Instructor Manual: Newman, Business Communication and Character, 12e, ©2027, 9798214052243; Chapter 01: Introduction to Business
Communication and Character
Instructor Manual
Newman, Business Communication and Character, 12e, ©2027, 9798214052243; Chapter 01:
Introduction to Business Communication and Character
TABLE OF CONTENTS
Purpose and Perspective of the Chapter..........................................................2
Learning Objectives.......................................................................................... 2
Complete List of Chapter Activities and Assessments......................................3
Key Terms........................................................................................................ 3
What's New in This Chapter............................................................................ 6
Chapter Outline................................................................................................ 6
© 2027 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a 1
publicly accessible website, in whole or in part.
, Instructor Manual: Newman, Business Communication and Character, 12e, ©2027, 9798214052243; Chapter 01: Introduction to Business
Communication and Character
PURPOSE AND PERSPECTIVE OF THE CHAPTER
The purpose of this chapter is to establish the foundational relationship between communication and
character in business contexts. Students will learn to apply the character, audience, message (CAM)
communication model to develop effective workplace communication skills. The chapter also explores
how communication demonstrates personal character through daily interactions and decision-making
processes. Key learning outcomes include understanding emotional intelligence components, analyzing
audience needs and organizational communication networks, and selecting appropriate communication
media for different business situations. Students will examine legal and ethical considerations, including
responsible artificial intelligence use, while developing self-awareness and professional communication
competencies. The chapter emphasizes that character development is an ongoing process requiring
reflection and practice, ultimately preparing learners to communicate authentically and effectively across
diverse workplace environments and stakeholder relationships.
LEARNING OBJECTIVES
1-1 Describe the relationship between communication and character.
1-2 Explain components of the character, audience, message (CAM) communication model.
1-3 Identify factors to consider during the character check step of the communication model.
1-4 Describe aspects of the audience to consider in business communication.
1-5 Choose the best medium for your message in a business situation.
[return to top]
© 2027 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a 2
publicly accessible website, in whole or in part.
, Instructor Manual: Newman, Business Communication and Character, 12e, ©2027, 9798214052243; Chapter 01: Introduction to Business
Communication and Character
COMPLETE LIST OF CHAPTER ACTIVITIES AND
ASSESSMENTS
The following table organizes activities and assessments by objective, so that you can see how all this
content relates to objectives and make decisions about which content you would like to emphasize in your
class based on your objectives. For additional guidance, refer to the Teaching Online Guide.
Chapter Activity/Assessment PPT Slide(s) Duration
Objective
1-1—1-5 Icebreaker PPT Slide 2 < 10 min
1-1 Class Discussion Activity 1 PPT Slides 8–9 10–15 min
1-3 Class Discussion Activity 2 PPT Slides 22–23 10–15 min
1-4 Group Activity 1 PPT Slides 31–32 10–15 min
1-5 Group Activity 2 PPT Slides 40–41 5–10 min
1-5 Knowledge Check PPT Slide 42 < 5 min
[return to top]
KEY TERMS
Accountability: Taking responsibility.
Artificial Intelligence (AI): Technology systems that can perform tasks typically requiring human
intelligence, including generative AI that produces new content and large language models that generate
text.
Asynchronous communication: Messages that do not happen in real time—or at the same time; the
opposite is synchronous.
Audience analysis: A critical step in communication for the writer to understand what the audience
needs and how they may react to a message.
Authenticity: Living as your genuine self.
CAM Communication Model: A three-step communication planning framework consisting of
Character Check, Audience Analysis, and Message and Medium selection.
Cascading communication: Conveying information from the top of the organization down to each
level in sequence.
Character: The sum of who you are as a person; your ideas, what you value, and how you engage with
those around you.
Communication: The process of sending and receiving messages.
Communication barriers: Verbal and nonverbal impediments to an audience receiving a message as
we intend.
© 2027 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a 3
publicly accessible website, in whole or in part.
, Instructor Manual: Newman, Business Communication and Character, 12e, ©2027, 9798214052243; Chapter 01: Introduction to Business
Communication and Character
Communication need: The reason for communicating in organizations—what starts the process.
Compassion: Caring for others and for yourself; noticing and acting to relieve someone’s suffering.
Connotation: The subjective or emotional feeling associated with a word.
Courage: Standing up for principles despite the risks.
Cross-functional communication: Lateral, or horizonal, communication to another division or
department.
Culturally adaptive prompting: Modifying prompts to incorporate different cultural contexts, for
example, adjusting tone or asking AI to consider multiple belief systems.
Denotation: The literal, dictionary meaning of a word.
Distracting noise: Competing demands on attention, such as too much schoolwork or a messy
workspace.
Downward communication: The flow of information from managers to their employees.
Emotional intelligence (or EQ—Emotional quotient): Recognizing, understanding, and
managing feelings.
Environmental noise: Competing demands on attention, such as construction, an uncomfortable
chair, or a family member during a Zoom call.
Ethics: Moral principles that go beyond legal rules to guide how to act.
Filter: Perception based on one’s knowledge, experience, and viewpoints.
Formal communication network: The transmission of information through downward, upward,
and lateral paths within an organization.
Generative AI (GenAI): Systems that create new content—for example, video, audio, text, images,
code—based on patterns from existing content.
Humility: Seeing and handling our own and others’ limitations; being willing to learn.
Individual Ethics: Ethics defined by a person, which are based on family values, heritage, personal
experience, and other factors.
Informal communication network (or grapevine): The flow of information through
nonofficial channels within the organization.
Integrity: Acting consistently with your own and with societal values.
Large Language Models (LLMs): A subset of GenAI, systems that generate text by learning
patterns from existing sources of written language.
Lateral communication (or horizontal communication): The flow of information among
peers within an organization.
Lean media: Communication methods that are static, or one-way, and provide few or no social cues.
Medium: How a message is transmitted (e.g., email, video).
© 2027 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a 4
publicly accessible website, in whole or in part.
Communication and Character
Instructor Manual
Newman, Business Communication and Character, 12e, ©2027, 9798214052243; Chapter 01:
Introduction to Business Communication and Character
TABLE OF CONTENTS
Purpose and Perspective of the Chapter..........................................................2
Learning Objectives.......................................................................................... 2
Complete List of Chapter Activities and Assessments......................................3
Key Terms........................................................................................................ 3
What's New in This Chapter............................................................................ 6
Chapter Outline................................................................................................ 6
© 2027 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a 1
publicly accessible website, in whole or in part.
, Instructor Manual: Newman, Business Communication and Character, 12e, ©2027, 9798214052243; Chapter 01: Introduction to Business
Communication and Character
PURPOSE AND PERSPECTIVE OF THE CHAPTER
The purpose of this chapter is to establish the foundational relationship between communication and
character in business contexts. Students will learn to apply the character, audience, message (CAM)
communication model to develop effective workplace communication skills. The chapter also explores
how communication demonstrates personal character through daily interactions and decision-making
processes. Key learning outcomes include understanding emotional intelligence components, analyzing
audience needs and organizational communication networks, and selecting appropriate communication
media for different business situations. Students will examine legal and ethical considerations, including
responsible artificial intelligence use, while developing self-awareness and professional communication
competencies. The chapter emphasizes that character development is an ongoing process requiring
reflection and practice, ultimately preparing learners to communicate authentically and effectively across
diverse workplace environments and stakeholder relationships.
LEARNING OBJECTIVES
1-1 Describe the relationship between communication and character.
1-2 Explain components of the character, audience, message (CAM) communication model.
1-3 Identify factors to consider during the character check step of the communication model.
1-4 Describe aspects of the audience to consider in business communication.
1-5 Choose the best medium for your message in a business situation.
[return to top]
© 2027 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a 2
publicly accessible website, in whole or in part.
, Instructor Manual: Newman, Business Communication and Character, 12e, ©2027, 9798214052243; Chapter 01: Introduction to Business
Communication and Character
COMPLETE LIST OF CHAPTER ACTIVITIES AND
ASSESSMENTS
The following table organizes activities and assessments by objective, so that you can see how all this
content relates to objectives and make decisions about which content you would like to emphasize in your
class based on your objectives. For additional guidance, refer to the Teaching Online Guide.
Chapter Activity/Assessment PPT Slide(s) Duration
Objective
1-1—1-5 Icebreaker PPT Slide 2 < 10 min
1-1 Class Discussion Activity 1 PPT Slides 8–9 10–15 min
1-3 Class Discussion Activity 2 PPT Slides 22–23 10–15 min
1-4 Group Activity 1 PPT Slides 31–32 10–15 min
1-5 Group Activity 2 PPT Slides 40–41 5–10 min
1-5 Knowledge Check PPT Slide 42 < 5 min
[return to top]
KEY TERMS
Accountability: Taking responsibility.
Artificial Intelligence (AI): Technology systems that can perform tasks typically requiring human
intelligence, including generative AI that produces new content and large language models that generate
text.
Asynchronous communication: Messages that do not happen in real time—or at the same time; the
opposite is synchronous.
Audience analysis: A critical step in communication for the writer to understand what the audience
needs and how they may react to a message.
Authenticity: Living as your genuine self.
CAM Communication Model: A three-step communication planning framework consisting of
Character Check, Audience Analysis, and Message and Medium selection.
Cascading communication: Conveying information from the top of the organization down to each
level in sequence.
Character: The sum of who you are as a person; your ideas, what you value, and how you engage with
those around you.
Communication: The process of sending and receiving messages.
Communication barriers: Verbal and nonverbal impediments to an audience receiving a message as
we intend.
© 2027 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a 3
publicly accessible website, in whole or in part.
, Instructor Manual: Newman, Business Communication and Character, 12e, ©2027, 9798214052243; Chapter 01: Introduction to Business
Communication and Character
Communication need: The reason for communicating in organizations—what starts the process.
Compassion: Caring for others and for yourself; noticing and acting to relieve someone’s suffering.
Connotation: The subjective or emotional feeling associated with a word.
Courage: Standing up for principles despite the risks.
Cross-functional communication: Lateral, or horizonal, communication to another division or
department.
Culturally adaptive prompting: Modifying prompts to incorporate different cultural contexts, for
example, adjusting tone or asking AI to consider multiple belief systems.
Denotation: The literal, dictionary meaning of a word.
Distracting noise: Competing demands on attention, such as too much schoolwork or a messy
workspace.
Downward communication: The flow of information from managers to their employees.
Emotional intelligence (or EQ—Emotional quotient): Recognizing, understanding, and
managing feelings.
Environmental noise: Competing demands on attention, such as construction, an uncomfortable
chair, or a family member during a Zoom call.
Ethics: Moral principles that go beyond legal rules to guide how to act.
Filter: Perception based on one’s knowledge, experience, and viewpoints.
Formal communication network: The transmission of information through downward, upward,
and lateral paths within an organization.
Generative AI (GenAI): Systems that create new content—for example, video, audio, text, images,
code—based on patterns from existing content.
Humility: Seeing and handling our own and others’ limitations; being willing to learn.
Individual Ethics: Ethics defined by a person, which are based on family values, heritage, personal
experience, and other factors.
Informal communication network (or grapevine): The flow of information through
nonofficial channels within the organization.
Integrity: Acting consistently with your own and with societal values.
Large Language Models (LLMs): A subset of GenAI, systems that generate text by learning
patterns from existing sources of written language.
Lateral communication (or horizontal communication): The flow of information among
peers within an organization.
Lean media: Communication methods that are static, or one-way, and provide few or no social cues.
Medium: How a message is transmitted (e.g., email, video).
© 2027 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a 4
publicly accessible website, in whole or in part.
