Business Communications & Effective Negotiations

Corporate communications effectiveness communicating interculturally 1.0 Characteristics of Effective Corporate Communications In order to manage communications effectively, corporations have to build the best possible internal and external communications networks. According to Thill & Bove, 1999, six factors contribute to effective communications. These are: - Fostering an open communications climate As in Ouchis Theory Z approach, managers encourage employees to work together as a team, give them the opportunity to take responsibility and to participate in decision making i.e. involvement and empowerment. - A commitment to Ethical communications The organisation is committed to the principles of conduct (code of ethics) that govern a person or a profession. As opposed to unscrupulous people who achieve ends selfishly, ethical people are trustworthy, make fair decisions, impartial judgements and respect others and society in general. Ethical communication is composed of all relevant and true information and is never deceptive. Qu: Give a few examples of unethical communications. However, managers may find themselves in a position that makes it difficult to balance and decide between alternatives that do not appear to be clear-cut e.g. the decision to lay off employees during recession. Qu: How can a manager resolve an ethical dilemma? A proficiency in Communications Technology The organisation should be able to use technology and to adapt to changes in the technological environment. Technology sophistication has enabled an increase in the amount of information and its speed of transmission. - An audience (customer) centred approach to communications We have to constantly keep the recipient in mind at all times during the process of communications. Personality, attitudes and perception considerations mean that one has to be sensitive to feelings and emotions (e.g. show empathy). Putting oneself in the audiences position gives a real and meaningful perspective to the communications process. Marketing communications in a customer relationship management (CRM) approach tries to achieve this by building an emotional relationship with the customer. Qu: Should we always try to delight the customer in our marketing communications approach? An efficient flow of communications messages Competitive pressures are forcing organisations to hold down costs and to optimise on processes for maximum efficiency and effectiveness. Regarding communications in particular, a number of guidelines have to be followed: 1

Business Communications & Effective Negotiations

Train staff I.e. provide training in business writing skills & organise seminars and workshops in oral and presentation skills Reduce the number of messages E.g. a telephone call or a quick face to face chat can cost much less than a postal message. Speed up message preparation E.g. by standardising using templates. The familiar format enables recipients to assimilate content and meaning quickly.

2.0 An understanding of Inter Cultural Communications Intercultural Communications arise not only as a result of globalisation of economies but also in domestic contexts following migration of workers from other countries. Qu: Discuss the issue of intercultural communications faced by Chinese workers in the textile industry in Mauritius. 2.1 Communicating Interculturally Companies must understand the laws, regulations and customs of the host country so as to be able to communicate effectively with business partners, employees, customers and other institutions. The U.S Bureau of statistics reported that by year 2005, 47.7% of the U.S workforce would be female, 15% would be African Americans, 11% would be Hispanics, and 5.5% would be Asians or other minorities. In Mauritius, cultural diversity includes Chinese, Bangladeshi, Indian, Malagasy and Sri Lankese in textile and construction mainly. Businesspersons must overcome both language and cultural barriers in order to compete successfully amongst such diversity. According to Yeshin, 1999, Multinational communications campaigns often fail because the message is simply translated rather than interpreted, so that sometimes the translation can have a negative impact on the target audience. For example, it would not be appropriate to show pork or shellfish ingredients in a product intended for the Jewish market, the same would apply for beef in Hindu communities, or alcohol and pork for Muslims. Qu: Give examples of translations which can be misinterpretations of reality. Cultural diversity is generally considered to be restricted to race, gender and geographic boundaries. In fact domestic culture often display a number of distinct sub cultures with different characteristics and interest. Marketers sometimes reductively perceive culture as being bipolar e.g. those who like Manchester United F.C and those who like Liverpool F.C. Qu: Give an example of such a marketing approach. 2.2 Cultural components Cultures are made up of a number of components which influence what a society perceives, says, do, thinks and makes. 2

Business Communications & Effective Negotiations

Lahiff & Penrose, 1997 refer to the value system, roles, religious traditions, decision making patterns, and language and time orientation as being strong determinants of culture. 2.3 Value System The value system identifies that which is proper, acceptable and significant in a culture. In the U.S, managers are goal oriented in job related issues and will consciously abide by achieving same. In other cultures, non urgent family commitments can take precedence over business. In India and Pakistan, where unemployment is high, creating jobs is more important than working efficiently, Thill & Bove, 1999. Qu: Do you find examples in Mauritius? Is there a different (sub culture) in public and private sectors? An American consultant advised a South American company to increase salary by 25% to increase employee loyalty and address absenteeism. The result in that textile factory was that employees found them capable of subsisting in a shorter working week and took every Wednesday full day or half day off. 2.4 Roles In general, sex, occupation, financial status and age are among the factors that pertain to role. Women for example, are taken less seriously than men in certain business cultures. There is, however, a growing acceptance of women in the national and international business arenas. Qu: Discuss the situation of women in business in Mauritius, giving examples if any. The measure of respect for a persons role varies from country to country. Doctors, lawyers and politicians carry more status in most countries, although popularity of sports in certain countries and related pay differentials result in star football players carrying more status in society. Similarly in Asian cultures, older people are treated with special respect traditionally. In terms of status, while U.S bosses have comfortable and private offices, in France the boss sits in a quasi pen office in the middle of an area where lower level employees operate. Qu: What is the difference in the message conveyed by the status symbolism in these two cases? 2.5 Concepts of Time Different conceptions of time can lead to misunderstandings and disagreement. While Asian executives will see time as more flexible, U.S and German managers will religiously stick to time schedules and get to the point quickly when communicating. The rationale behind this Asian attitude is that it is more important to develop the business relationship on a firm foundation than meeting the deadline when completing a task. In Mexico City, clients can wait outside office for 30 minutes without this being interpreted as being considered low priority. There, the workday does not follow a rigid, preset schedule. Qu: It is perceived that in Mauritius, there is a general concept of Indian Time in social interactions. Does it apply to business also? 2.6 Language and Body Language 3

Business Communications & Effective Negotiations

Language, when shared, ties people together. However, it does not ensure complete understanding due to differences in spelling, accent and jargon. This may be overcome to some extent when gestures can help people to clarify confusing messages. However, differences in body language among cultures can become a major source of misunderstanding. Eye contact is perceived differently in the U.S and Asia. In the U.S, lack of eye contact on the part of the other party is perceived as being evasive and dishonest. In Asia, lowering the eyes is a sign of respect. An Arab might take it as an insult if someone shows him/her the sole of his/her shoe. Qu: Can you think of a recent related example? 2.7 Religious Traditions Americans let their religious beliefs influence their morals and ethics in everyday life. In Muslim countries, business stops on five occasions during the day for prayers. In general Business travellers have to take into consideration the closure days associated with religious festivals and pilgrimages. 2.8 Decision Making Customs In the U.S, executives will reach agreements on the main terms and leave details to be dealt with later by others. In Greece, however, ignorance of details makes the person untrustworthy. Good faith requires that each and every detail is given equal attention. In the U.S and the West in general, decision making follows the majority rule or is based on the veto of the Chief Executive or Chairperson. Conversely in Japan, consensuses are reached through and elaborate and time consuming process there is no majority rule. Apart from the above, some differences exist at other levels. For example, according to legal systems in place, in the English Common Law system, an accused is presumed innocent until proved guilty. Under the Napoleon Code, an accused is presumed guilty until proved innocent. Qu: What is the case in Mauritius? 3.0 Characteristics attributed to different nationalities Different nationalities do retain their specificities although it is perceived that American culture is slowly influencing other cultures. This is happening when the American culture is being exported through movies, music and other forms of entertainment (whether these pertain to reality or to fiction!). The American is generally perceived to be Individualistic, arrogant, somewhat aggressive, money oriented, preoccupied with time and informal in interpersonal relations. In business, they are believed to be unwilling to learn the host language. Canadians show more similarities than differences with Americans and they are the worlds largest trading partners. However, Canada is partly Francophone and partly Anglophone. French is the official language in Quebec and the country is considered to be a bilingual nation. The ability to speak French is obviously a business advantage in Quebec. In general, the business culture is more formal in Canada and people are more aware of etiquette than in the U.S. 4

Business Communications & Effective Negotiations

In Germany, when someone is referred by the first name, this is considered impolite. German business people do not spend time socialising and get down to business quickly. Holders of advanced academic and professional qualifications receive high esteem in society. Furthermore, the German workforce is quite comfortable with an authoritarian management style. Business communication is direct and task oriented. Messages are logical rather than emotional. The Chinese business community values timeliness, the interpersonal relationship tends to be indirect, extremely polite and bordering evasiveness. Lahiff and Penrose, 1997 report a rejection note from a Chinese publisher to a British journalist thus: We have read your manuscript with boundless delight. If we were to publish your paper, it would be impossible to publish any work of lower standard. And it is unthinkable that, in the next thousand years, we shall see its equal; we are to our regret, compelled to return your divine composition, and beg you a thousand times to overlook our short sight and timidity The Japanese value conformity in dress code, education, language and values. Japanese children attend school 240 days a year as compared to 180 days in the U.S. They believe that communication can be channelled through sensory channels other than hearing, seeing and physical contact. Silence is used to communicate, rather than space filling conversation. Their answer to conflict is silence and the deeper the conflict, the longer the silence. 4.0 Strategies for effective intercultural Communications Adhering to certain principles can enhance intercultural communication skills, both in written and oral communications. 4.1 Written Communications 1. Avoid idiomatic expressions, abbreviations and jargons. They may miss the intended meaning. 2. Learn the letter format of the recipient culture. 3. Write brief sentences and use short paragraphs. 4. Use concrete, not abstract words. 5. Use visual aids e.g. graphics to clarify your message. 6. Use transitional phrases e.g. firstly, secondly, thirdly. 7. Ask a knowledgeable colleague to proof read your message. 4.2 Oral Communications 1. Speak slowly and articulate words carefully and use examples to illustrate. 2. Avoid slang language. 3. Encourage feedback. Address your audience and give space for questions and feedback. 4. Do not interrupt the other partys speech or intervention. Listen carefully. 5. Watch body language and other non verbal expressions. 6. Adapt your style to the other persons. 7. At the end of the conversation, clarify on what has been mutually agreed. 5

Business Communications & Effective Negotiations

Apart from the above, it is advisable to learn as much as possible of the other culture, including appropriate greetings and similar practical and frequently used phrases. Admit any nonunderstanding by asking for clarification. Give time to achieve mutual understanding.