Where do you want a bachelor’s degree to take you? For many, an undergraduate degree is a stepping stone to professional life. Ideally, you want the expertise you’ve developed during your degree program to translate to professional opportunities in high-growth fields in which you can excel after graduation. In this regard, a degree in communication has some considerable advantages.
A communication degree program is designed to help you develop many broadly applicable skills, not only in written and spoken communication, but also in areas including:
According to a study cited in Forbes, 92% of business executives believed that “soft” skills were just as crucial as specialized job skills for job candidates, and 89% of executives said that finding these traits in potential hires was a challenge. Data from the U.S. Department of Labor also backs up the demand for such skills among employers.
This demand can translate directly to career options for candidates with the right education credentials and broadly applicable skills.
Let’s examine some possible careers you can pursue with a degree in communication and highlight where the most robust job growth and premium salaries might be. All statistics and education requirements are drawn from published U.S. Bureau of Labor Statistics (BLS) projections for the years 2020 through 2030.
Public Relations and/or Fundraising Manager
Manage public image and/or help raise awareness and funds for an organization.
Median annual pay: $118,430
Growth rate: 13% (faster than average)
Minimum education credential needed: Bachelor’s degree
Advertising, Promotions, or Marketing Manager
Generate interest in and demand for a company’s products and services.
Median annual pay: $141,490
Growth rate: 10% (steady)
Minimum education credential needed: Bachelor’s degree
Coordinate all elements of corporate events and conventions.
Median annual pay: $51,560
Growth rate: 18% (much faster than average)
Minimum education credential needed: Bachelor’s degree
Supervise duties such as hiring, compensation, and benefit enrollment for an organization.
Median annual pay: $121,220 per year
Growth rate: 9% (steady)
Minimum education credential needed: Bachelor’s degree
Help an organization maintain a strong, favorable public image.
Median annual pay: $62,810 per year
Growth rate: 11% (faster than average)
Minimum education credential needed: Bachelor’s degree
Reporter, Correspondent, or Broadcast News Analyst
Research, gather, and convey information about important current events and topics of interest.
Median annual pay: $49,300 per year
Growth rate: 6% (steady)
Minimum education credential needed: Bachelor’s degree
Choose a bachelor’s degree that can give you a wide range of career options! UT Permian Basin’s 100% online Bachelor of Arts in Communication program offers a comprehensive exploration of the subdisciplines of communication, including public relations, public speaking, advertising, political communication, and interpersonal communication. As you complete your degree, you’ll hone written and verbal communication skills that will be invaluable to you throughout your career and beyond.
Our program provides a broad range of elective courses and general education courses that enable you to gear your studies toward the areas that interest you most. What’s more, you can customize your degree with a specialized communication track that can lead to an even wider selection of career options. Choose from tracks in:
Our BA in communication program is presented in a 100% online, asynchronous format with no campus visits required. This flexible structure empowers you to finish your degree at your own pace and from practically any location of your choosing. With our online program, you don’t need to live in Texas—or even in the United States—nor do you have to choose between earning a degree and continuing to live your life. Once enrolled, you’ll quickly discover that our program allows you to maintain your existing professional and personal commitments.
Quality is also a hallmark of our online program. As a student, you’ll be taught the same curriculum featured in our campus-based program from the very same acclaimed faculty who teach the classes here at the UT Permian Basin campus.
Earn the degree that gives you countless possibilities for a rewarding career and more enriching life. Apply now to our online Bachelor of Arts in Communication program.
Sources:
https://www.indeed.com/career-advice/finding-a-job/top-communications-degree-jobs
“Rhetoric may be defined as the faculty of observing in any given case the available means of persuasion. This is not a function of any other art.” – Aristotle
Plato excelled in it, as did Socrates and Aristotle. And as lofty as it may seem, you too can count yourself as a “rhetor”—one who has mastered rhetoric—or, at the very least, sharpen your current rhetorical skills. We’ll explain how below, but let’s first examine the meaning of rhetoric.
Rhetoric isn’t just an ancient Greek concept; it’s a skill you likely use every day. Whether you’re making a case in a meeting, writing a persuasive email, or explaining an idea to a friend, you’re using rhetoric. But what exactly does this term mean, and how can understanding it make you a better communicator? Let’s break it down.
What began as a discipline centered around public speaking (often as part of political discourse) has taken on a broader definition: a way of communicating in written or verbal form that’s convincing to the audience.
At its core, rhetoric is the art of persuasion—the ability to identify what will convince a particular audience and how to deliver that message effectively.
The origins of rhetoric date back to ancient Greece, where it was considered a foundational part of education. Major philosophers like Aristotle, Plato, and Cicero formalized rhetorical theory, breaking it into key elements such as:
These principles still guide persuasive communication today, from courtroom arguments to TED Talks.
The connotation of rhetoric has changed over time and today is often negative. Someone who is “all talk and no substance” is said to be full of rhetoric. However, in the modern educational context, rhetoric is an important discipline.
While once tied closely to political speeches and legal debates, rhetoric now spans all forms of communication, from advertising and social media to academic writing and activism. Its scope has expanded, but its goal remains the same: influence, clarity, and connection.
Rhetorical skills are important to our professional and personal lives, and everyone can benefit from improving theirs. Whether you’re presenting a business idea, negotiating a raise, or writing a compelling cover letter, rhetorical techniques can help you:
In short, rhetoric gives you the tools to make your voice heard and understood.
Unfortunately, “rhetoric” often gets a bad rap. Many people associate it with empty words or political spin. But effective rhetoric isn’t about manipulation; it’s about clarity, intention, and persuasion with integrity.
According to the Stanford Encyclopedia of Philosophy, rhetoric is “the art of using language to inform, persuade, or motivate audiences.” Many would say that’s a skill worth growing, not avoiding.
Curious about how rhetoric works or why it matters? Here are quick answers to some of the most common questions about this powerful communication tool.
Join history’s great philosophers—and today’s most successful professionals—in being an exceptional communicator. The University of Texas Permian Basin’s 100% online Bachelor of Arts in Communication program can provide you with a firm, thorough foundation in rhetoric through courses like:
These courses are part of a robust curriculum that also delves into public speaking, media, research methods, and interpersonal communication. Through the study of these topics—and a broad spectrum of communication electives and general education subjects—you’ll develop expertise that can help you in any profession you choose to pursue.
Our BA in communication helps you develop strong written and verbal communication skills, as well as critical thinking and research skills, all of which are among the top talents sought by employers today.
Studies published by Forbes reveal that more than 90% of business leaders surveyed said that “soft skills” like communication are as important as hard skills when seeking candidates for employment. Further, about the same number of business leaders stated that identifying job candidates that possess these skills was challenging. The U.S. Department of Labor concurs that business leaders are actively seeking these skills among potential hires.
Our communication bachelor’s degree program is delivered in a 100% online, asynchronous format that gives you the flexibility to complete your coursework on your own schedule. From just about anywhere in the world, you can enjoy access to a quality education from UT Permian Basin: All you need is internet access and a compatible device. Your classes will feature the same curriculum taught by the distinguished faculty who teach at the UTPB campus, and most classes are just eight weeks long.
Learn the indispensable art of rhetoric as you hone your broader communication expertise through our online BA in communication program!
Sources:
https://www.britannica.com/topic/rhetoric
https://dictionary.cambridge.org/us/dictionary/english/rhetoric
Other articles you may be interested in:
AI is now an inseparable part of our classrooms, homes, and offices. Capable of performing trillions of calculations in a second, AI-powered machines dredge the depths of the internet to find and convey information in any style, language, or difficulty level. But don’t worry, AI is only here to lend a hand. At least, that’s…
Picture this: A TV meteorologist warns about a brewing hurricane, the storm’s cone of uncertainty and spaghetti models streaking all over the screen. As you quietly regret moving to the coast and plan for gas, water and higher ground, you hear the harried meteorologist explain which hurricane category will destroy your home—and which will wash…
If you asked a coworker, “What did you think of the meeting?”, a female colleague’s response might come across differently than a male colleague, even if they convey the same meaning. Your female coworker might say, “I think the meeting went well, and it seemed like everyone had a chance to share their thoughts. What…
Consider the many forms of media a person engages with on a daily basis. Within the span of a few moments, one might receive an urgent email, hear a Billboard-topping song on the radio, and respond to a text message composed of nothing but emojis.
Media defines communication and can deliver messages through any number of channels, including text messaging, social media, and, more recently, video conferencing. For better or worse, media is altering our interactions and perceptions of the world around us. Join us as we explore media’s effect on communication.
The unprecedented number of employees shifting to remote work in the wake of the COVID-19 pandemic has necessitated cloud-based video conferencing that allows teams to collaborate from the comfort and safety of their homes. Professionals working from home are likely all too familiar with one of the more popular video platforms, such as Zoom, Skype, or Microsoft Teams. Don’t get us wrong — these platforms are incredible tools allowing professionals to collaborate with team members they may have never met before, but are they a substitute for in-person interactions?
Not according to The New York Times. They report that disruptions during video conferences such as blurring, jerkiness, and out-of-sync audio can lead to feelings of anxiety, isolation, and — the scourge of college students — burnout. Over time, the strain of making sense of chaos takes its toll. Humans are attuned to reading facial expressions, especially the minute muscle contractions that allow us to pick up on emotions. Communicating through video conferencing alters our perceptions, preventing us from engaging in facial mimicry and empathizing with others. The self-consciousness that can often arise during video calls can also distract from key communication signals, as we tend to spend more time staring at ourselves than anyone on the call.
Texting has become the gold standard of communication, as text message chimes have become an overwhelming substitute for anxiety-inducing telephone rings. It’s easy to see why. A single-word text can sometimes effortlessly convey a message. Imagine the sheer number of text conversations that have been punctuated with just an “lol.”
Text messages could be doing more harm than good, however. Reducing interactions to a few choice words on a screen can lead to misunderstandings and curtailed conversations. Engaging in a text conversation doesn’t require us to make eye contact or consider another person’s thoughts and feelings. Essentially, texting is lazy. Writing a letter, sending an email, making a phone call, or meeting someone all require far more effort, and when communication demands little to no effort, relationships can suffer.
This isn’t to say that texting isn’t convenient or that it’s somehow killing language. Research has shown that texting can improve children’s phonological awareness and reading skills. However, consideration should be given to how we communicate with people outside of a string of text messages. Notifying someone you’re late via text, though considerate, could come off as rude if you don’t bring it up in conversation.
Emojis and emoticons are visual forms of communication that have spread to our text messages, emails, and social media posts, which only makes sense: Images are a universal language. By referencing the intended emotion conveyed by a message, emojis and emoticons allow people to provide nuance to their communication that is normally lost outside of face-to-face interactions.
Emojis and emoticons are not without their drawbacks, however. They can carry different connotations across cultures, and like text messages, they can fail to convey a message’s intended meaning. Not to worry, though. A confusing string of emojis won’t lead to any serious consequences — that is, unless it’s seen by an attorney. A review of American and European legal cases found that emojis are considered “the first step in non-verbal digital literacy with potential evidentiary legitimacy to humanize and give contour to interpersonal communications.” This is further proof that media, regardless of the form it takes, has an incredible impact on how we interact with one another.
The vast majority of Americans have adopted social media, with about 72% of U.S. adults using online platforms like Facebook, Twitter, Instagram, and YouTube. Grabbing our phones and scrolling through feeds has become a part of our daily routine. Uploading a picture or liking a post is a way to engage with our community and reach friends and family, regardless of their physical distance.
There’s a prevailing concern that social media leads to social displacement: the idea that time spent online takes away from time spent socializing. A study on social media habits, however, found that participants spent the same amount of time socializing whether or not they abstained from social media. We tend to interact with our loved ones through many modalities, including the forms of media mentioned above. There are certainly reasons to be concerned about social media, not the least of which is lack of privacy, but it has yet to stop us from communicating.
Far more than a momentary distraction, the many forms of media that surround us are changing the way we perceive and interact with one another. Professionals who are able to communicate and collaborate across media platforms are invaluable in practically any industry, which is why The University of Texas Permian Basin offers an online Bachelor of Arts in Communication.
Our online BA in communication program takes an in-depth look at the theories of communication and how they can be applied in everyday life, especially in professional settings where success often hinges on effective messaging. Through its exploration of crisis, interpersonal, and oral communication, our program can prepare you for numerous positions associated with communication, such as public relations professional, social media manager, or media specialist. Thanks to our program’s entirely online and asynchronous format, you can continue working in your current position while pursuing your degree. Join our online program to develop the knowledge and skills needed to navigate challenging workplace situations and facilitate workplace harmony.
Ready to become a UT Permian Basin Falcon? Apply now to our online BA in communication program to accelerate your career and become a more effective communicator.
Sources:
https://www.nbcnews.com/think/opinion/texting-really-ruining-personal-relationships-ncna1097461
https://www.cbc.ca/news/science/emojis-forever-pringle-1.4577456
https://www.apa.org/members/content/social-media-research
How an organization communicates during a crisis can significantly impact its reputation. In some cases, it can even determine whether the organization survives the fallout. That’s why crisis communication strategies are so important; they’re the methods organizations use to communicate clearly, quickly, and empathetically during challenging situations.
Take Airbnb’s reaction to the COVID-19 pandemic, for instance. When the start of the pandemic seemingly shut down the world (including everyone’s vacation and travel plans), Airbnb lost around 80% of its bookings.
However, thanks to maintaining open lines of communication and showing empathy to all stakeholders involved, the company wrote its own narrative. This effectively saved Airbnb from going under while also garnering renewed loyalty and respect from hosts and travelers alike.
In this article, we’ll use Airbnb’s example to explain three of the most effective ways to handle crisis communication: social media, press conferences, and empathy.
Social media is often the fastest and easiest way for organizations to respond during a crisis. It gives them a chance to:
In 2020, as Airbnb’s bookings rapidly declined amid the uncertainty of the COVID-19 pandemic, the company used digital platforms to deliver fast, empathetic messaging. This helped the public understand what was happening and why. The use of social media also made it clear that Airbnb wasn’t hiding from the problem.
Here are a few ways Airbnb used social media effectively:
Platforms like X (formerly Twitter) and Facebook allow companies to respond quickly. In a fast-moving situation, that speed matters—especially when people are looking for answers.
As hosts began losing bookings and guests wondered whether they’d be eligible for refunds, Airbnb shared updates on its evolving policies. This gave all stakeholders peace of mind and showed that Airbnb had a plan in place—instilling confidence in how the company was handling the situation.
Tone can make or break a message, and CEO Brian Chesky’s communication leaned toward comfort and honesty. With a human, empathetic tone, his letters and emails openly expressed regret for the pain caused by mass cancellations—even while explaining why they were necessary.
Social media gives organizations the chance to respond to questions and clarify concerns in real time. With both hosts and guests worried about losing money, Airbnb announced it would spend $250 million to partially reimburse hosts for canceled bookings. That strategy was shared across social media, blog posts, and through Chesky himself—keeping the messaging consistent and personal.
For more serious or complex situations, like impending host refunds and companywide layoffs, Airbnb needed to communicate directly and clearly to everyone affected. CEO Brian Chesky did just that.
Here are a few ways he effectively used virtual press-style communication during a time when in-person meetings weren’t possible:
When times were hard, Chesky made the difficult decision to let 25% of his company go. But he didn’t do so quietly or impersonally. Rather, he sent open letters to employees, letting them know the why behind the what and making sure to outline how the company would support them both financially and emotionally.
Seeing a CEO like Chesky address the issue head-on in a public statement, rather than hiding behind a stale press release, helped the message feel more sincere. It also showed that the company was taking the matter seriously.
In the midst of COVID-19, Chesky wasn’t able to host in-person press conferences, but he gave the public the next best thing: virtual briefings. He invited questions and shared regular video messages to clarify policy changes and the company’s latest strategies.
He also appeared on podcasts, news broadcasts, and livestreams to explain Airbnb’s decisions in real time, making space for transparency and public dialogue when it mattered most.
What tied Airbnb’s crisis communication together wasn’t just speed or transparency: It was heart. Across social media, blog posts, and executive statements, the company communicated with real emotional intelligence.
CEO Brian Chesky summed it up best in the closing lines of one of his open letters:
“Our mission is not merely about travel. When we started Airbnb, our original tagline was, ‘Travel like a human.’ The human part was always more important than the travel part. What we are about is belonging, and at the center of belonging is love.”
That mindset shaped how Airbnb handled the pandemic: with compassion for employees, understanding toward guests, and meaningful support for hosts. It’s a reminder that when a company leads with kindness, people remember not just what happened but how they were treated.
Crisis communication isn’t just about damage control. It’s a valuable professional skill that can make a real difference across industries. If you want to sharpen your communication skills and learn how to respond with clarity and confidence, consider the online Bachelor of Arts in Communication from The University of Texas Permian Basin.
Courses are asynchronous and delivered in eight-week sessions, so you can work at your own pace. With six start dates a year, it’s easy to find a time that fits your schedule.
Your future starts today. Explore the program, and when you’re ready, reach out for more information or fill out an application.
Sources:
https://finance.yahoo.com/news/airbnb-lost-80-business-march-105004047.html
https://community.withairbnb.com/t5/Community-cafe/Key-takeaways-from-CEO-Brian-Chesky-s-message-to-our-hosts/m-p/1272203
https://www.prnewsonline.com/airbnb-ceo-delivers-empathetic-transparent-message-regarding-layoffs
AI is now an inseparable part of our classrooms, homes, and offices. Capable of performing trillions of calculations in a second, AI-powered machines dredge the depths of the internet to find and convey information in any style, language, or difficulty level. But don’t worry, AI is only here to lend a hand. At least, that’s…
Picture this: A TV meteorologist warns about a brewing hurricane, the storm’s cone of uncertainty and spaghetti models streaking all over the screen. As you quietly regret moving to the coast and plan for gas, water and higher ground, you hear the harried meteorologist explain which hurricane category will destroy your home—and which will wash…
If you asked a coworker, “What did you think of the meeting?”, a female colleague’s response might come across differently than a male colleague, even if they convey the same meaning. Your female coworker might say, “I think the meeting went well, and it seemed like everyone had a chance to share their thoughts. What…
As someone who’s been talking to people since they were a toddler, communication may like a simple concept at first glance. But it’s worth a deeper look, especially if you’re thinking about studying it. First, understanding what communication really entails helps you see how important it is to our daily lives. Second, communication isn’t limited to just talking or writing. It’s a dynamic field that touches everything from human interaction to technology to business strategy.
Whether you’re watching a show, sending a text, or giving a presentation, you’re engaging in communication. And when you study the art and science behind it, you unlock powerful tools that can propel you in any career.What Is Communication and Why Is It Important?
At its core, communication is the process of sending and receiving messages. This exchange of information helps us express ideas, solve problems, and build relationships. Without effective communication, even the best ideas can get lost in translation.
At the fundamental level, communication is getting some kind of message across to others. This can be achieved in a variety of ways:
Communication is also technology. Phones that we use to speak with and send text messages to one another. Computers that we use to send emails, view videos, and research university articles. Radios that keep us company while we’re driving from place to place. Televisions that show us original scripted programming, sports, and advertisements—often all at the same time.
Communication is also a career. From writers who create the content for all of that technology to the people who disseminate that content via the web or other media, and their colleagues, all have careers in communication. Even in roles outside of specific communication fields, good communication skills will play a vital role in your professional success.
Wanted: Hermit. No prior experience necessary. Competitive salary. Apply today. No phone calls, please.
When was the last time you saw a job listing like this? The truth is, no matter what career you pursue, whether you want to be a mathematician or a master chef, communication with other people will be a fundamental part of your job.
You don’t have to be a journalist to need solid written and verbal communication skills. Having a firm foundation in communication means that you can translate critical-thinking, research, and interpersonal skills to professional advancement in any career.
An online job search in nearly any field will yield a consistent result: employers seeking candidates with strong communication skills. Unfortunately, they’re not always finding what they’re looking for.
In a recent job outlook survey by the National Association of Colleges and Employers, 77.5% of respondents said written communication skills were a vital attribute on a resume and 69.6% of respondents said the same of verbal communication skills. Among the most valued competencies, employers ranked oral/written communications “essential.”
EducationWeek.com reported that 80% of executives and 90% of hiring managers responding to a survey placed strong speaking skills at the top of a list of 15 skills important in a new hire. This put oral communication above teamwork, decision-making, critical thinking, and other core skills.
In an article for Forbes, Blake Morgan asserts that every employee at a business should have communication training as part of their overall company training. According to Morgan, “everyone can learn from communications training, even someone who has been through it multiple times,” employees get more enjoyment out of their jobs, and employees and companies both perform better when intraorganizational communication is strong.Is There a Communication Skills Shortage?
For all the importance that communication has in the working world, many employers aren’t finding candidates with these skills. Monster.com reports that employers are “desperate to find” communication skills among their job candidates. And according to the EducationWeek.com survey mentioned above, “companies say they have a hard time finding candidates with the skills they want the most.” While 8 in 10 executives acknowledged the importance of oral communication skills in that survey, only 40% of them said that certain candidates were ready to take on duties for which those skills are a necessity.
These gaps in important career skills create employment opportunities for those who possess them, particularly those with a formal education in communication on their resumes.
The University of Texas Permian Basin can help you develop skills that are in demand among today’s employers with our online Bachelor of Arts in Communication program. As a student in our program, you’ll learn written and verbal communication skills, as well as critical-thinking and research skills—all of which can benefit you in any role or industry.
Our BA in communication program is presented in a 100% online, asynchronous format that enables you to complete a career-enhancing degree at your own pace, from practically any location. All you need is internet access and a compatible device, and you’ll be able to complete the program while maintaining your personal and professional responsibilities. All of our classes are taught by the same acclaimed faculty who teach them on campus, and most classes last just eight weeks.
Earn a bachelor’s degree in communication from UT Permian Basin and put yourself ahead of the competition.
“Yes, it is a risk—especially during a health crisis—to assume that the information offered by your friends and family is always accurate.” – ABC News The COVID-19 pandemic monumentally altered the way we see health crises, interact with one another, and live our daily lives. In healthcare, good communication is key to preventing misunderstandings and…
Crisis scenarios like these happen more often than you think: A customer gets sick or injured using your product or service. A company official makes an embarrassing public remark. A data breach exposes sensitive customer information. These types of incidents can cast an entire organization in a negative light. When crises occur, it’s important…
Most of today’s employers are looking for a particular set of skills in job candidates, and certain college degrees are better oriented toward helping you develop them than others. You’ve probably heard of “soft skills,” but what are they? Verbal and written communication, teamwork, critical thinking, and problem-solving are the among the most important skills,…
Crisis scenarios like these happen more often than you think: A customer gets sick or injured using your product or service. A company official makes an embarrassing public remark. A data breach exposes sensitive customer information.
These types of incidents can cast an entire organization in a negative light. When crises occur, it’s important that an organization respond quickly and appropriately, as failing to do so can lead to lasting financial and legal problems.
Response is where crisis communication comes in. In short, this means getting your side of the story out to the public, acknowledging mistakes were made, and providing specifics about what you’re going to do to correct them and prevent future occurrences.
You can learn how to respond to a variety of crises in The University of Texas Permian Basin’s online Bachelor of Arts in Communication program, which offers a dedicated crisis communication course. With the knowledge you’ll gain, you can help any organization avoid PR nightmares like those below.
A 24-hour news cycle and minute-by-minute social media updates have made the circulation of videos, pictures, and stories fast and unforgiving. Bad news generally gathers the most attention and spreads quickly.
Below are some examples of high-profile crises and how the parties involved handled them.
Aircraft manufacturer Boeing experienced a crisis when two of its 737 Max planes crashed under similar circumstances, killing hundreds of people. In both cases, the planes automatically went into nosedives, and the pilots were unable to retake control.
In response, Boeing’s CEO at the time, Dennis Muilenburg, stated that such problems could be avoided in the future through pilot training, seemingly implying that the pilots were at fault for the accidents.The true culprit turned out to be a faulty sensor, a problem which had already been reported to the FAA hundreds of times but went unaddressed.
After that came to light, all 737 Max planes were grounded and given technical upgrades. Boeing also renamed the aircraft the 737-8, since the public had come to associate the 737 Max with deadly accidents. Still, many airlines cancelled their orders with Boeing for the model. The company’s stock took a major hit as well, and CEO Muilenburg was ultimately fired.
In 2017, a passenger on a sold out United Express flight out of Chicago O’Hare International Airport was asked to deboard the plane. The reason? To accommodate airline employees who needed to reach Louisville—the flight’s destination—to work on another flight.
The passenger refused to give up his seat and was eventually dragged off the plane by law enforcement. He soon managed to reboard the plane, blood streaming down his face, before collapsing and being taken off on a stretcher. Many passengers filmed the incident on their cell phones.
United Airlines’ now-former CEO Oscar Munoz initially made light of the incident, stating that the airline had had to “re-accommodate” some passengers. That response angered the public, but Munoz insisted employees had acted appropriately and that the passenger had been “disruptive.”
Two days later, Munoz called the incident “horrific” and took responsibility for it. PR specialists at the time said he should’ve immediately issued an unconditional apology. Ironically, Munoz had been named U.S. Communicator of the Year by PRWeek just one month prior.
Not all public relations nightmares involve harm to actual people, fortunately. One prominent example involved the death of a beloved fictional character. In 2018, Jack Pearson, a character on the popular TV program This Is Us, died in a fire as the result of a malfunctioning Crock-Pot. Fans of the show were incensed and took to social media to announce they were going to throw out their Crock-Pots for their own safety.
To its credit, Rival, the manufacturer of Crock-Pots, also took to social media to state that they loved Jack and asked that the public not add to their “heartbreak” by no longer using the product, which had been tested for generations. Rival also reassured the public that such an incident had never occurred with their product and that its design made an occurrence “nearly impossible.” The company was widely praised for its response.
If you’re part of a communications team for a large organization, particularly a corporate entity, or you represent one as part of a PR firm, it’s important to be able to manage crises, especially when so much is at stake—the company’s reputation, financial standing, and long-term viability.
A crisis communication plan can help you prepare to handle any number of public challenges. Drafting a plan involves drawing up a comprehensive set of potential crises and determining how your organization will respond to them. You must be able to react quickly and appropriately in such circumstances. Often, as we saw in the United Airlines example, an organization’s initial reaction to a crisis can actually deepen its woes.
Crisis communication requires an organization to be able to answer many questions, all of which may be explored in a crisis communication course:
UT Permian Basin offers a 3-credit crisis communication course as an elective within our online Bachelor of Arts in Communication program. As our catalog indicates, COMM 3342 Crisis Communication “provides study and practice of communication strategies involved in preparing for and responding to crises. While a wide range of crises are considered, the course pays particular attention to corporate crises.”
We consider Crisis Communication to be an integral part of our online BA in communication program, which delves into a varied array of critical types of communication, helping you develop in-demand skills that are useful in many fields.
Today’s employers consistently name communication as one of the primary skills they seek in new hires. Our BA in communication program places an emphasis on written and spoken communication and provides a comprehensive foundation in this multifaceted field, from its ancient origins to present-day communication media.
Our program is 100% online with asynchronous class sessions, enabling you to complete your coursework anywhere on your own schedule. Courses are eight weeks long, and you can begin the program at any of six start dates per year.
Learn how to be a leader in times of corporate crisis with crisis communication training. Explore our online BA in communication program now.
Sources:
https://www.cnn.com/2019/04/30/politics/boeing-sensor-737-max-faa/index.htm
https://www.cnn.com/2019/12/24/business/boeing-dennis-muilenburg-mistakes/index.html
https://www.theguardian.com/business/2020/aug/20/boeing-737-max-plane-new-name-poland-enter-air
https://instituteforpr.org/crisis-management-and-communications
“Yes, it is a risk—especially during a health crisis—to assume that the information offered by your friends and family is always accurate.” – ABC News The COVID-19 pandemic monumentally altered the way we see health crises, interact with one another, and live our daily lives. In healthcare, good communication is key to preventing misunderstandings and…
“Rhetoric may be defined as the faculty of observing in any given case the available means of persuasion. This is not a function of any other art.” – Aristotle Plato excelled in it, as did Socrates and Aristotle. And as lofty as it may seem, you too can count yourself as a “rhetor”—one who has…
Nonverbal communication can make or break a relationship. A single glance can spark an argument, while a simple touch on the shoulder can mend wounded pride. And sometimes, the sting of words is easier to bear than the weight of crushing silence. There’s power in what goes unspoken. We’re here to look at the influence…
We’ve all heard that 90% of communication is nonverbal, but is there any truth to this adage? When someone reads a transcript of a politician’s impassioned speech, are they really missing out on the majority of the message? While the audience may get the essence of what’s being said, there will always be something lost in translation when nonverbal communication isn’t conveyed. Conversely, nonverbal communication can shed light on the hidden truth within a message.
Information is no longer limited to print. It’s delivered through social media, television, blogs, and other channels of communication. Professionals interested in a communications career have to concern themselves with not only what’s being said but how it’s said. Let’s take a look at how much of communication is nonverbal and how professionals with a Bachelor of Arts in Communication can use nonverbal signals to better their personal and professional lives.
The 90% figure wasn’t plucked out of thin air. It was Albert Mehrabian, a researcher of body language, who first broke down the components of a face-to-face conversation. He found that communication is 55% nonverbal, 38% vocal, and 7% words only. This is where the idea that the vast majority of communication is nonverbal originated, but does this really mean that less than 10% of information is conveyed in spoken words?
It turns out that the above formula was developed with a specific purpose in mind: comparing facial and vocal components to decipher a person’s attitude. According to Mehrabian, “When there are inconsistencies between attitudes communicated verbally and posturally, the postural component should dominate in determining the total attitude that is inferred.” Is 90% of communication nonverbal? No, information is conveyed verbally, but in a face-to-face conversation, body language and facial expressions can have an incredible impact on how information is interpreted.
In “The Definitive Book of Body Language,” Allan and Barbara Pease analyzed thousands of recorded sales negotiations from the 1970s and 1980s and found that body language accounted for the majority of the impact made negotiating. They also considered how the person with the strongest argument usually wins in negotiations over the phone but not always in face-to-face conversations. Although the idea that 90% of communication is nonverbal can be put to rest, a person’s body language and our first impression of them can heavily influence our decision-making.
Now that we know that we know the important role nonverbal signals play in communication, how can we use body language and tone to communicate more effectively? Perhaps more importantly, how can we prevent nonverbal forms of communication from falsely influencing our perceptions of others?
If you’re interested in a communications career, you’ll come to learn the true value of a first impression. Allan and Barbara Pease also assert that when we meet people for the first time, we make snap judgments about their friendliness, assertiveness, and appearance. Without a single word being spoken, without even realizing it, people use nonverbal communication to size people up.
According to the 55/38/7 formula, nearly 40% of a person’s attitude is conveyed vocally through tone and inflection, so try to ensure that your tone matches whatever message you’re trying to convey. You can also try speaking in a deeper voice. Research has shown that people who speak with a low-pitched voice are rated more authoritative and competent than those who speak with a higher pitch.
Although people are rarely conscious of their body language and facial expressions, there are a couple of behaviors a person can tweak to improve their communication skills. For instance, research has shown that it takes conscious effort for a person to frown when looking at someone smiling—a smile is literally infectious. Research also shows that both men and women are more attracted to people who make eye contact and smile more often. A smile and just the right amount of eye contact can help you effectively convey information during first impressions and long after.
Hand gestures can not only express your thoughts but also convey your enthusiasm and passion for a topic. According to body language expert Dr. Carol Kinsey Goman, “Gesturing can help people form clearer thoughts, speak in tighter sentences and use more declarative language.” As with tone, try to ensure that your hand gestures match what you’re saying, otherwise people will notice the mismatch and may be less likely to trust you.
Body language can also provide insight into a person’s emotional condition. For example, you likely already know that someone who crosses their arms is guarded or discontent even when they claim the contrary. Reading body language is like learning a second language and can help separate perception from reality.
According to Dr. Jeff Thompson, we can better decipher nonverbal signals by remembering the three C’s of nonverbal communication: context, clusters, and congruence. We’ve already covered congruence—comparing spoken words to body language and tone. Applying context means better understanding the setting. For example, knowing that someone has anxiety can explain why they appear tense during a fireworks display. Finally, using clusters means using not one but multiple expressions or movements to influence our interpretation of a person’s body language.
How much of communication is nonverbal? It may not be exactly 90%, but nonverbal communication—eye contact, smiling, hand gestures—heavily influences how people interpret and react to information. This is an important lesson to learn for anyone interested in a communications career, and it’s only the tip of the iceberg.
The University of Texas Permian Basin offers an online BA in communication program that teaches theories on communication with regard to human interactions, groups and organizations, intercultural interactions, and mass and social media. Whether you’re working toward a career in journalism, speechwriting, or social media, our online program can empower you with the skills needed to convey your message clearly and profoundly.
Learn more about UT Permian Basin’s online BA in communication program.
Sources:
https://www.nytimes.com/2006/09/24/books/chapters/0924-1st-peas.html
https://www.psychologytoday.com/us/blog/beyond-words/201109/is-nonverbal-communication-numbers-game
https://www.psychologytoday.com/us/blog/cutting-edge-leadership/201206/there-s-magic-in-your-smile
https://www.forbes.com/sites/ashleystahl/2017/09/13/5-body-language-tips-for-success/#295ea5246419
