personal communication
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While radio, television and newspapers are powerful tools of communication, one cannot succeed in the 'real world' without the personal ability to communicate. All facets of life depend on personal communication, from ordering the correct item at a restaurant, to litigating a trial. Poor communication skills create the divide in society that separates those who will climb the corporate ladder, and those who will never reach the second rung. This is why I think that the personal ability to communicate is the cornerstone of life, and is an integral part of everyday business.
Communication skills are needed for professional jobs. The Occupational Outlook Handbook published by the United States Department of Labor states that "personal communication skills" are a necessity for productive and efficient work. A teacher that does not 'personally communicate' their subject to his students will not be a successful teacher, as his students will not learn. On a different level, a cashier at McDonald's must use their 'personal communication' to relay the correct order to the cook, and a correct total back to the customer. If the cashier relays an incorrect order to the cook, their inability has cost the establishment a sale, even the customer altogether. Albeit one customer might not seem like much, but repeated faux pas may cost a cashier their job, and their personal communication skills are to blame...