Lecture notes on business communication. Учебное пособие

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creativity and enthusiasm. The marketers are responsible for promotion and public relations. When planning the promotion, you must define possible marketing tools and the visual part of the event, thus giving your project an identity. The most important promotional tools are:

Logo. If you organize a big event or a cycle of events, you should create a specific visual identity for it. The best way is to design a logo for the event that you can use on all marketing materials. It should symbolize the event.

Posters. Posters should promote the project, stating the basic information about the event. They are also important tools for fundraising – sponsors can put their logos on the posters, in return we get support. Posters should be “teasers” with the usage of sound bites, if possible, to catch people’s interest.

Fliers. They have the same function as posters but give even more information about the event. Spread them at universities in your city and send them via email or social networks.

Online Promotion. One of the most efficient ways to promote your projects is to create an event online. Invite your friends, share the link on different Telegram, VKontakte and other groups and prepare a strategy of promotion (you can publish, e.g., notes about speakers, some interesting facts or pictures connected with the topic). It is an easy and free way to make your event visible on local, national and international level. Remember that the most popular posts in social media are videos and pictures. Their reach is wider than reach of regular posts, so it is important to prepare outstanding content. Pictures do not have to be serious – follow the trends and create memes or GIFs. It is not a secret that people love funny posts and they are more likely to like or share them with their friends. In case of big events you should definitely create short promotional videos – they are great tools to present crucial

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information about events, show the venue or introduce the participants.

Event materials. Prepare folders for the participants with the academic program, note paper, advertisements, map of the city, a pen, etc. Present the event brochure to the sponsors and offer them to display their logo in it.

Badges. For the participants to remember everybody’s name, badges are a must. Use the other side of the badge wisely – you should put important phone numbers (phone numbers of the OC, taxi, emergency) and addresses (hostel, lecture hall, etc.) on the backside.

Gadgets. You could produce T-shirts, caps, pens, mugs, stickers, etc. with the logo of the event. They are good marketing tools, and if they look nice the participants will gladly have them as souvenirs. Furthermore, it is a good idea to ask the project’s partners to provide participants with their accessories. This way you will easily promote partners without bearing the costs of gadgets.

Social program and financing.

The social program is an important part of an event because during free time the participants can get to know each other and learn new things about your city. However, the social program shouldn’t take the main role, but be organized in the terms of the academic program. The social program can consist of parties, bowling, concerts, theatre, etc. Remember that you don’t need to have something extraordinary every day; a theme party at the hostel can be sometimes more fun than the most expensive club in town. When the event is national/international, sightseeing should always be a part of the program. During an international event the participants get the chance to experience a different culture. Traditional food and drinks are always a must.

Budget

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It’s not a secret that any event requires a considerable amount of money. But still, if organized in the right manner, you can come out with a positive balance or even make profit with it. What is needed at first hand is a serious, well-considered and realistic budget. The budget shall reflect an accurate and realistic estimation on the expenditure and income of the event. The first thing to do is to prepare a draft budget and list all the possible items on the income, as well as the expenditure side of the budget. Then you proceed in making an estimation of a minimum and maximum amount of all items. The income can consist of the following main items:

•money from sponsors and partners (at the beginning maybe undefined)

•grants

•financial support from the university and other institutions

•participation fees.

Risk management for possible problems

There can be various problems that usually pop up during the event. It is naturally impossible to cover all problems in advance, but you can always prepare some solutions to potentially rising problems. Below we shall list the problems that you might have to face and potential solutions:

•cancellation of participants in last minute, in this case make them pay a deposit or do not confirm their participation (certificates) until they have paid/transferred the participation fee;

•lost participants – in this case always include important phone numbers on the backside of a badge and in welcome package; always have everyone’s phone number with you.

•last minute cancellation of a lecturer - try to get a lecturer from your faculty or organize a social event (e.g. visit to one of the departments in your university) for the time gap; have debates with pro and contra sides to raise the discussion.

•Double-booked rooms during the event – try to arrange another room with the respective unit at the venue or try to get a room at your university.

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•Delay of lectures or participants coming late to the meals or changes in the program – in this case stick yourself to the schedule

from the beginning, so that the participants know to take it seriously.

Whatever happens, there is one rule you have to follow: inform the participants on the changes. The worst thing that happens to participants is the lack of information. Arrange a notice board in a visible place and tell the participants to follow it actively. Remember that you cannot control everything and that changes always occur.

Certificates, Thank You letters and reports

It is advisable not to forget and distribute certificates of participation to the participants, preferably already during the event or at the end of the event. Such certificates shall be signed by the academic partner of the event, if possible. Also, it is important to write a report of the event for the partners and sponsors, and remember to send thank you letters to them and to the speakers. Another possibility is to write an article to the members’ magazine. You should always remember that a report provided with pictures of the event will be extremely beneficial for fundraising in the future.

EXERCISES

1.Take notes in one of your practical classes as if they were the official minutes of a seminar. Does the class “seminar” have a purpose? What preparations were made and what technology was used? Is there a followup or a plan for the next seminar? Compare your notes with another student to see if you understood all the information conveyed in the class.

2.Introduce a classmate who is about to present a report, document, or speech to the class. You can draw information from the Web (Telegram,

Vkontakte), the person’s CV, or even a personal interview. You will need to prepare your introduction in advance and may want to consider incorporating a quote from the document they will discuss. Keep your

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remarks to thirty seconds and your written introduction to no more than a hundred words.

3.Watch an introduction of a speaker—televised award ceremonies offer plenty of examples—and note one example that you consider effective, and one that you consider ineffective. Explain why you rated them this way. Report your response and the Web links.

4.List five facts, points, or things about yourself and your achievements that you would want an audience to know. Post your results and compare with classmates.

5.Find one example of an award acceptance speech that you perceive as particularly effective. Indicate why and share the link. Compare with your classmates.

6.Find one example of an award acceptance speech that you perceive as particularly ineffective. Indicate why and share the link. Compare with classmates.

7.Choose the event and organize it on the basis of the information given in the chapter.

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LECTURE 8. PROFESSIONAL IMAGE AND LEADERSHIP

LEARNING OBJECTIVES

1.Identify the concept of a professional image

2.Explain main attributes of a professional image

3.Determine the main theories of leadership

4.Differentiate and provide examples for the types of leadership

8.1. The concept and attributes of a professional image

It may seem somewhat unfair to judge an individual by appearance and behavior rather than exclusively on performance; but in most business environments, judgments are made about people based on the professional image they display as a result of appearance and behavior. This occurs before the individual’s level of competence or performance is determined.

Judgments are made about people both internal and external to the organization as they interact with people. Consequently, the significance of professional image can be substantial in the business world, and you should be aware of this as you develop your personal standards for appearance and behavior.

Although some standards of appearance for professional dress have changed over the last decade, certain expectations remain for appropriate and professional appearance in the business environment.

In the business environment, you must understand what constitutes a professional image in order to effectively meet the standards and expectations you set for yourself. In addition, you must recognize the importance of a professional image and how this affects self-confidence; interaction with peers, customers, and supervisors; and ultimate success in your career mobility. Professional image can be viewed from two major perspectives: appearance and personal behavior. In the area of appearance, you should develop your ability to dress appropriately and present yourself in an attractive manner. In the area of personal behavior, you should develop your communication skills and your finesse in the use of proper

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manners and etiquette as well as recognize the importance of appropriate personal behavior. Finally, you should identify resources for image development to maintain a professional image throughout your career.

Exactly what is a professional image? Is it how you dress? Your grooming? The quality or cost of your clothing? What creates an individual’s professional image? All in all, we can say that a professional image is an overall concept that is a composite of many aspects of your appearance. It consists of personal appearance with regard to clothing, grooming, manners and etiquette, personal behavior, and communication effectiveness.

The four main attributes of a professional image include:

•Appropriate professional appearance.

•Use of correct manners and etiquette.

•Appropriate personal behavior.

•Effective communications.

Each of these attributes has many aspects in your achieving the overall appropriate and positive image you desire. It is important to pay attention to detail and to remember at all times that your professional image is a composite of both your appearance and your behavior.

1. Appropriate Professional Appearance. Professional appearance is a composite of your professional dress and grooming. The message communicated is a result of the combination of these two factors. Professional dress can be defined as dressing in such a manner as to enhance your authority, promote your respect, aid in your promotion, and promote your advancement opportunities in the workplace. Professional dress involves appropriate clothing selection based on the following considerations:

•Profession

•Company policies

•Level of customer and client interaction

•Geographic location

•Clothing care and maintenance

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•Appropriate styles for your individual body

•Budget and purchasing techniques

Personal grooming habits are also very important in your professional image. You must develop and practice good grooming habits to ensure that your appearance is clean and polished in your professional role. Grooming involves all aspects of your body, including the following:

•Overall cleanliness

•Hair

•Nails

•Teeth

•Makeup

2.Manners and Etiquette. Your professional image is also communicated through your use of appropriate manners and etiquette. You should be familiar with the different protocols of behavior as they relate to social manners and etiquette. Some of these include:

•Making introductions and appropriate greetings.

•Being able to initiate and maintain conversations.

•Respecting the customs of others.

•Being able to express appreciation.

•Knowing appropriate dining rules and protocol.

•Extending courteous behavior to others.

•Knowing how to behave in difficult situations.

Manners and etiquette are important in the overall professional image you project. You can learn to be proficient in these areas and enhance your professional image with practice and attention in determining the etiquette requirements for different situations. Most people feel comfortable once they are sure about what is expected and know how to carry out these expectations.

3. Personal Behavior. As a professional, you want to practice a code of personal behavior that demonstrates respect for your organization and the people who study or work with you. You should recognize that personal

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behavior contributes to the overall professional image you project. Some aspects of personal behavior include:

•Respecting the organization and its rules.

•Being a loyal employee.

•Conducting business in an ethical manner.

•Assuming responsibility.

•Respecting the diversity of people.

Each of these aspects of personal behavior is very important in business world, and your reputation for being committed to them will be established in the first steps of your career. You should give careful attention to personal behavior. Many people have been high achievers who projected an appropriate image in their appearance and yet failed in their career because they did not take responsibility for their personal behavior.

4. Communications. Another significant component of your professional image is your ability to communicate effectively with others. Communication, as we have already discussed in precious chapters, should be clear, concise, and accurate. You communicate nonverbally as well as verbally in business world. Nonverbal communications send messages about your professional image. These nonverbal communications include the following:

•Posture

•Facial gestures

•Neatness

•Listening

•Personal behavior

•Punctuality

For example, a person who is usually late may not say “I don’t respect your time,” but that is certainly the message that is communicated through this nonverbal action.

In addition to nonverbal communications, your overall ability to communicate effectively is very important. Effective communications required in the business environment include the following:

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•Speaking correctly.

•Writing appropriate communications.

•Expressing written appreciation.

•Listening effectively.

•Communicating verbally in difficult situations.

Communication abilities can be developed and refined as you progress through your career. It is important to give significant attention to the development of these skills as they not only contribute to your professional image but also determine the level of advancement you can achieve.

The importance and significance of a professional image should not be underestimated. The way you look could give you a competitive edge during your job interview and in your future career. Employers often decide whether an applicant fits in with their company based on a first impression.

On the other hand, your professional image not only affects how others react and interact with you but also affects your self-confidence and performance. When you believe you are dressed appropriately, know the required protocol, and are comfortable communicating with others, you tend to feel a heightened sense of self-confidence because you know what to do and how to do it. This sense of self-confidence can positively influence your performance. In addition to your increased self-confidence, others around you perceive your professionalism in a positive manner and, consequently, believe you are able to perform your job in a satisfactory manner.

8.2. Theories of leadership

The concept of a professional image is closely connected with that of the leadership and can substantially contribute to it. First, let’s define the notion. Leadership is usually defined as an interaction process occurring in a group with a shared goal and objective, driven by a member’s influence, for the good of the members and greater good of the society. Thus, it becomes the leadership responsibility to align group’s goal with the needs and expectations of the society. Whether or not, the issue of a “natural