Professional Communication History Project

Hannah Pait
ENC3250: Professional Writing
October 13, 2021
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Communication in itself is a part of human interaction. Every interaction

exchanged between persons is a form of communication. The core aspect of humanity

relies on the exchange between each other. That being said, the evolution of

communication and writing has developed in a multitude of different formats and

expressions. Professional communication and writing is no different.

The professional demeanor in which individuals communicate whether it be

orally or written emphasizes the environment and essence of the profession. Being able

to effectively navigate these professional writing and communication fields allows for

an individual to make themself known as a professional in that given space.

Professional writing and communication is made up of the standards, expectations, and

rituals made in a professional setting.

At USF the standard for expressing professional writing and communication is

the same. The University utilizes its own set of expectations for its students to be able to

effectively understand professional writing and communication. Students are expected

to employ their found use of professional communication for their specific needs for

their future professional lives.

At the University of South Florida, specifically in the Marketing department,

professional writing became a required course for its students in the 2012-2013 school

year.1 The University describes the types of writing that have been selected as learning

targets as they are often found in business and communication avenues. The students

are expected to learn the proper techniques and types of professional writing for their

1
University of South Florida. n.d. “Archives - Undergraduate Catalog.” USF
Academics. https://catalog.usf.edu/content.php?catoid=3&navoid=16.
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major to become effective communicators2. Over the years the course description for

professional writing has stayed fairly consistent. This shows that the University finds

that the description of the course is adequate to what is being taught each year. Because

the description is also relatively broad it allows for each specific class and professor to

shape the content into what is best fit for the students at that given point in time.

Professional writing is constantly changing and evolving. What was considered

professional writing and communication 20 years ago is different to what it was 10

years ago and that is different to what it is today. Furthermore, what is currently

considered professional writing will inevitably become dated.

Learning how to understand and adapt within one's environment is a vital skill

within professional writing and communication. Author James Carey of “A Cultural

Approach to Communication” describes there to be two views of communication,

transmission and ritual. He describes transmission view of communication as

“sending” information to others and is derived from a metaphor on geography.3 Ritual

view, however, is defined to be much older, or “archaic,” and demonstrates “possession

of a common faith.”4 Although it may seem that the transmission view of

communication is more commonly used, it is the ritual view of communication that

truly sets the standard for professional communication. The way in which people in the

workplace interact with each other sets the standards and practices within that

professional environment. From sending emails to giving a presentation, all the

2
University of South Florida. n.d. “Archives - Undergraduate Catalog.” USF
Academics. https://catalog.usf.edu/content.php?catoid=3&navoid=16.
3
Carey, James. 1989. “A Cultural Approach to Communication.” In Communication as
Culture: Essays on Media and Society, 13-36. Boston: Unwin Hyman, 15.
4
Carey, 18
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communication that goes on within the professional space is a result of ritual view of

communication.

When discussing these multifaceted elements of professional communication,

specifically at the University of South Florida, it is essential to look within to better

understand its standards. In order to find out more about professional communication

in USF’s marketing department, I reached out to USF's director of the school of

Marketing, Dr. Douglas Hughes.

I asked Dr. Hughes' opinions on how professional writing affects a Marketing

major moving into the profession space. Dr. Hughes informed me on what he views to

be the most important elements of professional writing within marketing. He described

writing as an essential function of marketing both externally and internally. As a

marketer, communication is a vital element in the profession. He highlighted the cogent

and compelling value of propositions for its products/target markets5.

Being able to utilize appropriate messaging and effective communication is

essential in a marketing position at a firm. Dr. Hughes added that marketing majors

benefit from writing courses because effective communication is a critical skill for a

marketer. He also emphasized that marketers are constantly working with agencies;

writing creative briefs that outline the strategy behind marketing, advertising, or other

creative design projects6. Being able to communicate professionally in larger settings

5
Hughes, Douglas. USF's School of Marketing Director. Other, n.d. Accessed October 1,
2021.
6
Hughes
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represents one’s skill as a marketer and establishes professionalism to those around

them.

Dr. Hughes also said internally, marketers prepare written marketing plans that

lay out strategies and tactics for marketing initiatives, as well as frequent related

correspondence7. He made sure to note the importance of the different types of

professional communication a marketer must employ.

Professionalism within itself is something that is determined by its environment.

Getting insight from someone like the head of the marketing department at USF is of

huge benefit in better understanding professional communication for marketing but

there are still so many other determining factors that make up professionalism. In “The

Nature of Profession” Becker discusses how he wishes profession be viewed “as an

honorific symbol in our society and analyze the characteristics of that symbol.”8 It is

important to not view professionalism in a narrow mindset as it is such a vast term

blanketed among uncomparing areas. The professionalism and communication found

in a doctors office is vastly different to that within a kitchen of a restaurant. They do in

many ways share professional aspects but in other ways a lot of communication

acceptable in each of their environments is not interchangeable.

The idea of different forms of professional communication within the same

profession, such as Marketing, varies less but still each individual environment contains

their own set of standards. Utilizing standards learned through the elements taught at

USF as well as shared experiences, one is able to effectively adapt to the professionalism

7
Hughes
8
Becker, Howard S. n.d. “Nature of a Profession.” In Problems of Sociological Method,
87-103, 93.
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of an environment. Becker also adds the usefulness of a teacher working out the symbol

of professional communication with their students to equip them with the necessary

tools for their professional careers.9

Moving out of an educational atmosphere, like USF, and into a profession is a

shift where a professional will be able to utilize their skills taught in school and apply

them to their new environment. Some professional settings within marketing may set

different expectations for professional communication. For example, one marketing firm

may request business attire at work while another might be much more casual in dress.

It is the professional's job to quickly understand these rituals within the profession and

adapt accordingly.

On one hand the concept of professional communication may be broad and

multifaceted; it also is an aspect of communication essential for a professional to

understand. Learning the concepts of how to effectively communicate professionally

through courses at USF allows for you as a professional to understand the many

elements of professional communication. Understanding the background of

professional communication and writing within coursework at USF adds even greater

understanding as a whole. Utilizing all these aspects and being able to think critically

through different experiences in a profession is what constitutes professional

communication.

9
Becker, 103
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Bibliography

Becker, Howard S. n.d. “Nature of a Profession.” In Problems of Sociological Method,

87-103.

Carey, James. 1989. “A Cultural Approach to Communication.” In Communication as

Culture: Essays on Media and Society, 13-36. Boston: Unwin Hyman.

University of South Florida. n.d. “Archives - Undergraduate Catalog.” USF Academics.

Accessed October 10, 2021.
https://catalog.usf.edu/content.php?catoid=3&navoid=16.

Hughes, Douglas. USF's School of Marketing Director. Other, n.d. Accessed October 1,
2021.