Business Communication Essentials - gbv.de · Business Communication Essentials ... CHAPTER 7 Writing Routine and Positive Messages 185 ... Common Examples of Persuasive Business

BusinessCommunicationEssentialsFIFTH EDITION

Courtiand L. BoveeProfessor of Business Communication

C. Allen Paul Distinguished Chair

Grossmont College

John V. ThiliChairman and Chief Executive Officer

Global Communication Strategies

Boston Columbus Indianapolis New York San Francisco Upper Saddle RiverAmsterdam Cape Town Dubai London Madrid Milan Munich Paris Montreal Toronto

Delhi Mexico City Sao Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo

Preface 15

Prologue 25

> BUSINESS COMMUNICATIONFOUNDATIONS 33

CHAPTER i Understanding BusinessCommunication in Today's Workplace 34

Understanding Why Communication Matters 35Communication Is Important to Your Career 35Communication Is Important to Your Company 35What Makes Business Communication Effective? 36

Communicating in Today's Global BusinessEnvironment 37Understanding What Employers Expect from You 37Communicating in an Organizational Context 37Adopting an Audience-Centered Approach 38

Exploring the Communication Process 39The Basic Communication Model 39The Social Communication Model 40

Committing to Ethical Communication 42Distinguishing Ethical Dilemmas from Ethical Lapses 43Making Ethical Choices 43

Communicating in a World of Diversity 43The Advantages and Challenges of a Diverse

Workforce 44Key Aspects of Cultural Diversity 44Advice for Improving Intercultural Communication 46

Using Communication Technology Effectively 52Keeping Technology in Perspective 52Using Tools Productively 53Guarding Against Information Overload 53Reconnecting with People Frequently 53

Chapter Review and Activities 54Test Your Knowledge 55

Apply Your Knowledge 55

Practice Your Skills 55

Expand Your Skills 57

Improve Your Grammar, Mechanics, and Usage 58

CHAPTER 2 Mastering Team Skills andInterpersonal Communication 60

Communicating Effectively in Teams 61Advantages and Disadvantages of Teams 61Characteristics of Effective Teams 61

Collaborating on Communication Efforts 62Guidelines for Collaborative Writing 62Technologies for Collaborative Writing 62

Social Networks and Virtual Communities 64Giving—and Responding to—Constructive

Feedback 65

Making Your Meetings More Productive 65Preparing for Meetings 65Conducting and Contributing to Efficient Meetings 65Using Meeting Technologies 66

Improving Your Listening Skills 68Recognizing Various Types of Listening 69Understanding the Listening Process 70Overcoming Barriers to Effective Listening 70

Improving Your Nonverbal CommunicationSkills 71

Developing Your Business Etiquette 72Business Etiquette in the Workplace 73Business Etiquette in Social Settings 73Business Etiquette Online 74

Chapter Review and Activities 75Test Your Knowledge 76Apply Your Knowledge 76Practice Your Skills 77Expand Your Skills 79Improve Your Grammar, Mechanics, and Usage 79

unit 2 > THE THREE-STEPWRITING PROCESS 81

CHAPTER 3 Planning BusinessMessages 82

Understanding The Three-Step Writing Process 83

Analyzing the Situation 84Defining Your Purpose 84Developing an Audience Profile 85

Gathering Information 86Uncovering Audience Needs 86Providing Required Information 87

Selecting the Right Medium 87Oral Media 87Written Media 87Visual Media 88Electronic Media 89Factors to Consider When Choosing Media 90

Organizing Your Message 91Defining Your Main Idea 92Limiting Your Scope 92Choosing Between Direct and Indirect Approaches 93Outlining Your Content 94Building Reader Interest with Storytelling

Techniques 95

Contents






CHAPTER 4 Writing BusinessMessages 103

Being Sensitive to Your Audience's Needs 104Adopting the "You" Attitude 104Maintaining Standards of Etiquette 104Emphasizing the Positive 106Using Bias-Free Language 106

Building Strong Relationships with YourAudience 108Establishing Your Credibility 108Projecting Your Company's Image 109

Controlling Your Style and Tone 109Creating a Conventional Tone 109Using Plain Language 111Selecting Active or Passive Voice 111

Composing Your Message: Choosing PowerfulWords 112Balancing Abstract and Concrete Words 112Finding Words That Communicate Well 113

Composing Your Message: Creating EffectiveSentences 115Choosing from the Four Types of Sentences 115Using Sentence Style to Emphasize Key Thoughts 116

Composing Your Message: Crafting CoherentParagraphs 116Understanding the Elements of a Paragraph 116Developing Paragraphs 118

Using Technology to Compose and Shape YourMessages 119Chapter Review and Activities 120Test Your Knowledge 121





CHAPTER 5 Completing BusinessMessages 127

Revising Your Message: EvaluatingThe First Draft 128Evaluating Your Content, Organization, and

Tone 128Evaluating, Editing, and Revising the Work of

Other Writers 129

Revising to Improve Readability 129Varying Your Sentence Length 129Keeping Your Paragraphs Short 130

Using Lists and Bullets to Clarify and Emphasize 130Adding Headings and Subheadings 130

Editing For Clarity and Conciseness 130Editing for Clarity 130Editing for Conciseness 132

Using Technology to Revise Your Message 136

Producing Your Message 137Designing for Readability 137Designing Multimedia Documents 139

Using Technology to Produce Your Message 141

Proofreading Your Message 141

Distributing Your Message 143

Chapter Review and Activities 143Test Your Knowledge' 144





unit 3 o BRIEF BUSINESSMESSAGES 151

CHAPTER 6 Crafting Messages forElectronic Media 152

Using Electronic Media for BusinessCommunication 153Media Choices for Brief Messages 153The Human Side of Electronic Communication 155Compositional Modes for Electronic Media 155

Communicating on Networking, UGC, andCommunity Q&A Sites 156Social Networks 157User-Generated Content Sites 162Community Q&A Sites 162

Creating Effective E-Mail Messages 162Planning E-Mail Messages 163Writing E-Mail Messages 163Completing E-Mail Messages 164

Creating Effective Instant Messages and TextMessages 165Understanding the Benefits and Risks of IM 166Adpating the Three-Step Process for

Successful IM 166

Creating Effective Business Blogs 168Understanding the Business Applications of

Blogging 168Adapting the Three-Step Process for Successful

Blogging 169Mlcroblogging 172

Creating Effective Podcasts 173Understanding the Business.Applications of

Podcasting 173Adapting the Three-Step Process for Successful

Podcasting 173

Contents

Chapter Reivew and Activities 175Test Your Knowledge 176




Cases 180


CHAPTER 7 Writing Routine and PositiveMessages 185

Strategy for Routine Requests 186Stating Your Request Up Front 186Explaining and Justifying Your Request 187Requesting Specific Action in a Courteous Close 187

Common Examples of Routine Requests 187Asking for Information or Action 187Asking for Recommendations 187Making Claims and Requesting Adjustments 189

Strategy for Routine Replies and PositiveMessages 189Starting with the Main Idea 189Providing Necessary Details and Explanation 192Ending with a Courteous Close 192

Common Examples of Routine Replies and PositiveMessages 192Answering Requests for Information or Action 192Granting Claims and Requests for Adjustment 192Providing Recommendations and References 196Creating Information Messages 196Announcing Good News 197Fostering Goodwill 198





Cases 206


CHAPTER 8 Writing NegativeMessages 212

Using the Three-Step Writing Process for NegativeMessages 213Step 1: Planning Negative Messages 213Step 2: Writing Negative Messages 214Step 3: Completing Negative Messages 214

Using the Direct Approach for NegativeMessages 214Opening with a Clear Statement of the Bad News 215Providing Reasons and Additional Information 215Closing on a Positive Note 216

Using the Indirect Approach for NegativeMessages 216Opening with a Buffer 216Providing Reasons and Additional Information 217

Continuing with a Clear Statement of the Bad News 218Closing on a Positive Note 219

Sending Negative Messages on Routine BusinessMatters 219Making Negative Announcements on Routine Business

Matters 219Refusing Routine Requests 220Handling Bad News About Transactions 220Refusing Claims and Requests for Adjustment 220

Sending Negative Employment Messages 224Refusing Requests for Recommendation Letters 224Rejecting Job Applications 224Giving Negative Performance Reviews 226Terminating Employment 226

Sending Negative Organizational News 227

Responding to Negative Information in a SocialMedia Environment 228





Cases 234


CHAPTER g Writing PersuasiveMessages 241

Using the Three-Step Writing Process forPersuasive Messages 242Step 1: Planning Persuasive Messages 242Step 2: Writing Persuasive Messages 244Step 3: Completing Persuasive Messages 245

Developing Persuasive Business Messages 245Framing Your Arguments 245Balancing Emotional and Logical Appeals 247Reinforcing Your Position 247Anticipating Objections 248Avoiding Common Mistakes in Persuasive

Communication 248

Common Examples of Persuasive BusinessMessages 248Persuasive Requests for Action 249Persuasive Presentation of Ideas 249Persuasive Claims and Requests for

Adjustments 249

Developing Marketing and Sales Messages 249Assessing Audience Needs 250Analyzing Your Competition 251Determining Key Selling Points and Benefits 251Anticipating Purchase Objections 251Crafting a Persuasive Appeal 252

Writing Promotional Messages for SocialMedia 255

Maintaining High Ethical and LegalStandards 257

10 Contents





Cases 263


unit 4 > LONGER BUSINESSMESSAGES 269

CHAPTER 10 Understanding and PlanningReports and Proposals 270

Applying the Three-Step Writing Process to Reportsand Proposals 271Analyzing the Situation 272Gathering Information 274Selecting the Right Medium 274Organizing Your Information 275

Supporting Your Messages with ReliableInformation 276Planning Your Research 276Locating Data and Information 276Evaluating Information Sources 277Using Your Research Results 277

Conducting Secondary Research 279Finding Information at a Library 279Finding Information Online 279Documenting Your Sources 281

Conducting Primary Research 281Conducting Surveys 281Conducting Interviews 282

Planning Informational Reports 282Organizing Informational Reports 283Organizing Website Content 283

Planning Analytical Reports 285Focusing on Conclusions 285Focusing on Recommendations 286Focusing on Logical Arguments 287

Planning Proposals 287





Cases 294


CHAPTER 11 Writing and CompletingReports and Proposals 299

Writing Reports and Proposals 300Adapting to Your Audience 300Composing Reports and Proposals 300

Drafting Online Content 308

Collaborating on Wikis 309Understanding the Wiki Philosophy 309Adapting the Three-Step Process for Successful

Wiki Writing 309

Illustrating Your Reports with Effective Visuals 310Choosing the Right Visual for the Job 311Designing Effective Visuals 318

Completing Reports and Proposals 319Revising Reports and Proposals 319Producing a Formal Report 319Producing a Formal Proposal 335Proofreading Reports and Proposals 337Distributing Your Reports and Proposals 340





Cases 344


CHAPTER 12 Developing Oral and OnlinePresentations 351

Planning a Presentation 352Analyzing the Situation 353Selecting the Right Medium 353Organizing Your Presentation 353

Developing a Presentation 358Adapting to Your Audience 358Composing Your Presentation 358

Enhancing Your Presentation with EffectiveVisuals 360Choosing Structured or Free-Form Slides 361Writing Readable Content 362Designing Graphics for Slides 363Selecting Design Elements 364Adding Animation and Multimedia 365

Completing a Presentation 365Finalizing Slides and Support Materials 365Choosing Your Presentation Method 366Practicing Your Delivery 368

Delivering a Presentation 368Overcoming Anxiety 368Handling Questions Responsively 369Embracing the Backchannel 370Giving Presentations Online 371





Cases 375


Contents 11

I > EMPLOYMENT MESSAGESAND JOB INTERVIEWS 379

CHAPTER 13 Building Careers and WritingResumes 380

Finding the Ideal Opportunity in Today's JobMarket 381Writing the Story of You 381Learning to Think Like an Employer 381Researching Industries and Companies of Interest 381Translating Your General Potential into a Specific

Solution for Each Employer 383Taking the Initiative 383Building Your Network 383Seeking Career Counseling 384Avoiding Mistakes 384

Planning Your Resume 385Analyzing Your Purpose and Audience 386Gathering Pertinent Information 386Selecting the Best Medium 386Organizing Your Resume Around Your Strengths 386Addressing Areas of Concerns 389

Writing Your Resume 390Keeping Your Resume Honest 390Adapting Your Resume to Your Audience 391Composing Your Resume 391

Completing Your Resume 395Revising Your Resume 395Producing Your Resume 395Proofreading Your Resume 399Distributing Your Resume 399





Cases 403


CHAPTER 14 Applying and Interviewing forEmployment 406

Submitting Your Resume 407Writing Application Letters 407Following Up After Submitting a Resume 411

Understanding the Interviewing Process 412The Typical Sequence of Interviews 412Common Types of Interviews 412Interview Media 413What Employers Look for in an Interview 415Preemployment Testing and Background Checks 415

Preparing for a Job Interview 416Learning About the Organization 416Thinking Ahead About Questions 416Bolserting Your Confidence 417Polishing Your Interview Style 418Presenting a Professional Image 420Being Ready When You Arrive 421

Interviewing for Success 422TheWarm-Up 422The Question-and-Answer Stage 422The Close 423Interview Notes 424

Following Up After an Interview 424Thank-You Message 424Message of Inquiry 424Request for a Time Extension 425Letter of Acceptance 426Letter of Declining a Job Offer 427Letter of Resignation 427

Chapter Review and Activities 428Tesf Your Knowledge 428




Cases 431


i Format and Layout of BusinessDocuments 435

APPENDIX B Documentation of ReportSources 451

APPENDIX C Correction Symbols 457

Video Guide 461Handbook of Grammar, Mechanics, and Usage 467Answer Key 497References 501Acknowledgments 515Index 517