst communication advice that you have ever given or received? I leave the choice to you.

Matt Abrahams: Now I certainly know that I’ve given bad advice, for sure, but the worst advice I have ever received was when somebody told me to memorize everything that I was saying and to practice it at twice the speed that I would normally deliver it. Their argument was, if you can speak your talk twice as fast memorized, then you really have it. Well, that just goes against everything I know to be true and personally feel comfortable with. Memorizing is a huge trap. While you think it’s helping you, it’s actually working against you because your brain is focused on what you’ve memorized. So half of your attention is comparing what you’re saying to what you were supposed to say. So you only have half of your focus on the actual saying of it and connecting with your audience.

And the saying something twice as fast just puts a barrier between you and your audience. You need to speak at a normal natural rate. So the worst advice I ever received was to memorize and speak twice as fast. I tried and it was miserable, and I literally, right before I had to give the talk, and it’s a talk that’s out there, you can actually watch it. It’s a — that I gave, I’m not going to name it because I don’t want to offend anybody, but I just said, no way. I’m going to do this my way. And while the talk might not have been great, I certainly felt much better about it.

Caller 2: Thanks everyone. I am Andres and I have called from Bangalore and I’m very thankful for you giving your time and experience. My question is around, you talked about understanding the audience, but if we have to present to a large audience where you have say 20, 50,or say hundreds of people, how do you try to understand the expectations or knowledge or background of such kind of audience and make your presentation effective?

Matt Abrahams: Thank you for that question. You’re, you’re absolutely right when you speak in front of a large group that that’s very diverse and you might not know them. It’s really hard to understand everything about them, but that doesn’t mean we shouldn’t try. So again, going back to this notion of reconnaissance, reflection, and research. So, if you’re invited to an event, let’s say you’re at a conference, talk to the organizers of the conference. What do they know about the attendees? Do you know the names of the companies people are coming from to your presentation. Can you do some research on the companies? Understand what they think is important, look at the bios of the people who work at that company. Use tools like LinkedIn and Google and other tools to search up people. So there is some work you can do. Now, inherent in that question, I believe was another question, which is what do you do if the audience, because it’s so large, is varied in things like knowledge level or attitude.

So, some people know a lot, some know a little, some are in favor, some aren’t. What do you do? First, you have to really think about who is the target set among the larger group. And if so, tailor your message to that target group. If not, you have to scaffold and build that information so that people are more o on par, especially when it comes to knowledge. So let me give you an example. Let’s imagine you’re in a room. It could be a large audience, a smaller audience, and you know, some people know a lot and some know a little, here’s what we know from research: First, you should acknowledge that. So when you start, you say, in this room, we have some people who know a lot and some who know less. What we know from research is that this actually bolsters your credibility.

People see you as more credible because you’re acknowledging that you’ve done some homework and you know who’s there. The second thing you should do is let people know that you’re going to spend the first few minutes of your talk, of your presentation, of the meeting, scaffolding or building some foundational skills and then you’ll get to the deeper level. This does two things for you: The people who don’t know a lot are very thankful because you’re going to help them learn. And for the people who do know a lot, you just told them that they have to wait just two or three minutes to get through that rudimentary stuff. So they’re going to stick with you if you simply start with the foundations and the basics, the people who know a lot are going to check out. So we do have to spend time. We might use technology, we might ask people who can help us to figure out who’s in the room and if there’s some variation, we can work hard to figure out how to scaffold that information. Thank you for that question.

Jenny Luna: We also had some practical questions about how others see us in general and in interviews. Here are the questions and Matt thoughts.

Caller 3: My name’s Anish. I’m calling from the UK. My question was basically how do I communicate negative feedback to a colleague, especially when there’s an action step involved? As I say, if something needs to be done urgently, but I don’t want them to take offense to negative feedback or start an argument or anything like that.

Matt Abrahams: Excellent. Thank you Anish for the question. And thank you for calling in all the way from across the pond. So, feedback is a really challenging situation, especially when it’s constructive or critical. My perspective is that feedback is actually an opportunity to problem solve. So what you’re trying to do in the initial giving of the feedback is to invite the other person to collaborate with you. We want to avoid defensiveness, and a lot of times we come from a place of frustration of high emotion because the person isn’t doing it right, whatever right is, or they’ve messed things up. And we need to distance ourselves from that emotion. Maybe take a walk around the block, talk to a friend, write out how you’re feeling, but try to put those emotions not away, but under control. And then think through what is the best way that I can invite this person to actually interact on this topic.

So rather than coming at somebody and saying, you messed up and you’re doing this, which can make people defensive, you might want to phrase it as questions and say, I’ve noticed a few times that this is what I see. How can we work together too? So by making the feedback an invitation, it reduces defensiveness and invites collaboration. Now certainly there are times where feedback must be direct, must be specific, and you need people to stop things right away. That’s not where you ask a question. But there are many times where thinking through our emotion, thinking through what might be motivating the behavior, and then finally focusing on how to ask as a question, your feedback so that you can invite the people in can be really, really important to you. Thanks for that question, Anish. I hope there was some value in that. I’d love to hear some more questions.

Caller 4: Thank you. I’m Prana. I’m calling from India. They say, first impression lasts, and how would you make your first impression? Some say start with a story. Some say start with a humor. Some say start with a quote and which, how would we know that? Who would receive it better? Which one would be the better way to start your speech or some addressing that you have to give?

Matt Abrahams: So, so you’re absolutely right. First impressions are important. They, they anchor future impressions. It doesn’t mean you can’t change what people see of, of you or how they think, but it, it’s a bit harder. So, so to be thoughtful about how to come across when people first meet you or when you first start a communication, it’s pretty important. Now the question of what’s the best way, you know, my MBA students get very frustrated with me because I get a lot of questions like this, and my answer is always, it depends. It depends on what you know about your audience. If I’m speaking to a very technical data, data-driven audience, it might be in my best interest to establish a good connection and a good first impression to use Some data. It might be, if I’m speaking to a general audience that’s starting with a story or telling a joke might make the most sense.

So, so we start with what we think will resonate best with the audience, what their expectations are and what will connect. The second part of that is what’s authentic to yourself, right? If I am not comfortable telling stories or trying to be funny to simply tell a story and to be funny, because I think that’s what’s going to help my audience see me, well, sets me up for, for bad outcomes. So start with what you think is important for the audience and try to conform to that. And then think about what’s authentic and true for you. And I encourage all of you as a third bit of advice to practice and test things out. So if you’re giving a big presentation or facilitating a big meeting, think of two or three different ways to start and see how that resonates. Test it with other people, practice it and see how it sounds and that’s going to help you.

What I will tell you is this, and, and anybody who knows me has heard me say this, my biggest pet peeve, the thing that bothers me most about all communication is how people start meetings. And I think it is a bad idea and just plain ridiculous to start presentations and meetings by starting with, hi, my name is, and today I’m going to talk about. Boring, banal, and often really silly because I’m in front of a slide that has my name and the title of my presentation or somebody has an agenda that says the same thing. I think you should start all your communication, just like action movies start. How do action movies start with action? Ask a question, tell story, take a poll, then introduce yourself. How would your favorite action movie, whatever it is, feel if when you were watching it, it started with the title and the credits and then the action came? It would be a very different experience than the way I bet your favorite action movie started with some kind of action, and then they told you who was in the movie and what it was. So first impressions matter, jump right into it rather than, than ease your way in with some kind of preamble. And I think that’s going to help you the best.

Jenny Luna: Our final question came from a father-daughter pair and addresses virtual communication.

Caller 5: It’s actually my daughter Maddie’s question. Just my computer.

Matt Abrahams: Okay, well where are you and Maddie calling in from?

Caller 6: From Jackson Hole, Wyoming.

Matt Abrahams: Oh, beautiful location. What’s your question, Maddie?

Caller 6: Has the advent of Zoom meetings changed your approach to communicating in virtual groups?

Matt Abrahams: Absolutely. Virtual communication, whatever tool it is, Zoom, Teams, Google Meets, WebEx, you name it. It has changed many things about the way we communicate. Now, some things stay the same. You should know your audience, you should have a goal, you should leverage structure you, but a couple things become even more important. Let me name them. The first is being concise. Virtual communication has mandated that we be more concise and clear why people are more easily distracted. And as many of us learn during the pandemic, we can cram in more communication in a day. Many of us had many more meetings and did a lot more communicating when we were in the pandemic. So you have to be more concise and clear. The other thing that virtual communication has mandated is we have to be more engaging when we’re physically in a room together or sharing the same space.

I can read cues and clues from you that I can’t when we’re virtual. So that means I have to manufacture opportunities for me to see if you’re tracking, if you’re interested, if you’re engaged. So I might use some of the tools that something like Zoom or Teams provides. Like I’ll take a poll, I’ll have you use the chat, I might use a shared whiteboard. These are all engaging techniques so I can get information that if we were in person, I could read just by watching what you pay attention to and how you respond. So, so Maddie, it, I, it has dramatically changed the way we communicate, yet some of the things still remain the same. And the reality is this virtual is not going away. Uh, we’re going to be more hybrid, which I think is even more challenging where you’ve got some in the room and some on the zoom and you have to balance that out. But this, the ideas of trying to be engaging more clear and concise still remain.

Wow. Great questions and a great experience. Thanks again to all of you who joined us live and a big thank you to all of you who are listening in now. We are always excited to hear from you. We have several ideas of how we will connect and interact in the near future. For now, please register for our Think Fast Talk Smart the newsletter by going to stanford.io/tftsnewsletter. Follow us on Instagram, Twitter, and LinkedIn. And please invite your friends, family, and coworkers to listen in.

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Power, culture, persuasion, and the self: communication insights from stanford gsb faculty, lose yourself: the secret to finding flow and being fully present, speak your truth: why authenticity leads to better communication, editor’s picks.

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1.1: Chapter 1 – Developing a Business Plan

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Lee A. Swanson
University of Saskatchewan

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Learning Objectives

After completing this chapter, you will be able to

Describe the purposes for business planning
Describe common business planning principles
Explain common business plan development guidelines and tools
List and explain the elements of the business plan development process
Explain the purposes of each element of the business plan development process
Explain how applying the business plan development process can aid in developing a business plan that will meet entrepreneurs’ goals

This chapter describes the purposes, principles, and the general concepts and tools for business planning, and the process for developing a business plan.

Purposes for Developing Business Plans

Business plans are developed for both internal and external purposes. Internally, entrepreneurs develop business plans to help put the pieces of their business together. Externally, the most common purpose is to raise capital.

Internal Purposes

As the road map for a business’s development, the business plan

Defines the vision for the company
Establishes the company’s strategy
Describes how the strategy will be implemented
Provides a framework for analysis of key issues
Provides a plan for the development of the business
Helps the entrepreneur develop and measure critical success factors
Helps the entrepreneur to be realistic and test theories

External Purposes

The business plan provides the most complete source of information for valuation of the business. Thus, it is often the main method of describing a company to external audiences such as potential sources for financing and key personnel being recruited. It should assist outside parties to understand the current status of the company, its opportunities, and its needs for resources such as capital and personnel.

Business Plan Development Principles

Hindle and Mainprize (2006) suggested that business plan writers must strive to effectively communicate their expectations about the nature of an uncertain future and to project credibility. The liabilities of newness make communicating the expected future of new ventures much more difficult than for existing businesses. Consequently, business plan writers should adhere to five specific communication principles .

First, business plans must be written to meet the expectations of targeted readers in terms of what they need to know to support the proposed business. They should also lay out the milestones that investors or other targeted readers need to know. Finally, writers must clearly outline the opportunity , the context within the proposed venture will operate (internal and external environment), and the business model (Hindle & Mainprize, 2006).

There are also five business plan credibility principles that writers should consider. Business plan writers should build and establish their credibility by highlighting important and relevant information about the venture team . Writers need to elaborate on the plans they outline in their document so that targeted readers have the information they need to assess the plan’s credibility. To build and establish credibility, they must integrate scenarios to show that the entrepreneur has made realistic assumptions and has effectively anticipated what the future holds for their proposed venture. Writers need to provide comprehensive and realistic financial links between all relevant components of the plan. Finally, they must outline the deal , or the value that targeted readers should expect to derive from their involvement with the venture (Hindle & Mainprize, 2006).

General Guidelines for Developing Business Plans

Many businesses must have a business plan to achieve their goals. Using a standard format helps the reader understand that the you have thought everything through, and that the returns justify the risk. The following are some basic guidelines for business plan development.

As You Write Your Business Plan

1. If appropriate, include nice, catchy, professional graphics on your title page to make it appealing to targeted readers, but don’t go overboard.

2. Bind your document so readers can go through it easily without it falling apart. You might use a three-ring binder, coil binding, or a similar method. Make sure the binding method you use does not obscure the information next to where it is bound.

3. Make certain all of your pages are ordered and numbered correctly.

4. The usual business plan convention is to number all major sections and subsections within your plan using the format as follows:

1. First main heading

1.1 First subheading under the first main heading

1.1.1. First sub-subheading under the first subheading

2. Second main heading

2.1 First subheading under the second main heading

Use the styles and references features in Word to automatically number and format your section titles and to generate your table of contents. Be sure that the last thing you do before printing your document is update your automatic numbering and automatically generated tables. If you fail to do this, your numbering may be incorrect.

5. Prior to submitting your plan, be 100% certain each of the following requirements are met:

Everything must be completely integrated. The written part must say exactly the same thing as the financial part.
All financial statements must be completely linked and valid. Make sure all of your balance sheets balance.
Everything must be correct. There should be NO spelling, grammar, sentence structure, referencing, or calculation errors.
Your document must be well organized and formatted. The layout you choose should make the document easy to read and comprehend. All of your diagrams, charts, statements, and other additions should be easy to find and be located in the parts of the plan best suited to them.
In some cases it can strengthen your business plan to show some information in both text and table or figure formats. You should avoid unnecessary repetition , however, as it is usually unnecessary—and even damaging—to state the same thing more than once.
You should include all the information necessary for readers to understand everything in your document.
The terms you use in your plan should be clear and consistent. For example, the following statement in a business plan would leave a reader completely confused: “There is a shortage of 100,000 units with competitors currently producing 25,000. We can help fill this huge gap in demand with our capacity to produce 5,000 units.”

10 Principles of Business Communication With Examples & 7C’s

Table of Contents

In this blog, we will focus on the principles of business communication with real examples. In addition to the 7C’s of business communication and their importance in business. The article further talks about the importance, types, and barriers to business communication.

What is business communication?

Business communication refers to the exchange of verbal and non-verbal information between individuals. The objective of business communication is to ensure that messages are conveyed clearly and effectively, both internally and externally, in order to achieve the desired outcomes.

To know more check out our detailed guide on: What is business communication: Nature, types & examples

10 Principles of Business Communication

For effective communication in an organization, the following basic principles of business communication must be followed:

1) Clarity of message: In business communication, clarity and conciseness are two essential pillars that significantly influence the effectiveness of the conveyed message. Clarity in business communication refers to the use of language and presentation that is easily understandable and leaves no area for misinterpretation. Conciseness, on the other hand, involves conveying the message using the most precise and efficient language possible, without sacrificing the completeness of the information.

2) Audience Analysis : Audience analysis involves understanding the characteristics, needs, expectations, and preferences of a message’s target audience or recipients. In the context of business communication, conducting a thorough audience analysis allows communicators to customize their messages to the specific demographic, psychographic, and cultural characteristics of their audience.

This process helps in crafting messages that are relevant, engaging, and meaningful to the recipients, thereby increasing the likelihood of the message being well-received and understood.

3) Transparency and Honesty: Transparency and honesty revolve around the open and truthful exchange of information. Transparency includes sharing information in a clear, accurate, and accessible manner, while honesty refers to the practice of conveying information truthfully and without manipulation. When applied effectively, these principles develop trust and integrity within an organization and with external stakeholders.

4) Principle of adaptability: Adaptability in business communication is adjusting your communication style, approach, and message to suit the specific needs and requirements of the situation. It recognizes the dynamic nature of business interactions and the diversity of stakeholders involved.

This principle also involves choosing the most appropriate communication medium for each scenario, taking into account factors such as the urgency of the message, the nature of the information, and the preferences of the recipient.

5) Respect and Etiquette: Respect and etiquette are core principles of corporate communication that emphasize the importance of maintaining professionalism and mutual consideration in all interactions within the business environment.

Professionalism is a fundamental element of respect and etiquette. It involves conducting oneself with integrity and dignity. This means adhering to dress codes, using polite and appropriate language, and abiding by the organization’s codes of conduct. It also includes demonstrating punctuality and displaying a strong work ethic.

6) Crisis communication: Crisis communication is a vital aspect of business communication that deals with managing and addressing unexpected events or crises that can potentially harm an organization’s reputation.

In times of crisis, an organization’s reputation can be at risk. Effective crisis communication helps protect and, if necessary, rebuild the company’s image and public perception.

7) Tone and language: Tone and language include the style, attitude, and choice of words used when conveying messages in a professional context. The tone of a message is vital as it sets the emotional context for communication.

A professional and respectful tone is important for developing positive relationships and ensuring effective message conveyance. In business settings, language should be clear, concise, and customized to the audience. Avoiding jargon or overly technical language is crucial to ensure that the message is easily understood.

8) Two-Way Channel: The principle of a “two-way channel” refers to the concept that effective communication involves a reciprocal exchange of information, ideas, and feedback between the sender and the receiver. It emphasizes the importance of open and interactive communication, where both parties have the opportunity to listen, respond, and engage in a meaningful dialogue.

9) Transparency Principle: Transparency is a guiding principle that centers on openness and honesty in all forms of organizational communication. It involves sharing relevant information and decisions with all stakeholders, both inside and outside the organization. This practice is fundamental in creating trust and credibility in business relationships. When an organization is transparent, it doesn’t hide essential information or manipulate facts to its advantage.

10) Speed : The process of business communication cannot afford to be time-consuming. For effective communication in a commercial organization, good communication systems and business communication software are established to ensure the prompt delivery of messages.

7 C’s of Business Communication

The principle of communication is to transmit information in an understandable and effective manner. To ensure this, a set of principles for effective communication are implemented.

They are also known as the 7 C’s of communication. They are:

1) Completeness: This is one of the core characteristics of a transmitted message. The information presented should be complete and factual. The sender must provide all the necessary information required without any gaps. It must answer the 5 W’s related to the message:

Transmitting complete information helps in building a good reputation and trust from the target audience. Complete communication is vital in making better decisions and forming effective strategies.

Example of completeness Bad Example: Hello Team, We will have our daily stand-up call tomorrow. Please be well-prepared and punctual. See you there Mat

Why is this a bad example?

As soon as the reader read this message, he will be in a confusing situation. There is a clear lack of information shown which makes the message incomplete.

The message commands us to be prepared but does say Why? and for What?

Moreover, there is no time mentioned in the message, how can a team be punctual?

Good example: Hello Team, We will have our daily stand-up call to discuss our current go-to-market strategy. Everyone should be prepared with their input. The status call will start tomorrow morning at 11 am. The google meet link will be shared with you in your email. See you there Mat

Why is this a good example?

The message clearly states the purpose of the stand-up call, includes instruction, as well as includes the timing and venue of the meeting. This lets the reader with no confusion after it.

2) Conciseness: “Time is money” is a commonly used adage related to a business. In business communication, a concise message is time-saving and easier to understand.

For effective communication, the sender must deliver their message in a way that eliminates unnecessary repetition, lengthy explanations, and irrelevant data.

Example of Conciseness Bad Example: Hello Zahir, I wanted to share some of the updated hacks on SEO best practices for 2023. Specifically, I wanted to talk about this new keyword research tool, that helps you get trending keywords with low competition. We can start using this tool in our keyword research process for increasing our traffic. I have also got a 5-month free trial so that we can make the best use of it. Waiting for your reply Thanks Abbas

Why is this a bad example?

The message is so broad and stretched towards a new keyword research tool. It talks about the keyword research process which is an unnecessary add-on to the message and makes it too lengthy.

Good example Hello Zahir, I wanted to share some of the updated hacks on SEO best practices for 2023. Specifically, the new keyword research tool that I have found. I will attach the link to it in the below thread, do check it out. Waiting for your reply Thanks Abbas

Why is the above example good?

The message is to the point and concise. I do not take the reader to the details that can be easily found in the tool guide for the user.

3) Courtesy: In both general communication and business communication , the sender must take into consideration who the receiver is. The perspectives of the audience and their feelings are taken into account.

This is done by presenting the information in a polite and courteous tone. This helps in building goodwill and stronger public esteem for a business.

Example of Courtesy Bad example: Vergine, I am writing this email to let you know that my team will be taking over the current project and would not require any input from your team from now onwards. I appreciate your work till now but I would insist you hand over all the data to my team. Can we get this done by next week? Thanks Matt

Why is the above example bad?

The message clearly doesn’t sound courteous, it sounds like Matt is clearly not happy with Vergine teams involvement. And would like to handle the project solo with the team.

Good Example: Hello Nick, I would like to thank your team for taking initiative in our ongoing project. Your team input is really helpful, however, I would request that we can spare a few minutes to take inputs from my team as well. This will create better brainstorming during our planning stage. I would like to seek your thoughts on this. Waiting for your reply Thanks Josh

The message clearly sounds courteous as Josh is showing his appreciation for Nick’s team. However, he is also putting his point of involving his team’s input and asking for the same.

4) Clarity: The principle of clarity in business communication is an important pillar of communication . The information transmitted must be clear and accurate.

Whether a receiver is reading the message or hearing it, they should be able to easily understand what the source is trying to convey. This is done by using familiar and easy words.

Example of Clarity Bad Example Hello Sam, I would like to put in some words for KoKo while writing a mail to you. Who recently joined your department? Must say, he is the real deal, and our team wants to talk more with you regarding Koko when you are free. Best, Mike

Why this is a bad example:

Well first of all it is not clear why Mike wants to send an email about Koko. Second, there is no precise information about the Koko designation.

Also, there is no explanation about why KoKo is a real deal to Sam. More information is needed here to explain this bold statement.

Moreover, why would Mike’s team want to talk about Koko in the first place? The above mail is too confusing and lacks crucial information.

Good Example Hello Sam, I would like to put in some words for KoKo in this email to you, who’s working in your marketing department. last quarter he helped our digital marketing (specifically SEO) department with immense results. Adding to it, due to high client demand we need to rush our digital marketing campaign, and his input would count a lot for us. Will it be possible for him to run through our SEO campaigns once again? Our SEO team would like to talk with you regarding the same. Let us know the best time to connect. Waiting for your reply. Thanks & regards Sam

Why is this a good example?

The later message is much more informative, with a clear stating purpose to contact. Keeping the reader with no confusion.

5) Concreteness: One of the seven C’s of communication is the concreteness of information. This implies the message is specific and accurate. Avoid using abstract words and complicated phrases.

In business writing , the information must be written in a non-generic and non-vague manner. This helps the reader to easily understand the message, thus building more trust and a good reputation for the business.

Example of Concreteness Let’s take an example of a sales copy written by a marketing agency. Bad Example: This smartwatch will be very useful for your new collection.

Good Example: Would you believe that a watch can help you get fitter than you already are? No right! Check out our new advanced smartwatch with a calorie-tracking feature. Now maintaining your health is just as easy as checking time.

Why the later copy is a good example?

The later copy explains the reason behind pursuing the watch. The buyers can imagine themselves tracking their calories every day for better health tracking. The copy also states the fact that it’s an advanced smartwatch.

6) Correctness: One of the core principles of written communication is correct spelling and proper grammar. This also relates to a written message being correct mechanically.

The writer must ensure the content is up to par and easy to understand. In addition, the message must be correct in terms of its accuracy and the facts presented in it.

Exmaple of Correctness Bad example: Hello Sarah, We just wanted to take a sec to share our feelings with you and let you now how proud we are of Max’s performance. He has been an incredible esset to the company and we want you know that we think highly of him. Best Lara

Why it is a bad example?

Have you noticed any typo errors while reading the above message? If not then read it once again. If you notice closely then Lara has actually written: “Sec” instead of writing “Second”, which is incorrect.

Also in the phrase “Let you now”, Lara has used “now” instead of “Know”. It seems the message was written in a hurry which lacks correctness.

Good Example: Hello Sarah, We know that it’s not easy balancing the demands of home with work, and we want you to know that we appreciate all the accommodation you have made to support Kane during his professional opportunity. Best Lara

The message is clear with no grammatical or spellings error.

7) Consideration: In any form of business communication , the interests and intentions of the receiver must be prioritized. Using more “we” and “you” statements instead of “I” shows the receiver their viewpoints are considered.

The sender must consider the receiver’s background, education level, and interests before delivering the message. This helps in building a stronger relationship and trustworthiness.

Examle of Consideration Good Example: Dear Amit, You have done brilliant work on Kyle’s SEO project and we just wanted to take a second to share our feelings with you and let you know how proud we are of your performance. Therefore we are glad to announce that we have promoted you to Sr. SEO effective immediately from today onwards. Best Bruce

Source for all the examples drafted.

Why ‘7 C’s of Communication’ are important in a business

The function of business communication is to effectively exchange messages to ensure the optimal running of a company.

This is achieved by following a set of guidelines. The 7 C’s of communication help in identifying communication gaps and improving the quality of all communication channels.

A strong communication system allows:

Network building
Boosts enthusiasm and employee morale
Good decision making
Increases lead and buy rate
Build a good reputation and trust
Improving business communication skills

Principles of effective communication:

1. Principles of clarity: Across all mediums of communication, clarity in the message is the key to effective communication. The message should be drafted with clear thoughts keeping in mind the strength of the receiver. Cluttered and incomplete communication can create confusion between the sender and receiver.

2. Principles of objectives: Objectivity in communication should be clear before drafting the message. The message should address the key areas, keeping in mind the understanding level of the receiver on the other end. Make sure you are not adding any irrelevant information to the message that might confuse the receiver. The objective of the message will be achieved when the message is understood by all the stakeholders involved.

3. Principles of knowing your audience: One of the most important principles of communication is knowing your target audience. It helps us to formulate our message according to the receiver’s acceptance level. Elements such as the depth of your message tone of writing, and choice of medium will also depend on how much aware your audience is regarding your topic of communication.

4. Principles of proper medium: The choice of communication medium will depend on factors such as who’s your target audience, the urgency of the message, the receiver’s understanding level, etc. It is beneficial to use an oral communication medium when the message is not lengthy in nature whereas written communication can be beneficial when the message involves deeper understanding with a structured format.

5. Principles of timeliness: The following principles value the timing of communication and information. Therefore it is important to have the right information at the right time to make an effective decision. The delay in communication can cost ineffective decision-making and financial constraints.

6. Principles of feedback: Getting feedback in communication is important, it helps the sender to know whether the information is perceived in a manner they want. The principle of feedback completes the cycle of communication and creates the next course of action.

7. Principles of active listening: In order to communicate well you need to focus on your listening skills. Paying attention to the speaker without interrupting helps in better clarity and understanding of the message. The receiver should first listen carefully and let the sender complete his talk before replying. On the other hand, the sender should also give chance to the person listening to communicate and clear any doubt he has during the conversation.

Must Read : 12 Principles of Effective Communication With Examples & 7C’s

Importance of Communication in Business

The significance of business communication can be highlighted with the following:

Helps in planning: A good communication system allows the business to make better plans by obtaining necessary information from internal and external elements. Implementation of plans occurs through communicating them to the employees.
Boosts motivation at work: Through communication, managers can understand their subordinates better. This information is used to create a better working environment for the employees, thus boosting their enthusiasm to work.
Coordination: An effective communication system is vital to having strong coordination between teams to carry out tasks and goals with promising results. This is the key to the success of any organization.
Builds a good reputation: A business that adopts effective measures to communicate internally and externally builds a good reputation with employees, investors, distributors, customers, other businesses, etc.
Problem-Solving: Problems and issues arise in any company. A business with a proficient communication system in place can quickly identify and eliminate potential problems and mishaps.

Must Read: Check out our detailed article on importance of business communication

Types of Business Communication

There are mainly two types of communication in business. They are:

1) Internal Communication: The flow of information in this type of communication is restricted to the members of the company. It is done in the following ways:

Upward Communication: Communication follows the hierarchy or chain of command. Communication from lower to higher levels of hierarchy refers to upward communication .

Related Reading: Upward Communication: Advantages & Disadvantages With Examples

Downward Communication: In this communication pattern, information flows from higher levels to lower levels is known as downward communication . For example, a superior gives instructions to a subordinate.

Related Reading: Advantages And Disadvantages of Downward Communication Difference between upward and downward communication

Horizontal Communication: Also known as lateral communication , this covers communication between employees at the same level in an organization.
Diagonal Flow: Sometimes a manager of a department may communicate with the employees of another department. This is known as diagonal communication .

2) External Communication: External communication relates to the interactions the members of a company have with outside parties. This can be in the form of interactions with suppliers, distributors, clients, customers, executives from other companies, etc.

Barriers of Communication

Barriers are inconvenient obstacles that disrupt the line of communication. The nature of setbacks can be physical, linguistic, emotional, psychological, etc. They are:

Physical Barriers: Physical barriers include obstacles such as poor weather conditions, noisy working environment, ill physical health of employees, faulty equipment, environmental disasters, etc.
Linguistic Barriers: Language barriers are common communication obstacles . Sharing a common language makes communication easy and relatable.
Psychological Barriers: Some psychological barriers in communication may include opposing viewpoints among individuals, speech disorders, phobias, depression, etc.
Emotional Barriers: An effective communicator must be mature and skilled at managing emotional barriers in communication , remaining in control of their moods and emotions while engaging with others.
Organizational barriers: Organizational barriers refer to structural or procedural factors within an organization that delays effective communication. These barriers can include hierarchical structures, excessive bureaucracy, lack of transparency, and poor communication channels. Communication barriers in business can create obstacles that slow down the smooth flow of communication, resulting in delays and a lack of collaboration.

Frequently Asked Questions

Q1. what are the elements of communication .

Ans: The elements of communication include a sender, encoding, message, channel, receiver, decoding, response, feedback, and noise.

Q2. What are the 4 principles of communication?

Ans. The 4 principles of communication are clarity of the message, accuracy of the information, having two-way communication , and completeness of the information.

Q3. Which of the following is not a principle of communication?

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5 Fundamental Principles of Business Planning

4 min. read

Updated May 10, 2024

I’ve been doing business planning professionally since the 1980s. It’s changed a lot.

These days, I very much advocate the one-page business plan for managing all businesses and all business owners, regardless of whether or not you need the full formal traditional business plan used for seeking investment or business loans.

What I recommend for real business planning has changed a lot over the decades, but these five fundamental business planning principles have remained constant.

1. Do only what you’ll use

Lean business means avoiding waste and doing only what has value.

Therefore, the right form for your business plan is the form that best serves your business purpose. Furthermore, for the vast majority of business owners, the purpose of planning is getting what they want from the business—setting strategy and tactics, executing, reviewing results, and revising as needed.

That purpose is best served with growth planning that starts with a one-page plan and continues with a planning process involving regular review and revision.

You keep it lean because that’s easier, better, and really all you’re going to use.

2. It’s a continuous process, not just a plan

With growth planning, your business plan is always a fresh, current version. You never finish a business plan, heave a sigh of relief, and congratulate yourself that you’ll never have to do that again. You don’t use it once and throw it away.

You don’t store it in a drawer to gather dust.

The PRRR cycle in growth planning

However, this kind of regularly updated planning is clearly better for business than a more static elaborate business plan. With growth planning, the plan is smaller and streamlined, so you can update it easily and often, at least once a month.

Your plan is much more useful than a static plan because it is always current, tracked and reviewed, frequently revised, and a valuable tool for managing.

You run your business according to priorities.
Your tactics match your strategy.
Your specific business activities match your tactics.
And accountability is part of the process.

The team is aware of the performance metrics, milestones, and progress, or lack thereof. Things get done.

Furthermore, even in the old days of elaborate business plans, it was always true that a good business plan was never done. I’ve been pointing that out in published books, magazine articles, and blog posts since the 1980s.

That’s not new with growth planning. It’s just more important and more obvious than ever before.

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3. It assumes constant change

One of the strongest and most pervasive myths about planning is dead wrong: planning doesn’t reduce flexibility. It builds flexibility. Growth planning manages change. It is not threatened by change.

People say, “ Why would I do a business plan? That just locks me in. It’s a straitjacket.”

And I say: wrong. Never do something just because it’s in the plan. There is no merit whatsoever in sticking to a plan just for the plan’s sake. You never plan to run yourself into a brick wall over and over.

Instead, understand that the plan relates long-term to short-term, sales to costs and expenses and cash flow, marketing to sales, and lots of other interdependencies in the business.

When things change—and they always do—the plan helps you keep track of what affects what else so you can adjust accordingly.

4. It empowers accountability

It is easier to be friends with your coworkers than to manage them well. Every small business owner suffers from the problem of management and accountability.

Growth planning sets clear expectations and then follows up on results. It compares results with expectations.

People on a team are held accountable only if management actually tracks results and communicates them to those responsible after the fact.

5. It’s planning, not accounting

One of the most common errors in business planning is confusing planning with accounting. This is true for growth planning too.

Although your projections look like accounting statements, they are just projections. They are always going to be off one way or another, and their purpose isn’t guessing the future exactly right but rather setting expectations and connecting the links between spending and revenue.

Then when you do your monthly reviews, having made the original projection makes adjustments easier.

They are two different dimensions.

Accounting goes from today backward in time in ever-increasing detail. Planning, on the other hand, goes forward into the future in ever-increasing summary and aggregation.

How these principles apply to growth planning

All five of these principles apply to all business planning, not just growth business planning. However, it’s important to note that growth planning emphasizes all five.

It’s a reflection of the best in business planning.

Tim Berry is the founder and chairman of Palo Alto Software , a co-founder of Borland International, and a recognized expert in business planning. He has an MBA from Stanford and degrees with honors from the University of Oregon and the University of Notre Dame. Today, Tim dedicates most of his time to blogging, teaching and evangelizing for business planning.

Table of Contents

1. Do only what you’ll use
2. It’s a continuous process, not just a plan
5. It’s planning, not accounting

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Communicating Direction to Your Organization: 5 Dimensions to Consider

Organizational leader communicating direction in meeting

07 Feb 2023

As an organizational leader , you’re responsible for setting your firm’s direction. Aligning its vision, mission, strategy, and identity is critical for contextualizing and planning a purposeful trajectory.

Yet communicating organizational direction is just as important as planning it. According to research by employee communication firm Haiilo, three-quarters of employees rank effective communication as the most important leadership attribute. Less than one-third, however, believe their organizations’ leaders communicate effectively.

In the online course Organizational Leadership , Harvard Business School Professors Anthony Mayo and Joshua Margolis break down leaders’ responsibilities, including setting direction and effectively communicating it to teams.

“Formulating your organization’s direction in writing is a crucial first step for you to figure out where the organization is headed,” Mayo says in the course. “Communicating it to others is how you bring that direction to life.”

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What Is Organizational Communication?

Broadly, the term organizational communication describes how a firm’s information is shared internally and externally.

Examples of internal organizational communication include:

Newsletters
All-staff or team-specific meetings
Messaging platforms
One-on-one meetings
Casual in-office interactions, such as a watercooler chat

Examples of external organizational communication include:

Press releases
Social media posts
Check-in calls with clients
Meetings with stakeholders

Communicating Organizational Direction Internally

When carried out internally, organizational communication is the process of relaying your firm’s direction to your team.

Whether you’re the CEO or a new manager, you must be adept at communicating direction to ensure your team members are aligned and motivated.

When communicating direction, you should be:

Clear: Will people understand the direction?
Compelling: Will people be motivated by and care about the direction?
Concise: Is the direction succinct enough to be easily internalized?

One challenge of leading at scale is that you likely won’t be able to speak to each employee directly—which is why effective communication is critical.

“Leading at scale and scope requires you to treat communication as a tool to reach out to people, captivate heads, and move hearts, so those you’re leading understand your actions and goals,” Margolis says in Organizational Leadership. “And, perhaps more importantly, so they understand where they fit and why their work matters.”

Here are the five dimensions of communicating organizational direction outlined in Organizational Leadership to help you become a more effective leader .

Related: 8 Essential Leadership Communication Skills

The 5 Dimensions of Communicating Direction

1. know your audience.

To communicate effectively, you must first define your audience. For example, how you speak to other managers may differ from how you speak to your entire organization and stakeholders.

Consider your audience’s perspective, how much they already know about your organization’s direction, what factors matter most to them, and any questions or concerns they may have.

2. Cater the Content

Once you’ve determined your audience and understand what’s important to them, cater your communication’s content to fit that.

For example, imagine you’re trying to communicate that your company is entering a new market. When letting stakeholders know about this direction, you may prioritize the financial reasoning behind the decision and the goals you expect your firm to reach.

When communicating the same information to your employees, however, you may emphasize how the change will impact their daily work and how each person’s tasks will help the organization reach new goals.

Catering your communication to each audience shows you care about them and understand what they value and need to succeed.

Related: How to Communicate Organizational Change: 4 Steps

3. Align on Purpose

The next dimension seems intuitive but can be overlooked: Ensure you know the communication’s purpose for each audience. To do so, ask yourself: What do I hope to achieve by communicating this content to this group of people?

“Are you seeking to inform, solicit input, gain approval, galvanize action, or some combination of these?” Margolis asks in Organizational Leadership .

Remember that the purpose may differ between audiences; for instance, gaining input and approval from shareholders versus informing and motivating employees.

Organizational Leadership | Take your organization to the next level | Learn More

4. Design the Process

The fourth dimension of communication is logistical in nature. Once you know your message’s purpose, audience, and content, you need to design the communication process.

Timing: When will you deliver this communication?
Frequency: Is this communication a one-time or recurring event? If it’s recurring, how often will you provide updates?
Channel: What channel will you use to communicate? For instance, addressing the company at an in-person all-staff meeting may be received differently than sending a company-wide email. If you’re aiming for a more casual approach, a note in your company’s messaging platform may do the trick.
Pattern: Who should deliver the information? Is it more appropriate for every employee to receive the communication at an all-staff meeting or from their direct manager?

There isn’t one correct way to design the communication process; it depends on your organization’s dynamics, your role, and the information you want to communicate to each audience.

5. Curate Tone and Style

Finally, you need to deliver the message with deliberate tone and style choices. This step works in tandem with your message’s content. If you don’t deliver the message with the proper tone and style, the content won’t have its intended impact.

In Organizational Leadership, Mayo and Margolis describe the six attributes of tone and style, known as the “six C’s”:

Compassion: Do you show your audience you care about their perspectives?
Clarity: Do you communicate clearly to someone unfamiliar with the message?
Conciseness: Is the message short enough to be internalized?
Connection: Do you make an emotional connection with your audience?
Conviction: Do you demonstrate your commitment to the good of the organization?
Courage: Do you demonstrate confidence in your ability to lead through uncertainty?

“To be heard, you must consider how your audience experiences you,” Margolis says in the course. “You may have heard the phrase ‘it’s not what you say but how you say it’ to describe the resonance of communication.”

These considerations are particularly important in cases of extreme change or crisis ; your team needs to know that you’re attuned to their needs and they can trust you to lead the organization through turbulent times.

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Maintaining the Big Picture

When communicating organizational direction using the five dimensions, Mayo recommends not focusing too heavily on one of them.

“You may be tempted to focus predominantly on the content of your communication,” Mayo says in Organizational Leadership. “Make no mistake: The content is very important. But, as you work out the content, think about the other four dimensions. These will be as important for the impact you have and, it turns out, also shape the content.”

Communicating direction is a dynamic responsibility—circumstances constantly change. It requires an evolving strategy and consistent messaging as elements shift.

Guided by the five dimensions, you can navigate the changing business landscape and effectively communicate direction to your organization.

Are you interested in elevating your leadership skills? Explore Organizational Leadership —one of our online leadership and management courses —and learn how to communicate direction and lead at scale.

About the Author

Putting it into Practice

In business, people often don’t have the luxury to read detailed documents in depth, to attend every meeting, or to listen fully to every possible idea. Because time is of the essence, you will need to be able to get your point across as quickly as possible.

You’ve learned strategies for selecting information and reducing wordiness to make your writing as brief as possible while still being complete. Now you are ready to begin practicing and applying the concise competency. In this section, you will learn pointers for how to develop two common forms of concise business communication: executive summaries and meeting minutes.

Message Strategy: Preparing an Executive Summary

An executive summary is a vital business document . It is an abridged synopsis of a longer document or report. It is designed to give busy executives and decision-makers a quick understanding of the main points, findings, and recommendations.

While executive summaries traditionally have been part of a formal report, you also can write stand-alone executive summaries (sometimes called executive briefings ) to provide a concise overview of any kind of event or issue.

There are different reasons for preparing executive summaries. For instance, if you a developing a lengthy business plan proposal, you may create an executive summary that will be included in the front of the written report. If your business plan is pitched as a presentation with a slide deck (and not as a written report), you may prepare an executive summary as a one-page handout at the presentation. There may be other times when you are asked by a boss to review and report on a particular matter and you may have to do some independent research and summarize it into a short, high-level briefing that can be quickly digested.

Below are the steps to follow for writing executive summaries.

Do the Leg Work

The first step of preparing an accurate and comprehensive summary, is to gain a full understanding of what you are summarizing. Read the entire report carefully, review the full pitch deck, gather all the facts, or do whatever else work is necessary to see the full picture.

Locate the Main Ideas

You should be able to identify the big idea and articulate it in a sentence or two. What is the primary purpose of the document, idea, or matter you are summarizing? For example, is someone recommending a new vendor? Is there a particular problem that is being brought to your attention? Will there be a change coming?

You should also highlight or take notes on the critical points, data, and recommendations.

Write an Introduction

Begin the executive summary with a brief introduction that explains the purpose of the document. It is important to describe what the report covers.

Summarize the Key Points

Present a concise overview of the main points from each section of the full document. Use clear and straightforward language. Avoid jargon or overly technical terms that may not be familiar to the intended audience.

One way to determine if something is a key point is to ask yourself, is this piece of information essential to making a decision on this matter? If it is, then chances are it is key point.

Keep It Short

Executive summaries usually are 1-2 pages long. But keep in mind that while that is a good rule of thumb, there are times when even one page will be too long. For instance, if you are preparing an executive summary of a 4-page report, a 2-page summary is half the length of the full document. In that case, you are likely giving so much information that the executive summary has become redundant and is taking more time for the receiver than just reading the original document.

SAMPLE EXECUTIVE SUMMARY

Bike-to-Work Feasibility Report Executive Summary

With the growing concern for environmental sustainability and employee well-being, Cardinal Company charged the Sustainability Task Force with conducting a feasibility analysis of a bike-to-work initiative for possible implementation by Spring 2024.

The Bike-to-Work Feasibility Report outlines employee feedback on their interest in the program, current commuting patterns, environmental impact projections, necessary infrastructure changes necessary to support the program, and a proposed budget.

Overall, findings indicate that a bike-to-work program is a viable option. Employees indicated strong support for the bike-to-work program. More than half the workforce expressed interest in participating, citing health benefits, reduced commuting stress, and environmental concerns as primary motivations.

Environmental impact projections indicate that the bike-to-work program would have a significant impact on reducing carbon emissions and reducing traffic congestion in the downtown area.

A significant start-up investment will be required to build the necessary infrastructure improvements, such as bike racks and increased security. Additionally, Cardinal Company should develop a clear policy framework and incentives for participating in the program, as well as organize awareness campaigns and training sessions to promote bike safety and proper commuting etiquette.

The bike-to-work program is projected to lead to long-term benefits for Cardinal Company, its employees, and the environment.

Message Strategy: Taking Meeting Minutes

Another document that is important in business contexts is meeting minutes. Meeting minutes are a written record that documents discussions, decisions, and actions taken during meetings.

Meeting minutes can be used as a reminder of particular actions taken, including when and why certain decisions were made. They can be a tool to keep organizational members accountable and for keeping up momentum on work being done. Minutes also are a good way for organizations to maintain transparency.

The key to writing good meeting minutes is to convey the important things that happened in the meeting as concisely as possible. That means that you provide enough information that if someone has to miss the meeting, they can learn what happened and what actions need to be taken moving forward.

Here are some tips for writing good meeting minutes.

Take Minutes in a Timely Fashion

If you are going to write good minutes, you will need good notes. So grab your pen and paper – or a computer – before the meeting starts and take notes during the meeting. Then finish the meeting minutes as soon as possible after the meeting while the discussions and decisions are still fresh in your mind. The sooner you write the minutes, the more accurate you will be.

Create a Header

At the top of the document, list the meeting title or subject for reference. Then note the date of the meeting at the top of the document. Also include “Minutes” as part of the header.

Add an Attendee List

Provide a list of attendees at the meeting. You may also note anyone absent. In an era of hybrid meetings, you may also want to indicate how each person joined (in-person or online).

For some meetings—like for a company-wide meeting—it may not be practical to list every attendee present. So in those cases, you may want to include attendee information in aggregate form. For example, you may simply list, “More than 300 employees in attendance.”

Record D iscussion P oints Concisely

The most difficult step of writing minutes is capturing the key discussion points and significant contributions made by participants at the right level of detail.

If you put in too much detail, your minutes will not provide a concise record and people will find it difficult to read. If you leave out too much detail you won’t have a sufficient record of what happened.

Think of the difference between these two minutes summaries:

Summary 1: The CEO presented an overview of the budget.

Summary 2: The CEO presented an overview of the budget. Even though revenues are up 5% this quarter, with rising prices for raw materials and shipping costs, overall profits are down 3%.

Document D ecisions

Clearly state any decisions made during the meeting. Include the rationale behind the decisions, if applicable.

Assign A ction Items

Note any action items assigned to specific individuals or teams, along with deadlines or due dates.

Distribute the M inutes

Once you have drafted the minutes, distribute them to the meeting participants. Depending on the organization’s practices, you may circulate the minutes via email or share them through a document-sharing platform. You may also ask participants to review and send any corrections or revisions before a final version is approved.

SAMPLE MEETING MINUTES

Diversity, Equity & Inclusion Committee March 6, 2024 @ 1 PM Meeting Minutes

In-Person Attendees: Jamie Robinson (Committee Chair), Avery Brooks, Quinn Brown, Isaac Martinez, and Sofia Ramirez Online Attendees: Reese Cooper, Cameron Lewis, Casey Mitchell Absent: Leila Hall, David Wagnall

Approval of Previous Meeting Minutes. The minutes of the February 3 meeting were approved.

Welcome to New Members . Jamie Robinson welcomed the committee’s two newest members: Isaac Martinez and Cameron Lewis.

Lunch & Learn Update. Sofia Ramirez reported on the February Lunch & Learn on Generations at Work. 42 people attended the event. Responses from the post-event surveys showed that people really enjoyed this session and learned a lot. The committee decided to repeat this topic next year.

The next Lunch and Learn is scheduled for March 18. The topic is Understanding Neurodiversity in the Workplace. There are 21 registrations so far.

Action Item: All members agreed to send personalized email reminder to their own department and encourage people to attend.

DEI Annual Celebration Planning. The DEI Annual Celebration scheduled for September 15. Celebration Co-Chairs Avery Brooks and Reese Cooper provided an update on logistics.

The $20,000 budget request was approved
The Downtown Conference Center has been reserved for September 15
CEO Marli Gruen has committed to deliver the opening remarks

Committee members brainstormed conference themes and selected “Building Bridges” as the overarching theme of the conference.

Action Item: Casey Mitchell agreed to work with Avery to identify three prospective keynote speakers that will fit with the overarching theme. They will present the finalists at the next meeting and the committee will select their favorite.

Action Item: Cameron Lewis will get menus and price quotes from the two company-approved caterers. Menus must include vegan and gluten-free options. He will present the options at the next meeting.

Action Item: Quinn Brown will develop a mock-up of a logo for the conference and draft a Save the Date announcement to be reviewed and approved at the next meeting.

Reminders. Jamie Robinson reminded everyone to complete the Climate Survey by Friday.

Adjournment. The meeting was adjourned at 3:45 PM. The next meeting is scheduled for April 3, 2024.

Meeting Minutes Prepared By: Isaac Martinez

Business Communication: Five Core Competencies Copyright © 2023 by Kristen Lucas, Jacob D. Rawlins, and Jenna Haugen is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License , except where otherwise noted.

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7 Principles of Effective Communication in the Workplace

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Why does Effective Communication Matter to Managers?

Improved understanding and clarity: Effective communication ensures that everyone is on the same page and that there is no confusion about tasks, goals, or expectations.
Increased productivity: Clear and efficient communication reduces wasted time and resources, resulting in increased productivity.
Enhanced teamwork: Good communication promotes collaboration and cooperation among team members, leading to a more cohesive and effective team.
Better decision-making: Effective communication enables individuals to share information, ideas, and perspectives, which leads to better and more informed decision making .
Stronger relationships: Good communication helps to build trust and mutual understanding, which leads to stronger relationships between people in the organization.

Team manager John holds a meeting to discuss a new project: Hi team, we are launching a new marketing campaign for the holiday season. Through this campaign, we want to focus on our young customers from the Gen Z and increase their presence by 10% over the next quarter . For this purpose, we will focus on an Instagram campaign and five live events . These tasks will be led by Anu and Manu , respectively.

Team manager Mark holds a meeting to discuss a new project: Hi team, we are launching a new marketing campaign for the upcoming season. This campaign focuses on customer acquisition through novel engagement channels . Our team leaders will handle the process.

Team manager Sarah presents a quarterly performance report: The marketing department led social media campaigns over the last quarter. We achieved 80% of our targets for Instagram performance by acquiring new followers and generating a quarterly high number of engagements . However, we can work more toward leading the users into our sales funnel more effectively.

Team manager David presents a quarterly performance report: The marketing department focused on social media over the last quarter. We failed to achieve some of our targets. But we can add more interactive elements to our Instagram posts. Overall, it was a decent performance . We also reached our engagement goals .

Emily delivers a challenging presentation: Good morning, everyone. The team has made significant progress over the past year. Let me walk you through the results, and I’m sure you’ll be as pleased as I am with what we’ve achieved. The positive impact on our business is evident; hence, the team seeks more support for our training initiatives.

In a similar presentation, manager Alex delivers the following message: Good morning, everyone. Our efforts over the last year have been substantial . We’ve made some progress , and I hope it’s in the right direction. Our strategy seems to align with our goals, but I could be wrong . Feel free to ask questions.

In a budget proposal, manager Lisa goes as follows: We can cut down on our purchase of office supplies. My team has surveyed the members to conclud e that reducing office supply expenses will result in 20% cost savings . We talked to everyone about the office supplies they typically use and their high openness to switching to sustainable alternatives.

Manager James offers the same suggestions differently: We should adopt sustainable alternatives to office supplies. We can shift a lot of our work online. It will be easy , and people can learn the new methods soon enough. We could save some costs as well.

Correctness

Daniel sent out the following email to share a financial report: Please find attached the report , which summarizes our revenue, expenses, and profitability. All figures have been cross-referenced with our financial records. I have included references to our independent auditor’s recent report. If you have any questions or require additional information, please do not hesitate to reach out .

Meanwhile, James shares the same report as follows: I’ve attached the quarterly financial report for the last three months. take a look when you have time .

Conciseness

Michael delivers a presentation as follows: Good morning, team. Today, I’ll provide a quick update on our project’s progress . We’re on track, meeting our deadlines, and have secured a new client. The critical action items are to finalize the budget and schedule a client meeting next week.

Sophia takes over in this manner: Good morning, everyone. I’d like to start by reviewing the project’s history , how it was initiated, and the challenges we faced. Then, we’ll delve into a detailed breakdown of our current activities. Then, we’ll move on to the strategies we considered for overcoming those challenges. And finally, we’ll wrap up by discussing our recent successes and plans for the next few months.

Manager Chris delivers constructive feedback in a 1-1: Hi Emily, I have noticed that you have missed several deadlines lately. How is everything going? Are you facing some challenges ? Is there any way I can help ? I can share a few time management strategies that have helped me earlier .

On the other hand, manager Linda discusses this in a group meeting: Emily, you have missed deadlines for a couple of weeks consistently. This is not how this team works . It is causing issues for everyone. It’s frustrating and unprofessional ; you need to get your act together.

Clarity: Sarah starts by clearly outlining the project’s goals and how it aligns with the team’s overall vision.
Coherence: She presents a well-structured plan, breaking down the tasks and timelines in a logical sequence.
Confidence: Sarah exudes confidence in her approach, ensuring the team feels assured about their roles and responsibilities.
Concreteness: She provides specific examples of successful past projects to demonstrate the potential impact and results.
Correctness: Sarah double-checks her facts and data, ensuring that all the information she shares is accurate and up-to-date.
Conciseness: She avoids unnecessary jargon and lengthy explanations, conveying the key points succinctly.
Courtesy: Throughout the meeting, Sarah listens actively to her team’s input, appreciates their ideas, and addresses any concerns with respect and empathy.
Awareness: Communication begins with self-awareness . To be an effective communicator, you need to be aware of your thoughts, feelings, and behaviors and understand how they may impact how you communicate. Awareness of your communication style, strengths, and weaknesses can help you adapt and improve your communication with others.
Responsibility: Responsibility is an important principle of effective communication. Effective communication requires taking responsibility for your message and the way it is received. This means being mindful of the words you use, the tone of your voice, and your nonverbal cues and ensuring that your message is clear, concise, and appropriate for the audience. It also means being willing to take responsibility for any misunderstandings or miscommunications .
Respect: Respect is a fundamental principle of effective communication. This means treating others with dignity and courtesy and being mindful of their feelings and perspectives. It also means being open-minded and willing to consider different viewpoints and being willing to compromise and find common ground.
Trust: Trust is a key principle of effective communication. It means being honest and transparent in your communication and building mutual trust and respect with your audience. Building trust is essential because it allows individuals to be more open and honest in their communication, leading to more effective problem-solving and decision-making.
Creativity: Creativity is another essential principle of effective communication. It means being open to new ideas, thinking outside the box, and being willing to take risks. Creativity allows individuals to come up with new and innovative solutions to problems and communicate in engaging and memorable ways. This can be beneficial in marketing, advertising, or public speaking situations.

Suprabha Sharma

Suprabha, a versatile professional who blends expertise in human resources and psychology, bridges the divide between people management and personal growth with her novel perspectives at Risely. Her experience as a human resource professional has empowered her to visualize practical solutions for frequent managerial challenges that form the pivot of her writings.

Are your communication skills in line with the principles?

Test now with the free communication skills self-assessment for managers and find areas to improve

What are the 5 principles of effective communication?

Which principle of effective communication relates to making sure your message is clear and understood by the audience, how important are the principles of communication, what is the importance of principles of effective communication in management.

5 Unique Benefits Of Online Leadership Coaching

Performance management training: empowering managers to manage better, manager development goals and how to reach them: opportunities and areas to focus on, grooming for management: the key to building a sustainable leadership pipeline.

Module 14: Communication

Channels of business communication, learning outcomes.

Differentiate between face-to-face, written, oral, web-based, and other typical channels of business communication.
Explain the importance of tailoring the message to the audience.

Business communication is held to a higher standard than everyday communication. The consequences of misunderstandings are usually higher stakes than informal communication scenarios. The techniques for improving communication are the same regardless of where the conversation takes place.

Business Communication Channels

A business meeting where two businesswomen are shaking hands

There’s a well-known expression that goes “It’s not what you say, it’s how you say it.” It’s really both.

A communication channel is the medium, mean, manner or method through which a message is sent to its intended receiver. The basic channels are written (hard copy print or digital formats), oral or spoken, and electronic and multimedia. Within those channels, business communications can be formal, informal, or unofficial. Finally, communications can be rich or lean.

Channel richness refers to the amount and immediacy of information that can be transmitted. Face-to-face communication is very high in richness because it allows information to be transmitted with immediate feedback. For instance, a tweet is very low in richness because Twitter allows only 280 characters to be transmitted with no feedback. On the other hand, face-to-face communication is limited to one person communicating with a few other people in close proximity. In comparison, a tweet can reach thousands of followers around the world.

The following diagram shows the richness of different types of communication.

A graphic showing richer, more effective communication media at the top of a two-way arrow and leaner, less effective media toward the bottom. The order from richer to leaner is face-to-face; video conferencing; telephone; 2-way radio; written, addressed documents; and unaddressed documents.

Different types of communication media have varying channel richness.

Oral Communications

Oral channels depend on the spoken word. They are the richest mediums and include face-to-face, in-person presentations, mobile phone conferences, group presentations, telephone, video meetings, conferences, speeches, and lectures. These channels deliver low-distortion messages because body language and voice intonation also provide meaning for the receiver. They allow for immediate feedback of the communication to the sender. They are also the most labor-intensive channels in terms of the number of people involved in the transaction. Oral channels are generally used in organizations when there is a high likelihood of the message creating anxiety, confusion, or an emotional response in the audience. For instance, a senior manager should address rumors about layoffs or downsizing in face-to-face meetings with management staff. This allows the receivers (audience) to get immediate clarification and explanations, even if the explanation is a simple but direct: “At this time, I just don’t know.”

Oral communications are also useful when the organization wants to introduce a key official or change a long-established policy, followed up with a written detailed explanation. Senior managers with high credibility usually deliver complex or disturbing messages. For example, a senior manager will usually announce plans to downsize during a meeting so that everyone gets the same message at the same time. This will often include a schedule or a timeline so people know when to expect more details.

Written Communications

Written communications include e-mails, texts, memos, letters, documents, reports, newsletters, spreadsheets, etc. (Even though e-mails are electronic, they are basically digital versions of written memos.) They are among the leaner business communications. With written communications, the writer must provide enough context so the words can be interpreted easily. The receiver should inquire about ambiguity and ask for clarification if needed. An e-mail sender cannot take receipt for granted. Most people receive too much e-mail and sort and filter it quickly, sometimes incorrectly.

Written messages are effective when transmitting large messages. Humans are limited in the amount of data they can absorb at one time. Written information can also be studied over time if necessary. Reports can include supporting data and detailed explanations when it is important to persuade the receiver about a course of action. Written communications can be carefully crafted to say exactly what the sender means. Formal business communications, such as job offer letters, contracts and budgets, proposals and quotes, should always be written.

Electronic (Multimedia) Communications

Television broadcasts, web-based communications such as social media, interactive blogs, public and intranet company web pages, Facebook, and Twitter belong in this growing category of communication channels. Electronic communications allow messages to be sent instantaneously and globally. People can talk face-to-face across enormous distances. Marketing and advertising can be targeted at many different types of customers, and business units can easily communicate in real time. This is especially important when customers must be advised of product recalls or security issues.

Although extremely effective, the widespread utilization of electronic communications for business purposes can also be risky. In recent years, the private communications and customer files of many large corporations have been hacked and their data stolen. In 2016, New Jersey Horizon Blue Cross Blue Shield was fined $1.1 million for failing to safeguard the personal information of medical patients. The company stored unencrypted sensitive data including birth dates and Social Security numbers on laptops that were stolen out of their main offices.

Which Channel Is Best?

Quite simply, the best channel is the one that most effectively delivers the message so that it is understood as the sender intended. Nuanced or emotionally charged messages require a rich medium whereas simple, routine messages do not always need a personal touch. If you want to advise your department that at 2 p.m. you want to have a five-minute stand-up meeting in the hallway outside of your office to congratulate them on meeting a goal, then send a quick e-mail. You really don’t want people to reply with questions. E-mail is a lean medium but works very well when the content of the message is neither complex nor emotionally charged. On the other hand, a telephone call is a more appropriate channel to apologize for having to cancel a lunch date. The speaker can hear the sincerity in your voice and can express their disappointment or offer to reschedule.

A good rule of thumb is the more emotional the context of the message, the richer the medium should be to deliver the message. But remember—even face-to-face business meetings can be followed up with a written note to ensure that both parties are truly in agreement. If a meeting results in assignments or agreements, then a written note will be useful documentation for future reference.

Practice Question

Tailoring a message to an audience.

Steve Jobs, one of the founders of Apple, was a great communicator who used his passion, focus, and storytelling ability to make his presentations memorable.

Have you ever had a serious conversation with a young child? You probably knelt down so that you were at eye level. You may have even put your hand gently on her arm to focus her attention on you. Speaking clearly and slowly in words that you knew she understood, you made exaggerated facial gestures of fear or surprise or happiness to emphasize your points. In brief, you tailored your message to your audience so that it would be effective.

Although the channel of communication you select to transmit your message is important, so is knowing the intended audience. Effective communicators seem to instinctively adjust their styles to their audience, but it is a skill that can also be learned. The way the information is conveyed should complement the audience, whether it is one person or a roomful of people. Three factors are involved in tailoring a message: the sender, the message itself, and the audience.

For the majority of everyday business communications, a manager needs only to focus on presenting a professional image. On different occasions, she may want to present herself as a serious and responsible leader, a technical expert, or informally casual. But when uncertain what a situation calls for, always err on the side of professionalism. Studies have shown that an audience reacts initially to the demeanor of the speaker and not to what is being said. If you appear nervous, your audience will pick up on that and become nervous as well.

The Message

The first step in tailoring a message, of course, is to choose the right communication channel. But even then, there are questions to ask about the presentation of the message itself. Some of these questions are listed below:

Which channel suits the content best? A critical or urgent message may demand the fastest channel, whether that is in-person, text-message, or e-mail. A scripted presentation requires planning and preparation. Businesses can use press-releases or Twitter for brief announcements. If you want to demonstrate how your organization does something, clarify values, or construct common meanings for people across an organization, you might tell a memorable story in either an oral or written presentation. Decide which channel best suits the content.
What do you want to achieve by sending the message? Is it intended to persuade or to inform? Are you just reassuring your boss that everything is on track? A face-to-face communication is much more effective than an e-mail or report in trying to convince someone to change a belief or a behavior.
Does the message require interaction from the audience or is it more of an “information dump”? Don’t try to deliver a rationale for a $1 million investment in a phone call, especially if you need supporting evidence. Allow enough time to answer all questions.
Will visual aids help the message or will they just distract from it? Arguments that a new computer software program will increase your department’s productivity will need to be backed by solid evidence presented in charts or graphs. But excessive or unfocused visuals may irritate senior-level managers who want just the concise summation and the triple bottom line (economic, social and environmental impacts).
Do you have to establish your credibility? Does the audience know you? Are you speaking to people who know more than you about the topic? The answers to these questions will influence how you design your message.
Why should the audience should care? When you are deciding on the channel and the method of delivery, ask this simple question as you craft your message.

The Audience

You can’t tailor your communication, if you do not know your audience. Here are some questions to consider when getting to know your audience.

How large is your audience? Is it one person or a large group? One individual means getting “up close and personal” as opposed to a conference room. If it is a large group, is it diverse or fairly homogenous? Do you need language translators or signers for the hearing impaired?
What is the status of your audience? Is the audience mostly senior-level managers, peers, or subordinates? Your body language, presentation, and formality will vary depending upon the status of the group. Although subordinates may be more easily put at ease with an informal, relaxed approach, high-level managers usually want to get straight to the point and move on to the next thing.
Can you establish empathy with the audience? The more the audience trusts you, the easier it will be to retain their attention. Notice the audience—are people shifting around, avoiding eye contact, yawning, or are they nodding in agreement and focused? You may have to adapt your message to meet the mood of the audience.
Channels of Business Communication. Authored by : John/Lynn Bruton and Lumen Learning. License : CC BY: Attribution
Image: Business meeting. Authored by : 089photoshootings. Located at : https://pixabay.com/en/men-employees-suit-work-greeting-1979261/ . License : CC0: No Rights Reserved
Image: Media Richness Theory Diagram. Authored by : Tntdj. Located at : https://en.wikipedia.org/wiki/File:Media_Richness_Theory_Diagram_PNG.png . License : CC BY: Attribution
Image: Steve Jobs. Authored by : waldryano. Located at : https://pixabay.com/en/steve-jobs-technology-illustration-1249665/ . License : CC0: No Rights Reserved

Business Communication Principles

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Business Communications & Etiquette
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What Is Considered Primary Media?

Factors of effective communication, the disadvantages of direct plan communication organizations.

Barriers to Effective Business Communication
What Are the Functions of Communication in a Business?

It is impossible to be in business today without the need to communicate with a wide array of stakeholders. Importantly, it is increasingly impossible to communicate with these stakeholders without using some of the newer technologies that have simplified and complicated the business communication landscape, including email, social media and mobile phones.

Communication Details

Any form of communication requires a sender and a receiver. That's Communication 101. What is often not taught in communication classes, though, is that if the sender of the communication takes on the bulk of the responsibility for ensuring that communication will be effective, chances are it will be. The perspective that "they just didn't understand" is not an effective approach to take. When senders take on the responsibility for ensuring that their messages are effectively conveyed to their target audiences their chance of success is increased immeasurably.

Stated Purpose

People communicate all of the time whether they know it or not, through verbal and non-verbal channels. But when they plan for communication, they can increase the odds that business communications will be most effective. Before engaging in communication with an audience, regardless of its size, determine what the purpose of the communication will be. Is it to inform, to persuade, to sell, to influence? About what? Stating the business objective is a critical starting point.

Audience Needs

Business communicators always have an intended audience. Clearly defining that audience and knowing as much as possible about them, can help make communications most effective. Given the communication objective and the audience, what does the audience need to know? What objections or questions might the audience have? The answers to these questions can help the business communicator come up with key messages designed to bridge the gap between the communication objective and the audience's needs.

Multiple Channels

Advertisers have long measured recency, frequency and reach as components of effective advertising communication. Business communicators can take into account the same considerations as they work to communicate messages to key audiences. The broader the reach or distribution of the message, the more often the messages is sent and the more recently the receiver heard the message, the more likely it is to have made an impact. It's not enough to communicate a message one time. Business communication should incorporate a well-designed plan of communication that extends over a period of time and incorporate a variety of methods for getting the message across.

Every business doesn't need to be on Twitter, but every business communicator should be familiar with the broad range of communication tools available to communicate with target audiences. New media options don't take the place of traditional options--they simply provide more opportunities. This can become quite complex, but it opens up additional opportunities for business communicators to connect with audiences in a variety of settings in ways that can be passive and interactive.

Entrepreneur: The History and Development of Business Communication Principles
BusinessCommunication.org: What employers want and what students need:
Wisconsin Business Alumni Update: Why Good Communication is Good Business
"The Essentials of Corporate Communications and PR"; Lin Grensing-Pophal; 2006

Leigh Richards has been a writer since 1980. Her work has been published in "Entrepreneur," "Complete Woman" and "Toastmaster," among many other trade and professional publications. She has a Bachelor of Arts in psychology from the University of Wisconsin and a Master of Arts in organizational management from the University of Phoenix.

Persuasive & effective business communication, essentials of communication in modern business, executive communication techniques, business and communications strategies, what are communication channels within an organization, how to improve communication in a nonprofit environment, effective business communication tips, communication techniques in the workplace, what are the important roles of a speaker and a listener in effective communication, most popular.

1 Persuasive & Effective Business Communication
2 Essentials of Communication in Modern Business
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Performance Management

How to develop a successful communication plan for performance management.

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Effective communication is the backbone of any successful organization, and when it comes to performance management, this statement holds especially true. In today’s fast-paced business world, a well-designed communication plan can make all the difference in ensuring that employees are aligned with company goals and objectives, their performance is accurately evaluated, and their efforts are recognized and rewarded. However, developing a comprehensive communication plan for performance management can be quite challenging for even the most experienced managers. That’s why in this blog post, we will dive deep into the intricacies of creating a successful communication plan that can enhance your organization’s overall performance management system.

Also read: Handling Workplace Conflicts Like a Pro: New Manager Edition

Setting the stage for communication, define your communication objectives.

Purpose-driven communication is vital in the performance management process because it defines the objectives that will guide the process. You could have the following objectives:

Increase employee buy-in:

Communication should focus on increasing employee buy-in by showing how the performance management process supports the company’s goals and the individual’s progress.

Improve clarity on the process:

Open, honest communication about how the performance management process flows, its timetable, criteria, and evaluation protocols helps employees and managers understand what the process is all about. It reduces anxiety and the externalization of the process.

Emphasize the benefits for employees and the organization:

Communication should demonstrate that the performance management process leads to organizational success and provides employees with benefits like professional development, recognition, and career advancement opportunities.

Also read: What Is Dotted-Line Reporting in Organizations?

Identify your target audience.

Knowing the target audience is a cornerstone for communicating strategically. Here are two facets of your workforce you can focus on:

Employees at all levels:

Building a communication plan for all organizational employees means designing personalized goals, information, and outcomes for each level.

Managers specifically:

While managers set the standards, give feedback, and assess performance, they also initiate the process. Equipping managers with specialized communication instruments, methods, and skills will enable them to perform their duties efficiently and lead teams to success.

Also read: How to Prevent the Cost of Fraud in HR? – Engagedly

Choosing the right channels.

Selecting the right communication channels is crucial for ensuring the message is received and understood by all members of the organization. Below are some ways to use a communication plan for performance management .

Consider the message and the audience.

Different channels serve specific purposes and audiences:

Use formal channels such as company-wide emails, newsletters, or intranet postings to announce initial details about the performance management cycle , policy updates, or changes in procedures. These platforms ensure that everyone receives the same information simultaneously, maintaining transparency and consistency.
To help everyone understand complex aspects of the performance management process, such as how to use new software or how assessments are conducted, conduct in-person or virtual training sessions.
Organize regular Q&A sessions where employees can freely ask questions and express concerns about the performance management process. These can be held as open forums or virtual meetings, providing a safe space for dialogue and clarifying doubts.
Utilize internal communication tools for ongoing updates, reminders, and continuous feedback.

Also read: What Is a GROW Coaching Model?

Use a multi-channel approach for maximum reach and engagement.

Adopting a multi-channel communication approach ensures that messages reach the entire intended audience in formats that cater to diverse preferences and needs, thereby maximizing engagement. This strategy involves using a combination of emails, meetings, digital platforms , and face-to-face interactions to cover all bases.

By providing multiple ways for employees to receive and interact with information, organizations can enhance understanding, participation, and buy-in across different levels. This approach also helps in reinforcing key messages through repetition across different media, ensuring that important details are retained and acted upon.

Also read: How Does Generative AI Hep in Enhancing Employee Experience?

Crafting clear and compelling messaging.

Below are the ways to communicate the new performance management process.

Focus on the “why”

Effective communication in performance management hinges on employees understanding and embracing the rationale behind the process. This understanding can significantly influence their engagement and cooperation.

Make it clear that the process is designed not merely as a bureaucratic exercise but as a strategic tool to ensure that every employee’s efforts align with the organization’s broader objectives.

Emphasize personal benefits such as career growth, recognition, and development opportunities. Clarify how the process provides a structured path for professional development and skill enhancement , leading to potential promotions and salary increments.

Use clear, concise, and jargon-free language

Avoid using technical terms or complex jargon that might confuse employees. Use straightforward, simple language to ensure the message is accessible and easily understood by everyone, regardless of their role or level within the organization.

Also read: What are Salary Bands?

Emphasize the positive aspects of performance management.

Always present performance management in a positive light. Highlight stories or examples of how the process has helped individuals or teams improve and succeed. Positive framing helps build enthusiasm and reduce any anxiety surrounding evaluations or feedback.

Frame it as a collaborative effort between managers and employees

Present performance management as a collaborative, ongoing dialogue rather than a one-sided assessment. Emphasize that it is a partnership where both parties contribute openly and constructively. Managers are there not just to evaluate but also to support and guide their teams toward achieving their personal and professional goals.

Also read: Why Your Business Should Invest in an HRIS – Engagedly

Implementation and ongoing communication.

Use the following strategies to communicate and implement performance management processes:

Develop a communication timeline

Pre-launch announcements to generate interest:

Start by communicating about the upcoming performance management process a few weeks before its launch. Use these announcements to create buzz and set expectations.

Outline the process’s goals and benefits for the employees. This can be done via emails, posts on internal social media, or team meetings.

Training sessions during rollout:

Once the process is about to begin, organize comprehensive training sessions. These sessions should educate employees and managers on how to use the performance management system , understand the criteria, and give and receive feedback. Ensure that these sessions are interactive and allow time for attendees to ask questions.

Regular updates and reminders throughout the process:

Throughout the performance management cycle, send out periodic updates and reminders via emails, newsletters, or internal communication platforms. These updates can inform staff about key dates, such as review deadlines, and provide tips on achieving their objectives. Regular communication helps keep the process on track and maintains high engagement.

Also read: How HRIS Can Enhance Employee Onboarding and Offboarding Procedures

Address concerns and answer employee questions promptly.

Create a dedicated channel for questions and concerns regarding the performance management process. This could be an email address, a hotline, or a chat function on your company intranet.

Staffing this channel with knowledgeable HR personnel will ensure that responses are timely and helpful. Prompt and clear responses can reduce anxiety and confusion, thereby enhancing trust in the process.

Gather feedback and iterate on the communication plan as needed

After the initial rollout and at the end of each performance management cycle, actively seek feedback on communication effectiveness . Use surveys, focus groups, or informal one-on-one discussions to gather insights.

Evaluate what worked well and what areas need improvement. This feedback should be used to iterate and improve the communication plan, making adjustments to timing, channels used, or the clarity of the messages.

Continually refining the communication strategy based on direct feedback will help tailor the approach to better meet the needs of the organization and its employees.

Also read: PTO Accrual: What It Is and How It Works

By aligning goals, fostering open dialogue, providing constructive feedback, and leveraging appropriate channels, organizations can ensure that their employees are empowered, engaged, and motivated to achieve their best. Remember, effective communication isn’t just about conveying information—it’s about creating a culture of transparency, accountability, and collaboration that drives continuous improvement and ultimately leads to greater organizational success. With a robust communication plan in place, companies can navigate the complexities of performance management with confidence, ensuring that every team member is positioned for growth and development.

Frequently Asked Questions

How often should a communication plan be reviewed and updated.

A communication plan should be reviewed and updated annually or whenever there are significant changes in the organization, such as new performance management software, changes in leadership, or shifts in strategic direction. Regular updates ensure the plan remains effective and relevant.

Can a communication plan impact employee engagement?

Absolutely. A well-crafted communication plan can significantly boost employee engagement by making staff feel informed, supported, and valued. Clear, consistent communication around performance helps employees understand their roles better and how their contributions align with organizational goals.

What role does culture play in the communication plan for performance management?

Organizational culture greatly influences how messages are received and perceived. The communication plan should align with the organization’s culture to ensure messages are appropriate and resonate with the audience.

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Srikant Chellappa is the Co-Founder and CEO at Engagedly and is a passionate entrepreneur and people leader. He is an author, producer/director of 6 feature films, a music album with his band Manchester Underground, and is the host of The People Strategy Leaders Podcast . He is currently working on his next book, Ikigai at the Workplace, which is slated for release in the fall of 2024.

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How to Implement a Successful Stakeholder Engagement Model

Stakeholder engagement model is a critical aspect of business success, involving the systematic identification, analysis, and strategic involvement of all relevant parties affected by a project or business operation. This process is essential for aligning stakeholder expectations with project goals, thereby enhancing overall outcomes.

What is the Stakeholder Engagement Model?

At its core, the stakeholder engagement model refers to the techniques and actions taken by an organization to involve those who may affect or be affected by its decisions. This includes customers, employees, suppliers, and the community at large. Effective engagement helps in managing expectations and reducing project risks, which are crucial for the smooth execution of any plan.

Why is Stakeholder Engagement Crucial?

Manages Expectations: Regular interaction with stakeholders ensures that everyone has a clear understanding of project goals and progress, which helps in managing expectations and fostering a cooperative environment.
Reduces Project Risks: By involving stakeholders early and often, potential risks can be identified and mitigated before they become significant issues.
Improves Decision Making: Stakeholder inputs can provide new insights and perspectives, leading to better decision-making processes.
Proactively Considers Stakeholder Needs: Engaging with stakeholders allows for a deeper understanding of their needs and expectations, ensuring that the project aligns with their interests.

Real-world examples of successful stakeholder engagement model demonstrate its impact on project success and organizational growth. For instance, companies that actively engage with local communities often experience enhanced brand loyalty and public trust. To learn more about effective stakeholder engagement strategies, refer to this stakeholder mapping guide .

What is a Stakeholder Engagement Plan?

A stakeholder engagement plan is a strategic document outlining how an organization intends to involve and communicate with stakeholders throughout a project or initiative. Stakeholders are individuals, groups, or organizations that have an interest or may be affected by the outcome of the project.

Creating a robust stakeholder engagement plan is pivotal for any project’s success. This plan serves as a blueprint for how organizations can communicate and involve key stakeholders throughout the lifecycle of a project. Here’s how you can craft an effective plan tailored to your project needs.

The plan typically includes:

Identification of Stakeholders: This involves identifying all individuals, groups, or organizations that may have an interest in or be impacted by the project.

Analysis of Stakeholder Needs and Expectations: Understanding the concerns, interests, expectations, and potential impacts of the project on each stakeholder group.

Stakeholder Communication Strategy: Outlining how the organization will communicate with stakeholders, including the frequency, methods (such as meetings, emails, reports, etc.), and key messages.

Engagement Methods : Detailing specific methods for engaging with stakeholders, such as workshops, focus groups, surveys, public consultations, etc.

Roles and Responsibilities: Clarifying who within the organization is responsible for engaging with stakeholders and ensuring effective communication.

Timeline: Setting out a timeline for when and how often engagement activities will occur throughout the project lifecycle.

Feedback and Evaluation Mechanisms : Establishing mechanisms for gathering feedback from stakeholders and evaluating the effectiveness of the engagement process.

Adaptation and Iteration: Building in flexibility to adapt the engagement plan based on stakeholder feedback and changing circumstances.

Overall, a stakeholder engagement plan is crucial for ensuring that stakeholders are informed, involved, and their concerns are addressed throughout the project, ultimately leading to more successful outcomes and better relationships with stakeholders.

The 10 Principles of Stakeholder Engagement Model

Inclusiveness: Ensure that all relevant stakeholders are identified and involved in the engagement process. This includes both internal and external stakeholders.

Transparency: Provide clear and accurate information about the purpose, scope, and outcomes of the engagement process. Transparency builds trust and credibility.

Respect: Treat all stakeholders with respect and consideration, regardless of their position or influence. Acknowledge their perspectives and contributions.

Equity : Ensure that all stakeholders have equal opportunities to participate and express their views. Avoid favoritism or bias towards particular stakeholders.

Accountability: Take responsibility for the outcomes of the engagement process and follow through on commitments made to stakeholders. Accountability builds confidence in the process.

Flexibility : Be open to adapting the engagement process based on feedback from stakeholders and changing circumstances. Flexibility helps to address diverse needs and interests.

Timeliness: Engage stakeholders in a timely manner, providing opportunities for input at key stages of decision-making processes. Timeliness demonstrates responsiveness and commitment.

Clarity: Clearly communicate the goals, expectations, and outcomes of the engagement process to all stakeholders. Clarity helps to manage expectations and avoid misunderstandings.

Sustainability: Foster long-term relationships with stakeholders based on trust, collaboration, and mutual benefit. Sustainable engagement requires ongoing communication and relationship-building efforts.

Continuous Improvement: Regularly evaluate the effectiveness of stakeholder engagement efforts and seek feedback for improvement. Continuous improvement ensures that engagement processes remain relevant and responsive to stakeholder needs.

These principles provide a foundation for meaningful and effective stakeholder engagement across various contexts, whether in business, government, or community settings.

Mapping Your Stakeholders for Better Engagement

Effective stakeholder engagement begins with a clear understanding of who your stakeholders are and how they influence your project. This section delves into the techniques for identifying and categorizing stakeholders and explores the benefits of visual stakeholder mapping, which is crucial for prioritizing stakeholders based on their influence and interest.

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Identifying Stakeholders: Start by listing all possible individuals or groups affected by the project. This includes internal stakeholders like team members and management, as well as external ones such as clients, suppliers, and regulatory bodies.
Visualizing Stakeholder Relationships: Utilize tools like Creately’s Mind Map Maker to create visual representations of stakeholder relationships. This helps in understanding the dynamics between different stakeholders and can guide the development of tailored engagement strategies.
Prioritizing Stakeholders: Based on the visual maps, stakeholders can be categorized into groups such as high influence-high interest, high influence-low interest, and so on. This categorization helps in tailoring communication strategies effectively.

By employing these techniques, teams can ensure a more structured and effective approach to stakeholder engagement. Visual tools not only aid in the mapping process but also enhance the overall strategic planning, making it easier to navigate complex stakeholder landscapes.

Tips to Create a Robust Stakeholder Engagement Plan

Creating a robust stakeholder engagement plan is crucial for any project’s success. It ensures that all parties involved are aligned and can contribute effectively. Here are some essential steps to develop an effective plan:

Defining Scope and Goals

Begin by clearly defining the scope and goals of your engagement efforts. What are the key outcomes you expect from engaging stakeholders? This clarity helps in aligning the entire process towards achieving specific objectives.

Identify the main objectives of stakeholder engagement.
Clarify the scope of the project to all stakeholders.

Communication Strategies

Continuous Communication: Establish a routine for regular updates and feedback. Utilize platforms that support Strategic Planning Tools to maintain clarity and consistency in communications.
Incorporating Feedback: Make your plan dynamic by integrating stakeholder feedback regularly to adapt to new insights and conditions. This helps in refining strategies and maintaining alignment with stakeholder expectations.

Developing Engagement Strategies

Each stakeholder group might have different interests and levels of influence. It’s important to develop tailored engagement strategies that cater to these differences. Utilize tools like Stakeholder Analysis Examples to identify and prioritize stakeholders effectively.

Use visual tools to map out stakeholder interests and influence.
Develop communication plans that address the specific needs of different groups.

Implement the plan with regular updates and checkpoints. This includes setting up regular meetings, updates, and feedback loops to ensure that stakeholders are kept in the loop and their inputs are considered in the decision-making process.

Finally, measure and analyze the effectiveness of the engagement. This can be done through feedback surveys, stakeholder meetings, and by assessing the impact of engagement on project outcomes. Tools like Decision-Making Tools can be instrumental in this phase.

By following these steps, you can ensure that your stakeholder engagement plan is not only comprehensive but also effective in achieving its intended goals.

Leveraging Creately’s Visual Collaboration Tool for Stakeholder Planning

Effective stakeholder engagement is pivotal for the success of any project, and leveraging the right tools can significantly enhance this process. Creately’s visual collaboration platform is designed to streamline stakeholder planning and engagement, making it an indispensable tool for project managers and teams.

Features of Creately for Engagement

Visual Stakeholder Mapping: Creately’s platform allows users to visually map out stakeholders, clearly identifying their roles, influence, and relationships. This visual approach helps in understanding complex stakeholder structures at a glance, which is crucial for effective engagement.
Real-Time Collaboration: Stakeholder planning often requires input from various team members. Creately supports real-time collaboration, ensuring that all team members can work together synchronously, no matter their location. This feature fosters a unified approach to stakeholder engagement.
AI-Powered Tools: With Creately VIZ, the platform’s AI capabilities help in automatically generating stakeholder maps and engagement plans. This not only saves time but also provides data-driven insights that enhance stakeholder engagement strategies.

Integrating Creately in Project Management

Integrating Creately into your project management toolkit can transform how you plan and engage with stakeholders. The platform’s ability to centralize information and create visual representations ensures that every team member is on the same page, which is essential for aligning project goals with stakeholder expectations.

Moreover, Creately’s compatibility with other project management tools allows for seamless integration, ensuring that stakeholder engagement is not a standalone task but a core part of the project management process. This integration helps in maintaining continuity and consistency across all stages of the project.

By utilizing Creately for your stakeholder engagement plans, you not only leverage a powerful visual tool but also ensure that your engagement strategies are robust, inclusive, and effective.

Join over thousands of organizations that use Creately to brainstorm, plan, analyze, and execute their projects successfully.

Lateral Partner Integration Requires Business Development Plan

When a lateral is hired into a new firm, following the tone set during the recruiting process is essential. The firm needs to ensure the lateral is set up for success on day one. Openness, honesty, and transparency are key.

A 12-month marketing and business development plan should be created as a roadmap for integrating new lateral hires and partnering them with a business development liaison. The assigned liaison should host regular check-in calls and serve as the lateral’s initial point of contact for all client development activities.

Setting the Stage

An introductory call between the lateral and their assigned BD liaison should take place prior to their start date or within the first two weeks. This should be the first in a series of integration meetings that take place during the lateral’s first year.

The goal of the meeting is to help the lateral understand the resources of the firm, services the marketing and BD department provides (i.e., requests for proposals, pitches, collateral, conference/speaking engagement prep, awards & rankings, bio updates, etc.) and to answer firm questions that may not have been addressed during the recruiting process.

The lateral and liaison should discuss any immediate client needs/opportunities, expectations, what support the lateral needs, and alert clients about the move.

The lateral should walk away from the meeting feeling confident, comfortable, and with a clear path forward.

Read more: Lateral Partner Recruiting Must Focus on Honesty and Clear Data

Introduction and Implementation

The BD liaison must also obtain a fulsome knowledge of the lateral’s practice, portable book of business, client targets, and preferred marketing styles. They should ascertain the partner’s strengths and weaknesses, as well as business goals and objectives.

The liaison needs to know why the lateral was hired—their niche expertise, specific client needs, and regional presence—to help identify cross-sell opportunities, make appropriate introductions to targeted attorneys within the firm, and plug the lateral into pre-existing client and industry teams. Prioritization should be placed on client-facing activities and the lawyer’s strengths.

The new partner’s BD liaison should have the same information as the legal recruiting team, which includes the lateral’s resume, partner questionnaire, offer letter, and revenue goals. Armed with these resources, the business development liaison is positioned as a part of the firm’s long time revenue strategy for the lateral partner, versus as a document producer.

Positioning the BD liaison as a key to the lateral’s success at the onset will encourage the partner to engage them in a meaningful way with strategy, innovation, and revenue generating activities for a sustaining practice. This allows the partner to focus on delivering quality legal services, while the BD liaison can focus on collaboratively growing their book of business.

Having a thoughtful, written integration plan is imperative. A written process ensures not only accountability, but gives each lateral the same onboarding experience regardless of which practice group or industry team they sit in.

During each meeting, the liaison should probe the lateral on topics such as satisfaction with the firm, sense of being valued, client growth opportunities, bandwidth and utilization, and cross-selling successes or frustrations. Regular status updates should be provided to firm leadership and other stakeholders. If the lateral flags an issue or perceived roadblock, the liaison should dig deeper to understand the root cause, and work with leadership to course correct.

It’s critical that firms not overpromise and underdeliver. For example, a lateral may have been hired to inherit a portfolio that fell through, or perhaps market fluctuations prohibited the opening of a new office that the lateral was intended to join. It’s important to keep the lateral’s business development liaison informed of these developments so they can monitor follow-though, manage expectations, and help pivot if necessary.

The firm should be clear about their commitments. Conversely, expectations for new partners’ client development and relationship building activities, for example, should also be addressed directly.

The most successful laterals are engaged and actively participate in regular integration calls. Holding 90-day reviews that include members of the recruiting team and practice group or department leaders can provide an opportunity for the partner to be heard as well as to receive direct feedback.

Integration Process

Avoid letting new lateral partners fall between the cracks, especially if they’re rainmakers or inexperienced business developers, by having a continuity plan that includes the written integration process. The BD liaisons shouldn’t work in silos.

Find a collaboration tool that works for the team’s communication style and commit to using it. Keep detailed records and have a plan of continued support should the assigned BD liaison leave the firm, or if there is significant recent or impending change happening within the firm, such as a merger or acquisition.

Recruiting and integration don’t cease when a merger is on the horizon, and the potential for new laterals to get lost in transition during a major change increases. Firms must adapt their recruiting and integration strategies not only to speak to the newly merged firm’s emerging cultural differentiators but also to how laterals will be supported in a fluid environment.

This article does not necessarily reflect the opinion of Bloomberg Industry Group, Inc., the publisher of Bloomberg Law and Bloomberg Tax, or its owners.

Author Information

Brian J. Carrozza is director of client development at Goulston & Storrs.

Courtney C. Hudson is business development manager at Baker, Donelson, Bearman, Caldwell & Berkowitz.

Megan K. Senese is co-founder and principal at stage, a women-owned business development and legal marketing firm.

Write for Us: Author Guidelines

To contact the editors responsible for this story: Jada Chin at [email protected] ; Jessie Kokrda Kamens at [email protected]

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How to Write a Communications Plan

1. Conduct an audit of your current communications materials.

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2. Set SMART goals for your communications plan based on the results from your audit.

3. Identify the audience to whom you plan to deliver your communications plan.

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6. Decide which team members are responsible for delivering the message.

7. Estimate a timeline for how long each step should take.

8. Measure the results of your plan after presenting to stakeholders, and determine successes and areas for improvement.

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1.1: Chapter 1 – Developing a Business Plan

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