KOB:
Chapter 1
, Chapter learning objectives
1. Explain the importance of establishing credibility for business communication
2. Describe how competence, caring, and character affect your credibility as a
communicator.
3. Define and explain business ethics, corporate values, and personal values
4. Explain the FAIR approach to ethical business communications.
Why does this matter?
Credibility
- Your reputation for being trustworthy
- The degree to which others believe or trust in you
Reflecting on corporate reputation
Corporate entities (SMEs to multinational) invest billions to develop and protect their
reputations. It is planned effort.
Reputation helps the in:
- Brand equity valuation
- Share price valuation
- Recruiting and keeping a top-notch work force
- Charging a premium price for G/S
- Buffer of goodwill in times of crisis
- NB: It is a tangible asset which is listed in annual reports
Working on your reputation
- How much time is needed to really change your credibility?
- How can you implement the principals of the three C’s and FAIR communication to
set and keep you on the right path for career and personal success?
The role of trust in the post-trust era
What should you do when communicating?
- Operate from a position of trust or credibility is one of the first things you should
consider as you communicate.
- Your goal should be to gain trust or credibility from colleagues, clients, customers,
and other contacts
- IN the Post Trust Era, the public views businesses as operating against the publics
best interest, and the majority of the employees view their leaders/ employees
sceptically
The Public
Chapter 1
, Chapter learning objectives
1. Explain the importance of establishing credibility for business communication
2. Describe how competence, caring, and character affect your credibility as a
communicator.
3. Define and explain business ethics, corporate values, and personal values
4. Explain the FAIR approach to ethical business communications.
Why does this matter?
Credibility
- Your reputation for being trustworthy
- The degree to which others believe or trust in you
Reflecting on corporate reputation
Corporate entities (SMEs to multinational) invest billions to develop and protect their
reputations. It is planned effort.
Reputation helps the in:
- Brand equity valuation
- Share price valuation
- Recruiting and keeping a top-notch work force
- Charging a premium price for G/S
- Buffer of goodwill in times of crisis
- NB: It is a tangible asset which is listed in annual reports
Working on your reputation
- How much time is needed to really change your credibility?
- How can you implement the principals of the three C’s and FAIR communication to
set and keep you on the right path for career and personal success?
The role of trust in the post-trust era
What should you do when communicating?
- Operate from a position of trust or credibility is one of the first things you should
consider as you communicate.
- Your goal should be to gain trust or credibility from colleagues, clients, customers,
and other contacts
- IN the Post Trust Era, the public views businesses as operating against the publics
best interest, and the majority of the employees view their leaders/ employees
sceptically
The Public
