The original Apple logo was a complex, illustrated picture of Isaac Newton sitting under a tree.

The former chief executive Steve Jobs thought

the overly detailed logo had something to do with the slow sales of the Apple I computer, so he commissioned the striped rainbow logo, which
then ran for 22 years.

Jobs felt that a revolution in branding was needed to kick-start demand for the company’s products, but by 1998, Apple was firmly established
as a successful computer manufacturer, and so the rainbow identity underwent an evolution to become the more contemporary “transparent”
Apple logo in use today.

This is an example of how business communication should evolve to keep the organisation on its path to success.
1. INTRODUCTION
Over the years, the way people conduct business – and in effect how business people communicate when conducting business – has changed
considerably. Not that long ago documents were handwritten; all mail was sent by “snail mail” and all meetings were conducted face-to-face.
These days, all documents are typed, mail is mostly sent via email, and video-conferencing makes it possible for us to “meet” with someone in
another country.
 In this chapter, we address this particular aspect of business communication. We also focus on the need for lifelong learning and self-
improvement in communication, ethical communication, the future of business communication, and the impact that technology has on business
communication.

Key concept
business communication: also called professional communication and organisational communication, refers to communication
that takes place within the workplace

2. WHAT IS BUSINESS COMMUNICATION?

All organisations have to promote their products and services, as well as the organisation itself. They also need to relay information and official
statements to staff, clients and customers. In order to do this, a company will use business communication. Business communication, therefore,
entails the flow of information between members of an organisation, as well as between an organisation and its stakeholders.

3. LIFELONG LEARNING/SELF-IMPROVEMENT
Communication is not static. It is ongoing and is always in motion, moving forward and changing continually. 1 Our world is becoming
increasingly complex, diverse and interconnected. The knowledge- based economy is expanding and globalisation poses new challenges to
traditional modes of communicating.2
Communication is a central part of our daily interaction with others in this diverse, wired, global world. We cannot work in it without writing
reports, emails or letters; having a telephone conversation or meeting; networking and collaborating with colleagues; making a presentation or
using web technologies.3 Therefore, we constantly have to find meaningful, civil and accessible ways to overcome communication challenges. 4
Technologies might help us to do this, but in order for us to use them effectively, we have to understand them. 5 Being an effective and
efficient communicator is therefore not a skill people learn once, but rather something that requires us to constantly keep abreast of new
developments, to understand and learn how to use or apply effectively. Communication is therefore a lifelong learning endeavour that requires
constant self-improvement on our part.

4. ETHICS
Ethics relates to is the principles that determine what is good, right and proper. It provides a code for good behaviour 6 or socially accepted moral
behaviour.7 When we communicate ethically, we consider the moral impact of our words, ideas and words on other people. This entails
communicating in an interested, honest and flexible way.8

Key concept
ethics: the study of moral and social responsibility, particularly in relation to business practices and decision making

4.1 Applying ethics in communication

In order to communicate ethically, we should:9
•Be honest and truthful. Do not lie, cheat, steal or deceive.
•Avoid language that attempts to evade responsibility. Be accountable for your words and actions.
•Don’t suppress or de-emphasise important information.
•Offer customers good value for money.
•Be timely in your communication.
•Avoid printed and recorded defamation.
•Distinguish between fact and opinion.
•Use a layout that doesn’t hide information.
•Know what you can and cannot reveal to others.
•Be careful when communicating in cyberspace.
•Don’t claim authorship for documents you haven’t written.
•Keep your promises.
•Be fair.
•Respect and consider others and their ideas, even if you don’t agree with them.

When you choose not to follow these principles, your behaviour is considered unethical. Ethical lapses occur for a number of reasons, which will
be discussed in detail below:10

4.2 Safety-in-numbers
It is easy for people to fall back on the excuse that some forms of behaviour or misconduct are not really unethical or wrong because other
people are doing it as well. For example, you may convince yourself that it is not wrong to take the work’s printing paper for your home
computer, because everyone in the office is doing it.

4.3 The head-in-the-sand-rationalisation

This is the belief that ignoring unethical behaviour will make it go away. For example, you may have seen a lecturer giving a student an
upcoming test paper. You don’t want to cause trouble, so you keep quiet, thinking the problem will go away.

4.4 The between-a-rock-and-a-hard-place rationalisation

This is when you justify your unethical behaviour by claiming that you had no other choice. For example, if you obtained bad marks for this test,
you would have failed and you would have been academically excluded. Therefore, you claim that had no other choice but to cheat.

4.5 The it’s-no-big-deal rationalisation

This is when you justify your unethical behaviour by claiming that it is small and unimportant compared to the misconduct of others. For
example, you may think it’s fine if you call in sick because you need a day off from work to relax. You argue that it’s not as if you are stealing
from the company or committing fraud.

4.6 The entitlement rationalisation

You behave unethically because you believe that you are entitled to something. For example, you overstate the qualifications on your CV
because you believe you are entitled to a promotion.

5. THE EVOLUTION OF BUSINESS COMMUNICATION

As stated previously, the way we communicate with others when conducting business has changed considerably over the past few years. The
information below provides a summary of how business communication has evolved.11
•Prehistorically, cave walls were used to convey information.
 •Then, alphabets and symbols were created to communicate in letters and contracts.
•Ram’s horns were used in Ancient Rome and Greece to inform others of the beginning of a war or holiday.
•In ancient times, runners delivered important messages, and water travel was used to ship business letters to overseas ports.
•In the late 20th Century, technology boomed. Video home system (VHS) cassette tapes and digital video discs (DVDs) were used to train
people or to make announcements.
•More recently, closed circuit television has made it possible for virtual conferencing to take place between people anywhere in the world.
Webcams operate at high definition levels and enable viewers to receive a realistic experience of their communication with people on video
call. In addition, they provide clear viewing of multiple sites at the same time.
•Newsletters and bulletin boards are now on companies’ Intranets.
•Email allows anyone to send a message to anyone, anywhere and anytime.
•Mobile devices are no longer used only to make phone calls, but also enable users to send messages (for example SMSs), as well as access
the Internet.
•Smartphones and tablets are emerging in the workplace.
•Online chat/live has become a way of communicating with clients, managers or colleagues in a fast and cost-effective manner.

LOOKING FORWARD
If you look at the way in which business communication has evolved over the years, you have to ask: “What will business
communication look like in the future?

5.1 The impact of technology on business communication 12

As you have seen, technology has come to play a very important role in business communication over the last couple of years, and will play an
even bigger role in the future. The following technology-based communication tools are used by companies to communicate internally and
externally on a daily basis:
•Telephone and voice-mail make it possible for us to contact people who are difficult or too busy to reach in person.
•Mobile/cellular phones are commonly used. They enable us to reach someone at any time and place, even internationally. They even enable
communication on the move, and thereby save time. They make it possible for users to confirm information and to check, clarify or alter
meeting details, bookings and appointments while on the go. In addition, these mobile devise inform you when you have an email and may
even enable you to read it. A person can also redirect phone calls from home and office phones.
•Fax machines are used to send handwritten documents (such as signed documents) over a physical distance, when a written report is
important and when time is of the essence.
•Digital cameras are used to take pictures. The pictures can be downloaded directly to a computer to enable users to include hard copies of
documents in digital format.
•Wireless transmissions (such as Wi-Fi and Bluetooth) enable users to communicate wirelessly with another devices equipped with the same
features.
•Laptops have made computers portable; hence business can be conducted anywhere at any time.
•iPads are used for web browsing, watching videos, reading, emailing, and so on. They enable us to use important systems on the go, even
without Wi-Fi.
•Netbooks are used for general computing, such as word processing, PowerPoint presentations, browsing the Internet, using multimedia and
web-based applications, photo management and accessing email.
•Personal digital assistants (PDAs) manage personal information and can be connected to the Internet. These days many smartphones fulfil
the same functions, enabling users to have both a cell phone and a PDA in a single advice.
•The Internet is used for conducting research, as well as for selling products or services.
•Email is used to write, send, receive and save messages, and to market products or services.
•Remote access makes it possible for computer users to connect to other computers and information stores, resulting in creative ways of
working from home, and collaborating to share information.
•File sharing allows people in different parts of the world to share information in various forms.
•Audio and video-conferencing enables people who are geographically separated to come together simultaneously. Audio-conferencing
differs from video-conferencing in that it does not allow the people to see one another. However, both audio- and video-conferencing are
used to manage global companies, to facilitate new working practices, to access remote expertise, to give a company an increased
competitive advantage and to foster working relationships between the companies and their stakeholders.
•Web/computer conferencing is used to connect various users via a network, send messages to the conference address and to receive
messages from others. It involves ongoing discussions during which people drift in and out as their schedules and interests permit. Types of
web/computer conferencing include bulletin boards/message boards/online forums/web forums, email discussion lists or creative virtual
teams.
•Instant messaging is used to drive complex business ideals, interact with colleagues or team members, discuss project details, take project
approvals or seek clarification.
•Groupware enables several people to use the same software at the same time in order to create documents, keep track of projects, route
messages and manage deadlines.
5.2 The advantages of technology
The use of these technologies in business communication has the following advantages:
•It facilitates communication with people around the world.
•It streamlines the organisational structure, as it decreases direct contact with subordinates and the use of intermediaries.
•More people in the organisation have access to more information.
•It decreases the time needed to make decisions.
•It enhances the implementation of projects.
•It increases teamwork.
•It forces managers to learn more about communication at all levels.

5.3 The disadvantages of technology

The use of these technologies in business communication has the following disadvantages:
•It can lead to information overload (an increase in the information needed to keep up to date with the latest developments).
•It can blur the lines between professional and personal lives.
•People can become isolated, as people no longer have to gather together in one place to communicate.

CONCLUSION
This chapter focused on the dynamics of business communication. It addressed the need for lifelong learning and self-improvement in
communication, ethical communication, the future of business communication, and the impact that technology has on business communication.

SUMMARY
Business communication is characterised by the following:
•It relates to the flow of information between members of an organisation, as well as between an organisation and its external stakeholders.
•Businesses constantly have to find meaningful, civil and accessible ways to overcome the communication challenges of our changing world.
New technologies might help us to do this, but in order to use them effectively, we have to understand them. Being an effective and efficient
 communicator is therefore not a skill that is learnt once, but rather something that requires us to constantly keep abreast of new
developments, so that we can understand and use or apply them effectively.
•Ethics are the principles that determine what is good, right and proper. It provides a code for good behaviour 13 or socially accepted moral
behaviour.14
•The way we communicate has evolved over time.
•Technology today plays a major role in the way we communicate in the business environment.

PRACTICAL EXERCISES
Exercise 1: Embracing technology
Read the following case study and then discuss the question that follows:
CASE STUDY: TECHNOLOGY – LOVE IT OR HATE IT, WE NEED IT
Joseph Ball is an accounts executive in a leading advertising company. He is known for his insightful mind and his ability to read
the market. During the course of his 30-year long career, he has won a number of national and international advertising awards and
people rightly regard him as the guru of the industry.

However, Joseph is a technophobe and always relies on his trusty assistant Pamela to manipulate his technological devices for
him. He jokes that he finds it difficult to turn on a cell phone, let alone do anything else with the gadget. He stubbornly resists
embracing technology, arguing that he managed to achieve great things without it, so why should he start now. A younger
colleague was recently asked to take over one of his major clients, an up-and-coming IT company, in a move that angered Joseph.

Work in pairs to discuss Joseph’s situation in relation to the following statement: Being an effective and efficient communicator is not a skill we
can learn once, but rather something that requires us to constantly keep abreast of new developments, so we can understand and use or apply
them effectively.
Exercise 2: Applying ethics in business communication
List eight important ways in which ethics should be applied in business communication.
Exercise 3: Highlighting unethical behaviour in business
[Link] in pairs to discuss unethical behaviour. Focus on the following approaches, sometimes used to justify the way we operate in the work
place:
 a)Safety in numbers
b)The head-in-the-sand rationalisation
c)The between-a-rock-and-the-hard-place rationalisation
d)The it’s-no-big-deal rationalisation
e)The entitlement rationalisation
[Link] whether you think unethical behaviour can ever be justified.

SELF-EVALUATION
This self-evaluation will help you to assess how much you have gained from this chapter. If you answered “no” to any of the outcomes, read the
relevant section again.

Numbe Outcomes Yes No

r

1. I understand that being an expert in communication requires lifelong learning.

2. I can explain the term “ethics.”

3. I understand what ethical communication entails.

4. I can apply ethics in communication.

5. I can explain the evolution of business communication.

6. I can identify what the future may hold in terms of communication in business.

7. I can explain and understand the impact that technology has on communication.
 References
Du Plessis, N., Lowe, N., Stewart Smith, A., Sykes, P. & Wright, B. 2007. Professional Communication for Business: Fresh Perspectives. Lansdowne: Juta.
Griffin, C.L. & Emerling Bone, J. 2014. Invitation To Human Communication. Canada: Wadsworth Cengage Learning.
Meyer, C. 2010. Communicating for results. 2nd Edition. Canada: Oxford University Press.
Netop. 2013. “Evolution of Communication in Business”. In: [Link]
Accessed: 01 July 2013.
Raman, M. & Sharma, S. 2011. Technical Communication: Principles and Practice. 2nd Edition. New Delhi: Oxford University Press.
Verderber, K.S., Verderber, R.F. & Sellnow, D.D. 2010. Communicate! Canada: Wadsworth Cengage Learning. Wood, J.T. 2009. Communication in our
lives. 5th Edition. Boston: Wadsworth Cengage Learning.

Endnotes
1Wood, J.T. 2009. Communication in our lives. 5th Edition. Boston: Wadsworth Cengage Learning. p. 3.
2Meyer, C. 2010. Communicating for results. 2nd Edition. Canada: Oxford University Press. p. xvi.
3Ibid. p. 2.
4Griffin, C.L., & Emerling Bone, J. 2014. Invitation to human communication. Canada: Wadsworth Cengage Learning. P. xvii.
5Meyer, C. 2010. Op cit. p. 2.
6Du Plessis, N., Lowe, N., Stewart Smith, A., Sykes, P. & Wright, B. 2007. Professional Communication for Business: Fresh Perspectives. Lansdowne:
Juta. p.200.
7Meyer, C. 2010. Op cit. p. 19.
8Griffin, C.L. & Emerling Bone, J. 2014. Op cit. p. 5 & 16.
9Meyer, C. 2010. Op cit. p. 21. Verderber, K.S., Verderber, R.F. & Sellnow, D.D. 2010. Communicate! International Edition. Canada: Wadsworth
Cengage Learning.
10Meyer, C. 2010. Op cit. p. 20.
11Netop. 2013. “Evolution of Communication in Business”. In: [Link]
Accessed: 01 July 2013. p. 1 – 8.
12Raman, M. & Sharma, S. 2011. Technical Communication: Principles and Practice. 2nd Edition. New Delhi: Oxford University Press. p. 580 – 597.
13Du Plessis, N., Lowe, N., Stewart Smith, A., Sykes, P. & Wright, B. 2007. Professional Communication for Business: Fresh Perspectives. p.200.
14Meyer, C. 2010. Op cit. p. 19.