Python Notes for mca i year students osmania university.docx
Business Communication Today This page i.docx
1. Business
Communication
Today
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Courtland L. Bovée
Professor of Business Communication
C. Allen Paul Distinguished Chair
Grossmont College
John V. Thill
Chairman and Chief Executive Officer
Global Communication Strategies
Boston Columbus Indianapolis New York San Francisco
Upper Saddle River
Amsterdam Cape Town Dubai London Madrid Milan
Munich Paris Montreal
Toronto Delhi Mexico City São Paulo Sydney Hong Kong
Seoul Singapore Taipei Tokyo
Business
Communication
Today
3. Thill. — 11th ed.
p. cm.
Includes bibliographical references and index.
ISBN 978-0-13-253955-5 (alk. paper)
1. Business communication—United States—Case studies. 2.
Communication
in organizations—United States—Case studies. I. Thill, John V.
II. Title.
HF5718.B66 2011
658.4’5—dc23
2011022339
10 9 8 7 6 5 4 3 2 1
ISBN 10: 0-13-253955-1
ISBN 13: 978-0-13-253955-5
Interior Designer: Laura C. Ierardi
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Preface xvii
Prologue xxxi
PART 1 Understanding the Foundations of Business
Communication 1
1 Achieving Success Through Effective Business
Communication 2
2 Mastering Team Skills and Interpersonal Communication
33
3 Communicating in a World of Diversity 60
PART 2 Applying the Three-Step Writing Process 85
4 Planning Business Messages 86
5 Writing Business Messages 114
6 Completing Business Messages 144
PART 3 Crafting Brief Messages 173
7 Crafting Messages for Electronic Media 174
8 Writing Routine and Positive Messages 214
5. 9 Writing Negative Messages 246
10 Writing Persuasive Messages 281
PART 4 Supporting Messages with Quality Information
313
11 Finding, Evaluating, and Processing Information 314
12 Designing Visual Communication 339
PART 5 Planning, Writing, and Completing Reports and
Proposals 369
13 Planning Reports and Proposals 370
14 Writing Reports and Proposals 399
15 Completing Reports and Proposals 424
PART 6 Designing and Delivering Oral and Online
Presentations 467
16 Developing Oral and Online Presentations 468
17 Enhancing Presentations with Slides and Other Visuals
493
PART 7 Writing Employment Messages and Interviewing for
Jobs 519
18 Building Careers and Writing Résumés 520
19 Applying and Interviewing for Employment 548
APPENDIX A Format and Layout of Business Documents
A-1
APPENDIX B Documentation of Report Sources A-19
APPENDIX C Correction Symbols A-25
Handbook of Grammar, Mechanics, and Usage H-1
References R-1
Acknowledgments ACK-1
Brand, Organization, Name, and Website Index I-1
Subject Index I-5
6. Contents in Brief
v
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vii
Preface xvii
Prologue xxxi
PART 1
Understanding the Foundations
of Business Communication 1
CHAPTER 1
Achieving Success Through Effective
Business Communication 2
COMMUNICATION CLOSE-UP AT TOYOTA 2
Understanding Why Communication Matters 3
Communication Is Important to Your Career 3
Communication Is Important to Your Company 4
What Makes Business Communication Effective? 4
Communicating in Today’s Global Business Environment
4
Understanding the Unique Challenges of Business
Communication 5
7. Understanding What Employers Expect from You 7
Communicating in an Organizational Context 8
Adopting an Audience-Centered Approach 9
Exploring the Communication Process 10
The Basic Communication Model 10
The Social Communication Model 14
Using Technology to Improve Business Communication
16
Keeping Technology in Perspective 16
Guarding Against Information Overload and Information
Addiction 17
Using Technological Tools Productively 22
Reconnecting with People 22
Committing to Ethical and Legal Communication 23
Distinguishing Ethical Dilemmas from Ethical Lapses 24
Ensuring Ethical Communication 24
Ensuring Legal Communication 27
QUICK LEARNING GUIDE 28
COMMUNICATION CHALLENGES AT TOYOTA 30
TEST YOUR KNOWLEDGE 30
APPLY YOUR KNOWLEDGE 30
PRACTICE YOUR SKILLS 30
EXPAND YOUR SKILLS 32
BUSINESS COMMUNICATION 2.0 How Will You Put Your
Communication Skills to Work? 17
8. BUSINESS COMMUNICATION 2.0 Who’s Responsible
Here? 26
CHAPTER 2
Mastering Team Skills and Interpersonal
Communication 33
COMMUNICATION CLOSE-UP AT
ROSEN LAW FIRM 33
Communicating Effectively in Teams 34
Advantages and Disadvantages of Teams 34
Characteristics of Effective Teams 35
Group Dynamics 35
Collaborating on Communication Efforts 38
Guidelines for Collaborative Writing 38
Technologies for Collaborative Writing 38
Social Networks and Virtual Communities 40
Giving—and Responding to—Constructive Feedback 41
Making Your Meetings More Productive 41
Preparing for Meetings 41
Conducting and Contributing to Efficient Meetings 43
Using Meeting Technologies 43
Improving Your Listening Skills 46
Recognizing Various Types of Listening 46
Understanding the Listening Process 46
Overcoming Barriers to Effective Listening 47
Improving Your Nonverbal Communication Skills 48
Recognizing Nonverbal Communication 48
Using Nonverbal Communication Effectively 49
9. Developing Your Business Etiquette 50
Business Etiquette in the Workplace 50
Business Etiquette in Social Settings 52
Business Etiquette Online 53
QUICK LEARNING GUIDE 54
COMMUNICATION CHALLENGES AT
ROSEN LAW FIRM 56
TEST YOUR KNOWLEDGE 56
APPLY YOUR KNOWLEDGE 56
PRACTICE YOUR SKILLS 57
EXPAND YOUR SKILLS 59
ETHICS DETECTIVE Solving the Case of the
Missing Team 34
COMMUNICATING ACROSS CULTURES Whose Skin Is
This, Anyway? 50
Contents
CHAPTER 3
Communicating in a World
of Diversity 60
COMMUNICATION CLOSE-UP AT IBM 60
Understanding the Opportunities and Challenges
10. of Communication in a Diverse World 61
The Opportunities in a Global Marketplace 61
The Advantages of a Diverse Workforce 62
The Challenges of Intercultural Communication 63
Developing Cultural Competency 63
Understanding the Concept of Culture 64
Overcoming Ethnocentrism and Stereotyping 64
Recognizing Variations in a Diverse World 65
Contextual Differences 65
Legal and Ethical Differences 66
Social Differences 66
Nonverbal Differences 67
Age Differences 68
Gender Differences 68
Religious Differences 69
Ability Differences 70
Adapting to Other Business Cultures 70
Guidelines for Adapting to Any Business Culture 70
Guidelines for Adapting to U.S. Business Culture 71
Improving Intercultural Communication Skills 71
Studying Other Cultures 71
Studying Other Languages 73
Respecting Preferences for Communication Style 74
Writing Clearly 74
Speaking and Listening Carefully 77
Using Interpreters, Translators, and Translation Software
78
Helping Others Adapt to Your Culture 79
COMMUNICATION CHALLENGES AT IBM 79
QUICK LEARNING GUIDE 80
11. TEST YOUR KNOWLEDGE 82
APPLY YOUR KNOWLEDGE 82
PRACTICE YOUR SKILLS 82
EXPAND YOUR SKILLS 84
COMMUNICATING ACROSS CULTURES Us Versus Them:
Generational Conflict in the Workplace 69
BUSINESS COMMUNICATION 2.0 The Web 2.0 Way
to Learn a New Language 74
PART 2
Applying the Three-Step
Writing Process 85
CHAPTER 4
Planning Business Messages 86
COMMUNICATION CLOSE-UP AT H&R BLOCK 86
Understanding the Three-Step Writing Process 87
Optimizing Your Writing Time 88
Planning Effectively 88
Analyzing the Situation 88
Defining Your Purpose 89
Developing an Audience Profile 89
viii Contents
Gathering Information 90
Uncovering Audience Needs 91
12. Finding Your Focus 91
Providing Required Information 91
Selecting the Right Medium 93
Oral Media 94
Written Media 94
Visual Media 94
Electronic Media 95
Factors to Consider When Choosing Media 96
Organizing Your Information 98
Recognizing the Importance of Good Organization 98
Defining Your Main Idea 100
Limiting Your Scope 101
Choosing Between Direct and Indirect Approaches 102
Outlining Your Content 103
Building Reader Interest with Storytelling Techniques 105
QUICK LEARNING GUIDE 108
COMMUNICATION CHALLENGES AT H&R BLOCK
110
TEST YOUR KNOWLEDGE 110
APPLY YOUR KNOWLEDGE 110
PRACTICE YOUR SKILLS 111
EXPAND YOUR SKILLS 113
ETHICS DETECTIVE Solving the Case of the Missing
Safety Warning 92
CHAPTER 5
13. Writing Business Messages 114
COMMUNICATION CLOSE-UP AT
CREATIVE COMMONS 114
Adapting to Your Audience: Being Sensitive
to Audience Needs 115
Using the “You” Attitude 115
Maintaining Standards of Etiquette 116
Emphasizing the Positive 116
Using Bias-Free Language 118
Adapting to Your Audience:
Building Strong Relationships 120
Establishing Your Credibility 120
Projecting Your Company’s Image 121
Adapting to Your Audience:
Controlling Your Style and Tone 122
Using a Conversational Tone 122
Using Plain Language 124
Selecting the Active or Passive Voice 125
Composing Your Message: Choosing Powerful Words 126
Understanding Denotation and Connotation 127
Balancing Abstract and Concrete Words 128
Finding Words That Communicate Well 128
Composing Your Message:
Creating Effective Sentences 130
Choosing from the Four Types of Sentences 130
Using Sentence Style to Emphasize Key Thoughts 131
Composing Your Message:
Crafting Unified, Coherent Paragraphs 132
Creating the Elements of a Paragraph 132
Choosing the Best Way to Develop Each Paragraph 135
14. Using Technology to Compose and Shape
Your Messages 136
Contents ix
COMMUNICATION CHALLENGES AT
CREATIVE COMMONS 137
QUICK LEARNING GUIDE 138
TEST YOUR KNOWLEDGE 140
APPLY YOUR KNOWLEDGE 140
PRACTICE YOUR SKILLS 140
EXPAND YOUR SKILLS 143
COMMUNICATING ACROSS CULTURES Can You Connect
with a Global Audience on the Web? 124
CHAPTER 6
Completing Business Messages 144
COMMUNICATION CLOSE-UP AT JEFFERSON RABB
WEB DESIGN 144
Revising Your Message: Evaluating the First Draft 145
Evaluating Your Content, Organization, and Tone 145
Evaluating, Editing, and Revising the Work of Others 147
Revising to Improve Readability 148
Varying Your Sentence Length 149
15. Keeping Your Paragraphs Short 149
Using Lists to Clarify and Emphasize 149
Adding Headings and Subheadings 151
Editing for Clarity and Conciseness 151
Editing for Clarity 151
Editing for Conciseness 154
Using Technology to Revise Your Message 154
Producing Your Message 157
Designing for Readability 157
Designing Multimedia Documents 160
Using Technology to Produce Your Message 162
Formatting Formal Letters and Memos 162
Proofreading Your Message 164
Distributing Your Message 165
QUICK LEARNING GUIDE 166
COMMUNICATION CHALLENGES AT JEFFERSON
RABB WEB DESIGN 168
TEST YOUR KNOWLEDGE 168
APPLY YOUR KNOWLEDGE 168
PRACTICE YOUR SKILLS 168
EXPAND YOUR SKILLS 172
COMMUNICATION MISCUES Missing the Message
with Prescription Medications 153
PART 3
Crafting Brief Messages 173
16. CHAPTER 7
Crafting Messages for Electronic Media 174
COMMUNICATION CLOSE-UP AT
SOUTHWEST AIRLINES 174
Electronic Media for Business Communication 175
Compositional Modes for Electronic Media 177
Creating Content for Social Media 179
Managing Communication in a Social Media Environment
180
Social Networking and Community Participation
Websites 180
Social Networks 181
User-Generated Content Sites 186
Community Q&A Sites 186
Community Participation Websites 186
Email 187
Planning Email Messages 188
Writing Email Messages 188
Completing Email Messages 189
Instant Messaging and Text Messaging 191
Understanding the Benefits and Risks of IM 191
Adapting the Three-Step Process for Successful IM 192
Blogging and Microblogging 193
Understanding the Business Applications of Blogging 194
Adapting the Three-Step Process for Successful Blogging
197
Microblogging 199
17. Podcasting 200
Understanding the Business Applications of Podcasting
200
Adapting the Three-Step Process for Successful
Podcasting 201
COMMUNICATION CHALLENGES AT
SOUTHWEST AIRLINES 203
QUICK LEARNING GUIDE 204
TEST YOUR KNOWLEDGE 206
APPLY YOUR KNOWLEDGE 206
PRACTICE YOUR SKILLS 206
EXPAND YOUR SKILLS 208
CASES 209
BUSINESS COMMUNICATION 2.0 Walking Around with
the Entire
Internet in Your Hands 177
BUSINESS COMMUNICATION 2.0 Help! I’m Drowning in
Social
Media! 196
CHAPTER 8
Writing Routine and Positive
Messages 214
COMMUNICATION CLOSE-UP AT
GET SATISFACTION 214
18. Strategy for Routine Requests 215
Stating Your Request Up Front 215
Explaining and Justifying Your Request 215
Requesting Specific Action in a Courteous Close 216
Common Examples of Routine Requests 216
Asking for Information and Action 216
Asking for Recommendations 217
Making Claims and Requesting Adjustments 219
Strategy for Routine and Positive Messages 219
Starting with the Main Idea 222
Providing Necessary Details and Explanation 222
Ending with a Courteous Close 223
Common Examples of Routine
and Positive Messages 223
Answering Requests for Information and Action 223
Granting Claims and Requests for Adjustment 224
Providing Recommendations 227
Sharing Routine Information 227
Announcing Good News 229
Fostering Goodwill 231
QUICK LEARNING GUIDE 234
COMMUNICATION CHALLENGES AT
GET SATISFACTION 236
CHAPTER 10
Writing Persuasive Messages 281
COMMUNICATION CLOSE-UP AT CAFEMOM 281
19. Using the Three-Step Writing Process for Persuasive
Messages 282
Step 1: Planning a Persuasive Message 282
Step 2: Writing a Persuasive Message 285
Step 3: Completing a Persuasive Message 287
Developing Persuasive Business Messages 287
Strategies for Persuasive Business Messages 288
Common Examples of Persuasive Business Messages 292
Developing Marketing and Sales Messages 293
Assessing Audience Needs 294
Analyzing Your Competition 295
Determining Key Selling Points and Benefits 295
Anticipating Purchase Objections 295
Applying AIDA or a Similar Model 296
Writing Promotional Messages for Social Media 298
Maintaining High Standards of Ethics, Legal Compliance,
and Etiquette 300
QUICK LEARNING GUIDE 302
COMMUNICATION CHALLENGES AT CAFEMOM 304
TEST YOUR KNOWLEDGE 304
APPLY YOUR KNOWLEDGE 304
PRACTICE YOUR SKILLS 305
EXPAND YOUR SKILLS 306
CASES 306
20. BUSINESS COMMUNICATION 2.0 Please Find Us:
Building an
Audience Through Search Engine Optimization 286
ETHICS DETECTIVE Solving the Case of the Incredible
Credibility 287
PART 4
Supporting Messages
with Quality Information 313
CHAPTER 11
Finding, Evaluating, and Processing
Information 314
COMMUNICATION CLOSE-UP AT TESCO 314
Planning Your Research 315
Maintaining Ethics and Etiquette in Your Research 315
Familiarizing Yourself with the Subject 316
Identifying Information Gaps 316
Prioritizing Research Needs 316
Conducting Secondary Research 317
Evaluating Sources 317
Locating Sources 318
Documenting Your Sources 324
Conducting Primary Research 325
Gathering Information with Surveys 325
Gathering Information with Interviews 328
Processing Data and Information 329
Quoting, Paraphrasing, and Summarizing 329
Analyzing Numeric Data 330
21. Applying Your Findings 332
Summarizing Your Research 332
TEST YOUR KNOWLEDGE 237
APPLY YOUR KNOWLEDGE 237
PRACTICE YOUR SKILLS 237
EXPAND YOUR SKILLS 239
COMMUNICATION MISCUES Can You Get Sued for
Writing—
or Not Writing—a Recommendation Letter? 229
CHAPTER 9
Writing Negative Messages 246
COMMUNICATION CLOSE-UP AT CHARGIFY 246
Using the Three-Step Writing Process for Negative
Messages 247
Step 1: Planning a Negative Message 247
Step 2: Writing a Negative Message 248
Step 3: Completing a Negative Message 249
Using the Direct Approach for Negative
Messages 249
Opening with a Clear Statement of the Bad News 250
Providing Reasons and Additional Information 250
Closing on a Respectful Note 251
Using the Indirect Approach for Negative
Messages 251
Opening with a Buffer 251
22. Providing Reasons and Additional Information 252
Continuing with a Clear Statement of the Bad News 253
Closing on a Respectful Note 254
Maintaining High Standards of Ethics
and Etiquette 254
Sending Negative Messages on Routine
Business Matters 256
Making Negative Announcements on Routine
Business Matters 257
Rejecting Suggestions and Proposals 257
Refusing Routine Requests 257
Handling Bad News About Transactions 257
Refusing Claims and Requests for Adjustment 260
Sending Negative Organizational News 262
Communicating Under Normal Circumstances 262
Communicating in a Crisis 262
Sending Negative Employment Messages 264
Refusing Requests for Employee References
and Recommendation Letters 265
Refusing Social Networking Recommendation Requests
265
Rejecting Job Applications 266
Giving Negative Performance Reviews 267
Terminating Employment 268
COMMUNICATION CHALLENGES AT
CHARGIFY 269
QUICK LEARNING GUIDE 270
23. TEST YOUR KNOWLEDGE 272
APPLY YOUR KNOWLEDGE 272
PRACTICE YOUR SKILLS 272
EXPAND YOUR SKILLS 273
CASES 274
ETHICS DETECTIVE Solving the Case
of the Deceptive Soft Sell 255
BUSINESS COMMUNICATION 2.0 We’re Under Attack!
Responding to Rumors and Criticism
in a Social Media Environment 264
x Contents
Drawing Conclusions 333
Making Recommendations 333
Managing Information 333
QUICK LEARNING GUIDE 334
COMMUNICATION CHALLENGES AT TESCO 336
TEST YOUR KNOWLEDGE 336
APPLY YOUR KNOWLEDGE 336
PRACTICE YOUR SKILLS 336
EXPAND YOUR SKILLS 338
24. COMMUNICATION MISCUES The Art
of the Question 326
ETHICS DETECTIVE Solving the Case of the Imaginary
Good News 331
CHAPTER 12
Designing Visual Communication 339
COMMUNICATION CLOSE-UP AT XPLANE 339
Understanding Visual Communication 340
The Power of Images 340
The Visual Evolution in Business Communication 341
Visual Design Principles 341
The Ethics of Visual Communication 343
Identifying Points to Illustrate 346
Selecting Visuals for Presenting Data 347
Tables 347
Line and Surface Charts 350
Bar Charts, Pictograms, and Gantt Charts 350
Scatter and Bubble Diagrams 353
Pie Charts 353
Data Visualization 354
Selecting Visuals for Presenting Information, Concepts,
and Ideas 356
Flowcharts and Organization Charts 356
Maps 357
Drawings, Diagrams, Infographics, and Photographs 357
Animation and Video 358
Producing and Integrating Visuals 358
25. Creating Visuals 358
Integrating Visuals with Text 359
Verifying the Quality of Your Visuals 361
QUICK LEARNING GUIDE 362
COMMUNICATION CHALLENGES AT XPLANE 364
TEST YOUR KNOWLEDGE 365
APPLY YOUR KNOWLEDGE 365
PRACTICE YOUR SKILLS 365
EXPAND YOUR SKILLS 368
ETHICS DETECTIVE Solving the Case of the Hidden
Numbers 345
PART 5
Planning, Writing, and Completing
Reports and Proposals 369
CHAPTER 13
Planning Reports and Proposals 370
COMMUNICATION CLOSE-UP AT MYCITYWAY 370
Applying the Three-Step Writing Process to Reports
and Proposals 371
Analyzing the Situation 371
Gathering Information 374
Selecting the Right Medium 374
Organizing Your Information 375
Planning Informational Reports 378
26. Organizational Strategies for Informational Reports 379
Effective Informational Reports: An Example 382
Planning Analytical Reports 382
Organizational Strategies for Analytical Reports 385
Effective Analytical Reports: An Example 387
Planning Proposals 388
Organizational Strategies for Proposals 391
Effective Proposals: An Example 393
QUICK LEARNING GUIDE 394
COMMUNICATION CHALLENGES AT
MYCITYWAY 396
TEST YOUR KNOWLEDGE 396
APPLY YOUR KNOWLEDGE 396
PRACTICE YOUR SKILLS 396
EXPAND YOUR SKILLS 398
ETHICS DETECTIVE Solving the Case of the Overblown
Proposals 391
CHAPTER 14
Writing Reports and Proposals 399
COMMUNICATION CLOSE-UP AT TELLABS 399
Writing Reports and Proposals:
Adapting to Your Audience 400
Being Sensitive to Your Audience’s Needs 400
27. Building Strong Relationships with Your
Audience 402
Controlling Your Style and Tone 402
Composing Reports and Proposals:
Drafting Report Content 403
Report Introduction 406
Report Body 407
Report Close 408
Composing Reports and Proposals:
Drafting Proposal Content 409
Proposal Introduction 410
Proposal Body 410
Proposal Close 411
Drafting Online Content 411
Collaborating on Wikis 413
Understanding the Wiki Philosophy 414
Adapting the Three-Step Process for Successful
Wiki Writing 415
QUICK LEARNING GUIDE 416
COMMUNICATION CHALLENGES AT TELLABS 418
TEST YOUR KNOWLEDGE 419
APPLY YOUR KNOWLEDGE 419
PRACTICE YOUR SKILLS 419
EXPAND YOUR SKILLS 421
28. CASES 422
BUSINESS COMMUNICATION 2.0 Hey, You!
Hands Off My Content! 414
Contents xi
CHAPTER 15
Completing Reports and Proposals 424
COMMUNICATION CLOSE-UP AT GARAGE
TECHNOLOGY VENTURES 424
Revising Reports and Proposals 425
Producing Formal Reports 425
Prefatory Parts of the Report 427
Text of the Report 445
Supplementary Parts of the Report 445
Producing Formal Proposals 446
Prefatory Parts of the Proposal 447
Text of the Proposal 448
Proofreading Reports and Proposals 448
Distributing Reports and Proposals 448
Writing Requests for Proposals 451
QUICK LEARNING GUIDE 454
COMMUNICATION CHALLENGES AT
GARAGE TECHNOLOGY VENTURES 456
29. TEST YOUR KNOWLEDGE 456
APPLY YOUR KNOWLEDGE 456
PRACTICE YOUR SKILLS 457
EXPAND YOUR SKILLS 458
CASES 458
REPORT WRITER’S NOTEBOOK Analyzing a Formal Report
428
PART 6
Designing and Delivering Oral
and Online Presentations 467
CHAPTER 16
Developing Oral and Online
Presentations 468
COMMUNICATION CLOSE-UP AT PRINCIPATO-YOUNG
ENTERTAINMENT 468
Planning a Presentation 469
Analyzing the Situation 470
Selecting the Right Medium 472
Organizing Your Presentation 473
Developing a Presentation 476
Adapting to Your Audience 477
Composing Your Presentation 478
Delivering a Presentation 481
Choosing Your Presentation Method 481
Practicing Your Delivery 482
30. Preparing to Speak 483
Overcoming Anxiety 483
Handling Questions Responsively 484
Incorporating Technology in Your Presentation 485
Embracing the Backchannel 485
Giving Presentations Online 486
QUICK LEARNING GUIDE 488
COMMUNICATION CHALLENGES AT
PRINCIPATO-YOUNG ENTERTAINMENT 490
TEST YOUR KNOWLEDGE 490
APPLY YOUR KNOWLEDGE 490
PRACTICE YOUR SKILLS 490
EXPAND YOUR SKILLS 492
COMMUNICATING ACROSS CULTURES Making Sure
Your
Message Doesn’t Get Lost in Translation 472
COMMUNICATION MISCUES Disasters Will Happen—Are
You Ready? 484
CHAPTER 17
Enhancing Presentations with Slides
and Other Visuals 493
COMMUNICATION CLOSE-UP AT
PRESENTATION ZEN 493
Planning Your Presentation Visuals 494
31. Selecting the Type of Visuals to Use 494
Verifying Your Design Plans 495
Choosing Structured or Free-Form Slides 496
Structured Slides 496
Free-Form Slides 498
Designing Effective Slides 498
Selecting Design Elements 499
Maintaining Design Consistency 502
Creating Effective Slide Content 502
Slide Text 503
Slide Tables and Graphics 503
Animation and Multimedia 504
Completing Slides and Support Materials 507
Creating Navigation and Support Slides 508
Creating Effective Handouts 510
QUICK LEARNING GUIDE 512
COMMUNICATION CHALLENGES AT
PRESENTATION ZEN 514
TEST YOUR KNOWLEDGE 514
APPLY YOUR KNOWLEDGE 514
PRACTICE YOUR SKILLS 515
EXPAND YOUR SKILLS 516
CASES 516
BUSINESS COMMUNICATION 2.0
32. Presentations Get Social 506
PART 7
Writing Employment Messages
and Interviewing for Jobs 519
CHAPTER 18
Building Careers and Writing Résumés 520
COMMUNICATION CLOSE-UP AT ATK 520
Finding the Ideal Opportunity in Today’s Job Market 521
Writing the Story of You 521
Learning to Think Like an Employer 521
Researching Industries and Companies of Interest 522
Translating Your General Potential into a Specific
Solution
for Each
Employer 523
Taking the Initiative to Find Opportunities 523
Building Your Network 524
Seeking Career Counseling 524
Avoiding Mistakes 525
Planning a Résumé 525
Analyzing Your Purpose and Audience 525
33. Gathering Pertinent Information 526
Selecting the Best Medium 527
xii Contents
Organizing Your Résumé Around Your Strengths 527
Addressing Areas of Concern 528
Writing a Résumé 530
Keeping Your Résumé Honest 531
Adapting Your Résumé to Your Audience 531
Composing Your Résumé 531
Completing a Résumé 535
Revising Your Résumé 536
Producing Your Résumé 537
Proofreading Your Résumé 540
Distributing Your Résumé 541
QUICK LEARNING GUIDE 542
COMMUNICATION CHALLENGES AT ATK 544
34. TEST YOUR KNOWLEDGE 544
APPLY YOUR KNOWLEDGE 545
PRACTICE YOUR SKILLS 545
EXPAND YOUR SKILLS 546
CASES 546
COMMUNICATION MISCUES Don’t. Just Don’t. 536
CHAPTER 19
Applying and Interviewing
for Employment 548
COMMUNICATION CLOSE-UP AT ZAPPOS 548
Submitting Your Résumé 549
Writing Application Letters 549
Following Up After Submitting a Résumé 553
Understanding the Interviewing Process 554
The Typical Sequence of Interviews 555
Common Types of Interviews 555
35. Interview Media 556
What Employers Look for in an Interview 557
Preemployment Testing and Background Checks 558
Preparing for a Job Interview 558
Learning About the Organization and Your Interviewers
559
Thinking Ahead About Questions 559
Bolstering Your Confidence 561
Polishing Your Interview Style 561
Presenting a Professional Image 564
Being Ready When You Arrive 564
Interviewing for Success 565
The Warm-Up 565
The Question-and-Answer Stage 566
The Close 568
Interview Notes 569
Following Up After the Interview 569
Thank-You Message 569
Message of Inquiry 569
Request for a Time Extension 570
Letter of Acceptance 571
Letter Declining a Job Offer 572
36. Letter of Resignation 572
COMMUNICATION CHALLENGES AT ZAPPOS 573
QUICK LEARNING GUIDE 574
TEST YOUR KNOWLEDGE 576
APPLY YOUR KNOWLEDGE 576
PRACTICE YOUR SKILLS 576
EXPAND YOUR SKILLS 577
CASES 578
COMMUNICATING ACROSS CULTURES Successfully
Interviewing
Across Borders 563
COMMUNICATION MISCUES Make Sure You Don’t Talk
Yourself
out of a Job 566
APPENDIX A
37. Format and Layout of Business
Documents A-1
First Impressions A-1
Paper A-1
Customization A-1
Appearance A-1
Letters A-2
Standard Letter Parts A-2
Additional Letter Parts A-7
Letter Formats A-9
Envelopes A-10
Addressing the Envelope A-11
Folding to Fit A-12
International Mail A-14
Memos A-14
Reports A-16
Margins A-16
Headings A-17
Page Numbers A-17
38. APPENDIX B
Documentation of Report Sources A-19
Chicago Humanities Style A-19
In-Text Citation—Chicago Humanities Style A-19
Bibliography—Chicago Humanities Style A-20
APA Style A-22
In-Text Citation—APA Style A-22
List of References—APA Style A-22
MLA Style A-22
In-Text Citation—MLA Style A-22
List of Works Cited—MLA Style A-23
APPENDIX C
Correction Symbols A-25
Content and Style A-25
Grammar, Mechanics, and Usage A-26
Proofreading Marks A-27
Handbook of Grammar, Mechanics,
39. and Usage H-1
Diagnostic Test of English Skills H-1
Assessment of English Skills H-3
Essentials of Grammar, Mechanics, and Usage H-3
1.0 Grammar H-3
2.0 Punctuation H-15
3.0 Mechanics H-19
4.0 Vocabulary H-22
References R-1
Acknowledgments ACK-1
Brand, Organization, Name,
and Website Index I-1
Subject Index I-5
Contents xiii
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40. xv
Real-Time Updates—Learn More
Real-Time Updates “Learn More” is a unique feature that you
will see strategically located
throughout the text, connecting them with dozens of carefully
selected online media
items. These elements—categorized by the icons shown below
representing podcasts,
PDF files, articles/websites, online videos, and PowerPoint
presentations—complement
the text’s coverage by providing contemporary examples and
valuable insights from suc-
cessful professionals.
Will your social media habits kill your career? 23
Learn how intellectual property protection promotes
sustainable growth 27
Need some fresh creative inspiration? 91
Building credibility online 120
Grammar questions? Click here for help 128
Integrating social media in a global corporation 180
41. Tweets from the boss: CEOs on Twitter 199
Get expert tips on writing (or requesting) a letter
of recommendation 227
Simple rules for writing effective thank-you notes 233
Make sure your logic can stand on solid ground 291
10 reasons you should not cite Wikipedia in your research
318
See your way into the hidden Internet 321
A practical guide to selecting the best online search tools
323
Quickly peruse dozens of data and information
display techniques 347
Data visualization gateway: A comprehensive collection
for business communicators 355
Understand why some visuals work and some don’t 361
Step-by-step advice for developing a successful
business plan 381
Get a head start on writing great headlines 411
Get practical advice on developing research reports 426
Try these Facebook applications in your job search 523
100 Twitter tools for job searchers 524
Follow these people to a new career 525
Find the keywords that will light up your résumé 533
Watch a résumé pro rework an introductory statement 534
How much are you worth? 553
42. Violating ethical expectations in social media 179
Are you damaging yourself with noise? 12
Use negotiation skills to resolve conflicts 38
Are you a good listener? 47
Video guide puts culture in context 67
Overcoming culture shock 71
Step-by-step advice for recording your first podcast 202
Take some of the sting out of delivering bad news 263
Persuasion skills for every business professional 282
Is it necessary—or even smart—to spend months writing
a business plan? 380
Dealing with the difficult four 469
Maximize the rewards of the backchannel and minimize
the risks 486
Get a quick video tour of Garr Reynolds’s Presentation Zen
494
Way beyond bullet points: A stunning example
of free-form slide design 498
Five easy tips to add a professional finish to your slides
503
Tweet your way to a sweet job 524
Learn to use LinkedIn’s résumé builder 531
Video interviewing on Skype 557
43. Study the classics to ace your next interview 560
Steps you can take to help reduce information overload 17
Social networks for professionals 40
International etiquette tips 66
Dig deep into audience needs with this planning tool 89
Get detailed advice on using bias-free language 120
Proofread with advice from Stanford Business School 164
The right way to ask for recommendations on LinkedIn 217
See why visual design is a lot more than just eye candy 341
Jumpstart your visual creativity 360
REAL-TIME UPDATES
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REAL-TIME UPDATES
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44. Wrap your mind around mind mapping 101
Get helpful tips on creating an outline for any project 103
Practical advice for thorough proofreading 164
Take a crash course in email etiquette 188
Choose the most effective emotional appeal 290
Need clarification about plagiarism? 409
Should you accept? Evaluating a job offer 568
Take a fast course in listening skills 46
Don’t let etiquette blunders derail your career 53
Essential guidelines for adapting to other business cultures
71
Smart advice for brainstorming sessions 100
REAL-TIME UPDATES
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PowerPoint Presentation
xvi Real-Time Updates—Learn More
xvii
45. Major Changes and Improvements
in This Edition
Bovée and Thill texts have long set the benchmark in this field
for rigorous, high-value
revisions that make sure instructors and students have the most
comprehensive, realistic,
and contemporary materials available. The following table
identifies the major changes
and improvements in the eleventh edition of Business
Communication Today .
Preface
Significant Content
Additions and Upgrades
In addition to numerous updates and streamlining rewrites
throughout, the following sections are all new or substantially
revised
with new material:
• Understanding Why Communication Matters (in Chapter
1 )
46. • The Social Communication Model (in Chapter 1 )
• Committing to Ethical and Legal Communication (in
Chapter 1 ;
new coverage of transparency)
• Distinguishing Ethical Dilemmas from Ethical Lapses (in
Chapter 1 ;
revised and streamlined)
• Business Communication 2.0: Who’s Responsible Here?
(in Chapter 1 ; updated)
• Communicating Effectively in Teams (in Chapter 2 ;
new
coverage of collaboration)
• Using Meeting Technologies (in Chapter 2 ; updated)
• Communicating Across Cultures: Whose Skin Is This,
Anyway?
(in Chapter 2 )
• Business Etiquette Online (in Chapter 2 ; updated)
47. • Developing Cultural Competency (in Chapter 3 )
• Communicating Across Cultures: Us Versus Them:
Generational
Conflict in the Workplace (in Chapter 3 )
• Speaking and Listening Carefully (in Chapter 3 ;
updated with
accommodation strategies)
• Analyzing the Situation (in Chapter 4 )
• Building Reader Interest with Storytelling Techniques (in
Chapter 4 )
• Emphasizing the Positive (in Chapter 5 ; new coverage
of
euphemisms)
• Business Communication 2.0: Walking Around with the
Entire
Internet in Your Hands (in Chapter 7 )
• Compositional Modes for Electronic Media (in Chapter 7
)
48. • Managing Communication in a Social Media Environment
(in Chapter 7 )
(continued)
xviii Preface
Significant Content
Additions and Upgrades
(Continued)
• Social Networking and Community Participation Websites
(in Chapter 7 )
Social Networks
Business Communication Uses of Social Networks
Strategies for Business Communication on Social Networks
User-Generated Content Sites
49. Community Q&A Sites
Community Participation Websites
• Microblogging (in Chapter 7 )
• New two-page highlight feature: Business Communicators
Innovating with Social Media (in Chapter 7 )
• Closing on a Respectful Note (in Chapter 9 )
• Making Negative Announcements on Routine Business
Matters
(in Chapter 9 )
• Rejecting Suggestions and Proposals (in Chapter 9 )
• Refusing Social Networking Recommendation Requests
(in
Chapter 9 )
• Rejecting Job Applications (in Chapter 9 )
• Giving Negative Performance Reviews (in Chapter 9 ;
substantially revised)
50. • Business Communication 2.0: We’re Under Attack!
Responding
to Rumors and Criticism in a Social Media Environment (in
Chapter 9 ; substantially revised)
• Writing Promotional Messages for Social Media (in
Chapter 10 ;
revised)
• Online Monitoring Tools (in Chapter 11 )
• Creating Successful Business Plans (in Chapter 13 ;
revised)
• Business Communication 2.0: Hey You! Hands Off My
Content!
(in Chapter 14 )
• Presentation Close (in Chapter 16 )
• Ending with Clarity and Confidence (in Chapter 16 )
• Embracing the Backchannel (in Chapter 16 )
51. • Designing Effective Slides (in Chapter 17 )
• Creating Effective Slide Content (in Chapter 17 )
• Creating Effective Handouts (in Chapter 17 )
• Finding the Ideal Opportunity in Today’s Job Market (in
Chapter 18 )
Writing the Story of You
Learning to Think Like an Employer
Translating Your General Potential into a Specific
