What is Professional Communication? | Marketing | Scoop.it

With the advent of the information revolution at the turn of the century, the concept of professional communication has been repeatedly redefined to accommodate the new trends, methods and changes that communication in the corporate world has witnessed. Generally, it has to do with the effective transmission of information over various channels, using various mediums and means. It could be oral, written, visual, nonverbal, digital, web-based, etc. Channels can be air waves, pages of a book, newspapers, Sign Language or more recently computers, smartphones and tablets.


With this revolutionary evolution of technology-driven communication, students often find themselves lacking professional communication skills. Therefore, a high demand for qualified professionals in the workplace makes it necessary to acquire and master professional communication skills. Effective communication skills (be they written, spoken or digital) are vital to all organizations.


In today’s highly technologically oriented world, people have begun to communicate in new ways, which include, inter alia, telephones, cell-telephones, smartphones, handheld electronic devices, tablets, email, video conferencing, instant messaging or text messaging. With the growth of the popularity of these new ways, both senders and receivers have to learn how to interpret messages over new mediums and learn to use technology effectively. However, while technology can provide faster and more efficient transmission, it may be the cause of misinterpretation/misunderstanding by the receiver, or can result in the loss of information in the event of a failed delivery.

The definition of communication will continue to change as long as technology continues to evolve, but it will still be necessary to grasp the elements that make up communication in order to understand communication as a whole.


Businesses with communication professionals are more likely to have sophisticated perspectives on society, culture, science and technology. Professional communication is based on different fields in science, psychology, philosophy, sociology and linguistics. Many of the theories in professional communication are derived from traditional communication, technical writing, rhetorical theory and ethics.


Professional communication is vital in all business aspects, and enables us to communicate at higher intellectual levels. Without professional communication  progress would be insufficient and sluggish.


Course Description:

Pre-requisite: COM 1301


The course presents basic theories and strategies of communication as they relate to professional work contexts such as: interpersonal communication, professional presentations, organization of groups and meetings, and conducting interviews. Students will practice these skills through presentations and role plays.They will also learn to compose basic forms of communication essential for the professional environment.


The objective of this course is to introduce students to the world of communicationS in a global context and equip them with the communication skills necessary to operate effectively within the corporate world in order to highlight their strengths and promote their potential in an increasingly competitive market. The textbook used is the 3rd Edition of Goodall et al.'s  Business and Professional Communication in the Global Workplace. The book "provides a strong theoretical foundation of organizational communication for the business and professional communication course. Featuring coverage of the most up-to-date skill set available, the book considers the rapid changes in professional communication due to the global economy, advances in information technology, and an increasingly diverse workforce. The authors' engaging narrative style, the unique CCCD model (Choosing, Creating, Coordinating, and Delivering) for building presentation competencies, and an integrated companion website combine to provide today's definitive resource on professional communications" (www.cengage.com).


The CCCD system:

Choose (a communication goal and strategy),

Create (the message),

Coordinate (with other people), and

Deliver (the message).


Whether the task is an interview, an informative presentation, or a persuasive presentation, students use the CCCD model to prepare for, and improve upon, their performance. A focus on information technologies underscores how tools such as email, cross-company networking, the Internet, PowerPoint®, and the telephone intersect with everyday interpersonal, group, team, and presentational business contexts.

Via Abderrahim Agnaou